Brand Guidelines
I Brand Guidelines2
CONTENTS
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Introduction
Brand Position, Personality, Unique Selling Proposition Tagline and Mission
Standard Logo
Alternate Logo
Clear Space
Size
Color
Background
Typography
Restrictions
I Brand Guidelines3
Introduction
Help others learn your brand by stamping your logo in their heads.
Your brand is the image that identifies your company.
Most of us know by now that a logo is an integral
part of branding. A logo helps consumers learn
about your brand with repetition. That’s why
company logos appear on everything; from the
actual product itself to every type of marketing
and advertising material imaginable.
However, consistency is the key to truly help your
logo aid in brand recognition. The consistent look,
familiar shape, recognizable color(s) and defined
style of a logo assists in nailing your brand into
the heads of potential buyers.
This is why it is important to create a visual style
guide for your brand. So no matter who is working
on a project (whether its a new employee, third
party consultant, an affiliate, etc.), they have a set
of rules and guidelines to follow.
We’ve created this visual style guide to ensure
that your logo will look the same on different
products, mediums and backgrounds.
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Brand Position, Personality, Unique Selling Proposition Tagline and Mission
Brand Positioning Statement
We craft fine spirits for the discerning palate
with a foothold in the past and a stronghold on
the future.
Brand Personality
• Respectable
• Thoughtful
• Meticulous
• Strong
• Honest
• Wise
• Revered
• Sincere
Unique Selling Propostition
We are the only true Lowcountry Bourbon Distiller
with ties to local history and the community.
Tagline
The Spirit of the Lowcountry
Mission
To craft authentic Lowcountry spirits that honor
local history and give back to the community.
the spirit of the Lowcountry
I Brand Guidelines5
Standard Logo
First things first, the standard logo. This is the
image you want to pop into your audience’s heads
immediately when they think of your brand. This is
the logo that will be plastered across the majority
of your web and print properties.
Consisting of a shield with a gothic cross with the
company name below, the Burnt Church Distillery
standard logo should be used to establish the
organization’s identity in a product’s use or
immediate area of distribution.
Example:
I Brand Guidelines6
Alternate Logo
Because you’ll be putting your logo across many
different platforms, it may be appropriate to have
alternate versions of your logo. However, you want
to limit these variations and make sure there is
consistency when you have to use these logos.
This alternate, horizontal version of the BCD
logo should only be used in situations where
space does not allow for the standard logo to be
represented properly.
Example:
I Brand Guidelines7
Clear space
Definition of clear spaceClear space around a logo allows the image to maintain its integrity, thus ensuring that a logo is
both visible and legible on anything it may be pasted on. It should not be crowded by type or other
graphic elements. Maintain a minimum clearance around the signature equaling the dimensions of
the cross from the center of the shield. (see illustration below)
I Brand Guidelines8
Logo size
Minimum SizeThe logo should not appear smaller than the minimum size (1.00") so that it is always recognizable
and readable.
Maximum SizeThe BCD logo should be treated tastefully, and with integrity. It should never be scaled
disproportionately large in relation to the piece in which it appears.
1.00"
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Color
The color(s) of a logo can be just as important as the layout. We can connect with a logo
emotionally, based on color alone. Its crucial that you establish a color palette for your brand as
well as the acceptable color formats of your logo.
Example:
Full Color
Dark RedPMS 188
C15 M100 Y90 K50HEX #7C2128
GrayPantone Warm Gray 11
C53 M53 Y59 K24HEX #6E6259
BlackPantone Black 6
C80 M70 Y60 K75HEX #101820
Slate BluePMS 7544
C58 M40 Y34 K4HEX #768692
GoldenPMS 153
C20 M65 Y100 K7HEX #BE6A14
One Color
Primary Accent
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Background
Your logo is going to appear different against certain backgrounds. The last thing you want for
your brand is for your logo to blend in. To guarantee that the BCD logo appears prominently on
dark backgrounds, the white logotype or all-white versions should be used. When using a black
background, the CMYK version should be used.
Example:
I Brand Guidelines11
Typography
Like color, typography can tell us a lot about how we want something to be perceived. We can see
a word typed out one way, yet think of it completely different in another font. In order to give the
audience the right impression of your brand, it’s vital to choose a set of typeface(s) that display
the right message. The BCD Brand utilizes three fonts.
Inknut Antiqua Light Regular // Google Font // HeadersA 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 z1 2 3 4 56 7 8 9 0 ! @ # $ % ^ & * ( ) ?
URW DIN Light // Adobe Typekit // use for body copyA 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 z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ?
Lamar Pen // Accent fontA BC D E FG HI JK LMN O P QRST U V W X Y Za b c d e f gh i j k lmn o p q r s t u vwxy z1 2 3 4 5 6 7 8 9 0 !@#$%^& * ( ) ?
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Restrictions
This page provides some examples of incorrect usage. The signature, color palette and typeface
are the primary elements of the brand identity. To maximize the opportunity for visual recall, they
must be applied consistently as specified in these guidelines.
Examples:
DO NOT substitute the signature colors
DO NOT place the signature on a background that may
compromise legibility
DO NOT substitute the signature with a different typeface
DO NOT skew or distort the signature. Only scale artwork
proportionally
DO NOT change the scale of the signature elements
DO NOT contain the signature within a tight shape
burnt churchDISTILLERY