Paint Nite Brand Book 2013

THE BRAND BOOKBrand Standard Guidelines

2013 ©2013 Paint Nite. All rights reserved.

THE POWER OF BRANDING: THE PAINT NITE POINT OF VIEW

Paint Nite Brand Standard Guidelines

A Brand is more than a product. Or a logo. Or a tagline. Or a color.

A brand is an emotional connection—it’s what Paint Nite as a company means to the world. And it’s likely the most valuable and enduring asset of any company.

It’s not a fabricated description or wishful thinking of what the company might be. But rather, it’s an authentic representation of the experience customers, employ-ees and bars can expect everyday.

Strong brands encourage customer loyalty, and capture market share by influenc-ing and changing behavior.

Strong brands routinely command higher profit margins.

Strong brands turn customers into fanatics.

A brand’s value is tied directly to the dialog that exists between you and your customers—the stronger and more purposeful the dialog, the greater the value.

Without a clearly defined brand, no one will know Paint Nite. Or what we stand for. And ultimately, our potential will go unrealized.Our logo, tagline, fonts and colors are the visual representation of our brand.

Welcome to the first ever Paint Nite Brand Standard Guidelines!

1 LOGO

4 LIMITED COLOR APPLICATIONS

6 TAGLINE and URL USAGE

We hope this helps you to get comfortable with all the parts of our Paint Nite logo..AND gets you excited about promoting your business and sharing the fun!

5 CLEAR SPACE REQUIREMENTS

2 LOGO LAYOUT VARIATIONS

3 COLORS

7 OUR FONTS

8 BRANDING DISASTERS


LOGOHere we go! This is our logo in full.

Since we are pretty fired up about painting and making toasts, we had to include a glass and as many colors as possible. It’s true, we like to enjoy ourselves and encourage an environment of creativity!

We worked hard to fine tune this small work of art, so follow the guidelines in this book to ensure we are all using it properly and consistently across the country.

1 LOGO

Space between the gray lines is not to be altered.

BLACK FULL COLORWHITE FULL COLOR1 2


LOGO VARIATIONS

1

2

3

4

Our logo comes in all shapes and sizes. We like to be flexible, but not too flexible. One of these variations will hopefully be a perfect fit to suit your needs.TAGLINE MAY BE REMOVED FROM ANY OF THESE VARIATIONS.

HORIZONTAL BANNER: Our preferred and most favorite. Use this variation whenever possible and defer to the other variations only when necessary.

SOCIAL MEDIA SQUARE: For aspect ratios of equal value. Works great for Facebook, Twitter, etc.

GLASS and SPLASH: Separate the splash only when the Paint Nite name appears elsewhere in your collateral. We aren’t Starbucks. Yet.

VERTICAL BANNER: For long and tall types of sizes.

SOCIAL MEDIA SQUARE

HORIZONTAL BANNERVERTICAL BANNER

GLASS and SPLASH

2 LOGO LAYOUT VARIATIONS

1 2

3 4


COLORYou can mix up colors as much as you want during your Paint Nite events. The colors you absolutey cannot mix up are the ones in our logo!

Don’t fret: here is all of our logo color information, for both print and web applications.

C0-M95-Y20-K0

C0-M50-Y100-K0

C0-M10-Y95-K0

C50-M0-Y100-K0

C70-M15-Y0-K0

C80-M100-Y20-K5

C0-M0-Y0-K60

C0-M0-Y0-K20

R238-G43-B123

R247-G137-B30

R255-G222-B23

R140-G198-B63

R41-G170-B226

R90-G43-B120

R128-G130-B133

R209-G211-B212

3 COLOR

Paint Nite Magenta

Paint Nite Orange

Paint Nite Yellow

Paint Nite Green

Paint Nite Blue

Paint Nite Purple

Paint Nite Dark Gray

Paint Nite Light Gray

PMS 213

PMS 137

PMS 105

PMS 375

PMS 2985

PMS 259

#EE2B7B

#F7931E

#FFDE17

#8CC63F

#29AAE2

#5A2B78

#808285

#D1D3D4

PMS 324

PMS 428


LIMITED COLOR APPLICATIONS

1

2

3

4

We really love our colors, but not all applications require all colors. Follow these handy guidelines to send our Paint Nite message with style.

On any background containing light colors or on plain white.

On any background containing dark colors or on plain black.

On any 100% white background only.

On any white or Paint Nite green background. Cannot be used over any other colored background.

4 LIMITED COLOR APPLICATIONS

ONE COLOR: WHITEONE COLOR: BLACK1 2

ONE COLOR: PURPLEONE COLOR: HALFTONES3 4


CLEAR SPACE REQUIREMENTSOur logo needs space to express itself. When using it, make sure there is enough surrounding space so we can maintain our clear message.

Clear space is equal to the height of the capital D in our tagline “Drink Creatively”. That way, whenever the logo is resized, you can refer to this standard height to keep our logo free of surrounding clutter that could detract from it’s glory.

5 CLEAR SPACE REQUIREMENTS

=CLEAR SPACE is EQUAL to the height of the D in “Drink Creatively”

PaintNite.com

WHAT NOT TO DO:

TONIGHT!

=CLEARSPACE


TAGLINE and URL USAGE

1

2

3

4

Since we generate so much sales online, it’s required to include our URL on all marketing materials.

LOGO and URL: Do not put the tagline in this variation.

TAGLINE and URL: Do not use the splash in this variation. Simple is sometimes better.

URL only: Use our Rockwell font for the URL.

LOGO, TAGLINE, and URL: URL must be in 30% black.

6 TAGLINE and URL USAGE

PaintNite.com

TAGLINE and URL

LOGO and URL1

3

LOGO TAGLINE and URL

2

URL only

3


OUR FONTSLuckily, we’ve chosen fonts that are readily available for both web AND print. It’s almost too easy to follow our strict OSWALD/HELVETICA rule, but we have confidence in you.

Oswald Bold is our HEADLINE FONT.Although the name Oswald doesn’t exactly roll off the tongue, hopefully it wll help you roll out some snazzy layout design. Use Oswald to make a bold statement, highlight important text, etc. Oswald Book is for smaller text, or when Bold is just too much.

Download Oswald Book & Bold for free here: www.fontsquirrel.com/fonts/oswald

Helvetica Regular is our TEXT FONT. Use this font for all font blocks in professionally produced communicationsincluding posters, promotional rack cards, business cards, etc.

7 OUR FONTS

AaAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuSsTtWwXxYyZz0123456789

Helvetica Regular


Oswald Book


Helvetica Light


Oswald Bold


BRANDING DISASTERS

1

2

3

4

We value and encourage rampant creativity, but when it comes to getting artsy with our logo, we’ve got to crack the whip. These are just a few of the major no-no’s that will disrupt our consistent message across the country.

STRETCHING THE ASPECT RATIO in any direction. Make sure to maintain the original proportions whenever you are resizing our logo.

PLACING COLORED LOGO ON PHOTOGRAPHIC BACKGROUND can result in eye strain. Seriously, only use the white or the black version when placing over a photograph.

PLACING COLORED LOGO ON COLORED BACKGROUND is the opposite of classy and will result in our logo getting lost or even worse, clashing.

ADDING ANY EFFECT TO LOGO (stroke, drop shadows, outer glow, etc.) is an aesthetic headache. If the logo is not popping off the page, use the white or black version.

5

6

RECONFIGURING THE LAYOUT can be confusing to our customers. Keep it simple and use the variations offered in this publication. We don’t want our logo to have a split personality.

RECOLORING our finely tuned identity and using non-brand colors results in a loss of identity. Stick to the Paint Nite logo variations in the Limited Color Applications section and use only our Paint Nite colors.

PLACING LOGO ON COLOREDBACKGROUND

PLACING COLORED LOGO ON PHOTOGRAPHIC BACKGROUND

STRETCHING ASPECT RATIO

ADDING ANY EFFECT TO LOGO (stroke, drop shadow, outer glow, etc.)

8 BRANDING DISASTERS

1 2

3 4

RECONFIGURING THE LAYOUT RECOLORING5 6

THANKS

Looks like you’ve made it to the end! Celebrate!

We hope this was a fun and educational experience. If you have any ideas about how to make our Paint Nite brand or Brand Book more amazing, please let us know. We value your opinion and the skills we collectively share as a team and look forward to growing our business together.

Thanks for reading.

Please send all questions and feedback to:

Amy JorgensenBrand [email protected]

Paint Nite Brand Book 2013

Documents

Transcript of Paint Nite Brand Book 2013