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Beats on tap
1. Beats on tap
626 Majestic Lane
Somewhere, Someplace 98765
2. Table of Contents
Title……………………………………………………........
Contents……………………………………………….……
Who We Are…………………………….………………..
Critics Call Us……………………………………….…….
Consumer Profiles………………..……………………
Our Logo………………………………………………..….
Our Typefaces………………..………………………….
Our Colors..……………….……………………………….
Logo Guidelines……………………..………………..
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3. Who we are
Beats on tap is a restaurant for everyone who enjoys
music and live performances! We have a café
servings a wide variety of food, from burgers to
chicken, with many sides and appetizers including
fries, soup and salad. There is also a smoothie bar for
those specialty handcrafted smoothies and
milkshakes that bring smiles to everyone's face. We
have a stage for live performances, some of which
include local bands and Friday Open Mic nights,
featuring young, aspiring artists. We are open 7 days
a week, so we are here at your earliest convenience.
4. Critics call us
“…COZY and comfortable, judge free zone…” – Music Weekly
“…MODERN decoration, food and popular music for the current
times!”
– Gossip Possum
“…STYLISH décor and uniforms, with wonderful, vibrant colors…”
– Très dů plêi
“…an OPEN ENVIRONMENT for anyone to come in, with
occasional live performances.” – Stereotypical Magazine
“…SAFE environment, judgment-free zone with friendly
people…” – Health Inspector
5. Target Customer
James is a British 19 year old college
student who frequently likes to come
to Beats on Tap. He lives with a single
father who seems to have a different
girlfriend every night. He works
nights at a low-key taco joint just
outside the city, earning slightly more
than minimum wage. In his free time,
James likes to play video games, read
books, and play guitar.
His favorite kind of music to play on
his guitar is either classic rock or
country. Most days when he has free
time, he likes to go to Beats on Tap.
There, he can relax to good music
and relax, and make new friends, and
even play his guitar on Open Mic
nights.
6. Target Customer
Robert Michael Predhome. Robert is a white,
52 year old man who recently lost his wife
to cancer. He works at Chrysler earning a
meek $18/hr, but a majority of his money
goes to a unhealthy drinking habit Rob
picked up. He recently moved to a single
room apartment in the city. When his wife
was still alive, they enjoyed living in the
country together, Rob played football with
his two sons and his wife Linda enjoyed
knitting and sewing with their daughter
Dawn. Now, Robert only likes to lay at
home watching sports and having the
radio on. Then he discovered Beats on
Tap. He went in one day to eat dinner
when Linda's favorite song came on. Now,
five AA meetings later, he is the second-most
common customer at Beats on Tap,
where he likes to see all the young
children come in and perform, reminding
him of his youth.
7. Our Logo
Our logo is a treble clef with headphones and
water droplets, which we feel conveys the
way music invokes our innermost desires and
provokes our deepest felt emotions.
Our colored logo uses our burgundy color,
whereas our black and white logo is a cloudy
grey.
8. Our Typefaces
When typing heading or titles, we like to use ECCENTRIC STD with a 66-78
point font.
When we have regular text or a list, we like to use the Calibri font, size 14-32.
For the color, we recommend you use dark blue, or one of our colors that
compliments the page’s colors and, if any, pictures.
10. Logo Guidelines
For online documents and files, we have the color logo placed in the bottom-right
corner of each page.
For paper and printed material, use the black and white logo in the heading
with the information.
Beats on Tap
Address, Place
555-555-6666
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