Five Guys Identity Manual

Identity Manual

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Table of ContentsWelcome TableofContents

What is a Brand? BrandImplementationPrnciples

Compliance

Five Guys’ Brand Vision,Mission&Values

Positioning

Message&Tone

MaximizingtheFiveGuys’Brand

Brand Components LogoswithoutTagline

TaglinePrinciples

TaglineUsage

LogoswithTagline

TheLogo

IncorrectLogotreatments

TrademarksandNaming

ColorPalette

Typefaces

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2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

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Standard Communication Introduction

Letterhead&BusinessCards

Envelopes

Shirts

CorporateCommunication

Website

Signage Billboard

DoorDecals

TenantPanel

BuildingSigns

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22

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25

26

27

28

29

30

31

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IfyouhaveanyquestionsregardingtheuseoftheFiveGuysidentitycontactGabrielValdiviaat+1813.817.6232

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What is a Brand?

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What is a Brand?Abrandisaname,sign orsymbolusedtoidentifyitemsor

servicesofthesellerandtodifferentiatethemfromgoods

ofcompetitors.Furthermore,abrandisapromise.When

identifyingandauthenticatingaproductorservice,itdeliversa

pledgeofsatisfactionandquality.

Whilebeingrememberedisessential,itisbecomingharder

everyday.Astrongbrandstandsoutinadenselycrowded

marketplace.Whyhavebrandsbecomeimportant?Bottomline:

goodbrandsbuildcompanies.Thereissubstantialevidencethat

companieswhoseemployeesunderstandandembracethebrand

aremoresuccesful.

“A brand is the most valuable real-estate in the world, a corner of the

consumer’s mind”

“Products are created in the factory. Brands are created in the mind”

WalterLandor,FounderLandorAssociates


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What is a Brand?

brand

Brandimplementationreferstothephysicalapplicationofbrand

identityacrossvisualidentitycarriers.Thiswillinclude:

plastic cups

carry out bags

uniforms

branded merchandise

web banners

signage

etc.

Brand Implementation Principles


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What is a Brand?Compliance

Approval and Editing ProcessAllexternalandinternalcommunicationsandpromotional

materials,includingposters,brochuresandpamphlets,

mustcomplywithourbrandstandards.Inaddition,all

externalcommunicationsmustbeapprovedbytheCorporate

Communications.department.


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Five Guys’ Brand

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Five Guys’ BrandValues Cleanliness

Simple

Fresh

Real

Quality products

Word of Mouth

Cult-like following

Burgers!

VisionYouthecustomerarethemostimportantvisitoron

ourpremises.Youarenotdependentonus,weare

dependentonyou.Youarenotanoutsiderinour

business–youareapartofit.Wearenotdoingyoua

favorbyservingyou–youaredoingusafavorbygiving

ustheopportunitytodoso.

Mission“Weareinthebusinessofsellingburgers.”Andwhileits

visionmaybedecidedlyuncomplicated,itsexecutionis

impeccable.

Values, Vision & Mission


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Five Guys’ BrandPositioning

Our Corporate Tagline

Therearetwocorecomponentsofournewbrandpositioning:

Thedirectrelationshipbetweenthebrandname

andtheproductbeingoffered.

Beingfocusedonattendingtocustomerneedsand

deliveringonourpromises.

Thetaglinechosenisonethatrelatesnotonlytotheproducts

beingofferedbutalsotowhatthisproductprovidestothe

customer.Theslantedhorizontallineinthe“burger“resemples

theangleinthelogowhichillustratesthedoublemeatthathas

madetheburgerssofamous.


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Five Guys’ BrandMessage & Tone

Thefollowingaresomeguidelinesandsuggestionstosendthe

rightmessageandcreatetherighttonetobestcommunicate

FiveGuysanditsbrandpromise.Gettingthemessageandtone

rightwillbethemeasurebetweenthesuccessandfailureof

eachcommunication.

Audiencesmustcomprehendthebenefits-thepointsof

differentiation-thatcomefrompartneringwithFiveGuysversus

workingwiththecompetition.

Aboveall,youshouldstrivetousethepointsofdifferentiation

thatuniquelypositionFiveGuysinthehearts,mindsand

stomachsofourcustomers,partnersandotherkeyaudiences.

Obtain approvalInordertobereleasedtothepublic,allads,literature

andotherexternalmarketingcommunicationmaterial

mustbereviewedandapproved.

Customer FocusItiscrutialthatimagesrelatetobenefitsasopposedto

beingproduct-oriented.Basethemessageincustomer

satisfactionnotinnon-sensicalfactsabouttheproducts.

One thousand imagesTheuseofimagesiskeytocapturethereader’s

attention.Stockphotographysitescanbeusedsuchas:

gettyimages,corbisandphotonica.

Rumorsarefriends

FiveGuysbrandowesagreatdealofitscustomersto

theword-of-mouthreputationofourburgers.Theimage

needstoaddressthosewhotalk,thinkorhearaboutFive

Guysbyprovidingarecognizableandconsistentimage.


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Five Guys’ BrandMaximizing the Five Guys’ Brand

Use Our Brand PropperlyMuchcareshouldbetakeninhowthebrandisdisplayed.Be

surethatwhatever“product“youusecaryingtheFiveGuys

branddisplaystheimagefollowingthepropperguidelines.

WhetheritisaPowerpoint®,afaxtoapoentitalcustomer,a

menu,businesscard,letterheadortheuniformyou’rewearing.

Itiseasytooverlookseeminglyminordetailswhenusingvarious

brandcomponents,butitisthesetypeofmistakesthatdamage

thebrandandcreateroadblocksinreachingobjectives.Always

followcloselytheattachedguidelinestoguaranteeasmoothand

succesfulimplementationoftheFiveGuysbrand.

IfyoueverencounteraFiveGuysbrandingconflictnotincluded

inthismanual,feelfreetocontactGabrielValdiviaintheGraphic

DesignDepartment.

Our corporate brand represents who we are to the world, from

people’s perception of the company to the real-estate in

the audience’s subconscience. The protection of such brand

is very important in the success of the company. The

sections that follow contain important information needed

to communicate using the Five Guys brand which include logo

and brand guidelines, templates and examples of proper and

improper applications.


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Brand Components

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Brand ComponentsArtworkAllprintedmaterialwillbedonewithvectorimagesin.epsor.ai

files.Foranyon-screenprojectionsuchaswebimages,images

with.jpgextensionswillbeused.Pleaseconsultyourvendor

fortheirpreferredfileformatbeforesubmittingartworkfor

production.ElectronicfilesfortheFiveGuyslogoareavailable

uponrequestat:http://www.gabrielvaldivia.com

Application SizesTheminimumapplicationsizefortheFiveGuyslogois1.0inch

or2.54centimeters.Thelengthismeasuredfromtheleftside

ofthe“F“totherightsideofthe®mark.

Five Guys Logo LimitsTheFiveGuyslogoshouldoccupyitsownspace.Alwaysmaintain

agenerous“safe“aredefinedmy“X“.Thisisequaltothewidth

oftheredstrokeinthelogo.Notetheclearlydefinedspacing

limitsintheexamples.

Logos without Tagline

1.0’’ min

0.2118’’

2.54cm min

0.5379cm

1.0’’ min 2.54cm min

0.2118’’ 0.5379cm


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Brand ComponentsTagline principles

Thethreefundamentalconsiderationsofacorporatetaglineare:

Objective:Theone“bigidea”youmostwant--associatedwithyour

company/brandinthemindofthemarketplace;anessence-

definingbenefitstatement.

Graphic disposition:Alwayslockedtothecorporate--signature,either“underwriting”

itorfollowingit.

Shelf-life: Notcampaign-dependent,but--positioning-drivenandstrategic,

thereforeashelf-lifeoffiveyears,minimally.

Other Corporate Tagline Examples:CocaCola|Enjoy

Nike|Justdoit


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Brand ComponentsTagline usage

Thefollowingtaglinehelpyoudeterminewhenandwheretouse

the“burgersatisfaction“tagline.

Required ApplicationsAdvertising Print

TV

Radio

Sales and Marketing Collateral Printed

Online

Video

Promotional Items Menu

GiftCards

T-shirts

Jackets

Baseballcaps

CarryOutBags

PaperCups

ProductPackaging

Brandedmerchandise

Prohibited Applications Envelopes

BusinessCards

ArchitecturalSigns

Paychecks

LegalContracts

BusinessStationary


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Brand ComponentsLogos with Tagline

ArtworkAllprintedmaterialwillbedonewithvectorimagesin.epsor.ai

files.Foranyon-screenprojectionsuchaswebimages,images

with.jpgextensionswillbeused.Pleaseconsultyourvendor

fortheirpreferredfileformatbeforesubmittingartworkfor

production.ElectronicfilesfortheFiveGuyslogoareavailable

uponrequestat:http://www.gabrielvaldivia.com

Application SizesTheminimumapplicationsizefortheFiveGuyslogois1.0inch

or2.54centimeters.Thelengthismeasuredfromtheleftside

ofthe“F“totherightsideofthe®mark.

Five Guys Logo LimitsTheFiveGuyslogoshouldoccupyitsownspace.Alwaysmaintain

agenerous“safe“aredefinedmy“X“.Thisisequaltothewidth

oftheredstrokeinthelogo.Notetheclearlydefinedspacing

limitsintheexamples.

1.0’’ min

0.3248’’

2.54cm min

0.8249cm


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Brand ComponentsThe Logo

ThefinallogorepresentseverythingFiveGuysBurgersandFries

isallabout.Itiscomposedoffivelinesthat,throughthegestalt

methodcreateacircle,indicatingthecyclicalprocessinwhich

FiveGuysBurgersandFriescreatetheirproducts.Thetop

threelinessymbolizethenumberfiveandthecombinationofthe

bottomtwolinesandthetoponecreatetheletter“G”,subtly

hintingthecompany’sname5GwhichstandsforFiveGuys.Also

themiddlethreelinessymbolisethefamousdoublebeefpatty

thatmadethecompanysosuccessful,thethird,shortestline

symbolisesoneofthemanyfreetoppingsthecompanyhasto

offer.Coloredinafriendlyorange,isaburgerbunwithwhat

appearstobethemarkofabite,whichhighlightsthedelicious

characteristicsofthecompany’sproducts.Thecolorschosen

arefriendlyandinvitingtothepublic.Thecombinationofredand

yellowscreamsdinnertime,andtheadditionoforangeextends

animaginaryhandbetweenthecompanyandtheconsumer

guaranteeinggreatcustomerservice.Thecurvyshapeofthe

logomakesitinvitingandinformal,makingthebrandaccesible

tomenandwomenofallages.

Color

WhiteonBlack


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Brand ComponentsIncorrect Logo Treatments

Five Guys Logo Use Forapprovedlogousage,pleaserefertotheprevious

pages.

Five Guys Logo Misuse -neveruseanythingbuttheapprovedandprovidedlogo.

-neverattempttocreateyourownDieboldlogo.

-neverreproducethelogoinnon-approvedcolors.

-neverstretchoralterthelogo’sproportions.

-neverenlargeorreducetheartworkunproportionally

-neverattachanythingtothelogo.

-neverusepartofthelogo;alwayskeepitwhole

-neverusethelogoaspartofasentenceorphrase.

-neveralterthehorizontalorientationofthelogo.

-neverusethelogoinacrowdedspace.

-neverprintontopofthelogo.

-neverusethelogoasawatermark.

Burgers for everyone!

Five Guys

5


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Brand ComponentsTrademarks and Naming

ProcessFiveGuysworkswiththeinternalorganizationrequesting

anewproduct/servicenametodeterminekeyaudiences

andmessages.Ashortlistofnamesisthendevelopeand

recommendedtothegrouprequestingthename.FiveGuysthen

workswithLegaltoresearchtheavailabilityofagivennameand

makeaclaimonatrademark.Thenameisthenreviewedby

theU.S.PatentandTrademarkOfficeinWashingtonandPatent

Gazette.Ifnoobjectionsareraisedduringthenormalreview

period,thetrademarkofficewillthenassignaregistration

numberforthenamerequested.

PolicyInordertoensureaprecise,orderlyprocess,FiveGuysand

Legalmustbeconsultedtoobtainalegallyprotectedtrademark/

nameforanyproductorservicethatthecompanywhishesto

marketandsell

Trademarks and NamingAcrucialelementtothesuccessofanycorporate

identityprogramisfollowingalllegalguidelines

regardingregisteredtrademarksandpatents.Any

deviationfromtheguidelinesinthismanualcouldresult

inthelossofourlegalrighttouseourmarks,logos

and,possibly,theFiveGuysname.Thesameattention

mustbepaidtothecompany’sprocessforregistering

namesforitsproductsservices.Iftheproperprocess

fornamingisnotcarefullyfollowed,FiveGuysmae

facepatetandliabilityissues.


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Brand ComponentsColor Palette

Name:Red

Pantone:Red032U

CMYK:0-90-86-0

RGB:239-65-53

RGB Web Safe:EF4135

Name:Orange

Pantone:OrangeU

CMYK:0-13-49-98

RGB:247-144-30

RGB Web Safe:261C02

Name: Yellow

Pantone:Yellow012U

CMYK: 0-4-100-0

RGB:255-232-0

RGB Web Safe:JH4765

Name: White

Pantone:N/A

CMYK:0-0-0-0

RGB:255-255-255

RGB Web Safe:FFFFFF

Five Guys Color SystemTheFiveGuysColorSystemhasbeendevelopedtoprovidea

chromaticrangeforarecognizablebrandpersonalityandtohelp

organizecommunicationsmaterialsfortheFinancialMarket.

Thiscolorpaletteisbeingusedacrossallvisualmediaincluding

advertising,collateral,directresponse,salesmaterialsandWeb

marketing.Consistentuseofthecolorpalettehelpsbuildand

reinforcebrandrecognitionbycreatingastrong,recognizable

lookforFiveGuys.


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Brand ComponentsTypeface

AsanintegralpartofFiveGuys’brandthefollowingHelvetica,

andEurostilefontsshouldbeused.ThesefontsareFiveGuys’

uniquehandwritingandaddemphasistothepersonalityofthis

newidentity.Pleaserefertothefollowingsamplesforusage.

Helvetica Rounded LT Std Bold CondensedHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefeghijklmnopqrstuvwxyz1234567890!@#$%^&*()

EurostileLTStdCondensedHorizontalScale:100%Kerning/Track:0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefeghijklmnopqrstuvwxyz1234567890!@#$%^&*()


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Standard Communication

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Standard CommunicationIntroduction

Everyday,FiveGuysstationerymakesanimpressionon

thousandsofcustomers,prospects,suppliers,securityanalysts,

shareholdersandotherimportantpublics.Theseimpressions

mustalwaysbepositive.AllFiveGuysbusinessstationerymust

beclearandprofessional.Thepiecesshould“family”withone

another,includingstationerycreatedforcorporateanddivision

use.

ExamplesThefollowingpagesshowexamplesofcorporatestationery.To

createdivisionalstationery,simplyreplacethewords“FiveGuys

Enterprises”andthecorporateaddresswithdivisioninformation.


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Standard CommunicationLetterhead & Business Card

1.0’’

1.0’’

8.5’’

1.0’’

1.0’’

1.5’’

FIVE GUYS ENTERPRISES, LLC10440FurnaceRoadSuite205Lorton,VA22079

1.5’’

3.5’’

2.0’’

0.25’’

0.25’’

0.25’’

0.5’’

FIVE GUYS ENTERPRISES, LLC10440FurnaceRoadSt205

Lorton,VA22079

John SmithStoreManager

0.5’’

www.fiveguys.com


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Standard CommunicationEnvelopes

1.0’’0.25’’

0.5’’

0.25’’

0.75’’

FIVE GUYS ENTERPRISES, LLC10440FurnaceRoadSuite205Lorton,VA22079


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Standard CommunicationShirts

5’’

1’’5’’

10’’

3’’

1’’


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Corporate Communication

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Corporate CommunicationInternet Website

Internet and Intranet TemplatesInternetandintranettemplateshavebeendevelopedforusein

thecreationofpublicandinternalWebsitesforwww.fiveguys.

comandourcorporateintranet.FiveGuysassociatesmay

requestaWebsiteanddownloadtemplatesandguidelinesfrom

thecorporateintranetat:

http://doc6.fiveguys.com/fiisdevpubMENU | FANATICS | PRESS/MEDIA | HISTORY | FAQ | REAL ESTATES | FRANCHISE OPPORTUNITIES | CAREERS | CONTACT US

© 2008 Five Guys Inc. All rights reserved.

MENU

FANATICS

PRESS/MEDIA

HISTORY>>>>

F.A.Q.

REAL ESTATES

FRANCHISE

CAREERS

CONTACT


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Signage

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Signage

3X

3XBuilding Sign ApplicationsWhentryingtodeterminethemostappropriatesigntype

forabillboardapplication,thefollowingshouldbetakeninto

consideration:

-city/localrestrictions

-backgroundmaterialsandcolors

-visibilityandlinesofsight,

-colorsandsizesofothersigntypesinthevicinity

-electricalhook-upsandavailabilityandbackground

Themostpreferablesigntypeisinternallyilluminatedchannel

lettersasshownontheleft.Thepreferredcolorisredonwhite

ifthebackgroundmaterialprovidessufficientcontrast.

Idealplacementofthesigntypeisoutlinedontheleft.This

placementcanbealteredifexistingarchitecturalelements

demandsuchoriflinesofsightandotherobstructionslimit

visibility.On-siteadjustmentsbasedonthelocationofstationary

objectsshouldplayamajorroleinsignageplacement.

Billboard


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SignageDoor Decals

3X 3X

3X

5 ft

10X

Decal ApplicationsWhitevinylshouldalwaysbeusedonglassdoorsbecauseglass

readsasablackbackground.OurFiveGuyslogoshouldalways

beusedintheappropriatesignaturelock-up.Thedecalshould

becenteredlefttorightasindicatedbelowandmounted5

feetor1.524meterstotheundersideofthelogotoprovide

maximumvisibility.Otherobstructionsorconditionsmayrequire

analternateplacement.

Ifthedoorismadeofanothermaterialotherthanglass,orif

surfaceobstructionsarepresent,aFiveGuysWhitedecalcan

beusedwithwhiteletters.Clearspacerequirementsshouldbe

maintainedanditshouldbeplacedasindicated.


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Panel InsertsThisisperhapsoneofthemostdifficultsignconditions,asour

FiveGuysbrandhastofightforattentionwithothercompany

logosinasmallarea.Therefore,itisimperativetoalwaysuse

ourFiveGuyslogowheneverpossible.Also,donotsacrifice

clearspacerequirementsduetosizeconstraints.Amore

appropriatelyscaledFiveGuyslogoprovidesgreaterrecognition

andvisibilitythanalargeronethatisjammedintoasmaller

background.

SignageTenant Panels


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SignageBuilding Signs

X

X

2X

Building Sign ApplicationsThemostpreferablesigntypeisinternallyilluminatedchannel

lettersasshownbelow,left.ThepreferredcolorisRedon

whiteifthebackgroundmaterialprovidessufficientcontrast.

Idealplacementofthesigntypeisoutlinedontheright.This

placementcanbealteredifexistingarchitecturalelements

demandsuchoriflinesofsightandotherobstructionslimit

visibility.On-siteadjustmentsbasedonthelocationofstationary

objectsshouldplayamajorroleinsignageplacement.


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Five Guys Identity Manual

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