Offshore Coffee Co. by Head Hike

BRAND GUIDELINES

S TAY F R E S H To ensure we make a memorable impression to our audience we made it easier for all content creators to cohesively communicate the brand’s purpose, personality and values. Following these guidelines will allow the logo and brand imagery to be used in a way that upholds the aesthetic standards and keeps the brand looking fresh and professional.

B R A N D OV E RV I E W

Offshore Coffee Co. is an independent coffee roaster that was a dream turned into reality. Operated on the coast of the Jersey Shore we strive to curate the most premium quality product and experience. Whether it’s that first sip of coffee in the morning, a mid-day coffee break, or out gathering with friends our mission is to provide those simple joys throughout the community without compromising quality.

BRAND GUIDELINES

Coastal Modern Stylish Intentional Fresh Innovative

M O O D B O A R D & S T R AT E G Y It’s bright and inviting with a community-centric atmosphere. The coastal modern style of the brand visually take cues by blending the sleek minimalism of modern design with the nautical feel of coastal design. Graphics and imagery are balanced with clean lines, neutral coastal colors and soft hues in harmony with some accented urban edge and raw textures.

The coastal-modern vibe makes it feel calming, luxurious, and creative - appealing to both the local coastal community and the visitors coming from the big city looking for a place to kick back and relax. The overall vibe of the brand should facilitate a sense of laid-back relaxation where the community can come together for an authentic coastal experience while enjoying a great cup of coffee.

BRAND GUIDELINES

P R I M A RY LO G O Offshore Coffee Co. primary logo is a badge characterized with a distinctive overall half circular shape and a whale icon. The main lettering style is a vintage typeface font intentionally arranged to be bold and identifiable while maintaining a minimal modern aesthetic. The added design elements help emphasize the innovative personality of the brand and it’s nautical background. The icon in the logo is a distinctive whale graphic with a splash. It is the key feature for making the brand recognizable and memorable.

This is the main logo that will be used across primary brand applications and that will enhance the professionalism of Offshore Coffee Co. This trademark helps audiences easily identify the brand’s storefront, products, web presence, and other materials. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

BRAND GUIDELINES

MINIMUM SIZE The smallest the primary logo can be represented is 1” high

S ECO N DA RY LO G O S The secondary logo is for use in applications where the original logo doesn’t spatially work as well as you would like. Offshore Coffee Co. secondary wordmark logo and badge logo can be used in replace of the primary logo, but should never be used directly next to the primary logo. For instance, don’t use the secondary badge as the profile picture if the primary logo is used for the header (e.g facebook) - it looks repetitive and isn’t good use of the brand elements.

MINIMUM SIZE The smallest the secondary logos can be represented is .75” high for the badge and .5” high for the wordmark

BRAND GUIDELINES

SUBMARK LOGOS & S U P P O RT I N G E L E M E N TS A sub-mark logo is an extension of your logo that contributes to the emotional response you want from your viewer. It is an alternate representation of your brand that can be used when you need something at a smaller scale allowing you to communicate your brand quickly. Sub-mark logos (A, B, C) is a simplified version of the original logo that can be easily used at smaller sizes such as a favicon icon or as a profile picture. It can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text (e.g. Instagram profile picture).

The supporting elements (D, E, F) can be used with or without the primary logo but should be used carefully as graphic accents (e.g. coffee or food menu).

BRAND GUIDELINES

COLOR USAGE The color usage for Offshore Coffee Co. logo is fairly

When ever possible the primary logo can be represented

minimal. The logo will mostly be used in black or white

with a gold metallic finish material against a neutral

against neutral backgrounds (A. B), but can also be used

contrasting background or against the primary brand

with a contrasting color against neutral backgrounds as

color “Deep Blue” (D).

well (C, D). A.

BRAND GUIDELINES

C L E A R S PA C E To ensure optimal clarity and legibility always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like body copy or other logos that might conflict with, overcrowd, and lessen the impact of the mark.

The minimum clear space for the primary and secondary logo badge is defined by the height of the whale. The secondary wordmark logo is defined by the width of the whale tale. This space should be maintained as the logo is proportionately resized.

BRAND GUIDELINES

USAGE ON PHOTOS

TIPS:

There are a few ways the logo can be used with a

1. Avoid busy images with too much detail.

photo in the background, but each option should be

2. Photos with a shallow depth-of-field work best.

exercised with care making sure the logo and type

3. Applying a darker transparent overlay on an image

aren’t obstructed by the image.

helps make text more legible with using a white logo. 4. Applying a white transparent overlay on an image

In most cases you’re able to use a solid white or black

helps make text more legible with using a darker logo.

logo against a photographic background.

MENU BRAND GUIDELINES

IMPROPER LOGO USAGE

A. Don’t stretch or squish.

Consistent and correct use of the Offshore Coffee Co.

B. Don’t resize any parts.

logo is an important part of building brand integrity, equity and unity. The following are examples of the primary logo used incorrectly.

C. Don’t rearrange parts or create compositions that are not already provided.

*Correct usage applies to secondary logos as well D. Don’t use off brand colors. Reference the color usage section.

✓

E. Don’t place logo in a box when used on a photo background. F. Don’t add drop shadows or other text styles. G. Don’t rotate the logo. H. Don’t place elements in the logo clear space. I. Don’t add unofficial graphics or exchange with other brand elements to the logo.

TYPOGRAPHY Typography is a form of non-verbal messaging you’re sending out about your brand and a powerful tool when used consistently. This set of typefaces best represent the fresh coastal and modern feel of Offshore Coffee Co. and ties all communications together. It should be used across all print and web applications.

BRAND GUIDELINES

LOCALLY ROASTED, GLOBALLY INSPIRED.

T Y P E FA C E :

USAGE:

B L AC KS I D E B O L D TRACKING: 25 UPPERCASE

HEADLINES

TISA SANS PRO MEDIUM TRACKING: 125 TITLE CASE

Subheading

TISA SANS PRO REGULAR TRACKING: 50 L E A D I N G : + 1 0 P T O F F O N T SZ . (25 PT) SENTENCE CASE

BODY COPY

* T R A C K I N G = S PA C E B E T W E E N L E T T E R S * L E A D I N G = S PA C E B E T W E E N L I N E S I N A B O DY O F T E X T

Use this for body copy. Offshore Coffee Roasters truly was built from something as simple as a passion that was only given fuel by those who supported us through it. On the coast of the Jersey shore, our dream of roasting coffee was born.

DEEP BLUE

BLACK CORAL

CMYK: 99, 85, 36, 27

CMYK: 78, 60, 44, 25

RGB: 25, 46, 82

RGB: 56, 74, 89

HEX: #1C355E

HEX: #415364

PMS: 534 C

PMS: 7545 C

JETTY

O PA L

CMYK: 74, 65, 62, 67

CMYK: 18, 4, 15, 0

The primary color that is used throughout the main

RGB: 33, 36, 37

RGB: 201, 221, 210

branding is DEEP BLUE and secondary supporting colors

HEX: #24272A

HEX: #CEDFD7

that are used is BLACK CORAL, JETTY and OPAL OPAL. The

PMS: 426 C

PMS: 621 C

GOLD

GOLDEN HONEY

CMYK: 27, 27, 54, 7

CMYK: 6, 16, 57, 0

RGB: 170, 154, 114

RGB: 239, 203, 126

HEX: #B2A47B

HEX: #F0D283

PMS: 871 C

PMS: 7403 C

C O L O R PA L E T T E Colors are more than just a visual aid because they convey emotions, feelings and experiences. When used consistently color will reinforce the cohesiveness of the brand identity.

accent color that is primarily used throughout the main branding is GOLD and when possible with a metallic material finish. The color GOLDEN HONEY is used as secondary accent color.

BRAND GUIDELINES

PHOTOGRAPHY GUIDELINES Photography is a powerful way to communicate the unique experience and brand identity of Offshore Coffee Co. The images you choose should be compelling and reflective of the energy that drives the brand and cafe and all it has to offer.

TIPS: 1. Less is more! Simple, clear tone, and honest images are the best way to express the complexity of who we are to our outside audience. Unless you’re trying to capture the architecture or vibe of the cafe, photography should be free of background or foreground noise and clutter. 2. Be aware of all the essential components of an image before shooting or using them in communications. Avoid using images that are busy, too complicated, out of focus, low resolution, or too darkly lit.

L I F EST Y L E P H OTO G R A P H Y Lifestyle images add context to the brand’s messaging and the products being sold. It acts as a portal to the world of what Offshore Coffee Co. is all about and plays a crucial role in creating brand trust and recognition. To ensure consistency across all applications all lifestyle images are to be edited with minor treatments that adds soft, clean, and natural tones to reflect the brand’s identity. If applicable a custom lightroom preset can be created to maintain consistency otherwise the treatment should be applied to the image manually.

L I G H T R O O M P R E S E T: Please keep in mind that you will likely need to tweak your edit slightly based on your photo, camera settings & lighting conditions.

BRAND GUIDELINES

ST U D I O P H OTO G R A P H Y Studio photography are high production images to show case the premium qualities of the brand’s products. Due to the complexity nature of studio photography it is used specifically for showcasing coffee packaging, or branded merchandise. The brand look when shooting high quality images is achieved with clean simple concepts and balanced lighting.

BRAND GUIDELINES

FINAL COMMENTS If ever in doubt on how to use the brand elements refer back to this guide or feel free to reach out to Head Hike Creative (headhike@gmail.com) for any questions. These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks it’s best across all applications.

BRAND GUIDELINES

H A P P Y C R E AT I N G !

BRAND GUIDELINES