How to use this guide This guide was created to be a reference for all aspects of Café du Passé brand, including print, digital and advertising applications. The standards in this guide have been carefully and purposefully developed to communicate the essence of Café du Passé. Close adherence to these standards will help ensure that the Cafe du Passe brand remains clear and consistent.
Table of Content Brand Essence • Our Mission 3
Specifications • Logo 7 • Colors and Patterns 12 • Logo Guidlines 13
Print Applications • Letter Head 17 • Bussiness Cards 18
Collateral Applications • Magazine Advertisement 22 • Environmental Advertisments 24 • Store front 2 • iPad App 26
Brand Essence
2
Our Mission To ensure that each guest receives prompt, professional, friendly and courteous service. To maintain a clean, comfortable and well maintained premises for our guests and staff. To provide at a fair price nutritional, well-prepared meals using only quality ingredients. To ensure that all guests and staff are treated with the respect and dignity they deserve. To thank each guest for the opportunity to serve them. By maintaining these objectives we shall be assured of a fair profit that will allow us to contribute to the community we serve.
Specifications
6
Logo
Logo Type
Our Logo Café du Passé logo reflects the unique personality of the shop. The hand drawn logo represents the personal service customers recieve at Café du Passé. The black and white in the logo represents good old traditional days of serving french coffee.
7
Logo type black
Logo type white
8
If the logo appears on a white ot light color backgroud, it should always be black. I the logo appears on a darker Logo black
or printed or patterned back ground it should always be white on black background. The black background should always be the exact same shape as shown. Refer to folder name ‘logos’ in the CD.
Logo white
10
The logo should always be in the right proportion. Height of twig above the cup should always be 48%. The smaller text should always be 10% and capital 23%. The logo should always be 50% of the whole logotype. The font used in the logo type is Freestyle Script.
Logo Type
C M Y K 100 100 100 100
Typeface - Freestyle Script (Regular) Pattern Tiles
C M Y K 100 100 100 100
12
C 0
M 0
Y 0
K 0
C M Y K 70 63 59 52
Typefaces The typeface used in the logo Café du Passé is Freestyle. In letter heads, envelope, business cards and rest of the stuff, Futura STD is been used. Freesryle Script Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789 Futura STD Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789
Futura STD Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789
Futura STD Medium AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789
Futura STD Heavy AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789
Futura STD Extra Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtU uVvWwXxYyZz
123456789
Print Applications
16
8.5” 3.5”
Letterhead 3.25”
pattern opacity - 60%
11” pattern opacity - 2%
admin@cafedupasse.com | www.cafedupasse.com | 206.787.3000
4.125”
1.5” 6.3”
Business Card 2”
.625”
.25” 1.8”
3.5”
3.125”
Point Size - 7.15; C M Y K - 0 0 0 80
sarageller@cafedupasse.com
Point Size - 5.72; C M Y K - 0 0 0 80
18
206.787.3000
.5”
.125”
www.cafedupasse.com
pattern opacity - 70%
Typeface - Futura STD (book)
2”
Point Size - 8.58; C M Y K - 0 0 0 100
Sara Geller
Marketing Manager
Envelopes
9.5”
1.125”
4” 2.5”
0.95”
1.2”
Typeface - Futura STD (light) Point size: 8
123 Cherry Street | Seattle WA 98122 | 206.787.3000
4.125”
3.125” 0.5”
0.525”
19
Collateral Applications
Magazine advertisment
Napkin
23
Billboard advertisment
24
Busstand advertisment
All Advertisments should have black background, with an appropriate brand image and logo in white.
25
App icon
26
Home screen
Menu screen
Map screen
The iPhone and iPad App is set up as series of screens for Sign in, Menu, and option for Locating the restaurant. Menu screen will have list of all menu items with check box for selection. The user can click check box and select multiple menu items. The app also provide option for checkout. The user can Sign up or Sign in and can save their favorite menu items for future 27
28
Contact information Retails outlet 123 Cherry Street Seattle WA 98122 206.787.3044 order@cafedupasse.com Corporate office 4120 Sheldon Street Seattle WA 98122 206.456.1000 corporate@cafedupasse.com Website www.cafedupasse.com
29
123 Cherry Street | Seattle WA 98122 | 206.787.3000