thnksgvn: a brandbook by killian branding

4©2015 KILLIAN BRANDING

The officialish Holiday Brand Book

4©2015 KILLIAN BRANDING

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1Table of Consent

The mission of the THNKSGVN brand is to increase the installed user base by bringing everyone to the table. Just consent to help your grandmother and clean up when you’re finished.

The vision of the THNKSGVN brand is to become the premiere holiday of the season, increasing consumption to reach the 6000-calorie plateau.

©2015 KILLIAN BRANDING

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1 2Logo and Rationale

The iconic turkey mark is a nod to tradition. While

we empathize with those who suggest spaghetti

carbonara, which is easier to cook – it is quite

difficult to render graphically.

THN or “Thin” at the beginning of the logotype pays

ironic tribute to what you are, briefly, at the

beginning of the meal.

Since “A” is indicative of a single thing, it weakens

the brand ethos which is founded upon “plenty” and

“many.”

THNKSGVN is, according to our extensive

qualitative and quantitative field research, the

actual phonetic pronunciation of how that one uncle

pronounces “Thanksgiving” after his sixth beer. It’s

an element that speaks to authenticity and

plenitude in the brand narrative.

Research shows there is actually no “I” in the spirit

of Thanksgiving. To reinforce the semiotic

significance of the identity, neither the “I”s nor the

“A” are appropriate to include.

A

B

C

D

EA

B

D

C

E

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7

2Additional servings of the logo mark are imperative for larger scale uses, e.g., more than 12 at the table.

The Turducken variant logo mark should be used for formal collateral to impress the Turducken-inclined demographic and psychographic market segments. The logotype is vegetable green for supplementary material. Non-pumpkin vegetables must not be emphasized at the expense of the poultry protein, as detrimental to the gestalt of the brand narrative.

When using an official tagline (see discussion later in this document), employ our Thankful For Pie color, CMYK 6-50-100-0.

3Secondary Logos

A

B

C

A

B

C

G e t S t u f f e d .

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4


Incorrect Usage

Do not shrink the turkey. The brand embraces volume.

A second Turducken mark should never be used. Research shows that no Turducken user households ever repeat.

Avoid other holiday confusion.

A

B

C

B

C

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A

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5Brand Color Palette

Thankful For Pie

RGB

CMYK

HEX

PMS

233-144-36

6-50-100-0

#E99024

138 C

Reluctantly Kale

RGB

CMYK

HEX

PMS

76-89-69

39-18-50-63

#4C5045

553 C

Keep On Stuffing

RGB

CMYK

HEX

PMS

158-110-71

32-56-76-15

#9E6E47

1395 C

Maybe Gravy

RGB

CMYK

HEX

PMS

128-130-133

0-0-0-60

#808285

424 C

Back For Thirds

RGB

CMYK

HEX

PMS

96-86-75

2-13-25-75

#605646

7554 C

I Think You Charred It

RGB

CMYK

HEX

PMS

0-0-0

60-40-40-100

#000000

Black

Last Year’s Decorative Gourds

RGB

CMYK

HEX

PMS

245 -194-27

4-23-98-0

#F5C216

7405 C

Annual Brussel Sprouts

RGB

CMYK

HEX

PMS

60-106-51

77-35-100-26

#3C6A33

363 C

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5

10

6Typography

FONT

DIN - regular, medium, and bold. DIN - light* should be avoided at all costs.

DIN was chosen mostly for its name. Yes, legibility and versatility figured in, but the name is reflective of what you hear during second helpings when that one uncle injects his latest conspiracy theories into table talk at jackhammer decibel level. Beware the “throwed roll” which can add to the din.

*The holiday is about “substantial,” not lightness. Heavier weights

are appropriate. Nothing exceeds like excess.

DIN REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1235467890@$%&(+?)

DIN MEDIUM


DIN BOLD



7Digital Presence

DIGITAL GUIDELINES

DIGITAL 1.0Don't bring that device to the table. Set it to vibrate harmlessly in another room. Unless you thoroughly enjoy tirades about respect and attention from your less-digital elders.

DIGITAL 2.0 It *is* possible to enjoy a meal without snapshots. Everybody you'd want to talk to is already at the table anyway. (That's a “polite fiction.” Hey, it’s once a year and you can probably fake tolerance at least until the malls open.)

DIGITAL 3.0 Never ever post photos of gravy.

DIGITAL 4.0Speaking of digits, you may not eat with your digits. Use the cutlery. It's forking food.

1110

No matter who you are, photographing beige or brown food is a dangerous path to tread.

– Not Confucius

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? ? ? ? ? ? ? ? ? ? ? ?

8Brand Messaging

MESSAGING

TAGLINESSeveral taglines/straplines are under consideration, and a decision is expected after dessert. Strong contenders include:

• Who the Hell Eats Mashed Rutabaga?

• Get Stuffed.

• Sometimes, the Kid’s Table is Better.

• Them Pilgrims Never Had KoolWhip I Tell You.

• Football, Schmootball. Pass the Drumstick.

• Be nice to Uncle Bob. Just don’t sit next to him.

TONE OF VOICEGossipy interrogation. Ask intrusive questions to pry into what relatives are up to. That is, pump kin.

SPINOFFSWe must allow in the brand narrative for recognition of our sister brand. Once again this year we will attempt to create awareness for You’re-Welcome-Taking Day, our Friday holiday where we accept all the offered thanks of the day before. Thus far we’ve not taken share away from Black Friday, but maybe this year (You’re Welcome).


8 9Brand Etiquette

A B

K L

J

M

C D

E

F

G I H

A Salad forkB Dinner forkC Serving plate, or chargerD Dinner plateE Useless extra spoonF Pumpkin pie forkG Not to stab your uncleH Tea spoon. Just kidding – this is

I Soup spoonJ Discreet thigh-top football monitorK NapkinL Thigh, shelf for monitorM Lap

America – that spoon is for surplus gravy


10Audiences

SEGMENTATION

The THNKGVN audience can be divided into slices, as it were. We of course respect the pumpkin base, but we cannot ignore other segments. Well, maybe the banana cream segment. They cray cray.

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11Strategic Analysis

SWOT Analysis

STRENGTHSlong-term satisfaction with the UX

WEAKNESSESvegetarians, but ve gan live with that

OPPORTUNITIESLine extensions, e.g., the previously mentioned You're-Welcome-Taking Day

THREATSAs Christmas starts earlier and earlier each year, our brand could be displaced. We must end The War on Thnksgvn!

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Submitted for your approval

We believe the fuller enjoyment of the THNKSGVN holiday depends on the implementation of the brand

standards outlined in this manual.

And, of course, cranberry sauce.

Killian BrandingChicago • Charlotte • Cyberspace

killianbranding.com/thnksgvn312 836 0050

thnksgvn: a brandbook by killian branding

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