Brand Standards Manual

BRAND Standards Manual December 2011

1 point lines | Grey to Pink | Original

Table of Contents

1.0 Brand Statement 2.0 Profile Logo 2.1 Profile Logo 2.2 Profile Logo 路 Size Restrictions 2.2 Profile Logo 路 Variations

3.0 Color Palette 3.1 Primary Color Palette 3.2 Secondary Color Palette

4.0 Typography 5.0 Product Packaging 5.1 Match Box 5.2a House Wine 路 White 5.2b House Wine 路 Red 5.3 Take Out Box 5.4 Take Out Bag 5.5 Plate 5.6 Family Shot

6.0 Collateral 6.1 Business Card

Table of Contents, Cont.

6.2 Cocktail Napkin 6.3a Menu 路 Front 6.3b Menu 路 Back 6.4 Guest Check

7.0 Wait Staff Uniforms 7.1 Servers 7.2 Bar Tenders 7.3 Chefs

8.0 Web Design 8.1 Home Page 8.2 Menu 8.3 Philosophy 8.4 Location 8.5a Gallery 路 Cuisine 8.5b Gallery 路 Design 8.6 Reservations

9.0 Signage 9.1 Exterior Signage 9.2 Entry signage 9.3 Roof Green House Signage

10.0 End Statement

1.0 Brand Statement

Located in the West Loop of Chicago, Profile restaurant is a new branded environment meant to appeal to people who enjoy excellent cuisine, innovative design, and value the preservation of the environment.

Vision Profile restaurant seeks to incorporate culinary and design concepts into a cohesive environment in which people can enjoy quality food.

Values Brand • The Profile brand is a clean, yet dynamic brand that offers a simple, sophisticated approach to restaurant marketing.

Sustainability • Profile strives to reduce waste output through composting, recycling, natural ventilation systems, and water conservation. Profile supports local ingredient networks while growing its own produce.

Target Market Profile’s target market is men and women ages 25 to 55 with an annual income between $40,000 and $90,000 .

2.1 Profile Logo

2 point lines | Grey to Orange | Adjusted

Color

1 point lines | Grey to Pink | Original

Black & White

The primary Profile logo is comprised of two components. The first is a custom typeface artwork that makes up the “PR” and “FILE” of the logo. This artwork always prints in 80% gray. The secondary component is the flavor profile mark that makes up the “O” in the logo. The mark can appear independently of the primary logo and can vary in color, but the custom typeface artwork is only utilized in conjunction with the mark.

This is the ONLY accepted logo for Profile restaurant, and should never be modified in any way. The logo must be reproduced using an approved electronic file. Do not attempt to recreate this logo or use alternate fonts.

1 point lines |·Grey to Pink | Original 2.2 Profile Logo Size Restrictions

1 point lines | Grey to Pink | Original

The Profile logo prints at specific scales on all reproductions. The minimum base size when the primary logo appears is 3” wide.

1 point lines | Grey to Blue | Original

3”

2 point lines | Grey to Pink | Adjusted

2 point lines | Grey to Blue | Adjusted

At scales less than 3” wide, the secondary logo is used in which the primary mark 1 point lines | Grey to Pink | Original is replaced with the secondary mark.

(Secondary mark specifications on next page.) The minimum base size for the secondary logo is 2” wide.

1 point lines | Gre

2”

1 point lines | Grey to Orange | Original

1 point lines | Grey to Green | Original

2 point lines | Grey to Pink | Adjusted

2 point lines | Grey to Orange | Adjusted

A tertiary mark without the custom typeface artwork appears on the menu only with the mark at scales less than .5”. (Tertiary mark specifications on next page.)

2 point lines | Grey to Green | Adjusted

2 point lines | Grey to Pink | Adjusted

.5”

2 point lines | Gre

1 point lines | Grey to Pink | Original 2 point lines | Grey to Orange | Adjusted

2 point lines | G

2.3 Profile Logo ¡ Variations

1 point lines | Grey to Blue | Original

2 point lines | Grey to Green | Adjusted 2 point lines | Grey to Green | Adjusted

Primary Brand Color

| Grey to Orange | Adjusted | Grey to Orange | Adjusted

1 point lines | Grey to Green | Original

Sustainable Touchpoints

Water Conservation

2 point lines | Grey to Blue | Adjusted

1 point lines | Grey to Pink | Original

2 point lines | Grey to Pink | Adjusted

Primary Secondary Mark 2 point lines | Grey to Blue | Adjusted 1 point lines | Grey to Blue | Original Mark

Mark color variations indicate sustainable education touchpoints.

1 point lines | Grey to Green | Original

The secondary mark has increased dot scale.

The outer two rings of dots are eliminated and neutral color 5 is eliminated from the color gradient.

2 point lines | Grey to Green | Adjusted

1 point lines | Gre

Tertiary Mark

The tertiary mark appears at scales less than .5�, and all dots are adjusted to the primary color.

Color 1

C M Y K

0 76 51 0

R 239 G 100 B 103

Pantone 1785

Color 2

C M Y K

0 57 39 15

R 210 G 120 B 115

Pantone

0 38 26 30

R 183 G 131 B 126

Pantone

Color 3

C M Y K

Color 4

C M Y K

0 18 13 45

R 156 G 134 B 131

Pantone

Color 5

1 point lines | Grey to Pink | Original

3.1 Primary Color Palette

C M Y K

0 0 0 60

R 128 G 130 B 133

Pantone Cool Grey 7

Blend: No Pantone Available

Blend: No Pantone Available

Blend: No Pantone Available

R 163 G 182 B 222

Pantone 2717

C M Y K

32 0 95 0

R 186 G 214 B 59

Pantone 382

C M Y K

26 16 0 20

R 153 G 165 B 192

Pantone Blend: No Pantone Available

C M Y K

39 12 94 0

R 169 G 188 B 66

Pantone Blend: No Pantone Available

C M Y K

17 11 0 40

R 137 G 144 B 161

Pantone Blend: No Pantone Available

C M Y K

45 25 90 4

R 149 G 159 B 71

Pantone Blend: No Pantone Available

C M Y K

9 5 0 60

R 116 G 119 B 128

Pantone Blend: No Pantone Available

C M Y K

48 37 78 13

R 132 G 130 B 80

Pantone Blend: No Pantone Available

Color 4

C M Y K

0 0 0 80

R 88 G 89 B 91

Pantone Cool Gray 9

C M Y K

52 51 62 23

R 113 G 102 B 88

Pantone Warm Gray 10

Color 3

Color 2

Color 1

35 22 0 0

1 point lines | Grey to Green | Original

C M Y K

Color 5

3.2 Secondary Color Palettes

4.0 Typography

Primary Typeface The Profile primary typeface is Sansumi.

Sansumi is used for all headings larger than 14pt.

Sansumi abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

Secondary Typeface Sansumi-DemiBold is utilized for header typefaces less than 14pts and also as body copy on all packaging.

Helvetica Neue Light is used for all digital body copy.

Sansumi-DemiBold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Neue Light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 These are the only allowed typefaces. No other typefaces are to be used.

5.0 Product PaCKAGING

5.1 Match Box

/16”

Adhesive

11

23/16” 1.75”

/16”

23/16”

Adhesive

11

Inside

VERNMENT WARNING:

CCORDING TO THE SURGEON ERAL, WOMEN SHOULD NOT NK ALCOHOLIC BEVERAGES DURING GNANCY BECAUSE OF THE RISK OF H DEFECTS. (2) CONSUMPTION OF OHOLIC BEVERAGES IMPAIRS YOUR TY TO DRIVE CollaborateA CAR OR OPERATE Quicksand HINERY, AND MAY CAUSE HEALTH GOVERNMENT WARNING: (1) ACCORDING GOVERNMENT WARNING: TO THE SURGEON GENERAL, WOMEN (1) ACCORDING TO THE SURGEON BLEMS. CONTAINS SULFITES SHOULD NOT DRINK ALCOHOLIC BEVERAGES GENERAL, WOMEN SHOULD NOT

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DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

VERNMENT WARNING:

St Marie Thin

DISCO

ALC. 15.5% BY VOL. BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML

5.2a House Wine · White Aaargh

ABC WINERY AMERICAN MERLOT

GOVERNMENT WARNING:

(1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

ABC WINERY AMERICAN MERLOT ALC. 15.5% BY VOL. BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML

ALC. 15.5% BY VOL. ABC WINERY AMERICAN MERLOT

BOTTLED BY XYZ VINTNERS, CITY, ALC. 15.5% BY VOL. STATE BOTTLED BY XYZ VINTNERS, CITY, STATE GOVERNMENT WARNING: 750 ML 750 ML (1) ACCORDING TO THE SURGEON Sansumi

GOVERNMENT WARNING: GOVERNMENT WARNING: ACCORDING TO THE SURGEON (1) ACCORDING TO THE (1) ACCORDING TO THE SURGEON SURGEON GENERAL, WOMEN GENERAL, WOMEN SHOULD NOT GENERAL, WOMEN SHOULD NOT ERAL, WOMEN NOT SHOULD NOTSHOULD DRINK ALCOHOLIC DRINK ALCOHOLIC BEVERAGES DRINK ALCOHOLIC BEVERAGES BEVERAGES DURING DURING PREGNANCY BECAUSE OF DURING PREGNANCY BECAUSE OF NK ALCOHOLIC PREGNANCYBEVERAGES BECAUSE OF THE THE RISK OF BIRTH DEFECTS. (2) THE RISK OF BIRTH DEFECTS. (2) ABC WINERY RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC CONSUMPTION OF ALCOHOLIC RING PREGNANCY BECAUSE OF AMERICAN MERLOT CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY 6” BEVERAGES IMPAIRS YOUR ABILITY IMPAIRS YOUR TO DRIVE A CAR OR OPERATE TO DRIVE A CAR OR OPERATE RISK OFBEVERAGES BIRTH DEFECTS. (2) ALC. 15.5% BY VOL. ABILITY TO DRIVE A CAR OR MACHINERY, AND MAY CAUSE MACHINERY, AND MAY CAUSE ABC WINERY OPERATE MACHINERY, AND MAY HEALTH PROBLEMS. CONTAINS HEALTH PROBLEMS. CONTAINS NSUMPTION OF ALCOHOLIC ABC WINERY Collaborate Quicksand CAUSE HEALTH PROBLEMS.

BY XYZ VINTNERS, CITY, SULFITES Aaargh SULFITES AMERICAN MERLOT BOTTLED AMERICAN MERLO CONTAINS SULFITES STATE ERAGES IMPAIRS YOUR ABILITY GOVERNMENT WARNING: (1) ACCORDING GOVERNMENT WARNING: 750 ML GOVERNMENT WARNING: TO THE SURGEON GENERAL, WOMEN (1) ACCORDING TO THE SURGEON ALC. 15.5% BY VOL (1) ACCORDING TO THE SURGEON DRIVE A CAR OR OPERATE SHOULD NOT DRINK ALCOHOLIC BEVERAGES GENERAL, WOMEN SHOULD NOT GENERAL, WOMEN BY SHOULDVOL. NOT ALC. 15.5% DURING PREGNANCY BECAUSE OF THE RISK DRINK ALCOHOLIC BEVERAGES BOTTLED BY XYZ V BLANC DRINKSAUVIGNON ALCOHOLIC BEVERAGES DURING 12pt.

CHINERY,Collaborate AND MAY CAUSE Quicksand OF BIRTH DEFECTS. (2) CONSUMPTION OF Aaargh DURING PREGNANCY BECAUSE OF 750 ML ABC WINERY PREGNANCY BECAUSE OF THE RISK OF ALCOHOLIC BEVERAGES IMPAIRS YOUR THE RISK OF BIRTH DEFECTS. (2) All Caps BIRTH DEFECTS. (2) CONSUMPTION OF AMERICAN MERLOT LTH PROBLEMS. CONTAINS RIESLING RIESLING ABILITY TO DRIVE A CAR OR OPERATE RIESLING CONSUMPTION OF ALCOHOLIC ALCOHOLIC BEVERAGES IMPAIRS YOUR MACHINERY, AND MAY CAUSE HEALTH BEVERAGES IMPAIRS YOUR ABILITY TO BOTTLED VINTNERS, CITY, SansumiABILITY TO DRIVEBY A CARXYZ OR OPERATE FITES ALC. 15.5% BY VOL. SAUVIGNON BLANC SAUVIGNON PROBLEMS. CONTAINS SULFITES BLANC SAUVIGNON BLANC DRIVE A CAR OR OPERATE MACHINERY,

rgh

LING

Southern Wisconsin 2010

MERLOT

DISCO

DISCO

MERLOT

AND MAY CAUSE HEALTH PROBLEMS. MERLOT CONTAINS SULFITES

St Marie Thin

St Marie Thin

GOVERNMENTRIESLING WARNING: GOVERNMENT WARNING: RIESLING (1) ACCORDING TO THE (1) ACCORDING TO THE SURGEON SURGEON GENERAL, WOMEN GENERAL, WOMEN SHOULD NOT SAUVIGNON BLANC SAUVIGNON BLANC SAUVIGNON BLANC SHOULD NOT DRINK ALCOHOLIC DRINK ALCOHOLIC BEVERAGES Wisconsin BEVERAGES Southern DURING DURING PREGNANCY BECAUSE OF MERLOT MERLOT MERLOT PREGNANCY BECAUSE OF THE THE RISK OF BIRTH DEFECTS. (2) RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC 2010 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY BEVERAGES IMPAIRS YOUR TO DRIVE A CAR OR OPERATE ABILITY TO DRIVE A CAR OR MACHINERY, AND MAY CAUSE OPERATE MACHINERY, AND MAY HEALTH PROBLEMS. CONTAINS CAUSE HEALTH PROBLEMS. SULFITES CONTAINS SULFITES RIESLING

16pt.

Sansumi All Caps Header

SAUVIGNON BLANC

SLING

VIGNON BLANC

RLOT

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL,PINOT WOMEN SHOULD NOT NOIR DRINK ALCOHOLIC BEVERAGES Southern Wisconsin DURING PREGNANCY BECAUSE OF 2009 THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

ABC WINERY AMERICAN MERLOT

ALC. 15.5% BY VOL.

ABC WINERY

BOTTLED BY XY STATE 750 ML

ABC WINERY ALC. 15.5% BY VOL. ABC WINERY AMERICAN MERLOT AMERICAN BOTTLED BY XYZ VINTNERS, CITY,MER

Quicksand

RIESLING

RIESLING

SAUVIGNON BLANC

SAUVIGNON BLANC

MERLOT

MERLOT

MERLOT

DISCO

St Marie Thin

Sansumi

RIESLING

RIESLING

1.5”

PINOT NOIRSAUVIGNON BLANC

SAUVIGNON BLANC

MERLOT Southern Wisconsin

2009

ALC. 15.5% BY V

BOTTLED BY XY STATE 750 ML

AMERICAN MERLOT 750 ML BOTTLED

BY XYZ SAUVIGNON BLANC 15.5% BY VOL. Aaargh ABC WINERY VINTNERS, CITY,ALC. STATE AMERICAN M BOTTLED BY XYZ VINTNERS, RIESLING 750 ML CITY, STATE

Collaborate

MERLOT

STATE 750 ML

ALC. 15.5% BY VOL.

12pt.

Sansumi-DemiBold Body Copy

sumi

DemiBold Body Copy

ABC WINERY BOTTLED BY XYZ AMERICAN MER VINTNERS, CITY, STATE 750 ML ALC. 15.5% BY V

Sansumi

Sansumi

VIGNON BLANC

LOT

MACHINERY, AND MAY CAUSE HEALTH STATE PROBLEMS. CONTAINS SULFITES 750 ML

Southern Wisconsin

1”

2010

SAUVIGNON BLANC

750 ML

ALC. 15.5%

BOTTLED BY VINTNERS, C 750 ML

RIESLING ABC WINERY SAUVIGNON BLANCMERLOT PINOT NOIR AMERICAN

ABC WINERY AMERICAN ME

Southern Wisconsin

MERLOT

ALC. 15.5% BY VOL.

2009

ALC. 15.5% BY V

BOTTLED BY XY STATE 750 ML

BOTTLED BY XYZ VINTNERS, CITY, ABC WINERY ALC. 15.5% BY VOL. STATE AMERICAN M 750 ML 750 ML

ALC. 15.5% BY

BOTTLED BY X CITY, STATE 750 ML

BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML

VERNMENT WARNING:

ACCORDING TO THE SURGEON ERAL, WOMEN SHOULD NOT NK ALCOHOLIC BEVERAGES RING PREGNANCY BECAUSE OF RISK OF BIRTH DEFECTS. (2) NSUMPTION OF ALCOHOLIC Collaborate Quicksand ERAGES IMPAIRS YOUR ABILITY GOVERNMENT WARNING: (1) ACCORDING GOVERNMENT WARNING: DRIVE A CAR ORGENERAL, OPERATE TO THE SURGEON WOMEN (1) ACCORDING TO THE SURGEON SHOULD NOT DRINK ALCOHOLIC BEVERAGES GENERAL, WOMEN SHOULD NOT CHINERY,DURING AND MAY CAUSE PREGNANCY BECAUSE OF THE RISK DRINK ALCOHOLIC BEVERAGES OF BIRTH DEFECTS. (2) CONSUMPTION OF DURING PREGNANCY BECAUSE OF LTH PROBLEMS. CONTAINS ALCOHOLIC BEVERAGES IMPAIRS YOUR THE RISK OF BIRTH DEFECTS. (2) ABILITY TO DRIVE A CAR OR OPERATE CONSUMPTION OF ALCOHOLIC FITES MACHINERY, AND MAY CAUSE HEALTH BEVERAGES IMPAIRS YOUR ABILITY TO

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LING

PROBLEMS. CONTAINS SULFITES

DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

DISCO

St Marie Thin

5.2b House Wine · Red ABC WINERY AMERICAN MERLOT

Aaargh

GOVERNMENT WARNING:

sumi

SLING

BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML

BOTTLED BY XYZ VINTNERS, CITY, STATE ABC WINERY AMERICAN MERLOT 750 ML ALC. 15.5% BY VOL.

Sansumi

BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML

GOVERNMENT WARNING: GOVERNMENT WARNING: GOVERNMENT WARNING: (1) ACCORDING TO THE (1) ACCORDING TO THE SURGEON (1) ACCORDING TO THE SURGEON SURGEON GENERAL, WOMEN GENERAL, WOMEN SHOULD NOT GENERAL, WOMEN SHOULD NOT SHOULD NOT DRINK ALCOHOLIC Southern DRINK ALCOHOLIC BEVERAGES Wisconsin DRINK ALCOHOLIC BEVERAGES BEVERAGES DURING DURING PREGNANCY BECAUSE OF DURING PREGNANCY BECAUSE OF PREGNANCY BECAUSE OF THE THE RISK OF BIRTH DEFECTS. (2) THE RISK OF BIRTH DEFECTS. (2) 2010 RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC CONSUMPTION OF ALCOHOLIC CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY BEVERAGES IMPAIRS YOUR ABILITY BEVERAGES IMPAIRS YOUR TO DRIVE A CAR OR OPERATE TO DRIVE A CAR OR OPERATE ABILITY TO DRIVE A CAR OR MACHINERY, AND MAY CAUSE MACHINERY, AND MAY CAUSE OPERATE MACHINERY, AND MAY HEALTH PROBLEMS. CONTAINS HEALTH PROBLEMS. CONTAINS Collaborate Quicksand CAUSE HEALTH PROBLEMS. SULFITES Aaargh SULFITES CONTAINS SULFITES GOVERNMENT WARNING: (1) ACCORDING GOVERNMENT WARNING: GOVERNMENT WARNING: TO THE SURGEON GENERAL, WOMEN (1) ACCORDING TO THE SURGEON (1) ACCORDING TO THE SURGEON SHOULD NOT DRINK ALCOHOLIC BEVERAGES GENERAL, WOMEN SHOULD NOT GENERAL, WOMEN SHOULD NOT DURING PREGNANCY BECAUSE OF THE RISK DRINK ALCOHOLIC BEVERAGES BLANC DRINKSAUVIGNON ALCOHOLIC BEVERAGES DURING Collaborate Quicksand OF BIRTH DEFECTS. (2) CONSUMPTION OF Aaargh DURING PREGNANCY BECAUSE OF Southern Wisconsin PREGNANCY BECAUSE OF THE RISK OF ALCOHOLIC BEVERAGES IMPAIRS YOUR THE RISK OF BIRTH DEFECTS. (2) 2010 BIRTH DEFECTS. (2) CONSUMPTION OF RIESLING RIESLING ABILITY TO DRIVE A CAR OR OPERATE RIESLING CONSUMPTION OF ALCOHOLIC ALCOHOLIC BEVERAGES IMPAIRS YOUR MACHINERY, AND MAY CAUSE HEALTH BEVERAGES IMPAIRS YOUR ABILITY TO ABILITY TO DRIVE A CAR OR OPERATE SAUVIGNON BLANC SAUVIGNON PROBLEMS. CONTAINS SULFITES BLANC SAUVIGNON BLANC DRIVE A CAR OR OPERATE MACHINERY, MACHINERY, AND MAY CAUSE HEALTH AND MAY CAUSE HEALTH PROBLEMS. PROBLEMS. CONTAINS SULFITES MERLOT MERLOT MERLOT CONTAINS SULFITES

SAUVIGNON BLANC

ABC WINERY ABC WINERY AMERICAN MERLOT AMERICAN MERLOT

6”

ALC. 15.5% BY VOL.

ALC. 15.5% BY VOL. ABC WINERY BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML

AMERICAN MERLO

ALC. 15.5% BY VOL BOTTLED BY XYZ BOTTLED BY XYZ V 12pt.

VINTNERS, CITY,ABC STATE 750 ML WINERY All Caps AMERICAN MERLOT 750 ML

DISCO

DISCO

St Marie Thin

St Marie Thin

ABC WINERY GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON AMERICAN MERLOT GENERAL,PINOT WOMEN SHOULD NOT NOIR

GOVERNMENTRIESLING WARNING: GOVERNMENT WARNING: RIESLING (1) ACCORDING TO THE (1) ACCORDING TO THE SURGEON SURGEON GENERAL, WOMEN GENERAL, WOMEN SHOULD NOT SAUVIGNON BLANC SAUVIGNON BLANC SAUVIGNON BLANC SHOULD NOT DRINK ALCOHOLIC DRINK ALCOHOLIC BEVERAGES Wisconsin BEVERAGES Southern DURING DURING PREGNANCY BECAUSE OF MERLOT MERLOT MERLOT PREGNANCY BECAUSE OF THE THE RISK OF BIRTH DEFECTS. (2) RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC 2009 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY BEVERAGES IMPAIRS YOUR TO DRIVE A CAR OR OPERATE ABILITY TO DRIVE A CAR OR MACHINERY, AND MAY CAUSE OPERATE MACHINERY, AND MAY HEALTH PROBLEMS. CONTAINS CAUSE HEALTH PROBLEMS. SULFITES CONTAINS SULFITES

PINOT NOIR

Sansumi All Caps Header

DRINK ALCOHOLIC BEVERAGES Southern Wisconsin DURING PREGNANCY BECAUSE OF 2009 THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

ALC. 15.5% BY VOL.

12pt.

Sansumi-DemiBold Body Copy

SansumiDemiBold Body Copy

ALC. 15.5% BY VOL. ABC WINERY BOTTLED BY XYZ AMERICAN MER VINTNERS, CITY, STATE 750 ML ALC. 15.5% BY V

Sansumi

Sansumi

RIESLING

VIGNON BLANC 16pt.

RLOT

ALC. 15.5% BY VOL.

ALC. 15.5% BY VOL.

(1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CONTAINS SULFITES

VIGNON BLANC

LOT

ABC WINERY AMERICAN MERLOT

ABC WINERY AMERICAN MERLOT

BOTTLED BY XY STATE 750 ML

ALC. 15.5% BY VOL.

ABC WINERY AMERICAN BOTTLED BY XYZ VINTNERS, CITY,MER STATE ALC. 15.5% BY V 750 ML

BOTTLED BY XYZ VINTNERS, CITY, BOTTLED BY XY STATE STATE 750 ML ABC WINERY ALC. 15.5% BY VOL. AMERICAN MERLOT 750 ML 750 ML

Collaborate

Quicksand

RIESLING

RIESLING

1.5”

SAUVIGNON BLANC

SAUVIGNON BLANC

MERLOT

MERLOT

RIESLING

RIESLING

SAUVIGNON BLANC

SAUVIGNON BLANC

MERLOT

MERLOT

ALC. 15.5% BY VOL. 750 DISCOML St Marie Thin

Aaargh

1”

RIESLING SAUVIGNON BLANC

SAUVIGNON BLANC

ALC. 15.5% BY VOL.

Southern Wisconsin

ABC WINERY

AMERICAN M BOTTLED BY XYZ VINTNERS, CITY, STATE ALC. 15.5% 750 ML

2010

MERLOT

ABC WINERY AMERICAN MERLOT Sansumi RIESLING

ALC. 15.5% SAUVIGNON BLANC BY VOL. PINOT NOIR

BOTTLED BY VINTNERS, C 750 ML

ABC WINERY AMERICAN ME

Southern Wisconsin

MERLOT

2009

BOTTLED BY XYZ VINTNERS, CITY, STATE 750 ML Red Wine Font Color: White

ALC. 15.5% BY VOL. 750 ML

ALC. 15.5% BY V

BOTTLED BY XY STATE 750 ML

ABC WINERY AMERICAN M

ALC. 15.5% BY

BOTTLED BY X CITY, STATE 750 ML

5.3 Take-Out Box Top S · 3.5” L · 4.5”

S · 1.5” L · 1.25”

S · 4.25” L · 5.15”

Thank You! profilerestaurant.com

S M T W R F S

11 | 13pt. · Sansumi-DemiBold 5 | 6pt. · Sansumi-DemiBold · Lower Case 7.5 | 9pt. · Sansumi-DemiBold · All Caps

profilerestaurant.com

profilerestaurant.com

Friday 12/17/2011 7:08:23 PM

Friday 12/17/2011 7:08:23 PM

5.4 Take-Out Bag

profilerestaurant.com

12”

16” 9”

5.5 Place Setting

8” 12”

5.6 Family Shot

6.0 Collateral

1 point lines | Grey to Pink | Original

AMOUNT:

Check# Server Merchant# Trans# Approval CC Type Card# Card Holder

TOTAL

TAX

1 point lines | Grey to Pink | Original

Front .25”

1 point lines | Grey to Blue | Original

.25”

.5”

.25” Back

profilerestaurant .com

312•715•8080

1152 W Randolph Street Chicago, IL 60607

R et a in for y our re cord s

Cardholder acknowledges receipt of goods and/or services in the amount of the Total shown above and agrees to perform the oblications and terms in the Cardholder Agreement with the seller.

Cardholder acknowledges receipt of goods and/or services in the amount of the Total shown above and agrees to perform the oblications and terms in the Cardholder Agreement with the seller.

Merchant Copy

Custome r Copy

TOTAL:

Gratuity:

$27. 30

8734 Molly 00000000 1033592 717244 MC ...0057 Vevea/ Danielle A

Friday 12/17/2011 7:08:23 PM

profilerestaurant.com

SIGNATURE

TOTA L :

$ 27 . 30

8734 Molly 00000000 1033592 717244 MC ...0057 Vevea/ Danielle A

Thank y ou!

$ 27. 30

$2. 25

2”

profilerestaurant .com

Gra t ui ty :

A MO UNT :

Check# Server Merchant# Trans# Approval CC Type Card# Card Holder

Reta in for your records

3”

312•715•8080

profilerestaurant.com

Cardholder acknowledges receipt of goods and/or services in the amount of the Total shown above and agrees to perform the Friday 2/1 7/2011 7:08:23 PM oblications and terms in the Cardholder Agreement with1the seller.

Cu stom er Copy

TOTA L :

3.5”

1152 W Randolph Street Chicago, IL 60607

Merch ant Copy

Cardholder acknowledges receipt of goods and/or services in the amount of the Total shown above and agrees to perform the oblications and terms in the Cardholder Agreement with the seller.

SIGNATURE

TOTAL :

6.1 Business Card

10pt. Sansumi-DemiBold

1 point lines | Grey to Blue | Original

T ha

$

$

6.2 Cocktail Napkins

5” 3”

2”

5”

6.3a Menu · Front 4.5”

SALADS 7

Grilled Asparagus and Green Apple with herbed goat cheese and crispy prosciutto

6

Roasted Beets with whipped goat cheese and pistachios

20pt.

Sansumi All Caps Header Copy

7

Grilled Peach and Buffalo Mozzarella with shredded mint basil and oven roasted garlic

6

Kale and Blood Oranges with sesame seeds and balsamic vinaigrette

6

Shaved Carrot Salad with a basil pesto vinaigrette dressing

SMALL PLATES Truffle Macaroni and Cheese

10

14pt.

12

9pt.

topped with sourdough bread crumbs

Spicy Citrus Tuna Tartare served medium rare with curried edamame

11

Honey Roasted Chicken Breast topped with spiced blue crab meat

6

Roasted Garlic Hummus served with warm pita, Spicy Feta dip,

Roasted Sweet Potato Skewers tossed in cayenne and served with cilantro lime aioli

Grass•fed Beef Carpaccio

15”

5 10

with capers and whipped horseradish aioli

Wild Mushroom Flatbread Gruyere cheese, shallots, and cracked black pepper

Artisanal Cheese Plate served with oven-roasted garlic, four artisanal cheeses, whole grain crackers, granny smith apples, and fig and walnut preserves

9 12

SLIDERS Pulled Barbque Pork

9

With pickled red onion on brioche buns

Fried Lake Perch Fillet

10

poppyseed slaw and lemon aioli on rye roles

Marinated Portobello

8

blue cheese, red onion and tomato romulade and balsamic aioli

Fried Green Heirloom Tomatoes

9

Organic arugula and basil, fresh buffalo mozzarella, roasted garlic and herb aioli

Grass-fed Beef Burgers

11

topped with Nueske’s Bacon, Hook’s white cheddar cheese, crispy onion strings, a porter stout sauce, and served on a sesame seed bun

SIDES Grilled prosciutto wrapped asparagus

3 4

Roasted brussel sprouts

3

Spiced crispy garbanzo beans

All ingredients are locally grown, harvested and prepared with sustainable

/8”

1

practices, and waste is composted, recycled, or reused.

In an effort to conserve water, we only serve water to those who ask.

House Favorite

7pt.

Sansumi-DemiBold Body Copy

6pt.

Sansumi-DemiBold Body Copy

6.4b Menu · Back 4.5” 3.25”

.75”

.5”

15” Primary Color Palette

6.5 Guest Check Thank You! profilerestaurant.com

S M T W R F S

Credit Receipt · Merchant Copy

Credit Receipt · Customer Copy

Thank You! Itemizedprofilerestaurant.com Bill

S M T W R F S

6.5pt. · Sansumi-DemiBold

6.5pt. · Sansumi-DemiBold

6pt. · Sansumi-DemiBold

Check# Server Merchant# Trans# Approval CC Type Card# Card Holder

AMOUNT:

7pt. · Sansumi-DemiBold

profilerestaurant.com

profilerestaurant.com

profilerestaurant.com

Friday 12/17/2011 7:08:23 PM

Friday 12/17/2011 7:08:23 PM

Friday 12/17/2011 7:08:23 PM

8734 Molly 00000000 1033592 717244 MC ...0057 Vevea/ Danielle A

$ 27 . 30

Check# Server Merchant# Trans# Approval CC Type Card# Card Holder

AMOUNT:

Gratuity:

Gratuity:

TOTAL:

TOTAL:

8734 Molly 00000000 1033592 717244 MC ...0057 Vevea/ Danielle A

$27.30

Check# Server

8734 Molly

$7.00

Peach and Mozzarella Salad

$12.05

Sweet Potato Skewers

$3.00

Garbanzo beans

$25.05 $2.25 $27.30

SIGN AT UR E

Customer Copy

Cardholder acknowledges receipt of goods and/or services in the amount of the Total shown above and agrees to perform the oblications and terms in the Cardholder Agreement with the seller.

Cardholder acknowledges receipt of goods and/or services in the amount of the Total shown above and agrees to perform the oblications and terms in the Cardholder Agreement with the seller.

M e rch a n t Co py

Retain for your records

1 point lines | Grey to Pink | Original

5pt. · Quicksand Light

312•715•8080 profilerestaurant .com

SUBTOTAL TAX TOTAL

Thank you!

8pt. · Sansumi-DemiBold

7.5 | 8pt. · Sansumi-DemiBold · All Caps 1152 W Randolph Street7.5 | 8pt. · Sansumi-DemiBold Chicago, IL 60607

Tuna Tartare

$5.00

7.5pt. · Sansumi-DemiBold · All Caps

1 point lines | Grey to Blue | Original

6.0 Wait Staff Uniforms

6.1 Bartender

Supplied: Women’s Top Available Sizes: XS · S · M · L · XL Men’s Top Available Sizes: S · M · L · XL · XXL

Not Supplied: Women’s Pants Required: Gap Waxed Skinny Pants Color: Hematite Web ID: #883443 Men’s Pants Required: Gap Classic Khaki (relaxed fit) Color: Chino Tire Web ID: #772337 Shoes Required: Black Dress Shoes Non-Specific Belt Required: Black with Silver Buckle Non-Specific

6.2 Wait Staff

Supplied: Women’s Top Available Sizes: XS · S · M · L · XL Men’s Top Available Sizes: S · M · L · XL · XXL

Not Supplied: Women’s Pants Required: Gap Waxed Skinny Pants Color: Hematite Web ID: #883443 Men’s Pants Required: Gap Classic Khaki (relaxed fit) Color: Chino Tire Web ID: #772337 Shoes Required: Black Dress Shoes Non-Specific Belt Required: Black with Silver Buckle Non-Specific

6.3 Chef

Supplied: Chef’s Coat Available Sizes: XS · S · M L · XL · XXL Chef’s Pants Available Sizes: S · M · L · XL · XXL

Not Supplied: Shoes Fit For Comfort Non-Specific

7.0 Web Design

7.1 Home Page

Menu PhilosoPhy location Gallery

1 point lines | Grey to Pink | Original

1 point lines | Grey to Blue | Original

reservations

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 · 715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

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2 point lines | Grey to Green | Adjusted

7.2 Menu

Menu PhilosoPhy location Gallery

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1 point lines | Grey to Blue | Original

reservations

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 · 715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

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2 point lines | Grey to Green | Adjusted

2 point lines | Grey to Blue | Adjusted

7.3 Philosophy

Menu PhilosoPhy location Gallery

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1 point lines | Grey to Blue | Original

reservations

The sustainable goals of PROFILE Restaurant are to promote and educate patrons about the production, preparation and consumption of local, sustainably harvested food, and to take the waste from the food preparation and other processes on site and use it to nourish and grow local, organic food on site.

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 · 715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

1 point lines | Grey to Green | Original

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2 point lines | Grey to Green | Adjusted

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7.4 Location

Menu PhilosoPhy location Gallery

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West Loop

1 point lines | Grey to Blue | Original

reservations

Loop

1152 W Randolph Street Chicago, IL 312 · 715 · 8080 Directions By tRanSIt Cta Green Line | Pink Line Morgan Street Stop 3 Blocks West + 1 Block South

By CaR From I-90/I-94 take exit 51B for Randolph West turn Left onto Randolph Street Drive West 8 Blocks Street Parking available

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 · 715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

1 point lines | Grey to Green | Original

2 point lines | Grey to Orange | Adjusted

2 point lines | Grey to Green | Adjusted

7.5A Gallery · Cuisine

Menu PhilosoPhy location Gallery

1 point lines | Grey to Pink | Original

1 point lines | Grey to Blue | Original

reservations

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 · 715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a

CUISINE | DESIGN

BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

1 point lines | Grey to Green | Original

2 point lines | Grey to Orange | Adjusted

2 point lines | Grey to Green | Adjusted

7.5b Gallery · Design

Menu PhilosoPhy location Gallery

1 point lines | Grey to Pink | Original

1 point lines | Grey to Blue | Original

reservations

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 · 715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a

CUISINE | DESIGN

BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

1 point lines | Grey to Green | Original

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7.6 Reservations

noveMBer

Menu

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

PhilosoPhy location Gallery

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reservations

MorninG

8:00

9:00

10:00

11:00

12:00

1:00

2:00

6:00

7:00

8:00

9:00

10:00

11:00

eveninG

5:00

1152 W Randolph St. Chicago, ILto Pink | Adjusted 2 point lines | Grey 312 ·715 · 8080

2 point lines | Grey to Blue | Adjusted

hours KItChen Sun · thurs 11:00a · 12:00a Fri · Sat 8:00a · 1:00a BaR Sun · thurs 11:00a · 1:00a Fri · Sat 8:00a · 2:00a

1 point lines | Grey to Orange | Original

1 point lines | Grey to Green | Original

2 point lines | Grey to Orange | Adjusted

2 point lines | Grey to Green | Adjusted

8.0 Signage

8.1 Exterior Approach

Materials: Reclaimed Wood: Stained Oak Extruded Metal: Stainless Steel (Brushed)

12”

12”

8.2 Entry + Reception

Materials: Frosted Glass: Joel Berman Extruded Metal: Stainless Steel (Brushed)

12”

12”

8.3 Roof Green House

Materials: Etched Glass

10.0 End Statement

The standards that are set forth in the manual are meant to keep the identity of the Profile brand unified. This manual should be referred to for all questions and uses of the Profile brand. Following this manual will not only keep the brand unified but will also enable and enhance the success of Profile’s identity.