Koffee House Brandbook by sarah.sordelli

Sarah Sordelli

Sarah Sordelli 100952295 Simone Taffe DCO20001 Brand and Identity Design, Semester 2 2016 Swinburne University of Technology Faculty of Health, Arts and Design School of Design Published and Printed in Melbourne, Australia I would like to thank my family and friends for their advice and encouragement during the development of this project over the past 12 weeks. All rights reserved No part of this publication may be reproduced or transmitted in any form or by ÂŹmeans, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology. Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author.

SARAH SORDELLI

CONTENTS.

01.

23.

Introduction

PART THREE DOCUMENTING YOUR BRAND

02.

Stationary Applications Guidelines

PART ONE BRANDING AND IDENTITY Definitions Examples of defined words Competitors Case Studies Posistioning Map

03. 04 - 05. 06. 07 - 09. 10.

11. PART TWO DEVELOPING YOUR BRAND Client and name of brand Mission Statement/Value Words Mood boards Sketches and 3 final ideas Refinement stage of logos Brandmark rationale and comparison of logos

12. 13 - 14. 15 - 16. 17 - 19. 20. 21 - 22.

51 - 52. References

24 - 29. 30 - 42. 43 - 50

INTRODUCTION

Branding and Identity is one of the most crucial aspect of a well known business. Branding and Identity plays a massive role when it comes to a brand and business as it is the overal success of the whole company.

This brand book covers all the branding and identity development for a company, Koffee House.

PART ONE

Branding and Identity

DEFINITIONS 03

BRAND ING

BRAND

IDENTITY

The development and maintenance of a brand.

A company, or product, or something else, presented in ways that create an image.

An identity is the visual characteristics that from an overall brand.

BRAND MARK=

COMBINED LOGO TYPE= MARK

A graphic mark that represents a brand.

A brandmark consisting of letter/s and figure/s.

A brandmark consisting of letters.

FIGURE MARK

TRADE MARK

IMAGE

A brandmark consisting of one or more figures.

A registered (legally protected) brandmark.

The marketâ&#x20AC;&#x2122;s opinion about a brand.

LOGO

LETTERMARK

Per Mollerup: Marks of Excellence, The history and taxonomy of trademarks

BRANDING AND IDENTITY

BRANDMARK

EXAMPLE OF DEFINED WORDS

LOGOTYPE

LETTERMARK

FIGURE MARK

COMBINEDMARK

TRADEMARK

COMPETITORS

Includes National, International and Local.

CASE STUDY

GLORIA JEANâ&#x20AC;&#x2122;S COF F EE

HUDSONS COFF EE

CASE STUDY

STARBUCKS COF F EE

EXPENSIVE

MY BRAND OLDER BUYER YOUNGER BUYER

POSITIONING MAP

CHEAP

Developing your brand

PART TWO

Koffee House

CLIENT AND NAME OF BRAND

Catering: Coffee Brand

Our mission is to provide our customers with excellent service and with the high-class quality coffee, sharing that with love and care. We are a very passionate brand that is all about building a personal and happy relationship with our guests, wanting our guests to feel like they are home when they walk into one of our Koffee Houses. All our coffee is made purely from the heart and soul. Koffee House is a loyal and friendly brand that reflects great values that we stand by. Our values are warm, passionate, memorable, impressive, high-class, heavenly, partnership and greatness. We intend to treat our guests as family, as we are very family orientated and treat everyone with great amount of respect.

WARM PASSIONATE MEMORABLE IMPRESSIVE HIGH-CLASS HEAVENLY PARTNERSHIP HIGH-CLASS RESPECT

MOOD BOARD

SKETCHES

THREE FINAL CONCEPTS

T HE

KO F F E E

KO F F E E H O U S E

HOUSE

KOFFEE

KO F F E E

HOUSE

KOFFEE

KO F F E E HOUSE

KO F F E E

HOUSE

KOFFEE

HOUSE

KO F F E E

H O U S E .

KOFFEE

KO F F E E

HOUSE

KO F F E E

HOUSE

T HE

KO F F E E

KOFFEE H

KO F F E E HOUSE KOFFEE HOUSE

KOFFEE HOUSE

KO F F E E HOUSE

KOFFEE HOUSE

HOUSE

KOFFEE HOUSE

koffee house KOFFEE HOUSE

KOFFEE HOUSE

koffee house.

KOFFEE HOUSE

REFINEMENT

kh kh kh kh kh kh

KOFFEE HOUSE

KOFFEE

PRIMARY LOGO

Brandmark Rationale

BRANDMARK RATIONALE

The logo that I have designed for Koffee House is unique and memorable. It represents high-quality, elegance and professionalism throughout the whole brand.

I chose a script type front for the logotype because I wanted to represent connection, partnership and love throughout the brand and logo. I wanted the logo to focus type and being a wordmark rather than being only a figuremark or just a symbol. The symbol next to the word mark represents coffee beans and also a love heart representing the passion and love within the brand.

SECONDARY LOGO

The colour scheme that I went for was a nice light brown, black and white. I chose a lighter brown because most coffee brands are the same dark brown and I wanted to be different and to be remembered by the different colour choice. By choosing those colours, I want the logo to stand out from the rest and be memorable. The primary will be used as their main logo on all their main branding and stationary. The secondary logo will be used as a graphic element (branding) as well as a secondary logo. It will also be used at times when the front is too small to read. The logotype is strong enough to stand alone and can be easily recognised by the guests.

MY DESIGNED LOGO

COMPETITORS LOGO

COMPARE WITH COMPETITION

The logo I designed is on the top and the one on the bottom is one of my competitors logos. The logo I chose for my competitors was also a script font so I wanted to POSTCODE compare and show the difference yet similarity within both of the logos.

Documenting your brand

PART THREE

Business Card.

SOPHIA MILLER

0473 846 987 sophia.m@koffeehouse.com.au 180 Kensington Road, Rose park, VIC, 3025 9438 7656 www.koffeehouse.com.au

STATIONERY 24

Letterhead. 20 May 2016 Isabella Evans 12 Main Street, Northcote VIC, 3068

0473 846 987 sophia.m@koffeehouse.com.au 9438 7656 wwww.koffeehouse.com.au 180 Kensington Road, Rose Park, VIC, 3025

Dear Isabella Evans, I am very pleased that you are one of our lovely regulars that we see in our coffee houses. Thank you for being an ongoing regular to make Koffee House what it is today. I would like to again thank you for all the help you have provided us over the years with Koffee House. I personally think that the relationships between the Koffee House employers and the guests are very important. We believe making our guests feel like they are home every time they walk into one of our koffee hosues. On behalf of the Koffee House company, we are happy to offer you one free coffee every day for two weeks. We are offering you this because we are very thankful of how you are a regluar yet loyal customer to our company. Overall, I hope you have enjoy your experiences at our Koffee House and I am happy that everything has worked out for you. I look forward to hearing and maybe even working with you in the future.

Sincerely,

Sophia Miller

Invoice. 9438 7656 wwww.koffeehouse.com.au 180 Kensington Road, Rose Park, VIC, 3025

Invoice Number: 100 Date: 7/31/2016 From: 7/1/2016 To: 7/31/2016

Dear Isabella Evans, It is with pleasure that this provides our initial cost estimations for the company. â&#x20AC;˘ Please find cost estimations as follows;

COST ESTIMATES OVERVIEW

20 kg of Coffee Beans 1000 Takeaway Cups Small: $53.00 Regular: $63.00 Large: $90.00

$50.00

$206.00

5 dozen of sandwiches/Wraps: $174.00 5 dozen of Savory Sweets: $111.00 5 cartons of drinks $337.50

TOTAL - $878.50 On approval of the quote a 25% deposit is required for the commencement of the products. Sincerely,

Sophia Miller

Envelope.

Isabella Evans 12 Main Street, Nortcote,VIC, 3068

POSTCODE

180 Kensington Road, Rose Park, VIC, 3025

Thank you envelope.

Isabella Evans 12 Main Street, Nortcote,VIC, 3068 180 Kensington Road, Rose Park, VIC, 3025

Email Signature.

New Email

To: Isabella Evans Subject: Thank you Email Hi Isabella, Thank you for being a loyal customer at Koffee House. On behalf of the Koffee House company, we are happy to offer you one free coffee every day for two weeks. We are offering you this because we are very thankful of how you are a regluar yet loyal customer to our company. Thank you again.

SOPHIA MILLER Manager Koffee House p: 9438 7656 m: 0473 846 987 wwww.koffeehouse.com.au

APPLICATIONS 30

Coffee cups. Have here and takeaway coffee cups.

Web page / Mobile. Home page for web and mobile.

BECOME A KOFFEE HOUSE MEMBER. WHAT’S ON

Amazing new meals available during the AFL 2016 seasons. Have a meal while watching the game. How great is that?

HOME

OUR STORY

LOCATIONS

CONTACT

Join and become a member at Koffee House to receive great and memorable packages.

BECOME BECOME A A KOFFEE KOFFEE HOUSE M E HOUSE M E M MB B EE R R .. WHAT’S ON

NEWS & PROMOS

Loyalty Card.

Loyalty Card

HAVE THIS CARD PUNCHED EACH TIME YOU BUY ANY COFFEE AND YOUR 5TH IS FREE

FREE

Menu.

HOT BEVERAGES

GOURMET SANDWICHES & BAGUETTES

Cappuccino Latte Flat White Short Black Long Black Short Macchiato Long Macchiato

$3.80 $3.80 $3.80 $3.00 $3.50 $3.00 $3.50

Double Espresso Mocha Picolo Chai Latte Hot Chocolate White Hot Chocolate Baby Chino

$4.00 $4.00 $3.50 $3.50 $3.50 $4.00 $4.00

COLD BEVERAGES Iced Coffee Iced Mocha Iced Chocolate Affogato Granita Milkshake (ask our friendly staff for flavours) Kids Milkshake Spiders

BLAT Bacon, lettuce, avocado, vintage tasty cheese and tomato sandwich or wrap

$8.90

Six Seed Grain Roll Served with seasonal roast vegetables and basil pesto

$8.90

Chicken Schnitzel Served with spiced mayo and garden greens on a toasted panini Chicken Caesar Tortilla wrap with traditional Caesar dressing Pumpkin and Feta Pide Served with fresh garden greens and homemade dressing Spicy Cajun Chicken Tortilla wrap with mayo, red onion and fresh rocket

$10.90 $9.90 $12.90 $9.80

DESSERTS & CHEESES $6.00 $6.00 $6.00 $7.00 $6.00 $6.00 $4.00 $5.50

Peanut Butter Tiramisu Peanut butter mousse layered with chocolate sponge & coffee syrup

$14.00

Vanilla CrĂ¨me Brulee CrĂ¨me brulee topped with a mixed berry white chocolate crumble, with strawberry-mint sorbet

$14.00

Classic Apple Tarte Tatin With salted caramel sauce & vanilla ice cream

$14.00

Affogato House made vanilla ice cream served with espresso

$7.00

Name badge.

Signage. Shop fronts.

Poster Advert. Inside shop poster.

Clothing. Aprons.

ID Cards.

SOPHIA MILLER

ADAM TAYLOR

No. 39-9863

No. 46-1483

Issued on 20/02/2015

Issued on 11/03/2015

180 Kensington Road, Rose Part, VIC, 3025

Vehicles. Bus advert.

HOT BEVERAGES

GOURMET SANDWICHES & BAGUETTES

Cappuccino Latte Flat White Short Black Long Black Short Macchiato Long Macchiato

$3.80 $3.80 $3.80 $3.00 $3.50 $3.00 $3.50

Double Espresso Mocha Picolo Chai Latte Hot Chocolate White Hot Chocolate Baby Chino

$4.00 $4.00 $3.50 $3.50 $3.50 $4.00 $4.00

COLD BEVERAGES Iced Coffee Iced Mocha Iced Chocolate Affogato Granita Milkshake (ask our friendly staff for flavours) Kids Milkshake Spiders

BLAT Bacon, lettuce, avocado, vintage tasty cheese and tomato sandwich or wrap

$8.90

Six Seed Grain Roll Served with seasonal roast vegetables and basil pesto

$8.90

$10.90 $9.90 $12.90 $9.80

DESSERTS & CHEESES $6.00 $6.00 $6.00 $7.00 $6.00 $6.00 $4.00 $5.50

Peanut Butter Tiramisu Peanut butter mousse layered with chocolate sponge & coffee syrup

$14.00

Vanilla Crème Brulee Crème brulee topped with a mixed berry white chocolate crumble, with strawberry-mint sorbet

$14.00

Classic Apple Tarte Tatin With salted caramel sauce & vanilla ice cream

$14.00

Affogato House made vanilla ice cream served with espresso

$7.00

HOME

OUR STORY

LOCATIONS

CONTACT

Join and become a member at Koffee House to receive great and memorable packages.

BECOME A A KOFFEE KOFFEE BECOME HOUSE M M EE M MB HOUSE B EE R R .. WHAT’S ON

NEWS & PROMOS

GUIDELINES 43

PRIMARY LOGO

Brandmark Rationale The logo that I have designed for Koffee House is unique and memorable. It represents high-quality, elegance and professionalism throughout the whole brand. I chose a script type front for the logotype because I wanted to represent connection, partnership and love throughout the brand and logo. I wanted the logo to focus type and being a wordmark rather than being only a figuremark or just a symbol. The symbol next to the word mark represents coffee beans and also a love heart representing the passion and love within the brand.

SECONDARY LOGO

PRIMARY LOGO

COLOUR LOGO

COLOUR LOGO ON BLACK BACKGROUND

BLACK AND WHITE LOGO

LOGOS

REVERSED BLACK AND WHITE LOGO

SECONDARY LOGO

COLOUR LOGO

COLOUR LOGO ON BLACK BACKGROUND

BLACK AND WHITE LOGO

REVERSED BLACK AND WHITE LOGO

PANTONE 7591 C C: 19 M: 56 Y: 65 K: 8 R: 197 G: 123 B: 88

C: 0 M: 0 Y: 0 K: 100

PANTONE 7585 C C: 23 M: 70 Y: 80 K: 13 R: 180 G: 90 B: 55

C: 0 M: 0 Y: 0 K: 0

This graphic element of the coffee bean is used as Koffee Houses secondary brand language.

LOGO:

BOOK TYPOGRAPHY:

Designed and created by myself.

BUYNA

TYPOGRAPHY FOR BRAND:

Light Condensed Light Condensed Oblique Medium Condensed Medium Condensed Oblique Bold Condensed Bold Condensed Oblique Extra Bold Condensed Extra Bold Condensed Oblique Light Light Oblique Book Book Oblique Medium Medium Oblique Heavy Heavy Oblique Bold Bold Oblique Extra Bold Extra Bold Oblique

COLOUR PALETTE & TYPE

FUTURA STD

Thin Light Regular Bold Black

PRIMARY LOGO

Horizontal:

Vertical:

Logo does not work vertically. Logo must remain horizontal at all times.

60 mm 30 mm

Maximum size on A4.

Minimum size on A4. Any smaller the logo wonâ&#x20AC;&#x2122;t be legible and that is why a secondary logo had been created as well. SECONDARY LOGO

SIZE REQUIREMENTS

Horizontal:

Vertical:

Secondary logo also does not work vertically.

Logo must remain horizontal at all times.

Minimum size on A4.

30 mm

Maximum size on A4.

10 mm

The amount of clear space around the logo must be at least 8 - 10 mm on all edges of the logo. Using the secondary element / graphic element from the logo, to measure the space that is needed around the logo in the closest way possible.

CLEAR SPACE 48

Leave the logo at its normal size or scale down correctly. Do not distort or stretch.

Do not at any time distort and/or stretch the logo to fit any design or picture.

Do not at any time kern out the better spacing between each letters. They are to stay joined at all times.

DOâ&#x20AC;&#x2122;S AND DONâ&#x20AC;&#x2122;TS

Do not change the placement of where the symbol has been originally placed.

Do not change the colours of the original logo. Colour scheme must stay the same at all times.

When using the logo over images, do no place logo that is on an image that has the same colour or contrasts too much so the logo canâ&#x20AC;&#x2122;t be seen and itâ&#x20AC;&#x2122;s hard to read.

PART ONE: EXAMPLES OF DEFINED WORDS. BRANDING + IDENTITY https://au.pinterest.com/pin/550494754435156760/ https://au.pinterest.com/pin/550494754435203744/ https://au.pinterest.com/pin/550494754434537617/

TRADEMARK; https://institut-iihs.com/wp-content/uploads/2014/12/ logo-skype.jpg

https://www.google.com.au/search?q=disney+logo&espv=2&biw=1145&bih=611&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi9o9q7ub3OAhVDlZQKHRhMDugQ_AUIBigB#imgrc=3tog5RXLR5GtZM%3A

http://vignette4.wikia.nocookie.net/logopedia/ images/0/0a/Gmail_logo.png/revision/latest?cb=20101116142833

http://www.underconsideration.com/brandnew/archives/ city_of_melbourne_detail.jpg BRAND MARK: http://cdn2.hubspot.net/hub/36109/file-1866790578-jpg/ images/target.jpg http://geekydreamer.com/wp-content/uploads/2015/10/ geeky-dreamer-brand-marks.jpg LETTERMARK: http://risksoft.ro/images/mediarisk/Logo_parteneri/hp-logoblue-new-version.jpg http://assets.fontsinuse.com/static/use-mediaitems/28/27013/full-1400x817/5670256f/cnn-logo. png?resolution=0 http://buzzerg.com/108621-volkswagen-logo-id-65685.htm FIGURE MARK; https://pbs.twimg.com/profile_images/616039686734123008/syFSpLD0.jpg

REFERENCES

http://vignette3.wikia.nocookie.net/logopedia/ images/b/b6/Pizza_Hut_Logo_2.jpg/revision/latest?cb=20150622080051

LOGOTYPE:

http://logodatabases.com/wp-content/uploads/2012/07/ old-commonwealth-bank-logo.jpg

https://www.fineprintnyc.com/images/blog/history-adidas-logo/adidas-equipment-logo.jpg

http://cdn.theatlantic.com/static/mt/assets/science/firefox-logo.jpg http://vignette2.wikia.nocookie.net/logopedia/images/7/7e/368318.jpg/revision/latest?cb=20150801163403 COMBINED MARK; http://seattlecentralnewmedia.com/akulich/wp-content/ uploads/sites/7/2014/12/Screen-Shot-2014-12-04-at-2.16.51AM.png

http://cdn-3.famouslogos.us/images/subway-logo.jpg COMPETITORS AND CASE STUDIES. https://oneshiftjobs.blob.core.windows.net/live/content/ companylogo/Coffeeclub_logo.jpg http://www.tobysestate.com.au/find-us/melbourne/ http://api.ning.com/files/xBVv6Q4bDlIMywUH7hwL4-X7XKNgQpv1gbnJR9CKsjbuFBBNvbxFRDEZd3iswu8G9dNkvjmMKBsWqK7PjElifH9lhrf*aVEh/BrunettiLOGOPantone.jpeg https://upload.wikimedia.org/wikipedia/en/thumb/2/27/ Gloria_Jeans_logo.svg/1280px-Gloria_Jeans_logo.svg.png https://mrait.files.wordpress.com/2011/04/starbucks-copy1.jpg https://upload.wikimedia.org/wikipedia/en/7/7b/Muffin_Break_logo.jpg https://upload.wikimedia.org/wikipedia/en/7/76/Hudsons_Coffee_logo_2014.jpg https://www.gardencity.com.au/GardenCity/media/contents/04_Stores/01_Store_Logos/logo_Jamaica_Blue_. png?ext=.png http://coffeerush.com.au/www.i-m.mx/diasanet/CoffeeRush/index.html http://www.hudsonscoffee.com.au/ http://www.signmansez.com.au/wp-content/uploads/2014/10/IMG_6237_R-e14132659 https://news.starbucks.com/uploads/images/Apron_1.JPG 93447-848x511.jpg http://worldfranchise.eu/sites/default/files/franchises/ photos/cffe28fb-c092-49a9-a42c-8ac5c8675f8e.jpg

http://static1.squarespace.com/static/50e25057e4b0395512a28b45/t/556d12d8e4b095474a973398/1433211617958/?format=750w PART TWO MOOD BOARDS : https://au.pinterest.com/pin/550494754435699808/ https://au.pinterest.com/pin/550494754435673365/ https://au.pinterest.com/pin/550494754434380331/ https://au.pinterest.com/pin/550494754435203748/ http://guylavoipierre.com/images/2012/06/Lavoipierre_ Kava_1.jpg http://www.photographyblogger.net/wp-content/ uploads/2011/12/151.jpg http://www.myschedule.com.au/manage/wp-content/ uploads/2015/11/coffee-photography-coffee-beans-wide.jpg http://blog.questionmark.com/wp-content/uploads/2009/03/ coffee-cup-web16.jpg https://au.pinterest.com/pin/292100725808853536/ https://au.pinterest.com/pin/550494754435673391/ https://d3ui957tjb5bqd.cloudfront.net/images/screenshots/ products/46/469/469015/ PART THREE APPLICATIONS http://all4desktop.com/4242405-face.html http://all4desktop.com/data_images/original/4242405-face. jpg http://www.taylorherring.com/blog/wp-content/ uploads/2015/03/Archetypal-Male-Face-of-Beauty-embargoed-to00.01hrs-30.03.15.jpg