DES IG N G U IDE B O OK 201 9
PROJECT BRIEF.................................................................................................. 6 DESIGN OVERVIEW ......................................................................................... 7
COLOR .................................................................................................................... 10 TYPEFACE ............................................................................................................ 12 LOGO ....................................................................................................................... 14 SYMBOLISM ...................................................................................................... 15 RATIO ................................................................................................................. 16 MASTER VERSION ............................................................................................17 RULES ................................................................................................................. 18 SPACING ............................................................................................................ 19
STATIONERY ........................................................................................................ 20 SIGNAGE ....................................................................................................................... 28 USER INTERFACE ..................................................................................... 42
INTROD
PROJECT BRIEF DESIGN OVERVIEW
UCTION
The purpose of this project was to develop a unique and compelling brand for either a completely fictitious brand or to rebrand a company that already exists. In this case, a whole new brand was developed along with every design element needed to bring it to life. From logos to stationary, this design book contains everything related to the branding of this company. Using elements of those designs created, this book aims to best showcase what is possible with this brand.
6
The brand created for this project is called Craven. It is a chain cafĂŠ/coffee shop that resides in the Northwest region of the United States. The aesthetic inside is often known to be dark and minimalist, which creates a calming quiet atmosphere and allows customers to be more concious of the decor. Speaking of decor, that is how Craven sets itself apart from other coffee shops, by taking in art pieces created by locals to decorate the walls of their shops. This way, while most shops are built to look the same, no one shop is exactly like another simply because the appearance of each store depends on the artwork inside. This has helped Craven establish itself not only a quiet respite away from home, but also a community encouraging creators to create.
7
BASIC EL 8
COLOR
SYMBOLISM
TYPEFACE
MASTER
RATIO RULES
LOGO
SPACING
LEMENTS
9
Craven prides itself on what makes it different, by showcasing the creations of their own customers for the rest of the world to see. It is because of this, it would only make sense the colors show no bias so an artist would not feel pressured to use a specific palette in hopes of having their work up on display. While a rich black would be suitable, a stark white would not because the contrast would be far too sharp and does not create the warm, inviting atmosphere Craven wants to give to its customers. That being said, I settled for an off-white yellow to keep the monochrome color scheme while maintaining a warmer atmosphere.
10
R: 0 G: 0 B: 0
R: 252 G: 250 B: 237
C: 60 M: 40 Y: 40 K: 100
C: 0 M: 0 Y: 6 K: 1
#000000
#fcfaed
11
When deciding on the typeface to use, there were a few things that needed to be taken into consideration: • Keep it simple, avoid decorative • Must be legible at a distance • Modern with a dash of classic With these key elements in mind, this choice sought to find the best combination of typefaces that would fit these rules and also stand to pair with the overall aesthetic of this brand.
12
Modesto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?><,.()
Realist
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?><,.() 13
One of, if not the most important part to developing Cravenâ&#x20AC;&#x2122;s identity was developing the logo. While this is primarily a coffee brand, it is easy to get lost in all the typical iconagrpahy associated with most coffee brands. Mugs, coffee beans and other symbols revolving around the concept of coffee has already been done many times before. Instead, Craven was designed to be different and not like most coffee shops. That being said, the logo instead was made to put emphasis on what inspired the name to begin with; ravens. It is unique, but still establishes the type of brand and service it provides.
14
Raven Since the name of the brand is a play on words based on the word raven, it was only natural to include one in the logo. Into the V As the raven conforms to the shape of the ‘V’ in Craven, this is meant to symbolize a noticable feature in telling ravens apart from crows. When in flight, a crow’s tail feathers will open like a fan, but a raven’s tail feathers will open up to a point. Connection The letters the spell out Craven were custom designed to all be connected in some way, this symbolizes the closeknit community residing within each shop, providing a warmer environment.
15
2.5 x
1.7 x 2.8 x
x 0.25 x 0.33 x 3.7 x 16
ON-BLACK VERSION
17
DO NOT CHANGE COLORS
RATIO
COFFEE ROASTERS
18
ELEMENTS
COFFEE ROASTERS
NO SMALLER THAN
x
1 in.
11/2 in.
1/6 x 19
20
STATIO
LETTERHEAD
CD COVER
ENVELOPE
FOLDER
BUSINESS CARD
ONERY
21
8 1/2 in. 3/4 in.
1/4 in. 1 in.
1 1/2 in.
11 in.
1/2 in. 1 1/4 in.
22
3/4 in.
3/4 in.
1 in.
9 1/2 in. 1/2 in.
1/8 in.
1 in.
6 1/2 in. 4 in.
3 in.
23
3 1/2 in.
1/2 in.
1 in.
2 in. 1/4 in.
2 in.
24
4 3/4 in.
1 1/2 in.
1 in.
2 1/4 in.
4 3/4 in.
25
9 in.
1 in. 3 1/2 in.
1/2 in.
7 in. 12 in.
2 in. 4 1/2 in. 1 1/2 in. 1 in. 3 in.
26
1 1/4 in.
27
28
SIGN
ENTRANCE
TRIFOLD MENU
SIDEWALK AD
DIRECTIONAL
WALL MENU
MEET THE ARTISTS
N AG E
29
2 ft. 2 1/2 ft.
8 ft. 6 ft.
3 ft.
30
31
1 1/2 ft.
6 ft.
3 ft.
32
33
2 1/2 ft.
1/2 ft.
2 1/2 ft.
4 ft.
6 ft. 1/8 ft.
7 1/2 ft. 2 ft.
34
3 ft.
35
11 in.
6 ft. 8 1/2 in.
2 1/2 ft.
3 1/2 in.
36
37
5 ft.
1 1/2 ft.
2 ft. 6 ft. 1 ft.
3/4 ft.
38
39
5 ft.
6 ft.
2 ft.
1 1/2 ft.
2 1/2 ft.
40
41
USER INT 42
TABLET SMART PHONE
T E R FA C E 43
BANNER NAVIGATION
BEST SELLERS
ABOUT
SEASONAL SPECIALTIES
MEET THE ARTISTS
UTILITIES
44
45
BANNER NAVIGATION
BEST SELLERS
ABOUT
SEASONAL SPECIALTIES
MEET THE ARTISTS
UTILITIES
46
47