Chelsea's Cafe Buisness Identity Design

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.

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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-­ 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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1

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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