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Graphic Standards Manual
Table of Contents 01 About Us 02 Identity 03 Typography 04 Colour 05 Imagery 06 Applications
Introduction The following standards have been developed to provide direction for the use of Blenz Coffee, and application and adaptation of our visual identity system. Questions or concerns regarding this document or any application of the Blenz Coffee Identity can be directed to I-Chen Hsu.
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01 About Us
01 About Us
About Blenz
Blenz Coffee | Graphic Standards Manual
Blenz Coffee is a Canadian chain of franchise coffee shops. Blenz was founded in Vancouver in 1992 and has grown to over 60 franchises internationally. Presently the majority of locations are located in British Columbia, with international stores in the Philippines, China, and Japan. Blenz is primarily a coffee shop, but also serves a variety of hot and cold beverages, desserts, and assorted food items such as wraps and sandwiches.
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01 About Us
Brand Story
Blenz Coffee | Graphic Standards Manual
Blenz Coffee is an excellent example of the Canadian dream. Started in 1992, Blenz Coffee has continued to serve and nurture local and global communities one cup at a time. At Blenz, we believe in creativity, hard work and great craft. Blenz Coffee doesn’t just represent dreamers, but also doers that strive to dreams things happen.
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01 About Us
Missions + Values
Blenz Coffee | Graphic Standards Manual
Always strive for improvement.
We want our customers to leave the store better and happier.
Premium quality drinks. We only use the best ingredients.
Drinks made just for you. We know that personal touch is key.
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01 About Us
Big Idea
Blenz Coffee | Graphic Standards Manual
Our big idea/ mantra is “Respect the grind�. We believe that there are no such thing as irrelevant actions. Every shift in sentiment, every move and every idea is part of something bigger. This is the reason why we do every little thing with utmost focus and respect.
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01 About Us
Brand Character
Blenz Coffee | Graphic Standards Manual
Curious.
We are imaginative
Observant.
We notice every change.
Energetic and Enthusiastic. We have an infectious enthusiasm.
Excellent Communicators. We enjoy meaningful conversations.
Knows How to Relax.
We believe that having fun is as important as working hard.
Friendly.
We are approachable and welcoming.
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01 About Us
Brand Voice
Blenz Coffee | Graphic Standards Manual
Personal.
We treat our customers as our partners. We strive for the best user-centric experiences whenever possible.
Confident.
We take pride in our services and offerings that we provide to our customers and we believe that they are proud to be a part of the Blenz community as well.
Humorous.
We take our responsibilities seriously, but we’re not too serious. We believe that life is better with a dash of humour.
Relaxed.
We work hard and play hard.
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01 About Us
Audience
Blenz Coffee | Graphic Standards Manual
Our ideal audience are young working professionals that dare to be different. These individuals are determined, creative, and hardworking. Our customers choose us over our competitors believe in our brand values. To them, Blenz Coffee is not just a space to enjoy beverages, but a spirit that they carry with in life.
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02 Identity
01 About Us
Rationale
Blenz Coffee | Graphic Standards Manual
We aim to represent our brand’s values and visions through our wordmark. It is inviting, welcoming, and happy. The wordmark does more than identify who we are as a brand, but also communicate our big idea: “Respect the grind”.
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01 About Us
Primary Usage
Blenz Coffee | Graphic Standards Manual
The wordmark is to be used with the brand colours: blue and white as much as possible.
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01 About Us
Secondary Usage
Blenz Coffee | Graphic Standards Manual
Use wordmark shown here in scenarios where only black and white is use.
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01 About Us
Blenz Coffee | Graphic Standards Manual
Wordmark Rules
Safe zone
One colour
Minimum Size: one inch
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01 About Us
Blenz Coffee | Graphic Standards Manual
Improper Usage
Do not use colours not included in the primary colour palette.
Do not omit the founding year “Since 1992�.
Do not stretch the wordmark in anyway.
Do not use 100% black in one colour versions.
Do not shorten Blenz Coffee to Blenz.
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03 Typography
01 About Us
Typefaces DIN Alternate is the only typeface that will be used across all text assets. The headlines will be in bigger sizes in comparison with the body text.
Blenz Coffee | Graphic Standards Manual
DIN Alternate Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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04 Colour
01 About Us
Colour Palette The colour palette shown here are the brand colours that will be used as branding assets when it comes to illustrations and text.
Blenz Coffee | Graphic Standards Manual
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Blenz Blue
Vancouver Gray
Canada White
CMYK 86-82-0-0
CMYK 0-0-0-80
CMYK 0-0-0-0
RGB 70-75-159
RGB 88-89-91
RGB 255-255-255
HEX #464b9f
HEX #58595b
HEX #ffffff
PMS 103-14C
PMS 179-14C
PMS 1-1C
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05 Imagery
01 About Us
Blenz Coffee | Graphic Standards Manual
Photography The photographic images have evoke a uplifting feeling and inspire our customers. These images are high-quality, rich in colours and depth. They serve as a good background for illustrations.
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01 About Us
Blenz Coffee | Graphic Standards Manual
Illustrations
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01 About Us
Blenz Coffee | Graphic Standards Manual
Illustration Rules
Do use illustrations in conjunction with photographic images.
Don’t use illustration with low contrast or a busy background.
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07 Applications
01 About Us
Blenz Coffee | Graphic Standards Manual
Packaging
In-store mug design
Take-out cup design
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01 About Us
Blenz Coffee | Graphic Standards Manual
Packaging
Tote bag design
Coffee bag design
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01 About Us
Blenz Coffee | Graphic Standards Manual
Social Media Social media posts are mainly made up of two things: illustrations and photographic images. Both of the illustrations and photographic images have to adhere to the guidelines mentioned in earlier sections.
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01 About Us
Blenz Coffee | Graphic Standards Manual
Social Media Social media posts are mainly made up of two things: illustrations and photographic images. Both of the illustrations and photographic images have to adhere to the guidelines mentioned in earlier sections.
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Respect the Grind.