MDM615 Final Brand Guide

Launchpad CafĂŠ Brand Guide

Brand Guide | Last Revised April 2016

Launchpad CafĂŠ

Table of Contents Mission & Value 4 Our Story 5 Logo 6 • Formats 7 • Brand Mark 8 • Clear Space 9 Color 10 Typography 11 Shape & Texture 12 Photography 13 Approved Logo Usage 14 Incorrect Usage 15 Ambiance • Sensory & Tone 16 • Audio 17 Contact 18 Copyright 19

3 Brand Guide | Last Revised April 2016

Mission & Value

Creating a harmonious and relaxing coffee experience, with friendly and familiar customer service, with the finest and locally brewed, fair trade grown coffee.

4

Launchpad Café

• Trustworthy • Hospitable • Sustainable • Open-Minded

Our Story

LaunchPad CafĂŠ is a locally owned and operated coffee shop with a service for quality and reliability. We pride ourselves in experience and embrace local culture.

Our brand loyal clients find themselves sitting in comfort, holding their favorite mug–the one with the deep rings of use–stained in the bottom. Our well-trained and educated baristas serve rich full-bodied aromatics of floral and hints of earthiness in our house-favorite blend.

5 Brand Guide | Last Revised April 2016

Logo

Launchpad Café The logo reflects the organic and harmonious character of the brand. It shall be used with respect to those characteristics.

It’s parts contain: logo mark word mark tagline

6

Launchpad Café

“Taking You Away”

Logo | Formats

Logo will only be used in two formats, within the parameters of the proceeding guidelines.

Launchpad Café “Taking You Away”

Usage includes: animated static

7 Brand Guide | Last Revised April 2016

Logo | Brand Mark

The logo brand mark consists of four leaves and a center bean/raindrop.

The logo brand mark is used in whole.

It’s parts contain: full color single color transparent

8

Launchpad CafĂŠ

Logo | Clear Space

.5

.25

Launchpad Café “Taking You Away”

.5

.25

Launchpad Café “Taking You Away”

Clear space is developed from the height & width of the letter ‘e’. Leading is .5 the height of ‘e’ and .75 the height of ‘e’.

The logo shall never be less than .5” tall.

Clear Space Developed by: height & width of minimum size

é

9 Brand Guide | Last Revised April 2016

Color

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Launchpad CafĂŠ

c42 m12 y93 k0

c23 m7 y52 k0

c79 m76 y33 k18

c32 m20 y4 k0

r162 g186 b70

r201 g211 b146

r74 g72 b110

r171 g185 b215

hex #a1b945

hex #c9d292

hex #49476d

hex #abbad7

Thistle Mint

Java Sage

Wild Lilac

Lavandula

Typography

Bakery-Reg

Antipasto-Reg

Helvetica Neue-Reg

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Headers

Sub-Headers

Body

Bakery font has completed the brand with texture and movement. It is warm, homey and harmonious.

Anstipasto is a complimentary fun and familiar san serif font that reflects the brands characteristics and values.

Helvetica Neue-Reg is a clean and readable san serif font that is clean and balanced to support the other fonts of the brand.

This font will only be used within the logo and on supporting headers for print and digital.

This font will be used for signage, print and digital collateral and to support hierarchy in the brand.

This font will be used for all body text, print and digital collateral and to support hierarchy in the brand.

11 Brand Guide | Last Revised April 2016

Shape & Texture

To continue with the organic flow of the brand, curvilinear shapes will be utilized in all branding and stylizing concepts.

Textures to use include: Leaf_Overlay Dew Drop Effects Patterns of Coffee Beans

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Launchpad CafĂŠ

Photography

As the brand reflects a cultured and harmonious feel, photography should mirror those characteristics.

Photography to use include: Reflective Dew Drops Harmonious & Cultured Meadow_Backgound

13 Brand Guide | Last Revised April 2016

Approved Logo Usage

Launchpad Café Launchpad Café Launchpad Café “Taking You Away”

The logo is used in whole with logo mark, word mark, and tagline for much of its branding applications.

This should be used this way in outdoor signage, environmental graphics, and media.

14

Launchpad Café

“Taking You Away”

The logo is used in single color, and only in Wild Lilac. Other single color usage is reserved for product line extension.

This should be used this way in screen printing, brand collateral printing that requires single color, or in establishing the value in gray-scale.

Launchpad Café The logo mark and word mark can be used separately. When separating, the tagline is dropped. The logo mark and word mark must remain in their primary colors is used separate.

Approved separations: logo & word wo/tag logo mark word mark

Incorrect Usage

Launchpad Café

Launchpad Café

Launchpad Café

Launchpad Café

The logo mark shall not be wider or the same width as the logo type.

The logo shall not be squished vertically or horizontally.

Launchpad Café “Taking You Away”

Launchpad Café “Taking You Away”

The logo shall not be a single color other than approved brand colors.

The logo mark shall never be two color only, then “bean” shall not be a single color when using multiple colors and the leaves shall not be all one color when using multiple colors.

15 Brand Guide | Last Revised April 2016

Ambiance | Sensory & Tone Slowly they sip and the nutty flavors dance across their tongue. The taste takes them away from the grind of their daily routine. As a small retreat, away from the fast paced track of a long day, LaunchPad provides a relaxing and balanced atmosphere.

Patrons find themselves sitting among familiar faces, strangers, and that barista who’s been serving them the same experience for the better part of a decade. The barista calls them by name.

The patron watches others, moving along, laughing, talking about their stresses. They zone them out, as they are taken to a deep trance. The music playing overhead provides a harmonious rhythm. The chill out lounge album is a saving grace, as the chaos of life is banished and the cafĂŠ moves in a single flow. This is the meditation guaranteed, the reflection of a long day.

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Launchpad CafĂŠ

The ambiance of Launchpad reflects the brands harmonious and cultured atmosphere. The verbiage to the left is mirrored tone of written usage.

Ambiance | Audio The song changes, the tempo speeds and pulls everyone back into their own minds. The cup is sipped slowly, and friends’ question what the weekend has in-store. The chatter is the nuance of the energy that breathes life into the conversations, smiles, laughter, and the remaining coffee in that favorite mug –the one with the deep rings of use– stained in the bottom.

All audio must reflect the harmonious cultured and relaxing characteristics.

Only world, zen and deep house music shall be used in retail shops and advertising media.

17 Brand Guide | Last Revised April 2016

Contact Information

Launchpad Café 1521 Montgomery Street South Bay, OR 12345 725.251.3801 www.launchpadcafe.com

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Launchpad Café

Copyright

Š 2016 Launchpad CafÊ. All rights reserved. Trademarks, logo marks, and/or all associated materials herein are subject to this notice.

19 Brand Guide | Last Revised April 2016

Launchpad CafĂŠ