Brothers Barbershop Identity Manual

GUIDELINE 2016 V1.0

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TABLE OF CONTENTS

BROTHERS BRAND GUIDELINES

01 INTRODUCTION TO BROTHERS

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02 IDENTITY ELEMENTS

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03 LOGO CLEARSPACE

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04 COLOR PALETTE

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05 LOGO TYPOGRAPHY

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06 LOGO MISUSES

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07 IDENTITY FILES INDEX

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BROTHERS BRAND GUIDELINES

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01

INTRODUCTION TO BROTHERS

BROTHERS BRAND GUIDELINES

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01 INTRODUCTION TO BROTHERS

BROTHERS BRAND GUIDELINES

Brand Essence Brothers’ is the only Full-Service Men’s Barbershop of its kind in Muncie, IN. We are unique in that we specialize in men’s haircuts & styles, textures, cultures and beards. It’s not just a barbershop, it’s not just a haircut. We truly believe that men need the fellowship of other men, and that we are all part of the one, wonderfully made, human race.

The vision of Brothers’ Barbershop is to provide an atmosphere where walls are broken down and men can meet together and have fellowship of all nations. The barbershop is one of the oldest professions where this can naturally take place.

Why do we have the Guidelines?

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To understand the function of identity design Explain the components Define the graphic design standards To illustrate how the standards are applied

Benefits of using guidelines - Ensure continuity - Ensure clear and consistent application of identity design

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IDENTITY ELEMENTS

BROTHERS BRAND GUIDELINES

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02 IDENTITY ELEMENTS The form of the Brothers Logomark is based On two back-to-back faces that represent two brothers (Stephen Hargrave & Randall Hargrave) who founded the Brothers barbershop.

BROTHERS BRAND GUIDELINES

LOGOMARK

Together, the Logomark and Wordmark create the Brothers Logo Lock-up. The Lock-up forms the most significant feature of the Brothers product and corporate identity and should be used on all aspects of branded communication.

The Brothers Logo Lock-up should never be altered, tilted, distorted, manipulated or disassembled on any application.

SIGNATURE (1)

SIGNATURE (2)

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02 IDENTITY ELEMENTS

BROTHERS BRAND GUIDELINES

Preferred Combinations Each configuration that combines the Logomark and signature in a defined relationship is referred to as a “Lock-up.”

LOGO LOCK-UP

LOGOMARK

The preferred lock-up: The vertical version, Signature placed underneath the Logomark is the preferred lock-up and should be used whenever possible in order to build equity around it.

SIGNATURE

1’’

MINIMUM SIZE

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02 IDENTITY ELEMENTS

BROTHERS BRAND GUIDELINES

Alternative Combinations Each configuration that combines the Logomark and signature in a defined relationship is referred to as a “Lock-up.� Two other versions of Brothers Barbershop lock-ups are available for use:

(1) Seal Lock-up

(1) Brother Seal Logo Lock-up: Logomark placed in the center of the seal. Signature placed at both top and bottom of the circle.

(2) Horizontal version: Logomark placed on the left side and Signature placed on the right side.

Both Logomark and Signature should be on the same height.

Each lock-up defines the relationship of the Logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained.

(2) Horizontal Lock-up

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LOGO CLEARSPACE

BROTHERS BRAND GUIDELINES

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03 LOGO CLEARSPACE Vertical To maintain the integrity of the lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements.

The following is the clearspace rule for the vertical Brothers Barbershop Logo. In order to gain maximum visibility, the Brothers Logo should always appear with a minimum area of clear space around the logo. This area should be free of any type or graphic element. Using center-line height of the letters “B,” “T” and “H” as “x,” the clear space is a 1x area around the entire Logo. This rule applies to all versions of the Brothers Logo on all mediums.

BROTHERS BRAND GUIDELINES

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03 LOGO CLEARSPACE

BROTHERS BRAND GUIDELINES

Alternative Combinations To maintain the integrity of the lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements.

The following is the clearspace rule for the vertical Brothers Barbershop Logo. In order to gain maximum visibility, the Brothers Logo should always appear with a minimum area of clear space around the logo. This area should be free of any type or graphic element. Using center-line height of the letters “B,” “T” and “H” as “x,” the clear space is a 1x area around the entire Logo. This rule applies to all versions of the Brothers Logo on all mediums.

(1) Seal Lock-up

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03 LOGO CLEARSPACE

BROTHERS BRAND GUIDELINES

Alternative Combinations To maintain the integrity of the lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements.

The following is the clearspace rule for the vertical Brothers Barbershop Logo. In order to gain maximum visibility, the Brothers Logo should always appear with a minimum area of clear space around the logo. This area should be free of any type or graphic element. Using center-line height of the letters “B,” “T” and “H” as “x,” the clear space is a 1x area around the entire Logo. This rule applies to all versions of the Brothers Logo on all mediums.

(2) Horizontal Lock-up

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COLOR PALETTE

BROTHERS BRAND GUIDELINES

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04 COLOR PALETTE

Color is a powerful means of identification.

Consistent use of our new Brothers Logo colors will help build visibility and recognition for Brothers and will set us apart from our competitors.

BROTHERS BRAND GUIDELINES

Black and White (Reversed)

The descriptions below apply to both the vertical and horizontal Logo Lock-up formats.

In instances where only one color is available for printing, use the one-color options to the right.

The descriptions below apply to both the vertical and horizontal Logo formats.

1-Color Black and White Use this simple, 1-color version where gradations may not be possible (such as embossing, glass decals and embroidery).

1-Color Grayscale The Scout Signature can be printed as a tint of black for one-color applications (such as Word stationery templates and merchandise).

Grayscale Black

Gray

Pantone: Black CMYK: 0,0,0,100 RGB: 0,0,0 HEX: #000000

Pantone: Gray CMYK: 40,32,31,0 RGB: 161,161,163 HEX: #a0a0a3

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LOGO TYPOGRAPHY

BROTHERS BRAND GUIDELINES

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05 LOGO TYPOGRAPHY

Brothers’ primary typeface is IFC Insane Rodeo Bold. Vintage, bold and easy to read. Secondary typeface Trade Gothic is uniquely suited for a wide range of visual communications. Multiple levels of typographic hierarchy are defined both for impact and clarity of our communications.

When to use Use Trade Gothic for all Brothers communications where possible. Use Trade Gothic in rendered form for online and electronic applications. When use of Trade Gothic is not possible, use the Arial font family. The weights shown for Trade Gothic are approved for use.

BROTHERS BRAND GUIDELINES

IFC INSANE RODEO BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

TRADE GOTHIC BOLD CONDENSED NO.20 SUB-HEAD

ABCDEFG12345 1234567890

TRADE GOTHIC LIGHT BODY

ABCDEFG12345 1234567890

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06

LOGO MISUSES

BROTHERS BRAND GUIDELINES

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06 LOGO MISUSES

BROTHERS BRAND GUIDELINES

Because the Brothers Logo is the brand’s primary visual representation, its integrity should be respected at all times, in all places.

Please do not stretch, condense, augment or distort its form.

Changing any graphic element of the Logo will weaken its impact and detract from the consistent image we seek to project. The illustrations to the right describe some,but not all, of the more common misunderstandings and iappropriate uses of the Logo.

Please use only approved electronic art when reproducing the Brothers Logo.

SCALE. Do not play with the scale of the logo. The proportions of the logos should not be altered in any way.

COLOR. Do not change the colors of any of the logos.

EFFECTS. Do not add any kind of effects like a drop shadow to the logo.

CONTRAST. The logos should always be placed in locations that are not too complex to allow them to be viewed clearly.

STROKE. Do not stroke the logo.

CROP. Do not crop the logo in any way.

ORIENTATION. Do not change the orientation of the logo by rotating it any way.

PROPORTIONS. Do not change proportions of the Signature.

TRANSPARENCY. Do not lay any kind of transparency over the logo.

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IDENTITY FILES INDEX

BROTHERS BRAND GUIDELINES

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07 IDENTITY FILES INDEX

Included on pages 6–11 are the following versions of X identity files: - Brothers Preferred Lock-up - Brothers Alternate Lock-up #1 - Brothers Alternate Lock-up #2 - Brothers Logomark - Brothers Signature Each of these versions is provided in a color and a black & white option. All the files are provided in the following formats: PDF, EPS, PNG and JPG.

Notes for file format usage: - PDF and EPS files are intended for use with print. They are a scalable vector format, which doesn’t lose quality when printed in large or small sizes.

- PNG is intended for your website. It is a transparent graphic, which means that it’s not attached to any background color or flattened.

- JPG is also intended mostly for online use, but they have been saved at the highest quality, providing you flexibility in its use. JPG is a flattened graphic and contains a white background. Depending on your use, you may need to scale the JPG or PNG formats down to the size you need and optimize them for your specific use.

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