Brand Book - LUNGO

LUNGO Brand book 朗高

Why rebrand?

LUNGO is not well recognized, and there are many coffee shops of the same type. The visual design can also be improved.

LOGO - The Chinese logo has no design and is different from the English logo.

Packaging - take-out packaging, coffee bean packaging and interior design are all different in style except for the uniform color.

The interior decoration is in a semi-finished state, and the notices and illustrations on the floor and walls are incompatible with the atmosphere of the store.

We hope that LUNGO will be more recognizable, have a distinctive style, and convey our beliefs and services to our guests.

4

Brand Personality

Honest

Quality

Comfortable

We are committed to providing qualityguaranteed coffee beans, using them to brew the coffee in the store, maintaining consistent quality, selecting coffee beans from the source, and bringing quality into the community. In addition, LUNGO provides a comfortable environment to guests, hoping that they will treat it as a third place.

6

Primary Logo

Secondary Logo

Using with chinese

8

Clear Space

size 150 px 150 px 10

Minimum

Logo colors

11

Acceptable logo usage

Unacceptable logo usage

Use Chinese only

Use similar color

Deform

Change spacing between characters

13

Color palette

Primary colors

Use of color for the printed and digital logo. The following palette has been selected for use in all communications. Lighter tints of these colors are also allowed, but teh logo may only be used with a 100% tint.

LUNGO Pearl

CMYK 0, 6, 17, 11 RGB 228, 214, 189 #E4D6BD

Secondary colors

LUNGO Coffee

CMYK 0, 32, 53, 62 RGB 97, 66, 46 #E4D6BD

LUNGO Maroon

CMYK 0, 94, 94, 50 RGB 127, 7, 7 #7F0707

LUNGO Air blue

CMYK 42, 16, 0, 34 RGB 97, 141, 168 #618DA8

LUNGO Licorice

CMYK 0, 30, 43, 85 RGB 37, 26, 21 #251A15

14

Our primary English typeface is “Limelight”. We have chosen for its fun and classic as well as its form which is similar to our logo. In addition, “Limelight” is a Google web font, which we can apply to our website easily.

Our secondary English typeface is “Literata”. We have chosen it for its easily reading. In addition, “Literata” is a Google web font, which we can apply to our website easily. We mainly use “Limelight” for header and titles and “Literata” for body and paragraphs。

Literata

ABCODEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCODEFGHIJKLM

ABCODEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 0123456789

TypefacesEnglish Primary typeface Primary typeface Secondary typeface Limelight ABCODEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bold Regular Extra Bold Medium Italic SemiBold Bold italic

abcdefghijklmnopq rstuvwxyz 0123456789

abcdefghijklmnopqrs tuvwxyz 0123456789 ABCODEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz 0123456789

NOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789

ABCODEFGHIJKLM NOPQRSTUVWXYZ

stuvwxyz

NOPQRSTUVWXYZ abcdefghijklmnopqr

0123456789

15

TypefacesChinese

Primary typeface

Our primary Chinese typeface is “Source Han Sans SC”. We have chosen for its smart and classic as well as its form which is similar to our logo. It is free use of business.