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Inside Logo
Logo Usage Logo No No’s
Typography
Fonts Hierarchy Type Elements Usage
Elements Color Graphic Usage
The Difference
Story Positioning and Tagline Mission Keywords
Language
Brand Words Language Statements
Mood + Inspiration Photography
The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
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Logo Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative
FINAL LOGO The Casana logo communicates heritage, quality, and spirit with a genuine sense of personality. This logo is simple in its aesthetic, but powerful in presence.
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logo [proper logo usage]
PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.
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logo [proper logo usage]
EMBLEM The emblem was created to further convey Casana’s heritage in addition to the primary logo. The emblem must always be accompanied by the primary logo. helium creative
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logo [proper logo usage]
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LOGO ON BRAND ELEMENTS + PHOTOGRAPHY When the logo is used over any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. Casana // Brand Guidelines
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logo [proper logo usage]
1.3�
90px
90px
SCALING The primary logo can be scaled to a minimum of 1.3� wide in print and 90px wide for digital applications. helium creative
SCALING FOR DIGITAL The stacked logo can be scaled to a minimum size of 77 px wide for digital material, with the main logo used at a minimum of 125 px wide.
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1” text safe zone
image safe zone
PADDING Allow for at least 1x the height of the letter A around the logo for appropriate clearing when placing an image near the logo. Allow for a minimum of 1” of space when placing body copy near the logo. Text can easily compete with the logo and interfere with it’s strength. Ample white space is always preferred.
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logo [improper logo usage]
IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.
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ADDING ELEMENTS
SKEWING THE LOGO
Adding other graphic elements such as strokes, outer glows or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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CASANA
ALTERING THE LOGO
CHANGING COLOR
ALTERING FONT
Don’t mess with a good thing! Let it be. No playing with sizing, scale, composition, etc.
No weird colors, please! Stick to our brand colors and proper usage. Keep it classy.
The logo must always maintain its integrity. Do not change the font please! Casana // Brand Guidelines
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logo [improper logo usage]
LOGO ON BACKGROUND When the logo is used on any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples as a guide of what not to do. helium creative
TOO BUSY / NOT ENOUGH CONTRAST. FIND AN AREA OF PHOTO THAT HAS MORE OPEN SPACE AND WILL OFFER A STRONG BACKGROUND.
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TOO BUSY, NEEDS MORE WHITE SPACE. SHOULD HAVE CLEAR AREA AROUND LOGO FOR VISIBILITY.
LOGO SHOULD NOT ATTACH TO ANY DESIGN ELEMENTS, RATHER IT CAN FLOAT WITHIN NEGATIVE SPACE. Casana // Brand Guidelines
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typography
GT SUPER
DISPLAY BOLD
“GT Super is the result of an extensive investigation into display serif typefaces from the 1970s and 80s. It focuses on the expressive and idiosyncratic nature of calligraphic motions, compelled into stable, typographic shapes. The goal with GT Super was to expand on the unique traits of those designs while building a consistent typographic system. The Display styles, with their fine details, work best when used large, while the Text styles focus on body copy performance.”—Grilli Type
Super Display Bold DISPLAY REGULAR
Super Display Regular TEXT
Super Text Regular
Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
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GT SUPER DISPLAY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
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typography
GT AMERICA MONO GT America Mono was chosen for its utilitarian nature. It is versatile and robust while still having the quirky character that you would expect from a traditional monospaced typeface.
REGULAR
America Mono Regular BOLD
America Mono Bold
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GT AMERICA MONO
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@ # $ % ^ & * ()-_+={}
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typography [hierarchy]
Display and Headline SUPPORTING / BOLD
Body Copy
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DISPLAY GT Super Display Bold / Regular 0 pt tracking Suggested leading: 1 pt > font size
SUBTEXT GT America Mono Regular / Bold 100 pt tracking Suggested leading: 1 pt > font size
BODY COPY GT Super Text Regular 0 pt tracking Suggested leading: 1.5-2 pt > font size
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DISPLAY
- Headline - Call out
SUPPORTING
BODY COPY
- SUBHEADLINE - MINOR CALL OUT - SECTION TITLES
- Main Body Copy - Listed Items and Ingredients - Contact information - Advertising copy
- S U P P O R T I N G I N F O R M AT I O N
- Pull quote
- D I G I TA L B U T TO N S
HOW TO USE DISPLAY HEADLINES Display headlines are used for any showcased/primary call outs or headline typography. It is ideal for a single sentence, pull quote or strong statements that you want to stand out or pack a visual punch. Display usage is great against a photograph or high contrast background.
HOW TO USE SUPPORTING HEADLINES Secondary headline type is used to contrast Display type and add visual punch. This typographic treatment is best used for supporting information, categories, etc. and is often paired with display headlines, body copy, buttons on web pages, contact and other minimal information. Supporting copy should be brief, kept only to a few words or short statements and quotes.
HOW TO USE BODY COPY Your body copy is what you will write letters with, format large areas of copy, display information about the brand or product. Body copy is often large areas of text, or can be elongated sentences/short paragraphs.
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typography [usage]
OVERVIEW: These pages serve to show examples of typography usage for better understanding of hierarchy and application. Varied samples of body copy and headlines are showcased to demonstrate the ratio of headline to body copy, as well as the importance of maintaining clear and legible body copy with appropriate leading and sizing.
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PRIMARY LOGO
SUPPORTING GT America Mono Regular Size: 7 pt Tracking: 100 Leading: 10
531 GREENE STREE T K E Y W E S T, F LO R I D A 3 3 0 4 0 U. S . A .
SUPPORTING GT America Mono Regular Size: 7 pt Tracking: 100 SUPPORTING GT America Mono Regular Size: 14 pt Tracking: 100
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typography [usage]
SUPPORTING GT America Mono Regular Size: 7 pt Tracking: 100 BODY COPY GT Super Text Regular 0–25 pt tracking Leading: 1.5 pt > font size Set: Justified
There is sweat behind Casana, there are sleepless nights and heavy hearts. There are long hours, moments of frustration and periods of wondering if it will all work out. And there is love behind Casana. Pure, unadulterated passion that kept Ana pushing forward every day. There is the zest for human connection, to fold into the lives of customers and their story, to lend a fiery sense of humor to brighten each day, or impart some much needed tough love to give the kind of compassion only family can give. The kind of compassion one can taste. Casana is a taste of the authentic – authentic flavor, service and heritage. A café where the Cuban experience is felt in every Cortadito. To experience Casana�s is to feel as though you�ve earned a seat at the family table, where comfort classics are underscored by informal banter. With each taste of Casana is the unintentional gift of tasting years of dedication to building an environment cultivated through tireless days of passion-fueled work. The determination to provide for family and the community, with an unmatched dedication to pride and quality.
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SUPPORTING GT America Mono Regular Size: 7 pt Tracking: 100 Leading: 10 HANDWRITTEN / STAMP
TU AMIGO
+1 3 0 5 . 9 1 6 . 5 5 8 0 OY E @ C A S A N A C U B A N O. CO M C A S A N A C U B A N O. CO M
OUTLINE DISPLAY GT Super Display Bold Tracking: Custom Leading: Custom Special: .5 pt Outline
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Elements Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
COLOR The Casana color palette is composed of colorful, yet muted and subdued hues. A sophisticated palette to communicate Casana’s heritage and Cuban spirit.
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elements [color]
OFF-WHITE Pantone 7527 RGB 221, 214, 196 CMYK 13, 12, 22, 0 HEX #DDD6C4
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ORANGE Pantone 723 RGB 180, 106, 41 CMYK 24, 63, 100, 10 HEX #B46A29
RED Pantone 1797 RGB 176, 52, 49 CMYK 1, 87, 75, 30 HEX #B03431
GREEN Pantone 7769 RGB 67, 68, 46 CMYK 62, 53, 78, 50 HEX #43442E
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100%
90%
80%
70%
60%
50%
40%
30%
20%
TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on the Plant Intention logo. Casana // Brand Guidelines
10%
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elements [graphic] [design]
GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.
1976 This is a special year for Casana. It represents the beginning of Ana’s story; her hard work and humble beginning. We choose to remember our beginnings and honor our past, not many coffee shops can say they have been through as much as Casana has. This graphic should be used on memorable pieces with elegant printing processes. Embossing, stamping, letterpress, and foil are all ways to communicate the truly special history of Casana. helium creative
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CURLY BRACKETS The Casana curly brackets are a strong graphic element that is used to enhance an overall composition. It’s purpose is to frame imporant content and add a flare of elegance to an otherwise minimal composition.
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The Difference What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative
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The heart of family beats loudest. A constant wave of energy to do best for those you love, to work tirelessly for the purpose of creating purpose, for creating your best life; the most carefully knit quilt of tradition, culture, joy, laughter and motivation. The motivation to wake each day and put on your strongest face even when faced with challenge.
Ana was Cuban-born and Key West-raised, inheriting a deep appreciation for her culture, as well as the togetherness that food creates for family. As a young mother who saw beyond obstacles and made her own opportunities, Ana worked hard to raise a family while developing her love of Cuban coffee culture into a Key West staple. Ana’s Café became the go-to Cuban café with Ana as the face customers wanted to see. The energy of her spirit shaped the mold that made Ana’s Café a success. And with the continued growth of Ana’s Café into Casana, the bold, magnetic, fierce spirit that was Ana is ever-present in the evolution of her legacy, carried on by her sons, Alex and Gordo. There is sweat behind Casana, there are sleepless nights and heavy hearts. There are long hours, moments of frustration and periods of wondering if it will all work out. And there is love behind Casana. Pure, unadulterated passion that kept Ana pushing forward every day. There is the zest for human connection, to fold into the lives of customers and their story, to lend a fiery sense of humor to brighten each day, or impart some much needed tough love to give the kind of compassion only family can give. The kind of compassion one can taste.
BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are. Casana // Brand Guidelines
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the difference [positioning statement + tagline]
Casana is a taste of the authentic – authentic flavor, service and heritage. A café where the Cuban experience is felt in every Cortadito. To experience Casana’s is to feel as though you’ve earned a seat at the family table, where comfort classics are underscored by informal banter. With each taste of Casana is the unintentional gift of tasting years of dedication to building an environment cultivated through tireless days of passionfueled work. The determination to provide for family and the community, with an unmatched dedication to pride and quality. The story of Casana is the story of the woman behind Casana: the caretaker, the nurturer, the firecracker of a mother who served as the backbone of her family. This strength is infused into every piece of Casana, along with a no-frills, stubborn, honest desire to simply make people happy and feel at home. Casana is an attempt to bottle a woman who can’t be contained, to capture the essence of someone who’s reach was as massive as her personality. Casana embodies this authentic character, this genuine sense of personality with love for heritage, tradition, craft, and most importantly, family. helium creative
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the difference [positioning statement + tagline]
Casana is a Cuban café & roaster serving traditional Cuban coffee and food with homage to its culture, quality and vibrant character of its founder, Ana. Casana’s finecrafted blend of roasted coffee, classic preparation, focus on heritage, and desire to offer the very best customer service, positions Casana as the go-to brand for an authentic Cuban café experience.
POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand ‘niche’ or position. The positioning statement is not shown to anyone outside of the company. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative
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Esto es Ana’s House.
TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line.
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the difference [values]
Authentic (Cuban) Culture is ingrained in every facet of Casana, as we embrace our heritage by crafting a true taste of the Cuban experience, energy and flavor in every cafecito.
Quality Casana continuously offers our very best in regard to coffee and food products, customer service, and delivering an authentic experience rooted within our Cuban culture.
Character A genuine sense of personality in all areas of Casana, from interior space to all brand efforts, inspired by the fiery energy and passion of Casana’s founder, Ana.
KEY TERMS / VALUES Core values and key terms are meaningful statements that define what’s important to your business and exemplify how you conduct it. As part of your brand, it’s critical to identify and communicate your company’s core values to attract customers and motivate employees. These statements embody the essence of the brand, your story and how it is conveyed in all aspects. In short, these terms are the key ingredients that describe who the brand is and what it stands for. helium creative
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Family Our culture is woven upon an honest desire to make people happy and feel at home, where laughs are shared along with a love for heritage, tradition and most importantly, family.
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the difference [mission]
Casana is a taste of the authentic – authentic flavor, service and heritage. A café where the Cuban experience is felt in every Cortadito. With each taste of Casana is the unintentional gift of tasting years of dedication to building an environment cultivated through tireless days of passion-fueled work. The determination to provide for family and the community, with an unmatched dedication to pride and quality.
MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative
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Language The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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Casana is:
- Authentic - Honest - Culturally-driven - Timeless - Rooted - An Experience - Playful - Knowledgeable - Confident - Modest - Personal
Casana is not: - Themed - Kitsch - Trendy - Impersonal - Disingenuous - Braggadocios - Cold / Shallow
VOICE The Casana voice is authentic. It is steeped in its culture and traditions, while still current in approach. There is wit, subtle humor, modest expertise and directness. Casana comes across as a true expert in the space of Cuban coffee preparation with ease, a comfort due to its familial heritage, much like an inherit trait. Latin terminology is woven throughout the brand not only to be true to its roots, but also to be playful with language and show a marriage of American and Cuban heritage. Casana // Brand Guidelines
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language [words]
Authentic Cuban Heritage Tradition Culture
Fiery Quality Service Family Spirit
Rich Integrity “Slim” Home “Ana’s House”
BRAND WORDS Key words can help describe, identify or empower a brand. Through our discovery process we identified key words that can be used to discuss the brand internally or to market, whether in sales collaterals, messaging, PR, social media, or any other platform. Brand words help describe the feeling, mood and story of the brand or product. helium creative
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Casana Casana // Brand Guidelines
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MOOD + INSPIRATION: The overall mood and inspiration for Casana is derived largely from the history of the company, with its original owner Ana and her Cuban heritage, love for making people happy and quality-made, authentically prepared Cuban coffee and food. The mood board reflects elements of character, worn or lived-in materials/aesthetics, imagery that is timeless, rough around the edges and expertly composed with intention. The overall mood of Casana should feel comfortable, classic and effortless. A brand that is genuine to its culture without feeling contrived or kitsch. Casana is understated and classic, the perfect harmony of something that feels like it’s been around forever but is still modern in approach. Colors are deep and rich, warm and relaxed, while supporting elements such as texture, paper, treatments and materials offer the feel of genuine charm and character. The images to the right are a consolidated mood + inspiration board for any continued design applications.
Mood + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative
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OVERALL STYLE Photography styling of Casana is lived-in, authentic, and warm. They should make you feel like you are home. Photos will never appear overly posed or like stock. The following pages overview general styling and concept.
Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative
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photography
PORTRAIT These photos should feel natural, unrehearsed, and capture the warmth of Casana.
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photography
PRODUCT / INGREDIENT These images will be a main brand staple for Casana. Showcasing the handmade, crafted quality of Casana’s drinks and food is essential. These images should feel warm and almost tangible; a romanticized image of the cafe. The viewer should be able to imagine themselves there.
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LIFESTYLE These are brand images that are used for texture, color, and background that show either people living inspired moments or are simply beautiful in aesthetic, such as nature. These types of images may show joyful interaction, candid activity of people together, or inspired moments captured. These images should be fun, warm, and friendly.
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photography
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