A
GLIMPSE ON THE PERFECT IDENTITY
INGREDIENTS
CORPORATE COMMUNICATION
IDENTITY
1.1 Our History
2.1 Identity In All Formats
1.2 Our Competitors
2.2 Our Integrity
1.3 Unique Selling Position
2.3 Unacceptable Usage
COLOR PREFERENCES
SUPPORT SYSTEM
APPLICATIONS
3.1 Color Palette
4.1 Secondary Graphics
5.1 Consumer Items
3.2 Color and B/W Versions
4.2 Typography
5.2 Multimedia
3.3 Identity On Backgrounds
4.3 Photography
5.3 Environments
3.4 Unaccaptable Color Usage
5.4 Industry Specific
“ I don’t understand how people live without coffee, I really don’t.” — Alfred Peet
CORPORATE COMMUNICATION
ONE 1.1 Our History 1.2 Our Competitors 1.3 Unique Selling Position
1.1
C O R P O R A T E C O M M U N I C AT I O N
Our Old Pyjamas.
OUR HISTORY
Our New Suit.
1.1
1.1
OUR HISTORY
Back In The Day.
On the day Alfred Peet opened his first coffee store on the corner of Walnut and Vine Streets in Berkeley, CA, he quietly began a revolution in the way Americans experienced the taste and quality of their coffee – a revolution that persists to this day. Born in Holland, Alfred Peet grew up in the coffee trade and moved to America after World War II. Appalled at the poor quality of coffee being consumed by Americans, he became inspired to open the first Peet’s Coffee & Tea store on April 1, 1966. His style of coffee was a radical departure from what was then available, emphasizing smaller batches, freshness, superior quality beans, and a darker roasting style that produced coffee with richness and complexity. By 1969, Peet’s Coffee & Tea became a gathering place for the coffee devotees, and this success attracted other artisan food purveyors to the neighborhood, which soon became known as the Gourmet Ghetto. Alfred Peet further catalyzed the specialty coffee movement when he mentored and inspired a generation of coffee entrepreneurs, including the founders of Starbucks, whom he supplied with Peet’s roasted beans during their first years of operation. Over the past four decades, Peet’s growth has been fueled by ever increasing numbers of coffee lovers in the San Francisco Bay Area and across the nation. With each generation of Peet’s leadership, we have remained true to the quality tenets of our founder, inspired by the same unrelenting pursuit of quality. Our purpose has not changed since 1966 – to seek out opportunities to raise the expectations of American coffee drinkers by attracting and serving those who truly love the taste of coffee, for whom a cup of coffee could only mean a cup of Peet’s.
OUR COMPETITORS
Starbucks.
Seattle’s Best Coffee.
The Coffee Bean And Tea Leaf.
Tully’s Coffee.
1.2 1.1 11
11
I D E N T I T Y I N A L L F O R M AT S
UNIQUE SELLING POsiTion
1.3 1.1
ACADEMICS KNOW HISTORY. KNOW COFFEE.
“ Once you wake up and smell the coffee, it’s hard to go back to sleep.” — Alfred Peet
IDENTITY
TWO 2.1 Identity In All Formats 2.2 Our Integrity 2.3 Unacceptable Usage
2.1
IDENTITY
Vertical Lockup.
Horizontal Lockup.
I D E N T I T Y I N A L L F O R M AT S
The Identity.
The new Peet’s logo is an illustrated top hat, designed to convey Peet’s history in coffee roasting and its commitment to great customer service. Our company logo is the single most visible representation of our company. Used effectively, our logo will help build greater awareness and understanding of our company.
2.1 1.1
2.2
IDENTITY
Integrity - Vertical Lockup.
x
x B asel ine x
x x = Width of the cap height.
x
OUR INTEGRITY
Minimum Clear Space - Vertical
To effectively identify Peet’s materials, our lockup needs to be visible. This is done by understanding the appropriate use of clear space. An invisible rectangular border, equal in width to “X”, should be maintained around the perimeter of the logo.
Minimum Height - Vertical
8 .0m m
2.2 1.1
2.2
IDENTITY
Integrity - Horizontal Lockup.
x
x
x
x
x = Width of the cap height
o.5 x
x
OUR INTEGRITY
Minimum Clear Space - Horizontal
The horizontal version of the lockup carries the same principles as the vertical lockup; an invisible rectangular border, equal in width to “X�, should be maintained around the perimeter of the logo.
Minimum Height - Horizontal
3.0 m m
2.2
2.3
IDENTITY
Do not add a gradient.
Do not drop the hat.
Do not add another drop shadow.
U N A C C E P TA B L E U S A G E
Do not add circles.
Do not swap positions.
Do not stretch.
2.3
“ I have measured out my life with coffee spoons.” — Alfred Peet
COLOR PREFERENCES
THREE 3.1 Color Palette 3.2 Colored Versions of Identity 3.3 Identity On Backgrounds
3.1
COLOR PREFERENCES
Primary Colors.
CMYK 0/0/0/90
RGB 25/25/25
PMS 446
#HEX 404041
CMYK 2/23/69/0
RGB 242/185/80
PMS 141
#HEX F9C668
CMYK 2/23/69/0
RGB 242/185/80
PMS 141
#HEX F9C668
Use for all body copy. Only color used for logo.
Use for all body copy. Only color used for logo.
Use to neutralize dark background. Main color when using a ribbon.
C o l o r pa l e t t e
Secondary Colors.
To be used along with The Major Dickason.
To be used along with the French Blend.
To be used along with the Lady Decaf.
To be used along with the House Blend.
CMYK 0/0/0/90
RGB 25/25/25
PMS 338
#HEX 404041
CMYK 47/1/10/12
RGB 242/185/80
PMS 141
#HEX 71B9CA
CMYK 29/87/100/6
RGB 155/48/21
PMS 1675
#HEX B2442C
CMYK 0/0/0/40
RGB 151/153/156
PMS 429
#HEX A7A9AC
3.1
3.2
COLOR PREFERENCES
Logo Diversity.
A consistent adherence to the color guidelines will help build visibility and recognition of the customers’ association with the our new identity. Hence, we keep our logo simple and within a narrow range of colors.
COLORED VERSIONS OF IDENTITY
2 Color.
1 Color.
B/W.
3.2
I D E N T I T Y O N B AC KG R O U N D S
The Ribbon Saves The Mark In Scetchy Situations.
Sometimes the logo has to be applied to a darker background such as a photo or a solid color background. In these dark and rough situations, apply the ribbon to neutralize the background for the logo. When using the preferable oatmeal colored ribbon, use the 2 colored logo. When using the orange colored ribbon, use the one colored version.
“ I never drink coffee at lunch. I find it keeps me awake for the afternoon. ” — Alfred Peet
SUPPORT SYSTEM
FOUR 4.1 Secondary Graphics 4.2 Typography 4.3 Photography
4.1
SUPP ORT SYSTE M
S ECO N DA RY G R A P H I C S
Major Dickason.
A coffee born of friendship, this full-bodied, complex blend was the combined effort of Key Dickason, a retired army officer and a regular at our original Berkeley store, and Alfred Peet, our founder. Together they have sampled combinations of coffees until they arrived at what is now more one of our most popular blends. Of course we named it after our friend and promoted him to Major in process.
House Blend.
A perennial customer favorite. House Blend combines the lively, well-balanced flavors of Latin American coffees for a medium body and pleasant, satisfying taste.
4.1
4.1
SUPP ORT SYSTE M
French Roast.
We blend only high-grown, hard-bean coffees that are dense enough to stand up to this roast. It is not a coffee for the cautious. The deep, dark glistening beans brew a bold cup of coffee with pronounced smoky overtones.
Lady Decaf.
The Lady Decaf is darker than our normal roast and consequently develops an intense, full-bodied flavor from the blend of Pacific and Latin American origins. The aroma is balanced and complex, and the beans glisten with natural oils.
S ECO N DA RY G R A P H I C S
Panama Estate.
Sumatra’s coffees are grown almost exclusively by smallholders and processed by the semi washed or wet-hulled method. The fruit is pulped on the farm, often by means of a hand cranked mill, and the seeds, still encased in an endocarp, washed in a basket or bucket.
4.1
4.2
SUPP ORT SYSTE M
A BC 1 23 A BC 1 23
Typography
Peet’s Head 16/100 /18
ABCDEFGHIJKLM N o P Q R S T U V X Y Z 1 2 3 4 5 6 7 8 9 # ! ?
Peet’s Body 16/100/20
ABCDEFGHIJKLM NOP QR S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z 1 2 3 4 5 6 7 8 9 # ! ?
4.2
11
I D E N T I T Y I N A L L F O R M AT S
PHOTOGRAPHY
A Vintage Look.
When wearing a new suit, it is not appropriate to wear shabby shoes, and since we really like our new look, we want to be accompanied by great surroundings. To enhance the history of the company, always use black and white photography.
4.3
4.3
SUPP ORT SYSTE M
PHOTOGRAPHY
4.3
“ I like cappuccino, actually. But even a bad cup of coffee is better than no coffee at all.” — Alfred Peet
APPLICATIONS
FIVE 5.1 Consumer Items 5.2 Multimedia 5.3 Environments 5.4 Industry Specific
5.0
A P P L i C AT I O N S
SYSTE M GRID
5.0
5.1
A P P L I C AT I O N S
Dear James, Thank you for your kind letter regarding your exceptionaltreatment by one of our employees. A copy of your letter has been forwarded to the personnel department and will be included in the employee’s file. So seldom is it that a customer takes the time to write a letter of appreciation, that I feel moved to reward your initiative. Please accept the enclosed certificate, which, when presented, will entitle the bearer to a ten percent discount on the merchandise being purchased at that time. This is but a small token of our appreciation of customers such as you, upon whose satisfaction we have been allowed to grow and prosper in this highly competitive marketplace. Again, on behalf of our entire organization, a heart-felt thank you.
Best Regards,
Alfred Peet CEO
P EETS.COM
800.999.2132
P.O B OX 1 25 0 9
B E R K E L EY CA 9 47 12
BUSINESS SYSTE M
ALFRED PEET CEO / FO UN DE R
E a.peet@peets.com W peets.com M 415.999.2922 T 800.999.2132
A
PEET’S P.O Box 12509 Berkeley CA 94172
“ Once you wake up and smell the coffee, it’s hard to go back to sleep.” — Alfred Peet
P.O B OX 1 25 0 9
B E RKE L EY CA 9 47 12
5.1
5.1
A P P L I C AT I O N S
TA K E AWAY C U P
5.1
5.1
A P P L I C AT I O N S
consumer items
5.1
5.1
A P P L I C AT I O N S
CONSUMER ITEMS
5.1
5.1
A P P L I C AT I O N S
C O F F E E B AG S
5.1
5.2
A P P L I C AT I O N S
D I G I TA L A P P L I C AT I O N S
5.2
5.2
A P P L I C AT I O N S
COMPANY
ACADEMICS KNOW HISTORY. KNOW COFFEE.
ALFRED
COFFEE
P E E TS .CO M
COMPANY
ALFRED
COFFEE
Our darkest roast. An intense, bold coffee with pronounced smoky overtones. We blend only high-grown, hard-bean coffees that are dense enough to stand up to this roast. It is not a coffee for the cautious. The deep, dark glistening beans brew a bold cup of coffee with pronounced and beautiful smoky overtones.
5.2
5.3
A P P L I C AT I O N S
ENVIRONMENTS
5.3
5.3
A P P L I C AT I O N S
ENVIRONMENTS
5.3
5.3
A P P L I C AT I O N S
ENVIRONMENTS
5.3
5.3
A P P L I C AT I O N S
ENVIRONMENTS
5.3
5.3
A P P L I C AT I O N S
ENVIRONMENTS
5.3
5.4
A P P L I C AT I O N S
INDUSTRY SPECIFIC
5.4
5.4
A P P L I C AT I O N S
INDUSTRY SPECIFIC
5.4
5.4
A P P L I C AT I O N S
INDUSTRY SPECIFIC
5.4
5.4
A P P L I C AT I O N S
INDUSTRY SPECIFIC
5.4
11
I D E N T I T Y I N A L L F O R M AT S
I D E N T I T Y I N A L L F O R M AT S
1.1
Colophon.
Designer
Photography
Instructor
Binding
Course
Printer
Date
Paper
Cecilia Hed in To d d Hed g p et h Id ent ity 2 Fall ‘12
Google I mage s Ce c i lia He di n Epson Stylu s 3800 Ne e nah Li ne n Cove r