Serenitea: Cafe and Tea House

Standards Manual

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Serenitea Standards Manual

TABLE OF CONTENTS Introduction 03 brand message

Section 01: Logotypes 04 primary mark 09 secondary mark

Section 02: Identification System 14 graphic elements 15 primary color palette 16 secondary color palette 17 primary typefaces 18 secondary typefaces

Section 03: Business System 21 business card 22 letterhead 24 envelope

Section 04: Applications 26 digital applications printed applications packaging

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BRAND MESSAGE The purpose of this manual is to serve as a guide to ensure consistency of the design as the business grows and produces more materials.

“Taking Life One Cup at a Time.” This is the new and improved motto of Downtown San Luis Obispo’s Serenitea Café and Tea House. This statement describes the chill, easygoing atmosphere of the tea house — a place where visitors can come to relax and enjoy high quality teas. In times of high stress and worry, it is very important that people have a safe space to unwind after a long day at school or work. The name, Serenitea, refers to the peaceful feeling that we want all customers to feel when they set foot into our shop. Serenitea Café and Tea House is a safe, inclusive space for all people.

Not only will Serenitea Café and Tea House provide a safe space, it will also offer the freshest, highestquality products. What is unique about this experience is that it will appeal to all the senses. Customers will be greeted at the door by the comforting scent of freshly brewed tea. Comfortable sofas and chair will be scattered around the shop, surrounded by plenty of houseplants. Soft music will be playing in the background, accompanied by warm lighting. The customer will be able to choose from an abundant variety of delicious teas, completing the Serenitea experience.

These messages are reinforced by the new logotype of the leaf teapot. The teapot represents the product and the leaf symbolizes the decor and environment of the shop. The mark is complemented by friendly, rounded typefaces that invoke a positive feeling for the brand. This store will bring a calming, pleasant presence to a stressful society.

Take it easy, Amber Chiang

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SECTION 01

LOGOTYPES

PRIMARY MARK When full color printing or production is an option, the logo must be used as shown below. The Primary Mark combines the main leaf teapot symbol, the name “Serenitea”, and “café & tea house” in a stacked orientation. Do not place the tagline below this mark — please see page 16 for proper tagline use. The limitations and expectations can be found on page 9.

PURPOSE This logo serves as a representation of the store’s main mission: to provide a relaxing environment for customers to enjoy a nice cup of tea. The brand’s main colors are Sea Green and Forest Green— representing the freshness of the product and the relaxation we want the customers to experience.

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PRIMARY MARK 1-COLOR

Here is the 1-color version of the primary mark, which may be used as an alternate to the full-color design. Sea Green may only be used in situations where only 1-color printing is allowed and it can be used on both dark and light backgrounds. The white version of the logotype may only be used when printing on glass bottles. The color black may only be used when color printing is not an option.

PRIMARY MARK REVERSED OUT

Default Colors Sea Green and Forest Green may be used as a background when a white, reversed out version of the logotype is utilized. The only instant of using a white version of the logotype that is acceptable for the text and symbols is here, or on black product applications.

When using these colors, note that it is acceptable when printed or placed on a surface that is of the same hue as one of the listed colors. Design knowing that white text will limit you not only in varation of the logo itself, but regarding application and location.

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PRIMARY MARK MINIMUM SIZE

When using the primary logotype, the wordmark can become illegible if used at too small of a scale. To ensure there is as little loss of detail as possible, refer to the minimum sizes below for all versions of the primary logotype.

Full Color

1.5 inches

Full color printing at a small scale will not be necessary in many instances, especially with the primary logo. There are only a few applications this may be needed for, but the alternative and a better solution will often be to revert to an approved graphic element.

Otherwise, the minimum approved size of the primary logotype is 1.5 inches wide.

1-Color For a smaller-sized 1-color logo, the standard minimum size is the same size as the minimum size of the primary full-color version.

1.5 inches

Reversed Out For a smaller sized logo that is reversed out, the standard minimum size is slightly bigger than the primary full-color version, so the details do not get lost.

1.75 inches

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PRIMARY MARK SAFE SPACE

The “S” and “e” of the wordmark are used as the proportional elements to identify the safe space surrounding the primary logotype. No elements should be placed in this designated space in order to avoid crowding of the primary mark.

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PRIMARY MARK INAPPROPRIATE USES

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The logotype should remain on a horizontal line and should not be placed at an angle.

Never warp or distort the logotype in any manner.

Do not disproportionally scale the mark by stretching or skewing.

Do not place the mark over an image.

Do not apply any extra effects such as drop shadows to the mark.

Do not alter the mark by using outlines.

SECONDARY MARK Full Color The only difference between the primary mark [page 4] and secondary mark is that the primary mark includes the teapot icon, and the secondary mark does not.

1-Color The 1-color mode applies to the look of the secondary mark the same way. Both hues [see page 6] can be used under the same conditions.

Black may only be used when color printing is not an available option.

Secondary Mark The reversed out versions of the secondary logotype are the same as the primary [page 6], but as stated before, the only difference is that there is no icon involved. Examples are shown here for reference and comparison. Again, the only acceptable instance for using a white version of the Secondary Mark is Sea Green, Forest Green, or on black product applications.

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SECONDARY MARK MINIMUM SIZE

When using the secondary logotype, the wordmark can become illegible if used at too small of a scale. To ensure there is as little loss of detail as possible, refer to the minimum sizes below for all versions of the secondary logotype.

Full Color

1.5 inches

Full color printing at a small scale will not be necessary in many instances, especially with the primary logo. There are only a few applications this may be needed for, but the alternative and a better solution will often be to revert to an approved graphic element.

1-Color For a smaller-sized 1-color wordmark, the standard minimum size is the same size as the the primary full-color version.

1.5 inches

Reversed Out For a smaller-sized logo that is reversed out, the standard minimum size is slightly bigger than the primary full-color version to avoid loss of detail in the design.

1.75 inches

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SECONDARY MARK SAFE SPACE

The “i” and “&” of the wordmark are used as the proportional elements to identify the safe space surrounding the wordmark. No elements should be placed in this designated space in order to avoid crowding of the secondary logotype.

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SECONDARY MARK INAPPROPRIATE USES

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The logotype should remain on a horizontal line and should not be placed at an angle.

Do not warp or distort the word mark in any shape or form.

Do not disproportionally scale the mark by stretching or skewing in any form.

Do not place the mark over an image.

Do not apply any extra effects such as drop shadow to the mark.

Do not alter the mark by using outlines.

SECTION 02

IDENTIFICATION SYSTEM

GRAPHIC ELEMENTS Icon The leaf teapot icon is the most important graphic element and is used in the Primary Logotype as a visual identifier of the business.

It should always be displayed with the three colors from the primary color palette: Sea Green, Forest Green, and Green Haze.

Slogan “Taking Life One Cup at a Time”. The hand-lettered slogan is a graphic element that is applied to Serenitea’s wearable products such as shirts and bags. The slogan should always be displayed in one of the three colors from the Primary Color Palette, or Cloud Grey from the Secondary Color Palette.

Leaf Pattern The leaf pattern is a graphic element used as a pattern on packaging applications as an identifying mark. As it is very bold, it should be used sparingly on other applications. It should always be displayed in Sea Green, and can be presented on Black packaging or packaging that is a white, light tan, or Cloud Grey.

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COLOR PALETTE PRIMARY

The colors in the Primary Color Palette are taken directly from the primary mark. The greens represent the freshness of the product and the feeling of relaxation that the shop aims to bring to the customers.

Forest Green C:100 M:0 Y:79 K:60 R:0 G:88 B:55 HEX: 186935 PANTONE: P 150-15 U

Green Haze C:81 M:0 Y:84 K:30 R:0 G:135 B:75 HEX: 00874b PANTONE: P 143-15 U

Sea Green C:66 M:0 Y:82 K:11 R:80 G:170 B:91 HEX: 50aa5b PANTONE: P 148-14 U

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COLOR PALETTE SECONDARY

The colors in the Secondary Color Palette are used to complement the Primary Color Palette.

Charcoal Grey is used to set all of the body type and Cloud Grey is used as a light background for the logotypes.

Charcoal Grey C:0 M:0 Y:0 K:95 R:51 G:49 B:50 HEX: 333132 PANTONE: P 167-1 U

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Cloud Grey C:9 M:6 Y:6 K:0 R:228 G:229 B:230 HEX: e4e5e6 PANTONE: P 167-1 U

PRIMARY TYPEFACE SERIF

Williams Caslon Text The primary typeface is WilliamsCaslonText and should be used in the Regular weight in Charcoal Grey from the color palette found on page 18 for all body text. If the body text is reversed out, it should be white text on either. If reversed out, the weight should be increased to Bold.

Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

Bold Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

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PRIMARY TYPEFACE SANS-SERIF

Houschka Rounded The secondary typeface is Houschka Rounded and should be used for headers only. Main headers should be in the weight Bold and secondary headers should be in the weight DemiBold.

Medium AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

Medium Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

DemiBold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

DemiBold Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

Bold Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@$%.?

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SECTION 03

BUSINESS SYSTEM

BUSINESS SYSTEM

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BUSINESS SYSTEM THE BUSINESS CARD

The size of the business card is 2” wide by 3.5” high. The front of the business card features the Primary Logotype on a white background. The back contains the name, title, and contact information, which is set 1/4” from the left, right, and bottom and 1/2” from the top. The phone number and email is set in 10pt. WilliamsCaslonText Regular with 15pt. leading and the address is set in 10pt. WilliamsCaslonText Bold with 15pt. leading. The website is in Forest Green and set in 10pt. Houschka Rounded Bold with 15pt. leading.

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BUSINESS SYSTEM THE LETTERHEAD

The size of the letterhead is 8.5” wide by 11” high. The Primary Logotype is used at the top of the letter. It is placed approximately 0.5” from the top edge of the letter. Below the Primary Logotype is the contact information. It contains the address, phone number, and website of the business, which are set in WilliamsCaslonText Regular and Bold in 10pt. type and 12pt. leading. The color of the type is Charcoal Grey, as indicated in the Secondary Color Palette [page 20]. Be sure to be mindful of the logotype safe space to avoid crowding the mark.

The letter itself is to be set in black 11pt. regular Times New Roman with 14pt. leading.

Paragraphs are separated by hard returns. The body of the letter is to be set with 1.5” margins on the right and left side, and 0.5” margins on the top and bottom.

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BUSINESS SYSTEM THE ENVELOPE

The size of the envelope after it is folded is 9.5” wide by 4.13” tall. The Secondary Mark is used here at approximately 2.5 inches wide. The contact information is set in 12pt. WilliamsCaslonText Bold with 14.4pt. leading and the website is set in 12pt. WilliamsCaslonText Regular with 20pt. leading. The mark rests 3/8 inch from the top edge of the envelope and 5/8 inch from the left. Be sure to observe safe space around the wordmark and make sure that the text doesn’t disappear when shrunk down.

The back side of the envelope has a colored flap and it is required that it is Sea Green. Do not add any type or design elements to the flap or the back of the envelope.

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SECTION 04

APPLICATIONS

DIGITAL APPLICATION WEBSITE

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PHYSICAL APPLICATION OUTDOOR SIGNAGE

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PHYSICAL APPLICATION APPAREL

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PHYSICAL APPLICATION TEA PACKAGING

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PHYSICAL APPLICATION CUPS AND SNACK BOX

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PRINTED APPLICATION MENU

Tea Lists

Hot Tea $3.15-$4.85 | Pot of Tea $8.00

White Tea

Black Tea

Fruit & Herbal

Decaf Tea

Peony Superior

Aged Pu-erh Bricks Earl Grey English Breakfast Pu-erh Hazelberry

Cinnamon Apple Green Pooibos Blueberry Honey Lemongrass Mocha Nut Mate Roasted Yerba Mate Root Beer Rooibos Sweet Pumpkin Spice Toffee Chocolate Hazelnut Vanilla Chai

Blood Orange Chamomile Lavender Chamomile Vanilla Bean Cranberry Harvest Earl Grey (decaf) Fruit Medley Hibiscus Flowers Honeybush Hazelnut Lavender Pomegranate Pear Ginger Pure Peppermint Rose

Green Tea Dragon Well Genmai Cha Gunpowder Jasmine Pearl Lemon Jade Sencha Matcha Oolong Green Tea Orange Blossom Oolong Peach Oolong Sangrila Green Tea

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Flavored Black Tea Mango Osmanthus Peach Vanilla Coconut Summer Rose Lychee Fuit

PRINTED APPLICATION POSTERS

Serenitea café & tea house

The freshest, tastiest organic tea around.

Come hang out with us at Serenitea Café and Tea House!

1118 Chorro St. San Luis Obispo, CA 93410

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