c ffeevolution brand guidelines
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c o n t e n ts pag e What is coffeevolution? Tone & Imagery Using colours Using fonts Logo Menu Packaging Packets Cups Stationery
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coffeevolution Reassuringly fairtrade, refreshingly independent Coffeevolution is Huddersfield’s first espresso bar, opened in 2000. They take utter pride in furnishing customers with their own blend of roasted coffee, along with a selection of other internationally acclaimed roasters’ offerings.
Coffeevolution is a very cosy environment where customers can sit and enjoy a drink or some of the food that is available. It is an ideal environment for students, adults and couples.
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welcoming f r i e n d ly happy wa r m light-hearted humorous quirky charming artisan
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Tone of voice Coffeevolution is a very light hearted and relaxed coffee shop. At the heart of the shop is the baristas, all who are very warm and welcoming. The atmosphere and theme of the shop is very quirky, there are wooden floors and tables, accented with deep burgundy seating.
The tone of voice in all branding should be very upbeat, light hearted and friendly, even humorous at times. Nothing should be taken too seriously, as to invite customers into the shop and create the right atmosphere. Both employees and customers should enjoy the Coffeevolution experience.
imagery The bottom logo is the classic Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand. Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
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C= 0 M= 0 Y= 0 K= 0
R= 255 G= 255 B= 255
C= 0 M= 0 Y= 0 K= 0.039
R= 245 G= 245 B= 245
C= 23 M= 100 Y= 100 K= 21
R= 155 G= 0 B= 0
C= 0 M= 0 Y= 0 K= 100
R= 255 G= 255 B= 255
using colours The colours used in Coffeevolution white, pale grey, deep red and are very strict when it comes to black. Samples and information is the branding and merchandise. to the left. Only four colours need to be used;
using fonts ostrich sans inline Helvetica Neue Thin
For titles the font Ostrich Sans Inline has been selected to use as it is a clear font to read and suits Coffeevolution. The font must always have kerning of 300 as the font without kerning is too cramped.
The secondary font for all branding for Coffeevolution is Helvetica Neue Thin, as this is more readable for sections of text that are smaller in size and longer in length.
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logo coffeevolution c ffeevolution coffeevolution
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The top logo is the Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand. Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
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c ffeevolution coffeevolution c ffeevolution
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f f e evo luti on
coffeevolution
misuse of logo To the left are some examples of 3. Completely wrong use of colour. Both the text and background do how not to use the Coffeevolution logo. This is what is wrong with not use the four specified colours. 4. The logo has been squashed, each: 1. Dark text on dark background is in no way should the logo be squashed to fit on a page or for incorrect, also the coffee beans needs to be the same colour as any other reason. the text. 5. The logo has been stretched. 2. The bean isn’t on the logo - it is As with squashing, this is not essential that this is a part of the the correct use of the logo as it logo as it is the key point of the is not how it has been designed brand identity. and looks unprofessional.
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menu TExt Sizes Front of Menu Logo: 80pt Subheading: 65pt Back of Menu Logo: 93pt Heading: 66pt Subheading: 20pt Item: 13pt Descriptions: 10pt
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The bottom logo is the classic Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand. Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
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pac k ag i n g TExt Sizes Label text size: 19pt
The bottom logo is the classic Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand. Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
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where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
bagel
Pa n i n i
salad
bar food
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pac k e ts TExt Sizes
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Teabags Logo: 20pt Heading: 30pt Tab: 12pt
The bottom logo is the classic Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand.
Sugar Logo: 14pt Heading: 21pt Subheading: 15pt
Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
TEA
c ffeevolution
White
sugar
coffeevolution
brown
sugar
coffeevolution
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cups The bottom logo is the classic Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand. Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
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where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
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s tat i o n e r y TExt Sizes Business Cards Logo: 16pt Text: 10pt Letterhead Logo: 16pt Text: 9pt
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The bottom logo is the classic Coffeevolution logo that is to be used on all products and documents that are produced by the company, as to keep a consistent brand. Typically, as all of the branding should have the light grey cast to it, the top logo should be used on most of the products, however, in occasions
where the logo needs to be used on a red background (such as the menu) it should be light grey on the Coffeevolution red shade. When printing the logo on any other surface you should keep it black on lighter surfaces and white on darker surfaces. Use your judgement on whether the logo is readable.
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