Gallery Espresso
BRAND IDENTITY GUIDELINES
I. Getting Started.......4 II. Brand Image And Philosophy.......5 a. Our Story.......5 b. Our Vision.......5 c. Mission Statement.......5 d. Positioning.......6 f. Brand Voice.......6 III. Identity.......7 a. Signature Guidelines.......7 b. Brandmark: Use And Misuse.......8 c. Background Colors.......9 d. Minimum Size and Space Specifications.......9 e. Color Choices: Primary And Secondary.......10 f. Brand Typeface Choices: Primary And Secondary.......11 g. Combinations Of Color And Type.......11 h. Acceptable Imagery......12 i. Acceptable Graphic Elements.......13 j. Tagline: Primary and Secondary.......14 i. Typography.......14 ii. Color Choices.......14 iii. Placement Choices.......14 IV. Stationery Design.......15 a. Letterhead and Envelope Designs.......16 b. Business Card Designs.......17
Contents
V. Employee Uniforms.......18 a. Shirts........19 b. Aprons........19 VI. Packaging.......20 a. Product Packaging........20 i. Ground Coffee Bag.......20 ii. Complimentary Chocolate Packaging.......21 iii. Tea Packaging.......21 iv. Pastry Packaging.......21 b. Coffeehouse Supplies.......23 i. Paper Cup Designs.......23 ii. Cup Holders.......23 iii. Coffee Cup Lids.......23 VII. Merchandise a. Gift Items i. Cup and Saucer Sets.......24 ii. Thermos Designs.......24 iii. Ceramic Mugs.......24 iv. T-Shirts.......25
VIII. Advertising.......26 a. Brand Identity Promotional Ads.......26 b. Special Event Promotional Ads.......27 c. Holiday Ads.......28 d. Promotional Mailer.......29 d. Signage.......30 e. Website Design.......31,32 IX. Interior Design.......33 a. Floorplan......34 b. Interior Design.......35 i. Interior Design Features.......36 ii. Artwork Display Guidelines.......37 c. Store Exterior........38 i. Exterior Design Features.......39 d. Vehicle Application.......40 i. Van Wrap Designs.......40
The guidelines in this manual have been created to assist you and your team members, and to provide the necessary knowledge, instructions and tools to help you build and enhance the Gallery Espresso brand. We are introducing a new logo and a new brand positioning in order to enhance our image and presence in the coffeehouse market. This manual will equip you with the tools to make your coffeehouse carry the Gallery Espresso mark in and out of the coffeehouse.
Getting Started
Our Story Gallery Espresso was founded in 1980, by husband and wife entrepreneurs, John and Maggie Richards. Their passion for brewing coffee led them to open their coffeehouse in Savannah’s historic district. Being locals themselves, they wanted to create a welcoming place for the community in which they grew up. Their commitment to brewing the highest quality coffee and supporting local artists and musicians made them local celebrities. The Gallery Espresso coffeehouse is more than a place where customers can get their coffee; it as a home away from home.
Our Vision We are dedicated to serving the most flavorful coffee in town, brewed with the highest quality coffee beans. Our focus and experience has turned Gallery Espresso into one of the most popular coffeehouses in Savannah. Today we are ready to offer the same values to other communities around the United States. Our belief is that every community has something unique to offer, and we are here to showcase it.
Brand Image And Philosophy
Mission Statement At Gallery Espresso we are committed to offering only the highest quality coffee in a relaxing atmosphere, while providing a venue for the local art and music scene.
Positioning Our local flair and involvement in the local art and music scene has deeply rooted Gallery Espresso in the community. We are very proud of our achievement in raising community awareness by providing venue for local artists and musicians. In a world of cookie-cutter chains, we offer communityfocused service, where each town keeps it’s flavor.
Brand Voice We serve only the best - healthy snacks, delicious coffee, invigorating smoothies and decadent chocolate. We are artsy, vibrant and creative. We are trendsetters. We enjoy making new friends and catching up with old ones. We are unique and we believe in the art and soul of coffee.
Primary Signature
Secondary Signature
Gallery Espresso
Gallery Espresso
SAVANNAH
Other Acceptable Signatures
Gallery Espresso
Gallery Espresso
Note: See page 10 for brown color used in this logo.
Signature Guidelines The Gallery Espresso signature is the soul of our identity. It is important that we use it correctly everywhere it appears. The signature consists of: the coffee cup and steam symbol, and our name. Use it in all your marketing materials and business documents. Another option is the secondary signature with the name of the city. In rare occasions when only one color is allowed, or when it is grayscale print job please use one of the other acceptable signatures on this page. Choose the reversed logo only when no other option is available.
Identity
About our logo The cup and steam symbol stands not only for the high quality coffee we serve but also stands for our passion of art and music. It symbolized the eclectic mix of people with different backgrounds, cultures and interests that visit our caffeehouses. The the motion of the swirl has the quality of a music wave or a brush stroke moving across the canvas.
Signature Use It is imperative that the symbol always appears on the left side of the logotype. Only if restricted in space, you may omit the symbol, and use just the logotype. Another acceptable position for the symbol is to appear above the logotype. However it is not allowed to place the logo below the logotype.
Gallery Espresso symbol
logotype
Signature Misuse
Gallery Espresso Another acceptable display of the signature is with the symbol above logotype. This is to be used only when vertical space requires it and the original logo cannot fit.
Gallery Espresso logotype left of symbol
Gallery Espresso
Gallery Espresso distorted symbol
Gallery Espresso distorted logotype
logotype above symbol
Minimal Size for Print
Clear Space x-height+ 1/2 x-height x-height+ 1/2 x-height
Gallery Espresso
.95" wide
Gallery Espresso
1" wide SAVANNAH
2 x-height+ 1/2 x-height
Note: Use x-height + 1/2 x-height space on bottom if name of city is not used.
Background colors
Cream
Old Lace
Color name: Cream RGB: 249, 222, 181 CMYK: 2, 12, 31, 0 PMS 155 C
Color name: Old Lace RGB: 248, 218, 189 CMYK: 2, 15, 25, 0 PMS 719 C
The primary signature is meant to be placed on off white background, preferably such as the two featured here: Cream and Old Lace. Never place the signature on a very dark background, or a background of cold colors such as light blue or green.
Primary Color Choices Name: Juicy Orange RGB: 234,121, 46 CMYK: 4, 64, 94, 0 PMS 158 C
Name: Roasted Brown RGB: 72, 41, 23 CMYK: 47, 72, 83, 63 PMS 4625 C
Secondary Color Choices Name: Raspberry Red RGB: 188, 76, 76. CMYK: 20, 82, 69, 7. PMS 7418 C Name: Indian Purple RGB: 112, 39, 89. CMYK: 64, 100, 48, 12. PMS 249 C
These colors are only used on certain coffee blends produced and sold in Gallery Espresso coffeehouses. You may use them only for advertising for those certain coffee brands. Always use only one of these colors in combination with the roasted brown.
Name: Sunset Yellow RGB: 247, 183, 120. CMYK: 2, 31, 58, 0. PMS 149 C Name: Milk Chocolate RGB: 148, 82, 60. CMYK: 31, 71, 78, 22. PMS 7524 C
Espresso Roast
Dark Roast
Light Roast
Note: Dowload these additional logos in .eps, .jpg, or .tiff formats from: www.galleryespresso.com/logos
Brand Typeface Choices
Combinations Of Color And Type
The typography used to communicate Gallery Espresso brand’s message is just as important as adhering to the color and logo rules.
For headline text use Roasted Brown from the color choices on the previous page:
For headlines use Walkway Bold: ABCDEFGHIJKLMNOPQRSTUVW XYZ1234567890abcdefghijklm n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0.
Jump start your day For subheads use Juicy Orange: Get your cup of coffee in the morning and get going. For captions and body text use black. Example
For subheads use Gill Sans Regular: A B C D E F G H I J K L M N O P Q R ST UVW XY Z 1 2 3 4 5 6 7 8 9 0 abcdefghijklmnopqrstuvwxyz1234 5 6 7 8 9 0. For body text use Gill Sans Light: A B C D E F G H I J K L M N O P Q R ST UVW XY Z 1 2 3 4 5 6 7 8 9 0abcdefghijklmnopqrstuvwxyz123 4 5 6 7 8 9 0. For highlights and captions use Gill Sans Light Italic: A B C D E F G H I J K L M N O P Q R ST U V W XY Z 1 2 3 4 5 67890abcdefghijklmnopqrstuvwxyz1 2 3 4 5 6 7 8 9 0.
Jump start your day Get your cup of coffee in the morning and get going. Awake your senses and your spirit.
Try one of our signature blends, Espresso Roast, Light Roast or
10% off *
Dark Roast and get the next one
*Offer cannot be combined with any other special and does not apply to any other Gallery Espresso product.
Note: Dowload this and additional advertising materials from: www.galleryespresso.com/logos
Acceptable Imagery The Gallery Espresso customers’ are ages 18–50. They are trend setters, appreciate culture, art and local entertainment. Always keep in mind out target audience when choosing imagery to represent our brand. They are young and young at heart. They like to be entertained, and spend time with their friends. Most importantly, they like drinking coffee. The following photo samples are here to introduce you to our customers. The images show their personalities, emotions, interests. These photos and more can be accessed on our website at: www.galleryespresso.com/imagelibrary.
Acceptable Graphic Elements In addition to the provided photos we offer two different bands to add a splash of color to your marketing material. The bands’ warm color scheme stand for the optimistic, friendly nature of our brand.
Gallery Espresso SAVANNAH
These graphics can be used with a photo, as a way of creating transition from the photo to the logo and the rest of the information, or in an document or an ad that doesn’t have a photo to add interest and draw attention.
Experience the and
art soul of
coffee
Tag line The Gallery Espresso’s primary tag line is: The art and soul of coffee. If space allows, you may use a full sentence: Experience the art and soul of coffee. The tag line ties all three things that makes Gallery Espresso coffeehouses unique, and that’s our premium coffee, as well as featuring the best of the local art and music scene. That’s the heart and soul of Gallery Espresso.
x-height
the art and soul of coffee
TM
x + 1/2 x-height 1/2 x-height
Secondary Tag lines Meet the artistic side of coffee Jump start your day Entertain your mind and soul Unwind with the perfect grind Slow down and smell the roasted coffee Rich blends meet artistic friends Use the secondary tag lines with an appropriate image that expands on the idea of the tag line. If used properly with the right photograph they can help you build a story for your advertising while promoting the Gallery Espresso lifestyle.
Tag Line Font: Gill Sans Regular Color: Juicy Orange: RGB: 234,121, 46, CMYK: 4, 64, 94, 0. Location: The tagline is placed in a fixed position, determined for best communication of both the tagline and the logotype. Do not stretch or distort the copy. Place it aligned with the symbol. The x-height of the tagline is 1/2 size of the x-height of the logotype.
Letterhead, Envelope and Business Card Design The design of these three items provide some flexibility depending on various scenarios. However consistent placement of the signature and the design elements will help ensure cohesive look every time.
Stationery Design
8.5" x 11" Letterhead the art and soul of coffee.
Margins: Left: 1 1/8" , Right: 1", Top: 1 1/2", Bottom: 1" from the contact info band. Copy: Must be printed flush left, ragged right in Gill Sans Regular, point size 11. Paper: Strathmore Script 100% Recycled, 80lb, Cream White.
TM
200 Lexington Ave., New York, NY, 10027
8.5" x 11" Letterhead p: 231.555.3079 1 f: 231.555.3070 1 galleryespresso.com 1 bkroll@gallerysespresso.com 200 Lexington Ave., New York, NY, 10027
Margins: .75" top and left margin Paper: Strathmore Script 100% Recycled, 24#, Cream White.
Business Card
Front
Print: 4 Color, Full Bleed, front and back print Size: 3.5" x 2" Standard Paper: 100% Recycled, 80# cover, matte Specifications: Full Bleed Size (starting document size) 3.54" x 2.05". Document Trim Size (final size after being cut) 3.43" x 1.93".
the art and soul of coffee.
TM
Back
Trim Safe Margin
Rounded Edges
Full Bleed Artwork
Biljana Kroll
Gallery Espresso Manager p: 231.555.3079 1 f: 231.555.3070 galleryespresso.com 1 bkroll@gallerysespresso.com 200 Lexington Ave., New York, NY, 10027
When designing the uniforms for Gallery Espresso employees we took many different performance factors in considerations, such as functionality, durability, mobility and comfort. It was also important that they are easily distinguishable in a crowded room, while at the same time reflect the overall brand image.
Employee Uniforms
Aprons
Shirts
Full Size and Waist
Note: The T-shirts are to be worn with dark denim jeans.
Winter Uniform Jersey Long Sleeve Shirt
Summer Uniform Jersey Short Sleeve V-Neck
Winter Uniform Jersey Long Sleeve Shirt
Summer Uniform Jersey Short Sleeve V-Neck
Product Packaging Signature Coffee Blends Bags
Packaging
Product Packaging
Loose Tea Canister for Artistea Artistea™ is the premium blend tea served at Gallery Espresso
Packaging for Chocolate Bites Chocolate Bites™ are complementary milk chocolate squares.
Packaging for Artistea tea bags Artistea™ is green tea scented with fragrant mangoes. Our tea is rich in antioxidants because it is quickly steamed to preserve the tea’s characteristic freshness and power.
Coffeehouse Supplies Pastry Box Printed on 100% recycled paper. 9" x 7" x 3" Convenient for larger orders of pastries.
Reusable Plastic Bag Made from 25% recycled plastics and 100% recyclable. Available in small and medium sizes.
Gift Boxes Convenient for merchandise or gourmet food. Paper Bag Printed on 100% recycled paper. 8.5" x 11" Great for packaging sandwiches, cookies and other smaller food items.
Coffeehouse Supplies
Paper Cup Designs Standard Cup Design: Features the signature, available in 8oz., 12oz. and 16oz. Artist Canvas Design: White matte paper for those who like to express themselves. Signature in the bottom band.
100% Recycled Cardboard Cup Holders Holders come in solid and striped pattern printed in single ink color.
Additional Coffee Cup Lids We understand our customers. They know what they like and they are creative. For those who like to customize, we offer these three additional lid color options.
Gift Items
Thermos Designs
Mug Designs Wrapping Paper For use in the pastry shop as well in the gallery. Solid colors and patterns available.
Merchandise
T-Shirts
Men’s Graphic T-Shirts 100% cotton. Available in sizes S, M, L, XL, XXL..
Women’s Graphic T-Shirts 100% cotton. Available in sizes S, M, L, XL, XXL..
Brand Identity Promotion Ads
Slow down and smell the
roasted coffee Gallery Espresso NEW YORK
Lexington Ave., New York, NY
1/8 page horizontal magazine ad
Gallery Espresso NEW YORK
Unwind For more advertising material, please contact our main office, and we will mail you a CD containing a variety of ad sizes, or they can be downloaded from our website at: www.galleryespresso.com/medialibrary.
with the
perfect
grind
200 Lexington Ave., New York, NY
1/2 page vertical magazine ad
Advertising
Special Event Promotional Ads For special promotions such as jazz night at Gallery Espresso or an artist exhibit, use one of these two layouts. Keep the copy to a minimum, focusing on the crucial information such as artist name, time, date and place. For a photograph use one of our images from the music or art gallery on our website www.galleryespresso.com/gallery or request promotional photography from the featured artist or musician. Use the provided musician’s logo when available.
Artist Exhibition
Zoe Hart black and white photography
5.12.09 – 7.15.09
Journey
Jazz Night with
Owen James 5.12.09 • 8 p.m. –10 p.m.
200 Lexington Ave., New York, NY
1/2 page horizontal magazine ad
200 Lexington Ave., New York, NY
1/2 page vertical magazine ad
Holiday Ads
I love coffee, I love art. I love myself and my sweetheart.
I love coffee, I love art. I love myself and my sweetheart.
Warm Up Your Soul
Two Become One
the art and soul of coffee.
Valentine’s Day Special
Holiday Special
Get 2 Espresso drinks for the price of one.
Get a cup of hot coffee or tea and receive 10% off your gallery purchase.
TM
Valentine’s Day 1/4 page magazine ad
Note: Having trouble designing your ads? We’re here to help! Call our corporate office at 800-555-3456.
the art and soul of coffee.
TM
Holiday Special 1/4 page magazine ad
Promotional Mailer
Dimensions: 8" wide x 4" high x .25" deep
CUT OUT &
bring in
Take advantage of the power of direct mail, by sending this unique promotional mailer to promote your coffeehouse. Printed on 100% plastic made from recycled bottles and using eco-friendly inks, these die-cut mailers are a great way to target your audience. Promotional mailer dimensions: 8" wide x 4" high x .25" deep. Note: Ready to announce your store opening? Call our corporate office at 800-555-3456 to place your order.
any day before 10 a.m. and get a large espresso drink for the cost of a small.
To Mr. & Mrs. Williams 112 Wilson Street New York, NY 21094
Gallery Espresso NEW YORK
Lexington Ave., New York, NY Limit one coupon per guest, one item or offer per coupon. Void if copied, transferred, purchased, sold or prohibited by law. No cash value. Offer good while quantities last.
Signage
Call our corporate office to order these signs at 800-555-3456.
Website The website is a very important part of our brand identity. Therefore, it’s very imperative that is maintained regularly. Through the internet, you can break through local barriers and become accessible to anyone who enjoys coffee across the States and the world. Our website offers information about not only our company, but also our menu, special section on the gallery and the music that can be heard at Gallery Espresso. Each Gallery Espresso cofeehouse is required to use this website: www.galleryespresso.com while the link “Locations” will provide more information about the coffeehouses in each of the cities. Contact our corporate office at 800-555-3456 to receive password that will give you administrative access. From the main administrative section you will be able to update the gallery and music section with information relevant for your location.
GalleryEspresso.com Homepage
Gallery Espresso prides itself on creating a friendly and relaxed atmosphere. Comfort is our first priority when it comes to the interior design of the coffeehouse. This is one area which helps us differentiate ourselves from cookie-cutter chains that are designed to serve people in a fast-paced atmosphere. One of our tag lines states “Slow down and smell the roasted coffee� and our inviting space and comfortable furniture does just that; provides customers with space where they can take their time and drink their coffee. The space is divided in three areas: the gallery/gift shop, the lounging area and the stage. Each area flows into the other, visually, and invites the visitor to come in and sit down.
Interior Design
Coffeehouse Floorplan
Stage Merchandise Fixtures
Gallery
Gift Shop Cash Register
Coffee Bar
Interior Design
Interior Design Features Menu boards There are well lit menu boards, conveniently located on both sides of the coffee bar.
Accent lighting Accent lighting adds light to the back wall of the store and creates relaxed mood, perfect for stage performance nights.
Shelving Units Shelving units behind the counter provide extra space to display Gallery Espresso tea and coffee as well as other merchandise.
Promotional Signage The coffee bar is the area where you can promote specials and new products.
Comfortable Seating The furniture in Gallery Espresso is trendy but comfortable. The fabrics used on these chairs are custom designed based on our brand identity.
Artwork Display Guidelines Gallery Espresso is a strong supporter of local artists and it seeks to encourage their progress by providing wall and shelf space for artists to display visual art and works in other media such as sculpture, fiber arts and ceramics. GUIDELINES: Proposals for Displaying Art The Board consisting of local artists/Gallery Espresso members will review proposals each winter. The Board will meet once a year and select and schedule art displays for the following year. Proposals for displays should include: A completed application, Artist Statement, Artist resume, Portfolio, CD or a website is accepted Installation of Art Displays Once the Board has selected proposals and made a schedule for art displays, a representative will contact the artist and make any necessary arrangements. Next the artists acknowledges and signs the contract. He/
she agrees on paying rent for the selected month, and acknowledges the coffeehouse commission of 15% on each sold piece. The artist is responsible for hanging and arranging of the artwork as well as providing the gallery with artwork labels.
Gallery Espresso Exterior Design
Exterior Design Features Awning
Signage The Gallery Espresso store signage needs to be displayed above the entrance of the building. Please call corporate office to order.
The colors of the awnings were chosen to match the logo while the contemporary clean style was chosen to add a modern touch to an classic style building.
Historic Building The paint color choice needs to be chosen carefully to complement the style/colors of the historic building.
Greenery Landscaping is required if the location allows that. Choose evergreens such as Junipers and Cypresses.
Wicker Furniture Choose wicker furniture for outside, if the location permits it. Wicker is durable and creates smooth transition to the wooden furniture used inside the coffeehouse.
Vehicle Application Van Wrap Design Vans are the primary delivery transportation for Gallery Espresso used in the city. The van wrap effectively transforms the van into a rolling billboard and plays an important role in the marketing of our new brand identity.
Credits Comstock Complete Stock Imagery http://www.jiunlimited.com/en/comstock Pages: 2, 4, 5, 6, 7, 9, 12, 13, 15, 18, 25, 26, 27, 28, 29, 30, 31, 32, 36. American ApparelÂŽ Wholesale T-shirts http://americanapparel.net/ Page: 19
Š 2009 Gallery Espresso. All Rights Reserved.
Gallery Espresso
Copyright Š Biljana Kroll 2011