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Shrimp Shack Visual Brand Guide


Table of Contents Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Icons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Textures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Lil’ Shrimps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Brand In-Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 3


Colors


PRIMARY PALETTE

PMS 1655 c

PMS 3115 c

PMS 7477 u

#F15925

#16B7C6

#5F7582

C 75

R 65

C 75

R 65

C 75

R 65

M5

G 140

M5

G 140

M5

G 140

Y 100

B 141

Y 100

B 141

Y 100

B 141

K 0 A warm orange evokes hunger as the keystone color of the Shrimp Shack brand.

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K 0 A cool teal accents the primary and conveys a sense of freshness from the sea.

K 0 A cool, median gray rounds out the primary palette to serve as a utility color.


ACCENT PALETTE

PMS 7621 up

PMS 715 c

PMS 123-6 c

PMS 552 u

#D43D29

#EE8B22

#0E8791

#AECAD7

NEUTRAL PALETTE

PMS 447 c

PMS 7541 u

PMS 179-1 u

White

#343735

#E5E5E5

#F3F3F3

#FFFFFFF

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8


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Logos


Primary Full Color w/ Tagline

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Primary 3-Color w/ tagline

Primary 2-Color w/ tagline

Primary 3-Color Reverse w/ tagline

Primary 2-Color Reverse w/ tagline 13


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Primary 1-Color Orange

Primary 1-Color Gray

Primary 1-Color Reverse

Primary 1-Color Reverse Distressed


Secondary 3-Color

Secondary 2-Color

Secondary 3-Color Reverse

Secondary 1-Color Reverse 15


Alternate Full-Color w/ Tagline

Alternate Full-Color w/ Tagline Reverse

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Alternate 2-Color

Alternate 1-Color Reverse

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Wordmark 1-Color

Stacked Wordmark 1-Color

Wordmark 1-Color Distressed

Stacked Wordmark 1-Color Distressed


Stacked 2-Color

Stacked 2-Color Reverse

Stacked 1-Color Reversed

Stacked 1-Color Distressed 19


Icons


WEB & MOBILE ICONS

144px - Large-Format Retina Displays

114px - iPhone Retina Displays

72px - Legacy Android Displays

57px - Web-App Displays 22


TILE ICONS

SAFARI ICONS

Windows Metro Large Tile

Pinned Tab Icon Touch Bar Icon

Windows Metro Wide Tile

Windows Metro Medium Tile

ProďŹ le Photo Icon

Browser Favicon

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ALTERNATE USE ICONS

3-Color ‘Retro’ Icon

2-Color Icon

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ALTERNATE USE DISTRESSED ICONS

3-Color ‘Retro’ Distressed Icon

1-Color Brush Distressed Icon

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Typ

Shack


pography

It Up!


DOMINANT HEADING TYPEFACE

Calafia Regular A B C D E F G H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890&$%

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Heading 1 Heading 2 Heading 3


SUPPORTING HEADING TYPEFACE

Change One Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890&$%

Heading 4 HEADING 5 H EA D I N G 6

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DOMINANT HEADING TYPEFACE Open Sans Regular A N a n 1

B C D E O P Q R b c d e o p q r 2 3 4

F G H I S T U V f g h i s t u v 5 6 7

Open Sans Italic J K L M W X Y Z j k l m w x y z 8 9 0

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B C D E O P Q R b c d e o p q r 2 3 4

F G H I S T U V f g h i s t u v 5 6 7

B C D E O P Q R b c d e o p q r 2 3 4

F G H I S T U V f g h i s t u v 5 6 7

J K L M W X Y Z j k l m w x y z 8 9 0

Open Sans Bold Italic

Open Sans Bold A N a n 1

A N a n 1

J K L M W X Y Z j k l m w x y z 8 9 0

A N a n 1

B C D E O P Q R b c d e o p q r 2 3 4

F G H I S T U V f g h i s t u v 5 6 7

J K L M W X Y Z j k l m w x y z 8 9 0

Hyperlink

Active Hyperlink

Click Here To Learn More

Click Here To Learn More


VISUAL HIERARCHY

H1 Heading H4 Heading E x amp le p age c o p y c a n l e v e r a g e a g i l e f rame wo rks to pro v i d e a r o b us t s y no p s i s f o r hi g h l e v e l o ve rvi e ws. Ite r ati v e ap p r o a c he s t o c o r p o r a t e s t r a t e gy f o ste r c o l lab o r ati v e t hi nk i ng t o f ur t he r t he o v eral l val ue . ∙ H 6 H E A D IN G ∙ H 6 H E A D IN G ∙ H 6 H E A D IN G

Call to Action 31


Usage


LOGO CLEARSPACE

1x

The logo should have a base margin that is equal to the width of the tagline border. This clearspace should be applied to the wordmark, while the protruding badge element may eclipse certain simple backgrounds.

Overlap Space 1x

1x

1x

1x Overlap Space

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Overlap Space

Overlap Space


DISAPPROVED USAGE

Never squish or skew the logo.

Always observe proper contrast ratios.

Never alter colors from approved marks.

Always observe proper margins. 35


Tiles &


Textures


TILEABLE GRAPHIC PATTERNS

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Red Tile Pattern

Teal Tile Pattern

Bone Tile Pattern

Gray Tile Pattern


TEXTURES

Shiplap Texture

Dark Wood Texture

Teal Boards Texture

Gray Boards Texture 39


Imagery


MARKETING IMAGERY Shrimp Shack’s marketing imagery and photography serves to provide brand-speciďŹ c backgrounds which showcase the food so that it may be paired with headlines and copy. The image composition should provide clear margins for text and must observe high contrast values. For example, light text may be applied to a dark background or, conversely, dark text may be applied to a light background. These images should typically depict food served in the restaurants, but on occassion may feature raw ingredients as a means of conveying quality, sourcing, and freshness. 42


MENU IMAGERY Shrimp Shack’s menu imagery is presented on white, modern dishware against a white background. This spotlights the food itself and prevents the eye from being distracted by environmental elements. Food is typically captured at a 30° elevation and a 60° angle to provide a sense of scale and depth. Items are shown with recommended sauces and any applicable sides. Occassionally, Sides may be shown with a raw ingredient for added context for the audience. 43


Lil’Shrimps Shrimp Shack’s classic logo maintains as a part of the new brand through its incorporation into the “Lil’ Shrimps” division of the brand. Our mascot, Shrimpy, appears often and exclusively anytime or place that children are referenced within the brand.

A coloring sheet doubles as our kids menu and placemat in-store, and any future childrens’ merchandise will of course feature Shrimpy, Shrimp Shack’s original issue mascot.

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Brand


In-Use


UNIFORM COMPONENTS

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Left Page: 2-Color Embroidered Dri Fit Polo 3-Color Embroidered FlexFit Cap Right Page: 1-Color Embroidered Apron

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IN-USE EXAMPLES

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PACKAGING EXAMPLES 1-Color Polystyrene Cup 1-Color Plastic Bag

1-Color Letterpress Napkins

Embossed Polystyrene Box

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Butcher Paper Liners


MERCHANDISE CONCEPTS

Men’s 3-Hit, 1-Color on Charcoal Heather

Men’s 2-Hit, 2-Color on Black

Women’s 2-Hit, 1-Color on Teal Heather 53


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