TEA MERCHANTS
COFFEE ROASTERS
BRAND GUIDELINES
INTRODUCTION
Welcome This guide contains important information on the brand and its use. It should be sent to any party who will be using the Navigation Lane logo files for the design of promotional work including websites, digital presentations, printed materials and signage. The purpose of the guide is to provide a framework for the consistent and effective application of the brand across all channels.
FILES & FOLDERS
File Formats Explained
Colour Formats
Supplied within the Navigation Lane logos folder are three file format folders; EPS, JPEG and PDF. These file formats will cover most internal and third party needs.
The logos in these folders are supplied in 3 colour formats; Pantone Colour and CMYK colour for print applications and RGB colour for screen and digital use.
EPS Files —
For a detailed explanation of colour formats please see the Colours section of this guide.
These files contain the vector artwork or line drawn versions of the brand marks. They can be used for reproducing the logos at virtually any scale without loss of quality. You may not be able to use or review these files yourself, depending on the programmes you have available on your computer system. However, when supplying your logo to a third party for any professional purpose, you should supply these files as, unmodified, they should guarantee quality of reproduction. JPEG Files — These files are designed for generic office use. They are supplied at a reasonably large scale, but small enough to avoid most issues associated with excessive file size (each file is under 2mb). PDF Files — Like EPS files PDFs retain vector information. However, if a third party has difficulty using or working with EPS files, these provide a viable alternative to supply.
TEA MERCHANTS
COFFEE ROASTERS
Primary Logo - Colour Version The Navigation Lane sign is the Primary Logomark of the brand. It embodies qualities of travel, tradition and trade without being austere or old fashioned. When placed with bright colours the mark provides a strong focus for packaging and other marketing materials. It can also be used more subtly with darker colours using the white version.
TEA MERCHANTS
COFFEE ROASTERS
Primary Logo - Tinted Version This version of the logo utilises transparent black and white elements, enabling the mark to be used successfully on a variety of background colours. The background of the logo will take on the colour of the background colour. It should only be used where the full colour logo is too close to it’s background colour, certain sponsorship applications or where a special focus is required.
TEA MERCHANTS
COFFEE ROASTERS
Primary Logo - White Version This version of the logo has a white background to enable it to be used successfully on black and very dark colour backgrounds. It should be used sparingly and only where the full colour logo is too close to it’s background colour to be employed successfully.
PRIMARY LOGO
Colour Variations CMYK
RGB
PANTONE
In addition to full colour, tinted and white, the Primary Logo is also available in RGB, Greyscale (black & white) and in a 3 colour Pantone versions.
GREYSCALE
COLOUR VERSION TINTED VERSION WHITE VERSION
Minimum Size
TEA MERCHANTS
Although the Primary Logo can be reproduced at smaller scales, it is recommended the minimum size is no less than 88mm wide. COFFEE ROASTERS
This restriction is made in order that sub-text does not fall below 5pt. Below this point size the text may fail to reproduce accurately in some printed applications. If in doubt use the Logotype version of the brand identity.
88mm
TEA MERCHANTS
COFFEE ROASTERS
Isolation Area COFFEE ROASTERS
COFFEE ROASTERS
TEA MERCHANTS
TEA MERCHANTS
The Primary Logo isolation area is height of the semi-circle as shown opposite. Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Primary Logo is clearly identifiable.
COFFEE
ROASTERS
TEA
MERCHANTS
Packaging Logos The Primary Logo is available with two different straplines - ‘Coffee Roasters’ and ‘Tea Merchants’ for use on packaging or where a specific area of operation needs to be highlighted. This gives the brand flexibility to focus solely on tea or coffee whenever necessary.
PACKAGING LOGOS CMYK
Colour Variations RGB
PANTONE
The packaging logos are intended for use on products specific colours only and are therefore supplied as colour versions only.
GREYSCALE
COLOUR VERSIONS
Minimum Size
COFFEE
Although the Packaging logos can be reproduced at smaller scales, it is recommended the minimum size is no less than 69mm wide.
ROASTERS
This restriction is made in order that sub-text does not fall below 5pt. Below this point size the text may fail to reproduce accurately in some printed applications. If in doubt use the Logotype version of the brand identity.
69mm
MERCHANTS
TEA
MERCHANTS
MERCHANTS
TEA
TEA
Isolation Area The Primary Logo isolation area is height of the semi-circle as shown opposite. Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Primary Logo is clearly identifiable.
Logotype The strong typographic element of the Primary Logo can be used without the background elements to provide additional flexibility where necessary.
LOGOTYPE
Colour Variations CMYK
RGB
COLOUR VERSION
PANTONE
GREYSCALE
In addition to full colour, tinted and white, the Primary Logo is also available in RGB, Greyscale (black & white) and in a 3 colour Pantone versions.
WHITE VERSION
Minimum Size 26mm
Although the Logotype can be reproduced at smaller scales, it is recommended the minimum size is no less than 26mm wide. This restriction is made in order that sub-text does not fall below 14pt. Below this point size the detail of the text shadow may be lost and the legibility compromised.
Isolation Area The Logotype isolation area is height of the semicircle as shown opposite. Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Logotype is clearly identifiable.
POSITIONING The Primary Logo and Packaging Logos should ideally always be placed centrally on a layout's vertical axis. Employing a 6 column grid will help maintain consistent positioning and scaling of the brand marks in your layouts, as shown below.
Covers / Posters
A4
TEA MERCHANTS
COFFEE ROASTERS
TEA MERCHANTS
COFFEE ROASTERS
TEA MERCHANTS
COFFEE ROASTERS
DL
Card
TEA MERCHANTS
TEA MERCHANTS
TEA MERCHANTS
COFFEE ROASTERS
COFFEE ROASTERS TEA MERCHANTS
COFFEE ROASTERS
COFFEE ROASTERS
The Logotype is designed to be more flexible in its use and can therefore be positioned to suit the restrictions of the layout. However, where possible the Logotype should be positioned as shown below. Employing a 6 column grid will help maintain consistent positioning and scaling of the brand marks in your layouts.
Covers / Posters
A4
DL
Card
COLOURS This is a basic guide to understanding the colours your brand assets have been supplied in and what each type is typically used for. Understanding colour will help you use the brand assets effectively.
Pantone Colour — Pantone colours are premixed inks used in professional offset and screen printing as well as some manufacturing applications. They provide an industry standard for specifying colours for consistent reproduction. Listed opposite are the Pantone colour references for use on coated paper stocks (e.g. gloss or silk) and uncoated paper (e.g. matt art paper), identified by a C and U after the colour name respectively. Typically colours printed on uncoated paper will appear duller than those on coated stocks. NB. Only coated (C) Pantone colour versions of the logos have been provided in the brand assets. In order for the grey of the brand to remain consistent in strength, the uncoated tint percentage should be set at 90% from the 80% tint of the coated version.
CMYK Colour — CMYK colour (Cyan, Magenta, Yellow and Black ink), sometimes referred to as Four Colour Process, is the standard ink system used by the majority of professional offset lithographic and digital printers. It is also the how most modern desktop printers reproduce colour. Each number of a CMYK reference represents the percentage of each ink making up the final colour (e.g. 34% cyan, 100% magenta etc.)
RGB Colour — RGB colour (Red, Green, Blue), is the standard colour system used to reproduce digital colours on screen. They will generally appear brighter and more intense than their CMYK equivalents. RGB colours are sometimes designated as 6 character hexadecimal code (e.g. #6d1131). Please note some versions of office applications (e.g. Microsoft Word) may only work with RGB colour files as they are not setup for traditional print output.
LOGO COLOURS The Primary Logo and Logotype are made up of four colours. These brand marks must only be reproduced in these colours. The logo colours can also be used for supporting graphic and typographic elements.
CMYK Colour 42/42/42/74
36/36/36/60
40/40/40/30
15/15/15/15
66/60/56
95/88/84
133/120/115
199/193/191
# 3C3C38
# 5F5854
# 857873
# C7C1BF
Black 7
Warm Grey 11
420
Warm Grey 2
89% Black
78% Black
66% Black
31% Black
RGB Colour / HEX
Pantone Colour (Coated and Uncoated values)
Greyscale
TEA MERCHANTS
COFFEE ROASTERS
40/40/40/30
42/42/42/74
36/36/36/60
36/36/36/60
42/42/42/74
15/15/15/15
CORPORATE COLOURS When the brand is displayed for purely corporate purposes, the following colours may be used for backgrounds, supporting graphic and typographic elements. They must not be used for packaging or combined with Tea and Coffee Colours.
CMYK Colour 42/42/42/74
36/36/36/60
179/215/171
0/43/73
# B3D7AB
# 002B49
358
7463
RGB Colour / HEX
Pantone Colour (Coated and Uncoated values)
TEA COLOURS
CMYK Colour
RGB Colour
Pantone Colour
50/0/100/0
58/31/0/0
0/49/55/0
59/23/53/0
55/63/0/0
2/77/41/0
149/193/31
118/158/211
244/154/115
121/162/135
137/107/173
232/90/111
376
659
163
556
2665
710
(Coated and Uncoated values)
37/37/37/65
86/79/76
405
The Tea Colour palette is designed to work in harmony with the core logo colours. These colours are only to be used as backgrounds or as graphic and typographic highlights. The brand mark itself must not be reproduced in these colours.
GREEN TEA
HERBAL TEA
WHITE TEA
FRUIT TEA
OOLONG TEA
RED TEA
BLACK TEA
COFFEE COLOURS
CMYK Colour
RGB Colour
Pantone Colour
50/0/100/0
58/31/0/0
59/23/53/0
55/63/0/0
50/0/100/0
58/31/0/0
59/23/53/0
55/63/0/0
50/0/100/0
58/31/0/0
59/23/53/0
55/63/0/0
(Coated and Uncoated values)
0/49/55/0
0/49/55/0
0/49/55/0
The Coffee Colour palette is designed to work in harmony with the core logo colours. These colours are only to be used as backgrounds or as graphic and typographic highlights. The brand mark itself must not be reproduced in these colours.
COFFEE STRENGTH 01
COFFEE STRENGTH 02
COFFEE STRENGTH 03
COFFEE STRENGTH 04
COFFEE STRENGTH 05
TYPEFACES The brand uses two primary typefaces for the brand mark and supporting graphics. These are supported by secondary fonts for text and digital alternatives for use when primary fonts are unavailable.
Bebas Neue Regular should be used for all main titles where possible. Bebas Neue Regular should also be used as the typeface for the product identifier numerals on packaging. Bebas Neue Regular is available as a web font from TypeKit. If possible it should be deployed on all websites. Where this is not possible the digital alternative should be used.
USAGE HEADERS SUB_HEADERS PRODUCT NUMERALS INTRO COPY BODY COPY
BEBAS NEUE REGULAR
26pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 / &@#!?£*(:;)
12pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 / &@#!?£*(:;)
6pt
Museo Slab 500 should be used for all sub headers. It is more appropriate for display use where used in conjunction with the brand marks and as a more characterful typeface for corporate literature. It can also be used for small paragraphs of highlight text. Museo Slab 500 is available as a web font from TypeKit. If possible it should be deployed on all websites. Where this is not possible the digital alternative should be used.
USAGE HEADERS SUB_HEADERS PRODUCT NUMERALS INTRO COPY BODY COPY
Museo Slab 500
26pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
12pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
6pt
Where larger paragraphs of text are employed the preferred typeface for use is Museo Rounded 100 or 300. Museo Rounded 100 and 300 are available as a web font from TypeKit. If possible they should be deployed on all websites. Where this is not possible the digital alternative should be used.
USAGE HEADERS SUB_HEADERS PRODUCT NUMERALS INTRO COPY BODY COPY
Museo Rounded 100
14pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
6pt
Museo Rounded 300
14pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
Digital alternative fonts are for use when the primary typefaces are not available for as webfonts for digital applications such as websites. They should not be used for any printed material.
6pt
USAGE DIGITAL USE PRINTED MATERIAL
ARIAL NARROW
14pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
6pt
Arial Regular
14pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;)
6pt
TYPESETTING This guide is designed to help you achieve consistent results when using the brand marks with text headers and body copy. There are two different rules for standard usage and packaging. For packaging labels, covers and posters. Text should be centre aligned to the brand marks, whereas for general applications text should be aligned to the left hand side of the brand marks.
COFFEE
COFFEE
ROASTERS
ROASTERS
Posters, COVERS
When using body copy in close proximity to the Primary Logo, alignment should ideally be made to the left hand edge of the word ‘Navigation’.
& PACKAGING When using standalone text elements, posters, cover sheets and packaging label fronts, text alignment should be centred. Text should ideally be set no wider than ‘Navigation Lane’ element of the Primary Logo, as shown above.
COFFEE
ROASTERS
In all other cases body copy should be aligned to the left most part of the Primary Logo before the arrow point, as shown above.
When setting typographic elements horizontally with the Primary Logo, the text should be aligned with the top half of the arrow element, as shown here.
Posters, COVERS & PACKAGING
When using standalone text elements, posters, cover sheets and packaging label fronts, text alignment should be centred. Text should ideally be set no wider than the 'A' and 'N' element of the Logotype, as shown above.
In all other cases body copy should be aligned to the left most edge of the logotype, as shown above.
When setting typographic elements horizontally with the Logotype, the text should be aligned with the top half of the lettering, as shown here.
TYPESETTING Display Set in Bebas Neue Regular All Upper Case
HEADERS / HIGHLIGHTS Set in Museo Slab 500 All Upper Case
Sub Headers Set in Museo Slab 500 All Title Case
Lists – Set in Museo Slab 500 All Title Case Terminated by En Dash
Text Highlight Set in Museo Rounded 300 Case as appropriate
Body copy Set in Museo Rounded 100 All sentence case
Display text should be used for all large scale typographic elements, especially titles or straplines used in conjunction with the logo. Headers and Highlights can be paragraph opening sentences or text ’pull-outs’, such as quotes, that require emphasis.
Sub-headers are used in conjunction with headers to convey additional information Lists are generally smaller text elements, such as bullet points or menu items, requiring delineation from other text. Text Highlights should be used sparingly as a method of emphasising important information only. Body copy is all standard text set in standard paragraphs.
Example Type Setting
Display
JOURNEY WITH US
Highlight
About Us
Sub Header
List of items – List of items – List of items –
Lists
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Body Copy
www.navigationlane.co.uk
Text Highlight
USES TO AVOID Improper use of the logos can damage your brand image and establish unwanted visual trends that may be difficult to remediate. The brand marks must not be re-drawn or altered from the files provided with this brand guide. Here are some of the most common misuses:
COFFEE
Do not use the logo at angles other than those supplied.
COFFEE
ROASTERS
Do not use the logo with typefaces other than those specified.
TERS ROAS
OUR TEA MENU
COFFEE
ROASTERS
Do not squash or stretch the logo to fit a given area.
COFFEE
ROASTERS
Do not recolour any elements of the brand marks.
COFFEE
COFFEE
ROASTERS
Do not place outline frames or boxes around the logo.
ROASTERS
TEA
Do not 'tile' or use logo marks in close proximity to each other.
MERCHANTS
COFFEE
ROASTERS
Do not place the logo on a colour block smaller than the isolation area.
Do not try to emulate the logo styling in text.
St. Martins Tea & Coffee Ltd. 2-6 St. Martins Walk Leicester LE1 5DG United Kingdom