espresso bar
Style Guide
Table of content
02 The Mission Statement 03 The Logo 04 The Good and Bad 07 Color Scheme 08 Typeface 10 Logo Placement
01
Mission Statement
Our company mission is to serve the best coffee to the Pack of coffee lovers in New York City. Coffee quality is a top priority at Pack. We import the finest beans from our local and international farmers, helping them to grow their business. Our coffee beans are roasted and sent fresh to all branches where they are ground on-site just before use to brew the perfect cup of coffee. When it comes to food, Pack strives to provide fresher, tastier, and most importantly: healthier food. Bread and pastries are made on-site in our open kitchens, and produce is delivered daily to ensure freshness. You won’t find any pre-packaged foods with sell-by dates, because we prepare everything on-site and to order.
02
The Logo
Print & screen logo This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyer, product packaging, websites, banners, and presentations.
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03
The Good and Bad
The good coffee beans!
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04
The bad coffee beans...
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tagline must be at the bottom
espresso bar logo must be use with black or white background only
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logo can’t be microscopic
espresso bar No distortion
05
The bad coffee beans...
espresso bar No Background Images
espresso bar The letters can’t be separated
o s s re
r a b
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No rotation or outline
espresso bar No effects
06
Color Scheme White Is used for regular text and divider/border with black background.
CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex: #FFF
Orange Is used for headers, numbers, and divider/border that is on a white background print and screen.
Black Is used for background of website and publication.
CMYK: 0, 80, 95, 0 RGB: 241, 90, 41 Hex: #F15A29
CMYK: 0, 0, 0, 100 RGB: 35, 31, 32 Hex: #231F20
07
Typeface
Bodoni std - book bondoni std book is the standard font for the print. That is good for anything from header to text.
Bodoni std - roman bondoni std roman will serve as the bold type of bondoni std book. It is good for title and important word on a text.
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
08
Typeface
Arial Arial font family will be the standard font for the website and publications. - body text - 12px to 14px
Arial - bold Arial bold would be used for headlines of the website and publications. - headers - 20px to 30px
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
09
Logo Placement
Bags All bags must be in black or white paper bags and handle must be orange.
Folding line
Front of the bag
Logo must take up 20% of the bag size on the center
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Bag with handle
Logo must take up 20% of the bag size and below the folding line by 1 inch
Bag with no handle (like a brown bag)
10
Logo Placement Boxes All boxes must be in black or white paper bags and ribon to tie the box must be orange.
Top of the box
Logo must take up 20% of the box size on the center
Logo must take up 15% of the box size on the center espresso bar
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Horizontal Small Box
Vertical Big Box
11
enjoy...
espresso bar
Created by Tao Lin