LOGOS & ASSETS
- I. LOGO RATIONALE
- II. BRAND ELEMENTS
- III. LOGO FORMATS
- IV. LOGO AND COLOR PALETTE
- V. LOGO SIZE & SPACING
- VI. COMPANY TYPEFACES
- VII. INCORRECT LOGO USES
The gargoyle is a protector. He is not the devil, nor is he evil in any way; he’s exactly the opposite, as a matter of fact. The obvious connection to the Stone Brewing Co. name is that gargoyles were traditionally stone elements of architecture, but we take it a step further. Here’s our official definition:
A fearsome stone figure that has powers to ward off evil spirits. Our Stone Brewing Co. gargoyle wards off modern-day evil spirits such as chemical preservatives, additives and adjuncts. With just one taste you can tell he does his job very well.
- Stone is among the top 10 largest craft breweries in the United States, and will have two more brewing locations: one in Richmond, Virginia, and the other in Berlin, Germany.
- Stone is famous for brewing bold, big-character beers without regard for style guidelines or focus groups. We make the beers we do because we love them, plain and simple.
- Stone has a passionate fan base of hundreds of thousands worldwide. On social media platforms, Stone ranks in the top 5 for number of craft beer fans, and is the top 3 for engagement.
- We are committed to sustainable, ethical business practices:
- We use a biodeisel blend in all of our refrigerated delivery trucks.
- Our solar array system provides a substantial amount of our power.
- We built our own wastewater system and reuse much of our water; our beer is produced using less than half the average amount of other breweries.
- Both of our restaurants were built using large amounts of salvaged and repurposed materials.
- Our Escondido beer garden is maintained using 100% organic methods.
- We are one of San Diego County’s largest purchasers of local, small-farm organic produce.
- Since 1996, we have donated more than $3 million to local nonprofit organizations.
- Did we mention that we make awesome beer?
The Stone Brewing Co. logo comes in two formats: vertical and horizontal. The primary logo is the horizontal version. If space doesn’t allow, the vertical format may be used.
DO NOT INVERT THE LOGO YOURSELF.
To ensure you are using the logo the correct way, the right side of the gargoyle’s face should always be lighter.
THE STONE BREWING CO. LOGO CAN ONLY APPEAR IN ONE OF TWO COLORS, BLACK OR WHITE.
To create maximum impact, keep the space around the Stone logo free from other text and graphics. The clear space on each side of the logo should always be equal to or greater than the x-height of the “Brewing Co.” wordmark.
The juxtaposition and size relationship between the symbol and wordmark is fixed, and both elements should always be scaled proportionately together. The minimum size of the logo is determined by the wordmark width, which should appear no smaller than .75” in diameter. This is true for all versions of the logo: vertical, horizontal and wordmark-only. The ideal wordmark size is 1.25 or larger.
The logo typeface cannot be used on any materials for the company or on materials where the Stone logo is present.
It is imperative that the logo be reproduced correctly in order to maintain the brand image. These examples demonstrate some common pitfalls and the best ways to avoid them. To avoid improper use of the logo, always adhere to the guidelines set forth in this style guide.
LOGO FOR LIGHT BACKGROUNDS
LOGO FOR DARK BACKGROUNDS