The Olde Scuttlebutt Tavern

Brand Manual

TABLE OF
CONTENTS
1 | About Us
2 | Primary Logo
4 | Color Palette & Textures
6 | Typefaces
8 | Letterhead
11 | Photo Style Treatment
12 | Furnishing
14 | Interior Atmosphere
16 | Merchandise
I | THE OLDE SCUTTLEBUTT TAVERN

ABOUT US
The Olde Scuttlebutt Tavern
is the swashbuckling seafood
bar and grill chain with
a scallywag charm.
With the salty dogs always
in the mood for a barrel
of home-brewed grog, we’re
a rough-around-the-edges,
joyous establishment with
a focus on shenanigans.
Whether it’s to tuck into
a hearty meal or share a pint
with some scoundrels,
we always aim to create
a boisterous atmosphere
to help our patrons take
a break from the high seas.
STYLE BRANDING MANUAL | 1

PRIMARY LOGO
Our logo has an old-fashioned,
wood-carved sign aesthetic.
It showcases the crashing waves of
a pirate lifestyle, as well as the pour
of hearty flowing brews.
LOGO MARK
Full Color Logo Mark
Black and White Logo Mark
Grayscale Logo Mark
2 | THE OLDE SCUTTLEBUTT TAVERN

LOGO VARIATIONS
Black and White
White Logo on Black
Grayscale Logo
Barrel Brown Logo
White Logo on Stormy Sea Blue
White Logo on Gray
Barrel Brown Logo Mark
White Logo Mark on Black
White Logo Mark on Stormy Sea Blue
STYLE BRANDING MANUAL | 3

COLOR PALETTE
& TEXTURES
Our color palette invokes
the churning waters, scuffed boots,
aged planks of wood, and
of course, treasure.
Stormy Sea Blue
Slate Blue
Docks and Ocean Waves are our
supplementary textures and may
be used for backgrounds.
R: 84 G: 108 B: 120
C: 71 M: 49 Y: 42 K: 14
#546c78
R: 135 G: 153 B: 161
C: 50 M: 32 Y: 31 K: 1
#8799a1
Docks
Brown Leather
Barrel Brown
R: 135 G: 88 B: 56
C: 36 M: 63 Y: 81 K: 26
#875838
R: 155 G: 93 B: 59
C: 27 M: 65 Y: 80 K: 22
#9b5d3b
Ocean Waves
Gold Doubloons
Canvas Sail
R: 213 G: 176 B: 44
C: 19 M: 26 Y: 99 K: 0
#d3b32b
R: 221 G: 209 B: 162
C: 14 M: 13 Y: 41 K: 0
#ddd1a2
4 | THE OLDE SCUTTLEBUTT TAVERN

COLOR TREATMENTS
Full Color Logo on Slate Blue
Grayscale Logo on Slate Blue
Our logo is versatile and
has multiple variations that
allow it to place effectively
on a variety of backgrounds.
Full Color Logo on Canvas Sail
Barrel Brown Logo on Canvas Sail
White Logo on Docks
Color Logo with White Text on Barrel Brown
Barrel Brown Logo on Gold Doubloons
Color Logo with White Text on Ocean Waves
STYLE BRANDING MANUAL | 5

TYPEFACES
The typography of The Olde
Scuttlebutt Tavern logo has
a worn and vintage,
yet formal appearance.
k22 ambelyn condensed
01 02 03 04 05 06 07 08 09
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
With applied roughened texture
AVERIA SERIF BOLD
01 02 03 04 05 06 07 08 09
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
6 | THE OLDE SCUTTLEBUTT TAVERN

COORDINATING
TYPEFACES
HEADLINE
AVERIA SERIF BOLD | 18pt.
01 02 03 04 05 06 07 08 09
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
Sub Headline
Averia Serif Regular | 11pt.
01 02 03 04 05 06 07 08 09
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
Body Copy
Arimo Regular | 9pt.
01 02 03 04 05 06 07 08 09
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
Caption
Arimo Italic | 8pt.
01 02 03 04 05 06 07 08 09
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
STYLE BRANDING MANUAL | 7

LETTERHEAD
0.5 in.
2.25 x 1.5 in.
11 in.
8 | THE OLDE SCUTTLEBUTT TAVERN
8.5 in.

4.125
in.
2.25 x 1.5 in.
9.5 in.
2.25 x 1.5 in.
Diecut
2 in.
Scuttlebutt.com
3.5 in.
STYLE BRANDING MANUAL | 9

10 | THE OLDE SCUTTLEBUTT TAVERN

PHOTO STYLE
TREATMENT
The photography for our
establishment needs to be
related to pirate or high-seas
escapades, nautical in nature.
The photo treatment we use
in our photography tinges
the darkest tones to a blue
reminiscent of a tropical sea
and helps create a subtly
cohesive color palette.
To create this treatment:
1. Apply a solid fill of Stormy Sea
Blue at 100% above the entire
image on a separate layer.
2. Set Layer Blending Mode
to Vivid Light.
3. Set Layer Opacity to 70%.
STYLE BRANDING MANUAL | 11

FURNISHING
Many of our items are branded
with our logo, including the wooden
plates and cloth napkins.
The place setting relies
on wooden plates and heavy
cloth napkins to simulate
a rough, rustic tavern environment.
The furnishing is integral to
maintaining the feel of our
establishment.
12 | THE OLDE SCUTTLEBUTT TAVERN

UNIFORM
Waitstaff and front-of-house
employees at The Olde
Scuttlebutt Tavern have
a fun-loving pirate persona they
must maintain at all times while
they are interacting with patrons.
It is encouraged that waitstaff
workshop their persona
to be uniquely entertaining,
and friendly to all patrons.
The Olde Scuttlebutt Tavern
supplies an eclectic variety
of pirate outfit pieces, which may be
mixed and matched by waitstaff
to customize their pirate persona.
All complete pirate costumes must
have at least one individual item
with our logo clearly displayed,
so as not to confuse other patrons
who may costume themselves for
fun while visiting our establishment.
STYLE BRANDING MANUAL | 13

INTERIOR
ATMOSPHERE
Combined with the furnishing
and uniform, there are many
elements that combine to create
the atmosphere of The Olde
Scuttlebutt Tavern.
Aged wood texture is a well-used
motif throughout. Antique iron
lighting is used to create a dim
but warmly-lit environment.
It is vital that the interior
atmosphere is cohesive
with our branding.
Utilizing the logo and branding
on our brewing barrels and kegs
is key to promoting The Olde
Scuttlebutt Tavern’s craft beer
subsection of the company
and encouraging patrons
to support our brand.
14 | THE OLDE SCUTTLEBUTT TAVERN

STYLE BRANDING MANUAL | 15

MERCHANDISE
Men’s T-shirt
Patrons who visit The Olde
Scuttlebutt Tavern are
encouraged to purchase
souvenir items to help them
remember their experience
at our establishment.
Many items are available
and are clearly branded
with our mark, these are
some examples.
Women’s T-shirt
16 | THE OLDE SCUTTLEBUTT TAVERN

Branded Tankard
STYLE BRANDING MANUAL | 17

1700 Salt Alley
Naples, FL 34116
Scuttlebutt.com