Coffee Bar & Company Brand Identity Guidelines
Brand Overview & Mission..........................................................5 The Primary Logo.........................................................................6 Alternative Logo Options.............................................................7 The Black & White Logo..............................................................8 Typography....................................................................................9 Acceptable Logo Usage.............................................................10 Sizing & Staging Requirements.................................................11 The Color Palette........................................................................12 Incorrect Logo Usage.................................................................14 The Stationery.............................................................................16 The Letterhead............................................................................17 Applications.................................................................................18 Locations.....................................................................................20
Brand Overview Carousel Bean Coffee Bar & Company is a unique company that is a fair for all. It is a place where young adults and college students can come and enjoy a cup coffee or tea and chat with friends after a long day of classes or work, in a unique environment that inspires the extraordinary in all things. It is also a place where local poets and musicians can perform their work. Every month there is a “visiting inspirer” who comes and gives a talk about how they have gotten to where they are in life, and the good they try to do for the ones around them and the world. At Carousel Bean, let our coffee take you away on an exciting adventure transforming you into a world full of fun, flavor, nostalgia, whimsy, and sophistication. We strongly believe in the value and the quality of our products, and want nothing but the best for our customers and their experience. Our philosophy is that we believe in real organic/ natural/Fairtrade ingredients that give you the full flavor in every sip that you taste. Our coffee and tea will wake you
up and awaken your senses, making you go “wow, that’s amazing”. Even our milk and cream that is used is all natural and organic. We believe in your health, and taking your taste buds and imagination to a world that appears to be beyond real, but it completely real in everyway that counts. Our brand takes you into another ”twisted” world/a ride full of beautiful and authentic possibilities. It leaves you thinking, satisfied, wanting more, wanting to do more, and be inspired. It’s all up to the imagination, but here, with bring your imagination to life, ‘real’ life. We currently have four locations in the boston area. One in Beacon Hill, one in the Financial District, one in Cambridge, and one in Brookline.
Fair in being that: 1. All of our ingredients used are fair trade. 2. The ingredients used are fair to your body by being all natural and organic. 3. Fair being in which we give back to charities and to causes on a regular basis. 4. Last but not least, We are a company that is like a fair/ carnival of flavor, adventure, whimsy, and fun. We believe in the power of good taste and giving. We give great tasting coffee and tea to our customers, and we give back to those who are in need. We believe in imagination and the art of giving to make our world a better and more beautiful place.
Mission Our mission is that we are strong believers in that what goes around, comes around. We care, we give, and we are all about having fun while doing these things. In turn, we hope that you have a fun experience at Carousel Bean, and that you give, and in return. We have a strong philosophy in the term ‘fair’. 5
The Mark The Carousel Bean logo is a whimsical, playful, and organic mark that is a representation of the Carousel Bean Coffee Bar & Company. The dark hue of Brown is used to repesent the natural, rich full-flavor of coffee, and the orange brings a bright, fun, flavorful, and positive vibe to the company. The Logotype The font used in the logo is a handwritten version of Administer Bold Condensed, specialized only for Carousel Bean. It has a handwritten quality conveying a whimsical and coffee shop feel, with a natural and organic feel. The Symbol The symbol is a depiction of what Carousel Bean stands for. The symbol is three coffee bean shapes that form a mug with a handle, with three steam swirls placed in an organic circle representing a message of a fair merry-go-round of what goes around comes around. 6
Other variations of the logo may be used depending on what publication it is used for. The only logo that maybe used in other colors besides the logo colors is the one tht only uses the logo type.
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The Carousel Bean may also be used in black and white, accordingly. The logo must never be used in grey scale, so if you plan to use print srttings that only print black and white, please use these versions. You may use the black
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The The Carousel Bean logotype is a hand-drawn version of Adminster Bold Condensed. When hand-draeing the font, do not trace the whole font. Use a fne, thin, point when tracing it. Do not forget to incude all of the serifs when copying. Here are also a list of of typefaces that you may use on publications that go with the Carousel Bean brand. Administer Bold Condensed (Carousel Bean Hand-drawn)
Helvetica Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Cochin Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Cochin Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Cochin Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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The Carousel Bean logo may be used in a variety of ways. It can be placed on store windows, transportation vehicles, aprons, mugs, packaging, advertisements, among a variety of other applications. You may use a white logo on a backround that is dark in tone.
If the background clashes with the brown and orange version of the logo, please your the brown only version on the logo.
You may use a black logo on a backround that lighter in tone.
Or use this one with the box around it. You may use the full color version of the logo on a light textured background.
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The smallest the logo may be sized at is 0.6078 by .75 in. If the logo needs to be placed any smaller, please use the alternate selections.
The largest the logo can be sized at is at 48.6248 in. by 60 in. around 5 ft. The purpose of this logo is for trade shows and billboards.
0.75 in.
If the logo needs to be any smaller, please use the two logos.
The Logo must remain a space open of at least 0.1875 in. around all applications.
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The color palette is made up of two different colors. These are the colors for Pantone Process Coated, RGB, CMYK, and Web processes. Pantone Process Coated
Pantone DS 18-3 U
Pantone DS-323-2 U
CMYK
C-0 M-25 Y-95 K-0
C-80 M-100 Y-100 K-15
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RGB
R-255 G-194 B-34
R-85 G-42 B-46
Web
Web #FFCC222
Web #552A2E
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The Carousel Bean logo is meant to be used properly. Do not use the logo incorrectly. Please avoid the errors below so that the Carousel Bean logo will maintain it’s value.
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Do not stretch or skew any parts of the logo.
Do not add any characters to the logo type.
Do not change the font size of the logotype.
Do not reflect any part of the logo.
Do not delete any parts of the logo type.
Do not use any gradients.
Always keep Carousel and Bean the same font color. Do not use two seperate or more colors.
Do not change the font of the logo.
Do not add drop shadows or special effects to the logo.
Carousel
Bean
Do not put black and white logo on a dark background
Do not put an outline on the logotype.
Do not place any aditional elements on the logo.
Do not use more than one color for the the logotype.
Do not move any parts of the logo.
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The stationery consists of a letterhead, business card, and envelope. The typefaces used are Carousel Bean Hand Drawn, Cochin Regular, Cochin Italic, and Cochin Bold. Letterhead (8-1/2” x 11”)
Business Card (”2 x 3-1/2”)
Envelope (9-1/2” x 4-1/8”)
926 Charles Street Boston, MA 02215 Christina Mastro Manager
christina@carouselbean.com 610.564.2484
926 Charles Street Boston, MA 02215
926 Charles Street Boston, MA 02215 610.564.2484 info@www.carouselbean.com
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2.22”
2 September 2012 Abigail Goodwin 105 Marion Street Brookline, MA Dr Ms. Goodwin, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi ullamcorper et dignissim con a libero. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam so volut accumsan dolor. Nunc facilisis, nunc et auctor faucibus, augue magna consequat risus, non et gravida urna dui non odio. Etiam eget nisl vel pede consequat vulputate. Ut augue tortor, mattis ut, briam ut vestibulum a, malesuada non, sapien. Sead ut purus ac sapien luctus adipiscing. Vivamus pretium, lectus vitae venenatis dictum, libero velit cursus velit, et vitae bibendum risus quam vel odio. Fusce nisl purus, porttitor in, pulvinar a, pulvinar sed, justo. Nunc sagittist scele sque enim. Vivamus sagittis, urna quis auctor dapibus hendrerit, nunc urna venenatis erat, sed sodales eros risus ut ante. Aenean suscipit sit et accumsan magna. Donec malesuada ligula. Nam at turpis eu lorem congue sollicitudin. Vivamus elit et ultricies, odio vitae mollis mattis, nulla massa dignissim ante, quis convallis metus elit sit amet nisi.
1.07 “
0.73”
Ut aliquet aliquet nunc. Cras non tellus. Nulla velit ante, rhoncus eget, tempor et, imperdiet sed, turpis. Fusce pellentesque lectus nec felis eleifend pellentesque. Donec eget quam. Dis consectetuer fringilla justo. Integer fringilla ipsum quis lacus. In quis mauris sed nulla Co sodales dictum. Mauris et velit quis orci tincidunt tincidunt. Proin ac lacus ac mi egestas viverra. In hac habitasse platea dictumst. Etiam pellentesque orci id urna. Aliquam lerat volutpat. Nulla facilisi. Suspendisse ullamcorper, sem non accumsan rhoncus, sapien turpis mattis nuc, id posuere ligula nisl vel nunc. Nullam dapibus, nisl et porta laoreet, sem mi auctor tellus, eu ullamcorper erat lorem at tellus. Donec sagittis pellentesque purus. Vestibulum accumsan dui. Sincerely, Christina Mastro Manager
926 Charles Street Boston, MA 02215 610.564.2484 info@www.carouselbean.com
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The Carousel Bean logo is placed on a variety of applications, Here are where they are used and how they must be placed. Coffee Packaging
Tea Packaging
Paper Hot Cups
Ceramic Mugs
Gift Cards
Shopping Bags
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Beacon Hill 926 Charles Street Boston, Massachusetts Coolidge Corner 1339 Beacon Street Brookline, Massachusetts Financial District 53 Milk Street Boston, Massachusetts Harvard Square 37 Winthrop Street Cambridge, Massachusetts
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