BRAND MANUAL coorporate guidelines
These guidelines represent the visual and verbal identity of GraffĂŠ Coffe Shop. If ever in doubt just refer back to this manual or contact your relevant Licensing Manager at jodie.sanders@graffĂŠ.com
Contents
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Intro What is GraffĂŠ? Our Mission
Moodboard
The logo Clear area Logo measurements The logo color Unacceptable uses of the logo Logo Position Logo on Photographs
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8-21 8 10 14 16 18 20
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Typography
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Color Palette
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Interiors
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What is Graffé? Graffé coffee shop was born with the intent to offer the best and finest coffee experience, in the true italian way. Graffé provides inspiration, energy, contemplation and a chance to savor and share “the good life” for all those whose enjoy the rich aromas in a modern and minimal environment.
Our Mission CaffĂŠ veritas means the true coffee and this is what we believe in. Our mission is to deliver a preserved tradition and spirit of Italy, together with the truest cup of coffee.
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Moodboard Our moodboard reflects our design idea, the desired mood, feelings and visions we want to communicate. This is a collection images and text related to our design theme as a reference point.
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The logo clear area The black and navy blue GraffĂŠ log lock-up is the main logo that will be used across all primary brand applications. For secondary applications only the logo will be used, without name and tagline. The minimum clear area around the logo is defined by the blue ear of the g in the logo. This measurement applies for both the primary and secondary logo and must be mantained as the logo is proportionally resized.
Primary logo
Secondary logo
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The primary logo measurements (lenght) The minimum size (thumbnail size) of the primary logo is 30 mm and the maximum size (masthead size) is 80 mm.
Maximum size
Thumbnail size
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The secondary logo measurements (lenght) The secondary logo is mainly used as a watermark. Its maximum size is 195 mm and the minimum size is 100 mm. The watermark will bleed off the page on the bottom left corner of all stationary. It will bleed by one and a half blue ears on the bottom and half a ear on the left side. The logo watermark must be 10% opacity This logo is also used in the front of the business card. For this use there is only one size which is 58 mm and will be placed on the top left corner. In this case ONLY the logo will not have any clear area around it.
Watermark
Business card
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The logo color color combinations The primary logo include two colours, black and blue navy (RGB 63,98,116). The black will be used for the counters of the letter g. The ear and the type in the logo will be in navy blue. The logo can only be placed on a white background or blue navy with 20% opacity.
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Unacceptable uses of the logo. The logo must follow all the guidelines in the brand manual. The logo must not be compromised in any way, that include no stretching, color changes, additional items, rearrangements inside the logo, ecc. These are few examples of unacceptable uses of the logo: 1) Stretching the logo, 2) Change the arrangement of the logo 3) Change the shades or colors 4) Rotate the logo 5) Change the color of the background 6) Apply effects or filters to the logo
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Logo position business correspondance The primary logo will appear in every correspondance. However it will appear in different location depending on the item because of official formats to be followed. 1) Letterhead, invoice, business card: top right corner 2) Envelope, e-signature: center left side 3) Coffe cup carrier: center right side
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Logo on phographs The logo on photographs must always be fully black. The logo should be placed carefully on photos, making sure that none of its elements are obstructed by the image. When placed on photographs, the logo should be clear, legible and should have breathing space. There are no set rules on the placement of it on photographs, therefore it should be critically thought out by the designer. Suggestions: 1) Place the logo on a solid coloured background 2) Avoid busy or detailed images 3) Avoid dark colored backgrounds
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Typography Family and fonts The type family of Graffè brand is Brother 1816. This family will be used throughout the whole brand and will only change in point size and font. For main titles the font used will be BOLD and all caps. For secondary titles the font will be bold small caps. For body text the font will be book small caps. For subtitles or secondary text the font will be book italic small caps and for infos in letter heads thin small caps.
HEADLINES AND TITLES
Secondary titles
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
1234567890
1234567890
Body text
Secondary text
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
1234567890
1234567890
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Color Palette The color palette of GraffĂŠ is very minimal. Colour is an integral part of our brand identity. It is important that the use of colour is consistent to reinforce cohesiveness and convey the right feeling to our costumers. The navy blue is a relaxing and calm, while the white symbolizes purity and light and perfection.
RGB: 62, 97, 116 CMYK: 80, 54, 40, 17 HEX: #3d6174
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Interiors Furniture and general look Furniture in GraffĂŠ Coffe Shop should be white and minimal, blue navy detailes are allowed but no other colors should be included. The interior furniture of the coffe shop should keep a minimal style. The moodboard on page 6 and the following moodboard should be a reference for styling the interiors.
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Final Comments GraffĂŠ guidelines must be strictly followed. All designs and copy must be approved by Licensing Manager, including packaging, advertising, business correspondence and any other communications associated with the GraffĂŠ coffe shop. Please contact your Licensing Manager for any inquiries at jodie.sanders@graffĂŠ.com
©Graffé 2018 All Rights reserved