BUFFALO WILD WINGS STYLE GUIDE

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STYLE GUIDE | CONTENTS

INTRODUCTION

BUILDING THE BRAND

THE ESSENCE OF THE BRAND

OUR BRAND ESSENCE

01 LOGO GUIDELINES

PREFERRED LOGO

VERTICAL LOCK-UP

HORIZONTAL LOCK-UP

LOGO CLEARANCE

02 ICON GUIDELINES

ICON

LOGO CLEARANCE

03 INCORRECT USAGES

04 COLOR

05 TYPOGRAPHY

06 TRADEMARK GUIDELINES

03

04

05

06

07

08

10

12

14

15

16

17

20

22

25 INTRODUCTION

Rome wasn’t built in a day, and neither are brands. It’s a

process in which you play a vital role. You are a steward of

the Buffalo Wild Wings

®

_{brand, and it’s up to you to use it}

consistently, consciously, and with conviction.

The Buffalo Wild Wings brand is something in which we all

must immerse ourselves. We can’t just blindly follow a set

of rules on paper. We need to fully embrace the Buffalo Wild

Wings brand spirit. That’s how we’ll satisfy our Guests and

grow the business.

Don’t just live it. Be it.

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INTRODUCTION

ARE YOU FEELIN’ ME?

If you’re going to talk the talk and walk the walk, you sure

as heck better understand the language and know the way.

That’s what this book is all about. It’s your guide to the Buffalo

Wild Wings

®

_{identity…sort of an instruction manual and a}

road map all rolled into one. Now, we know you usually consult

the instruction manual as a last resort or the road map after

you’re already good and lost, but this book, we want you to

start with first. Trust us, you’ll enjoy it.

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STYLE GUIDE | 5

INTRODUCTION

OUR BRAND ESSENCE

SO, THIS IS IT. THE BIG KAHUNA. THE MANTRA. THE

GUIDING PRINCIPLE. THE ONE, MOST-IMPORTANT,

ALL-POWERFUL, BIG IDEA.

This, above all else, is the

focal point of the Buffalo Wild Wings

®

_{brand. Read it,}

learn it, commit it to memory, maybe even get it tattooed

across your back (OK, let’s not get crazy here).

PUTTING IT INTO PLAY.

You shouldn’t say the Brand Essence because you should be it. It’s a spirit that should exist within you and within every Buffalo Wild Wings®_{location. Think of the Brand Essence}

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BUFFALO WILD WINGS | STYLE GUIDE

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STYLE GUIDE | 7

THE BUFFALO WILD WINGS LOGO IS THE MASCOT OF OUR BRAND

The Buffalo Wild Wings®_{logo and icon is our single most important}

visual asset. However, for our logo to retain its value, it must be used correctly and consistently. The preferred version of the logo is shown to the right. Alternate configurations listed in this guide may be more appropriate for some applications depending on production techniques and size requirements.

The logo/icon must be present in all communications and must not be modified or re-created; use only approved digital files for reproduction.

On the following pages, you will find examples of the Buffalo Wild Wings logos and icons as well as general guidelines for color, clear space and size. If you have any questions about how to use the Buffalo Wild Wings logo, please contact: Doug Rea, Creative Manager,

[email protected], 952-540-2229.

HOW DO I USE IT?

Always choose the version of the logo that best fits the proportions of the application. For example, use the preferred version of the logo for most applications, and the alternative version (below) for extreme horizontal applications.

LOGO

PREFERRED

PRIMARY

SECONDARY

DOWNLOAD

3C EPS | 4CP EPS | RGB JPEG

DOWNLOAD

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STYLE GUIDE | 8

Use this lock-up for most promotions, ads and out of restaurant communications.

FULL COLOR VERTICAL LOGO WITH TAGLINE

The full color vertical version of the Buffalo Wild Wings®

logo is the preferred orientation for usage. It should be represented on everything we create. And should be used in conjunction with our tagline "WINGS. BEER. SPORTS.™_"

to reinforce our brand identity, this logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials.

The use of the tagline with the logo depends on the application for which it will be used.

EXCEPTIONS

There are two exceptions for tagline use:

1. Do not use the logo with tagline if the icon is less than .75" in diameter (due to space restrictions), as anything smaller becomes unreadable.

2. Do not use the logo with tagline on permanent items such as exterior signage.

TAGLINE

The tagline "WINGS. BEER. SPORTS.™" works in context with the logo. Do not separate the tagline from the logo, as the two elements work together to solidify our identity.

LOGO

VERTICAL LOCK-UP WITH TAGLINE

NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application.

DOWNLOAD

B&W EPS | RGB JPEG

DOWNLOAD

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STYLE GUIDE | 9

Usually you will use this version for signage and other applications like t-shirts/gear and, in restaurant communications.

FULL COLOR VERTICAL LOGO NO TAGLINE

In certain applications the full color vertical version with no tagline will need to be used. Due to space restrictions when the tagline would become unreadable and on permanent installations such as exterior signage.

LOGO

VERTICAL LOCK-UP NO TAGLINE

DOWNLOAD

3C EPS | 4CP EPS | RGB JPEG 3C EPS | 4CP EPS | RGB JPEGDOWNLOAD

DOWNLOAD

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STYLE GUIDE | 10

LOGO

HORIZONTAL LOCK-UP WITH TAGLINE

FULL COLOR HORIZONTAL LOGO WITH TAGLINE

The full color horizontal version of the Buffalo Wild Wings®_logo

is the preferred secondary orientation for usage. It should be used in extreme horizontal applications where the vertical logo doesn't work. And should be used in conjunction with our tagline "WINGS. BEER. SPORTS.™_{" to reinforce our brand identity, this}

logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials.

The use of the tagline with the logo depends on the application for which it will be used.

EXCEPTIONS

There are two exceptions for tagline use:

1. Do not use the logo with tagline if the icon is less than .75" in diameter (due to space restrictions), as anything smaller becomes unreadable.

2. Do not use the logo with tagline on permanent items such as exterior signage.

DOWNLOAD

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LOGO

HORIZONTAL LOCK-UP NO TAGLINE

FULL COLOR HORIZONTAL LOGO NO TAGLINE

In certain applications the full color vertical version with no tagline will need to be used. Due to space restrictions when the tagline would become unreadable and on permanent installations such as exterior signage.

DOWNLOAD

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ACCEPTABLE LOGO CLEARANCE

To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in “X”) around the logo and other elements.

MEASUREMENT OF "X"

The measurement of "X" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo.

MINIMUM SIZE

The size of the logo can change, depending on its use. However the logo must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than .75" in length and width.

X X X X X X .75"

LOGO

CLEAR SPACE WITH TAGLINE

MINIMUM SIZE X X X X X X .75"

NOTE: It is also recommended that anything under .75" the icon should only be used. Please see PG 16 for icon guidelines.

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ACCEPTABLE LOGO CLEARANCE

MINIMUM SIZE

The size of the logo can change, depending on its use. However the logo must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than .75" in length and width.

MINIMUM SIZE NOTE: It is also recommended that anything

under .75" the icon should only be used. Please see PG 16 for icon guidelines.

X

LOGO

CLEAR SPACE NO TAGLINE

.75" X X X X X X X X .75"

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THE BUFFALO WILD WINGS ICON

The Buffalo icon is available to support and strengthen our brand identity. As stated on page 8the logo with tagline must appear at least once on all materials outside the restaurant.

For internal materials distributed and displayed in-restaurant, use the Buffalo icon as a graphic element to reinforce our brand identity.

Use the Buffalo icon as a dynamic element of the identity palette. The icon should be used as a modern graphic device and should add to the unique Buffalo Wild Wings®_experience.

ICON

DOWNLOAD

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ICON CLEARANCE

MINIMUM SIZE

The size of the icon can change, depending on its use. However the icon must always be legible. To ensure this, the Buffalo Wild Wings® _{icon should never appear}

smaller than .5" in length and width.

NOTE: The icon should never appear smaller than .5" in length and width except under extreme conditions. Please contact your Buffalo Wild Wings representative for final approvals

ICON

CLEAR SPACE

MINIMUM SIZE .5" .5" X X X X X X

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INCORRECT USES

Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.

Do not change the size or position of any of the elements in the identity system.

Do not add text to the identity system.

Do not reproduce the identity in an unapproved color or use the palette colors incorrectly.

APPROVAL QUESTIONS

The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager. For approval and other identity related questions please contact: Jeremy Burke, Brand Manager

[email protected], 952-540-2009

INCORRECT USAGE

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INCORRECT USES

Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.

Do not introduce special effects such as drop shadows, gradients or strokes.

Do not distort the identity. The logo should always remain proportional.

Do not use inadequate quality artwork. Do not use photocopied, low-resolution or recreated artwork.

APPROVAL QUESTIONS

The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager. For approval and other identity related questions please contact: Jeremy Burke, Brand Manager

[email protected], 952-540-2009

INCORRECT USAGE

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BUFFALO WILD WINGS COLOR PALETTE

The Buffalo Wild Wings®_{color palette is communicated by the}

dominance of yellow and black with highlights of gray and white. The simplicity of this color palette distinguishes Buffalo Wild Wings from its competitors and enhances the prominence of the brand. Color specifications are provided; do not substitute different colors or add additional colors to the palette.

It's a tool used to create emphasis and contrast by emphasizing particular colors we start to create a visual identity that quickly relates to Buffalo Wild Wings.

PANTONE®_COLORS

4-COLOR PROCESS

C 0

M 16

Y 100

K 0

RGB

R 255

G 210

B 0

HEX COLOR

#FFD200

PRIMARY HIGHLIGHT

4-COLOR PROCESS

C 0

M 0

Y 0

K 100

RGB

R 0

G 0

B 0

HEX COLOR

#000000

4-COLOR PROCESS

C 0

M 0

Y 0

K 60

RGB

R 170

G 170

B 169

HEX COLOR

#AAAAA9

4-COLOR PROCESS

C 0

M 0

Y 0

K 0

RGB

R 255

G 255

B 255

HEX COLOR

#FFFFFF

B-DUBS YELLOW

PMS 116 C B-DUBS BLACK B-DUBS GRAYPMS 423 C B-DUBS WHITE

COLOR

NOTE: These are the only approved colors that may be used in any of the Buffalo Wild Wings logos.

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TRADE GOTHIC CONDENSED NO. 18

ABCDEFGHIJKLMNOP abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

0123456789

ABCDEFGHIJKLMNOP abcdefghijklmnop

0123456789

TRADE GOTHIC CONDENSED

The font family recommended for most Buffalo Wild Wing's communication is Trade Gothic Condensed. Available from most font retailers, including FontShop (www.fontshop.com) and Linotype (www.linotype.com)

AACHEN BOLD (PRIMARY)

Typography gives our brand a voice. Our core typeface is Aachen Bold. Aachen builds upon our tone of voice and writing style and gives a distinctive look for our brand. It mostly used for headline's and should always be capitalized.

TRADE GOTHIC (SECONDARY)

Trade Gothic is our secondary typeface. It should be used as a compliment to Aachen Bold. It is mainly used for body copy and secondary headlines. It should never be used as a replacement for Aachen Bold for headlines.

AACHEN BOLD (CAPS ONLY)

TRADE GOTHIC BOLD CONDENSED NO. 20

NOTES

Headlines (Aachen Bold) and sub-headlines (Trade Gothic Bold Condensed No. 20) should be all-caps, and body text (Trade Gothic Condensed No.18) should be uppercase/lowercase. When allowed headlines can be shown in black and body copy can be shown in gray (PMS 423C)

TYPOGRAPHY

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NAMES AND PHRASES WE USE

The words below are Buffalo Wild Wings®_{trademarked and registered}

company names, acronyms, taglines and phrases, promotions, and products. These words always require either a “ ® ” or “ TM ” when used in printed materials. Please note appropriate use of TM and ® symbols for all Buffalo Wild Wings trademarks. In body copy and text, the trademark or registration symbol for each mark must appear on the first mention on each page.

COMPANY NAMES

Buffalo Wild Wings®

Buffalo Wild Wings Grill & Bar®

TAGLINES AND PHRASES

Half Full or Half Empty? Who Cares! Free Refills™

Smilin’, Sizzlin’, Screamin’®

Something Wild Has Come to Town!®

Take the Flavor Home®

Wings. Beer. Sports.™

PROMOTIONS Better-Be-Ready Blazin’® Blazin’®_Challenge Blazin’ Wall™ Boneless Thursdays® Buffalo Circle® Margarita Mayhem® Wing Tuesdays® MENU ITEMS

Big Mouth Wraps™

Big Jack Daddy Burger™

Buffalito(s)®

Buffalo Chips™

Buffalo Legs®

Buffalo Tenders™

Crave It! Combos™

Crispy Southwest Dippers®

Grazin’ Greens™

Hand-spun Wings™

Hot Dog Slammers™

Most Valuable Platters™

Naked Tenders® Slammers™ Sauce-spun Wings™ Wild Flatbreads™ SAUCES Asian Zing® Blazin’® Caribbean Jerk™ Honey BBQ™ Hot™ Hot BBQ™ Jammin’ Jalapeño™ Mango Habanero™ Medium™ Mild™ Parmesan Garlic™ Spicy Garlic™ Sweet BBQ™ Teriyaki™ Thai Curry™ Wild® SEASONINGS Buffalo™ Chipotle BBQ™ Desert Heat™ Lemon Pepper™

Salt and Vinegar™

COMPANY NAMES

Buffalo Wild Wings®

TAGLINES AND PHRASES

Smilin’, Sizzlin’, Screamin’™

Wings. Beer. Sports.™

PROMOTIONS Blazin’™_Challenge Blazin’ Wall™ Boneless Thursdays™ Wing Tuesdays™ MENU ITEMS

Big Jack Daddy Burger™

Buffalito(s)™ Buffalo Tenders™ Hand-spun Wings™ Naked Tenders™ Slammers™ Wild Flatbreads™ SAUCES Asian Zing™ Blazin’™ Caribbean Jerk™ Honey BBQ™ Honey Garlic™ Hot™ Hot BBQ™ Jammin’ Jalapeño™

Kickin’ Honey Garlic™

Mango Habanero™ Medium™ Mild™ Parmesan Garlic™ Spicy Garlic™ Sweet BBQ™ Teriyaki™ Thai Curry™ Wild™ SEASONINGS Buffalo™ Chipotle BBQ™ Desert Heat™ Lemon Pepper™