A new way to know Chinese tea culture
Brand Guide Book
The Voice of Tea
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COPYRIGHT@2013YUFEI LIU
All rights reserved. No part of this book may be reproduced, in any form or by any means, without the written permission of the owner. 03 Website
www.thevoiceoftea.com Email
Phone
(415)671-9363 Academy of Art University
79 New Montgomery Street, San Francisco, CA94105
The Voice of Tea
yufeiliustudio@gmail.com
目录 Table of Contents First Cup Brand Background Brand Mission Brand Positioning
Second Cup Brand Logo Brand Typography Brand Color
Third Cup Brand Photo Style Brand Graphic Element Brand Stationary Items
壹 章节 First cup
01
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In traditional Chinese culture, a cup of tea is more than just water and leaves.
Brand background
剖 析
The brand will represent of Chinese tea culture influences during modern century and spread out widly in the world. Chinese tea culture has a history of more than three thousand years, and it is an irreplaceable part in the history of the Chinese culture. The tea culture plays a very important role in the daily life of Chinese people. Whether considering from the point of the classic culture or from the perspective of Chinese’ daily routine, after a long time accumulation, tea has been recognized as the well-known culture, Tea Culture.
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Tea
Culture Chinese tea culture refers to the methods of preparation of tea, the equipment used to make tea and the occasions in which tea is consumed in China. The terms chayi “Art of Tea 茶藝” and “Tea Ceremony” have been used, but the term “Tea Culture茶文化” includes more than just the ceremony. Also “culture” is easier to translate into English from the Chinese term “art 藝”. Tea culture in China differs from that of Europe, Britain or Japan in such things as preparation methods, tasting methods and the occasions for which it is consumed. Even now, in both casual and formal Chinese occasions, tea is consumed regularly. In addition to being a drink, Chinese tea is used in traditional Chinese medicine and in Chinese cuisine.
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2,000,000,000
years of history of tea
number of tons of tea exported per year
number of tons of tea yearly output in China
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annual industry growth rate
number of people who drink tea in the world
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9 3,000 305,000 1,400,000 6%-8%
steps to drink tea
Why Choose Tea Culture as Thesis Topic?
00 Thesis Topic Choosing Chinese Tea Culture as the topic
lenge for those trying to incorporate cultural
of my graduate thesis, I have two points.
influences into American standards.
First of all, as an international student studying in the US, Culture shock and the English language are the first problems Chinese visitors to the United States face.
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A lot of work needs to be done to produce a satisfactory brand. On one hand, combining Chinese culture with a modern brand is challenging.
Consequently, customizing the Chinese
On the other hand, it will further
style of thinking and routine into Amer-
propagate Chinese culture and many factors
ican standards is challenging for Chinese
need to be considered for the brand to
graphic designers in America. These
succeed. For example, culture shock may
challenges are reflected in the organization
become an issue if the Chinese culture is not
of work and the introduction of cultural
presented in an acceptable and understand-
design implementations.
able way. Also, presenting Chinese style
China’s economy and foreign policies
factors into English typesetting and then
are attracting more Americans to the Chi-
balancing them is an important problem
nese culture who expect to learn the culture
that must be resolved. Chinese tea culture
by experiencing it. For Americans, blending
presents a great opportunity to find this
different cultures into one is not a new prob-
balance between traditional Chinese and
lem since it is an immigrant country. But
modern western cultures.
blending cultures does not come as easily for the Chinese, presenting a significant chal-
茶，不单单只是一杯浓郁的芬香，
更是一种文化的依托，包含着历史的
韵味。 013
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Why tea culture is important for the young generation?
01
Drinking tea is a good time to build up the relationship between family and friends. Normally, Chinese people drink tea at noon or after dinner and family will stay together and chat. However, the young generation likes to drink Soda instead of tea but they lost the chance to can talk with the elders of their family. The benefit for the young generation to talk with their family during the teatime is they can get the knowledge from their elders. At the same time, communication always is the good manner to care about our family via talk. I want to call on the young people to remind them how important it is to build up a great relationship with family.
Important manner
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The Chinese people, in their drinking of tea, place much significance on the act of “savoring.” “Savoring tea” is not only a way to discern good tea from mediocre tea, but also how people take delight in their reverie and in tea-drinking itself. Snatching a bit of leisure from a busy schedule, making a kettle of strong tea, securing a serene space, and serving and drinking tea by yourself can help banish fatigue and frustration, improve your thinking ability and inspire you with
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enthusiasm. You may also imbibe it slowly in small sips to appreciate the subtle allure of tea-drinking, until your spirits soar up and up into a sublime aesthetic realm. Buildings, gardens, ornaments and
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tea sets are the elements that form the ambience for savoring tea. A tranquil, refreshing, comfortable and neat locale is certainly desirable for drinking tea. Chinese gardens are well known in the world and beautiful Chinese landscapes are too numerous to count. Teahouses tucked away in gardens and nestled beside the natural beauty of mountains and rivers are enchanting places of repose for people to rest and recreate themselves.
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Drink for health Regarded for thousands of years in the East as a key to good health, happiness, and wisdom, tea has caught the attention of researchers in the West, who are discovering the many health benefits of different types of teas. Studies have found that some teas may help with cancer, heart disease, and diabetes; encourage weight loss; lower cholesterol; and bring about mental alertness. Tea also appears to have antimicrobial qualities.
From green tea to hibiscus, from white tea to chamomile, teas are chock full of flavonoids and other healthy goodies. —Julie Edgar trast other claims, including antinutritional
ever since the first infusions of Camellia
effects such as preventing absorption of iron
sinensis about 4700 years ago in China.
and protein, usually attributed to tannin.
The legendary emperor Shennong claimed
The vast majority of studies have been of
in The Divine Farmer’s Herb-Root Classic
green tea; however, some studies have been
that Camellia sinensis infusions were useful
made of the other types of tea derived from
for treating conditions including tumors,
Camellia sinensis, such as white, oolong, and
abscesses, bladder ailments, and lethargy.
black tea. Green tea has been claimed to be
Possible beneficial health effects of tea
helpful for atherosclerosis, LDL cholesterol,
consumption have been suggested and
cancer, inflammatory bowel disease, diabetes,
supported by some studies, but others have
liver disease, weight loss, neurodegenerative
found no beneficial effects. The studies con-
diseases, and even halitosis.
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The health effects of tea have been examined
Brand Mission
盎 ć ‡
The main goal of this tea house is to preserve and promote Chinese tea culture within the developing global culture. New technologies, alongside global culture, have eye-catching visual values for the younger generations. For these generations, the idea of inheriting traditional cultural legacies has never occurred to them. To avoid losing our legacies, and in an effort to protect them, traditional Chinese tea culture needs to be promoted through a visual and universal system. These systems can make it easier for younger people to understand older ways of living, while also introducing them to the art of tea.
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现 犜
What’s the problem we meet right now underneath the golablization culture effect.
Developing globalization has enabled countries to become more connected. While the connections might bring economic prosperity and enhance communication between people throughout the world, some negative results are generated, too. The ease of information can adversely affect the local culture, as it tends to largely promote outside cultures. For example, since younger people spend much of their time on the internet, they are often exposed to advertisements for global fast food chains. This increases their likelihood to buy from those companies rather than preserve what 018
appears to be tedious, local culture, by comparison. It seems that the younger generations are prone to accepting non-local cultural information over local options. As a result, most young people
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lose interest in local culture. The main purpose behind The Voice of Tea brand is to raise awareness among younger generations regarding the importance and enjoyment of promoting and preserving classic culture.
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Globalization Influences
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How to solve the problem
解 ç”
Again, tea culture is an irreplaceable part of traditional Chinese history. It is not only a cultural medium but also a lifestyle for the Chinese. From ancient times to the present, tea has become a necessary part of people’s lives. When tea culture blended into traditional Chinese culture, it grew more complex and harder to understand. This partly explains why tea culture is not easily accepted among the younger generations. However, it is this complexity that reflects the soul of the culture. This presents the challenge of transforming tea culture into a more understandable practice without losing its soul in order to attract a wider variety of people.
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After doing a necessary survey, I found that most tea brands focus on product sales without propagating tea culture from a visual
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people’s eyes. Traditional tea culture must also
standpoint. Introducing this kind of culture
be modernized. Unlike modern culture,
to people first requires an eye-catching visual
traditional culture has special features and
component to get people talking. This will
characteristics. Before broadcasting tradi-
require numerous, beautiful advertisements
tional culture in modern society, people’s
and colorful posters to garner attention,
real needs must be determined to gain a
because people tend to instinctively choose
more targeted approach toward modernizing
the most beautiful things from what they
ancient traditions.
see. It cannot be denied that a successful
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and valuable visual advertisement catches
From the point of broadcasting, Chinese tea culture plays an increasingly prominent position in the international societies. There is an old Chinese saying “music,
only tastes good but it also reduces the negative effects of fast food and can help adjust
connects six other social activities, all of
other health conditions. Tea can also help
which are represented in modern life now.
people connect. While drinking tea, people
As far as marketing is concerned, Chinese
may share interesting topics and knowledge
tea culture plays an increasingly prominent
with each other, enhancing friendships
position in international societies. Modern
through communication. At any age, com-
life is accompanied by fast tempo and high
munication promotes relationships. Chinese
pressure. Naturally, people begin to seek
tea culture plays an increasingly prominent
ways to release pressure and enjoy some
role in international societies, as well. More
leisure time. Drinking a cup of tea can relax
people are becoming interested in Chinese
people and allow them to temporarily forget
tea culture and want to learn more about it,
the painful things in the life. Like yoga, tea
presenting a great opportunity to promote
makes people feel comfortable and happy.
and propagate it.
Tea is the best choice among other beverages from a health perspective. It not
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chess, books, art, poems, wine and tea.� Tea
Considering the above factors, The Voice of Tea brand was chosen because it is a little bit different than a typical tea house. The tea house will be placed in a Chinese garden. So, while drinking tea, people can enjoy the happy atmosphere of the garden and appreciate the classic Chinese art. Meanwhile, the traditional Chinese culture is blended with Chinese tea culture. Alongside the tea services, The Voice of Tea will also offer a lot of introductory brochures and posters for brand promotion. While serving tea, customers will be provided with tea-related products, all of which will be labeled with The Voice of Tea logo to establish brand advertising through word of mouth and customer referrals. A corresponding website will also be created to coincide with the other promotional efforts.
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行茶注点，如人饮水，各有异趣。 心眼手杯，顺势滑落，一如指尖的延伸 气畅神清，茶如是，人，如是。
Brand positioning
睆 解
The brand will represent the influence of Chinese tea culture throughout the modern century and the rest of the world. The Voice of Tea will represent the influence of Chinese tea culture throughout the modern century and the rest of the world. This brand will not be designed to focus on tea sales. Rather, it will instead spread the influence of traditional Chinese culture. Considerations will be made regarding the brand’s distribution into the international market as an initial step in building the business. It is a natural step to broadcast this traditional Chinese culture in an international market due to the goal of blending multiple cultures into one, The pilot project will start in the United States since it accepts people from different countries and incorporates various cultures into its native culture. This indicates that Chinese cultures will less likely be ignored there and will be a plus for propagating
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the brand.
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To build the brand, The Voice of Tea
needs a solid basis in Chinese culture. Since
upper class. At the same time, the brand will
Chinese culture has a long history and is
be promoted through multiple layers with a
oriental in nature, a research group con-
meaningful design. This will allow the brand
sisting of professional people from various
to tastefully display Chinese tea culture from
countries, including China, will be formed
the inside out.
to provide cultural direction for our brand.
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The main difference between tea and
This will help tailor promotional efforts for
other products, in terms of production strat-
Chinese tea culture to a variety of other
egy, is that its cost performance cannot be
cultures. The Voice of Tea will also only use
judged solely by its appearance. To evaluate
tea that comes from China. For the people
the tea accurately, price, smell, appearance,
who do not really understand Chinese tea, a
taste and value must be considered. From
tea-growing area map will be used as an easy
retailers’ perspectives, The Voice of Tea’s
way to inform audiences of where the best
advertisements and posters should not only
tea comes from.
focus on appearance, but other promotions
Considering its potential target
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within the general public instead of the
for the tea products will be necessary,
customers, The Voice of Tea, as a brand,
including taste testing and creating free
should broadcast a kind of traditional culture
drinking areas.
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贰 章节 Second cup
02
Brand Logo
标 志
signature is the most meaningful part of our brand, and it represents our entire company, present and furture. From product packaging and ads to stationery system and paper grids, it functions as a personal sign-off on the ideas we’re presenting and sharing. The signature consists of two elements that work together as a whole.
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Symbol The logo is the defining feature of our design system, and the starting point for many graphic elements you’ll see later in this document. Inspired by Chinese traditional window, Chinese calligraphy and red stamp. The outside window shape represents ideas and information in “see” and “learn”. It places “TEA” at the center of outside window shape, with red background color of ideas to present tea could give you more than a cup of water.
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Logotype The logotype is a typographic descriptor which includes the name of the denomination, associate, agency, agency division, area conference or congregation as well as a parent line which (except in the case of the denomination) identifies its relationship to the denomination.
signature
symbol
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logotype
Signatures
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Clear Space For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘t’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
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9t
t
7t
t t
t
t
9t
t
037
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* Symbol Only Clear Space *
9t
t
7t
t t
9t
t
* Symbol Analysis *
9t
t
7t
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t
t
t t
9t
t
Minimum Size We have established various minimum sizes for our signature to help it stand out as much as possible. While the minimum sizes shown here should accommodate most applications and reproduction techniques, make sure that our signature is never smaller than what can be clearly executed. Applications such as the Web, signage or merchandise may require larger sizes.
.5in
The symbol should never be used smaller .55in
than 3/4 inch in height. Do not reproduce
the signature in a small size if poor quality or distortion is likely to result.
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Incorrect Use An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the
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symbol, logotype and signature.
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One Color The one-color version of our signature is used for applications and collateral where the layout needs to be simple and focused without too many color variations. The one-color version may also be used to enhance particular design concepts.
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Do not superimpose a one-colored symbol or signature on a contiguous colored background
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Brand Typography
字 体
Type plays an important role in
’s Visual Identity
Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain the
“look.”
Adobe Caslon Pro is the preferred typeface for all publications, signage, advertisements, forms and stationery. This classic serif type family is available in six weights: Regular, italic, bold, semibold, semibold italic, Bold and Bold italic. Syntax is a sans serif typeface that can be used for text, captions, charts, graphs or other short text. It is available in Roman, italic, bold and Black. When using Microsoft Office programs on the PC platform, and where these typefaces may not be available, it is recommended that you select the TrueType version of Times New Roman or 046
Bold (serif ) and Arial or Arial Bold (sans serif ) from your list of available fonts as an alternative for typing letters, memos, reports
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and other business applications.
Adobe Caslon Pro Adobe Caslon Pro_Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
Adobe Caslon Pro_Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
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Adobe Caslon Pro_Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
Adobe Caslon Pro_Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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0123456789 “:!@#%$&?
Adobe Caslon Pro_Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
Adobe Caslon Pro_Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
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Syntax
Syntax_Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
Syntax_Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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0123456789 “:!@#%$&?
Syntax_Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
Syntax_Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “:!@#%$&?
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汉仪小隶书繁 HYXiaoLiShuF
琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶
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琴棋书画诗酒茶
方正楷体繁体 FZKai-Z03T
琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶 琴棋书画诗酒茶
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Brand Color
颜 色
Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to
. There are two
approved color palettes: a primary palette and a secondary palette. They are based on the PANTONE MATCHING SYSTEM®. If PANTONE® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the PANTONE® color formula guide should be used for matching PANTONE® and CMYK color values. RGB color values have been provided for on-screen use such as PowerPoint® presentations and the web. Please note that colors may appear different depending on specific monitor settings.
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Primary
C20 M75 Y100 K10 R185 G88 B40
C65 M35 Y60 K10 R100 G130 B115
C0 M0 Y0 K80 R88 G90 B90
Secondary
C25 M60 Y85 K10 R175 G110 B60
C35 M50 Y70 K10 R160 G125 B85
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C20 M5 Y70 K0 R210 G215 B110
C0 M0 Y0 K20 R210 G210 B210
C0 M0 Y0 K100 R0 G0 B0
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C30 M10 Y20 K0 R185 G205 B200
Use of color The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling preferred form of white background.
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logo or a signature. The signatures is one-color on a
* Primary signature color *
* Variation signature color *
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Backgrounds Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for and the preferred color application of the signature.
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signature
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叁 章节 Third cup
03
Brand Graphic Element
ĺ…ƒ ç´
Chinese calligraphy and brush stroke serves as a visual differentiator and uniquely identifies all
communication
devices. Those shape can be filled with color chosen from the color palette, contain type, or be used as a mask over photography. The Chinese calligraphy and brush stroke has been created by my hand drawing. It is a subtle and unique reminder of
visual
identity. Use the Chinese calligraphy and brush stroke wisely.
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Brand Pattern The pattern used to create
items, will appears inside
of the tea package design, at the top and bottom of official website, the smart phone apps, stationary pieces and the menu design. The inspiration behind the pattern is represent and build connection with traditional Chinese elements and English character.
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Brand Photo Style
回 片
The images used to represent
and warm toned in colors. The images should not be cluttered or oppressive. Refer to the color palette on the brand manual when choosing photography. Consider using the keywords clean, bright, lively, placid and warmth.
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should be bright
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Art Director
Phil Hamlett Designer
Camera
Yufei Liu
Nikon D3
Photographers
Lighting
Yufei Liu
Inter Fit 160
Typeface
Computer
Adobe Caslon Pro, Syntax
Mac OS X 10.6.8
Software
Cover Stock
InDesign, Lightroom, Photoshop, Illustrator
Red River 47lb Premium Matte
Printer
Text Stock
EPSON 1400
Red River 32lb Premium Matte
Copy Writers
Scanner
Yufei Liu, Li Wang & Yvette Journey
EPSON Perfection V300 Photo