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B RA N D I DEN TITY M ANUAL 2013


Table of Contents Introduction The Yellow Peach

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Our Look Our Color Scheme

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Typography 9 Logo 11 May and May Nots

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Considerations 13 Other Marks

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Stationary Business Cards

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Letterhead 18 Envelope 19 About Us The Perfect Location

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How We Look

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Brand Gifts

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Gifts and Stationary

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Take a Look Inside

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The concept behind The Yellow Peach isn’t just to be a provider of coffee and gifts, but to give our customers an experience that they will remember, and find themselves craving. The environment is a synergy of creativity and warmth that invites the customer in and leaves them wanting more. The aroma of fresh coffee beans fill the air, with each wall and corner providing stationary and gifts suitable for every occasion. Acoustic music from the local bands who come and play invites every guest to sit down and stay, even if just for a minute. The eclectic yet homey feel and embracing personalities of our staff make The Yellow Peach feel more like a haven than a stop on a list of errands. The Yellow Peach strives for excellence and plans on giving nothing less. So come and take a bite.

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Color Scheme # FDF1DD

C 0%

R 253

M 4%

G 241

Y 13%

B 221

K 0% # 7EAD97

C 40%

R 126

M 1%

G 173

Y 35%

B 131

K 21% # ABC9BB

C 24%

R 171

M 0%

G 201

Y 21%

B 187

K 13% 7


Our colors capture the essence of a peach and it’s environment, which is sweet and inviting.

# EF9674

C 3%

R 239

M 49%

G 150

Y 54%

B 116

K 0% # FEDD1A

C 2%

R 254

M 9%

G 221

Y 95%

B 26

K 0% # B75041

C 21%

R 183

M 80%

G 80

Y 78%

B 65

K 9% 8


Typography AlexandriaFLF regular

Aa B b C c D d Ee F f G g H h I i J j K k L l M m NnOoPpQqRrSsTtUuVvWwXxYyZz

AlexandriaFLF bold

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz

“Cafe and gifts” are in the AlexandriaFLF family. This font was chosen to compliment the handwritten feel. It is used for all business documents, advertising, signs, etc.

The ampersand used in “Cafe & Gifts” is not in the AlexandriaFLF family. It, too, is hand created. 9


This handwritten type was created to embody the artsy and creative aspect of the store. This type may only be used in the company color scheme and may not be manipulated in any way.

The Yellow Peach logo is a hand written type used only in under case letters. May also be used in signage inside the store and/or on the store window for promoting. Also used for print and mobile advertising.

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Logo

The logo is a symbol for all things that The Yellow Peach strives to embody: creativity, eclectic energy, friendliness, and an inviting look. The logo was created by hand, which furthers our artsy feel. The peach accompanies the type and may also be used on its own.

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The May and May Nots You May: The peach can be used on its own. This is often used on mugs, hats, stickers, etc.

You May Not:

You may not have the logo without the peach visible.

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You may use the logo with out ‘cafe and gifts.’ However, not on any signage, only on certain store merchandise.

The logo color may not be changed to anything outside of the color scheme.

You may change the color of the type as long as it remains within the color scheme.

You may not rotate or skew the peach in any way. 12


Considerations

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Other Marks Used

Other creative elements that we include are more hand drawn add-ons to pull our creative look together. These are generally used as small feautures on words to draw the eye in. 14


Business Cards

The business cards displays the logo on the front and the information on the back. The back includes the peach as well as some of the creative elements to make the card fun and C AFE

OWNER

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appealing.

Paige Johnson 31401

500 W Broughton Street SAVANNAH,GEORGIA

Store Number: 912.555.1245 Cell Number: 770.354.4275

www.theyellowpeach.com

2 x 3 in 17


Letterhead 8.5 x 11in

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The letterhead is kept more simple with a plain white background and the logo clearly displayed on the top. Important contact information is displayed on the bottom with a peach separator and a flare of creative at the very bottom.

500 W Broughton Street Savannah, Ga 31401

912.555.1245

www.theyellowpeach.com

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Envelope

Their are two envelopes available for use. The “announcement” C AFE

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envelope is used to send out to Leesa Hawthorne 10 E 56th Street Savannah, Ga 31302

customers. This includes promotions, coupons, gift cards, etc. The “standard” envelope size is used for in-house business documents.

5.75 x 4.375 in

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Leesa Hawthorne 10 E 56th Street Savannah, Ga 31302

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3.875 x 8.875 in


The peach pattern is used on the inner flap, with a curved closer to repeat the curvature of the symbol. A peach sticker is used to fully seal the envelope and add on to the style.

Standard envelope back for business documents.

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Stationary Continued

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The Perfect Location

The Yellow Peach is settled in the heart of downtown Savannah, Georgia on Broughton Street. Savannah has the perfect mix of art, music, and unique citizens that make it the ideal location for The Yellow Peach. With a diverse community comprised of students, visitors, and natives, The Yellow Peach is a destination that will speak to every consumer. It is a place for SCAD students to sell their art or work a part-time job, visitors will appreciate the inherently southern ties and stepping into a place that embodies the true nature of Savannah that draws in people from all over the world. The natives will also see this, and appreciate it as there is a reason that Savannah has always been a place that they call home. It is more than a place for them to stop in for a quick card, but a place to run into friends and neighbors, or to meet up for a coffee and catch up.

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How We Look Our employees will wear shirts that display our logo on the front and a quote on the back. Girls hair must be pulled back. Dark jeans or pants are to be worn and close toed shoes. Jewelry and piercings are to be kept to a minimum.

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Our sleeves have an “I am hot” note to warn the and also says “mmm fresh brew” in the hand written type. The peach is enlarged and the logo is smaller and on the side.

Aprons are left simple with the peach symbol, and must be worn at all times when working.

There are three different options for quotes on the back of the shirt. They include quotes about coffee and peaches.

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Brand Gifts

As well as gifts for the home we also have a selection of gifts that display our brand. The gifts include coffee mugs, tee shirts, note pads, magnets, etc. and come in different colors from the color scheme.

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Gifts and Stationary

We provide stationary and envelopes for all your needs. Our stationary wall is a collection of original and creative letterpress work. We are a vendor for many companies, including Sugar Paper, Smock Paper, Breathless Paper Company, and Wiley Valentine.

Our gift wall displays southern style gifts from local artists and companies. These gifts include picture frames, hand engraved silverware, candles, etc.

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Take a Look Inside

Our outdoor sign clearly displays

As well as a spacious inside

our logo on a wooden plaque,

seating area, we also provide

welcoming in our customers.

outdoor seating and umbrellas when necessary.

As well as coffee we also have a

Inside you will see all of our

delicious selection of pastries, bagels,

hand written signs. Our menu,

muffins, danishes, and breakfast

daily specials, and quotes will be

sandwiches.

hand drawn with chalk.

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The Yellow Peach