WIRED COFFEE CO. BRAND STANDARDS MANUAL
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© 2014 by Wired All rights reserved. This book or parts thereof may not be reproduced in any forms, stored in a retrieval system, or transmitted by any means — electronic, mechanical, photocopy, recording, or otherwise — without prior written permission from the Wired Corporate office, except as provided by United States of America copyright law.
CONTENTS
IDENTITY 06 brand overview 07 introduction 08 usage of logo
VISUALS 12 typography 13 color
APPLICATION 15 business card 16 letterhead 17 envelope 18 other uses
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IDENTITY
Wired is a coffee company that believes that you should not have to sacrifice taste when making health-conscious decisions. We appeal to the health conscious, the trend-setters and everyone else in between.
BRAND OVERVIEW LOGO INSPIRATION
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LOGO VARIATIONS
BRAND INSPIRATION
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ABOUT US At our coffee company, we make great coffee with deeper purpose and meaning. Wired believes that you shouldn’t have to sacrifice taste when making health-conscious decisions. We noticed that our fast-paced, on-the-go society which we live in puts pressure on the individual to complete tasks within a timely manner. Sometimes this pressure cannot be met without a little caffeinated boost. It then becomes difficult to get that boost while not adding lots of hidden sugar and toxins in your diet. To solve this lack of a healthy alternative, Wired uses guarana in each and every brew. Guarana is a small round fruit commonly used in supplements to boost energy, and increase stamina and physical endurance. Guarana’s energy-boosting benefits come from its seeds, which are the richest natural source of caffeine, containing about 2.5 times the amount of caffeine found in coffee. Containing theophylline and theobromine, guarana counters the over-stimulating effect of caffeine making it ideal for long-term use to boost energy. The best part about it, which is separates Wired from the rest, is the use of guarana seed makes this kind of caffeinated beverage a healthy, natural alternative to your predicable cup of one-pump caramel-doluce, venti iced coffee from Starbucks. At Wired, we believe that each cup of coffee is an enjoyment that helps us keep up with the craziness of the storm of life. We are dedicated to bringing the experience and integrity of great coffee to our customers. So stay on the look out for Wired and become unstoppably healthy.
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LOGO USAGE CONSTRUCTION ORIGINAL LOGO The logo is a combination of a coffee cup, the mixing of cream and sugar, and the steam. Steam, which is represented by the swash motif, also resembles the surge of energy that one would get from drinking a guarana coffee. The original logo is displayed as black.
ALTERNATIVE LOGO The Wired logo can be used in alternative colors for the business cards.
CLEARSPACE With the exception of the business cards and envelopes, there should clearspace on all sides. The space must be at least 6px.
BLEED The logo is allowed to bleed on the business cards and envelopes in top left corners of the curves.
MINIMUM SIZE The Wired Logo, no matter the color variation, should not be sized down any smaller than a width of 1 inch.
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1 inch
LOGO USAGE PATTERNS EXTRACTABLE LOGO The swash motif can be separated from the original logo to create patterns. The extractable logo can be used in alternative colors depending on the color palette of the business cards. In other uses, the swash is to be displayed in black.
PATTERNS The swash motif is used for back designs for the letterhead and for the business cards.
MINIMUM SIZE The swash motif, no matter the color variation, should not be sized down any smaller than a width of 0.5 inch.
0.5 inch
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LOGO USAGE UNACCEPTABLE RENDERINGS ORIGINAL LOGO Both the original and alternative logos should never be altered in any way, other than sizing up or down. Logos should not be stretched, distorted, or rotated.
EXTRACTABLE LOGO
WIDTH DISTORTION
The extractable logo should never be altered in any way, other than sizing up or down. No stretching, distortion, or rotation. However, the swash motif can be repeated to create back design patterns.
ROTATION
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VISUALS
The Wired brand, everything from its logo to typographic and color choices, was designed to capture the philosophy of the coffee company — coffee with simple, healthy ingredients.
TYPOGRAPHY Wired as a brand uses two typefaces consistently: St Marie and Edmondsans. With one modern slab serif and one chic sans serif, Wired’s typefaces are available on the Internet. The St Marie family was purchased via the website, fonts.com. Edmondsans was made available for free download on lostype.com. On digital applications, Opens Sans will be used as an alternative to St. Marie. Open Sans is a Google font.
EDMONDSANS: STATIONARY & HEADER TYPE Edmondsans Regular Edmondsans Medium Edmondsans Bold
ST MARIE: PRINT BODY COPY TYPE St Marie Thin St Marie Extra Light St Marie Light St Marie Regular St Marie Demi Bold St Marie Bold St Marie Extra Bold St Marie Black OPEN SANS: WEB BODY COPY TYPE Open Sans Light Open Sans Regular Open Sans Semi Bold Open Sans Bold Open Sans Extra Bold 12
COLOR PALETTE Wired sticks to three main Pantone colors. Black is the primary Wired color, while the secondary colors consist of Pantone 7527 U and Pantone Warm Gray 5U. It may not be a lot of color but the simplistic palette is meant to associate coffee quickly to any customer that sees Wired branding.
BLACK CMYK 0 0 0 100 RBG 0 0 0 #000000
WARM GRAY 5U CMYK 36 33 36 0 RBG 169 160 154 #A9A09A
7527 U CMYK 4 4 4 0 RBG 220 214 209 #DCD6D1
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APPLICATION We like to represent ourself in a certain way. Our brand is important to us. So we’d like to make sure we make the right impression, so the following shows how we apply our logo to our stationery and other marketing materials.
LETTERHEAD FORMAT 8.5 in x 11 in
0.5 in
1 in
5.75 in
1 in
1.25 in
MATERIAL Linen Cardstock
TYPOGRAPHY Logotype Edmondsans Medium 14 pt font size Contact St. Marie Regular 11 pt font size/16 pt leading Body Copy St Marie Regular 11 pt font size/16 pt leading
BACK DESIGN Pattern Swash Motif
Not shown to true size.
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BUSINESS CARDS FORMAT 3.5 in x 2 in
MATERIAL Linen Cardstock
TYPOGRAPHY
0.5 in 1 in
Company Name Edmondsans Medium 14 pt font size Employee Name Edmondsans Medium 8 pt font size
0.5 in
Position & Description Edmondsans Regular 8 pt font size/12 pt leading 50% tint
BACK DESIGN Pattern Swash Motif in certain colors depending on what colors were used on the front of the card
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1.25 in
2.25 in
ENVELOPES FORMAT 0.5 in 1.75 in
9.5 in x 4.125 in
4 in
MATERIAL 1.5 in
Strathmore #10 size
3.25 in
TYPOGRAPHY
1.25 in
0.875 in
Company Name Edmondsans Bold 40 pt font size Return Address Edmondsans Regular 16 pt font size/23 pt leading
3 in
ENVELOPE LINER Pattern Swash Motif
8.25 in 8.75 in
Not shown to true size. Reduced by 60%.
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STATIONERY Wired’s professional and attractive business stationery is important because it not only identifies the business, but it is also an effective marketing tool. Custom designed business stationery demonstrates professionalism and can often attract new clients.
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COFFEE PARAPHERNALIA On the coffee cup sleeves and ground coffee packaging, the Wired logo is to be displayed as seen below. The coffee cup sleeves are always printed in Pantone 7527 U. The color on the grounds can change depending on the flavor of coffee.
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STOREFRONT On the Wired storefront windows, The logo is allowed to be a variation that reads “Wired, Coffee Company, Syracuse New York, Est. 2014”. The logo should be displayed in Pantone 7527 U using Edmondsans typeface.
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SALES FLOOR Inside a Wired store, the logotype will appear on the top of the menu and on various signs on the counter top in addition to sold products.
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CONTACT QUESTIONS? Got a question on how to use the brand? Feel free to contact Jacqueline Reilly, our creative director at creative@wired.com.
WIRED HEADQUARTERS 617.894.4200 606 EDGEWARE ROAD SYRACUSE, NY 13210
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