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Visual Guideline


Contents

Logo

3

Construction of logo

4

Typeface (primary and secondary)

5

Colour palette

6

Use of the logo

7

Extended visual language

10

Logo application

11


Africa Black Logo

Full colour

Black and white

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Construction of Africa Black Logo Consisting of 3 basic shapes

1.

2.

3.

Description

Constructed Africa Black Logo

The Africa Black logo consists of a simple rosette shape which consists of 3 shapes. It is constructed by putting all the elements (as shown above) together. The middle part of the rosette is a simple rectangle (1). The next shape (2) is placed on each side of the rectangle. This is for the “folded� effect for the rosette. The logo is completed by adding shape number 3.

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Typefaces for Africa Black Africa Black only uses the typeface named Museo. This type face has 2 variations. 1. Museo (300) 2. Museo (700) The Museo (300) is the regular typeface whereas the Museo (700) is the bold typeface.

Museo (300)

Museo (700)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

This typeface will be used throughout all produced material for Africa Black.

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Colour Palette - Primary and Secondary

Primary Africa Black has 2 primary colours:

C = 0 | M = 0 | Y = 0 | K = 100

C = 25 | M = 100 | Y = 100 | K = 30

PANTONE P 50-8 C

Secondary These colours are used on the Africa Black label for the coffee packaging

C = 0 | M = 20 | Y = 75 | K = 100

C = 5 | M = 55 | Y = 60 | K = 0

PANTONE P 10-6 C

PANTONE P 37-13 C

C = 25 | M = 45 | Y = 0 | K = 0

C = 35 | M = 15 | Y = 85 | K = 0

PANTONE P 91-3 C

PANTONE P 164 -14 C

NOTE: These colours only represent the variations of the coffee blends on the packaging labels.

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Use of Africa Black Logo

A

The Africa Black logo must have a bounding box equivalent

A

A

to the size of the upper case letter “A” from the logo. Ensure

A

that this measurement is taken from each side of the logo when placed on any material. The blue bounding box serves as the safe area. No design elements/objects may overlap the area of the blue bounding box.

Basic rules of the Africa Black Logo

- Do not distort or misuse the logo or brand identity. No cutting the logo off a page, distorting its shape or re-working of its entirity.

- Do not use the logo in a crowded area. When the logo is set out in a small format, leave a 0.5mm border around the whole logo for ‘breathing space’, and as the logo increases, increase the boarder size proportionally.

- When expanding the logo in size, if any distortion or illegibility occurs, causing pixelation, a retrace of the origional logo needs to be done.

- Do not split the logo onto 2 pages making it whole when put together. The Africa Black identity works only in its entirity.

- Only the colours used in the original logo may be used. A pantone of the colours will be given as well as the CMYK breakdown.

- Do not make the logo smaller than 35mm x 15 mm (as used on business card).

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Correct applications of Africa Black Logo

The logo can be placed on any white area.

The logo can be placed on the textured stock background.

The logo can be used in black and white when printing monochromatic or for black and white application use e.g. newspaper.

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Incorrect applications of Africa Black Logo

The shape containing “Africa Black� must never be placed on a black background and outlined in white as shown above in both occurences.

The Africa Black logo must not be placed on any dark background that will interfere with the colours of the logo.

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Extended Visual Language Below are the elements that can be used as the visual language for Africa Black. These are mainly extracted from the Africa Black logo itself. They can be used on all material produced for Africa Black. These elements can be either combined or used independently to create additional visual elements.

Below are the styles which have been further extended to create an extended visual language.

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Logo Application Menu Board

MENU Breakfast Scrambled eggs Egg Mayonnaise Muesli, yoghurt and honey American pancakes with grilled bacon

Salads

Chicken Mayo Bacon, avo and feta Rare roast beef and mustard Mozzarella and tomato

R30 R30 R30 R30

R30 R30 R30 R30

Extras

Sandwiches

(Oered on panini, health or rye}

Chicken Mayo Bacon Avo and feta Rare roast beef and mustard Mozzarella and tomato

Meals

Butternut soup Burger and chips Steak and chips

R30 R30 R30 R30

R30 R30 R30

Cheese Bacon Biltong Pesto Caramelised onions

R30 R30 R30 R30 R30

Confectionery MuďŹƒns Carrot cake Baked cheescake Red velvet

R30 R30 R30 R30

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Vehicle Signage

Side & front view

Rear view

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T-shirt (men)

www.africablack.co.za

wanna

up

come

for

co ee?

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T-shirt (women)

www.africablack.co.za

wanna

up

come

for

co ee?

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Apron

w

nna coam e

for

up

co

ee?

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Coffee Pack labels VINTAGE BLACK ESPRESSO A brooding dark roasted mend that traces its roots to some of the most superior coffee origins in the world. A modern classic.

Brewing Basics

Vintage Black Espresso WHOLE BEAN

Enjoying a good cup of coffee is one of life’s simplest pleasures. Follow these tips on how to prepare the perfect cup: Strength: Use about 9g or one tablespoon of freshly roasted, freshly ground coffee per standard sized 220ml cup. Adjust to taste. Cup: Pre-heat for superior coffee enjoyment. Temperature: Heat water to between 94ºC - 97ºC (just before boiling point). Milk: If frothing, start with cold milk. Storage: Keep coffee stored in an airtight container in a cool dark place. Use within one week of opening.

FOR ESPRESSO AND CAPPUCINO Unit 74 | Design Boulevard | North Riding, Randburg C +27 82 443 7249 | T +27 11 462 2443 info@africablack.co.za | www.africablack.co.za

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BLACK EXOTIC Enjoyed any time of the day, this blend has a fine, mild acidity taste with a slight body. Undoubtedly an affair to remember.

Brewing Basics

Black Exotic GROUND COFFEE

Enjoying a good cup of coffee is one of life’s simplest pleasures. Follow these tips on how to prepare the perfect cup: Strength: Use about 9g or one tablespoon of freshly roasted, freshly ground coffee per standard sized 220ml cup. Adjust to taste. Cup: Pre-heat for superior coffee enjoyment. Temperature: Heat water to between 94ºC - 97ºC (just before boiling point). Milk: If frothing, start with cold milk.

100% Arabica blend from North Africa and East Africa

Storage: Keep coffee stored in an airtight container in a cool dark place. Use within one week of opening.

FOR FILTER AND FRENCH PRESS

500g

Unit 74 | Design Boulevard | North Riding, Randburg C +27 82 443 7249 | T +27 11 462 2443 info@africablack.co.za | www.africablack.co.za

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MIDNIGHT BLACK SUPREME

MIDNIGHT BLACK SUPREME

A timeless blend which offers a medium roasted combination of typical African acidity and Latin American body.

Brewing Basics

Midnight Black Supreme GROUND COFFEE

Enjoying a good cup of coffee is one of life’s simplest pleasures. Follow these tips on how to prepare the perfect cup: Strength: Use about 9g or one tablespoon of freshly roasted, freshly ground coffee per standard sized 220ml cup. Adjust to taste. Cup: Pre-heat for superior coffee enjoyment. Temperature: Heat water to between 94ºC - 97ºC (just before boiling point). Milk: If frothing, start with cold milk.

100% Arabica blend from North Africa and East Africa

Storage: Keep coffee stored in an airtight container in a cool dark place. Use within one week of opening. FOR FILTER AND FRENCH PRESS

500g

Unit 74 | Design Boulevard | North Riding, Randburg C +27 82 443 7249 | T +27 11 462 2443 info@africablack.co.za | www.africablack.co.za

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WILD BLACK BLEND

WILD BLACK BLEND

A sustainable Harvest Coffee that is blended with an unwashed Ethiopian Harrar. It’s a mix of untamed emotions.

Brewing Basics

Wild Black Blend GROUND COFFEE

Enjoying a good cup of coffee is one of life’s simplest pleasures. Follow these tips on how to prepare the perfect cup: Strength: Use about 9g or one tablespoon of freshly roasted, freshly ground coffee per standard sized 220ml cup. Adjust to taste. Cup: Pre-heat for superior coffee enjoyment. Temperature: Heat water to between 94ºC - 97ºC (just before boiling point). Milk: If frothing, start with cold milk.

100% Arabica blend from North Africa and East Africa

Storage: Keep coffee stored in an airtight container in a cool dark place. Use within one week of opening.

FOR ESPRESSO AND CAPPUCINO

500g

Unit 74 | Design Boulevard | North Riding, Randburg C +27 82 443 7249 | T +27 11 462 2443 info@africablack.co.za | www.africablack.co.za

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EBONY BLACK

EBONY BLACK

Considered to be the lovechild of the great coffee regions, this medium roasted blend is complemented by honey and floral notes.

Brewing Basics Enjoying a good cup of coffee is one of life’s simplest pleasures. Follow these tips on how to prepare the perfect cup:

Ebony Black GROUND COFFEE

Strength: Use about 9g or one tablespoon of freshly roasted, freshly ground coffee per standard sized 220ml cup. Adjust to taste. Cup: Pre-heat for superior coffee enjoyment. Temperature: Heat water to between 94ºC - 97ºC (just before boiling point). Milk: If frothing, start with cold milk.

100% Arabica blend from North Africa and East Africa

Storage: Keep coffee stored in an airtight container in a cool dark place. Use within one week of opening.

FOR ESPRESSO AND CAPPUCINO

500g

Unit 74 | Design Boulevard | North Riding, Randburg C +27 82 443 7249 | T +27 11 462 2443 info@africablack.co.za | www.africablack.co.za

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Exterior Shop Signage (lightbox)

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Student Project: Africa Black | Visual Guideline