2019 EDITION
Brand Guidelines
BRAND GUIDELINES
01 BRAND ASSETS 02 LOGO GUIDELINES 03 SUPPORTING ASSETS 04 TYPOGRAPHY 05 COLOR 06 LAYOUT 07 DESIGN EXAMPLES
BRAND ASSETS
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THE ATLAS LOGOS THE ATLAS ILLUSTRATIONS THE ATLAS ICONS
THE ATLAS LOGOS
The Atlas wordmark is the primary visual element of the identity. The updated logo combines handcrafted and rustic qualities with refined lines and has been designed to provide clarity and professionalism across the company’s range of communication. The wordmark is complimented by a secondary logo—an emblem inspired by the facade of the shop—to provide flexibility for the brand.
Primary Wordmark
Secondary Emblem
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The Atlas Illustrations
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The Atlas illustrations are the second visual element of the identity, after the primary logos. The illustrations are based on common coffee brewing techniques to highlight that The Atlas is a specialty coffee shop and to create a stronger association between The Atlas and the products it serves.
The Atlas Icons
The Atlas iconography is the third visual element of the identity. These assets help ensure that the whole brand is cohesive and consistent across diverse media and implementation.
No Entry
Bathroom
Stairs
Exit
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LOGO GUIDELINES
Logo Variations, Wordmark
The primary wordmark is an integral part of the The Atlas brand and should be used thoughtfully and consistently. Most often, the logo will be used in the brand’s primary orange, as dispalyed below, but can also be adpated for use on colored backgrounds in the following ways.
Primary Usages The Atlas orange and navy logos are the primary logo colorways. If
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the logo needs to be adpated onto a dark background, the Cream logo should be used.
Positive and Negative Wordmark If communication materials need to be printed in grayscale, the logo may be adapted to all black or all white. Note, The black logo should be used on light colored backgrounds and the white logo should be used on dark colored backgrounds. The logo may also be used in all black when used as a stamp to brand disposable beverage cups.
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LOGO VARIATIONS, WORDMARK LOGO VARIATIONS, EMBLEM EXCLUSION ZONE MINIMUM SIZE LOGO MISUSE
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Logo Variations, Emblem
In cases when The Atlas brand has already been established, the emblem may be used in place of the primary wordmark. For example, this manual uses the wordmark to establish the brand on the front cover and the emblem on the back page to reinforce the brand. Most often, however, the emblem will simply be used on promotional materials (i.e. stickers) and will be presented in the brand orange and navy, as dispalyed below, or the following adpatations.
Exclusion Zone
The logo and the emblem’s exclusion zone is equal to half the height of the wordmark logo (marked as × in the diagram). The exclusion zone protects the clarity and visual integrity of the logotype. The logotype should always appear legibly on a clear background and nothing should be placed within or behind the exclusion zone.
x
x
x
The Atlas orange and navy
x
Primary Usages
emblem, pictured left, is the primary emblem colorway. For use on promotional items, the emblem may be used in The Atlas red and cream, pictured right.
x
x
Positive and Negative Emblem The emblem should only be used in its positive or negative version if x
a material that utilizes the emblem
x
properly, such as this manual, needs to be printed in grayscale. x
x
The emblem may also be used in x
x x
x
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x
brand disposable beverage cups.
x
all black when used as a stamp to
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Minimum Size
Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application.
Logo Misuse
It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Its orientation, color and composition should remain as indicated in this document—there are no exceptions.
Do not distort or warp the logo in any way.
In no case should The Atlas logo be used smaller than the minimum size of 1 inch. 1�
Do not rearrange any element of the logo.
In no case should The Atlas emblem be used smaller than the minimum size of
Do not apply a gradient to the logo.
1.25 inches. 1.25�
Do not rotate the logo.
Do not change the logo color or tone outside of The Atlas orange or navy.
Do not resolve the logo in two different colors.
Do not outline or create a keyline around the logo. 12
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SUPPORTING ASSETS
Rules with Illustrations
The Atlas illustrations are assets designed to be used solely as supporting artwork on merchandise and other brand materials and should not be used in place of The Atlas logo. The illustrations should only ever sit on white, black, or any color outlined in the brand color palette that offers enough contrast between the artwork. Follow the same guidelines applied to logo misuse when using these assets.
Proper usage of the illustration on brand colors.
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RULES WITH ILLUSTRATIONS RULES WITH ICONS RULES WITH IMAGES
Improper usage of the illustration on a color outside of the brand palette and a busy image.
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Rules with Icons
The Atlas iconography is designed specifically for wayfinding signage and should not be used outside of this purpose. These assets are not designed to be used as artwork or promotional materials, but rather, for specific communication, such as event signage or wayfinding.
Rules with Images
Proper usage of the icons
Proper examples of imagery that
means utilizing a high contrast
can be used to support the brand.
The new identity welcomes the use of imagery as long as it does not compete with the logo or secondary brand assets for readibility and legibility and fits with the visual style: warm, rustic, welcoming, and playful. Images should be used alongside the other brand assets to showcase The Atlas’ shop or products.
background with the assets to promote readibility and legibility and providing enough margine around the icons in order to avoid
Bathroom
overcrowing the space on a sign. The wayfinding signs using the iconography are designed to be engraved in wood or printed on vinyl or other sturdy sign material.
Improper usage of the iconography would include overcrowding the signage, or leaving little margin or breathing
Bathroom
Proper example of how to use imagery successfully in the identity wihtout competing with other brand assets.
room, and having little contrast between the icon and sign.
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TYPOGRAPHY
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PRIMARY TYPEFACE SECONDARY TYPEFACE RULES WITH TYPOGRAPHY
Primary Typeface
The Atlas identity is characterized by a strong typographic style based on function and accessibility. Aileron is the primary typeface of the identity and should be used throughout all of The Atlas communication materials, with the exception of text-heavy web pages, emails, and print materials where legibility may be compromised. As a general rule, headlines should have a tracking set at 20 or more, while subheadings should be set at 50 or more and body copy should set at no less than 0. Various weights can be used to establish visual hierarchy, but the overall copy style should feel bold and clear. The large point-size and boldness of headlines, for example, help communicate the playful and modern style of the brand. The light and thin weights should be used sparingly, as should italics. Body copy font should be no smaller than 9 point, with rare exceptions on print, and no smaller than 15 point on web.
Primary Aileron
AILERON BLACK
This is a headline example. AILERON BLACK ALL CAPS
THIS IS A SUBHEADING EXAMPLE. AILERON REGULAR
This is a body copy example.
AILERON BLACK AILERON HEAVY AILERON BOLD AILERON SEMIBOLD AILERON REGULAR AILERON LIGHT
AILERON BLACK AILERON HEAVY AILERON BOLD AILERON SEMIBOLD AILERON REGULAR AILERON LIGHT
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Secondary Typeface
Where it’s not possible to use the brand’s main typeface, Calluna should be employed. As a general rule, the secondary typeface should only be used in long body copy, such as emails, legal copy, web articles, and brochures, and when the readability may be compromised if using the main typeface. Keep in mind that using the primary typeface is the preferred way to maintain a consistent visual style across all media and the secondary typeface should be used on rare occasion, if at all. As with Aileron, the body copy should never be smaller than 9 point. Below, this typeface is shown in the same ways as Aileron, but, as a general rule, the secondary typeface should almost exclusively be used for small body copy and rarely for headlines or subheads. The light and thin weights should be used sparingly, as should italics.
Rules with Typography
As a general rule, the same guidelines that are used with the logo can be applied to the typographic system. The typeface should not be altered in any way, except for when using varying weights to establish visual hierarchy.
Proper example of the primary typeface being used with good line spacing and tracking on a colored background that is within brand.
This is a proper example.
Secondary Calluna
CALLUNA BLACK
This is a headline example. CALLUNA BOLD ALL CAPS
THIS IS A SUBHEADING EXAMPLE. Improper example of the primary typeface being used with poor line
CALLUNA REGULAR
spacing and tracking and in a color
This is a body copy example. CALLUNA SEMIBOLD ITALIC
This is a web address and title example.
Calluna Black Calluna Bold Calluna Semibold Calluna Regular Calluna Light 20
that is outside of the designated brand colors.
This is a poor example.
Calluna Bold Italic Calluna Semibold Italic Calluna Italic
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COLORS
Brand Colors
There are six colors in The Atlas color palette, not including white. The brand should be chiefly the three primary colors, though the secondary colors can be used for variety on promotional materials. As a general rule, the primary orange is the chief color of the brand and should be the first option for headlines, icons, and illustrations. The primary navy should be treated as the brand’s black, though there may be exceptions for body copy and stamps. The expansive color palette is designed to allow various color pairings to take place on promotional materials to create a playful and approachable brand.
Primary Colors
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PANTONE P 34-13 U RGB 205 124 91 HEX/HTML CD7C5B CMYK 0 53 69 9
PANTONE P 16-9 C RGB 228 217 197 HEX/HTML E4D9C5 CMYK 0 6 16 10
PANTONE 432 C RGB 51 63 72 HEX/HTML 333F48 CMYK 65 43 26 78
Secondary Colors PANTONE 7597 C R 185 G 151 B 91 CMYK 9 29 66 24 HEX B9975B
PANTONE P 176-16 C RGB 53 64 65 HEX/HTML 354041 CMYK 68 49 54 60
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BRAND COLORS RULES WITH COLORS ICONS AND ILLUSTRATIONS
PANTONE P 27-9 C RGB 234 205 174 HEX/HTML EACDAE CMYK 0 18 28 4
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Rules with Colors
The Atlas orange is designed to be able to sit on any of the brand colors, though it is most often paired with the brand’s navy and cream. As a general rule, if there are cases where limited colors can be used, think almost exclusively of orange and navy as the primary pair.
Icons and Illustrations
The Atlas red, green, and tan will mostly exist on promotional materials, such as stickers and patches, and should never be used as a primary color or in cases where only limited color usage is acceptable.
In most cases, the brand illustrations and icons will appear in the brand’s primary orange, navy, or cream. An illustration or icon should never feature more than one color (see example below), however, if working with a collection of illustrations (see example under Rules with Colors), more than one brand color can be used. As a general rule, the brand illustrations are intended to provide flexibility within the design system and, therefore, the designer may explore color pairings between background or material and illustration that are not displayed in this guide. The icons, however, are primarily assets used for communication, and readability and legibility should take precedence before flexibility and play.
Proper example of the primary orange paired with the primary navy and cream.
The Atlas Orange
Proper example of the illustrations paired with various brand colors.
The Atlas Orange Proper example of a secondary color, red, paired with the primary orange and navy.
Improper example of the illustrations utilizing more than one color in each illustration and shown on background colors that are not within brand.
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LAYOUT
The Grid
The brand guide aims to give designers and employees of The Atlas the freedom to create unique and visually interesting layouts, but it also calls for much attention to alignment and layout. One effective way to merge these concepts is to use a grid. The grid preference laid out below is to be used for larger volumes of text, such as the employee handbook or an annual report. As a general rule, other print and digital materials that utilize a single- or doublepage format will most often adhere to center alignment. An example of this is shown below. This alignment is crucial to the brand style and should be used for almost all major headings and subheadings. A document of this length, for example, will merge the grid layout and the center alignment seen on the cover.
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Center alignment
Headline Standard grid layout When the center alignment is not an effective layout option, such as for long documents or booklets, the standard grid layout should be utilized to help organize information and maintain the brand style.
6 N COLLEGE AVE / COLLEGE PLACE, WA
SINCE 2011
Alternate layout example In some cases, such as the takeaway menu, an alternate
ESPRESSO
SYRUPS 8 oz./12 oz./16 oz.
Espresso ............................................................... 2.5
Chocolate
Gibraltar ............................................................. 3.25
Vanilla
layout can be used, given that
Macchiato ................................................................ 3
Caramel
it follows the general rule of
Cappuccino ....................................................... 3.25
Lavender
Americano ............................................. 2.5/2.5/2.5
Lemon
Latte ........................................................3.75/4/4.25
Honey
centered alignment for headings.
Mocha ................................................ 4.25/4.5/4.75
EXTRAS COFFEE Pour over ........................................................... 3.75 Drip coffee .............................................................. 2
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THE GRID
French Press .......................................................... 2
Add syrup ................... .25 Add shot .......................... 1 Add honey .................. .25 Guest coffee .............. .25 Single origin .............. .25
TEA AND COCOA
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DESIGN EXAMPLES
Merchandise
The Atlas brand system is designed to be flexible—that is, to allow a variety of promotional materials, such as post cards, reusable mugs, shirts, enamel pins, and baseball caps, to be created using the given assets and defined style. There is room for play when it comes to applying the brand to merchandise, but it is at the discretion of the designer to adhere to the brand guidelines and maintain brand standards, especially if applying the brand to a material or product that has not already been designed for.
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MERCHANDISE SIGNAGE STATIONARY
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Signage
Because of the nature of advertising and creating event signage, new material will undoubtedly be made in the future that has not already been designed for. When creating new event signs, such as the Open Mic sign below, adhere to the style that has been outlined and look to previously designed material for guidance. The sign directly below is the standard style for any event sign held at The Atlas. Any fliers, posters, or other advertising materials used around campus or in the shop must maintain this style.
Stationary
Most of the stationary that is needed for The Atlas to run has already been designed for. These materials include a free drink card, club punch card, and gift cards. Should new stationary need to be created, the design should adhere to the outlined style, but be differentiated from the designed collection of stationary. In other words, various cards should be distinguishable from each other but should feel apart of a unified system.
This one’s on us. Redeem for one free beverage.
205 S COLLEGE AVE
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COLLEGE PLACE, WA
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