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Brand Standards Manual

Art 323 Graphic Design 2 | Section B | Professor Jane Dorn, Spring 2016 | Š Jennifer Bowers, 2016


Who We Are Exprisia is a well-known coffee company that’s been around since 1882. We provide rich varieties of coffee to provide for your individual needs. Whether on-the-go or in-the-house, Exprisia is there for you. We recognize that coffee isn’t just for the “blue-collared optimist” anymore. It’s for grandparents enjoying a cup with dessert, parents driving their kids to school, dance, soccer, and debate all at the same time. It’s for new parents running after their toddlers, young adults trying to figure out how their parents did it, college students writing the last page of that paper, and teenagers hanging out with their friends. Exprisia is there for you. Wide-eyed and bushy tailed, helping you get through the day.

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Table of Contents Reason for Brand Standards

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Typographic System

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Mission, Vision & Values

4

Print

28

Logo & Logo Application

6

Web

30

Brandmark

7

Brand Identity Package

32

Lockup Options

8

Letterhead

34

Designated Clearspace

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Business Card

36

Minimum Size

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#10 Envelope

37

Color Palette

13

Touchpoints 38

Background Colors

14

Credits 51

Background Imagery

15

Rules of Usage

16

Tagline & Tagline Application

19

Lockup Options

20

Designated Clearspace

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Minimum Size

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Color Palette

24

Rules of Usage

25

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Reason for Brand Standards The purpose of this document is to help us work to establish consistent communications that build Exprisia’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audience while maintaining one unified voice. Any questions should be directed by email to the Exprisia Corporate Office at marketing@exprisiacoffee.com.

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Mission Our mission at Exprisia is to cater to each of our customer’s individual coffee needs. We want to connect with all of our customers and provide a streamlined shopping experience along with a rich, high-quality coffee drinking experience.

Vision Our vision is to become America’s favorite coffee again and to continue spreading the love of coffee around the world. We take great pride in the quality of our products and our ability to produce coffee as individual as our consumers.

Values At Exprisia, we value the history and story behind each and every individual. We believe in quality products and being there for our consumers all-day, every-day.

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Logo & Logo Application With a presence in more than 45 countries around the world, it is imperative that all of Exprisia’s design and branding remain cohesive. To ensure this, we request that you follow the strict guidelines surrounding the use of Exprisia’s logo, brandmark, and logotype. The following pages will establish the correct and incorrect usages of our brand identity.

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Logo & Logo Application | Brandmark Exprisia’s logo consists of two parts: the brandmark and the logotype. The logo must always be visible, sized properly, and displayed in the correct colors. Brandmark

Logotype

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Logo & Logo Application | Lockup Options Different designs require different logo options, and Exprisia understands this. There are three different lockup options for different designs. These options include: the brandmark, a vertical lockup of the brandmark and logotype, and a horizontal lockup of the brandmark and logotype.

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The vertical lockup should always be given first priority. However, if the vertical lockup will not fit within the minimum size specified, the clearspace will be broken, or the vertical lockup just does not look right, then the horizontal lockup or brandmark alone can be used. The tagline should never be used within any of the logo lockup options, but can be used separately.

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Logo & Logo Application | Brandmark Clearspace Exprisia’s logo is very important and should be treated so by respecting its clearspace. The clearspace is the area around the logo that should remain free of imagery or text. The clearspace of the brandmark corresponds to the height of the majuscule E in the logotype at the size that it would be in relation to the brandmark.

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Logo & Logo Application | Vertical Lockup Clearspace Like the brandmark clearspace, the vertical lockup clearspace also corresponds to the size of the majuscule E in the logotype. The space between the logotype and the brandmark is half of the height of x (the majuscule E).

0.5 x

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Logo & Logo Application | Horizontal Lockup Clearspace The horizontal lockup clearspace is identical to the brandmark clearspace and vertical lockup clearspace. The height of the majuscule E in the logotype is the height of the clearspace around the logo. However, the space between the brandmark and the logotype

0.25 x

is a quarter of the height of the x (the majuscule E).

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Logo & Logo Application | Minimum Size To ensure that Exprisia’s logo is never too small to be seen, minimum sizes have been set for each of the different lockups which can been seen to the right. 0.5 inch

1.25 inches

2 inches

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Logo & Logo Application | Color Palette With such a well-known brand, color is extremely important for identification. The logo should only appear in Exprisia’s blue or white according to the background color. If necessary to print in printed in black and white, the logo should always printed in black.

CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 Hex: #000000 Pantone: Black

CMYK: 85, 0, 0, 51 RGB: 0, 107, 143 Hex: #006b8f Pantone: P 117-15 C Pantone: P 117-15 U CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex: #ffffff Pantone: White

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Logo & Logo Application | Backgound Colors Evoking the sensory experience of coffee is very important to Exprisia, and part of that is our color choices. Each of these colors alludes to different parts of the Exprisia brand and coffee drinking experience. The different shades of brown should be used as a text color or packaging for the different blends (dark, medium, or light roast). The green should only be used to specify decaf coffee.

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CMYK: 44, 67, 58, 60

CMYK: 0, 0, 6, 1

RGB: 78, 49, 49

RGB: 252, 249, 236

Hex: #4e3131

Hex: #fcf9ec

Pantone: P 51-16 C

Pantone: P 1-9 C

Pantone: P 51-16 U

Pantone: P 1-9 U

CMYK: 0, 45, 54, 34

CMYK: 85, 0, 0, 51

RGB: 175, 113, 84

RGB: 0, 107, 143

Hex: #af7154

Hex: #006b8f

Pantone: P 39-13 C

Pantone: P 117-15 C

Pantone: P 39-13 U

Pantone: P 117-15 U

CMYK: 0, 11, 41, 6

CMYK: 30, 0, 63, 9

RGB: 240, 211, 153

RGB: 169, 199, 121

Hex: #f0d399

Hex: #a9c779

Pantone: P 10-11 C

Pantone: P 157-13 C

Pantone: P 10-11 U

Pantone: P 157-13 U


Logo & Logo Application | Background Imagery Whenever an image is used as a background behind any of Exprisia’s logo sets, only the blue or white colored versions of the logo should be used. The blue logo should always be the first choice of logo to be used. However, if the background proves to be too dark for the blue, and the logo is no longer visible, the white logo should be used instead.


Logo & Logo Application | Rules of Usage To keep Exprisia consistent and preserve the integrity of the brand, we kindly ask that you follow all of the rules outlined in this brand standards manual. Examples of incorrect usage of the logo and its Rich Brew. Rich History.

application are shown here. No tilting

No stretching

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No re-arranging elements

No shrinking below minimum size

No unapproved lockups

No effects


Do not place logo on a busy image

Do not use colors other than those specified

Do not lower the opacity of the logo

Do not place a white logo on a light image

Do not place logo over faces

Do not place a blue logo on a dark image

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Rich Brew. Rich History.


Tagline & Tagline Application Exprisia’s huge success is based off of our great coffee and our distinctive history. Our tagline reflects this and is equally as important to our brand as our logo. While the tagline may change over time, we ask that you always follow the rules established for the tagline as you would the logo. The ideal place to show Exprisia’s tagline would be advertisements, transportation, and large packaging.

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Tagline & Tagline Application | Lockup Options Just like the logo, different designs can require different

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tagline lockups. To allow for different sizes and interactions with different imagery, we have provided a vertical lockup and a horizontal lockup for the tagline.

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Rich Brew. Rich History.

Rich Brew. Rich History.


Tagline & Tagline Application | Vertical Lockup Clearspace Exprisia’s tagline should always be treated with respect by giving it its own space. The clearspace for the tagline

times the height of x (or the height of the majuscule R).

R

R Rich Ric R i Brew. Rich History. Ri R y.

R

The space between the two lines of the tagline is 0.75

0.75 x

R

corresponds to the height of the majuscule R in “Rich.”

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Tagline & Tagline Application | Horizontal Lockup Clearspace The clearspace for the horizontal lockup of the tagline is identical to the clearspace for the vertical lockup.

R

R

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R

R Rich R i Brew. Rich i History. i y.


Tagline & Tagline Application | Minimum Size Exprisia’s tagline should never be used in small ads or

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packaging to ensure proper hierarchy and legibility. Since the ideal placement of Exprisia’s tagline includes advertisements, transportation, and large packaging,

Rich Brew. Rich History. 2 inches

the minimum size of our tagline is larger than the minimum size of any of the logos.

2

Rich Brew. Rich History. 4 inches

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Tagline & Tagline Application | Color Palette Showing the sensory experience of coffee drinking doesn’t end with the colors for Exprisia’s packaging and logo, but continues into our tagline as well. To stay true to this experience, only the colors listed below should be used for Exprisia’s tagline. The brown or blue are ideal, however, the white can be used when the brown or blue are too dark to be legible against the background. When necessary to print in black and white, the tagline should always be printed black.

CMYK: 44, 67, 58, 60

CMYK: 0, 0, 0, 100

RGB: 78, 49, 49

RGB: 0, 0, 0

Hex: #4e3131

Hex: #000000

Pantone: P 51-16 C

Pantone: Black

Pantone: P 51-16 U

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CMYK: 85, 0, 0, 51

CMYK: 0, 0, 0, 0

RGB: 0, 107, 143

RGB: 255, 255, 255

Hex: #006b8f

Hex: #ffffff

Pantone: P 117-15 C

Pantone: White

Pantone: P 117-15 U


Tagline & Tagline Application | Rules of Usage We ask that you follow the guidelines set out for the tagline like you would the logo. Examples of incorrect usage of the tagline and its application are shown here.

. w e r B . h y c r i o R st i H Rich No tilting

Rich History. Rich Brew. No stretching

No re-arranging elements

Rich Brew. Rich History. No unapproved typefaces

Rich Brew. Rich History.

Rich Brew. Rich History.

No shrinking below minimum size

No effects

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Typographic System Exprisia’s typographic system is designed to unite our two audiences, bringing together our older, loyal generation and our younger, newer audience. The system will vary between print and web to allow for the best viewing experience for our audience. No other typefaces should be used in any of Exprisia’s collateral materials, print or web.

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Typographic System | Print Headers should always be in Akzidenz-Grotesk BQ and body copy should always be in ITC Cheltenham Std. If writing a letter on a pre-printed Exprisia letterhead or typing an address onto a pre-printed Exprisia envelope and ITC Cheltenham is not available on the computer, Georgia is an acceptable alternate. These are the only two situations in which this is acceptable. The headers should never be a lighter weight than medium (only exception being Akzidenz-Grotesk BQ Super Regular and Italic) and the body copy should never be a lighter weight than book. The weight of the header should always be heavier than the weight of the body copy to help the headers stand out from the body copy.

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Akzidenz-Grotesk BQ Medium Akzidenz-Grotesk BQ Medium Italic Akzidenz-Grotesk BQ Bold Akzidenz-Grotesk BQ Bold Italic Akzidenz-Grotesk BQ Extra Bold Akzidenz-Grotesk BQ Extra Bold Italic Akzidenz-Grotesk BQ Condensed Medium Akzidenz-Grotesk BQ Condensed Medium Italic Akzidenz-Grotesk BQ Condensed Bold Akzidenz-Grotesk BQ Condensed Bold Italic Akzidenz-Grotesk BQ Extra Condensed Bold Akzidenz-Grotesk BQ Extra Condensed Bold Italic Akzidenz-Grotesk BQ Super Regular Akzidenz-Grotesk BQ Super Regular Italic

ITC Cheltenham Std Book ITC Cheltenham Std Book Italic ITC Cheltenham Std Bold ITC Cheltenham Std Bold ITC Cheltenham Std Ultra

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Typographic System | Web Adjusting for the fact that most home computers do not have Akzidenz Grotesk BQ or ITC Cheltenham installed, Exprisia’s web design will pull typefaces from Google Fonts. Arimo should replace Akzidenz Grotesk BQ, and Domine should replace ITC Cheltenham. All rules specified for the typefaces that are used for print also apply to the typefaces chosen for web.

Arimo Bold Arimo Bold Italic

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Domine Regular Domine Bold


Brand Identity Package Following the rules set in this document will ensure that Exprisia’s mission and values are expressed in everything we touch. It is essential for our customers, employees, and business partners to see our collateral materials and immediately recognize who we are. Below are guidelines for our brand identity package (including our letterhead, business cards, and no. 10 envelopes), and other various touchpoints, both digital and print.

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Brand Identity Package | Front Letterhead

0.6"

Format 8.5" x 11"

2.2" 0.6" 0.6"

Paper Type Strathmore Premium Wove Soft White 80 lb. Text Body Typeface Georgia 9/13 pt. Tracking +10 100% Black Return Address ITC Cheltenham 9/13 pt. 100% Black Logo PMS 117-15 U

0.7" 2.5" 0.6"


Brand Identity Package | Back Letterhead Format 8.5" x 11" 3.7"

Paper Type Strathmore Premium Wove Soft White 80 lb. Text Logo White (becomes soft white)

2.5"

2.75"

Background Image CoffeeStain.jpg

3.95"

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Brand Identity Package | Business Card Logo

Format 0.5"

2" x 3.5"

PMS 117-15 U

0.1" 1.2"

Paper Type Strathmore Premium Wove Soft White

0.45"

Background Image CoffeeStain.jpg

0.22" 0.22"

100 lb. Cover 0.3"

Name and Tagline ITC Cheltenham Bold 9/14 pt.

0.95"

PMS 117-15 U

0.25"

Title ITC Cheltenham Book Italic 8/12 pt. PMS 117-15 Address, Phone, Email, Website ITC Cheltenham Book 8/12 pt. PMS 117-15

0.3" 1.27"


Brand Identity Package | #10 Envelope Format 9.5" x 4.125" Paper Type Strathmore Premium Wove Soft White

To Address Typeface Georgia 10/14 pt. Tracking +10 100% Black

PMS 117-15 U

Format

Return Address ITC Cheltenham Bold 10/14 pt.

Paper Type Strathmore Premium Wove Soft White

4"

0.3"

Logo

80 lb. Text

9.5" x 4.125"

0.95"

0.95" 3.85"

0.75"

PMS 117-15 U Background Image CoffeeStain.jpg

80 lb. Text

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Credits | Mock-ups & Images mockupzone.com

shakeandsnack.com/coffee

graphberry.com

pixabay.com/en/computer-laptop-in-the-workplace-564136

graphicburger.com

cgarchitect.com/2011/09/morning-in-the-kitchen

mockupworld.com

lightdarkroasts.wordpress.com/2013/03/20/types-of-coffee-beans

behance.net

pxleyes.com/photography-picture/4fcf9b7ea4d2b/Cooking-pot.html

zippypixels.com

1870now.com/coffee-101-know-your-roasts cafes4nomads.com/places/cozy-coffee-bakery danaspef.top unsplash.com

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