Brand manual Go Bears

BRAND MANUAL

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TITLE ONEGO BEARS BRANDING

Copyright 2015 © by Rainbow Sign and Design Inc.

All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners.

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TABLE OF CONTENTSGO BEARS BRANDING

[ 06 - 07 ] BRANDING PHASES

One, two, three

[ 11 ] YOUR BRAND

Article

[ 08 ] WHAT MAKES YOUR

BRAND UNIQUE

[ 24 - 29 ] CONVENIENT STORE SPECS

Logo, color, mood board

[ 12 ] UNDERSTANDING

YOUR DEMOGRAPHICSArticle

[ 16 - 17 ] METHODOLOGY

Position, focus, solutions, traits, and strategy

[ 18 - 21 ] DEMOGRAPHIC ANALYSIS

Your demographics

[ 14 THROUGH 58 ] GO BEARS MANUAL

Demographics, specs, etc.

[ 36 - 45 ] GENERAL SPECS

Logo, color, tag-line, marks

[ 30 - 35 ] SOUTHERN EATERY SPECS

Logo, color, mood board

[ 45 - 55 ] IDENTITY PIECES

Vehicle graphics, employee uni-form, name tag,

packaging, menus

[ 56 - 61 ] RETAIL SUGGESTIONS

Vehicle graphics, employee uni-form, name tag,

packaging, menus

TABLE OF CONTENTS

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YOUR PERSONAL SALES CONTACTS

OFFICE: 1.435.586.0229OUTSIDE SALESJEFF DANSIE

EMAIL: CELL :OFFICE:

[email protected]

OUTSIDE SALESTIFFINEY CHRISTIANSEN

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TOLL FREE

(888) 407.4467

DIRECT OFFICE NUMBER

(435) 586.0229

FAX NUMBER

(435) 586.5619

ADDRESS TO MAIN OFFICE

244 N. Westview Dr.

Cedar City, Utah

SALT LAKE OFFICE

1850 W. 2100 S.

Salt Lake City, Utah

WEBSITE

decorworx.com

BLOG

decorworxblog.com

FACEBOOK

facebook.com/Decorworx

PINTEREST

pinterest.com/decorworx

GOOGLE +

plus.google.com/decorworx

http://decorworx.com/

http://www.decorworxblog.com/

http://www.decorworxblog.com/

https://www.facebook.com/Decorworx

http://pinterest.com/decorworx/

https://plus.google.com/105280731052589964105/posts

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PHASESGO BEARS BRANDING

PHASE 1 DIRECTIONInformation

PHASE 3FINALIZATION

Deliverables

PHASE 2 IMPLEMENTATION

Alignment

Phase one consists of gathering information to help align the brand. • Demographics- research is the gathering, evaluation and interpreta-

tion of data affecting the customers. New insights about attitudes, awareness and behavior of the end user often indicate opportunities for future growth.

• Methodology- each proposed identity will have a method behind the visual images.

• Mood Boards- help visually convey the methodology of the identity.

• Logo Concepts- preliminary logos help the decision makers begin to understand the direction of the brand.

• Tag lines a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.

• Typography- is a core building block of a solid brand.

• Concepts for identity pieces- conceptual ideas to solidify the brand.

After the investigation and analysis are complete, the deliverables are designed. The brand manual will specify the uses of the brand in many applications such as: photography, uniforms, business cards, packaging, advertising, and signage.

Phase two helps clarify the brand direction. The collaboration involves the entire team including sales and designers who communicate with key decision makers to agree on a solid, shared understanding of the brand. The team will make adjustments to Phase 1 to ensure that the new identity hits the target demographic and brand position.

• Additional Questions to Explore:

• Do you feature any local products?

• What excites your customer?

• What are the ideas that drive your company?

• What is your most marked characteristic?

• What makes you different from other C-stores?

• What would you like to become?

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DESIGN PHASE’SONE, TWO, THREE

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WHAT MAKES YOUR BRAND UNIQUEGO BEARS BRANDING

It is imperative to understand who you are and what sets your business apart from everyone else. By thoughtfully defining your business, you can differentiate your store from your competition. Creating a strong brand identity will help the shopper think of your store first. Even if your store has been around for 100 years, it is still important to understand your story about who you are and what makes you different.

Who Are You: The standard answer may be “a grocery store” or “a retailer”, but it is important to know what your business is all about. Having a well defined story lets all those associated with your business, whether it be an employee, a vendor or a distributor understand your company so everyone can help you drive your business forward. This clarity will help you target your efforts more clearly to communicate to your customer more effectively. Remember that the shopping environment is constantly changing and you need to change with it.

What is Unique About Your Store: What are the unique PODS (points of differentiation) or products in your store? Are you known for your freshly ground beef or specialty breads? It’s no longer sufficient to be just a grocery store. If you can not select any areas that make you unique, then it’s time to start. According to Progressive Grocer, May 2011 “The strides achieved by the supermarket industry in recent years in moving from a product-centric to a customer-centric approach have brought forth notable transformation of food retailers from basic purveyors of food and household necessities, to sophisticated providers of quality products, intuitive services and affordable solutions”.

Steven Burd, CEO of Safeway, is quoted in saying “a brand, in its simplest terms, is a consumer promise, one that the consumers know about, and consistently delivered. While we knew that the content of the store was a piece of that, another piece….was have a new look and feel (for) the stores themselves.”

Again, the questions are “who are you” and “what is unique about your store”.

WHAT MAKES YOUR BRAND UNIQUE?

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THE JOB OF YOUR BRANDGO BEARS BRANDING

THE JOB OF YOUR BRAND

You want to inspire your customers to trust you and your company. You want to make sure that you communicate that your company delivers on its promises. If you state that you have Fresh Produce then make sure that your store does indeed carry fresh produce.

Your designs should assure your clients that you are an expert in your field. Convey in a clear manner that you are consistent and established.

You need to tell your unique story. Determine how you are different from your competition. Help your customers understand why they should shop your store verses the competition.

Having a brand that looks great can build the confidence of your shopper. The environment can help your customer feel at ease with spending money in your store.

60% of the people remember the things they see. They should re-member your store so that they will choose to shop your store over the competition.

Your look and feel should be polished, professional, unified and consistent. You need to determine your POD’s (point of differentia-tion). In other words, what makes your store unique?

BUILDS TRUST

INCREASES CREDIBILITY

COMMUNICATE

RAISE CONFIDENCE

MAKE YOUR BUSINESS MEMORABLE

STAND OUT FROM THE COMPETITION

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UNDERSTANDING YOUR DEMOGRAPHICSGO BEARS BRANDING

UNDERSTANDING YOUR DEMOGRAPHICS

One of the current buzzwords in the grocery industry is “demographics.” But what does it mean and how can it apply to you? Today, we will explain to you what demographics are and how to use them to your advantage.A demographics study is a statistical analysis of your area’s population. You can use this infor-mation to help understand your existing and potential customers. Demographics allow you to target specific groups with the look, feel, and marketing of your company. It also allows you to make the proper adjustments for the future to increase your sales.

Demographics study your location, target audience, and current audience. They are import-ant to help you identify characteristics in your population to determine who you are trying to reach with your marketing and advertising. Using that information, you can adjust your image and techniques to match the consumer. For instance, if you live in an area with a large baby boomer population, you would want to include retro or vintage feeling signage that is repeat-able to them and makes your store feel “fresh.” Using demographic data helps you build a customer profile. This means you can learn as much as possible about your customer in order to provide a suitable environment for them.

Demographics are essential to a redesign or remodel of an existing or new store. When you target your customers correctly, it can make the difference between choosing your store over the competition. Demographics will help move your store into the future by creating a long-lasting, sustainable image. When you hire Decorworx to design your store, we will pro-vide you with a demographics sample and design that reflects your target audience.

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GO BEARS BRAND MANUAL

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METHODOLOGYGO BEARS BRANDING

GO BEARS IS A BRAND THAT ATTRACTS ACTIVE CUSTOMERS WHO VALUE CRAFTSMANSHIP AND ADVENTURE IN THE OUTDOORS.

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METHODOLOGYGO BEARS BRANDING

Adventure and the enthusiasm to explore! Introduction of elements that the customer identifies with from outdoor sports such as fishing and hunting, influences the feeling of adventure in the wild outdoors. Go Bears is a store that encourages customers to pick up items from the C-store and the Southern Eatery. The design strikes a balance to linger in the store if the customer has time. It also lends itself to those who are in a hurry, they can find their product quickly get what they need. Go Bears brand is positioned above average C-stores in the area in order to entice their target demographic.

The C-store will be at a level where the targeted demographic will feel comfortable. They will have a sense of the value in the products and the excitement and pride that Go Bears has towards its community. The brand will be relevant to the demographic.

Go Bears makes its customers feel comfortable and energized.

• Active Lifestyle• Outdoors• Masculine• Quality• Craftsmanship• Straight Forward• Simplistic

Go Bears will introduce woods and iron into different areas of the C-Store and Southern Eatery in order to bring in a sense of friendliness and quality to the product. By using elements from the outdoors, the identity introduces items that the customer will identify with such as various kinds of woods, brown paper packaging, natural textures, etc. The design has a mix of modern and historical pieces to bridge the gap, so that the store will feel updated, but also gives a nod to history. The look and feel of the store will also have a masculine undertone with a sense of adventure. The atmosphere will show the pride of Go Bears in the community. The C-store will be stop on the way to work, but also on their way to explore.

Position

FOCUS

CUSTOMER STRATEGY

PERSONALITYTRAITS

CREATIVE SOLUTIONS

• Comfortable• Detail Orientated• Structured• Knowledgeable• Pride

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DEMOGRAPHIC ANALYSIS

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DEMOGRAPHIC ANALYSISGO BEARS BRANDING

Two races that are primarily targeted are Caucasians (63.5%) and African Americans (32.4%).

Go Bears customer’s family dynamic consists of those who are living alone and or single (25%) with a few customers who have young children.

Men are the targeted demographic for Go Bears (48.9%).

The targeted demographics occupation is primarily blue collar. With an average travel time to work around 25 minutes.

18-34 year old men are those best suited for Go Bears target cus-tomers (22.8%).

Average eduction level of the target demographic is a high school education or less (77%).

Location to be targeted is in Southern Louisiana. Primarily in smaller towns with a population under 50,000 residence.

LOCATION

RACE

FAMILY DYNAMIC

GENDER

OCCUPATION

AGE GROUP

EDUCATION

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DEMOGRAPHICSGO BEARS BRANDING

4,625K

63.5%WHITE

32.4%AFRICAN

AMERICAN

4.1%OTHER34.5%

25%

16.6%3.16%

HOUSEHOLDWITH KIDS

FAMILY SIZE

NO HUSBANDSPRESENT

LIVING ALONE

RESIDENCES OF LOUISIANA

RACE PERCENTILE

FAMILY DYNAMIC

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GO BEARS BRANDING

MEN

WOMEN

48.9%

51.1%

28.6%

22.8%51.4%

18-34 YEARS OLD

1-17 YEARS OLD

23%

BELOW HIGH SCHOOLEDUCATION

HIGH SCHOOLEDUCATION

BACHELORS DEGREEOR HIGHER

24.9 MIN.

MEAN TRAVEL TIME TO WORK

EDUCATION LEVEL

AGE GROUPS

GENDER

WORK TRAVEL TIME

22%

55%

35+ YEARS OLD

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GO BEARS CONVENIENT STORE SPECS

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GO BEARS CONVENIENT STORE SPECS

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GO BEARS C-STORE SPECSGO BEARS BRANDING

COLOR PALETTE Go Bears color pallet specif-ically for the gas station and C-store have a neutral color pallet with a spot color of red. The red is to be used in specific locations as to draw attention or create interest.

The red spot color is to be used where local sports teams are highlighted.

FULL LOGO Within the C-store the logo with the bear on top is to be used. The bear can be sepa-rated from the main logo. The bear is only to be separated from the logo when the bear is used to highlight Go Bears merchandise.

When combined with the logo the bear can not be adjusted with proportion or spacing.

The logo typography is not to be to be adjusted including its kerning and leding within the letters.

TAG LINE 1 “Explore Your Wild Side” is used in the C-store with prod-ucts that encourage outdoor activities.

TAG LINE 2“Fuel Your Wild Side” is used within the gas pump vicinity and advertisements promoting fuel and auto merchandise.

LOGO MARKThe bear is only to be separat-ed from the logo when the bear is used to highlight Go Bears merchandise.

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GO BEARS C-STORE SPECSGO BEARS BRANDING

C-100M- 100Y- 100K- 100

C- 24.75M- 99.95Y- 98.58K- 21.01

C- 51.47M- 74.65Y- 76.65K- 74.7

C- 67.76M- 61.84Y- 58.06K- 45.66

C- 61.76M- 56.62Y- 69.34K- 47.87

C- 45M- 73.07Y- 76.6K- 59.04

C- 10.88M- 15.82Y- 32.22K- 0

C- 0M- 0Y- 0K- 0

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

R- 113G- 111B- 114

R- 241G- 88B- 36

R- 54G- 113B- 108

R- 185G- 182B- 184

R- 240G- 136B- 40

R- 108G- 188B- 183

R- 108G- 188B- 183

R- 0G- 0B- 0

REG. BLACK

DRK RED

DRK BROWN

DRK GRAY

GREEN

BROWN

LT BROWN

PAPER

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C-STORE MOOD BOARDGO BEARS BRANDING

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GO BEARS SOUTHERN EATERY SPECS

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GO BEARS SOUTHERN EATERY SPECS

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SOUTHERN EATERY SPECSGO BEARS BRANDING

COLOR PALETTESouthern Eatery’s color palette consists of neutrals and woods. Strong or bright colors are not to be used in conjunction with the South-ern Eatery brand.

LOGOWhen displaying or mar-keting items for Go Bears Southern Eatery this logo is always to be used. Southern Eatery is the tag line that needs to be displayed.

When using the Go Bears Southern Eatery logo the bear is not to be present on the top of the logo mark. The bear in the hexagon is to be used in various applications as the main identifying mark.

TAG LINE 1 “Feed Your Wild Side” is to be displayed with food items that are advertised or displayed.

TAG LINE 2“Engaged Your Wild Side” is to be used for alcoholic bev-erages that are advertised or displayed.

GRAPHICWithin the Southern Eatery the bear located inside of the hexagon is the primary logo mark.

The bear within the logo nev-er should change proportion or size within the hexagon.

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SOUTHERN EATERY SPECSGO BEARS BRANDING

C-100M- 100Y- 100K- 100

C- 24.75M- 99.95Y- 98.58K- 21.01

C- 51.47M- 74.65Y- 76.65K- 74.7

C- 67.76M- 61.84Y- 58.06K- 45.66

C- 61.76M- 56.62Y- 69.34K- 47.87

C- 45M- 73.07Y- 76.6K- 59.04

C- 10.88M- 15.82Y- 32.22K- 0

C- 0M- 0Y- 0K- 0

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

PANTONE-

R- 113G- 111B- 114

R- 241G- 88B- 36

R- 54G- 113B- 108

R- 185G- 182B- 184

R- 240G- 136B- 40

R- 108G- 188B- 183

R- 108G- 188B- 183

R- 0G- 0B- 0

REG. BLACK

DRK RED

DRK BROWN

DRK GRAY

OLIVE GREEN

BROWN

LT BROWN

PAPER

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SOUTHERN EATERY MOOD BOARDGO BEARS BRANDING

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GO BEARS GENERAL SPECS

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GO BEARS GENERAL SPECS

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GENERAL SPECSGO BEARS BRANDING

FULL LOGO There are three different logo signatures. The first logo (A) with a the bear on top of typography is to be used for C-Store branding.

The second logo (B) with the bear in the hexagon is to be used in conjunction with Southern Eatery’s branding.

The third logo (C) is to be used sparingly. It is to be used with advertisements that are sent out or large signage. This logo is never to be presented under 5” in order to keep the readability of the logo strong.

TAG LINE 1 When combined with the main part of the logo the text is streamlined to one type face.

TAG LINE 2If a tag line is to stand alone “wild” is to be distinct in order to create interest and highlight a specific product or service.

GRAPHICThe bear is the main brand signal for Go Bears. It can be used in different applications, such as combined with the logo or it can stand alone.

The bear is to always stay at this portions with all of the characteristics in tack such as the tail, and negative space embellishments.

A B

C

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BRANDING SIGNALSGO BEARS BRANDING

GRAPHIC 2The bear can be applied with a 6 point hexagon as an additional brand signal. The hexagon bear can stand alone on product and identity pieces within the stores location. There are two options with graphic 2, the hexagon with an outline and the hexagon with the solid backer.

TAG LINE OPTIONSDepending on the usage vari-ous tag lines can be adapted. “Explore Your Wild Side” is the primary tag line. “Fuel Your Wild Side” can be used on exterior gas pumps, “Feed Your Wild Side” can be used within menus and food items. “Engage Your Wild Side” is to be used with alcoholic beverages. Southern Eatery is always to be combined within the restaurant section of the store.

GRAPHIC 3Slash marks are to be used sparingly in order to highlight a area within the store, or add interest within an advertising piece. The slashes are not to be used alone, the main Go Bears logo needs to be near when on advertising pieces.

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BRANDING SIGNALSGO BEARS BRANDING

HEXAGONThis 6 point hexagon has been customized in order to fit the Go Bear brand. When using hexa-gons within different identity pieces or brand uses the propor-tions need to match those shown here. The hexagon can be used in two ways; as a thin outline and a solid background.

SIMPLIFIED SHAPESWhen using other graphics the shapes need to be simplified and straight forward. Lines are minimal, and the use of negative space is very important to create unity within different icons.

GEOMETRIC SHAPESGeometric shapes are encour-aged to be used. Geometric shapes that are slightly modified will fit best within the Go Bears brand.

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TYPOGRAPHYGO BEARS BRANDING

RegularA 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

a b c d e f g h i j k l m n o p q r s t u v w z y z

1 2 3 4 5 6 7 8 9 0 @ # $ % & * ( ) > ?

LightA 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


1 2 3 4 5 6 7 8 9 0 @ # $ % & * ( ) > ?

Semi BoldA 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


1 2 3 4 5 6 7 8 9 0 @ # $ % & * ( ) > ?

Gill Sans - Regular

Gill Sans - Light

Gill Sans - Semi Bold

BoldABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwzyz

1234567890@#$%&*()>?

Gill Sans - Bold

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PHOTOGRAPHYGO BEARS BRANDING

PHOTOGRAPHYThe photography displayed within and in conjunction with the Go Bears branding needs to consist of neutral colors. Detailed & macro shots are encouraged as to highlight texture. Photos containing outdoor activity’s are also to be used such as fishing, hunting, etc..

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GO BEARS BRANDING

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MATERIALSGO BEARS BRANDING

REFINED WOOD PANELSRefined wood panels can be used though the Go Bears locations such as the counter-tops, wall decor and outdoor signage.

BROWN PAPERBrown paper/cardboard is to be used with certain packag-ing items.

METALSDark metals are to be used throughout the decor of the store. It is encouraged to use an iron or bronze look on chairs, tables and lighting.

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MATERIALSGO BEARS BRANDING

METALSRustic metals are to be used sparingly through the loca-tion. It is important to dis-play textured metals in some areas in order to create an outdoor atmosphere.

ROUGH WOODUsing woods that are not refined and show texture is encouraged. The texture is to be used sparingly.

CHALK BOARDChalk Board is to be used in areas where specials and specific products are high-lighted.

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IDENTITY PIECES

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IDENTITY PIECES

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VEHICLE GRAPHICSGO BEARS BRANDING

VEHICLE GRAPHIC 1The Go Bears logo needs to be present on company vehicles. Vehicle Graphic 1 is a small version that can be used.

VEHICLE GRAPHICThe vehicle graphic that is to be displayed needs to have the Go Bears logo, the bear within the hexagon and Online information.

GAS TRUCKWhen addressing larger vehicles the bear within the hexagon needs to be large. The Go Bears logo needs to be present on the vehicle but does not need to be next to the hexagon.

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EMPLOYEE UNIFORMGO BEARS BRANDING

CREW SHIRTT-Shirts are a dark gray. The back of the t-shirts needs to have the Go Bears hexagon printed onto the back with a tag line accompanying it. A name tag is always to be worn on the front of the uniform.

APRONThe apron that is apart of the employee uniform needs to consist of more casual materials such as jean and leather.

NAME TAGName tags are always to be worn. When paired with the apron or t-shirt it needs to be display on the upper portion of the uniform.

CHAD S.

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EMPLOYEE UNIFORMGO BEARS BRANDING

Uniform: Belt Buckle This Fish Hook Leather Belt from Vineyard Vines features a unique fish-hook shaped belt buckle. The svelte dark brown belt is made of 100 percent fine Italian leather, and the fish book is handcast from solid brass.

Uniform: Belt Buckle 2 Custome belt with Go Bears signiture “Wild” typography.

Uniform: Pants T-shirt and belt buckle paired with jeans.

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PROMOTIONAL PIECESGO BEARS BRANDING

Promotional: Sticker 1 A set of stickers that can be given to customers to raise brand awarness through the community. Stickers can be used to stick on windows, promotional pieces, any thing that is traveling throughout the community.

Promotional: Sticker 2 A set of stickers that can be given to customers to raise brand awarness through the community. Sticker set 2 has Go Bears “Wild Side” typography placed on the bottom on the sticker.

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PACKAGINGGO BEARS BRANDING

HOT TO GO PACKAGINGContainers for hot food will always need to be paired with a wrap that encompass-es the entire package. On the top of the wrap a description of the food and price need to be written. The wrap is to be printed on a brown substrait.

CONTAINER 2When packaging soup, or other items that would normally be packaged within a bowl a label needs to be printed onto the top of the container. Also the bear within the hexagon needs to be printed on the side.

gobears.com -

SHOPPING BAGSShopping bags that are to be used are printed brown paper bags. All Go Bears gas station and southern eatery items are to be placed within this bag.

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PACKAGINGGO BEARS BRANDING

DRINKING GLASSESGlasses that are to be used for drinking that stay within the eatery will need to be printed with dimensional white ink.

CONDIMENTSCondiments are to be dis-played within glass bottles and printed with dimension-al white ink.

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PRINTED MENUGO BEARS BRANDING

PRINTED MENUGo Bears Southern Eatery menu is 8.5” x 8” publication. The layout is simplistic and straight forward. The use of dynamic photos is the focus of the publication.

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DIGITAL MENUGO BEARS BRANDING

DIGITAL MENUPhotos are the main focus for the menu board in order to catch the eye of a customer walking by.

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RETAIL DECOR SUGGESTIONS

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RETAIL DECOR SUGGESTIONS

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RETAIL DECOR SUGGESTIONSGO BEARS BRANDING

Table Top Reclaimed wood with iron accents.

Signage [ Way Finding ]Hanging way finding signage paired with wood texture.

Table Top Reclaimed wood with iron accents.

Decor [ Wall Decor ]Bold colors for at least one wall.

Signage [ Details ]Indicate eating areas with simplistic icons

Signage [ Way Finding ]Bring highlights to specific areas inside and outside

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Gas PumpsIntroducing some reds into the pumps working in harmony with the neutral colors

Decor [ Wall & Counter materials ]Red in contrast with the wood panels on cabinets.

Decor [ Wall Accents ]Chalk boards hanging on walls to high-light specials or products.

Decor [ Carry Out Bag ]Wood table tops and seats

Decor [ Lighting ]Directed lighting above the cash regis-ters.

Decor [ Seating Areas ]Wood table tops and benches paired with iron details.

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Signage [ Way Finding ]Signage indicating restrooms, break areas etc..

Decor [ Wall ]Logo displayed on open wall.

Building Natural wood elements displayed on the outside of the building

Signage [ Way Finding ]Hanging signage by pumps and out side of building

Signage [ Center Store ]Hanging signage displaying promotional or sale items.

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Table Tops

Signage [ Outdoor ]Information displayed on the outside of buildings.

Decor Wood elements incorporated to the structure of the building.

Decor [ Wood Cabinets]Wood paneling on the outside of cabi-nets

Decor Wood elements incorporated to the structure of the building.


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Documents

Brand manual Go Bears