Title Page
Brand Style Guide Jake Tolbert, 2019
Table of Contents Introduction 3 Brief..............................4 Overview.......................5
Design Elements
7
Color & Texture.............6 Typeface......................12 Logo.............................14
Design Systems
22
Stationary...................22 Signage........................30 App UI.........................42
Project Brief The purpose of this project is to create a cohesive and aesthetically pleasing brand identity for the Groundswell board game cafe. The thorough redesign will begin with a new logo that establishes the style and image of the business. After the logo is created, it will be used to help design other products for the company such as: menus, business cards, stationery, and more.
Groundswell is based on the ideas of community and comradery, To emulate this, the logo must be simple and friendly in order to welcome customers. Stylistically it should invoke a sensation of nostalgia and familiarity that will, in turn, make the customer feel even more welcome and comfortable. The final result is a comprehensive and consistent identity and style for the company that represents its business as well as its values.
Design Overview The branding will need to reflect the ideas of comfort and fun, two things that are core values of the business. The palette will consist of fairly muted colors that allow the eyes to rest easily on them. Most of these muted colors will be warm colors or earthtones, such as a rusty red/brown and a light khaki, as well as a dark gray to ground everything Subtle rustic traits should be used for the interior of the cafe, such as wood grain, metal, and soft, warm lighting. The logo will have nods to both the board game element of the business, as well as the cafe element. Ideally, the logo and branding will be able to indicate board games and coffee as the two key components of Groundswell in order to create a proper representation of the company. The final product will be a branding identity that conveys the ideas of coffee and board games in a comforting and inviting way. 5
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Color Palette Primary Colors R:79 G:49 B:37
R:194 G:148 B:101
C:47% M:70% Y:76% K:57%
C:24% M:42% Y:67% K:2%
#:4F3125
#:C29465
In order to best capture that rustic, old fashioned and nostalgic aesthetic, nice and mellow earth tones were used for coloring. A rich dark brown was chosen as well as a lighter-toned tan to compliment it. These are the only colors that the logo can appear in (besides black and white), The former represents the bark of a tree and the latter represents the bare wood. These colors bring rustic and homey feelings that will help build a warm and comforting environment for the business.
  Secondary Colors R:77 G:77 B:79
R:247 G:239 B:225
C:66% M:59% Y:55% K:36%
C:2% M:4% Y:10% K:0%
#:4D4D4F
#:F7EFE1
The secondary colors are a soft, dark grey and a smooth, light creme color. They are to be used sparingly compared to the primary colors and neither shall be used to represent the logo or any major elements. The two colors are meant to simply substitute black and white in most print, digital media and signage. Using the the creme to replace the white and the grey to replace the black creates and much warmer and softer feeling.
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Texture Old Paper This texture is a hi-res scan of a piece of sketchpaper, tinted brown. This texture will be used as a background for some printed products as well as some signage. Once again playing on the theme of old-fashioned, the purpose is to invoke nostalgia. If the original scan is too small for your use, duplicate it until the page is covered and then use the soft-heal tool on the edges to smooth the pages together. This will preserve fidelity.
Distressed Ink This texture is meant to compliment the texture of the paper and simulate the look of an old ink-pressed print. It can be used on any color or image. Neither this nor the Old Paper texture are to be used in excess, over-use will result in the aesthetic appearing tacky. It is only used in some instances of printed products ans well as signage.
Distressed Ink Texture Process A straight forward yet specific set of steps need to be followed in order to properly and consistently replicate the texture.
1. Open the graphic/image in photoshop. 2. Place a copy of the Old Paper texture both above and under the graphic. 3. Change the top layer Old Paper’s blend mode to ‘Screen’, and the graphic’s layer’s blend mode to ‘Multiply’. If it is a photo, leave the blend mode on ‘Normal’. 4. I n the ‘Select’ tab, click on ‘Color Range’. Change the drop-down menu to ‘Hightlights’. Then change the Fuzziness to 10% and the Range to 254. 5. Click on the top layer of the Old Paper and then click ‘Add Layer Mask’ at the bottom of the pannel. 6. Lastly, change the top layer’s opacity to anywhere from 10%30% depending on it’s outcome on a specific image. 11
Typeface
Aa
American Typewriter ITC Pro
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*().,
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*().,
Italic A B C D E F G H I J K L M N O P Q R ST UV W XY Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & * ( ) .,
  American Typewiter ITC Pro is a slab serif font with a fairly versatile family of varying thicknesses and condensed versions as well. The slab serif type classification was specifically chosen due to its affiliation with the west and old-signages, which would help compliment the old-fashioned look. American Typewriter was specifically chosen because it’s big, round serifs bring a sense of smoothness and comfort rather than having harsh, sharp serifs. Along with this, the fact that the typefaces is based on the letterforms from typewriters also brings an old-fashioned feeling. When using the font for the logo, American typewriter’s kerning and leading is modified in order to bring the letters closer to each other and unify them. This distances and proportions are illustrated on page 15.
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Symbol Description The symbol used in the logo is an isometric depiction of a die with elements implemented into it. The ‘G’ represents Groundswell and helps connect the symbol to the type when placed together. The top side is a coffee-ring stain that also represents the ‘one’ side of the die. The third side shows an accurate depiction of a die’s face. Making this side accurate to a real die allows the viewer to more-easily recognize the symbol for what it is. The symbol is most commonly used up-right, as well as rotated 60 degrees clockwise, as seen in the main logo. This rotation keeps neat alignment and implies the die has been thrown across a table and is rolling along.
Coffee Ring
Groundswell ‘G’
Normal Die Side
Grayscale & Ratio
6 1/8x
2 1/2x
x 1/4x
2 1/4x x
15
Master Logo
GROUND -SWELL
Variations
17
Minimum Size
1/4 inch
1 inch
Minimum Clear Space
1/4x
1/4x
x
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21
Letterhead 3/8 in. 1 1/2 in.
8 1/2 in.
1/2 in. Groundswell Board Game Cafe 9730 W Tropicana, Las Vegas, NV 89147 702.901.8197 groundswellcafe.com
11 in.
2 in.
6 1/2 in.
Envelope 3/8 in.
1 1/2 in. 1/8 in.
9 1/2 in.
1/2 in. Groundswell Board Game Cafe
9730 W Tropicana, Las Vegas, NV 89147
Ariel Person
4 1/8 in.
8888 Street Rd. Las Vegas, NV 89147
9 1/2 in.
4 1/8 in. 2 7/8 in.
2 1/2 in.
3 in.
23
Business Card 1/4 in.
1 1/2 in.
1 1/2 in.
1/4 in.
3/8 in. 1 1/4 in.
Jake Tolbert
3/8 in.
Graphic Designer
1/4 in. 702-888-888 jake@groundswellcafe.com IG: @jaket.jpeg groundswellcafe.com
3 3/4 in.
1 1/4 in.
1 1/4 in.
2 in.
1/2 in.
1/4 in.
1/4 in.
5/8 in.
Cd Package 5 in.
1/2 in.
2 1/2 in. 1/2 in.
5 in.
1 1/2 in.
2 1/8 in.
2 3/4 in.
25
Folder 9 in.
1 1/2 in.
3 5/8 in.
1 5/8 in.
12 in.
3/4 in.
4 in.
2 3/4 in.
3 5/8 in.
2 3/4 in.
9 in.
12 in.
3 1/2 in. 1 in. 5/8 in. 1/2 in.
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Signage
29
Front Entrance Signages
142 in.
38 in. 28 in. 25 in.
Board Game Cafe
86 in. 72 ft.
31
Sidewalk sign
15 in.
1 1/2 in.
7 1/4 in.
6 ft.
GROUND -SWELL
Board Game Cafe
FREE GAMEPLAY Mon-Sat Sunday
11am-11pm 1pm-7pm
2 1/8 in.
24 in.
28 in.
33
Gameplay Policy 6 in. 5/8 in.
GAMEPLAY POLICY
1 7/8 in.
• Treat the games with respect, put items back neatly when done
6 in.
• Return the games to their matching shelf section when done. • Don’t hog the tables, two-hour time limit Help Keep Game Fees Extinct:
Please,
Buy A Drink 72 in. GAMEPLAY POLICY
1 in.
• Treat the games with respect, put items back neatly when done
1 3/8 in.
• Return the games to their matching shelf section when done. • Don’t hog the tables, two-hour time limit Help Keep Game Fees Extinct:
Please,
Buy A Drink
30 in.
35
Drink Menu 33 in.
DRINK MENU $0.75 ADD ONS:
Flavor Shot, Espresso Shot, Milk
Large: 4
COFFEE
DRIP Imported, organically grown locally roasted coffee
AEROPRESS Sweet cup of our exclusive house blend
POUR OVER Exclusive house blend using ancient Japanese method
Small: 5
LATTES
Small: 3
COLD BREW
Caramel with espresso
WHITE CHOCOLATE ALMOND ROCA White chocolate infused espresso
CHOCOLATE RASPBERRY Dark chocolate with raspberry and espresso
CHOCOLATE ORANGE
Chilled coffee using house grounds, steeped overnight
Small: 5
Large: 6
SALTED CARAMEL LATTE
Dark chocolate with orange and espresso
CHILI MOCHA
Large: 6
Dark chocolate infused with espresso w/ a bit of heat
THE LOWEY
Earl grey tea with shot a of espresso
Dark chocolate and toasted hazelnut with espresso
ARNOLD SCHARTZENPALMER
WHITE PEPPERMINT
Black tea lemonade w/ sweet and sour li-hing plum powder
White chocolate peppermint with espresso
TEAS
LONDON FOG
CHERRY CHIP
EMILIO
Chocolate and cherry mixed latte with espresso
Pineapple greet tea lemonade with li-hing plum
P.O.G. LIQUID GOLD Black tea infused with natural honey and cream
HONEY GREEN MILK TEA Green tea infused with natural honey and cream
DROP THE MAIC Creamy blueberry infused Jamaica tea
PUMPKIN SPICE MILK TEA Pumpkin infused black tea with cream and spicy kick
Small: 6
FEAT. DRINKS
Passion fruit, orange, and guava infused tea
48 in.
Large: 7
PISTACHIO LATTE House made pistachio milk with espresso
SOAP Lavender and cardamom infused milk with espresso
BRAZILIAN LIMEADE Fresh squeezed limeade with sweet milk Small: 3 Large: 4
SARASPARILLA MILK Reminescent of a creamy root beer float
JOSH BERRY Creamy blueberry milk
72 in.
41 in.
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Indicational Signage STRATEGY
5 1/2 in.
5 3/8 in.
STRATEGY 8 in.
61 in.
72 in.
STRATEGY
SOCIAL
ROLL-&-MOVE
CO-OP
TRIVIA
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App Task: Search Games The Groundswell app will have many useful functions and features, such as a drink menu and a searchable game library. The game searching function is presented on the following pages, detailing the different screens and interactions it will have. It will follow the step-by-step process to search the game library, filter the results, and add games to a personal favorites section.
Loading/Home Screen The first thing that will be seen when opening the app is of course the loading screen, shown on the left. The logo stays still but the die will rotate as if it were rolling along. On the right is the home screen; a list of game reccomendations with images and descriptions. The list will be curated by the oweners themselves and rotate on a weekly basis. Each listing will also icons for the games genre and difficutly. The search bar atop the screen will automatically direct to the game library.
Search Library
Games of the Week Monopoly 3 Roll-&Move
Medium
Buy, sell, dream and scheme your way to riches. Build houses and hotels on your properties and bankrupt your opponents to win it all.
Munchkin 2 Social
Easy
Go down in the dungeon. Kill everything you meet. Backstab your friends and steal their stuff. Grab the treasure and run.
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Library/Search Modifier Once on the game library screen, users will be shown a randomly generated list of popular games as reccomendations. If the user would like to search for a specific game, they would enter their text in the search bar. and they are also able to modify the search’s results by tapping the dropdown box adjacent to the search bar as seen in the right image. The game listings are similar to that of the home screen, but are more condensed in size as well as content.
Search Library
Search Library
Game Library
Game Library Filter Sort By
Risk
Players control armies to capture territories from each other.
Risk Strategy
Trivial Pursuit
Classic trivia game, collect pieces from each category to win
Strategy
Trivial Pursuit Trivia
Dungeons &... Fantasy game based on creativity and teamwork
Players control armies to capture territories from each other.
Classic trivia game, collect pieces from each category to win
Trivia
Dungeons &... Co-Op
Fantasy game based on creativity and teamwork
Co-Op
Filter/Sort By Functions The filter function shown on the left will present three descriptors of the games: genre, difficulty, and game length. Each column has five checkliststyle buttons that can be have multiple per column selected. On the other hand, the ‘sorty by’ function will have radio buttons instead, which can only have one activated to avoid conflict. On the bottom right of both modifier’s screens is a clear button that will de-activate all of the buttons.
Search Library
Search
Game Library Sort By
Game Library Filter Genre Difficulty
Time
Name
social
<15 min.
a-z
15-30 min.
z-a
strategy co-op trivia roll-&-move
casual
Risk
easy
medium 30-60 min. A short and concise descripStrategy tion of the game hard
serious
1-2 hr.
Difficulty
Time
easy-hard
short-long
Risk
hard-easy
long-short
A short and concise description of the game
Strategy clear
Time 2+ hr.
clear
Monopoly
Monopoly
A short and concise description of the game
Roll-&Move
Roll-&Move
Dungeons &...
Dungeons &... Fantasy game based on creativity and teamwork
A short and concise description of the game
Co-Op
Fantasy game based on creativity and teamwork
Co-Op
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Search Results Once a search is entered, the results will appear. The hypothetical results shown here are the result of the enter two modifier settings shown on the previous page in this book, with no text and only the modifiers. Thus, the results are all strategy games and shown in order of decreasing difficutly. If the user has previously favorited a game and that game appears in the libraryâ&#x20AC;&#x2122;s search results, that gameâ&#x20AC;&#x2122;s image will have a small star icon.
Search Library
Risk
Players control armies to capture territories from each other.
Strategy
Settlers Of ...
Players spread their civilization across the land.
Strategy
Chess
Classic 1v1 strategy game
Strategy
Terraforming... Earth will begin a program to colonize Mars, but first make it fit for human habitation
Strategy
Game Page Once the user has tapped a game listing, they will be brought to that game’s page. On this page, the game’s title will be displayed on top and followed by a large image of the game’s cover. A small star shows if the game is a favorite or not: filled in if yes, outlined of not. Underneath, are it’s three traits and a detailed description of the game. At the very bottom of the screen, there will be a back button that will return users to the results of the previous search.
Search Library
Settlers of Catan Genre Difficulty
Time
3 add to favorites
Genre Difficulty
Time
3 Strategy
Medium
Strategy
Medium
30-60 min.
Picture yourself in the era of discoveries: after a long voyage of great deprivation, your ships have finally reached the coast of an uncharted island. Its name shall be Catan. But you are not the only discoverer. Other fearless seafarers have also landed on the shores of CATAN: the race to settle the island has begun!
30-60 min.
Picture yourself in the era of discoveries: after a long voyage of great deprivation, your ships have finally reached the coast of an uncharted island. Its name shall be Catan. But you are not the only discoverer. Other fearless sea-
back
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Favorites Page The favorites page appears by tapping the star icon on the bottom toolbar. The page shows whatever games the user has saved in a squared tile format and larger images. The reasoning being that if a player has saved a game, they have presumably played it and are familiar with it. With this in mind, including a description and the gameâ&#x20AC;&#x2122;s classifiations would just clutter the screen with information that the user already knows.
Search Library
Favorites
Settlers Of Catan
Risk
Trivial Pursuit
Dungeons & Dragons
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