BRAND STYLE GUIDE v.2.0 04.05.2015
OVERVIEW TABLE OF CONTENTS This document is designed to maintain the integrity of the Kirkwood Station Brewing Company brand and brand assets. Contained within are guidelines meticulously crafted to enable accurate and consistent communication about Kirkwood Station Brewing Company in a public-facing context. Deviating from this governing document is strongly discouraged. BRAND REFERENCE...3 COLORS...4 TYPOGRAPHY...5 PHOTOGRAPHY...6 LOGO OPTIONS...7-10 LOGO GOVERNANCE...11-13 CONTACT INFORMATION...14
BRAND REFERENCE When referring to the brand, the full name Kirkwood Station Brewing Company should be used initially. Once the full name has been established, KSB can be used to represent the brand. Do not officially refer to the brand as: Kirkwood Station Kirkwood Kirkwood Station Brewing Co. Kirkwood Station Brewery Brand Style Guide Brand Reference 3
KSB Red (Primary) PANTONE SOLID COATED 711 C #D91E25 RGB(217, 30, 37) KSB Black & True Black PANTONE SOLID COATED NEUTRAL BLACK #333333, #231F20 RGB(51, 51, 51), RGB(0, 0, 0) COLORS The KSB colors scheme is based around black, white, red and gold. Gradients are encouraged if the application allows, but do not create gradients that blend the different colors (e.g. black to gold, red to white, etc.). KSB Gold (Secondary) PANTONE SOLID COATED 466 C #D1AB66 RGB(217, 30, 37) KSB Grey PANTONE SOLID COATED 7541 C #E6E7E8 RGB(230, 231, 232) KSB Gold Foil KSB Black Gradient STEPS: #F3E7D5 #D1AA67 #856834 (AT -45 DEGREES) STEPS: #333333 #000000 (AT -45 DEGREES) Brand Style Guide Colors 4
DISPLAY TYPEFACE IS COPASETIC NF REGULAR AND DIN MEDIUM REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ TYPOGRAPHY The KSB typography is based on Art Deco stylings. The secondary display typeface DIN was created for maximum readability on signage in Germany in 1931. The main KSB font is Neutra was designed to be the most typographically complete geometric sans serif family ever, based on the creator Richard Neutra s principles of architecture and design. The script font Signpainter has been included in the brand for contrast and to add a hand-drawn feel to designs and documents. NEUTRA TEXT BOLD CAPS (HEADINGS) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ NEUTRA TEXT LIGHT ALT 100 TRACKING (Callouts) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz Neutra Text Book, Italic and Bold (Body) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz SignPainter HouseScript (Script) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz Brand Style Guide Typography 5
PHOTOGRAPHY All photography should be the highest possible resolution and quality. Do not use lo-fidelity imagery or unapproved image filters as it will tarnish the strength of the brand. Food photos should be: In environment / restaurant (no blank backgrounds) Warm toned Shown with beer Full color no black/white, sepia, etc. Macro with Shallow DOF Brand Style Guide Photography 6
Primary Logo Horizontal Primary Logo in frame Horizontal LOGO OPTIONS PRIMARY The full color KSB logo should be used first and foremost whenever possible. It can be displayed in a frame or against a dark background. Do not place this version of the logo on top of any colors or white. The train icon is a primary element of the KSB logo and should always be used first in conjunction with the logotype until the full logo has been established within that specific piece or campaign. Primary Logo Stacked Primary Logo in frame Stacked Brand Style Guide Logo Options 7
Monotone / Single Color Black LOGO OPTIONS MONO Mono versions of the logo are also available for more minimal / less invasive applications or for one color printing / stitching. The train icon is a primary element of the KSB logo and should always be used first in conjunction with the logotype until the full logo has been established within that specific piece or campaign. Brand Style Guide Logo Options 8
Monotone / Single Color White LOGO OPTIONS MONO Mono versions of the logo are also available for more minimal / less invasive applications or for one color printing / stitching. The train icon is a primary element of the KSB logo and should always be used first in conjunction with the logotype until the full logo has been established within that specific piece or campaign. Brand Style Guide Logo Options 9
Full color with gradient Flat color / no 3d or gradients LOGO OPTIONS BADGE The KSB badge is the cornerstone of the brand design. It can be displayed alone but only after the logo or logotype has been visually established in the same piece, document or campaign. The full color / 3d version is preferred, but flat versions are acceptable and are also designed to be more printer-friendly. Flat mono black Flat mono white Brand Style Guide Logo Options 10
Kirkwood Station Brewing Company Brewery Bar Restaurant LOGO GOVERNANCE HIERARCHY As with naming reference, the KSB badge should not be used until the primary logo or logotype with the full Kirkwood Station Brewing Company name has been established in the same piece, document or campaign. Examples of acceptable applications of the badge are shown to the right. est. 2009 Kirkwood, MO Brand Style Guide Logo Governance 11
Don t add pattern or color overlays. Don t add effects drop shadows, strokes, etc. LOGO GOVERNANCE DISPLAY Use only approved versions of the Kirkwood Station logo, badge and brandmark. Don t stretch, skew or rotate the logo. Don t change fonts. Don t display the logo without Brewing Company Don t place over busy backgrounds. Use the framed version instead. Brand Style Guide Logo Governance 12
LOGO GOVERNANCE COLORS The monochrome brand mark should be displayed in either white or black. As a secondary, brand colors can be used but do not mix and match. Don t place the logo on top of colors that blur its defining lines. Only use approved brand colors. Brand Style Guide Logo Governance 13
2" 1" 1" LOGO GOVERNANCE CLEAR SPACE Leave room to breathe around the logo. The clear space should be half the height of whatever version of the logo is being used. 2" 1" 1" Brand Style Guide Logo Governance 14
MAIN CONTACT INFORMATION MIKE WILLERTON OWNER MELISSA MCHENRY MARKETING CARLOS WILSON GENERAL MANAGER 101 East Jefferson Avenue Kirkwood, MO 63122 o: (314) 966-2739 mike@kirkwoodstationbrewing.com www.kirkwoodstationbrewing.com Brand Style Guide Contact Information 15