bar & Lounge BRAND IDENTITY STYLE GUIDE BOOK 2022
bar & Lounge
TABLE OF CONTENTS INTRODUCTION 01
SIGNAGE DESIGN 25
Project Brief Design Overview
Main Entrance Sign Hours Sign Room Informational Signs A-Frame Specials/Happy Hour Sign Karaoke Poster
BASIC ELEMENTS 05 Color Palette Iconography Pattern Typefaces Logo
Logo Description Modifications for Logo Black and White Logo with Ratio Variations Restrictions Minimum Clear Space
STATIONARY DESIGN 17 Letterhead Envelope Business Card CD Package + CD Folder
PACKAGING DESIGN 37 Spirits Box Whiskey Bottle
MERCHANDISE 43 Engraved Whiskey Glass Pins T-Shirt
CREDITS 47
INTRODUCTION Project Brief Design Overview
01
PROJECT BRIEF Spurs Bar & Lounge is a modern day take on the rich history of the old west that we have within the Las Vegas Valley. Founded in 2022, this bar and lounge strives to reinvent the traditional take on a western themed bar into a place that understand fun, community, and an appreciation for the place that we call home. Apart from their competitors, Spurs embodies the heart of the west with their primary focus being on western landscape photography and an appealing environment welcoming those of all ages 21+. The mission for Spurs is to create an environment where everyone is welcomed, loved, appreciated, and treated like family. This is a place to hangout, bring your friends, have a drink and good time while you’re at it! Spurs offers not only a friendly, down to earth atmosphere, but a fully stocked bar, signature cocktails, happy hour, karaoke nights, live music, as well as plenty of room to invite your friends to hangout and take in the beauty of the west in our open concept lounge area with seating both inside and outside.
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FULLY STOCKED BAR
LOUNGE AREA
LIVELY MUSIC
We offer a wide selection of spirits, cocktails, drafts and more. from the classics to our weekly new releases hand crafted by the very best bartenders you’ll know and love.
A lounge area designed by our team to really put you into the heart of the west. With our open concept, you’re sure to want to bring your friends, grandma, crazy Uncle Joe to experience the fresh air and fun atmosphere.
From local bands that we love to support on our live music nights to getting to showcase our guests as the stars during karaoke nights, you’ll know that you’ve arrived at Spurs Bar & Lounge when you hear the music calling your name!
DESIGN OVERVIEW The overall design goal is to create a functioning, modern, but fun branding guidebook for Spurs Bar & Lounge. Unlike similar establishments, we strive to truly create an ode to the West while simultaneously making this a fun, vibrant, hotspot of Downtown Henderson. We seek to deliver the best of the best signature cocktails, the classics, and our own personal spin on bar food. This is a place to unwind after work and really take in your often times, unoticably beautiful surroundings. The main goal is to make sure that everyone feels welcomed and treated like family, because that’s essentially what we are. Here our customers can be themselves, let loose, and relax all while enjoying a drink and some music. Our branding focuses on the idea of the pride that comes from living in this great valley and the playfulness that comes with being at a bar. This is shown through our use of local photography, local music, as well as the fun iconography and western details we have included.
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BASIC ELEMENTS Color Palette Iconography Pattern Typefaces Logo Logo Description Modifications for Logo Black and White Logo with Ratio Variations Restrictions Minimum Clear Space
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COLOR PALETTE
HOME MEANS THE HILLS As our primary color, we wanted to really showcase our love for landscape within the valley. This Red Rock color really captures the red rocks and sunsets our local patrons get to experience on a day to day just on their drive home from work. This color should be used initially for main branding purposes unless paired with a darker background.
RED ROCK HEX: 956645 C: 34 M: 59 Y: 76 K: 19 R:149 G:102 B:70
GOLDEN WEST As our secondary color, we really wanted to keep it neutral to have our logo pop, but still give ode to the landscapes of Nevada. For this Morning Light color we are representing the sandy nature of our great state as well as the lightness of the sunrises. This color will typically be used on darker backgrounds, as a background for our main logo, or as an overlay for our photography. Color is also nicely paired with a grain texture.
MORNING LIGHT HEX: D5BFB2 C: 16 M: 23 Y: 27 K: 0 R: 213 G:192 B: 178
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ICONOGRAPHY
SPUR
Typically used to replace our logo or to allude to our logo where it may not be present. Meant to give a fun, rough, and of course western emphasis on the branding.
INFORMATIONAL
Different simplied objects used to help customers indentify different areas in the bar. None are specifically used for the branding itself, but should be used in the Red Rock color.
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PATTERN PHOTOGRAPHY Instead of a traditional pattern of repeating shapes or icons, we really wanted to embrace the love for nature by using local photography as a pattern with an overaly of Morning Light and/or grain.
ROPE To give off the idea of a lasso, we utilized this repeating pattern of diagonal lines. Typically used to outline bounding boxes or to create borders. Should only be used with color Red Rock.
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TYPEFACES
PRIMARY TYPEFACE
BUTCH QUEEN
A fun and lasso-like typeface used primarily for the “Spurs” focus of our logo
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 . , & !?
SECONDARY TYPEFACES
BECKER GOTHICS
A spiky typeface used to represent the cacti native to Nevada. This is primarily used as subheadings in our logo and throughout our branding. This typeface is primarily used for body copy as well as other text that may utilize lower case letters. Add 0.1 stroke to bolden.
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ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 . , & !?@#
BASKERVILLE OLD FACE abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 . , & !?@#
LOGO LOGO DESCRIPTION
SPURS Old western tradition to boot spurs on your boots. LINES Showcases the love for Vegas sunsets.
BAR & LOUNGE Informational to let customers know who we are.
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MODIFICATIONS FOR LOGO
R R Extended leg with spur on the end to showcase the name of our brand.
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BLACK & WHITE LOGO WITH RATIO
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MASTERLOGO
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VARIATIONS
BRAND COLORS
DARK BACKGROUND
For logo with brand colors, use the Morning Light color or light colored photography
For any dark backgrounds, use the Morning Light color version of the logo.
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RESTRICTIONS
BACKGROUND
PROPORTIONS
ROTATIONS
COLOR
Do not use Red Rock version on dark backgrounds/photography.
Do not rotate in any direction.
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Do not distort the proportions vertical or horizontal, only increase/decrease size based on guidelines.
Do not use colors outside of the branding.
MINIMUM CLEAR SPACE
MINUMUM CLEAR SPACE MINIMUM SIZE
x 0.6” x
x
x
2.1”
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STATIONARY DESIGN Letterhead Envelope Business Card CD Package + CD Folder
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LETTERHEAD DIMENSIONS H: 12” W: 9”
0.2”
0.7”
1.4”
2.5”
9.8”
0.3” 0.7”
2.95”
8”
19 9”
12”
ENVELOPE DIMENSIONS H: 4.125” W: 9.5” 0.3” 0.7”
3.7”
0.25”
9”
2.2” 0.58”
4.125” 3.8”
1.5”
9.5”
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BUSINESS CARD DIMENSIONS H: 2” W: 3.5” 0.58”
0.85”
2”
0.58”
0.05”
2.95”
0.05”
3.5”
0.45”
1.8”
0.45”
0.1”
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0.45”
3.3”
3.5”
2”
CD PACKAGE + CD DIMENSIONS PACKAGE H: 4.75” W: 4.75” DIMENSIONS CD H: 4.7” W: 4.7”
0.3”
1.6”
2.2” 0.6”
4.7” 2”
0.1”
4.75”
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FOLDER DIMENSIONS CLOSED H: 12” W: 9”
0.45” 0.2”
4.9”
6.8”
12” 1.9”
1.8”
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1.2”
6.7” 8.1”
9”
11.2”
FOLDER OPENED DIMENSIONS OPENED H: 12” W: 18”
8”
12”
4”
0.45”
8.9”
3.5”
18”
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SIGNAGE DESIGN Main Entrance Sign Hours Sign Room Informational Signs A-Frame Specials/Happy Hour Sign Karaoke Informational Poster
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MAIN ENTRANCE SIGN
1.2’
2’
2.3’
3.3’
3.5’
5.4’
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HOURS SIGN
1.5’
2.8’
1.5’
2.5’
2.7’
5.4’
29
ROOM INFORMATIONAL SIGNS
.75’
1’
5.4’
4.4’
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A-FRAME SPECIALS/ HAPPY HOUR SIGN
3.5’
2’
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5.4’
KARAOKE POSTER
4’
3.5’
5.4’ 4.3’
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PACKAGING DESIGN Spirit Box Whiskey Bottle
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SPIRIT BOX
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WHISKEY BOTTLE
FRONT LABEL
Type of spirit, locational information, bottling information.
BACK LABEL
Type of spirit, locational information, serving facts, government warning, recycle icon, bar code, website.
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LEATHER WRAP Cut leather with stamped bottling date.
MERCHANDISE Engraved Whiskey Glass Pins T-Shirt
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credits
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PHOTOGRAPHY
SPECIAL THANKS
ROBIN MCSKELLY
UNSPLASH
AUSTIN ANDERSON
GOOGLE IMAGES
LUO LEI
NOUN PROJECT
TYLER CASEY
FREEPIK
PATRICK ROBERT DOYLE
NKD COWBOY
CODY DOHERTY
ADOBE STOCK
BRADEN COLLUM
MOCKUPS-DESIGN.COM
ALEXANDER GRIGORYEV NICOLE HERRERO
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bar & Lounge DESIGNED BY: RYLEE JONES RYLEENJONES@GMAIL.COM