Eco Cafe
Brand Book
CONTENTS About the Brand Logo Primary Logo Secondary Logo Clear Space Minimum Size Logo Variations Colour Usages Typeface Primary Typeface Secondary Typeface Colour Palette Primary Colours Secondary Colours Pattern Variations Showcase
About the Brand
Eco Cafe is a place for people to connect with the natural environment. People could come to Eco Cafe to taste locally self grown organic food and coffee and to learn more about the ecology in Hong Kong. The cafe is an eco-friendly cafe located at Lai Chi Wo, New Territories, Hong Kong. Lai Chi Wo is a historical Hakka village and is one of the frequent hiking sites. Eco Cafe is the first cafe in Hong Kong combining cafe with eco tours. It could let the city people to get away from the city life.
Organic Eco Relaxing Raw
Logo Primary Logo
This is the main logo that will be used across the primary brand applications.
Secondary Logo
This secondary logo can be used in replace of primary logo when the space is not available for the primary logo.
Clear Space
X
To ensure legibility, always keep a minimum clear space around the logo. The minimum clear space is defined as the height of the “E�. This minimum space should be maintained as the logo is proportionally resized.
X X
X X
X
X
X X
X
Minimum Size
The smallest the primary logo should be represented is 12mm width
The smallest the secondary logo should be represented is 26mm width
Logo Variations
Colour Usages
Eco Grass Green
Eco Coral
Eco Khaki
Eco Forest Green
40 - 100% tints of Eco Forest Green
0 - 40% tints of Eco Forest Green
White
0 - 40% Black tint
40 - 100% Black tint
Typeface Primary Typeface
Our primary typeface is Myriad. We usually use it on headings, subheadings and contents. We have various weights that gives our visual communicator the flexibility to explore diffirent layouts and hierachies in design.
Myriad Drink Coffee. Be Happy. SemiCondensed
Drink Coffee. Be Happy. Regular
Drink Coffee. Be Happy. Bold SemiCondensed
Drink Coffee. Be Happy. Bold
Secondary Typeface
Minion is used as one of the secondary typefaces which usually uses in subheadings or contents. We have various weights that gives our visual communicator the flexibility to explore diffirent layouts and hierachies in design. The other secondary typeface is Segoe Script. It will be used on headlines and slogans only, don’t use it on content texts.
Minion Regular
Drink Coffee. Be Happy.
Italic
Drink Coffee. Be Happy.
Bold
Drink Coffee. Be Happy.
Bold Italic
Drink Coffee. Be Happy.
Segoe Script Bold
Drink Coffee . Be Happy.
Colour Palette Colour is an integral part of brand identity. The colour palette should be used consistently.
Primary Colours Eco Forest Green C89 M42 Y45 K35 R1 G88 B99 # 015863
Eco Leaf Green C62 M11 Y42 K0 R104 G175 B161 # 68afa1
One of the primary colours is this forest green colour, it is the same colour as the primary brand logo. It is usually used in texts and logo background.
The second primary colour is this leaf green colour. It is usually used on the logo variation and the patterns.
Secondary Colours Eco Grass Green C38 M17 Y36 K2 R172 G188 B169 # acbca9
Eco Khaki C2 M15 Y27 K0 R250 G223 B194 # f9dfc1
Eco Coral C0 M33 Y32 K0 R248 G190 B169 # f8bea9
Eco Soil Brown C36 M56 Y89 K42 R122 G85 B34 # 7a5423
This natural light green colour is used as one of the secondary colours. It is usually used as background colour and on the pattern.
This natural khaki colour is used as one of the secondary colours. It is usually used as background colour and on the pattern.
This natural coral colour is used as one of the secondary colours. It is usually used as background colour and on the pattern.
This natural soil brown colour is used as one of the secondary colours. It is usually used in small area of the applications, don’t use it in large area.
Pattern Variations
We have two patterns, one is “Eco System” and the other is “Butterfly”, they will be used on the background of the applications.
Pattern “Eco System”
Pattern “Butterfly”
Pattern “Eco System” can be used in full colours, two-colours and monotone colour with various colour backgrounds.
Pattern “Butterfly” can be used with various colour backgrounds.
Showcase
Business Card
Reusable Coffee Cups
Food Menu
Food wrapping papers
Signage
Apron
Interior Banner
Paper Bag, Coffee Cups, Take-out Bags, Tableware