Zephyr Cafe Brand Guidelines by maddibenco

Z E PH Y R Brand Guidelines Zephyr Cafe

Project Summary:

Zephyr Cafe is an unobtrusive local cafe on a bustling Balboa block. While it occupies quite a large space, the place itself is almost hidden to people passing by. Reasoning for this could be that there is very little signage to let people know what it is. There is no awning and no outdoor signs, simply small lettering onW the entrance doors which are lost inbetween the wall of windows. It seems to be the type of place mostly only locals know about and go to. Having said that, youâ&#x20AC;&#x2122;d be surprised how many people there are hidden in their own booths, chairs, and couches. People seem to gravitate to this cafe to get work done. Iâ&#x20AC;&#x2122;ve observed plenty of people with open laptops, possibly due to the two hour free wifi. Others are tucked away in chairs reading books, or highlighting papers or reports. The purpose of this project is to re-define Zephyr Cafe and bring it up to date with the times. It is very outdated with the decor inside and outside and I think people would stop by more often if they knew what it was, and its charm and potential inside.

Audience Profile:

The crowd at Zephyr seems to be a mix of twenty somethings to fifty year olds. It is more of a low key, grunge sort of vibe so of course there are quite a few hipsters as well as hippies. Everyone seems to be very quiet and respectful of each other’s space. They seem to choose chairs and booths spread out a ways from others and are all engrossed in either books, newspapers, or laptops. It comes across to the observer that these locals want to get a coffee and delve into their work, there isn’t too much conversation going on between any groups. Everyone seems to get this vibe and understand this is a relatively quiet cafe.

Perception/Tone/Guidelines:

I want the target audience to feel welcome when they walk in. I want them to want to come hang out in such a large space. It should be inviting for them to come in and get their coffee and choose wherever they’d like to sit and read or do work. I’d also like for it to change in the fact that I think people should want to come in and not feel like they have to be silent. Not necessarily boisterous and loud, because that is not the vibe here, but to know that it is okay to have quiet conversations and enjoy the space. I think it is important for customers to want to come in because they are curious about what lies behind the glass doors. I feel that because this cafe has been open so long, it has a sort of regalness to it, and therefore I chose a burgundy color scheme. It’ includes warm hues and tones like creams and browns which I feel would also tie into the wooden benches, chairs and tall support beams.

Zephyr Cafe: Brand Guidelines

Communication Strategy:

The target audience will be convinced that this is a positive re-branding experience by the subtle, yet much needed updates in furniture and space usage. The color scheme has a lot to do with the modernization of the place, however, I feel this cannot be too drastic of a change because that would take away from the laid back, oldschool vibe that the locals know it for. The overall message to be conveyed is calm and inviting. Through the appropriate and refined use of color, materials, type faces, and style on the outside as well as the window displays of the cafe, the customer will be enticed to check out what is going on inside, and will feel a certain level of intrigue to stay awhile.

Competitive Positioning:

Zephyr cafe offers a plethora of food and beverages. The menu includes bagels of all kinds, pastries, both hot and cold sandwiches, wraps, and various soups. They also offer all types of coffee drinks, teas, and even different kinds of beer. The menu infact, could quite possibly be scaled down to help customers with making an easier decision. I feel that Zephyr is set apart from its competition already because it is such an old and trusted cafe to the locals. There are many new cafes that have come and gone nearby on Geary, but few remain as long as this. I also think it is rare to find a cafe with a space this large anywhere. If there were a few key factors updated and changed such as the decor, the lighting, the color scheme, the font on the menu and updated signage, I think Zephyr would get a lot more interest from the public.

Targeted Message:

Soft and studious with a comforting embrace.

Zephyr Cafe: Brand Guidelines

Contents

Understanding the Brand: Creative Brief

Brand Elements: Master Logo

Design Elements: Alternate Logos

Logo Sizes

Exclusion Zone/Clear Space

Color Palette

Primary Typography Alternate Typography

Products

Business Card

Letterhead

Zephyr Cafe: Brand Guidelines

Master Logo (color and b&w)

The master logo is made up of the Zephyr logotype and the conceptual window images. Each letter of the word Zephyr has an individual window image over it. The logo should not be changed or altered in any way. Acceptable file formats to use are eps, jpeg, and gif. The official colors of the logo used are black and CMYK 38 93 79 60 and RGB 102 00 40.

Z E PH Y R

Zephyr Cafe: Brand Guidelines

Alternate Logos

ZEPHY R

The alternate logos can be used when the master logo is not available to be used due to space requirements. They also may be used as graphic elements for advertising and marketing media on products so as not to overuse the master logo. The sizes of these alternate logos may be scaled, however, the colors and/or spacing may not be altered.

Zephyr Cafe: Brand Guidelines

Minimum Logo Size

1 in.

Z E PH Y R

The master logo should never be reproduced smaller than 1 inch in width due to legibility issues. It can be scaled up to any size depending on the application and material.

Exclusion Zone / Clearance Space

Z E PH Y R

A clearance space should always be provided around the logo. This space is defined by the â&#x20AC;&#x2DC;Yâ&#x20AC;&#x2122; taken from the Zephyr logotype at usage size. The space around the logo will proportionately have the same amount of space regardless of usage size.

Zephyr Cafe: Brand Guidelines

Primary Colors

The below colors represent the chosen primary colors. The selected colors were chosen specifically to help create the warm and inviting atmosphere at Zephyr Cafe. These colors are to be used in all advertising, marketing, and communication media.

CMYK 38 93 79 60

CMYK 06 06 44 00

CMYK 47 68 70 49

Alternate Colors

The below colors represent the chosen alternate colors. The selected colors were chosen specifically to work in harmony with the primary palette, not compete with it. These colors can be used as text color instead of the primary colors when on product advertisement.

CMYK 23 56 47 36 CMYK 14 15 40 03 CMYK 50 22 59 18

Zephyr Cafe: Brand Guidelines

CMYK40 42 12 00

Typography: Primary

Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis blandit rhoncus nisl, sed scelerisque purus pulvinar vitae. Sed mattis dignissim orci, fringilla consectetur metus mollis eu. Vivamus ut fermentum ante. Integer lorem lacus, volutpat id auctor ac, mollis sed magna. Donec arcu ante, posuere ut porta eget, eleifend in tortor. Integer tempus neque eu magna ullamcorper hendrerit. Aliquam lectus felis, accumsan non auctor ut, venenatis vitae risus. Quisque sit amet vehicula lectus. Maecenas volutpat est quis nisl feugiat non sagittis velit consectetur.

Typography: Alternate

Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Helvetica Neue Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Zephyr Cafe: Brand Guidelines

Product Placement

Take-out Bag

Apron

To-go Cup

Coffee Mug

Napkin

Zephyr Cafe: Brand Guidelines

Business Card

Z E PH Y R

Zephyr Cafe 3643 Balboa St. SF P: 415.221.6063 zephyrcafe.com

Letterhead

Z E PH Y R

Zephyr Cafe 3643 Balboa St. SF P: 415.221.6063 zephyrcafe.com

Ms. Janet Peterson, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis blandit rhoncus nisl, sed scelerisque purus pulvinar vitae. Sed mattis dignissim orci, fringilla consectetur metus mollis eu. Vivamus ut fermentum ante. Integer lorem lacus, volutpat id auctor ac, mollis sed magna. Donec arcu ante, posuere ut porta eget, eleifend in tortor. Phasellus ut tellus diam, eu tincidunt ipsum. Donec ac libero quam, vitae blandit ligula. Integer tempus neque eu magna ullamcorper hendrerit. Aliquam lectus felis, accumsan non auctor ut, venenatis vitae risus. Quisque sit amet vehicula lectus. Maecenas volutpat est quis nisl feugiat non sagittis velit consectetur. Duis fermentum, velit eu tempus ornare, lacus nulla congue leo, ut tincidunt leo eros ut diam. Aliquam tempus bibendum nisl, ac porttitor nibh fermentum vitae. Maecenas quis velit elit, sit amet venenatis sem. Ut non neque nunc, eu porta purus. Nulla justo tortor, aliquam et congue eu, blandit sit amet purus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla mauris lacus, mollis at lobortis ut, consectetur eget augue. Fusce tincidunt dolor sit amet mi mattis vitae sodales erat iaculis. Nunc sapien dolor, rutrum vestibulum convallis at, molestie ut arcu. Donec at aliquet neque. Donec purus lorem, sollicitudin eu suscipit sit amet, feugiat ut nisl. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer mollis sodales odio, ut accumsan nunc consectetur eu. Sincerely, Tom Marchan

Zephyr Cafe: Brand Guidelines

Madison Bencomo

DAI 325

Spring 2013