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A comprehensive manual of branding identity


TABLE OF CONTENTS INTRODUCTION 1

GUIDELINE RECOMMENDATIONS

2

LOGO SPACING

3-4

WEB BANNER

5

POSTER

6

STATIONERY

7

TYPEFACE AND COLOR PALETTE


INTRODUCTION MISSION Our goal is simple, to provide our customers not only a brand of exceptional quality but also a means of enriching the tradition held with coffee lovers everywhere. For generations we have served the public and while the face of our business may change our exemplarary commitment to our patrons will continue on.


GUIDELINE RECOMENDATIONS The associated logos, typefaces, colors, etc. are to be utilized and displayed according to the following guidelines and instructions. The specifications of logo placement, spacing, and scale are considered for a variety of applications. This manual disscusses the use of the company logo and associated elements with a number of standard print and web templates.

-1In reference to any questions regarding trademark use not covered in this manual please please contact us. Phone: 1 800-835-6381 Email: marketing@diamond.com.


LOGO SPACING STANDARD LOGO The standard corporate logo will be spaced evenly on all sides from any other type, logo, graphic, etc. based on the vertical distance from the top of the last letter of the first word “Diamnond”, to the top of the handle of the coffee grinder graphic. This unit of measurment defines an acceptable margin for logo placement.

SIMPLIFIED LOGO The Simplified corporate logo will be spaced evenly on all sides from any other type, logo, graphic, etc. based on the vertical distance of the hieght of the letter “C” in the word coffee. This unit of measurment defines an acceptable margin for logo placement.

-2-


WEB BANNER

-3-

160 X 600 PIXEL WEB BANNER Neither logo is used in this particular web application. The Sullican Fill typeface is used simply by itself with a solid color of white C-0 M-0 Y-0 K-0. The point size is set to 60 pt. The pointed stripes running up and down will be spaced 7 pixels appart from one another.

Spacing 7 px 60 pt


WEB BANNER

-4-

300 X 250 PIXEL AND 728 X 90 PIXEL WEB BANNER This particualr banner contains the simplified logo over a subdued background of coffee beans. The logo itself is sized at 260 pixels wide and proportionately in height. The third web application has three items to consider. The title “DIAMOND COFFEE� is set in the Sullivan typeface at 90 pt and has a solid color of brown C-50 M-70 Y-90 K-5. The graphic from the standard corporate logo is placed between the titled words with a spacing of 6 pixels. The logo itself is 45 pixels in width and proportionately in height.

90 pt

260 px

45 px


POSTER 11’’ X 17’’ POSTER This woodcut poster is a retrospect into the past when printmaking was the discipline and technology which drove the produciton of graphic design elements.

-5-


STATIONERY STATIONERY The stationery assets incorporate the simplified logo along with informational text. The design elements of each stationery item are kept consistent in recognition of the brand identity.

-6-


TYPEFACE AND COLOR PALETTE TYPEFACE

-7-

SULLIVAN BEVEL SULLIVAN FILL ROCKWELL BOLD

The typeface utilized for aesthetic consideration is Sullivan. Sullivan Fill can be seen in both the standard and simplified logos. Sullivan Bevel is used for more decorative purposes. Rockwell is used as the running text in the stationery assets

COLOR PALETTE

CMYK

R G B

WEB

12 20 32 0

223 199 172

DFC7AC

30 50 80 5

177 129 76

B1814C

50 70 90 75

53

351E03

30

3


Diamond Coffee Branding Manual