charleston brandbook

tara gerke

BRANDBOOK

fall 2012

Company Overview

The Charleston is the only dance and dessert

bar of its kind. It has the grandeur of classic

Hollywood with the relaxed environment of a

wine bar. We host free swing dance classes

and serve spiked milkshakes, wine by the glass

and gourmet desserts. The Charleston has

something for everyone. All you have to do is

show up!

TargetAudience

Our primary target audience consists of young

adults in the Bryan-College Station area who

want an atmosphere where they can relax

with friends other than the typical bar scene.

Our secondary audience consists of the

Bryan-College Station locals are looking for a

relaxing, fun night out.

Mood Board

The Charleston was inspired by classic musicals,

especially by the party scenes in “Singing in the

Rain.” Our aim was to bring back the old-time

party feel and provide people with a relaxing

and fun night on the town.

SpectacularRelaxing

Grandeur

Logo Inspiration

While designing The Charleston’s logo, we

reviewed other company’s logos that had a

similar purpose to ours. We also reviewed

vintage logos that we considered strong marks.

Overall, we were most inspired by those that

combined the company name and mark.

Logo Sketches

In our preliminary sketches we considered the

logo inspiration and tried various ways to create

a mark from the company name. These sketches

are minimalistic drafts that focused on the

general shape and placement of typography.

Logo Digital Drafts

These digital drafts expanded greatly upon

the sketches by trying various text placements

within a circle. Multiple typefaces and shapes

were used to provide options before narrowing

down our ideas to the exact style we wanted.

drinks | desserts | dance

the

DANCE & DESSERT BAR

TH

E CHARLESTON

Final Logo

The Charleston’s final logo incorporates the

company name in a distinguishing shape. The

logo uses a single color so it can be used without

competing on colorful collateral.

Fonts

Lobster was chosen as the primary font because

it has a decorative, vintage appeal, but it is

still very clean. Futura Book is a nice, clean-cut,

sans-serif that complements the Lobster font.

The collateral fonts were chosen because they

fit the theme of the company well and worked

nicely with the logo.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Aa

ABCDEFGHIJKLMNOPQR STUVWXYZAaabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Aaabcdefghijklmnopqrstuvwxyz

Primary FontLobster 1.4

Secondary FontFutura Book BT

Collateral FontLeitura Display Swashes

Collateral FontHelvetica Condensed No. 57

Color Palette

The Charleston’s color palette was based off of

various vintage color combinations. We wanted

to vary the colors on the collateral since the logo

only uses one color.

PANTONE 714 CC:0, M:27, Y:55, K:0

PANTONE 110 CC:0, M:12, Y:100, K:7

PANTONE 1797 CC:0, M:100, Y:99, K:4

PANTONE 3268 CC:90, M:0, Y:49, K:0

PANTONE 5395 CC:100, M:44, Y:0, K:6

PANTONE 668 CC:65, M:64, Y:0, K:30

PANTONE 433 CC:33, M:3, Y:0, K:95

Business System

The business system uses the color from the

logo to keep the stationary consistent. The

business card actually folds into a card with the

top right image of the card as the outside, and

the bottom right image as the inside. A sticker

of The Charleston’s logo is used for sealing the

envelope. The stationary should be printed on

parchment paper.

123 Villa Maria Rd. Bryan, Texas 77008

Tara Gerke979.731.7792

www.thecharles ton.comhello@charles ton.com

123 Villa Maria Rd. Bryan, Texas 77008254.541.7456 • thecharlesston.com • hello@thecharleston.com

September 24, 2012

Mr. Justin BarnesExecutive OfficerLegendary Dance1205 Walnut OakHouston, Texas 77018

Dear Mr. Barnes,

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam ornare dictum ligula. Maecenas elemen-tum suscipit nisl. Cras imperdiet leo ac felis dictum luctus. Pellentesque odio nisi, accumsan nec, sceleris-que sed, consectetuer nec, justo. Sed tortor sapien, suscipit id, pulvinar vel, elementum id, lorem. Nullam consectetuer r isus s it amet nibh. Vestibulum consectetuer, quam vitae euismod volutpat, magna magna consectetuer dui, et a ccumsan magna dui non nibh. M orbi adipiscing c onsequat e rat. V ivamus q uis massa eget orci fermentum laoreet. Morbi posuere purus. Duis feugiat lacus vel nisi. Aliquam ipsum felis, pretium sed, vehicula vel, d ictum eget, nibh. Morbi turpis nulla, luctus v iverra, pretium in, suscipit vitae, purus.

Sincerely, Tara Gerke The Charleston Owner

Advertisements

The ad series was predominantly inspired by

Blanca Gomez’s imagery. We wanted to create

a modern vintage style by implementing grunge

textures with clean cut vector graphics. Our aim

was to draw in the viewer’s curiosity with “catch-

phrases” where they could then read the ad for

more information about The Charleston.

Artwork by Blanca Gomez

Advertisements

The ad series was predominantly inspired by

Blanca Gomez’s imagery. We wanted to create

a modern vintage style by implementing grunge

textures with clean cut vector graphics. Our aim

was to draw in the viewer’s curiosity with “catch-

phrases” where they could then read the ad for

more information about The Charleston.

Billboards

The billboards use shorter variations on the

company tag lines to draw the driver’s attention.

The billboard imagery is consistent with the

advertisement imagery to keep brand continuity.

T-shirt

This T-shirt is available at The Charleston for

customers to purchase. We used the icon and

tag line from the ads for the back of the T-shirts

with a small logo on the front.

Website

Our website is clean and user friendly. The

images are links to information about each of the

provisions the company offers. The navigation

at the top stays on every page.

Menu

The Charleston Dessert Menu is elegant, simple,

and organized so customers can easily find

what they want. There will be a dessert tray on

display in the restaurant for customers to see the

desserts before ordering. size: 8.5x14”

Thank you!

Thank you for viewing our brand book! We hope

you will find time to stop by soon. We are located

off Villa Maria in Bryan, Texas.

Hours:

Sunday-Wednesday: 5pm-12am

Thursday-Saturday: 5pm-2am