STYLE GUIDE ONE BEAN COFFEE COMPANY A guidebook that represents the image and philosophy of the brand
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One Bean Coffee Company/STYLE GUIDE
One Bean Coffee Company/STYLE GUIDE
B R A N D
VOCABULARY
ONE BEAN COFFEE COMPANY ‘Brew a cup.Change the world’ A fairly recent coffee bean brand that has solid ideals which can change the world. It is a part of the fair trade organisation, and a firm believer of supporting coffee farmers and helping them lead a better life. It offers various authentic flavours of organic coffee beans of assured quality ,catering to a niche market. Due to its usp of a certified organic product offering, it has the potential to grow exponentially in the years to come.
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One Bean Coffee Company/STYLE GUIDE
CONTENTS BRAND STUDY Introduction to Onebean Brand attributes
..1 ..3
LOGO DEVELOPMENT Concept ..4 Visual Identity ..5 COLOUR PALETTE Ideology ..6 Colour values ..7 VARIATIONS Logo ..8 Logotype ..9 TYPEFACE .10 ORIENTATIONS .12 CLEAR SPACE .14
One Bean Coffee Company/STYLE GUIDE
ONEbean Coffee Company is an international T hey offer an excellent product – so that every coffee bean brand that was established in 2007, at Langly B.C Canada. The brand claims that they’re not just coffee, they’re coffee on a mission! They aim to not only sell great coffee, but also help non-profit groups fundraise AND actively look for opportunities to share the profits with in their immediete community and surroundings.
coffee drinker can enjoy their cup, and share in the joy of giving back to their community. The brand sticks by its motto of ‘BREW A CUP.CHANGE THE WORLD’ ONEbean coffee is committed to giving. It’s very simple - the more coffee they sell, the more money they can give to great causes at home, and around the world.
At ONEbean Coffee Company we’re not interested in being just another coffee company. Our commitment to using coffee to make a difference all around the world, and right here at home effects everything we do. Our company is built on the premise that every business, no matter how large or small, c a n now give back through their daily coffee consumption at no extra cost.
THE POWER OF ONE BEAN
• • • •
We We We We
are organic are fair trade are committed offer an excellent product
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One Bean Coffee Company/STYLE GUIDE
How Fair Trade Works ?
Certified Organic
W hen one buys Certified FAIR TRADE coffee, C ertified Organic refers to a series of controls they are helping improve the working conditions and quality of life for many. Fair Trade is an organized social movement which focuses on goods being exported from underdeveloped economic areas into more established markets. Fair Trade practices are now helping coffee farmers all over the world. ONEbean sources their quality beans from the finest growing regions on the planet. Every bean is certified FairTrade Organic which means the farmers arent exploited, are upported for using eco-friendly growing techniques.
placed on coffee growers by the Organic Crop Improvement Association. All OCIA certified products are all natural and free of pesticides. With these harmful chemicals removed from the agricultural process, farm workers and their families have a brighter future, and even , the consumer, is guaranteed a healthier coffee experience.
Reason Behind Choosing the Brand E verybody loves a good
Why ONEbean? A t ONEbean, the workers are passionate about
coffee .The truth is, each person has been given ONE chance, right now – today – to make passion and ability count for more . Here’s some even better news: tomorrow – get ONE more.
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cup of coffee to awaken their senses. Onebean coffee, being a relatively recently established company needs to build it’s name in the market. Since their usp is organic coffee beans they cater to a niche. The brand has a powerful philosophy , which if promoted in a powerful manner, can have a great impact upon people.
One Bean Coffee Company/STYLE GUIDE
BRAND ATTRIBUTES The visual identity of a company is supposed to be a valuable asset . One Bean Coffee Company’s existing logo/ visual identity is as shown above. The logo is a literal interpretation of the brand name, with a typeface and graphic of a single coffee bean within the letter O. A cool colour palette has been used with black, grey, white an parrot green .
ORGANIC COFFEE
100% ARABICA BEANS AUTHENTIC
FAIR TRADE COMPANY VARIETY OF FLAVOURS
‘BREW A CUP. CHANGE THE WORLD’
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One Bean Coffee Company/STYLE GUIDE
CONCEPT The brand’s tagline - ‘Brew a cup. Change the world’ has been an essential element in the conceptualisation behind the development of the new visual identity/logo. The visual identity showcases that each bean has the power to change the world and not just communicated a literal interpretation of the company name through the visual identity. A more meaningful message has been conveyed through the rebranding process i.e each bean has a tremendous power not only in terms of taste and quality but also since the company is a part of the fair trade organisation, each coffee bean sold can change the life of an underpriveleged coffee farmer.
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One Bean Coffee Company/STYLE GUIDE
VISUAL IDENTITY
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O
A logotype for the brand has been created and from it, a circular portion has been selected for the brand logo, which can be used as a visual identity for all intents and purposes where the logotype may be inappropriate. The area from which the circular portion has been selected is shown on the figure at the left side.
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LOGOTYPE AND LOGO
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One Bean Coffee Company/STYLE GUIDE
COLO
R U
The colour palette that has been developed for the visual identity of the brand comprises of 3 main hues. A rich dark brown representative of 100% pure coffee beans and the two shades of mint green, represent the organic nature of the coffee beans and the coffee plantations where farmers strive to provide us with quality product.
Colour is the most important element of a visual identity or logo - it speaks of the brand and what it represents.
A have used a mint green tone as opposed to the green used in One bean Coffee Company’s existing logo- to bring a level of sophistication to the brand. Also the light shade balances the dark brown and adds a sense of dynamism to the visual identity. The colours exist in harmony with one another and are pleasing to the eye, filling the viewer with a sense of calm.
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One Bean Coffee Company/STYLE GUIDE
CMYK values for each colour are mentioned adjoining the swatch for reference.
75 %
0%
50 %
0%
85 %
35 %
70 %
20 %
35 %
55 %
85 %
25 %
50 %
70 %
85 %
70 %
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One Bean Coffee Company/STYLE GUIDE
VARIATIONS in the logo & logotype Variations in the visual identity’s colours has been tried to see how
Outline
Grayscale
flexible it is and to understand the manner in which the logo can be utilised in the further stages of this rebranding process.
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Black and white
One Bean Coffee Company/STYLE GUIDE
Outline of logo type
Black and white template of logotype
This is a clear template of the logotype. The absence of any colour allows a structural construction of the logotype to be portrayed.
Purely developed to understand whether the logotype may be incorporated in monochromatic prints .
Grayscale logotype
Reverse colour palette
The logotype in grayscale mode shows the difference in the shade (light/dark) of the colours used.
The positioning of the two colours used in the logotype has been reversed, i.e the dark brown has been used for the created typeface instead of the coffee beans, whereas the light brown has been used in the coffee beans instead of the type face. An interesting visual impact is created.
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AO TYPEFACE
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J
M
The main visual identity of the brand is pure logotype. The alphabets shown in the type face have been developed for the brand, i.e do not exist in the standardised sets. The typeface is purely illustrative. The curvature, stalk size, angle, spacing between alphabets, height and width of the alphabets have been considered, based on the positioning of the coffee beans between them. The coffee beans in the logotype have been given top priority, the typeface was created such that the beans could be positioned appropriately. Coincidently, this process follows the concept of each bean having power to cause an effective change.
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One Bean Coffee Company/STYLE GUIDE
ABOUT THE TYPEFACE:
Lithos Pro
Lithos Pro Regular:
Lithos is a glyphic sans-serif typeface designed by Carol Twombly in 1989 for Adobe Systems. In 2000, Adobe released the OpenType version called Lithos Pro.
abcdefghijklm nopqrstuvwxyz 0123456789
Lithos Pro Black:
abcdefghijklm nopqrstuvwxyz 0123456789
Inscriptions honoring public figures or temples were intended for public viewing in ancient Greece. Geometric letterforms, free of adornment, were chiseled into the stone. These very basic shapes are the inspiration for Lithos Pro typeface. This flexible design combines simplified character shapes with a playful asymmetric quality that works well for a large variety of display jobs. The typeface consists of only capital letters, and comes in five weights, with no italics. The font is Lithos Pro Regular , size 8.6
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One Bean Coffee Company/STYLE GUIDE
ORIENTATIONS
Various orientations of the company name text positioned with respect to the logo
ONE BEAN COFFEE COMPANY
ONE BEAN COFFEE COMPANY
ONE BEAN COFFEE COMPANY
ONE BEAN COFFEE COMPANY
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One Bean Coffee Company/STYLE GUIDE
ONE BEAN COFFEE COMPANY
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ONE BEAN COFFEE COMPANY
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One Bean Coffee Company/STYLE GUIDE
CLEAR SPACE
Taking into consideration the various orientations of text placement around the visual.
This diagram indicates the staging specifications for the signature. The signature must be surrounded on all sides by specified clear space to separate it distinctly from other graphic elements. This ensures maximum impact and preserves integrity.
X
X = 1/10th of total height
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The clear space in both visual identities is proportionately centered and hence the extra width is same along all directions
National Institute of Fashion Technology
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