2012 T.G.I. FRIDAY S BRAND GUIDELINES tending to the brand

Transcription

1 2012 T.G.I. FRIDAY S BRAND GUIDELINES tending to the brand

2 table of contents Brand Information... 3 Brand Style... 5 Brand Campaign Contact Info... 16

3 Brand information \\ strategy For adults who thrive on social energy, Friday s is a casual place to go out to eat and drink where we serve the liberating feeling of Friday to everyone as a shot of infectious energy. pg. 3

4 Brand information \\ persona Energy is Served Via: \\ Indulgent food and drink that s both social and shareable. \\ Authentic service full of personality and life. \\ Bar ambiance that encourages social mixing. Brand Personality Engaging. Clever and Playful. Genuine. pg. 4

5 Brand style \\ logo usage Angled Coaster Lockup Primary COASTER USAGE \\ Use angled coaster lockup on all large print and digital layouts. \\ Use flat coaster lockup on smaller print and digital layouts. \\ Use logo with tagline if legibility of coaster is still an issue. flat Coaster Lockup alternate 1 logo with tagline alternate 2 IN HERE, IT S ALWAYS FRIDAY. pg. 5

6 Brand style \\ logo usage Angled Coaster Lockup Primary \\ Use in conjunction with approved backgrounds \\ Crop so that only three corners of the coaster are showing \\ Use logo without tagline in the same layout Don ts \\ \\ \\ \\ Angle coaster image Separate coaster from image Show fewer than three corners of the coaster Show more than three corners of the coaster pg. 6

7 Brand style \\ logo usage flat Coaster Lockup alternate 1 FPO \\ \\ \\ \\ Use in conjunction with approved backgrounds Angle 15 toward cropped side Add a 90 directional drop shadow Overlap one corner on a different texture if necessary \\ Use logo without tagline if necessary Don ts \\ Separate coaster from background \\ Show fewer than three corners of the coaster \\ Show more than three corners of the coaster pg. 7

8 Brand style \\ logo usage logo with tagline alternate 2 IN HERE, IT S ALWAYS FRIDAY. \\ Keep height at 60 px or greater; it should never be smaller than 60 px \\ Give space equal to the cap height of FRiDAY S on all sides \\ Keep anything out of this space besides background elements Don ts \\ Change the angle of the logo \\ Place the logo on anything red \\ Add a frame or border \\ Add a drop shadow or glare effect \\ Alter the size of the type pg. 8

9 Brand style \\ background Use this background to add Friday s mood to layouts on s and FSI pieces. pg. 9

10 Brand style \\ Fonts and color type treatment PRIMARY HEADLINE Trade Gothic Bold Condensed No. 20 These are the approved fonts for all Friday s communications and materials. All brand materials must use these fonts. SECONDARY CALLOUT Arvo Bold / Italic Body Copy Trade Gothic Medium approved colors PMS 187 c CMYK 22, 100, 85, 17 RGB 172, 26, 47 CMYK 0, 0, 0, 100 RGB 35, 31, 32 pg. 10

11 Brand style \\ stripes usage Keep a space equal to half the width of one of the stripes between the two. Turn 45 counterclockwise and place in the corner as shown below. ½ stripe width Top right corner 45 1 ½ Bottom left corner 45 pg. 11

12 Brand style \\ photography guidelines Use only approved photography in layouts. Franchisees must submit photography for approval or a request for any new photography. All photography must be submitted for approval. Please allow seven days for all approvals. Third-party approvals require an additional seven days. Kara Gasbarro \\ Creative Director Kgasbarro@carlson.com Ashley Turner \\ Manager, Advertising Ashleyturner@carlson.com pg. 12

13 Brand style \\ templates display ad 300x250 gmms members fsi promotional IN HERE, MORE IS MORE. 700 x 500 PICK 2 FOR $10 1 ENTRÉE + 1 STARTER OR 1 DESSERT x 500 OR 700 x x 500 LOOK WHAT TEN BUCKS WILL GET YOU. Valid at participating locations for a limited time. Valid on select items only. Flip over for four more great offers! FRONT-A Project Name: Premium Sheet 10 x 11 Trim Size: Bleed:.0 Program Dates: Display Location: Round: Final Date: 01/18/12 Type: Advo Live Area: Feb 27 Color(s): ATP: Stage: 9.5. x 10.5 CMYK 01/18/12 Drops 2/27 Boston DFW Corpus Terre Haute Mechanical 700 x 500 pg. 13

14 Brand style \\ templates fridays.com home page fridays.com landing page pg. 14

15 Brand campaign \\ guidelines We are reclaiming the spirit of Friday s. In order to achieve this, every piece of communication needs to portray an energizing ambience that allows our guests to believe that In Here, It s Always Friday. \\ They should introduce the new flavors and freshness of our menu. \\ They should highlight our heritage of creating trends in cocktails, beer, and wine. \\ And they should focus on our bartenders and team members as instigators who intuitively know what our guests have come in for and expertly create it for them. \\ Every brand communication should be inviting and upbeat. \\ Value messages should focus on all a guest gets for their money, not on how much (or little) they have. Above all, in everything that our guests see outside of Friday s, we should strive to capture the buzz of conversation, the beat of the music, the playful interaction between our team and our guests in short, the real vibe of Friday s. Check the copy library document on the toolkit for preapproved writing TGI Friday s Inc. All rights reserved. must be included on all materials. pg. 15

16 contact info \\ All creative material must be submitted for approval. Please allow seven days for all approvals. Third-party approvals require an additional seven days. Kara Gasbarro Creative Director Ashley Turner Manager, Advertising pg. 16