BRANDGUIDE 1
2
TABLE OF CONTENTS Values & Mission
05
Primary Logotype
06
Secondary Logotype
07
Black & White Logo’s
09
Colours
11
Other Special Graphic Elements
12
Logo Restrictions
13
Typefaces
15
Logo Photo Application
17
Business Card Application
18
Stationary Application
19
Signage Application
21
Other Assesories
23
Poster Application
24
Our App
25
Package Application
26 & 27
Our Website
28 & 29
Our Uniform
30
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Values & Mission What Are We All About? Roasted oak specializes in bringing quality baking and fresh authentic organic coffee to our customers, our aim is to leave our customers feeling, rejuvenated, rested and satisfied.
Class &
Modern &
Professionalism
Innovative
We at Roasted Oak believe in giving a high-Quality service to all of our customers. We hold our staff members accountable to all customer interactions and expect that they may provide Professional, efficient and satisfactory service that our customers will enjoy and appreciate.
Here at the roasted oak, we try to create new innovative and interesting ways to present our products and brands to our customers. We like keeping things interesting for our customers as well as keep them up to date with the latest trends. We show this in the look and aesthetics of our Products and shop.
Quality
Organic & Fresh
At roasted oak, we hold our customer service in high regards but as well in that we believe in delivering quality coffee and baked goods cooked, prepared to perfection by our well-trained baristas and bakers. We want to leave our customers with a lasting delicious taste and with them getting their money’s worth.
All our products are prepared fresh in our shop That way our customers get the full quality of our freshly made bread and roasted organic coffee beans.
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Primary Logotype ‘Word Mark Logo’ Smallest Size This is the smallest size that our logo can be resized to, which is a height of (35mm) and a width of (75.998mm). we do not allow it to be resized any less than this because it affects the readability of our typeface and logo. For reference, the (W) represents the width and the (H) represents Height.
Clear Space Clear space is measured by the width of our logo’s stylized (O) no object or element other than our logo can interfere or be placed within this space. These rules may, however, be modified when it comes to placing our logo over a photo or background see (logo photo and element placement page for details).
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Height (H) - 35 mm Width (W) - 75.998 mm
Secondary Logotype ‘Icon Logo’ Smallest Size
Logo “Bleed”
This is the smallest size that our logo can be resized to, which is a height of (20.377 mm) and a width of (18 mm). we do not allow it to be resized any less than this because it affects the readability of our typeface and logo. For reference, the (W) represents the width and the (H) represents Height.
Although our logo does not have any clear space rules our logo does have a bleed rule for when using it in branding. The rule is that half our logos “O” is What the maximum amount of bleed our logo Is allowed. Our logo may not exceed bleed greater than this.
Bleed Line
Clear Space Our smaller logo has no clear space rules and can be placed on items in many ways, however, there are some rules to how we would like you to place our logo for this see our “application & restriction pages.
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Black & White Logotype BW Logo’s Although our primary logo’s main colours will be our chosen grey and black Pantones (see page 14 on colour application details) we do also have the option to use black and white with our logo. Our brand uses white a lot when we apply our logo to our pattern background and our photography photo as well as many more other Products and Signage.
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Colours •
•
•
This is our main brand logo colour It is used for many things as well as applying it to photo filters. The logo is used in the following: Our main logo, Our secondary logo, Our text and headers, other graphic elements, Publication, and website.
This is our Pantone black it is used for our backgrounds, headers, our Brand Pattern background and other special graphics Elements specified in the next page, it is not allowed to be used for our logo, however.
Our Pantone grey is used for the main colour of our logo apart from white and is also used in our pattern, for body text and other graphic elements.
CMYK: 18,47,82,7
80%
50%
Pantone: 7510C RGB: 200,138,61
This Colour May be used in these tones or opacity’s. (No Others)
CMYK: 75,64,58,73
80%
50%
Pantone: 426C RGB: 37,39,40
This Colour May be used in these tones or opacity’s. (No Others)
CMYK: 66,54,47,43
80%
50%
Pantone: 7540C RGB: 75,79,84
This Colour May be used in these tones or opacity’s. (No Others)
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Other Special Graphic Elements Our “Pattern”
‘Pattern’
This is our pattern it can be applied to any product, stationary, websites other “Brand” related material specified in this guide. It must stay as a background and cannot be edited in anyway this includes changing its color.
Our “Icon Illustrations” These are our icon illustrations they are used on our coffee cards/business cards and menus etc. They must be used as a background asset/ educational asset and not as a primary way to brand an item.
Our “Framing Box” Maximum point size is 7pts minimum is 1pt this (5 to 20 Pixels) wide. must stay at least 5mm away from the boarder, this rule cannot be broken. The Framing box can be resized and changed to the colours specified in our colour manual (page 11). Once again we emphasize the point that the width of the stroke can only be between 7 to 1pts (5 to 20 pixels).
“Icon Illustrations”
12
‘Framing Box’
Logo Restrictions
You cannot make our logo’s transparent or add any affect e.g. shadows or glows. our logo must be left untouched and the way that it is.
You cannot Rotate our logo’s.
Do not edit or remake our logo in any way, this includes both versions of our logo.
You cannot place any objects behind our logo Except for the ones we have specified in this guideline. ( See Other elements, Application and photo placement pages for more details).
You cannot change the colour of our logo to any other colour apart from the ones we have specified. (See Logo Colour Page). This includes all versions of our logo.
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TypeFaces Bitter is our primary typeface used in our logo. This font, however, may also be used as headers on posters, websites, stationery, Packages and any other of our promotional items. It may not, however, be used as a body copy, the reason for this is that it is too condensed and hard to read.
Avenir is our secondary typeface and is used for of body copy in letters, stationery, packaging instructions, Menu’s etc.
Helvetica is our third typeface and is only used for body copy text on our website or our apps.
Aa Bitter
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890`-=~!@#$%^&*()_+
Aa Avenir
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
1234567890`-=~!@#$%^&*()_+
Helvetica abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890`-=~!@#$%^&*()_+
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Logo Photo Application Our Images
Logo Wordmark
Our Icon Logo
We love our logo and would prefer not to have it miss treated. This goes especially when applying it to photography. Here are some rules to keep in mind when applying it to images.
When applying this logo to images the maximum space it may be placed from the images border is relevant to the size of the logo’s “O” see page 6 for more details. Our logo may not exceed this measurement.
When applying our icon logo remember that it has a ‘bleed rule’ and may not break this rule at any time. See page 6 for more details.
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Business Card Application Our Business Cards These are our business cards. They come in two styles and are also used in the shop as coffee/bun cards. What is that? well, our customers may redeem their cards after buying a certain amount of coffee or bread based products. For example, if a customer bought eight or more of either coffee or Bread based products, they would be entitled to get one free coffee or bread based product. The employee stamps a hole in the card every time the customer purchases a product.
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Stationary Application Our Stationary This is our stationary application, it comes in two styles but we would prefer you use the first gold style application. our coffee cups have our custom pattern on it embroidered with our wordmark logo.
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Signage Application
21
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Other Assesories
23
Poster Application Our Poster Campaign This is our promotional poster campaign to help kickstart our business. all poster abide by rules apart from the boarder of the poster, which is an exception only for these poster designs. The logo has been spaced according to the photo application and clear space rules. The photo’s themselves have a custom Pantone filter added which is our brands gold/brown color. All posters are to be print on an oversized A3 page with 3mm bleed. The paper stock should be 250gsm and is aloud to be eather gloss or mat.
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Our App Our App This is our app it is used to look at our food and drink menu’s, place orders, use our customer paywave cards and give you infomation about our product and services.
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Package Application Coffee Cup Holder (1)
Large Package (3)
This package is to be printed on an oversized A4 or just an A3 page. The circles in the middle should be between 60mm - 70mm in diametre, no bigger as it will not hold the cup. Please size the files in accordance to the circles specifications. no stretching or editing the package.
For a reference when sizing, make sure the base of this package is 70-60mm by 70-60mm . Everything else is scale in accordance.
Small Package (2) For a rule of thumb when sizing the dimentions of this package, make sure that the base of the package is 168mm-150mm by 168mm150mm. Everything else will be scaled in accordance.
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(1)
(2)
(3)
27
Our Website
Home ‘Page’
28
Contact ‘Page’
Menu ‘Page’
About Us ‘Page’
29
Our Uniform
30
31
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