Brand Guidelines

The complete Duffey's brand system — a reference for designers, partners, vendors, and collaborators to maintain consistency across all touchpoints.

Logo

The Duffey's logo is the cornerstone of the brand. It should always be used with care and consistency.

Primary

Reversed

On Dark

Logo Usage

Maintain proper spacing and sizing to preserve logo legibility and impact.

Clear Space

Always maintain a minimum clear space equal to the height of the "D" in "Duffey's" on all sides of the logo.

Do's & Don'ts

Use the logo on approved brand colors

Maintain aspect ratio when scaling

Use provided logo files only

Don't

Stretch, skew, or distort the logo

Don't

Change the logo colors

Don't

Add drop shadows or effects to the logo

Don't

Place the logo on busy or low-contrast backgrounds

Color Palette

The palette is natural, sophisticated, and warm — reflecting the Duffey's atmosphere.

#12261E

Forest Green

HEX: #12261E

HSL: 155 35% 15%

#5C7080

Slate Blue

HEX: #5C7080

HSL: 205 15% 40%

#FAF9F6

Warm Cream

HEX: #FAF9F6

HSL: 40 33% 98%

#1E2124

Charcoal

HEX: #1E2124

HSL: 210 10% 12%

Usage Notes

• Forest Green is the primary brand color — use for headlines, accents, and key CTAs
• Slate Blue serves as a secondary accent for supporting elements
• Warm Cream is the default background — avoid pure white
• Charcoal is used for dark backgrounds and body text

Typography

A balanced type system pairing a strong display font with a clean body font.

Display — Oswald

Headlines, section titles, navigation, and all uppercase display text.

Heading 1

Heading 2

Heading 3

Heading 4

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

Body — Poppins

Body copy, descriptions, buttons, captions, and all readable text.

Body text at 18px

Body text at 16px — the default reading size for comfortable prose.

Supporting text at 14px for descriptions and captions.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

Script — Lobster Two

Used exclusively for the brand wordmark. Bold Italic weight.

Duffey's

Do not use Lobster Two for body text, headlines, or any context outside of the wordmark.

Voice & Tone

How we speak as a brand — approachable but never sloppy, refined but never pretentious.

We Are

• Warm & Welcoming — Like greeting a regular at the bar
• Confident — We know who we are and what we do well
• Unpretentious — Elevated experience, down-to-earth attitude
• Community-rooted — Local, neighborhood, gathering place

We Are Not

• Corporate — No stiff, boardroom language
• Overly casual — We're friendly, not sloppy
• Exclusive — Everyone is welcome here
• Trendy for trend's sake — Timeless over temporary

Imagery

Photography direction that captures the Duffey's atmosphere.

Photography Style

• Warm, low-light bar & dining environments
• Natural textures: wood, brass, leather, brick
• Elevated food photography with moody lighting
• Candid, genuine moments with real patrons
• Seasonal outdoor spaces and patio life

Avoid

• Generic stock photography
• Overly bright, flash-lit images
• Heavily filtered or over-processed photos
• Cold, sterile environments
• Images that feel corporate or staged

UI Elements

Standard interface components and their styling.

Buttons

Cards

Card Title

Cards use subtle shadow-based borders and rounded corners for depth.

Border Radius

8px

12px

16px

Brand Applications

How the Duffey's brand comes to life across print, digital, environmental, and merchandise touchpoints.

Print Collateral

Menu Design

Forest green cover with gold foil wordmark. Interior uses Oswald for category headers and Poppins for item descriptions on warm cream stock.

Business Cards

Premium warm cream cardstock with forest green wordmark on front. Back features contact details in Oswald (name) and Poppins (details).

Digital & Social

Instagram Post — Promotion

Forest green background with Oswald headlines and moody food photography. Designed for recurring promotions like happy hour and daily specials.

Instagram Story

Full-bleed food photography with bold Oswald text overlay and a branded footer bar. Used for time-sensitive announcements and events.

Social Media Guidelines

• Backgrounds: Forest Green, Charcoal, or full-bleed photography with dark overlay
• Headlines: Oswald Bold Uppercase in cream or white
• Body text: Poppins Regular, warm cream on dark backgrounds
• Logo placement: bottom-center or bottom-right, always use the approved script wordmark
• Photography: moody, warm-toned food and bar imagery — never stock photos

Email Marketing

Weekly Specials

Desktop email with forest green header, three featured dishes with photography, and a prominent CTA. The go-to template for recurring promotions.

General Newsletter

Monthly roundup with upcoming events, seasonal menu updates, and community news. Forest green header with warm cream body.

Email Guidelines

• Header: Forest green bar with cream script wordmark — consistent across all templates
• Body background: Warm cream (#FAF9F6), never pure white
• CTA buttons: Forest green with cream text, or cream with forest green text
• Photography: real food and venue shots only — no illustrations or clip art
• Footer: social icons, unsubscribe link, and physical address in Poppins

Environmental & Signage

Exterior Signage

Illuminated wall-mounted signage with the script wordmark and window decals. Warm backlighting on dark backgrounds.

Bar & Grille

Neon / LED Bar Sign

Rebuilt as a cleaner back-bar sign mockup using the approved high-resolution Lobster Two wordmark asset, so the D and F stay exact.

A-Frame Sidewalk Sign

Forest green A-frame with branded header and interchangeable cream insert for daily specials, events, or happy hour promotions.

Interior Wayfinding

Forest green directional plaques in Oswald uppercase for Bar, Patio, Restrooms, and Private Events. Mounted on brick or wood surfaces.

Vehicle Wrap

Forest green full wrap with oversized cream script wordmark and "Bar & Grille" tagline in Oswald. Used for catering vans, event delivery, and brand visibility.

Billboard & Outdoor Advertising

Bar & Grille

Burgers & Beer

Next Exit →

Highway Billboard

Premium golden-hour billboard featuring gourmet burger photography with the approved Duffey's wordmark and bold directional copy on forest green.

Bar & Grille

Now Open•Cold Beer•Daily Specials

Roadside / Parking Lot Banner

Forest green vinyl banner with the approved Duffey's wordmark and Oswald copy for roadside visibility.

Promotional Poster

Large-format poster for community boards, partner locations, and window displays. Same brand system as social templates, scaled for print.

Outdoor Advertising Guidelines

• Billboard copy: 7 words or fewer — prioritize the wordmark and one key message
• Always include directional information (exit number, distance, arrow)
• Food photography must be high-resolution and appetizing at large scale
• Banners: forest green vinyl with cream print; no glossy or reflective finishes
• Minimum logo size on outdoor signage: 18" height for the script wordmark