IDENTITY MANUAL
Strategic Activity 7. Branding Part 1
Ink & Espresso Lily Camacho, Ari Gasca, Jos Quiroga, Diego Pulido, Gabo Ramírez
Table of Contents
03
Moodboard
07
Color Palette
04
Brand Vision
08
Logo Sketches
05
Brand Mission
09
Final Logo
06
Typography
10
Logo Versions
Moodboard
Ink & Espresso
Brand Mission Every idea begins with a little inspiration. To bring together coffee, literature, and creativity in a space inspired by autumn. Ink & Espresso would offer handcrafted drinks, freshly baked treats, and an atmosphere designed for reading, writing, and exploring new ideas. We want to make coffee more than a daily routine by connecting it with the stories people read, write, and create.
Ink & Espresso
Brand Vision
A different kind of story, one cup at a time. To establish Ink & Espresso as a distinctive café where coffee culture and literary expression meet. We envision a brand that celebrates the connection between what we drink, what we create, and what we feel in response to our surroundings. Every visit should be an opportunity to discover new flavors, explore ideas, and develop a personal connection with the world of books and writing. Ink & Espresso aims to inspire people to romanticize their everyday lives, embrace their emotions, and find meaning in the small moments that make each day special.
01 · PRIMARY TYPEFACE ITC Edwardian Script
Typography
Ink & Espresso
Our typography combines three distinct styles to reflect the personality of Ink & Espresso. The script typeface adds a personal and creative touch, the display font makes menu items and important headings stand out, and the clean body font ensures readability.
02 · DISPLAY TYPEFACE Playfair Display
Used for main titles and selected decorative phrases.
AUTUMN SPECIALS Used for menu headings, product names, and important visual elements. Its serif style adds character and creates a clear visual hierarchy. 03 · BODY TYPEFACE TT Firs Neue A warm cup of coffee and a fresh cinnamon roll, perfect for your next reading break. Used for paragraphs, menu descriptions, and general information. Its clean, modern design ensures readability and balances the other two typefaces.
Color palette Golden Batter HEX Code #E8D1A7
Toasted Caramel HEX Code #84592B
Olive Harvest HEX Code #9D9167
Burnt Cinnamon HEX Code #743014
Espresso Bean HEX Code #442D1C
Autumn Taupe HEX Code #8F6C5C
The color palette follows a warm, earth-toned scheme inspired by autumn. It combines analogous colors that share similar undertones and create visual harmony. Dark colors provide contrast and visual weight, while warm colors act as a light neutral, balancing the darker shades. Olive adds subtle variation to the palette without disrupting its cohesion.
Logo Sketches & Ideas Creating our Identity. The initial logo sketches explore different ways to combine the main elements of Ink & Espresso: coffee, literature, and autumn. Each concept experiments with symbols, shapes, and typography to find a balance between the café's cozy atmosphere and its creative identity. These early ideas helped us explore different possibilities before choosing a final design that best represents our brand.
Final Logo The final logo combines a vintage aesthetic with the cozy, autumn-inspired identity of Ink & Espresso. Its oval shape creates a cohesive composition that frames the design and gives it a classic, timeless feel. The illustration of coffee cups reinforces the café concept, while the title, “Ink & Espresso,” serves as the main focal point through visual hierarchy. The tagline, “Taste of Autumn,” complements the brand name and adds to the warm, nostalgic atmosphere. The design uses a clear typographic hierarchy to guide the viewer’s attention from the brand name to the illustration and tagline.
Logo Variations The logo is presented in three versions: full color, black silhouette, and white silhouette, to ensure versatility across different backgrounds and applications while maintaining a consistent visual identity. Although the original logo uses a limited color palette, the dark brown tones may appear almost black, creating strong contrast with the lighter colors. This helps preserve the logo’s readability and visual balance while reinforcing the brand’s warm, vintage aesthetic.
Lily Camacho, Ari Gasca, Jos Quiroga, Diego Pulido, Gabo Ramírez