Corner Coffee Style Guide by lyssnorris

STAY AWESOME After all of the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.

LAID-BACK FRIENDLY MODERN MOODBOARD The inspiration for Corner Coffee is refreshing and casual with a playful touch of rustic familiarity. It’s clean, minimal, and modern, but the wood accents and quirky icons keep it feeling warm, friendly, and inviting.

The target audience is unashamedly hipster, so the lettering style appeals to the now trendy vintage logo trend. But the vintage style also helps emphasize the handmade, personal, and humanistic values of the brand.

Since the brand’s name is “Corner” Coffee, the overall vibe of the brand should facilitate a sense of friendliness where the community can come together, hang out, and feel good.

MINIMUM SIZE The smallest the logo should be represented is 1.5â&#x20AC;? high. 4

PRIMARY LOGO Corner Coffeeâ&#x20AC;&#x2122;s primary logo is a wordmark and character icon. The main lettering style has a playful, vintage logo vibe, and the hand-drawn style helps emphasize the hand-made and personal values of the brand. The swirly and italic letters also give it a sense of steaming movement. The hand present in the icon is a key feature for making the brand recognizable, memorable, and inviting.

This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Corner Coffeeâ&#x20AC;&#x2122;s storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines. 5

SECONDARY LOGOS Corner Coffee’s secondary logos can be used in replace of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use “A” as the profile picture if the primary logo is used for the header.

MARKS A) lettermark B) pictorial

It looks repetitive and isn’t a good use of the brand elements.

The taglines can be used with or without the primary logo, but should be used carefully as graphic accents.

TAGLINES C) Community focused coffee. D) North Loop, Uptown & Camden

The monogram symbol can be used when the full primary logo is not necessary, in smaller spaces, or in cases where the brand name is already displayed in plain text. For example, the monogram could be used as a profile on Instagram since the username will be adjacent to it in plain text.

SYMBOLS E) monogram F) steam

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COLOR USAGE

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Each logo for Corner Coffee will primarily be in color against a white background (A, B, & C). However, it can

also be used in black or white against a colored background (D, E, & F).

E. C.

CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo.

This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.

The minimum clear space is defined as the height of the R (from Corner). This minimum space specified here should be maintained as the logo is proportionally resized.

PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type arenâ&#x20AC;&#x2122;t obstructed by the image.

In most cases, you can use either a solid white or solid black logo on top of a background image.

TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps make text more redable.

A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t resize any part.

UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting

D. Don’t rearrange parts or create compositions that are not already provided. E. Don’t use off-brand

in any way - that includes adding unnecessary and unattractive text

colors. Reference the

decorations like drop shadows and outlines. Here are a few examples

Color Usage section.

of some ways you should NEVER ever consider using the logo.

F. Don’t contain the logo in a box or circle when used on a background.

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community focused coffee. NORTH LOOP | UPTOWN | CAMDEN

“Alone, we can do so little; together, we can do so much.” -Helen Keller

TYPOGRAPHY Typography is a powerful brand tool when used in a consistent manner. This set of typefaces best represent the bold and modern feel of the brand. It should be used across all print & web applications.

OPEN SANS

Use for headlines.

Extra Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn UPPERCASE

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Web letter-spacing: .1em

1 2 3 4 5 6 7 8 9 0 ! ?

MERRIWEATHER

Merriweather

Use for body copy.

Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Sentence case

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Web letter-spacing: 0

1 2 3 4 5 6 7 8 9 0 ! ? 15

CHARCOAL CMYK: 69, 65, 62, 61 RGB: 49, 47, 48 Hex: # 312f30

COLOR PALETTE Color is an integral part of every brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by itâ&#x20AC;&#x2122;s ability to communicate a certain feeling to your audience.

Maroon is correlated to confidence, creative thoughts, passion, and warmth, and can increase appetite. Blush creates a soothing feeling and is

WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex: # ffffff

MAROON CMYK: 33, 68, 58, 16 RGB: 153, 92, 88 Hex: # 995c58

intuitive and insightful, showing tenderness and kindness. This plays into the friendly brand.

BLUSH CMYK: 31, 45, 39, 1 RGB: 179, 143, 140 Hex: # b28e8b

LIGHT BLUSH CMYK: 8, 16, 15, 0 RGB: 232, 212, 205 16

Hex: # e8d4cd

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