Newbreak Cafe
Table of Contents
Introduction
Director’s Message Our Brand
5 7
Primary Identity Elements
Brandmarks Unacceptable Uses Signature Staging Requirements Typography and Color
Selected Identity Applications
Business Stationary Environmental Signage Packaging Web Design Marketing Materials
11 12 13 15
19 21 22 23 25
Additional Information
Contact Information
29
1
Introduction
Director’s Message
Begin your day at Newbreak Coffee & Cafe, a coffee shop unlike any other in San Diego, California. Founded in 1993 and backed by more than 20 years of experience, we offer only the best selection of homemade meals at prices you can afford. Customer service is and has always been our top priority. The Newbreak family has created a unique environment that makes you feel at home. We treat our customers like family and know them by name!
5
Our Brand Start your morning off right with a trip to Newbreak Coffee & Cafe in San Diego, California. From fresh pastries to breakfast burritos, we have something for everyone, including catering services and takeout. Our Mission At Newbreak Coffee & Cafe, our mission is to provide our guests with full-flavor, quality service that is rich in the aroma of a smile and wrapped in a robust blend of enthusiasm. Cozy, casual, and friendly, we make you feel at home the moment you walk through the door. We seat about 50 guests and feature outdoor patio seating for your convenience. Catering Services Impress your guests with freshly baked pastries, bagels, and more from Newbreak Coffee & Cafe. We offer a complete catering menu loaded with all of your favorites. Please provide 24 hours of notice for smaller gatherings and at least three days of notice for larger events.
7
Primary Identity Elements
Brand Marks Logo
Logotype
Newbreak Cafe
Signature
Newbreak Cafe
The Newbreak Cafe logo, logotype, and signature can and should be used together. The logotype and signature can be used in white. The logo should remain in yellow at all times.
11
12
Unaceptable Uses
Do not stretch the signature in any way.
Newbreak Cafe
Do not separate the logo and logotype
Newbreak Cafe
Do not make logo bigger while keeping logotype small.
Newbreak Cafe
Signature Staging Requirements
The Newbreak Cafe signature should have at least 1/4 of the signature length around each side and should not be altered in any way. The minimal size for the signature should not be less than 2” tall 2”wide.
2”
Cafe
2”
Newbreak
13
Typography and Color
Beauty and the Beast ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
All design work must use these colors and these typefaces. Alternative color should only be used as an accent color and not added to the logo or the design itself. True Black and pantone 106 U is used throughout the whole design.
15
Selected Identity Applications
Stationary
Newbreak Cafe stationary works as a collection that follows the brand design choices. Black, yellow, and white are the only colors that should be used for the stationary. If adding any handwritten signature, please use black pen.
19
Environmental Signage
21
22
Packaging
Web Design
The Newbreak Cafe web design is created to be simple and easy to use for the consumer. It is designed so one can quickly find any info needed about the cafe including a full menu.
23
Marketing Materials 25
Newbreak Cafe uses simple waays to market themselves. Each contains the entire signature, which should be consistent with all materials used to market the brand.
Additional Information
Contact Info
Newbreak Cafe
1959 Abbott Street San Diego, CA 92107 (619) 224-6666 www.newbreakcafe.com
Mackenzie Benstead Creative Director (916) 837-0904
mbenstead1223@pointloma.edu
Art 333 Branding and Identity Programs Courtney Mayer, Professor Mackenzie Benstead 2017
29