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BRAND GUIDE
WELCOME TO THE MOB
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• OUR STORY • WHAT WE BELIEVE IN • WHO WE ARE • OUR VISION • OUR COMMUNITY • OUR COMMUNITY’S ART • LOGO • LOGO VARIATIONS • DO’S AND DON’TS • USAGE • TYPOGRAPHY • COLOUR PALETTE • OUR MEMBERS • RECOGNIZE US
UR STORY THE MOB is a small coffee shop, started as a wish to bring something new to the market and besides creating a coffee and beer place, we want to create an art community that supports the environment, the local businesses and local artists. We are opposing consumerism and we are supporting really small, local business, that share our ideas about the environment and about quality. This is a place for social networking, where people come to interact over a cup of coffee or a beer, where the is a start for conversation. We are trying to give back to the nature and create a sense of a large community.
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WHAT WE BELIEVE IN? OUR BRAND believes that we need to react to our environmental problems and we need to educate people in this problem, OUR BRAND believes that we need to fight consumerism tohether and support the local communities in order to give something back to them. OUR BRAND believes that we can bring people together through Art. OUR BRAND believes through coffee we can change our moods.
JUST A BIT OF EVERYTHING
WHO WE ARE
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OUR VISION IS TO CREATE A BETTER PLACE FOR US TO LIVE ON THIS PLANET BY INVESTING IN OUR COMMUNITY OF COOL PEOPLE THAT UNDERSTAND OUR MISSION AND THAT ARE WILLING TO FIGHT WITH US.
OUR VISION
CONFIDENT PLAYFUL CU ECOLOGICAL FRIENDLY AR LOVER FUN MOTIVATED EQUALITARIAN INCLUSIVE C REBELLIOUS UNCONVENTI VEGETARIAN CONTROVER OUTRAGEOUS MOTIVATED MUNICATIVE UNDERSTAND CREATIVE NON-CORPORATE VOCATIVE INNOVATIVE KIN
ULTURAL QUIRKY SOCIAL RTSY RELIABLE MORNING FRIENDLY OPEN MINDED CRUELTY FREE NIGHT OWL IONAL HONEST HUMOROUS RSIAL MINIMALIST COOL D FRIENDLY VEGAN COMDABLE MOTIVATED OPEN E ARTISTIC EXCITING PROND YOUNG CARING CON-
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OUR COMMUNITY
Emma Jackson PR ASSISTANT ABOUT Age: 26 Gender:Female Status: Middle-Class Education: BA in Marketing Income: 35.000-40.000 Location: London Bio: She works as a PR Assistant, but she has a deep interest in Fine Arts and she is regretting that she didn’t follow a career in that Key Identity: Traditional, controversial, rebellious, social, friendly, introvert, art-lover Buys: She buys a lot of books Reads: She likes going a lot to galleries, especially to new artists that she wants to discover Watches: A lot of films and stop-motions animations
PSYCHOGRAPHICS She likes art and culture and she enjoys going to museums and exhibitions. She reads a lot and she cares about the environment, doing her part as being vegan.
NEEDS/DESIRES BEHAVIORISTICS She is creative individual, who can easily solve problems and loves to engage with people and communicate, wanting to apply her art knowledge in what she does.
She would like one day to focus more in a more creative environment.
Francesco Dini STUDENT ABOUT Age: 20 Gender: Male Status: EU Migrant Student Education: BA in Fine Art, Goldsmith University Employment: Student Income: Student Finance Location: London Bio: He moved in London from Italy few years ago, so he can make a career in Fine Art Key Identity: Experimental, brave, not following the rules Buys: He buys a lot of materials and collects everything he finds Reads: Art books Watches: Science-fiction movies
PSYCHOGRAPHICS
BEHAVIORISTICS He is creative individual, having a lot of patience and a strong character. In his art, he is brave and methodical.
He likes painting and design and he loves going to museums as well to experiment with materials and techniques in his art. He doesn’t really understand the climate problem we are facing and he likes eating meat. He loves to meet people.
NEEDS/DESIRES He wants to have a career in Fine Arts and to put up an exhibition
Liz Matthew FINE ARTIST
ABOUT Name: Liz Matthew Age: 45 Gender: Female Status: Married Education: University of Arts Berlin Employment: Fine Artist Income: 60.000-70.000/year Location: London Bio: She is a Fine artist having an established practice in London, belonging to White Cube Gallery, having 2 children and married for 20 years. Key Identity: Traditional, hard-working, competitive, classic, introvert Buys: Magazines of every kind Reads: Crime fiction books Watches: Old movies
PSYCHOGRAPHICS
BEHAVIORISTICS She is a creative person, having the gift of manual labor as well. She is an introvert and she is very independent.
She likes to talk long walks and connect with nature and she likes to meditate a lot. She loves to take care of her children and she dedicated many years of doing just that. She likes to work a lot in her studio, doing sculpture.
NEEDS/DESIRES She wants to be an international artist.
OUR COMMUNITY’S ART JUST A BIT OF EVERYTHING
THE MOB IS NOT JUST A COFFEE SHOP, IS A SMALL GALLERY AS WELL BECAUSE WE HAVE JUST A BIT OF EVERYTHING THE MOB is a place for friends and to make friends, and the brand will organise small, private events that bring climate change activists and local artists to talk about social and culture problems, as well as small exhibition from local artists that want to have a place where they can start. WE will create contests for local artists to have the chance to exhibit their work and also earn prizes in order to support their career. The brand is creating a community through the people working there, which is one of the most important things, and through its marketing and advertising that targets a specific audience by choosing platforms like Instagram and Tiktok to promote their events and brand.
JUST A BIT OF EVERYTHING
JUST A BIT OF EVERYTHING
LOGO MASTER LOGO
OUR LOGO IS AN IMPORTANT PART OF WHO WE ARE AS IT REPRESENTS EVERYTHING WE STAND FOR. Our logo is simple, minimalistic, formed of different bits of lines that represent our community, which is an inclusive and diverse one. We are using different shades of grey that continue to suggest this diversity we are standing for.
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OUR LOGO IS IMPORTANT TO US TAKE CARE OF IT
REVERSED LOGO
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Our black & white and reversed versions are designed to be placed on neutral backgrounds and onto different promotional materials.
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LOGO VARIATIONS MOB
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ALWAYS PLACE THEM WITH THE LINE AT THE END OF THE PAGE. We are using these variations of our logo in our signage and our promotional materials when we are including our signature as well and it completes our versions of our simplified logos that evokes the sense of community.
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OUR SIGNATURE
OUR SIGNATURE IS PART OF WHO WE ARE. Our signature comes as a continuation of our logo and carries the same signification, where we have bits and bits of lines that are representative for our local community. It can be used together with our simplified logo or it can be used on its own to brand different materials.
DO DO PLACE TOGETHER WITH OUR SIGNATURE. DO PLACE A VARIATION OF OUR LOGO WITH OUR SIGNATURE.
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DON’ DON’T STRETCH IT. DON’T CHANGE THE WEIGHT. DON’T ADD COLOURS. DON’T USE WITHOUT ALL FOUR LINES.
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WE DON’T USE OUR LOGO WITHOUT THE WORD CAFE. WE DON’T USE A FINE LINE IN OUR TYPOGRAPHY. WE DON’T PLACE OUR SECONDARY LOGO IN THE CENTRE. ALWAYS AT THE END OF THE PAGE OR COMBINED WITH OUR SIGNATURE.
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MINIMUM SIZE W SIZE 23.5 MM
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WE KEEP THE SAME DISTANCE
IT NEEDS TO HAVE THE SAME DISTANCE BETWEEN THE TWO
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TYPOGRAPHY THE TYPEFACE THAT DEFINIES OUR BRAND IS ANTARCTICAN MONO AND WE LOVE IT. WE USE THREE OF ITS WEIGHTS, BOLD, SEMIBOLD AND MEDIUM. ANTARCTICAN MONO IS A SANS-SERIF, CONTEMPORARY, MODERN, MINIMALISTIC TYPEFACE THAT IS MATCHING OUR AESTHETIC.
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ANTARCTICAN MONO BOLD SEMIBOLD MEDIUM
AaBbCcDdEeFf GgHhIiJjMmN nOoPpQqRrSsT
AaBbCcDdEeFf GgHhIiJjMmN nOoPpQqRrSsT tUuVvWwYyZz
OLOUR PALLETE
C0 M0 Y0 K0 R255 G255 B255 HEX # ffffff
C41 M32 Y32 K11 R153 G153 B 153 HEX # 999999
C56 M45 Y45 K33 R102 G 102 B102 HEX # 666666
C91 M79 Y62 K97 R 0 G0 B 0 HEX # 000000
OUR MEMBERS OUR MEMBERS ARE A SIGNIFICATIVE PART OF WHO WE ARE AND WE VALUE EACH ONE OF THEM BY TREATING THEM EQUALLY.
RECOGNISE US
YOU CAN FIND US ON 49 SHOREDITCH HIGH STREET BY OUR HANGING SIGN ON THE CORNER OF THE STREET.
OUR STATIONERY IS SIMPLE, MINIMAL, CONTEMPORARY LIKE OUR BRAND AND YOU CAN IDENTIFY US BY THE LINES OR BY OUR LOGO.
OUR MENU OFFERS AN EXTENSIVE RANGE OF DRINKS AND FOOD, FROM COFFEE TO BEER AND TO TASTY SALADS, SANDWICHES AND SWEETS.
AS WE ARE CONCERNED WITH ENVIRONMENTAL ISSUES, WE WILL ONLY PRODUCE RECYCABLE BAGS AND COFFEE CUPS THAT YOU WILL BE ABLE TO BUY AT AN ACCESSIBLE PRICE OR GET ONE IF YOU BUY THREE COFFEES.