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1 CACTi visual identity Guide C ®

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CACTi

visual identity Guide

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Table of Contents3. Brand Attributes4. Signature Elements6. Trademarks7. Color8. Typeface9. Business Card/Envelope10. Letterhead11. Packaging12. Menu13. Advertisements15. Billboards16. Vehicle Wrap17. Poster

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Brand Attributes

concrete Abstract•Laid Back Atmosphere:Comfortable, open floorplan of restaurant.•Southwestern: Food and drink menu offers Southwestern twist on typical American bar favorites.•Higher end: Located in upscale retail areas, but still welcoming.•Target Audience: Young people, with emphasis on 18-35 year old males and females.•Sports Experience: Numerous televisions broadcasting various sports.

•Youthful: Company employees should be similar to primary demographic •Relevant: Contemporary music played; keep decor contemporary •Sleek Experience: Good customer service; all customers should be served quickly and happily •Sense of Place: Every location should look similar, but unique to our brand •Community: A place for friends to spend time together

Cacti is a new restaurant chain based out of Stillwater,Oklahoma, serving great bar favorites with a Southwestern twist.

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Signature elementsC ®

Primary

Secondary

The primary logo is the cactus, mimicking a cheering sports fan. The logo represents our company’s focus on sports in conjunction with our restaurants. This should be used on all company communications, and in all consumer-related print media, including restaurant menus and promotions.

The secondary logo is the hat, without the cactus. This logo is to be used when the primary logo cannot be suitably fit, or is preferred by the designer. Onlyhe secondary logo should be used when grayscale is appropriate.

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CACti ® Cacti cacti Cacti

wordmarks

Signature elements

tagline

“Relax in the

desert

The tagline, “Relax in the Desert” symbolizes our important attributes of a relaxing, laidback environment. It furthers the Southwestern feel of the logo and typeface.

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TrademarksThe logos, wordmarks, slogan and all variations are registered trademarks of

Cacti Restaurants. Please contact us for information about usage of our brand

attributes.

Signature elements

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C ® Horizontal/Vertical Option

Inverted Option

Grayscale Option

Black/White Option

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COLORPantone 147-8 C

C=90 M=32 Y=100 K=24

R=7 G=108 B=55

Pantone 151-8 C

C=70 M=32 Y=100 K=24

R=86 G=174 B=71

Pantone 58-8 C

C=0 M=100 Y=66 K=20

R=196 G=15 B=61

The two shades of green are used for the Cacti logo, with the red contrasting the green on the hat. These colors were selected to contrast and create a bold, unique brand.

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TYpeface

Cactus Love

abcdefghijklmnopqrstuvwxyz

Helvetica Neue Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

Helvetica Neue Italic is used for all body and copy of company communications, including

all print and web media. This sleek font is easy to read and goes along with the heading font.

Cactus Love is used in conjunction with the primary logo, as well as in all headings. This

font goes along with the logo, symbolizing the Southwestern feel of the restaurant.

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Business CardC ®

Connor NyboCEO, Cacti Restaurants

Office: [email protected]

EnevlopeCacti Restaurants1101 W. University Ave.Stillwater, Oklahoma74074

Name of RecipientAddress

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Front

Back

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LetterheadCacti

1101 W. University Ave.Stillwater, Oklahoma

74074

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Packaging

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Menu

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C ®C ®Cacti

MenuAppetizers

Tucson Nachos - 9Hatch Chili Fries - 7Chipotle Fried Zuchinni - 10Southwest Sliders - 10

SandwichesChipotle BBQ - 10Fajita Sandwich - 10Hatch Chili Burger -12Southwest Chicken - 9

MexicanStreet Tacos - 6Fajita - 13Cacti Burrito - 8Tex Mex Tacos - 8

MenuDomestic Beer

Coors LightBud LightMiller Lite

Shiner Bock

Import BeerDos Equis

Corona Sol

Tecate

MargaritasLime

StrawberryRaspberry

MelonOrange

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AdvertisementsC ®

Catch the Game at

Cacti

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relax in the Desert

Magazine Ad

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Advertisements

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CactiBanner Ad

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Host your next event

at Cacti.Let Cacti host your next event! Work

or play, come hang out and Relax in the Desert

555-1010

newspaper Ad

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Billboards

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Relax in the desert

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Cacti

StillwaterOkC Bricktown

TulsaEdmond

Catch the game at Cacti

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Vehicle Wrap

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Poster

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Super Bowl Watch party

February 5th, 2017Cacti Restaurant

Relax in the desert