five guys identity manual
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Identity Manual
2
Table of ContentsWelcome TableofContents
What is a Brand? BrandImplementationPrnciples
Compliance
Five Guys’ Brand Vision,Mission&Values
Positioning
Message&Tone
MaximizingtheFiveGuys’Brand
Brand Components LogoswithoutTagline
TaglinePrinciples
TaglineUsage
LogoswithTagline
TheLogo
IncorrectLogotreatments
TrademarksandNaming
ColorPalette
Typefaces
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2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Standard Communication Introduction
Letterhead&BusinessCards
Envelopes
Shirts
CorporateCommunication
Website
Signage Billboard
DoorDecals
TenantPanel
BuildingSigns
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22
23
24
25
26
27
28
29
30
31
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3
What is a Brand?
4
What is a Brand?Abrandisaname,sign orsymbolusedtoidentifyitemsor
servicesofthesellerandtodifferentiatethemfromgoods
ofcompetitors.Furthermore,abrandisapromise.When
identifyingandauthenticatingaproductorservice,itdeliversa
pledgeofsatisfactionandquality.
Whilebeingrememberedisessential,itisbecomingharder
everyday.Astrongbrandstandsoutinadenselycrowded
marketplace.Whyhavebrandsbecomeimportant?Bottomline:
goodbrandsbuildcompanies.Thereissubstantialevidencethat
companieswhoseemployeesunderstandandembracethebrand
aremoresuccesful.
“A brand is the most valuable real-estate in the world, a corner of the
consumer’s mind”
“Products are created in the factory. Brands are created in the mind”
WalterLandor,FounderLandorAssociates
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5
What is a Brand?
brand
Brandimplementationreferstothephysicalapplicationofbrand
identityacrossvisualidentitycarriers.Thiswillinclude:
plastic cups
carry out bags
uniforms
branded merchandise
web banners
signage
etc.
Brand Implementation Principles
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6
What is a Brand?Compliance
Approval and Editing ProcessAllexternalandinternalcommunicationsandpromotional
materials,includingposters,brochuresandpamphlets,
mustcomplywithourbrandstandards.Inaddition,all
externalcommunicationsmustbeapprovedbytheCorporate
Communications.department.
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7
Five Guys’ Brand
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Five Guys’ BrandValues Cleanliness
Simple
Fresh
Real
Quality products
Word of Mouth
Cult-like following
Burgers!
VisionYouthecustomerarethemostimportantvisitoron
ourpremises.Youarenotdependentonus,weare
dependentonyou.Youarenotanoutsiderinour
business–youareapartofit.Wearenotdoingyoua
favorbyservingyou–youaredoingusafavorbygiving
ustheopportunitytodoso.
Mission“Weareinthebusinessofsellingburgers.”Andwhileits
visionmaybedecidedlyuncomplicated,itsexecutionis
impeccable.
Values, Vision & Mission
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9
Five Guys’ BrandPositioning
Our Corporate Tagline
Therearetwocorecomponentsofournewbrandpositioning:
Thedirectrelationshipbetweenthebrandname
andtheproductbeingoffered.
Beingfocusedonattendingtocustomerneedsand
deliveringonourpromises.
Thetaglinechosenisonethatrelatesnotonlytotheproducts
beingofferedbutalsotowhatthisproductprovidestothe
customer.Theslantedhorizontallineinthe“burger“resemples
theangleinthelogowhichillustratesthedoublemeatthathas
madetheburgerssofamous.
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10
Five Guys’ BrandMessage & Tone
Thefollowingaresomeguidelinesandsuggestionstosendthe
rightmessageandcreatetherighttonetobestcommunicate
FiveGuysanditsbrandpromise.Gettingthemessageandtone
rightwillbethemeasurebetweenthesuccessandfailureof
eachcommunication.
Audiencesmustcomprehendthebenefits-thepointsof
differentiation-thatcomefrompartneringwithFiveGuysversus
workingwiththecompetition.
Aboveall,youshouldstrivetousethepointsofdifferentiation
thatuniquelypositionFiveGuysinthehearts,mindsand
stomachsofourcustomers,partnersandotherkeyaudiences.
Obtain approvalInordertobereleasedtothepublic,allads,literature
andotherexternalmarketingcommunicationmaterial
mustbereviewedandapproved.
Customer FocusItiscrutialthatimagesrelatetobenefitsasopposedto
beingproduct-oriented.Basethemessageincustomer
satisfactionnotinnon-sensicalfactsabouttheproducts.
One thousand imagesTheuseofimagesiskeytocapturethereader’s
attention.Stockphotographysitescanbeusedsuchas:
gettyimages,corbisandphotonica.
Rumorsarefriends
FiveGuysbrandowesagreatdealofitscustomersto
theword-of-mouthreputationofourburgers.Theimage
needstoaddressthosewhotalk,thinkorhearaboutFive
Guysbyprovidingarecognizableandconsistentimage.
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11
Five Guys’ BrandMaximizing the Five Guys’ Brand
Use Our Brand PropperlyMuchcareshouldbetakeninhowthebrandisdisplayed.Be
surethatwhatever“product“youusecaryingtheFiveGuys
branddisplaystheimagefollowingthepropperguidelines.
WhetheritisaPowerpoint®,afaxtoapoentitalcustomer,a
menu,businesscard,letterheadortheuniformyou’rewearing.
Itiseasytooverlookseeminglyminordetailswhenusingvarious
brandcomponents,butitisthesetypeofmistakesthatdamage
thebrandandcreateroadblocksinreachingobjectives.Always
followcloselytheattachedguidelinestoguaranteeasmoothand
succesfulimplementationoftheFiveGuysbrand.
IfyoueverencounteraFiveGuysbrandingconflictnotincluded
inthismanual,feelfreetocontactGabrielValdiviaintheGraphic
DesignDepartment.
Our corporate brand represents who we are to the world, from
people’s perception of the company to the real-estate in
the audience’s subconscience. The protection of such brand
is very important in the success of the company. The
sections that follow contain important information needed
to communicate using the Five Guys brand which include logo
and brand guidelines, templates and examples of proper and
improper applications.
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12
Brand Components
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Brand ComponentsArtworkAllprintedmaterialwillbedonewithvectorimagesin.epsor.ai
files.Foranyon-screenprojectionsuchaswebimages,images
with.jpgextensionswillbeused.Pleaseconsultyourvendor
fortheirpreferredfileformatbeforesubmittingartworkfor
production.ElectronicfilesfortheFiveGuyslogoareavailable
uponrequestat:http://www.gabrielvaldivia.com
Application SizesTheminimumapplicationsizefortheFiveGuyslogois1.0inch
or2.54centimeters.Thelengthismeasuredfromtheleftside
ofthe“F“totherightsideofthe®mark.
Five Guys Logo LimitsTheFiveGuyslogoshouldoccupyitsownspace.Alwaysmaintain
agenerous“safe“aredefinedmy“X“.Thisisequaltothewidth
oftheredstrokeinthelogo.Notetheclearlydefinedspacing
limitsintheexamples.
Logos without Tagline
1.0’’ min
0.2118’’
2.54cm min
0.5379cm
1.0’’ min 2.54cm min
0.2118’’ 0.5379cm
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14
Brand ComponentsTagline principles
Thethreefundamentalconsiderationsofacorporatetaglineare:
Objective:Theone“bigidea”youmostwant--associatedwithyour
company/brandinthemindofthemarketplace;anessence-
definingbenefitstatement.
Graphic disposition:Alwayslockedtothecorporate--signature,either“underwriting”
itorfollowingit.
Shelf-life: Notcampaign-dependent,but--positioning-drivenandstrategic,
thereforeashelf-lifeoffiveyears,minimally.
Other Corporate Tagline Examples:CocaCola|Enjoy
Nike|Justdoit
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15
Brand ComponentsTagline usage
Thefollowingtaglinehelpyoudeterminewhenandwheretouse
the“burgersatisfaction“tagline.
Required ApplicationsAdvertising Print
TV
Radio
Sales and Marketing Collateral Printed
Online
Video
Promotional Items Menu
GiftCards
T-shirts
Jackets
Baseballcaps
CarryOutBags
PaperCups
ProductPackaging
Brandedmerchandise
Prohibited Applications Envelopes
BusinessCards
ArchitecturalSigns
Paychecks
LegalContracts
BusinessStationary
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16
Brand ComponentsLogos with Tagline
ArtworkAllprintedmaterialwillbedonewithvectorimagesin.epsor.ai
files.Foranyon-screenprojectionsuchaswebimages,images
with.jpgextensionswillbeused.Pleaseconsultyourvendor
fortheirpreferredfileformatbeforesubmittingartworkfor
production.ElectronicfilesfortheFiveGuyslogoareavailable
uponrequestat:http://www.gabrielvaldivia.com
Application SizesTheminimumapplicationsizefortheFiveGuyslogois1.0inch
or2.54centimeters.Thelengthismeasuredfromtheleftside
ofthe“F“totherightsideofthe®mark.
Five Guys Logo LimitsTheFiveGuyslogoshouldoccupyitsownspace.Alwaysmaintain
agenerous“safe“aredefinedmy“X“.Thisisequaltothewidth
oftheredstrokeinthelogo.Notetheclearlydefinedspacing
limitsintheexamples.
1.0’’ min
0.3248’’
2.54cm min
0.8249cm
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17
Brand ComponentsThe Logo
ThefinallogorepresentseverythingFiveGuysBurgersandFries
isallabout.Itiscomposedoffivelinesthat,throughthegestalt
methodcreateacircle,indicatingthecyclicalprocessinwhich
FiveGuysBurgersandFriescreatetheirproducts.Thetop
threelinessymbolizethenumberfiveandthecombinationofthe
bottomtwolinesandthetoponecreatetheletter“G”,subtly
hintingthecompany’sname5GwhichstandsforFiveGuys.Also
themiddlethreelinessymbolisethefamousdoublebeefpatty
thatmadethecompanysosuccessful,thethird,shortestline
symbolisesoneofthemanyfreetoppingsthecompanyhasto
offer.Coloredinafriendlyorange,isaburgerbunwithwhat
appearstobethemarkofabite,whichhighlightsthedelicious
characteristicsofthecompany’sproducts.Thecolorschosen
arefriendlyandinvitingtothepublic.Thecombinationofredand
yellowscreamsdinnertime,andtheadditionoforangeextends
animaginaryhandbetweenthecompanyandtheconsumer
guaranteeinggreatcustomerservice.Thecurvyshapeofthe
logomakesitinvitingandinformal,makingthebrandaccesible
tomenandwomenofallages.
Color
WhiteonBlack
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18
Brand ComponentsIncorrect Logo Treatments
Five Guys Logo Use Forapprovedlogousage,pleaserefertotheprevious
pages.
Five Guys Logo Misuse -neveruseanythingbuttheapprovedandprovidedlogo.
-neverattempttocreateyourownDieboldlogo.
-neverreproducethelogoinnon-approvedcolors.
-neverstretchoralterthelogo’sproportions.
-neverenlargeorreducetheartworkunproportionally
-neverattachanythingtothelogo.
-neverusepartofthelogo;alwayskeepitwhole
-neverusethelogoaspartofasentenceorphrase.
-neveralterthehorizontalorientationofthelogo.
-neverusethelogoinacrowdedspace.
-neverprintontopofthelogo.
-neverusethelogoasawatermark.
Burgers for everyone!
Five Guys
5
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19
Brand ComponentsTrademarks and Naming
ProcessFiveGuysworkswiththeinternalorganizationrequesting
anewproduct/servicenametodeterminekeyaudiences
andmessages.Ashortlistofnamesisthendevelopeand
recommendedtothegrouprequestingthename.FiveGuysthen
workswithLegaltoresearchtheavailabilityofagivennameand
makeaclaimonatrademark.Thenameisthenreviewedby
theU.S.PatentandTrademarkOfficeinWashingtonandPatent
Gazette.Ifnoobjectionsareraisedduringthenormalreview
period,thetrademarkofficewillthenassignaregistration
numberforthenamerequested.
PolicyInordertoensureaprecise,orderlyprocess,FiveGuysand
Legalmustbeconsultedtoobtainalegallyprotectedtrademark/
nameforanyproductorservicethatthecompanywhishesto
marketandsell
Trademarks and NamingAcrucialelementtothesuccessofanycorporate
identityprogramisfollowingalllegalguidelines
regardingregisteredtrademarksandpatents.Any
deviationfromtheguidelinesinthismanualcouldresult
inthelossofourlegalrighttouseourmarks,logos
and,possibly,theFiveGuysname.Thesameattention
mustbepaidtothecompany’sprocessforregistering
namesforitsproductsservices.Iftheproperprocess
fornamingisnotcarefullyfollowed,FiveGuysmae
facepatetandliabilityissues.
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20
Brand ComponentsColor Palette
Name:Red
Pantone:Red032U
CMYK:0-90-86-0
RGB:239-65-53
RGB Web Safe:EF4135
Name:Orange
Pantone:OrangeU
CMYK:0-13-49-98
RGB:247-144-30
RGB Web Safe:261C02
Name: Yellow
Pantone:Yellow012U
CMYK: 0-4-100-0
RGB:255-232-0
RGB Web Safe:JH4765
Name: White
Pantone:N/A
CMYK:0-0-0-0
RGB:255-255-255
RGB Web Safe:FFFFFF
Five Guys Color SystemTheFiveGuysColorSystemhasbeendevelopedtoprovidea
chromaticrangeforarecognizablebrandpersonalityandtohelp
organizecommunicationsmaterialsfortheFinancialMarket.
Thiscolorpaletteisbeingusedacrossallvisualmediaincluding
advertising,collateral,directresponse,salesmaterialsandWeb
marketing.Consistentuseofthecolorpalettehelpsbuildand
reinforcebrandrecognitionbycreatingastrong,recognizable
lookforFiveGuys.
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21
Brand ComponentsTypeface
AsanintegralpartofFiveGuys’brandthefollowingHelvetica,
andEurostilefontsshouldbeused.ThesefontsareFiveGuys’
uniquehandwritingandaddemphasistothepersonalityofthis
newidentity.Pleaserefertothefollowingsamplesforusage.
Helvetica Rounded LT Std Bold CondensedHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefeghijklmnopqrstuvwxyz1234567890!@#$%^&*()
EurostileLTStdCondensedHorizontalScale:100%Kerning/Track:0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefeghijklmnopqrstuvwxyz1234567890!@#$%^&*()
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22
Standard Communication
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Standard CommunicationIntroduction
Everyday,FiveGuysstationerymakesanimpressionon
thousandsofcustomers,prospects,suppliers,securityanalysts,
shareholdersandotherimportantpublics.Theseimpressions
mustalwaysbepositive.AllFiveGuysbusinessstationerymust
beclearandprofessional.Thepiecesshould“family”withone
another,includingstationerycreatedforcorporateanddivision
use.
ExamplesThefollowingpagesshowexamplesofcorporatestationery.To
createdivisionalstationery,simplyreplacethewords“FiveGuys
Enterprises”andthecorporateaddresswithdivisioninformation.
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24
Standard CommunicationLetterhead & Business Card
1.0’’
1.0’’
8.5’’
1.0’’
1.0’’
1.5’’
FIVE GUYS ENTERPRISES, LLC10440FurnaceRoadSuite205Lorton,VA22079
1.5’’
3.5’’
2.0’’
0.25’’
0.25’’
0.25’’
0.5’’
FIVE GUYS ENTERPRISES, LLC10440FurnaceRoadSt205
Lorton,VA22079
John SmithStoreManager
0.5’’
www.fiveguys.com
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25
Standard CommunicationEnvelopes
1.0’’0.25’’
0.5’’
0.25’’
0.75’’
FIVE GUYS ENTERPRISES, LLC10440FurnaceRoadSuite205Lorton,VA22079
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26
Standard CommunicationShirts
5’’
1’’5’’
10’’
3’’
1’’
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27
Corporate Communication
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Corporate CommunicationInternet Website
Internet and Intranet TemplatesInternetandintranettemplateshavebeendevelopedforusein
thecreationofpublicandinternalWebsitesforwww.fiveguys.
comandourcorporateintranet.FiveGuysassociatesmay
requestaWebsiteanddownloadtemplatesandguidelinesfrom
thecorporateintranetat:
http://doc6.fiveguys.com/fiisdevpubMENU | FANATICS | PRESS/MEDIA | HISTORY | FAQ | REAL ESTATES | FRANCHISE OPPORTUNITIES | CAREERS | CONTACT US
© 2008 Five Guys Inc. All rights reserved.
MENU
FANATICS
PRESS/MEDIA
HISTORY>>>>
F.A.Q.
REAL ESTATES
FRANCHISE
CAREERS
CONTACT
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29
Signage
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Signage
3X
3XBuilding Sign ApplicationsWhentryingtodeterminethemostappropriatesigntype
forabillboardapplication,thefollowingshouldbetakeninto
consideration:
-city/localrestrictions
-backgroundmaterialsandcolors
-visibilityandlinesofsight,
-colorsandsizesofothersigntypesinthevicinity
-electricalhook-upsandavailabilityandbackground
Themostpreferablesigntypeisinternallyilluminatedchannel
lettersasshownontheleft.Thepreferredcolorisredonwhite
ifthebackgroundmaterialprovidessufficientcontrast.
Idealplacementofthesigntypeisoutlinedontheleft.This
placementcanbealteredifexistingarchitecturalelements
demandsuchoriflinesofsightandotherobstructionslimit
visibility.On-siteadjustmentsbasedonthelocationofstationary
objectsshouldplayamajorroleinsignageplacement.
Billboard
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31
SignageDoor Decals
3X 3X
3X
5 ft
10X
Decal ApplicationsWhitevinylshouldalwaysbeusedonglassdoorsbecauseglass
readsasablackbackground.OurFiveGuyslogoshouldalways
beusedintheappropriatesignaturelock-up.Thedecalshould
becenteredlefttorightasindicatedbelowandmounted5
feetor1.524meterstotheundersideofthelogotoprovide
maximumvisibility.Otherobstructionsorconditionsmayrequire
analternateplacement.
Ifthedoorismadeofanothermaterialotherthanglass,orif
surfaceobstructionsarepresent,aFiveGuysWhitedecalcan
beusedwithwhiteletters.Clearspacerequirementsshouldbe
maintainedanditshouldbeplacedasindicated.
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32
Panel InsertsThisisperhapsoneofthemostdifficultsignconditions,asour
FiveGuysbrandhastofightforattentionwithothercompany
logosinasmallarea.Therefore,itisimperativetoalwaysuse
ourFiveGuyslogowheneverpossible.Also,donotsacrifice
clearspacerequirementsduetosizeconstraints.Amore
appropriatelyscaledFiveGuyslogoprovidesgreaterrecognition
andvisibilitythanalargeronethatisjammedintoasmaller
background.
SignageTenant Panels
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33
SignageBuilding Signs
X
X
2X
Building Sign ApplicationsThemostpreferablesigntypeisinternallyilluminatedchannel
lettersasshownbelow,left.ThepreferredcolorisRedon
whiteifthebackgroundmaterialprovidessufficientcontrast.
Idealplacementofthesigntypeisoutlinedontheright.This
placementcanbealteredifexistingarchitecturalelements
demandsuchoriflinesofsightandotherobstructionslimit
visibility.On-siteadjustmentsbasedonthelocationofstationary
objectsshouldplayamajorroleinsignageplacement.
IfyouhaveanyquestionsregardingtheuseoftheFiveGuysidentitycontactGabrielValdiviaat+1813.817.6232
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