The Aviary is a fun, community focused sports bar with award-winning beers by Longslice Brewery brewed on site! The branding is meant to tie the space to the baseball vibes our sister bar The Dock Ellis, while coming accross as a more family-friendly, community focused spot, as well as paying homage to the neighbourhood’s namesake: The Canary Restaurant.
WHAT I WORKED ON
Brand conception and implimentation.
Logo creation and brand guidlines.
All illustrations and event branding.
Food and drink menu design.
Who is The Aviary?
The teams at The Dock Ellis and Longslice Brewery partnered up to create the go-to destination in Toronto’s Canary District. The Aviary is a fun, community focused sports bar with a Longslice Brewery brew house on site! The Aviary loves four things: Sports, Community, Amazing Grub, and Craft Beer.
Primary Logotype
Put a bird on it! This is the main Logo for The Aviary. Whenever possible it should be placed atop a black background. It is inspired by classic baseball teams like The Baltimore Orioles, and the St. Louis Cardinals. The bird is also a representation of the neighbourhood where the bar resides: The Canary District.
This logo should be used for in-bar signage such as wall murals, window signs, business cards, and menus.
Secondary Logotype
This is the simpler flat logotype. This is the one which the Primary Logo is based off of.
This is for usage on things which don’t lend themselves to multicoloured printing. Examples of such things may be: pint glasses, apparel, buttons, and other types of promotional material in which the more complex design of the primary logotype won’t work.
Mods and guides
The Aviary logotype makes some key changes to the Buinton typeface. One of the key changes is the 12.5° upward angle. The flat tops of all the lower case letters have been modified to align to this 12.5° angle. The base of all the lower case letters should align to this angle respectively.
The Y swoosh is a custom modification and loosely follows the paths of the curves and ellipses shown here.
Give that logo some space
Make sure that The Aviary logo has some space to breathe. A good way of doing this is taking the letter ‘V’ from the word and using that as the minimum distance the logo should be from any other type, pictures, or other graphic material. It’s cool to give it more space if you want. Let that bird be free!
Logotype usages
The best way to present The Aviary logo is to have yellow type on a black background. Try to do this whenever possible.
However, variations in mediums or projects may necessitate various usages of the logo. These are examples of how to properly use The Aviary logo.
colour swatches
The Aviary logotype makes use of four colours: White, grey, yellow, and Black. These are their swatches.
[Law and Order sound] Dun-Dun!
White
CMYK | 0 0 0 0
PMS 663 C
CMYK | 9 9 5 0
PMS Yellow 012 C
CMYK | 2 13 100 0
PMS Black 6 C
CMYK | 82 71 59 75
Accompanying Typefaces
These are secondary typefaces to be used for ancillary items such as menus, business cards, posters, social media posts, et cetera.
The no-no Rules
Don’t be a ding-bat and do what Donny Don’t does! Seriously don’t even think about doing any of this stuff. More specifically don’t do these things:
Change the colour to one not outlined in the ‘Swatches’ page.
Fill in the type with a distracting pattern.
Put the logo on a background that isn’t one of the four aforementioned acceptable colours.
Fill the logo with a gradient.
Put the logo ontop of a background that has a wacky pattern and thus makes things hard to read.
Put the canary from the primary logo onto the secondary flat logo.
Use multiple colours in the type.
Squish or contract the logo.
Put the primary 3D logo onto a black background without a yellow stroke around it. It will loose its 3D effect.
The Aviary Birdboy
The Aviary Birdboy is a mascot used to promote items and events at The Aviary and is used as a tertiary icon to represent the brand. By default he adorns a baseball cap but his costume can change to fit the needs of the promotions such as St. Paddy’s, Halloween, The Aviary Kid’s Menu, OktoBIRDfest, and even masking up during the pandemic.
Generally speaking, the Birdboy should be used in conjunction with other Aviary branding.
