helsea’s Cafe
Corporate Identity Manual Chelsea Wehking
The Corporate Mark
7KH SULQFLSOH YLVXDO HOHPHQW RI RXU QHZ LGHQWL¿FD- tion system is our distinctive coffee cup. It creates a coffee mug with modern shape and uniquely symbolizes the modern approach of our company. It has been designed to use two colors.
Color
Black & White
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The Corporate Logotype
Our corporate logotype is another expression of our corpora- tion’s original and unique character. It is shown in three differ- HQW IRUPV WR SURYLGH ÀH[LELOLW\ RI DSSOLFDWLRQ LQ YDULRXV IRUPV
helsea’s Chelsea’s Cafe Regular
Cafe
helsea’s Chelsea’s Cafe Outline
Coffee
helsea’s Chelsea’s Cafe Bold
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Coffee
The Corporate Signature
Our signature is a combination of our mark and logotype. It is considered as one design element in any layout or application situation. A complete corporate signature must be used when- HYHU LGHQWL¿FDWLRQ LV QHFHVVDU\
helsea’s Cafe
Chelsea’s Cafe Regular Format
Chelsea’s Cafe Horizontal Format
Chelsea’s Cafe
Chelsea’s Cafe Vertical Format
Chelsea’s Cafe
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The Corporate Signature Unacceptable Forms
Never move the corporate name in front of the mug.
Never remove the steam swirl.
Below are examples of unacceptable forms of the corporate signature. Removal of the iconic steam swirl should be avoided and the text should not overlap with the mug.
Chelsea’s Cafe Chelsea’s Cafe
Never move the corporate name in the mug.
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Chelsea’s Cafe
Typography
Another aspect of our effective and unique corporate communica- tions program is the consistent use of our typefaces. We have chosen the typeface Brush Script MT Italic to represent the company name. We have also chosen the typeface Gabriola to represent additional information to be included with the logo.
Brush Script MT Italic
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz Gabriola
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 5
Reproduction Control
The effectiveness both as an identifying and distinc- tive mark, depends on its meticulous consistent appli- cation. “Chelsea’s Cafe” should be clearly legible. To achieve this, the following reproduction schedule has been created in inches and should be strictly followed.
helsea’s Cafe
3 inches (height) or taller
2 inches (wide) or larger
1 inch (wide) or smaller
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helsea’s Cafe
helsea’s Cafe
Color
Another important part of our system is the color. The only two colors which are permitted are the two browns indicated below.
Panatone 1545 M
Panatone 4645 M
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Advertising
In advertising, properly displaying our corporate logo is crucial, DQG VKRXOG RQO\ GLVSOD\HG LQ WKH SURSHU ZD\V LGHQWL¿HG LQ WKLV manual. Properly utilizing advertising is key to success and expo- VXUH RI WKLV FRPSDQ\ %HORZ LV D SRVWHU ZKLFK UHÀHFWV RXU RYHUDOO goal in how our company should be represented in advertising.
helsea’s Cafe
Get Roasted. 8
Advertising
In advertising, properly displaying our corporate logo is crucial, DQG VKRXOG RQO\ GLVSOD\HG LQ WKH SURSHU ZD\V LGHQWL¿HG LQ WKLV manual. Properly utilizing advertising is key to success and expo- sure of this company. Below is different forms of coffee containers that will properly represent our company.
helsea’s Cafe
Tumbler
Get Roasted.
helsea’s Cafe
Coffee Mug Get Roasted.
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Signage and Facilities ,GHQWLÀFDWLRQ
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)DFLOLW\ LGHQWL¿FDWLRQ LV DQRWKHU LPSRUWDQW OLQN LQ RXU communications systems. Signage serves to identify and strengthen the public impression of our com- pany’s unique character. Caution should be taken to insure that the installation is a permanent, well con- structed, and visually easy to identify sign. Follow the grid below when enlarging the logo for signage.
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5
1
2
3
4
5
6
7
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helsea’s Cafe
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Our company vehicles are another way to further expose our company. Working as free advertising, these vehicles should properly display our company and that it stands for.
Side
helsea’s
Facebook: Chelsea’s Cafe
Cafe www.chelseascafe.com
helsea’s Cafe
helsea’s Cafe
Get Roasted. Back
Front
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Corporate Uniform
Below are the uniforms that employees will be re- quired to wear. Uniforms are another excellent way to symbolize our company, symbolize professionalism and will help create unity within the company.
helsea’s Cafe
Chelsea
Front
helsea’s Cafe
Back
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Spill the Beans at န ဳ £ £ဖ Ń ªªªန £ £ Ń န
Stationery System
Our letterhead, business card, and envelope all create a cohesive appearance. They serve to give a feeling of our business to our customers and other compa- nies we work with. It is crucial that our company is recognized from our stationery.
Letterhead
helsea’s
230 Bean Ave. Suite 523 Harold, Maine 78520
301-‐678-‐0654
230 Bean Ave. Suite 523 Harold, Maine 78520
Cafe
helsea’s
Cafe
Envelope
ªªªန £ £ Ń န £ န Ń ၟ န
Chelsea Wehking
helsea’s Business Card
Cafe
Owner 301-‐678-‐0654 ªªªန £ £ Ń န £ န Ń ၟ န 230 Bean Ave. Suite 523 Harold, Maine 78520
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helsea’s Cafe