cafe marrow // brand guidelines by nicole kim

BRAND GUIDELINES

CAFE MARROW

CONTENTS I NTRO D U C TI O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 TH E FA M I LY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 PRIMARY MARK. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 WORDMARK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

TH E N IT T Y- G R IT T Y.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 3 GR APHIC ELEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 4 SIZES & SPACES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 T YPE & COLOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 4 INAPPROPRIATE USES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 8

I N TH E WI LD.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 3 BUSINESS SYSTEM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 4 APPLICATIONS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

BRAND GUIDELINES

CAFE MARROW

INTRODUCTION THE BRAND Cafe Marrow is centered around the elements of community, warmth, quality, hospitality, and whimsy. The brand is a careful balance between all of these things; it is playful and approachable, yet holds weight in its concept and foundational values. The overall family of marks, print, and digital materials is cohesive and tied together as Cafe Marrow desires to tie together its community. The brand strives to create a unique experience for any and all who cross its path.

THE MANUAL This standards manual is to make sure the brand maintains its integrity through the entire lifetime of the business, through proper usage and placement of all elements in applications new and old. These brand guidelines ensure any growth involving designed elements is consistent and successful with the existing pieces.

BRAND GUIDELINES

CAFE MARROW

T H E F A M I LY (O F M A R K S )

BRAND GUIDELINES | PRIMARY MARK

P R I M A RY M A R K This is our primary mark. It best describes what we stand and strive for as a business. This mark contains the marrow mug, our name (Cafe Marrow), and our tagline (take heart); they're stacked on top of one another like the building blocks of our vision and center aligned as we are around our values. It depicts warmth, whimsy, and attention to detail. The primary mark should be used whenever possible, preferably in full color.

CAFE MARROW

TWO COLOR When an application is limited to a two color print, the primary mark may be depicted in the color sage; with the splash, slogan, and rim/ handle of the mug in the color coffee.

BRAND GUIDELINES | PRIMARY MARK

ONE COLOR The primary mark may be depicted in the color sage when an application is limited to one color. It may be used in the color coffee only when the contrast with the sage mark is not sufficient. The mark may be printed in solid black only when color printing is unavailable.

the mark in sage

the mark in coffee

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REVERSED VERSIONS When necessary, the mark may be printed in light colors on a dark background. The primary reversed mark requires full color and uses fig & peony on a coffee background (with no alternate color combinations). The alternate reversed mark is one color (white/paper) on coffee.

primary reversed mark, full color

secondary reversed mark, one color

BRAND GUIDELINES | PRIMARY MARK

P R I M A RY M A R K WITHOUT TAGLINE The primary mark may be used without the tagline for a more concise communication of the business. This mark is useful when the business itself is not the primary subject matter of the application (ie. the menu, pg. 50), or when the tagline is incorporated somewhere nearby on the piece (ie. the business card, pg. 45).

CAFE MARROW

TWO COLOR When an application is limited to a two color print, the primary mark may be depicted in the color sage; with the splash and rim/handle of the mug in the color coffee.

BRAND GUIDELINES | PRIMARY MARK

the mark in sage

the mark in coffee

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REVERSED When necessary, the mark may be printed in light colors on a dark background. The primary reversed mark requires full color and uses fig & peony on a coffee background (with no alternate color combinations). The alternate reversed mark is one color (white) on coffee.

primary reversed mark, full color

secondary reversed mark, one color

BRAND GUIDELINES | WORDMARK

WORDM ARK The wordmark simply communicates our name and motto. It is useful as a very streamlined mark when space is limited and/or the communication is more serious. The wordmark may also be used when the marrow mug is used as a graphic element in the application to avoid redundancy (ie. the envelope, pg. 48). Since it is two colors by nature, it should remain consistent with the designated sage + coffee color scheme.

CAFE MARROW

ONE COLOR The wordmark may be depicted in sage when production is limited to one color. It may be used in the color coffee only when the contrast with the sage mark is not sufficient. The one-color version of this mark may be printed in black when color printing is unavailable.

the mark in sage

the mark in coffee

REVERSED When necessary, the mark may be printed in light colors on a dark background. The primary reversed mark requires full color and uses fig & peony on a coffee background. The alternate reversed mark is one color (white) on coffee.

primary reversed mark, full color

secondary reversed mark, one color

BRAND GUIDELINES | WORDMARK

WORDM ARK WITHOUT TAGLINE Sometimes the mark just has to take a skinny dip in the wild. The wordmark without the tagline is bold & brazen; it simply communicates our name and challenges everyone else to find out what else is behind it. It is useful as a streamlined mark when there are lots of graphics on a page, when space is limited, and/or when the communication is more serious. The mark may also be appropriate when the marrow mug and/ or tagline is used as a graphic element somewhere else in the application to avoid redundancy. Since it is one color by nature, it should remain consistent with the designated sage color.

CAFE MARROW

REVERSED When necessary, the mark may be printed in a light color on a dark background. The primary reversed mark is peony on a coffee background. The alternate reversed mark is white on coffee.

primary reversed mark, peony

secondary reversed mark, white

BRAND GUIDELINES

CAFE MARROW

T H E N IT T Y- G R IT T Y D E S I G N D E TA I L S & S P E C I F I C AT I O N S

BRAND GUIDELINES | SIZES & SPACES

GR APHIC ELEMENTS THE MARROW MUG The marrow mug is taken from the primary mark. It can be used alone when it irrefutably clear that Cafe Marrow is the context in which it lies (eg. social media blasts, pg. 52). In print, it may act as a stamp-like mark, but the wordmark must also be found somewhere close by on the application (eg. the envelope, pg. 48).

THE TAGLINE On special occasions, our tagline can hold its own for a subtle yet impactful expression of Cafe Marrow (eg. the business card, pg. 45, and some merchandise, pg. 56). Like the mug, the wordmark must also be close by to ensure association with the cafe. It should only be used in coffee on light or in white on dark backgrounds.

CAFE MARROW

THE SPLASH The splash is taken from a detail in the marrow mug illustration, rotated 60Ë&#x161; clockwise. It should be used carefully so it remains an accent and doesn't become an overpowering visual element. It may be used as a line rule, aligned center, fanning right (ie. the letterhead, business card, & main menu); OR reflected horizonally as an accent for headers (ie. the specials menu, this manual). A single application should not be implement both implementations. The splash should be scaled to the cap height of the document's header type. It should only be used in the color raincoat. For limited color production, it can be used as a paragraph rule in coffee, or in black for black & white production.

PINK SHAPES The pink bar uses a 50% tint of the color peony from our secondary color palette. Use it throughout different applications as a unifying element that ties all the pieces together. It is always anchored to the top of the document, and should not extend from the sides or bottom of the page or screen. It is always full bleed. The pink circle also uses a 50% tint of peony. It is helpful when a more contained and graphic depiction of the mark is necessary. This is the only acceptable container for the mark.

BRAND GUIDELINES | SIZES & SPACES

MINIMUM SIZES PRIMARY MARK & WORDMARK The full-color & one-color versions of the primary mark must be printed at least 1.125" wide, to preserve the logo's finer details. The min. width of the reversed version of this mark is 1.25"

1.125"

1.25"

CAFE MARROW

PRIMARY MARK & WORDMARK WITHOUT TAGLINE

The full-color & one-color versions of the alternate primary mark must be printed at least 1" wide, to preserve the logo's finer details. The min. width of the reversed version of this mark is 1.125"

1.125"

BRAND GUIDELINES | SIZES & SPACES

MINIMUM SIZES THE MARROW MUG The full-color & one-color versions of the marrow mug, positive and reversed, must be printed at least 0.5" wide, to preserve the details and so it doesn't get lost in the space.

0.5"

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THE SPLASH The splash, in raincoat & coffee, must be printed at least .15" wide (see business card, pg. x). It should remain consistent in size when used as a paragraph rule, and should not exceed the cap height when accompanying headers.

0.15"

THE TAGLINE The tagline by itself, for both positive and negative versions, must be printed at least 1" wide. Note this is larger than it occurs in the smallest version of the primary mark with the tagline to make sure it stands out and holds its own.

BRAND GUIDELINES | SIZES & SPACES

C L E A R S PA C E When any of the marks are in use, leave adequate buffer space on each side so that it remains distinct from other design elements. Clear space for the marks can be measured with the overall height of the logotype's capital C on the bottom and sides, and the height of the capital M on the top. The alternate wordmark does not need to compensate for asymmetrical balance and has equal space on all sides.

primary mark

primary mark, no tagline

wordmark

wordmark, no tagline

CAFE MARROW

THE MARROW MUG When the marrow mug is used as a graphic element, leave at least a splashes width on the left side and bottom edge, and at least a mug's width on the right side and top edge.

THE TAGLINE When the tagline is used as a graphic element, leave room equal to the cap height on all sides.

BRAND GUIDELINES | SIZES & SPACES

C L E A R S PA C E C O N T ' D THE SPLASH When the splash is used as a line rule, leave at least its height on the top and bottom, with no elements on either side. When it is used as an accent to headers, it should maintain the same clear space, but be placed a capital E's width to the left of the text after the splash has been properly sized (pg. 25), with no elements on the left side.

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CIRCULAR ENCLOSURE When placing the mark inside the circular graphic element (pg. x), it needs increased clear space. Reduce the width by approximately 10% so it better fits in the shape. Note that the primary marks and the marrow mug are the only elements which may be enclosed by the circle.

primary mark

marrow mug

primary mark, no tagline

BRAND GUIDELINES | TYPE & COLOR

P R I M A RY C O L O R PA L E T T E SAGE PANTONE 415C C:30 M:21 Y:42 K:25 R:144 G:146 B:123 HEX #90927b

FIG PANTONE 415C C:45 M:53 Y:38 K:7 R:144 G:119 B:129 HEX #907781

COFFEE PANTONE 439C C:56 M:66 Y:65 K:55 R:72 G:54 B:50 HEX #483632

Sage is found in the type of the logotype and is the designated color for headers. Depending on how expansive the hierarchy is within an application it may also be used for subheads.

Fig is the color of the marrow mug, and serves as the primary color for subheads/the second major level or hierarchy. Type in this color should always be at least 9pt. for Freight Sans Pro and 10pt. for Garamond Pro.

Coffee is the primary color for body text and in both print and web materials. Attention to color management is important so the dark purple/ brown doesn't reproduce as a rich black.

CAFE MARROW

RAINCOAT PANTONE 143C C:11 M:32 Y:94 K:0 R:227 G:173 B:48 HEX #e3ad30

Raincoat is used sparingly throughout digital and print materials, but is very important to the identity of our business and our attention to detail. This color should never be used for any type, even on dark backgrounds.

S E C O N D A RY C O L O R PA L E T T E PEONY PANTONE 7604C C:6 M:15 Y:10 K:0 R:234 G:215 B:215 HEX #ead7d7

Peony is used for framing the marks and applications, and is the preferred color for the reversed marks. The color should be used in its 50% tint as a background or graphic element.

BRAND GUIDELINES | TYPE & COLOR

T Y P E FA C E S FREIGHT SANS PRO Use Freight Sans Pro as the primary typeface for titles, headers, and subheaders. Use the Bold weight for titles and headers, and Semibold for subheaders. The book weight may be used when a tertiary level of hierarchy is necessary. Titles and headers in Freight Sans Pro should be set in either all caps or all lowercase. The typeface should not be used smaller than 9pt. in book and 10pt. in Bold/Semibold, or larger than 14pt. in either. LIGHT abcdefghijknopqrsvwxyz ABCDEFGHI JKLNOPQRSTUVWXYZ 0123456789 LIGHT ITALIC abcdefghijknopqrsvwxyz ABCDEFGHI JKLNOPQRSTUVWXYZ 0123456789 BOOK abcdefghijknopqrsvwxyz ABCDEFGHI JKLNOPQRSTUVWXYZ 0123456789 BOOK ITALIC abcdefghijknopqrsvwxyz ABCDEFGHI JKLNOPQRSTUVWXYZ 0123456789 MEDIUM abcdefghijknopqrsvwxyz ABCDEFGHI JKLNOPQRSTUVWXYZ 0123456789 MEDIUM ITALIC abcdefghijknopqrsvwxyz ABCDEFGHI JKLNOPQRSTUVWXYZ 0123456789 SEMIBOLD abcdefghijknopqrsvwxyz ABC DEFGHIJKLNOPQRSTUVWXYZ 0123456789

SEMIBOLD ITALIC abcdefghijknopqrsvwxyz ABC DEFGHIJKLNOPQRSTUVWXYZ 0123456789 BOLD abcdefghijknopqrsvwxyz ABC DEFGHIJKLNOPQRSTUVWXYZ 0123456789 BOLD ITALIC abcdefghijknopqrsvwxyz ABC DEFGHIJKLNOPQRSTUVWXYZ 0123456789 BLACK abcdefghijknopqrsvwxyz ABC DEFGHIJKLNOPQRSTUVWXYZ 0123456789 BLACK ITALIC abcdefghijknopqrsvwxyz ABC DEFGHIJKLNOPQRSTUVWXYZ 0123456789

CAFE MARROW

ADOBE GARAMOND PRO Use Adobe Garamond Pro exclusively for all body text and captions/ similar subtype, set in regular and italic, respectively. In print, this typface should not appear at smaller than 10pt. or greater than 12 pt. The bold versions of this typeface should not be used for emphasis; use the italic face instead. R EGU L A R abcdefghijknopqrsv w xyz ABCDEFGHIJK LNOPQ RSTU V W X YZ 0123456789

BOLD abcdefghijknopqrsv w xyz A BCDEFGHIJK LNOPQ RSTU V W X YZ 0123456789

ITALIC abcdefghijknopqrsvwxyz ABCDEFGHIJKLNOPQ RSTUV W XYZ 0123456789

BOLD ITA LIC abcdefghijknopqrsvwxyz ABCDEFGHIJKLNOPQ RSTU V W X YZ 0123456789

BRAND GUIDELINES | INAPPROPRIATE USES

I N A P P R O P R I AT E U S E S THE MARK APPE AR ANCE

do not stretch or otherwise distort the mark.

do not display the mark on an angle.

do not alter the alignment of the mark.

do not alter the scale of the mark's elements.

CAFE MARROW

do not apply effects or shadows to the mark.

do not place the mark on a colored background. (unless in approved color, pg. 40)

do not recolor the mark.

BRAND GUIDELINES | MISCELLANEOUS GUIDELINES

MISC GUIDELINES USING PEONY AS A BACKGROUND The pink bar (peony at 50% tint) may be used as a background behind the mark. Be sure to consult proper visual language before doing so. WITH THE PRIMARY MARK The pink bar should extend down to either horizontally bisect the handle of the mug OR fall behind the entire mark, including the clear space. It should not cut off any other point of the mark or only cover the wordmark portion.

CAFE MARROW

WITH THE WORDMARK In combination with the wordmark (with and without the tagline), the pink bar should be behind the entire mark, including its clear space. It should not cut the text off at any point.

GOLD FOIL/EMBOSSING The business cards incorporate a gold foil on the mug portion of the mark and the splash on the card's reverse, for a memorable and lasting impression of our business. This special print technique is reserved for the business card. It may possibly be considered for future print materials of similar weight (ie. this manual), but should be limited.

BRAND GUIDELINES

CAFE MARROW

IN THE WILD THE BR AND IN REAL LIFE

BRAND GUIDELINES | BUSINESS SYSTEM

BUSINESS SYSTEM

CAFE MARROW

THE BUSINESS CARD The business card is a standard 2"x 3.5" card, printed on natural white paper. There are two versions: one more generic card for the front of house, and a personal card for owners, head bakers, and managers. FRONT OF HOUSE CARD The front of house card incorporates the alternate primary mark centered on the front, with a pink bar behind the marrow mug. The pink bar has a bleed on the top and sides. The mug is embossed with gold foil, but the wordmark remains sage. The tagline is centered on back of the card, with a thinner pink bar at the top and a splash at the bottom (embossed). The information is set in 9pt. Garamond Pro Regular, in the color coffee.

BRAND GUIDELINES | BUSINESS SYSTEM

PERSONAL CARD The personal card is for the owners, head bakers, and managers at the cafe. It incorporates the primary mark with the tagline, centered on the front, and a pink bar behind the marrow mug. The pink bar has a bleed on the top and sides. The mug is embossed with gold foil, but the wordmark remains sage. The individual's name is centered on back of the card, in 13pt. FreightSans Pro Bold, and business title centered below it in 9pt. FreightSans Pro Semibold. There is a thinner pink bar at the top and a splash at the bottom (embossed) on the back side. The information is set in 9pt. Garamond Pro Regular, in the color coffee, and is equidistant from the splash and the name block.

CAFE MARROW

THE LETTERHEAD The letterhead incorporates a 1.5" tall pink bar which intersects with the full primary mark. The splash is used as a line rule above the contact information at the bottom of the page, which is set in 10pt. Garamond Regular, in fig. The text box is 5 1/3" wide by 6 5/6" tall, centered on the page with approximately 1/2" between the top edge an the bottom of the primary mark and 1/6" between the bottom edge and the splash. The designated typeface for the body of the letter is Avenir Next Book, set at 10pt. with 14pt. leading in black. Separate the addressee block, date, salutation, body, paragraphs within the letter, and closing signature with two hard returns. Do not indent new paragraphs.

BRAND GUIDELINES | BUSINESS SYSTEM

THE ENVELOPE The system uses a standard #10 envelope. The marrow mug is accompanied by the return address, set in 10pt. Garamond Regular, on the front. The bottom edge of the graphic and the text block are aligned. The back flap of the envelope is solid peony with the primary wordmark in the center.

CAFE MARROW