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INTRODUCTION

Sinners Dance Brewing Company is a craft beer brewing company

that has attitude. Our beer will bring out the inner rock n’ roller in

you and have you dancing for more. The development of the brand

identity was influenced by the rocker lifestyle and the age-old belief

that drinking is a sin. These qualities and characteristics are unique

to Sinners Dance Brewing Company:

provocative

individualist

friendly

tough-exterior

music

The Sinners Dance Brewing Company’s brand has a tough exterior,

but is enviromentally consious. Consistency and accuracy in the

way the brand is expressed and reproduced will help to build brand

strength and increase brand awareness over time.

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RESOURCES

If you have any questions regarding the correct usage of the Sinners

Dance Brewing Company brand, or if you would like to request

artwork files, please contact:

Sinners Dance Brewing Company

1320 N Ontario Drive

Alta Loma, CA 91739

T: 909-908-3356

E: sinnersdancebrand@sinnersdancebrewingco.com

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Table of ContentsWho Is Sinners Dance?

Brand Promise 6

Sinners Dance Customer Value

Proposition 7

Brand Standards Guide

Brand Voice 10

Logo 11

Symbol and Wordmark 12

Color 14

Clear Space Requirements 16

Size Requirements 17

Misuse Examples 18

Color Palette 23

Typography 24

Photography 31

Marketing Materials 32

The Branding Zone Overview 33

Print Template 34

Alternate Print Template 35

Web Guidelines 36

Store Applications 40

Business Forms 43

Stationery 43

Business Card 44

Envelope 45

Fax Cover 45

Powerpoint Template 46

Co-Branding 48

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Who Is Sinners Dance?Brand Promise

Sinners Dance Brewing Company is a friendly and environmentally conscious choice for beer drinkers with all different kinds of tastes. Our products are brewed with all-natural ingredients and made with care. We do our best to create something that you can be proud to drink.

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Who Is Sinners Dance?Sinners Dance Customer Value Proposition

Sinners Dance offers three unique beers, including:

• “Killer Bananas”- A banana bread beer with a punch

• “Black Widow”- A dark stout with flavors of chocolate and accents of columbian coffee beans

• “Sasquatch Pale Ale”- A pale ale straight from the lagoon with a hint of lime

• All of our beers are made though fully natural processes, so we

don’t leave a carbon foot print. Who says rockers don’t care about the environment?

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What Does Sinners Dance Believe?Sinners Dance Customer Value Proposition - Reasons To Believe

• Sinners Dance stands behind its work;

• Sinners Dance provides a comfortable and safe environment for our workers;

• Sinners Dance offers visibility of work being performed within the brewery;

• Sinners Dance appreciates their business and respects their

customers’ taste/opinion;

• Sinners Dance provides good tasting, clean beers

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Brand VoiceThe Sinners Dance brand voice is that of a good friend. It is human and real, provocative and individualistic. Our brand voice represents the eco-friendly rocker lifestyle. It is also born of a connection with consumers and a deep understanding of their daily lives and the role it plays in them. We have a sense of humor and a perspective on the world and our place in it. Yes, we are a serious brewery. But we are not robots. We do not communicate in corporate speak, but rather in the voice of our customers.

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LogoThe Sinners Dance logo consists of two components: a symbol and a wordmark. The established size and positioning relationships between these two components that define this logo must never be altered. The wordmark consists of specially- created and spaced letter forms which may not be modified in any way. Be sure to use the approved artwork file rather than attempting to re-create the logo.

Approved artwork can be found at:www.sinnersdancebrewingco.com/BrandStandardsGuide/

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LogoSymbol and Wordmark

The symbol and wordmark can be used together and seperately through all Sinners Dance communications. The wordmark or symbol may be displayed alone only on packaging and the brand standards manual. The placement of the Sinners Dance Brewing Co. must be located consistently to the top of the Devil as shown below.

Together

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Seperate

LogoSymbol and Wordmark

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LogoLogo Color

The Sinners Dance logo is expressed in two colors, Pantone® 1675 U and Pantone® Black U. The proprietary red and black must be used consistently across all internal and external communications. Great care should be taken to ensure accurate color reproduction when the logo is applied to all types of paper and materials, as well as web and broadcast channels. Please obtain approval from Sinners Dance Brewing Company if you have a unique situation requiring an exception of these guidelines prior to production. See contact information on page 3 of this document.

Proprietary Red

Proprietary Black

P: 1675 UC: 0 M: 67 Y: 100 K: 28 (print 4-color breakdown)R: 185 G: 90 B: 21 (broadcast and web breakdown)

P: Black UC: 0 M: 0 Y: 0 K: 100 (print 4-color breakdown)R: 35 G: 31 B: 32 (broadcast and web breakdown)

Pantone® is a registered trademark of Pantone, Inc.

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LogoLogo Color Option

The Sinners Dance logo can only be reproduced inthree ways:

• Proprietary Red and Black: this is the preferred color, make sure to use the proprietary red (P1675U) and black (PBlack) on all color materials. We also recommend using the vertical expression of the proprietary red and black logo on color materials.

• Black and grey: please use this color option only on blackand white materials.

• White: please use this color option only on blackand white materials or dark backgrounds.

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LogoClear Space Requirements

The Sinners Dance logo must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around the logo. Clear space is an area that is kept free of any other text, graphic elements or other visual distractions. Please ensure that a clear space of 1/4X is maintained around the logo, where X is the width of the symbol. A larger amount of this clear space is always acceptable. Also remember to leave at least this distance between the logo and the edge of the page, sign, or label where it appears.

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LogoSize Requirements

Maintaining the legibility and the integrity of the logo is very important, regardless of what the application is or the manner in which it is reproduced. Be sure that when determining the size of the logo that its legibility and integrity are not compromised. The minimum logo size cannot be less than 1” in width. For broadcast applications, a minimum size logo cannot be less than 1” in width also.

Print & Broadcast

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LogoLogo Misuse Examples

The Sinners Dance Brewing Company logo has been carefully created to work across a broad range of applications. This logo configuration should not be modified or recreated in any way. This page illustrates some, but not all of the possible misuses. If you do not have the proper logo artwork, please contact the Sinners Dance marketing resource on page 3 of this document or go to www.sinnersdancebrewingco.com/BrandStandardsGuide/

(correct logo)

(too much space between symbol and word mark)

(modified wordmark - misuse of initial

light font)

(modified size relationship - incorrect

proportions)

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(modified symbol - incorrect color

usage)

(modified symbol - incorrect

placement of

(modified symbol and wordmark - wrong direction)

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LogoWordmark Misuse Examples

The Sinners Dance Brewing Company wordmark has been carefully created to work across a broad range of applications. This logo configuration should not be modified or recreated in any way. This page illustrates some, but not all of the possible misuses. If you do not have the proper logo artwork, please contact the Sinners Dance marketing resource on page 3 of this document or go to www.sinnersdancebrewingco.com/BrandStandardsGuide/

The wordmark my be used seperately in certain instances. On packaging for example.

(correct logo)

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(outline) (wrong color)

(as a pattern)

(wrong direction)

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Color PalettePrimary and Accent Colors

The Sinners Dance primary colors are Pantone® 1675U and Pantone® Black U . It has a professional and confident look.The accent colors are Pantone® 8003, Pantone® 485 and Black and White. Pantone® 8003 has a metallic sheen and is recommended to help add dimension to communications so they do not feel flat and static. When reproduction of a metallic color is not possible, a 4-color gradient was created to mimic that accent color. Go to www.sinnersdancebrewingco.com/BrandStandardsGuide/ to dowload the swatch file for gradient match. Tints of these colors may be used, ranging from 60% to 90%.

Primary Colors

Accent Colors

P: 1675 U (Proprietary Red)C: 0 M: 67 Y: 100 K: 28R: 185 G: 90 B: 21

P: Black U (Proprietary Black)C: 0 M: 0 Y: 0 K: 100R: 35 G: 31 B: 32

P 485 (Classic Red)C: 0 M: 100 Y: 91 K: 0R: 228 G: 31 B: 31

MetallicP 8003

GradientC: 42 M: 43 Y: 54 K: 0R: 170 G: 160 B: 153

White

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Color PaletteColor Recommendations

These colors were selected based on its ability to coordinate and complement the Sinners Dance Primary and Accent colors. Give preference to this palette before any other color. This will help ensure the aesthetic quality and visibility of marketing materials. For example, these colors can be used for either a background color, headline color, etc. Tints of these colors may be used, ranging from 60% to 90%.

Purple

Blue

Green

Gray

Orange/Yellow

P 5275

P 631

P 5825

P 5507

P 143 P 179 P 116

P 2695

P 654

P 378

P Cool Gray 8 P Cool Gray 10

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TypographyThe one key typeface of Sinners Dance is Din Black. It is clear and readable regardless of the media application.It also has a timeless quality and feel modern without being quirky. It is not a trendy typeface and therefore will stand the test of time.

Primary Typeface

The primary typeface is Din Black. Din is mandatory on all headlines and/or headers. The use of Din Regular and/or Din Light is allowed. Sentence case is the recommended formatwhen using this typeface.

Primary Typeface

DIN BlackDIN RegularDIN Light

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TypographyAlternative Typefaces

In certain applications like packaging Univers LT 39 Ulta thin condensed is used.

Alternative Typefaces

Univers LT 39 UltraThinCn

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Business FormsStationeryPlease follow these specs when building the stationery on 8.5”X11” sheets:1. Logo size: 1.5 inches2. Logo placement: centered3. Logo distance from top edge: 5/8”Address: Din Regular,P Black 6, 8pt, 10pt leading4. Address placement: centered5. Distance from bottom edge: 5/8” (1.58cm)6. Watermark size: 8 inches, 10% opacity

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Business FormsBusiness CardPlease follow these specs when building your3.5”X2” cards:1. Logo size: 1.5 inch on front2. Logo placement: centered3. Logo placement back: top center4. Name: Din Black, white, 10ptTitle: Din Light, white, 6ptContact placement: Left justified, Din Light,white, 6pt, 10pt leading

OWNER, BREWMASTER

ANDREW VALENZUELAP 909·908·3356F 909·347·2439E andrew@sinnerdancebrewing.comwww.sinnersdancebrewing.com

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