BRAND STYLE GUIDE VERSION: 01/01/18 TABLE OF CONTENTS INTRO Our Mission 4 Our Pillars and Keywords 5 The Tilted Kilt® brand is our company’s most valuable and treasured asset. To preserve and LOGOS protect our brand we have filed copyrights Logo Evolution 7 and trademarks. We further protect our brand Logotype (Primary) 8 Alternate Mark (Shield) 9 through proper and consistent use. In an effort Do’s and Don’ts 10 to ensure proper and consistent use of our brand by third parties, we have created this logo TYPOGRAPHY usage and style guide to clearly communicate Typefaces 13 approved usage of our brand and marks and to Production Specs 14 provide examples of approved and disapproved Franchise Locations 15 use of specific words, phrases, marks, and logos. It is imperative that marketing-based DESIGN branding follow these requirements in each Color Palette 17 and every case. The correct displays of logos Tartan & Patterns 18 and strict adherence to this logo usage and style Graphic Elements 19 Photography 20 guide is everyone’s responsibility. Kilt Girls® 22 Limericks 23 — RON LYNCH President Advertisement & Collateral Examples 24 TRADEMARKS & REGISTERED MARKS Trademark Terms & Phrases 26 Registered Marks 27 2 INTRO OUR MISSION Tilted Kilt® strives to provide every guest with a fun and entertaining environment, while engendering a sense of belonging. By offering high-quality food, top-notch beers and cocktails with friendly, hospitable service, guests feel welcome to enjoy a leisurely meal and linger as long as they want. 4 OUR PILLARS KEYWORDS Welcoming Beer Friends GREAT-TASTING FOOD EMOTIONAL Energetic Stimulating Traditions FEAST YOUR EYES AN EXPERIENCE Warm Bawdy Casual TO REMEMBER Familiar Sexy Outgoing Our menu offers a full selection of appetizers, entrées and comfort food. Each dish is carefully made with high-quality ingredients, while Exciting Sassy Friendly continuing to offer a good value. No matter the occasion, we aim to Seasonal Fun Courteous ensure that every customer leaves satisfied. Witty Smart Professional Social Cute Integrity ENTERTAINING ENVIRONMENT Bar Charm FUN IS IN OUR NATURE Our modern take on old-world décor, classic bar games and multiple TVs provide an energetic gathering spot to watch must-see sports, live events, memorable parties or an impromptu night out Fresh Gather America with friends and family. PHYSICAL Classy Variety Pub FEED YOUR SENSES Entertaining Smell Classic YOU’RE IN GOOD COMPANY Sexy Taste Unique Craft Celtic Different WELCOME TO THE PARTY Quality England Connection Our ‘Kilt® staff is made up of fun, classy, easygoing men and women. Modern Scotland Their friendly and attentive demeanors ensure all guests have a good time and the best experience possible. Our pubs are also the Old-world Ireland perfect place for people of all ages to connect with old friends and meet new ones. Attentive Hangout Comfort REFRESHING BREWS FUNCTIONAL Entertainment Upbeat Connection TAKE YOUR PICK WORKING FOR YOU Fun Approachable Personality With 24+ taps, we have one of the largest selections of draft beers Inclusive Sports Value around. To top it all off we have an extensive curated catalog of fine Hospitality Events Selection spirits, wines and custom cocktails. And while variety is the spice Delicious Quick of life, it’s the quality of brews and brands offered that excite and entice our guests Playful Shareable 5 LOGOS LOGO EVOLUTION The Tilted Kilt® Pub & Eatery has evolved through the years. Starting 2003 as a single pub in the Las Vegas Rio Hotel & Casino, the brand has grown beyond expectations—serving up thirst-quenching beverages, mouth-watering food, the best sports and entertainment, and hiring the most fun and attractive staff. As the brand grows, we must never forget our history and where we come from. PRESENT DAY 7 LOGOTYPE (PRIMARY) The words “Tilted Kilt®” may not appear without the words “Pub & Eatery.” This logo is to only be displayed as red, white or black. There cannot be a mix of colors. This is considered the primary “stacked” logo and is available in color, black and white. Any exceptions require prior written approval from Tilted Kilt Franchise Operating, LLC (“TKFO”). These restrictions do not apply to construction and architectural guidelines. Please contact the Pub Development team at TKFO regarding construction and architectural guidelines. A CLEAR SPACE Give the logo a room to breathe. B ROTATION If you prefer to rotate the logo, it can only be at 4°; A no more, no less. B C MINIMUM SIZE At 10mm tall, the logo tagline starts to lose legibility and must be avoided. 4° C 10mm 8 ALTERNATE MARK (SHIELD) THE “SHIELD LOGO” This is NOT a primary logo mark and CANNOT be used as a sole brand identifer on print or web materials. The Shield is used on apparel, accessories and retail merchandise. In special cases, it may be used as a secondary logo on a building due to city ordinance. All signage usage must have prior written approved by TKFO, LLC. The ribbon may not be removed from the shield shape. The contents of the ribbon text may not be altered. The colors may not be altered or changed. In instances where a black and white logo is required, a grayscale version of the shield logo may not be used. Please refer to the black and white versions only. The Shield is a registered trademark and must have the ® symbol. 9 LOGO DON’TS (PRIMARY) These are prohibited treatments of the Tilted Kilt® Pub & Eatery stacked logo. These restrictions sometimes do not apply to construction and architectural guidelines. Please contact the Pub Development team at TKFO regarding construction and architectural guidelines. DO NOT add any heavy or DO NOT add any stroke effects DO NOT stretch vertically DO NOT invade the safe area obvious drop shadows or horizontally PUB LOCATION DO NOT use unapproved colors DO NOT remove elements DO NOT alter or change logos from the logo when adding franchise location 10 LOGO DON’TS (Shield) These are prohibited treatments of the Tilted Kilt® Pub & Eatery shield logo. These restrictions sometimes do not apply to construction and architectural guidelines. Please contact the Pub Development team at TKFO regarding construction and architectural guidelines. DO NOT add any heavy or DO NOT add any stroke effects DO NOT stretch vertically DO NOT convert to greyscale— obvious drop shadows or horizontally use the black & white version PUB LOCATION DO NOT alter color DO NOT remove elements DO NOT alter or change elements combinations from the logo when adding franchise location 11 TYPOGRAPHY TYPEFACES Our primary typefaces are Alternate Gothic No. 2, Sheepman Open Sans and Demacratica. Secondary typefaces are for special instances like display type treatments and when extra emphasis is needed. These include Alize, Magneta and Griffon. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789,.!()&? 0123456789,.!()&? Alternate Gothic No. 2 Alize ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789,.!()&? 0123456789,.!()&? Sheepman Bold Magneta ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789,.!()&? 0123456789,.!()&? Democratica Bold Griffon ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,.!()&? Open Sans 13 PRODUCTION SPECS XXX-XXX-XXXX PHONE NUMBERS Saturday, August 25 DATES All phone numbers should be listed with Keep consistency in whether or 123-456-7890 all nine digits. Digits should be separated Sat., Aug. 25 not you are using abbreviations. with hyphens only, not dots, periods or If abbreviating, please use proper parenthesis. grammar and punctuation. DO NOT end any numbers in 4–7PM TIMEFRAMES numerical suffi xes - “th” “st” or “rd.” Timeframes staying within the same AM 8AM–3PM or PM bracket should be listed as start– 7PM–12AM end time with AM or PM at the end. Tilted Kilt Tempe STREET ADDRESSES Keep consistency as to whether or When listing a timeframe that extends 123 South Test Street not abbreviations are going to be between an AM and PM timeframe, list Tempe, Arizona 85284 used. If abbreviating, please use AM or PM after each numercial value. proper grammar and punctuation. Tilted Kilt Tempe - OR - 123 S. Test St. Menu Format PRICING Tempe, AZ 85284 - OR - 11 11.5 When listing pricing on the menu, no decimal is needed for whole numbers. Display Format Prices that include cents must only WEBSITE display the necessary numbers. For tiltedkilt.com $11 DO NOT list “www.” prior to tiltedkilt. display, add the dollar sign and apply the tiltedkilt.com/tempe com. Keep consistent with case $11.5 same formatting rules. When listing cents, -sensitivity, the web address must be please use the ¢ symbol, not a dollar sign tiltedkilt.com/menu 80¢ entirely lowercase or uppercase. It with cent danglers. TILTEDKILT.COM cannot be a mix of the two cases. DO NOT superscript or subscript the cents of any dollar amount. CONTENT SEPARATION Cent symbol: SPECIALS When listing multiple items or calling PC: Alt + 0162 $1.00 Item • $3.00 Item out content in a category, use a bullet Mac: Opt + 4 $5.00 Item •$8.00 Item to separate. Bullet Symbol (•) SLANT PC: Alt + 0149 HEADER TEXT 4° Rotation Keep any slant, rotation or shear to 4° Mac: Opt + 8 4° Shear only. For text, it is recommemded to use both rotation (4°) and shear (4°) so characters align vertically. 14 FRANCHISE LOCATIONS A A When calling out a franchise location name, you may use any of the three typefaces approved by TKFO. All case-sensitive in all capitals. A Alternate Gothic No3D TEMPE LONG BEACH B Open Sans Bold C Sheepman Bold C D Please comply and adhere with the safe area requirements around the logo. The width of the location name may not exceed the width of the stacked logo. The only approved placement for a franchise location call out is below the stacked logo and visually centered. An alternate typeface may be used by prior written approval by TKFO.