Toasty Bagelry & Cafe
Brand Standards Manual
Table of Contents Family of Marks
Business System
Primary Marks.............6
Business Card.............31
Secondary Marks........13
Letterhead..................32
Wordmarks.................18
Envelopes...................33
Identity System
Applications
Graphic Elements...............24
Print...........................36
Color Palette.......26
Digital........................38
Typefaces..............27
Exterior.......................43
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Brand Message Toasty Bagelry and Cafe is a cafe that is known for serving quality bagels, being a center for the community, and holding an atmosphere of warmth and relaxation. This bagelry provides classic and specialty bagels, a variety of schmears, and other snacks and drinks for its customers. These products are available through both takeout or enjoying it while in the cafe. The atmosphere of the cafe is reflected in its comfortable seating arrangements and warm lighting. The goal is for Toasty to truly live by its slogan “toast your senses�. It essentially means our cafe wants to be able to satisfy not only your taste but your entire experience through quality-made food, a relaxing environment, and pleasant interactions with others. The purpose of this manual is to provide consistency in promoting the same overall message of Toasty to customers. Following this manual is crucial in assuring that customers would know the brand and be able to recognize its essential elements when seen. It aims to give customers that same sense of warmth when interacting with the brand. Best, Briana Jackson
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Family of Marks
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Primary Marks The primary mark is the official logotype of the company. It should always be used when full color printing is an option. The required colors for this mark can be found on page 26.
The second primary mark is identical to the first primary mark but with the company’s slogan added below it. The primary mark with the slogan may be used to better portray the meaning of the company however it is not always necessary.
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Toasty Bagelry & Cafe
Toasty Bagelry & Cafe
Toast your senses
Overall the primary mark can be interpreted as both a bagel coming out of a toaster or a rising sun with rays.
Primary Marks: Reversed Out
Toasty Bagelry & Cafe
The reversed out marks are best used with a brown mark on a cream background or a cream mark on a brown background.
Other color options may be used when the logotype is white. The background colors that may be used are burnt orange, brown, and yellow-brown. Keep in mind the importance of having significant contrast to maintain legibility.
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Primary Marks: One Color All 1-color marks should be used when 1-color production is the only option.
Toasty Bagelry & Cafe
The cream 1- color mark above may only be used on dark backgrounds. Brown is the most preferable dark background to relate best with the brand.
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Toasty Bagelry & Cafe
The 1-color marks in brown and burnt orange shown above may only be used on light backgrounds.
Primary Marks: Tints This is another 1-color option when printing opacities is an option. The opacity should only be brought down to 60%. Greyscale or opacities of black are also an option if it cannot be printed in color.
60%
60%
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Toasty
Toasty
T
The amount of safe space that should be alotted to the primary marks is the capital T taken from the word Toasty in the logotype. This ensures that the logo does not become overcrowded and is as legible as possible. 10
Bagelry & Cafe
Toast your senses
T
Bagelry & Cafe
T
T T
T T
T
Primary Marks: Safe Space
Primary Marks: Inappropriate Uses
Toasty Bagelry & Cafe
Do not stretch the logotype in any way. This skews the original form of the logotype.
Toasty Bagelry & Cafe
y Toealrys&tCafe Bag
Do not rotate the logotype. Only position the logotype on a level horizontal plane.
Bagelry & Cafe
Do not use colors that are not a part of the original mark.
Toasty Toasty Bagelry & Cafe
Do not reduce the size of the logotype to anything less than its minimum size. Refer to page 12 for minimum size requirements.
Toasty
Bagelry & Cafe
Do not allow anything to overlap or be within the amount of safe space of the logotype. Refer to page 10 for safe space requirements.
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Primary Marks: Minimum Sizes The primary mark that includes the slogan will have a minimum size that is slightly larger than the logotype without the slogan. It must adhere to these minimum sizes so that the logo is as readable as possible for the audience.
Toasty Bagelry & Cafe
0.8 inch
Toasty Bagelry & Cafe
Toast your senses
1.25 inch 12
Secondary Mark This secondary mark should only be used when it needs to be placed in a horizontal arrangement. For example, it can be used as a header on a website or on mobile applications.
Toasty Bagelry & Cafe
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Bagelry & Cafe
T
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T Toasty
T
It is extremely important to allow enough space to surround the logotype. This ensures that the logotype does not become skewed or covered in any way. The amount of safe space required is the size of the capital T in the logotype.
T
Secondary Mark: Safe Space
Secondary Mark: Reversed The secondary mark reversed out should be used when one color is the only option. A brown logotype should be used on light backgrounds and a cream tlogotype should be used on dark backgrounds.
Toasty Bagelry & Cafe
Toasty Bagelry & Cafe
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Secondary Mark: Minimum Size The minimum size for the secondary mark is 1.2 inches. This minimum size will be used on a small number of occassions. For example the mobile app will need a small secondary mark to fit the small size of a phone screen.
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Toasty Bagelry & Cafe
1.2 inches
Secondary Mark: Misuses ty Togealrys& Cafe Ba
Do not alter the angle of the logotype.
Toasty Bagelry & Cafe
Do not stretch the type in any way.
Toasty Bagelry & Cafe
Do not shrink the logotye below the minimum size. Refer to page 15.
Toasty Bagelry & Cafe
Do not place any elements within the required safe space. Refer to page 19. 17
Wordmark & Tagline
Toasty Bagelry & Cafe
The wordmark should be used when the application can only fit the wordmark. This should be the last resort as we want the audience to become familiar with the logo. This wordmark can be used to represent the brand when the customers have a sense of what the brand is.
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Toasty Bagelry & Cafe Toast your senses
The wordmark may also include the slogan if space allows and it is appropriate to give the customers a better sense of the meaning of the brand.
Wordmark: Safe Space
T
T Toasty
T
Bagelry & Cafe
T
T
T
T Toasty Bagelry & Cafe Toast your senses
T
The amount of safe space required is the size of the capital T in the logotype. This can be applied to the wordmark with the slogan as well.
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Wordmark: Reversed The wordmark reversed out should be used when only one color is the option. Brown type should be used on light backgrounds and cream type should be used on dark backgrounds.
Toasty Bagelry & Cafe
Toasty Bagelry & Cafe
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Wordmark: Minimum Size It is important to adhere to the minimum size specified for the word mark. As the second wordmark contains a tagline, be sure to follow the minimum size closely in order to maintain legibility
Toasty Bagelry & Cafe 0.9 inches
Toasty Bagelry & Cafe Toast your senses
1 inch
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Wordmark: Misuses
y t s a o T elry & Cafe Bag
Do not alter the angle of the logotype.
Toasty Bagelry & Cafe
Do not stretch the type in any way. 22
Toasty Bagelry & Cafe
Toasty Bagelry & Cafe Toast your senses
Do not shrink the logotye below the minimum size. Refer to page 21.
Do not place any elements within the required safe space. Refer to page 19.
Identity System
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Graphic Elements
Stripes can be used as a graphic element when using the primary colors brown and burnt orange. It can be placed alongside one another or as separate stripes. This works well to emphasize important pieces of information or under headers.
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The above graphic element is a half bagel taken from the top part of the original logotype. This can best be used in conjunction with a label or text placed directly below it. It can also be used for decorative purposes.
Graphic Elements: Images Images are a key component to the digital applications. Images of bagels and other products such as drinks and schmears should be used to enhance the customer’s viewing experience as well as make it easy to identify the various products offered. Images also play an enticing role when the customer can see what their food will look like. Most images should be cropped and zoomed in in order to see the details of the food.
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Primary Color Palette
R: 196 G:94 B:28 C:18 M:73 Y:100 K:6 HEX: c45e1c Pantone: 159 C
R: 51 G:13 B:5 C:52 M:78 Y:75 K:77 HEX: 330c05 Pantone: 4975 C
The primary color palette includes burnt orange, brown, and cream. Only use the primary colors for all graphic elements. Black and white may only be used if that is the only option. Black may also be used for text if it is most legible as opposed to the brown. 26
R: 250 G:237 B:229 C:1 M:6 Y:7 K:0 HEX: f9ede5 Pantone: 705 C
Primary Sans Serif Typeface Avenir Book: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Avenir Medium: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Avenir Light: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Avenir Black: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
The primary sans serif type face should be used for all headers or titles to contrast the body text. Avenir Medium should be used for headers of secondary importance. Avenir Black should be used sparingly for headers of primary importance, especially when multiple hierarchies are needed to differentiate information. 27
Primary Serif Typeface Adobe Garamond Pro Regular: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Adobe Garamond Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Adobe Garamond Pro Italic: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Adobe Garamond Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&.?
Adobe Garamond Pro is the primary serif typeface. Adobe Garamond Pro regular should be used for body text. The Adobe Garamond Pro italic, bold, and bold italic should be used for emphasis purposes within the body text. 28
Business System
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Business Card The business cards should be 3.5 inches wide and 2 inches tall. It should be di-cut on the top two corners with a rounded shape that directly mirrors the toaster shape in the logotype. The front of the business card has the logotype isolated in the middle. The back of the business card has the contact information separated by the striped graphic element.
Toasty Bagelry & Cafe
Briana Jackson Owner brianajackson@toasty.com 310.926.2187 158 Higuera St. San Luis Obispo, CA 93401 www.toasty.com
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Letterhead Toasty Bagelry & Cafe
Toasty Bagelry & Cafe
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 1, 2017
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 1, 2017
Dear Ms. McCormick,
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Dear Ms. McCormick,
I am the new owner of a bagel shop located on Higuera Street in San Luis Obispo California. The name of my shop is Toasty Bagelry and Café. The original shop was House of Bagels Central Coast. My café will serve signature bagels and sandwiches. The plan for the future of Toasty is for it to become a staple in the San Luis Obispo community. This can be achieved in a re-model of the interior and exterior to provide a relaxing and welcoming atmosphere. It can also be promoted more effectively through social media, flyers, and special deals offered during the week. The cafe can also accommodate more people with longer open hours and more comfortable and spacious seating and table arrangements. Important goals are to expand the amount of regular customers, consistently provide great customer experiences and quality food, and be a place to bring the community together. The ultimate goal is to expand to a new location that is more centralized and large enough to provide a more Higuera Street in San comfortable and spacious areaLuis for hanging out, studying, or relaxing.
I am the new owner of a bagel shop located on Obispo California. The name of my shop is Toasty Bagelry and Café. The Sincerely, original shop was House of Bagels Central Coast. My café will serve signature bagels and sandwiches. The plan for the future of Toasty is for it to become a staple in the San Luis Obispo community. This can be Briana Jackson achieved in a re-model of the interior and exterior to provide a relaxing and welcoming atmosphere. It can also be promoted more effectively through social media, flyers, and special deals offered during the week. The cafe can also accommodate more people withbrianajackson@toasty.com longer open hours and www.toastybagelrycafe.com more comfortable and spacious seating and table arrangements. Important goals are to expand the amount of regular customers, consistently provide great customer experiences and quality food, and be a place to bring the community together. The ultimate goal is to expand to a new location that is more centralized and large enough to provide a more comfortable and spacious area for hanging out, studying, or relaxing.
310.926.2187
The letterhead should be printed on 8.5 x 11 inch paper. The logotype should be placed on the upper left hand corner of the page. The bottom should include a stripe of brown from the primary color palette. All information should be placed on the bottom just above the brown stripe. The orange color can be used for emphasis and the information can be separated by uing the graphic element of a dashed orange line.
Envelope Toasty Bagelry & Cafe
158 Higuera St. San Luis Obispo, CA 93401
The envelope is printed in 11x17 sized paper and cut to size to support the bleeds. The size is 4 1/8 inches by 9 1/2 inches. The graphic elemement of the stripes is placed on the seal of the envelope. The logotype is be placed on the upper left hand corner with the address of the cafe placed just below. The type used should be Adobe Garamond Pro medium. 33
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Applications
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Print: Menu
Create your own Combine a Classic Bagel with a Schmear
Bagels $2.00
Toasty Bagelry & Cafe
Plain Pumpernickel Sesame Blueberry Everything Cheese Poppyseed Cinnamon Raisin Asiago Whole Wheat Chocolate Chip Garlic
Schmears $1.50
Jalapeno Cheddar Pumpkin Spice Apple Cinnamon 3 Cheese Garlic Butter Spinach Artichoke Strawberry Maple and Brown Sugar Cream Cheese Tomato Pesto Onion and Chive
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Specialty Bagels Pizza Bagel......................$4.75 Asiago Bagel with Tomato Pesto Shmear, topped with mozzarella cheese and pepperoni slices
Nova Lox Bagel...............$5.50 Plain Bagel with Cream Cheese, topped with smoked salmon slices and peppercorn
Pumpkin Pie Bagel.........$4.50 Cinnamon Bagel with Pumpkin Spice shmear topped with cool whip dollops
Choco Dream Bagel........$4.00 Chocolate Chip Bagel with milk chocolate schmear topped with dark chocolate crumbles
Cheese Deluxe Bagel.......$5.50 Cheese Bagel with 3 cheese schmear, topped with melted mozarella, brie, and gouda cheese
Bagel Sandwiches Breakfast Sandwich........$5.50 Plain Bagel with poached egg, sausage, and cheese
Chicken Pesto.................$6.00 Asiago Bagel with grilled chicken, letuce, pesto schmear
Caprese Sandwich...........$5.75 Garlic Bagel with mozzarella, tomato, and pesto schmear
PB&J..............................$4.00 Whole Wheat bagel with peanut butter and strawberry jelly
Print: Packaging
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Digital:Website The website should include the secondary logotype. The main navigations on the website allow the users to view the menu, make an online order, learn about the company, and find out the company’s contact information.
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Menu
Order Online
Toasty Bagelry & Cafe
About
Contact
Specialty Bagels Pizza Bagel.....................$4.75
Pumpkin Pie Bagel.........$4.50
Asiago Bagel with Tomato Pesto Shmear, topped with
Cinnamon Bagel with Pumpkin Spice shmear
mozzarella cheese and pepperoni slices
topped with cool whip dollops
Nova Lox Bagel...............$5.50
Choco Dream Bagel........$4.00
Plain Bagel with Cream Cheese, topped with smoked
Chocolate Chip Bagel with milk chocolate schmear
salmon slices and peppercorn
topped with dark chocolate crumbles
Pumpkin Pie Bagel.........$4.50
Cheese Deluxe Bagel.......$5.50
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Menu
Toasty
Order Online
Lunch Party
Serves 12
1
Add to Cart
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Contact
Simply Bagels
Your choice of bagels, schmears, snacks, and drinks
-
About
Bagelry & Cafe
Customize Here
($170.00)
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Your choice of bagels and schmears
Customize Here
Serves 10
-
2
Add to Cart
($120.00)
+
Menu
Order Online
Toasty Bagelry & Cafe
About
Contact
Contact Hours Monday - Saturday : 7am - 8pm Sunday : 7am - 6pm
Location 158 Higuera St, San Luis Obispo CA 93401
Phone
Toasty
Bagelry and cafe
(805) 594 1818
Email info@toasty.com
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Digital: Mobile
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9:00 AM
Toasty Bagelry & Cafe
Menu Classic Bagels
Schmears
85%
9:00 AM
85%
Toasty Bagelry & Cafe
Menu Specialty Bagels
Pizza Bagel................................ $4.75 Asiago Bagel with Tomato Pesto Shmear, topped with mozzarella cheese and pepperoni slices
Nova Lox Bagel..........................$5.50
Specialty Bagels
Plain Bagel with Cream Cheese, topped with smoked salmon slices and peppercorn
Pumpkin Pie Bagel.....................$4.50 Cinnamon Bagel with Pumpkin Spice shmear topped with cool whip dollops
Bagel Sandwiches
Choco Dream Bagel....................$4.00 Chocolate Chip Bagel with milk chocolate schmear topped with dark chocolate crumbles
Cheese Deluxe Bagel...................$5.50
Beverages
Cheese Bagel with 3 cheese schmear, topped with melted mozarella, brie, and gouda cheese
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Physical: Exterior
Physical: Interior
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