B I E R G A R T E N

Biergarten San Francisco

Biergarten gives us a reason to bring all kinds of people together; family, friends, or even strangers. The true authentic moments we share are the ones we always rememeber first.

That is what Biergarten is all about. We stay true to our heritage of a traditonal biergarten from Bavaria, Germany.

History 05

Beers 07

Food 09

Menu 11

Location 13

Crate Design 15

Logo Design 17

Do’s and Dont’s 19

Colors 21

Typefaces 23

Advertising 25

Photography 29

Table of Contents

Beer gardens have been around since the 19th century, starting from the Kingdom of Bavaria in Germany. While breweries in Munich were creating fine beer during the winter, in the summer months they created an outdoor area where beer and German food was served, creating Beer gardens.

Now and days there are beer gardens all over the world. People can enjoy themselves on a nice warm day to be with friends, family and new people. Beer gardens have no door policies or other social barriers. We’re simply a place for everyone.

Biergarten’s History

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Comes in 2 sizes:

Half-litre

1 litre

This is a classic Bavarian dimple glassed beer stein. Named Hofbrauhaus Munich after the beer. It is used for most beers in Biergarten. Choose which size you want and be sure to be friendly and ‘Prost!’ your friend or neighbor.

Stiegl Pils Franziskaner Radler half lager Schneider Weisse

HofBrau Oktoberfest Kostritzer Schwarzbier Weihenstephaner Original Lager

Bavarian Beers

The Kingdom of Bavaria is in the southern most part of Germany; the region’s capital is Munich. It’s here that the first brewing company was born. With experience comes perfection in taste. These are the top beers not only in Bavaria but also the world.

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Kraut Salad

Bratwurst with sauerkraut Radish Salad with pancetta Chive And Lardo on brown bread

Egg Sandwich with shallots and parsley Charcuterie And Butter Sandwich on a pretzel knot

These easy to eat finger foods are authentic to Bavaria history and culture. Now with Biergarten in San Francisco anyone can experience true Bavaria.

Kraut Salad

Bratwurst with sauerkraut Radish Salad with pancetta Chive And Lardo on brown bread

Egg Sandwich with shallots and parsley Charcuterie And Butter Sandwich on a pretzel knot

Bavarian Food

For a time food could not be sold in beer gardens; in exchange people were allowed to bring their own food. That still holds up in traditional beer gardens to this day. Luckily, now any beer garden can sell food, authentic Bavarian usually.

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Front

Back

BIERGAR TENSan Francisco

Draft: Stiegl Pils Franziskaner Radler half lager Schneider Weisse HofBrau Oktoberfest Kostritzer Schwarzbier Weihenstephaner Original Lager

Bottle:Underberg bittersAugustiner Edelstoff

Food:Pretzel Seeded Pretzel Pickle Beet Salad Kraut Salad Potato Salad Radish Salad with pancetta Egg Sandwich Bratwurst with sauerkraut Chive And Lardo on brown bread Charcuterie And Butter Sandwich

B I E R G A R T E N

Dimensions:

6” High

12” Wide

Using the logo as inspiration, the overall design of the menu reflects that. The color separation allows the customer to easily read what is on the menu while giving aesthetic edge.

Menu Design

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Right across from Patricia’s Green is Biergarten. It’s located in one of the most cultural districts of San Francisco, Hayes Valley.

Biergarten has a nice open space, no indoor area whatsoever so it feels like an authentic Bavarian beer garden. The diverse amount of people coming here allows opportunity for you to have an open conversation with anyone that sits around. Meet new people and don’t be shy!

Location

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Since Biergarten is all outdoors the pub itself is run out of re-used and reinovated crates. There are four on the lot; one for beer service, one for kitchen, another for restroom and one for stor age. Placing our logo on these gives more attention to it when we are closed. The yellow is from beer ans the design is from our logo.

Crate Exterior

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Primary

Secondary

B I E R G A R T E N

The inspiration from our logo was derived from what we appreciate most, a greatly brewed Bavarian stein. Combining the handle of a stein and the letterform “b”, we were able to achieve a unique and bold look that is easily recognizable.

With the Futura-Book font, Biergarten is spelled out inside the bottom of the logo. ‘X’ is the height between the bottom and where the logo copy ends. Multiply ‘X’ by four and a half to get the height of the logo. Nothing touches the logo within the ‘X’ measurement.

In the case our primary logo is not used there is a black and white secondary logo without the logo copy.

Logo Design

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Do not separate the Biergarten into separate words.

Do not inverse the color.

Do not make a large border around the logo. It is only acceptable if it’s black and white.

Do not move the logo copy around.

B I E R G A R T E N

B I E R

G A R T E N

B I E R G A R T E N

BI

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Do’s and Don’ts

Do not outline the letterform ‘b’.

Do not change the logo copy color.

You may change the logo black and white. Treat our logo like you would beer; if it already tastes great,just enjoy it.

B I E R G A R T E N

B I E R G A R T E N\\

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RGB - 255 166 0CMYK - 0 35 100 0PMS - 15-1062 TCX

RGB - 38 150 209CMYK - 82 28 0 18PMS - 18-4535 TCX

RGB - 0 0 0CMYK - 0 0 0 100PMS - Black 6

RGB - 78 3 100CMYK - 1 0 3 0PMS - 11-0602 TCX

RGB - 84 19 33CMYK - 0 77 67 67PMS - 18-1658 TCX

These are the colors chosen to represent the company; the Bavarian flag and culture inspires them. When working on an advert or redesign project, use these colors.

Colors

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Aa A 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 f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9

AaA 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 f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9

Futura

Garamond

Typefaces

There are two typefaces that we work with. Futura is used for headlines and our logo copy; it’s modern and crisp looking. Garamond is used for copy; it is older and refined. With these typefaces old history and modern times can go hand in hand, showcasing beer garden history and Biergarten modernity in San Francisco.

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Advertising

When it comes to advertising we want people to know who we are, where we are and tying it together with a clean, crisp design; like our beers. This is an example of a poster with color that would go up in a gym or outdoor park. The poster itself even resembles our logo to create more drama in the design.

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Advertising

This poster ad is the same as the previous but confined to black and white for example. The placement can change around but the look and flow resemble the clean straight lines.

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Photography

When using photography in an advert or online it is to show the fun people are having at Biergarten or complex shots that intrigues people. The pictures must be hi-quality and hi-resolution. We want to create images where they make you want to be there with your friends and family at that moment.

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Biergarten in San Francisco is the first in the city. It combines authenticity and culture for everyone to enjoy. It’s not just a pub;

it’s a way to share experiences with both familiar and new people from a diverse and fantastic city at the same time.

Prost!

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