OWL’S NEST GRAPHIC STANDARDS • SUBHEADING
1
TABLE OF CONTENTS Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Logo System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Primary Layout . . . . . . . . . . . . . . . . . . . . 6
Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Wordmark . . . . . . . . . . . . . . . . . . . . . . . 18 Identity System . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Primary . . . . . . . . . . . . . . . . . . . . . . . . . 25
Secondary . . . . . . . . . . . . . . . . . . . . . . . . 25 Business System . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Business Card . . . . . . . . . . . . . . . . . . . . 30
Letterhead . . . . . . . . . . . . . . . . . . . . . . . 31
Envelope . . . . . . . . . . . . . . . . . . . . . . . . . 32
Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Cup & Sleeve . . . . . . . . . . . . . . . . . . . . . 36
Website . . . . . . . . . . . . . . . . . . . . . . . . . .38
Menu . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
INTRODUCTION Our Message With outstanding products, service, and patronage of the arts world, Owl’s Nest is here to spread its wings and offer a hub for great coffee and outstanding art at any hour. The Owl’s Nest prides itself in three qualities: excellence in coffee, arts, and the customer experience. With a location in the midst of a heavily student populated area, the Owl’s Nest is a shop that has been reshaped to be part coffee retreat, part arts venue. Our brand’s tagline, Spread Your Wings, establishes the foundation of our business: With our coffee, food, and the creative inspiration to be gleaned at our location, we invite our customers to embark on a journey of human and creative excellence.
Purpose of this Manual Conforming to the standards set forth in this manual in our marketing materials and branded merchandise ensures a unified message and aesthetic. Protecting and correctly utilizing the Owl’s Nest brand is key to maintaining easy recognition by all segments of our audience.
OWL’S NEST GRAPHIC STANDARDS • INTRODUCTION
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LOGO SYSTEM our marks and how to apply them
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PRIMARY LAYOUT
Background and Purpose Our Owl logo utilizes patterns, linework and geometric forms to emphasize our love for the arts and our commitment to our 24 hour availability. This full color version should be used whenever printing methods and space allow. It should always be the primary method of communicating our identity.
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OWL’S NEST GRAPHIC STANDARDS • PRIMARY LAYOUT
1-Color Some print materials will only allow or best function using one color; for such circumstances the 1 color positive logo may be required.
OWL’S NEST GRAPHIC STANDARDS • PRIMARY LAYOUT
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SAFE SPACE
Negative Space This logo necessitates the indicated negative space to avoid crowding and allow it to visually breathe. Use the ‘I’ character from ‘wings’ to determine the negative space available in a given application, no matter the size. The right side of the logo uses less space because the owl’s tail tapers off into a visually less weighty point.
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OWL’S NEST GRAPHIC STANDARDS • PRIMARY LAYOUT
REVERSED OUT
Options for Reversed Logo Sometimes the logo will need to exist against a dark background; the reversed version suits such applications. For materials where only black and white are available, placing a white logo against a black background is also acceptable. Minimum required negative space is the same as the positive version.
OWL’S NEST GRAPHIC STANDARDS • PRIMARY LAYOUT
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MINIMUM SIZE
1.5 in.
1.5 in.
Reversed Logo
Primary & 1-Color
The reversed logo functions, including minimum required negative space, at a minimum width of two inches.
The primary and one-color versions of the logo can function at two inches not including negative space, so that must be accounted for after the logo is sized.
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OWL’S NEST GRAPHIC STANDARDS • PRIMARY LAYOUT
INAPPROPRIATE USAGE
Never use the logo in colors besides the configurations that have been originally created.
Never tilt the logo so that it isn’t parallel with an edge of the application.
Never remove an element from any version of the logo; use the version that fits the application best.
Never change any typefaces used in the logo.
OWL’S NEST GRAPHIC STANDARDS • PRIMARY LAYOUT
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SEAL LAYOUT
Full Color with Slogan
Full Color without Slogan
The seal logo is best used in applications that require more vertical space or for presenting the logo in a fashion that is more vertically centered.
For a less busy form of the seal layout, omitting the slogan is permissible.
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OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
1-Color The one-color seal layouts are intended for one-color or black-and-white applications where a form of the logo with more vertical space is best suited.
OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
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SAFE SPACE
Negative Space This logo necessitates the indicated negative space to avoid crowding and allow it to visually breathe. Use the form of ‘you’ or ‘E’ as indicated to determine the negative space available in a given application, no matter the size.
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OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
REVERSED SEAL
Reversed The reversed seal logo may be necessary in applications where the background material color is Owl’s Nest red or a standard black.
OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
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MINIMUM SIZE 1.5 in.
1.5 in.
All versions of the seal logo, including required negative space, can be shrunk down to a minimum height of 1 and a half inches.
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OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
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WORDMARK
Background and Purpose The wordmarks should be used sparingly, particularly when the work has enough other visual elements that including our Owl would over-complicate the piece. It may also be used as a signature in business correspondance across print and digital media. It exists only as a one-color mark, which can be rendered as black if black and white printing only is available.
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OWL’S NEST GRAPHIC STANDARDS • SUBHEADING
SAFE SPACE
Negative Space The wordmakrs require the least negative space. Use the ‘you’ or apostrophe form to determine required negative space for each in its given application.
OWL’S NEST GRAPHIC STANDARDS • SUBHEADING
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REVERSED
Reversed The reversed wordmark may be necessary in applications where the background material color is Owl’s Nest red or a standard black.
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OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
MINIMUM SIZE
1.25 in.
1.25 in.
All versions of the wordmark can be shrunk down to 1.25 inches, including required negative space.
OWL’S NEST GRAPHIC STANDARDS • SEAL LAYOUT
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IDENTITY SYSTEM tools and resources for creating branded material
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GRAPHIC ELEMENTS
Linear Elements Our main tools aside from blocks of color and type for delineating information are the triangle strip and the dotted line. The triangle strip may be stacked against a colored background to form patterns. Example usages of each may be seen on the Letterhead and Menu applications.
The Owl and Tree The entire tree or sections of it may be manipulated to serve as headers, holders of important highlighted text, or to add visual interest to a page with minimal textual content. The Owl illustration component of our logo may be placed on branch or brush elements.
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OWL’S NEST GRAPHIC STANDARDS • GRAPHIC ELEMENTS
Owl’s Nest Red
Burgundy
C:7 M:73 Y:84 K:0
C:15 M:79 Y:100 K:5
R:226 G:106 B:61
R:201 G:85 B:39
HEX: e2683d
HEX: c95527
PANTONE: 166 U
PANTONE: 1525 U
Bark Brown
All-Hour Blue
C:21 M:29 Y:40 K:0
C:89 M:61 Y:64 K:66
R:204 G:184 B:129
R:4 G:42 B:43
HEX: ccb097
HEX: 042a2b
PANTONE: 2310 C
PANTONE: 546 C
Primary Color Palette These four colors should be used for messaging that is core to the Owl’s Nest Brand. In general, they should be the first colors turned to when creating materials and are used in our logo and main illustrative elements.
Secondary Color Palette Medium Cream
Peach
C:1 M:10 Y:13 K:0
C:21 M:29 Y:40 K:0
R:250 G:229 B:215
R:248 G:176 B:151
HEX: fae5d7
HEX: f8b881
PANTONE: 2309 C
PANTONE: 156 U
These two colors are supporting colors used to fill in gaps, provide blocks of contrasting color, or for type. Placing a positive or negative logo against these colors is acceptable so long as there is appropriate visual contrast and restrictions concerning size and negative space are observed.
OWL’S NEST GRAPHIC STANDARDS • COLOR PALETTES
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SANS SERIF TYPEFACE Futura Std Medium Condensed
Bold Condensed
ab cd ef ghijk lm no p q r s t uvw x y z AB C D E F G H I J K L MN O PQ R STU VW X YZ 012 3 4 5 6 7 8 9 !@ # $ % ^ & * ( )
abcdefghijklmnopqrstu vwxyzABCDEFGHIJKL MNOPQRSTUVWXYZ 0123456789 !@#$%^&*()
Medium
Bold
abcdefghijklmnopqrst uvwxyzABCDEFGHIJK LMNOPQRSTUVWXYZ 0123456789 !@#$%^&*()
abcdefghijklmnopqrst uvwxyzABCDEFGHIJK LMNOPQRSTUVWXYZ 0123456789 !@#$%^&*()
Our main typeface is Futura Std. The two condensed forms are typically used for titles or headers, examples of which can be seen in this book, on the menu (p XX), and our website (p XX).
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OWL’S NEST GRAPHIC STANDARDS • TYPEFACES
The standard width font is best used on print materials that are light on text content as well as digital applications. When reversing text, bolder weights are necessary to maintain readability.
SERIF TYPEFACE Adobe Caslon Pro Bold
Bold
abcdefghijklmnopqrstu vwxyzABCDEFGHIJ KLMNOPQRSTUV WXYZ0123456789 !@#$%^&*()
abcdefghijklmnopqrstu vwxyzABCDEFGHIJ KLMNOPQRSTUV WXYZ0123456789 !@#$%^&*()
Bold
Semibold
abcdefghijklmnopqrstu vwxyzABCDEFGHIJ KLMNOPQRSTUV WXYZ0123456789 !@#$%^&*()
abcdefghijklmnopqrstu vwxyzABCDEFGHIJ KLMNOPQRSTUV WXYZ0123456789 !@#$%^&*()
Adobe Caslon Pro has two main usages; as small to medium sized highlighting text, and as clear, legible body text. Leading for body text should be the point size multiplied by 1.4.
The bold italic weight is best suited to serving as a text highlight or to indicate differentiation of two lengths of type close in proximity. Body text against a white background should be rendered using All-Hour Blue.
OWL’S NEST GRAPHIC STANDARDS • TYPE FACES
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BUSINESS SYSTEM reaching out to our partners and audience
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BUSINESS CARD
Guidelines For business cards, never use text smaller than 9pt. Use only colors approved in the primary and secondary palettes. The template provided here functions for the business as a whole, but may be adapted for individual employees.
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OWL’S NEST GRAPHIC STANDARDS • BUSINESS CARD
LETTERHEAD
Bleed Marks
Design
Because the letterhead uses a full bleed on the pattern at the bottom of the page, it must either be shrunk down during design to reflect trimming .125 inches from each side of a letter (8.5 x 11) sheet, or printed on larger paper and trimmed to size.
The logo’s usage at the top right observes our negative space restrictions. Never use body text smaller than 9pt.
OWL’S NEST GRAPHIC STANDARDS • LETTERHEAD
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ENVELOPE
Guidelines For business cards, never use text smaller than 9pt. Use only colors approved in the primary and secondary palettes. The template provided here functions for the business as a whole, but may be adapted for individual employees.
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OWL’S NEST GRAPHIC STANDARDS • ENVELOPE
OWL’S NEST GRAPHIC STANDARDS • ENVELOPE
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APPLICATIONS our branding system in action
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CUP & SLEEVE
DE CA FM
IL K
SHOT S
SY RUP
SUGA RC
US TO M
Guidelines Both our cups and sleeves are composed using a combination of our seal, which is the logo best suited to a vertically centered application. One color process is best used against our favored post-consumer recycled fiber sleeves.
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OWL’S NEST GRAPHIC STANDARDS • CUP & SLEEVE
DE CA FM
SYRUPS
ILKS
UG AR
HO TS
CU STOM
OWL’S NEST GRAPHIC STANDARDS • CUP & SLEEVE
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WEBSITE
Guidelines Our website doesn’t require extensive body text, so no Adobe Caslon Pro forms are used except in the event calendar. For later descriptions and featurettes that require more text, Adobe Caslon Pro Semibold should be used.
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OWL’S NEST GRAPHIC STANDARDS • WEBSITE
MENU COFFEE & ESPRESSO all drinks available iced.
MENU
EVENTS
S
LUNCH & BREAKFAST available all day.
M
L
XL
Caffé Americano . . . . . . . . . . . . 2.75
3.00
3.25
3.50
Chicken Chorizo Flatbread Sandwich . . . . . . . . . . . . . . . . . . . . 4.50
Freshly Brewed Coffee . . . . . . . . 2.25
2.50
2.75
3.00
Maple Chicken Sausage Sandwich . . . . . . . . . . . . . . . . . . . . . . 4.50
Dark Roast Coffee. . . . . . . . . . . 2.50
2.75
3.00
3.25
Bacon & Cheddar Sandwich . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.00
Blonde Roast Coffee . . . . . . . . . 2.50
2.75
3.00
3.25
Egg & Cheddar Sandwich . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.00
Caffé Mocha. . . . . . . . . . . . . . . 2.75
3.00
3.25
3.50
Kale & Goat Cheese Flatbread . . . . . . . . . . . . . . . . . . . . . . . . . 4.50
Caramel Macchiato . . . . . . . . . . 3.25
3.50
3.75
4.00
Oatmeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.00
Caffé Latte . . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
Cappuccino . . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
Café au Lait . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
LOCATION
EVENT CALENDAR WEEKLY VIEW MONTHLY VIEW
OWL’S NEST IS HERE TO OFFER A HUB FOR GREAT COFFEE AND OUTSTANDING ART AT ANY HOUR.
MON. STAND-UP
SUN. OPEN MIC
TUES. CONCERT
WED. OPEN MIC
THURS. STAND-UP
FRI. CONCERT
SAT. CONCERT
Gareth Reynolds 8 p.m. – 9:30 p.m.
Call for booking. 9 p.m. – 12 p.m.
Childish Gambino 9 p.m. – 11 p.m.
Call for booking. 9 p.m. – 12 p.m.
Kim Minough 9 p.m. – 12 p.m.
Skizzy Mars 9 p.m. – 12 p.m.
Sam Gellaitry 9 p.m. – 12 p.m.
LOCATION AND HOURS
MENU
Owl’s Nest Coffee & Confections
COFFEE & ESPRESSO all drinks available iced.
S
We’re open 24 hours a day, seven days a week.
LUNCH & BREAKFAST available all day.
M
L
XL
Caffé Americano . . . . . . . . . . . . 2.75
3.00
3.25
3.50
Chicken Chorizo Flatbread Sandwich . . . . . . . . . . . . . . . . . . . . 4.50
Freshly Brewed Coffee . . . . . . . . 2.25
2.50
2.75
3.00
Maple Chicken Sausage Sandwich . . . . . . . . . . . . . . . . . . . . . . 4.50
Dark Roast Coffee. . . . . . . . . . . 2.50
2.75
3.00
3.25
Bacon & Cheddar Sandwich . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.00
Blonde Roast Coffee . . . . . . . . . 2.50
2.75
3.00
3.25
Egg & Cheddar Sandwich . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.00
Caffé Mocha. . . . . . . . . . . . . . . 2.75
3.00
3.25
3.50
Kale & Goat Cheese Flatbread . . . . . . . . . . . . . . . . . . . . . . . . . 4.50
Caramel Macchiato . . . . . . . . . . 3.25
3.50
3.75
4.00
Oatmeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.00
Caffé Latte . . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
Cappuccino . . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
Café au Lait . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
4.9
796 Foothill Blvd San Luis Obispo CA, 92405 805.541.9300 management@owlsnestcoffee.com
MENU
EVENTS
LOCATION
©OWL’S NEST 2017
EVENT CALENDAR WEEKLY VIEW MONTHLY VIEW MON. STAND-UP
SUN. OPEN MIC
TUES. CONCERT
WED. OPEN MIC
THURS. STAND-UP
FRI. CONCERT
SAT. CONCERT
Gareth Reynolds 8 p.m. – 9:30 p.m.
Call for booking. 9 p.m. – 12 p.m.
Childish Gambino 9 p.m. – 11 p.m.
Call for booking. 9 p.m. – 12 p.m.
Kim Minough 9 p.m. – 12 p.m.
Skizzy Mars 9 p.m. – 12 p.m.
Sam Gellaitry 9 p.m. – 12 p.m.
OWL’S NEST GRAPHIC STANDARDS • WEBSITE
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MENU COFFEE & ESPRESSO
S
M
L
XL
Caffé Americano . . . . . . . . . . . . 2.75
3.00
3.25
3.50
Freshly Brewed Coffee . . . . . . . . 2.25
2.50
2.75
3.00
Dark Roast Coffee. . . . . . . . . . . 2.50
2.75
3.00
3.25
Blonde Roast Coffee . . . . . . . . . 2.50
2.75
3.00
3.25
Caffé Mocha. . . . . . . . . . . . . . . 2.75
3.00
3.25
3.50
Caramel Macchiato . . . . . . . . . . 3.25
3.50
3.75
4.00
Caffé Latte . . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
WED. OPEN MIC
Cappuccino . . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
Call for booking. 9 p.m. – 12 p.m.
Café au Lait . . . . . . . . . . . . . . . 2.75
3.00
3.25
3.25
all drinks available iced.
THE NEST AT NIGHT 12.1.17– 12.8.17 MON. STAND-UP Gareth Reynolds 8 p.m. – 9:30 p.m.
TUES. CONCERT Childish Gambino 9 p.m. – 11 p.m.
THURS. STAND-UP Kim Minough 9 p.m. – 12 p.m.
FRI. CONCERT
LUNCH & BREAKFAST available all day.
Chicken Chorizo Flatbread Sandwich . . . . . . . . . . . . . . . . . . . . 4.50 Maple Chicken Sausage Sandwich . . . . . . . . . . . . . . . . . . . . . . 4.50
Skizzy Mars 9 p.m. – 12 p.m.
Oatmeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.00
SAT. CONCERT
Egg & Cheddar Sandwich . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.00
Sam Gellaitry 9 p.m. – 12 p.m.
SUN. OPEN MIC
Kale & Goat Cheese Flatbread . . . . . . . . . . . . . . . . . . . . . . . . . 4.50 Bacon & Cheddar Sandwich . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.00
Call for booking. 9 p.m. – 12 p.m. Check website for upcoming weeks.
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OWL’S NEST GRAPHIC STANDARDS • MENU
796 Foothill Blvd San Luis Obispo CA 93405 805.305.6520
owlsnestcoffee.com
COFFEE & ESPRESSO
S
all drinks available iced.
Caffé Americano . . . . . . . . . . . . 2.75 THE NEST AT NIGHT 12.1.17– 12.8.17 MON. STAND-UP
Keeping it Simple The name of the game with our menu is readability. Using columns to divide events from food and drink allows each to be easily seen and referenced. We try to keep our selection of drink snd food to a minimum. This speeda along the customer’s selection process and allows our baristas to focus on consistent, peerless roast quality. Colors aside from Owl’s Nest Red and Burgundy are used sparingly and mostly for highlighting purposes. Too many colors on our menu becomes visually very busy. Division by line, space and heading should be sufficient to guide the customer’s eye around our menu.
Gareth Reynolds 8 p.m. – 9:30 p.m.
TUES. CONCERT Childish Gambino 9 p.m. – 11 p.m.
THE NEST AT NIGHT WED. OPEN MIC 12.1.17– 12.8.17 Call for booking. 9 p.m. – 12 p.m.
MON. STAND-UP
Gareth Reynolds 8 p.m. – 9:30 p.m. Kim Minough 9 p.m. – 12 p.m.
THURS. STAND-UP
TUES. CONCERT
Childish Gambino FRI. CONCERT 9 p.m. – 11 p.m. Skizzy Mars 9 p.m. – 12 p.m.
WED. OPEN MIC
Call for booking. 9 p.m. – 12 p.m. Sam Gellaitry 9 p.m. – 12 p.m.
Freshly Brewed Coffee . . . . . . . . 2.25 Dark Roast Coffee. . . . . . . . . . . 2.50 Blonde Roast Coffee . . . . . . . . . 2.50 Caffé Mocha. . . . . . . . . . . . . . . 2.75 COFFEE & ESPRESSO S all drinks available iced. Caramel Macchiato . . . . . . . . . . 3.25
Caffé Americano . 2.75 Caffé Latte . . . . . . .. .. .. .. .. .. .. .. .. .. . 2.75
Freshly Brewed . 2.25 Cappuccino . . . . . .Coffee . . . . .. .. .. .. .. .. . 2.75
Roast. .Coffee. . 2.50 CaféDark au Lait . . . . . .. .. .. .. .. .. .. .. . 2.75
Blonde Roast Coffee . . . . . . . . . 2.50 LUNCH & BREAKFAST Caffé Mocha. available all day.. . . . . . . . . . . . . . 2.75
Caramel Macchiato . . . Sandwich . . . . . . . . 3.25 Chicken Chorizo Flatbread ....
CafféChicken Latte .Sausage . . . . . . Sandwich . . . . . . . .. .. . 2.75 Maple ...
Cappuccino Oatmeal . . . . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . 2.75 ....
SAT. CONCERT
au Lait Sandwich . . . . . . . .. .. .. .. .. .. .. .. . 2.75 EggCafé & Cheddar ...
THURS. STAND-UP
Kale & Goat Cheese Flatbread . . . . . . . . . LUNCH & BREAKFAST
Kim Minough 9 p.m. – 12 p.m. Call for booking. 9 p.m. – 12NEST p.m. GRAPHIC OWL’S
SUN. OPEN MIC
FRI. CONCERT
Skizzy Mars Check website 9 p.m. – 12for p.m.
available all day.
Bacon & Cheddar Sandwich . . . . . . . . . . . Chicken Chorizo Flatbread Sandwich . .
STANDARDS • MENU 796 Foothill 41 Blvd
San Luis Obispo
Maple Chicken Sausage Sandwich .... CA 93405 805.305.6520
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OWL’SbyNEST GRAPHIC STANDARDS • SUBHEADING 44 composed Daniel Kammerer