Brand Guidelines

Updated July 2023

© 2023 Whistle Punks UK Ltd.
 Contents 04 TYPOGRAPHY
Primary typeface
Secondary typeface
17
18
Typographic hierarchy 19

01 BRAND STRATEGY
Who are Whistle Punks 05 05 BRAND ELEMENTS
Backgrounds 21
Brand values 06
CTA's 22
Brand language 07
Icons & accessories 23

02 THE LOGOS
06 IMAGERY 25
Logo Overview 09
Logo space 10
Just dont so it! 11
07 DIGITAL MEDIA
Profilel avatar 27
Instagram tiles 28
03 COLOURS Highlight covers 29
Colour pallete 13 Digital ads 30
Secondary pallete 14 Miscellaneous 31
Colour missue 15

08 BRAND IN USE
Breackdown 33
Examples 34-37

© 2023 WHISTLE PUNKS UK LTD.

3
01

BRand StRateGy
 who aRe
whistle punks?
The home of axe throwing in the UK - we brought axe throwing out of
the woods and into the city, way back in 2016. With 4 city-centre
activity bars across the country, we’ve become the go-to party
destination for those who dare to throw themselves in.

Each of our four locations boast great bar offerings, tasty sicilian
pizza and sharing bites to keep the squad well-fueled. All sessions
are designed for first-timers and led by our team of kick-ass
instructors who are one part trainer and one part entertainer.

© 2023 WHISTLE PUNKS UK LTD.

5
 Our Brand Values
01 YOU'RE WITH US
Working together to deliver customer “Axecellence”, we work hard every day to
support our team and our guests. We share and celebrate everyone’s success. We
encourage, we listen, and we route for each & every punk always. We focus our time
energy and purpose on giving our guests an experience that can’t be beaten.

02 BETTER THAN YESTERDAY

We take responsibility for our actions and always lead by example. We
celebrate success, they get us one step closer to our goal. We take pride in
doing everything to the best of our capabilities making each day better than
the one before for everyone who steps into a Whistle Punks experience.

03 BUILT TO LAST
Resilience is at our core, building strength through our experiences. We
work hard to continuously improve ourselves & our business. We focus on
long term solutions over short term fixes, minimising our environmental
impact every time. We know who we are as a business and what we are
here to do, and we align with our purpose and cause every day.

6 © 2023 WHISTLE PUNKS UK LTD.

 Brand lANGUAGE
BRAND STATEMENTS

THIS AIN’T JUST WOOD & AXES TOGETHER WE THROW CLINK & SINK AXES AXES AXES

HEROIC BEGINNERS WELCOME PEACE, LOVE & AXES SEE YOU ON THE LANES

BRAND WORDS

PUNK CHOP PIONEER EXPERIENCE AXEMAS HEY

REDUCE, REUSE, RECYCLE CELEBRATE HERO SLINGIN’ LEARN

THROWBACK AWESOME WITH AN EDGE MATES UNFORGETTABLE

© 2023 WHISTLE PUNKS UK LTD.

7
02

the logo
 loGo overview
Logo Overview: The Whistle
punks brand is embracing its
roots in Punk culture by
returning to its gritty and
raw nature.

We proudly distance
ourselves from a polished
and conventional image,
embracing our essence as punk.
Maintaining a consistent logo
is of utmost importance to
our brand, as it ensures easy
recognition and facilitates
the growth of our reputation.

The logo is skillfully

crafted in a brush stroke
style, meticulously modified
to enhance its uniqueness
and ensure it stands out
prominently.

© 2023 WHISTLE PUNKS UK LTD.

9
 LoGo SPace
The Whistle Punks
logo should always be
surrounded by a minimum
area of space.

The area of isolation

ensures that headlines,
text or other visual
elements do not encroach
on the logo.

The area is defined by

using the dot of the 'i'
character size and scaled
proportionally.

10 © 2023 WHISTLE PUNKS UK LTD.

 Just Don’t do it!

Don’t rotate Don't stylizing the Don’t skew

logo with glows, or or stretch
any other effects

Don’t add to the logo Don’t tweak or Don’t change the

interfere with colour of the logo
the typeface

© 2023 WHISTLE PUNKS UK LTD.

11
03

coLourS
 core PALLETE
Our main bright colours
are used prodomiantly for
highlights like on CTA's
to drive engagment and
visability.
HEX #E85A41 HEX #F6ECE1
R 232 G 90 B 65 R 246 G 236 B 225
We have a select set of CMYK 02, 76, 74, 0 CMYK 04, 08, 13, 0
supporting neutral colours
which help bring out the
brighter colours. In the
majority of uses, we want
strong contrast between all
of the colours used.

HEX #242424 HEX #F0A303

Solid colours work best in
R 36 G 36 B 36 R 240 G 163 B 3
printed applications and CMYK 73, 64, 59, 76 CMYK 04, 41, 97, 0
for text.

© 2023 WHISTLE PUNKS UK LTD.

13
 secondary PALLETE
The secondary brand colour
act as a complimentary
colour pallet to the primary
brand colors. These colour
are updated more frequently
and often change to reflect HEX #365937 HEX #2C445E HEX #5F2E51
strategy trends, marketing R 54 G 89 B 55 R 44 G 68 B 94 R 95 G 46 B 81
goals and seasonal campaigns. CMYK 78, 41, 83, 39 CMYK 88, 66, 40, 33 CMYK 61, 86, 36, 36

These colour can be used

throughout the brand’s
media's, but should not
consist of more than 40%
of the overall design. HEX #B92056 HEX #FA882E HEX #83C6A7
R 185 G 32 B 86 R 241 G 135 B 52 R 131 G 198 B 167
They will prodomiatly be used CMYK 20, 97, 42, 10 CMYK 0, 56, 84, 0 CMYK 53, 0, 43, 0
for backgrounds, on headline
or on CTA strips.

14 © 2023 WHISTLE PUNKS UK LTD.

 colour MISuSE

whistlE punks whistlE punks

Don't use core colours together Don't use non brand colours

whistlE punks whistlE punks

Don't ghost colours (subject must always be visable) Don't mix the brand colours to make gradients

Don't use gradients on type

whistlE punks
Don't use core colours over bright photography

© 2023 WHISTLE PUNKS UK LTD.

15
04

TYpography
 pRImARY Typeface

BrushuP
Brushup is used for headlines.
This is our main typeface set
ABcdefghijklm
for grabbing the audience's
attention.
nopqrsTUvWxyz
Key features
• Alwasys use the type in caps
• Font sixe: min 15pt
• Tracking: always 40
1234567890
• Leading: min 28

* 
This type is to never be ! @ # £ % ^ & () \ ? . , * “
used for body copy.

© 2023 WHISTLE PUNKS UK LTD.

17
 Secondary Typeface

LONDRINA SOLID
We use Londrina Solid for our
secondary type for subheaders,
quotations, CTA's/pullouts. ABCDEFGHIJKLM
We also use this type as a
headline in the right context
(see page 36).
NOPQRSTUVWXYZ
Key features
• Alwasys use the type in caps
• Font sixe: min 15pt
• Tracking: always 40
• Leading: min 28
1234567890
* 
This type is to never be ! @ # $ % ^ & * () \ ? . , “ “
used for body copy.

18 © 2023 WHISTLE PUNKS UK LTD.

 HIERARCHY

Headline Brushup
Std.
Min 42pt
This is Headline
Sub-Head Londrina Solid
Black
Min 30pt
SUB HEADLINE

Body Courier Std. Omnient doluptur rae iunt dolenis res

bold abor reped qui optatur? Doluptium
Min 6pt fugiam reptium dus quia vollest
voluptati blation cor repelendus ut

© 2023 WHISTLE PUNKS UK LTD.

19
05

brand eLemenTS
 BACkGRouNDs
Imi, is abor aut am archicid quiatem
eossimi, sit, quosanisit, tectate
moluptae cus apelescid qui od eos et
que volupta tempor aruptur maio conet
quam nonse pratissequae ligendi dun-
Photo collarge
© 2023 WHISTLE PUNKS UK LTD.
toriatur aut et labores exerepelit
et del moditem aut et, voluptatur se
volorit aquassi nverferiam, ut imus
aliquodita que voluptis aperchicid
etur, qui occus debis arumqua
Textured pattern
*To be used on any coloured background or overlayed on
photos & for pattern colours to be inverted to fit media.
21
 CAll to actIonS
The tape effect is our main
CTA pull out, but can also
be used for quotes. We also
use box call outs, but
these are mainly used on
our table menus.

The circular splash will

be used on both print and
digital to highlight a
secondary CTA, e.g. a price
or an offer.

Tape effect CTA

Splash CTA

22 © 2023 WHISTLE PUNKS UK LTD.

 ICoNs & accessoRies
ICONOGRAPHY
Icon usage is predominantly used
on digital platforms, but can be
used on print when necessary.
ACCESSORIES
Depending on the media, we
use accessory call outs. This
might be to enhance or direct.

Checker pattern

Crossed axes WP target

Lines used for breakouts

Drinks Pizza

Stars Sharers Directinal arrows Background shape

© 2023 WHISTLE PUNKS UK LTD.

23
06

PhotogRAPhy
 IMaGE usaGE
Photography forms an integral
part of the Whistle Punks
brand.

It aims to capture the energy,

diversity, and fun atmosphere
of both the activity and the
company itself. Photography
needs to work in harmony
with both the typography and
graphic elements. It can be
applied both with and without
the textured background
depending on its intended
purpose.

To capture the best

photography possible we use
different techniques like flash
blur, close-ups, and group
shots just to name a few.

© 2023 WHISTLE PUNKS UK LTD.

25
07

Digital media
 PRofIle AvataRS

Whislte Punks

Profile avatars are to

remain simple - the main
Whistle Punks logo enlarged
over the top of either a off
black (#242424) or plain
white (#FFFFFF) background.

Specs:
Instagram = 320x320 px
Tiktok = 200x200 px
Linkedin = 400x400 px
Youtube = 800x800 px

© 2023 WHISTLE PUNKS UK LTD.

27
 Instagram tiles
Social media is a key strategy
for us as it shows how we
directly communicate and
engage with our customers.

Our gird consists of

professional photography to
capture the true Whistle Punks
experience, competitions/
collaborations, in-house
promotions, and campaigns.

We also showcase reels created

in-house for both Instagram
and Tik Tok, as well as
reposting content that we are
tagged in. It is essential
to always make sure the grid
looks engaging and eye-
catching.

28 © 2023 WHISTLE PUNKS UK LTD.

 HIGhlIGht ThumbnaIls
Whislte Punks

Highlight thumbnails use

our brand photography to
represent the subject
matter.

It's important to make sure How to Packages

the photos are easy to

identify within the space,
match the description, and
are bright and engaging.
More will need to be added
over time depending on the Bevs & Bites Gifts
requirements

© 2023 WHISTLE PUNKS UK LTD.

29
 DIGITAL ADS
Digital advertisement is
another key strategy as
it is how we directly Whislte Punks

communicate with our

customers through various
online channels.

The key focus of the ads

is within the subject
matter, whether this is
communicated through
image, video, or GIF.

Second is to make sure

the title of the ad is
consistent and clear,
especially for carousel
ads.

30 © 2023 WHISTLE PUNKS UK LTD.

 miscellaneous
FAVICON PACKAGE LISTINGS
The Whistle Punks favicon uses Ecre, ocaverum iacit et; es
the crossed axes icon due to its Catorum, ora Seris. Do, ine
small nature. vicaet is, con sentrur.Go
ellestr aedit. Ipte diur.
An ta nonvenam deesimpri
patriti natquo parius

EMAIL FO0TER
The email footer uses the CTA tape
effect with our logo and partner
logos, along with social prompts.

© 2023 WHISTLE PUNKS UK LTD.

31
08

Brand in use
 overview / BReakdown
When it comes to internal

bOttOmlEss
promotional material, we
tend not to use the logo

bRunCh
as most of our photography Bold
headline
will already have the logo
present. However, the logo
must be present on any
external usage.

There must be a bold headline Clear engaging

photography
using either the primary Logo
contained
or secondary typeface within the
(depending on the subject image

of the design).

£4 5
This design shows how the two
CTA styles work together. Pe r pe rs on

Using the tape effect for

Clear CTA's using
the clear 'Book Now', but both styles
then using the secondary (if nessesary)
CTA splash to highlight
the price.
GI N' AX ES
2 HO UR S IN C. 70 MI NS SL IN Infomational
subject line

© 2023 WHISTLE PUNKS UK LTD.

33
34 © 2023 WHISTLE PUNKS UK LTD.
 Whistle Punks
brand materials
consist a
multitude of
different media,
but all tie into
one another using
different brand
elements.

© 2023 WHISTLE PUNKS UK LTD.

35
 In VENuE

36 © 2023 WHISTLE PUNKS UK LTD.

 Our venues all
follow the same
theme; rustic
and raw.

We use several
re-usable
materials like
reclaimed wood
and rusted metals
- this also
brings down our
waste footprint.

© 2023 WHISTLE PUNKS UK LTD.

37
DOWNLOAD PACK
Scan the QR to download
all items you need for
collabrations with
Whistle Punks.