Point Break CafĂŠ - Brand Manual
Table of Contents
Introduction Primary Identity Elements Logo | Logotype | Signature
Typography Color Palette Photography Positioning Sizing/Spacing Usage Stationary Signage Ephemera Website
Introduction
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Here at Point Break Café our mission is simple and direct. Providing quality food and good service to the boating and tourist community of Shelter Island Drive. By providing a down to earth, fun, and friendly atmosphere this restaurant maintains an approachable decor for the visiting tourists. It also creates a comfortable and familiar setting for the locals of the area. Keeping the atmosphere of a unique hang out for old and new customers is essential to the owner and staff of Point Break Café.
This guide shows the unique elements that are taken from the café and put into the Point Break Café logo. This brand logo, typeface, and color palette were all chosen with Point Break Café in mind and was assembled form the very essence that make this restaurant unique.
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Primary Identity Elements
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Logo The Point Break Café logo is the symbol that embodies the full atmosphere and message of the restaurant. It’s coffee mug shape gives off an heir of casualty while still representing a slightly more masculine eatery for the predominantly male customers. The logo also incorporates the boating community with the subtlety of the
Logotype
POINT BREAK CAFÉ
added sailboat and wave shadows displayed on the mug, and sail shaped steam coming from the mug.
The Point Break signature is a configuration designed to create a stable and comfortable looking image in which the image sits balanced on top text. The text is then broken up to provide a platform for the image to rest upon, and then be completed with the anchor point of the centered “café” so as to provide a sense of
Signature
POINT BREAK CAFÉ
completion and unity.
Typography Color Palette
Baskerville ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789
Avenir Next Condensed Medium
Avenir Next Condensed Ultra Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
AB C DEFGHI J KL MNOPQR STUVW XYZ
abcdefghijklmnopqrstuvwxyz
abc def ghi j kl mnopqrstuv wxy z
0123456789
0123456789
Avenir Next Condensed Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Point Break – 8
The typeface Baskerville was chosen because of
The colors within the palette were deliberately
its unique character and gestural qualities in line
chosen in order to provide and convey
width throughout the font, thus providing some
a subdued sense of the ocean and café
similarities with the logo that also contains
atmosphere. The blue is primarily reserved for
gestural strokes.
the mug, as it is the focal point being the logo of the café. The light brown should be restricted
This type is set in all capitol letters so as to
to usage on the primary title, so that when the
provide a stable platform for the logo to sit upon
darker brown is used with other fonts it will
and also create a sense of stability, strength,
provide more contrast and proper color balance
and consistency. This font is also preferably used
as a whole.
in Semi-Bold so that the line thicknesses will remain a legible quality.
White may be used on the mug in the case that the blue is not allowing for the mug to
A secondary type face used for contrast with
come forward enough on the page and/or if the
the main name is Avenir Next Condensed.
blue is being used elsewhere. The mug should
The preferred usage of this type is ultra light,
remain consistent in that it does not share the
medium, and regular as they are the most
same coloring with any other object near it
legible and contrasting with the typeface used
within the same page/area it is sitting on.
for “Point Break”.
CMYK: Blue 70,39,22,1 Light Brown 26,36,65,2 Dark Brown 51,69,83,68 RGB: Blue 87,134,167 | Light Brown 61,39,20 Dark Brown 189,156,107 Pantone Uncoated Solid: Blue 2915 U Light Brown 468 U | Dark Brown 7517 U
Photography
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The photography used for the cafĂŠ are done in a dimly lit setting so as to create similarities between the interiors of the actual cafĂŠ. It also has small trinkets that represent ocean themes and provide a friendly sea theme, which is also seen within the restaurant. The picture also contains items that give a hand-made feel and use the colors that correspond with the color palette in order to provide cohesion with the logo.
If the photo is of food, then the shot is prefered to be zoomed in and focused purely on the food to show the quality and display the personality and unique and comforting aspects of the meals.
Positioning
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The positioning of the photograph from the logo is that it will never sit on the same surface plane as the logo so as the attention will not be drawn away from the primary logo or compete with each other for attention on the page they are sitting on.
Clear Space Minimum Size Unacceptable Usage
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The minimum amount of empty space that should be surrounding the logo should be within an inch on all sides in order to provide the proper amount of breathing room. This will be scaled up/down in proportion to the sizing needed at the time. With the text underneath the logo, a breathing room of .25 inches should be provided, also scaling this up/down in proportion as well.
The smallest size this logo can be used as is no smaller then an inch so that everything can still be read clearly and comfortably.
Acceptable usage is for this logo to be presented within the color palette of the 2 browns, black, white, or blue. Do not distort the image by stretching it or rotating it. Also refrain from using any artistic filters on the logo.
1 inch
Business Stationery and Grids
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The grid was made so as to provide the most accessibility for laying out the logo and center stacked text formatting that is carried throughout all of the stationery.
The primary grid used is a 4 column by 7 row grid in order to provide the best use of the space for the information and also provide variety of spacing for the images and text that could be placed on the letterhead. Likewise for the same reasoning, the business card has a 3 by 3 grid to provide accurate center stacking abilities, while the envelope has a 6 by 4 grid.
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Environmental Signage
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This signage is laid out to highlight either the mug or the photography. Only one can be the main focal point within one shared space so as not to have competing imagery.
Ephemera Print Advertising
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This ephemera was chosen as they will be the most used and well received from the clientele of the area and also have a practical quality for the laid back atmosphere of the cafĂŠ.
For the menu specifically, a solid two column grid format is used to provide simple layout deisgn and an easy to read menu for the audience. The other ephemera used focuses on showcasing the mug logo and maintaining a simple and clean appearance on the products.
Website Homepage
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This simple layout provides an approachable design, inviting the audience to delve further into the website in order to discover more about the cafĂŠ and quality of its product.
The grid used for this website design is a simple 4 by 4 grid in order to provide wide and easy to use columns for the pictures and text used. The background is the recognizeable blue with a white mug logo so as to provide an interesting and comfortable color palette and would be easy on the eyes, allowing the photos of the food to truly stand out and be appreciated.
Contact Information
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Client: Point Break CafĂŠ
Designer: Candice Allen
Phone: 619-758-9870
Phone: 626- 482-2492
Address: 2743 Shelter Island Dr, Point Loma 92106 Website: www.pointbreakcafe.com
Art 333 Branding and Identity Programs
Courtney Mayer, Professor Candice Allen May 4, 2015
Printed at Repographics Inner Pages: Stock: 32# Hammermill Text Cover: Stock: 100# Hammermill Cover