BRAND IDENTITY GUIDE
TABLE OF CONTENTS 04
INTRODUCTION
06
Project Brief
07
Design Overview
08
BASIC ELEMENTS
10
Color Palette
11
Typography
12
Logo Design
18
DESIGN SYSTEMS
20
Stationery
28
Signage
40
User Interface
46
Merchandise
03
INTRODUCTION 04
PROJECT OVERVIEW The MEOWTIME Cat Café is will be a Las Vegas café that offers a social space to interact with cats and a coffee shop where drinks and food are available for purchase. In some stores, they also function as a cat adoption center. MEOWTIME Cat Café caters to all cats; stray and feral and strive to improve their health and quality of living. The facility is equipped with suitable living conditions to house these cats and trained professionals for supervision. The cat cafe offers a new experience that may seem foreign to locals.
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DESIGN BRIEF The cat cafĂŠ business is still fairly new to the United States. First introduced five years ago, there have been numerous businesses throughout the states. Over these years, there are two cat cafĂŠs in Vegas. First originating in Taiwan and popularized in Japan, it is hopeful that the concept would work in the US. Bringing a business like this to the US, specifically Las Vegas, where there is a stray & feral cat issue, cat cafĂŠs would be beneficial. Having customers engage with the cats will help strengthen a bond to reinforce adoption. We strive to develop their business further to offer a strong presence in the community. Because it is a new business, we want to establish a unique and distinct presence in the Las Vegas business market. The guidelines mentioned in this booklet will provide details on communicating the MEOWTIME brand effectively and efficiently.
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BASIC ELEMENTS 08
COLOR PALETTE To work with the versatility of the logo, the colors were kept between the neutral and warm tones to relflect back on the warm and inviting nature of cat cafĂŠs. The primary colors consists of Twine and Cedar. White and Black are used as supplementary to balance out the colors.
WHITE C: 0 M: 0 Y: 0 K: 0
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TWINE
CEDAR
BLACK
C: 25 M: 40 Y: 65 K: 0
C: 50 M: 70 Y: 80 K: 70
C: 0 M: 0 Y: 0 K: 100
TYPOGRAPHY Stellar is used as the sole typeface in the logo, titles, headlines, and body text. The condensed sans serif type is perfect for legibility and versatility. The modified version appears softer with rounded caps, corners, and increased kerning. With four weights in the family, it is used interchangeably for headings and body text.
Aa Aa
STELLAR ABCDEFGHIJKLMnoPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!. STELLAR (Modified) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!.
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LOGO DESCRIPTION The logo embodies the two aspects of the company: cats and coffee. The logo has an overall curved appearance; the tail is curved upward as cats do when they are happy and the eyes curved to express relaxation and content.
Body
Cup
Tail
Handle
• When inverted, the logo resembles a mug
+
12
GRAYSCALE & RATIO To ensure the logo is applicable in all situations, measurements have been made so it maintains its integrity wherever it is placed.
1/3 x 1/3 x
x
1 3/4x
1/3 x
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MASTER LOGO
SECONDARY LOGO
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VARIATIONS To ensure versatility while maintaining integrity, the logo may have varied appearances. There is no inverted color version as the outline must be darker than the fill color.
FILL
OUTLINE
DARK ROAST
LIGHT ROAST
BLACK & WHITE
15
MASTER LOGO The logo forms a rectangle; the curved tail adds additional width to the overall composition. However, it is not balance due to the tail on the left side. A base of 1/10 x clear space around the entire logo but may be adjusted on the right side. The minimum size allows the logo to be recognizable on a small scale.
1/10x
1/10x
x
0.8 in
1 in
CLEAR SPACE
16
MINIMUM SIZE
SECONDARY LOGO The secondary logo is roughly 5x wider in ratio to its height. A base of 1/4x clear space around the entire logo; the horizontal composition elimates the tail imbalance. The minimum size is nearly twice as long and half as tall as the minimum size of the master logo.
CLEAR SPACE 1/4x
1/4x
x
MINIMUM SIZE
0.4 in
2 in
17
DESIGN SYSTEMS 18
STATIONERY The warm and inviting nature of MEOWTIME is seen in its stationery set. The brand assets used throughout the set to maintain brand cohesion. The designs are simple and consistent with the overall brand identity. Includes a letterhead, envelope, business card, folder, and cd cover.
20
LETTERHEAD 0.3 in 0.45 in
1.5 in
0.4 in 1.85 in
11 in
4.5 in
7.5 in 1.25 in 0.65 in 0.7 in
8.5 in
22
ENVELOPE 9.5 in
0.3 in 0.35 in
2.5 in 0.25 in
4.06 in
2.47 in
0.3 in
1.65 in
2.5 in
0.3 in 2 in
23
BUSINESS CARD 3.5 in
1.48 in
2 in
1.65 in
1 in
1.45 in 0.25 in 0.25 in
1 in
1.25 in
0.25 in
0.25 in
24
CD COVER & DISC 5.11 in
1.48 in
4.5 in 5.11 in
1.65 in
0.9 in
1.43 in
25
FOLDER (FOLDED)
12 in
3.25 in 4.25 in
0.95 in
9 in
26
1 in
FOLDER (OPEN) 24 in
8 in
12 in
1.35 in
2.83 in
27
SIGNAGE The signage set incorporates the brand assets and introduces wood into the design. The signage is meant to communicate direction and information for the visitors. Signage set includes: main entrance, weekly feature, rules, sidewalk, and door signs.
28
ENTRANCE
30
WEEKLY FEATURE
30 in
32
DESIGN ELEMENTS | 31
RULES
50 in
34
SIDEWALK
36
DOOR
48 in
38
USER INTERFACE The user interface design ensures our brand is communicated effectively and efficiently on devices. It is easy to navigate and easy to follow, all in one comfortable layout. The information must stay consistent throughout platforms. The user interface design includes a tablet view and a mobile view.
40
DESIGN (TABLET)
42
DESIGN (MOBILE)
43
MERCHANDISE The logo makes a standalone appearance on merchandise distributed by the MEOWTIME Cat CafĂŠ. Visitors who enjoy the look and feel of the MEOWTIME brand can purchase a mug or cap that display the brand logo on the front. The logo is shown in its original form and a variation.
44
Designed by JOHN ARNEL CABIAS If you have any questions, please contact me at cabias@unlv.nevada.edu or (808) 389-4017 49