BRAND IDENTITY GUIDE 2019
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TABLE OF CONTENTS Introduction • •
Project Brief Design Overview
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Basic Elements
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• • • • • • •
10 11 12 13 14 15 16
Color Palette Typeface Symbol Description Ratio Master Logo Variations Minimum Size/Clear Space
Stationery •
Letterhead, Envelope, Business Card, Folder, CD Cover
Signage •
Main Entrance, Best-Sellers Board, Drink Descriptions, Sidewalk Ad, Restroom Signs
User Interface •
Smartphone, Tablet
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This project was made to develop a unique personal brand, whether it be a fictional company or a simple rebrand of an existing one. 7 Leaves Cafe is a franchisement that specializes in making artisan drinks which includes coffee and tea. The cafe is also known for making authentic and freshlycrafted products. With the rebranding of the original logo, this guide aims to show a better use of the logo in action and to showcase the general aesthetic the cafe aims for.
PROJECT BRIEF 5
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The purpose of this guide aims to show how the personal touch of altering the 7 Leaves logo can showcase the aesthetic cafe setting that the company aims for. The final products shown throughout this guide includes a rebranded logo, stationery system, and signage design. This book focuses on how the rebrand can better communicate the 7 Leaves brand more effectively.
DESIGN OVERVIEW
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BASIC ELEMENTS
Color Palette Typeface Symbol Description Ratio Master Logo Variations Minimum Size Clear Space
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COLOR PALETTE primary colors CMYK: 0 41 24 0 RGB: 248 169 166 #f7a8a5
CMYK: 18 0 33 0 RGB: 211 231 187 #d3e7bb
secondary colors CMYK: 9 62 41 0 RGB: 224 125 126 #e07d7e
CMYK: 34 7 56 0 RGB: 175 202 140 #afca8c
7 Leaves’ color palette captures it’s modern vibe by making use of pastel-type colors. These colors help provide calm and quiet environment when a customer steps foot inside the cafe. The soft colors are also accented by their stronger secondary selves in order to create depth and dimension in some aspects.
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TYPEFACE
Atten Round New
Aa Aa 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 1 2 3 4 5 6 7 8 9 0 ( . , : ; / ?)
7 LEAVES COFFEE • BOBA • TEA This sans serif typeface carefully caters to 7 Leaves’ vision on friendliness and cleanliness as a whole. It’s characteristic balances on its rounded type edges, representing our bubbly cafe aesthetic where it also creates easy readability, cleanliness and freshness.
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Symbol Description
teacup
leaf
saucer The different elements that make up 7 Leaves’ logo consist of 3 main elements: a teacup, a single leaf, and a saucer. Each element was carefully chosen to represent the company’s artisan coffee and tea served at the establishment.
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Ratio
3x
1/4x
x 1/8x 3/4x
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MASTER LOGO
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VARIATIONS
The master logo must be placed over a white background, however if in some cases it must be put on similar colors it has, allowed variations are shown above. When created over a black or white background through black and white versions, a stroke on the leaf must be provided in order for the leaf to be present.
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MINIMUM SIZE & CLEAR SPACE 1 in
1.1 in
1/4x
x
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STATIONERY
Letterhead Envelope Business Card Folder CD Cover
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Letterhead 8 1/2 in
1/2 in
4 1/2 in
11 in
5 in
STATIONERY
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Envelope 1/4 in
5 in
1 in
9 1/2 in
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Business Card 3 1/2 in
1/2 in 1 in 2 in
1 1/2 in 1/2 in
2 in
3 1/2 in
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Folder 9 in
3 in
12 in
4 in
4 in
1/2 in
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CD Cover 3 1/2in
3 1/2 in
2 in
2 1/3 in
1/4 in
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SIGNAGE
Main Entrance Best-Seller Board Drink Description Sidewalk Ad Directional
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Main Entrance 3ft
2ft
3 ft
8 ft
5 ft
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Sidewalk Ad
2 1/2 ft 5 ft
3 ft
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Best-Sellers Board 3 ft
3 ft
5 ft 6 ft
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Drink Description 2 ft
3 ft
6 ft
5 ft
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Restroom/Order Signs 2 ft
2 ft
1 ft
3 ft
8 ft 5 ft
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USER INTERFACE
Smartphone Tablet
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Smartphone
Weekly featured drinks Slideshow of 7 Leaves promotions
Scroll down menu with icon hyperlinks
Footer with location map and newsletter subscription
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Tablet tabs to switch between pages
menu changed to 2 column view for tablet display
latest news about the establisment
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COFFEE • TEA • BOBA