wolfgang's brand guide

8/6/2019 Wolfgang's Brand Guide

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BRAND GU IDEBRAND GUI DEBRAND GU IDE



TABLE OF CONTE NTSTABLE OF CONTE NTSTABLE OF CONTE NTS

THE BRAND4 HISTORY5 THE IDENTITY

COMPETITORS6 YOLK8 TOP POT10 IHOP

DESIGN12 LOGO14 BRAND COLORS16 TYPOGRAPHY

APPLICATIONS18 BUSINESS APPLICATIONS20 SHIRTS22 OTHER THINGS24 MORE THINGS

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THE BRANDTHE BRANDTHE BRAND

H I STORY TH E I D E NTITY

Wol gangs has been a staple o Grand Rapids, Michigan or about 20 years.Located in the ever popular East Town district, at has been a local hot-spot

or years along with the legendary Yesterdog right across the street. Ownedby Matt and Stacy Wol gang, they pushed the restaurant to be extremelycreative, open, inviting, and great place or riends, amily and coworkers toget together and have a great break ast. The ever expansive menu includesdishes that no other restaurant o ers and many named a ter close riends othe owners. The restaurnt has a airly large capacity and ts quite a bit opeople in it. You will hear time and time again, that there is always a line toget in. Not to mention Wol gangs always being awarded to the Top Ten placesto eat in Grand Rapids.

Wol gangs want to be everyone’s rst choice when thinking o a place to getbreak ast. They re use to go to cheaper places because the ood is terribleand the atmosphere is lame, like most standard chain restaurants. They wanta unique experience to share with others and to be able to rave about howgreat the ood is as well. Wol gang’s is a more popular, upscale, a ordableand modern break ast restaurant. Wol gangs relies heavily on word-o -mouthbut would like to develop an online presence where break ast-goers canshare their experiences, interact with the restaurant, and give reviews on their

avorite dishes.

Wol gangs will be the only restaurant around with a retro-modern look andeel and will be known or its image, design, colors and atmosphere. It will

stand out in the mid to upper class area o East Town and will have a de ningimage that will be sure to stand out among others in the city. Design look and

eel will include retro-modern design and typography treatment, symmetricalobjects and shapes, classic look and eel, simple, traditional, bright, optimistic.This is going to be an entirely new direction or Wol gang’s brand image. Itneeds to look like it’s been around or a long time and has a hint o historybehind it and give the eeling that since the restaurant has been around or solong, it has to live up to its expectations. The new brand identity is what willset Wol gang’s apart rom every restaraunt in Grand Rapids and will leave alasting and recognizable image on everyone.

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COMPETITORSCOMPETITORSCOMPETITORS

YOLK

Yolk is a break ast restaurant with 3 locations in Chicago. They specialize inbreak ast meals, but also o er more like salads and burgers. They strive to bea hip and popular break ast joint.

Yolk has one o the best brand identities or a break ast restaurant. They havea modern eel, with a color scheme strictly o yellow, white and a bright royalblue. It has a very “bright morning” eel to it. They have a very unique logothat goes well with the name and color scheme and looks great on the outsideo the building.

Yolk has a unique tone, they don’t try to be overly clever but they do have somecleverness in their break ast categories. They want it to be a un experienceand also keep you engaged and eeling optimistic about being in there.

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TOP POT

Top Pot is a specialty donut shop based out o Seattle. They have 7 shops

around the Seattle area and have been very success ul because o their “oldashioned” donuts. The goal o the company was to make a vintage co ee and

donuts shop. The architecture is one o their main goals to refect the vintagemodern look and eel.

Top Pot has a great brand identity. Their color scheme is a light pale blue,black and white. Their logo is very similar to Starbucks which piggy-backs their‘premium’ look. The environment, detail to brand identity and the ‘authenticvintage eel’ are what really makes this company stand above the rest. It eelsvery much like a premium ‘mom & pop’ donut shop.

Top Pot has a very inviting and riendly tone and copy voice. They don’t useany clever names or anything, but they come o as a un, happy invitingplace. Very old ashioned and are all about authenticity and quality.

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I H O P

IHOP, or International House o Pancakes, is a nation-wide restaurant chain

with break ast ood and pancakes being their specialty. They also o er a ullrange o meals rom break ast, lunch, dinner and desserts. They o er highquality ood at a ordable prices and have very many locations throughoutthe US. They also o er deals such as “All you can eat Pancakes” and “Kidseat ree everyday 4pm - 9pm”.

IHOP has a very chain-restaurant eel to it, very typical and ordinary placewith pictures o break ast ood on the walls. Their color scheme is a darkroyal blue, red and white. Yellow is an accent color that is seen in therestaurant environment. One o their signature design elements is theirrestaurants have white outside walls with a blue roo with blue awnings. As

ar as design goes, they have a very plain brand identity. There is nothingabout their design that is catchy or comes o as ‘premium’. It looks like acheap place because o their design.

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LOGOLOGOLOGO

Color Logo + TaglineWhite Background

Color Logo + No TaglineWhite Background

Flat Color Logo + No TaglineWhite Background

Black and White Logo + Tagline“Wol gang’s Blue” Background

Black and White Logo + No Tagline“Wol gang’s Blue” Background

Flat White Logo + No Tagline“Wol gang’s Blue” Background

Black and White Logo + TaglineGreyscale

Black and White Logo + No TaglineGreyscale

Flat White Logo + No TaglineGreyscale

Black and White Logo + TaglineBlack Background

Black and White Logo + No TaglineBlack Background

The Wol gang’s logo encompases a vintage modern “script” style as seen withmany popular brands that date back into the mid-century era, and to give avintage diner look and eel. This shows that the restaurant has roots with its historyand is not a raid to show it in today’s modern society. The tagline “Break astExtraordinaire” is a spin-o o the amazingly creative and incredibly taste uldishes that have been created only at Wol gangs. The tagline and ‘ ork andkni e’ combination gives an instant realization that Wol gangs is about incrediblebreak ast ood, whether it be driving by or seeing the logo or a brie second.

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BRAND COLORSBRAND COLORSBRAND COLORS

“WOLFGANGS BLUE” PANTONE 636UC 49 M 0 Y 9 K 0R 131 G 210 B 228HEX #83D2E4

BLACKC 100 M 100 Y 100 K 100R 0 G 0 B 0HEX #000000

WHITEC 0 M 0 Y 0 K 0R 255 G 255 B 255HEX #FFFFFF

Wol gang’s brand colors consists o strictly three colors, and three colors only:“Wol gang’s Blue”, Black and White. “Wol gang’s Blue” is Pantone 636U andused only with black and white to create it’s simple signature vintage look.The colors are also to turn heads and create exposure because it will be theonly place around with these colors. Think “Wol gang’s Blue” as Coca-Cola’ssignature red. Very distinct and di erent, sure to stand out.

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TYPOGRAPHYTYPOGRAPHYTYPOGRAPHY

H E A D L I N E S

MARKET DECOA 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$ ¢ + - * / = % “ # @ & _ ( ) , . : ; ? ! \ | { } < > [ ] ` ^ ~ ç© ® ™

BODY COPY

Futura BookA 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 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

$ ¢ + - * / = % “ # @ & _ ( ) , . : ; ? ! \ | { } < > [ ] ` ^ ~ © ® ™

The type ace used or headlines is a sans-seri , mid-century ont calledMarket Deco. It is simple, bold and easy to read. Not to mention it helps giveWol gangs its signature vintage diner look. Market Deco should be used withloose spacing, as it visually gives timelessness and ease o reading.

Futura Book is the type ace used or copy. A simple, retro-modern sans-seriont to compliment Market Deco. Futura Book works or a great or body copy

because it is clean, very readable and has a great style to it.

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BUSINESS APPLICATIONSBUSIN ESS APPLICATIONSBUSIN ESS APPLICATIONS

STATI ONARY BUS I N ESS CAR D

wolfgangs.com | 1530 Wealthy St. SE Grand Rapids, MI 49506

1530 Wealthy St. SE Grand Rapids, MI 49506

Envelope - Front Front

BackEnvelope - BackLetterhead

MATT WOLFGANGOWNER

Cell 616.123.4567Restaurant 616.454.5776Fax 616.345.6789Email [email protected]


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SHIRTSSHIRTSSHIRTS

Front Backs

“P an ca kes Do n’t Fl ip Th em sel ves ” “M ad e Eg gs ac tl y T he Wa y Yo u Li ke Them ” “ Fre nc h Toa st Is Fren ch Fo rFrench Toast In France”

The shirts are designed to be Wol gang’s signature “Wol gang’sBlue” color to stand out and or customers to be able to easilydistinguish employees. It has the white logo on the ront accompaniedby the tagline. Three di erent designs are available or the backs.The tone is un and clever and the imagery is simple 2D illustration

or a nice clean look. Waiters and waitresses would wear thesewith black waist-high aprons.

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OTHER THINGSOTHER THINGSOTHER THINGS

$10

$25

Co ee Mug - Clear Co ee Mug - “Wol gang’s Blue”

$10 Gi t Card

$25 Gi t Card Menu - Cover


M E N UM E N UM E N U

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MORE THINGSMORE THINGSMORE THINGS

F R E Q U E N T E A T E R C A R D

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Get a punch for each meal you purchase. Collect 10 punches andreceive a $10 Gift Card for being a loyal Wolfgangs breakfast-goer!Cannot combine group meals under one card. Individual use only.

Wol gang’s Frequent Eater Card

Wol gang’s Favicon

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