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2012 T.G.I. FRIDAY’S BRAND GUIDELINEStending to the brand
TABLE oF coNTENTSBrand InformationBrand StyleBrand CampaignContact Info
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For adults who thrive on social energy, Friday’s is a casual place to go out to eat and drink where we serve the liberating feeling of Friday to everyone as a shot of infectious energy.
BRAND INFoRmATIoN \\ STRATEGY
pg. 3
ENERGY IS SERvED vIA:\\ Indulgent food and drink that’s both social and shareable.\\ Authentic service full of personality and life.\\ Bar ambiance that encourages social mixing.
BRAND PERSoNALITYEngaging. Clever and Playful. Genuine.
BRAND INFoRmATIoN \\ PERSoNA
pg. 4
BRAND STYLE \\ LoGo USAGE
ANGLED coASTER LockUP PRImARY
FLAT coASTER LockUP ALTERNATE 1
IN HERE, IT’S ALWAYS FRIDAY.®
LoGo wITh TAGLINE ALTERNATE 2
coASTER USAGE\\ Use angled coaster lockup on all large print and digital layouts.\\ Use flat coaster lockup on smaller print and digital layouts.\\ Use logo with tagline if legibility of coaster is still an issue.
pg. 5
BRAND STYLE \\ LoGo USAGE
ANGLED coASTER LockUP PRImARY
DoN’TS
\\ Use in conjunction with approved backgrounds\\ Crop so that only three corners of the coaster are showing\\ Use logo without tagline in the same layout
\\ Angle coaster image\\ Separate coaster from image\\ Show fewer than three corners of the coaster\\ Show more than three corners of the coaster
pg. 6
BRAND STYLE \\ LoGo USAGE
FLAT coASTER LockUP ALTERNATE 1
DoN’TS
FPO
\\ Use in conjunction with approved backgrounds \\ Angle 15° toward cropped side\\ Add a 90° directional drop shadow\\ Overlap one corner on a different texture if necessary\\ Use logo without tagline if necessary
\\ Separate coaster from background\\ Show fewer than three corners of the coaster\\ Show more than three corners of the coaster
pg. 7
IN HERE, IT’S ALWAYS FRIDAY.®
BRAND STYLE \\ LoGo USAGE
LoGo wITh TAGLINE ALTERNATE 2
DoN’TS
\\ Keep height at 60 px or greater; it should never be smaller than 60 px\\ Give space equal to the cap height of “FRiDAY’S” on all sides \\ Keep anything out of this space besides background elements
\\ Change the angle of the logo\\ Place the logo on anything red\\ Add a frame or border\\ Add a drop shadow or glare effect\\ Alter the size of the type
pg. 8
BRAND STYLE \\ BAckGRoUND
Use this background to add Friday’s mood to layouts on emails and FSI pieces.
pg. 9
BRAND STYLE \\ FoNTS AND coLoR
PRImARY hEADLINE
SeCondarY CaLLoUt
Body Copy
These are the approved fonts for all Friday’s communications and materials. All brand materials must use these fonts.
Trade Gothic Bold condensed No. 20
Arvo Bold / Italic
Trade Gothic medium
PmS 187 c
cmYk 22, 100, 85, 17
cmYk 0, 0, 0, 100
RGB 172, 26, 47
RGB 35, 31, 32
TYPE TREATmENT
APPRovED coLoRS
pg. 10
BRAND STYLE \\ STRIPES USAGE
Keep a space equal to half the width of one of the stripes between the two. Turn 45° counterclockwise and place in the corner as shown below.
Bottom left corner
Top right corner½ stripe width
½1
45°
45°
pg. 11
BRAND STYLE \\ PhoToGRAPhY GUIDELINES
Use only approved photography in layouts. Franchisees must submit photography for approval or a request for any new photography.
pg. 12
All photography must be submitted for approval. Please allow seven days for all approvals. Third-party approvals require an additional seven days.
kara Gasbarro \\ Creative Director [email protected]
Ashley Turner \\ Manager, Advertising [email protected]
BRAND STYLE \\ TEmPLATES
OR
IN HERE,MORE IS MORE.
1 ENTRÉE + 1 STARTER OR 1 DESSERTPICK 2 FOR $10
LOOK WHAT TEN BUCKS WILL GET YOU. Flip over for four more great offers!Valid at participating locations for a limited time. Valid on select items only.
+
FRONT-A
Drops 2/27BostonDFWCorpusTerre Haute
Project Name: Date:
Type:Trim Size:
Bleed:
Color(s):Program Dates:
ATP:Display Location:
Stage:Round:
Live Area:
Premium Sheet 01/18/12
10” x 11” Advo
.0” 9.5.” x 10.5”
Feb 27 CMYK
01/18/12
Final Mechanical
DISPLAY AD 300x250 EmAIL GmmS mEmBERS FSI PRomoTIoNAL
700 x 500
700 x 500
700 x 500
700 x 500
700 x 500
pg. 13
BRAND STYLE \\ TEmPLATES
FRIDAYS.com homE PAGE FRIDAYS.com LANDING PAGE
pg. 14
BRAND cAmPAIGN \\ GUIDELINES
\\ They should introduce the new flavors and freshness of our menu.\\ They should highlight our heritage of creating trends in cocktails, beer, and wine.\\ And they should focus on our bartenders and team members as instigators who intuitively know what our guests have come in for…and expertly create it for them.\\ Every brand communication should be inviting and upbeat. \\ Value messages should focus on all a guest gets for their money, not on how much (or little) they have.
We are reclaiming the spirit of Friday’s. In order to achieve this, every piece of communication needs to portray an energizing ambience that allows our guests to believe that In Here, It’s Always Friday.
Above all, in everything that our guests see outside of Friday’s, we should strive to capture the buzz of conversation, the beat of the music, the playful interaction between our team and our guests–in short, the real vibe of Friday’s. Check the copy library document on the toolkit for preapproved writing.
© 2012 TGI Friday’s Inc. All rights reserved. must be included on all materials.
pg. 15
coNTAcT INFo \\
All creative material must be submitted for approval. Please allow seven days for all approvals.
Third-party approvals require an additional seven days.
Ashley TurnerManager, Advertising
kara GasbarroCreative Director
pg. 16
