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Gallery Espresso Brand Identity Guidelines

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Class project to redesign the brand identity for a Savannah coffee shop.
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GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | © Shala W. Graham, 2010 BRAND IDENTITY GUIDELINES EBROCHURE
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Page 1: Gallery Espresso Brand Identity Guidelines

GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | © Shala W. Graham, 2010

Brand IdentIty GuIdelInes eBrochure

Page 2: Gallery Espresso Brand Identity Guidelines

our Brand 3

» Our Mission and Values 4

» Our Cafes 5

IdentIty 6

» The Signature 7

» Exclusion 8

» Lockups 9

» Minimum Size 10

» Colors 11

» Logo Color Variations 12

» Incorrect Usage 13

» Typefaces 14

» Type Treatments 15

applIcatIons 16

» Stationery 17

» Packaging 18

» Merchandising 20

» Direct Mail 22

» Website 23

» Environmental 24

» Uniform 25

» Vehicles 26

CO

nTE

nTS

Page 3: Gallery Espresso Brand Identity Guidelines

OUR BRAnD

Page 4: Gallery Espresso Brand Identity Guidelines

4

The Gallery Espresso is a cafe chain featuring gourmet European coffee

and tea, native to Savannah, Georgia near the Savannah College of Art and

Design. The cafe combines a gallery space and performance venue with a

coffeehouse. The cafe is eclectic and trendy, with a grassroots, local flair that

supports the community’s arts and entertainment industry. The locals enjoy

a relaxed and comfortable atmosphere and tourists get to experience the

work of local artists over a cup of joe.

Our mission is to provide quality, gourmet beverages at fair prices while

supporting the local arts and entertainment industry. We value fair trade

practices, environmental sustainability and economic sustainability.

our MIssIon and Values

Page 5: Gallery Espresso Brand Identity Guidelines

5

The Gallery Espresso is national brand with local charm, unlike other

national chains that are identical in every location. While the environment

will adjust to the flavor of the local community, all Gallery Espresso cafes

will have the same quality products and service. Our cafes are a home away

from home and open late nights in safe, well-lit neighborhoods.

our cafes

Page 6: Gallery Espresso Brand Identity Guidelines

IDEnTITy

Page 7: Gallery Espresso Brand Identity Guidelines

7

The signature, or logo, is the most recognizable element of a company’s

visual identity system. It is a cornerstone that identifies the brand. The

Gallery Espresso signature consists of two parts: the mark and the logotype.

The standard signature features a gray owl mark with a brown logotype of

the name. The gray is cool and reflective, like the artists we feature, which

pairs nicely with the rich and delicious brown of the coffeehouse. Together,

they represent the gallery and the espresso.

the sIGnature

Mark Logotype

Standard Signature

Hypatia Sans Pro Bold

Hypatia Sans Pro Light

Page 8: Gallery Espresso Brand Identity Guidelines

8

The exclusion zone is the white space surrounding the logo. To protect the

strength and clarity of the logo, the recommened exlcusion zone must

be used at all times. The exclusion zone on the logo is measured from the

value of x. The x measurement is always the height and width of the “G” in

Gallery, thus maintaining consistency at whatever size the logo is repro-

duced, while considering it is never smaller than the minimum size allowed

(see page 9).

Considering these facts we have a total exclusion zone as seen below.

exclusIon

x

Page 9: Gallery Espresso Brand Identity Guidelines

9

standard

The primary signature be used in all formal applications.

lonG

This secondary signature is ideal for applications that require narrow spaces

spaces, such as pens, as the logotype remains the most legible, though it can

be used on any informal application.

VertIcal

This secondary signature is only to be used for vertical spaces to maintain

maximize legibility.

lockups

Page 10: Gallery Espresso Brand Identity Guidelines

10

When reproducing the logo, the minimum size guidelines should be

followed to maintain clarity.

MInIMuM sIze

.75” wide 1.25” wide .4” wide

Page 11: Gallery Espresso Brand Identity Guidelines

11

Primary Colors Secondary Colors

colors

PMS Black 4

80% 80% 80% 80%

60% 60% 60% 60%

40% 40% 40% 40%

20% 20% 20% 20%

CMyK: 0, 22, 100, 89RGB: 64, 50, 20WEB: #3F3214

CMyK: 0, 2, 0, 60RGB: 128, 127, 131WEB: #807F83

CMyK: 7, 0, 100, 49RGB: 140, 139, 53WEB: #8D8B00

CMyK: 0, 37, 100, 23RGB: 199, 139, 43WEB: #C78B2B

PMS Cool Gray 10 PMS 392 PMS 139

Page 12: Gallery Espresso Brand Identity Guidelines

12

In all logo variations, the logotype should always be brown. The owl mark is

allowed to be any color in our color palette, though the standard version is gray.

The one-color logo should be brown. When reversed on a dark background,

the entire logo should be white.

Only the mark is allowed to appear alone, never the logotype.

loGo color VarIatIons

Page 13: Gallery Espresso Brand Identity Guidelines

13

Incorrect usaGe

Do not stretch, distort or squash in any way.

Do not use unapproved colors.

Only use white on dark backgrounds.

Do not manually typeset the logotype.

Only use brown in one-color logos and on the logotype.

Gallery Espresso

Page 14: Gallery Espresso Brand Identity Guidelines

14

docuMent & General use*

Hypatia Sans Pro Light

abcdefghijklmnopqrstuvwxyz

aBCDeFGHijkLMnoPqrStuvwxyz

0123456789 !@#$%^&*()

Hypatia Sans Pro

abcdefghijklmnopqrstuvwxyz

ABCDEfGHIjKLMnOPqRSTUVWxyz

0123456789 !@#$%^&*()

hypatia sans pro semibold

abcdefghijklmnopqrstuvwxyz

aBcdefGhIjklMnopqrstuVwxyz

0123456789 !@#$%^&*()

Hypatia Sans Pro Bold

abcdefghijklmnopqrstuvwxyz

aBcdefgHijklmnoPqrStuvwxyz

0123456789 !@#$%^&*()

weB & electronIc MedIa use

Web Font Family: Trebuchet MS, Arial, sans-serif

Trebuchet MS

abcdefghijklmnopqrstuvwxyz

AbcdeFghijklMnopqrSTuvWxyz

0123456789 !@#$%^&*()

Trebuchet MS Italic

abcdefghijklmnopqrstuvwxyz

abcdefghIjklMnopqrSTuvwxyz

0123456789 !@#$%^&*()

Trebuchet MS Bold

abcdefghijklmnopqrstuvwxyz

aBcdefghijklMnopqrSTuvwxyz

0123456789 !@#$%^&*()

*if Hypatia Sans is not available for general office documents, trebuchet MS may be substituted.

typefaces

Page 15: Gallery Espresso Brand Identity Guidelines

15

headers

Hypatia Sans Pro Regular and Semibold (All Caps)

LOREM IPSUM DOLOR SIT AMET

loreM IpsuM dolor sIt aMet

Body copy

Hypatia Sans Pro Regular

Cras varius, ante quis bibendum elementum, tortor lorem consectetur elit, a

blandit erat enim non turpis. Sed orci odio, pharetra at mattis sed, vestibu-

lum quis sapien. nunc bibendum nulla purus. Suspendisse a lorem nec risus

tempus mattis eu eget tortor.

accents / dIsplay

Hypatia Sans Pro Light and Bold

nulla lacinia adipiscing leo, a

scelerisque sem ultrices eu.

nulla lacinia adipiscing leo, a

scelerisque sem ultrices eu.

type treatMents

Page 16: Gallery Espresso Brand Identity Guidelines

APPLICATIOnS

Page 17: Gallery Espresso Brand Identity Guidelines

17

statIonery234 Bull Street | Savannah, GA 31401

www.galleryespresso.com912.233.5348

july 31, 2010Trenz PrucaTitleCompany name4321 first StreetAnytown, State zIP

Dear Trenz,

Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam. Ut enim ad minim veniam, quis nostrud exerc. Irure dolor in reprehend incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse molestaie cillum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. nam liber te conscient to factor tum poen legum odioque civiuda et tam. neque pecun modut est neque nonor et imper ned libidig met, consectetur adipi-scing elit, sed ut labore et dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

At vver eos et accusam dignissum qui blandit est praesent. Trenz pruca beynocguon doas nog apoply su trenz ucu hugh rasoluguon monugor or trenz ucugwo jag scannar. Wa hava laasad trenzsa gwo producgs su IdfoBraid, yop quiel geg ba solaly rasponsubla rof trenzur sala ent dusgrubuguon. Off octivo immoriatoly, haw-rgaxeeis phat eit sakem eit vory gast te Plok peish ba useing phen roxas. Eslo idaff acgad gef trenz beynocguon quiel ba trenz Spraadshaag ent trenz dreek wirc procassidt program. Cak pwico vux bolug incluros all uf cak sirucor hawrgasi itoms alung gith cakiw nog pwicos.

Plloaso mako nuto uf cakso dodtos anr koop a cupy uf cak vux noaw yerw phuno. Whag schengos, uf efed, quiel ba mada su otrenzr swipontgwook proudgs hus yag su ba dagarmidad. Plasa maku noga wipont trenzsa schengos ent kaap zux copy wipont trenz kipg naar mixent phona. Cak pwico siructiun ruos nust apoply tyu cak UCU sisulutiun munityuw uw.

Sincerely yours,

Shala Graham

234 Bull StreetSavannah, GA 31401

234 Bull Street Savannah, GA 31401

[email protected]

912.233.5348

julie CruzMarketing Director

Paper: neenah Classic Crest Recycled Bright White

Letterhead Weight: 80lb Text

Business Card Weight: 100lb Cover

Page 18: Gallery Espresso Brand Identity Guidelines

18

paper Goods

packaGInG

napkins Disposable Cups Bags

Page 19: Gallery Espresso Brand Identity Guidelines

19

retaIl coffee tIns

Page 20: Gallery Espresso Brand Identity Guidelines

20

GIft cards

MerchandIsInG

$ inDuLGenCe CarD $5 GiFt CarD

$10 GiFt CarD $25 GiFt CarD

Page 21: Gallery Espresso Brand Identity Guidelines

21

drInkware

The drinkware available for sale should feel natural, earthy and unique. The colors should reinforce the

cafe’s brand. The signature used should be determined by the style of the drinkware. Pre-approved

drinkware is defined by the marketing department. Our approved vendors, who already have our

artwork and approved drinkware, are available by emailing [email protected].

Page 22: Gallery Espresso Brand Identity Guidelines

22

Below is a sample direct mail promotions piece. It features a center gatefold

with a tearaway coupon on the right panel.

dIrect MaIl

exPireS 9/30/10

we’re sharing the love! come on by…

receive 25% off your next purchase.Coupon must be present to redeem. Cannot be combined with another off er.

Gallery Espresso is an eclectic and

trendy cafe, with a grassroots, local fl air

that supports the community’s artists

and entertainers.

Come enjoy a relaxed and comfortable

atmosphere as you indulge in the richest

coff ees and teas in Savannah!

234 Bull StreetSavannah, GA 31401

Look who’s gett ing a discount!

PRESORTEDFIRST CLASSU.S. POSTAGE

PAIDSAVANNAH, GAPERMIT NO. 717

TO OUR NEIGHBORS AT22 E. LATHROP AVESAVANNAH, GA 31415 USA

Page 23: Gallery Espresso Brand Identity Guidelines

23

weBsIte

HOME BLOG LOCATIONS MENU SHOP CONTACT

Cafe + Local Artists + Musicians = Gallery Espresso Gallery Espresso is an eclectic and trendy cafe, with a grassroots, local flair that supports the community’s artists and entertainers. Come enjoy a relaxed and comfortable atmosphere as you indulge in the richest coffees and teas around town.

Hours: M-Th: 7 AM - 11 PM Fri: 7 AM - 12 AM Sat: 8 AM - 10 PM Sun: 8 AM - 10 PM

© 2010. Gallery Espresso [email protected]

Page 24: Gallery Espresso Brand Identity Guidelines

24

While each store is unique to its location, they all should be warm and

inviting, with tall, large open windows and glass doors to allow pedestrians

to see inside. The mark above the entrance should be backlit for high

visibility at night.

enVIronMental

Page 25: Gallery Espresso Brand Identity Guidelines

25

The Gallery Espresso atmosphere is relaxed and eclectic, therefore our staff

is welcome to use their personal style with their uniform as long as their

appearance is clean and well coordinated. for the apron, staff may wear a

full or half apron paired with dark denim jeans and a variety of solid white

or gray shirts, whether they are dress shirts, polo shirts or t-shirts. for hats,

staff have a choice of an organic baseball cap or a hip fedora hat. nametags

should be worn at all times and feature the first name only.

unIforM

patrIck

Page 26: Gallery Espresso Brand Identity Guidelines

26

VehIcles

General Delivery Car

Catering truck

Page 27: Gallery Espresso Brand Identity Guidelines

CRE

DIT

S

http://www.bookingadvisor.com/blog/archives/1320

http://i487.photobucket.com/albums/rr236/Mrsrj/coffee-house-large.jpg

http://www.bookingadvisor.com/blog/archives/1320

http://www.amazon.com/Classic-Cot-ton-Black-Fedora-Hat/dp/B0011ejaiC

http://garcya.us/blog/6000-vector-cars/ http://garcya.us/blog/6000-vector-cars/

http://i190.photobucket.com/albums/z216/crim-sonregret119/tcs_sm_jennaworkingHard.jpg

http://www.4imprint.com

http://www.4imprint.com

http://octanecoffee.com/

http://ep.yimg.com/ca/i/yhst-86830254305714_2116_19069305

http://www.4imprint.com

27

Page 28: Gallery Espresso Brand Identity Guidelines

GALLERy ESPRESSO

234 Bull Street | Savannah, GA 31401

www.galleryespresso.com


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