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Brand Assets

Our Voice

  • At BBQGuys, we're America's online leader for grills and outdoor living, but we aren't pretentious or snooty. We're the friend that our customers feel comfortable coming to for trusted advice, recipes, inspiration, and great products.

    Our top content should be informative, but not overly technical. We don't want to show off our knowledge, but rather share it with the customer. We want the customer to feel safe and confident when approaching our brand for help and guidance.

  • When typing out BBQGuys, always remember to capitalize the BBQ and lowercase the uys. There is no space between the BBQ and Guys.

    When pronouncing BBQGuys, we say barbecue guys not B-B-Q-Guys. An exception to the rule is made when referring to the actual website. If the situation requires .com, then say B-B-Q-Guys. This helps clarify our URL and prevents people from going to barbecueguys.com.

  • The core values of our
    brand voice are:

    • Quality
    • Acceptance
    • Authenticity
    • Humor

    Correctly typing and
    saying BBQGuys:

    • BBQGuys Barbecue Guys
    • BBQGuys.com B-B-Q-Guys.com

Logo & Usage

  • Primary Logo The horizontal BBQGuys logo lock-up is the preferred primary wordmark. Use this logo when the provided space allows. The Flambeau Icon is Ember Orange and the wordmark is Charcoal on a white background. The primary horizontal logo should always be used with the registered trademark.
    BBQGuys logo

  • Secondary Logo The stacked BBQGuys logo lock-up should be used when the provided space/aspect ratio is square or taller than it is wide.
    BBQGuys logo

  • Icon Meet Flambeau! Flambeau is an icon that can be used to represent BBQGuys.
    BBQGuys logo

  • Rules

    • Spacing: To maintain our brand's integrity, clarity, and consistency, the main size and clear space around the logo must always be maintained across all uses. Use the height of the negative space in the top opening of the capital B to determine the required padding around the logo.

      Trademark: The primary horizontal logo should always be used with the registered trademark.

    • BBQGuys logo
    • Logo Variations: Solid, non-textured versions of all logos are available when needed for smaller files where the texture would no longer be clear.

      • BBQGuys logo
      • BBQGuys logo
      • Flambeau logomark

Logo & Usage

  • Color Variations White: The reversed white logo can be used when presented on a dark background. The Flambeau Icon remains Ember Orange and the wordmark changes to white.

    BBQGuys logo

  •   White with drop shadow: The stacked reversed white logo can occasionally be used when presented on a dark or photographic background. The Flambeau Icon is Ember Orange and the wordmark is white. A slight drop shadow with a large blur and low opacity is acceptable when needed. There should not be an obvious cast shadow.

  • BBQGuys logo
  • Black: The black logo is used only when limited
    to printing one color that is not a spot color.

    • BBQGuys logo
    • BBQGuys logo
    • BBQGuys logo
  • Flambeau: The Flambeau Icon should be used in Ember Orange at all times, unless limited to printing one color that is not a spot color, in which case it would be black.

    • BBQGuys logo
    • BBQGuys logo
    • BBQGuys logo
  • Logo Faux Pas

    Our logo stands for who we are. It is recognizable and purposeful. To protect its integrity, it should not be altered under any circumstances.

    Change Flambeau to White

    Do Not change flambeau to white.
    White and Orange = Home Depot
    Grey and Orange = BBQGuys
    If you must use our logo on an orange
    background, use the all black logo.
    • Dramatic Drop Shadows

      BBQGuys logo
      Do Not add a drop shadow to any logo other than the reversed white logo. Drop shadows should be slight with a large blur and low opacity. There should never be an obvious cast shadow.
    • Recolor

      BBQGuys logo
      Do Not recolor the logo.
    • Rotate

      BBQGuys logo
      Do Not tilt or rotate the logo.
    • Stretch

      BBQGuys logo
      Do Not stretch or flatten the logo.
    • Resize

      BBQGuys logo
      Do Not resize the components of the logo.
    • Effects

      BBQGuys logo
      Do Not add effects to the logo.
    • Translucent

      BBQGuys logo
      Do Not make translucent over an image.
    • Unregistered

      BBQGuys logo
      Do Not use the primary horizontal logo without the registered trademark.

Typefaces

  • Lato

    Lato is BBQGuys's primary typeface. Use for headings and body copy. It can be used in light, regular, italics, bold, and black. Tracking is commonly set to 25, but can be adjusted as needed.

    • Lato Light + Italic
    • Regular + Italic
    • Bold + Italic
    • Black + Italic
  • Turbinado

    Turbinado is our script font. Use for headings or to emphasize specific words or phrases. It should be used sparingly and pairs well with Lato and Wood Bonnet. Tracking is always set to 0 and is never set to all caps.

    • Turbinado Dry Pro
    • + Bold Dry Pro
  • Wood Bonnet

    Wood Bonnet is used for headings or to emphasize specific words or phrases. It should be used sparingly. Tracking is always set to 0. It is commonly used in all caps, but can be adjusted as needed.

    •  
    • Wood Bonnet Grotesque No 4
  • Alegreya Sans

    Alegreya Sans is only used for our headings on the website. It isn't used on marketing materials. Tracking is commonly set to -25, but can be adjusted as needed.
     

    • Alegreya Sans +
    • Alegreya Sans Bold

Typefaces

Best Practices Always keep hierarchy in mind when working with our brand typefaces. Establishing what is most important in a statement is essential when using different typeface pairings.

  • Examples:

    Wood Bonnet paired with Turbinado
  •  

    Turbinado (too much!)
  •  

    Tracking on Turbinado is set to 0
    Tracking on Turbinado is set to 40

Colors

Primary Colors These colors are used in our logo and frequently throughout our brand.

  • Black
    • Black
    • #000000
    • R 0 | G 0 | B 0
    • C 75 | M 68 | Y 67 | K 90
    • White
      • White
      • #ffffff
      • R 255 | G 255 | B 255
      • C 0 | M 0 | Y 0 | K 0
    • White Grey
      • White Grey
      • #f8f8f8
      • R 248 | G 248 | B 248
      • C 2 | M 1 | Y 1 | K 0
  • Charcoal
    • Charcoal
    • #333333
    • R 51 | G 51 | B 51
    • C 69 | M 63 | Y 62 | K 58
    • Grey
      • Grey
      • #adadad
      • R 173 | G 173 | B 173
      • C 33 | M 27 | Y 27 | K 0
    • Light Grey
      • Light Grey
      • #e6e6e6
      • R 248 | G 248 | B 248
      • C 2 | M 1 | Y 1 | K 0
  • Ember Orange
    • Ember Orange
    • #d96527
    • R 217 | G 101 | B 39
    • C 11 | M 73 | Y 100 | K 1
    • Bright Orange
      • Bright Orange
      • #ff8a33
      • R 255 | G 138 | B 51
      • C 0 | M 56 | Y 88 | K 0
    • Light Orange
      • Light Orange
      • #ffc599
      • R 255 | G 197 | B 153
      • C 0 | M 26 | Y 40 | K 0

Colors

Secondary Colors These colors are used throughout our brand – they can be used for our social channels, campaigns, and brand-building assets. Colors with an asterisk (*) are on-site colors, not commonly used on design assets (with a few exceptions).

  • Beige
    • Beige
    • #bab2a6
    • R 186 | G 178 | B 166
    • C 28 | M 26 | Y 33 | K 0
  • Promo Red
    • Promo Red
    • #cc2027
    • R 204 | G 32 | B 39
    • C 13 | M 100 | Y 98 | K 3
  • Navy
    • Navy
    • #272749
    • R 39 | G 39 | B 73
    • C 91 | M 87 | Y 42 | K 42
  • Dark Green
    • Dark Green
    • #375e32
    • R 55 | G 94 | B 50
    • C 77 | M 39 | Y 94 | K 34
  • Gold
    • Gold
    • #ffcc33
    • R 255 | G 204 | B 51
    • C 0 | M 19 | Y 89 | K 0
  • Light Beige
    • Light Beige
    • #efedeb
    • R 239 | G 237 | B 235
    • C 5 | M 4 | Y 5 | K 0
  • Bright Red
    • Bright Red
    • #ff0013
    • R 255 | G 0 | B 19
    • C 0 | M 100 | Y 100 | K 0
  • Blue
    • Blue
    • #1167b1
    • R 17 | G 103 | B 177
    • C 90 | M 60 | Y 1 | K 0
  • Bright Green
    • Bright Green
    • #298d23
    • R 41 | G 141 | B 35
    • C 82 | M 20 | Y 100 | K 7

Design Elements

    • Icons

      BBQGuys icons are created with the same style and color palette. Creating all icons at the same size with the same line weight and style keeps them consistent. Icons are small, not image-sized.

      Creating a new icon: 64 x 64 pixel artboard with 2pt line weight, round caps, and round corners. Outline and fill if desired. Save as SVG.

    • 64 x 64 artboard
      • Charcoal
        Light Orange
        Light Grey

    Examples:

  • Illustrations

    Illustrations vary from icons – they are slightly larger and contain more detail. The line weight, color fill, and information on an illustration are more informative and detailed than an icon. They can be used in the place of an image, not an icon.

    Creating a new illustration: 1500 x 1500 pixel artboard, line weights, and color fill may vary. Save as JPG and PNG.

    Examples:

Design Elements

  • Badges

    Badges and logos that live within the BBQGuys brand are created upon request. They should compliment the BBQGuys logo, but not compete with it.

    Examples:

    • BBQGuys Protection Plan
    • BBQGuys Lifetime Warranty
    • Best Gas Grills
      • Example of the BBQGuys Protection Plan badge living with the BBQGuys logo. It does not compete and both are able to stand alone.
  • Design Elements

    These assets are brand-approved. They can be used with type to emphasize messaging or increase visual impact.

    Examples:

    • Sunburst
      Design
      Element
      Sunburst

      The sunburst effect can be added behind type to increase visual impact and establish importance.

    • Underline
      type you want
      to emphasize
      Underline

      The underline effect can be added behind type to establish importance. Do not overuse, and ensure legibility is not lost.

Design Elements

  • Backdrops

    Backdrops can be used behind type on certain assets. Use in-house backdrops that match the BBQGuys brand. Never use it if it compromises the legibility of the type.

    Examples:
    • The contrast of the backdrop and type works well together. The backdrop adds dimension and a different element to the design.
    • The contrast of the backdrop and type does not work well together. The backdrop paired with this type and colors creates confusion, and the type becomes illegible.
  • Textures

    Use textures on top of solid-colored
    backgrounds when desired.

    Non-textured background
    Textured background
Brand Guide
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All Rights Reserved.