Our Brand
How it’s built, what it means, and how to use it
Our Mission
To create value and values—and build community around both
Archetype
The Everyman
“All are created equal.”
Values
The guiding principles we operate by
Smile
Seafood should be fun. It should put a smile on your face. Whether you’re making it or eating it, we strive to put a smile on the face of everyone who walks through our doors.
Surprise
We are all about the surprise and delight. Surprising dishes, surprising drinks, and surprising service that goes above and beyond what most people would expect. That’s how we keep the energy and joy alive in this house.
Set the Bar
We set the bar—and we set it high. This is not about showing other people up. This is about not settling for good enough. This is about reaching our own full potential. We strive each and every day to be better than we were yesterday.
Tagline
Content
Buckets
Smile
- Happy customers/long-time customers
- Fun times/events/festivities
- Customer raves/reviews
- Fun quotes that have the Sea Island twist to them
- Anything that will put a smile on someone’s face
Surprise
- LTOs
- Drink specials
- Event announcements
- BTS photos/BTS info about secret ingredients (bread crumbles, no shared grease, etc.)
- Special social prizes/gifts
Set the Bar
- Company achievements (like A+ food inspections)
- Employee achievements (tenure milestones, promotions, new faces, etc.)
- Amazing food photos/video
- Raw supplies standards (pollock from Iceland, trout from Idaho, line caught shrimp, top-notch salmon, etc.)
- This is where we can brag a little
Localized Promotions
- Visits from famous/local figures
- The team enjoying local activities
- Non-profit initiatives/philanthropic collaborations/events
- Local sponsorships/partnerships (local youth teams/leagues)
- Illustrated/stylized brand assets in a local context (like above)
Our Logo
The symbol of our brand
Primary
Secondary
Clear space
To control spacing dynamics, proper clear space should be maintained around the logo between it and other graphic elements. Use the height of the capital “S” to designate a clear space buffer around the logo.
Logo Don’ts
Don’t you dare
Don't use unauthorized colors
Don't adjust letter spacing
Don't use the logo as a photo mask
Don't tilt the logo
Don't lower the logo's opacity or use the logo as a watermark
Don't display the logo in one of our highlight colors
Don't append a tagline to the logo
Don't warp or distort the logo in any way
Colors
Nostalgia meets modernity
Nocturnal Nautical
- Hex #003B62
- RGB 0 59 98
- CMYK 100 80 37 25
Rector Dr Red
- Hex #DF4133
- RGB 223 65 51
- CMYK 7 90 89 1
Lost at Sea
- Hex #42BFBB
- RGB 66 191 187
- CMYK 66 0 32 0
Pandorange
- Hex #EF9C23
- RGB 239 156 35
- CMYK 4 44 98 0
Old Boat
- Hex #EEEDE9
- RGB 238 237 233
- CMYK 6 4 6 0
Plain White
- Hex #FEFEFE
- RGB 254 254 254
- CMYK 0 0 0 0
Night Black
- Hex #000000
- RGB 0 0 0
- CMYK 75 68 67 90
Typography
The look of our language
Headings: New Kansas Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Heading Emphasis: Calafia
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Subheads: Vinyl
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Body: Brothers-1816 Regular/Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Graphics
Approved secondary tools/devices
Shrimpy is an important visual asset. She can take center stage in the logo, or be incorporated a visual point of interest.
Jolly Jack
Illustrations
Jolly Jack
Illustration Components
Patterns
Brand in Action
How to use all this good stuff
Our Everyman brand has a lot to it. But with the right mix of creativity and adherence, we can arrive at captivating and consistent visuals that build brand awareness, perception, and preference.
Menus
Menu front
Menu back
Photography
Arrange food photography leaving plenty of room for LTO graphics and text. Food should appear fresh, warm, and delicious.
Incorporate our white wood background to give photo compositions a tactile, physical feel. But have the wood texture fade away to clean Old Boat or Plain White where text and graphics might appear.
Ads
Display
Ads
Social
