Cafe 76 Brand Manual
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Cafe 76 Brand Manual
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Contents The Manual The Brand Manual
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The Brand Company Profile Atmosphere Service Cuisine
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The Logo Complete Logo Smallest Size Spacing and Placement The Two Elements Placement of the Elements Acceptable Usage Unacceptable Usage Colour Palette Typography
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Stationery Business Card Letterhead Envelope
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Applications Plate & Mug Napkin Packaging Print Ad Website
Contact
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The Manual
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The Brand Manual This brand manual is a guide for future designers and print houses. It explains in detail what the brand stands for, its identity and rules that would keep the identity of Café 76 intact. The guidelines include the identity of the brand, logo specifications including spacing and placement and acceptable and unacceptable usage of the logo. It also consists of colour palette and typography as well as details of stationery and other brand extensions such as cutlery and crockery., napkins and advertisements. The brand manual helps to retain the identity of the brand as well as helps it to grow. Hence, the future stakeholders and designers should refer to it when making changes to the design of the brand or any other component of it.
“Located away from the main stream dining and shopping areas in a quiet enclave with a lush garden and tall trees, Café 76 is the perfect escape for a relaxing meal with friends and family.”
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The Brand
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Company Profile Located in the distinctive and upscale neighborhood of 76 Old Clifton, offers a unique dining experience to Karachi. The Café’s minimalist yet refined ambiance impresses with its exceptional service and food quality. Divided into three separate dining areas, each with its own purposely uwnique character, Café 76 presents an atmosphere for every mood and occasion.
A Unique Atmosphere Located away from the mainstream dining and shopping areas in a quiet enclave Café 76 is the perfect getaway for a relaxing meal. Depending upon the mood and occasion, you may choose to dine in the “garden dining room”, which overlooks the garden and offers a relaxing, refined ambiance perfect for romantic dinners, families and non-smoking guests. The “bar room” offers a more casual, energetic feel. This cozy area offers a café dining experience with a mocktail bar, slightly louder music and more upbeat energy. The “atrium room”, is a small patio seating area which also doubles as a private dining room, creates an outdoor feel with its rooftop skylight, all while maintaining a comfortable and air-conditioned indoor dining ambience.
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First Class Service The staff at CafĂŠ 76 are well versed in the nuances of customer care and are committed to providing a service which is not only non-obtrusive but efficient as well. Whether you step in for a quick bite or wish to unwind over a romantic meal, the service will respond to your every need.
Distinctive Cuisine The menu comprises of continental choices, but the chef’s signature items are his steak dishes. The chef is a seasoned expert with over 15 years of experience in the food industry. He has worked with numerous renowned establishments and manages a team of fifteen. In addition, only the most superior ingredients are used to prepare meals and drinks. Each supplier has been verified and reference checked with other industry players. Items on the menu have been selected after an exhausting testing process involving a whole team and more than 200 dishes.
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The Logo
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Logo The logo is a type based, very simple yet elegant, single coloured one. The stroke of the letter ‘C’ creates identity for the name of the cafe and just like the rest of the letters of the logo, it should not be altered in any case in order to maintain this identity and integrity of the logo. It is an also be used on different applications in full or low opacity as shown in the applications section.
Smallest Size
Spacing and Placement The Café 76 logo must always have breathing space around it. To define this space, the letter “e” has been used as a unit.
e 18
e e
e
The logo is usable in several different sizes according to the need. However, given below is the smallest point size for the logo, which is 35 pts with kerning of -62 of the word “cafe” and -110 of the number 76 that can be used without comprising readablitity. The logo should not be smaller than the size provided.
The Two Elements The Café 76 logo is made up of two elements. The first word establishes the eatery which is a café. The number 76 is the address of the café. Hence, it is an integral part of the Café 76 logo and it must always be included wherever the logo is used. In order to make the logo, the word cafe must be typed in typeface ChopinScript with kerning of -62 and 76 must be typed with kerning of -110.
Placement of the Elements
3e
e 4.75e
e e
e
e
The Café 76 logo defined below has specific dimensions that should be strictly followed. No external elements, such as icons, images or text, should tamper with the logo in any way.
2e
5.9e
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Acceptable Usage The CafĂŠ 76 logo can only be used in the ways shown below. No other variation can be used other than the ones demonstrated below.
Cafe 76
Green logo on white background
Cafe 76 Cafe 76
Logo in reverse type
Green logo without framing (see application)
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Cafe 76 Cafe 76 Cafe 76
Logo on legible background with minimum 30% opacity
Logo on legibie background with minimum 50%on opacity Logo in black white background.
Logo in white on black background.
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Unacceptable Usage The CafĂŠ 76 logo can not, in any case be used in other ways than the ones prescribed and can not be distorted in the following ways:
Cafe 76 Cafe 76
Application of gradient on the logo.
Use of any other shade of green.
Cafe 76
Use of any other colour.
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Skewing or stretching of logo in any way.
Cafe 76
Background colour other than the ones shown is unacceptable.
76
Font change of any kind is unacceptable.
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Logo Colour The Café 76 logo is a very simple yet elegant, single coloured one. The type is set reverse type with white type on a green background.
Illustrations-Colours
C=54 R=126 Pantone: M=15% G=174 Y=63% B=125 K=0%
Illustrations can only use the following colour palette. The colours are perfect for the cafe’s identity. Green for depicting the lush green landscape of Café 76 and other colours for darker areas.
R=206 Pantone: C=17 M=3% G=224 579 U Y=34% B=179 K=3%
R=102 Pantone: C=41 M=78% G=52 5195 U Y=67% B=52 K=45%
C=14 R=220 Pantone: M=1% G=233 580 U Y=27% B=198 K=0%
C=24 R=195 Pantone: M=24% G=183 11 U Y=33% B=167 K=0%
Pantone: 607 U
C=60 R=102 Pantone: M=53% G=103 425 U Y=52% B=167 K=22%
C=0 R=254 Pantone: M=19% G=211 804 U Y=33% B=171 K=0%
C=31% R=172 Pantone: M=13% G=200 658 U Y=0% B=0 K=0%
C=40 R=153 Pantone: M=5% G=204 5503 U Y=20% B=204 K=0%
C=37 R=160 Pantone: M=50% G=127 5195 U Y=44% B=125 K=5%
R=252 C=1 M=0% G=249 Y=24% B=206 K=0%
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Typography The following typefaces are the only ones that can be used for headings, subheading and body text respectively to maintain the identity of the brand. ChopinScript is used for the logo only with -62 for the word “Cafe” and -110 for the number “76”
ChopinScript ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./:”[]!@#$%^&*()-_+
Jellyka Wonderland Wine has readibility issues and can be replaced by one of the two option given below.
Jellyka Wonderland Wine ABCDEFGHIJKL
MNOPQRSTUVWXYZ a b cdefg h i j klmno pq rs t uv w xy z 1234567890,./:”[]!@#$%^&*
The typeface Walkaway Condensed Bold can be used instead of Jelly Wonderland Wine. It is much more readable and compliments the simple elegance of ChopinScript. It comes in numerous type styles and can be used for different purposes.
Walkaway Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890,./:”[]!@#$%^&*()-=_+
Myriad Pro
A simple San Serif typeface would work perfectly with the elegant logo. Hence Myriad Pro is chosen and should not be altered.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./:”[]!@#$%^&*()-
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Stationery
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Business Card The business card of Café 76 has the same look and feel of the brand with white type on a green background. Below are the dimensions of the business card and they should be strictly followed.
3”
0.9” 2”
0.13” 1.45”
0.58”
Leaving 0.6 in from bottom right, the letter C in Chopin Script in 155 pts with -62 kerning for “Cafe” and -110 for “76” would be placed in 30% opacity.
0.93”
0.93”
0.34”
Madhiya Qureshi Coordination Manager
76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com
0.48”
Myriad Pro Regular in 12 PT Myriad Pro Regular in 8 PT
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Letterhead The letterhead is made for a standard A4 size paper and 11 pt is used for the address at the bottom of the letter head. Other dimensions are shown below and should be adhered to. Leaving 1.13” space from top right, the letter C in Chopin Script in 57 pts would be placed in 30% opacity.
0.71”
2.03”
0.25”
Cafe 76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com
0.16”
Cafe 76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com
0.83”
0.13”
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Envelope The dimensions of the envelope given below are according to the the letterhead and should be carefully followed. The address will be typed in 8 pts.
0.2”
0.63”
3.8”
Cafe 76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com
4.94”
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Madhiya Qureshi Coordination Manager
Cafe 76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com 76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com
Cafe 76, Old Clifton, Karachi-Pakistan. Phone (021) 35833162-4 E-mail: cafe.76@live.com
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Application
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Cutlery & Crockery Café 76 uses custom crockery and cutlery. These follow a certain style as well as dimensions. Both, the style and dimensions are demonstrated below and should be followed completely in order to retain the brands identity.
1.45”
1.12”
1.12” from the centre of the plate is the baseline for the letter C in ChopinScript in 28 pts .
1.08”
1.08” from the top of the mug is the baseline for the letter C in ChopinScript in 78 pts .
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0.14”
0.14”
Napkin The logo is to be placed on a white napkin in Green. The dimensions are given below and must be strictly followed.
1.4”
1.91”
1.26”
2.57”
2.42”
0.56”
2.42” from the bottom is the baseline for the letter C in ChopinScript in 235 pts .
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Takeaway Bag The logo is to be placed on a brown paper bag in green. The address will come at the bottom of the bag’s front in 9 pts.
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Print Ad The horizontal print ad is the standard size of 9.66” X 5.479” and the vertical print ad is 2.29” X 5.479” should be adhered to. The logo should should be placed according to the photograph and the readability should not be comprised under any circumstances. The address must be provided.
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Website A preview of the website is given below. The website must also have the same feel and look of CafÊ 76 with the illustrations on the main page. The menu and other information must be provided and the photographs can be used on seperate pages such as the menu page for customer’s ease as shown below.
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Contact Us For further inquiries regarding our brand, please contact: 76, Old Clifton, Karachi-Pakistan Phone: (021) 35833163-5 E-mail: cafe.76@live.com
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