A Style Guide 2017
Introduction
Singapore's very first cat cafe; where you can relax, dine, and interact with our roaming cats. In Neko No Niwa, we strive to create a loving, caring, and comfortable environment for both you and our more furry companions. This guide has been created to aid in the usage and application of our unique brand identity on various mediums.
Contents Brand Statement
Secondary Graphics
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19 Iconography
"Everyone Deserves Love"
Logo 7 Iconography 8
Logo Design
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Graphics Design
21 Pattern
Application
10 Typeface
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Putting It All Together
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23
Business Card
Color Scheme
Usage
24 Plates 25 Cups
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Practices and Violations
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Paper Bag
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Color Scheme
27 Takeaways
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Incorrect Usage
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Clear Space
Brand Statement
"Everyone Deserves Love" While Cat Cafe Neko No Niwa, Japanese for Cat Garden, strives to build a comfortable and welcoming place for our patrons, we also strive to provide a loving environment and ambience for the cats occupying our establishment; thus providing a valuable experience for our customers to learn that even non-pedigreed cats can be affectionate companions. Our statement is about making all those who arrive at our door feel welcomed and loved; human or otherwise.
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Our Logo
01 Iconography The cat for us, represents the love and comfort our establishment strives to provide for everyone and anyone to accept and give in return. The cup is a symbol of our establisment being a place where you can dine, socialize, and relax to your heart's content.
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02 Logo Design The logo has been changed from its initial more 'doodle' and cartoonish based style, to one that is more simplistic and graphic based- in order to represent its more minimalistic and sleek styled interior- with round or cursive shapes and a pastel color scheme- to symbolize the brand's loving and welcoming archetype. The logo variations include basic units that can be used depending on the medium and context; such as a primary and secondary logo, a design style for a darker or lighter background, a version to be used as an accent, and etc.
2.1 Primary Logo
To be treated as the default logo unit, where the logo needs to be used as a brand identifier, in situations where surrounded by other primary brand pieces, and on all corporate collateral.
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2.2 Emblem Logo
To be used in the case where an accent or a 'stamped' and more minimalistic style of the logo is reqiured, in which the statement of the brand name is not necessary.
2.3 Combination Logo
To be treated as the secondary default logo unit, where a more minimalistic style is required, or in situations where the use of negative space in the logo is necessary.
2.4 Secondary Combination Logo
To be used in the case where a smaller graphic footprint of the pictorial logo is required
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03 Typeface 3.1 Primary Typeface
Bodoni 72 Smallcaps ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Used for the logo's primary copy and wordmark, creates a sense of both sophistication and loveliness.
3.2 Secondary Typeface
Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Used for secondary and body text, conveys an ambience of simplicity and familiarity.
04 Color Scheme 4.1 Color Palette The following colors were specifically chosen to convey an air of love and comfort. Based on a pastel based theme, the soft pink and grey shades together creates an interesting contrast as well as an ambience of soft intimacy, acceptance, care, and protection. The brown serves to support the comforting accent of the brand by communicating a sense of earthy grounding and familiarity, while the cool grey adds a lighter foundation. When necessary, it is acceptable to use tints of these colors to accomplish subtleties within the brand.
Primary Colors
PANTONE 671 C
PANTONE 431 C
PANTONE 501 C
PANTONE 656 C
Secondary Colors
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4.2 Color Swatches
Color Inspiration
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Usage
Do's, Don'ts, Practices, and Violations; An overall guidline on how to apply the logo, in regards to technical factors such as: color scheme, clear space, sizing, as well as variations of incorrect applications.
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01 Color Scheme The brand logo primarily uses the colors: a dark grey and a soft pink. Ideally, the logo should be used against a white background to ensure maximum impact and clarity. However, in cases where the usage the default color scheme of the logo or a white background is not appropriate or unavailable, the following versions are available for use:
1.1 Two Color Logo The two color logo uses the two primary colors of dark grey and soft pink; however, in designs which allows usage in a reversed color scheme, the secondary color light grey is also used.
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1.2 Monochrome Logo The monochrome versions of the logo uses, not pure black or white, but only one selected color from the situated color palette in its design. When printing in black and white, the dark grey version will be the one used.
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02 Incorrect Usage
Do not stretch or change the size of the elements and the basic shape
Do not change the color or resize any of the units of the logo, pay attention to the color of the negative space of the image. Do not use pure black or white for monochrome versions of the logo.
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Do not use reverse colors on the primary or emblem logos.
Do not use soft pink as a monochrome scheme on the combination logo.
The secondary color soft brown is to be used as an added accent on the application. Avoid using on the logo itself.
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03 Clear Space The clearspace refers to the area around the logo that must not be in contact with any copy or cluttured by external graphics to ensure that the logo is not obscured or rendered insignificant.
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Secondary Graphics
01 Iconography As our main unique selling point and the symbol of most of the brand's statement and character, the imagery of the cat is of great importance and significance to the establisment of the brand. The following graphics will assist in emphasizing the brand's character and identity in the application process.
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02 Graphics Design The graphics follow the same style as the logo in the sense that it is simplistic and line based; however, the added graphics follow a different cursive path. The added vectors is based on the basic silhouette of the sequence of a cat lying, crouching, pouncing, and running.
The additional graphics lack the presence of the cup in order to emphasis on the brand's USP, which is the cats themselves.
The style remains simple and cursive to symbolize comfort and protection, thus emphasizing on the brand's identity.
The vector has been changed minimally from the original and between each graphics in order to create a sense of unity between the images.
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03 Pattern The pattern should be used only when necessary as an extra accent, not as the brand's entire application style, as it would create a more cluttered and compact look as opposed to the more sleek and welcoming ambience it is meant to convey.
1.1 Primary Pattern The pattern was developed from the vector used previously in both the main and secondary graphics, and made into a repeatable pattern. Patterns should be subtle, and used as a ‘tone on tone’ effect.
1.2 Secondary Pattern The pattern repeats the brand's primary logo- sans the copy- in a diagonal and crisscrossing manner. Patterns should be subtle, and used as a ‘tone on tone’ effect.
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Application
Putting it all together: Applying the brand name to various mediums. Application of the brand's logo and other graphics on to basic utensils necessary for the day to day functions of the establishment, and to create a comprehensible brand identity.
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02 Business Card
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03 Plates Cutlerly used in the cafe itself would primarily use accents of the combination logo and secondary graphics, while those used as take aways will be designed with the primary or emblem logo.
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04 Cups
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05 Paper Bag
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06 Takeaways
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A Style Guide 2017
Thank You ! Cat Cafe Neko No Niwa, 54A Boat Quay (Level 2), Singapore 049843 |Email: seeyou(at)catcafe.com.sg |Website: http://www.catcafe.com.sg |Any Dimensions quoted are for guidance only. |Because of Printing circumstances, there are times when the color or specifications of the actual item differ slightly from those in printed materials. |Published 2017. Done By Gabriella A. F16DM0617 Nanyang Academy of Fine Arts 'Brand Strategy' Advertising Class.