BRAND IDENTITY GUIDE 2020
1
2
TABLE OF CONTENTS SIGNAGE
INTRODUCTION PROJECT BRIEF
5
DESIGN OVERVIEW
7
BASIC ELEMENTS COLOR PALETTE
11
TYPEFACE 12 LOGO SYMBOL DESCIPTION
14
BLACK AND WHITE AND RATIO
15
MASTER LOGO
16
VARIATIONS 17 RESTRICTIONS 18
ENTERANCE 35 A FRAME
37
INDICATIONAL 39 MAIN MENU 41
ALL ABOUT TEA 43 USER INTERFACE TABLET 49 MOBILE 51 BRAND ASSETS
CLEAR SPACE
19
STAFF APRON
54
MINIMUM SIZE
20
CANVAS TOTE
55
TEA TIN
56
STATIONARY DESIGN
HONEY JARS LETTERHEAD 24
57
ENVELOPE 25 BUINSESS CARD
26
CD COVER
27
FOLDER 28
3
4
PROJECT BRIEF It’s tea time! Are you ready for an old fashion tea party complete with handmade scones, tiny sandwiches and dainty tea cakes, all served on antique china? Silver Spoon Tea Room provides a unique dining experience with an old fashioned English style tea. Located in Prescott, Arizona, this tea room is surrounded by wonderful antique stores and vintage boutiques, perfect for a bite to eat while out on the town. Founded in 1996, this tea room makes everything fresh daily. Our handmade loose-leaf tea blends are freshly brewed for our customers to enjoy. Available by the cup or in a pot to share, perfect for any size group, large or small. The tea is served freshly brewed, warm with sides of fresh cream, sugar cubes, and honey to taste. Our exclusive teas are also available in tea tins and tea bags to take home and enjoy. Our tea room has dainty private rooms with delicate lace, vintage linens, and antique china to admire along with polished silverware.
5
6
DESIGN OVERVIEW Our style is inspired by shabby chic, country cottage and all things vintage with soft pastel colors, lovely cabbage roses, and vintage china. Vintage lace and linen with its offwhite color and hand embroidered detail are a great accent. We have a wide variety of hand painted vintage and antique china from all around the world such as Limoges from France, RS Prussia, fine English Bone China and pieces from Germany as well as America staples such as Homer Laughlin. Tea cups and teapots as well as vintage silverware provide inspiration. Create a rustic, cozy, and welcoming design to match our space. The atmosphere conjures words such as dainty, elegant, and cozy. The food should be thought of as delicious, homemade, fresh and special. Design should be simple yet delicate and reflect the detail of vintage china. Colors are muted, soft, pretty and elegant, pastel blue, sleek silver, and soft pale pink.
7
8
BASIC ELEMENTS In designing the brand indentity for the Silver Spoon Tea Room certain things needed to be decided. The Color Palette would serve as a base for letterhead and signage. And the logo would be the main element throughout all pieces of design. The following section provides guidance and sizing for the logo and how it should be used within materials. This is vital information and guidelines for future development of brand products. Silver Spoon Tea Room wishes to reach out to all potential customers and clients in a manner that is professional, appealing and fresh as well as refleciting vintage athestics.
9
10
COLOR PALETTE PALE PASTEL BLUE
C=27 M=0 Y=0 K=0 HEX: #B3E4FA Use in backgrounds and borders. The blue can be put to 20% behind the log. This color is soft and light, representing the atmopshere of our store. It was chosen as a pure blue with only cyan no other hints of other colors.
CABBAGE ROSE PINK C=0 M=39.28 Y=10.52 K=0 HEX: #F7ADBC Use in accents and buttons. This color is femine and dainty and reflects our primary target audience and soft cabbage roses. This color was chosen from pasel pantones and modified lightly to match vintage handpainted china.
SILVER SPOON GREY
C=0 M=0 Y=0 K=20 HEX: #D1D3D4 Use for frames and text. This color reflects the silver spoon in our name. Like the blue, the Grey only contains a shade of black and no hints of other colors. It is muted and softer then black.
TEA TIME BROWN
C=24 M=80 Y=80 K=34 HEX: #8A3C2D Use spareling in photos and filters. Color represents tea, especially dark. The color was made from a tint of the Cabbage Rose Pink and made darker to compliment the cabbage rose pink.
11
TYPEFACE Harrington ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .?!@#$%^&*() Use for logo and motto only. This font has a decorative swirl reminiscent of antiques, an old world charm that matches the Silver Spoon Tea Room shop. Harrington was selected because of it’s unique letteer forms and the uppercase S shape had a alluring swirl shape. The lower case e is also very unique and works well in the word tea.
Merriweather ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .?!@#$%^&*() Use for body copy. This serif font complements the logotype with it’s thick and bold letters. It looks great in grey as well. The font is very readable in large paragraphs of text and does not look cluttered. It can appear heavy at times, but using a grey tone helps alevate that problem,
12
Merriweather Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .?!@#$%^&*() Use for headers. The bolder font stands out and draws attention. The Black is less heavy the the Bold version of this font and reads better on screen. It works best in headings when in a larger point size.
Merriweather Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .?!@#$%^&*() Use for sub headers and important information. The italic is more delicate and looks good in grey. It is a subtle change. The Italic ads a dainty touch to text that is less severe in tone then Merriweather Black.
13
LOGO
Antique Silver Spoon
SYMBOL DESCRIPTION
Scallop Edge Teacup Soft Brown Tea
S Shaped Handle
14
Two Delicate roses
BLACK AND WHITE & RATIO
4.25x
.65x
x .5x .75x
15
MASTER LOGO
16
VARIATIONS
Use of the symbol without the logotype is permitted but not preferred.
17
RESTRICTIONS
Do not flip the symbol
Do not remove roses or other elements
Do not swap or change colors 18
CLEAR SPACE
1x
1x
x
19
MINIMUM SIZE
1 in
1.15 in
20
21
22
STATIONARY
The Silver Spoon Tea Room’s stationary uses a scallop border to tie all the pieces together. This dainty border should be blue, matching that of the logo, or a lighter shade if the logo is on top of the border. The colors should be within the range of the logo, soft pink, blue and sparingly grey. Our catchphrase/motto “It’s Tea Time!” May appear on different products to promote our brand.
23
LETTERHEAD 8.5 in
11 in
3.6 in
1.5 in
.45 in .4 in
24
.25 in
.45 in .4 in
ENVELOPE 9.5 in .4 in
.85 in
4.125 in .78 in
.4 in 4 in
3.8 in
.55 in
25
BUSINESS CARDS 3.5 in
.25 in
.95 in
2 in
2.25 in
.20 in
Melissa Pepe Catering Coordinator office 928.355.8080 cell 928.355.0088 email mpepe@sstr.org
@sstr
26
Silver Spoon Tea Room 2248 Tea Street Prescott, AZ 86301
silverspoon.com
CD 4.75 in
.75 in
Silv e poon tea rS
1 in
4.75 in
om ro .7 in .83 in
4.5 in
27
FOLDER 9 in
3.4 in
12 inches
2.75 in
1.75 in .5 in 28
18 in
12 in
13 in
4.2 in
3 in 2 in
1.5 in
29
30
31
32
SIGNAGE The Silver Spoon Tea Room signage provides much needed information and guidance to our customers. From a welcoming entrance to information regarding our wonderful tea as well as a much needed menu. In fact, two menus, one for tea and one for food, which would help customers navigate our services better. The signage can be used multiple ways as well, as a poster and as a flyer, the size can be modify to help the customer see the same information in different locations and interact with them. The flexibility allows for reuse of graphics. This is seen in the Informational About Tea Poster.
33
34
48 in
ENTERANCE 5 in
30 in
2.5 in
3.5 in
30 in
24 in
66 in
35
36
A FRAME 24 in
36 in
66 in
37
38
INDICATIONAL 6 in
6 in
4 in
30 in
66 in
39
40
MAIN MENU
36 in
48 in 45 in from floor
66 in
41
42
TEA MENU 36 in 48 in
66 in
38 in from floor
43
44
ALL ABOUT TEA 8.5 in
11 in
30 in
66 in
45
46
USER INTERFACE DESIGN
A web page is essential in this modern day world. Our website can be viewed in multiple ways; on a desktop, tablet, or mobile phone. The website will serve as a much needed connection to our customers. It will include our menu and ways to order food as well as information regarding events and our teas. The mobile version arranges the content in an attractive and easy to use way so those with cell phones can access all of the wonderful items on our website.
47
48
TABLET Navigation with search bar and Order Button Introduction with slideshow of photos
Rewards Program with Join Now Button and short description
Specials, Events and Parties with a swipe slide show feature and learn more links. Each item has a description.
Learn More About Tea section with clickable photos and links.
Footer with secondary naviagation, social media links and email sign up. 49
50
MOBILE Header with hamburger menu, search icon and Order Now Button. Logo is Home button Introduction with slideshow of photos Rewards Program with Join Now Button and short description
Specials, Events and Parties with a swipe slide show feature and learn more links. Each item has a description.
Learn More About Tea section with clickable photos and links. Items are reordered for better viewing on mobile devices
Footer with secondary naviagation, social media links and sign up for email box.
51
52
BRAND ASSETS
Merchandise is essental for any buisness, and we are no expection! We want our logo on products that people will love. Our customers can take home a variety of goodies, such as the samples shown. Silver Spoon Tea Room focuses on top quality. Of course, our staff also supports our brand by wearing an apron with our logo on it! And other items can be seen around the shop. Customers can take a tin home of thier favorite tea blends in a stylish tote bag. And what goes better with tea then honey?
53
STAFF APRON
54
CANVAS TOTE BAG
55
TEA TIN
56
HONEY JARS
57
58
Designed by: Melissa Pepe Š2020
