Brand Identity Guide 1st Release - November 2023
INTRODUCTION Housed within the Norman Borlaug Institute for International Agriculture at Texas A&M University, the Center for Coffee Research and Education was established in response to rapid growth within the specialty coffee industry. CCRE meets a need for education and training for the next generation of coffee agronomists, researchers, business leaders, and connoisseurs through research, training, and international development. From crop to cup, CCRE works hard to support and establish a base for small-holder coffee farmers. Opportunities to improve coffee value are key in supporting the livelihood of these farmers around the world. Collaborating with coffee farmers, students and industry partners is what we strive for at the CCRE
Table Of Introduction ......................................................................... Brand Identity ..................................................................... Values ..................................................................................... Hierarchy .............................................................................. Brand Philosophy .............................................................. Audience ............................................................................... Logo Options ....................................................................... Vision, Mission & Positioning ...................................... Color Pallette ....................................................................... Typography .......................................................................... Highlight ............................................................................... Infographics ....................................................................... Print Mockups .......................……...…..................................
Contents ........................................................................................... 3 ........................................................................................... 6 ........................................................................................... 8 ........................................................................................... 9 ......................................................................................... 10 ..........................................................................................12 ......................................................................................... 13 ......................................................................................... 14 ......................................................................................... 16 ......................................................................................... 17 ......................................................................................... 18 ......................................................................................... 20 ..................................................……….............................. 21
BRAND
IDENTITY
The Center for Coffee’s visual identity is what makes it recognizable across campus and throughout the world. The Center’s look and feel that has been brewed for years has been revamped to have a modern and slick look while maintaining the subtleties it prides itself on. This guide explains what the brand identity components are and how to use them when writing and creating materials for the Center for Coffee Research and Education.
OUR VALUES 1 Development 2 Education 3 Innovation 4 Environmental social governance
BRAND
PHILOSOPHY
Improving the quality and supply of coffee, while also creating prosperous growth for producers worldwide.
AUDIENCE 1. Industry partners 2. Small-holder farmers 3. Students a. educational opportunities b. potential new clients 4. Specialty coffee a. quality coffee 5. Baristas/professional 6. Donors
Current Logo
Logo Inspiration
Education
Innovation
Development
Environmental Social Governance
Vision The Center for Coffee Research and Education has a vision to be a change-maker in a growing industry. Through development, innovation, and education, the CCRE strives to produce sustainable and ethicallysourced coffee that supports small-holder farmers, roasters, and retailers.
Mission The mission of the Center for Coffee Research and Education is to provide accessible training, certification, and transaction to small-holder coffee farmers, roasters, and retailers. With a commitment to educating these producers, Texas A&M University students, and the coffee-drinking community, the CCRE brews informative content to shed light on the industry.
Positioning The Center for Coffee Research and Education is uniquely positioned to provide accessible training and certification for farmers, roasters, and retailers throughout the western hemisphere via an online platform. This positioning must be thoroughly highlighted to demonstrate inspiring stories. It should also be leveraged to garner online traffic and revenue.
COLOR PALETTE 80% HTML #000000 RGB 0-0-0
80% HTML #681231
60% CMYK 0-0-0-0
60%
40%
20%
PMS 0961 C RAL 9005
40%
20%
RGB 104-18-49 CMYK 0-83-53-59 PMS 7421 C RAL 4004
80% HTML #541026 RGB 84-16-38
80% HTML #432822 RGB 67-40-34
80%
60%
40%
20%
CMYK 0-81-55-67 PMS 490 C RAL 4004
60%
40%
20%
CMYK 0-40-49-74 PMS 4975 C RAL 8017
60%
40%
20%
HTML #2E5038 RGB 46-80-56 CMYK 42-0-30-69 PMS 553 C RAL 6028
80%
60%
40%
20%
HTML #99544A RGB 153-84-74 CMYK 0-45-52-40 PMS 7524 C RAL 8004
Typography Our company fonts are Alegreya SC and Arapey.
Body Text: Arapey
Click here to download
Arapey is a contemporary modern typeface with soft lines and finishes. Arapey is offered in regular and bold.
Headings: Alegreya SC
Click here to download
ALEGREYA SC conveys a dynamic and varied rhythm which facilitates the reading of texts. Not only does IT provide great performance, but also achieves a strong and harmonious text by means of elements designed in an atmosphere of diversity.
Regular
Bold
NEWS ARTICLES: GOAL AUDIENCE Investors Major stakeholders Center Employees Partners EXAMPLE TOPICS Student experiences The science behind coffee Small-holder farmers
What we would like to highlight in the future.
MEDIA POSTS GOAL AUDIENCE Students Coffee connoisseurs Employees EXAMPLE TOPICS The types of blends
Why coffee matters How to get involved Photos and videos taken while doing research
Infographics
PEARL Factsheet
Coffee Rust Factsheet
Consumer Willingness Factsheet
Resilient Coffee in Central America
print mockups
All mockups can be offered in any color; both item and logo.