the

Hub
BRAND GUIDE
BRAND GUIDELINES
the
Hub
3
Dear Designer:

I want to thank you for your patronage of my restaurant, The

Hub Café. You are one of my most valued customers and I want
you to know how much I appreciate your business. My staff looks
forward to serving your employees each month when you host
your office luncheons to honor your top sales representatives.
We all look forward to your extended family’s monthly birthday
dinners here at Raoul’s. Between your office staff, your family and
the business colleagues and friends you have referred to Raoul’s,
we can trace a large portion of our regular clientele back to you.

It is with great pleasure that Hub’s hosts the local Rotary Club
meetings each month, and I sincerely appreciate your referring
the Rotary Club to The Hub for their regular meetings and other
social events. I also appreciate your referral of the ABC County Heart
Association, and we are honored to host their annual dinner and
dance. You have been a dream customer for many years, and I just
want you to know what a positive difference you have made in the
development and expansion of my life’s work, The Hub Café. The
establishment of a successful restaurant has always been my dream
and you have helped me bring it to fruition.

Best Regards,
Austin Alexander

Austin T. Alexander
Owner and Head Chef
The Hub Café

BRAND GUIDELINES
5
SPACE IS COOL

BRAND GUIDELINES
Why should the brand be any different? We want it to be ready for
the world to see and to be used too. These brand guidelines should
help you be confident aesthetically , professionally, and consistently.

7
 MINIMUM SIZE

the
Hub
The smallest the
logo should ever
be is around 1.5
inches wide.

the
BRAND GUIDELINES
Hub
P R I M A RY L O G O
The Hub’s primary logo is a simple illustration
with typographical hierarchy. It has a modern
look with easy and recognizable shapes. The
simplicity makes it feel memorable, fancy,
and modern. The type gives a fancy feeling on
top with a serif font while giving a stable and
modern tone with the san serif underneath.
With this, the typefaces balance each other in
their square format.

This is the main logo that will be used on

every primary brand applications. The logo
and logo type will be easy for audiences
to identify on storefronts, products, web
presence, ads, and other materials which help
the professionalism of the brand. For success
with the brand the logo must be cared for and
used in proper respect in every application
according to these guidelines.

9
SECONDARY LOGO
The Hub’s secondary logos can be used
PRIMARY
to replace the primary logo, but should not
A) logotype with line
be used right next to the primary logo. For
example, using the primary logo on the
top of the page or as a headline then right
after using A or B as a subheading. Doing
this would be too repetitive and lose the
strength of the brand.

The symbol can be used when the full

primary logo is not needed. For example,
SYMBOL
being a part of social media like Facebook
B) main logo
and Instagram, in a profile picture, where
the name is adjacent of the symbol.
Another example is using the symbol on
a side of a matchbook and the logotype
seperate. See Collateral for reference
page 24-25.

BRAND GUIDELINES
 the
A.

Hub
B.

11
COLOR USAGE
The color usage for The Hub is very
minimal. The logo will be used mainly in
black and white shown in A and B.

A.

the
Hub
B.

the
Hub
BRAND GUIDELINES
 CLEAR SPACE
To ensure legibility, always keep a clear space
around the logo. The white space around the
logo and logotype give it a cushion from any
competing graphic elements such as other
logos and bodies of text that may lessen the
impact of the logo.

the
Hub

the
The clear space is defined as the width of
the letter “t”. This minimum space should

Hub
be maintained as the logo is proportionally
resized.

13
 the
Hub

the
BRAND GUIDELINES
Hub
PHOTOGRAPHY USAGE
There are just a couple of ways you can use
photographic backgrounds, but each usage
must be used with care to make sure the
logo and the typography do not fight with
the image. The use of the white logo and
type should be used primarily with darker
images and vise versa for the black logo
and type with lighter images.

IMAGE RULES
1. All images must be at a 70% opacity.

2. Adding a black block of color behind the

images help darken them and let the logo
and type pop off the image.

3. If the logo and type do not work well with

an image try and find another image that
could suit the same situation.

the
Hub
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UNACCEPTABLE USAGE
There are a few rules to keep the brand
whole. Don’t compromise the overall
look of the logo by skewing, rotating, or
distorting in any way. This also includes
adding a drop shadow, outlines, or any
other unnecessary uses of the logo. Here
are some examples of ways to NEVER use
the logo.

A. Don’t rotate the logo.

B. Don’t stretch or squish the logo.

C. Don’t resize any part.

D. Don’t use secondary logos next to the

primary logo.

E. Don’t add elements in the clear space of

the logo.

F. Don’t use off-brand colors. Reference to

Color Usage section.

G. Don’t add drop shadow or other text

styles.

H. Don’t contain the logo in a box or any

other shape when used on a background.

BRAND GUIDELINES
 the
A. B.

the
Hub Hub
C. D.

the the
Hub
Hub
the
E. F.

Hub the
G. H.
Hub
the the
Hub Hub
17
TYPOGRAPHY
Typography is a powerful tool if used
consistently throughout a brand. These
fonts give that modern and aesthetic
clean look to the brand and should be
used across all printing applications.

Univers Helvetica Neue

45 Light Regular

ABCDEFGHIJKLMNOPQR ABCDEFGHIJKLMNOPQRS
STUVWXYZ TUVWXYZ

59 Ultra Condensed Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVW
XYZ

Thin

ABCDEFGHIJKLMNOPQRST
Bodoni 72 UVWXYZ

Book

ABCDEFGHIJKLMNOPQRSTU
VWXYZ

BRAND GUIDELINES
Univers 45 light Helvetica Neue Regular
Used for body text. Secondary type used for body text.

Univers 59 Ultra Helvetica Neue Condensed Bold

Used for Business System. Used for headlines in all caps.
Also in Sentence caps for subheadings.

Bodoni 72 Helvetica Neue Thin

Used as “the” in logotype. Used for descriptions mainly for menus.

THE HUB
The galaxy and more!
Space is cool so why not learn more about it and grab a coffee!

Enjoying the best food and coffee at the most relaxing

place in Los Alamos.

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Black COLOR PALETTE
CMYK: 0,0,0,100
RBG: 35,31,32 Color is one of the powerful tools to add
Hex: 2D2926 to strengthening the brand to make it
Pantone: Black C more cohesive. Colors are also used for
psychological reasons for the audience to
White obtain feelings towards the brand.
CMYK: 0,0,0,0
RBG: 255,255,255 The colors used for the branding will be
Hex: FFFFFF black and white to suit the logo to its
Pantone: Opaque White contrasting color so it does not fight in
hierarchy and is always number one. Both
black and white have a feeling of absence
of color and have a great meaning and
correlation with space which adds on to
branding giving it more strength all together.

BRAND GUIDELINES
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BUSINESS SYSTEM
This is how the business system should
always look while being printed. Always use
the clear space on the logos correctly and
the correct spacing for every application.

Business card

the
Hub Austin Alexander
Longest Last Name
aalexander@thehub.com
Thehubcafe.com
(505)663-5282
4200 W Jemez Road
Los Alamos, New Mexico 87544

Envelope

the PO Box 450

Hub
4200 W Jemez Road
Los Alamos, New Mexico 87544

BRAND GUIDELINES
Letterhead
4200 W Jemez Road

the
Los Alamos, New Mexico 87544

Hub
Thehubcafe.com
info@thehubcafe.com
(505)663-5282

11-1-17

Dear Whomever,

Ishmael travels in December from Manhattan Island to New Bedford with plans to sign up for a whaling
voyage. The inn where he arrives is overcrowded, so he must share a bed with the tattooed Polynesian Queequeg, a
harpooneer whose father was king of the fictional island of Rokovoko. The next morning, Ishmael and Queequeg
attend Father Mapple's sermon on Jonah, then head for Nantucket. Ishmael signs up with the Quaker ship-owners
Bildad and Peleg for a voyage on their whaler Pequod. Peleg describes Captain Ahab: "He's a grand, ungodly, god-like
man" who nevertheless "has his humanities". They hire Queequeg the following morning. A man named Elijah proph-
esies a dire fate should Ishmael and Queequeg join Ahab. While provisions are loaded, shadowy figures board the
ship. On a cold Christmas Day, the Pequod leaves the harbor.

Ishmael discusses cetology (the zoological classification and natural history of the whale), and describes the crew
members. The chief mate is 30-year-old Starbuck, a Nantucket Quaker with a realist mentality, whose harpooneer is
Queequeg; second mate is Stubb, from Cape Cod, happy-go-lucky and cheerful, whose harpooneer is Tashtego, a
proud, pure-blooded Indian from Gay Head, and the third mate is Flask, also from Martha's Vineyard, short, stout,
whose harpooneer is Daggoo, a tall African, now a resident of Nantucket.

When Ahab finally appears on the quarterdeck, he announces he is out for revenge on the white whale which took
one leg from the knee down and left him with a prosthesis fashioned from a whale's jawbone. Ahab will give the first
man to sight Moby Dick a doubloon, a gold coin, which he nails to the mast. Starbuck objects that he has not come
for vengeance but for profit. Ahab's purpose exercises a mysterious spell on Ishmael: "Ahab's quenchless feud
seemed mine". Instead of rounding Cape Horn, Ahab heads for the equatorial Pacific Ocean via southern Africa. One
afternoon, as Ishmael and Queequeg are weaving a mat — "its warp seemed necessity, his hand free will, and Que-
equeg's sword chance" — Tashtego sights a sperm whale. Five previously unknown men appear on deck and are
revealed to be a special crew selected by Ahab. Their leader, Fedallah, a Parsee, is Ahab's harpooneer. The pursuit is
unsuccessful.

Ishmael travels in December from Manhattan Island to New Bedford with plans to sign up for a whaling voyage. The
inn where he arrives is overcrowded, so he must share a bed with the tattooed Polynesian Queequeg, a harpooneer
whose father was king of the fictional island of Rokovoko. The next morning, Ishmael and Queequeg attend Father
Mapple's sermon on Jonah, then head for Nantucket. Ishmael signs up with the Quaker ship-owners Bildad and Peleg
for a voyage on their whaler Pequod. Peleg describes Captain Ahab: "He's a grand, ungodly, god-like man" who never-
theless "has his humanities". They hire Queequeg the following morning. A man named Elijah prophesies a dire fate
should Ishmael and Queequeg join Ahab. While provisions are loaded, shadowy figures board the ship. On a cold
Christmas Day, the Pequod leaves the harbor.

Austin Alexander

23
COLLATERAL
App Icon Drink Coaster

Banner Ad

Space is cool, why the Eat Here Today

shouldn’t you be? Hub Thehubcafe.com

Delivery Van Matchbook

BRAND GUIDELINES
Memo Pad Ball Point Pen

Sidewalk Sign

Billboard

the FOOD US—84 North

SPACE of Santa Fe

Hub &
DRINKS! Next right

T-shirt Design Store Front Sign

25
FINAL THOUGHTS
If ever you think or doubt anything, refer
back to the guidelines to be as successful as
you can be. These guidelines are flexible and
can be used with your creative mind to make
beautiful designs while still making sure the
brand looks the best across all applications.

Designed by Larry Eakels

Photography from Nasa.gov

BRAND GUIDELINES
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