JOE & JO BRANDING GUIDELINES
OUR STORY JOE & JO BRANDING GUIDELINES
“ A CUP OF COFFEE CAN TAKE YOU TO NEW PL ACES. ”
With a saturated world full of coffee and coffee shops we wanted to stand out. We believe a cup of coffee can take you to new places. That is why we are taking our coffee new places. Joe & Jo was created on the idea that staying in one place is not always the best option. Ceyenna Barnhill founded Joe & Jo in 2019 with adventure on her mind. Our trucks home is wherever the coffee lovers take us.
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OUR NAME JOE & JO BRANDING GUIDELINES
Coffee to go, literally. We move our coffee truck every week to quench the thirst of our new customers and help bring adventure to our existing ones. Joe & Jo is a play on the phrase “Joe and go” and thats exactly who we are. We are coffee thats constantly on the go and so are you.
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WHO WE ARE JOE & JO BRANDING GUIDELINES
WE ARE
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WE ARE NOT
Adventurous
Ordinary
Bold
Rude
Confident in our coffee
A chain coffee shop
Fun, Friendly, and Fast
Boring and Bland
Hot, New, and Fresh
Outdated
Hand crafted
Stationary
TYPOGRPAHY-PRIMARY JOE & JO BRANDING GUIDELINES
BAUHAUS STD
Ingeborg-Block
ABCDEFGHIJKL MNOPQRSTUV W XYZ
ABCDEFGHIJ KLMNOPQRST UV WXYZ
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
!@#$%^& 123456789
!@#$%^& 123456789 4
TYPOGRPAHY-SECONDARY JOE & JO BRANDING GUIDELINES
ACUMIN VARIABLE CONCEPT
ABCDEFGHIJ KLMNOPQRS TUV WXYZ
ABCDEFGHIJ KLMNOPQRST UV WXYZ
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
!@#$%^& 123456789
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Ingeborg-Block
!@#$%^& 123456789
OUR COLORS JOE & JO BRANDING GUIDELINES
QUICK REFERENCE
BEAN BLACK
WARM SAND
FOAM WHITE
MUTED BERRY
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OUR COLORS JOE & JO BRANDING GUIDELINES
WARM SAND HEX RGB CYMK PANTONE
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#c5ac92 197, 172, 146 00, 13, 26, 23 15-1214 TCX
OUR COLORS JOE & JO BRANDING GUIDELINES
FOAM WHITE HEX
#ffffff
RGB
255, 255, 255
CYMK
00, 00, 00, 00
PANTONE
P 75-1 U
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OUR COLORS JOE & JO BRANDING GUIDELINES
BEAN BLACK HEX RGB CYMK PANTONE
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#000000 0, 0, 0 00, 00, 00, 00 20-0194 TPM
OUR COLORS JOE & JO BRANDING GUIDELINES
MUTED BERRY HEX RGB CYMK PANTONE
#7d4b4a 125, 75, 74 00, 40, 41, 51 P 56-15 U
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OUR IDENTITY JOE & JO BRANDING GUIDELINES
PRIMARY LOGOTYPE
BRANDMARK
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PRIMARY LOGOTYPE JOE & JO BRANDING GUIDELINES
THIS IS THE FACE OF OUR BRAND. You’ll want to use this whenever possible. It should be the first version of our logo that people see. You may use the reversed version of the mark on any non-contrasting background, as long as visibility is upheld. The grayscale can be used as a way to provide a clean and minimalistic feel to anything that may otherwise feel over- cluttered with the primary logo. In some extreme cases, it may be acceptable to change the dimensions of the logotype (such as scaling down the type for mugs, etc).
BRANDMARK
REVERSE
GRAYSCALE
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SECONDARY LOGOTYPE JOE & JO BRANDING GUIDELINES
THIS IS THE SECONDARY MARK OF YOUR BRAND. As long as the primary mark has been established, this version can be used interchangeably. You may use the reversed version of the mark on any non-contrasting
BRANDMARK
background, as long as visibility is upheld. The grayscale can be used as a way to provide a clean and minimalistic feel to anything that may otherwise feel over- cluttered with the primary logo.
REVERSE
GRAYSCALE
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THE OATH JOE & JO BRANDING GUIDELINES
REPEAT AFTER ME,
“I SOLEMNLY SWEAR TO UPHOLD MY BRAND’S INTEGRITY. I SHALL NOT CHANGE THY COLOR. I SHALL NOT UPLOAD A PIXILATED LOGO TO SOCIAL MEDIA. I WILL DEFEND THE SHAPE AND CONSTITUTION OF MY MARK. SO HELP ME GOD.
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WHAT GRINDS OUR BEANS JOE & JO BRANDING GUIDELINES
DO NOT CHANGE THE COLORS
DO NOT ALTER THE TYPEFACES
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DO NOT DISTORT
DO NOT PLACE ON DISAGREEABLE BACKGROUNDS
DO NOT STRETCH OR SCALE
DO NOT APPLY EFFECTS
PRODUCTS JOE & JO BRANDING GUIDELINES
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SWAG JOE & JO BRANDING GUIDELINES
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BUSINESS STATIONARY JOE & JO BRANDING GUIDELINES
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© JOE & JO BRANDING GUIDELINES 2019