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Favorites Brand Manual
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Favorites Brand Manual
Favorites Brand Manual
The Brand 1 | Guidelines 3 | Vision and Mission 6 | Brand Spirit 7 | Presentation 10 | Inspiration and Concepts 11 | Brand Essence
The Brand Identity 15 | Logo 17 | Logotype 19 | Signature 20 | Tagline 22 | Typography 23 | Primary Typeface 23 | Secondary Typeface 25 | Primary Color Palette 27 | Secondary Marks 29 | Signature: Full-color 30 | Signature: One-color 31 | Signature: Size Requirements 33 | Unacceptable Uses 35 | Image Library 39 | Business Cards 43 | Letterhead 45 | Envelope 47 | Environmental Signage 50 | Packaging and Ephemera 52 | Digital Media 56 | Contact Information
Favorites Brand Manual
Favorites Brand Manual
Guidelines
Favorites Brand Manual
The Favorites brand is a representation of its goals and values. Favorites represents the city of Carlsbad and the liveliness of Carlsbad Village. It is centered around the locals and creating an experience that will not be forgotten. In order to preserve the brand, it is necessary to maintain the brand’s vision and mission.
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Vision and Mission
Favorites Brand Manual
The goal of Favorites is to create a beautiful community atmosphere to enjoy coffee, chocolate, and wine. The Favorites spirit is playful and simple. We keep the coffee grounds fair trade, wine local, and chocolate made fresh at the location.
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Favorites Brand Manual
Brand Spirit Favorites is a brand that is inclusive. Pets are welcome, families are accommodated and beach-goers are expected. The brand will inspire the artist within and provoke conversation between strangers and friends alike.
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Presentation
Favorites Brand Manual
Favorites is a brand of excellence. People are drawn to Favorites, not just because of its aesthetic, but because of its story and values. The brand beliefs encompass human interaction an quality goods.
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Favorites Brand Manual
Inspiration and Concepts Favorites is a brand born with the challenge to be different. It represents the lifestyle of California, more specifically, Carlsbad. It is a living representation of the sophistication of wine, the aroma of coffee, and the playfulness of chocolate. Inspiration and concepts that guided the creation of the brand originated from a simple, yet powerful idea: what can bring people together and inspire conversation and community? Favorites’ inspiration is to inspire and delight.
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Brand Essence Favorites is a brand that values community. The look of the brand is inspired by the people of Carlsbad. The simple, yet playful brand highlights the lifestyle of the locals. The brand’s goal is to inspire and be inspired. Because of the community foundation of Favorites, the brand wants to give back to the community though providing a beautiful place for locals to meet up. The creative process for Favorites began with the foundation of chocolate, coffee, and wine. What do they look like separately, but more importantly, what do they look like together? Inspiration was found through the beaches in Carlsbad, the lifestyle of the locals, and Carlsbad Village. Favorites is a brand catered to its location but is also flexible to expand and to be enjoyed in other locations.
Favorites Brand Manual
Carlsbad Village is a location where everyone is welcome. It is acceptable to be in your beach gear or in your Sunday best. It is a community where all are welcome, even the pets! It is a place where dogs are welcome.
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Families can enjoy a Saturday afternoon where the adults are drinking coffee while the kids are enjoying their chocolate. A morning at Favorites will be a place of rest and conversation over a cup of coffee after a surf session, or before your morning walk. The afternoons can be reserved for chocolate and coffee with friends to take a break from walking around the village. Favorites is a great place for friends to meet up and share a bottle of wine before they go out to dinner in the town. After dinner is what the brand loves best. After enjoying a great meal, Favorites is a place where you can have your desert, indulge in a glass of wine, or end the night with some a cappuccino. Favorites is a flexible brand with open arms to welcome the community at all times of the day.
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Favorites Brand Manual
Favorites Brand Manual
Logo
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Logotype
Favorites Brand Manual
Indulge Together. Favorites encourages togetherness. Indulge in coffee, chocolate, and wine together, but also in each other’s company. The tag line is inclusive and supports the brands mission to create a community setting and delicious goods.
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Favorites Brand Manual
Signature
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Tagline
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Favorites Brand Manual
Typography Favorites uses two typefaces. The first typeface is Acier BAT. This is a bold font designed by Jean-Baptiste LevĂŠe. The secondary typeface used is Minion Pro. This is a clean typeface designed by Robert Slimbach. They are both sans serif fonts. Together they create a clean and simple look.
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Primary Typeface Acier bat — text outline ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890
Acier bat — text solid ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890
Secondary Typeface AVENIR NEXT — CAPS ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890
Avenir Next — Regular abcdefghijklmnopqrstuvw xyz
Favorites Brand Manual
1234567890
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Primary Color Palette
Favorites Brand Manual
C=2 M=12 Y=85 K=0
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C=78 M=49 Y=48 K=21
C=0 M=34 Y=27 K=0
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Secondary Marks
Favorites Brand Manual
Favorites is a playful brand. The secondary marks include the logo in yellow and teal. These are not interchangeable with the official logo, but can be used in the store, on packaging, on ephemera, and for marketing purposes. When the squared logo does not work, here are some horizontal secondary marks that can be used when it is not possible to use the primary mark.
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INDULGE TO GE T HE R
INDU LGE TOGETHER
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Favorites Brand Manual
Signature: Full-color
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Signature: One-color
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Signature Size Requirements
Favorites Brand Manual
1/2 inches in width
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Unacceptable Uses
Favorites Brand Manual
The correct use of the Favorites logo is essential. Follow the guidelines. Here are some examples of unacceptable uses of the brand signature.
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Never substitute type in the logo
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Never alter the colors in the logo
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Never put other words or phrases inside the logo
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Never tilt the logo
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Never distort the shape of the logo
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Never alter the proportions of the logo in any way
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Never add elements inside or over the logo
Come Inside!
FAVORITES in d u lg e to g e th e r
IN D U
LG E
TO G
ETH
I N D U LG E TO G E T H E R
I N D U LG E TO G E T H E R
ER
INDULG E TOG ETHER
IND U LG E TOG E TH E R
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Image Library
Favorites Brand Manual
The photos selected for the image library are very strategic. Each photo helps communicate the essence of Favorites. The colors and the feeling of the images are what Favorites stands for: simple, engaging, local, fun, and inspiring.
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Favorites Brand Manual
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Business Cards
Favorites Brand Manual
The front of the business card holds the logo. There are three variations of the business card with the logo in three different colors. The back of the business cards are all the same. They contain information about Favorites to contact and find the cafe. The color on both sides of the business card are fullcolor CMYK.
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indulge together.
c h o c o l a t e • w i n e
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coffee
2998 State Street Carlsbad, CA 92008 760 . 434 . 4479 favoriteschocolatebar.com
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Favorites Brand Manual
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Favorites Brand Manual
Letterhead
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indulge together.
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c h o c o l at e
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wine
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coffee
2998 State Street Carlsbad, CA 92008 760 . 434 . 4479 favoriteschocolatebar.com
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Favorites Brand Manual
Envelope
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indulge together.
c h o c o l at e
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wine
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coffee
2998 State Street Carlsbad, CA 92008 760 . 434 . 4479 favoriteschocolatebar.com
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Favorites Brand Manual
Environmental Signage
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Favorites Brand Manual
Packaging and Ephemera
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Favorites Brand Manual
Digital Media
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Favorites Brand Manual
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Favorites Brand Manual
Contact Information and Design Inquires Favorites 760 . 434 . 4479 www.favoriteschocolatebar.com
Maddie Frith Creative Director, Designer 760 . 685 . 3598 maddie.frith40@gmail.com
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Favorites Brand Manual
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