BUFFALO WILD WINGS STYLE GUIDE

BUFFALO WILD WINGS STYLE GUIDE

CONTENTS INTRODUCTION BUILDING THE BRAND THE ESSENCE OF THE BRAND OUR BRAND ESSENCE 01 LOGO GUIDELINES PREFERRED LOGO VERTICAL LOCK-UP HORIZONTAL LOCK-UP LOGO CLEARANCE 02 ICON GUIDELINES ICON LOGO CLEARANCE 03 INCORRECT USAGES 04 COLOR 05 TYPOGRAPHY 06 TRADEMARK GUIDELINES 03 04 05 06 07 08 10 12 14 15 16 17 20 22 25 STYLE GUIDE CONTENTS

INTRODUCTION Rome wasn t built in a day, and neither are brands. It s a process in which you play a vital role. You are a steward of the Buffalo Wild Wings brand, and it s up to you to use it consistently, consciously, and with conviction. The Buffalo Wild Wings brand is something in which we all must immerse ourselves. We can t just blindly follow a set of rules on paper. We need to fully embrace the Buffalo Wild Wings brand spirit. That s how we ll satisfy our Guests and grow the business. Don t just live it. Be it. STYLE GUIDE 3

INTRODUCTION ARE YOU FEELIN ME? If you re going to talk the talk and walk the walk, you sure as heck better understand the language and know the way. That s what this book is all about. It s your guide to the Buffalo Wild Wings identity sort of an instruction manual and a road map all rolled into one. Now, we know you usually consult the instruction manual as a last resort or the road map after you re already good and lost, but this book, we want you to start with first. Trust us, you ll enjoy it. STYLE GUIDE 4

INTRODUCTION OUR BRAND ESSENCE PUTTING IT INTO PLAY. You shouldn t say the Brand Essence because you should be it. It s a spirit that should exist within you and within every Buffalo Wild Wings location. Think of the Brand Essence as leading by example. Be the brand. So, this is it. The Big Kahuna. The Mantra. The Guiding Principle. The one, most-important, all-powerful, Big Idea. This, above all else, is the focal point of the Buffalo Wild Wings brand. Read it, learn it, commit it to memory, maybe even get it tattooed across your back (OK, let s not get crazy here). STYLE GUIDE 5

01 LOGO GUIDELINES BUFFALO WILD WINGS STYLE GUIDE

LOGO PREFERRED THE BUFFALO WILD WINGS LOGO IS THE MASCOT OF OUR BRAND The Buffalo Wild Wings logo and icon is our single most important visual asset. However, for our logo to retain its value, it must be used correctly and consistently. The preferred version of the logo is shown to the right. Alternate configurations listed in this guide may be more appropriate for some applications depending on production techniques and size requirements. The logo/icon must be present in all communications and must not be modified or re-created; use only approved digital files for reproduction. On the following pages, you will find examples of the Buffalo Wild Wings logos and icons as well as general guidelines for color, clear space and size. If you have any questions about how to use the Buffalo Wild Wings logo, please contact: Doug Rea, Creative Manager, drea@buffalowildwings.com, 952-540-2229. PRIMARY HOW DO I USE IT? Always choose the version of the logo that best fits the proportions of the application. For example, use the preferred version of the logo for most applications, and the alternative version (below) for extreme horizontal applications. SECONDARY STYLE GUIDE 7

LOGO VERTICAL LOCK-UP WITH TAGLINE HOW DO I USE IT? Use this lock-up for most promotions, ads and out of restaurant communications. FULL COLOR VERTICAL LOGO WITH TAGLINE The full color vertical version of the Buffalo Wild Wings logo is the preferred orientation for usage. It should be represented on everything we create. And should be used in conjunction with our tagline "WINGS. BEER. SPORTS. " to reinforce our brand identity, this logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials. The use of the tagline with the logo depends on the application for which it will be used. ECEPTIONS There are two exceptions for tagline use: 1. Do not use the logo with tagline if the icon is less than.75" in diameter (due to space restrictions), as anything smaller becomes unreadable. 2. Do not use the logo with tagline on permanent items such as exterior signage. TAGLINE The tagline "WINGS. BEER. SPORTS. " works in context with the logo. Do not separate the tagline from the logo, as the two elements work together to solidify our identity. NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application. B&W EPS RGB JPEG B&W EPS RGB JPEG STYLE GUIDE 8

LOGO VERTICAL LOCK-UP NO TAGLINE HOW DO I USE IT? Usually you will use this version for signage and other applications like t-shirts/gear and, in restaurant communications. FULL COLOR VERTICAL LOGO NO TAGLINE In certain applications the full color vertical version with no tagline will need to be used. Due to space restrictions when the tagline would become unreadable and on permanent installations such as exterior signage. NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application. B&W EPS RGB JPEG B&W EPS RGB JPEG STYLE GUIDE 9

LOGO HORIZONTAL LOCK-UP WITH TAGLINE FULL COLOR HORIZONTAL LOGO WITH TAGLINE The full color horizontal version of the Buffalo Wild Wings logo is the preferred secondary orientation for usage. It should be used in extreme horizontal applications where the vertical logo doesn't work. And should be used in conjunction with our tagline "WINGS. BEER. SPORTS. " to reinforce our brand identity, this logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials. The use of the tagline with the logo depends on the application for which it will be used. ECEPTIONS There are two exceptions for tagline use: 1. Do not use the logo with tagline if the icon is less than.75" in diameter (due to space restrictions), as anything smaller becomes unreadable. 2. Do not use the logo with tagline on permanent items such as exterior signage. B&W EPS RGB JPEG NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application. B&W EPS RGB JPEG STYLE GUIDE 10

LOGO HORIZONTAL LOCK-UP NO TAGLINE FULL COLOR HORIZONTAL LOGO NO TAGLINE In certain applications the full color vertical version with no tagline will need to be used. Due to space restrictions when the tagline would become unreadable and on permanent installations such as exterior signage. B&W EPS RGB JPEG NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application. B&W EPS RGB JPEG STYLE GUIDE 11

LOGO CLEAR SPACE WITH TAGLINE ACCEPTABLE LOGO CLEARANCE To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in ) around the logo and other elements. MEASUREMENT OF "" The measurement of "" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo. MINIMUM SIZE The size of the logo can change, depending on its use. However the logo must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than.75" in length and width. NOTE: It is also recommended that anything under.75" the icon should only be used. Please see PG 16 for icon guidelines. MINIMUM SIZE.75".75" STYLE GUIDE 12

LOGO CLEAR SPACE NO TAGLINE ACCEPTABLE LOGO CLEARANCE To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in ) around the logo and other elements. MEASUREMENT OF "" The measurement of "" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo. MINIMUM SIZE The size of the logo can change, depending on its use. However the logo must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than.75" in length and width. NOTE: It is also recommended that anything under.75" the icon should only be used. Please see PG 16 for icon guidelines. MINIMUM SIZE.75".75" STYLE GUIDE 13

02 ICON GUIDELINES BUFFALO WILD WINGS STYLE GUIDE

ICON THE BUFFALO WILD WINGS ICON The Buffalo icon is available to support and strengthen our brand identity. As stated on page 8 the logo with tagline must appear at least once on all materials outside the restaurant. For internal materials distributed and displayed in-restaurant, use the Buffalo icon as a graphic element to reinforce our brand identity. Use the Buffalo icon as a dynamic element of the identity palette. The icon should be used as a modern graphic device and should add to the unique Buffalo Wild Wings experience. NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application. B&W EPS RGB JPEG B&W EPS RGB JPEG STYLE GUIDE 15

ICON CLEAR SPACE ICON CLEARANCE To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in ) around the logo and other elements. MEASUREMENT OF "" The measurement of "" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo. MINIMUM SIZE The size of the icon can change, depending on its use. However the icon must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than.5" in length and width. NOTE: The icon should never appear smaller than.5" in length and width except under extreme conditions. Please contact your Buffalo Wild Wings representative for final approvals MINIMUM SIZE.5".5" STYLE GUIDE 16

03 INCORRECT USAGE GUIDELINES BUFFALO WILD WINGS STYLE GUIDE

INCORRECT USAGE WHAT NOT TO DO INCORRECT USES Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system. Do not change the size or position of any of the elements in the identity system. APPROVAL QUESTIONS The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager. For approval and other identity related questions please contact: Jeremy Burke, Brand Manager jburke@buffalowildwings.com, 952-540-2009 Do not add text to the identity system. Do not reproduce the identity in an unapproved color or use the palette colors incorrectly. STYLE GUIDE 18

INCORRECT USAGE WHAT NOT TO DO INCORRECT USES Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system. Do not introduce special effects such as drop shadows, gradients or strokes. APPROVAL QUESTIONS The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager. For approval and other identity related questions please contact: Jeremy Burke, Brand Manager jburke@buffalowildwings.com, 952-540-2009 Do not distort the identity. The logo should always remain proportional. Do not use inadequate quality artwork. Do not use photocopied, low-resolution or recreated artwork. STYLE GUIDE 19

03 COLOR GUIDELINES BUFFALO WILD WINGS STYLE GUIDE

COLOR PANTONE COLORS BUFFALO WILD WINGS COLOR PALETTE The Buffalo Wild Wings color palette is communicated by the dominance of yellow and black with highlights of gray and white. The simplicity of this color palette distinguishes Buffalo Wild Wings from its competitors and enhances the prominence of the brand. Color specifications are provided; do not substitute different colors or add additional colors to the palette. B-DUBS YELLOW PMS 116 C B-DUBS BLACK B-DUBS GRAY PMS 423 C B-DUBS WHITE It's a tool used to create emphasis and contrast by emphasizing particular colors we start to create a visual identity that quickly relates to Buffalo Wild Wings. PRIMARY HIGHLIGHT NOTE: These are the only approved colors that may be used in any of the Buffalo Wild Wings logos. 4-COLOR PROCESS C 0 M 16 Y 100 K 0 4-COLOR PROCESS C 0 M 0 Y 0 K 100 4-COLOR PROCESS C 0 M 0 Y 0 K 60 4-COLOR PROCESS C 0 M 0 Y 0 K 0 RGB R 255 G 210 B 0 RGB R 0 G 0 B 0 RGB R 170 G 170 B 169 RGB R 255 G 255 B 255 HE COLOR #FFD200 HE COLOR #000000 HE COLOR #AAAAA9 HE COLOR #FFFFFF STYLE GUIDE 21

05 TYPOGRAPHY GUIDELINES BUFFALO WILD WINGS STYLE GUIDE

TYPOGRAPHY PRIMARY AND SECONDARY TYPEFACES AACHEN BOLD (PRIMARY) Typography gives our brand a voice. Our core typeface is Aachen Bold. Aachen builds upon our tone of voice and writing style and gives a distinctive look for our brand. It mostly used for headline's and should always be capitalized. AACHEN BOLD (CAPS ONLY) ABCDEFGHIJKLMNOP 0123456789 TRADE GOTHIC CONDENSED The font family recommended for most Buffalo Wild Wing's communication is Trade Gothic Condensed. Available from most font retailers, including FontShop (www.fontshop.com) and Linotype (www.linotype.com) TRADE GOTHIC (SECONDARY) Trade Gothic is our secondary typeface. It should be used as a compliment to Aachen Bold. It is mainly used for body copy and secondary headlines. It should never be used as a replacement for Aachen Bold for headlines. TRADE GOTHIC BOLD CONDENSED NO. 20 ABCDEFGHIJKLMNOP abcdefghijklmnop 0123456789 TRADE GOTHIC CONDENSED NO. 18 ABCDEFGHIJKLMNOP abcdefghijklmnop 0123456789 NOTES Headlines (Aachen Bold) and sub-headlines (Trade Gothic Bold Condensed No. 20) should be all-caps, and body text (Trade Gothic Condensed No.18) should be uppercase/lowercase. When allowed headlines can be shown in black and body copy can be shown in gray (PMS 423C) STYLE GUIDE 23

06 TRADEMARK GUIDELINES BUFFALO WILD WINGS STYLE GUIDE

TRADEMARKS USA AND CANADA NAMES AND PHRASES WE USE The words below are Buffalo Wild Wings trademarked and registered company names, acronyms, taglines and phrases, promotions, and products. These words always require either a or TM when used in printed materials. Please note appropriate use of TM and symbols for all Buffalo Wild Wings trademarks. In body copy and text, the trademark or registration symbol for each mark must appear on the first mention on each page. USA: COMPANY NAMES Buffalo Wild Wings Buffalo Wild Wings Grill & Bar Taglines and Phrases Half Full or Half Empty? Who Cares! Free Refills Smilin, Sizzlin, Screamin Something Wild Has Come to Town! Take the Flavor Home Wings. Beer. Sports. Promotions Better-Be-Ready Blazin Blazin Challenge Blazin Wall Boneless Thursdays Buffalo Circle Margarita Mayhem Wing Tuesdays Menu Items Big Mouth Wraps Big Jack Daddy Burger Buffalito(s) Buffalo Chips Buffalo Legs Buffalo Tenders Crave It! Combos Crispy Southwest Dippers Grazin Greens Hand-spun Wings Hot Dog Slammers Most Valuable Platters Naked Tenders Slammers Sauce-spun Wings Wild Flatbreads Sauces Asian Zing Blazin Caribbean Jerk Honey BBQ Hot Hot BBQ Jammin Jalapeño Mango Habanero Medium Mild Parmesan Garlic Spicy Garlic Sweet BBQ Teriyaki Thai Curry Wild seasonings Buffalo Chipotle BBQ Desert Heat Lemon Pepper Salt and Vinegar CANADA: COMPANY NAMES Buffalo Wild Wings Taglines and Phrases Smilin, Sizzlin, Screamin Wings. Beer. Sports. Promotions Blazin Challenge Blazin Wall Boneless Thursdays Wing Tuesdays Menu Items Big Jack Daddy Burger Buffalito(s) Buffalo Tenders Hand-spun Wings Naked Tenders Slammers Wild Flatbreads Sauces Asian Zing Blazin Caribbean Jerk Honey BBQ Honey Garlic Hot Hot BBQ Jammin Jalapeño Kickin Honey Garlic Mango Habanero Medium Mild Parmesan Garlic Spicy Garlic Sweet BBQ Teriyaki Thai Curry Wild seasonings Buffalo Chipotle BBQ Desert Heat Lemon Pepper Salt and Vinegar STYLE GUIDE 25

PUT IT INTO PLAY TODAY. So now, it s up to you to take this identity guide and run with it. Help us deliver our brand consistently and with a purpose. Our brand is our single most important asset and remember don't just live the brand be the brand. 2013 Buffalo Wild Wings, Inc. All rights reserved. In other words, don t even think about copying this. BUFFALO WILD WINGS STYLE GUIDE

5500 WAYZATA BLVD, SUITE 1600 MINNEAPOLIS, MN 55416 P (952) 593 9943 F (952) 818 3676 WWW.BUFFALOWILDWINGS.COM 2013 BUFFALO WILD WINGS, INC