CRFT Branding

Crft is a music venue that is due to open later this year in Stoke’s Croft, Bristol. Stoke’s Croft is a small area not far from the city centre that is packed with restaurants, bars and nightclubs. It's well known for it’s vibrant night life.

With this in mind, the client would like a brand that stands apart from the local competition. The clients' backgrounds in interior design mean they have a very specific vision for the venue as a modern, minimal and stylish space. They envision the venue catering for a wide spectrum of music lovers, with a bar that provides their customers with a carefully curated selection of high-quality local beers, ciders and cocktails.

The space will be used for live music, DJs, and even as a gallery. The client has commissioned local architects to design a modular system for the venue interior which means the space can be easily adapted to fit different needs. They would like to see the contemporary, design simplicity and modular aspects to the venue reflected in the brand identity.

1. Logo Usage:

• The primary logo consists of the wordmark “Crft” alongside a stylized graphic element, ensuring consistent representation across all platforms.

• The logo should be used in its original form whenever possible to maintain brand integrity.

• Alternative logo variations, including monochrome and reversed options, are provided for versatility and adaptability across different backgrounds and contexts.

2. Color Palette:

• The brand color palette consists of deep navy blue, metallic gray/silver, and pops of dark red.

• These colors evoke sophistication, modernity, and energy, reflecting the brand’s identity and values.

3. Typography:

• The chosen typography is sleek, modern, and minimalist, reflecting the venue’s contemporary aesthetic.

• Fonts should be used consistently across all brand materials to maintain visual coherence and brand recognition.

4. Imagery:

• Imagery should capture the vibrant energy of Stoke’s Croft’s nightlife, showcasing the venue’s dynamic atmosphere and diverse offerings.

• Minimalist interiors and artistic elements can also be incorporated to reflect Crft’s modern and creative ethos.

5. Brand Voice:

• The brand voice should be engaging, approachable, and inclusive, catering to a wide spectrum of music lovers and nightlife enthusiasts.

• Language should be concise, clear, and reflective of Crft’s commitment to quality, style, and innovation.

6. Application Guidelines:

• Brand guidelines should be followed closely across all applications, including print materials, digital platforms, signage, and merchandise.

• Consistency in branding is key to establishing a strong and memorable identity for Crft within the local community and beyond.

This summary serves as a reference for maintaining brand consistency and integrity across all touchpoints, ensuring that Crft’s identity is effectively communicated to its audience.