The Branding of Armchairs Coffee Shop BY Mariah HOULIHAN
“Enjoying a cup of coffee is a way have a great rest of the day.”
Chairman’s letter In today’s market the little coffee shop is struggling. We want to bring it back in a way it can survive. Armchiars coffee shop is going to be a chain of shops expanding across the United States. It will be the best of both worlds. an easy place to stop by for a quick coffee, and also have the comforting feeling of the homely diners.
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Introduction To the Public, Armchairs
is a shop to come and
relax and enjoy yourself. It provides a comfortable setting of vintage armchairs and booths, where you can enjoy delictable pastries, bottomless coffee and tea. It will also be a place for the community arts. Armchairs will be a venue for local bands and also contain a gallery to exhibit an artist. So please stop by an Armchairs in your community to enjoy a sweet treat and learn more about your community.
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Table Of Contents Logo/color/basic rules 5-10 Logo- the elements Logo Signature Do’s Don’ts
Business forms 11-14 Stationery Systems
Applications 15-21 Advertising Packaging Architecture/signage/vehicle new media Resources
The Logo
Elements Created from vector Process color C=100 M=100 y=25 K-25
Process color C=100 M=100 y=25 K-25 R=38 B=34 M=98
Created from an image using live trace and expand tools
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outline Process Color C=50 M=95 area Process Color y=52 C=31 k=34 M=100 Y=99 R=106 K=45 B=33 M=68 R=113 b=15 m=18
Signatures
To recreate this logo would be too complicated, due to the fact that it is am original piece of artwork created on Adobe Illustrator.
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Fonts heads and sub-heads
The Only Exceptions ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 caption and body text
Orator std abcdefghijklmnopqrstuvwxyz 1234567890
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Do’s and Don’t
Correct ✓
Incorrect
rmchairs
Coffee shop
Armchairs coffee shop
rmchairs
rmchairs
Coffee shop
Coffee shop
rmchairs
Coffee shop
The font and color of the logo cannot be changed at all. It breaks up the image in an unflattering way. There also cannot be a box placed around the logo. The only color that can be used behind the logo is white or the color used on the stationery on pages 9 and 10.
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Business Forms
Business card (actual Size 3.5x2in)
Enevelope (4.625 x 9.5in)
1432 West Chicago Ave Chicago, IL 60608
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Letterhead ( 8.5x11)
1432 West Chicago Ave Chicago,IL 60608
To whom this may concern: Thank you for you positive remaks on our chain coffee shop. We are very glad to have please you so much. We have attached a gift card for ten dollars. enjoy.
Sincerely, Mariah Houlihan
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Applications
Advertising Newspaper & magazine ads
rmchairs
More comfort than home.
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Coffee shop
Packaging
Color logo will be featured on all packaging that comtain pasties, coffee, and tea.
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Signage
rmchairs
Coffee shop The signage for the shop will be proruding out of the front of the store. on a woodern sign hanging from a metal post. It will show the Armchairs logo on both sides. The logo will be engraved into the wood. It will make the shop easier to find from the street.
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New Media
Homepage
The website would provide those interested in Armchairs to be able to search for the exibits or music shows. They also can view the menu, what is featured and where we are located.
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