Process Book 6

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//MEGANCARY graphic designer

olor palette

lack

PMS 187 C

EDUCATION MFA Candidate (2010 - present) Savannah College of Art and Design Graphic Design, 3.5 GPA

BFA (2009) University of South Alabama Primary - Graphic Design, Secondary - Painting. 3.98 GPA, Summa Cum Laude

WORK EXPERIENCE Graphic Designer (June 2009 - present) Crown Products

Responsibilities include the design of all electronic media including web banners and graphics, e-mail marketing and social media management. Additionally, I create specialty items including custom direct marketing pieces and high-end catalogs. Other duties include product photography and product development design.

Art Director (June 2007 - present) Negative Capability Press

Responsibilities include interior and exterior design and typesetting of books. Additionally, I am responsible for most of the company’s marketing duties.

Student Assistant (June 2006 - May 2009) University of South Alabama Responsibilities included assisting students and trouble shooting graphic design soft- ware and Mac hardware. I also operated several large format Epson printers.

TECHNICAL SKILLS

ACHIEVEMENTS

Silver Addy® Award (2010) Print Collateral Crown Products, AAF Mobile Bay

Silver Addy® Award (2010) Interactive Web Design (w/B. Davis) typography Crown Products, AAF Mobile Bay

Progress Through Ideas Award (2010) Ebsco Industries Employee of the Quarter (2010) Crown Products

Adobe Photoshop CS5 Adobe Illustrator CS5 Adobe InDesign CS5 Adobe Dreamweaver CS5 Adobe Flash CS5 Adobe Acrobat CS5 XHTML/CSS

ADDITIONAL SKILLS bebas regular

65% Black

Catalog & book production Website production E-blast creation Digital illustration Product photography & design Competitive analysis Copy writing Social media management QR code design & optimization Research

the quick brown fox jumped over the lazy dog 1234567890

SCAD Honors Scholarship Recipient

AFFILIATIONS AIGA AAF Mobile Bay Golden Key Honour Society Phi Kappa Phi Honor Society

PROCESS BOOK 06 References available upon request.

6711 Overlook Road // Mobile, Alabama // 36618 // 251 454 7510 // megan.cary@gmail.com

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design


or palette

typography

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the quick brown fox jumped over the lazy dog 1234567890

PMS 187 C

bebas regular 65% Black

PROCESS BOOK Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design


Assignment

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Market Research

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Mood Board

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Thumbnail Sketches 16 Rough Sketches 20 Digital Comps (Identity) 21 Revised Comps (Identity) 22 Identity Analysis 23 Final Identity Design 25 eBrochure Overview 26 Outline 27 Digital Comps (eBrochure) 28 eBrochure Analysis 33 Final eBrochure Design 34

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

CONTENTS


Overview:

For this project we were given a client brief for Gallery Espresso, a café chain based in Savannah, GA, that is preparing for a national launch that will establish them in the U.S. Market. In order to do this they needed a new logo identity that would give them a strong national presence, work in all regions of the U.S. and differentiate them from the competition. In the first part of this project their new identity was created, for the second part we were asked to create an Identity Guidelines eBrochure that represents the identity guidelines for Gallery Espresso and captures the essence of its brand image.

Market Research Paper:

Design Narrative:

Upon the completion of the identity, you will write a one page design narrative that expresses your goals, process and design solution for you final identity.

Identity eBrochure:

You will produce a multi-page PDF designed to view on-screen. This promotion-oriented eBrochure should represent your company’s identity guidelines in a design that successfully captures the essence of your brand image.

You will conduct thorough research on your company’s market segment, its target audience, and the competition. Based upon this research, you will write a summary and creative strategy that separates your company identity from the competition. This will serve as the strategic foundation upon which your designs will be based.

Mood Board:

Based on extensive research, you will create a multi-page PDF that organizes and expresses the potential “look-n-feel” of your new company, including categories such as possible color palettes, font choices, image styles, etc.

Identity Design:

You will create a logotype or combination mark that establishes your company’s brand identity and successfully represents its personality and services. It should be designed from a clear strategic foundation and accurately reflect that strategy.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

ASSIGNMENT


Project Description:

Gallery Espresso is a café chain based in Savannah, Georgia. It features its own line of products and an environment that provides a gallery space for local artists and a place for local musicians to provide entertainment in a relaxing lounge-like setting. They are looking to establish themselves in the U.S. Market and need a new a new identity that must have a strong national presence, work in all regions of the continental U.S., and stand out from the competition. This identity will include a new logo design, promotional online brochure and direct mail piece. Gallery Espresso’s interiors will be warm, comfortable and have an eclectic décor inspired by the location of each individual café, but the chain will have a recognizable style and the quality of a unified national brand. They will be initially expanding into the Chicago, New York, Los Angeles, and Atlanta markets.

Target Audience:

The target audience consists of male and female consumers, ages 18-50. They are trendsetters who appreciate culture, art and local entertainment. They are tourists and locals who want a place to go for relaxation and entertainment. This target audience is often known as “coffee culturists” or “hipsters” which Wikipedia describes as a blanket description for middle and upper-class young people associated with alternative culture, “particularly alternative music, independent rock, alternative hip-hop, independent film and a lifestyle revolving around thrift store shopping, eating

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organic, locally grown, vegetarian, and/or vegan food, drinking local beer (or even brewing their own), listening to public radio, and riding fixed-gear bicycles.” Their income ranges $20,000-$75,000 per year, and they are most likely college students, or graduates of liberal arts universities with bachelor’s or graduate degrees. They are most likely single or married with no children. Though a secondary audience would be married couples with 2 children or less. They like the idea of a coffee shop but dislike typical national chain stores, restaurants, cafes and coffee shops like Walmart, Panera Bread or Starbucks.

Market Segment:

According to MSNBC (via April Pennington of Entrepreneur.com) “49 percent of Americans age 18 or older drink some type of coffee beverage daily, and many of them are waiting in lines at specialty coffee retailers to get their fix.” In fact, there are over 100 million daily coffee drinkers in the United States and 30 million of them drink specialty coffee beverages daily. In 2003, the coffee house market reached $8.47 billion and was still growing. The major national players in the specialty coffee market are Starbucks, Caribou Coffee, Seattle’s Best (a subsidiary of Starbucks) Panera Bread, McDonald’s, and Dunkin’ Donuts. With the most intense competition being between Starbucks and McDonald’s with the recent addition of their popular McCafé specialty coffee drink line. The value of a McCafé drink at McDonald’s had helped them gain some market share over Starbucks in the recent economic hardship, however the

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MARKET RESEARCH


introduction of Starbucks VIA instant coffee brand and their Seattle’s Best subsidiary has revitalized Starbucks’ market share. Data from the National Coffee Association of the U.S.A., Inc. supports this saying that in 2008 U.S. coffee consumption continued to grow, with an emphasis on consumers becoming more educated about different coffee varieties and choosing quality coffee over value coffee.

Competitors: Starbucks Founded in 1971 in Seattle, WA as a roaster and retailer of whole bean and ground coffee, tea and spices, Starbucks now has more than 16,000 locations in 50 countries. Their name is derived from the first mate in Herman Melville’s Moby Dick and their logo features a twin-tailed siren from Greek mythology. Most of their locations have a standard look with green and brown being the prominent color scheme; their ads often feature a similar color story and look to that of their retail outlets. Starbucks products include coffee, hand crafted beverages, merchandise, food products, consumer grocery products, and several brands (Tazo tea, Ethos water, Seattle’s Best Coffee, and Torrefazione Italia Coffee). They tout themselves as a responsible company and promote their use of ethical sourcing, sustainable business practices and community involvement.

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McDonalds

McDonald’s was founded in 1940 and is the world’s largest chain of hamburger fast food restaurants. There are over 32,000 locations serving more than 60 million people in 117 countries daily. They launched their McCafé line of coffee shops in 1993 in Australia and by 2003 were the largest coffee shop brand in Australia and New Zealand. In recent years, McDonald’s stores in America have begun to offer McCafé specialty drinks in direct competition with Starbucks and other specialty coffee retailers. McDonald’s drinks average 25% cheaper than comparable Starbucks’ drinks. In a tough economy, this has helped McDonald’s gain some ground on Starbucks’ market share. Their target audience does vary slightly though, with the average McDonald’s consumer having an income of less than $60,000 a year, whereas Starbucks’ is over $60,000 a year, a stark contrast. Caribou Coffee

Caribou Coffee was founded in 1992 in Minneapolis, Minnesota. It is the second largest retailer of specialty Coffee and espresso in the U.S., after Starbucks. They sell gourmet coffees and teas and offer baked goods. Their annual revenue in 2009 was $262 million and they have almost 500 locations in 16 states and in several countries.

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MARKET RESEARCH


They define themselves as “a company that believes excellence is a product of hard work, and that life is too short for anything else.�

1 http://money.usnews.com/money/blogs/alpha-consumer/2008/9/9/explaining-the-coffee-hipster-connection.html

Like Starbucks, Caribou speaks frequently about social responsibility and sustainability in their business practices. According to Wikipedia, Caribou is planning to offer only coffees that are composed of 100% Rainforest Alliance certified beans by the end of 2011.

2 http://en.wikipedia.org/wiki/Hipster_%28contemporary_subculture%29

Differentiation:

Though Gallery Espresso will become a national brand these unique, localized elements will set them apart from the competition. It will be recognizable as Gallery Espresso, but it take on characteristics of the setting each location is in. Also, its warm colors, lounge-like setting and trendy feel will appeal to the target audience they have defined. As such, the branding elements will also be warm, inviting and comfortable. The color scheme will reflect the interiors. The shapes should reflect the unique elements of Gallery Espresso, most likely art and music related, as well as prominently featuring the coffee aspect. Type should be contemporary with a

3 http://www.msnbc.msn.com/id/8841941/ 4 http://blogs.forbes.com/greatspeculations/2010/06/14/starbucks-looks-to-win-backmarket-share-from-mickey-ds/ 5 http://www.ncausa.org/i4a/ams/amsstore/category.cfm?product_id=143 6 http://www.starbucks.com/about-us/company-information 7 http://en.wikipedia.org/wiki/McDonald%27s 8 http://www.nydailynews.com/money/2009/02/03/2009-02-03_battle_of_the_value_ meals_starbucks_vs_m.html?page=1 9 http://www.time.com/time/business/article/0,8599,1702277,00.html 10 http://en.wikipedia.org/wiki/Caribou_Coffee 11 http://www.cariboucoffee.com/page/1/company-info.jsp

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MARKET RESEARCH


After the market research process was completed, I created a mood board from my ideas, focusing on color, texture, type and imagery that would reflect the Gallery Espresso look. I focused on rich textures like velvet, corduroy, wood, stone, and brick. I also added in copper and bronze metal accents that were contemporary, while staying within the warm color palette that was in the client brief. Interiors and imagery would reflect the unique nature of each location of Gallery Espresso, with hodge-podge dĂŠcor that mixed textures and colors in a comfortable relaxing atmosphere. I developed a color palette from these textures and interiors that consisted of reds, purples, browns, oranges, and shades of grey, that I felt would work well for various marketing purposes. I also began to explore typography options, focusing on clean bold sans serif type like Bebas Regular that would provide strength and secondary script faces, like Lobster Font, that could compliment the strong type choices in print materials.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Competitor’s Logos: • Starbucks

• Biggby Coffee • Seattle’s Best • Barnie’s Coffee & Tea Company • Caribou Coffee • Atlanta Bread • Panera Bread • Peet’s Coffee & Tea • Dunkin’ Donuts • McDonald’s McCafé • Krispy Kreme Doughnuts

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Color Palette:

To the right is a color palette that consists of warm, earthy colors pulled from the images and textures collected for Gallery Espresso. It consists of varying hues of warm reds, browns, greens, purples, and oranges.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Type Studies:

To the right is a typography palette that explores various options for Gallery Espresso’s core identity. Display Option 1 explores using type to convey the unique quality of the brand, Display Option 2 uses clean strength to create more of a universal brand image. I have also considered combining aspects of Display Option 1 and 2 to create an identity that expresses both ideas. The secondary type options would be ideal for taglines and body copy in addition to the branding.

display type option 1

display type option 2

gallery espresso

Jellyka Wonderland Wine

gallery espresso Bebas

gallery espresso

gallery espresso

gallery espresso

gallery espresso

gallery espresso

gallery espresso

Jellyka Cutty Cupcakes

Give You Glory

Doris Day

Franchise Bold

Chocolate Box

Code Bold

secondary type options

gallery espresso gallery espresso MgOpen Moderna

Anti Pasto

gallery espresso gallery espresso Adobe Garamond

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Helvetica Neue

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Image Palette:

To the right is a collage of imagery that conveys the core brand essence of Gallery Espresso. They are warm, inviting and unique which are important considerations in branding for them. Decor is hodge podge – unique to each location, vintage illustrations are inspirations for branding, and warm woods, dark lighting, and images of comfort foods relax.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Shape Palette:

To the right is a collage of shapes that will be used for inspiration in the creation of Gallery Espresso’s new identity design. Inspirations are vintage labels, paint splatters, paint brushes, coffee stains, coffee beans, coffee cups, filigree, and artwork frames. All of these are unique shapes that aren’t found in many competitor’s logos.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Texture Palette:

To the right is a collage of textures inspired by various surfaces that would be present in a Gallery Espresso location. The textures shown also fall within the color palette shown before. In general they are warm, unique, and expressive and allow people to feel their surroundings, strengthening the Gallery Espresso experience. The textures include corduroy, wood, copper, paper, cardboard, leather, rust, brick, slate, limestone, glass and velvet.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

MOOD BOARD


Word List:

To the right is a list of words or phrases that establish the personality of Gallery Espresso. They all relate to the core ideas of the brand and build upon them as well. Words include warm, unique, local, gathering place, expressive, music, art, and comfortable.

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word list warm

dark

unique

familiar

coffee

soft

personal

family

food

lounge

personality

neighborhood

relax

music

friends

central

comfortable

art

trendsetter

local

inviting

expression

gathering place

red

expressive

trust worthy

wood

lifestyle

gallery

texture

core

productive

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

WORD LIST


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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

THUMBNAIL SKETCHES


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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

THUMBNAIL SKETCHES


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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

THUMBNAIL SKETCHES


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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

THUMBNAIL SKETCHES


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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

ROUGH SKETCHES


Initial digital comps posted for feedback. The logos on the right were chosen.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

DIGITAL COMPS


A

B

GALLERYESPRESSO C

GALLERYESPRESSO D

GALLERYESPRESSO

GALLERYESPRESSO 5/Grey

6/Grey

GALLERY espresso

5/Red

espresso

Grey

GALLERYESPRESSO

GALLERYESPRESSO

5/Purple

GALLERYESPRESSO

Dark Purple

espresso

espresso

espresso

7/Red

GALLERY GALLERYESPRESSO GALLERY espresso espresso

7/Purple

6/Purple

GALLERY Light Purple

GALLERYESPRESSO GALLERY GALLERY 6/Red

GALLERY Red

7/Grey

GALLERY GALLERYESPRESSO GALLERY espresso espresso

GALLERYESPRESSO

Revised comps presented to the class for feedback.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

REVISED COMPS


For this project we were given a client brief for Gallery Espresso, a

podge décor that mixed textures and colors in a comfortable relaxing

café chain based in Savannah, GA, that is preparing for a national

atmosphere. I developed a color palette from these textures and in-

launch that will establish them in the U.S. Market. In order to do this

teriors that consisted of reds, purples, browns, oranges, and shades

they needed a new logo identity that would give them a strong na-

of grey, that I felt would work well for various marketing purposes.

tional presence, work in all regions of the U.S. and differentiate them

I also began to explore typography options, focusing on clean bold

from the competition.

sans serif type that would provide strength and secondary script faces that could compliment the strong type choices in print materials.

The research process began with the client brief, from that I learned that Gallery Espresso is unique with their relaxed lounge-like setting,

From there I began to create thumbnail sketches inspired by my

own line of products, gallery space for local artists to exhibit in and

mood board and market research. I created over 100 pencil sketch-

they offer a place for local musicians to play. I also learned their tar-

es that explored many ideas and options, including paint, frames,

get audience. I took this information and conducted market research

coffee stains, coffee beans, coffee cups, etc. This process was

of current competitors where I examined chains like Starbucks,

somewhat difficult for me, because while I do create many sketches

Dunkin’ Donuts, McDonald’s, Caribou Coffee, and Seattle’s Best.

for clients, 100 was a very daunting number. However, in the end

I narrowed the target audience by considering their interests and

the best sketches came from my final sketches so I felt it was a

habits and began to formulate ways to differentiate Gallery Espresso

very worthwhile process. From those 100 sketches I began to create

from the competition.

some hand drawn color comps of my favorite ideas.

With this research in mind I created a mood board from my ideas, fo-

Through the process I was particularly drawn to the strong sans serif

cusing on color, texture, type and imagery that would reflect the Gal-

type and simple shapes of the picture frame and coffee cup. Af-

lery Espresso look. I knew that they wanted a hip, trendy, lounge-like

ter much consideration and discussion with my peers, I decided to

setting that was also warm and inviting. I focused on rich textures

move forward and create digital comps of the coffee cup designs.

like velvet, corduroy, wood, stone, and brick. I also added in copper

This resulted in several rounds of rough digital revisions where I was

and bronze metal accents that were contemporary, while staying in

able to play with type treatment, choice and stroke thickness of the

the warm color palette. Interiors and imagery would reflect the

coffee cup in particular. I was also deciding between bright red and

unique nature of each location of Gallery Espresso, with hodge-

rich purple as a secondary logo color.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

IDENTITY ANALYSIS


I had a very difficult time deciding between my final two logo choices – a very European looking logo that was completely bold and clean and a (still European looking) one that utilized a script face, Lobster Font, combined with the bold Bebas typeface. I considered my peers suggestions, printed out many, many versions to study and finally went with my gut and chose the completely clean version. I honestly feel the final design is very strong and has a bold quality that will differentiate it from the competition, while giving the company the flexibility it needs for branding. The color palette of black and bright red is a very bold choice, but completely versatile as it can easily be changed to black, white, or a combination of black and grey as needed. Also, individual locations of Gallery Espresso will be able to keep many unique local décor elements while utilizing the strength of this identity mark to enforce Gallery Espresso’s national presence in the community.

color palette

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typog

beb

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Black

PMS 187 C

65% Black

Identity Design

IDENTITY ANALYSIS

the q the l


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color palette

typography

Black

the quick brown fox jumped over the lazy dog 1234567890

PMS 187 C

bebas regular 65% Black

Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

FINAL IDENTITY DESIGN


Overview:

For this project we were given a client brief for Gallery Espresso, a cafĂŠ chain based in Savannah, GA, that is preparing for a national launch that will establish them in the U.S. Market. In order to do this they needed a new logo identity that would give them a strong national presence, work in all regions of the U.S. and differentiate them from the competition. In the first part of this project their new identity was created, for the second part we were asked to create an Identity Guidelines eBrochure that represents the identity guidelines for Gallery Espresso and capture the essence of its brand image.

As shown before, I had created a mood board color, texture, type and imagery that would reflect the Gallery Espresso brand essence.

Research:

Eventually my mood board led to a firm color palette and typography choices for the brand. Because I found this mood board so inspiring I went back to the colors and textures that I had explored when I began the design process for my eBrochure. I felt that these textures truly represented the Gallery Espresso brand image that I wanted to convey.

The research process for the eBrochure went back to the original client brief, from which I learned that Gallery Espresso is unique with their relaxed lounge-like setting, own line of products, gallery space for local artists to exhibit in and they offer a place for local musicians to play. I remembered that they wanted to differentiate themselves from the competition and bring local flair to each unique location.

In the mood board I focused on rich textures like velvet, corduroy, wood, stone, and brick. I also added in copper and other metal accents that were contemporary, while staying within the warm color palette that was in the client brief. Interiors and imagery reflected the unique nature of each location of Gallery Espresso, with hodge-podge dĂŠcor that mixed textures and colors in a comfortable relaxing atmosphere.

I had also learned their target audience consisted of male and female consumers, ages 18-50. They are trendsetters who appreciate culture, art and local entertainment. They are tourists and locals who want a place to go for relaxation and entertainment. I then looked over the competition and then I began to look at other examples of identity guidelines brochures available on the internet. While not always examples for coffee shops, the brochures still gave me a good idea of what should and should not be included and various tactics for expressing the essence of the Gallery Espresso brand.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

EBROCHURE OVERVIEW


After reflecting on my research and re-examining my mood board I began to make a detailed outline of what to include in my eBrochure for Gallery Espresso. I broke the brochure down into eight sections that I felt were necessary to cover – Philosophy and Image, Identity, Stationery System, Packaging, Merchandising, Environmental, Apparel and Transportation. Each section in the outline provided a more detailed idea of what I planned to cover in the brochure. For example, Packaging was to include Coffee and Tea Packaging and Collateral components like gift cards, take away boxes or bags, merchandise bags, paper cups and coffee sleeves. Apparel would include the basic uniform or clothing requirements for the staff of each location as well as any additional requirements for their appearance.

Identity Guidelines Brochure Outline | Gallery Espresso | GRDS 715: Print Studio I Prof. Henry | Fall 2010 | © Megan Cary, 2010

Front Cover Table of Contents I. Philosophy and Image a. Brief History b. Mission Statement c. Vision d. Brand Image II. Identity a. Logo b. Logo Restrictions/Options c. Typography Standards d. Corporate Colors III. Stationery System a. Business Card b. Letterhead c. Envelope d. Invoice e. Catering Request Form IV. Packaging a. Coffee and Tea Packaging i. Coffee Bag or Canister ii. Tea box b. Collateral Components i. Gift Card ii. Take Away Boxes iii. Merchandise Bags iv. Paper/Plastic Cups v. Coffee Sleeves V. Merchandising a. Ceramic “Paper” Cups b. Acrylic Tumblers with Straws c. Sketch Book/Pencil Gift Set d. T-Shirt VI. Environmental a. Window and Door Decals/Signage b. Storefront Signage c. Menu Board

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

OUTLINE


Several drafts of the eBrochure were presented to the class during the course units assigned. Because of their size I have only included several examples of those drafts on the next few pages. As feedback was received from my peers and my professor, I made the necessary changes and posted new comps.

philosophy and image At Gallery Espresso our mission is to create an atmosphere where every customer is greeted with a warming cup coffee and tea and a relaxing cafĂŠ atmosphere. We strive to provide the best quality beverages and food to our customers while offering above average customer service. Additionally, our vision is to support local artists and musicians throughout communities we are located in by providing a place for them to showcase their work. Never stale or commercial, our image is fresh, supported by amazing local artwork and music that allows every one of our customers to feel like you are never entering the same cafe twice.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

DIGITAL COMPS


Logo The Gallery Espresso logo is the most important part of our brand identity. It is fresh, clean, and easily adaptable to many different types of applications. The standard format, as seen below, is horizontal. The typeface is Bebas, and the colors are black and PMS 187 C.

PMS 187 C

Black

Bebas Regular

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DIGITAL COMPS


Logo restrictions & options

acceptable alternatives

The standard Gallery Espresso logo should be used whenever possible. However, we do understand that sometimes exceptions must be made. Here are a list of acceptable and unacceptable uses.

Black/65% Black

Do not use unapproved corporate colors. Black

Do not remove the brand mark (coffee cup). Reversed to White

Do not stretch or distort the logo in any way. PMS 187 C

*Some marketing materials may vary from these guidelines. Please contact marketing@galleryespresso.com for more information.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

DIGITAL COMPS


Invoices and forms Standard invoices, catering forms and other collateral forms will be issued for each Gallery

CATERING AGREEMENT

Espresso location. These standard forms are

At every point in handling your catering order, Gelato’s believes that clear communication is key to ensuring that your event is a delight. To help ensure that Gelato’s fulfills all of our clients expectations to the last detail, we ask that our clients provide and/or verify the following information in regards to each specific catered event.

utilized throughout the company in order to

Client Information Client: ____________________________

establish thorough and unique system of

Client’s Primary Contact number: ________________

to red live ame De tact N on

Espresso stationery, 100% PC Cream White Smooth 80 text which is made with windpower from 100% post consumer waste fibers. This makes our paper trail not only stylish but environmentally friendly too.

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Client’s onsite Contact number: __________________

IN

organization among our locations. All forms are printed on Gallery

IC VO

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e C Nam Title pany eet tr 000 Com Any S 000A 00 123 1 US te Sui Town, 00 Any 000-00 000tion crip Des vice Ser

e C Nam Title pany eet tr 000 Com Any S 000A 00 n 123 1 US te ai Sui Town, 00 M Any 000-00 000-

on ipti up s escr e Gro trie /D offe Pas /C en Doz 0001 tal / 12 Ren 0002 oom /R ities 03 tu 00 ra /G 0004

it Un e/ Rat 00 000.

Order Information #: ice Invo : e: er ID : Dat O Order Placed: ______________ tom P Cus mer to #: Cus osal Date of Event:______________ p ro P Event Location: _______________________________________ Caterer’s arrival time: _______________ ue t D end): _____________________________ Serving time (start and oun 00 Am 000. 00 Tax 000. 00 0 .0 000. Menu 00 Information

s Term s 0 day ce 30 Pri s 0 day Menu choices: ________________________ 00 30 s 000. day 00 30 Minimum servings: ____________________ 000. 00 000. Client’s flavor Choices: _________________

Client’s topping choices: ________________

ID

Transaction Information Total Cost of Order: ___________________ .00 Cancellation Policy: ___________________ 0000 0 00.0 Payment Type: _______________________ .00 e 0000 voic is In l th ta To Tax Due es Client’s SalSignature: ount____________________________________________________ l Am Tota

The information provided in this document is deemed confidential and is intended for the internal use of Gelato’s only. This document is for communication purposes only and does not constitute a contract or any express warranty associated with the catered event to which this document refers.

8822 Ocean Boulevard . Miami . Florida . 68220 . (251) 888 8900

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

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DIGITAL COMPS


menu boards In order to simplify choices for our customers, menu boards are standard across all locations. Below is an example of a standard Gallery Espresso menu board (items will be altered seasonally).

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

DIGITAL COMPS


For this project we were given a client brief for Gallery Espresso, a

When I began the design process I identified the fact that first and

café chain based in Savannah, GA, that is preparing for a national

foremost I needed to clearly present guidelines and restrictions for

launch that will establish them in the U.S. Market. In order to do this

Gallery Espresso’s branding and image. But I also wanted to show-

they needed a new logo identity that would give them a strong na-

case who Gallery Espresso was and translate why these guidelines

tional presence, work in all regions of the U.S. and differentiate them

were important. My mood board was really my inspiration from the

from the competition. In the first part of this project their new identity

beginning for my branding and identity. It was the one thing that I felt

was created, for the second part we were asked to create an Identity

captured the essence of Gallery Espresso. I pulled textures from the

Guidelines eBrochure that represents the identity guidelines for Gal-

mood board and used it in my design to help convey that essence

lery Espresso and capture the essence of its brand image.

throughout the brochure.

Because of my previous research I conducted when creating Gal-

I also wanted the logo identity to have a strong prescence through-

lery Espresso’s new logo identity, I was very familiar with the brand

out the brochure so I utilized the logo on every page. The colors

image I had created. I went back and referenced my mood board,

stayed within the warm and rich color palette that I established from

market research and logo for inspiration. I also did some internet

the beginning and the type is clean and within my brand typography

searches for other companies identity guideline brochures. Doing

palette. Overall I am very satisfied with the outcome.

this allowed me to quickly identify the areas I wanted to focus on for Gallery Espresso’s identity guidelines eBrochure. From my research I was able to narrow the focus of my brochure into a detailed outline that described the contents and order of my ebrochure. The sections I decided were necessary for inclusion were philosophy and image, identity, stationery system, packaging, merchandising, environmental, apparel and vehicle application.

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

EBROCHURE ANALYSIS


Final eBrochure Cover (finished piece is 26 pages)

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

FINAL EBROCHURE DESIGN


philosophy and image At Gallery Espresso our mission is to create an atmosphere where every customer is greeted with a warming cup coffee or tea and a relaxing café atmosphere. We strive to provide the best quality beverages and food to our customers while offering above average customer service. Additionally, our vision is to support local artists and musicians throughout the communities we are located in by providing a place for them to showcase their work. Never stale or commercial, our image is fresh, and supported by amazing local artwork and music that allows every one of our customers to feel like you are never entering the same cafe twice.

Da Vinci’s Cappuccino Gallery Espresso Atlanta

5

coffee & tea packaging

transportation

We take great pride in our excellent packaging for

All Gallery Espresso locations are provided with two

Gallery Espresso branded coffees and teas. Coffee

catering delivery vehicles. The “short” delivery vehicle

is available in a one pound aluminum canister in dark

is available for small deliveries and the “Grande” deliv-

roast, medium roast and decaffeinated flavors.

ery vehicle is excellent for larger catering deliveries. Short Delivery Vehicle Custom Mini Cooper

Specialty tea is packaged in 4oz. “Tea for Two” boxes in a variety of flavors such as Earl Grey and Brit Grey.

Coffee & Tea Packaging

Grande Delivery Vehicle Custom Honda Element

In keeping with Gallery Espresso’s commitment to environmentally friendly practices all of the packaging for our coffees and teas can be recycled including the aluminum canister, cardboard boxes and paper wrappers.

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Various pages from Final eBrochure Design (see PDF for all pages)

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Megan Cary | GRDS 715-OL | Identity Design | Process Book

Identity Design

FINAL EBROCHURE DESIGN


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