Table of Contents
PART A: Philosophy I. Mission Statement II. Appropriate Slogans
PART B: Visual Identity I. Logo -Full Color -Alternatives Portrait •Landscape -Other Design Elements II. Corporate Colors III. Typography
PART C: Applications
I. Stationery -Letterhead & Envelope -Invoice & Facsimile -Business Cards -Gift Cards II. Packaging -Bulk Coffee Bags -Merchandise Bags -Porcelain/ “For Here” Cups -To-Go Cups -Pens and Pencils -Other Necessities -T-shirts & Aprons III. Vehicles IV. Environmental -Inspiration -Menu -Drinks Chart -Exterior •Large, Small and Special V. Promotional Mailer VI. Credits
Mission Statement
Appropriate Verbiage
Gallery Espresso is a coffee a Savannah Georgia based coffee company with a flair for art and artistic expression.
-Espresso Yourself! variations:
Anywhere Gallery Espresso can be found, so can an eclectic, fun environment filled with inspiration for the poet, painter, or purveyor of the arts. Gallery Espresso sells their own quality coffee and tea, as well as provides a gallery space for local artists. For those less inclined towards the traditional modes of artistic expression, we invite them into our stores for some artistic indulgence for a creative cupcake or latte art.
-How do you espresso yourself? 足 -Be a coffee drinking individual, espresso yourself -Given enough coffee, I could rule the world. The slogans used should be like the above in promoting coffee and Gallery Espresso as a positive for life and art.
Our Voice Artful Indulgence
Espresso Yourself!
Logo Details
Logo Uses and Details Our identity is how we communicate with our customers. Before even a single word is written our name and logo express our core values. The Gallery Espresso logo standards are set high in order to preserve our name and overall look.
Symbol
Logotype Optional Location Tag
Basics
The main color (Pantone Black 6U) make up the primary signature. For sizing, the minimum width should be no less than 1.5 inches to assure legibility. The Logotype may be separated from the symbol for special cases, where the minimum width should also be no less than 1.5 inches.
Minimum Width of 1.5 in
Symbol Alone Minimum width/height of 1.15 in which matches the min height of the symbol in the full logo
Pantone 511 C R: 98 G:27 B: 75 C: 60 M: 100 Y:45 K:30
plum purple
Pantone 309C R: 0 G:74 B:97 C: 100 M: 0 Y:9 K:72
peacock teal
Pantone 704 C R: 180 G:46 B:52 C: 0 M: 90 Y:72 K:29
Pantone 159 U R: 227 G:111 B:30 C: 0 M: 66 Y:100 K:7
pomegranate red
tangerine orange
Pantone 356 U R: 0 G:133 B:63 C: 95 M: 0 Y:100 K:27
kelly green
Pantone Black 6U R: 35 G:31 B:32 C: 89.8 M:31.43 Y:0 K: 89.8
midnight blue
Our Colors PALLET OPTIONS Gallery Espresso, likes bold and fun color options which reflect the mission statement, and the personality of our stores. We request that the main color pallet stick to these PMS colors on the left, or their CMYK and RGB equivalents. Variation of tone may be used, however the main variety should be the fully saturated version.
Color Application
midnight blue
plum purple
pomegranate red
tangerine orange
kelly green
Color Variants When the logo is together with the location tag, it is preferable that the main color stays midnight blue, however if alone, the logo can be used in the array of colors as shown on the right.
peacock teal
Typography
Pizzazz Spunk Morning Brew Coffee Artistic Indulgence Espresso Pizzazz Spunk Morning Brew Coffee Artistic Indulgence Espresso Pizzazz Spunk Morning Brew Coffee Artistic
Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry Mocha Art Beverage Community Cupcake Snack Iced Tea Gallery Poetry
Corporate Typography Just as important as the integrity of the logo and color pallet, typography plays a key role in bringing a fun, yet clean look to the Gallery Espresso brand.
Archer
The Archer typeface brings a subtle fun, spunky and playful aspect to the Gallery Espresso brand without screaming. Archer is to be used as the main typeface for titles and ads.
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
Whitney
The Whitney typeface is to be used as body text. While being a simple and elegant sans-serif, the typeface still has a fun personality, and a clean look, adding to the Gallery Espresso Brand
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
Coffee Packaging The packaging our customers bring home should be just as fun as the in-store brand. To keep it fresh and modern, and have the same vibes the pattern for the icon is on the sides, leaving room for the ribbon shaped sticker.
The dieline examples that follow have an option for a more ‘green’ packaging option of craft paper instead of white.
Packaging
Dieline Examples
Dieline Examples
Dieline Examples
Dieline Examples
Icons Unravelled
Icons- Basics
The seven icons were made to be on the midnight navy background to keep all the colors standing out and not blend into the background. They should be used on the navy background unless they are the following icons. Steaming Coffee Cup Popscicle Teapot Cup with Spoons These icons are more simplistic in nature and therefore have more options for their background.
Other Options:
In times of need, where the midnight navy background cannot b e used, the fun background for the popscicle can be used as contrast to make the colors work on a different color.
Environmental
Environmental Graphics The store signs are simple- large bold and fresh just like the rest of the brand. Where possible, the Gallery Espresso would prefer to have their logo large within a inset on the roof, so the logo can be seen from far away.
Environmental Window Posters
Window displays are important to keep within the brand guidelines. They are instantaneous ads that can determine whether someone comes in the cafe or not. Clever, ‘fresh’ sayings, icons and fun typography like on the left should be seen in each poster.
Bring Me Home For our to-go customers, as well as those who want to bring the Gallery Espresso brand into their everyday life outside of the store, we offer fun to-go cup designs, notebook for scribbles and inspirations and tees to bring some of our fresh artistic indulgence home.
In-Store Collateral During our customers in-store experience they will notice our customized employee shirts, menus and more that keep with the Gallery Espresso look.
Printed Collateral
The printed collateral keeps the same vibe as the rest of the brand, but in a simple way that does not distract from the message. The stationary keeps the logos to the backside of the paper, and has a focus on the logo and the words.
Correspondence
! what’s your favorite?
Credits
livesurface.com istockphoto.com vecteezy.com