STAY AWESOME After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
LAID-BACK FRIENDLY MODERN MOODBOARD The inspiration for Scrimshaw Coffee is refreshing and casual with a playful touch of rustic nauticality. It’s clean, minimal, and modern, but the wood accents and quirky icons keep it feeling warm, friendly, and inviting.
The target audience is unashamedly hipster, so the lettering style appeals to the vintage logo trend. But the vintage style also helps emphasize the handmade, personal, and humanistic values of the brand.
Since the origin of the word “scrimshaw” is “to waste time”, the overall vibe of the brand should facilitate a sense of laid-back relaxation where the community can come together, hang out, and create.
MINIMUM SIZE The smallest the logo should be represented is 1â&#x20AC;? high.
PRIMARY LOGO Scrimshaw Coffee’s primary logo is a wordmark and character icon. The main lettering style has a playful, vintage logo vibe, and the hand-drawn style helps emphasize the hand-made and personal values of the brand. The swirly and italic letters also give it a sense of waving movement. The whale character, who has lovingly been named “Verne”, is a key feature for making the brand recognizable and memorable. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Scrimshaw’s storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
Scrimshaw Coffee’s secondary badges can be used
A) circle badge
in replace of the primary logo (but should never be
B) Verne diamond
used directly next to the primary logo). For instance, don’t use A as the profile picture if the primary logo is used for the header – it looks repetitive and isn’t a good use of the brand elements. TAGLINES
The taglines can be used with or without the
C) Strong Brews, Fair Seas
primary logo but should be used carefully as graphic
D) Waste Time Together
The monogram symbol can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the monogram could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.
E) monogram F) anchor
COLOR USAGE The color usage for Scrimshaw Coffee is fairly minimal. The logo will mostly be used in black or white against neutral backgrounds (A, B, D), but can also be used in color against a white background (C).
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clear space is defined as the height of the A (for the primary logo) or of Verneâ&#x20AC;&#x2122;s tail fin (for the icon). This minimum space should be maintained as the logo is proportionally resized.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type arenâ&#x20AC;&#x2122;t obstructed by the image.
In most cases, you can use either a solid white or solid black logo on top of a background image.
TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
UNACCEPTABLE USAGE D. Don’t resize any part. A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall
E. Don’t rearrange parts or
look of the logo by rotating, skewing, or distorting
create compositions that
in any way – that includes adding unnecessary and
are not already provided.
unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
F. Don’t add unofficial graphics to the logo. G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background.
WASTE TIME TOGETHER HAVE ANOTHER CUP OF COFFEE
“Time you enjoy wasting is not wasted time.” – Marthe Troly-Curtin
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and modern feel of the brand and should be used across all print & web applications.
Use for headlines.
BRANDON GROTESQUE Bol d
A B C D E F G H I J K L M
Web letter-spacing: .1em
N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Use for body copy. Sentence case Web letter-spacing: 0
Merriweather Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890
CMYK: 0, 0, 0, 95 RGB: 51, 49, 51 Hex: #333133
CMYK: 15, 10, 18, 0 Color is an integral part of brand identity. Consistent
RGB: 223, 221, 208
use of the color palette with not only reinforce the
cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience.
Deep blue is relaxing, and often used to convey the importance of meaningful relationships and establishes trust and loyalty. The gold coffee tone is warm and inviting, stimulates the appetite, and represents dependability.
CMYK: 84, 52, 24, 53 RGB: 28, 57, 86 Hex: #1c3956
CMYK: 5, 3, 3, 0 RGB: 244, 244, 244 Hex: #f4f4f4
CMYK: 25, 40, 61, 14 RGB: 175, 143, 97 Hex: #af8f61
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (corinne@stuckwithpins. com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRANDING & DESIGN