Vin Room & VRWine Brand anual · Colours 1.1 Brand Brand Values 3.1 Colour Brand Colours 4.4 Typography 2nd Typeface 2.1 Logo Updated Logo 6.2 Media Email Templates 2.2 Logo Minimum

2016

Vin Room & VRWine

Brand ManualGuidelines for consistent logo, color, font, social media, and

website brand presentation

Brand guide formulated & assembled by Medium & Message www.mediumandmessage.com

Vin Room Brand Manual 2016

6.0Media / Resources

1.0Brand

5.0Photography

2.0Logo

3.0Colours

1.1Brand Brand Values

3.1Colour Brand Colours

4.4Typography 2nd Typeface

2.1Logo Updated Logo

6.2Media Email Templates

2.2Logo Minimum Size

4.2Typography Type Hierachy

3.2Colour Blends & Fades

4.5Typography Brand Icons

4.1Typography Brand Typefaces

6.3Media Website Elements

2.3Logo Logo Clearspace

4.3Typography 1st Typeface

5.1Media Social Media

6.4Media Webpage

5.1Media Brand-Approved-Photography

6.5Media Homepage

6.60Resources Download LInks

Vin Room and VRWine Brand Style Guide

4.0Typography

Vin Room Brand Manual

1.1 Brand Values

DiscoveryWith 109 wines available by the glass and by the taste, we’re enthusiastic in helping our customers find new favorites, discover wines they might not otherwise know about, and enjoy the global journey that is wine from around the world. Likewise, we seek to delight with a innovative menu that complements our wine.

ApproachabilityThe wine world is complex. We demystify wine for our clients by organizing our wine list by taste, providing friendly tableside expertise, and encouraging exploration of new wines based on wines our clients already like. We see wine as an educational adventure, not an exercise in exclusivity.

Loyalty & RelationshipsWe love our clients and our clients love us - over 70% of our customers are repeat customers. We seek to build strong relationships our customers, learn their preferences, reward their loyalty, and delight them each time they visit.

Understanding ValUethe core values of the Vin room brand are approachability, discovery, loyalty and relationship building, and to delight each customer through an experience of relaxed luxury.

Vin Room is Canada’s largest wine bar offering over 109 wines by the glass, with two locations in Calgary and a third soon in the Calgary International Airport. We employ state-of-the-art Enomatic Wine Machines which provide fresh glass pours and tasting samples, allowing guests to explore our list and find new favorites. Our relaxed and upscale restaurants offer innovative dishes and small plates in a comfortable and beautiful environment.

The Vin Room Brand

A Luxurious TreatPeople frequent Vin Room when they’re in search of a luxurious treat - delicious food and delicious wine in a beautiful, yet relaxed atmosphere. The sum of the experience, from service to presentation to product, should be delight, discovery, and relaxation.


In 2016, Vin Room and VRWine will adopt a lighter, modern intertpretation of their logo marks by dropping the heavy black background and red, instead going to monochromatic use with a transparent background.

2.1 Logos

logo Versions Copies of these logos are located in the approved brand images dropbox location at http://mandm.site/vinroom-images

B. logoas a general rule, third parties may not use the VrWine logo (“logo”) without permission.With permission, the VrWine logo must always be used pursuant to the specifications in the following pages to identify VrWine, or VrWine products or services with attention to minimum size, clearspace and approved brand colours. any use that falls outside of these specifications is strictly prohibited.

B

Aa. logoas a general rule, third parties may not use the Vin roomlogo (“logo”) without permission. With permission, the Vin room logo must always be used pursuant to the specifications in the following pages to identify Vin room, or Vin room products or services with attention to minimum size, clearspace and approved brand colours. any use that falls outside of these specifications is strictly prohibited.

http://mandm.site/vinroom-images


2.2 Minimum Height

The minimum height display of the Vin Room or VRWine logos is 32mm, or 120 pixels, as below that size the text becomes illegible.

a. MiniMUM height

32 mm120 px

A

32 mm


The area that surrounds the logo known as “clear space” is important to ensure visibility and impact.

2.3 Logo Clearspace

What is ClearspaCethe area that surrounds the logo is as important as the logo itself. the minimum area of 2 “x”, known as “clear space,” provides breathing room to the logo and eliminates visual clutter (text, graphic elements or other logos) that can compete with logo legibility – thereby diminishing the effectiveness of the logo.

A

A

A

A


Vin Gris: A warm-toned mid-gray for use in backgrounds for emails, the website, print collateral, and social

media.

Web: # BBB9B1 RGB: 187,185,177 CMYK: 27%,22%,28%,0%

3.1 Brand Colours

VinRoom and VRWine’s brand colours draw from the rich interiors of the restaurants and wine store. This naturally-derived palette is based on the predominant colours already in use. Golden, buttery leather and wood colors communicate a depth, earthiness, richness, simplicity, seriousness, and subtlety to the brand, while the blue communicates a calm, relaxed serenity. All print and digital designs must make use of this palette in its creation.

CMYK C077/M030/Y008/K000

Web #2a92C4

rgB r 42/g 146/B 196

CMYK C025/M038/Y063/K002

Web #BF9a6d

rgB r 191/g 154/B 109

CMYK C038/M059/Y073/K024

Web #875F45

rgB r 135/g 95/B 69

CMYK C046/M086/Y071/K069

Web #431218

rgB r 67/g 18/B 24

Greek Blue Vinjaune Sable Douro


3.2 Colour Blends and Fades

Variations on Vin room’s four brand colors can be presented as fades of the colors when appropriate, such as over social media images and printed collateral, or as secondary backgrounds in accompaniment to Vingris gray.

Blends / Fades

100% 100% 100% 100%

60% 60% 60% 60%

80% 80% 80% 80%

40% 40% 40% 40%

10% 10% 10% 10%

90% 90% 90% 90%

50% 50% 50% 50%

20% 20% 20% 20%

70% 70% 70% 70%

30% 30% 30% 30%

exaMpleCollateral piece with 50% fade of touro.

Join us on April 17th for

Malbec

World Day

We’ll be serving up tango music, Argentinian tapas, 10 varieties of Malbec by the glass, along

with other South American wine specials.


Typography plays a crucial role in the design of your brand identity - communicating style and values.

4.1 Brand typefaces

sWatChes

ty pog ra phy is the vi sual com po nent of the writ ten word. I’m Crimson

Text, The primary brand typefaceCatamaran is the secondary typeface


Type hierarchy involves the size and usage of brand fonts in different use cases.

4.2 Type Hierarchy

h1

h2

Body Copy

Caption

Vin RoomVin RoomVin Room

Vin Room

Vin Room

leadingFor legible body text that’s comfortable to read, a general rule is that your leading value should be greater than the font size; from 1.25 to 1.5 times

in aCtion:

Dark Chocolate & Hazelnut Praline Tart

Salted caramel gelato, honeycomb

Suggested pairing: 2000 Patricius Tokaji Aszú 6 Puttonyos (Tokaj, Hungary) 2oz

Morello Cherry & St. Andre Cheesecake

Graham crumb crust, white chocolate ganache

Suggested pairing: 2010 Eden Heritage Ice Cider (Vermont, United States) 2oz

Crimson Text is to be used for headlines, sub-headlines, titles, printed menu names, and other announcements. Crimson Text Italic can be used for captions and small text additions.

Catamaran is to be used as body copy, printed menu descriptions, for website menu navigations & buttons.


4.3 primary typeface

Hello I’m: Crimson Text.I get used for headlines and titles.ABCDEFGHIJKLNO PQRSTUVWXYZ abcdefghijklno pqrstuvwxyz Crimson Text Regular ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 1234567890!@£$%^&

Crimson Text Semibold

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklnopqrstuvwxyz

1234567890!@£$%^&

Crimson text is inspired by the fantastic work of people like Jan tschichold, robert slimbach and Jonathan Hoefler. We hope that the free type community will one day be able to enjoy Crimson text as a beautiful workhorse.

Font inFoCrimson text is a font family for book production in the tradition of beautiful oldstyle typefaces.

tYpeFaCe aVailaBiltYCrimson text is a free google font, downloadable at https://fonts.google.com/specimen/Crimson+Text

https://fonts.google.com/specimen/Crimson%2BText




4.4 secondary typeface

Hello, I’m Catamaran.I get used as paragraph, menu description, and button text.

ABCDEFGHIJKLNO PQRSTUVWXYZ abcdefghijklno pqrstuvwxyz 1234567890Catamaran Regular ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 1234567890!@£$%^&

Catamaran Light ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 1234567890!@£$%^&

was designed alongside the sans serif latin and devanagari family palanquin.it currently comprises of 9 text weights, making it a versatile family that strikes a balance between typographic conventions and that bit of sparkle. (a catamaran is a multihulled vessel consisting of two parallel hulls of equal size. the catamaran concept is a relative newcomer for Western boat designers, been used since time immemorial among the dravidian people, in south india.)the Catamaran project is led by pria ravichandran, a type designer from india.

Font inFoCatamaran is a Unicode-com-pliant latin and tamil text type family designed for the digital age. the tamil is monolinear and

tYpeFaCe aVailaBiltYCatamaran is a free google font, downloadable at https://fonts.google.com/specimen/Catamaran

https://fonts.google.com/specimen/Catamaran



4.5 Brand icons

For all pictographic work, including and especially social media icons, Font Awesome icons are to be used. The Font Awesome fontset can be downloaded for free at fontawesome.io. Download the package, unzip the file, and install the fonts in the font folder.


5.1 Brand-Approved Photography

photographY

a collection of brand-approved photography should be used for printed marketing collateral and social media marketing.

generally images should be bright, inviting, and not too busy - tightly framed. images should also be properly lit and 100% in focus if they’re to be used in collateral.

We’ll assemble an “approved brand images” folder in dropbox for future use in print and digital collateral, so you’ll have a library to draw from when creating new promotions.

approVed Brand iMages loCation http://mandm.site/vinroom-images



6.1 Bringing it all together

In this section we look at how all these elements combine together to make a

cohesive brand presence.


6.1 social Media

All social media images should use the new brand approved photography, fonts, and colors.

Social media images should have the same look and feel as your restaurants. The rule of thumb is: if you wouldn’t put a poster up of an image up inside your restaurant, because it clashes with the

ambience, it shouldn’t be used in your social media.

soCial Media

social media images should adopt these branding guidelines, making use of font awesome icons, and the simplified logo.

Body text is displayed in Catamaran, while headlines use the Crimson text font.

Join us on April 17th for

Malbec

World Day

We’ll be serving up tango music, Argentinian tapas, 10 varieties of Malbec by the glass, along

with other South American wine specials.

soCial Media

social media accounts should be standardized to use the same logo and background banners.

social media handles should all have the same name. Customers expect to be able to find you under the same name across multiple channels.

it’s about consistency, and a unified brand front.

Heading / Title: Crimson Text

Body Copy: Catamaran

Brand approved image

Color tint: 50% Touro

PRO TIP: Use the free tool Canva (www.canva.com) to easily and professionally create social media images using your images and fonts.


6.2 email templates

Background: VinGris

Simplified Logo

Font Awesome Social Icons

Heading / Title: Crimson Text

Body Copy: Catamaran

Calls to action: Save to calendar, Reserve a table

eMail teMplates

emails now adopt these branding guidelines, making use of font awesome icons, and the simplified logo. The background color is the standard brand Vingris.

Body text is displayed in Catamaran, while headlines use the Crimson text font.

the format of emails is shorter and each one is focused specifically on a benefit or item of interest to the customer. it uses the word “you” much more than “we” or “us” to keep focused on the customer.

every email also needs to have a goal / call to action. this email has the goal of getting someone to add the $5 tapas hours to the calendar, and to make a reservation.

Icons are to be used WITHOUT a background color, for a luxury, understated appearance, and their main color must be one of the approved branding colors (i.e. no twitter blue, facebook blue, pinterest red, etc.)

MAKE A RESERVATION MAKE A RESERVATION

Buttons are to be done in flat style, Catamaran font. No border radius, be one of the primary brand colors, with a 2px solid border. On hover the background should be white while the text is the color of the button.

on hoverregular


6.3 Website elements

h1

h2

Body Copy

Vin RoomVin RoomVin Room

Vin Room

WeBsite eleMents

the website should make use of the typographic standards outlined previous and in use in printed collateral.

h1, h2, h3 tags should all employ Crimson text (enqueued from google Fonts).

Body text, website menu nagivation, buttons and links will use Catamaran.

any / all icon use will employ Font awesome.

likewise, font colors and page backgrounds should use the brand colors identified in the previous section.

logo should employ header spacing appropriate to spacing guidelines.

BUttons


6.4 Webpage example

WeBsite MoCKUpthe website should have the same relaxed, upscale appearance as the interiors of your restaurants, with beautiful photography that showcases your food and wine, as well as the experience of visiting a Vin room location.

Simplified menu; Catamaran font

Simplified logo

Font Awesome Icons

Approved Brand Image

VinGris background


Dropbox

6.6 resource links Where to find the fonts, icons, approved brand

images, and tools to make new social media images.

Crimson TextCatamaran

INSTALL FONT :

INSTALL FONT :

INSTALL FONTFOR ICONS :

HOW TO : To install fonts on a windows machine see: http://mandm.site/install-fonts-windows

To install fonts on a mac see: http://mandm.site/install-fonts-mac

BRAND IMAGELIBRARY :

TOOL FOR SOCIAL MEDIA IMAGE CREATION:

FontAwesome

https://fonts.google.com/specimen/Crimson+Text

Canva


http://fontawesome.io

https://www.canva.com/


http://mandm.site/install-fonts-windows

http://mandm.site/install-fonts-windows

http://mandm.site/install-fonts-mac%20



http://fontawesome.io

https://www.canva.com/


www.vinroom.com

FontAwesome

Documents

Vin Room & VRWine Brand anual · Colours 1.1 Brand Brand Values 3.1 Colour Brand Colours 4.4 Typography 2nd Typeface 2.1 Logo Updated Logo 6.2 Media Email Templates 2.2 Logo Minimum