Hello.

Welcome to the Andiron brand standards. This Brandpad is a digital compilation of the core assets and elements that comprise our brand, and your guide to preserving the enigmatic appeal that Andiron emanates.

As we continue to present our brand to our customers and community, communicating with care and consistency further empowers us to intrigue, to delight, and to deliver an experience worthy of our diners’ time and trust.

Last Updated: november 2022

Where there’s smoke

I.

Verbal Identity

Our verbal identity is both what we say and how—the particular language and tone we use clarifies our role and distinguishes our voice from others. Beyond the personality we project, our manner of speaking is entwined with our restaurant’s reason for being—why we exist, where we excel, and what we aspire to.

While the medium may vary, our content should remain rooted in this core voice, keeping top of mind the goals and attitudes of each audience. Feel free to use the language here verbatim where appropriate, or pull from the spirit of it.

Voice

Interesting & Interested

Galvanized by conversations that linger over pristine plates and classic cocktails, Andiron asserts itself in myriad ways: The passing reference to a place once ventured. A quiet confidence rooted in wisdom. The flicker of a smile upturned with wit. Curious, hospitable, and unapologetically passionate, we revel in details that pique interest and provoke the palate.

Over wood and andirons,

a fire breathes, burns clean.

Story

Earthy reds. Aromatic spices. Laughter hanging over the hum of conversation like heady smoke. Andiron draws on traditions from Texas and travels abroad to upend expectations of the wood-burning steakhouse.

We seek to perfect the essentials:

Flavor. Sear. Service.

By preparing each cut of meat over the vessel best suited for it—whether a Yakitori heated with binchotan charcoal or a churrascaria-style pit—each ingredient is honored.

Combining the flame-focused precision of Candente and the Pit Room with the elevated atmosphere of 1751, Andiron brings the best of our sister concepts to the table to reveal the highest expressions of flavor.

Join us on the terrace; ease into your evening in the lounge. Our menu offers both larger entrées and a series of smaller portions—including a guided multi-course experience—which allows for more tastings, and with them, more time shared.

This is the intersection of respite and revelry. The simple and immense delight of food cooked over fire.

Welcome to Andiron.

Keep the fire burning

II.

Visual Identity

A visual identity is more than a logo. Composed also of typography, color, space, scale, and imagery, our visual identity draws from its unique blend of design elements to create and reinforce a cohesive brand experience, no matter the medium.

Logo

Our logo has been tailored to convey a mix of timeless style and contemporary refinement. As a primary visual anchor in our brand system, its consistent treatment builds equity and creates a seamless look and feel across all touchpoints. Please do not modify or attempt to recreate this art in any way.

A.

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This is our primary logo and should be used for the majority of branding applications.

Download ↓

For color guidance, visit the Color section.

Clear Space

We mandate a minimum amount of space around the edges of our logo to create clear margins and preserve legibility. The clear space proportions are derived from the dimensions of the letter “A” in our logo. In no instance should a line of text or any other visual element cross into this protective zone. Nobody likes their privacy invaded. Give our logo a little breathing room, and it will draw more attention.

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The width of the letter “A” establishes “x,” illustrating the minimum clear space.

Logo Lockups

Simply put, logo lockups are different versions of our logo locked in various positions. To maintain consistency, these lockups should not be taken apart or altered in any way.

Primary Lockup

Our primary, horizontal lockup (displayed in the section above) should be used for the majority of branding applications.

Alternate Lockups

Our alternate logo lockups (shown to the right) should be used sparingly—only when limitations of space and size deem it necessary.

Download

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The Vertical Lockup should be used sparingly—only when the space is inherently vertical (e.g. a lamppost banner). The Ampersand Lockup (&Iron) is a tertiary identifier, to be used only in instances where the horizontal or vertical lockups have already been introduced to the viewer.

Incorrect Usage

In order to protect the Andiron brand, always use the provided logo asset files when placing the logo on a deliverable. Never try to recreate the logo by using a different font or by keying the letters in manually. The examples shown demonstrate other modifications that diminish the integrity of the logo.

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Do not outline or add

strokes to the logo.

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Do not arbitrarily rotate

or reflect the logo.

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Do not swap letters or merge

the icon and the logo.

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Do not tighten or loosen the

letter spacing of the logo.

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Do not distort, condense,

or stretch the logo.

Monogram

In addition to our primary logo, we have a monogram that can be used (sparingly) for a variety of brand applications. Our monogram is inspired by the structure of a traditional andiron, a grill’s surface, and the unique characteristics found in our logo’s typeface.

Download ↓

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Use the Andiron monogram for small branding moments (e.g. social profile image).

File Types

From the side of a building to the screen of a phone, our logo may be scaled and reproduced in a number of ways. To maintain the highest possible quality, three different file types are available for your use. Some logo file types are pixel-based (PNG + JPG) and others are vector-based (EPS). Each file type has a specific use and application, detailed here.

Print Use → EPS & JPG

Digital Use → PNG & JPG

EPS (Encapsulated PostScript)

EPS files should be sent to vendors that require vector art, such as sign fabricators, architects, and embroidery companies. Our EPS logo files are vector-based files and can infinitely scale—best for high-resolution applications. This file can only be modified if you have design software.

PNG (Portable Network Graphic)

PNGs are smaller files best used on the web, e-signatures, etc. Our PNG logo files have a transparent background that maintains the original file appearance. These are pixel-based files and cannot infinitely scale—best when images need to load quickly.

JPG (Joint Photographic Experts Group)

JPGs are image-based files that are commonly used for web, presentations, and digital letterheads. They lose their image quality the lower-resolution they get. Our JPG logo files have a white background that appears behind the logo and cannot be removed. These are pixel-based files and cannot infinitely scale.

Color Palette

Color is about impact. Whether it’s the subtle contrast of black and charcoal or a metallic hint of copper, our palette lets us make a statement with minimal effort. In other words, a little goes a long way, so we must take care not to overdo it.

B.

Primary Palette

Our primary palette consists of three hues—Black, Charcoal, and Smoke—with a touch of Metallic Copper. When visitors think of our brand in color, it should be our Black or Charcoal logo tone-on-tone or on a contrasting background. They may also think of our Metallic Copper icon.

Black

HEX #000000

RGB 0, 0, 0

CMYK 100, 100, 100, 100

Charcoal

HEX #333737

RGB 51, 55, 55

PMS Black 7 C/U

Smoke

HEX #e8e6e0

RGB 232, 230, 224

PMS Warm Gray 1 C/U (various tints)

Supporting Color

In addition to our primary palette, we have a few hues that may be used for added expression: drawing attention to a word or phrase, supporting our tonal textures, creating subtle contrast, etc.

Ash

HEX #b8b8b1

RGB 184, 184, 177

PMS 414 C/U

Bone

HEX #fd8cfc6

RGB 216, 107, 198

PMS N/A

Copper (flat)

HEX #9a5d44

RGB 154, 93, 68

PMS N/A

Texture & Material

Much of the Andiron color palette may be expressed through surface textures and materiality. Here are a few of the selected materials used within print and environmental systems.

Paper

Keaycolour Holly

by Mohawk Paper

Paper

Classic Crest Antique Gray

by Neenah Paper

PAPER

Classic Crest Epic Black

by Neenah Paper

leather

Aegean

by Moore & Giles

leather

Buck Brown Harness Leather

by Milton Sokol

Metallic Cooper

Ink: Metallic PMS 876

Foil: Kurz 347 (preferred), General Roll Leaf B44 or GWF 158 (alternatives)

Brand Backgrounds

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On Charcoal backgrounds, use the Smoke logo.

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On Smoke backgrounds, use the Charcoal logo.

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On Smoke backgrounds,

use the Ash logo.

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On Bone backgrounds,

use the Smoke logo.

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On Ash backgrounds,

use the Smoke logo.

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On Black backgrounds,

use the Smoke or White logo.

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On Black backgrounds, use the

Charcoal logo (or vice versa).

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On Black or Charcoal backgrounds,

use the Metallic Copper logo.

Off-Brand Backgrounds

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On light, off-brand backgrounds, use the Black logo.

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On dark, off-brand backgrounds, use the White logo.

Color & Typography

When handling type, color need not be shied away from. It just needs to be applied with a little intention.

Here are some examples of suitable color pairings that range from stark to subtle contrast. A general rule of thumb—the smaller the type, the more contrast is needed for better legibility.

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From left to right: Charcoal, Copper, and Smoke shown on Black.

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From left to right: Ash and Smoke shown on Charcoal.

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From left to right: Ash and Charcoal shown on Smoke.

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From left to right: Copper and Charcoal shown on Bone.

Typography

Typography is one of the most important elements of our brand. It ties together all of our communications, maintains consistency, and builds familiarity over time—people will begin to recognize our brand even before they read it.

C.

Brand Typefaces

Our typographic expression consists of three families: GT Alpina, Adieu, and Vulf Mono.

For headlines and large-scale typography, use GT Alpina Thin or Light. For subheads, use GT Alpina Light or Adieu. For fine copy, body text, and captions, use GT Alpina Regular. For small moments and captions, Vulf Mono Italic can also be used in moderation.

See the Type Usage section for further guidance.

Download ↓

GT Alpina Thin & Light

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

abcdefghijklmn

opqrstuvwxyz

1234567890!@#$%

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Use for headlines and subheads

GT Alpina Regular & Italic

abcdefghijklmn

opqrstuvwxyz

1234567890!@#$%

abcdefghijklmn

opqrstuvwxyz

1234567890!@#$%

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Use for fine copy, body text, and captions

Adieu

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

1234567890!@#$%

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Use for small subheads, eyebrows, and short labels

Vulf Mono Italic

abcdefghijklmn

opqrstuvwxyz

1234567890!@#$%

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Use for small moments and captions

Default Typefaces

There may be instances when our typefaces are not available, as in some word processing programs or digital applications.

In these (hopefully rare) cases, we default to Times New Roman and Arial.

GT Alpina

AaBbCc123

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Times NR

AaBbCc123

Adieu

Regular

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ARIAL

AaBbCc123

Type Usage

When using typography in branded applications, please follow the guidelines below. A helpful way to get a feel for how to design with these type families is to study how they’re used throughout this Brandpad.

Type Dos

✓ Left-aligned (99% of the time).

✓ Centered (when it makes sense, e.g. a module on our website).

✓ If you’re using GT Alpina or Vulf Mono Italic, set typography in sentence case.

✓ If you’re using Adieu, set typography in uppercase.

✓ When calling attention to certain words or phrases, use italics.

Type Don’ts

The examples shown to the right demonstrate typographic treatments that diminish the legibility, impact, or elegance of our typographic expression. Mouse over each image to see correct usage.