Standards manual
Logotype
2 standards manual - aura coffee -
table of contents introduction..................................................3 logotype........................................................4 primary.....................................................6 secondary...............................................10 wordmark...............................................14 incorrect uses........................................16 identity system graphic elements.................................18 color palette primary..................................................22 secondary..............................................24 typeface primary..................................................26 secondary..............................................27 business system.........................................28 business card.......................................29 envelope...............................................30 letterhead.............................................32 application social media..........................................35 website..................................................37 coffee bag............................................40 coffee cup.............................................41 bags......................................................42 menu.....................................................43 mugs.....................................................44 standards manual - aura coffee - table of contents
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standards manual - aura coffee - introduction
introduction
Aura Coffee & Co. has been created to reflect the authenticity of the brand, and the image which they give to the community: a mark of consistency, perfection and quality. There is a strong importance of maintaining the quality and feel of this brand, while also adapting to the local communities, which this business is placed in. This brand mark is never to be modified or redrawn in anyway. This brand mark must only be used in accordance with these guidelines.
standards manual - aura coffee - introduction
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logotype - primary Primary logo mark This mark is to be used whenever possible. This logotype should be printed or displayed in full color, using only burnt orange and brown for the full color version, brown for the one color version and light tan with the brown solid color background.
Brand Message The ideal image that is to be seen from the brand is a company that values quality and illustrates perfection in their products and interior. This business provides an invigorating combination of flavors and taste in their drinks, foods, and decorations. It is a space that is created for the customers to enjoy while also doing good in the community.
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standards manual - aura coffee - logotype - primary
welcome home
i. primary logotype - full color standards manual - aura coffee - logotype - primary
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welcome home
iii. primary logotype - reversed
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welcome home
ii. primary logotype - one color
standards manual - aura coffee - logotypes - primary
Logotype Safe Space Always allow at least this amount of clear space around the logo. It is important that this rule is observed and executed at all times. The safe space should be the size of the flower graphic element.
Minimum Size To ensure that the logo is always legible, it is never to be reproduced smaller than the minimum size detailed to the right.
4cm
2.5cm
welcome home
standards manual - aura coffee - logotype - secondary
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Logotype - secondary
Acceptable colors for this logo are full color versions of brown, gray and light blue *see color codes on page 22. Acceptable reverse colors are only on a brown background with either light beige or burnt orange as the logo type color.
10 standards manual - aura coffee - logotype - secondary
Secondary logo marks These marks are to be used whenever the primary logo-mark is unable to be used. This logotype should be printed or displayed in full color, using only brown for the full color version, brown for the one color version and light tan with the brown solid color background.
Safe Space Always allow at least this amount of clear space around the logo. It is important that this rule is observed and executed at all times. The safe space should be the size of two ‘coffee & co.’ on top of each other.
Minimum Size To ensure that the logo is always legible it is never to be reproduced smaller than the minimum size detailed to the right.
4cm
1.5cm
standards manual - aura coffee - logotype - secondary 11
logotype - secondary
Acceptable colors for this logo are full color versions of brown, *see color codes on page 26. Acceptable reverse colors are only on a brown background with either light beige or burnt orange as the logo type color.
12 standards manual - aura coffee - logotype - secondary
Secondary logo mark This mark is to be used for applications such as merchandise, branding material such as marks are to be used whenever the primary logo-mark is unable to be used. This logotype should be printed or displayed in full color, using only brown for the full color version, brown for the one color version and light tan with the brown solid color background. Safe Space Always allow at least this amount of clear space around the logo. It is important that this rule is observed and executed at all times. The safe space should be the size of the flower graphic element.
Minimum Size To ensure that the logo is always legible it is never to be reproduced smaller than the minimum size detailed to the right.
2.5cm
1.58cm
standards manual - aura coffee - logotype - secondary 13
logotype - word mark
Acceptable colors for this logo are full color versions of brown *see color codes on page 22. Acceptable reverse colors are only on a brown background with light beige as the logo type color.
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Safe Space Always allow at least this amount of clear space around the logo. It is important that this rule is observed and executed at all times. The safe space should be the size of the ‘r’ in Aura.
Minimum Size To ensure that the logo is always legible it is never to be reproduced smaller than the minimum size detailed to the right.
2.5cm .56cm
standards manual - aura coffee - logotype - word mark 15
logotype - incorrect usages
i.
ii.
vi.
i. Never change the colors or apply a drop shadow. ii. Do not apply a gradient to any part of the logotype. iii. Never outline the logo.
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iv.
v.
vii.
iv. Never alter the size of the graphic element. v. Never slant or rotate the logotype. vi. Never warp the logotype.
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identity system - graphic elements
Graphic Elements - flower This graphic element is to be used with and without the logo. It can be used only in solid colors, burnt orange, light beige, light blue, brown and gray. *See color codes on page 22. Icons should be sized appropriately, and never less than 1cm x 1 cm large.
18 standards manual - aura coffee - identity system - graphic elements
Graphic Elements - diamond This graphic element is to be used only in solid colors, burnt orange, light beige, light blue, brown and gray. *See color codes on page 22. Icons should be sized appropriately, and never less than 1cm x 1 cm large.
standards manual - aura coffee - identity system - graphic elements 19
identity system - graphic elements
Graphic Elements - social media icons These marks are to be used for social media indicators. The graphic elements should only be illustrated in light beige *see color codes on page 22. Icons should be sized appropriately, and never less than 1cm x 1 cm large.
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Patterns These patterns can be used only in the appropriate colors as seen. There should be no overlapping patterns or text over the pattern. Acceptable uses for patterns include package design, business cards and other print promotional material.
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color palette - primary
Primary colors Primary colors are to be used for the primary and secondary logotypes. These two colors should be your first choice when trying to find an appropriate color.
22 standards manual - aura coffee - color palette - primary
dark brown pantone: 2322u cmyk: 56, 67, 70, 64 rgb: 61, 44, 38 hex: #3d2c26
90%
80%
70%
60%
50%
40%
30%
20%
10%
burnt orange pantone: 7511c cmyk: 14, 51, 83, 15 rgb: 189, 122, 60 hex: #bd7a3c
90%
80%
70%
60%
50%
40%
30%
20%
10%
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Secondary colors Secondary colors are to be used for the primary and secondary logotypes. These two colors should be your first choice when trying to find an appropriate color.
24 standards manual - aura coffee - color palette - secondary
gray pantone: 446c cmyk: 71, 60, 60, 48 rgb: 58, 63, 63 hex: #3a3f3f
light blue pantone: 7695c cmyk: 60, 23, 17, 0 rgb: 105, 164, 191 hex: #69a4bf
magenta pantone: 200c cmyk: 17, 100, 85, 7 rgb: 191, 32, 52 hex: #bf2034
beige pantone: 2310c cmyk: 15, 23, 30, 0 rgb: 215, 192, 173 hex: #d7c0ad
light aqua pantone: 563c cmyk: 54, 5, 37, 0 rgb: 117, 191, 174 hex: #75bfae
light green pantone: 2276c cmyk: 45, 11, 80, 0 rgb: 151, 184, 96 hex: #97b860
standards manual - aura coffee - color palette - secondary 25
typeface - primary Avenir LT Std | 35 Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | 65 Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | 35 Light Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | 65 Medium Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | 55 Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | 85 Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | 55 Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std | Heavy Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Avenir LT Std - primary Avenir LT Std is the primary typeface for any material that needs text. The type face should be no smaller than 8pt, and is ideal for large paragraphs, or other bodies of text. 26 standards manual - aura coffee - typeface - primary
typeface - secondary Bitter | Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Bitter | Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Bitter | Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Bitter - secondary Bitter is the secondary typeface for any material that needs text. The type face should be no smaller than 9pt, and is ideal for headers, small amounts of text or large titles. standards manual - aura coffee - typeface - secondary 27
business system
28 standards manual - aura coffee - business system
business system - business card Rachel Martin owner
w. 805.345.2155 c. 831.332.4189 rachel@aura.com aura.com 947 Monterey Street San Luis Obispo, CA 93401
2inch x 2inch
business card - specs The business card is a universal design for all employees. The only information that needs to be changed is the name, cell phone number and email. The name should be in Bitter Regular, 10.5pt; the cell phone number is to be in Avenir LT Std Light, 8.5pt; and the email is to be in Avenir LT Std Roman, 8.5pt. The card should never change sizes or colors, all cards should be printed on heavy cardstock. standards manual - aura coffee - business system - business card 29
business system - envelope welcome home
welcome home
947 Monterey Street San Luis Obispo, CA 93401
947 Monterey Street San Luis Obispo, CA 93401
envelope - specs The envelope layout is it be only printed on a white envelope. There is one of the secondary logos along with the address on the front side of the envelope. There is also a graphic element combined with the slogan of the business centered on the back tab of the envelope. The inside of the envelope has a pattern of the flower graphic element which is to only be in beige. 30 standards manual - aura coffee - business system - envelope
Avenir LT Std | Light, 11pt 5cm
947 Monterey Street San Luis Obispo, CA 93401
4cm x 1.5cm
2.4cm
welcome home
5.2cm
standards manual - aura coffee - business system - envelope 31
business system - letterhead
coffee & co.
947 Monterey Street San Luis Obispo CA 93401 805.345.2155 aura.com
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 14, 2015 Dear Ms. McCormick, The overall goal and hope of Aura Coffee Co. is to become an established coffee shop that is spread throughout the West Coast. There will be a strong importance on maintaining the quality and feel of the original shop, as well as making sure to adapt to the local communities this business is placed in. I want to create a brand which roasts their own beans, creating unique blends that showcase flavors from around the world. A great avenue for growth is here, in San Luis Obispo. There is a lot of change in the coffee industry, in San Luis Obispo specifically, but there is also a large acceptance for new businesses. There is a strong push for being local, which is a great quality this business has. Coffee shops in general are currently pushing towards being hip, it is less about the drink and more about the experience, however based on the client profiles of this business, this aspect shouldn’t harm the business. A new marketing and visual strategy is needed for this business because due to their recent expansion into a larger building, their current brand and identity does not represent themselves anymore. What used to be a hole in the wall coffee shop, now a large scale location, there needs to be a brand that has a concrete identity along with having a visual, customers can visually connect with. The main objective should be to increase and establish a strong customer following. This can be achieved by advertising the business differently, adding a monthly newsletter along with advertising chalkboards which are placed outside the shop and across the street. An organized system should exist, which can be applied to various applications and product, creating a consistent image for this shop. Sincerely,
Rachel S. Martin rachel@aura.com
32 standards manual - aura coffee - business system - letterhead
coffee & co.
947 Monterey Street San Luis Obispo CA 93401 805.345.2155 aura.com
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407
letterhead - specs The letterhead is it be only printed on a white card stock. An acceptable typeface for the letter is Helvetica LT Std Roman, 10pt with 13pt leading. Letterhead is to never be printed double sided. Reference below for correct measurements. November 14, 2015
Dear Ms. McCormick,
The overall goal and hope of Aura Coffee Co. is to become an established coffee shop that is spread throughout the West Coast. There will be a strong importance on maintaining the quality and feel of the original shop, as well as making sure to adapt to the local communities this business is placed in. I want to create a brand which roasts their own beans, creating unique blends that showcase flavors from around the world. A great avenue for growth is here, in San Luis Obispo. There is a lot of change in the coffee industry, in San Luis Obispo specifically, but there is also a large acceptance for new businesses. There is a strong push for being local, which is a great quality this business has. Coffee shops in general are currently pushing towards being hip, it is less about the drink and more about the experience, however based on the client profiles of this business, this aspect shouldn’t harm the business.
1inch 2.25inch coffee & co.
947 Monterey Street San Luis Obispo CA 93401 805.345.2155 aura.com
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407
A new marketing and visual strategy is needed for this business because due to their recent expansion into a larger building, their current brand and identity does not represent themselves anymore. What used to be a hole in the wall coffee shop, now a large scale location, there needs to be a brand that has a concrete identity along with having a visual, customers can visually connect with. The main objective should be to increase and establish a strong customer following. This can be achieved by advertising the business differently, adding a monthly newsletter along with advertising chalkboards which are placed outside the shop and across the street. An organized system should exist, which can be applied to various applications and product, creating a consistent image for this shop. Sincerely,
November 14, 2015 Dear Ms. McCormick, The overall goal and hope of Aura Coffee Co. is to become an established coffee shop that is spread throughout the West Coast. There will be a strong importance on maintaining the quality and feel of the original shop, as well as making sure to adapt to the local communities this business is placed in. I want to create a brand which roasts their own beans, creating unique blends that showcase flavors from around the world.
2.5inch
Rachel S. Martin rachel@aura.com
1inch
A great avenue for growth is here, in San Luis Obispo. There is a lot of change in the coffee industry, in San Luis Obispo specifically, but there is also a large acceptance for new businesses. There is a strong push for being local, which is a great quality this business has. Coffee shops in general are currently pushing towards being hip, it is less about the drink and more about the experience, however based on the client profiles of this business, this aspect shouldn’t harm the business.
When writing the letter, type the contact information of the person being addressed with a hard return after each line. Then make two hard returns, type out the date, make another three hard returns and add the salutation on the third return, make two hard return to start the letter. After each paragraph make two hard returns. A new marketing and visual strategy is needed for this business because due to their recent expansion into a larger building, their current brand and identity does not represent themselves anymore. What used to be a hole in the wall coffee shop, now a large scale location, there needs to be a brand that has a concrete identity along with having a visual, customers can visually connect with. The main objective should be to increase and establish a strong customer following. This can be achieved by advertising the business differently, adding a monthly newsletter along with advertising chalkboards which are placed outside the shop and across the street. An organized system should exist, which can be applied to various applications and product, creating a consistent image for this shop. Sincerely,
standards manual - aura coffee - business system - letterhead 33 Rachel S. Martin rachel@aura.com
34 standards manual - aura coffee - application - social media
application - social media
AT&T
2:30 9:41 PM AM
LTE
78% 100%
AURACOFFEECO
320
posts
10K
650
followers
following
FOLLOWING AURA COFFEE & CO 947 Marsh St. // San Luis Obispo // CA // 93401 welcome home. www.aura.com
This is an acceptable social media account. Instagram should be updated frequently, using high quality pictures of nature, community, coffee and food.
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36 standards manual - aura coffee - application - website
application - website
standards manual - aura coffee - application - website 37
our story
coffee
location
contact us
welcome home
947 Monterey Street San Luis Obispo California, 93401
our story
coffee
location
contact us
Here at Aura Coffee & Co. we pride ourselves off of our authenticity, location and environment. Our goal is to bring you flavors of the world all in one cup of coffee. We have created a sanctuary for those who love incredible coffee and cuisine, just as much as us. We’re commited to top-notch service while staying true to our roots. Real people, real food, real service - nothing in betwee. Located in the small town of San Luis Obispo, our newly remodeled location is something that speaks for itself! Whether you’re coming stopping in for a quick cup of coffee, catching up with old friends, or studying — we have the place for you. All of our eats are freshly baked, with local ingredients and our coffee is hand picked from the best locations all across the world. Come in, enjoy and welcome home.
947 Monterey Street San Luis Obispo California, 93401
38 standards manual - aura coffee - application - website
our story
coffee
location
contact us
Here at Aura Coffee & Co., taste matters, we source our beans so you can taste parts of the world all in one cup. Whether you like a bight, crisp cup of joe or a cup full of rich chocolaty dark flavors, our beans are ensured to give you what you’re looking for and more.
Espresso
Blend
Asia & Pacific
Latin America
Africa
947 Monterey Street San Luis Obispo California, 93401
our story
coffee
location
LATIN AMERICA
$18.00
Producer // Familia Calderon Country // Costa Rica Region // Santa Maria, Dota, Tarrazu Process // Wet-Process Elevation // 1900-2100 Meters
Size // Grind // Whole Bean
contact us
Tasting Notes: Guava, Passion fruit, Bursting Cup Characteristics: Intense and fragrant notes of guava and passion fruit lend to a thrilling cup. El Vendaval is absolutely bursting with fresh Tropical fruits and is punctuated by a sweet caramel finish. Sourcing Information: The Calderon Family has an amazing infrastructure of farms. They call the beautiful town of Santa María in Dota, Tarrazu home, and there they have built an amazing empire for themselves. Their formidable micro mill, Los Angeles, was built early in the 2000s after making the decision to leave the famous co-op, Coopedota. This decision was made to have a firmer grasp on the processing and marketing of their many farms. The landscape of Tarrazu is filled with many peaks and valleys in the central area of the Cordillera Talamanca. The slopes can be extremely treacherous, but the final product is well worth the trouble, as Tarrazu is widely considered one of the best places on earth to grow coffee.
947 Monterey Street San Luis Obispo California, 93401
standards manual - aura coffee - application - website 39
application - coffee bag
40 standards manual - aura coffee - application - coffee bag
application - coffee cups
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application - bags
42 standards manual - aura coffee - application - bags
application - menu
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application - mugs
44 standards manual - aura coffee - application - mugs
standards manual - aura coffee - application - mugs
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