BRAND GUIDELINES
CONTENTS COFFEEVOLUTION PAGE2 LOGO VARIATIONS PAGE3 LOGO COMPOSITIONS
PAGE4
LOGO COLOUR VARIATIONS
PAGE5
BACKGROUND CONTROL
PAGE6
COLOUR SPECIFICATIONS
PAGE7
SIZE AND CLEAR SPACE
PAGE8
IMPROPER USE PAGE9 APPROPRIATE USES PAGE10 DETAILS/THANKYOU PAGE11
COFFEEVOLUTION COFFEEVOLUTION is a speciality coffee shop in Failure to abide can result in we, declining usage the heart of Huddersfield. First opening in 2000 of our the COFFEEVOLUTION brand identity in and were the first espresso bar in Huddersfield. any situation. Please note that other graphics associated to our company and shop are not We take utter pride in furnishing our customers considered offical and any not listed in these with our own roasted coffee. We also serve guidelines could result in the above. a selection of other internationally acclaimed roasters offerrings. We aim to achieve a friendly, warm environment where a customer can feel at home and enjoy premium quality coffee, whilst maintaining a rustic, industrial environment to our shop to reinforce the idea of ‘evolution.’ These guidelines are a guide to our new branding. These rulings should be adhered to always when presenting our new brand on anything relevent to our company and shop.
PAGE2
LOGO VARIATIONS The Coffeevolution logo is a horizontal diamond with COFFEEVOLUTION centered in the middle, along with the phrases ‘refreshingly independent’ and ‘reassuringly fairtrade’ around it’s borders. All logos should appear with 8 dots, a graphic coffee bean and has to include the date of establishing. All logos should be roughened and have a scribbled texture.
PRIMARY LOGO WITH TEXT
This logo should only be altered under certain circumstances and is the focal point for other compositions depending on where it is being used. These circumstances include compositions made for various products which don’t align to the usage of the original logo.
PRIMARY LOGO WITHOUT TEXT PAGE3
LOGO COMPOSITIONS For certain products and in certain branding the logo can be placed within a composititon along with other pre-made elements to create the desired graphic. When creating a composition one must include the primary logo and have no more than 5 elements or to where the added features do not take away attention from the primary logo. They must also include no duplicates. Always adhere to clear space specifications on page 8 when creating compositions.
PAGE4
INSERT - MENU SPECIFICS
LOGO COLOUR VARIATIONS The primary CE logo should remain black at all times. This remains true unless the background makes the logo become unclear and the text unreadable, the logo should then become white. No colours must be used in the logo itself, when in application, the colour must come from the background or object itself.
PRIMARY LOGO
REVERSE PRIMARY LOGO
PAGE5
BACKGROUND CONTROL The primary CE logo should remain black at all times
IDEAL SITUATION.......................SECONDARY SITUATION..................INCORRECT USAGE
This remains true unless the background makes the logo become unclear and the text unreadable, the logo should then become white.
IDEAL SITUATION.......................SECONDARY SITUATION.......................IDEAL SITUATION
INCORRECT USAGE.................SECONDARY SITUATION........................IDEAL SITUATION
PAGE6
COLOUR SPECIFICATIONS
CMYK
RGB
C24 M98 Y97 K18
R165 G036 B036
C17 M98 Y98 K07
R192 G039 B039
#C02727
C22 M42 Y95 K03
R196 G145 B051
#C49133
C20 M19 Y73 K00
R209 G190 B101
#D1BE65
C45 M52 Y53 K14
R135 G112 B104
#877068
Print at 100% opacity. No other colors may be substituted.
C51 M57 Y57 K24
R114 G094 B089
#725E59
If you are unable to print in colour, primary logo must be White #FFFFFF on Black #000000 or vice versa.
C31 M18 Y20 K00
R177 G189 B192
#B1BDC0
C60 M42 Y45 K10
R109 G124 B124
#6D7C7C
C00 M00 Y00 K00
R255 G255 B255
#FFFFFF
C75 M68 Y67 K90
R000 G000 B000
#000000
Colour should only be used on background and not substituted for the primary logo’s palette. Only use colours listed opposite, do not subsituteor reproduce in different hues. Backgrounds must be split in two colours, 6040, where the lower half (40) is a darker hue than the top (60). Colours opposite come in pairs for easier understanding; however different colours may be paired, but still must adhere to the darker hue specification previous.
COLOUR
HTML #A52424
PAGE7
SIZE AND CLEAR SPACE Whenever the primary logo is in use, it should be surrounded with clear space to maximise visability. No text, graphics or images should be placed in this clear space. When calculating clear space, one should use the coffee graphic in the logo itself as a guide. Horizontally, there should be a minimum of one coffee bean and vertically, half of a coffee bean is needed. The logo should be no smaller than 40mmx85mm avoiding the border detailing to merge into one thick line. The logo should also be no bigger than 120mmx255mm or 3 times the size of the smallest size requirement.
85mm
255mm
PAGE8
IMPROPER USE Do not edit font, font size or graphics within the Do not stretch logo files to obtain a desired size. Always reproduce the logo in the highest primary logo. quality possible. Do not rearrange or add different type to the Do not reproduce the logo on complex primary logo. backgrounds. Do not rearrange elements within the logo. Do not combine the logo with any other graphic Do not stretch or distort the primary logo. images or logos apart from those listed on Do not edit the colour of the primary logo and page 4. always adhere to the colour specifications. Do not use any past or dated logos in any Do add shadow, strokes and other effects onto communication. the primary logo; all strokes must remain to the Do not adjust the rotation of the primary logo. original specifications. Do not use the primary logo in partial form, Do not border the primary logo with other always include all elements unless using a shapes. particular logo without certain elements listed Do not overlap other graphics and adhere to on page 3. the clear space specifications. Do not reproduce logo in more than one colour Do not alter the primary logo’s opacity or and which isn’t black or white. different from the default layer property. Do not duplicate the primary logo in the same works or body of text. PAGE9
APPROPRIATE USES The coffeevolution logo is the first and foremost statement representing the shop. Familiarise yourself with the appropriate usage of the primary logo and it’s alterations so the logo itself remains aligned to the brand and no confusion is generated by customers and does not devalue the position of the company.
• Exterior and interior menu boards • Takeout cups • Takeout bags • Aprons and Uniform • Signage • Promotional advertisements • Brochures • Leaflets • Posters • Ceramics
For usage not listed; please judge and contact • Packaging accordingly. • Napkins • Business Cards COFFEEVOLUTION 8 Church St. Huddersfield
PAGE10
FONTS AND SIZES
MENU SPECIFICS
COFFEEVOLUTION should be in Didot along with all other headers on all products and examples of branding. All other text should be reproduced in Shree Devanagari 714, this includes body text and any composition text which can go undetected.
Menus should be handled differently to all other productions. The menu should be a profilic installation and should be visible from all avaliable seating from inside the shop. The menu graphic (see insert 1) should be printed or handdrawn onto blackboard, with roughened and scribbled effects,
The menu graphic should contain the following: • Primary Logo without text • Bean Brothers banner COFFEEVOLUTION should always be written as • Header the two words merge into one by the use of • Premium Quality banner the E. The two words should also not have a • Menu boards with products and pricings space between. The company name should not be reproduced like those below.
COMPANY NAME
• COFFEE EVOLUTION • COFFE EVOLUTION • COFFEVOLUTION • COFFEEEVOLUTION
THANKYOU Thankyou for taking the time to familiarise yourself with the brand guidelines. We understand there are alot of limitations but we aim to reproduce our branding perfectly to generate a reputation and knowledge within audiences.