Coffee & Crumbs Branding Guidelines 2015 by Katie Kershaw

CONTENTS 01 INTRODUCTION 03 THE CUSTOMERS 05 LOGO SPECIFITIONS 07 THE DO’S 08 THE DON’T’S 09 COLOUR PALETTE 10 TEXTURES 11 TYPEFACES 13 PHOTOGRAPHY 15 TONE OF VOICE 17 CONTACT / FAQ

INTRODUCTION James is a passionate coffee maker with dreams and ambitions to deliver the best coffee in Huddersfield. 21 years into his life, he decided to introduce the town to Coffee & Crumbs where he could focus on perfecting each and every cup of coffee for the local people of Huddersfield with pride. In 2013 Coffee & Crumbs was born with little money but big ideas. After a few tough months of blood sweat and beleiving, Coffee & Crumbsâ&#x20AC;&#x2122; journey has helped them to evolve and upgrade with all the profits going back into the business, ensuring that the people of Huddersfield only receive the best of the best! Coffee & Crumbs doesnâ&#x20AC;&#x2122;t only provide the best sourced coffee beans, but changes them seasonally to ensure that their lovely customers receive the best coffee from spring to winter each year. You can find a solid selection of sandwiches and cakes inside to pair with your hot drink which are carefully made with fresh ingredients daily. Gluten and dairy free options are also available and they are currently working on vegan cakes so there really is something for everyone.

THE CUSTOMERS Coffee & Crumbs target audience are both male and female aged 18 - 40. They hope to attract a range of people from families to tourists, but particulary students. Huddersfield town is heavily populated with students, since 2009 The Universtiy of Huddersfield holds over 24,000 people! Lectures are also regular visitors of the cafe and student discount and wifi is provided to help you budget through education, even at the worst of times. As everything is carefully sourced and prepared fresh to the highest standards, prices can be a little steep, however they keep at their best to keep things as cheap as possible to save you those pennies! Inside, you will find old school decor and retro seating area. So if you are into a sixties throwback cafe, then this is definately the place for you to come relax and enjoy a warm drink.

18 - 40

4K +

LOGO SPECIFICATIONS The logo can be supplied in all formats including eps. Please use the correct file format for the media. Files can be requested by email. The minimum size the logo should be scaled to is 25mm in height. This is to ensure legibility and detail. Atleast a 2mm gap needs leaving as space surrounding the logo which used at the minimum size. Adjust accordingly. When using for smaller media such as pens, a landscape version can be supplied upon request.

THE DOâ&#x20AC;&#x2122;S

Alway use the colour pallette and textures suggested within this book when placing the logo on coloured backgrounds. The logo itself should always be our chosen shades of cream & slate, otherwise monotone.

Always use the highest contrasting tone to the background. Please ensure there is enough contrast between a photographed or textured background. It should not be difficult to see when placed with imagery.

THE DONTâ&#x20AC;&#x2122;S

Never edit the proporations of the logo by stretching, distorting, compressing or skewing. Never place the logo on a busy background or with little contrast.

Do not edit the logo in any way e.g adding textures, outlines, etc. Do not use colours that are not part of Coffee & Crumbsâ&#x20AC;&#x2122; colour pallette.

COLOUR PALETTE

#ca285a R:202 G:40 B:90 C:16 M:98 Y:51 K:2

#2bd2a7 R:38 G:210 B:167 C:66 M:0 Y:48 K:0

#f8eb48 R:253 G:232 B:10 C:3 M:1 Y:90 K:0

#211a0a R:33 G:26 B:10 C:61 M:63 Y:81 K:74

#523923 r:82 g:57 b:35 c:45 m:61 y:81 k:40

#f7f2ef R:247 G:242 B:239 C:0 M:2 Y:3 K:4

TEXTURES

Distressed or natural brown woods

Recycled cardboard or craft paper

Chalkboard

Graffitied / distressed old school wooden desk tops

TYPEFACES Here are the typefaces used throughout Coffee & Crumbs: Futura Condensed Extrabold; use for headers, capitals for titles, size 14 18pt. Adjust accordingly to media. Futura Medium; use for bodies of text, information, contact details etc. 12pt, adjust accordingly. For web applications or technical problems, please use Helvetica as a substitute font, with Helvetica Black Condensed for headers. In the majority of circumstances we centre aligned text, however if necessary you may use other layours after confirming with the design team.

Futura Condensed Extrabold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Futura Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Neue (T1) 97 Black Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue (T1) Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

PHOTOGRAPHY Photography used throughout our social media platforms and creative outputs should always be high resolution and have strong relation to Coffee & Crumbs. We like our imagery to promote the feelings of warmth, tastefulness, relaxation and independance. We like our photography to have a hint of retro or vintage just like the decor inside our cafe. This ensures that branding runs fluently and supports the idea that we are unlike a regular cafe. Filters tend to help give us our trademark look, however be careful as it is easy to over-do it. Never use photography that is offensive or unethical. Imagery should always be considered through all aspects to ensure we reach out to everyone with the polite and postive attitude that our business beleives in. Never use low res images or cluttered photographs and always check with the design team when using self-sourced images.

TONE OF VOICE Coffee & Crumbs is a home grown local business in the little town of Huddersfield with the aim to provide the best coffee for the best of people - their fans of course. We would like to hope that anyone speaking on their behalf would give a warm and friendly welcoming to ensure that our visitors feel truely at home. The team likes down to earth chat with a can-do attitude. Keeping things short and sweet is something they take pride in. They like to get straight to the point. When writing on behalf of Coffee & Crumbs you should always try to keep things informal and simple. Using a language that everyone is comfortable with helps them to reach out to all their audience, from student banter to an educated adult. Coffee & Crumbs strive to keep things on the same level as you. With a happy and hardworking team, Coffee & Crumbs hope to spread a smile to each and every visit they receive.