Logo, Primary
The primary Chicken Shack logo may not be reconstructed or altered in any way. It must be reproduced from production-quality art or from high-resolution digital files.
Logo, secondary
Logo, HoRizontal
The horizontal Chicken Shack logo may not be reconstructed or altered in any way. It must be reproduced from production-quality art or from high-resolution digital files.
This mark is to be utilized when the primary logo cannot be used.
brand voice
Good brands are built on consistency. The words identified to the right are the three brand tenants that should guide communication/messaging efforts.
CRAFT / COMMUNITY / HERITAGE
brand tone
Similarly to the brand voice, the tone words to the right should be utilized when communicating about the Chicken Shack brand. This tonality should be applied in all mediums: writing, graphic design, customer experience, etc.
AUTHENTIC / BOLD / WITTY
Messaging
Pictured to the right are all current messaging efforts for the Chicken Shack brand. To keep brand integrity intact, lockups may not be altered or tampered with in any way.
Whitespace, Logo
Misuses
The Chicken Shack logo should always be used in its original format or under the guidelines given. Never should the logo be treated in one of the methods shown here.
Brand Pattern
Shown to the right is the brand pattern for Chicken Shack. The pattern for the brand features a subtle repeated line pattern for a dynamic effect. The pattern should be used sparingly and always in supplement to the other brand assets.
Two of the acceptable versions of the pattern are shown to the right. Over the primary orange, the stripes are the secondary dark orange. Over white, the stripes can be the brand’s purple or kraft-tone brown at an opacity that is best suited for the material and application that creates this visual effect shown here.
TYPOGRAPHY, PRIMARY
Futura PT
Shown here is the primary typeface for Chicken Shack. Utilization includes titles, subtitles and body copy.
The only acceptable weights for Futura PT are medium and bold. Furthermore, all instances should be set in all caps.
A Quick Brown Fox
Jumped Over A Lazy Dog
TYPOGRAPHY, secondary
Pitch
Shown here is the secondary typeface for Chicken Shack. Utilization includes body copy.
The only acceptable weights for Pitch are regular and bold.
A Quick Brown Fox
Jumped Over A Lazy Dog
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+
Color Palette
Shown here is the color palette for the Chicken Shack brand.
The colors should never be used outside of the values shown here. When utilizing a logo file, check to make sure that the color palette is appropriate given the usage. The following shows each color profile’s appropriate use:
- Pantone: Offset Spot
- Printing, Screen Printing
- CMYK: Offset Process Printing, Digital Printing
- HEX: Screen-Based Applications
- RGB: Screen-Based Applications
PANTONE ORANGE 21 C
C0 M82 Y100 K0
R254 G80 B0
HEX: #FE5000
PANTONE N/A
C0 M0 Y0 K0
R255 G255 B255
HEX: #FFFFFF
PANTONE 2627 C
C83 M100 Y0 K44
R60 G16 B83
HEX: #3C1053
PANTONE 466 C
C13 M25 Y52 K6
R198 G170 B118
HEX: #C6AA76
PANTONE 7599 C
C1 M85 Y92 K19
R179 G61 B38
HEX: #B33D26