Oat My Gosh!

Brand Guidelines

OAT MY

GOSH!

Version 1.1 Spring 2022

OAT MY

GOSH!

CONTENTS O1 MISSION O4 TYPOGRAPHY O7 ICON SETS O2 BRAND STORY O5 COLOR O8 MOOD BOARD O3 LOGO O6 PATTERN O9 STYLE USAGE

MISSION

o1

OUR MISSION CARE. COFFEE. COMMUNITY.

OUR VALUES

Our mission is to bring people together over a sustainable cup of coffee or tea. We want our cafe to become a “third space” for people in the surrounding local community. Our goal is to encourage people to take a break, rest and build connections with one another.

Sustainability Community Health Care Rest

In this work, we also want to shift the views on oat milk being the alternative and dairy being the default, aka “real milk.” This mindset is what keeps people from trying new things or having open minds.

We hope to facilitate space for dialogue around these important conversations about food and sustainability and are committed to serving the needs of the specific community we are located.

OAT MY GOSH!

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WHO WE ARE HOPEFUL TURNED INTO OATFUL We started off as a group of college students wanting to see more plant-based milk beverages being offered, especially ones that didn’t charge extra for having plant-based milk (the non-dairy fee!). So, then we decided to create our own.

We opened our first oat milk cafe in our local community and we continue to be a strong small community center of oat milk lovers!

OAT MY GOSH!

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BRAND STORY

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OUR VISION LOCAL AND TRANSFORMATIVE With our brand, we want to show the transformative, yet quiet, nature that oat milk, and other plantbased milks, bring into our lives. We created Oat My Gosh! to show that sustainability is so embedded as an “other”, and we want to change this thinking.

To accomplish these goals and uplift our values of sustainability and health, Oat My Gosh! works to support our local communities and provide refreshing drinks that will bring people together.

OAT MY GOSH!

We are different from other plant-based milk cafes because we care about people and community.

We are not a start-up built to go from 1 cafe to hundreds so we can earn money. We intend to stay within our local community and continue promoting and educating ways to nourish our bodies and make healthy environtmentally sustainable food choices.

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LOGO

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WORDMARK MAIN WORDMARK

The main workmark expresses the surprising and shocking factor of our brand- how delicious all the beverages and snacks are! It is a taste of delight!

OAT MY GOSH!

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WORDMARK WHITESPACE

The whitespace for this lockup utilizes our primary pictoral logo of the surprised teacup.

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WORDMARK ALTERNATIVE WORDMARKS

The horizontal, vertical and shortened workmarks allow the flexibility and adaptability of the brand to live in both physical and digital spaces. No matter which version of the wordmark, it expresses the many delicious surprises that we offer.

HORIZONTAL WORDMARK

OAT MY GOSH! VERTICAL WORDMARK

OAT

MY GOSH!

OAT MY GOSH!

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SHORTENED WORDMARK

OMG! PAGE 12

DO’S USE BRAND LOCKUPS

OAT

MY GOSH!

OAT MY GOSH!

USE GOSH BLUE

ALWAYS INCLUDE THE EXCLAMATION MARK

OMG!

OMG!

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DON’TS USE NON-BRAND COLORS

USE NON-BRAND LOCKUPS

STRETCH OR WARP LOGOMARKS

OAT

OAT MY GOSH!

OMG!

MY GOSH!

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PICTORAL LOGO TEACUP CHARACTER

PRIMARY PICTORAL LOGO

SECONDARY LOGO VARIATIONS

The pictoral logo is of a cup of steaming tea. This teacup character will be the cute, happily surprised face of the brand. The cup works as a logo system, where the expressions can be switched to show a range of emotions from being happy to being very scared. While the surprised expression will be the default brand, the other emotions can be used on various marketing campaigns or social media.

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DO’S KEEP CUP UPRIGHT

OAT MY GOSH!

USE PRIMARY SOLID BRAND COLORS

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USE AS LOGOMARK

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DON’TS CONFUSE THE CUP

MOVE THE FACE

?

OAT MY GOSH!

TIP THE CUP

OAT NO, I’M SLIDING OFF!

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LOGO LOCKUP WORDMARK + PICTORAL

The combined wordmark with the pictoral logo creates the logo lockup of the surprised little tea cup exclaiming “OMG!”. This logo caters to a general audience, and in particular, invites children, youth, friends and families to sit down and enjoy a cup of coffee or tea. The main lockup is the most versatile one and can be used on social media, web, and print items.

MAIN LOCKUP

OMG! 100%

OAT MY GOSH!

OMG! 50%

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OMG! 25%

OMG! 10%

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LOGO LOCKUP LOCKUP VARIATIONS

These lockup variations that can be used in the physical store such as wall decals. Another usage can be physical advertisements such as billboards, flyers or posters.

OAT MY

GOSH!

OAT MY GOSH! OAT MY GOSH!

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DO’S USE PRIMARY SOLID BRAND COLORS

OAT MY

GOSH!

OAT MY GOSH!

USE THE MAIN LOGO LOCKUP FOR PROFILE ICONS

OMG!

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KEEP THE CUP HAPPILY SURPRISED

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DON’TS MOVE THE CUP TO THE LEFT OF THE WORDMARK

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OAT MY GOSH!

PLACE A SHIPE BEHIND LOCKUPS

OMG!

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USE NON-BRAND LOCKUP VARIATIONS

OMG! PAGE 21

TYPOGRAPHY

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TYPOGRAPHY We chose Bondar and Yorris Note as our display and subheading fonts and Open Sans as our body type because they are all round and add to the warm and inviting tone and feeling our cafe aims to bring. The lack of serifs symbolize the casual nature of our cafe as a place to hang out, play games, read, and relax from our fast-paced world. Yorris Note looks like handwriting you would see in someone’s journal, and symbolizes the personal thought and care that we put into each of our tasty drinks and snacks for our customers. Open Sans is readable and not closed off, like other sans serif body types may be. We want the typography of our cafe to be as open as possible in order to extend an invitation for people who may not know about the joys of oat milk. *

* We never use question marks anywhere because we are confident in our brand and do not question it. Exclamation marks are very important to our brand because they demonstrate our enthusiasm and belief in oat milk being healthier and better for the environment and for our bodies.

OAT MY GOSH!

DISPLAY HEADING

BODY

BONDAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz O123456789 !@#$%^&*()<>:;’”{}[]

Yorris Note

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>:;’”{}[]

Open Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>:;’”{}[]

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DO’S

OAT MY GOSH!

USE THE BRAND TYPEFACES

EMBRACE THE OAT PUNS

OAT MY GOSH! products are abs-oat-lutely delicious!

OAT MY GOSH! products are abs-OAT-lutely delicious!

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USE ALL CAPS FOR DISPLAY TYPE

OAT MY GOSH! THIS IS A HEADING!

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DON’TS USE OTHER TYPEFACES

OAT MY GOSH!

STRETCH OR WARP TYPE

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH products are abs-oat-lutely delicious!

ROTATE TYPE

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COLOR

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COLOR FRIENDLY, INVITING COLORS

GOSH BLUE

CARTON PINK

The colors of Gosh Blue and Carton Pink are our primary brand colors with Oat Orange and Soft Yellow being secondary brand colors. These colors create a soft and complementary pallete. The pastel quality of them add to our brand’s friendliness and invites anyone inside our cafe to have a sip of oat milk and rest. With this color scheme, we hope to allow people to wander to us.

We also hope to draw the intrigue of our generation’s youth and fuel their curiosity on sustainability choices through food.

CYMK: 4, 36, 26, 0 RGB: 238, 175, 168 Lab: 77, 22, 13 HEX: #EEAFA8

OAT ORANGE CYMK: 49, 1, 14, 0 RGB: 122, 204, 217 Lab: 77, -24, -15 HEX: #7ACCD9

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CYMK: 0, 19, 53, 0 RGB: 255, 209, 137 Lab: 87, 10, 42 HEX: #FFD189

SOFT YELLOW CYMK: 0, 3, 28, 0 RGB: 255, 242, 194 Lab: 96, -1, 24 HEX: #FFF2C2

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DO’S PLACE SOFT YELLOW TYPE ON OAT ORANGE

PLACE WHITE TYPE ON GOSH BLUE

PLACE WHITE TYPE ON CARTON PINK

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH!

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DON’TS PLACE WHITE TYPE ON SOFT YELLOW

PLACE CARTON PINK TYPE ON GOSH BLUE

USE NON-BRAND COLORS

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH products are abs-oat-lutely delicious!

OAT MY GOSH!

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PATTERN

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PATTERN SEAMLESS SPARKLES

The seamless pattern can be used as a textured background on top of a solid brand color. The pattern can be faded in and out for subtlely as well.

For usage, this can be on social media, print advertisements, and more.

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ICON SETS

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ICON SETS GENERAL ICON SET

The general icon set consists of the teacup, a tea kettle, oat or wheatlike stems, and the sparkle. The set can be used for purposes such as embellishment or strengthening the brand image and story.

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ICON SETS EMOJI ICON SET

This emoji icon set re-uses the same expressions that the OMG! teacup does. These icons are meant to be used on social media posts, at the end of sentences where fit.

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MOOD BOARD

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MOOD BOARD

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STYLE USAGE

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STYLE USAGE STICKERS AND POPSOCKETS

OMG!

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OMG!

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OMG!

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STYLE USAGE BUSINESS CARD

These business cards will be set at the front of the cafe where customers can pick them up for free and are welcome to hold on to contact us later or to refer a loved one to check out the community space.

OAT MY GOSH!

OMG!

OAT MY GOSH! 12345 PARK AVE S TACOMA, WA, 98447 OATMYGOSH.COM

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STYLE USAGE WEBSITE HOME PAGE

The website home page utlilizes brand colors and the icon of the sparkles as a clean, simple, and inviting way of virtually welcoming people to the brand. The subheading underneath our brand’s name can be changed for occasions such as sales, holidays, or other news.

OAT MY GOSH!

OAT MY GOSH! WE’RE SO GLAD YOU’RE HERE!

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STYLE USAGE WAYFINDING SIGNS Our cafe will have 2 single-stall gender-neutral bathrooms open to customers and 1 single-stall gender-neutral bathroom for employees. The wayfinding sign for it will feature a kettle and a teacup, as opposed to traditional gender icons, to indicate that anyone can use the bathroom.

This will also keep the brand consistent by bringing back the OMG! teacup.

GENDER-NEUTRAL RESTROOM

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STYLE USAGE MUGS

Our cafe will use brand ceramic mugs, metal silverware, metal straws, and other reuseable items for customers dining in. For customers who are ordering to take outside, we encourage them to bring their own cups.

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Copyright 2022