BRAND GUIDELINES
01 03 05 07 09 13 BRAND STORY TYPOGRAPHY COLORS MAIN LOGO LOGO VARIATIONS STYLE USAGE
BRAND STORY
“Chiu with a refreshing cup of Vietnamese iced coffee.”
In Vietnam, ‘sidewalk culture’ is the bustling liveliness of socializing, interactions, and transportation that occurs on countless street corners and storefronts. Sidewalks are not simply a method for journey but also a destination. Vietnamese cafes are hubs of which patrons work, play, study and have a cold beverage in the blistering heat. Cafe Chiu captures the chill-ness, breeziness, and slow cafe culture through its refreshing products.
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c H I U
TYPOGRAPHY
The contrast between soft and round with hard and sharp typography gives a cute yet modern edge to a cultural coffee shop geared towards the casual and contemporary coffee drinker.
COLORS
The calming neutral tones of beige, green and brown are earthy and centers the user in the present and the ambience. The coffee drinker is transported to the highlands of Da Lat in the various shades of Vietnamese coffee.
GLASS BLUE
#ADE3FF
ZEN BLUE
#004D93
MAIN LOGO
The mascot logo represents a cheerful Vietnamese iced coffee and is centered inside the organization’s name. The mascot is inviting and cute.
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LOGO VARIATIONS
The logo’s color may be full color, black and white, or monochrome in blue. The wordmark may be horizontal, vertically stacked or in a circular round shape.
PICTORIAL BLACK & WHITE MONOCHROME
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CAFE
c H I U
ROUND WORDMARK HORIZONTAL
cHIU CAFE cHIU
VERTICAL WORKMARK
STYLE USAGE
CAFE cHIU
CAF E cHIU