B R A N D S TA N D A R D S M A N U A L
INTRODUCTION The Garden Cafe is a unique find in downtown San Luis Obispo. The cafe specializes is organic, vegetarian, and vegan coffees, teas, and food items. The primary goals of the cafe are to provide a welcoming space where the members of the SLO community feel comfortable to hang out for a while, connect with friends, and even get work done or study, all while enjoying something delicious and healthy. In 2017, The Garden Cafe decided to take its value of organically grown ingredients a step further by actually growing some of their vegetables and herbs in their outdoor garden space. With this development, the cafe has decided to rebrand themselves in a way that portrays their healthy practices, while also showcasing their warm, welcoming environment to the community of San Luis Obispo. The designs displayed throughout this manual highlight the cafe’s core values— organically grown ingredients, delicious food, and welcomeness—and hope to attract not only the health-conscious individual, but also those who may have misconceptions about vegetarian, vegan, or organic dishes. It is of utmost importance to adhere to all the specifications and requirements listed in this manual, as they are essential to the success of the company. Lauren Kuntz
TA B L E O F C O N T E N T S Logotypes
Business System
primary . . . . . . . . . . . . . 3
business card . . . . . . . . . . . . 28 letterhead . . . . . . . . . . . . . . 29 envelope . . . . . . . . . . . . . . . 30
minimum size . . . . . . . . 6
alternative . . . . . . . . . . . 8 minimum size . . . . . . . . 9
secondary . . . . . . . . . . . 10 minimum size . . . . . . . . 12
safe space . . . . . . . . . . . 14 inappropriate uses . . . . . 18
Applications physical. . . . . . . . . . . . . . . . 33 print. . . . . . . . . . . . . . . . . . 36 digital. . . . . . . . . . . . . . . . . 37
Identity System typefaces . . . . . . . . . . . . 21 color palettes . . . . . . . . . 23 graphic elements . . . . . . 25
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LO G OT Y P E S
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The Garden Cafe Brand Standards Manual
P R I M A RY M A R K
Above is the primary mark with the company tagline. This mark is of the same importance as the mark without the tagline and should be used whenever possible and in full color.
Above is the primary mark without the company tagline. This mark should be used when there is less printing space available (see page 6 for minimum sizes) and in full color.
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P R I M A RY M A R K ONE COLOR
In cases where full color is not available, here are the singlecolor options for the primary mark (with and without the comapny tagline). These colors come directly from those found in the full-color primary mark; details for the color palette can be found on page 23. Black should a last resort and only used when color printing is not an option.
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The Garden Cafe Brand Standards Manual
P R I M A RY M A R K REVERSED OUT
When using the reversed out logotype, use only the approved Earth Green or Chocolate shown above (also found in the color palette on pages 23–24). When printing on darker backgrounds, use white. However, when printing on lighter backgrounds, it is acceptable to use either the Earth Green or Chocolate colors shown above. As with the one-color primary mark, black should only be used if color is not an available choice.
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P R I M A RY M A R K MINIMUM SIZE
1.95"
2.5"
1.95" 2.5"
2.5" 3"
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The Garden Cafe Brand Standards Manual
1.9"
2.25"
2.25"
2.75"
This page and the page prior (page 6) display the minimum sizes at which it is acceptable to print the primary marks. The primary marks should never be printed at sizes any smaller that what is given in order to maintain legibility. Please note that the primary marks that include the tagline must be printed at larger minimum sizes due to the smaller nature of the tagline type size. Additionally, the primary marks that are shown in Chocolate have slightly smaller minimum sizes than Earth Green because it is easier to read the darker brown at a smaller size.
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A LT E R N AT I V E M A R K
Above displays the alternative mark that should be used in cases where the primary logotype may be too wide. In these instances where the space is more narrow, the vertical arrangement of this alternative mark works better. The alternative logotype should be used in full color whenever possible and always accompanied by the cafe’s tagline. If full color is not an option, then black will be acceptable. All components of the alternative logotype should be centered.
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The Garden Cafe Brand Standards Manual
A LT E R N AT I V E M A R K MINIMUM SIZE
2" The alternative mark should never be printed at anything less than the minimum size displayed above. A smaller version of this mark will decrease the legibility, especially of the tagline.
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S E C O N DA RY M A R K WORDMARK
In cases where using only the wordmark is an option, it is acceptable to use it with or without the company tagline. The colors shown above are the only colors that should be used for the wordmark. Black should only be used in instances where color printing is not an option. The primary color is Earth Green, however Chocolate is also an dequate option (please reference color palettes found on pages 23–24).
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The Garden Cafe Brand Standards Manual
S E C O N DA RY M A R K REVERSED OUT
If the background of what is being printed on is dark, do not use the wordmark in color. In these cases, the reversed out wordmark is an appropriate alternative. This mark should only be used when the full color wordmark is not an option. When printing on darker backgrounds, use white. However, when printing on lighter backgrounds, it is acceptable to use either the Earth Green or Chocolate colors shown above (also found on pages 23–24). Black should only be used in those instances where color printing is not an option.
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S E C O N DA RY M A R K MINIMUM SIZE
1.5"
2"
1.75" The wordmark should never be printed at anything less than the minimum sizes shown above and on the following page. Please note that for the both the single-color and reversed out options, the wordmark that includes that tagline has a larger minimum size than the wordmarks without the tagline, due to its smaller type size. As with the primary marks, the secondary marks that are shown in Chocolate have smaller minimum sizes because the darker color is easier to read. Printing at anything less than the given measurements will decrease legibility.
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The Garden Cafe Brand Standards Manual
2.25"
1.35"
1.5"
1.8"
2.5"
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S A F E S PA C E PRIMARY MARKS
The height of the head and antennae of the the bee display the minimum space required to be around the top and either sides of the logotype. The body of the bee displays the minimum space required to be around the bottom of the primary logotypes. Never place anything in the clear space in order to prevent the logotype from being crowded by other design elements or text.
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The Garden Cafe Brand Standards Manual
S A F E S PA C E ALTERNATIVE MARK
The height of the antennae of the the bee shows the minimum space required to be around the top and either sides of the logotype. The full head of the bee including the antennae displays the minimum space required to be around the bottom of the alternative logotype. Never place anything in the clear space described in order to prevent the logotype from being crowded by other design elements or text.
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S A F E S PA C E SECONDARY MARKS
The cap height of the ‘f ’ in the wordmark shows the minimum space required to be around the top and either sides of the logotype. The cap height of the ‘the’ from the wordmark displays the minimum space required to be around the bottom of the secondary logotypes. Never place anything in the clear space described in order to prevent the logotype from being crowded by other design elements or text.
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The Garden Cafe Brand Standards Manual
I N N A P R O P R I AT E U S E S
Do not stretch the mark.
Do not angle the mark.
Do not change the opacity of the mark.
Do not change the relative sizes within the mark.
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I N N A P R O P R I AT E U S E S
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Do not print the mark at anything less than the designated minimum size.
Do not print the wordmark in the approve Earth Green or Chocolate on a dark background.
Do not change the color of the type in the wordmark.
Do not print the mark in white on a light background.
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I D E N T I T Y SYS T E M
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The Garden Cafe Brand Standards Manual
T Y P E FA C E S PRIMARY
ADOBE GARAMOND PRO Adobe Garamond Pro should be used for all body text in printed applications, but never for headers, subheaders, or web applications. Adobe Garamond Pro can be used in multiple styles and weights for printed applications. Never use a typeface other than the primary and secondary typefaces listed in this manual.
Regular
Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz 1234567890
Italic
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 21
T Y P E FA C E S SECONDARY
UNIVERS Univers should be used for all headers and subheaders. Univers can be used in any style and weight that is practical for the application. However, none of the condensed or extra black applications should be used as they are much harder to read. Univers is the only typeface that should ever be used for web applications as this helps with screen legibility.
Light
Never use a typeface other than the primary and secondary typefaces listed in this manual.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Roman
Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890
Bold
Bold Oblique
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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The Garden Cafe Brand Standards Manual
1234567890
C O LO R PA L E T T E S PRIMARY
Earth Green C: 55 M: 59 Y: 100 K: 21
R: 111 G: 115 B: 48
#: 6F7330 pantone: 5757 C
Sunflower C: 5 M: 29 Y: 196 K: 0
R: 240 G: 182 B: 39
#:F0B627 pantone: 7409 C
The color palette shown above is taken directly from the primary logotype. The Earth Green that is used for the text is a more natural-looking green and is meant to signify organic practices, as well as the idea of a growing garden. Sunflower is meant to represent cheerfulness and the sun, which helps things grow.
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C O LO R PA L E T T E S SECONDARY
Butterscotch
Chocolate C: 46 M: 64 Y: 100 K: 51
R: 88 G: 61 B: 21
#: 573c14 pantone: 7553 C
The color palette shown above displays accent colors that can be used occasionally for the brand. Chocolate should be used for all body text whenever possible.
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The Garden Cafe Brand Standards Manual
C: 27 M: 67 Y: 100 K: 16
R: 165 G: 94 B: 38
#: a45e26 pantone: 7566 C
GRAPHIC ELEMENTS
The bee symbol is taken directly from the primary logotype. When using the bee as a graphic element, it should only be used in any of the approved colors from either the primary or secondary color palettes. If color is not an option, then black will be acceptable.
The leaf comes from the bee’s wing. It should only be used in either Earth Green or Sunflower, unless color is not an option. If printing in color is not a choice, it is then acceptable to use black. This should be used as the markers for the “frequent customer card” (see page 34).
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B U S I N E S S SYS T E M
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The Garden Cafe Brand Standards Manual
OV E R V I E W
1110 Garden St . San Luis Obispo, CA 9 3401
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BUSINESS CARD The business card is 3.5" wide by 2" high. The primary mark with the tagline is featured on the front and is about 3" wide. The backside shows the owner’s name and email address at the top in semibold Adobe Garamond Pro to distinguish their title from the rest of the information on the card. The bee symbol serves as a divider for the cafe’s contact information, along with its address. All of the contact information is Univers 9pt. The cafe’s website is shown in bold with additional tracking of 70. All elements of the card are centered. The business card should be printed on heavy weight cardstock.
LAUREN KUNTZ Owner
laurenkuntz@gardencafe.com
805. 541. 5888 gardencafe.com 1110 Garden Street, San Luis Obispo, CA 93401
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The Garden Cafe Brand Standards Manual
LETTERHEAD The letterhead is 8.5" wide by 11" high and is printed on 24lb paper. The primary mark with the tagline is featured 0.5� from the top of the page and centered. The written portion of the letter should be 10pt Adobe Garamond Pro Regular with a leading of 20. The size of the text box should not be wider than 6" or taller than 6.5".The contact information is 0.5" from the bottom of the page, set at 9pt Univers (Roman for address and phone, bold for website and email), and centered. Additionally, the contact information should be printed in Chocolate (shown in the secondary color palette on page 24). Here, the bee is shown as a graphic element and between the cafe’s web address and email.
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E N V E LO P E
1110 Garden St . San Luis Obispo, CA 9 3401
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The Garden Cafe Brand Standards Manual
The envelope is 9.5" wide by 4.13" tall. The primary mark with the tagline is used and placed 0.25"from top and left edge of the envelope. The width of the logotype is approximately 3" wide (same as the business card). The cafe’s address is listed underneath the logotype in 6.5pt Univers Roman shown in Chocolate (see secondary color palette on page 24).
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A P P L I C AT I O N S Description
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The Garden Cafe Brand Standards Manual
P H YS I C A L PACKAGING
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P H YS I C A L FREQUENT CUSTOMER CARD Description
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The Garden Cafe Brand Standards Manual
P H YS I C A L REUSABLE CUPS & MUGS
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P R I N T WEEKLY MENU
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The Garden Cafe Brand Standards Manual
D I G I TA L WEBSITE
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WEBSITE PAGES home
drinks
menus
bakery
events
the garden
We are dedicated to serving the community the highesty quality, freshest ingredients, grown in our very own garden. Here at The Garden Cafe, we focus on organic, gluten-free, and vegetarian and vegan dishes, without losing any of the flavor. Everything is made in-house daily, and our menu changes weekly. We hope the cafe is a place where you’ll feel comfortable to hang out and work, or just enjoy a cup of coffee or meal with a friend. 1110 Garden Street, San Luis Obispo, CA 93401 Open everyday 7am–9pm 805.541.5888
drinks home home
COFFEE & ESPRESSO
bakery
events
the garden
*all of our teas are made with the highest quality ingredients such as spices, fruit pieces, and herbs from our garden
small
med
large
Red Eye
$2.25
$3.25
$3.75
Espresso
$1.75
$2.25
$2.75
Latte
$2.75
$3.75
$4.25
Cappuccino
$2.75
$3.75
$4.25
Mocha
$2.75
$3.75
$4.25
small
med
$2.25
$3.25
large $3.75
BLACK
GREEN
WHITE
ROIBOS
HERBAL
*high caffeine
*high caffeine
*low caffeine
*caffeine-free
*cafeine-free
Moroccan Mint
Youthberry
Ruby Spice
Americano
$2.25
$3.25
$3.75
Caramel Sea Salt
Strawberry
Passionfruit
Chai Latte
$2.25
$2.75
$3.15
Caramel Truffle
Jeju Island
Peach Blossom
Blueberry Bliss
Lemon Chiffon
Raspberry
Macchiato
$2.75
$3.75
$4.25
Cinnamon Chai
Strawberry
Wild Orange
Apple Cider
Berry Kiwi
Dragonfruit
Flat White
$1.75
$2.25
$2.75
English Breakfast
Citrus Mint
Ayurvedic Chai
Dosha Chai
Peach Tranquility
Pineapple
Afgato
$2.25
$3.25
$3.75
Early Grey Creme
Winterberry
Coconut
White Chocolate
Citrus Lavender
Coconut Vanilla
The Garden Cafe Brand Standards Manual
menus
LOOSE-LEAF TEAS
*all of our coffees are 100% organic and fair trae
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drinks
WEBSITE PAGES
home
drinks
menus
bakery
events
the garden
Menus change weekly. We focus on using the freshest ingredients that are in season at the time. Please check this month’s calendar for menu items.
menu—weekly items menu—calendar home
drinks
menus
bakery
events
the garden
Menu items for the week of December 3, 2017
BREAKFAST
LUNCH & DINNER
served until 11am (waffles served all day)
served from 11am–closing
Whole Grain Waffle
SOUPS
ENTREES
served with fresh fruit, maple syrup, and butter
cup $3, bowl $5
cup $7.50 each
$6.25
Tomato
Beet Gnocchi
topped with sour cream
served with arugula pesto made with herbs from our garden
Veggie Omelette bell peppers, onions, and swiss cheese
Winter Vegetable
$7.25
served with a slice of whole grain bread
Quinoa Chili made with sweet potatoes and served with fresh avocado
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WEBSITE PAGES home
drinks
menus
bakery
events
the garden
Bakery items are made fresh daily by our in-house bakers. We feature lots of vegan and gluten-free sweet treats, but also offer regular classics as well. There are some staple treats that we offer every day, and some specialty items that only last a few days. Below is the basic breakdown of pricing for bakery items that are sold year-round.
CAKES
PIES & TARTS
COOKIES
MUFFINS & SCONES
$4.25 per slice
$4.25 per slice
$1.50 each
$2.25 per slice
carrot chocolate hazelnut coconut coffe
fresh fruit tart banana cream pie coconut cream pie
chocolate chip toffee crunch peanut butter oatmeal raisin snickerdoodle
blueberry lemon poppyseed morning glory raspberry almond
events bakery home
drinks
Multiple times a month local SLO artists and musicians are featured at the cafe. The performances are always held on the stage in the main room. When artwork is being displayed, it will be hung on the walls of the main room for customers to walk around and admire. We encourage everyone to enjoy a cup of coffee or share a meal with friends while interacting with the SLO commnity. The opportunity for anyone to showcase their talent is always available by contacting the manager via the cafe’s email. Drinks are always half off for customers during these events!
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menus
bakery
events
the garden
WEBSITE PAGES home
drinks
menus
bakery
events
the garden
The garden is what sets us apart from the other cafes, bakeries, and handful of organic-based restaurants around town. We grow lots of the furits, herbs, and vegetables used in a majority of our dishes. The garden tends to be the preferred hang out spot amongst customers because of its beauty and sense of relaxation that it evokes.
the garden
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