B GBISTRO GAMBRINUS BRAND IDENTITYanna kocherovsky spring 2011 dai 325

Communication Brief 05

Brand Map 06

BASIC ELEMENTS

The Symbol 08

Safety Area 09

Basic Logo: Abbreviated 10

Color 11

Use on Different Backgrounds 12

Primary Typography 13

Secondary Typography 14

Logo in Black & White 15

Master Logo Do’s and Don’ts 16

STATIONERY SYSTEM

Business Card 19

Letterhead 20

Menu 21

COMMUNICATIONS

Advertisement Full Page 23

Advertisement Half Page 24

ADDITIONAL APPLICATIONS

Apparel 26

Mugs 27

Other 28

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Communication briefLets Eat & Drink Like Kings, Zakuski and Vodka for All...

Bistro Gambrinus is a unique spot in the city that manages to have a very diverse vibe. San Francisco is known for so many niche sub cultures, but this is one of the places where I see these sub cultures diverge and come together. My goal is to make this point relevant within the logo and brand identity of the bar. Bistro Gambrinus has been around for over twenty years serving unique dishes, specifically of the Eastern European and Russian variety. What is especially refreshing is that the plates served for you are contemporary in style and taste, when often Russian cuisine fails to do that. The spot is popular for both its food and beer, withhundreds of foreign beers on tap. Old Russian men amongst young USF jocks can be seen watching the game, next to famillies celebrating birthdays and cheering in Russian - it is really a multi cultural and non-ageist community. The location is full of neons and beer signage, with wooden tables and golden accents - the flat screens buzz all around you but not in an obtrusive way. It is typically very busy and loud.

My target is the young, hip american community to further understand and appreciate Eastern European trends and culture. He or she is between 20 and 30, lives with friends, roommates or spouse, and loves to go out and explore unique food - after all, thats largely what living in San Francisco is about. He or she loves sports, and loves the communal vibe of rooting for a team. He or she is willing to try new and great sensory experiences, from borscht to pickled herring with beer. The new brand identity is meant to freshen up an already well established community.

Bistro Gambrinus is unique in that there is very few competitors. Other than the few russian shops on Geary and Cafe Prague in the financial district, BG is the only one that combines russian cuisine and a bar like contemporary feel. They bring quality food to the table, and an exotic-”far east” feel to Americans who are intrigued. Their setbacks are subjective; the decor to me seems outdated and its dark in there. Their colorscheme is brooding and unappealing of maroons and forest

greens. Their logo has a lowercase g instide of an uppercase B, surrounded by an oval and fork and knife as if its on a platter. Cliche, typical and expected.The message I’m trying to convey is that Bistro Gambrinus can be much friendlier and can showcase their exotic food service in an americanized, contemporary way. What you get here is quality in food and service, by real russians whose mothers and grandmothers have been making them this food for generations. The design is intended to be classic looking, with an etched image feel, with a serif font that looks traced or embellished, thats supposed to appear ‘manly’, but friendly all the same. The images are of “manly men”, or “beer”, or “swords, crowns and symbols of royalty, alpha-maleness, and the concept of ‘eating like kings’.

The audience should be able to look at the logo and feel important, deserving of quality food, soething they’d go in for after a hard day at work, to eat and drink and be merry with friendly locals. The design wil be bolder, less scattered and consistent throughout decor, menues, etc.

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Brand Ideation Map

Sketching out ideas for BG identity.

Brand map

basic elements

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Logo should appear on all Bistro Gambrinus visual media & communications.

The Logo should be treated as artwork, not as typography.

Never manipulate the artwork or any part, image or text, in any way. Please keep the Logo free of any manipulating effects such as drop shadows, glows, outlines, bevels, etc.

The symbol

9Logo must appear on front cover/surface of all Bistro Gambrinus promotions and official materials. Surrounding space maust be minimally half the width of the logo. (See Figure A).

Safety area

a

a

10 Bistro Gambrinus v.2: Wide verison for elongated fields. Please use logos’ height as clear space. Colors, images and fonts are the same. All do’s and don’ts apply. This second logo will be applied to all full color publications

Basic Logo alternative

a

a

Master Logo colors

Master Logo colors should be exact these two PANTONE hues only. It should never be represented in any other colors. Use only 100% of the hue tone. Insist on accurate color matching, as poor color hues will weaken the effect of the logo itself.

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PANTONE 3435 CRGB: 0 70 49HEX: #004631

PANTONE 1245 CRGB: 199 147 22HEX: #C79316

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Use on different backgrounds

12 Here are some samples on how to correctly use the Logo with various backgrounds. Background colors of different values are recommended, in either lighter or darker than that of the logo. Textured/photo backgrounds are welcome.

13A key factor in the new branding is its distinct typography. Using a consistent family of typefaces visually reiforms the identity of BG. Collona BT is intended for bold Header 1-3 word phrases.

Primary typography

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890&.,:;’$¢%!?(*)

Colonna MT Regular

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Secondary typography

A key factor in the new branding is its distinct typography. Using a consistent family of typefaces visually reiforms the identity of BG. HUMANIST is intended for sub headers and body text.

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z1234567890&.,:;’$¢%!?(*)

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z1234567890&.,:;’$¢%!?(*)

Kingseat & drink like

Example of effective primary and secondary typography use

Humanist 521BT REGULAR Humanist 521BT LIGHT

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Logo in black & whiteExpectations for black and white versions.

do The Master Logo may also be viewed in black an white should color be unavailable. The logo may only be viewed as black ink on white background.

dontThe Master Logo may not be reproduced on black background with white or any other light colors; the foreground must always be a darker color than the background.

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Master Logo dos and dontsHow to Use the Logo, the Exceptions and Incorrect Usage

doDO use the original logo.

DO use its original proportions.

DO keep BISTRO GAMBRINUS as the only message within the master logo.

DO give the logo its requested clear zone & space.

DO make the logo a minimum of 1.5” wide in print and a minimum of 125 px wide on screen.

DO place the logo on a clean (preferably white) background for powerful, minimalist and modern look

DO place the logo always on a pure white background, #FFF.

DO use the logo as a visual.

DO separate the master logo from mastheads, titles, or other typographical elements.

DO frame the logo in white should the background be an image; or use alternate logo #3 where white space is not an issue. Which best fits is up to the presentor.Fig. A

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dontDONT redraw or rewrite the logo.

DONT stretch or distort the logo.

DONT add elements to the logo.

DON’T stack or group the logo with other elements.

DONT make the logo smaller than 1.5” wide in print or 125 px wide on screen.

DON’T place the logo on similar values or outline the logo to help it stand out. In the event the logo is layered over a photo for the purposes of advertising or communications, place the logo in a neutral, uncluttered space on the photograph. Nothing in the background should distract from the master logo.

DON’T reverse the logo into white on black, as shown under B/W., Fig. B

DON’T use the logo in a line of text. Fig. C

The Master Logo.

v

stationary

Business card

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Size3.5” x 2”

Color

PANTONE 3435 C

PANTONE 1245 CAnd Standard Black.

PaperNewLeaf ncoated “Imagination” White 90lb

Type SpecificationsEmployee name is in all caps left justified in 10pt; Position in 9pt; All other information in 7pt in 6pt leading. The telephone numbers are set at 6pt.

ExceptionsIn any case where the email address or name is too long, use type size one smaller than the current.

ANNA KOCHEROVSKYCommunications Manager

Bistro Gambrinusat Fulton and Masonic StreetSan Francisco, CA 94122anna@bistrogambrinus.comT 555.555.555 bistrogambrinus.com

1.31”

0.25”

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Letterhead

Size8.5”x11”

Color

PANTONE 3435 C

PANTONE 1245 CAnd Standard Black.

PaperNewLeaf “Imagination” White 24lb

Type SpecificationsAll text set at 11pt Arial Regular with leading of 10pt.

Electronic LetterheadA Microsoft Word Template, with the logo and address line embedded, is available for use when an emailable letter is necessary or when printing in-house.

BISTRO GAMBRINUSBar & Grill

Date

Addressee’s NameCompany NameAddressCity, State Zip

Salutation:

This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design.

The date is top-aligned at 2 inches from the top edge of the paper and 1.25 inches from the left edge, thus setting the margin for the entire letter. The ad-dressee’s name is positioned flush left, two spaces below the date. Title, compa-ny name, etc. are positioned flush left under the addressee’s name. The saluta-tion appears three spaces below the address.

The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 6.25 inches. All letters should be typed in Times Roman 10pt, with 12pt line spacing.

A double space separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title.

Complimentary close,

Name of senderTitle

CC:

address of location goes here as well as teh website

0.5” 1.5” 1”

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menu

Hungarian goulasH

bigos

lamb cHops

baby-back ribs

beef stroganoff

stuffed cabbage rolls

pork or cHickenscHnitzel

cHicken kabob

lamb kabob

“pelmeni” traditional

russian ravioli

Hunter’s sausage

german bratwurst

bavarian sausage

russiansausage

gambrinus mixed grill plate

Beef stew with bell pepper, paprika and onion. Served homemade potatoes16

Traditional meat and cabbage stew 14

Marinated lamb chops with salad and homemade potatoes20

With salad and homemade potatoes 18

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With german coleslaw and homemade potatoes15

With salad and homemade potatoes 15

With salad and homemade potatoes19

Chicken or beef served with sour cream or garlic butter10

Smoked beef and pork sausage with german coleslaw and homemade potatoes14

Grilled white pork sausage with german coleslaw and homemade potatoes12

Boiled veal sausage with german coleslaw and homemade potatoes 12

Beef and pork sausage with german coleslaw and homemade potatoes14

Baby Back Ribs, Lamb Chops, Chicken Kebob, Steak, Hunters and Russian Sausage served with salad and homemade potatoes. Good for five/ten people.100/190

Gambrinus is a legendary king of Flanders. King Gambrinus, known as “the patron saint of beer” has long been a universal symbol of beer and brewing. is a tribute to king Gambrinus, we bring you finest selection of beers and great food. Try our hard to find European beer selec-tion and awesome menu with eastern European hints as well as American classics.

Main Courses

❧

Size8” x 14” , - “Legal”

Color

PANTONE 3435 C

PANTONE 1245 CAnd Standard Black.

PaperNewLeaf “Imagination” Creme 24lb

Type SpecificationsType of Menu: Collonna MT in Green, 44ptBG Description: Garamond MT Italic Green, 12ptMenu Item: Humanist MT Regular Orange 12pt, 12pt LeadingMenu Item Description: Garamond MT Regular 11pt, 12pt Leading

Image Samples: 4 Maximum, 1.5” squared.

These are to be ready-to-print menus that are likely to change with time.

0.5”1.25”

1.25”

1.5”

communications

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Adverstisement: full page

BISTRO GAMBRINUS INVITES YOU TO JOIN US IN CELEBRATING OUR

OktoberfestANNUAL

Beer Tasting Event

WHENWHERE

FEE

Next Saturday, 7pm

Our Location

$25 to Start

.25” 1.75”

1.75”

5”

3.3”

Size8.5”x11”

Color

CMYK

PaperNewLeaf Semi Gloss “Imagination” White 24lb

Type SpecificationsWelcome Message: Humanist All Caps Roman at 12pt, leading at 26pt.

Everything within upper green area is open to creative expression as far as arrangement of information. Proceed with familiar font families and must be in same Orange hue.

Image area is flexible as long as it is consistently 3.3” in height - can be one, two or collage of several images.

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Advertisement half page

OktoberfestANNUAL

Beer Tasting Event

Size8.5” x 5.5”

Color

CMYK

PaperNewLeaf Semi Gloss “Imagination” White 24lb

Type Specifications

Everything within upper green area is open to creative expression as far as arrangement of information. Proceed with familiar font families and must be in same Orange hue.

Image area is flexible as long as it is consistently 1.5” in height - can be one, two or collage of several images.

.5”

1.5”

3.5”

25The website will reflect BG’s Identity in its preference for white space, the logo and headline. See online mock here:http://userwww.sfsu.edu/~akochero/ex6/03_external_swfs.html

Identity website

additional applications

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tshirt

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Restaurant napkins

Anna KocherovskyDAI 325Spring 2011

Master Logo colorsDescription

Master Logo colors should be exact these two PANTONE hues only. It should never be represented in any other colors. Use only 100% of the hue tone. Insist on accurate color matching, as poor color hues will weaken the effect of the logo itself.

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