Holden's Cafe Brand Identity

HOLDEN’S INDEX 06

BRAND / IDENTITY

22

SPACE

32

DELIVERABLES

BRAND

06 Holden’s Coffee provides a cafe that is similar to sitting in your best friends’ basement that is filled with furniture from their parent’s basement and thrift shop finds.

HISTORY Catcher in the Rye was written in 1951 by J.D. Salinger. It is the story of Holden Caulfield as he recounts the days following his expulsion from Pencey Prep. He decides to set on an adventure to New York and before heading home, battles with the struggle against death and growing up.

Holden’s Cafe incorporates Holden Caulfield’s attitude to it’s atmopshere for it’s customers. Salinger provided immense inspiration with Holden’s personality and experiences.

BRAND

08

KEYWORDS FRESH, BOLD, PHOTOGRAPH HEAVY, VINTAGE INSPIRED, REBELLIOUS

BRAND

10

PRIMARY LOGO Holden’s incorporates a simple logo so that secondary brand elements shine through. Use secondary logos when making the logo smaller or as a “signature.”

Primary logo may be changed to white when placed over photos or when on darker surface. Keep logo black or white, but secondary text may be colored.

BRAND

12

1.5”

HOLDEN’S 2”

HOLDEN’S 2.5”

HOLDEN’S

SECONDARY LOGOS Secondary logos are used when the logo needs to be smaller than 1.5 inches.

Either can be used as a “signature” or imagery for Holden’s brand. The secondary logos can be changed to black or white in order to be overlayed on photos or on a colored background or paper.

BRAND

14

1”

2”

HOLDEN’S

HOLDEN’S

TYPEFACE BaseMono Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Letter Gothic STD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

IDENTITY

16

PHOTOGRAPHY Photography is used heavily inside Holden’s Cafe as well as marketing purposes. Bold colors with vintage inspiration is used primarily. Photos of buildings, objects, and interiors are the primary subject manner.

BRAND

18

SPACE

22 Holden’s Cafe is a space filled with a strange assortment of furniture and decor.

Different materials, such as metals, woods, and fabrics, are used throughout.

In addition to different materials, different eras of furntiure is used, giving a cozy and homey feel to the space.

FURNITURE Industrial style and repurposed furniture is used throughout Holden’s.

To create a “homey” and cozy feel, comfortable and vintage-style furniture is used.

SPACE

24

INTERIOR The interior style of Holden’s mixes different rustic, industrial, and vintage styles to compliment the furniture to create a comfortable feel.

Bruck accent walls and large wood panel windows are featured as well.

SPACE

26

EXTERIOR The outside of Holden’s has similar characteristics to the inside with the use of woods, metals, and vintage fabrics. These features come together for outdoor seating. The secondary logo is clearly displayed on the window from the outside.

SPACE

28

DELIEVERABLES

32

Holden’s Cafe has it’s primary and secondary logos to represent the brand.

Very clean and minimal designs make up the menu, punch, cards, and other cafe materials.

CAFE MATERIALS Cafe materials are used to make the overall experience at Holden’s as easy and enjoyable as possible. A menu, punch card, business card, and reciept are attached

DELIEVERABLES

34

CAFE MATERIALS To go and stationary items were made to represent the Holden’s cafe brand for it’s customers. A mix of primary and secondary logos are features on the items.

DELIEVERABLES

36