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Velo Rouge Cafe Brand Guidelines


INTRODUCTION: Understanding the Brand

If you are reading this, that means you have been carefully selected to help carry on the Velo Rouge brand. We have worked hard to create these guidelines to ensure a consistency between all things representing the Velo Rouge name and hope that you will find it helpful in all of your design needs. Velo Rouge Cafe has become a popular neighborhood spot over the last few years and we felt that the brand needed a bit of a refresher to reflect that. While we didn’t want to stray too far from where we had been, we definitely wanted to create a fresh, clean look to move us into the coming years. At Velo Rouge we are dedicated to bringing only the best in service to our customers. We want them to feel like Velo Rouge is their home away from home; their place to grab a drink or a bite of food when they don’t have time to do it themselves, or their go-to place when they need somewhere to just relax for a while. As we move into what’s to come for Velo Rouge we want to make sure that our brand stays strong and consistent


so that our customers never have to worry about or question what is their favorite coffee stop and neighborhood hangout. Because of this, it is important that everyone adhere to these guidelines in order to keep things consistent across the board. In these guidelines you will find the do’s and don’ts pertaining to everthing about the Velo Rouge brand. Please read through them carefully before starting any design work. Welcome to the team and best of luck, The Velo Rouge Crew

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INTRODUCTION: The Brand Map

On the following page you will find a brand map and some key words that emobdy Velo Rouge. This is your place to go to get a feel for the brand and be reminded of what it is that are doing and communicating through the Velo Rouge Brand.


Key Words: Neighborhood, Friendly, Linger, Habitual, Eccentric, Bicycles, Red, Small, Cozy, Local Music, Mood Lighting, Passionate

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TABLE OF CONTENTS:


Primary Logos Alternate Logos Logo Sizes Exclusion Zone Colors Typography Products Collateral

08

12

14

16

18

20

22

26


THE ELEMENTS: Primary Logos

Velo Rouge will have two primary logos that will be used interchangeably to showcase the many facets of the space. Both primary logos will be featured on a variety of collateral such as business cards, letter heads, mugs, paper cups, merchandise, etc. With Velo Rouge meaning Red Bicycle in French, we wanted to keep with the bicycle theme that is displayed throughout the cafe, but portray it in a more subtle way when it came to the branding. The construction and positioning of both logos are fixed and must not be altered in any way when reproducing the logos. When applying the logo to various mediums, it must appear clearly and in the appropriate colors. Please do not add to or take anything away from the logos.


VELO ROUGE CAFE

VELO ROUGE CAFE

Velo Rouge Cafe: Brand Guidelines

VELO ROUGE CAFE

The first logo featured here consists of the spokes of a bicycle wheel with the VRC name acting as the center of the wheel. It is featured in two different color options, which should be used in a majority of applications. If the usage requires a one-color job the logo should be used in it’s black on black form. Should, for any reason, the logo need to be placed on a dark background, see the options for backgrounds on pg 17.

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THE ELEMENTS: Primary Logos Part 2


The second of the primary logos consists of the main section of bicycle handlebars. This style of handlebar was chosen because of it’s classic and easily identifiable look. As mentioned before, we want the feel of bicycle without outright stating it, and this handlebar does just that. Like the wheel logo, the handlebars are to be used primarily in the two main color options with the type knocked out in white. If necessary, the black handlebars may be used. For a dark background, use the red handlebars only. If they clash with the background then this logo is not to be used and the wheel logo is to be used instead.

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THE ELEMENTS: Alternate Logos

If the logos need to be used at less than 1.5-inch, these alternate logos should be used. The wheel with the full name underneath and the handlebars should be used interchangeably in these applications. If there is a need for a one color job the logos should be used with the all black color treatment as discussed on pgs 9 and 11. These logos also follow the same guidelines as stated on pgs 9 and 11 in the instance of being applied on a dark background. The wheel logo with the VRC initials below it is only to be used if the allowed space is less than 1.5inch. The handlebar logo is never to be used for these applications. These logos are alternates to the primary and are only to be used in the instances stated here. Everything else should use the primary logos. As with the primary logos, the alternates are not to be altered in any way when they are being reproduced.


VELO ROUGE CAFE

VELO ROUGE CAFE

VELO

VELO

CAFE

CAFE

V R C

VELO ROUGE CAFE Velo Rouge Cafe: Brand Guidelines

V R C

VELO ROUGE CAFE

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THE ELEMENTS: Logo Sizes

The primary logso are to be used for the majority of Velo Rouge’s branding needs. They can be used at most sizes, but must not be scaled down to less than 1.5-inches. The modified versions of the primary logos are to be used if the space for the logo is anything less than 1.5-inches but greater than or equal to 1-inch. These logos must not be scaled down less than 1-inch, as they begin to lose their integrity at that point. The initial logo is only to be used for jobs that require a logo that is less than 1-inch. This logo may not be used for anything other than that. These logos may be used in any of the color combinations listed on pgs 9-13. Please refer back to them if you are unsure of which colors would best suit the job.


VELO ROUGE CAFE VELO ROUGE CAFE

VELO ROUGE CAFE

3-inches

1.5-inch

1-inch

VELO ROUGE CAFE

3-inches

1.5-inch

1-inch

VELO CAFE

V R C

.5-inch

VELO ROUGE CAFE

Each logo works best at the sizes that are seen here. If possible, please avoid using sizes in-between those listed here. Please remember, these logos are not to be altered in any way when they are reproduced.

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THE ELEMENTS: Exclusion Zone

The Exclusion Zone is a clear area that surrounds the Velo Rouge logo. In order to maintain the integrity of the logo and ensure that it is visible, there should be nothing that overlaps with the exclusion zone. As a general rule, the exclusion should be the same as the capheight of the type in the logo. There may be occasional exceptions to these rules, but you should always consult your Creative Director should any of these arise.


VELO ROUGE CAFE

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THE ELEMENTS: Colors

The primary colors for Velo Rouge are Bicycle Red, Charcoal Gray. These two colors are to be used primarily in everything Velo Rouge. As stated previously, the logos may be done in varying combinations of these two colors (see pgs 9-13). If a dark background is needed for the wheel logo, the logo is to be in white with Bicycle Red or Charcoal Gray for the background. If absolutely necessary the logo may be used in white with no background, but will need to be approved the Creative Director first. While we are including black as one of the colors for Velo Rouge, it should be used sparingly and only when absolutely necessary.


C: 0 M: 100 Y: 100 K: 0 R: 237 G: 38 B: 26 C: 0 M: 0 Y: 0 K: 90 R: 65 G: 64 B: 66 C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0

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THE ELEMENTS: Typography

The primary typeface to be used is Trade Gothic LT. The type may be used in regular and bold. If you feel other weights are needed for a certain job, please consult the Creative Director. All body type should be set between 11-14 pt, with the leading set at least 2 pt greater than the type. For instance 11 pt type should be set with at least 13 pt leading. Any headline type should be set between 24-30 pt and bold. Trade Gothic should be used on all external materials. For internal jobs, Helvetica should be used, with the same rules above applied. This will allow everyone who receives internal materials, such as emails, memos, etc. to be able to view the documents correctly.


Trade Gothic LT

Helvetica

ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghi jklmnopqr stuvwxyz 1234567 8 9 0 !@ # $ % ^&*(),.? ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghi jklmnopqr stuvwxyz 12345678 9 0 !@ # $ % ^&*(),.?

ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghi jklmnopqr stuvwxyz 12345678 9 0 !@ # $ % ^&*(),.? ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghi jklmnopqr stuvwxyz 12345678 9 0 !@ # $ % ^&*(),.?

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IN ACTION: Products

The following pages contain various products as examples of how the logo and other elements can be implemented on them. Depending on the product it is up to you to decide the best color combination and placement for the logo. While there isn’t necessarily a right or wrong placement, we do want to stay consistent in our placement. For example if we place a logo large and in the center of a mug, we want to keep with this placement for all other mugs. The only time variation of placement and colors is okay is when designing canvas bags, t-shirts, or other items of that nature as we want to give the customer a variety of options so they may choose one that best suits their style. As with all other elements, product designs must be approved by the Creative Director before being finalized.


VELO ROUGE CAFE

VELO ROUGE CAFE

VELO ROUGE CAFE

Velo Rouge Cafe: Brand Guidelines

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VELO ROUGE CAFE

VELO ROUGE CAFE

VELO ROUGE CAFE


VELO ROUGE CAFE

VELO ROUGE CAFE

VELO ROUGE CAFE

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IN ACTION: Collateral

798 ARGUELLO BLVD SAN FRANCISCO, CA 94118

VELO ROUGE CAFE

415-752-7799

VELO ROUGE CAFE

798 ARGUELLO BLVD SAN FRANCISCO, CA 94118 415-752-7799


VELO ROUGE CAFE

798 Arguello Blvd San Francisco, CA 94118 415-752-7799

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Jensen Luther DAI 325: Singer December 12, 2011

Velo Rouge Cafe Rebrand  

A rebrand of a local cafe.

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