Here at ebb we go with the flow. Maintaining a relaxed and chilled out environment, making it the perfect place to go and unwind by yourself or with friends whilst enjoying our wide range locally sourced food and drink. But we are much more than just great food and drink. Being bigger is not always better and we want to remain a cafe to be discovered, recommended and returned to. Each of our cafés are designed to be a one off, a cherished local. This is naturally achieved by each cafe being located on some of the UK’s most beautiful riversides and sea fronts taking on the characteristics of the local environment. In this way each café can build and retain its own identity and ensure that no two ebb’s are the same.
Contents Logo Colour Typography Application
Page 1 Page 6 Page 10 Page 17
Master
The logo has been created by incorporating the meaning and visualisation of the word ‘ebb’. This is achieved by using a gradient to symbolise the flow of water. It is only to be placed on solid colour, this should only be ebb blue (or black when using the greyscale version). When the platform on which the logo is to be placed is neither of these colours the contained logo should be used.
Primary logo
Clear space The master logo should be positioned by following the guidelines for the contained logo (see page 2).
The minimum clear space that should be left around the master logo is defined by the x-height of the letters in the word ebb. Having the full x-height clear on both sides and below the logo. With half the x-height clear from the ascenders.
1
Contained
If the logo is needed on a document or platform where the background is blank, a solid circle should be placed behind the master logo following the clear space guidelines for the contained logo.
Positioning
Clear space When placing the logo use the circle of the middle letter ‘b’ as the centre point. This will centre the logotype to the x-height. Do not centre the whole logotype (including the ascenders.)
The minimum size of the circle around the logo is defined by the x-height of the letters in the word ebb.
2
Minimum application
The logo can be used as a tab for pages and imagery. There should be enough clear space at the top of the logo to allow for this in print or online applications. It is not recommended to use the logo at less than 20mm in width or depth. However, if necessary, use the uncontained logotype when 20mm width or greater is not possible.
20mm
20mm
20mm
Minimum size
Smallest application The contained version of the logo should never be used below 20mm in diameter.
If using the stamp larger than 20mm in width isn’t possible, use the uncontained logotype.
3
Variations
The logo should only ever be printed in a tint above 10% of ebb blue using CMYK, however if this is not suitable please use the RGB or Pantone versions.
Primary colour
Greyscale For print applications where using colour is not possible, it’s acceptable to use the greyscale version.
4
Misuse
The logo is not to be manipulated in any way. This includes rotating, cropping, adding a gradient or creating an outline. Only follow the guidelines set in the brand guidelines.
Inverted
Manipulated The logo should never be reversed out of a darker background.
The logo should never be edited in any way what so ever.
5
ebb blue
The palette consists of only one colour but can be used at any tint above 10%. By only using tints of one colour allows the gradient to not only flow within the logo but every platform of ebb.
ebb blue C:60 M:30 Y:10 K:20 R:89 G:129 B:163 Pantone:646c
6
Tints
The ebb colour palette consists of a range of tints around one main colour. Any tint above 10% may be used.
100%
90%
80%
70%
50%
60%
40%
30%
20%
10%
Tints Any tint above 10% may be used. When creating a set of outcomes such as menus; select a range of tints for each piece using the tint guidelines (see page 8).
7
Tint guidelines
When creating a set of outcomes such as menus, a variety of tints should be used for each separate outcome. For example, if creating two menus, the primary tint being 60%, one menus primary colour would be 60% and the second 30%. This is to keep the flow running through every outcome that is needed.
40%
30%
20%
10%
Consistency
Single use The selection of tints do not need to have 100% ebb blue as its primary colour. As long as the difference between each tint is consistent, any combination may be used.
Any tint above 10% may be selected when creating a single outcome such as a business card or name badge.
8
Logo gradient
The Logo should appear in the primary tint that has been chosen for each outcome. As the logo consists of white type with a coloured gradient it means the gradient in the type has to be edited to the correct colour tint. This also applies to the contained logo.
75%
Gradient
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50%
Primary typeface
The logo for ebb was created around the typeface Futura. This is due to the roundness of it, especially the ‘o’. This makes it a perfectly fitting typeface for headings. The logo has been created in lowercase but all headings should appear UPPERCASE and in Futura Bold.
ABCDE FGHIJK LMNOP QRSTUV WXYZ
abcde fghijk lmnop qrstuv wxyz
Futura - Bold Futura bold is only used for titles and should only appear in UPPERCASE.
Futura should never appear in lowercase or any other style than bold.
10
Secondary typeface
The secondary typeface has also been chosen due to its roundness. Futura and Rockwell work very well together. Rockwell is only to be used for body text and subheadings when necessary. It should only be used in lowercase for subheadings and Sentence case for body text.
ABCDE FGHIJK LMNOP QRSTUV WXYZ
abcde fghijk lmnop qrstuv wxyz
Rockwell - Regular
Lowercase
Rockwell Regular is to be used for body text and subheadings.
When being used for subheadings Rockwell should appear in lowercase.
11
Type hierarchy
When inputting text it should always follow these rules. Once the point size for the heading has been selected the rest of the type should be consistent with these rules.
HEADLINE
Futura - Bold UPPERCASE Centred Tracking set to 80 Leading 110% of type size
Subheading
Rockwell - Regular Sentence case Centred Tracking set to 30 Leading 110% of type size
Body text
Rockwell - Regular Sentence case Left aligned Tracking set to 0 Leading = type size + 2
Hierarchy
Sizing When creating outcomes such as menus, Rockwell should appear completely in lowercase.
The heading should always be the largest point size. Once this has been selected you can work out the other sections by setting them to these rules.
The body text should always be aligned to the left hand side.
These are in ratio to the heading point size: Heading: 100% Subheading: 75% Body text: 60%
12
Surrounding logo
When type needs to be placed around the logo it should be positioned using the clear space guidelines (see page 1). It should only ever be placed alongside or below. Never above. These guidelines should also be used for the contained logo.
Below
Alongside The text should be centred along the x and y axis.
13
Tints
When creating outcomes that have separate sections such as menus; the text should follow similar tint guidelines as mentioned on page 8.
SANDWICH 100%
SOUP
HOT
SALAD
COLD
75%
50%
50%
25%
DESSERT 25%
Consistency Once the primary tint for an outcome has been selected, follow the tint guidelines and apply these to the type.
Here there are two sections with the primary tint set at 50%, so having the second section set at 25% works well.
Here the primary tint is 100%, so having four sections works well making them consistently increase in multiples of 25%.
The text should never go above the primary tint, always decrease from the primary tint.
14
Layout
On any platform that can be seen as interactive with the customer the type should be placed on a circle, creating a visual flow around the piece. For example, with menus. We want to encourage customers to fully indulge themselves into the ebb experience.
180
o o
90
o
270 0
o
Consistency
Layers After splitting the type into sections the next step is to rotate them consistently around the circle. This is done by dividing 360 o the number of sections there.
The body text should then be placed on circles that increase by 15mm in diameter. This will produces layers.
Here there are four sections so the titles will be rotated by multiples of 90 o .
15
Rotation
Once the body text has been inserted onto the layers they need to be rotated to create the sense of movement around the circles. An inner cycle can be placed in the centre of the piece. It should follow the same guidelines for the body text layers (each layer should increase by 15mm). This will allow inner cycle to fit in with the text layers perfectly. Creating any outcome should only be done by following these guidelines and using the already existing menus as examples.
SANDWICH
Body text
Inner cycle The rotation should increase by 20 o per layer relative to the degree of the title.
The inner cycle is created by following the guidelines for the body text layers but only using 3/4 of a circle.
For example, if the title is at 0 o the body text layers should consistently increase by 20 o .
Each layer is then rotated 45 o . The Layers should follow the tint guidelines that are on page 8.
Title: 0 o Layer 1: 20 o Layer 2: 40 o Layer 3: 60 o and so on...
16
Signage
These examples show how the typographic principals of ebb’s identity can be applied to signage. These have been created using the same typeface as the logo. However, if other outcomes are wanted they should be created by using Futura Bold in lowercase and replacing any ‘o’ with the circular gradient.
Open sign
Closed sign
17
Symbols
These examples show how the visual principals of ebb’s identity can be implemented to create symbols.
Toilets
Hot drinks
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