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IDENTITY GUIDE 2017

HOUSE


We have sustained our presence as a community coffeehouse by serving food and beverages aside inspiration and hope.


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6 INTRODUCTION 8 PROCESS 14 SIGNATURE 20 COLOR 24 APPLICATIONS

CONTENTS 5


We are a place for gathering in our community.

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What is Doshi House? Doshi House is a social enterprise aligned to revitalize a community through serving locally roasted coffee beans and vegetarian eateries. Doshi House serves some of the best locally roasted coffee beans in–town (Greenway Coffee). Its patrons have the option to enjoy a robust vegetarian and/or vegan menu. Their food program has received several accolades from the press on its quality of dishes and the unique experience they provide.

INTRODUCTION 7


How do we tell the narrative of Doshi House? The Doshi House is a blend of many materials, people, and ideas. Its place in Third Ward is critical, as it constitutes the history of the neighborhood, the 93-yearold building, and the community that surrounds it. As such, the identity of Doshi House in itself should be a blend of different perspectives that come together. At the heart of the coffee shop is the idea of repurposing the old in order to improve the present. There’s also an eclectic charm that is hard to ignore. These ideas drive the identity through style, typography, materials, and attitude.

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In order to establish the relevance of Doshi House in relation to Third Ward, we looked at existing textures, structures, and visual instances that occurred in the neighborhood. We used these to inform the style and relationship of materials, the concept, and the way we treated typography while staying true to the values of the Doshi House.


PROCESS

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Mission Outside of our food and beverage selection we serve our community in a larger capacity. We are a place for gathering in our community. Doshi House is located at the corner of Dowling & Holman in Historic Third Ward. We are working towards providing four services to our patrons: Retail coffee & tea, food, beer & wine, and Coffee Roasting. Roasting will add an educational component for old and new alike. Our food program is designed around conscious eating, while providing expedited service. At Doshi, patrons can explore, converse and be inspired by one another. Doshi sits in a very historic and highly artistic neighborhood with lots of forthcoming growth. We are excited to be part of a transformation that will change the heartbeat of Third Ward Houston. Join us in our journey.

Core Values community

craft genuine

PROCESS

consciousness

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Process

As I was sorting my thoughts while attempting to develop a brand for Doshi House, I tried to keep their core values in mind. My impression of the space-- it being cozy, warm, relaxed, yet made up of many parts affected my thinking throughout the project. Because of the nature of its location in Historic Third Ward, I wanted to aim for an identity that had depth and was well-conceived in thought. One things that makes Doshi House so different from other smaller coffee shops and cafes are their patrons. The guests here come from many different paths: some spend their days in Third Ward and are staples of the community, some are college students who found a gem of a place near campus, others are business people meeting over lunch... the list could go on and on. One thing that the owner, Deepak Doshi, mentioned he found in his clientele is their awareness of the craft of coffee.

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The pairing of eclectic parts existing in unison and their love of good coffee were major factors in my decision-making, as was the feeling of the space. Before this project, I had not been inside of Doshi House. Being in the little cafe felt like a sheltered alcove in the heart of a city community. The space made you want to sit down, imbibe in great drinks, take time to savor your meal, and converse with good company, which is something distinct from many commercial or “trendy� cafes. All of these things helped give me a direction when looking for appropriate typefaces, color palettes, language, and materials.


PROCESS

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Doshi House Logo In instances where only one color is available for printing, use the one-color options to the right. This simple black and white option applies to all secondary logos and wordmarks as well.

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Josefin Slab

ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz

Geometric 231 BT

ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz

American Typewriter

ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz

SIGNATURE

ABCDEFGHIJKLMNOPQRSTUVWVXYZ abcdefghijklmnopqrstuvwxyz

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Logos

Doshi House Textured Wordmark This wordmark should be used as the primary identity in web, print, advertising, and collateral.

Doshi House Textured Wordmark This wordmark is to be used when the textured logo is not possible to use, such as in small graphics.

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Doshi House Image

Doshi House Circle Image

This is to be used in instances where a quick, graphic approach is suitable.

To be used in to-go packaging stamps and in vinyl door application.

Doshi House Textured Logo

SIGNATURE

Should be use in instances where text is big enough to be read, such as on coffee cups or signage.

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Logo Clearspace

To ensure the legibility of the logo, it must be surrounded by a minimum amount of clearspace. This isolates the logo from competing elements such as photography, text, or background patterns that may detract attention and lessen the overall impact. Using the logo in a consistent manner across all applications helps to both establish and reinforce the immediate recognition of the Doshi House brand.

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Doshi House Wordmark The clearspace minimum is equivalent to half of the vertical height of the wordmark itself, regardless of size in which the logo is reproduced.

Doshi House Logo 1

Doshi House Logo 2

The clearspace minimum is equivalent to the vertical height of the word ‘Doshi’

The clearspace minimum is equivalent to the 2x the vertical height of ‘coffee, tea, victuals’

The clearspace minimum is equivalent to the 2x the vertical height of the word ‘Doshi’

SIGNATURE

Doshi House Logo 3

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Primary HEX #d5cd4f RGB 214/206/81 CMYK 4/0/77/16

HEX #958a7b RGB 150/138/122 CMYK 34/34/44/17

HEX #3c3832 RGB 60/56/50 CMYK 10/13/23/88

Secondary HEX #a78442 RGB 9/133/60 CMYK 32/43/90/8

HEX #958a7b RGB 150/138/122 CMYK 34/34/44/17

HEX #000000 RGB 0/0/0 CMYK 0/0/0/100

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D O S H I HOUSE

COLOR 21


DOS HI

HOUSE

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DO SH I

DOSHI

HOUSE

HOUSE


D OS H I HOUSE DOSHI

COLOR

HOUSE

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Applications

These applications help expand the brand of Doshi House and are both practical and effective. They are examples of how to implement the branding into different mediums. These are in line with the warm, earthy tone established in the color palette and the logo.

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Tote bag variations APPLICATIONS 25


T-shirts

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Tank tops

APPLICATIONS

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To-go cup

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To go bags with stamp

APPLICATIONS

Stamp

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Flower bed graphics 30


APPLICATIONS

Tri-fold for store-front

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Graphics on building facing Holman St.

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Alternate view of graphics facing Holman St.

APPLICATIONS 33


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APPLICATIONS

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Doshi House - Identity Guide  

Doshi House is an eclectic coffee shop in Houston, TX. In order to represent the warm and varied nature of the shop's atmosphere, food, and...

Doshi House - Identity Guide  

Doshi House is an eclectic coffee shop in Houston, TX. In order to represent the warm and varied nature of the shop's atmosphere, food, and...

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