Lead with the tilt
Use the angled signature as the primary expression across signage, menus, campaigns, and high-impact moments.
01 / Identity
Logo
Our logo leads with the same swagger as the bar itself: compact, spirited, and tipsy just enough to feel alive.
Give it room
Keep clear space equal to the height of the lowercase “i” on every side. Let the mark breathe.
Keep it legible
Use the full wordmark at 120 px or wider on screen. Below that, switch to the stacked icon.
02 / Brand system
Logo Variations
Three lockups cover the full range of brand moments. Choose for the available space, never for novelty.
Preferred
Download SVGTilted wordmark
The hero mark. Use for expressive placements and brand-first moments. Available with or without “With Dr. BBQ.”
Utility
Download SVGFlat wordmark
Use when a level baseline improves fit or readability: web headers, narrow signs, and sponsor rows. Tagline is optional.
Small spaces
Download SVGStacked icon
Reserved for avatars, favicons, stickers, stamps, and compact placements. Never add “With Dr. BBQ.”
The short ruleTilted first. Flat when needed. Stacked when small.
03 / Brand system
Logo Do Not’s
Consistency keeps the signature recognizable. Use approved artwork and resist the urge to “improve” its personality.
Don’t add more tilt
The primary artwork already has the right angle.
Don’t stretch
Scale proportionally. Never squeeze or widen.
Don’t outline
Use a solid, approved brand color only.
Don’t add effects
No shadows, glows, gradients, or bevels.
Don’t go off-palette
Keep every lockup inside the approved system.
WITH DR. BBQDon’t tag the stack
The stacked icon never carries the endorsement.
04 / Brand system
Color Palette
A sunbaked spectrum with enough heat for a tiny room and enough depth for a long night. Sand is the core canvas; Lava Rock anchors; Fire delivers the signature hit.
- HEX
- #FF4200
- RGB
- 255 66 0
- CMYK
- 0 96 100 0
- PMS
- 1655 C
- HEX
- #630800
- RGB
- 99 8 0
- CMYK
- 32 100 100 48
- PMS
- 483 C
- HEX
- #FFE328
- RGB
- 255 227 40
- CMYK
- 2 7 99 0
- PMS
- 102 C
- HEX
- #D77A00
- RGB
- 215 122 0
- CMYK
- 7 65 100 0
- PMS
- 1385 C
- HEX
- #ED0064
- RGB
- 237 0 100
- CMYK
- 0 99 41 0
- PMS
- 2040 C
- HEX
- #FFA2FF
- RGB
- 255 162 255
- CMYK
- 0 24 0 0
- PMS
- 236 C
- HEX
- #FCF1DB
- RGB
- 252 241 219
- CMYK
- 1 4 16 0
- PMS
- WHITE
- HEX
- #D9C1A6
- RGB
- 217 193 166
- CMYK
- 13 24 37 0
- PMS
- 2310 C
05 / Brand system
Typography
Three voices give the system its range: a condensed display face for impact, a relaxed script for flare, and Manrope for clear everyday reading.
ABC Arizona Flare Condensed Bold
Use uppercase for short, high-impact messages and section titles.
Parkside Regular
Parkside Regular. Use sparingly for warm asides, punchlines, and expressive accents.
Manrope
Use for paragraphs, captions, navigation, specifications, and utility text.
06 / Brand system
Photography
Make the place feel close enough to touch. Photograph people, pours, plates, and the packed little world around them with heat, humor, and human energy.
Get close
Crops can be tight and tactile. Prioritize gestures, garnishes, hands, faces, and the textures of the room.
Turn up the color
Use warm, saturated light with bold reds, oranges, greens, and electric accents. Avoid cool, washed-out neutrality.
Keep the party human
Favor candid action, eye contact, small surprises, and a little imperfection over polished hospitality clichés.
Bring in vintage
Vintage tropical photography is a distinct pillar of the system. Use it to add nostalgia, wit, and a sense of found ephemera.
Layer in texture
Pair photography with tactile patterns: carved palm, bamboo, wood grain, marble, and woven surfaces. Crop close enough to feel physical.
Flash-forward nightlife meets vintage tropical print.
Bold color · direct light · lived-in material · playful crops · graphic pattern · food and drink in motion07 / Brand system
Photo Treatment
A halftone layer connects vintage photography to the tactile, printed character of the brand. Apply this pattern only to vintage photos; contemporary imagery stays clean.
Vintage only
Use the halftone pattern only on vintage photography. Keep faces and key details recognizable, and never apply it to contemporary people, food, drink, or interior photography.
08 / Brand system
Illustration
The illustration world is still in development. Illustration linework is always Lava Rock and may sit on any of the approved background colors shown here.
Lava Rock linework, every time.Pair it with any shown background color. Keep the characters expressive, the scale playful, and the compositions simple.
09 / Brand system
Examples
These examples show the system coming together across campaign, social, apparel, menus, coasters, and environmental moments.
