Date post: | 30-Mar-2016 |
Category: |
Documents |
Upload: | shala-graham |
View: | 219 times |
Download: | 3 times |
GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | © Shala W. Graham, 2010
Brand IdentIty GuIdelInes eBrochure
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
OUR BRAnD
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
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
IDEnTITy
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
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
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
10
When reproducing the logo, the minimum size guidelines should be
followed to maintain clarity.
MInIMuM sIze
.75” wide 1.25” wide .4” wide
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
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
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
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
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
APPLICATIOnS
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
912.233.5348
julie CruzMarketing Director
Paper: neenah Classic Crest Recycled Bright White
Letterhead Weight: 80lb Text
Business Card Weight: 100lb Cover
18
paper Goods
packaGInG
napkins Disposable Cups Bags
19
retaIl coffee tIns
20
GIft cards
MerchandIsInG
$ inDuLGenCe CarD $5 GiFt CarD
$10 GiFt CarD $25 GiFt CarD
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].
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
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]
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
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
26
VehIcles
General Delivery Car
Catering truck
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
GALLERy ESPRESSO
234 Bull Street | Savannah, GA 31401
www.galleryespresso.com