BRAND GUIDELINES
LOCAL • FRESH • ORGANIC
Personality & Promise The Greenhouse is truly a neighborhood coffee house; involved and concerned with the well being of the local community. A commitment to high quality fair trade organic products sets The Greenhouse at a higher quality standard than most of the competing shops. The Greenhouse represents the way it should always be: local, fresh, and organic. The new brand guidelines promise to build a better brand allowing for greater presence within the community.
LOCAL: The Greenhouse prides itself with its involvement and concern for its community. We strive to support other local businesses as much as possible. We also like to be a stepping stone for local artists and musicians, allowing them to display their work for our community to enjoy. FRESH: The Greenhouse only uses the freshest ingredients on all of our products. Most produce in the US is picked 4-7 days before reaching stores. Buying our produce from local farmers and businesses allow us to cut out this traveling time. ORGANIC: The Greenhouse believes that everyone deserves to live as healthy as possible which is why we make sure all of our products are organic to cut out chemicals from our community’s intake.
THE GREENHOUSE: BRAND GUIDELINES
Master Logo OCAL • FRESH • ORGANIC LOCAL • FRESH • ORGANIC The Greenhouse logo is Lthe ultimate representation of our brand portraying our modern organic vibe. Our L O C Afor: L • our F R Ehigh S H •quality ORGA NIC coffee pot G represents what we are most known fair-trade organic coffee and tea. The handmade typeface and choice of colors help build the relaxed feel representative to our brand.
LOCAL • FRESH • ORGANIC LOCAL • FRESH • ORGANIC
LOCAL • FRESH • ORGANIC
Owner queenia@thegreenhouse.com (415) 405-0737
T HE GR E E N H O US E
QUE E NIA LE UN G
LOCAL • FRESH • ORGANIC
LOCAL • FRESH • ORGANIC
LOCAL • FRESH • ORGANIC
329 West Portal Avenue www.thegreenhouse.com
O US E
OUS E
THE G R E E NH OU S E
LOCAL • FRESH • ORGANIC LOCAL • FRESH • ORGANIC LOCAL • FRESH • ORGANIC
LO C A L FRESH ORGANIC
LOCAL • FRESH • ORGANIC Q UE E NIA LE UN G Owner queenia@thegreenhouse.com (415) 405-0737
L OCA L F R ESH OR GA N IC
MARIO MEJIA
3
THE G REENH
THE G REENH
Alternate Logos
LOCA L H at full scale, these smaller alternate W EST logos may be used. When our master logo cannot FRES be used ORGA N I C POR T A L There are a couple of variations to this logo, allowing for a touch of cutomization to our brand’s
USE
THE GREENHOUSE: BRAND GUIDELINES
T HE G RE E NHO U S E
EST . EST . 1995 1995
THE G RE E NH O U S E
THE G RE E NH O U S E
L OC A L F R ESH OR GA N I C
TH E G R EE NHOU S E
THE G RE E NH O U S E
THE G RE E NHO U S E
LOCA L FRES H ORGA N I C
L OC A L L OC A F RL ESH F R ESH OR GA N I C OR GA N I C
SE
THE G RE E NH O U S E
EST. 1995
T HE G R EE NHOU S E
THE G RE E NH O U S E T HE GRE ENH O US E
THE G RE E NHO U S E
THE G RE E NH O U S E
presence.
WEST W E S TP O R T A L PORTAL
L O CA L W EST L O CA F RL E S H POR T A L F R E S O H R G A N IC ORG A N IC
Logo Sizes LOCAL • FRESH • ORGANIC
There are three main sizes our logo should be used in print collateral: large (3”x1.25”), medium (1”x1.75”) and small (.5”x.85”). Exclusion zones should be proportionate to logo size (see next page).
3”
LOCAL • FRESH • ORGANIC
T H E G R E EN H O U SE
1”
L OCA L FR E S H OR GA N IC
.5”
T H E G R E E N H O US E
LOCAL • FRESH • ORGANIC
T H E G R E E N H O US E
1.25”
T H E G R E EN H O U SE
LOCAL • FRESH • ORGANIC
WE S T P OR TA L LOCAL F RE S H O RG A N I C
WE S T PO RTAL
E S T. 329 West Portal Avenue 1995 www.thegreenhouse.com
EST. 1995
T HE G R E E N H O US E
.85”
T HE G RE E N H O US E
Owner queenia@thegreenhouse.com (415) 405-0737
T HE G R E E NH OU S E
Q UEEN IA LEUN G
T HE GR E E NH O U S E
T H E GR E E N H O US E
1.75”
TH E G REE N HO US E
LOCAL • FRESH • ORGANIC
LO CAL F RE S H O RG ANI C
L OCA L
LO C A L FR E S H FR ESH OR GA N IC O R G A N IC
LOCAL FRESH O RGANI C
MARIO MEJIA
5
Exclusion Zone
LOCAL • FRESH • ORGANIC
An exclusion zone has been established to guarantee The Greenhouse logo will receive appropriate focus in any type of publication. The height of the main body type (x) has been determined an appropriate unit of measurement. This ensures that the exclusion zone will be proportionate to the logo regardless of what size is used.
LOCAL • FRESH • ORGANIC
LOCAL • FRESH • ORGANIC
x x x x
x
LOCAL • FRESH • ORGANIC
x x ½x
US E
THE GREENHOUSE: BRAND GUIDELINES
Q UE E N I A L EU NG Owner
USE
LOCAL • FRESH • ORGANIC
Colors: Primary & Alternate The Greenhouse color palatte has been established to strengthen our brand identity, constant use will increase brand recognition and awareness throughout the community. Our very soft color pallete helps build a relaxed feel while still preserving an organic vibe.
Greenhouse Green
Greenhouse Brown
Pantone: 5777 CMYK: 34.20.69.0 RGB: 177.188.112
Pantone: 7503 CMYK: 39.44.49.6 RGB: 156.134.122
White
Black
Pantone: 5777 CMYK: 0.0.0.0 RGB: 25.25.25
Pantone: 5777 CMYK: 34.20.69.0 RGB: 177.188.112
MARIO MEJIA
7
Typography Our primary typeface, Georgia, is a classic serif typeface giving our brand a sense of quality and excellence. It should be mainly used in larger scales such as headers and pull quotes. When possible, headers should be in Greenhouse Green (see previous page).
Georgia Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890~!@#$%^&*()_+? Georgia Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890~!@#$%^&*()_+?
THE GREENHOUSE: BRAND GUIDELINES
Secondary Typography Our secondary typeface is Century Gothic, a sans serif typeface with very organic yet structured curves. This typeface should be used mainly for body or secondary text. When used for body copy this typeface should always be in black if possible.
Century Gothic Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890~!@#$%^&*()_+? Century Gothic Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890~!@#$%^&*()_+?
MARIO MEJIA
9
Business Card The Greenhouse business card is used to represent us with our current and potential customers. They should be printed in one color (Greenhouse Green) on white stock. Our business cards should always be 3.5”x2” and in landscape orientation.
THE GREENHOU SE
Front
Back
LOCAL • FRESH • ORGANIC
QU EEN IA LEUN G
Owner queenia@thegreenhouse.com (415) 405-0737
3.5”
THE GREENHOUSE: BRAND GUIDELINES
329 West Portal Avenue • www.thegreenhouse.com
2”
Letterhead
x
Our simple letterhead should be used for all official communications. An emphasis is given to our logo placed on a green background with plenty of white space around it. Body text should always be in black Century Gothic. Letterhead should always be printed on white 8.5”x11” stock.
x x
LOCAL • FRESH • ORGANIC
2.5”
x x
x
LOCAL • FRESH • ORGANIC
LOCAL • FRESH • ORGANIC
August 10, 2011 John Smith 123 Main Street SF, CA 94132 Dear John,
LOCAL • FRESH • ORGANIC
TH E G R EENH O U SE
Q U E E N IA L E U N G Sincerely, Owner queenia@thegreenhouse.com (415) 405-0737
Queena Luan West Portal Avenue Owner 329 www.thegreenhouse.com
THE G REEN HOUS E
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla eget porta ipsum. Vestibulum ut dolor a sapien sollicitudin gravida et quis urna. In sodales orci eu dolor vulputate vitae tincidunt turpis egestas. Sed blandit, massa in eleifend elementum, tortor metus mollis odio, eget lobortis felis massa id turpis. Maecenas nibh ipsum, sodales at egestas vitae, LOCAL • FRESH • ORGANIC imperdiet ut tortor. Aliquam in mauris metus, non gravida elit. Proin lobortis dolor et orci vestibulum ut fermentum nibh mollis. Suspendisse euismod interdum ligula, id rhoncus nibh faucibus ut.
11”
LOCAL FRESH ORGANIC
LOCAL FRESH ORGANIC
www.thegreenhouse.com • 329 West Portal Ave, SF CA 94132 • (415) 405-0737
8.5”
MARIO MEJIA
11
Products The Greenhouse products serve as another way of building brand identity. Whenever possible, materials should be recycled or compostable.
100% Compostable Cups
THE GREENHOUSE: BRAND GUIDELINES
The Greenhouse Mug
MARIO MEJIA
13
The Greenhouse Tee
THE GREENHOUSE: BRAND GUIDELINES
LOCA
WEST
L • F RES
H • O RG
ANIC
PORTA
L
100% Compostable Paper Bag
MARIO MEJIA
15