OUGD603: Brief 7 - Coffee Culture // Identity Guidelines

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2015 Identity Guidelines

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TABLE OF CONTENT

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The Brand

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Colours

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The Coffee

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The Colour Scheme

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The Identity

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Usage

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Logotype and Symbols

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Typography

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The Logo

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Typefaces

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Logo Variations

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Usage

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Latte Art Symbol

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Composition

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Logo Spacing

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Logo Application

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THE BRAND

Coffee Culture, founded in 2006, is a small independent coffee shop in the heart of York. Our ambition is too create a unique and wonderful experience, fuelled from our passion for good coffee. Coffee brewed with care - the smell of the espresso rising throughout the three stories of the traditional cosy building. The building which is filled with character, just like the coffee. Individual, unique, created with quality in mind. The authentic, homemade, rustic character of Coffee Culture runs through the heart of the brand.

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THE COFFEE

THE IDENTITY

At Coffee Culture, all the coffee is specially brewed, with an eye of quality, every day. We do this so our coffee has the authentic rich taste which you can expect in any extravagant coffee. We strive for a consistent excellence with each coffee we brew, settling for nothing less that perfect. You won’t find a better coffee within the walls of York.

Coffee Culture has surpassed it’s eighth year, the following and the passion for caffeinated perfection has grown tremendously. A new visual identity has been required to carry the business to a new level. To take the ideas and the morals of Coffee Culture and transmit them through new imagery.

Our experienced, masterful bartistas have one goal, to delivery the best possible experience possible upon visit.

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Logotype and Symbols The Logotype The logotype has been designed to be simple, clean and distinctive, captivating the main aspects of Coffee Culture - the location, 41 Goodramgate and the establishment date, 2006. Above the logotype is as symbol, it’s an illustration of specialist latte art. Which you can typically find at Coffee Culture. 6

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Dark Logo Variation The dark variation of the logo in the signature deep brown of Coffee Culture, which was sampled from a dark roasted coffee bean. This is the primary colour for the logo and must be used wherever possible, providing the design is still apprehensible, and the type is still readable. 8

Light Logo Variation This variation of the logo is to be used only on light backgrounds - so the logotype is prominent on the page. For darker backgrounds, please see variation two. If the dark brown is not possible, a 90% grey must be used in it’s place.

The light variation of the logo contrasts with the signature deep brown of Coffee Culture, which was sampled from a dark roasted coffee bean. This is the secondary colour for the logo and must be used wherever it isn’t possible to use the dark variation. The lighter variation is to be used on darker

backgrounds and photographs to assure the logo is distinguishable. If this is not possible, the darker version should be used. If the off-white is not possible, a 10% grey must be used in it’s place. In black and white application, for example. 9


Latte Art Symbol In some cases the full logo type and symbol might not be appropriate due to various scale or application reasons. If this is the case, the latte art symbol must be used instead. Following the same rules in terms of colour as the full logo. (see p.8-9) 10

The symbol must be pronounced as much as possible on the background. A 90 or a 10% grey must be used in black and white application of the symbol.

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Logotype Spacing The spacing in and around the logo should be the same throughout - the diagram above demonstrates this. The spacing between the lines of the logotype and the symbol should be the same as the spacing around the logotype and the symbol as a whole. No type or imagery should intrude this space. This is 12

Symbol Spacing so the logo will be clearly detectable within against other content. However, imagery can intrude the space it takes the form of a background.

The spacing around the symbol is based on the size of the symbol. The width of the symbol at it’s widest point is double the width of the spacing around the vertical and the horizontal of the object. As demonstrated above. The markers around the symbol have no correlation to that around the logotype. 13


Logotype and Symbol Positioning - Do’s The logotype has been created using the centre point as the main point of alignment for the type and the symbol. Because of which, the logo and symbol must also be positioned in the centre of the content area, or the centre of the page. The logotype and symbol must also be the first element on 14

Logotype and Symbol Positioning - Don’ts the page or collateral vertically. Nothing can go above it, unless specified by any other guidelines, or if the design doesn’t work.

The logotype and symbol must be centred, the logotype can not be off centre, rotated or distorted to fit the page. The logo must also be the most upper vertical element on the page. Any typography or imagery above this logotype is unacceptable. 15


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Brand Colours

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C=9 M=74 Y=83 K=1 R=220 G=93 B=52

C=0 M=43 Y=68 K=0 R=246 G=165 B=92

C=0 M=0 Y=0 K=100 R=100 G=100 B=100

C=32 M=78 Y=61 K=38 R=131 G=60 B=61

C=54 M=65 Y=81 K=76 R=55 G=38 B=20

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Brand Colour Scheme The brand colours have been selected to echo the colour scheme within Coffee Culture, warm reds and oranges, with the deep brown, sampled from a roasted coffee bean. The colours are organic and rustic, conforming with the interior of Coffee Culture. These colours can be used for the logotype or the symbol if the brown or off-white are not felicitous to the surrounding content.

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Typography Coffee Culture uses a consistent typefaces which is used in the logotype and for all body copy and headings. The typography also has a systematic design style which must be following to remain uniform throughout all products and collateral of Coffee Culture, online and offline. 22

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Primary Typeface: Delicious

Secondary Typeface: Lato

To be used for all headings and body copy in both physically printed and digital media, wherever possible.

Lato should only be used in instances where Delicious cannot be used. For example, in web development as the secondary option.

Delicious - Roman -12pt 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 0123456789£&!?.,;:

Delicious - Italic - 12pt 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 0123456789£&!?.,;:

Lato - Regular -12pt 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 0123456789£&!?.,;:

Lato - Italic - 12pt 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 0123456789£&!?.,;:

Delicious - Small Caps - 12pt 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 0123456789£&!?.,;:

Delicious - Bold - 12pt 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 0123456789£&!?.,;:

Lato - Hairline - 12pt 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 0123456789£&!?.,;:

Lato - Bold - 12pt 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 0123456789£&!?.,;:

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COFFEE CULTURE Open from 9am to 5pm daily

fonts, or Heavy amongst Bold. Increasing the weighting to the next increment, to subtly and concisely point out some information.

Featuring a Christmas Special: Gingerbread Latte

“We will be meeting at 09:00 on Monday morning to speak about something urgent”. Weight Usage

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Within the typeface there are various weights, as outlined previously. The weights have a specific usage, and should be used accordingly to maintain consistency throughout the brand’s collateral.

For Body Copy

For Headings and Subheadings

For Emphasis

To becoming more prominent on the page, a bold or a heavy weighted font within the Delicious typeface can be used. The heavier weights sitting above the lighter fonts differ, drawing attention to the heavier font, as the type would be more important.

For emphasis within typography there are various different methods you can use. To simply draw attention to a word, or to emphasis a date or time amongst other typography, a heavier weight can be used. For example, using Bold amongst Roman

The standard font for body copy and all other text elements, unless specified or inappropriate is Delicious Roman.

Within the copy, using the standard grammatical rules, italics can be used to emphasis words as words. Small Caps Small caps should be used when writing acronyms, to prevent the upper-case letters from standing out too much. “Rocket enthusiasts n.a.s.a. are preparing to launch an unmanned shuttle into space”. Small caps can also be used for common abbreviations, such as am and pm. 27


Body Copy

Headings

Body copy should always be left aligned, without justificiation. Typically in 10 or 12pt, with a vertical spacing of 2pt more than the height of the type. (n+2pt) However, the sizing for body copy is flexible and dependant on the collateral entirely. Work from the sizes specified above, unless you can justify the change.

Headings should be centrally aligned where possible, or left aligned. Never aligned to the right. This has been done to assure the headings stand out against the main copy.

Subheadings Subheadings should sit directly above the body copy or the image or centre aligned with no justification. The subheading must sit on one line, aligned to the width of the content below. 28

The spacing between the headings and content below must be equal or greater than the standard leading for that point size. (n+2pt)

COFFEE CULTURE Open from 9am to 5pm daily Featuring a Christmas Special: Gingerbread Latte Enditis alias dolupta tiatur? Pudit porio offic te lant ius enditiusdae et erisquunt quia quamust hil mintis aut ut quam verit, consecu ptasin ra sectemp orepudite nihit utem aute voloreicid molupta sitiisquibus de volorepero minuscil ipsam el inulpa etur sequo endae suntio. Epro modicium qui dollitatur? Sunt et et ommoluptatem re non restia volupta cum eserum, cusam facessiLor soles alia

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