Dinosaur Bar-B-Que

Official Websites

• https://dinosaurbarbque.com
• http://www.dinosaurbarbque.com/bbq-syracuse

Brand Guidelines

2020

Brand Summary

Mission

• The Dinosaur logo is the primary identity for Dinosaur Bar-b-que. It unifies the restaurant across various locations and has come to symbolize what Dinosaur Bar-b-que stands for. The brand aims to create a bold, authentic, and gritty barbecue experience, emphasizing unity and recognition across all touchpoints [^1].

Core Values

• authenticity
• boldness
• unity
• gritty personality

Target Audience

• Individuals and families seeking a unique, bold, and authentic barbecue experience, likely those who appreciate vintage, rustic aesthetics and a fun, casual dining atmosphere [^2].

Personality Traits

• gritty
• bold
• authentic
• fun
• vintage
• casual

Visual Identity Overview

• The visual identity centers on a stylized dinosaur logo, distressed and bold typography, a palette of earthy and vibrant colors, and the use of rustic textures like wood, paper, and brick. The brand employs clear logo usage rules, strong color ratios, and a mix of weathered typefaces to evoke a vintage, gritty, and energetic barbecue vibe [^3].

Categories

Logo Usage

• The Dinosaur logo is the primary identity for Dinosaur Bar-b-que. It unifies the restaurant across the various locations and has come to symbolize what Dinosaur Bar-b-que stands for.
• The Dinosaur is the preferred logo to be used on external marketing material for Dinosaur Bar-b-que.
• In most scenarios the Badge should be surrounded by clear space greater or equal to 1/4 as shown in diagram above. However, there are instances where the Badge may overlap elements or be cropped. See page 08 for logo usage.
• To ensure legibility the Badge logo should not be produced in sizes smaller than 1.125 inches in diameter.
• The Mark should be used as the secondary logo for Dinosaur Bar-b-que.
• It may be used for applications where the Badge does not work or when it seems more appropriate. Sometimes the Mark will work better in the space provided or will integrate with the design more seamlessly because it is made up of two colors. Use your best judgment when using the secondary logo.
• A few examples for when the Mark may be appropriate include: a menu, a t-shirt, a web banner, or a design piece that requires a smaller logo.
• In most situations the secondary logo should be surrounded by clear space greater or equal to 1/3 as shown in diagram above. The exception to this rule is when creating location lock-ups as described on page 09.
• To ensure legibility the Mark logo should not be produced in sizes smaller than .75 inches in width.

Color Palette

• The Dinosaur Bar-b-que brand colors are what give us our bold personality. Brighter colors should be used sparingly.
• Please note that natural colored backgrounds or textures may be used to give an authentic feel to a design.
• DRY RUB MUSTARD SEED PANTONE 173 PANTONE 4515 C CMYK O 80 91 0 RGB 241 91 46 HEX F15B2E CMYK 27 30 83 1 RGB 19016578 HEX BEA54E
• PIT BLACK SPICY RED PANTONE Black PANTONE 485 CMYK 0 0 0 100 RGB 0 0 0 HEX 1E1E1E CMYK 0 93 95 0 RGB 213 43 30 HEX D52B1E
• HONEY HUSH PANTONE 129 CMYK 5 15 74 0 RGB 243 209 97 HEX F3CF45
• Just as portions are important in creating a dish, they are crucial to maintaining consistency for a brand. Use the examples below as a guide for using color in a layout.
• In most scenarios, dark or neutral backgrounds with smaller color pops should be used. These color ratios give us our gritty personality and do not distract from food imagery, if it is being used.
• In some instances a saturated background may be appropri ate to draw attention or offer a unique look. Utilize these sparingly and use your best judgment when implementing.
• Do NOT change the colors in the logo without permission.

Typography

• Veneer should be used as the primary display typeface for headlines and subheads. Its robust and gritty personality evokes the spirit of Dinosaur Bar-b-que.
• The typeface comes in three versions to help achieve a range of weathered variations. Feel free to mix and match them, as well, especially for large headers with repeating characters.
• Avenir Medium and Black are used for body text.
• Use Destroy to write out locations under secondary logo.
• Use Chunk Five for body copy or smaller details.
• Clear type hierarchy is crucial for properly communicating messages and maintaining well-balanced design. Below is an example of how headlines, subheads and body copy should work together.
• Veneer One is used to display the main headline. The type size is set at 72pt with -5 tracking and 60pt leading.
• Veneer Two and Three are used for a few of the repeated characters to maintain an authentic distressed look. The lowercase glyphs may also be used.
• Avenir Black is used at size 21pt for the subhead. The tracking is set to 10. Note that the tracking is set higher than the main headline. Generally the larger the type size the tighter the tracking, as shown below.
• Avenir Medium set at 9pt with 25 tracking and 16pt leading is used for the body copy.
• Correct tracking and leading proportions are important in keeping the typography readable. Below are general proportions to use as a guide.
• Headline Size: 44pt Tracking: 0 Leading: 36pt
• Body Size: 9pt Tracking: 25 Leading: 12pt
• The Veneer type family includes an “Extras” set which has a variety of distressed icons. These symbols may be used to add iconography to a design.
• Use Veneer Italic as an accent typeface to add an extra layer of detail or emphasize key areas.
• Use Marketing Script as accents or details.
• Use Handelson Two as accents or details.

Visual Style

• In most scenarios the Badge should be surrounded by clear space greater or equal to 1/4 as shown in diagram above. However, there are instances where the Badge may overlap elements or be cropped. See page 08 for logo usage.
• To ensure legibility the Badge logo should not be produced in sizes smaller than 1.125 inches in diameter.
• In most situations the secondary logo should be surrounded by clear space greater or equal to 1/3 as shown in diagram above. The exception to this rule is when creating location lock-ups as described on page 09.
• To ensure legibility the Mark logo should not be produced in sizes smaller than .75 inches in width.

Background Textures

• Use textures like the ones shown below to give an authentic and gritty look to design pieces.
• Please note that natural colored backgrounds or textures may be used to give an authentic feel to a design.

Brand Imagery

• The Dinosaur logo is the primary identity for Dinosaur Bar-b-que. It unifies the restaurant across the various locations and has come to symbolize what Dinosaur Bar-b-que stands for.
• The Dinosaur is the preferred logo to be used on external marketing material for Dinosaur Bar-b-que.
• In most scenarios the Badge should be surrounded by clear space greater or equal to 1/4 as shown in diagram above. However, there are instances where the Badge may overlap elements or be cropped. See page 08 for logo usage.
• To ensure legibility the Badge logo should not be produced in sizes smaller than 1.125 inches in diameter.
• The Mark should be used as the secondary logo for Dinosaur Bar-b-que.
• It may be used for applications where the Badge does not work or when it seems more appropriate. Sometimes the Mark will work better in the space provided or will integrate with the design more seamlessly because it is made up of two colors. Use your best judgment when using the secondary logo.
• A few examples for when the Mark may be appropriate include: a menu, a t-shirt, a web banner, or a design piece that requires a smaller logo.
• In most situations the secondary logo should be surrounded by clear space greater or equal to 1/3 as shown in diagram above. The exception to this rule is when creating location lock-ups as described on page 09.
• To ensure legibility the Mark logo should not be produced in sizes smaller than .75 inches in width.

Layout And Composition

• In most scenarios the Badge should be surrounded by clear space greater or equal to 1/4 as shown in diagram above. However, there are instances where the Badge may overlap elements or be cropped. See page 08 for logo usage.
• To ensure legibility the Badge logo should not be produced in sizes smaller than 1.125 inches in diameter.
• In most situations the secondary logo should be surrounded by clear space greater or equal to 1/3 as shown in diagram above. The exception to this rule is when creating location lock-ups as described on page 09.
• To ensure legibility the Mark logo should not be produced in sizes smaller than .75 inches in width.

Iconography

• The Veneer type family includes an “Extras” set which has a variety of distressed icons. These symbols may be used to add iconography to a design.

Additional Properties