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

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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