Barhocker

BARHOCKERIdentity Manual

1 Headers

1.0 Table of Contents

2.0 Company Mission

3.0 How to use this manual

4.0 Identity4.1 The Mark

4.2 The Signature

4.3 The Icon

4.4 Icon Variation

4.5 Primary & Secondary Mark

4.6 Space Restrictions

4.7 Sizing Restrictions

4.8 Color Mark

4.9 Reversed Icon and Signature

4.10 Color Palette

4.11 Unacceptable Treatment

5.0 Type Standards5.1 Primary Typeface

5.2 Secondary Typeface

6.0 Business System6.1 Paper Specifications

6.2 Letterhead

6.3 Envelope

6.4 Business Card

7.0 Environmental Applications7.1 Store Front

7.2 Tags

7.3 Shirts

7.4 Avatar

7.5 Brochure

7.6 Postcard

7.7 Website

7.8 iPhone Application

8.0 Process

1.0 Table of Contents

2.0 Company MissionBarhocker is a company that specializes in contemporary bar stools. The company is dedicated to creating a knowledgeable staff and an inviting environment for our customers to find the perfect bar stool for their wants or needs in our store.

3.0 How to use this manual This manual is to be distributed to the needed resources to insure the consistency of Barhocker identity standards. The manual’s guidelines are to be followed to insure that these standards are consistent.

These guidelines are accepted as the standards for the brand, and cannot be changed. The logo and signature are trademarks of Barhocker brand and cannot be used without permission.

4.0 Identity4.1 The Mark

4.2 The Signature

4.3 The Icon

4.4 Icon Variation




4.8 Color Mark

4.9 Reversed Icon and Signature

4.10 Color Palette

4.11 Unacceptable Treatment

The mark, pictured above, is accepted as the standard. The mark is used in Barhocker applications. The primary mark, seen above, is used for most applications, and the secondary mark, seen in section 4.5, is used for specific applications stated.

4.1 The Mark

BARHOCKERThe Logo The Signature

The Mark

The signature, pictured above, is accepted as the standard. This is to be used without alteration besides size. The space requirements for the signature are found in section 4.7. Also, adhere to the size restrictions in section 4.8.

The signature is combined with the logo to create the mark, which is shown in section 4.3.

BARHOCKER

The Signature 4.2

The logo, pictured above, is the accepted as the standard. This is to be used without alteration besides that stated in section 4.4. Adhere to the space requirements found in section 4.7 and the size restrictions in section 4.8.

The logo is combined with the signature to make the mark, which is shown in section 4.3.

BARHOCKER

4.3 The Icon

The two variations of the icon seen above are the only alterations to the icon acceptable.

The top image is the reversed version of the icon and is used in circumstances where a color from the color palette is behind the image.

The lower image is the cropped, reverse version of the logo. This is to be used only in upper left corners of applications with a color from the color palette is behind the image.

Icon Variation 4.4

The top image above is the primary mark accepted. This mark is used in primary applications such as promotional, informational, and business materials.

The lower image above is used for secondary applications such as electronic delivery, self-mailer, and other application in which the primary mark does not have good contrast to the background.

BARHOCKER

BARHOCKER


The space restrictions for the logo are seen above. When the logo is represented by itself x and y are the same in distance. In general, maintain a minimum distance of 1/4" around the logo. When the logo and signature are combined spatial requirements will change, see section 4.7.

Space Restrictions 4.6

y =1/4"

x =1/4"

The space restrictions for the signature are seen above. When the signature is represented by itself x and y are the same in distance. In general, maintain a minimum distance of 1/4" around the mark. When the signature and the logo are combined spatial requirements will change, see section 4.7.


BARHOCKERy =1/4"

x =1/4"

The space restrictions for the mark are seen above. In general, keep a minimum distance of 1/4" around the complete mark. The distance between the logo and the mark is the length on the mark divided by 30. If possible for most applications keep more distance on the left side of the mark.

Space Restrictions 4.6

BARHOCKERY = length/30 y =1/4"

x =1/4"

Length

The size restrictions for the logo and the signature are shown above. The minimum size for the logo is a height and width 1/2". The minimum size for the signature is a height of 1/2".


1/2"

BARHOCKER1/2"

The minimum size restriction for the mark is a length of 2 1/4". The mark can not be smaller than stated to insure the legibility of the mark.

Sizing Restrictions 4.7

BARHOCKER

2 1/4"

The full color reproduction is seen in the upper image. The one color mark reproduction is seen in the lower image. The full color image is to be used whenever possible. The optimal viewing is on a white or light background. Do not use the one color image on dark backgrounds.

BARHOCKER

BARHOCKER

4.8 Color Mark

The reversed logo and signature are seen above. These are to be used on dark backgrounds. Separate art has been made for this reason. Do not reverse other art.

Reversed Icon & Signature 4.9

BARHOCKER

The Barhocker identity system contains four colors in the standard palette. The numbers for reproduction are provided in each color above. These colors are not to be changed in any way,

4.10 Color Palette

Process: 30, 0, 100, 10

RGB: 173, 195, 43

PMS: 583 U

HEX: #adc32b

Process: 0, 0, 0, 70

RGB: 109, 110, 113

PMS: 424 U

HEX: #6d6e71

Process: 0, 0, 0, 50

RGB: 147, 149, 152

PMS: Cool Gray 7 C

HEX: #939598

Process: 43, 66, 78, 43

RGB: 102, 67, 47

PMS: 477 C

HEX: #66432f

These are examples of unacceptable mark and logo treatments. Do not distort, crop, or angle the mark or logo in any way. Do not put a pattern or a shaped color behind the mark. Also, do not put another color behind the reverse logo that is not one of the identity colors. Use only the mark and logos provided and adhere to guidelines in this manual.

BARHOCKER

Unacceptable Treatment 4.11

BARHOCKER

BARHOC

KER BARHOCKER

BARHOCKER

5.1 Primary Typeface

5.2 Secondary Typeface

5.0 Type Standards

Primary Typefaces

The primary typefaces that are used in the Barhocker identity are the Gill Sans family and the Melior family. These typefaces are used on all business collateral, and other applications.

5.1 Primary Typefaces

Gills Sans

Light ABCDEGHIJKLMNOPQRSTUVWXYabcdefghijklmnopqrstuvwxyz

Light ItalicABCDEGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

RegularABCDEGHIJKLMNOPQRSTUVWXYabcdefghijklmnopqrstuvwxyz

ItalicABCDEGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

BoldABCDEGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstvwxyz

Melior

Medium ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ItalicABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Secondary Typefaces

Secondary Typefaces that are used in the Barhocker identity when the primary typefaces are not present are the Helvetica family and the Caslon family. These are used for word processing when needed.

Secondary Typeface 5.2

Helvetica

Light ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Light ObliqueABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

RegularABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ObliqueABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

BoldABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz

CaslonRegular ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ItalicABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold ABCDEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

6.0 Business System6.1 Paper Specifications

6.2 Letterhead

6.3 Envelope

6.4 Business Card

Paper Specification

The list above is the specified paper stock that is to be used for the Barhocker identity. This paper is not be subsituted for any other paper.

Letterhead

Mohawk Loop Super Smooth 80lb. Text

Envelope

Mohawk Loop Super Smooth 80lb Text

Business Card

Mohawk Loop Super Smooth 110lb. DTC

6.1 Paper Specifications

Letterhead Specifications:

Size 8 1/2" x 11"

Color PMS: 583C

Paper Stock see section 6.1

Typography: Company Information: Gill Sans, Regular Pt. size: 8 Leading: 10 Tracking: 10

Copy: Melior, Medium Pt. Size: 9 Leading: 12 Tracking: 5

Letterhead 6.2

November 18, 2010

Mr. Raymond FieldingPresidentCampus Renaissance Inc.1850 Highridge RoadColumbus, Ohio 43201

Dear Raymond:

Mitchell-Maxwell and Timberline Properties are pleased to submit here with our letter of interest to participate in your campus neighborhood redevelopment project.

Since being invited to address this exciting opportunity, our team members have collaborated to produce a preliminary plan that we believe will energize the neighborhood, strengthen the University community, and produce long-term benefits for the entire City of Columbus.

As you know, we are a team of professionals with a proven track record in this region that has the ability to successfully transform our plan into reality. Our team is comprised of members who have worked together on numerous successful projects. They have been assembled for this project because of the enormous trust and confidence they have in one another. You can be assured that the lead partners in our group will manage the project closely and care-fully, and accountability for results will never be delegated.

In the weeks ahead, we look forward to receiving comments from Campus Renaissance and the community at large about our preliminary proposal during the public consultation process. We understand that right now the plan is clearly a ‘work in progress’ which can only be improved by input from the various stakeholders who care the most about the area in question. We therefore look forward to using their input to develop a comprehensive integrated final development plan.

Thank you for giving us the opportunity to participate.

Sincerely,Jane Quinn

BARHOCKER

P 231.233.8987 F 231.232.2354 www.barhocker.com 635 W. Ludington Rd. Eastbridge, IN 23976

(NOT TO SCALE)

6.2 Letterhead

6.2 Letterhead

November 18, 2010

Mr. Raymond FieldingPresidentCampus Renaissance Inc.1850 Highridge RoadColumbus, Ohio 43201

Dear Raymond:

Mitchell-Maxwell and Timberline Properties are pleased to submit here with our letter of interest to participate in your campus neighborhood redevelop-ment project.

Since being invited to address this exciting opportunity, our team members have collaborated to produce a preliminary plan that we believe will energize the neighborhood, strengthen the University community, and produce long-term benefits for the entire City of Columbus.

As you know, we are a team of professionals with a proven track record in this region that has the ability to successfully transform our plan into reality. Our team is comprised of members who have worked together on numerous successful projects. They have been assembled for this project because of the enormous trust and confidence they have in one another. You can be assured that the lead partners in our group will manage the project closely and care-fully, and accountability for results will never be delegated.

In the weeks ahead, we look forward to receiving comments from Campus Renaissance and the community at large about our preliminary proposal during the public consultation process. We understand that right now the plan is clearly a ‘work in progress’ which can only be improved by input from the various stakeholders who care the most about the area in question. We therefore look forward to using their input to develop a comprehensive integrated final development plan.

Thank you for giving us the opportunity to participate.

Sincerely,Jane Quinn

BARHOCKER

P 231.233.8987 F 231.232.2354 www.barhocker.com 635 W. Ludington Rd. Eastbridge, IN 23976

1"

2"

2 1/2"

1 1/4"

2 1/4"

12pt

12pt

1/2"3/4"

Envelope 6.3

Envelope Specifications:

Size #11 Policy

Color PMS: 583C


Typography: Company Address Block: Gill Sans, Regular Pt. size: 9 Leading: 11 Tracking: 10

Recipient Address Block: Melior, Medium Pt. Size: 11

BARHOCKER635 W. Ludington RD.Eastbridge, IN 23976

Brad Gentz3257 Reek RdCuster MI 49405

(NOT TO SCALE)

6.3 Envelope

BARHOCKER635 W. Ludington RD.Eastbridge, IN 23976

Brad Gentz3257 Reek RdCuster MI 49405

1/4"

1 1/8"

3 3/4"

2"

1/4"

1/8"

1 5/11"

1 4/9"

3/32" 5/32"

1 5/11"

1 4/9"

Business Card Specifications:

Size 2" x 3 1/2"

Color PMS: 583C


Typography: Personal Name: Gill Sans, Regular Pt. Size 10 Leading: 10 Tracking: 20

Information & URL: Gill Sans, Light Pt. Size: 8 Leading: 10 Tracking: 20

Business Card 6.4

www.barhocker.com

Jessica ShireySales Consultant

P 231.233.1242F [email protected]

BARHOCKER

(NOT TO SCALE)

6.4 Business Card

Jessica ShireySales Consultant


BARHOCKER

1/4"

1/4"

1/4"

11/16" 1/4"

Business Card 6.4

2.39"

2"

1/8"

1/8"

5/16"

1 1/2"

1 Headers

7.0 Environmental Graphics7.1 Store Front

7.2 Tags

7.3 Shirts

7.4 Avatar

7.5 Brochure

7.6 Postcard

7.7 Website


7.1 Store Front

This is the front of the store that the customers would be greeted with.

Tags 7.2

The tags shown above would be seen on the stools in the store.

7.3 Shirts

These are the shirts that employees would wear at the store. The logo would be on the front and the slogan will be on the back.

The Barhocker avatar is to be used for advertising purposes and is created to help individuals remember the brand for its bar stools. The avatar is to represent the action of sitting on one of our amazing bar stools.

Frame 1

Frame 3

Frame 2

Frame 4

The Avatar 7.4

7.5 Brochure

BARHOCKER

BARHOCKER

Postcard 7.6

New Spring SeriesThe spring series is here and we are excited about the color choices available. Come pick the stool that will colorize your room.

Jousline Tousle542 W. Reek RdWhitiney, Indiana 36492

BARHOCKER

Newman Whistler Skooler

The website is designed to show information about the products at Barhocker. This site is not one that you would buy products from. This site is information based. The front page of the site is seen above. The series page is seen on the next page at the top, and underneath that is the product description page.

7.7 Website

Website 7.7

7.7 Website

This is the user persona that was thought of while designing the site. On the next page you will be the designed site map.

User Persona : Primary

Name: Wendy Jasper

Age: 31

Location: Whiting, Indiana

Marital Status: Married

Children: None

Income: Upper Middle Class

Loves: Contemporary Furniture, Wine, George Clooney, Good food, To show off house to guests

Hates: Nonfunctional design, Lots of patterns, Soda, Wind Chimes, Messy Rooms.

Website 7.7

Home

2010

Series About UsMaterialsFeatures FAQ

2011

Metal

Leather

Plastic

Cloth

Adjustable Height

Recycled Material

Plastic

Cloth

Company Info Q & A

The iPhone App is designed to help a person find a stool that would fit their needs. This would be helpful in cases such as an interior designer wondering if a stool series would have an available color to complement the room that was being designed.


iPhone Application 7.8

8.0 Process

Above is research of places with different color palettes and bar stools that could fit the idea of Barhocker. On the next page there are other photos of bar stools in a store that are an inspiration for sketches and ideas through out the process.

Research

Research

Research

Above is research of a variety of stools and the different categories they can be divided into. This was the beginning of starting to think of names for the store.

Naming

Naming

Barhocker was the final name that was decided on. After the naming was the mind mapping to help with ideas for mood boards and the design of the logo.

Mind Mapping

The mind mapping of what Barhocker.

Inspiration

Inspiration

Pictured above are ideas that I wrote down that inspired the design of the store. There is also picture seeing the progress of the brand. The next page is mood boards that were created to help inspire the logo design.

Inspiration

Barhocker BarhockerBarhocker Barhocker Barhocker

BarhockerBARHOCKER

Barhocker barhocker

Barhockerbarhocker

Logo Design

Logo Design

The sketches on the last few pages were that of the initial ideas for the Barhocker logo. The ideas were narrowed down to the seven on the next few pages.

Logo Design

These are the seven ideas that were refined from rough sketches. The elimination went on to choose three ideas to be pushed further.

Logo Design

BARHOCKER

Logo Design

Pictured above are the three ideas that were chosen for more iteration. The bottom group of logos were chosen for further development.

BARHOCKER

BARHOCKER

BARHOCKER

Barhocker

BarhockerBarhocker

Barhocker

Barhocker

Logo Design

On this page are some more of the iterations for the logo chosen to be developed further.

BarhockerBARHOCKERBarhocker

BarhockerBarhockerBarhocker

Barhocker

BARHOCKERbarh ckerBARHOCKERbarh cker

BARHOCKER barhocker

Barhocker

BARHOCKER

BARHOCKER

BARHOCKER

Mark Design

This is the progression where the logo and the signature started to become the mark. These were the initial ideas for the combination.

Barhock er

Bar

hock

er Barh ocker

Barhocker Barhocker

Barhocker

Barh

ocke

r

barhockerBarhocker

Barhocker

Barhocker

Barhocker

Barhocker

Barhocker

Barhocker

Barhocker

Barhocker

Barhocker Barh

ocke

r

Barh

ocke

r

BarhockerBarhocker

Barhocker

Barhocker

Color Exploration

These are some iterations of the color exploration of the mark. This is where the final mark was chosen.

BARHOCKER BARHOCKER BARHOCKER BARHOCKER BARHOCKER BARHOCKER

BARHOCKER BARHOCKER

BARHOCKER

BARHOCKER BARHOCKER

BARHOCKER

BARHOCKER

BARHOCKER BARHOCKER

BARHOCKER

BARHOCKER BARHOCKER

BARHOCKER

Letterhead Development

These were the initial sketches for the letterhead. The images on the right are some of the iterations that were pushed forward.

Letterhead Development

ww

w.b

arh

ock

er.c

om

P

231

.233

.89

87

F 2

31.2

32.2

354

635

W.

Lud

ingt

on

Rd

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ast-

bri

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, IN

239

76

July 20, 2009

Mr. Rodney GilesManager, Customer SupportInter-Office Solutions Inc.1289 Luxor Station Rd.Cedar Springs, IL, 34985

Dear Rodney:This is further to our meeting of last week at which we agreed to hold a series of meetings over the next two months to review your experiences with the pilot implementation of the 1to1 Customer Relationship Management Program.

As discussed at that meeting, the objectives of our review sessions will be to:

Review and assess the overall effectiveness of the program;

Identify and document strengths weaknesses of the program;

Propose customer-focused solutions to address areas of weakness;

Develop an approach and action plan for Phase 2 of the project;

Determine the staff members who will make up the Phase 2 Team.As agreed, meetings will be held every second Tuesday from 9:00 a.m. until noon, and the location will alternate between our two offices, the first one to be convened here at Inter-Office on August 14, 2005. Fred Johnson of your CRM group is to act as the meeting co-ordinator and recording secretary throughout the process.

As discussed, at the end of the process, Deborah Buxton of Consultek will draft the summary report for review by the steering committee. As you requested, a copy of her c.v. has been enclosed.

I trust I have covered all of the points that we discussed. If you have any questions or would like to add anything please give me a call at 745-9878.

We look forward to seeing you at the August 14th meeting.

Sincerely,

Marilyn FrenchSenior Consultant

Encl.

July 20, 2009












Sincerely,


Encl.

www.barhocker.com P 231.233.8987 F 231.232.2354 635 W. Ludington Rd. Eastbridge, IN 23976

July 20, 2009












Sincerely,


Encl.



July 20, 2009












Sincerely,


Encl.

Envelope Development

These were the initial sketches for the envelope. The image on the right is of the envelope that was chosen to be pushed forward. Along with the brochure and letterhead.

Business Card Development

These were the beginning iterations of the business card. The designs of the cards were brought from the design of the letterhead. This is also the beginning of the icon variation allowed in the identity of Barhocker.

Jessica Shirey Sales consultant


Jessica Shirey Sales consultant


Jessica ShireySales consultant


Jessica ShireySales consultant


Brochure Development

These were the initial sketches for the brochure idea to show off the new series the store received, and any promotional material that might be created.

Post Card Development

Summer Series

Newman

Whistler

Skooler

2011 Spring Series

These were the sketches for the idea of the post card along with beginning iterations of the post card.

Website Development

These are sketches of the layout of the website along with initial site maps of the flow of the site. There are also iterations of the flow of the site and the layout.

Website Development

Photography by www.comfyco.com

Credit

Documents

Barhocker