1
4
INTRODUCTION
6
LOGOTYPES
7
Primary Mark
9
Primary Mark Without Tagline
11
Wordmark
14
Minimum Sizes
19
Clear Space
20 Inappropriate Uses 23 Graphic Element 24 Color Palette 26 Typefaces 30 IDENTITY SYSTEM IN USE 31
Business System
39 Applications
2
TABLE OF CONTENTS
3
BRAND MESSAGE At T’s Drinks & Eatery we provide our customers with fresh beverages and food in a bright and welcoming atmosphere 24/7. We offer traditional coffee house drinks and pastries, but we’ve added beer and wine to our menu and we’ve also added a small kitchen so we can offer breakfast, lunch, and dinner. We deliver a fusion of elegance and comfort. We believe in simplicity and provide a unique freshness that just won’t be found anywhere else. PURPOSE OF MANUAL This manual was created to assist current and future users in creating consistent designs that accurately communicate the goals and objectives of T’s Drinks & Eatery.
4
INTRODUCTION
5
LOGOTYPES
6
PRIMARY MARK The Primary Mark was designed with an intention to communicate the freshness of both the services and the business. The combination of the logo and the tag line is the best way to describe the restaurant, and should be used whenever possible, preferably in color. This logo should never be altered (see page 20). The Primary Mark can also be used in dark purple on a green background (see page 24 for colors). When printed reversed out, Primary Mark should be green on dark purple, or white on dark purple if only one color printing is possible. Use black only when color printing is not an option.
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8
PRIMARY MARK WITHOUT TAGLINE The Primary Mark may only be used without the tagline in applications oriented in a way that does not allow enough space for the tagline to exist. The Primary Mark Without Tagline can also be used in dark purple on a green background (see page 24 for colors). When printed reversed out, Primary Mark Without Tagline should be green on dark purple, or white on dark purple if only one color printing is possible. Use black only when color printing is not an option.
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WORDMARK The Wordmark should be used when the illustrative component of the Primary Mark is not desired. The illustrative component may not be desired if the application already has surrounding design elements that would interfere with the illustrations (see page 44). A Wordmark may also be more appropriate to use if the Primary Mark has already been used elsewhere in the application. The Wordmark must always be accompanied by the tagline. Use black only when color printing is not an option.
11
12
13
PRIMARY MARK The minimum size of the Primary Mark is 2.75 inches in length. It should never be shown at sizes smaller than this because the detail in the illustrations may begin to get lost.
2.75"
2.75"
2.75"
14
MINIMUM SIZES
2.75"
2.75"
15
PRIMARY MARK WITHOUT TAGLINE The minimum size of the Primary Mark Without Tagline is 2.75 inches in length. It should never be shown at sizes smaller than this because the detail in the illustrations may begin to get lost.
2.75"
2.75"
2.75"
16
2.75"
2.75"
17
WORD MARK The minimum size of the Word Mark in full-color as well as in black or white is 1.75 inches in length. It should never be shown at sizes smaller than this because the legibility of the tagline may begin to get lost.
1.75"
1.75"
1.75"
1.75"
1.75"
18
CLEAR SPACE To prevent crowding, there should be an area of clear space on all sides of the mark. The clear space for all marks should be equal to double the cap height of the “t” in the mark. This applies to ALL versions of ALL marks. Primary Mark
Primary Mark Without Tagline
Wordmark
19
CLEAR SPACE
INAPPROPRIATE USES
1.
Here are eight examples of alterations to the Primary Mark that should not be made at any time. These rules apply to all marks in the family of marks: 1. Do not change the type spacing or type size of the mark. 2. Do not display the mark at an angle. 3. Do not distort the mark.
2.
3.
20
INAPPROPRIATE USES
4. Do not display the mark with a drop shadow.
4.
5. Do not disproportionately scale the mark. 6. Do not change the typefaces in the mark.
5.
6.
21
7. Do not display dark purple mark on a dark color.
7.
8. Do not display white or green mark on a light color.
8.
22
FLOWERS The flowers are the most important graphic element and are used in the logotype and applications as a visual identifier of the business. They should always be displayed coming off of the edge of a line, shape, or page (see pages 33, 39, 43, 45, 47). They are never to be filled with color. The acceptable colors for this graphic element are: purple, dark purple, or white on a dark background.
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GRAPHIC ELEMENTS
PRIMARY COLOR This purple color is taken directly from the Primary Mark. This color should be used in all applications, with the Secondary Color Palette used sparingly for secondary design elements.
PURPLE CMYK c: 56 m: 84 y: 39 k: 24 RGB r: 109 g: 58 b: 93 HEX: 6d3a5d PANTONE 5125c
24
COLOR PALETTE
SECONDARY COLORS The color in the Secondary Color Palette is preferred for secondary graphic elements. This dark purple is to be used in place of black whenever possible. This green color is only to be used in secondary design elements. The green of the Secondary Color Palette should be used sparingly, with the purple color of the Primary Color Palette dominating in all applications.
25
GREEN
DARK PURPLE
CMYK c: 28 m: 0 y: 17 k: 0 RGB r: 180 g: 225 b: 216 HEX: b4e1d8 PANTONE 573c
CMYK c: 15 m: 0 y: 11 k: 0 RGB r: 215 g: 237 b: 229 HEX: d7ede5 PANTONE 2695c
PRIMARY TYPEFACE
47 LIGHT CONDENSED
55 ROMAN
FRUTIGER LT STD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
For web applications, Frutiger LT Std is the only typeface that should be used.
57 CONDENSED
67 BOLD CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Never use a typeface other than the primary and secondary typefaces.
0123456789
0123456789
45 LIGHT
65 BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
46 LIGHT ITALIC
66 BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
56 ITALIC
75 BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
Frutiger LT Std should be used for all headers and subheaders, in any style and weight (see page 41).
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TYPEFACES
77 BLACK CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
87 EXTRA BLACK CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
76 BLACK ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
95 ULTRA BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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SECONDARY TYPEFACE
REGULAR
GARAMOND
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Garamond should be used for all body text in printed applications and never for headers, subheaders, or web applications. Never use a typeface other than the primary and secondary typefaces.
ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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IDENTITY SYSTEM IN USE
30
31
BUSINESS SYSTEM
BUSINESS CARD The size of the business card is 3.5 inches wide by 2 inches high. The front of the business card features the flower graphic symbol and the Wordmark all in the Primary Color purple. The back of the business card contains left aligned information, with the name of the owner in bold in the upper left-hand corner, followed by a dividing line in the Secondary Color green. To the right of the dividing line are three sections of information: contact information in bold, permanent address of the storefront in roman, and website in roman. All text is in the Primary Color dark purple.
TARA FERRARI OWNER
(805) 714– 7058 tara @ tsdrinksandeater y.com 796 Foothill Blvd. San Luis O bispo, CA 93405 tsdrinksandeater y.com
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LETTERHEAD The size of the letterhead is 8.5 inches wide by 11 inches high. The Primary Mark is used in the Primary Color purple and is located .64 inches from the top center of the page. The contact information for T’s Drinks and Eatery is located 1.125 inches from the center of the bottom of the page at a size of 8pt type with 12pt leading using the Primary Typeface, Frutiger. The contact information is in the Primary Color purple, while the letter itself is in black. The letter is set in Garamond 10pt with 14pt leading. If the letter is written in a word processing program, 1.5 line spacing should be used, with hard returns for space between paragraphs. The text box for the letter is positioned 2.5 inches from the top of the page and 2 inches from the left side of the page.
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 December 7, 2016 Dear Ms. McCormick, Coffee shops in San Luis Obispo have a lot of competition, but by re-branding your company, you can create a more competitive business and stand out as a unique destination. T’s Drinks & Eatery provides everything you can find at a coffee shop and more. Not only will T’s offer all of the typical coffee shop beverages and pastries, but with the addition of a kitchen and a full menu of breakfast, lunch, and dinner items, customers will have a lot more to choose from. Adding to the list of beverages will also help give T’s an edge on the competition. The addition of wine and beer can become the reason customers choose you over one of the many other coffee shop options in San Luis Obispo. Extending business hours will also give T’s an advantage over the other coffee shops. Most coffee shops close around 6–8pm, but T’s will be open 24/7. This is great for late night study sessions, and it also gives people a place to go and hang out once everything else is closed. I believe that these changes can greatly improve your business and I hope you will take pride in them.
Sincerely,
Tara Ferrari
796 Foothill Blvd. San Luis Obispo, CA 93405
34
(805) 714–7058 tsdrinksandeatery.com
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 December 7, 2016 Dear Ms. McCormick, Coffee shops in San Luis Obispo have a lot of competition, but by re-branding your company, you can create a more competitive business and stand out as a unique destination. T’s Drinks & Eatery provides everything you can find at a coffee shop and more. Not only will T’s offer all of the typical coffee shop beverages and pastries, but with the addition of a kitchen and a full menu of breakfast, lunch, and dinner items, customers will have a lot more to choose from. Adding to the list of beverages will also help give T’s an edge on the competition. The addition of wine and beer can become the reason customers choose you over one of the many other coffee shop options in San Luis Obispo. Extending business hours will also give T’s an advantage over the other coffee shops. Most coffee shops close around 6–8pm, but T’s will be open 24/7. This is great for late night study sessions, and it also gives people a place to go and hang out once everything else is closed. I believe that these changes can greatly improve your business and I hope you will take pride in them.
35 Sincerely,
Tara Ferrari
San Luis Obispo, CA 93407 December 7, 2016 Dear Ms. McCormick, Coffee shops in San Luis Obispo have a lot of competition, but by re-branding your company, you can create a more competitive business and stand out as a unique destination. T’s Drinks & Eatery provides everything you can find at a coffee shop and more. Not only will T’s offer all of the typical coffee shop beverages and pastries, but with the addition of a kitchen and a full menu of breakfast, lunch, and dinner items, customers will have a lot more to choose from. Adding to the list of beverages will also help give T’s an edge on the competition. The addition of wine and beer can become the reason customers choose you over one of the many other coffee shop options in San Luis Obispo. Extending business hours will also give T’s an advantage over the other coffee shops. Most coffee shops close around 6–8pm, but T’s will be open 24/7. This is great for late night study sessions, and it also gives people a place to go and hang out once everything else is closed. I believe that these changes can greatly improve your business and I hope you will take pride in them.
Sincerely,
Tara Ferrari
796 Foothill Blvd. San Luis Obispo, CA 93405
36
(805) 714–7058 tsdrinksandeatery.com
THE ENVELOPE The size of the envelope after it is folded is 9.5 inches wide by 4.13 inches tall. The front of the envelope has the Primary Logo in the primary color purple as well as the return address in the Secondary Color dark purple set in 9pt Frutiger with 13pt line spacing in the Roman weight. The back flap of the envelope is the Secondary Color green with the Graphic Element of the flowers in the Primary Color purple.
796 Foothill Blvd. San Luis O bispo, C A 93405
37
796 Foothill Blvd. San Luis O bispo, C A 93405
38
MENU
39
APPLICATIONS
40
TO-GO COFFEE CUPS
41
42
GROUND COFFEE
43
44
BEER
45
46
47
48