Brand Guidelines
Anchor down. Stay a while.
Bell & Anchor is new American seafood, rooted in the spirit of Sag Harbor—where maritime heritage, local ingredients, and the most genuine hospitality come together to make sure that people enjoy! These guidelines preserve and express that identity with clarity and consistency across every touchpoint.
This document is a living reference for anyone who creates on behalf of Bell & Anchor. Use it to stay true to the brand — its character, its voice, and the visual language that carries both.
Contents
01 Brand Strategy
Bell & Anchor celebrates over a decade as Sag Harbor’s neighborhood seafood restaurant—where quality food is shared with family and friends – all with a waterfront view.
This rebrand is not a reinvention — it's a refinement. The essence of Bell & Anchor remains unchanged: honest food, genuine hospitality, and a deep connection to the maritime landscape that surrounds us. What we've sharpened is how we express it.
Our visual and verbal identity now works harder to reflect the quality of what happens inside — from the magic in the kitchen to the laughter at the tables. We’re all here to have a good time and every element of this brand should feel like something you'd find here: crafted, coastal, and friendly.
The goal is a brand that feels familiar to every regular and immediately legible to every first-time guest — one that earns trust before the first dish arrives.
02 Personality
Respect what’s been built and elevate through restraint:
Developing a brand that feels familiar to every partner and team member, yet more refined, cohesive, and effortless to apply consistently.
Design-led homes and communities, masterfully built to embrace daily living through architecture, craftsmanship, and enduring quality.
Tone & Voice
Dinner
A menu built around what's fresh and often sourced locally. Confident cooking with a light hand — New American at its most honest.
Bar & Cocktails
A carefully tended bar with artisanal cocktails that lean on coastal flavors, a considered wine list, and craft beer for the nights when that's exactly right.
The Space
An old converted marina building right on the water. It’s open, warm, and familiar – where sunset light meets candlelight. Whether you're at the bar or on the patio, you feel like you're supposed to be here.
Sample Copy
Seasonal
Summer starts early at Bell & Anchor. The patio is open, the oysters are cold, and the kitchen is ready. Come find your table.
About
We draw from the waters of Peconic Bay and the farms of the East End. The menu changes with what's available and what's good.
Homepage
New American Seafood in Sag Harbor. Open Tuesday through Sunday, from 5:30pm. Reservations recommended.
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A table by the water.
Book yours before the season fills.
03 Logo
The Bell & Anchor wordmark is the primary expression of the brand. It carries the weight of the name — grounded, legible, and quietly distinguished. The anchor symbol serves as a secondary mark, used independently when context is clear and space is limited.
Both elements were designed to hold up across contexts: embossed on a menu cover, printed on paper, displayed on a digital header. The logo should always be reproduced from approved files. Never recreate, trace, or approximate it.
Primary Lockup
Clearspace
Full Lockup
Symbol + Wordmark
B
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L
&
O
R
·
S
A
G
H
A
R
B
O
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,
N
Y
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A
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Incorrect Usage
do not add shadows
Do not rotate The logo
DO NOt stretch The logo
Do not outline the logo
Do not use colors that are not in the brand palette
Do not change the established space between each letter or lines
04 Color
The Bell & Anchor palette draws from the landscape that defines Sag Harbor — deep harbor blues, weathered brass, salt-bleached whites, and the dark warmth of old timber. Each color was chosen to feel at home on the water's edge.
The primary palette anchors all branded materials. Secondary and accent colors support hierarchy, create warmth, and add range across digital and print applications. Use them consistently — color is one of the fastest ways to build recognition.
Primary Palette
Imperial Blue
Hex: #39485E
RGB: 57, 72, 94
CMYK: tBD
PANTONE: tBD
Parchment
Hex: #F8F2EF
RGB: 248, 242, 239
CMYK: tBD
PANTONE: tBD
Camel
Hex: #B48849
RGB: 180, 136, 73
CMYK: tBD
PANTONE: tBD
Pure Black
Hex: #000000
RGB: 0, 0, 0
CMYK: tBD
PANTONE: tBD
Deep Blue
Hex: #333C49
RGB: 51, 60, 73
CMYK: tBD
PANTONE: tBD
Secondary Palette
Dodger Blue
Hex: #3895F3
RGB: 56, 149, 243
CMYK: tBD
PANTONE: tBD
Eggshell
Hex: #E9E3CE
RGB: 233, 227, 206
CMYK: tBD
PANTONE: tBD
tomato
Hex: #F35D38
RGB: 243, 93, 56
CMYK: tBD
PANTONE: tBD
Accents & Details
DARK GREY
Hex: #999999
RGB: 153, 153, 153
CMYK: tBD
PANTONE: tBD
GREY
Hex: #B2B2B2
RGB: 178, 178, 178
CMYK: tBD
PANTONE: tBD
05 Typography
Typography carries the brand's voice in written form. The Bell & Anchor type system pairs a refined serif display face with a clean, utilitarian sans-serif — the contrast between craft and function that defines the restaurant itself.
Fragment — Primary Typeface Fragment is a contemporary serif with roots in classical proportions. Used for headlines, display text, and moments where the brand needs to make a quiet impression. It brings authority without formality — precise, but never cold.
Helvetica — Secondary Typeface Helvetica is the working typeface of the brand. Legible at any size, neutral in tone, and versatile across print and digital contexts. It carries the everyday voice of Bell & Anchor: direct, honest, and unpretentious.
Together, these two typefaces create a system that can shift between elegant and functional — from a dinner menu to a social post — while remaining unmistakably consistent.
Primary Typeface
Fragment
Secondary Typeface
Helvetica
Sizing
Type scales are defined by context and hierarchy. Larger sizes carry display weight and rely on generous leading to breathe. Smaller body copy prioritizes readability above all else. Follow the specifications below for consistent results across all materials.
Primary Typeface
OPEN TUESDAY THROUGH SUNDAY FROM 5:30PM. RESERVATIONS RECOMMENDED. 3253 NOYAC ROAD, SAG HARBOR, NY.
Type Sizes 0–55pt/px
130% Leading
10% Tracking
From dock to dish, farm to table, season after season.
Type Sizes 55–72pt/px
130% Leading
10% Tracking
Anchor Down.
Stay a While.
Type Sizes > 72pt/px
110% Leading
0% Tracking
Secondary Typeface
Our team works diligently to recover lost funds, correct inaccuracies, and keep your financial records accurate—so you can feel confident about every dollar in your account.
Type Sizes 24–55pt/px
110% Leading
0% Tracking
The restaurant pulls its inspiration from the rich & deep history Sag Harbor, Noyac, Peconic, & the region offer.
Type Sizes 0-20pt/px
110% Leading
0% Tracking
06 Print Application
Print is where the Bell & Anchor brand is felt most directly — in the hand, on the table, at the door. Every printed material should reflect the same quality that guests experience in the restaurant: considered, tactile, and worth keeping.
07 Digital Application
Bell & Anchor's digital presence extends the brand into the spaces where guests first encounter it — on a phone, in a search result, or on a social feed. The same principles that guide print apply here: clarity, consistency, and a quiet confidence.
