Bean Grounded Branding Project

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Nature In Crisis Project ROAN BROWN

C O P Y R I G H T © 2 0 2 0 - 2 0 2 1. A L L R I G H T S R E S E R V E D.


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Bean Grounded B E A N G R O U N D E D. C O. U K

C O P Y R I G H T © 2 0 2 0 - 2 0 2 1. A L L R I G H T S R E S E R V E D.


Concept/ Mind Map


We needed to consider how water, soil, air, and food supplies could be affected by pollution. When finished, the next task was to highlight the specific issues that were most interesting and start to think of products that could address these issues.

The mind map is a powerful and brain-friendly tool because it engages both the brain’s left and right sides. When we use both pictures and text in our mind map, we give our brain freedom to associate words and pictures, form new meaning, synergetic thinking, and this synergy of the left and right hemispheres leads us to breakthroughs in ideas that were previously unable imaginable.

I learnt how to create mind blowing concept/mind maps after reading and following Tony Buzan, as he is one of the world’s leading authors on the brain and learning. A mind map is a unique tool used in thinking and can represent or show what is going on inside our mind.

Here are some guidelines for effective concept/mind mapping: 1. always begin from the centre of the sheet draw or place a picture or image at the centre draw sketch or cut and paste the picture a picture will get the imaginative juices flowing more than a text 2. Use curved lines for the mind map branches and not straight lines a fascinating fact is that our mind makes faster associations with curves than straight lines. Connect the main branches to the central idea and second-level branches to the first level and third-level branches to the second. 3. A scientific fact is that the brain associates and connects what it already knows with what it is trying to learn. Some people are good at learning new things, subjects, and figuring out new gadgets because they can associate things faster and quickly connect things to things they already know. 4. Use one word per branch because single words give our brain freedom, creativity and clarity to make associations we would not have thought. 5. Ideally, the word’s length should be the branch’s length because when the length of the words is the same as the branch, the brain can exit better. 6. Use colour, draw, sketch or make line drawings to build more robust associations.


Nature in Crisis



Moodboard




This section focuses on creating mind maps or lists of ideas and then deciding which product idea is the favourite. Idea #1 Coffee Cups/Mugs Idea #2 Coffee Cutlery and Tableware Idea #3 Coffee Flour/Breads, Cakes and Treats Idea #4 Coffee Fabric T-Shirts Sports & Martial Arts Gear Idea #5

Product Range

Coffee Furniture Idea #6 Coffee Footwear Idea #7 Coffee Perfumes Idea #8 Coffee Shampoo (Human/Pets)

Idea #9 Coffee Soap Idea #10 Coffee Compost Idea #11 Coffee Martial Arts Training Weapons Idea #12 Coffee Fuel Idea #13 Coffee Glasses and Sunglasses Frames Idea #14 Coffee Trainers/Footwear Idea #15 Coffee 3D Printer


Idea/ Name Generation


When developing a name for this project I do not have any difficulties in doing so. The name anchors itself in the minds of people with ease, allowing the name Been Grounded and its products to be forever connected, creating brand recognition. There were key elements that needed to be considered when generating this logo. It needed to be unique, short, punchy, memorable, evoke an emotion, feeling or idea whilst maintaining its readability and writability.

Lets Break It Down

Be = To Exist or Live Been = Visited, Travelled, Used or a past action Bean = A seed, or the seeds contained within a pod. A coffee bean is the bean-like seed of the Coffea fruit found on the Coffea species of shrubs or small trees, which are native to southern Africa, tropical Americas and tropical Asia. Grounded = Being both mentally and emotionally stable : A person who is admirably sensible, realistic, and unpretentious.

The Result A Freshly Brewed logo designed to cause an IMPACT on your day!


Logo Explanation


Within this section I’ll aim to explain the whole meaning behind the logo design.

I fused different elements and drew on other cultures to bring together a logo that would represent something fresh, dynamic, exciting and thought-provoking.

Using Japanese culture, I chose to use of the Rising Sun Flag (Kyokujitsu-ki), as the Japanese word for Japan is Nichihon, which is pronounced Nihon or Nippon meaning “the origin of the sun”. The character Nichi means “sun” or “day”; hon means “base” or “origin”. So, when compounded together means “origin of the sun”. The red circle symbolises the Sun and the red lines are rays of light shining from the rising sun. I chose to hide the brown circle (Sun) behind the mountains, with the brown rays of light shining from the hidden sun meaning an inspiring or enlightening person or thing that brings joy and/or hope in a challenging situation.

The mountains represent challenges and obstacles, and with the ability within all of us, we are able to overcome them and reach the summit. At the highest point of the mountain is where we see everything clearly and our minds are able to think creatively, allowing solutions to be found. This is inspired by Matthew 17:20 in the Bible.

The use of the colour Brown was very important, as it is a natural colour that evokes a sense of strength, reliability, warmth, comfort, and security. It is often described as natural, down-toearth, and conventional. It is often seen as solid similar to the earth, and often associated with resilience, dependability, security, and safety. It can also create feelings of loneliness, sadness, and isolation, which reflects the minds of so many people right now during the pandemic and with increased reports of mental health and domestic violence cases on the rise, the colour brown seemed to be the most suitable with the use of tones to give depth of the mountains.

The circle is a universal symbol. It represents totality, wholeness, original perfection, the Self, the infinite, eternity, timelessness, all cyclic movement, and as the sun. It holds masculine power as the soul and as encircling waters; it is the feminine maternal principle. “It implies an idea of movement and symbolises the cycle of time, the perpetual motion of everything that moves, also zero in our system of numbering, and symbolises potential and the end of the process of individuation. I also drew inspiration from Gogyo Gogen - Shinto cosmology and Zen Buddhism.


Logo Design Process/ Exploration



The Logo Outcome



Favicon



Proposal


For this project my concept/product is going to reflect the many uses of the Coffea fruit and the range of uses that can be applied to the discarded coffee grounds, with the company name being called Bean Grounded.

I chose the name Bean Grounded for several reasons, as the lends itself to a deeper level of a person’s understanding, sophistication and coffee connoisseur, and the eco-warriors frighting for sustainability and biodiversity, along with the name being short and punchy it quickly explains the product without the customer having to search for it with a clear indication as to what the product is.

With the use of negative space and a strong emphasis on a minimalist style design, I believe that I will have a lot of scope when creating my final design for the Bean Grounded concept/product range. Within our concept/product range we will showcase everything we offer to demonstrate our position as the market leader in recycling the Coffea fruit to the grounds of the coffee bean which used to be considered as a waste. We have linked different species that are currently facing extinction with an item of our product range. For example: As Coffee is a liquid our Coffee Cups are associated to Marine wildlife and Pollution, as mankind has developed many tools for destruction our Coffee Cutlery are associated to Climate Change/Global Warming and as the Coffea Fruit is usually thrown away in order to gain the seed/bean our Coffea Fruit Flour is associated to Biodiversity and Deforestation and finally our Packaging and Merchandise are associated to our Carbon Footprint.

All the contents will be made from 100% recyclable and sustainably sourced materials so that our products will have zero emissions, due to the age in which we live in today lots of emphasis is on upcycling and recycling general waste along with the environmental impact and carbon footprint we are exposing future generations too, which is why a lot of similar products have such a great ethos on recycling.

The philosophy and mission statement for the brand would be simple, so Bean Grounded would have a Tagline “The Future of Coffee”, but the statement is to provide minimum waste with spent coffee grounds and products in order to protect the future of our environment and planet for future generations.


Our target audience for this product would be 18 – 55 year olds to market too.

The company would ensure that the design and packaging of the product persuade the target singles, parents or guardians to buy our products with the use of clever marketing tactics towards them, so they can have the opportunity of collecting our “Merch” with this in mind we will make sure the overall design is age specific with an emphasis on being “Youth Friendly and Mature” whilst still holding firm with “Trendy Mature Professionals” embracing their passion to cause change “One Cup at A Time”.

With the use of social media and survey’s I will be testing the market sector with various design mock-ups of our Packaging and Merch to get thoughts and feedback from our follows and customers.

I am aiming at pricing our product ranges from £5.99 - £33 .99 which will include a voucher to enter our workshop and see our process, attendees up to the age of 16 can get a reduced rate entry ticket for one adult to accompany them.


Life-cycle and Roles of a Graphic Design Project


LIFE-CYCLE AND ROLES

025

BUSINESS MODEL

Research and testing Web analytics

It encompasses collecting, measurement, analysis, visualisation and interpretation of digital data illustrating user behaviour on websites, mobile sites and mobile applications, generating web data reporting to understand and optimise web usage. The focus is on identifying measures based on your organisational and consumer goals using the website data to determine the success or failure of those goals and drive strategy and improve the user’s experience. It is not just a process for measuring web traffic but can also be used as a business tool for market research and assess and improve website effectiveness.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

It is essential to develop relevant and practical web analysis to create objectives and actions from my organisational and consumer goals and identify KPI’s (Key Performance Indicators) to measure those objectives and activities’ success or failure.


LIFE-CYCLE AND ROLES

026

BUSINESS MODEL

Research and testing User feedback

User feedback is information collected from users/customers about their reactions to a product, service, or website experience and is foundational to understanding and optimising experience. A robust user experience can impact your relationship with customers’ long-term viability as a company and your bottom line. UX (User Experience) designers use feedback and insight from customers and website visitors, researchers, and marketers to improve User Experience.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

The primary source of feedback for this project comes from the online survey. I have aimed my products at teenagers and mature professionals as they are the larger target demographic.


LIFE-CYCLE AND ROLES

027

BUSINESS MODEL

Research and testing Client feedback

Customer feedback relates to the information that comes directly from consumers about their satisfaction or dissatisfaction regarding a particular product or service. In other words, it is all the information generated by consumers or buyers of a specific brand. This information comes in many formats (e.g., text or speech) and through various channels.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

This feedback serves as a guide on the customer experience’s and forces improvements, and can empower positive change in any business, even when viewed as unfavourable.


LIFE-CYCLE AND ROLES

028

BUSINESS MODEL

Research and testing Conformance

Conformance is how well something, such as a product, service, or system, meets a regulatory requirement or specified standard and may refer more specifically to testing to determine whether a product or system has met its requirements.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Conformance is the ability of my product, service or process to meet its design specifications. Design specifications are an interpretation of what our customer needs.


LIFE-CYCLE AND ROLES

029

BUSINESS MODEL

Research and testing Quality testing

Quality Testing is also known as Quality Assurance (QA) and plays an essential part in any analytical project. It is defined as an activity to ensure that an organisation provides the best possible product or service to customers and much more than just getting the numbers right. Effective QA ensures that decisions are made with a proper understanding of evidence and risks and helps analysts safeguard the analytical output integrity.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Quality Testing can improve the process of our ability to deliver quality products to our customers. Our organisation has to ensure that our approach is being efficient and effective.


LIFE-CYCLE AND ROLES

030

BUSINESS MODEL

Research and testing Contractual obligations

Contractual obligations are those duties that both employers and employees and service provider and consumer are legally responsible for in a contract agreement. Both parties must follow their sides of the contract. Each party exchange is something of value in a contract, whether it be a product services money.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Both parties would be in a safe, fair and legal position regarding what our service is required to deliver.


LIFE-CYCLE AND ROLES

031

BUSINESS MODEL

Communication and roles Client

A client is a person, group or organisation that uses a professional person or company’s professional advice or services such as a lawyer, accountant, architect, graphic designer or advertising agency.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Examples are our customers, buyers, consumers and followers of any of our products or services.


LIFE-CYCLE AND ROLES

032

BUSINESS MODEL

Communication and roles Printer

A printer is a device that accepts text and graphic output from a computer and transfers the information to paper and can vary in size, speed, sophistication and costs. A printer is also a person that will physically handle the overall stages involved in printing the external product. The printed output produced by a printer is called a hard copy; the physical version of an electronic document.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

The need to use expensive printers for higher-resolution colour printing will be assigned depending on what we are producing. It is essential to use this equipment to create mockups and visual aids for our clients.


LIFE-CYCLE AND ROLES

033

BUSINESS MODEL

Communication and roles Distributor

A distributor is an intermediary entity between a product’s producer and another entity in the supply chain. Print distributors are managers, advertising agencies, printers and publishers who provide point of sale services for the graphic design and print industry.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

We will push our service and products to reach more customers through catalogues, brochures, magazines, Direct Mail and Internet book distribution worldwide.


LIFE-CYCLE AND ROLES

034

BUSINESS MODEL

Communication and roles The host holds several definitions, but I believe this one is the most relevant as an organisation that provides the space and other necessary things for running an event.

Host

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

I believe this refers to our one-to-one mentorship session with EY (Ernst Young). It will also relate to our events at our workshops for increasing public awareness.


LIFE-CYCLE AND ROLES

035

BUSINESS MODEL

Communication and roles Retailer

A retailer is an entity that sells goods such as groceries, clothing, electronic goods or motor vehicles directly to consumers through various distribution channels to earn a profit.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

We could work with online stores and retailers such as Alibaba, Amazon, eBay and Etsy, increasing our reach to potentially more customers.


LIFE-CYCLE AND ROLES

036

BUSINESS MODEL

Communication and roles An End-user is an individual who uses a product after it has been thoroughly tested, developed and marketed.

End user

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

For my brand (Bean Grounded), the end-user would be the youth and adults. They would be using this product to support our fight for sustainability, along with their interests in the environment and the issues we are currently facing.


LIFE-CYCLE AND ROLES

037

BUSINESS MODEL

Communication and roles A consultation is a meeting that is held with a professional or expert to gain information by formally discussing and collaborating on something.

Consultation

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Before deciding on the final product for this project (Bean Grounded), I needed to discuss my ideas with my mentor to keep a realistic vision of the possible products on offer.


LIFE-CYCLE AND ROLES

038

BUSINESS MODEL

Small business models Mission statement

A mission statement is a short statement that defines what an organisation is, why it exists, its reason for being. At a minimum, the mission statement should explain who the primary customers are, identify the products and services they produce, and describe the geographical location in which they operate, their region of operation.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Our mission statement would be clear and engaging. To provide our clients with an excellent product that would help represent our customers and followers positively, creative, and thought provoking. Develop a reputation for excellence and commitment to providing innovative and influential projects.


LIFE-CYCLE AND ROLES

039

BUSINESS MODEL

Small business models Market needs

Marketplace needs are a marketing concept that relates to a target market’s functional or emotional needs or desires. The more critical the market’s needs and differentiate a company’s offerings, the more profit they can generate.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Using in-depth research and meeting the client’s needs is the key to great design work where the end-user is happy.


LIFE-CYCLE AND ROLES

040

BUSINESS MODEL

Small business models Market approach

The market approach is a method of determining an asset’s value based on similar assets’ selling price. Regardless of the type of investment, the market approach studies recent sells of similar assets, making adjustments for the differences between them.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

We would look at similar brands, products and concepts before creating a design for a project, allowing for a service that is an investment.


LIFE-CYCLE AND ROLES

041

BUSINESS MODEL

Small business models Unique Selling Point (USP)

A unique selling proposition (USP, also seen as a unique selling point) is a factor that differentiates and distinguishes a product from another of a similar nature and makes it more appealing.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

When we develop a new idea, concept or product, having researched our client’s needs, we make sure our work has a unique selling point for our client.


LIFE-CYCLE AND ROLES

042

BUSINESS MODEL

Small business models Cash Flow Forecast

A Cash Flow Forecast estimates the timing and amounts of cash inflows and outflows over a specific period, usually one year. A cash flow shows if a firm needs to borrow, how much, when, and how long to repay it.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Whether as a freelancer/small business, financial forecasting is essential. Without a positive cash flow, it would be impossible to compete and make the right decisions for taking my business to the next level. One way is to make sure that I create an Excel spreadsheet to project figures.


LIFE-CYCLE AND ROLES

043

BUSINESS MODEL

Project management Management Software

Management Software streamlines and automates management processes to reduce large projects and tasks’ complexity and encourage or facilitate team cooperation, collaboration, and proper project reporting.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

It will provide the business with flexibility allowing work to be done and tracked beyond the limits of a project or methodology without depending on clients or strict budgets.


LIFE-CYCLE AND ROLES

044

BUSINESS MODEL

Project management Scheduling

Scheduling is the process of controlling, arranging, optimising work and workloads in a production process or manufacturing process, a listing of projects milestones, activities, and deliverables, usually with an intended start and finish date.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Using a plan to schedule our work will ensure we deliver all the work elements on time for our clients.


LIFE-CYCLE AND ROLES

045

BUSINESS MODEL

Project management Resource Planning

Resource planning is a systematic process used to achieve the optimum use of an organisation’s time and people. Employing a breadth of project management skills and timekeeping, they have to create and maintain stability between projects, tasks, teams, time and budget.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Resource planning will help us ensure the client’s schedule, budget and expectations of the brand are delivered on time as required.


LIFE-CYCLE AND ROLES

046

BUSINESS MODEL

Project management Automation is creating and applying technology to monitor and control products and services’ production and delivery with minimal human assistance.

Automation

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Using the Internet to create sales funnels that will drive customers to the business is an excellent example of using automation because it will help deliver a multitude of products and services in a much quicker way.


LIFE-CYCLE AND ROLES

047

BUSINESS MODEL

Project management Collaboration is the process of two or more individuals or organisations working together for a common purpose to achieve a business benefit or goal.

Collaboration

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Collaboration would enable me to work together to achieve a defined and common business purpose by using two forms: Synchronous, where everyone would interact in real-time, as in online meetings and instant messaging. Asynchronous, where my interactions can be time-shifted, as when uploading documents to shared workspaces.


LIFE-CYCLE AND ROLES

048

BUSINESS MODEL

Project management Synchronisation is the coordination of events to operate a system in unison. Sync is short for synchronising when you sync a device such as an external hard drive or USB.

Synching/ Synchronising

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Using file-syncing software solutions delivered through cloudservices will make it easier to sync, save, and secure data, as syncing has the advantage of updating files in real-time. Hence, current and up-to-date copies are always available.


LIFE-CYCLE AND ROLES

049

BUSINESS MODEL

Project management Cost comparison means an analysis of the comparative costs of providing the product or service.

Cost Comparison

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

We look at the Cost comparison of plastic cups versus our recyclable cups.


LIFE-CYCLE AND ROLES

050

BUSINESS MODEL

Project management Protocols

A protocol is a set of rules and guidelines for communicating data and information which uses a system of rules and acceptable behaviour for each step and process during communication between two or more parties.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

We would introduce a series of protocols between a client and ensuring that communication lines are clear and regular to maintain a healthy work ethic during a project.


LIFE-CYCLE AND ROLES

051

BUSINESS MODEL

Project management They are used to gauge a project’s health and identify where more energy and resources need to be allocated at crucial times.

Colour Standards

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

We opt to use greens as it signifies a deep breath of fresh air, the smile of a job well done, and everything is working in order, saying “nothing to see here” and “you can ignore me, I got this!” Yellows for those in-between moments/stages that are useful to convey uncertainty and extra attention are needed. Reds to set off alarm bells and says, “We need all hands-on deck!” Bringing issues to light so that others can give assistance and remove roadblocks.


LIFE-CYCLE AND ROLES

052

BUSINESS MODEL

Legislation Copyright protects the work you as a creator has made and stops others from using it without your permission. Copyright protection is automatically applied - with no application or pay a fee required.

Copyright

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Using a copyright line: Copyright © 2020-2021 Bean Grounded. Copyright provides a practical means of protecting original content. It serves to give designers credit for their work and can only be copied if the owner gives permission.


LIFE-CYCLE AND ROLES

053

BUSINESS MODEL

Legislation Standards are a level of quality or achievement, an accepted or approved example of something against which others are judged or measured.

Standards

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

As a designer, the use of standards to design products and services will ensure a positive outcome.


LIFE-CYCLE AND ROLES

054

BUSINESS MODEL

Legislation

Accessibility

Accessibility is the level to which a product, device, service, or environment is available to as many people as possible. Accessibility is the “ability to access” and benefit from some system or entity, with a strong focus on people with disabilities or special needs and their right of access, enabling the use of assistive technology.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Applying universal design within our approach involves “direct access”, making things accessible to all people, reducing potential users with disabilities or facing situational barriers.


LIFE-CYCLE AND ROLES

055

BUSINESS MODEL

Legislation Design ethics come in many forms, from choosing products, working with clients, copyrights and legal protection; moral principles govern our behaviour and conducting activities.

Ethics

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

The way design professionals interact, communicate and do business will be shaped by these written and unwritten codes.


LIFE-CYCLE AND ROLES

056

BUSINESS MODEL

Legislation Licencing is a legal agreement that allows permission to be granted to a third party to use intellectual property, for example, software, copyright, trademark or patent.

Licencing Laws

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Depending on the client, our product or service may have a licence to grant them usage for a certain amount of time.


LIFE-CYCLE AND ROLES

057

BUSINESS MODEL

Legislation

Tax/VAT

Tax is a compulsory financial charge imposed on a taxpayer (an individual or legal entity) by a governmental organisation to fund government spending and various public expenditures. Income Tax is a tax we pay on our income, and VAT stands for Value Added Tax. Essentially, it’s a consumption tax that’s applied to the purchase price of certain goods or services. The current and standard rate of VAT increased to 20% on 4 January 2011 (from 17.5%).

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Ensuring we apply the correct level of Tax and register at the right time for VAT, as designers creating visual concepts, our services would more likely be in the Zero rate 0% category (Zero-rated goods and services).


LIFE-CYCLE AND ROLES

058

BUSINESS MODEL

Legislation

Public Liability Insurance

Public Liability Insurance is an insurance product for business owners. It protects the business if brought to court by a client, a customer, or a member of the public. Public Liability Insurance will cover legal defence cost, plus any compensation or settlement money you have to payout.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Ensuring we have Public Liability Insurance, as designers who create visual concepts or images by hand or with digital software can face issues when a client has a creative approach or an accident or injury.


LIFE-CYCLE AND ROLES

059

BUSINESS MODEL

Legislation Professional Indemnity (PI) Insurance is a commercial policy designed to protect business owners, freelancers, and the self-employed if a client claims that their service is inadequate.

Professional Indemnity Insurance

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Ensuring we have Professional Indemnity Insurance, as designers who create visual concepts or images, professional indemnity insurance policies can usually provide up to £10 million for legal fees or compensation costs in the event of a mistake.


LIFE-CYCLE AND ROLES

060

BUSINESS MODEL

Legislation Record keeping is the act of keeping track of the history of a person’s or organisation’s activities. A record can also refer to collecting such items or history in general by creating and storing consistent, formal documents.

Record Keeping

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Ensuring we have a recordkeeping system, as designers who create visual concepts, our preserved information in some permanent form (written documents, photographs, recordings, etc.) will be accessible.


LIFE-CYCLE AND ROLES

061

BUSINESS MODEL

Legislation Inter, designed by Rasmus Andersson, is a sans-serif typeface designed specifically for screens. Inter features a tall x-height that increases legibility using all sizes, and includes a wide array of glyphs, weights, and special features. We love it.

Any other relevant laws

Inter is free and open source: As such, neither paid licenses nor accreditation are required for use. Download it free from Google Fonts.

GRAPHIC DESIGN

Researching terms in relation to graphic design

HOW I WOU LD APPLY IT TO A GRAPHIC DESIGN PROJECT

Inter should be used for every brand execution. In rare circumstances, however, we recognize it is not realistic to use custom fonts. In which case, system default sans-serif fonts should be used: Helvetica and Arial, respectively. Note: this should not occur frequently.


LIFE-CYCLE AND ROLES

062

Resources

The Source of Knowledge

BUSINESS MODEL

GRAPHIC DESIGN

Researching terms in relation to graphic design


Web/Digital Analytics https://www.google.com/search?q=web+analytics+meaning&oq=Web+analytics&aqs=chrome.1.0i131i433j0l6j69i60.4503j0j7&sourceid=chrome&ie=UTF-8 https://searchbusinessanalytics.techtarget.com/definition/Web-analytics https://en.wikipedia.org/wiki/Web_analytics https://www.atinternet.com/en/glossary/web-analytics-2/ https://www.atinternet.com/en/glossary/digital-analytics-2/ https://www.hotjar.com/web-analytics/

User Feedback https://www.google.com/search?ei=YLQvYJSJO5H_wAP2mJOIDw&q=user+feedback+meaning&oq=User+feedback+meaning&gs_lcp=Cgdnd3Mtd2l6EAEYADIECAAQHjIGCAAQBRAeMgUIABCGAz IFCAAQhgMyBQgAEIYDUPQ3WPQ3YNtHaABwAngAgAHFA4gB-QWSAQUzLTEuMZgBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz https://www.hotjar.com/blog/user-feedback/ https://feedier.com/blog/customer-feedback/importance-customer-feedback/ https://www.pendo.io/glossary/user-feedback/

Client Feedback https://www.google.com/search?q=client+feedback+meaning&oq=Client+feedback+meaning&aqs=chrome.0.0j0i390l3.19838j0j9&sourceid=chrome&ie=UTF-8 https://www.pendo.io/glossary/customer-feedback/ https://www.wonderflow.ai/blog/what-is-customer-feedback-and-why-it-is-so-important-to-your-business


Conformance https://www.google.com/search?q=conformance+meaning&oq=Conformance+&aqs=chrome.1.69i59j0i433j0l3j46i175i199j0l2.5895j0j9&sourceid=chrome&ie=UTF-8 https://en.wikipedia.org/wiki/Conformance#:~:text=Conformance%20is%20how%20well%20something,system%20meets%20some%20specified%20standard https://blogs.opexworks.com/conformance-and-compliance-management-by-regulatory-bodies/

Quality Testing https://www.google.com/search?q=quality+testing+meaning&oq=Quality+testing+mean&aqs=chrome.1.69i57j0j0i22i30l3j0i390l3.13450j0j9&sourceid=chrome&ie=UTF-8 https://www.tiempodev.com/blog/what-is-qa-in-software-testing/#:~:text=Quality%20assurance%20testing%20is%20quality,best%20products%20or%20services%20possible.&text=The%20 key%20thing%20to%20keep,to%20ensure%20the%20best%20outcome https://www.gov.uk/service-manual/technology/quality-assurance-testing-your-service-regularly https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/878616/Principles_of_QA_for_analysis.pdf https://www.ons.gov.uk/methodology/methodologytopicsandstatisticalconcepts/guidetoexperimentalstatistics

Contractual Obligations https://www.google.com/search?ei=LAYxYI72CI2Ai-gPobqEgAw&q=contractual+obligations+meaning&oq=Contractual+Obligations++meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADICCAAyBAgAEAoyBAgAEAoyBAgAEAoyBAgAEAoyBAgAEAoyBAgAEAoyBAgAEAoyBAgAEAoyBAgAEApQ3y1Y3y1gkEloAHACeACAAf0BiAHWA5IBAzItMpgBAKABAqABAa oBB2d3cy13aXrAAQE&sclient=gws-wiz https://www.questcover.com/resource-centre/hr-guides/contractual-obligation/#:~:text=Contractual%20obligations%20are%20those%20duties,their%20sides%20of%20the%20contract https://www.upcounsel.com/define-contractual-obligations https://www.legislation.gov.uk/ukdsi/2019/9780111180785/contents


Client https://www.google.com/search?ei=FTQxYNqJOIqhgQbSsK7oAQ&q=client+meaning&oq=Client+meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADIMCAAQsQMQQxBGEPkBMgQIABBDMgYIABAHEB4yBAgAEEMyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB5QvBpYvBpguTRoA HACeACAAVaIAZwBkgEBMpgBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz https://www.dictionary.com/browse/client

Printer https://www.google.com/search?ei=_DYxYKnjOYedgQbR8I3wAg&q=printer+meaning&oq=printer+meaning&gs_lcp=Cgdnd3Mtd2l6EAMyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIC CAAyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeOgkIABBDEEYQ-QE6BwgAELEDEEM6BAgAEEM6CwgAEAcQHhBGEPkBOgQIABANUPYlWLd2YKp9aANwAngAgAHeA4gB uQ6SAQk0LjUuMi4wLjGYAQCgAQGgAQKqAQdnd3Mtd2l6wAEB&sclient=gws-wiz&ved=0ahUKEwip0bSq7_ juAhWHTsAKHVF4Ay4Q4dUDCA0&uact=5 https://whatis.techtarget.com/definition/printer https://techterms.com/definition/printer

Distributor https://www.google.com/search?ei=4T0xYLP0ELqAhbIPoeKO0A4&q=distributor+meaning&oq=distributor+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyAggAMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yCAgAEAcQChAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB5Q2zhYsENg2EVoAHACeACAAcQ IiAHfDJIBCTItMS4xLjctMZgBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz&ved=0ahUKEwjz6Nrz9fjuAhU6QEEAHSGxA-oQ4dUDCA0&uact=5

Host https://www.google.com/search?ei=qj4xYL2mJs2X8gLEo5OQCQ&q=host+meaning&oq=host+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyBwgAELEDEEMyBAgAEEMyBAgAEEMyBAgAEEMyBAgAEEMyBAgAEEMyBAgAEEMyBggAEAcQHjIGCAAQBxAeMgYIABAHEB5QlTZYlTZgp0BoAHACeACAAdABiAHKApIBB TAuMS4xmAEAoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz&ved=0ahUKEwi9o9zT9vjuAhXNi1wKHcTRBJIQ4dUDCA0&uact=5 https://topmeaning.com/english/host


End User https://www.google.com/search?ei=A0sxYO-IE-uBi-gPmrKwyAU&q=End+user+meaning&oq=End+user+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyCQgAEEMQRhD5ATIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHlDMLVjMLWDWPWgAc AJ4AIAB_AGIAeICkgEFMC4xLjGYAQCgAQKgAQGqAQdnd3Mtd2l6wAEB&sclient=gws-wiz&ved=0ahUKEwivlu22gvnuAhXrwAIHHRoZDFkQ4dUDCA0&uact=5 https://techterms.com/definition/enduser https://whatis.techtarget.com/definition/end-user https://www.computerhope.com/jargon/e/enduser.htm

Consultation https://www.google.com/search?ei=52kxYOb8CNGo8gLh_abQCw&q=consultation+meaning&oq=consultation+meaning&gs_lcp=Cgdnd3Mtd2l6EAMyCggAELEDEEYQ-QEyBggAEAcQHjICCAA yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yAggAMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeULYsWLYsYKk0aABwAngAgAFQiAGRAZIBATKYAQCgAQKgAQGqAQdnd3Mtd2l6wAEB&sclient=gwswiz&ved=0ahUKEwimjM3xn_nuAhVRlFwKHeG-CboQ4dUDCA0&uact=5 https://www.collinsdictionary.com/dictionary/english/consultation

Mission Statement https://www.google.com/search?ei=qG0xYPHiBIPIgQbpjbD4Dg&q=mission+statement+meaning&oq=mission+statement+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyBQgAEMQCMgIIADIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yAggAMgIIADICCAA6BwgAEEcQsANQti9Yti9glzZoAnACeACAAXSIAbkBkgEDMS 4xmAEAoAEBqgEHZ3dzLXdpesgBCMABAQ&sclient=gws-wiz&ved=0ahUKEwjx1ue7o_nuAhUDZMAKHekGDO8Q4dUDCA0&uact=5 https://www.entrepreneur.com/encyclopedia/mission-statement https://www.mindtools.com/pages/article/newLDR_90.htm https://articles.bplans.com/writing-a-mission-statement/


Market Needs https://www.google.com/search?ei=sG0xYL_sCdSp8gKVrrLoBw&q=market+needs+meaning&oq=Market+Needs++meaning&gs_lcp=Cgdnd3Mtd2l6EAMYATIGCAAQBxAeMgIIADIGCAAQBRAeMgY IABAIEB5QhBlYhBlgvGBoAHACeACAAcoBiAGMA5IBBTAuMS4xmAEAoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz https://smallbusiness.chron.com/marketplace-needs-mean-74802.html

Market Approach https://www.google.com/search?biw=1440&bih=821&ei=j4cxYMvFG5mChbIPzI-g4AM&q=market+approach+meaning&oq=market+approach+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBAgAEB4yBggAEAUQHjIGCAAQBRAeMgYIABAFEB4yBggAEAUQHjIGCAAQBRAeMgYIABAFEB46BQgAEIYDOgQIABANOggIA BAIEAcQHjoGCAAQDRAeOggIABANEAUQHlDh-gFYrdcCYMrdAmgAcAJ4AIABpwGIAYsGkgEDNy4ymAEAoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz&ved=0ahUKEwiLyfKVvPnuAhUZQUEAHcwHCDw4ChDh1QMIDQ&uact=5 https://corporatefinanceinstitute.com/resources/knowledge/valuation/market-approach-valuation/

Unique Selling Point https://www.google.com/search?biw=1440&bih=821&ei=vIcxYP2hN8iX8gLwx4i4Cg&q=unique+selling+point+meaning&oq=Unique+Selling+Point++meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADICCAAyAggAMgYIABAHEB4yBggAEAcQHjICCAAyBAgAEB4yBAgAEB4yBAgAEB4yCAgAEAgQChAeMgYIABAIEB46BwgAEEcQsANQyUpYyUpglFpoAXACeACAAa0CiAGS A5IBBzAuMS4wLjGYAQCgAQKgAQGqAQdnd3Mtd2l6yAEIwAEB&sclient=gws-wiz https://whatis.techtarget.com/definition/unique-selling-point-USP

Cash Flow Forecast https://www.google.com/search?biw=1440&bih=821&ei=s4oxYL7IILKFhbIPvbaS6Ak&q=cash+flow+forecast+meaning&oq=Cash+Flow+Forecast++meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADICCAAyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBAgAEB4yBAgAEB4yBAgAEB4yBAgAEB4yBggAEAUQHjIGCAAQBRAeUOxCWOxCYNpXaABwAngAgAHiAYgBxAKSA QUxLjAuMZgBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz https://www.tide.co/blog/business-tips/cash-flow-forecast/ https://www.waveapps.com/blog/accounting-and-taxes/cash-flow-projection


Management Software https://www.google.com/search?q=management+software+meaning&oq=Management+Software+mea&aqs=chrome.1.69i57j0i22i30l7.5862j0j4&sourceid=chrome&ie=UTF-8 https://www.techopedia.com/definition/4310/management-software

Scheduling https://www.google.com/search?ei=HZkxYLLDBuWEhbIP69WOoAk&q=scheduling+meaning&oq=scheduling+meaning&gs_lcp=Cgdnd3Mtd2l6EAMyBwgAEEYQ-QEyBggAEAcQHjIGCAAQBxAeMgY IABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB46AggAOgUIABCGA1DWM1jvgQFgkYkBaABwAngAgAHMAYgBuAOSAQUzLjAuMZgBAKABAqABAaoBB 2d3cy13aXrAAQE&sclient=gws-wiz&ved=0ahUKEwjyxdH0zPnuAhVlQkEAHeuqA5QQ4dUDCA0&uact=5 https://www.google.com/search?q=graphic+design+scheduling&oq=graphic+design+scheduling&aqs=chrome..69i57j0i22i30j69i64.23715j0j7&sourceid=chrome&ie=UTF-8 https://en.wikipedia.org/wiki/Scheduling_(production_processes)

Resource Planning https://www.google.com/search?ei=wZoxYK7wFs6_gQbC_LeYCQ&q=resource+planning+meaning&oq=resource+planning+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyAggAMgYIABAHEB4yAggAMgQIABAeMgQIABAeMgYIABAFEB4yBggAEAUQHjIGCAAQBRAeMgYIABAFEB4yBggAEAUQHjoGCAAQCBAeOgUIABCGA1Dy5gFY6KcCYLKtA mgAcAJ4AIAB2wKIAZMEkgEFMy4zLTGYAQCgAQKgAQGqAQdnd3Mtd2l6wAEB&sclient=gws-wiz&ved=0ahUKEwju1IS9zvnuAhXOX8AKHUL-DZMQ4dUDCA0&uact=5 https://memory.ai/timely-blog/resource-planning#:~:text=Resource%20planning%20is%20a%20systematic,%2C%20teams%2C%20time%20and%20budget

Automation https://www.google.com/search?ei=u6IxYPsEjJXyAqv2qFg&q=automation+meaning&oq=automation+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMyDAgAELEDEEMQRhD5ATICCAAyBggAEAcQHjIGCAAQBxAeMgIIADIGCAAQBxAeMgIIADIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjoECAAQHjoGCAAQBRAeOgYIABAIEB46B QgAEIYDUIdxWInWAWCd3QFoAHACeACAAdUBiAGOBJIBBTQuMC4xmAEAoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz&ved=0ahUKEwi7zseK1vnuAhWMilwKHSs7CgsQ4dUDCA0&uact=5 https://www.isa.org/about-isa/what-is-automation#:~:text=The%20dictionary%20defines%20automation%20as,delivery%20of%20products%20and%20services.%E2%80%9D https://www.ibm.com/topics/automation


Collaboration https://www.google.com/search?ei=PKUxYKDsEJCD8gKeo4-gDQ&q=collaboration+meaning&oq=Collaboration++meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADIMCAAQsQMQQxBGEPkBMgQIABBDMgQIABBDMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgIIAFDnUFjnUGDeX2gAcAJ4AIA B1AGIAaMDkgEDMi0ymAEAoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz https://www.aiim.org/What-is-Collaboration

Synchronising https://www.google.com/search?ei=I30yYNrbEfSx8gLt34rwAg&q=synchronising+meaning&oq=Synchronising+meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADIHCAAQRhD5ATIGCAAQBxAeMgIIADICCAAyAggAMgIIADICCAAyAggAMgIIADICCAA6BggAEBYQHjoFCAAQhgM6BAgAEEM6BwgAELEDEEM6CAgAEAcQChAeOgQIABAK ULI5WKf0A2DwhgRoCXACeACAAdsBiAGLCZIBBTYuNC4xmAEAoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz https://www.techradar.com/uk/best/best-file-syncing-solution

Cost Comparison https://www.google.com/search?ei=Z4wyYJnXDMKigQbew76wCg&q=cost+comparison+meaning+and+examples&oq=Cost+Comparison+meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYATICCAAyBAgAEB4yBAgAEB4yBggAEAgQHjIGCAAQCBAeMgUIABCGAzIFCAAQhgMyBQgAEIYDMgUIABCGAzoJCAAQQxBGEPkBOgYIABAHEB46BAgAEAo6CAgAEAcQC hAeUJYYWKuFAWCOlwFoAHACeACAAd8BiAGKA5IBBTIuMC4xmAEBoAECoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz https://www.lawinsider.com/dictionary/cost-comparison

Protocols https://www.google.com/search?ei=9YEyYMWWJczdgQaBmqbYDg&q=protocols+meaning&oq=protocols+meaning&gs_lcp=Cgdnd3Mtd2l6EAMyBwgAEEYQ-QEyBggAEAcQHjIECAAQCjIGCAAQBx AeMggIABAHEAoQHjIGCAAQBxAeMgQIABAKMgQIABAKMgQIABAKMgQIABAKUNekCFjXpAhgoK4IaABwAngAgAGWAYgBnwKSAQMwLjKYAQCgAQKgAQGqAQdnd3Mtd2l6wAEB&sclient=gws-wiz&v ed=0ahUKEwiF5Zf8qvvuAhXMbsAKHQGNCesQ4dUDCA0&uact=5 https://techterms.com/definition/protocol


Colour Standards https://www.google.com/search?ei=r8UyYMW2BoK8a9i7hIgL&q=colour+standards+meaning+within+project+management+&oq=colour+standards+meaning+within+project+management+&gs_ lcp=Cgdnd3Mtd2l6EAM6BwgAEEcQsAM6BQghEKABOggIIRAWEB0QHjoHCCEQChCgAToECCEQClCUkwJYwp4DYNGjA2gBcAJ4AIABsgSIAY4YkgEMMTAuNy4yLjEuMC4xmAEAoAEBqgEHZ3dzL XdpesgBCMABAQ&sclient=gws-wiz&ved=0ahUKEwiFyqzH6_vuAhUC3hoKHdgdAbEQ4dUDCA0&uact=5 https://www.projectmanagement.com/contentPages/article.cfm?ID=361766&thisPageURL=/articles/361766/The-Color-of-Projects#_=_

Copyright https://www.google.com/search?ei=r8UyYMW2BoK8a9i7hIgL&q=copyright+meaning&oq=Copyright++meaning&gs_ lcp=Cgdnd3Mtd2l6EAMYADIHCAAQsQMQQzIECAAQQzIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB5QsxdYsxdgoENoAHACeAC AAU6IAY8BkgEBMpgBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz https://www.gov.uk/copyright#:~:text=Copyright%20protects%20your%20work%20and,using%20it%20without%20your%20permission.&text=There%20isn’t%20a%20register,work%2C%20including%20illustration%20and%20photography https://techterms.com/definition/copyright

Standards https://www.google.com/search?ei=FcsyYLPEJIbQaL7OiYgG&q=standards+meaning&oq=standards+meaning&gs_lcp=Cgdnd3Mtd2l6EAMyBwgAEEYQ-QEyBggAEAcQHjIGCAAQBxAeMgYIABAHE B4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjICCAAyBggAEAcQHlCXuwJYr8UCYOjGAmgBcAJ4AIABzwGIAfwCkgEFMS4xLjGYAQCgAQKgAQGqAQdnd3Mtd2l6wAEB&sclient=gws-wi z&ved=0ahUKEwjzosna8PvuAhUGKBoKHT5nAmEQ4dUDCA0&uact=5 https://www.thefreedictionary.com/Standards


Accessibility https://www.google.com/search?ei=-9UyYNy2PJmpgAa54aoY&q=accessibility+meaning&oq=Accessibility+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMYADIFCAAQsQMyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgIIADICCAAyBggAEAcQHjIGCAAQBxAeUMwmWMwmYPo3aABwAngAgAFciAGvAZI BATKYAQCgAQKgAQGqAQdnd3Mtd2l6wAEB&sclient=gws-wiz https://www.definitions.net/definition/Accessibility https://www.w3.org/WAI/fundamentals/accessibility-intro/ https://techterms.com/definition/accessibility

Ethics https://www.google.com/search?ei=l94yYOt1jq6BBo6juOgC&q=ethics+meaning&oq=Ethics++meaning&gs_ lcp=Cgdnd3Mtd2l6EAMYADIHCAAQsQMQQzIECAAQQzIECAAQQzIECAAQQzIECAAQQzIECAAQQzICCAAyBggAEAcQHjIGCAAQBxAeMgYIABAHEB5Q_TJY_TJg10NoAHACeACAAaoBiAGpApIBAzAu MpgBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz

Licencing Laws https://www.google.com/search?ei=KeEyYJKqIo-fgQaw34bgDg&q=licencing+laws+meaning&oq=licencing+laws+meaning&gs_lcp=Cgdnd3Mtd2l6EAM6BAghEApQ5aGPAVjMp48BYLuxjwFoAHAC eACAAVKIAeMBkgEBM5gBAKABAqABAaoBB2d3cy13aXrAAQE&sclient=gws-wiz&ved=0ahUKEwjS4tHhhfzuAhWPT8AKHbCvAewQ4dUDCA0&uact=5


Tax/VAT https://www.google.com/search?ei=ebAzYOCMN4zbkwWB0JOgDg&q=tax+meaning&oq=tax+meaning&gs_lcp=Cgdnd3Mtd2l6EAMyEAgAELEDEIMBEJECEEYQ-QEyBAgAEEMyBggAEAcQHjIGCAA QBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeOgcIABBHELADULfBBVi3wQVg_ckFaAJwAngAgAGkAYgBqQKSAQMwLjKYAQCgAQGqAQdnd3Mtd2l6yA EIwAEB&sclient=gws-wiz&ved=0ahUKEwigrcC8y_3uAhWM7aQKHQHoBOQQ4dUDCA0&uact=5 https://www.gov.uk/browse/tax https://www.gov.uk/browse/tax/income-tax https://www.gov.uk/browse/tax/vat https://www.gov.uk/income-tax https://www.gov.uk/vat-rates#:~:text=The%20standard%20rate%20of%20VAT,on%20different%20goods%20and%20services. https://gocardless.com/guides/posts/gst-vs-vat-tax/#:~:text=VAT%20stands%20for%20Value%20Added,of%20certain%20goods%20or%20services.&text=Although%20VAT%20is%20a%20 type,collect%20it%20directly%20from%20customers.

Public Liability Insurance https://www.google.com/search?ei=tesyYIfvG4bEgQbomrXgDA&q=public+liability+insurance+meaning&oq=Public+Liability+Insurance+meaning&gs_lcp=Cgdnd3Mtd2l6EAEYADICCAAyAggAMgYI ABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHlD7jjVY-441YNmjNWgAcAJ4AIABSIgBjgGSAQEymAEAoAECoAEBqgEHZ3dzLXdpesABA Q&sclient=gws-wiz https://www.google.com/search?sxsrf=ALeKk01IC_Fw2W78kCqLpBx89nELvzbg2g%3A1613615531012&ei=q9EtYIAbqpWvvA_ n6KqwCQ&q=graphic+design+insurance&oq=graphic+design+insurance&gs_ lcp=Cgdnd3Mtd2l6EAMyAggAMgIIADIECAAQHjIGCAAQBRAeMgYIABAIEB4yBggAEAgQHjIGCAAQCBAeMgYIABAIEB4yBggAEAgQHjIICAAQCBAKEB46BggAEAcQHjoICAAQCBAHEB46CggAEAgQBx AKEB5QsCdYljlgw3toAHACeACAAb4CiAHzEpIBBTItMy41mAEAoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz&ved=0ahUKEwjAnJ6ksvLuAhWqyosBHWe0CpYQ4dUDCA0&uact=5 https://www.moneysupermarket.com/business-insurance/public-liability/faqs/#:~:text=Public%20liability%20insurance%20is%20an%20insurance%20product%20for%20business%20 owners.&text=It%20covers%20the%20cost%20of,home%2C%20office%20or%20business%20property. https://www.hiscox.co.uk/business-insurance/public-liability-insurance/faq/what-is-public-liability-insurance https://www.hiscox.com/graphic-designer-insurance


Professional Indemnity Insurances https://www.google.com/search?ei=H-8yYNfLE9CigQaY04WQCg&q=professional+indemnity+insurance+meaning&oq=Professional+indemnity+insurance+meaning&gs_ lcp=Cgdnd3Mtd2l6EAEYADICCAAyAggAMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgIIADICCAAyAggAMgIIADICCAA6BwgAELADEENQ6zRY6zRg1kdoAXACeACAAbEBiAHyAZIBAzEuMZgBAKABAq ABAaoBB2d3cy13aXrIAQrAAQE&sclient=gws-wiz https://www.hiscox.co.uk/business-insurance/professional-indemnity-insurance/faq/what-is-professional-indemnity-insurance https://www.simplybusiness.co.uk/insurance/faq/what-is-professional-indemnity-insurance/ https://www.moneysupermarket.com/business-insurance/professional-indemnity/

Record Keeping / Contacts https://www.google.com/search?ei=FiUzYMWtA_e71fAPlbivwAs&q=record+keeping+meaning&oq=Record+Keeping+meaning&gs_ lcp=Cgdnd3Mtd2l6EAMYADICCAAyBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB46BwgAELADEEM6DQguEMcBE KMCELADEEM6CwgAEAcQHhBGEPkBUP82WIKWAWDHqQFoAnACeACAAbIBiAGOBJIBAzUuMZgBAKABAqABAaoBB2d3cy13aXrIAQrAAQE&sclient=gws-wiz https://www.myaccountingcourse.com/accounting-dictionary/recordkeeping https://www.dictionary.com/browse/recordkeeping#:~:text=Recordkeeping%20is%20the%20act%20of,and%20storing%20consistent%2C%20formal%20records.&text=Recordkeeping%20is%20 typically%20used%20in,for%20businesses%20or%20other%20organizations


Target Audience


Survey Report Version 1


What is your ethnic background? Any other Asian background x10, Any other White background x3, Bangladeshi x2, Black, African, Caribbean or Black British x2, Caribbean x3, Chinese x3, Mixed or Multiple ethnic groups x4, Pakistani, White x2

What country are you from? United Kingdom

What nationality are you? Bangladeshi, Bhutanese, Brazilian, British x2, Chinese x3, Costa Rican, Cuban, Eritrean, Filipino x4, German, Guyanese, Jamaican x2, Japanese x2, Moldovan, Namibian, Pakistani, Palauan, Pitcairn Islander, South Korean, Thai, Tunisian, Vietnamese









Survey Report Version 2


So for this Survey I made a few errors with regards to the Questionnaire in Version 1, so based on the personal comments I presented more of a Census as opposed to a Questionnaire Survey. This is why I created Version 2, which allowed me to gather more relevant information.










My challenge for this project and section was introducing a coffee brand into the British Market called “Bean Grounded”. This coffee is for the Generation X and Y target group. During my research, the following question: Will this launch succeed in the market that I have chosen? Therefore, I focused on the existing British coffee market, its consumers, drinking habits and competitors. I used Primary and secondary research, a focus group interview, and prepared a questionnaire to study this. Firstly, we focused on consumers. Coffee is a popular product and very frequently consumed in the United Kingdom. The overall consumption of coffee is increasing as well, especially young people tend to buy more coffee. Furthermore, the consumption of these two groups is still growing. Secondly, I looked at drinking habits. Our target groups especially liked mixtures, and there is a willingness in their attitude towards trying new things. Also, they use coffee not only for the functional reason to wake themselves up but also for social reasons and having fun. Thirdly, we have looked at our competitors. Kaffeform and Nescafe both represent the spirit of youth by offering specialities. For dynamism and strength, Segafredo is well known. For being lively and well known worldwide, Tchibo is the brand. Jacobs for the harmony of a variety of flavours. Douwe Egberts has a static image. Omnia is the virtue but is also less dynamic. Julius Meinl represents just quality but in a static way. Now we will try to advise for the launch. There are good reasons why the introduction of “Bean Grounded” could be successful. As we just explained, Generation X and Y people are an important, increasing target group, and the drinking habits are on the way to change or are already changing. People want to try new things and drink coffee for a variety of reasons. Furthermore, we see a lack of positioning image of the existing competitors. Nescafe is for young, experiential people, but it is not British. Brands with a British image are Costa Coffee, Cafédirect, Caffè Nero and Matthew Algie. But their images have gone out of fashion, and our target group did not like them. In conclusion, we can see that other brands have the image of a British brand for young and middle-aged, experiential people.

In addition to my research, I needed to consider the analysis of the three P´s: price, place and promotion.

My challenge was that I chose to launch a coffee brand on the British market. We are a newly-established British company, which wants to diversify in the coffee market. Our budget is small and not large enough to enter the market successfully at present. However, we are not sure if our brand should be introduced as a British one. Our brand is called “Bean Grounded”. It is a coffee cup/mug made of recycled coffee grounds and a box containing three “flavours” of coffees coming from different continents. This is high-quality coffee; the beans from all the best coffee producers have been selected. The flavours and the aroma are excellent, thanks to a complex blend of coffee beans. The main benefit is that it allows people to sample coffee from all over the world and create their own coffee by blending their different flavours. This coffee is also top of the range and is a luxurious one.


Case Study: An Existing Brand


Overview

Presentation of Kaffeeform. I have chosen to use Kaffeeform as they design, produce and sell similar products to what I would like to design for. As lead designers, manufacturers and distributors of turning used coffee grounds into a variety of coffee cups with saucers from coffee grounds and are positioned in one of the most dynamic areas of recycling and sustainability as a producer of reusable coffee cups designed to change consumer behaviour. Kaffeeform opts for short, environmentally friendly transport to strengthen local and independent structures. A bicycle courier collective transports the coffee grounds, and the close collaboration with a social workshop forms a fixed component of their production process.

Description

Headquarters: Choriner Strasse 54, Berlin, Berlin, 10435, Germany | Phone: +49 177 7001178 | Website: www.kaffeeform.com | Employees: 23 | Revenue: $4 Million | SIC Code 737,73 | NAICS Code 518,51

History

Kaffeeform founded in 2015 in Berlin. All products are designed in Berlin and produced in Germany.

It all started with some questions that the designer Julian Lechner asked himself: what happens to coffee grounds after enjoying Espresso, Cappuccino or Americano? Is there no way to reuse this good and natural resource? And if so, what does it take to preserve it forever?


After three years of experimentation and discussions with experts, you can find the results in a product that can be washed in the dishwasher, light, without BPA and, above all, ecological because it reuses the coffee grounds that would otherwise end up in landfills.

Julian Lechner studied in Italy at the University of Bolzano, and it’s in Italy that the Kaffeeform coffee cups project started. Today, the collection of cups and saucers made possible thanks to the collaboration with Berlin’s coffee shops, which provide the funds. The coffee waste from the coffee shop is shipped to the German company, where they get through a drying process, packaged and sent to production. With the addition of natural glues and small pieces of wood, the funds are pressed into moulds and become a resistant product. Plus: once broken or damaged, they can be reused as fertilizer for home gardening. This feature makes Kaffeeform a sustainable development and a product that can be reused in different ways through its life cycle.

Mission Statement

Kaffeeform aims to reshape consumer habits by offering options and inspiring people to integrate sustainability into their everyday lives, make conscious consumer decisions, promote reusing products and raw materials; better to opt for multi-use than throwaway products because every decision has consequences.

Circular Economy

Kaffeeform promotes the principle of a circular economy. The rising consumption of coffee worldwide is producing a growing amount of coffee grounds, most of which goes straight into the bin. They reuse the otherwise wasted resources as raw material resulting in a second life as a coffee cup.

Kaffeeform used graphic design to spread a social message


Kaffeeform aims to combine design and aesthetics with sustainability and conservation of resources. Their award-winning Weducer™ cup demonstrates how form and function can pave the way for sustainability in everyday life.

Branding

Their logo is a straightforward and robust wordmark, which works well and as it demonstrates and reflects the company as a direct, no-nonsense, What You See It What You Get (WYSIWYG) (/ ˈwɪziwɪɡ/ WIZ-ee-wig) business.

Like a lettermark, a wordmark or logotype is a font-based logo that focuses on a business name alone. Wordmark logos work well when a company has a succinct and distinct character. The name itself is catchy and memorable, combined with strong typography; the logo helps create strong brand recognition.


Target: Private customers and companies.

Cons: • replace traditional cups

Pros: • give a second life to food waste • promote a model of the circular economy for waste processes • promote a new material without the use of toxic materials • improve reducing waste • dissemination of sustainable practices


Kaffee Form Competitors In Ranking Order:

1. HuskeeCup 2. Bio-Bean 3. Costa Coffee 4. Eco Products 5. LogiRythm 6. Starbucks 7. GreenCup 8. Cawleys 9. Peet’s Coffee 10. Verda Waste 11. Pactiv


SWOT Analysis & the 4 P’s

SWOT

Strengths: New idea/product | Design and sustainability | Circular way of thinking | Storytelling | Activity on social media

Weaknesses: New in the market and has less market share || No super strong reputation outside of Germany and Europe | Young company | Inexperienced employees | Dependent on coffee shops to buy product

Opportunities: Collaboration with other brands such as Costa, Caffe Nero and Starbucks | Potential to develop the target group such as schools, sixth form, colleges and universities | Press and media coverage

Threats: Emerging competition from Africa, Asia and South America | Competitors investing in marketing strategies | Changing consumer attitudes towards the company and products with customers expecting new designs and trends and price


4 P’s

Product The Weducer™ Cup made from recycled coffee grounds, re-useable and offers the perfect way to enjoy drink on the go. The ideal companion for conscientious, design-oriented coffee lovers.

Break-proof up to a drop height of 1.5m | Dishwasher-safe | Good insulating properties | Food-safe | Free from plasticisers/BPA | Conserves resources | Vegan | Cruelty-free | Completely recyclable

Place Focus on Germany | Europe | Universities/schools/learning facilities

Promotion Social Media | Facebook | Instagram | YouTube | Vlogs | Google Ads | Newspaper articles

Price On their website, the price for The Weducer™ Cup is 13,36 € euros, it would have been good to see a reduced price of 10,36 € euros for students. As this product is mass produced, they should be able to produce the cups for less allowing for the selling price to be reduced.


Packaging Mock-up Design










Time and Costs


After researching several online manufacturing and packaging companies, the best one I found quoted less for the unit price, which would allow for a larger quantity on our orders. For the more you ordered, plus all the materials and inks used were sustainable and ethically sourced. The process is simple. Send the correct files and to the proper specification according to their requirements. The company has good recycling and minimal waste standing, and if I could make the item in real life, I think this would be a great way to do it as this would work long-term.

Product Supplier: 4 Mii 2 Know & Ewe 2 Find Out Port:

Shanghai, China

Product Name: Bean Grounded Richmond upon Thames Coffee Cup Material: Spent Coffee Grounds Features: Eco-friendly and Biodegradable Size: 8.7*H12.5cm Weight: 200g Capacity: 14 oz Lid: With Lid Handle: Without Handle Production Capacity and Minimum Order: 2,000 Pieces Per Day Production Output: 50,000 Pieces Per Month Price Per Unit: US $1.45 1.45 US Dollars = 1.02807841159 British Pounds (First Order = £2,056.15682318) Payment Terms: L/C, T/T, D/P, Paypal (30% down payment and 70% upon the copy of B/L) Certification: LFGB, FDA Delivery time: 20-30 days Transport Package: OPP Bag, Kraft Box Payment terms: T/T (30% down payment and 70% upon the copy of B/L)


Stationery





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Brand Guidelines The heart, soul, and center of our brand identity.

Our logo is how our customers tell us apart from a crowded industry. It’s a promise of quality, consistency, and reliability. As such, it is vital that our logo is presented correctly in every execution. This section covers these guidelines in detail. Any use of our brand logo outside of or conflicting with the contents of this section will be considered unauthorised.


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Intent of this guide

This style guide is a reference for our internal design team, vendors, and others who are authorised to work with the Bean Grounded brand. The standards, guidelines, and references within this document are grounded in the years of research, experimentation, and brand executions by our senior designer to bring about our brand look and feel. Our intent with this guide is not to restrict creativity and innovation: far from it. We believe in the creative spirit, and innovation is one of our core values. What we strive for is a coordinated, consistent, and effective brand presence in everything we create. If we make something, we want to make sure that people know where it came from. While some of our brand executions and graphics have been standardised—like

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business cards, letterhead, and envelopes— these are not intended as the focus of this guide. Each one of our execution templates have internal documentation that is easier to update, follow and implement in today’s digital environment. Instead, the focus of this guide is to empower you, the creative, with the elements you need to create. By utilising these tools, resources, and adhering to the guidelines within, you’ll make things that look like the Bean Grounded brand, every time. Please refer back to this guide often. We believe that our style guide is a living document. It should evolve over time, just as our brand inevitably will. If you have any questions concerning the content of this guide, please don’t hesitate to reach out to our Design Team at design@ beangrounded.co.uk.


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For legal, copyright, or usage questions relating to our brand visuals, please reach out to John Smith, at legal@beangrounded.co.uk

We are reasonable people—and open to most things—but when it comes to our brand, our reputation, we maintain strict control. We hold ourselves to incredibly high standards, and we expect the same wherever our brand is represented. You must have specific permission and authorisation to use any of our brand materials, including any resources, graphics, or visual elements found within this guide and its accompanying files. Simply being in possession of these materials does not imply or imbue permission in any way. The approval process for materials and implementations of our brand will vary. Please contact an authorised Bean Grounded representative (usually your point of contact) with questions. We reserve the right to disapprove or deny any use or uses of our logo, our brand visuals, or other brand elements at any time, for any reason.

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About The Brand Scoop. Grind. Rinse. Pour. Welcome to your new ritual.

Bean Grounded is more than a coffee company. We serve as a daily reminder to slow down, breathe, and experience life. Within this section, you will learn who we are, what we stand for, and where we came from. We are the sum of the things we’ve done, the people we cherish, and the places we’ve been. After this section, we hope you’ll come to know us a little bit more than a great cup.


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Slow coffee is more than a drink. It is a morning ritual. It is what we do to ground our day. Imagine mornings without a steaming cup of coffee. Or a piping hot cup of tea. It feels as if the day has lost its way. That feeling isn’t a lack of caffeine: it’s a lack of ritual.

Slow coffee is a way of life, a ritual that humans all over the world cherish, perhaps without realising it.

keeps us going in our twilight years. That’s why we are on a mission to inspire ritual. We hope to remind people to carve

Too often in today’s world of hustle, bustle

fifteen minutes from their busy lives to

and grind we forget to live our lives. The work

simply... pause. Take a breath. Experience

emails that keep us up at night won’t be what

calm and sustainability. Then take a sip.


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BEAN GROUNDED STYLE AND BRANDING GUIDELINES

It all started in a garage. 2020

We started roasting one bag of beans at a time in our London garage for friends.

2020

The Bean Grounded flagship store/workshop opened in full view of Greenwich Market.

2020

In eight short months, we designed a recyclable cup/mug made from spent coffee grounds.

2021

Our full line of coffee beans hit Whole Foods shelves all across the United Kingdom.

Our first professional roaster at home in our London garage. We named him Ernie, after our beloved Black Cab.

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Our Values

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People > Everything. Serve great people. Then serve them coffee. O U R VA L U E S

06.

02. We are, above all things, kind & compassionate.

We are not a family. We are a great team. And that’s plenty.

07.

We think slowly. Then move fast.

03. We explore new ideas.

08.

We are not interested in the media.

04.

We do what we can with what we have.

09.

We are a refuge from chaos

05.

We tirelessly strive for perfection, accepting that we will never arrive.

10.

We design interesting experiences that go beyond the bean.

11.

We design interesting products from spent coffee beans.

01.

We serve people first, coffee second.


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Our brand personality

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C A L M . J OY. S T R E N G T H

Peace does not come at the expense of strength. We find endless joy in calm, and ultimate confidence in our strength.

Think of that one special friend that you have: they’ve been there and done that, but they’re always here when you need them. Whether you need a shoulder to cry on or a joyful partner in crime, you feel comforted merely picking up the phone and reading their message. You could go months without speaking, and yet when you reconnect, it feels like no time has passed. With this friend, you feel at home in your own skin. And together, you are unstoppable. That’s us. Or at least, that’s who we try to be.


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Voice & Style We speak calmly with kindness & confidence.

Our customers, and our team members are the reason we’re here. They are our everything. Our purpose. The way we speak to them should reflect how important they are. We should strive to ensure that every brand execution communicates this tone of voice. In this section, you will find guidance on how to communicate in our brand voice and style.


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Our Writing Tone & Voice

We speak to our customers, our team, and others with kindness, calmness, and confidence. We’re genuine, honest, transparent, friendly, and relatable.

Our marketing and advertising language should not feel like we’re selling. In fact, we think there’s something wrong if we feel the urge to sell. Our products do that work for us.

And while we like to have a good time, we aren’t a particularly witty brand. And when we decide to have fun, it’s never at the expense of others, or in bad taste.

We aren’t afraid of using contractions. As a matter of fact, we prefer them. We like to write like people talk. We speak human!


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Deep breath. Smell the coffee. Welcome to your new ritual. Let’s redefine the grind. Our taglines, which are not professionally written, is a representation of our brand value and overall mission.

The purpose of our brand tagline(s) are to capture and summarise our brand promise, brand values, and product experience. Tagline(s) may be used in any marketing materials, advertising, or brand execution where we see to communicate our personality, mission, or brand values.

Each tagline may be used in combination with the brand logo and brand images as a standalone brand marketing campaign. The brand taglines should not be combined with campaign-specific taglines or phrases. Avoid rewriting, rewording, or editing the tagline(s) in any way.


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Master Style List

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

Headlines

Contact Information & Times

• Headlines should be short, clear, and “hook” the user into reading more • Use “&” instead of “and” • Use Title Case, not sentence case • Use periods when writing in sentences

• Phone numbers should be written with hyphens. Do not use periods or parenthesis. For example: 123-456-7890 • Use military time formatting. For example: 1330, not 1:30PM or 1:30 p.m. • Military time should never use a colon • Use en-dash when referring to time ranges instead of words like “through, to, or thru” • Do not use AM or PM in any form. • List 0000 hours as midnight • List 1200 as noon • Use 24-hour instead of 24 hour • Days should never be abbreviated. Use the full spelling: Monday – Thursday • Only the state or province should be abbreviated in addresses:

Punctuation • Use consistent punctuation • Do not use spaces around the em-dash • Do not end bulleted or numbered lists in periods, unless the list item contains multiple sentences. • Do not hyphenate paragraphs

Correct Spelling This is a guide to the grey areas in grammar, spelling, and commonly confused styles. This list is not comprehensive. When in doubt, refer to a recent version of the BG Style Guide.

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• Use grey, not gray

Formatting • Capitalise the first word in a sentence

Bean Grounded 1234 Roan Street London


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What our icon stands for.

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Strength. Patience. Innovation. Growth. Our logo signifies these brand values. The symbol was born of years spent around past failures, success, travel and deeper levels of understanding.


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Primary Lockup

The brand logo identifies the Bean Grounded brand as a whole. Use this logo to represent individual locations, products, merchandise, and wholesale operations. This logo is a carefully created piece of locked artwork that should not be altered in any way.

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Lockup Assembly

When our icon and wordmark are assembled together, the height of our wordmark can be used to determine the ratio and relationship between the two elements.

ICON HEIGHT

S E PA R AT I O N

VERTICAL ALIGNMENT

The height of the icon is exactly three times that of the wordmark, to scale.

The space between the icon and wordmark is equal to the height of the wordmark.

The right point of the icon should align exactly with the vertical center of the wordmark.

MINIMUM SIZE

.75” or 50px

This version is not intended for extremely small sizes. The minimum height is .75” for print applications and 50px for digital applications.


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Service Marks Each lockup of the brand logo has two acceptable versions, depending on where and how the logo is used.

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REGISTERED SERVICE MARK Our trademark has been registered in the United States, Canada, and United Kingdom. Implementations within these countries may use the Registered Service Mark above.

Our service marks provide notice of registered ownership within certain countries. Each lockup of the brand logo has a Registered Service Mark version for use: find these exports in the accompanying files. When in doubt, simply use the version without a service mark. The standard logo is acceptable for normal, day-to-day use, and as a secondary iteration in a longer document when the registered mark is used first.

TRADEMARK SERVICE MARK

SERVICE MARK SIZING

Our brand has applied for a registered trademark in China, India, Brazil, Mexico, Vietnam, and Egypt. Implementations within these countries may use the Trademark service mark above.

The logo and the registered mark scale independently. A general rule of thumb is to keep the registered mark at a maximum of half the x-height, but never be less than 2mm (printed) or 5px (digital) in width.


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VERTICAL LOCKUP

PRIMARY LOCKUP

A Scalable Identity System

ICON-ONLY

WORDMARK LOCKUP

Trying to fit the same mark simultaneously on a billboard and on the bottom of an espresso cup is a challenge. Our identity system is designed for flexibility, consistency, and brand recognition.

version for maximum visual impact and clarity.

We have provided different logo lockups that should cover every space imaginable. Instead of trying to fit a logo into a space that is too small or crowded, simply use a different

When using the icon-only mark, ensure that our brand name is visible near or in relationship with the icon. For example, an espresso cup bearing the icon design on the inside of the cup should have a hang tag or box which displays our brand name legibly. This will help reinforce our brand recognition across multiple touchpoints.


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Vertical Lockup LOCKUP ASSEMBLY The icon and wordmark is horizontally centered and separated by the width of a letter E. The icon width is equal to seven letter E cap heights.

Designed specifically to be vertically efficient, the horizontal lockup is a perfect fit for taller areas, and areas where a centered lockup would fit better. While we generally prefer the full horizontal logo, there are no specific restrictions that would prevent this version from use.

1.5” or 100px

MINIMUM SIZE This version is not intended for extremely small sizes. The minimum height is 1.5” for print applications and 100px for digital applications.


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Badge Lockup

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L O C AT I O N B A D G E

GRIND BADGE

Fully customizable for each location. Typeset the City and State as the baseline in Aktiv Grotesk Ex Bold.

Our secondary tagline set in combination with the brand name.

1.5” or 100px

The badge lockup is designed for square or circular areas where symmetry is desired. This can be used in conjunction with the primary brand simultaneously. On packaging, for example, the vertical lockup can be used for the primary identifying logo, and this lockup can be used as a closure seal/sticker. This lockup can also be used as a graphic element by replacing the text within the circle.

RITUAL BADGE

MINIMUM SIZE

Our primary tagline without a direct brand name. Be sure to place this badge near the brand name.

Not meant for small sizes. The minimum radius is 1.5” for print and 100px for digital applications.


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Icon-Only Lockup

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SPECIAL COLOR USAGE When the icon is used as a standalone element, it will accommodate any acceptable combination of our colors.

When subtlety is desired, the Bean Grounded icon can be used in place of a full brand logo lockup. When this mark is used, ensure that our brand name is visible near or in relationship with the icon. For example, an espresso cup bearing the icon design on the inside of the cup should have a hang tag or box which displays our brand name legibly. This will help reinforce brand recognition.

.75” or 50px

MINIMUM SIZE At small sizes, ensure the line weight is legible and that the negative spaces do not close. The minimum height is .75” for print and 50px for digital applications.


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Wordmark Lockup When space is at an ultimate premium, the Bean Grounded wordmark can be used in place of a full brand logo lockup. This logo is designed for small spaces and imprints that are infamous for legibility issues, like small engravings or silkscreen imprints. This is also the only authorised method of presenting the icon as a solid shape instead of the outlined version.

.25” or 18px

MINIMUM SIZE This wordmark is designed for extra small spaces. The minimum height is .25” for print and 18px for digital applications.


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LocationSpecific Marks

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LOCKUP ASSEMBLY Using the same format as the vertical lockup, the location text is centered under the wordmark, with half of an E’s cap height in between.

If desired, each individual store may use a location-specific mark for signage, merchandise, and marketing. 1.75” or 125px

Special care must be given to typography and spacing in order to remain consistent across the brand (and world). Location-specific marks may not be used on brand-level packaging and stationery. No other version of the lockup may be combined with a location typeset.

MINIMUM SIZE This version is not intended for extremely small sizes. The minimum height is 1.75” for print applications and 125px for digital applications.


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N E W YO R K C I T Y, N Y, U S A

LONDON, UK

SEOUL, SOUTH KOREA

1234 Street Name New York, NY 12345

1234 Street Name London, EC1N 7TE UK

1234 Street Name Mapo-gu, Seoul, South Korea

123-456-7890

123-456-7890

123-456-7890

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Minimum Sizing

141

Logo Size

.75” 50px

Never reproduce our logos smaller than the minimum sizes listed on this page.

.25” 18px

PRIMARY LOCKUP

ICON

WORDMARK

Minimum height is .75” for print and 50px for digital applications.

Minimum height is .75” for print and 50px for digital applications.

Minimum height is .25” for print and 18px for digital applications.

Maintaining optimal and minimal logo sizing is vital to the legibility of the mark and overall brand recognition. The execution will often dictate the right logo size. But in order to maximize legibility, try to use the largest size (within reason) for each logo version listed. In some circumstances, it may be acceptable to use the minimum size.

.75” 50px

1.5” 100px

1.75” 125px

VERTICAL LOCKUP

L O C AT I O N L O C K U P

Minimum height is 1.5” for print and 100px for digital applications.

Minimum height is 1.75” for print and 125px for digital applications.


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142

Clear Space Clear space, or negative space, is the area that surrounds the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the elements on the page and ensures legibility, even at small sizes. As a general rule, the more clear, or negative, space around the logo, the better. At a minimum, there should be clear space equal to the height of the Bean Grounded icon on all four sides of the logo. Using an element from the logo as a unit of measurement ensures enough clear space at any size.

Alternate Logo Versions

ICON HEIGHT All versions of the brand logo include an icon element (highlighted in red). Each version of the logo uses its own icon size to determine clear space.

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Background Control

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

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This version shows how the logo may be used on any solid-color background. The use of this version is to achieve maximum contrast.

This version shows how the logo may not be used on any dark photographic background.

This version shows how the logo may be used on any light photographic background. As it achieves maximum contrast.

This version of the logo may not be used on low-contrast patterns. As it does not achieve maximum contrast.

Contrast is the name of the game when considering placing the logo on any background. Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible.


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Placement of the logo on canvas is vital to a consistent visual style. Where our logo is placed communicates a great deal about our brand’s visual style. In this chapter, you will find high-level guidance on how the logo should be positioned on a variety of touchpoints and media. As a general rule, our logo should not be centered in an area. We typically favor a left-aligned layout with the logo aligned to the primary grid line—the spine. Exceptions to this rule will inevitably surface. When in doubt, connect with a member of our team to review your situation.


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On The Page

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

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Place the logo left-aligned on the primary grid line. If this space is not available, the logo belongs in the top or bottom left page corners.

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Specific stationery layouts are provided in the Brand Collateral section of this document.

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Placement

PREFERRED

A LT E R N AT E O P T I O N S

Align the logo to the primary grid line (referred to as the spine). The primary lockup looks best when left-aligned.

Align the primary lockup to the left corners. If the layout dictates a centered or right-aligned mark, use the icon or vertical lockup.


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BEAN GROUNDED STYLE AND BRANDING GUIDELINES

As Signage When used on the exterior of the building, signage should follow the same left-aligned placement of the logo on other touchpoints. As our locations are all renovated buildings, each situation is unique. In order to achieve consistency between locations, we recommend aligning the sign placement to a significant building feature, like a large window or doorway.

H O R I Z O N TA L P O S I T I O N Align the logo in the lower left hand corner of a rectangular hanging sign to achieve asymmetry.

If manufactured signs are required, place the logo on the sign asymmetrically (either horizontally or vertically). Detailed template files are available.

Placement

VERTICAL POSITION Align the icon in the lower center of a vertical rectangular hanging sign to achieve asymmetry.

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On Merchandise Branded merchandise like t-shirts, hats, and coffee mugs should all follow a left-aligned or right-aligned logo placement if possible. If possible, look for unique and uncommon imprint areas to utilize. Areas like t-shirt sleeves are rarely used and can make a striking visual statement. Each piece of merchandise will carry unique limitations. Use the images on the right as general guidance. A P PA R E L Left align the logo when possible. Use the icon for centering, or if brand subtlety is desired.

Placement

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On The Web On the Bean Grounded website, the logo will be placed in the upper left-hand corner of the navigation bar. Do not center the logo on screen, even on small screens.

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

FAV I C O N Our favicon—a 32px x 32px icon that is displayed in the browser next to the url—is the only other approved usage of our icon in solid form.

DEVICE ICON

Placement

If our website is saved as a bookmark on the home screen of some mobile devices, this graphic will be displayed. Default size is 192px x 192px.

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On Social Media When used as social media avatars, the icon-only logo should be used with the right amount of clear space on all sides. We have developed two approved avatar images found here on this page. They are each approved for both circular and square avatars shapes of all sizes.

I C O N AVATA R Preferred avatar for use on all platforms. All approved color combinations may be used.

While the layout of these avatars should not be altered in any way, approved secondary brand colors may used to address special events, holidays, and seasonal changes.

Placement

W O R D M A R K AVATA R All approved color combinations may be used. The wordmark must be visually centered, not mechanically.

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Common Errors

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

Do not stretch, squash, skew, or distort the logo in any way.

Do not edit the logo colour, use an off-brand colour, or reduce the logo opacity.

V E R S I O N 4. 2

Do not add graphic effects to the logo, including drop shadows.

Coffee from: Thank you! Note: This is not a comprehensive list of errors. These are simply the most common or egregious errors.

Do not place the logo on a high-contrast pattern or busy photograph.

Do not change the layout or relationship between logo elements.

Do not encroach on the required clear space surrounding the logo.


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U P D AT E D F E B 2 0 2 1

Brand Colours Colour sets us apart & helps to invoke emotion.

The colours we’ve chosen for our brand is a key factor in differentiation and brand recognition. As such, it is vital that our colours are reproduced faithfully and combined in the right way. This section covers these guidelines in detail. Any colour outside of those outlined within this section will be considered unauthorised.


Dark Brown

Medium Brown

Light Brown

Light Ray Brown

PMS 4625 C CMYK: 49, 70, 82, 65 RGB: 67, 41, 24 HEX: #432918

PMS 1545 C CMYK: 40, 70, 100, 50 RGB: 104, 60, 17 HEX: #683C11

PMS 463 C CMYK: 40, 65, 90, 35 RGB: 125, 78, 36 HEX: #7D4E24

PMS 4635 C CMYK: 35, 60, 80, 25 RGB: 147, 96, 55 HEX: #936037

The consistent use of colour is vital to effective brand recognition.

Primary Colour Palette

Our brand should always be represented in the colours on this page, aside from specific recommendations within this guide. Do not use any other/unauthorised colours. Use of the Pantone Matching System is highly recommended to ensure colour consistency

across any and all touchpoints. If Pantone colour matching is not available or out of budget, please take great care to match the hues above precisely. We prefer a natural matte/uncoated paper stock, so always match to the Uncoated Pantone book.


Dark Brown

Medium Brown

Light Brown

Golden Rays of Light

PMS 4625 C CMYK: 49, 70, 82, 65 RGB: 67, 41, 24 HEX: #432918

PMS 1545 C CMYK: 40, 70, 100, 50 RGB: 104, 60, 17 HEX: #683C11

PMS 463 C CMYK: 40, 65, 90, 35 RGB: 125, 78, 36 HEX: #7D4E24

PMS 1235 C CMYK: 1, 32, 100, 0 RGB: 250, 180, 18 HEX: #FAB412

The consistent use of colour is vital to effective brand recognition.

Secondary Colour Palette

Our brand should always be represented in the colours on this page, aside from specific recommendations within this guide. Do not use any other/unauthorised colours. Use of the Pantone Matching System is highly recommended to ensure colour consistency

across any and all touchpoints. If Pantone colour matching is not available or out of budget, please take great care to match the hues above precisely. We prefer a natural matte/uncoated paper stock, so always match to the Uncoated Pantone book.


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Using White & Black

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

Bean Grounded White PMS 100U CMYK: 4, 3, 3, 0 RGB: 241, 241, 241 HEX: #f1f1f1

Black and white are vital components to the brand palette. Whenever possible, avoid true black and true white in favor of these subdued tones. Both white and black are used to define space on the page, on the package, and on the website. Create high contrast by combining both: perfect for legible typography. This guide serves as an excellent example of this. We recommend an expansive use of negative space in brand executions, which can be created using either white or black.

Bean Grounded Midnight Black PMS 900U CMYK: 75, 64, 68, 77 RGB: 23, 29, 26 HEX: #171d1a

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Typography We are obsessed with the beauty of typography.

Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest. This section will cover approved typefaces, the way we use typography to communicate clearly, and some helpful usage tips. Any typeface not referenced in this section will be considered unauthorized for use.


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BEAN GROUNDED STYLE AND BRANDING GUIDELINES

Inter. A workhorse sans-serif

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The typeface we chose for all brand executions.

Inter, designed by Rasmus Andersson, is a sans-serif typeface designed specifically for screens. Inter features a tall x-height that increases legibility using all sizes, and includes a wide array of glyphs, weights, and special features. We love it. Inter is free and open source: As such, neither paid licenses nor accreditation are required for use. Download it free from Google Fonts.

A C C E P TA B L E A LT E R N AT I V E S

Inter should be used for every brand execution. In rare circumstances, however, we recognize it is not realistic to use custom fonts. In which case, system default sansserif fonts should be used: Helvetica and Arial, respectively. Note: this should not occur frequently.


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Hierarchy & Weight Inter is a variable-weight typeface, which means you are able to customize weights and angles to create an infinite number of weights. That being said, we typically stay within these four weights. Use contrast between heavy and lighter weights to communicate relevant importance, otherwise known as hierarchy, of information.

Weights

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

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Inter Light

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Inter Regular

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Inter Medium

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Inter Bold

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The Six Type Commandments When constructing layouts, these tips will help build dynamic, interesting, and on-brand compositions with typography. While these rules are proven and sound, sometimes breaking them is the right call.

Using Type

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

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01

02

Stay Left-Aligned, Rag Right

Skip Weights & Double Size

Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly. And besides, we’re a little off-center as a brand anyway.

Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.

03

04

Align X-Heights or Baselines

Watch The Rag

Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.

When setting paragraphs, keep an eye on the right (ragged) edge. If the rag unintentionally creates a recognizable shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).

05

06

Give Things Space, If Needed

Keep Line Length Reasonable

Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!

It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease.


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BEAN GROUNDED STYLE AND BRANDING GUIDELINES

Heading One 159

Website Headings The heading structure on this page is in direct reference to our current website design. This is the basic breakdown of standard heading sizes, and their relationship to body copy. Obviously, exceptions exist, especially between different page templates. Also, the h-level of each heading should be set in accordance with search-engine and development best practices.

Heading Two Heading Three

HEADING FOUR

Digital Type

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USAGE

SPECIFICS

• Page Headings • Major Section Headings • Emphasized Words

Font: Inter Medium Size: 80px (4.44rem) Bottom Margin: 50px

USAGE

SPECIFICS

• Section Headings • Blog Body Headings • Product Headings

Font: Inter Semi-Bold Size: 52px (2.89rem) Bottom Margin: 30px

USAGE

SPECIFICS

• Sub Headings • Call To Action Headings • Blog Sub Headings

Font: Inter Semi-Bold Size: 34px (1.89rem) Bottom Margin: 30px

USAGE

SPECIFICS

• Minor Headings • Table Labels • Sub-Sub Headings

Font: Inter Bold, Uppercase Size: 18px (1rem) Bottom Margin: 20px


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Max Width: 700px

Weight: Inter Light Size: 18px Line Height: 26px Color: Grey Bottom Margin: 16px

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STRONG OR BOLD

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Body Text The root body text size, line width, line height, and tracking are set to enhance visibility and legibility on all screens. Certain typographic situations specific to digital type like block quotes and text links are also outlined on this page.

Weight: Inter Medium

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Digital Type

TEXT LINKS Weight: Inter Medium Color: Green Underlined

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Ordered List (ol) 1. North America 1. Los Angeles, CA 161

Lists List styling is another important element of digital typography. Typically, lists are found in the body of blog articles, pages, and product descriptions.

2. New York City, NY

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SPECIFICS Weight: Inter Light Size: 18px Line Height: 26px Color: Grey Bottom Margin: 14px Indents: 20px

3. Boston, MA 2. Europe 1. London, UK 2. Rome, IT 3. Paris, FR

Styling for both ordered lists (ol) and unordered lists can be found on this page.

Unordered List (ul) • North America • Los Angeles, CA • New York City, NY • Boston, MA • Europe

Digital Type

• London, UK • Rome, IT • Paris, FR

SPECIFICS Weight: Inter Light Size: 18px Line Height: 26px Color: Grey Bottom Margin: 16px Indents: 20px Default Bullet Icon


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Common Errors

BEAN GROUNDED STYLE AND BRANDING GUIDELINES

Oh, Goodness, No...

N o t g ood, n op e.

Not For Us

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Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit

Do not use unauthorized fonts or typefaces. The only exception is stylized merchandise or illustrations on a case-by-case basis.

Help me Note: This is not a comprehensive list of errors. It is simply the most common or egregious.

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Do not stretch, squish, or otherwise mangle typography. Use the appropriate weight instead.

Keep tracking, kerning, and leading reasonable and legible. Do not stray far from the examples in this guide.

Too Much Stroke Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae

Do not use a stroke or outline on typography. Also avoid using a drop shadow on typography at all costs.

Do not use centered or completely justified alignment for multi-line text. There are no exceptions.

! g n i l l ’I m Fa

et, o t s e l ea vo e u q ctae n uscilit i c l e s p u . Et ex Omnim e a r inum m r u t sita

Do not use typography on any angle other than 0° or 90°. Our typography should always read up if 90°.


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Visual Style Ingredients for on-brand layouts and composition

While brand consistency relies heavily on logo usage, colour, and typography, we recognise that these are not the only elements within a brand identity design system. This section contains guidelines on grid usage and references to approved visual elements like icons, illustrations, patterns, frames and more.


V isual S tyle

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UNITS OF MEASUREMENT

5 UNITS

Units of measurement can change depending on the desired layout. The ratio between them is the most important element.

Letter

3 UNITS

1 UNIT

1 UNIT

The type area is always off-center, with the largest margin on the left side of the page.

1 UNIT

Portrait orientation grids are typically fourcolumns, with generous margins that reflect the golden section. 5 UNITS

164

Gutters are typically one unit of measurement in comparison to the margins. MARGINS Generous margins set our stationery materials apart. We don’t waste space with unnecessary filler.

MOUSE TYPE

Grids

8 UNITS

If desired, mouse type or other small related elements can be set outside of the primary grid area.


V isual S tyle

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3 UNITS

165

Presentation 5 UNITS

1 UNIT

The type and content area is off-center, with the largest margin on the left side of the screen/page.

8 UNITS

Landscape orientation grids are typically 12-columns, with equally generous margins that reflect the golden section.

Gutters are typically one unit of measurement when compared to margins.

5 UNITS

EXAMPLE

Grids

This guide is an excellent example of how we use the presentation grid. Take note of how elements are aligned within columns.


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Website

Gutter widths and side margins are calculated as a percentage of the user’s window size, and vary depending on column quantity. There are no top and bottom margins.

Grids

6% SIDE MARGIN

On the desktop version of the grid, there are 12 full columns. The number of columns decrease as the browser window gets smaller, until finally arriving at a single column layout on mobile devices.

6% SIDE MARGIN

In order to maximize compatibility across all devices and to ensure flexibility of layout, the website grid is symmetrical and centered in the browser.


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ESPRESSO

CHEMEX

DRIP

F I LT E R S

EQUIPMENT

O N TA P

SIPHON

COLD BREW

MERCH

AEROPRESS

POUR OVER

NITRO

Iconography is integral part of our merchandising, packaging, website, and wayfinding. We have developed a library of over 2000 approved icons that may be used in any brand execution.

Iconography

When it comes to iconography style, we like thick outlines and geometric shapes. If you need to construct new icons, keep the overall shape simple. Reduce the subject matter down to its essence.

When placing icons in a layout, they should never be partially cut off. The icons shape, line weights, and construction should not be altered. Do not use the icons in place of or as an element within our logo. Ensure enough clear space is used so that the subject matter is legible. A full iconography library is available in our asset library, including seasonal varieties. Before constructing new icons, check with us.


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Photography Photographs: worth more than 1,000 words.

A great photograph can change the entire trajectory of our business. In other words, photography is vital to the success of our brand and should be treated as an essential part of our brand executions. In this section, you will find guidelines on photographic composition, content, tone, and usage. Standardising these facets of photography will ensure a consistent look and feel across our entire image library.


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Fresh, But Grounded Brand photographs should feel clean, fresh, and dynamic. We strive to use a fresh, natural, and grounded tone. The content of each photograph should convey our brand values, reflect our customers in the best light, express each store’s unique qualities, and above all, inspire a craving for that daily ritual: a cup of coffee. Always seek excellent lighting that provides contrast between highlights and shadows, even if the light source is simply an open window. Darkening the black values and slightly desaturating red values will shift the photograph’s tone towards peaceful, natural color and leave an overall feeling of grounded calm.

Tone

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Flat, But Interesting An interesting shooting angle is essential to great composition. In an effort to maintain consistency, most exterior, still life, and product shots should be shot “flat.” The camera should always be on the same level as the subject, and great care should be taken to ensure that all lines are straight and aligned to the frame. Of course, there will be exceptions to this rule, especially when shooting people in action. When using multiple photographs in a composition, mix the framing distance for interesting contrast.

Framing

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Dynamic & Intriguing When composing a shot, use the foreground and background to ignite visual interest and curiosity. Consider partially obscuring the subject with an object in the foreground. Or obscuring an otherwise dull background with a very shallow depth of field. Using lighting effects like interesting concealing shadows and bright highlights can also create an interesting effect that draws the eye.

Composition

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Exterior Shots Each location should be photographed using the same look, feel, framing and composition as the wide shots portrayed on this page. Ensure that no highlight is fully “blown out” and that the shadows still have recognizable details. Each location is unique, closeup shots of textures, materials, and points of interest can differentiate the store while remaining on-brand.

Examples

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Still-Life Shots Still-life shots should communicate the look, feel, and “vibe” of being inside one of our locations or workshops. Look for vignettes inside that offer interesting compositions. While natural clutter does not need to be avoided, strive for a minimal look and feel. Remove all temporary printed materials and unsightly items like dirty dishes from the frame.

Examples

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Photographing People People are the heart of our brand and should be treated with the highest respect during all shoots. In general, you should avoid capturing identifying features of customers, unless they have signed a release prior to the shoot. Whenever a person is the subject of a photograph, they should look relaxed, happy, and engaged. In order for the subject to appear natural, try to capture them “in the moment” instead of posing them. As a general rule, do not have them look directly into the camera lens.

Examples

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Product Shots Product shots are used on the website, in advertising, and within other printed materials. Products should be shot flat (at eye level) or from top down and the package should fill the frame. Backgrounds should be simple, clean, and out of focus for primary shots. Detail shots should emphasise a specific feature and use shallow depth of field to achieve a clear focal point. Dynamic compositions are also welcome as secondary shots. Strive to achieve motion and capture action.

Examples

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Brand Collateral Pre-designed layouts, crafted with care

From business cards to packaging, we’ve created several template files for print and production. In this section, you will find guidelines on using the accompanying template files for standardised brand collateral. Most of the specific guidelines, instructions, and details are contained within the template files themselves.

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C ollateral

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6MM

Four-color process print on matte stock. Name typeset in Inter Medium. Details typeset in Inter Regular.

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Business Cards Business cards are reserved for management and sales roles, and printed on an as-needed bases. If these are not needed for day to day use, do not produce them. We prefer to reduce our usage of paper products

John Smith

6MM

6MM

Content on all business cards should follow the included template: nothing should be added or removed. Size: Standard 3.5” x 2” (88.9mm x 50.8mm) Paper: Mohawk Strathmore Soft Gray 88CB Finish: Spot UV (Back)

john@beangrounded.co.uk 987-654-3210 London

6MM

30MM

BACK Four-color process print on matte stock. Centered icon printed in spot UV.

17MM

Stationery


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In Closing Everything we forgot to mention before this.

Though we’ve come to the end of this guide, this is only the beginning of our journey. In this section, you will find details on our approval process, several points of contact within the brand department, and a warm thank you note. Why? Because we care.


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As previously stated, this guide is not a comprehensive list of rules. We recognise the creative journey is full of twists and turns. New approaches, new trends, and changes in technology will inevitably have an effect on our brand and the way we execute it visually.

Approvals

That being said, we insist that any brand execution follow the guidelines listed within. Anything outside of these guidelines must be approved by an authorised representative from Bean Grounded. Outside approvals may be submitted electronically by emailing the concept

to Roan Brown, Director of Brand, at hi@ beangrounded.co.uk or by calling our design department. If you are a vendor working on one of our brand executions, we require an electronic or physical proof before any item is printed, published, or otherwise executed. These proofs can be submitted to your point of contact within Bean Grounded. Questions prevent mishaps: If you have a question about the use of our brand materials, please do not hesitate to ask!


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The files provided with this guide generally fall into two types: raster and vector files. While both can be used for most applications, typically one is more suited, depending on the usage intent.

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Raster Files Raster files are comprised of a grid of pixels. These types of files always have a set resolution and size. Once you increase the size past its predetermined size, the quality decreases. You’ve probably seen this before: images begin to appear pixel-lated if they’re pushed too far. Graphics, like the brand logo, can be exported in raster versions. Photographs are always raster files.

File Types

Raster files are typically used for web graphics and digital executions. When used in print applications, you must ensure that the file exceeds the minimum DPI (dots per inch) of 150DPI, or risk a low-quality print. Typically, raster files end with .jpg, .png, .gif, and .psd. They are easy to open and apply.

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Vector files Vector files create their shapes by mathematical equations between anchor points. Since they are crafted by ratios, and not a grid of coloured squares, vector images can be infinitely scaled. Graphics, like the brand logo, are typically created as vector files. Illustrations, iconography, and many of our simple shapes and graphic elements are created as vector files. The limitations of vector files lie in their strengths: because each relationship is an equation, complex items, gradients, photographs often make vector file sizes too large. Raster images are more efficient in those situations. Vector files are typically used for printing or producing the logo or other graphics in most forms. If ever asked for a high-resolution logo file, send a vector file. Typically, vector files end with .ai, .eps and .svg. Without special programs, these files will be difficult to open.


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Thank you.

From everyone at Bean Grounded, thank you for your attention to detail, your unwavering support, and your commitment to making our brand vision a reality for so many people. Building a brand is like raising a child: it takes a village. Without you, we would not exist. To all of our vendors, creative teams, and outside consultants: we are here for you. If you need any help with our brand at all, especially when working on a brand execution, please do not hesitate to reach out to our team at hi@beangrounded.co.uk.

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Contacts

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Diana Prince

Jean Grey

CHIEF EXECUTIVE OFFICER

C H I E F O P E R AT I N G O F F I C E R

Hello@beangrounded.co.uk 123-456-7890

Jean@beangrounded.co.uk 123-456-7890

Clark Kent

Peter Parker

C R E AT I V E D I R E C T O R

MARKETING DIRECTOR

Clark@beangrounded.co.uk 123-456-7890

Peter@beangrounded.co.uk 123-456-7890

Bruce Wayne

Carol Danvers

JUNIOR DESIGNER

DESIGN INTERN

Bruce@beangrounded.co.uk 123-456-7890

Carol@beangrounded.co.uk 123-456-7890


Promotional Material










Social Media






Social Media Planning


To achieve this, I need to start by setting S.M.A.R.T. goals. This will allow me to establish my objectives and goals. Each of my goals should be: Specific (S) | Measurable (M) | Attainable (A) | Relevant (R) | Time-bound (T)

By focusing on meaningful metrics such as engagement, click-through, and conversion rates, I would track various networks’ goals or use each network differently. For example, if I used LinkedIn to drive traffic to my website, I would measure click-throughs. If Instagram is for brand awareness, I will track the number of Instagram Story views, and if advertising on Facebook, cost-per-click (C.P.C.) is a commonly used success metric. Our social media goals need to align with our overall marketing objectives. Next, my attention would be getting to know who my audience is and what they want to see on social media. Through this, I will create content that they will like, comment on, and share. It is essential to know things like their:

Age | Location | Average income | Typical job title or industry | Interests | Education

Using social media analytics can also provide a ton of information about followers, where they live, and how they interact with my brand on social media, giving clear insights into refining my strategy and better target my audience.

Flowing into a competitive analysis would allow me to understand who my competition is and what they are doing well or not so well. For example, my competitors are dominant on Facebook but lack effort on Twitter or Instagram.

Using social listening, keep an eye on my competitors, such as the company name, account handles, and other relevant keywords on social media and see what they are sharing and what other people are saying about them.


Next, apply a social media audit to gauge my efforts so far with questions similar to the following:

What’s working, and what’s not? Who is engaging with my content? Which networks does my target audience use? How does my social media presence compare to the competition? Once I collect that information, you’ll be ready to start thinking about ways to improve.

Even though the brand is unique, inspirations should still be drawn from other social media businesses.

Finally, sharing great content is essential. Having a plan in place for when I will share content to get the maximum impact is necessary. Setting a social media content calendar will help monitor the time spent interacting with the audience.


Social Media Explainer Animation


Storyboard



Workflow in After Effects




Completed Animation



Evaluation


The brief was to develop a few ideas to pitch to the Earth Team at Ernst and Young. With 15 options available to choose from, I prefer the following options numbers 1, 3, 7, 8 and 11 being the ones I decided to pitch to my appointed mentor.

The aim was to imagine the branding was for a new eco-friendly product range or concept that is in harmony with nature. There was an initial brainstorming session with a mentor and a final presentation. The concept/product I chose was up to me.

I needed to define my concept/product range and its name first to design my branding identity. I created the artwork for the packaging concept, considering how it will complement my branding, how it could be eco-friendly, and printing and production parameters. With the flexibility of not having a specific client, I could freely choose the products/concepts, and services that I believed would appeal to the target audience I wanted to reach out to. I needed to research the target audience that I wanted to reach, and this could only be done by creating different personas for my products and services to hold their attention.

Defining my brand’s mission, philosophy, and values was a core element in creating a robust design. As I freelancer, it was clear for me to use real-world, transferable skills when considering the costs, timing, and resources involved in designing, marketing and producing my products as if it were created for real. This allowed me to demonstrate the deep planning and understanding of the graphic design process. To fully refine my brand, I needed to be specific about the brand logo, which was one of the most challenging parts of this project.

I changed the name mid-point to Beean Grounded as the Top-Level Domain (TLD).com) domain name for Bean Grounded was taken. I had a thought that I would throw a wild card in and incorporate a Bee into the logo to show some sort of visual links to nature and the decline in the Bee population, but it did not seem appropriate to go into that direction, so it made sense to revert back to the original idea to keep it simple and clean.

The use of typography that would impact along with colours that would resonate with my audience were crucial players, supported by other imagery that would appear across all my products’ packaging and marketing.


Using mock-ups and software such as Adobe Dimension to achieve these mock-ups, I demonstrated how this will look on various stationery examples such as business cards, letterheads, brochures and flyers. I further showed how promotional products such as T-shirts, coasters, and badges would look.

I also took the time to consider how my brand would promote itself on social media.

Even though it was not required to make a full animation or website, I chose to implement these skills as my work is predominately digital and allowed me the opportunity to create an example of work that would be live online.

Overall, I found this project fun, interesting and allowed me the opportunity to expand on my creative process and methods.


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Resources

The Source of Knowledge

BUSINESS MODEL

GRAPHIC DESIGN


https://www.kaffeeform.com/en/ https://uk.huskee.co/ https://www.google.com/search?q=kaffeeform+company+statistics&oq=kaffeeform+company+statistics&aqs=chrome..69i57j33i160.38294j0j7&sourceid=chrome&ie=UTF-8 https://pitchbook.com/profiles/company/343237-78#overview https://www.owler.com/company/kaffeeform https://www.climate-kic.org/ https://ikeabootcamp.rainmaking.io/ https://99designs.co.uk/blog/tips/types-of-logos/ https://www.xe.com/currencyconverter/convert/?Amount=1.45&From=USD&To=GBP https://www.made-in-china.com/productdirectory.do?word=Coffee+Grounds+Cup&file=&subaction=hunt&style=b&mode=and&code=0&comProvince=nolimit&order=0&isOpenCorrection=1 https://sadamedical.en.made-in-china.com/product/QCxnYhgjjJpE/China-Biodegradable-Coffee-Grounds-Material-Cups-Healthy.html https://www.fontspace.com/progress-font-f44241 https://ttsmp3.com/ https://www.baristainstitute.com/blog/emmi-kinnunen/october-2019/affogato-ristretto-list-most-common-coffee-drinks https://aurora.lunarworks.co.uk/UPS+351C15+FFB500 https://www.pinterest.co.uk/pin/304555993554905814/ https://www.logaster.com/blog/ups-logo/ https://www.google.com/search?q=colours+that+go+with+brown+logo&sxsrf=ALeKk00IbYRmD5nqwivpR90jQMXJYQ_ ajA:1618671716227&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjb85yFxoXwAhXQi1wKHemPAncQ_AUoAXoECAEQAw&biw=1440&bih=821#imgrc=8WqRkaM77QgvyM https://www.pantone.com/uk/en/color-finder