Sit back and relax, here is a guide to make designing for us, an enjoyable time...
The best preparation for tomorrow is doing your best today. -H. Jackson Brown, Jr.
Table of Contents
Company Overview Design Elements
About Launchpad Typography Brand Statement Color Palette Tone of Voice Logo Approved Imagery
So who are we? For you to understand who we are, you must begin to think and breathe like we are.
At Launchpad, the concept of creativity and inspiration is magnetized, starting within each individual cup of any of our endless flavors and roasts.
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Now you’re probably wondering where to begin Sit back and relax, we’ll be here every step of the way
At Launchpad we are.... INVITING It is our passion to brighten every guests morning by welcoming them with a friendly smile. Remember to maintain compassion while inviting our guests through design. RELAXING Giving our guests a relaxing environment to stop by quickly or enjoy a break is our what we are here for. Remember to maintain relaxing and calming elements for our company.
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INSPIRATIONAL At Launchpad, we strive to inspire our guests from their first step into the store. Maintaining a creative and impactful mindsets and materials are crucial.
A few more things to consider before pouring into our designs standards... These are our keywords to consistantly think about:
Inspiration Relaxing Inviting Coffee Technology Friendship Creativity Ideal Personalized
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Our Logo Our logo is clean and simple Ensuring the consistency between mediums for our logo is cruical. However, we understand that sometimes alterations are necessary to maintain the meaning and purpose behind our story.
The next couple of pages will show you the proper ways to use our logo and the improper ways, as well. We will inform you of all you need to know to acurately tell the world who we are at Launchpad.
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Full Color
Single Color
Although we love our relaxing, handwritten type for our company's name, we know sometimes our logo may have to be smaller than we would typically desire. In order to preserve our logo type, elimnating the company name is acceptable, only if necessary, under the following terms: 1.5�
1.5�
Is our icon smaller than 1.5 inches?
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Exception: The use of the icon is allowed as a design element on products, property and
merchandise as long as our name, Launchpad, is used elsewhere on that same piece.
Logo Variations Our primary logo is always preferred, these are our few exceptions
When the Raspberry circle doesn't contrast with the background, reversing the circle colors with either the bean or typography is acceptable.
Single color logo variataions are acceptable if the background imaging does not pair with our primary logo. The use of any primary or secondary colors are suitable for promotional or seasonal use as long as the background has a balancing contrast with the foreground.
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Clear Space
Baby bean is our friend
=X
1/2 X
To keep our logo clean, visiable and a safe distance away from other elements, baby bean is the best marker. No matter what size the logo may be, baby bean will help give you the space you need.
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Typography Modern type faces for modern communication Typography is an easily identifable aspect of any brand. At Launchpad, we have some our of unique hand script and type faces to coincide with the overall look and feel of who we are.
The weight of our approved typography is adjustable when needed. No other typefaces shall be used to represent Launchpad unless otherwise noted.
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Aa Header
Aa
Streetwear
ABCDEFGHIJKLMNOPQRST UVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890.,?!
Blue Highway ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,?!
Subhead
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Approved Web Alternatives When
the Approved Brand Typefaces are not available through web or html inputs or any other application, the use of the following San Serif fonts are accepted:
Aa Body Copy
Acid Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,?!
Logo Typeface No additional variations and alterations are available or permitted
Helvetica
Verdana
Arial
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Color Palette Color is the flavor to our brand We want our customers to feel inspired and relaxed by our simple color schemes. At Launchpad, we have primary and secondary colors to allow our brand to be easily recognized yet versital from a design standpoint.
To maintain consistency on every medium there are specific color values that must always be used. The only acception to the use of our colors are when mediums require grayscale or black and white.
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Primary Colors
Secondary Colors
Mocha
Hazelnut
CMYK: 43, 62, 99, 40 RBG: 106, 74, 29 HEX: 624B26
Raspberry
Red Velvet
CMYK: 29, 59, 37, 01 RBG: 182, 125, 134 HEX: A77D85
CMYK: 33, 100, 68, 42 RBG: 115, 14, 46 HEX 631631
Caramel CMYK: 29, 46, 66, 60 RBG: 176, 135, 98 HEX: A48563
Cream
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CMYK: 89, 35, 100, 30 RBG: 13, 100, 51 HEX: 3A6339
CMYK: 12, 19, 24, 00 RBG: 222, 202, 186 HEX: D8C9BA
Pumpkin CMYK: 01, 66, 86, 00 RBG: 240, 120, 58 HEX: D67640
Vanilla CMYK: 04, 32, 69 RBG 242, 179, 101 HEX: E1B26A
Acceptable Color Tweaks
Tints and shadows help to specify and define our illustrations
To help emphasis a realistic look and feel to our simple 2-D illustrations you can adjust the 'k' value +/- by 15%
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Approved Imagery
Imagery are the snap shots of who we are.
Our imagery helps to draw our customers in by building connections to objects or aspects of who we are, that is portray in each image. It is crucial that only approved imagery be used.
Our imagery must rely back to the core meaning and purpose of Launchpad. Whether in color or ing black and white, to be considered Approved Imagery for Launchpad one or more of the following categories must be met: Inspiration Coffee & Menu Products Relaxing Technology Inviting Friendship
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We always serve our coffee hot and fresh. We want our customers to feel warm and fuzzy after taking a sip of our delicious coffee. Any imagery used for Launchpad that contains a cup of hot coffee, whether it is in house or to go, must show steam.
The top image is an example of how our coffee should look. This bottom image is an example of what is unacceptable.
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Exception: The
only way any imagery with coffee does not have to have steam showing is when there is a lid or cover on top of one of our refreshing drinks.
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Examples of Approved Imagery
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Quality is not an act, it is a habit -Aristotle
Thank you for taking the time you understand our brand. Maintaining consistency through the use of our style guide will make designing for us relaxing and enjoyable.
This book is to be used for educational and design purposes only Written and designed by Emily Gagne