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COFFEESHOP — BRAND IDENTITY STUDIES

Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia

A brand that captures your mind gains behavior. A brand that captures your heart gains commitment. – Scott Talgo, Brand Strategist

Copyright ©2010 MossMedia, LLC


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Naming > Ideation

Expectation & Spirit:

There’s no such thing as a brand with no name. But there is a such a thing as a brand with no meaning.

• Unique

For most, the name itself becomes synonymous with the experience.

• Historic

Where it comes to Tyler Village’s new coffeehouse and cafe, we’re striving for a name that’s special without coming off exclusive or contrived. Together, we think we’ve uncovered a few names that will hold up to both organic and integrated marketing campaigns, and attract a wider audience from the greater village of Cleveland

• Collaborative • Familiar • Friendly • Neighborly

FINALISTS:

1

• Comfortable

• Warm

P ulley ’ s

Coffeehouse & Lounge

• Intellectual • Intimate

2 3 4 5 6 7

E le v ate

Coffee on Higher Grounds

L ift

Coffee on the Level

• Awakened • Spirited • Wired • Inspired • Part of a Ritual

A bacus

Count on Good Coffee

• “My 3rd Place” • “My Home Away from Home”

Cog’s

Cafe for the Creative in us All

T he B oard R oo m

Calling All Movers and Shakers

B auhaus B re w

Keep the Ideas (And Coffee) Flowing

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 1


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Naming > Elevate

Inspiration:

The best brands begin with a rigorous discovery of typefaces and symbols that carry the brand to the right level of customer expectation and authentic experience.

• Epic Architecture

Note: For purposes of this exercise, we have focused on “Elevate” and “Pulley’s” to explore a one-of-a-kind brandmark,

• Modern Marvels

logotype, and brand experience – for customers, tenants, and neighbors of Tyler Village.

• Nextgen Networkers • Movers

T ype S tudy :

1

• Shakers

E l e vat e Coffee & Conversation

2

Eleva te

Decotura: Has a nice “period” feel without coming across too dated. Works well with stoic architecture.

• “They don’t build ‘em like they used to.”

Garton: Nice friendly subtext. Nostalgic without being too cutesy.

• Third Place

ITC Anna: Again, offers a nice tribute without coming across too dated. Works well with stoic architecture. Con: too theatrical. Matrix: Stylized, yet friendly subtext.

– Boardroom Coffeehouse – 3

• Industrial Giants

Elevate

• Rise and Shine • Bold Ideas • BHAG’s • Town Hall • “THE CHANGE From Top Down to Ground Up”

Matrix Inline Script: Timeless. Artistic. Crafted. Personal.

• “Out with the old in with the new!”

Matrix: Stylized. All caps are real strong here.

1st Floor coffeeshop

4

ELEVATE Coffee

&

C A FE

Mercury: Transitional. Speaks to Deco without being stereotypical. Perhaps too curvilinear for the space? Mrs. Eaves: One of the most popular new serif typefaces. Very versatile for marketing efforts!.

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 2


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Naming > Pulley’s

Inspiration:

“The difference between the almost-right word and the right word is the difference between the lightning bug and the lightning!“ – Mark Twain (1835-1910).

• Epic Architecture

• Modern Marvels

T Y P E S T U DY:

1

• Nextgen Networkers

Pulley’s C OFFEE S H O P & H O T S P O T

2

Mrs. Eaves: One of the most popular new serif typefaces. Many weights & variations. Very versatile for marketing efforts.

Pulley’s

ITC Anna: Again, offers a nice tribute without coming across too dated. Works well with stoic architecture. Con: too theatrical. Matrix: Stylized, yet friendly subtext.

• Shakers • “They don’t build ‘em like they used to.”

• Rise and Shine • Bold Ideas • BHAG’s • Town Hall

Pulley’s

Matrix Script Bold: Friendly. Classic. Crafted. Memorable. Matrix: Stylized. All caps are real strong here.

COFFEESHOP FOR MODERN JOE

4

• Movers

Garton: Decorative. Classy. Spirited.

• Third Place

– Coffee & Conversation –

3

• Industrial Giants

Pulley’s C OFFEE S H O P 3 1

• “THE CHANGE From Top Down to Ground Up” • “Out with the old in with the new!”

Dead History: Transitional. Speaks to Deco without being stereotypical. Perhaps too curvilinear for the space? Mrs. Eaves: Again, Eaves is one of the top award-winning, serif typefaces in modern design history.

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 3


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Naming > Recommendation For benchmarks of authenticity, friendliness, marketability, theme, environmental design potential, and underlying spirit – MossMedia recommends “Pulley’s” as the new brandname for the Tyler Village cafe. T an g ibility inde x :

E L E VAT E

( h o w r e ad i ly d o cus t o m e r s “ g e t i t ” ? )

P ulley ’s

• Abstract Verb

• Concrete Proper Noun

• Ethereal

• Mechanical

• Surreal

• Real

• Technical

• Personal

• Complex metaphor

• Simple metaphor

• Exclusive

• Universal

• Sophisticated

• Casual

• Obtuse

• Nostalgic

• Theoretical

• Iconic

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 4


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Brand Board > Environmental Design Behind every great idea is an engine. A machine of an idea that is greater. The real power of innovation has always been the human capital behind it. Just think of what the pulley represents and what it continues to make possible for the most enterprising minds. MOOD BOARD:

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 5


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Color System > Initial Considerations

Inspiration:

“Color is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in people’s memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colors. Colors can actually have an affect on a person’s state of mind and cognitive ability as demonstrated by numerous research studies.“ – Derrick Daye, Author of Branding Strategy Insider

Color is an important consideration in your brand identity system, and should support your established brand attributes. Substantial research reveals that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone.

C O LO R ST U D I E S :

1

De-Instensified Urban Hues > Muted (from Color Index.184)

2

De-Instensified Urban Hues > Muted (from Color Index.184)

3

Muted Combinations > Culture/Era (from Color Index.221)

4

Mixed Combinations > Accent (from Color Index.295)

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 6


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Type Studies > Icons & Symbols “Type is like music in having its own beauty, and in being beautiful as an accompaniment and interpretation; and typography can be used to express a state of the soul, like the other arts and crafts. Type appears at first to be a rigid medium; but like other rigid media, it is plastic to the living spirit of a craftsman.“ – J.H. Mason S U P P O R T I V E C A S T:

1

2

• abcdefgh jklmnopqAK • abcdefghijkqrst uvx abcdefhijkl

Typeface: SignPainter - House Industries. Fun. Casual. Retro. The designer’s favorite typehouse. Would work well with some kitschy, irreverent, marketing.

Typeface: Woodtype Ornaments 1 & 2. Straight up decorative. Could compliment final logotype as part of final brandmark. Secondary elements at best.

3

• .xcbdevw abcdefgjmnoptu 4

abcdefghijklm� nopqrstuvwxyz

Typeface: Griffin Dingbat 1 & 3. More stylized and period decorative motifs here. They present a stronger tie-in to the architecture.

Typeface: Gears. Gears turn with ideas. Gears in the elevators. Gears work with pulleys... in the cars... in creative minds....

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 7


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Taglines > Early Drafts

The Tagline

“A few essential elements increase in value as more clutter finds new ways to compete for our increasingly valuable attention. Nothing has as much perennial value as an effective tagline. Taglines provide emotional shorthand for buyers, giving permission to feel comfortable at the moment they lay their money down. These charged, packed little phrases must accomplish so much in a short space.“

A tagline compresses the meaning of a company vision, competitive position, brand promise, product or service benefit, or customer experience into a cogent story. It’s the distilled essence of your brand message — conceived strategically, expressed artfully, and delivered persuasively. Taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.

– Michael Graber S U P P O R T I N G C A S T 3:

1

C OFFEE S H O P & H O T S P O T

2

C o f f e e & C o n v e r sat i o n

3

C o f f e e sh o p f o r M o d e r n J o e

4

C OFFEE S H O P 3 1

5

Coffee & Conversation

6

Boardroom Coffeehouse

7

1st Floor coffeeshop

8

where new movers & Shakers, meet, greet & Retreat

COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 8


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Environmental Design > Concept Renderings Main entry 1 :

Environmental Study COFFEESHOP > BRAND IDENTITY STUDIES Presented to: SAW & Graystone Properties Art/Creative Direction: MossMedia Page: 9

Pulley's Coffeehouse 36 - Brand Idenity  

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