STYLE GUIDE 2015
`
2 | STYLE GUIDE 2015
CONTENTS
THE EXPERIENCE LOGO
4 6
Variations & Usage Clearspace & Guides Logo examples Logo Misapplications
COLORS TYPOGRAPHY
13 15
Typefaces Hierarchy
IMAGERY
17
Texture & Shapes
SOURCES
21
`
THE EXPERIENCE What’s the Launchpad experience? Imagine waking up to a slow and groggy morning having to deal with commutes, classes, and overly energetic people. You wish you felt as awesome as you do during the weekends and vacation. You wish that you can start your day and end your day with a blast. You wish that there was a solution that would make you hate your mornings a less. Thats where Launchpad comes in. Launchpad is here to provide you the energy you need to get through both your days and nights. Using only the freshest and healthiest ingredients, the best blends of java, and a customer service that is out of this world, Launchpad turns those groggy mornings into a truly stellar experience. Launchpad is a city brand made for city people. With locations conviently located in most metropolitan areas around the country, Launchpad is able to make the most miserable city feel on top of the world. The convience doesn’t stop there. Launchpad Collegiate Cafes help students acheive awesomeness as well, preparing for life after college, and keeping them awake, energized, and healthy. Do not consider us ordinary. We position ourselves at the top of the ladder. We are the upper echelon of cafe’s only catering to the best of the best. This definitely is not your run of the mill corner cafe. We are most definitely not a basic chain brand. We take pride in only providing the best to our customers because the are the best.
4 | STYLE GUIDE 2015
Energetic fresh urban Healthy
LOGO VARIATIONS & USAGE To the left are the fully colored primary logos for the Launchpad brand. These logos are to be used on every product sold and distributed throughout the many stores around the country. They may be any size but please do not alter the awesomeness that is our logo. The top logo is used on products that feature solid, dark colors. If used against a light color a drop shadow may be added. The bottom logo is to be used on products that feature patterns, textured, or gradient backgrounds. If the background is too light a drop shadow may be added. Both logos may be used interchangably if permission is granted. Both logos have to remain in the horizontal format. Rotating the logo is not permitted. The logo, when scaled up, has to retain its aspect ratio and can not be distorted to fit different platforms.
6 | STYLE GUIDE 2015
Above are the only single colored forms the Launchpad logo may take. The no background forms may only be placed on dark colored backgrounds or dark colored products. While the white on black background may only be placed on lightly colored backgrounds or lightly colored products.
The Launchpad logo without the tagline may be used in place of any of the single colored logos. The same rules apply for the light versus dark backgrounds. For large format printing, only use the single word logo, without the tagline. These logos are the only logos used for printing. The colored version may not be printed.
STYLE GUIDE 2015 | 7
CLEARSPACE & GUIDES
0.41in
1.11in width of N
Positioning is everything when placing logos on things. Launchpad is no exception. The clearspace is here to separate the logo from the elements so that Launchpad really lifts off its media. The Launchpad logo should have a clearspace around it equal to the width of the full caps “N� (1.11in) in our logo. When used with a tagline, a height of 0.41in should be used between the main logo and tagline.
8 | STYLE GUIDE 2015
0.41in
1.11in width of N
The same clearspace rules apply for this logo. Use the width of “N” spacing to ensure proper clearspace around the logo. Again not intervening in the clearpace, Launchpad’s logo likes to have a bit of leg space. No other elements (text, images, other logos, coffee cups, etc.) should be placed within the defined clearspace.
STYLE GUIDE 2015 | 9
LOGO EXAMPLES
LOGO MISAPPLICATIONS When using the Launchpad logo there are a few rules we like to follow. The examples to the left demonstrate what NOT to do when using the Launchpad Logo. • DO NOT stretch, squeeze, or distort the logo in any way, shape, or form. • DO NOT rotate the logo. • DO NOT apply bevel, satin, or any other special effect to the logo. • DO NOT crop the logo. • DO NOT add an outer glow, inner glow, outline, or inner shadow to the logo. • DO NOT repeat the logo or stack it on itself. • DO NOT put the logo in outlines, change the color, or add gradients to the logo. • DO NOT use the logo with a bounding box or with bright and vibrant colors. • DO NOT simulate the logo in 3-D, add an engraving effect, or an emboss effect to the logo. Special considerations can be taken when asked. Any violation in these rules would be a breach of contractual usage of the Launchpad brand style.
12 | STYLE GUIDE 2015
COLORS RGB: 145 140 89
RGB: 93 92 74
CMYK: 44 35 75 9
CMYK: 58 50 68 31 CMYK: 59 60 81 63 CMYK: 2 3 53 0
RGB: 36 29 21
RGB: 59 50 31
RGB: 195 159 109 RGB: 153 109 70
CMYK: 64 65 73 77 CMYK: 24 36 65 1
RGB: 254 237 146
RGB: 103 68 36
CMYK: 34 55 78 16 CMYK: 42 65 89 43
Pure Black or Key White
These are the primary colors of the Launchpad brand. These colors represent the Art Deco theme that our brand takes. These earth tones also provide the colors of the urban environment When used in design, these colors have to be present or the feel of our brand is not communicated. They can not be interchanged with the secondary colors but can be used together. Colors can also be paired with black/key and white to provide contrast and depth.
These are the secondary color of the Launchpad brand. These colors represent the coffee concept of the items we sell. They are also pulled directly from the Launchpad coffee bean pattern as seen on our cups and storefronts. These colors do not have to be prevelant in design or promotional materials and can be used any time where applicable. These colors can be replaced with the primaries listed above. These colors can not be changed and altered in any way EXCEPT with the use of hues directly related to the main swatch. These colors can be used with Black/Key and white to provide contrast and depth.
STYLE GUIDE 2015 | 13
`
14 | STYLE GUIDE 2015
TYPOGRAPHY TYPEFACES
Atlantic Cruise
Calibri
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz STYLE GUIDE 2015 | 15
`
HIERARCHY
HEADING & TITLES ATLANTIC CRUISE REG 48PT / ALL CAPS
SUBHEADS
CALIBRI LIGHT 32PT / ALL CAPS
SUBLINES CALIBRI LIGHT 24PT / ALL CAPS
COPY HEADLINES CALIBRI BOLD 24PT / ALL CAPS
Body copy CALIBRI REGULAR 12PT / REG CAPS
16 | STYLE GUIDE 2015
IMAGERY Imagery is everything for a brand. With Launchpad we use imagery to tell stories, to showcase our products, and to appeal to the senses of our awesome customers. Its important to note the image style in our promotional material. Full bleed realistic imagery is used for the backgrounds. These images may be of the cafe (inside or out) or other urban backgrounds showing people enjoing Launchpad. The people must be in silhouette form. This is because we want to appeal to everyone. The entire image must have tones of the primary color set as defined by the style guide. Other imagery includes realistic images of foods, fruits, and coffee.
18 | STYLE GUIDE 2015
TEXTURE & SHAPES
Texture and shapes help bring definition and depth to the Launchpad brand. Complimentary to the Art Deco form, we use circles , a lot. This is because we believe what you put out you get back. The circles represent our dedication to constantly putting out great product and service and in return getting great customers and experiences. The textures are sampled right from our environements. Our Art Deco style gives us many wood grains, metals, and of course patterns in the shape of coffee beans.
STYLE GUIDE 2015 | 19
20 | STYLE GUIDE 2015
SOURCES
All images used in this style guide are from Flickr and contain licenses that allows commerical usage with modifications. Displays are for educational purposes only, no money will be made off of this brand. All prototypes used in this style guide are free usage by the public from Behance. Attribution is not needed unless used commercially. This style guide is for educational purposes only. No money will be made off of this branding.
STYLE GUIDE 2015 | 21
`