2012 T.G.I.

FRIDAYS BRAND GUIDELINES

tending to the brand

table of contents
Brand Information ..................... 3
Brand Style ............................... 5
Brand Campaign ........................ 15
Contact Info .............................. 16

Brand information \\ strategy

For adults who thrive on social energy, Fridays is a

casual place to go out to eat and drink where we serve
the liberating feeling of Friday to everyone as a shot of
infectious energy.

pg. 3

Brand information \\ persona

Energy is Served Via:

\\ Indulgent food and drink thats both social
and shareable.
\\ Authentic service full of personality and life.
\\ Bar ambiance that encourages social mixing.
Brand Personality
Engaging. Clever and Playful. Genuine.

pg. 4

Brand style \\ logo usage

Angled Coaster Lockup Primary

COASTER USAGE
\\ Use angled coaster lockup on
all large print and digital layouts.
\\ Use flat coaster lockup on
smaller print and digital layouts.
\\ Use logo with tagline if legibility
of coaster is still an issue.

flat Coaster Lockup alternate 1

logo with tagline alternate 2

IN HERE, ITS ALWAYS FRIDAY.

pg. 5

Brand style \\ logo usage

Angled Coaster Lockup Primary

\\ Use in conjunction with approved backgrounds

\\ Crop so that only three corners of the coaster are showing
\\ Use logo without tagline in the same layout

Donts
\\
\\
\\
\\

Angle coaster image

Separate coaster from image
Show fewer than three corners of the coaster
Show more than three corners of the coaster

pg. 6

Brand style \\ logo usage

flat Coaster Lockup alternate 1

FPO
\\
\\
\\
\\

Use in conjunction with approved backgrounds

Angle 15 toward cropped side
Add a 90 directional drop shadow
Overlap one corner on a different
texture if necessary
\\ Use logo without tagline if necessary

Donts

\\ Separate coaster from background

\\ Show fewer than three corners of the coaster
\\ Show more than three corners of the coaster

pg. 7

Brand style \\ logo usage

logo with tagline alternate 2

\\ Keep height at 60 px or greater; it

should never be smaller than 60 px
\\ Give space equal to the cap height
of FRiDAYS on all sides
\\ Keep anything out of this space
besides background elements

Donts

IN HERE, ITS ALWAYS FRIDAY.

\\
\\
\\
\\
\\

Change the angle of the logo

Place the logo on anything red
Add a frame or border
Add a drop shadow or glare effect
Alter the size of the type

pg. 8

Brand style \\ background

Use this background to add Fridays mood to layouts on emails and FSI pieces.

pg. 9

Brand style \\ Fonts and color

type treatment

These are the approved fonts for all Fridays communications and
materials. All brand materials must use these fonts.

PRIMARY
HEADLINE
Trade Gothic Bold Condensed No. 20

SECONDARY
CALLOUT
Arvo Bold / Italic

Body Copy
Trade Gothic Medium

approved colors
PMS
187 c

CMYK
22, 100, 85, 17

RGB
172, 26, 47

CMYK
0, 0, 0, 100

RGB
35, 31, 32

pg. 10

Brand style \\ stripes usage

Keep a space equal to half the width of one of the stripes between the two.
Turn 45 counterclockwise and place in the corner as shown below.
stripe width

Top right corner

45

Bottom left corner

45
pg. 11

Brand style \\ photography guidelines

Use only approved photography in layouts. Franchisees

must submit photography for approval or a request for
any new photography.

All photography must be submitted for approval.

Please allow seven days for all approvals.
Third-party approvals require an additional seven days.

Kara Gasbarro \\ Creative Director

Kgasbarro@carlson.com
972-662-5584

Ashley Turner \\ Manager, Advertising

Ashleyturner@carlson.com
972-662-5988

pg. 12

Brand style \\ templates

display ad 300x250

email gmms members

fsi promotional

IN HERE,
MORE IS MORE.
700 x 500

PICK 2 FOR $10

1 ENTRE + 1 STARTER OR 1 DESSERT

700 x 500

OR

700 x 500
700 x 500

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Valid at participating locations for a limited time. Valid on select items only.

Flip over for four more great offers!

FRONT-A
Project Name: Premium Sheet
10 x 11

Trim Size:
Bleed:

.0

Program Dates:
Display Location:
Round:

Final

Date:

01/18/12

Type:

Advo

Live Area:
Feb 27

Color(s):
ATP:
Stage:

9.5. x 10.5
CMYK

01/18/12

Drops 2/27

Boston
DFW
Corpus
Terre Haute

Mechanical

700 x 500

pg. 13

Brand style \\ templates

fridays.com home page

fridays.com landing page

pg. 14

Brand campaign \\ guidelines

We are reclaiming the spirit of Fridays. In order to achieve
this, every piece of communication needs to portray an
energizing ambience that allows our guests to believe that
In Here, Its Always Friday.
\\ They should introduce the new flavors and freshness of our menu.
\\ They should highlight our heritage of creating trends in cocktails, beer, and wine.
\\ And they should focus on our bartenders and team members as instigators who
intuitively know what our guests have come in forand expertly create it for them.
\\ Every brand communication should be inviting and upbeat.
\\ Value messages should focus on all a guest gets for their money, not on how much
(or little) they have.

Above all, in everything that our guests see outside of Fridays,

we should strive to capture the buzz of conversation, the beat
of the music, the playful interaction between our team and our
guestsin short, the real vibe of Fridays.
Check the copy library document on the toolkit for preapproved writing.
2012 TGI Fridays Inc. All rights reserved. must be included on all materials.

pg. 15

contact info \\

All creative material must be submitted for approval.

Please allow seven days for all approvals.
Third-party approvals require an additional seven days.

Kara Gasbarro
Creative Director
Kgasbarro@carlson.com
972-662-5584
Ashley Turner
Manager, Advertising
Ashleyturner@carlson.com
972-662-5988

pg. 16