STYL E GUID E

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Steak & Ale is a chain of restaurants that originated in Dallas, Texas in 1966. The company recently decided to leave behind the casual dining field and reposition itself towards a more upscale clientelle. Craft and quality are now of the restaurant’s top concern, which we’ve chosen to reflect in the brand’s updated style. This renovated look blends careful craftsmanship and attention to detail with the twinge of grit and steady wear that only comes from tried and true reliablity; an age that commands respect and tells its story in silence. Steak and Ale. for the self made man. For the traditionalist. For the alpha who owns every room he walks into.

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Brief 7•

logo 9•

Color 14•

Type 16

Table of Contents

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Creative Brief

WHO ARE WE SPEAKING TO?

Men who mean business.

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WHAT DO THEY CURRENTLY THINK?

Steak & Ale is a mediocre chain thatemphasizes value for your dollar.

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WHAT DO WE WANT THEM TO THINK?

Steak & Ale is where you wine and dine your most high profile clients.

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WHAT IS OUR UNIQUE SELLING POINT?

Craft & quality.

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Rule s of Logo Usage

The Steak & Ale logo is made up of two elements: the customized ampersand and the words “steak” and “ale” with the “s” in steak ommitted to read “teak”. Both of these elements have been altered to create a totally unique logo.

There are di�erent configurations and color versions of the Steak & Ale logo available, depending on where it is being used. The colors allowed for use can be viewed on page 14. The logo shall only ever be one of these six predetermined colors, never a combination of two or more. A slight opacity variation is used for the Steak & Ale logo. “Ale” is set at 80% opacity while the rest of the logo remains at 100% opacity.

To maintain a strong, distinctive brand, it is important to use the Steak & Ale logo in a consistent way. Do not alter the logo in any manner.

Below are some examples of what not to do:

1. Do not distort the logo. 2. Do not recolor any part of the logo. 3. Do not retype the logo in a di�erent font. 4. Do not encroach on the minimum clear space. 5. Do not resize the ampersand symbol relative to the logotype. 6. Do not alter the relationship between the symbol and the logotype.

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TEAKALE

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WHITECMYK: 0 0 0 0RGB: 255 255 255HEX: #FFFFFF

PRIMARY

GREYCMYK: 29 23 23 0RGB: 182 182 183HEX: #B6B6B7

SECONDARY

GOLDCMYK: 37 36 70 6RGB: 162 145 97HEX: #A29161

PRIMARY

WOODCMYK: 56 63 81 64RGB: 60 47 29HEX: #32CF1D

SECONDARY

CHARCOALCMYK: 70 64 63 64RGB: 44 45 45HEX: #2D2D2D

PRIMARY

BLACKCMYK: 0 0 0 0RGB: 0 0 0HEX: #000000

SECONDARY

Color Pa l ette

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Rules of Color Usage:

Steak & Ale has six standard colors, three primary and three secondary. These six colors are White, Grey, Gold, Wood, Charcoal, and Black and their specific color codes are noted to the left. These colors are for general use, such as communications (posters, banners, etc) advertising, and any other Steak and Ale branded material.

PRIMARY

SECONDARY

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Logo and Heading Typeface: OtamaA 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 z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + { } : ” < > ?Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eismod tempor indicdunt ut labore et dolore magna aliqua. Ut enimad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Body Typeface: Hagin Caps Medium

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 z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + { } : ” < > ?Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eismod tempor indicdunt ut labore et dolore magna aliqua. Ut enimad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Ty pe fac es

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Body Typeface: Hagin Caps ThinA 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 z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + { } : ” < > ?Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eismod tempor indicdunt ut labore et dolore magna aliqua. Ut enimad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Rules of Type Usage:

The typeface Otama is to only be used in construction of the logo. It is not to be used in copy or for titles or headers in any intstance.

Hagin Caps Medium and Hagin Caps Thin are used in all other instances of type. Tracking for these typefaces is either 50 or 100 for Hagin Caps Medium and either 25 or 50 for Hagin Caps Thin. It is up to the designer to determine which tracking weight is appropriate in each usage.

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Rules of Color Usage:

Steak & Ale has six standard colors, three primary and three secondary. These six colors are White, Grey, Gold, Wood, Charcoal, and Black and their specific color codes are noted to the left. These colors are for general use, such as communications (posters, banners, etc) advertising, and any other Steak and Ale branded material.