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brand book & style guide | 2018 Our recipe for staying on brand
ta b l e o f c o n t e n t s
our brand
3 Introduction | Our Brand Identity
4 Mission | Stonewall Kitchen Brand Vision | Audience
5 Core Values: External & Internal
b r a n d v o i c e & c o p y s ta n d a r d s
6 Overview | Tone & Content
7 Point of View | Wholesale vs. Direct-to-Consumer (DTC)
8 Copy Standards
9-10 Heritage Copy | Short, Medium & Long
11-13 Glossary of Terms
cooking school brochure
14-15 Formatting Standards
r e c i p e s ta n d a r d s
16 Ingredient List Formatting, General Formatting, Language
17 Glossary of Terms | Print & Web Standards
r e ta i l s pa c e d e s i g n s ta n d a r d s
18 Stores | Cooking School | Café | Restrooms
d e s i g n s ta n d a r d s
19 Logos & Usage
20 Brand Colors
21 Brand Fonts
w e b s i t e d e s i g n s ta n d a r d s
22 Fonts & Colors For use by Web ONLY
2 | Brand Book & Style Guideour brand
Introduction
This document outlines our company’s brand standards for visuals and voice, serving as the
foundation for brand messaging across all communication channels. It has been designed with
every one of our employees and partners in mind, from the people who produce our jam every day
in our Maine headquarters to the international wholesale clients that sell our products overseas.
It’s only when we come together, aligned by the principles and guidelines outlined here,
that Stonewall Kitchen can realize its full brand potential. Let’s get cooking.
Our Brand Identity
We are a lifestyle brand that celebrates everything there is to celebrate about cooking and entertaining.
We are experts at what we do, but we like to have fun. More importantly, we want our guests to have
fun cooking and eating, and sharing in life’s special (and every day) moments. Our goal is to “make
every moment memorable” with Stonewall Kitchen.
As a smart, sophisticated company with real and tangible New England roots, our regional heritage is
integral to our identity. Consumers hold Maine-made products in high esteem because they represent
authenticity, thoughtfulness and a dedication to quality. When we emphasize our connection to our
home state, we’re also speaking to the craftsmanship, attention to detail and genuine passion that goes
into each of our premium products in a way that consumers can understand and ultimately embrace.
3 | Brand Book & Style Guideour brand
Mission | Our Corporate Vision
“To be the leading specialty food platform in North America”
For our first twenty-five years, our sole focus has been on creating and growing the Stonewall Kitchen
brand. Recently, as we’ve transitioned from being a small company to being a “medium-sized”
company, we’ve realized that we have the ability to extend our reach by adding a select number of
other very special brands to our portfolio. This puts us in a unique position to be a “platform company”
that grows the Stonewall Kitchen brand as well as others. As a result, in 2018 we added the
Tillen Farms brand of pickled vegetables and cocktail cherries to our lineup, and in 2019
we’ll launch a line of Legal Sea Foods sauces, marinades, and spice rubs. These two brands
will fall under the Stonewall Kitchen brand umbrella, with more being added in the future.
Our Stonewall Kitchen Brand Vision
“To be the best specialty food brand that everyone knows, loves and respects.”
Not surprisingly, the specialty food industry has changed a lot since we first got our start. In order
to continue to evolve and meet our goals in what’s become a crowded marketplace, it’s crucial that
we stay faithful to who we are at our core. Each word in our vision statement is intentional, from
“the best” (we don’t want to make products that are “just okay”) to “specialty food brand” (we’re about
the brand, not private label), to “everyone knows, loves, and respects” (which respectively speak to
our commitment to growing awareness, unsurpassed product quality, and unquestionable integrity).
Audience
So who is the typical Stonewall Kitchen guest? To say “everyone” isn’t just wishful thinking
on the part of our marketing team—it’s the truth. From millennials to soccer moms to retirees,
our customer base spans a wide range of ages, professions, incomes and interests, not to mention
the diversity we experience within our wholesale accounts and their patrons. While we can segment
messages to appeal to various demographics when needed, it’s important that we keep overarching
brand messaging as inclusive as possible, focusing on what unites our customers: an appreciation
for well-made, high-quality products, a zest for life and a love for delicious foods!
4 | Brand Book & Style Guideour brand
Core Values
Our core values are the cornerstone of our company, informing our daily interactions with customers
and each other while guiding larger business decisions. These five mainstays are also the foundation for
all our messaging, allowing us to clearly communicate what makes the Stonewall Kitchen brand unique.
external internal
Quality Quality
We select only the finest ingredients and craft Every day, we work to be our best selves,
our products in small batches so that each bite do our best work and produce the best products
is the best it can be. This same attention to possible. Our commitment to excellence
detail permeates our business at every level. is the essential ingredient to our success.
Creativity & Innovation Creativity & Innovation
We’re dreamers, status-quo questioners and Dreaming big has enabled us to evolve from
imaginative problem solvers who are always our farmers’ market beginnings to where we are
looking for new ideas to introduce to our industry today. We’re constantly challenging conventions
and new flavors to introduce to our customers. while cooking up new, exciting ideas.
Community Community
We’re all about paying it forward. As we were We embrace teamwork and a “work hard,
getting our start, our local community rallied play hard” mentality. From making great jam
around us in support. Now, we make it a point to jammin’ out together, camaraderie is
to regularly give back to organizations near at the core of all we do.
and dear to our heart.
Passion
Passion
Working at Stonewall Kitchen goes far
At Stonewall Kitchen, food is so much more beyond punching a clock or collecting
than just our business—it’s a lifelong affinity. a paycheck. We love what we do and care
Our products taste exceptional because about doing great work, which makes
we put exceptional care into all we do. our jobs pretty sweet indeed.
Integrity & Respect Integrity & Respect
If it’s not the right way, it’s not our way. We’ll never be caught with our hand in
Transparency and honesty are at the forefront the metaphorical cookie jar. If something
of every interaction and decision, from who is worth doing, it’s worth doing right,
we partner with to how we make our products. even when no one is looking.
5 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Overview
Having a strong brand voice enables us to convey a consistent identity across print and digital
marketing channels as well as throughout all three sales channels. The Stonewall Kitchen
experience should feel familiar whether you’re reading our catalog, scrolling our website
or skimming one of our social media posts.
In order for customers to understand and care about our point of view, what we say and how
we say it needs to reinforce our core values, mission and vision. When we speak to the characteristics
that make us uniquely Stonewall Kitchen, our messaging rings true and resonates with others.
Tone & Content
The Stonewall Kitchen voice is warm and enthusiastic in tone, yet knowledgeable and instructive
in content. Like a friend you’d turn to for cooking advice, we’re approachable, smart and
well-informed. To communicate these characteristics, we mix good diction with witty puns
and topical references to form succinct, thoughtful copy.
• We’re a glass-is-half-full sort of company that prefers to frame things positively by highlighting
what makes us great rather than what makes a competitor weak. Similarly, our sense of humor
is never sarcastic or mocking.
• When we talk about being from New England or Maine, our focus should be on craftsmanship,
charm and work ethic. We want to avoid sounding folksy and homespun.
• As makers of high-quality products that sell for a premium price, we want to maintain
an element of sophistication by producing polished copy and displaying the appropriate level
of decorum. (Think lighthearted but not fluffy.) With this in mind, we’re very purposeful
in our use of exclamation marks, employing them sparingly to underscore when we’re
truly passionate or excited about something.
• Our voice should be proud when it comes to promoting what makes us special—after all,
we’ve achieved a lot! The key to doing it right is to remain honest and transparent with
our claims while never forgetting our humble beginnings.
6 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Point of View
Other than in formal writings (such as annual reports, industry white papers and select
wholesale collateral), most copy will be written in the first person plural to convey a friendly,
conversational tone when addressing our guests and each other. Unless otherwise stated,
“we” always refers to Stonewall Kitchen the brand.
First Person Plural Example
“Our Wild Maine Blueberry Jam is nothing short of sweet perfection. Brimming with tiny,
juicy berries, each jar and every spoonful is bursting with intense, fruity flavor. ”
Third Person Singular Example
“Get a taste for what New England’s all about with Stonewall Kitchen’s Wild Maine Blueberry Jam.
A bestseller since the start, you’ll find yourself spooning this spread on just about everything. ”
Wholesale vs. Direct-to-Consumer (DTC)
Our copy is generally guest-centric, offering clear descriptions, relevant details and
clever ideas for how our products can be used (such as serving suggestions,
entertaining tips and gift recommendations).
However, it’s important for us to distinguish between how we talk to our wholesale audience
vs. our direct-to-consumer base. Messaging is similar for each and often overlaps, but there
are subtle differences:
• In direct-to-consumer communications, we’re interacting with the end consumer and
should therefore phrase our “sales pitch” as a personal appeal. (“Our jam will improve
every bite of your breakfast.”)
• For wholesale, our goal is to demonstrate to the client how their customers can benefit
from our products. We tend to talk more in generalizations about the types of people
that will enjoy a certain item. (“Chocolate lovers will appreciate the decadence that’s
in every spoonful of our dessert sauces.”)
• Guest - The people who visits us in stores and online aren’t just customers, they’re our guests,
and we refer to them as such for all direct-to-consumer messaging. (While we’re no less
welcoming to the end consumers of our wholesale partners, we distinguish them as
“customers” to avoid confusion.)
7 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Copy Standards
Let’s dive in to the nitty-gritty of • Within individual product descriptions,
staying consistent and on brand: it is acceptable to include specific
manufacturers by name. Mentioning
• When referring to Stonewall Kitchen, do not
high-end manufacturers can strengthen
abbreviate it as Stonewall, SWK or SK.
appeal and assure our guests of quality.
• Refer to end consumers as “guests” Contact Merchandising with questions
unless writing for a wholesale audience prior to calling out specific brands.
(in which case, denote them as “customers”).
• Write out the word for numbers zero
• Use contractions (we’ve, you’re, etc.) through nine and use digits for numbers
to convey friendliness. 10 and above. Exceptions are made for
• Do not use the Oxford comma. ordering information (such as dimensions
and units of time; “2-3 weeks for shipping”).
• When writing out cities and states,
avoid abbreviations when spacing allows • For measurements, write as:
and use end commas (“Portland, Maine, 3"L x 2½"W x 5"H or 8"Dia.
is the best” as opposed to “Portland, ME (note the spacing and punctuation).
is the best”). Use inches and express centimeters
as fractions rather than decimals,
• Always capitalize the names of our
rounding to the nearest half.
products when they are written out in full
(“Wild Maine Blueberry Jam”); however, • For capacity measurements, follow these
do not capitalize categories of products examples: 10 oz., 10 fl. oz., 10 sq. ft.
(such as “dressings” or “mustards”). (note the spacing and punctuation).
• Capitalize ingredients that were named for • For time, write as: 7:00 a.m. or 7:00 p.m.
places or people (such as “Cheddar cheese” (note the spacing and punctuation).
or “Bloody Mary”). We’ll admit it, we’re a little picky about
• Do not capitalize positons or titles unless how certain words appear in print. Here
they directly proceed a person’s name are a few of the most common troublemakers,
(“Chef Bobby Flay” and “Bobby Flay, the but for a full list, refer to the Glossary
renowned chef ” are both correct). of Terms in this document:
• For hyphens, the general rule of thumb is • “Homemade”, “handcrafted” and
to use them in adjectives before a noun “homemaking” are all written as one word.
but not after (“easy-to-use toaster” vs. “the • Write “home keeping” as two words.
toaster was easy to use”). As exceptions, we
• We always write “farmers’ market”
don’t hyphenate “all natural” or “gluten free”.
(s’ not ‘s).
• Use the word ‘and’ rather than an ampersand
• “Confectioners sugar” has no apostrophe.
(&), except when referring to a specific
product name that uses the symbol. • Use “doughnut” rather than “donut”.
Exceptions at Design’s discretion. • Use “barbecue” rather than “barbeque”,
• Use accents on foreign words such as “BBQ” or “bar-b-cue”.
“jalapeño”. The word café should include the • Use “grill” rather than “grille”
accent on the “e” in all cases (including when (except when referring to our product
we reference our own Café). names where the word “grille” appears).
8 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Heritage Copy
With over 25 years under our belt, there’s a lot we can say about our company, how we got here
and where we’re going. But to make sure our story doesn’t become muddled, we’ve nailed down
our go-to elevator pitch so that we’re able to effortlessly and consistently explain our journey.
Short
In 1991, Stonewall Kitchen began as a small table at the local farmers’ market, displaying a few dozen
items that we’d finished hand-labeling only hours before. Now, we’re proud to be one of the most
awarded specialty food companies in the country.
Medium
It all started in 1991 at a local farmers’ market with a small batch of hand-labeled, uniquely flavored
jams and chutneys. Over time, our product line has grown to include sauces, condiments, mixes and
more. Today, we have 10 retail Company Stores and thriving catalog, web and wholesale divisions,
with products available in more than 8,000 locations nationwide. As the winner of 29 prestigious
awards from the Specialty Food Association and a three-time recipient of the coveted Outstanding
Product Line Honors, we’re proud to be one of the most awarded specialty food companies in the
country. Headquartered in York, Maine, we continue to cook up new, exciting ideas and products
while never wavering from our commitment to quality.
9 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Heritage Copy
Long
In 1991, we got our start when founders Jonathan King and Jim Stott combined their passion
for horticulture and cooking to create unique recipes for jams, chutneys, infused oils and more.
At the urging of a friend, they decided to try selling these products at a local farmers’ market.
Working until 3 a.m. the night before—cooking on a four-burner stove and hand-labeling
each jar—they hoped that there would be a customer for these fine foods.
The next day, carrying boxes loaded with products, they set up a small folding table and
called themselves Stonewall Kitchen after the historic New England stone walls visible
from their kitchen window. It proved a winning formula: within the course of that first day,
every jar sold! Stonewall Kitchen was officially born.
Our first big break came at the 1995 Fancy Food Show in New York City, a tradeshow that
attracts over 1,000 exhibitors and nearly 40,000 buyers. (Think the Oscars, but for specialty foods.)
In an unprecedented turn of events for first-time attendees, we walked away with an Outstanding
Jam Award for our Roasted Garlic Onion Jam as well as the second highest honor in the
Outstanding Product Line category and 500 new orders from retailers across the country.
Needing more production room to keep up with a growing list of orders, we purchased an
eight-acre parcel of land in York, Maine, with the idea of creating a 46,000 square-foot complex
to house our headquarters, manufacturing facilities and flagship store. This contemporary,
multi-use space was completed in 2000 and still operates as our home base today.
Three years later in 2003, we added the Stonewall Kitchen Café to our York campus
as a way to provide guests with a casual breakfast and lunch spot where they’re able to
enjoy bistro-quality dishes. Using the finest ingredients to create a variety of signature
menu items, our eatery offers fresh, delicious food prepared by talented chefs.
Another expansion took place in 2008 to add the 32-seat, theater-style Cooking School to
our York facility. This fun, state-of-the-art classroom allows restaurant chefs, cookbook authors
and cooking professionals from across the nation to come and share their knowledge by
demonstrating their talents. Class attendees can observe a multi-course meal as it’s prepared,
ask questions and then dig in to generous portions of the finished dishes.
Recognizing the role that York and surrounding seacoast cities have played in our growth
and development over the years, we’ve made it a part of our mission to give to charitable
groups and projects. During the last decade, we’ve been able to donate over
$1 million in food and financial contributions to regional organizations.
Today, we have 10 retail Company Stores and thriving catalog, web and wholesale divisions,
with products available in more than 8,000 locations nationwide. In 2018, we also celebrated
our first acquisition by welcoming gourmet cocktail garnish maker, Tillen Farms, into the
Stonewall Kitchen family. And to date, we’ve won 29 prestigious awards from the Specialty
Food Association and achieved the coveted Outstanding Product Line Honors three times,
not to mention also receiving other prominent awards from around the world. The secret to
our success remains our unwavering commitment to quality and lasting passion for great
food—the same values that started it all during those early farmers’ market days.
10 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Glossary of Terms
A C (continued) D
Accent marks: in general, we use accent marks • Don’t capitalize a person’s title unless Dash: use an em-dash to create a strong break
on all words with a foreign origin it directly precedes their name in a sentence (“We tried pancakes for the first
(“Co-founder Jim Stott” and “Jonathan time—fantastic!”) and an en-dash to denote
All natural: don’t hyphenate
King, the co-founder” are both correct) a range (“July 7–August 9”); never put spaces
And: write out the word rather than using around a dash
• For foods, capitalize words that share
an ampersand (&), except when referring to
their names with people and places • Dashes are not to be confused with hyphens,
a specific product name that uses the symbol
(such as “French fries”, “Bloody Mary” which are used to join words that have a
(exceptions at Design’s discretion)
and “Sriracha”) combined meaning; see Hyphen
Apostrophe: use in contractions (“we’re”,
• Capitalize the names of our products but Dates: 1900s (no apostrophe) or ’50s
“’50s”, “10 o’clock”, etc.); do not confuse with a
not product categories (“our Ghost Pepper (make sure to use an apostrophe rather
single quotation mark, which faces inward (‘)
Aioli” vs. “our aiolis”) than a single quotation mark, which
B faces the opposite direction)
Cast iron: write as two words, don’t hyphenate
Diameter: see Measurements
Century: “century” should be lowercase
Barbecue: never “barbeque”, “BBQ”
(“19th century”) Die cast: don’t hyphenate
or “bar-b-cue”
Chair: as in arm chair, side chair, high chair Doughnut: never “donut”
Beveled: as in beveled-edge mirror
(don’t hyphenate)
(not “bevel edge”) E
Co-founder: always hyphenate;
Blue cheese: use this spelling
see Capitalization
(never “bleu cheese”) Eggs: use hyphens for “soft-boiled eggs”
Confectioners sugar: do not include and “hard-boiled eggs”
Bundt: always capitalize
an apostrophe
Ellipses: write as space/dots/space
C Customer: use to refer to our wholesale end (“It’s what we sell ... fine food.”)
consumers; see Guest
Café: the word café should include the accent F
Comma use: do not use the Oxford comma
on the “e” in all cases; when referring to our
(also sometimes referred to as a serial comma);
restaurant, capitalize to distinguish (“Café”) Farmers’ market: use an apostrophe at the end
lists should be written without a final comma
of the word (never “farmer’s market”)
Capitalization: in general, only capitalize before the conjunction (“butter, milk and
proper nouns and avoid unnecessary bread” as opposed to “butter, milk, and bread”)
G
capitalization for cleaner, easy-to-read copy
Contractions: use to convey friendliness
• Don’t capitalize seasons (“we’ve”, “you’re”, etc.) Gluten free: don’t hyphenate
(“fall” as opposed to “Fall”)
Grille: use this spelling when referring to our
• Do capitalize Stonewall Kitchen grilling products (sauces and kits); otherwise,
departments (“Guest Services”) and spell as “grill”
physical locations (“our Company Stores”)
Guest: how we refer to our online and store
visitors; see Customer
11 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Glossary of Terms
H L N
Habanero: there’s no accent over the “n” Location: when discussing places, capitalize Numbers: in general, write out the word for
proper nouns and keep directional modifiers numbers zero through nine and use digits for
Hand wash: as in “hand was only”;
lowercase (“eastern Europe”); the exception is numbers 10 and above
don’t hyphenate
when the modifier denotes a specific area or
• Exceptions are made for ordering
Home keeping: write as two words region (“down South”)
information (such as dimensions and
Homemade: write as one word (same • When writing cities and states, avoid units of time; “2-3 weeks for shipping”)
goes for “handcrafted” and “homemaking”); abbreviations when spacing allows and
• Never start a sentence with digits
see Housemade use end commas (“Portland, Maine, is
(“Fifty teabags per canister” as opposed
Housemade: write as one word; use in place of the best” as opposed to “Portland, ME
to “50 teabags per canister”)
“homemade” in our Cooking School brochure is the best”)
• For percentages, spell out if used
Hyphen: in general, use hyphens for adjectives Low fat: write as two words; don’t hyphenate
conversationally (“fifty percent of our
before a noun (“the easy-to-use oven”) but do customers are from York”) but use
M
not use for adjectives that follow a noun (“the numbers if it’s a factual statement
oven is easy to use”); try to limit your hyphens (“the bowl is 50% copper”)
to no more than two per sentence Measurements:
• Write as: 3”L x 2 ½”W x 5”H or 8”Dia. O
• Don’t use a hyphen if both words
describe the noun independently (note the spacing and punctuation); use
(“it is a sweet, pink plum”) or inches and express centimeters as
P
with adverbs (“very”, “least”, “most”, fractions rather than decimals, rounding
“less” or “more”) to the nearest half
Peppadew® pepper: always include a registered
• Don’t use a hyphen with an adverb that • For capacity measurements, follow trademark symbol and capitalize the “p”
ends in “-ly” (“entirely new flavors”) these examples: 10 oz., 10 fl. oz., 10 sq. ft.
Pre-packaged, Pre-packed: always hyphenate
(note the spacing and punctuation)
• Don’t use a hyphen in product names or Punctuation: place punctuation within
recipes that include many ingredients • See Numbers
quotation marks if the punctuation applies
(“Habanero Mango Aioli” or “lemon sage to the quote itself; place outside the closing
N
pan sauce”) unless describing a technique quotation marks if the punctuation applies
(“pan-roasted potatoes”) to the sentence as a whole
Nonstick: write as one word
• See Dash for when to use an em-dash
Non-drip: always hyphenate Q
or en-dash vs. a hyphen
Non-GMO: always hyphenate
I
(exceptions at Design’s discretion) R
J
Roasted: write with a hyphen when used to
describe a technique (such as “oven-roasted”)
Jalapeño: always use an accent over the “n”
K
12 | Brand Book & Style Guideb r a n d v o i c e & c o p y s ta n d a r d s
Glossary of Terms
S U
Sauté: always include an accent over the “e” V
Seared: write with a hyphen when used to
describe a technique (such as “pan-seared”) Vidalia® onion: always include a registered
trademark symbol and capitalize the “v”
Seasons: see Capitalization
Versus: abbreviate as “vs.”
Self-serve: always hyphenate
(note the punctuation)
Serviceware: write as one word (same goes
for “tableware”, “flatware”, “kitchenware”, W
“picnicware”, etc.)
Wood: write types of wood as two words
Stonewall Kitchen: always write our
(the exceptions being “applewood”, “rosewood”,
company name in full; do not abbreviate
“hardwood” and “softwood”)
it as “Stonewall”, “SWK” or “SK”
X
Sun-dried: always hyphenate
Spacing: Y
• In between sentences, use a single space
Z
• Don’t use spaces in numeric ranges
• For dimensions, include a space before
and after the “x” but not between
the number and the letter: 5"L x 2"H;
see Dimensions
T
Teabag: write as one word
Tea time: write as two words
Trademarks: when citing specific brands,
you must abide by each individual brand’s
registration marks (® or ™) and guidelines
for use; talk to Merchandising aout questions
• Use with Tillen Farm products
on all promotional materials
(refer to Design for exceptions)
• Use with Peppadew® peppers
and Vidalia® onions
Time: write as 7:00 a.m. or 7:00 p.m.
(note the periods and the spacing)
13 | Brand Book & Style Guidecooking school brochure
Formatting Standards
Formatting Course Guide Document • Not needed for descriptors like Hyphens/Dashes/Semi Colons
“served with a toasty baguette.”
• Utilize a dedicated column to call out • Definition: The hyphen (-) is a punctuation
cookbook signings and also highlight • Please also utilize the brackets to call out mark used to join words and to separate
in yellow. italicized items in Chef Bios, such syllables of a single word. The hyphen
as publications. should not be confused a dash (—),
• Use a bullet before each course item.
which is longer and is used to note
• Insert new column before each course Bold: Use asterisk sign to call out usage “* *” -
a pause in a statement.
Keyboard shortcut is ALT 0149 to insert Design receives the course guide in plain text,
a bullet sign. so without this note the designer is unaware • Please refrain from using a hyphen unless
of text that should be bold/called out. needed grammatically.
• Highlight the column in red for
• Used to call out items like beer or wine • Example: “sun-dried tomatoes,”
a celebrity chef.
names paired with the course. or “in-house” chef.
Formatting Course Guide when • Check UC Style or Dictionary
Class titles should be grammatically correct.
Inserting Menus from Chef for commonly used hyphens
• Example: “Ringing in the New Year,”
(i.e. “Easy-to-use” (used before a noun)
Italics: Use brackets to call out usage “[ ]” – “Home for the Holidays,” etc.
whereas “easy to use” (is used after
Design receives the course guide in plain text, • If noting “with Wine Pairings” -or-
the noun).
so without this note the designer is unaware “with Beer Pairings” with a class title,
of text that should be italicized. only capitalize Wine/Beer and Pairing • Do not confuse a semicolon for a comma.
to show importance. • Definition: The semicolon (;)
• Use to describe a course that may be “exotic”
is a punctuation mark that separates
or unfamiliar to the general public. List Consistent use of correct accent marks –
major sentence elements. A semicolon
course item, followed by a dash and consult the dictionary or AP guidelines
can be used between two closely
then the description. if there is any question about which
related independent clauses,
• Example in Excel: Bouillabaisse – accent mark you should use.
provided they are not already joined
[a seafood stew from Provence made • Example: Sauté
by a coordinating junction.
from an assortment of fish, shellfish Within a course, all key ingredients or meal
and spices.] words should be capitalized. Do not capitalize
• Example transferred to InDesign: words such as “served, “alongside,” “dollop,”
Bouillabaisse – a seafood stew from “with,” “and” or “finished with.”
Provence made from an assortment of • Example: “Zesty Roasted Chicken
fish, shellfish and spices. Thighs marinated and finished
• Also used to elaborate on a course. with a Fresh Gremolata”
• Example in Excel: Chocolate Chip There is no comma needed before “and.”
Cannoli Cheesecake – [a zest of orange • Example: Use “white wine, butter and
adds an unexpected ‘tang’ to this dessert!] herbs” vs. “white wine, butter, and herbs”
• Example transferred to InDesign:
Chocolate Chip Cannoli Cheesecake –
a zest of orange adds an unexpected ‘tang’
to this dessert!
14 | Brand Book & Style Guidecooking school brochure
Formatting Standards
General Guidelines to follow Chef Bios/Information
from Stonewall Kitchen • Do not include websites.
Brand Style Guide
• Keep bios to +/- 200 words in length
• Use contractions (we’ve, you’re, etc.)
for consistency.
to convey friendliness
• Publications should be italicized
• Use “barbecue” rather than BBQ
and put in brackets.
or Bar-B-Cue
• Chefs called out as a celebrity chef will
• Farmers’ market – s’ not ‘s
have a dotwhack to reflect their “title.”
• When referring to Stonewall Kitchen • For example, Stephanie Cmar
as the name of the company, do not use (Top Chef Contestant) would have
SWK or SK a dotwhack that described her as…
“Celebrity Chef as seen on Top Chef.”
• Use “housemade” vs. “homemade”
• Dotwhack will switch out pending on
• Use “blue cheese” vs. “bleu cheese” if the chef is a contestant of another
• Note correct use of “chile” vs. “chili” – notable TV show, is a James Beard
use “chile” when referring to the pepper Winner, etc.
and “chili” when referring to the powder, etc.
• “Applewood” is one word
• Cooking School should always be capitalized.
• Please utilize UC Style for the proper
capitalization, punctuation, spelling and
usage for food names, food-related terms
and culinary items, in accordance
with AP guidelines.
• List found here: https://www.uc.edu/
ucomm/resources/stylebook/food.html
• Unless otherwise noted above as
a specific Stonewall Kitchen style.
15 | Brand Book & Style Guider e c i p e s ta n d a r d s
Ingredients List Formatting Language
• 1 stick unsalted butter (½ cup) • Place a rack in the middle of the oven • Ounce changes if item is/is not
and preheat it to 375°F. a package or jar:
• ⅓ cup oil, either vegetable, canola, olive oil etc.
• Lightly spray 12 muffin cups with the #-ounce if a package or a jar
• Non-stick cooking spray for the muffin pans
vegetable spray. # ounce if not a package or a jar
• only specify “white” or “granulated” • Bake for 18-22 minutes, or until the Example:
sugar when another sugar is also in tops of the muffins have a pale golden
the ingredient list 8-ounce package cream cheese
brown color and a toothpick inserted
in the center comes out clean. 8 ounces bleu cheese
• list all spices as ground, dried, whole,
or fresh • Ingredient subheads as: The Muffin Batter General Formatting
• 2 Tablespoons chopped fresh thyme • Beat the butter in a stand mixer with • Yield after the method as:
or 1½ teaspoons dried the paddle attachment or using a hand Makes 12 muffins or Serves 12
held mixer on medium speed, until (creamy?).
• vanilla extract (in the ingredient list); • Casserole dish/baking pan etc.
vanilla (in the method) • a toothpick inserted in the center sizing should be listed as:
comes out clean
• ½ cup (xx ounces) chopped walnuts 9-inch square (Not: 9” x 9” nor 9 x 9-inch)
• Note: For a nuttier flavor, lightly toast
• list optional ingredients as “(optional)” the nuts on a cookie sheet in a 350 degree If not square, 9 x 5-inch loaf pan or
oven for about 10 minutes, or until lightly 9 x 13-inch baking pan
• Freshly ground black pepper
browned. Cool and chop.
• Salt and pepper; no “to taste” in Numerals
• muffin pan or muffin cup
ingredient list, only in method/directions
• medium-high heat, not moderately high • In text use figures for numbers 10 and above,
• citrus juices as “freshly squeezed” and spell out numbers nine and below.
• garlic should be “minced” rather
• 1 large head iceberg lettuce (about 1 pound) • In ingredient list use figures for all numbers
than “finely chopped”
• List ounces up to 1 pound and fractions.
• Nonstick vegetable spray for the muffin pans
• new (baby) potatoes • In recipe directions, use figures for
• Lightly spray 12 muffin cups with
numbers and fractions that refer to
• 3 cloves garlic the non-stick cooking spray.
specific measurements
• fresh Italian parsley • If listed as (optional) in the Ingredient List,
• Example: 5-inches, 4 dozen, ½ cup
then state “if desired” in the Direction section.
• 2 heads garlic, ¼ inch cut off the top • Exceptions: Spell out numbers used in
• If many different Stonewall Kitchen products
to just expose the cloves general sense, such as “add eggs one at a time”
are suggested in the Ingredient section, just
• large eggs or “cut in shortening with two knives”,
call out jam, mustard or, grille sauce in the
“fill the muffin cups two-thirds full”
• packed brown sugar direction section.
• If using Stonewall Kitchen products
• Do not use trademark ingredient in recipe,
in recipe. Call out by name in Directions,
instead use a generic description:
but leave “Stonewall Kitchen” out.
Do List “Puff Pastry sheet” Example: “Add Wild Maine Bleuberry Jam
to the batter”
Do Not List: “Pepperidge Farm
Puff Pastry Sheet” • Avoid using two numbers together:
• Ingredients should be listed in the order Do List: 1 (8-ounce) package
they appear in the recipe instructions. Do Not List: 1 8-ounce package
For example, if dry ingredients (flour,
sugar, salt) are to be mixed in a bowl
as the first instruction, the ingredients
listing should begin with “flour, sugar, salt …”
16 | Brand Book & Style Guider e c i p e s ta n d a r d s
Glossary of Terms
Print Web
Print & Web
Tbsp. Tablespoon
Tablespoon
use abbreviation, uppercase “T ” spell out whole word, uppercase “T ”
tsp. teaspoon
Teaspoon
use abbreviation, lowercase “t” spell out whole word, uppercase “t”
fraction symbol using Glyphs 1/2
Fractions
example - ½ write out with numbers and forward-slash
use symbol Please spell out degrees instead of using symbol
Degrees
example - 350°F example - 350 degrees
cup/cups cup/cups
Cup(s)
lowercase only lowercase only
Do not use abbreviation. Do not use abbreviation.
Approximately
Please spell out whole word. Please spell out whole word.
Delete altogether to read: 2 chicken breasts, skin on Delete altogether to read: 2 chicken breasts, skin on
Each If you must use, do not use abbreviation. If you must use, do not use abbreviation.
Please spell out whole word. Please spell out whole word.
Abbreviation: oz. and/or fl. oz. Please include a space
between the number and “oz.” (i.e.: 8 oz.) Do not use abbreviation.
Ounces
Please spell out whole word.
May also type full word (i.e.: 1 (15-ounce) can)
Milliliter Abbreviation: mL Abbreviation: mL
Use a hyphen instead Use the word “to”
“To”
example - 1-2 cloves of garlic example - 1-2 cloves of garlic
Use a dash to separate numbers with no spaces between Use a dash to separate numbers with no spaces between
Cooking Time
example - 10-15 minutes example - 10-15 minutes
17 | Brand Style Guider e ta i l s pa c e d e s i g n s ta n d a r d s
Stores Café
• Essex Green Wooden Signage • Display case for decadent desserts
with Gold Lettering in Copperplate and key breakfast and lunch items.
• Lighting: schoolhouse globes • More baked goods and fruits on the counters.
and recessed lighting • Racking for fresh baked goods brought
• Stained concrete, bamboo (newer construction), in daily and fresh, homemade granola
hardwood floors (older/existing buildings • Glass apothecary jars and vessels
with history/charm) displaying baked goods:
• Pressed Tin Ceilings • Handwriting on the glass with names
• Cream bead board cabinetry/hutches and pricing of products (evokes feelings
with vignettes at the top for product displays of homemade and freshness)
• Butcher block counters for product • Granite countertops
and sampling • Stainless Steel appliances
• Cream Crown Molding • White Subway Tiles
• Essex Green Headers around • Lighting: schoolhouse globes
hutches/shelving calling out core food
• Café Inspired Seating: High and Low Top
categories in gold lettering: Jams,
Granite tables
Chutneys, Grille Sauces, etc.
• Fresh seasonal flowers on each table
• EAT lettering/sign
• Leather banquette seating
• Table & Cube Displays: signature cream
bead board with butcher block tops and • Large statement pieces – elaborately framed
rustic looking wooden tables if the space and lit artwork/posters
allows for it. • Chalkboards:
• Large framed menu chalkboard: hand-designed
Cooking School with menu staples (lobster offerings,
• Chilewich flooring café drinks), illustrations of core products
(pancakes and jam) and a short heritage.
• Theater Seating
• Small framed chalkboard for daily specials.
• High-top Desks
• EAT lettering/sign
• 2 Handicapped Assessable “desks”
(2 seats each) • Café mugs used as backdrop/propping
• Three Flat Screen TVs • Branded paper goods
(2 for “audience”, 1 for chef )
Restrooms (Unisex)
• Marble Countertops
• Sage Green or White Subway Tiles
• Stainless Steel Appliances: hopefully
sourced through a partner like • Our “Fine Homekeeping” Products: seasonally
Subzero-Wolf or Viking appropriate hand soaps and hand lotions
• White Subway Tiles • Interesting side table for guests to
put their purse or personal belongs on
• Pots and Pans hanging on display
• Interesting sink/mirror/vanity
• Branded Pencils, Recipe Packets, Napkins
• Large, striking (often food) artwork
18 | Brand Book & Style Guided e s i g n s ta n d a r d s
Logos & Usage
Correct | use Incorrect | do not use
stonewall kitchen
This logo is used in advertising, store signage, internal collateral,
retail stores (interiors), packaging (baking mixes).
Corporate Standard: Our green
Design’s Discretion: Our green, red or brown
Stonewall
Kitchen
Creators of Specialty Foods
This logo is used on product labels with the arch.
(i.e. Jams, Aiolis, Grille Sauces, Salad Dressings, etc.).
stonewall kitchen
Creators of Specialty Foods
This logo is used on product labels without the arch.
(i.e. Simmering Sauces, Dessert Sauces, Syrups etc.).
Note | “S” and “K” should not be larger when typed in Copperplate. They should be lowercase.
Alternate logos and colors are used at Design’s discretion only.
19 | Brand Style Guided e s i g n s ta n d a r d s
Brand Colors
Primary
3308 C 202 C 9226 C
C 100 C 0 C 5.72
M 0 M 100 M 9.2
Y 60 Y 61 Y 13.71
K 72 K 43 K 0
R 0 R 95 R 238
G 72 G 37 G 226
B 58 B 36 B 213
Secondary Holiday (or accent)
4625 C 2965 C 200 C
C 0 C 100 C 16
M 60 M 63 M 100
Y 100 Y 16 Y 87
K 79 K 78 K 6
R 81 R 0 R 195
G 44 G 23 G 0
B 29 B 56 B 47
Note | Please use BLACK fonts only on all Microsoft Office documents.
20 | Brand Book & Style Guided e s i g n s ta n d a r d s
System Fonts | For use by Corporate in Emails, Word Docs, Powerpoints, etc.
Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Display Fonts | For use by Design ONLY
Adobe Caslon Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Regular
Adobe Caslon Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Italic
Adobe Caslon Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Semibold
Adobe Caslon Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Semibold Italic
adobe caslon
small caps lowercase only
& oldstyle abcdefghijklmnopqrstuvwxyz | 1234567890
figures
Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
copperplate lowercase only
gothic 31 bc abcdefghijklmnopqrstuvwxy | 1234567890
J�ath� Ki�g
ABCDEFGHIJKLMNOP QRSTUVWXY Z | abcdefghijklmno pqrstuvwxyz | 1234567890
H�dwritin�
21 | Brand Book & Style Guidew e b s i t e d e s i g n s ta n d a r d s
Fonts & Colors | For use by Web ONLY
Museo Slab ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Used for Headlines, Titles, Body Copy, Lists, Instance Text
Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz | 1234567890
Used for Primary & Secondary Navigation, Child Menu Items, Header Promotional Bar,
Footer Links, All Buttons, Site Breadcrumbs
Grey Dark Grey Light
#232323 #F0F0F0
Green Red Bright Teal
#00614E #C3002F #54C6C0
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