Delano by Railey Collins

Railey Collins ART323 | GD2-A | Jane Dorn | 2012

DELANO

Company Info Background Delano is a coffee company that has its roots in the Pacific Northwest. The company got is founded on the romance of the sea, specifically the Puget Sound by which the first coffee shop opened. Delano celebrates the unique tradition and connectedness of coffee. They strive to inspire and cultivate individuals by making their stores a place for community and comfort.

Company Info Audience Delanoâ&#x20AC;&#x2122;s audience mainly includes students and adults of the upper middle class and. They specifically target college students and adult professionals, especially those with a strong sense of community and environmental awareness. Objectives The companyâ&#x20AC;&#x2122;s goal is to connect people with their community and each other and to give them support for their journey. They want to celebrate the individual while providing an atmosphere conducive to community. They want to make coffee more than a beverage, but replenishment, fuel and rest. The company will inspire adventure and excitement while providing a place of refuge and regeneration for those who need a break from their chaotic day.

Table of Contents Why Brand Identity Guidelines?

Mission|Vision|Values

Logo

Signature Usage Do’s Dont’s Clear Space Size Color Palete Background Color

8 9 10 11 12 13 15 16

System Typography

Brand Identity Package

Touchpoints

Sources

WHY BRAND IDENTITY GUIDELINES? The purpose of this document is to help us work to establish consistent communications that build Delano reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by email to Delano Corporate Office at marketing@delano.com.

Mission | Vision | Values To provide rest and regeneration, along with an atmosphere and community to encourage people during their day. To bring the life and warmth and comfort of coffee to everyone. Delano believes in celebrating the individual, the land and the sea and the interconnectedness that coffee brings and our responsibility for each other and our world.

Logo The logo is based on nautical symbols. The anchor represents stability and a sense of belonging. The top of the logo consists of coffee leaves, incorporating coffeeâ&#x20AC;&#x2122;s connection to the earth and sea. The hand rendered, organic lettering gives the logo a personal and warm feel.

Logo Signature The signature may be used with the tagline when the full logo is not appropriate.

Logo Usage The logo may be used in its entirety, or just the name. Any other variations from the original design are not allowed. The logo may be placed inside a circle, abiding by the guidelines set up with the color palate.

Logo Dos With Photography: the logo may be used over photographs at opacities over 75% as long as the image provides enough contrast for the logo to be understood With tagline: the logo may be used with the tagline as shown

ENRICH YOUR JOURNEY

Logo Dontâ&#x20AC;&#x2122;s Distortion: do not distort or warp the design in any way With photography: do not place the design on top of an image with a white background behind the logo and do not place a dark version of the logo on a dark image or visa versa With tagline: do not re-type the tagline, or move it from its established position

ENRICH YOUR JOURNEY

Logo Clear Space No text or imagery should be placed closer than the depicted clear space: The stem of the anchor of the lower portion of the logo is the standard of measurement and nothing should infringe upon the circumference of the outer circle.

Standard of measurement

Logo Size The logo should never be smaller than .5 inches wide.

Logo Size The wordmark should never be smaller than .5 inches wide without the tagline, or 3 inches wide with the tagline.

ENRICH YOUR JOURNEY

Logo Color Palette The calm and refreshing aspect of the company is represented by serene warm blues while the lively exciting side is represented by rich browns and oranges. The color palate plays off of the warmth and serenity of the complimentary colors selected. The touches of brown ground the symbolism in the environmental nature of the company and the relation coffee has to the earth.

R:113 G:192 B:199 C:54 M:6 Y:22 K:0 Pantone 325 U 70c0c6

R:59 G:141 B:153 C:76 M:30 Y:36 K:2 Pantone 321 U 3a8d99

R:86 G:68 B:5 6 C:53 M:61 Y:70 K:45 554438

R:147 G:114 B:9 0 C:38 M:52 Y:65 K:15 Pantone 479 U 92715a

R:128 G:57 B:37 C:32 M:81 Y:90 K:34 Pantone 478 U 803924

R:175 G:95 B:58 C:24 M:69 Y:85 K:12 ae5f39

R:28 G:95 B:114 C:89 M: 53 Y:42 K:18 Pantone 3165 U 1c5f71

R:219 G:158 B:12 5 C:13 M:42 Y:51 K:0 Pantone 4725 U db9e7c

R:239 G:110 B:3 4 C:2 M:70 Y:99 K:0 Pantone 1665 U ee6d21

R:43 G:41 B:54 C:77 M:73 Y:53 K:58 2a2936

R:226 G:198 B:17 0 C:11 M:21 Y:33 K:0 Pantone 4665 U e1c5aa

R:243 G:152 B:1 C:2 M:45 Y:100 K:0 Pantone 151 U f39a01

Logo Background Color Acceptable background colors for the logo are either of the four listed below. They may also only be used with the following combinations

R:226 G:198 B:170 C:11 M:21 Y:33 K:0 Pantone 4665 U e1c5aa R:97 G:74 B:98 C:51 M:63 Y:33 K:038 Pantone 411 U 604944 R:113 G:192 B:199 C:54 M:6 Y:22 K:0 Pantone 325 U 70c0c6 R:28 G:95 B:114 C:89 M:53 Y:42 K:18 Pantone 3165 U 1c5f71 R:43 G:41 B:54 C:77 M:73 Y:53 K:58 2a2936

System Typography The official typeface is Gotham. Whenever possible, Gotham should be used with the logo or on any Delano publication.

Light

Delano Coffee Company Corporate Offices, Seattle Washington

Book

Delano Coffee Company Corporate Offices, Seattle Washington

Medium

Delano Coffee Company Corporate Offices, Seattle Washington

Brand Identity Package Any text on the letterhead should be placed one inch from the left and four inches from the top. The logo and address must be placed two inches from the left of the envelope.

Brand Identity Package

Touchpoints Coffee packaging: Medium and Dark Roasts

Touchpoints Uniform: T-shirt and Apron combination

Touchpoints Apron

Touchpoints Cups and Sleeves

Touchpoints T-shirts

Touchpoints Gift Cards

DELANOCARD ENCRICH YOUR JOURNEY

Touchpoints Miscellaneous: Signage, Beanie, Stickers

Touchpoints Website

Sources http://demandware.edgesuite.net http://www.flickr.com/photos/laughingsquid/2263068221 http://www.flickr.com/photos/45738048@N04/8240469157 http://www.flickr.com/photos/31655898@N06/5621380686 http://www.skullcandy.com/shop/media/catalog/product/b/e/beanie_skdy2050-tur_1.jpg http://www.youthedesigner.com/2009/10/05/19-free-blank-t-shirt-template-designs http://1.bp.blogspot.com/-MgM1yrvwP4U/T1CHOZ_EhSNK2fi1Wc/Starbucks+New+Packaging http://www.thepapercupcompany.co.uk/image_library/coffee%20clutch%20low%20rez.jpg http://www.eventsupplies.co.uk/blog/wp-content/uploads/2009/02/istock_000007632149medium.jpg http://cdn.gottabemobile.com/wp-content/uploads/2012/06/macbook-pro-retina-display1.jpg