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GUNTER’S RESTAURANT BRAND GUIDELINE


Insight Gunter’s Restaurant, located in South San Francisco, CA has been around since the 1950’s and has continued to serve the community good food at a low price for over 50 years. This establishment has been able to retain the local customers around the South San Francisco neighborhood as well as drawing in others from surrounding cities. The restaurant is able to accommodate a large number of people with large amounts of tables and chairs on the main floor as well as the diner-style counter.

Project Summary This project was to take an existing restaurant or bar and to rebrand the chosen establishment. The designer is to create a new logo or logos for the establishment to use on its menus, bags, boxes, signs, etc. giving the old place a new look. Re-branding of the establishment should give the business a new and improved representation to new and current customers which will communicate what the business has to offer to the public. While the look will be new, it would not be a complete change. The new look would pay homage by not going too far from the original look. The new look will still have the family friendly, diner feel while also keeping the original colors and similar, but updated typefaces in the logo.


Audience Profile The target demographic for this restaurant would be customer(s) not necessarily looking for a fine dining experience. While the decor may not be the greatest inside, the food, low price, and friendly service will be a selling point. The consumer should be interested in supporting a local business while being around local customers which have built friendly relationships with those running the business and the other customers as well. It is at the top priority to make sure that older customers, those who grew up with Gunter’s Restaurant over the years would still feel they are at home at Gunter’s Restaurant. Younger customers, 1525, will now be drawn to the establishment to keep the local business relevant in the upcoming years. This restaurant will now be able to attract more customers around the Bay Area from all different neighborhoods and not just the close residents which are around the South San Francisco area.

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Perception/Tone The current customers, which are of an older demographic (ages 40+) will still be able to have nostalgic value in the restaurant. They would be able to notice the difference in the styling and also appreciate the new found look. New and younger customers will now be drawn to the establishment and will be able to discover what may have been always looked past. Despite drawing a younger crowd, this new crowd will still sense that this is an older establishment and realize it is not one to disrespect with vandalism or uncleanliness in and around the building. Older customers will still feel that this is the restaurant they grew up going to and see it as a common ground to tie old and new generations of the community together. Not only will the restaurant gain new customers with the younger generation, but they will also gain a sense of loyalty and draw the younger generation to want to work at the restaurant as well. The handwritten and looser look of the cursive typeface will suggest a friendly and laid-back feeling to draw any person in.

Communication Strategy I plan to get this message across by keeping old elements of the restaurant within the new design. The look of an old diner should not be erased, but embraced and put into new, upgraded look in the logos used. The bags and boxes will now start to carry the logo as well as the take-home menu that customers can now take with them. The use of typeface would give a new look while still keeping a retro style diner look that the regulars will recognize. The colors (forest green/ red) would stay the same, to pay homage to the establishment, but will be used also to pull the attention of those who may have never stepped foot through the doors. The structure of the logo will keep similar aesthetics by using a larger, more active, cursive typeface for “Gunter’s�.


Competitive Positioning The difference with my design and the current would be that it would still hold nostalgic value for the ones operating the business and their locals/regulars who frequent the place. It would not be re-branded to get rid of the current customers and pull-in new ones, but to keep the regulars happy and to be able for the business to gain a new generation of regular customers for the future. While there may be many other diners or restaurants in the near area that serve similar food friendly look and feel will keep customers coming back. Many old restaurants similar to Gunter’s Restaurant eventually get that reputation from the younger generation that it does not suit them and they would feel out of place. With the rebranding of Gunter’s Restaurant, they will be able to portray the image of being that old, small town restaurant that is welcoming for all.

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Contents

Project Summary

4

Master Logos

10

Alternative Logos

12

Logo Sizes

14

Exclusion Zone

15

Primary Color Palette

16

Alternate Color Palette

17

Primary Typography

18

Alternative Typography

19

Products

20

Business Card

24

Letterhead

25


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Master Logo The master logo consists of “Gunter’s” in an active, cursive lettering. These letters are placed over a badge which consists of the word “Restaurant” knocked out of the badge. When printed on objects, only the red and green colors will print. When using the black logo, only the color black will print. The colored logo is not to be printed on any item which is not white. If the logo needs to be printed on a colored item, the black logo will be used and switched from black or white accordingly to create the most contrast with the logo and the item.


B&W

Color

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Alternative Logos The alternate logos are provided in the event that the master logo would be sized too small, resulting in the word “restaurant” being eligible on promotional products. Should the logo be less than 6.5 inches wide, any of the following alternate logos will be used. Usage on items for restaurant use only, such as menus, cups, napkins, the master logo can be used under 6.5 inches, but not under 3 inches wide. If the item needing a logo requires the logo to be at or under 3 inches wide, logos #3 and #6 must be used. Alternate logos #2 and #5 will have white letters along with a white stroke around the whole logo and will be used on promotional items or ad space when the badge does not fit in the space compromising the readability of “Gunter’s” from a distance. These logos will also be used in the event that the colored logo has to be placed on a colored background, logo #2 will be used in place. In the event that the logo must be placed on a black background, logo #5 can be used due to the usage of white letters and a white stroke around the logo.


1

4

2

5

3

6

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Logo Sizes 4.0”

1.5”

3.0” .5”

3.0”


Exclusion Zone

The area around the Gunter’s Restaurant logo would always need an exclusion zone around it approximately the size of the apostrophe in the name “Gunter’s”. The use of the smallest logo, alternate logo #3 and #6 does not have a required exclusion zone and is solely based on the designers discretion.

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Primary Color Palette

Below are the primary colors for the logo. These colors should be used any time the colored version of the logo is to be used.

RGB: 0 56 24 CMYK: 86 48 91 62

RGB: 170 23 23 CMYK: 22 100 100 16


Alternate Color Palette

The alternate colors are to be used when the primary colors are not suitable for the product or color it will be printed on. These alternate colors are to be used to add contrast to the letters. White is the only color allowed to be used as to fill in what would be transparent areas as well as a stroke around the entire logo. Product examples, starting on page 18, will show the appropriate usage of the color white. The color black will only be used for text.

RGB: 0 0 0 CMYK: 0 0 0 0

Gunter’s Restaurant Brand Guidelines

RGB: 255 255 255 CMYK: 0 0 0 0

17


Typography: Primary

Gill Sans MT Ext Condensed Bold is used as the primary typeface. It is to be used for all the titles or headlines concerning Gunter’s Restaurant.

Gill Sans MT Ext Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()


Typography: Alternate

Gill Sans MT Condensed is used for all the body text for Gunter’s Restaurant. It will be typically used under the headlines and titles.

Gill Sans MT Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

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Products Pint Glass

Napkins


To-Go Bag

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Products T-Shirts


Classic Car

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Business Cards Front

Back


Letterhead

12/12/2012

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Best Regards, Lorem Ipsum

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Gunter's Restaurant Rebranding Guideline