Identity guidelines manual
table of contents 1 Philosophy & Brand Image 1.1 Mission 1.1 Values 1.1 Vision 1.2 Brand Image 1.2 Tone of Voice 2 Identity 2.1 Logo 2.2 Logo Spacing 2.3 Acceptable Logo Applications 2.4 Unacceptable Logo Applications 2.5 Typography 2.6 Color 2.7 Textural Elements and Usage 3 Stationery System 3.1 Individual Business Card 3.2 Letterhead 3.3 Envelope 3.4 Shipping Label
4 Dishware 4.1 Plates & Bowls 4.2 Mugs 5 Employee Wear 5.1 Short-Sleeved T-Shirt 5.2 Name Tags 6 Additional Applications 6.1 Menu Guidelines 6.2 Web Template 6.3 Promotional Mailer
8.3 Hoodies 8.4 Baseball Caps 8.5 Thermal Insulated Mug 8.6 Notebook 9 Environmental Graphics 9.1 Window & Street Signage 10 Credits 10.1 It Wouldn’t Have Been Possible Without...
7 Packaging and Paper Goods 7.1 Merchandise & To-Go Bags 7.2 Napkins 7.3 Cups & Sleeves 8 Merchandise 8.1 Short-Sleeved T-Shirts 8.2 Long-sleeved T-Shirts
Brand Manager: Jessica Cale
PHILOSOPHY & BRAND IMAGE
PHILOSOPHY & BRAND IMAGE MISSION STATEMENT Building stronger communities and helping artists through cultivating a space where customers consistently experience three of life’s necessities: a gathering place, unparalelled food and beverages, and live music and local art.
values Studio C Coffeehouse is committed to providing a quality experience for our patrons from start to finish. We invest in the communities where we have repurposed spaces by sourcing ingredients locally whenever possible .We make art by local artists available for purchase via consignment on our gallery walls and through display in our shop area.
Our respect for human dignity is reflected in our purchasing coffee beans only from Fair Trade producers. We commit to paying our employees livable wages, thus creating a company culture of caring and loyalty before customers even walk in the door. We prioritize belonging and human connection in all our interactions, listening first in order to create a safe space for all who come through our doors. We will always speak out against injustice and stand with those in need, knowing that people are more important than any temporary loss in profit.
vision Studio C Coffeehouse will become the local go-to in the neighborhoods where we set up shop, known for being a space that feels safe and comfortable, like a second home. Studio C Coffeehouse will grow into a national chain with a reputation for being unique and charming in each location while still offering the same quality of
service, familiar menu favorites, and local offerings to try something new. Those loyal to Studio C Coffeehouse will go out of their way to visit other locations when they are on vacation, passing other offerings in favor of the comfortable space, quality food and drinks, and promise of unique local art. We will grow big, but stay small, never losing sight of where we started and who we have to thank for where we are. Studio C Coffeehouse will ultimately launch and host a program supporting the growth and development of young creatives, hosting series of leadership and art camps throughout the year that culminate in the awarding of scholarships to encourage big dreams.
1.1
PHILOSOPHY & BRAND IMAGE brand image Studio C Coffeehouse will favor all things that create a feeling of comfort including, but not limited to, cozy chairs, throw pillows, and warm lighting. Each location will select its own unique Studio C Couch in a style that best reflects their location and any local aesthetics within brand colors. We are the second home to the modern artists and philosophers and social organizers that live in our neighborhoods, there for the early morning jumpstart, the afternoon planning session, and even late night confessional. We are big dreamers, and so are our patrons. We rely on word of mouth and a strong social media presence to inform currrent and new patrons of the art competitions we are hosting, the schedule for our stage, as well as any other unique individual events we may be hosting, always pointing them back to the calendar on our website.
1.2
Everything we do will point back to the way we value individuality and developing legitimate connection, from knowing regulars by their names to finding ways to be involved in community building within and without the walls of the shop.
tone of voice We are first and foremost, listeners. We will be informal and familiar in all our interactions. We are curious and ask questions to seek understanding of needs and values that we may not understand or espouse ourselves. We are always kind, compassionate, and bold in living our values. We are late night soul deep conversations and the voice of encouragment as you consider chasing your big dream. We are positive, supportive, and committed to showing up with love, especially when it might not be easy.
We are your biggest cheerleader and ultimate hype team. We will remind you why you started and help give you courage to keep going when things get hard. We’re here for the whole ride.
identity
identity LOGO The Studio C Coffeehouse full signature symbolizes and speaks to our brand values: connection, art and music, and not only being a voice in the community, but providing opportunities for other people to use their voices. Unlike many logos, this application is a full signature, without elements that split up, further cementing the connectivity metaphor present in the design. The handlettered application to the microphone cord in the logo reflects individuality and unique abilities of our patrons and clients.
2.1
identity Logo spacing In order to consistently emphasize the importance of the Studio C Coffeehouse logo, we have established the displayed no-go zone. Using the height of a vertical microphone meeting the logo at each of its furthest points, we establish the room which the logo must have whenever presented unless an exception is granted by the brand manager. .
2.2
identity acceptable LOGO APPLICATIONS The following are appropriate versions of logo for use across a variety of applications and presentations. The logo may appear in black or cut out of a dark background in white on black and white documents. The logo may appear in any of the brand colors, namely PMS P 179-15 C, 4160 UP, 7563 XCG, or 5025 C at the discretion of the designer as long as the choice maintains good contrast. The teal PMS 4160 UP should be used whenever contrast affords for that, followed by the goldenrod PMS 7563 XCG, and lastly with the charcoal PMS P 179-15 C and blush PMS 5025 C. The logo may be etched in glass or on merchandise as in the case of the thermal to-go mug. The logo may appear at any angle as deemed necessary by the brand manager. note that the no-go zone is being disregarded for purposes of presenting information about acceptable and unacceptable logo applications only
2.3
identity unacceptable logo applications To the right are several of possible missteps that one might make in utilizing the logo in branded work. The connection of the cord should never be broken, nor should the microphone be removed from the wordmark. The logo should only appear in single solid brand colors and should not be in dual colors, treated with a gradient, or appear in colors outside of the brand. No stylistic filters such as drop shadows should be applied to the logo. Contrast and separation should happen through different design choices. As with all logos, please maintain the original form of the logo, not warping or sizing it in such a way that it loses its original dimensions.
2.4
identity TYPOGRAPHY Allysum is appropriate for use in headlines, names and titles (like on the business card) etc. In certain situations it can be used for short phrases, but should not be used for body copy or anything more than a sentence. The Brandon Grotesque family can be applied at the designer’s discretion to create appropriate hierarchy and structure within any project. Script typefaces should never be used within any official Studio C Coffeehouse pieces. Rarely, if ever, should hand lettered scripts be implemented.
Allysum abcdefghijklmnopqrst uvwxyz Brandon Grotesque Black ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz Brandon Grotesque Medium ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz Brandon Grotesque Regular ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz Brandon Grotesque Light ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz
2.5
identity COLOR The Studio C Coffeehouse brand colors are as follows. The concrete is primarily used for text whenever possible and appropriate for the background color. The teal and the goldenrod act as the primary colors in close tandem with the blush and charcoal. Ideally the brand colors should exist in designs with each other (like the soundwave/cord graphic element used in this book and in the stationery), using the teal and goldenrod the most, with occasional splashes of the blush.
PMS: 7563 XCG
PMS: 5473 P
C 10 M 38 Y 89 K 00
C 09 M 54 Y 45 K 23
R 228 G 163 B 59
R 24 G 88 B 104
#da9126
#185868
PMS: 424 C
PMS: 5025 C
C 55 M 47 Y 46 K 12
C 11 M 27 Y 19 K 00
#757575
R 117 G 117 B 117
R 223 G 188 B 187
#dfbcbb
2.6
identity TEXTURAL ELEMENTS AND USAGE We are your second home. It should feel comfortable, inviting, and like there is room for you to linger as long as you need. We favor artistically arranged wood floors, gallery walls to display consigned art, plants, and all the comfy seating a person could possibly need. We intentionally repurposes spaces to create good natural light. When artificial lighting becomes necessary, the lighting should be warm and inviting, with lamps positioned in prime reading spots if a guest were to desire more light. Each Studio C Coffeehouse location will have an area specific couch in the brand colors and with the approval of the brand manager to be featured in social media and to encourage patronage..
2.7
stationery system
STATIONERY individual BUSINESS CARD The Studio C Coffeehouse individual business card features the primary teal logo in PMS 5473 P on the front with the wave/cord graphic element. The sound wave/cord graphic is available. It should not be altered in any other way than size in order to appropriately be applied to the stationery. The typeface used on the back of the card is Alyssum. The individual’s name is 18 point, their title/job description is 14 point, and the contact information is 10 point. Contact information is also justified to the right on the card.
3.5 inches 1.75 inches
.25 inch
1 inch 2 inches
.75 inch .125 inch .33 inch .33 inch
ToBy Simms
general Manager 5555 16th Ave S. Nashville, TN 37203 tsimms@studioCoffee.com 615.555.4321
.25 inch .33 inch
*not to scale
3.1
STATIONERY 8.5 inches
LETTERHEAD The Studio C Coffeehouse letterhead is to be printed on white 70lb paper. The top and bottom margins are .25 inches thick. The logo at the top should be the primary teal logo in PMS 5473 P.
2.5 inches .25 inch 1.5 inches
The contact information is Allysum 10 pt in the same teal PMS 5473 P. The top of the contact information should sit with the same line that the final wave/ cord reaches. Contact info should be justified to the left and aligned with the left margin of the logo.
11 inches
The sound wave/cord graphic is available. It should not be altered in any other way than size in order to appropriately be applied to the stationery.
info@studiocoffee.com 5555 16th Ave S. Nashville, TN 37203
1.6 inches
.25 inch .5 inch
*not to scale
3.2
STATIONERY ENVELOPE The Studio C Coffeehouse envelope is a standard A10 envelope. The front of the envelope will feature the primary logo in teal PMS 5473 P in the return address corner, leaving space for an address and stamp in the corner.
9.125 inches .25 inch 1 inch
4.5 inches
The flap is printed in the brand blush PMS 5025 C. The return address and website are printed in Alyssum at 10pt in brand teal PMS 5473 P and are both centered on the flap. The sound wave/cord graphic is available. It should not be altered in any other way than size in order to appropriately be applied to the stationery.
1.75 inches
4.56 inches, text centered
1 inch .25 inch
5555 16th Ave S. Nashville, TN 37203 studiocoffee.com
1.875 inches .125 inch
*not to scale
3.3
identity SHIPPING LABEL The Studio C Coffeehouse shipping label will be used in instances when merchandise is being shipping out that would not fit in a traditional envelope. The return address will appear on the post office generated label, this one is more for decorative purposes.
1.25 inches
2 inches
.25 inch .50 inch . 75 inch
5555 16th ave S. Nashville, TN 37203
Alyssum in 12 point will be utilized for the consumer’s name, Alyssum in 10 point will be applied to the address. As with all contact information, it will appear in PMS 5473 P. The sound wave/cord graphic is available. It should not be altered in any other way than size in order to appropriately be applied to the stationery.
3.33 inches
.75 inch
.125 inch .25 inch
4 inches
3.4
dishware
Dishware plates & Bowls Studio C Coffeehouse utilizes 10" dinner plates in PMS: 424 C charcoal with the wave graphic disecting the middle, the graphic is 2.5" tall at its highest. 9" salad bowls match the dinner plates, the wave graphic is 2" at its highest. 4" diameter soup bowls are in the PMS: 7563 XCG goldenrod, PMS: 5473 P teal, PMS 5025 C blush, and PMS: 424 C charcoal, but do not have any other brand markings on them.
4.1
Dishware Glasses & mugs Like the plates and bowls, the mugs purchased from local artisans for Studio C Coffeehouse should be unique and different. All mugs must hold at minimum 14 ounces of liquid. To keep with the eclectic and unexpected dining and drinking experience at Studio C Coffeehouse, all beverages served will be served in these commissioned mugs, the exceptions being to-go orders and bottled or canned local beers that are served in the evening. The images on this page are to reflect possibilities in variety and by no means represent requirements. Each location is encouraged to find local artists to support and purchase from.
4.2
employee wear
Employee Wear Short Sleeved t Shirt It is Studio C policy for employees to wear the official Studio C Coffeehouse t-shirt with jeans and closed toe shoes. Employees are welcome to wear any other Studio C gear instead of the the t-shirt or in addition to the t-shirt. Logo is 10" wide in the top center on the front of the shirt. As long as employees maintain a clean appearance and observe healthcode guidelines, we encourage employees to express themselves in their apperance. Employees have the option to wear a standard waist apron in black if they so choose, though it is not required.
5.1
employee wear Name tags Employees will wear a nametag while they are working. Nametags have magnetic backs and should be worn on the right side. Employees will decide what name they have displayed on their nametag and prefer to be called.
christopher
Nametags are 2.5"x3" and secure to the t-shirts with a magnet clip as pictured.
elizabeth
5.2
additional applications
Additional applications menu guidelines The Studio C Coffeehouse Menu is to be printed on 8.5x11 white cardstock in color. Menus should be readily available for customers to take home if they want to keep one available to place to-go or delivery orders from home. Menu utilizes Alyssum for section headings and contact information while using Brandon Grotesque in black, bold, and light to create appropriate visual hierarchy and increase readability.
bagels
Choice of poppy, sesame, onion, everything, plain, wheat, or cinnamon raisin. MY BAGEL +butter&jam + cream cheese or peanut butter + hummus or avocado
Breakfast served all day
BALLAD BURRITO 9.5 three scrambled eggs, grilled onions & green chilis with chipotle cream cheese, cheddar & jack cheese in a tortilla, served with hash browns, sour cream & house salsa or side of fruit. SUN-UP OMELET 3-egg omelet with hash browns or fruit.
9
TAKE A HIKE GRANOLA milk, strawberry & banana
5
EGG-CELENT START one fried egg with cheddar & jack cheese on a toasted English muffin
3
OVERTURE OATMEAL strawberry, banana, golden raisins & brown sugar served until we run out.
5
STUDIO CLASSIC BREAKFAST two eggs your way, hash browns, toast and a cup of house roast + bacon or ham + andouille or veggie sausage
6
JAMMIN’ HASH BROWNS hash browns, tomatoes, red onions, green chilis & shredded cheese
6
ONE-HIT-WONDER WAFFLE topped with seasonal fruit, whipped cream, and maple syrup
5
AVOCADO TOAST wheat, white or sourdough bread +tomatoes & balsamic glaze +over easy egg & bacon
3 4
We partner with food delivery services such as Doordash and Postmates for delivery, customers can call to order take out.
10
BLACK BEAN BURGER jack cheese, roasted garlic aioli, lettuce, & tomato, served on a toasted sesame bun
10
TURKEY SANDWICH roasted turkey, jack cheese, lettuce, mayo & mustard on whole wheat bread
9
HUMMUS PLATE bongo-made hummus, pita, cucumber, Kalamata olives
9
HOUSE SALAD mixed baby greens, tomatoes, red onion and cucumber with balsamic vinaigrette
6
SINGING SALMON PLATE smoked salmon, cream cheese, capers, cucumber, red onion, tomato & mixed greens available as a plate or bagel sandwich
10
ROCKIN’ GRILLED CHEESE cheddar & jack cheese, housemade pesto and tomatoes
8
7.5
BASIC BAGEL BURGER 6.5 Tennessee Hereford beef, lettuce, cucumber, tomato & red onion with choice of hummus, avocado, or cheese
GRILLED CHEESE classic jack & cheddar cheese
7
grilled cheese no side
5
HAM & SWISS SANDWICH romaine lettuce, sourdough toast, & honey mustard VEGGIE-LOVER TACO roasted sweet potato, parsnip & onion with avocado, house pickled carrot, shredded lettuce & cilantro aioli
CHART TOPPER 8.5 lettuce, cucumber, tomato, red onion & spicy mustard with choice of veggie, andouille or pork sausage. STUDIO BAGEL Bagel, three scrambled eggs and choice of cheese. + Bacon or ham + Andouille or veggie sausage
6 3 4
Beverages & sides
BEVERAGES
SIDES
Hot Drinks: 12oz. 16oz. 20oz. Cold Drinks: 16oz. 20oz. We offer a large variety of rotating flavored syrups, including sugar free options, to add to any coffee beverage. Milk alternative options include hemp, soy or almond.
Choose side salad or chips & house salsa THREE STAR BURGER house-made Tennessee Hereford beef patty, grilled onion, tomato, lettuce, American cheese, housemade pickles, ketchup, mustard, & mayo on a bun
CREAM CHEESE SPREADS plain, strawberry, chipotle, sun dried tomato
FANCY BAGEL SANDWICH lettuce, cucumber, tomato, red onion & cilantro aioli with choice of roast turkey, honey ham, applewood smoked bacon or grilled tofu
7 2 3
Lunch & Dinner
Local and seasonal specials will be posted on the chalkboard stand by the counter of the shop.
3 3.5 4
DAILY DRIP 3/4/5 medium, dark, flavored or decaf
BREVE espresso, steamed half n’ half
CAFE LATTE espresso & steamed milk
CHAI LATTE 4/5/6 chai tea, steamed milk, cinnamon
3/4/5
4/5/6
CAPPUCCINO 4/5/6 espresso, steamed milk, foam cap
HOT TEA BAG variety of flavors
4/5/6
9
CAFE MOCHA chocolate syrup, espresso, steamed milk, whipped cream
ITALIAN CREAM SODA flavored syrup, cream, club soda, whipped cream
3/4/5
WOCHA white chocolate, espresso, steamed milk, whipped cream
4/5/6
9
HOT CHOCOLATE 3/4/5 chocolate, vanilla, steamed milk, whipped cream
CAFE AMERICANO espresso, hot water
3/4/5
STEAMER flavored syrup, steamed milk
3/4/5
RED EYE drip coffee, espresso
3/4/5
HOT APPLE EXPLOSION apple cider, cinnamon, caramel
3/4/5
4/5
bacon 4 andouille, pork or veggie sausage 4 honey ham or roasted turkey 3 side salad 2.5 seasonal fruit cup/bowl 3.5/5 seasonal soup cup/bowl 4/6 side salad 3 one egg 1.5 two eggs 2 hash browns 3.5 cream cheese 1.5 cheese slice 1.25 side of avocado or tomato 1.5 english muffin w/ butter 2 toast w/ butter 2
studiocoffee.com 5555 16th Ave S.
call to order take out 615.555.4321
*not to scale
6.1
additional applications web template The website will feature the Studio C Coffeehouse logo in the top left corner with navigation to about us, menu, events, blog, and store pages. Specifically the menu page will utilize the hover function to bring up pictures of the individual menu items so potentilal customers can know more specifically\ what they should expect to receive when they order. The events page will feature calendars that are filled with events at least three months in advance as well as another option to opt in for the newsletter so patrons don’t miss a single event. The blog will feature posts written by Studio C Coffeehouse employees at all levels about, but not limited to, favorite secret menu items, playlists, and what it means to be part of the Studio C Team.
6.2
HOME
Menu
About US
Events
Blog
Store
Breakfast served all day
BALLAD BURRITO 9.5 three scrambled eggs, grilled onions & green chilis with chipotle cream cheese, cheddar & jack cheese in a tortilla, served with hash browns, sour cream & house salsa or side of fruit. SUN-UP OMELET 3-egg omelet with hash browns or fruit.
9
TAKE A HIKE GRANOLA milk, strawberry & banana
5
EGG-CELENT START one fried egg with cheddar & jack cheese on a toasted
3
OVERTURE OATMEAL strawberry, banana, golden raisins & brown sugar served until we run out.
5
STUDIO CLASSIC BREAKFAST two eggs your way, hash browns, toast and a cup of house roast + bacon or ham + andouille or veggie sausage
6
JAMMIN’ HASH BROWNS hash browns, tomatoes, red onions, green chilis & shredded cheese
6
ONE-HIT-WONDER WAFFLE topped with seasonal fruit, whipped cream, and maple syrup
5
AVOCADO TOAST wheat, white or sourdough bread +tomatoes & balsamic glaze +over easy egg & bacon
3 4
Lunch & Dinner
7 2 3
additional applicaTIons promotional mailer The Grand Opening promotional mailer promises future customers a chance to win free coffee for a year if they will bring the card in when they visit during the first week of the shop being open.
studio C
The card is 5.5"x8.5" and features the logo treatment size from the envelope back, sized at 1"x1.75" a quarter of an inch from both the top and side margins. Both the logo and the return address are printed in PMS 5473 P with the wave graphic featured at the bottom of the card. The typeface featured on this mailer is Alyssum. Hand lettering was comissioned by the brand manager.
Coffeehouse
IS opening
near you!
come on over for the party
studiocoffee.com
5555 16th Ave S. Nashville, TN 37203
Kimberly Carwin 4289 Mount Lebanon Church Rd Hendersonville, TN 37112
*not to scale
6.3
PACKAGING & PAPER GOODS
PACKAGING & PAPER GOODS merchandise & TO GO bag Keeping things simple, the merchandise and to-go bags are one in the same and interchangeable. The bags 15"x13", The wave graphic sits two inches from the bottom of the bag, the tallest point is 2.5", the logo is centered in justification and sits 2" down from the hand holes and is 3" tall.
7.1
PACKAGING & PAPER GOODS napkins The Studio C napkins are in brand teal PMS 5473 P and blush PMS 5025 C. To-go and delivery orders should include one napkin of each color.
7.2
PACKAGING & PAPER goods Cups & Sleeves To go cups feature the logo one inch down from the lip of the cup, regardless of cup size and stand at 1.5" tall. The 12 oz. cup features PMS: 5025 C blush with the logo in charcoal, the 16 oz. cup is in PMS 7563 XCG goldenrod with a teal logo, and the 20 oz. cup is PMS 5473 P teal with the logo in blush. All lids are PMS 424 C charcoal. The sleeve is corrugated cardboard with the centered logo standing at 1.5” tall pressed into the folds with teal ink.
Small 12 oz.
Medium 16 oz.
Large 20 oz.
7.3
MERCHANDISE
MERCHANDISE SHORT SLEEVEd T SHIRTS The short sleeve shirt will initially be offered in two color variants. The shirts themselves will favor the teal and goldenrod brand colors, the logo displayed in the blush and charcoal respectively. the logo runs down the left breast of the shirt, the logo is 18" tall.
8.1
MERCHANDISE LONG SLEEVEd T SHIRTS The long sleeve merchandise shirts will have two variants, one in blush with the teal logo version and the other in charcoal with the goldenrod logo version. The logo is 10" across.
8.2
MERCHANDISE HOODIES The Studio C Coffeehouse hoodies feature the same color variations and pairings as found in other merch. The logo is 10" wide and centered across the breast of the hoodie.
8.3
MERCHANDISE Baseball Caps The Studio C Baseball Caps come in two color combinations: goldenrod and charcoal and blush and teal. The logo is 2.5" tall and sits 1" above the base of the cap. The logo is printed on the hat.
8.4
MERCHANDISE THERMAL INSULATED MUG The thermal insulated mug is sleek and perfect for use day in and day out. The four travel mugs come in the brand colors. The goldenrod, blush, and teal match the to-go cups in their color combinations with the logos 1" down from the lip of the mugs. The charcoal mug features the wave graphic at 1.5" tall, sitting .5" down from the lip of the travel mug.
8.5
MERCHANDISE Studio C Notebook The Studio C Notebook is an authentic Moleskine notebook in the medium size 4.5"x7". It is the ideal size for keeping track of meeting notes, penning ideas for the next Great American Novel, or writing the lyrics for a Grammy-winning album. It features the wave graphic at 1.5" tall, the bottom wave sits 2" from the right edge of the notebook.
8.6
ENVIRONMENTAL GRAPHICS
ENVIRONMENTAL GRAPHICS WINDOW & STREET SIGNAGE Studio C Coffeehouse takes pride in finding homes in the cities where we set up shop, repurposing previously used spaces to create a place where community can gather and art can reign as the highest form of expression. Our storefronts may very well look like this one, logos placed on the double doors, etched in the glass. No hanging signage is pictured at this location due to neighborhood rules, but in locations where it is permission to have a hang sign, hang signs should be used. Studio C will also implement standing A-frame chalkboards to alert those passing by to specials and upcoming events.
9.1
CREDITS
credits it wouldn’t have been possible without.... STOCK IMAGES unsplash.com pixabay.com MOCKUPS mockupworld.com graphicburger.com 3D MOCKUPS Adobe Stock
© Jessica Cale 2020. All rights reserved.
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