B RAN D G U I D E

TA B LE O F CO NTE NTS

TH E B RA N D
4 H ISTO RY
5 TH E I D ENTIT Y

CO M P ETITO R S
6 YO LK
8 TO P POT
10 I H O P

DESIGN
12 LO G O
14 BR AN D CO LO RS
16 T YPO G R APHY

A P P LI CATI O N S
18 BUSI N ESS APPLI CATI O NS
20 SH I RTS
22 OTH ER TH I N GS
24 MO RE TH I N GS

3
TH E B RA N D
H I STO RY
Wolfgangs has been a staple of Grand Rapids, Michigan for about 20 years.
Located in the ever popular East Town district, at has been a local hot-spot
for years along with the legendary Yesterdog right across the street. Owned
by Matt and Stacy Wolfgang, they pushed the restaurant to be extremely
creative, open, inviting, and great place for friends, family and coworkers to
get together and have a great breakfast. The ever expansive menu includes
dishes that no other restaurant offers and many named after close friends of
the owners. The restaurnt has a fairly large capacity and fits quite a bit of
people in it. You will hear time and time again, that there is always a line to
get in. Not to mention Wolfgangs always being awarded to the Top Ten places
to eat in Grand Rapids.
4 5
TH E I D E NTITY
Wolfgangs want to be everyone’s first choice when thinking of a place to get
breakfast. They refuse to go to cheaper places because the food is terrible
and the atmosphere is lame, like most standard chain restaurants. They want
a unique experience to share with others and to be able to rave about how
great the food is as well. Wolfgang’s is a more popular, upscale, affordable
and modern breakfast restaurant. Wolfgangs relies heavily on word-of-mouth
but would like to develop an online presence where breakfast-goers can
share their experiences, interact with the restaurant, and give reviews on their
favorite dishes.
Wolfgangs will be the only restaurant around with a retro-modern look and
feel and will be known for its image, design, colors and atmosphere. It will
stand out in the mid to upper class area of East Town and will have a defining
image that will be sure to stand out among others in the city. Design look and
feel will include retro-modern design and typography treatment, symmetrical
objects and shapes, classic look and feel, simple, traditional, bright, optimistic.
This is going to be an entirely new direction for Wolfgang’s brand image. It
needs to look like it’s been around for a long time and has a hint of history
behind it and give the feeling that since the restaurant has been around for so
long, it has to live up to its expectations. The new brand identity is what will
set Wolfgang’s apart from every restaraunt in Grand Rapids and will leave a
lasting and recognizable image on everyone.
CO M P ETITO RS

YO LK

Yolk is a breakfast restaurant with 3 locations in Chicago. They specialize in

breakfast meals, but also offer more like salads and burgers. They strive to be
a hip and popular breakfast joint.

Yolk has one of the best brand identities for a breakfast restaurant. They have
a modern feel, with a color scheme strictly of yellow, white and a bright royal
blue. It has a very “bright morning” feel to it. They have a very unique logo
that goes well with the name and color scheme and looks great on the outside
of the building.

Yolk has a unique tone, they don’t try to be overly clever but they do have some
cleverness in their breakfast categories. They want it to be a fun experience
and also keep you engaged and feeling optimistic about being in there.

6 7
CO M P ETITO RS

TO P POT

Top Pot is a specialty donut shop based out of Seattle. They have 7 shops
around the Seattle area and have been very successful because of their “old
fashioned” donuts. The goal of the company was to make a vintage coffee and
donuts shop. The architecture is one of their main goals to reflect the vintage
modern look and feel.

Top Pot has a great brand identity. Their color scheme is a light pale blue,
black and white. Their logo is very similar to Starbucks which piggy-backs their
‘premium’ look. The environment, detail to brand identity and the ‘authentic
vintage feel’ are what really makes this company stand above the rest. It feels
very much like a premium ‘mom & pop’ donut shop.

Top Pot has a very inviting and friendly tone and copy voice. They don’t use
any clever names for anything, but they come off as a fun, happy inviting
place. Very old fashioned and are all about authenticity and quality.

8 9
CO M P ETITO RS

IHOP

IHOP, or International House of Pancakes, is a nation-wide restaurant chain

with breakfast food and pancakes being their specialty. They also offer a full
range of meals from breakfast, lunch, dinner and desserts. They offer high
quality food at affordable prices and have very many locations throughout
the US. They also offer deals such as “All you can eat Pancakes” and “Kids
eat free everyday 4pm - 9pm”.

IHOP has a very chain-restaurant feel to it, very typical and ordinary place
with pictures of breakfast food on the walls. Their color scheme is a dark
royal blue, red and white. Yellow is an accent color that is seen in the
restaurant environment. One of their signature design elements is their
restaurants have white outside walls with a blue roof with blue awnings. As
far as design goes, they have a very plain brand identity. There is nothing
about their design that is catchy or comes off as ‘premium’. It looks like a
cheap place because of their design.

10 11
LOG O

Color Logo + Tagline Color Logo + No Tagline Flat Color Logo + No Tagline
White Background White Background White Background

Black and White Logo + Tagline Black and White Logo + No Tagline Flat White Logo + No Tagline
“Wolfgang’s Blue” Background “Wolfgang’s Blue” Background “Wolfgang’s Blue” Background

The Wolfgang’s logo encompases a vintage modern “script” style as seen with
many popular brands that date back into the mid-century era, and to give a
Black and White Logo + Tagline Black and White Logo + No Tagline Flat White Logo + No Tagline
vintage diner look and feel. This shows that the restaurant has roots with its history Greyscale Greyscale Greyscale

and is not afraid to show it in today’s modern society. The tagline “Breakfast
Extraordinaire” is a spin-off of the amazingly creative and incredibly tasteful
dishes that have been created only at Wolfgangs. The tagline and ‘fork and
knife’ combination gives an instant realization that Wolfgangs is about incredible
breakfast food, whether it be driving by or seeing the logo for a brief second.
Black and White Logo + Tagline Black and White Logo + No Tagline
Black Background Black Background

12 13
B RA N D CO LO RS

“WOLFGANGS BLUE” PANTONE 636U

C 49 M 0 Y 9 K 0
R 131 G 210 B 228
HEX #83D2E4

BLACK
C 100 M 100 Y 100 K 100
R0 G0 B0
HEX #000000

Wolfgang’s brand colors consists of strictly three colors, and three colors only:
“Wolfgang’s Blue”, Black and White. “Wolfgang’s Blue” is Pantone 636U and
used only with black and white to create it’s simple signature vintage look.
The colors are also to turn heads and create exposure because it will be the
WHITE only place around with these colors. Think “Wolfgang’s Blue” as Coca-Cola’s
C0 M0 Y0 K0 signature red. Very distinct and different, sure to stand out.
R 255 G 255 B 255
HEX #FFFFFF

14 15
TYPOG RA P HY

H EA D LI N E S BO DY CO PY

MAR K ET D ECO Futura Book

A B c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 a b c d e f g h i j k l m n o p q r s t u v w x y z
$ ¢ + - * / = % “ # @ & _ ( ) , . : ; ? ! \ | { } < > [ ] ` ^ ~ ç© ® ™ 1 2 3 4 5 6 7 8 9 0
$ ¢ + - * / = % “ # @ & _ ( ) , . : ; ? ! \ | { } < > [ ] ` ^ ~ © ® ™

The typeface used for headlines is a sans-serif, mid-century font called Futura Book is the typeface used for copy. A simple, retro-modern sans-serif
Market Deco. It is simple, bold and easy to read. Not to mention it helps give font to compliment Market Deco. Futura Book works for a great for body copy
Wolfgangs its signature vintage diner look. Market Deco should be used with because it is clean, very readable and has a great style to it.
loose spacing, as it visually gives timelessness and ease of reading.

16 17
B U S I N E S S A P P LI CATI O N S

STATI O N A RY B U S I N E S S CA R D

1530 Wealthy St. SE Grand Rapids, MI 49506

Envelope - Front Front

MATT WOLFGANG
OWNER

Cell 616.123.4567
Restaurant 616.454.5776
Fax 616.345.6789
Email matt@wolfgangs.com

wolfgangs.com | 1530 Wealthy St. SE Grand Rapids, MI 49506

wolfgangs.com | 1530 Wealthy St. SE Grand Rapids, MI 49506

Back
Letterhead Envelope - Back

18 19
S H I RTS

The shirts are designed to be Wolfgang’s signature “Wolfgang’s

Blue” color to stand out and for customers to be able to easily
distinguish employees. It has the white logo on the front accompanied
by the tagline. Three different designs are available for the backs.
The tone is fun and clever and the imagery is simple 2D illustration
for a nice clean look. Waiters and waitresses would wear these
“Pancakes Don’t Flip Themselves” “Made Eggsactly The Way You Like Them” “French Toast Is French For
with black waist-high aprons.
French Toast In France”

Front Backs

20 21
OTH E R TH I N G S

$10

$10 Gift Card

MENU
$25
Coffee Mug - Clear Coffee Mug - “Wolfgang’s Blue”

wolfgangs.com | 1530 Wealthy St. SE Grand Rapids, MI 49506

$25 Gift Card Menu - Cover

22 23
M O R E TH I N G S

Wolfgang’s Favicon

F R E Q U E NT EATE R CA R D
Get a punch for each meal you purchase. Collect 10 punches and
receive a $10 Gift Card for being a loyal Wolfgangs breakfast-goer!
Cannot combine group meals under one card. Individual use only.

1 2 3 4 5 6 7 8 9 10

Wolfgang’s Frequent Eater Card

24
wolfgangs.com | 1530 Wealthy St. SE Grand Rapids, MI 49506