. The Attic Cafe . Identity Guide Julia Hicks
Top Floor, Home & Colonial, 134 High Street, Berkhamsted, Hertfordshire, HP4 3AT
Contents 1. Introduction 2. Name 3. Wordmark 4. Wordmark Non-Infringement 5. Scale 6. Colour 7. Backgrounds 8. Incorrect Usage 9. Correct Usage 10. Typography 11. Environment 12. Stationary (part two) 13. Signage Guidelines
Introduction
Dear Reader, Welcome to “The Attic Cafes’ Identity Guidelines manual. We created this book so that all our employees, partners, clients, and the public would have a clear set of guidelines for producing, programming, designing, or writing anything related to The Attic Cafe. This consistency in communications is what good brand management is all about. This manual covers basic guidelines and provides a range of examples from which we can glean the direction needed to accurately represent The Attic Cafe in any situation. As The Attic Cafe grows, communicating a consistent identity becomes even more important. Thanks for taking the time to get familiar with the identity principles outlines in this manuel. Your commitment to the Cafes brand consistency is greatly appreciated.
.1.
Name and Symbol
This is ‘The Attic Cafes’ mark. It is a representation of elegance and antiques. The type has been edited and hand crafted to look as though it has been hand written. The leaf is a symbolisation of William Morris based on most of the antiques and the style within ‘Home & Colonial’. The colours have also been extracted from most commonly patterns and colours used within that time period. These colours represent wellbeing, health, and healthy eating. The colours that have been chosen are to be the main colour scheme of ‘The Attic Cafe’. The writing has been joined together and edited to represent hand writing to give more of a personal feel to the cafe.
.2.
Wordmark
Visually conveys:
Easily Understood
Distinctive
Elegant
Clear
These are the main things that we wanted our logotype to represent. We want our logotype to reach out to all the members of the public; children, adults, teenages, foodys and mainly people from the town of Berkhamsted. We want the cafe to be a place where good food is served and everyone feels at home.
.3.
Wordmark Non-Infringement Zone
x
x
x
x x = one square unit based on the x- height For maximum impact and instant recognition, The Attic Cafe’s word mark should not be crowded by other visual elements. Adequate white space should be left around the wordmark so that is prominence is not comprimised. The illustration on top of the eye gives a visual guide for providing the necessary white space. .4.
Scale
Minimum allowable scale use only in extreme cases: credit line, subsidiary 30 mm x 18 mm 10pt and 8pt approx cicles = 0.5 pt
30 mm x 18 mm 10pt and 8pt approx circles = 0.5pt
Small formats stationary items web applications advertisements
One way to maintain visual consistency in The Attic Cafe’s indentity program is to scale the wordmark for various applications. Arranging the wordmark with other design elements is like a couch in a living room. The wrong couch can make the room seem too crowded or too empty. Good designs use scale to enhance usability and provide pathways. Provided to the right are recommended sizes for palcing the wordmark on certain documents.
50 mm x 33 mm + 16pt and 14pt approx + circles = 1pt +
Large formats proposal covers, fliers, posters, exhibits
.5.
Colour This is the most desirable application of The Attic Cafe’s wordmark. It should be used in all cases when colour is available.
The C = 21% M = 16% Y = 31% B = 0%
This is the second most desirable application. It should be used when the two-colour version is not possible. The leaf should be the same colour as the ‘The’
The black and white version is to be used when colour is not an option, such as newspaper ads.
The white version is provided for usage when the area of placement provides a contrast.
.6.
Attic C = 30% M = 14% Y = 28% B = 0%
The leaf C = 21% M = 16% Y = 31% B = 0%
Backgrounds
The Attic Cafe mark may be placed on various backgrounds. The background should always provide contrast for legibility. Whenever possible, place the wordmark by itself. When using the white word mark on background subjects such as photographs or illustrations, extra precautions mut be taken.
.7.
.8.
Positioning of the wordmark
Repetition of the mark
Different colours or no sign of logotype image
No distortion of the wordmark
Any editing of the wordmark
Incorrect Usage Because of the growing complexity of the market environment, controlling exposure of the wordmark is vital. When displaying the wordmark, maintain consistency with its established configuration and the way in which it is displayed. These illustrations represent misuses of the wordmark. Do not alter the wordmark in any manner.
Other symbols that can be used
Black logotype
Grey logotype
Other symbols that can be used
Original logotype to be used
Correct usage of the logotype Symbols that can be used
Wherever possible the mark should be used like the first row. If this is not possible these are the other ways to use the image and the logotype amongst other formats such as stationary, signs and merchandise.
.9.
Typography Typography is one of the most important design elements. It is used to differentiate sections of information as headlines, text, or captions. From the fonts available I chose Book Antiqua Bold Italic as it is a sophisticated font and it contrasts well with the logo type that we have created as well.
Swift EF Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Book Antiqua Bold Italic: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
If Book Antiqua Bold Italic is not available use Swift EF: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Use Book Antiqua for: Headlines Subheads Introduction Naming of the Building Naming of ‘The Attic Cafe’
Use Swift EF for: Brochure text Captions Text Diagrams Extracts
. 10 .
Book Antiqua Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Swift Ef Regular ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890
Book Antiqua ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Times New Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Book Antiqua Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Times New Roman Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Swift Ef Italic ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890
Times New Roman Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Stationary Menu
. 11 .
Stationary
Top Floor, Home & Colonial, 134 High Street, Berkhamsted, Hertfordshire, HP4 3AT 112 mm
170 mm
. 12 .
Signage guidelines Example of exterior identification sign using the horizontal wordmark. This is what a typical napkin and tags would look like.
Signs play a vital role in communicating The Attic Cafe’s brand. Signs should be easy to see and easy to read. They should provide clear, helpful information in a consistent, recognisable matter. These are different ways of presenting signs within the building. This included the wordmark/ logotype as well as the labelling of the areas in the same font.
. 13 .
Top Floor, Home & Colonial, 134 High Street, Berkhamsted, Hertfordshire, HP4 3AT