charleston brandbook
DESCRIPTION
This book is dedicated to the Charleston Brand created by Tara Gerke in her Senior Graphic Design Class.TRANSCRIPT
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 • [email protected]
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