BRAND GUIDELINES · HORIZONTAL: LOGO + WORDMARK The Honu logo and the MBC wordmark can be locked up...

BRAND GUIDELINESVER. 01, 03/30/2016

MAUI OUR HOME.

BREWINGOUR CRAFT.

COMPANYOUR ‘OHANA.

B R A N D G U I D E L I N E S 2

INTRODUCTION Consistent portrayal of the new Maui Brewing Co. brand across all mediums is critical to building and maintaining brand recognition and establishing a strong coherent message across all audience touchpoints.

This guide includes examples and general guidelines for uses of the Maui Brewing Co. brand elements. Please keep in mind this document is intended to be a guide and does not address all uses or potential needs that may arise.

For questions and approval for brand usage please contact Melanie Marrero: [email protected]

3

DO HAWAII RIGHT Each one of our beers is crafted with passion and care. We don’t take short cuts. We are uncompromising in our search for the best ingredients from the best sources. We honor the island we love.

Our visual identity and brand has been crafted with the same care and passion. This guide includes new packaging examples and overall visual direction for all printed and digital materials. The new branding effort has been focused on raising the bar and doing Hawaii right.

Cheers and Mahalo!

4

CONTENTS01 BRAND IDENTITY

01.1 HONU LOGO 08

01.2 WORDMARKS 10

01.3 HORIZONTAL: LOGO + WORDMARK 11

01.4 VERTICAL: LOGO + WORDMARK 12

01.5 VERTICAL: LOGO + HORIZONTAL WORDMARK 13

01.6 SUMMARY OF BRAND IDENTITY 14

01.7 BRAND IDENTITY COLORS 15

01.8 SIZING 16

01.9 DON’T DO IT 17

02 BRAND ELEMENTS

02.1 BRAND COLORS 21

02.2 TYPOGRAPHY 22

02.3 TYPOGRAPHY IN USE 24

02.4 DIGITAL TYPOGRAPHY 25

02.5 RATTAN PATTERN 26

02.6 SHARK’S TEETH PATTERN 27

02.7 BREWERY COORDINATES 27

02.8 BREWERY STORY 28

03 PACKAGING

03.1 WORDMARKS 31

03.2 BIKINI BLONDE 32

03.3 BIG SWELL 35

03.4 COCONUT HIWA 38

03.5 PINEAPPLE MANA 41

03.6 ISLAND ROOT BEER 44

03.7 MBC ILLUSTRATIONS 47

03.8 BEER CAN TEMPLATE 48

03.9 SODA CAN TEMPLATE 49

03.9 CAN LINE UP 10

03.10 BOMBER LABEL 51

04 WEARABLES & MERCH

04.1 COASTERS 55

04.2 EXTERIOR SIGNAGE EXAMPLES 61

04.3 MENU EXAMPLES 64

04.4 ENVIRONMENTAL: TABLES & BARRELS 65

04.5 ENVIRONMENTAL: BAR COUNTER 66

04.7 TACKERS 68

04.8 T-SHIRTS 72


BRANDIDENTITY

SECTION 01

EVOKINGHAWAIIANCRAFT


HONU LOGO

FILES: Assets / Identity / Honu_Logo /

The new Honu logo is an evolved version of the original MBC brand logo. The new logo has been updated and simplified for more flexible usage and better scalability.

01.1


MORE THAN A LOGOEach component of the logo is packed with meaning and history — it was directly inspired by one of our founder, Garrett’s tattoos. A tattoo emblematic of a pivotal moment in his life that led to the establishment of a fiercely independent craft brewery in Hawaii.

THE SYMBOLOGY:

Honu (Turtle) = guidance and navigation

Koru (Swirl) = symbol of rebirth

Shark’s Teeth = protection

Shark Tooth Pendant = weapon of defense of protection

HONU (TURTLE)

KORU (SWIRL)

SHARK’S TEETH

SHARK TOOTH

PENDANT

01.1


WORDMARKS

The new Maui Brewing Co. wordmark is composed of customized typography and can be used by itself for branding or in conjunction with the Honu logo as shown in the lockups on the following pages.

Do not create other lockups for the Honu and wordmark beyond the lockups provided in this guide.

Two Horizontal Wordmarks are provided for use in unique situations where a wide wordmark is needed. The other standard wordmark should be considered for use first.

01.2

FILES: Assets / Identity / Horizontal_Wordmarks / FILES: Assets / Identity / Horizontal_Wordmarks / Horizontal_Wordmark_1

FILES: Assets / Identity / Stacked_Wordmark /

FILES: Assets / Identity / Horizontal_Wordmarks / Horizontal_Wordmark_1


HORIZONTAL: LOGO + WORDMARK

The Honu logo and the MBC wordmark can be locked up together in three ways. A horizontal lockup and two vertical lockups are provided for more flexibility in application.

Other Honu logo and MBC wordmark lockups should not be created.

01.3

FILES: Assets / Identity / Logo_Wordmark_Lockup /


VERTICAL: LOGO + WORDMARK

–

01.4

FILES: Assets / Identity / Logo_Wordmark_Lockup_Vertical /


VERTICAL: LOGO + HORIZONTAL WORDMARK

–

01.5

FILES: Assets / Identity / Logo_Wordmark_Lockup_Vertical_2 /


A variety of brand identity expressions exist to provide flexibility and ease of use. Consider carefully the footprint of the space provided and select the best identity for each space.

01.6 SUMMARY OF BRAND IDENTITY

14

BRAND IDENTITY COLORS

All logos and lockups for Maui Brewing Co. should be used in MBC black or white EXCEPT for apparel and other wearables.

LOGO COLOR: WHITE LOGO COLOR: MBC BLACK

01.7


SIZING01.8

BRANDMARKS/LOCKUPS

Recommended size minimums are suggested to maintain legibility of the logo across a variety of applications.

PRINTA minimum height of .9375 inches for the Honu Logo is recommended.

DIGITALA minimum height of 90 pixels is recommended to maintain the integrity of the logo.

STACKED WORDMARK:

PRINTMinimum width = 1 inches

DIGITALMinimum width = 120 pixels

HORIZONTAL WORDMARK:

PRINTMinimum width = 1 inches

DIGITALMinimum width = 120 pixels

PRINT: 0.9375 in

DIGITAL:90 px

PRINT: 0.9375 in

DIGITAL:90 px

PRINT: 0.9375 in

DIGITAL:90 px

PRINT: 1 inDIGITAL: 120 px

PRINT: 1.75 inDIGITAL: 225 px


DO NOT ADD OUTLINES DO NOT ADD GRADIENTS

DO NOT PUT IMAGES OR PATTERNS IN THE LOGO DO NOT CHANGE THE TYPOGRAPHY

DON’T DO IT

Many hours have been spent perfecting the brand identity. Please do not undo time and money invested by distorting or revising the existing brand identity.

Consistent application of the brand across digital and print media creates a bold and engaging narrative for consumers as well as MBC employees and staff.

01.9


DO NOT STRETCH THE LOGO DO NOT ADD SPECIAL EFFECTS

DO NOT CHANGE SIZE RELATIONSHIPS DO NOT TILT OR SLANT THE LOGO

DON’T DO IT

–

01.9


BRANDELEMENTS

SECTION 02

FROM THEHEART OFPARADISE


MBC BLACKPMS: BLACK 6

CMYK: 100 / 79 / 44 / 93

RGB: 16 / 24 / 32

HTML: #101820

WHITEPMS: –

CMYK: 00 / 00 / 00 / 00

RGB: 00 / 00 / 00

HTML: #FFFFFF

MBC GRAYPMS: 423

CMYK: 22 / 14 / 18 / 45

RGB: 137 / 141 / 141

HTML: #898D8D

MBC LIGHT GRAYPMS: 420

CMYK: 06 / 04 / 07 / 13

RGB: 199 / 201 / 199

HTML: #C7C9C7

MBC ACCENT ORANGEPMS: BRIGHT ORANGE

CMYK: 00 / 63 / 100 / 00

RGB: 255 / 94 / 00

HTML: #FF6600

MBC ACCENT BLUEPMS: 637

CMYK: 62 / 00 / 08 00

RGB: 78 / 195 / 224

HTML: #4EC3E0

All expressions of the MBC brand identity should be used in MBC black or white EXCEPT on apparel and wearables.

For other MBC brand materials, black and grays should be the dominant colors with MBC Accent Orange and Accent Blue used minimally.

Beer flavors have their own color palettes which can be reviewed in the packaging section.

02.1 BRAND COLORS


LICENSING

ITC QUORUM is owned by ITC. Font weights specified above can be purchased at:http://www.myfonts.com/fonts/adobe/itc-quorum/

FILES: Assets / Typography / ** Fonts are provided for use on items already designed. For development of new marketing materials valid licenses

should be purchased for font use.

02.2 TYPOGRAPHY

The following fonts should be used on all Maui Brewing brand materials.

ITC QUORUM BLACK

ABCDEFGHIJKLMNOP…abcdefghijklmnop…ITC QUORUM BOLD

ABCDEFGHIJKLMNOP…abcdefghijklmnop…ITC QUORUM MEDIUM

ABCDEFGHIJKLMNOP…abcdefghijklmnop…


http://www.myfonts.com/fonts/adobe/itc-quorum/

02.2 TYPOGRAPHY

The following fonts should be used on all Maui Brewing brand materials.

It is recommended that Brandon Grotesque be used in all caps in nearly all instances.

LICENSING

BRANDON GROTESQUE is owned by HVD Fonts. Font weights specified above can be purchased at:http://www.myfonts.com/fonts/hvdfonts/brandon-grotesque/

FILES: Assets / Typography / ** Fonts are provided for use on items already designed. For development of new marketing materials valid licenses

should be purchased for font use.

BRANDON GROTESQUE BLACK

ABCDEFGHIJKLMNOP…BRANDON GROTESQUE BOLD

ABCDEFGHIJKLMNOP…BRANDON GROTESQUE REGULAR

ABCDEFGHIJKLMNOP…


http://www.myfonts.com/fonts/hvdfonts/brandon-grotesque/

HEADLINE: ITC QUORUM BLACKSUBHEAD EXAMPLE: BRANDON GROTESQUEBody Copy: ITC Quorum Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed tristique quis eros at imperdiet. Quisque pharetra tellus ut enim congue, sit amet tristique augue cursus. Ut et diam diam. Sed placerat sem erat, nec ultricies lacus scelerisque sit amet. Nulla mattis mi a molestie semper. Morbi interdum consequat nisl vitae tempor. Sed quis erat sapien. Cras vestibulum, quam non dictum elementum, justo dolor pulvinar lectus, vitae iaculis est diam a velit.

Nullam fringilla nisi a mi cursus, vitae feugiat mi maximus. In ut fermentum nulla. Nulla malesuada velit quis cursus sodales. Aenean facilisis enim quis magna eleifend, non posuere nibh blandit. Aliquam in lobortis sem, in interdum augue. Phasellus lobortis dictum mauris, in gravida ligula luctus sed. – BULLETS: BRANDON GROTESQUE• LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT• SED TRISTIQUE QUIS EROS AT IMPERDIET• QUISQUE PHARETRA TELLUS UT ENIM CONGUE, SIT AMET

02.3 TYPOGRAPHY IN USE

The following are the usage examples for the recommended Maui Brewing Co. fonts. These suggestions are guidelines and do not cover all potential typographic needs that will arise.

Please note that typography sizing will vary from layout to layout. The examples shown here are simply a starting place for making typography selections.


02.4 DIGITAL TYPOGRAPHY

For digital applications different typefaces may be considered to maintain legibility and consistency across platforms and web browsers.

Consider using the web version of ITC Quorum for large headlines and subheads. The web version is available here:

http://www.myfonts.com/fonts/itc/quorum/

Brandon Grotesque can be used via type kit for web applications.

https://typekit.com/fonts/brandon-grotesque

DIGITAL TYPOGRAPY ALTERNATES:

Alverata PE is available via type kit and can be used as an alternate to ITC Quorum for digital and web applications.

https://typekit.com/fonts/alverata-pe

ITC QUORUM BLACK

ABCDEFGHIJKLMNOP…abcdefghijklmnop…ITC QUORUM BOLD

ABCDEFGHIJKLMNOP…abcdefghijklmnop…ITC QUORUM MEDIUM


ALT FOR QUORUM: ALVERATA PE BLACK

ABCDEFGHIJKLMNOP…abcdefghijklmnop…ALT FOR QUORUM: ALVERATA PE BOLD

ABCDEFGHIJKLMNOP…abcdefghijklmnop…ALT FOR QUORUM: ALVERATA PE MEDIUM


BRANDON GROTESQUE BLACK

ABCDEFGHIJKLMNOP…BRANDON GROTESQUE BOLD

ABCDEFGHIJKLMNOP…BRANDON GROTESQUE REGULAR

ABCDEFGHIJKLMNOP…






https://typekit.com/fonts/alverata-pe

RATTAN PATTERN02.5

A simple basket weave, rattan pattern that can be used as a tertiary element in design layouts.

In packaging the pattern can be used in various colors. In other instances the pattern should be used in subtle colors such as light gray.

FILES: Assets / Brand_Elements / Rattan_Pattern /


SHARK’S TEETH PATTERN

BREWERY COORDINATES

The shark’s teeth pattern is on all packaging near the top of the cans. If and when the pattern is used in a print or digital layout, it should be used as a tertiary element near the bottom or top of the design.

The map of Hawaii with Maui highlighted calls out the latitude and longitude coordinates of the Maui Brewery location. This element may be used on print and digital materials and shows up on each can design.

02.6

02.7

FILES: Assets / Brand_Elements / Coordinates

FILES: Assets / Brand_Elements / Sharks_Teeth


A simple three sentence version of the MBC brand story featured on the back of all the cans.

02.8 BREWERY STORY

Crafted with passion from the heart of paradise. We are an innovative and independent brewery. Welcome to the ‘ohana.


PACKAGING

SECTION 03

ISLANDBREWED


WORDMARKS

Each beer or soda has a unique wordmark and color. These wordmarks are used in packaging and can also be used on menu boards, promotional materials, etc.

03.1

FILES: Assets / Brand_Elements / Beer_Wordmarks /


BIKINI BLONDE ARTWORK

Full artwork wrap for Bikini Blonde beer.

03.2

FILES: Assets / Packaging_Artwork /


BIKINI BLONDE BEER CAN ELEMENTS03.2

PMS: 7549CMYK: 00 / 22 / 100 / 02RGB: 255 / 181 / 00HTML: #FFB500

PMS: 122CMYK: 00 / 11 / 80 / 00RGB: 254 / 209 / 65HTML: #FED141

PMS: 7696CMYK: 56 / 09 / 09 / 21RGB: 99 / 153 / 174HTML: #6399AE

PMS: WhiteCMYK: 00 / 00 / 00 / 00RGB: 00 / 00 / 00HTML: #FFFFFF

PMS: Black 6CMYK: 100 / 79 / 44 / 93RGB: 16 / 24 / 32HTML: #101820

ILLUSTRATIONNAME, TYPE, DESCRIPTION COLORS

LAGERA clean, crisp &refreshing helles,perfect any time

FILES: Assets / Illustrations /

WORDMARK TYPOGRAPHY:

The Bikini Blonde wordmark is created using Chicha by Cocijotype.

http://www.myfonts.com/fonts/cocijotype/chicha/


BIG SWELL ARTWORK

Full artwork wrap for Big Swell beer.

03.3



BIG SWELL BEER CAN ELEMENTS03.3

PMS: 300CMYK: 99 / 50 / 00 / 00RGB: 00 / 94 / 184HTML: #005EB8

PMS: 297CMYK: 52 / 00 / 01 / 00RGB: 113 / 197 / 232HTML: #71C5E8

PMS: 1645CMYK: 00 / 63 / 75 / 00RGB: 255 / 106 / 57HTML: #FF6A39





IPATropical citrus hops burst from this dry-hopped India Pale Ale


The Big Swell wordmark is created using Boler Wide by T26.

http://www.t26.com/fonts/688-Boler


COCONUT HIWA ARTWORK

Full artwork wrap for Coconut Hiwa beer.

03.4



COCONUT HIWA BEER CAN ELEMENTS03.4

PMS: 725CMYK: 09 / 75 / 100 / 55RGB: 125 / 63 / 22HTML: #7D3F16

PMS: 721CMYK: 00 / 35 / 52 / 04RGB: 221 / 164 / 111HTML: #DDA46F

PMS: GreenCMYK: 93 / 00 / 63 / 00RGB: 0 / 171 / 132HTML: #00AB84





PORTERA robust dark alewith hand-toastedcoconut & hints of mocha


The Coconut Hiwa wordmark is created using ITC Motter Corpus Condensed by ITC.

http://www.myfonts.com/fonts/adobe/itc-motter-corpus/


PINEAPPLE MANA ARTWORK

Full artwork wrap for Pineapple Mana beer.

03.5



PINEAPPLE MANA BEER CAN ELEMENTS03.5

PMS: 151CMYK: 00 / 60 / 100 / 00RGB: 255 / 130 / 00HTML: #FF8200

PMS: 102CMYK: 00 / 00 / 95 / 00RGB: 252 / 227 / 00HTML: #FCE300

PMS: 369CMYK: 68 / 00 / 100 / 00RGB: 100 / 167 / 11HTML: #64A70B





WHEATMaui Gold pineapplegives sweet aroma tothis smooth-bodied,tropical brew


The Pineapple Mana wordmark is created using Ashemore Condensed Black by ITC.

http://www.myfonts.com/fonts/insigne/ashemore/


ISLAND ROOT BEER ARTWORK

Full artwork wrap for Island Root Beer.

03.6



ISLAND ROOT BEER CAN ELEMENTS03.6

PMS: 7568CMYK: 15 / 67 / 100 / 65RGB: 119 / 81 / 53HTML: #775135

PMS: 7533CMYK: 37 / 53 / 68 / 83RGB: 71 / 55 / 41HTML: #473729

PMS: Orange 021CMYK: 00 / 65 / 100 / 00RGB: 254 / 80 / 00HTML: #FE5000

PMS: 1375CMYK: 00 / 45 / 94 / 00RGB: 255 / 158 / 27HTML: #FF9E1B

PMS: 7499CMYK: 01 / 02 / 24 / 00RGB: 241 / 230 / 178HTML: #F1E6B2

ILLUSTRATIONNAME COLORS



The Island Root Beer wordmark is created using Knockout HTF54 Sumo and Vitesse Black by Hoefler & Co.

http://www.typography.com/fonts/vitesse/overview/

http://www.typography.com/fonts/knockout/overview/


MBC ILLUSTRATIONS03.7

ORLY LOCQUIAO

We worked with Orly, an influential Polynesian tattoo artist in the San Francisco Bay Area area to create each one of the illustrations for the beer line.

[email protected]


BEER CAN TEMPLATE03.8

Beer can artwork is built on a templated system with most artwork constant across each can. EACH BEER GETS:

A unique illustration

A unique wordmark

Three colors to signal beer type

Shark’s Teeth PatternAlways MBC Black Position locked across all cans

Beer Description Recommend keeping to three lines, changes color with each beer

Beer Illustration Each beer has a different illustration which changes color with each beer

MBC Wordmark Always white Position locked

Beer Name Typography changes with each beer Recommend always keeping two lines

Beer Type Keep MBC black across all cans

URL, Social Media Handle & Technical CopyChanges color with each beer Position remains the same

“Island Brewed” Position locked Color changes with each beer type

Rattan Pattern Changes color on each beer

MBC Identity Elements Position and color the same on each beer

MBC Story Position and color the same on each beer

Island Coordinates Changes color on each beer


SODA CAN TEMPLATE03.9

Soda can artwork is built on a templated system with most artwork constant across each can. EACH BEER GETS:

A unique set of 5 colors

A unique wordmark

Shark’s Teeth Pattern Changes color with each sodaPosition is locked

MBC wordmark Always white. Position locked.

Soda Wordmark Changes on each can

Colors Change on each soda can with each flavor

URL, Social Media Handle & Technical CopyChanges color with each soda Position remains the same

Can IllustrationIs the same on all soda cansColor changes with each soda

MBC LogoChanges color but remains in the same position

Island Coordinates Changes color on each soda


CAN LINE UP03.9


BOMBER LABEL TEMPLATE03.10

ISLAND BREWED ISLAND BREWED

BREWED & CANNED BYMAUI BREWING CO.KIHEI, MAUI, HAWAII

@MAUIBREWINGCOMAUIBREWING.COM

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20° 44' N156° 26' W

Crafted with passion from the heart of paradise. We are an innovative and independent brewery. Welcome to the ‘ohana.

750 ML

FL OZ

ALC

BY VOL

Beer description here, lorem ipsum dolor sit amet sim, consectetur ento adipiscing elit non.

LOREMIPSUM

IPALOREM • DOLOR

25.4 6.8%

A simple label template for limited release bombers. The design and placement of all the elements remains constant across each bomber label.

Beer name changes color on each bomber label.

There is a space available on the left side of the label for a beer description on each label.

FILES: Assets / Bomber_Label /


WEARABLES& MERCH

SECTION 03

WELCOMETO THE‘OHANA


COASTERS EXAMPLE SET 104.1

FILES: Assets / Coaster_Examples /

Example set of 2-sided circular coasters featuring beer specfic artwork on one side and the Honu logo on the other side.

Bi��Bl�de

LAGER

ISLAND BREWED

WELCO M E T O T H E ‘ OHANA

IPA

ISLAND BREWEDBIGSWELL




Example set of 2-sided circular coasters featuring the circular beer illustrations on one side and the stacked logo lock up on the other side.

ISLAND BREWED

ISLAND BREWED




Custom die cut brand coaster featuring the Honu and the message “Welcome to the ‘Ohana” on the other side.

WELCOMETO THE

‘OHANA20° 44' N

156° 26' W



EXTERIOR SIGNAGE EXAMPLES04.2

Hypothetical signage and branding treatments for the entry way of the Maui Brewing Company restaurant.

Rattan pattern water jet cut out of metal rail

Back lit extruded letterforms

Detail of the Big Swell artwork applied to the back wall of the entry way

Naturally rusted metal sign with rattan pattern applied to left portion of the sign

Metallic placard with dimensional metal cut lettering

Interior lit orange blade sign with Honu logo


04.3

Two menu cover examples designed to signal different price point options.

Left Menu:Elegant blind embossed Honu logo in the lower right corner of a super heavy weight substrate.

Right Menu:Simple paper menu held to a wood board with a rubber band. Board could be screen printed.


ENVIRONMENTAL: TABLES & BARRELS04.4

Examples of circular illustration artwork applied to tables and barrels.


04.5

Concept for bar facade that would feature rattan pattern.

ENVIRONMENTAL: BAR COUNTER


04.6

Examples of creative use of materials and design.

ENVIRONMENTAL: INSPIRATION


METAL TACKER EXAMPLE04.7

Custom circular die cut metal tacker design.

Bi��Bl�de

LAGER

ISLAND BREWED

WELCO M E T O T H E ‘ OHANA IPA

ISLAND BREWEDBIGSWELL


FILES: Assets / Tacker_Examples /


METAL TACKER EXAMPLE04.7

Custom rectangular metal tacker design.

Design and layout could also be made to create paper posters.

Bi��Bl�de

LAGER

BREWEDISLAND

IPA

BREWEDISLAND BIGSWELL

FILES: Assets / Tacker_Examples /


04.8 LOGO BRANDED T-SHIRTS



FILES: Assets / T_Shirts /


04.8 BRANDED T-SHIRTS



BRAND GUIDELINES · HORIZONTAL: LOGO + WORDMARK The Honu logo and the MBC wordmark can be locked up...

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Transcript of BRAND GUIDELINES · HORIZONTAL: LOGO + WORDMARK The Honu logo and the MBC wordmark can be locked up...