SLIM CHICKENS 2014 Brand Guidelines v1.3 Valid through March 2015 / 2014 Slim Chickens.
INTRODUCTION Welcome to the Slim Chickens Brand Guidelines document. Yes, there s a bit of formality, but these requirements and approvals are in place to make your life easier while also ensuring quality and consistent use of our trademarks. A Few Requirements at a Glance We have high design standards. Shouldn t we? For this reason, all consumer-facing products or communications require professional design. Custom design services for these materials are provided by the Slim Chickens creative team. Changes or additions to the Slim Chickens logos are prohibited. If custom illustrations are necessary, Slim Chickens has an established vendor that can assist with modifications. All creative materials must be submitted for approval at the concept stage in the process (plan ahead for possible required updates). Approval Submissions Email digital submissions to graphics@slimchickens.com. Mail hard copy proofs and sample submissions to 1088 E Millsap Road, Fayetteville, AR 72703. Include all reference art available and a brief description on intended use. You will be notified with approval or required changes within 5 business days upon submission (plan ahead for possible required updates). Graphic Requests For all graphic requests visit www.slimchickensgraphics.com and fill out the request form. PLEASE ALLOW 7-10 BUSINESS DAYS FOR CUSTOM ARTWORK. 2 Slim Chickens Style Guidlines / 2014 Slim Chickens.
Brand Assets Find everything in one place. To access the brand assets referenced in this document visit brand.slimchickens.com and fill out the asset request form. You will be e-mailed or mailed assets after approval within 2 business days. For all expedited requests e-mail graphics@slimchickens.com. If you have any questions about this guide or need help submitting your request, e-mail graphics@slimchickens. Document Version This document was last updated on 09/18/2014. Slim Chickens Style Guidlines 3
TABLE OF CONTENTS The Story A Few Guidlines Architecture Logos Trademarks Fonts Colors Photography Backgrounds Design Samples 5 6 7 9 12 13 15 16 22 23 4 Slim Chickens Style Guidlines / 2014 Slim Chickens.
THE STORY We re Southern at Heart Our roots run deep in the Delta where food is honest, meals are social, and the door is always open. We started with a mission to bring a dose of that southern hospitality to a fast, casual setting serving fresh handmade food to the communities we serve. Now over a decade and thousands of happy customers later, we know that there s something special about our hand-breaded chicken tenders, fresh Buffalo wings, and handmade dipping sauces that keeps our loyal fans coming back over and over again. Customers tell us that Slims has changed their weekly routines that our food was simply life changing, and that they can t get enough. No joke. We strive to return that enthusiasm by giving back to the communities we serve helping local nonprofits with fundraisers, donating food to community events, and doing everything we can to improve the lives of people in the communities where we live and work. In more ways than one, Slim Chickens is truly Life Changing Chicken. Who is Slim? Slim is our inspiration. Slim is a nod to the life changing legends of the south the musicians, the storytellers, the food...the eternally cool. Slim personified? We all know someone like this the seasoned traveler or the sublime musician who has played with the greats, but would never gloat. Slim s the guy who lives it, and doesn t think twice, fueled by the open road, making friends along the way, soul-gripping blues music and heart warming southern cuisine. He has a lifetime of stories, stories of open-arm hospitality, from small towns to the big city; stories from farmers, cooks, Sunday suppers, and the best fried chicken ever made. At the end of the day, these travels are grounded by a shared, honest and friendly meal. Slim s adventures are our inspiration. Slim Chickens Style Guidlines 5
A FEW GUIDELINES What is Slim s role in all this? Well, that s a bit of a mystery. We aim to keep it that way. Slim began as a character, a persona, but has evolved into something much larger. Slim is no longer a character, Slim is the essence of our brand. Slim is not a chicken or a human, not a mascot or brand ambassador, you will not find Slim shaking hands or hugging babies. Slim is the celebration of southern hospitality and legendary characters of the south. Good food, good company, good music and endless adventure. The sunshine south. Slim is cool, friendly, and charismatic, not scary or brooding; inspiring a love of storytelling over a shared meal with soulful blues as our playlist. How does this translate to the actual restaurant? Slims is a friendly, welcoming atmosphere. Slims is open, modern, clean and bustling with energy. Lots of natural light and outdoor seating. Slims is fast and casual, but people feel just as comfortable lingering, sipping some iced tea and listening to music. Slims is a community hub, from families to firefighters. 6 Slim Chickens Style Guidlines / 2014 Slim Chickens.
ARCHITECTURE The Space, The Experience Our style? Sunny South. Open, welcoming, friendly. Think of this space as a modern spin on an old Delta Farmhouse. As if you can feel a fresh breeze across your face, sipping sweet tea on the front porch. Lots of natural light, bright, airy and relaxing. Although there are rustic accents, nothing about this experience is antiquated. We lean heavily on clean lines, natural light and minimal design. Warm oak is coupled with airy pine walls, bright white subway tiles and modern galvanized metal. Vintage modern. Every design decision we make contributes to the Slim Chickens experience, progressive modern design meets southern hospitality. This is not a fast food joint. This is a vibrant community hub. Slim Chickens Style Guidlines 7
Some Specific Features, from the Inside Out A pitched, corrugated metal roof is the first point of differentiation. The building aesthetic draws attention, expressing a welcoming, casual space versus a fast food pit stop. The porch, ahhhh the porch. Really, need we say more? This is a vital feature to every location. The open air seating lends itself to the casual side of fast-casual dining. Not only is it a nice place to hang out and socialize a bit, this space adds versatility to the restaurant, expanding the guest experience, attracting new customers. At every new location, we strive to speak the local language. An oft ignored feature in the world of fast food is landscaping. Just like rooting for the local football team, we encourage the use of native and regional plants. The table is our life force. The energy of shared table, a shared meal, with friends and family is what started this business. How do we foster that experience? A long community farm table makes a huge statement, and has quickly become the heart of our space. Custom built with care, using local hardwood. Accents, furnishings and palette all contribute to the refreshing atmosphere. From vintageinspired fixtures to the cool, breezy indoor color palette, our clean progressive design aesthetic makes the Slims Scene unique to all other fast food dining experiences. 8 Slim Chickens Style Guidlines / 2014 Slim Chickens.
LOGOS Primary Logo The official Slim Chickens Logo should always resemble Logo A provided below. The old logo without the Life Changing Chicken slogan should not be used. If possible, always use Logo A when a Slim Chickens logo is needed. Logo A: Secondary Logo (logotype) In very rare cases you may need to use a secondary logo option when the primary logo is not appropriate or is already placed on the artwork. In this case it is best to use the logotype option provided in Logo B below. Logo B: Slim Chickens Style Guidlines 9
Alernate Logos There are logo elements that may be used in conjunction with the Slim Chickens primary logo. Logo C: Logo D: Logo E: Logo E: 10 Slim Chickens Style Guidlines / 2014 Slim Chickens.
Incorrect Usage The following are examples of incorrect logo usage and should never be used in this way. Life Changing Chicken Life Changing Chicken Logo does not have a proper aspect ratio Logo with black lettering should not be placed on a dark background Logo does not have Life Changing Chicken slogan Slim Chickens Style Guidlines 11
TRADEMARKS Names Slim Chickens Slogans Life Changing Chicken Copyright Lines Full copyright 2014 Slim Chickens, All Rights Reserved. Abbreviated option 2014 Slim Chickens 12 Slim Chickens Style Guidlines / 2014 Slim Chickens.
FONTS Logotype The Slim Chickens logotype uses Bodega Sans Black Oldstyle. Licenses are available for purchase at www.myfonts.com. Bodega Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 Headlines Bodega Sans Regular should be used on all headlines. Licenses are available for purchase at www.myfonts.com. Slim Chickens Style Guidlines 13
Body Myriad Pro should be used on all body/secondary text. Licenses are available for purchase at www.myfonts.com. Myriad Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 14 Slim Chickens Style Guidlines / 2014 Slim Chickens.
COLORS Primary Palette Red Black White PANTONE PMS 186C PANTONE Neutral Black C PANTONE CMYK 0 / 100 / 81 / 4 CMYK 70 / 68 / 64 / 74 CMYK 0 / 0 / 0 / 0 RGB 227 / 24 / 55 RGB 35 / 31 / 32 RGB 255 / 255 / 255 WEB E31837 WEB 231F20 WEB FFFFFF Secondary Palette Gold Tan Grey PANTONE PMS 7409 C PANTONE PMS 7500 C PANTONE PMS 446 C CMYK 5 / 27 / 84 / 0 CMYK 18 / 19 / 37 / 0 CMYK 65 / 57 / 59 / 37 RGB 242 / 188 / 70 RGB 210 / 196 / 164 RGB 77 / 77 / 75 WEB F2BC46 WEB D2C4A5 WEB 4D4D4B Slim Chickens Style Guidlines 15
IN STORE PHOTOGRAPHY Additional images available by request Slim_Chickens_Family_1_014 Slim_Chickens_Family_2_014 Slim_Chickens_Family_3_014 Slim_Chickens_Drive_Thru_014 Slim_Chickens_Lunch_Group_1_014 Slim_Chickens_Lunch_Group_2_014 16 Slim Chickens Style Guidlines / 2014 Slim Chickens.
Slim_Chickens_Lunch_Group_3_014 Slim_Chickens_Lunch_Meeting_1_014 Slim_Chickens_Lunch_Meeting_2_014 Slim_Chickens_Lunch_Served_014 Slim_Chickens_Interior_014 Slim_Chickens_Kitchen_014 Slim Chickens Style Guidlines 17
FOOD PHOTOGRAPHY Additional images available by request Slim_Chickens_Tea_1_014 Slim_Chickens_Tea_2_014 Slim_Chickens_Sauces_014 Slim_Chickens_Non_Fried_Sides_1_014 Slim_Chickens_Non_Fried_Sides_2_014 Slim_Chickens_Fried_Pickles_014 18 Slim Chickens Style Guidlines / 2014 Slim Chickens.
Slim_Chickens_Salad_1_014 Slim_Chickens_Salad_2_014 Slim_Chickens_Buffalo_Blues_Salad_014 Slim_Chickens_Slims_Plate_1_014 Slim_Chickens_Slims_Plate_2_014 Slim_Chickens_Slims_Plate_3_014 Slim Chickens Style Guidlines 19
Slim_Chickens_Chicks_Plate_1_014 Slim_Chickens_Chicks_Plate_2_014 Slim_Chickens_Wing_Plate_014 Slim_Chickens_Tender_Sandi_Plate_014 Slim_Chickens_Wrap_Plate_014 Slim_Chickens_3_and_3_Plate_1_014 20 Slim Chickens Style Guidlines / 2014 Slim Chickens.
Slim_Chickens_3_and_3_Plate_1_014 Slim_Chickens_Chicken_and_Waffles_1_014 Slim_Chickens_Chicken_and_Waffles_2_014 Slim_Chickens_Jar_Desert_1_014 Slim_Chickens_Jar_Desert_2_014 Slim Chickens Style Guidlines 21
BACKGROUNDS Slim_Chickens_White_Wash_Wood Slim_Chickens_Light_Wood Slim_Chickens_Dark_Wood 22 Slim Chickens Style Guidlines / 2014 Slim Chickens.
DESIGN SAMPLES Slim Chickens Style Guidlines 23