LOGO

THE PRIMARY LOGO

The Primary Logo is the most common representation of the brand and should be used in most cases.

THE SECONDARY LOGO

The Secondary Logo should be used In instances where the Primary logo does not fit, or conflicts with the composition of the design

THE ICON

The Icon is used primarily for avatars or favicon, and only in situations when the business name is already visible and in close proximity.

CLEAR SPACING

As shown in the example, the minimum clear space around the logo should be 1/4 the height ( X ) of the Symbol or Logo. This formula applies to all logo variations.

LOGO INTEGRITY

Please do not alter any versioned logo, maintain brand consistency by avoiding the examples listed below.

DO NOT rotate logo

DO NOT skew, stretch or distort

DO NOT rearrange or separate individual parts of the logotype

DO NOT scale individual parts of the logotype

DO NOT add drop shadow or unnecessary style treatments

DO NOT add stroke or outline

DO NOT alter brand color

DO NOT reduce opacity, always remain at 100%

DO NOT blur – ensure logo is crisp and reads clearly

DO NOT crowd – adhere to the boundary and give logo space

DO NOT chop or crop the logo in any way

DO NOT add transparency over the logo

DO NOT place logo on pattern or textures that obscure clarity

COLOR

The Core palette consists of the foundational colors that represent the brand. To maximize brand recognition, the logo should never be presented using colors other than those found in the Core Color Palette.

#B61109

#000000

#FFFFFF

FONTS & HEIRARCHY

Main Header

Sub Header

Body

Footnote

While type applications may vary, the relationship between Body Copy and the Main Header, font size should always remain proportionately scaled. Please use the example provided to best represent a consistent hierarchy.

PHOTOS

ENVIRONMENT

  • Modern lounge
  • Dressy or casual (Make your own experience)
  • Cocktail focused

STYLING

  • Darker backgrounds
  • Food on nice simple (white) plates/bowls
  • Focus on single items, sometimes in multiples
  • Clean yet has a small nod to being messy, just enough to make it feel relaxed
  • Cocktails paired with some fresh ingredients
  • Focused solely on the food, interior too small to focus on
  • Include just as many B&W as colored photos

PROPS

  • Cocktail Glasses
  • Ingredients of drinks or food
  • Minimal white plates and bowls
  • Marble top (bar) with darker tones

LIGHTING

  • Darker, moody, elegant