Brand Guideline, 2024
pg. 19 - Color Palette
pg. 20 - Typography
pg. 26 - Clearspace
pg. 34 - Do’s & Do Not’s
pg. 10 - Primary Logo
pg. 12 - Secondary Logo
pg. 14 - Alternative Lockups
pg. 6 - Personality & Position
pg. 8 - Mission Statement
pg. 38 - Business Card
pg. 40 - Diner Mug
pg. 42 - Business Card Applications
Table of Contents
Timekeep Coffeehouse is a coffee shop located in Minneapolis, Minnesota. With a cozy, worn-in aesthetic and a passion for great customer service, we recognize the importance of sharing coffee in everyday life. For us, it’s a way of keeping time.
We believe in the signficance of coffee in three specific ways.
First, as a ritual: whether it be a daily moment of reflection and self-care, or a weekly routine of meeting with a certain friend.
Second, as a craft: training expert baristas, showcasing their handiwork via a top-notch espresso machine and making sure to serve a high-quality beverage.
Third, as energy: recognizing all the important work that people in our community are able to do - and how taking time to have coffee supports their admirable drive.
Personality and Position
Growing community by keeping space and time for coffee-sharing.
Who are we? Mission Statement
This is the primary logo forTimekeep Coffeehouse. It consists of a wordmark that is aligned with a small clock icon to its right. The clock’s hands point to 8:30, and form an off-kilter T-shape. This Timekeeper Clock icon is the same height as the two lines of text.
This is the secondary logo forTimekeep Coffeehouse. The Timekeeper Clock icon is expanded and loses its background color. The circular form of the icon is implied by the letters of the word Timekeep, as well as the hands of the clock in their signature T shape. The capital letters of Timekeep are placed around the clock face as if they are its numbers.
This logo is used when a circular logo is preferable, such as a social media icon, stamp, sticker, etc. It can also be used when the material or instance calls for a more dynamic, engaging logo - as long as minimum size and clearspace are followed.
Our Mark Secondary Logo
An additional lockup can be created for the combination of the Timekeep Coffeehouse wordmark and the small Timekeeper Clock icon.
The Timekeeper Clock is doubled in size, so that it is two times taller than the combined height of the two lines of text. The clock is then centered above the word Timekeep. There is a space equal to the height of the Coffee House text line between the top of the Timekeep wordmark and the bottom edge of the clock icon’s circle.
This lockup provides an option for when a logo with a square footprint is desired, or when a centered layout is preferable.
Another lockup can be constructed by omitting the clock icon and utilizing solely the Timekeep Coffeehouse wordmark. This option provides a shorter rectangular footprint. This lockup can be used on formal business materials where limited space is best left open for the form’s intended uses.
Shingle
HEX: 542721, Pantone: 7631 C
CMYK: C=42, M=79, Y=76, K=58
RGB: R=84, G=39, B=33
Brick
HEX: 84221a, Pantone: 7622 C
CMYK: C=42, M=79, Y=76, K=58
RGB: R=84, G=39, B=33
Clay
HEX: ead8cf, Pantone: 7604 C
CMYK: C=7, M=14, Y=15, K=0
RGB: R=234, G=216, B=207
Dirt
HEX: 24130c, Pantone: Black 4 C
CMYK: C=60, M=71, Y=73, K=81
RGB: R=36, G=19, B=12
Snow
HEX: ffffff, Pantone: 663 C at 5%
CMYK: C=0, M=0, Y=0, K=0
RGB: R=255, G=255, B=255
Color Palette
Astoria Roman is used for the word Timekeep in the brand’s wordmark, and for the letters in the expanded Timekeeper Clock icon. It is used elsewhere for headings only, as well as functional yet decorative elements such as page numbers.
Because of this typeface’s slight decorative serif, it should be used sparingly. However, it is still legible at small point sizes. The lowest size that should be used is 12 pt.
Astoria Roman - 18 pt
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv
Ww Yy Xx Zz 0 1 2 3 4 5 6 7 8 9
Our Identity Typography
Objektiv Regular is used for the word Coffeehouse in the brand’s wordmark. It is used elsewhere for subheadings, section markers, and type that needs to be emphasized against regular body copy.
Since it is a modern sans-serif typeface in a regular weight, the smallest size it is used at is 14 pt.
Objektiv Mk1 Regular - 18 pt
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Yy Xx Zz 1 2 3 4 5 6 7 8 9 0
Our Identity Typography
Objektiv Light is used for all of the brand’s body copy. The size it is used at is variable according to hierarchy. The Light typeface is occasionally prefered to the Regular typeface depending on baseline grid and leading.
In general, captions are written smaller than body copy, and copy is written smaller than pull quotes. Body copy in this publication is 10 pt. No type smaller than 10 pt should be used for copy text.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Xx Zz 1 2 3 4 5 6 7 8 9 0
Our Identity Typography
The M in the Timekeep wordmark is useful as it has the widest glyph box of all the characters spelling out Timekeep. Therefore, this character becomes our marker for clearspace. At whatever size the M is in the wordmark, this M’s full width should be kept clear all the way around the given mark.
The M of Timekeep continues to be useful as a marker of clearspace for the expanded Timekeeper Clock secondary logo. At whatever size the M is within this logo, that M’s full width should be kept clear all the way around the secondary mark.
Adjust the wordmark, accompanying symbol, and secondary mark to be colored in Dirt when single color applications are necessary.
Do not put the clock on the left side of the wordmark.
Do not adjust the order of the color treatment - of either the clock hands or the wordmark.
Our Identity Do’s & Do Not’s
