Paisley & Pomp by Robyn Hammond

BRAND GUIDE

BRAND ESSENCE Paisley & Pomp is a locally owned and operated coffee shop and bakery. It also includes a small retail component. The brand appeals mostly to women, which means it should convey a feeling of crafty, feminine fun. Paisley & Pomp is a little bit cutesy and a little bit classy, and it is always comfortable.

LOGO DRAFTS Paisley & Pomp got its name from the twin sisters who, one day, intend to open the doors of this business. They searched for two words that would be fun to say and that would make the spirit of the business easily apparent. Once “paisley” and “pomp” were selected, numerous logo drafts were crafted to help illustrate the brand essence.

MOOD BOARD Inspiration for Paisley & Pomp was gathered from many different sources, including packaging, boutiques, furniture, fabric, baked goods, letter pressing, and recipe books. â&#x20AC;&#x153;Real-life Pinterestâ&#x20AC;? would be a great way to describe the business!

DESIGN BRIEF Paisley & Pomp sells bakery items, coffee, and boutiquey gifts and decor. The overall goal of the design is to promote and distinguish this small business, increase foot traffic, encourage word-of-mouth recommendations, and generate sales. The niche market is specialty coffee and breads, as well as highly original gifts and decor. The business differs from competitors in that it is local (not a chain), which means the staff knows exactly who they are serving. The business promotes friendly, effective service that encourages patrons to stick around, eat some bread, and peruse the shop.

The design should communicate that Paisley & Pomp does not do everything, but rather, that the company pours its whole heart into doing a few things well. The business is a local coffee shop and bakery that specializes in custom coffee drinks and fresh-baked bread. The retail area includes crafty treats and flea market treasures from all over Texas. The design will be used on business cards, letterheads, envelopes, shopping bags, bread wrappers, coffee cups, food labels, in-store signage, a website, ads, menus, and shipping packaging.

LOGO MOCK-UPS As a general direction for the logo was decided, a few more developed mock-ups were created to determine which look contributed most cohesively to the spirit of the brand.

FINAL LOGO The final logo for Paisley & Pomp was chosen because of its comfortable, sweet appeal that conveys the heart of the business without being overly frilly or feminine. The logo will reduce well, but should not be resized smaller than 1.5â&#x20AC;?. The relationship of the text and the background elements should remain proportional and unaltered. A thin white border is provided in the template so that when the logo is placed on a patterned or colored background, the frame of small dots will continue to show.

PRINT ADS Paisley & Pomp will likely market in local newspapers and magazines, so a series of consistent print ads is essential for the business. The ad series that follows is designed to fit in a standard horizontal half-page magazine ad slot, with dimensions of 8” x 4.83”. Future ads should maintain similar layout properties, with the logo above the body copy and the store information and hours below. Photographs should be high resolution, close-up shots of products that are either found in the store or very similar to the goods being sold.

Visit us Monday—Saturday, from 7 am to 7 pm. 302 Ball Street College Station, TX www.paisleypomp.com 979.824.2123

Go on. Sip your coffee. Where else can you enjoy specialty coffee and handmade bread while you peruse local trinkets and treats? Here at Paisley & Pomp, we put our whole hearts into perfecting your coffee-sipping, bread-munching, treasure-hunting experience. Visit us Monday—Saturday, from 7 am to 7 pm. 302 Ball Street College Station, TX www.paisleypomp.com 979.824.2123

Go on. Munch your bread. Where else can you enjoy specialty coffee and handmade bread while you peruse local trinkets and treats? Here at Paisley & Pomp, we put our whole hearts into perfecting your coffee-sipping, bread-munching, treasure-hunting experience. Visit us Monday—Saturday, from 7 am to 7 pm. 302 Ball Street College Station, TX www.paisleypomp.com 979.824.2123

Go on. Hunt for treasures. Where else can you enjoy specialty coffee and handmade bread while you peruse local trinkets and treats? Here at Paisley & Pomp, we put our whole hearts into perfecting your coffee-sipping, bread-munching, treasure-hunting experience. Visit us Mondayâ&#x20AC;&#x201D;Saturday, from 7 am to 7 pm. 302 Ball Street College Station, TX www.paisleypomp.com 979.824.2123

Go on. Sip your coffee. Where else can you enjoy specialty coffee and handmade bread while you peruse local trinkets and treats? Here at Paisley & Pomp, we put our whole hearts into perfecting your coffee-sipping, bread-munching, treasure-hunting experience. Visit us Mondayâ&#x20AC;&#x201D;Saturday, from 7 am to 7 pm. 302 Ball Street College Station, TX www.paisleypomp.com 979.824.2123

Go on. Munch your bread. Where else can you enjoy specialty coffee and handmade bread while you peruse local trinkets and treats? Here at Paisley & Pomp, we put our whole hearts into perfecting your coffee-sipping, bread-munching, treasure-hunting experience. Visit us Mondayâ&#x20AC;&#x201D;Saturday, from 7 am to 7 pm. 302 Ball Street College Station, TX www.paisleypomp.com 979.824.2123

COLORS Paisley & Pomp primarily uses two main colors, with the addition of a third, secondary color when called for. These colors should be used exactly as stated, in order to avoid brand inconsistency and color distortion. Pantone color inks should be used whenever possible to reproduce the logo. If match color reproduction is not available, then CMYK printing may be used as outlined. For web usage, use the RGB palette.

PANTONE 492 C CMYK: Cyan - 22%; Magenta - 77%; Yellow - 90%; Black - 11% RGB: Red - 180; Green - 84; Blue - 49 HEXADECIMAL: #B45431

PANTONE 556 C CMYK: Cyan - 60%; Magenta - 16%; Yellow - 52%; Black - 1% RGB: Red - 110; Green - 169; Blue - 142 HEXADECIMAL: #6EA98E

PANTONE 7495 C CMYK: Cyan - 48%; Magenta - 24%; Yellow - 100%; Black - 4% RGB: Red - 143; Green - 158; Blue - 58 HEXADECIMAL: #8F9E3A

LETTERHEAD A standard template is provided, and it should not be altered in any way beyond the replacement of the dummy text with the actual correspondence. This means that the designated typeface and spacing should remain exactly as shown. The letterhead provides 1” margins and includes the standard salutations and formatting for a business letter. The logo and business information are included to maintain brand consistency.

June 18, 2011 Dear Mr. and Mrs. Smith: Congratulations on your new home and welcome to the Easton area! We wish you many happy years in this new location. We at Contoso, Ltd. have been serving customers in Easton for more than 50 years, and we’d like to add your name to our list of satisfied customers. We are specialists in chimney cleaning, damper repair, masonry repair, and chimney cap installation. Please call me at 555-0133 to arrange an appointment for a complimentary fireplace inspection and consultation with one of the professionals from our staff. I’ve included our brochure, which tells you more about our company and services. Again, welcome to Easton. I look forward to hearing from you. Sincerely,

Ms. Susan Ford Owner

302 Ball Street, College Station, TX 77840 · 979.824.2123 · www.paisleypomp.com

BUSINESS CARD A standard template is provided, and it should not be altered in any way beyond the replacement of the dummy text with the actual name and contact information of the employee. This means that the designated typeface and spacing should remain exactly as shown. Business cards should be printed double-sided, with a full bleed, and at the standard dimensions shown here (2â&#x20AC;? x 3.5â&#x20AC;?).

ENVELOPE A standard template is provided, and it should not be altered in any way. This means that the designated typeface and spacing should remain exactly as shown. The address and stamp should be placed neatly and conventionally on the front of the envelope.

Paisley & POMP 302 Ba ll Street Colleg e Station, TX 77840

COLLATERAL The following examples of collateral demonstrate how the brand should be used consistently, regardless of the medium on which it is placed. In this guide, it is seen on a menu, a coffee sleeve, and a website homepage. The provided pattern of bunting may be introduced where appropriate, but it should never overshadow the brand itself. Where brown kraft paper is illustrated in this guide, it should actually be used in printing and production.

COFFEE

small — $2 regular — $3 drip coffee caffe latte iced coffee espresso

small — $3 regular — $4 caffe blanc caffe mocha caffe sucre caffe menthe

small — $2 regular — $3 drip coffee caffe latte iced coffee espresso

small — $3 regular — $4 caffe blanc caffe mocha caffe sucre caffe menthe

BREAD

by the hunk — $2 by the loaf — $5 French baguette wheat sourdough multi-grain focaccia

by the hunk — $3 by the loaf — $7 zucchini banana pumpkin cinnamon raisin swirl jalapeno cheese

by the hunk — $2 by the loaf — $5 French baguette wheat sourdough multi-grain focaccia

by the hunk — $3 by the loaf — $7 zucchini banana pumpkin cinnamon raisin swirl jalapeno cheese

302 Ball Street College Station, TX 979.824.2123

Open Monday to Saturday, 7 am to 7 pm

Go on. Look around. Where else can you enjoy specialty coffee and handmade bread while you peruse local trinkets and treats? Here at Paisley & Pomp, we put our whole hearts into perfecting your bread-munching, coffee-sipping, treasure-hunting experience. Visit us today!

MARCH SPECIALS Buy one coffee, get one free (hot or iced) after 4 pm!

TYPE Two fonts have been chosen to represent Paisley & Pomp. The primary font used in the logo should be used sparingly in any other locations. It may be used to emphasize select information, but should not be employed for large amounts of text, particularly because it does not include a lowercase option. The secondary font, used for the copy in this brand guide and seen in various pieces of collateral, should be used in every instance that requires body copy. It is permitted in both Book and Bold faces.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Westin light Free ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Quicksand (Book) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Quicksand (Bold)

Robyn Hammond ARTS 403 - Hajash Spring 2012 Texas A&M