Sandra B. Cochran President and Chief Executive Officer

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2 Message From the CEO Preserving Integrity The success that we have achieved has been based on preserving the integrity of our brand, which means that every one of our 67,000 employees lives to our promise of Pleasing People each and every day. As we look forward to the 2012 fiscal year, we believe that we are well positioned with a strong brand, a talented management team and engaged employees committed to providing a great guest experience. We recognize that we will continue to face a difficult operating environment, and to navigate through this period, we have to redouble our efforts to deliver what our guests have come to expect every time they walk onto our front porch. At Cracker Barrel, it s still all about providing our guests with an outstanding experience and good value for their dining dollar. With many accomplishments behind and a plan to tackle the challenges ahead, we remain committed to what has made Cracker Barrel the powerful, highly differentiated brand that it is today: good country cooking, a unique shopping experience, honest value and Pleasing People for more than 40 years. Sandra B. Cochran President and Chief Executive Officer Michael A. Woodhouse Executive Chairman of the Board

3 Table of Contents x 1 How to Use This Manual The Cracker Barrel brand identity manual is a tool of reference for designers and creatives. At the top of each page there is a running header to let the reader know what section they are currently viewing. The manual is divided by: Background, New Identity, and Applications. Section 1: Background, provides a brief company history and attributes of Cracker Barrel. To gain a solid understanding of the new brandmark a complete read through of Section 2: Identity is recommended. For any concerns about use of the new brandmark please refer to Section 3: Applications. Section 2 will provide information about brandmark configurations, clear space guidelines, sizing & scaling, primary color palette, typography, and incorrect usage. Section 3 will provide detailed information in regards to applications of the new brandmark. If there are any questions, comments, or concerns please refer to the contact information at the bottom of each page. The Brand Vision & Mission Statement History of Cracker Barrel Role of Brand Identity Cracker Barrel Brand New Brand Identity Old & New Brandmark Configurations Taglines Clear Space Guidelines Sizing Color Palette Color Applications Identity Typography Incorrect Brandmark Usage Applications Letterhead #10 Envelope Business Cards Fax Building Exterior Plaza Signage Interior Syrup Bottles Crayons Menus Nametags Keycards Receipt Takeout Bags Website

4 The Brand

5 History Statements 2 3 Company History Cracker Barrel s origins date back to 1969 in Lebanon, Tennessee. It all began with a visionary named Dan Evins who had the idea to bring a unique type of service for those traveling the roads of the interstate. At the time many honest services were hard to come by. Dan had the idea to bring the atmosphere of home to the lonely interstate roads. Dan saw meal time as a special time, not something to be consumed in a few bites not even stopping to relax. He felt that the American quality of food was being lost due to the sudden rise of the fast food industry. Dan appeared to have the American spirit ingrained in his upbringing and upheld the values strongly. These values transferred into his restaurants and can still be seen today through the employees, customers, and the overall environment. Dan Evins was also a known sales representative for Shell Oil. Dan believed he would be able to sell more gasoline if it was accompanied with restaurants. This was an excellent idea but political factors made Dan and Cracker Barrel steer away from having gas stations alongside the restaurants. The whole idea of having gas stations at Cracker Barrel was scraped by the mid 1980s. Cracker Barrel was officially incorporated on September 19th, 1969 under the name of Cracker Barrel Old Country Store, Inc. It did not take long for the company to expand, by 1977 there were already 13 locations spanning across Tennessee and Georgia. Shortly after, expansion of the company was rapid as it became a nationwide name. Only 12 years after the company s inception Cracker Barrel went public with their stock. Cracker Barrel was cited as one of the nation s foremost food chains by Institutions Magazine and also named as one of the top stocks by Money Magazine. In modern times Cracker Barrel now has over 604 property locations 404 of which are owned and the remaining 200 being leased. The heaviest of restaurant concentration is in Florida and Tennessee. Vision Mission To be the best restaurant Since 1969 our mission has company in America. been Pleasing People.

6 Role of Brand Identity Employees Attire Exterior Interior Brand Identity Brand is the perceived company image and the promise of a unique experience to a consumer. The brand identity is the brand in a tangible form; one that the consumer sees, touches, tastes, smells, or hears. The purpose of the system and guidelines is to maintain brand consistency on all applications. With this it will not matter how different or what the application is, the application will be unified and recognized to be the Cracker Barrel brand if the guidelines are followed with percision. Artifacts Scent Food Service Displays Website Products Signage

7 Cracker Barrel Brand 4 5 Our Attributes The Cracker Barrel brand is one that stands for heritage; we stay true to American heritage and history we show this in our manners, food, and overall approach to our guests and shareholders. The brand stands for integrity; we are committed to being completely honest and true through our actions and words with our stakeholders. We stand for tradition; we strive to maintain consistency and tradition in our stores, honest values that have been passed down and incorporated into our restaurants. The Cracker Barrel Brand is nostalgic; we bring back a time forgotten in society, a time of shared values and experiences. Lastly the brand is about authenticity; everything in our stores is authentic from the interior memorabilia down to the fresh ingredients we use in our food. Heritage We stay true to American heritage. We show this in our manners, food, and overall approach with our guests and shareholders. Tradition We strive to maintain consistency in our stores, honest values that have been passed down and incorporated into our restaurants. Authentic Everything in our stores is authentic from the interior memorabilia down to the fresh ingredients we use in our food. Nostalgic Cracker Barrel brings you to a time forgotten in society, a time of shared values. Integrity We are committed to being completely honest and true through our actions with our stakeholders.

8 New Brand Identity C70 Studios th Avenue Suite 300 New York, NY 10118

9 Old & new brandmark 6 7 Old Brandmark New Brandmark Cracker Barrel in recent years has been rapidly expanding around the nation with over 600 locations and still growing. The company s goals to expand customer base, has been moving at a fast pace and their current brandmark is unable to keep pace. Cracker Barrel s old brandmark featured Uncle Herschel sitting in a rocking chair besides a barrel. To the right of the two illustrative images was the unique typography that spoke old country store. The old brandmark s goal was to capture nostalgia. The designer, Bill Holley, used the scene he would commonly see day to day when he was a child visiting old country stores I d see an old gentleman sitting on the front porch in the summertime. That may be a common sight in the South but for a national company not everyone was used to seeing an old man in a rocking chair, to many today the connection would be lost upon seeing the image. The new brandmark being introduced captures the humble values and the country store aesthetic that has made Cracker Barrel what it is today. There have been some key elements removed from the brandmark such as the barrel, Uncle Herschel, and the bean shaped background. The old brandmark no longer held the same appeal that it did so many years ago when it was designed for the company. The customer base that Cracker Barrel is trying to reach has no idea who the man in the rocking chair is and they are not apt to find out. The decision to remove the illustrative images from the brandmark was based on this disconnect and need of the aesthetics of the brand to keep in line with the current business objectives. The optimum solution was a typographic wordmark that spoke old country store leaving little in the way for disconnect through literal imagery.

10 Configuration Taglines Configuration Configuration (Tagline) Primary Tagline Secondary Tagline The complete Cracker Barrel brandmark features the wordmark in a stacked configuration. There is no symbol accompanied with the wordmark therefore no linear configuration. This is to be used on all printed material and digital media. When applications of the tagline are being used in conjunction with the brandmark the configuration must follow exactly as depicted below. With this stacked configuration, there is to be absolutely no alterations of the configurations or proportions of the brandmark The first tagline is known as Eat Shop Relax. This tagline is to be used anywhere the brand lives outside of the confines of a Cracker Barrel restaurant. It is to be used with business cards, gift cards, billboards, and other various sorts of advertising. The second tagline is For Travelers and Neighbors Alike. This tagline is to be used on select printed materials within the restaurant and store. It is to be used with menus, and select indoor signage. There is no specialized artwork for this tagline. It is to be typed out in and tagline. If the artwork is needed please contact the Adobe Garamond Pro at 14pt on any menus and at 21pt number below to submit a request. on the selected indoor signage. For Travelers and Neighbors Alike For Travelers and Neighbors Alike

11 Clear Space Guidelines 8 9 Brandmark Clear Space Tagline Clear Space Brandmark/Tagline 1 The clear space of any brandmark is the safe area. Nothing is to enter that space surrounding the mark. This helps to maintain consistency regardless of what the application of the mark is. The clear space is a guide in application of the brandmark on mediums and products not covered in this manual. The letter x for this brandmark will be defined by the height of the outer C in the brandmark. The designation of the x factor is not up for terms of negotiation or change. The letter x for the tagline will be defined by the height of the outer E in the tagline artwork. Just like the brandmark the designation of the x designator is not up for terms of negotiation or change. The letter of x will be defined the same as the original brandmark. The x designator is not up for terms of negotiation or change. Around the brandmark and tagline stacked configuration there is to be a clearspace half the size of the x designator all around the brandmark minimum. The minimum size may change if there are any application complications such as awkward spacing or shape. x x x.25x.25x.25x min. x min. x min..5x min..5x min. x min..5x min. x min..25x min..5x min.

12 Sizing Color Palette Minimum Size The minimum size the logo may appear on a product is 1 in length. This is determined by measuring from the beginning of the large C to the end of large R. 1 Larger applications With the company s rapid expansion in both restaurant and retail sales there is not a set maximum size to the mark as many different application opportunities may present themselves as the company expands. When dealing with applications not defined in this manual please utilize the clear space models. x.25x.25x.25x min. Primary color palette The primary colors of the new brandmark are specifically PANTONE 122 & PANTONE 463. The darker brown was chosen to better correlate to the natural wood an old country store would be built with. In addition to that the interiors of Cracker Barrel s nationwide have a dim lighting in the dining area that which also consists of wood of a darker tone. Yellow in American culture has generally been symbolic of happiness as well as sunrise. This particular tone of yellow is symbolic of the sunrise over the land and breakfast. Cracker Barrel Brown PANTONE Reference: C CMYK: C 14% M 54% Y 95% K 50% RGB: R 126 G 77 B 17 Hex: 744F28.25x min. Cracker Barrel Yellow PANTONE Reference: PMS 122 C CMYK: C 0% M 9% Y 90% K 0% RGB: R 255 G 224 B 46 Hex: FED141

13 Color Applications Black and White One Color Two Color TAGLINE COLORS The black and white application of the brandmark will be used only when color cannot be utilized. Simply printing a grayscale of the brandmark is unacceptable. The black and white including reverse application will be used for select stationary pieces, kitchen supplies sold in the retail stores, and low budget print runs. This mark is never to be used for digital applications. The one color application of the mark will only use PANTONE 463 and is to be used on select private branding merchandise, indoor signage, and menus within the restaurant. The reverse color application is only to use PANTONE 463 for the background no other colors are to be used. Any that are will be out of regulation. The two color application of the brandmark is to be used anywhere the brand lives outside of the confines of a restaurant or the corporate building. This includes but not limited to: outdoor signage, digital media, and advertisements. The tagline may only be reproduced for print or digital in either the one color or black and white applications. The tagline will never be in Cracker Barrel Yellow. Under no circumstances may this happen.

14 Identity Typography Primary Font Family Secondary Font Family The Adobe Garamond family is the primary typeface that will be used for all corporate marketing and advertising. Most in-house communications will utilize the Adobe Garamond typeface as well. Adobe Garamond is among one of the most legible and eco-friendly typefaces in circulation, although there are some legibility conflicts at smaller sizes. The secondary type family is Univers which is to be used at smaller sizes when Adobe Garamond is illegible. The typeface is never to be used as the primary font family. This type is allowed to be utilized on faxes, letterheads, and package design. Adobe Garamond Pro (Regular) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Adobe Garamond Pro (Italic) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Univers (Light 45) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Adobe Garamond Pro (Semibold) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Adobe Garamond Pro (Semibold Italic) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Univers (Roman 55) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Adobe Garamond Pro (Bold) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Adobe Garamond Pro (Bold Italic) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*(): Univers (Roman 55) Horizontal Scale: 100% Kerning / Track: Optical ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?@#$%^&*():

15 Incorrect Brandmark Usage Misusage Compress Rotate Change Typography Delete Misusage 5-8 Crop Recreate Enlarge Individual Parts Change Color Misusage 9-12 Use in a sentence Use over a photograph Skew Add Lets go to OLD C OUNTRY STORE and eat

16 Applications C70 Studios th Avenue Suite 300 New York, NY 10118

17 Letterhead in Adobe Garamond 9pt Letterhead The brandmark for the 8.5 x 11 letterhead is 1.5 inches in width and to be placed 0.25 inches away from the left 1 in 0.25 in JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 0.25 in.9 in 0.28 pt. edge and 1 inch away from the top edge of the page. The Cracker Barrel Old Country Store tagline is to sit center 0.25 inches away from the bottom. The rule is a solid line with the primary color applied at a weight of.5. The circle must be in, 0.13 in diameter with a white border that has a weight of 3.5. The rule is to be placed 0.15 in away from the new brandmark in. Mr. President, 305 Hartmann Drive Lebanon, TN Phone: (800) Fax: (888) Univers 7/12 Adobe Garamond 11/15 Black text only The secondary typeface Univers will be applied in PMS 463 for the address at 7/12 and will be placed 0.15 in to the right of the rule separating the logo and the text. Whenever digital text is to be applied onto the letterhead Cracker Barrel origins date before 1969 in Lebanon, Tennessee. It all began with a visionary named Dan Evins who had the idea to bring a unique type of service for those of the roads of the interstate. At the time many honest services were hard to come by. Dan had the idea to bring the atmosphere of home to the lonely interstate roads. Dan saw meal time as a special time not something to be consumed in a few bites not even stopping to relax. He felt that the American quality in food was being lost in the sudden it must be set in Adobe Garamond (primary) regular at 11/15 with a margin of 2.25 in from the top, 1 inch from the right, and 1.25 in from the left edge of the page. The text is only allowed to be typed in black 0.15 in Respectfully, Cracker Barrel Employee in 0.25 in

18 Envelope Business Cards Envelope The logo for the #10 envelope is 1 inch in width and to be placed 0.25 inches away from the top and left edges. The rule is a solid line with the primary color applied at a weight of.5. The circle must be, 0.13 inches in diameter with a white border that has a weight of 3.5 pt. The rule is to be placed 0.15 inches away from the new brandmark. The secondary typeface Univers will be applied in for the address at 7/12 and will be placed 0.15 in to the right of the rule separating the logo and the text. For address of the receiver refer to USPS guidelines..25 in. 1 in..35 in. Cracker Barrel Old Country Store 305 Hartmann Drive Lebanon, TN Univers 7/ in John Smith Cracker Barrel Old Country Store 305 Hartmann Drive Lebanon, TN Business Card The logo for the business card is at 1.5 in width and to be placed 0.25 inches away from the left edge and inches away from the top edge The rule is a solid line with the primary color applied at a weight of.5. The circle must be Cracker Barrel Brown, 0.13 in diameter with a white border that has a weight of 3.5. The rule is to be placed 0.12 inches away from the new brandmark. The secondary typeface Univers will be applied in for the address at 7/12 and will be placed in to the right of the rule separating the logo and the text in 0.8 in Univers 7/12 John Smith Black Cracker Barrel Old Country Store 305 Hartmann Drive 1.5 in in Lebanon, TN Univers 7/12 Phone: (800) Black Fax: (888)

19 Fax Facsimile The logo for the facsimile is 2 inches in width and to be placed 0.75 inches away from the top and left edges. The word fax must be in all caps utilizing the typeface Univers Bold at 34 pt and must sit 0.75 inches away from the top edge and 1 inches away from the right edge. The first column of text will always begin 2.5 inches from the top edge of the document and 0.75 inches from the left edge of the document. The second column of text will begin 3 inches from the top edge and 5.5 inches from the left edge. The typeface that will be used is Univers set at 9/ in in. 2.5 in. 3 in. 2 in. Date: FAX To: From: Company: Phone: 0.75 in. 5.5 in.

20 Building exterior Storefront When applying the brandmark on a storefront utilize the clearspace model. X is defined by the height of the outermost C. For the storefront a minimum of.25x must be kept clear around the brandmark. Only the two color variant of the brandmark may be used..25x.25x

21 Plaza Signage Plaza Signage When applying the brandmark on any plaza or freeway signage utilize the clearspace model. X is defined by the height of the outermost C. For the plaza signage a minimum of.25x must be kept clear around the brandmark. Only the two color variant of the brandmark may be used..25x X.25x 18 19

22 Interior Interior When applying the brandmark on an interior sign utilize the clearspace model. X is defined by the height of the outermost C. For the interior signage a minimum of.5x must be kept clear around the brandmark. The two color and one color variants of the brandmark may be used. The clearspace model is used due to unknown signage situation that may arise and may not be covered in this manual. X.5x.5x X

23 Syrup Bottles Syrup bottles 1 inch When applying the brandmark on the miniature syrup bottles the brandmark is to be a width of 1 inch and to be placed inches away from the very top of the label. Only the two color variation of the brandmark is to be used here inches The only typefaces to be used for the lines of text are Adobe Garamond Bold for the lines Vermont, Sugar Free, and Syrup. The word Vermont is to be produced at 6pt, the words Sugar Free are to be produced at 8pt, and the word Syrup is to be produced at 10pt. The two remaining lines (Natural & Artificial Maple Flavor and Net 1.5 fl oz. (45mL) must be rendered in Univers Roman 55 at 5pt. The only approved color for all text on the label is the. Adobe Garamond Bold 6pt Adobe Garamond Bold 8pt 0.25 inches Adobe Garamond Bold 10pt 3.5 inches (Actual Size) Univers Roman 55 5pt

24 Crayons Crayons Adobe Garamond Bold 10pt When applying the new brandmark on the crayon package it is to be no bigger than 1 inch and must sit 0.4 inches away from the left edge of the box. Only the one color variant of the brandmark is to be used with this application. Adobe Garamond Bold is to be applied at 10pt and must sit inches away from the right of the brandmark. The safety information will sit at the bottom of the package exactly inches away from the bottom edge. The safety information will utilize the secondary typeface Univers Roman 55 at 6pt. When applying the new brandmark on the crayons only 3.5 inches.4 in.25 in.125 in the one color variant may be used and can be no less than 1 inch in width. 1 in 1 in Univers Roman 55 6pt

25 Menus Adobe Garamond Bold 24pt 1.5 in Menus When applying the brandmark on the menus the brandmark will appear no larger than 3.5 inches and will sit exactly in the center 2 inches below the top edge of the menu. The brandmark is only to appear on the front of the menu and no other pages. Only the one color variant of the new brandmark is to be used. The only typefaces to be used for the lines of text are Adobe Garamond Bold for all headlines, Adobe Garamond Regular for body text, and Univers Roman 55 for the subheads with the exception of the sub-headline For Travelers and Neighbors Alike which is to appear in Adobe Garamond Regular. The only color that is allowed for use on the menus is the. Inside of the menu only Adobe Garamond is to be used. The Bold variant is for the headlines such as Fancy Fixin s or Country Dinner Plates. The Semibold variant is to be used for all prices and food items. Food items will be a point size of 16pt and prices 9pt in size. The descriptions of each item will be 8pt in size and 12pt in leading the Regular variant of the primary typeface. 3.5 in 2 in Adobe Garamond Bold 32pt Adobe Garamond Bold 8pt 2 in Adobe Garamond Bold 18pt Adobe Garamond Bold 42pt Adobe Garamond Bold 80pt Adobe Garamond Bold 24pt Adobe Garamond Regular 15pt Adobe Garamond Regular 11pt

26 Nametags Keycard NameTags When applying the new brandmark on a nametag for new employees or Rising Stars the brandmark will be 2 inches in length and sit 0.25 inches away from the top, resting in the optical center of the space alloted for the brandmark. Only the one color variant of the brandmark may be used for the nametag inches 1.5 in Keycards When applying the new brandmark to an employee keycard it is to be only 1.5 inches in width and 0.75 inches away from the top border of the keycard and must rest in the optical center of the medium. Only the one color reverse may be used for this application. 2 in 0.75 in

27 Receipt Receipt When applying the new brandmark on the back of a receipt it is only to be 1.5 inches in width and must sit in the center of the receipt 0.25 inches away from any copy top or bottom and rest in the center of the space alloted for the brandmark. The brandmark may only utilize the one color variant and well as the text inches 0.25 inches 1.5 inches

28 Takeout Bags 5 inches Large Takeout Bag When applying the new brandmark on the large takeout bags it is to be 5 inches in width and rest 1 inch away from the top border of the bag. Only the one color variation is acceptable when using this application. The text is only to be reproduced in Adobe Garamond at 80/100 centered within the border both vertically and horizontally. The web address at the bottom is to be 32pt centered resting 1.5 inches above the bottom border and must be centered horizontally..5 inches.25 inches 1 inch Adobe Garamond Bold 80/ inches Counter-Clockwise 45 Degress 1.25 inches Small Takeout Bags When applying the new brandmark to the smaller takeout bags it is to be 1.25 inches in width and turned counterclockwise 45 degrees. It is to repeated in the middle of 4 two inch columns vertically starting half an inch from the top border of the bag. 1.5 inches Adobe Garamond Bold 32pt

29 Website px (Not to Scale) When applying the new brandmark to the website it is to be no less than 120px. and is to rest in the center of the 150px white box that has been allotted in the upper left corner of the site. For the site only the 2 color brandmark may be used.