Kawi Specialty Coffee

Brand Manual | 2019

ALWAYS EXQUISITE We work hard to maintain high quality in everything we do including how we design our brand. Our main goal is to keep our aesthetics cohesive and structured. In order to do so, it is important to follow these guidelines and ensure the logo in a way that upholds our standards in every application.

INDEX BRAND STRATEGY..........................................................06 LOGOTYPE...........................................................................11 TYPOGRAPHY....................................................................17 COLOR USAGE..................................................................19 GRAPHIC ELEMENTS......................................................22 UNACCEPTABLE USAGE................................................25 STATIONERY.....................................................................28

BRAND SRTRATEGY

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BRAND STRATEGY

CORE VALUES WE ARE COMMITTED: We are committed to our customers in providing coffee in its finest quality.

WE ARE CARING: We care for our environment by procuring to innovative and biodegradable materials.

We provide Ecuador's natural wonders in a capsule of exceptional coffee.

WE ARE HONEST: We support fair trade by teaming up with hard working suppliers and small farmers located in the most privileged geographic areas to cultivate specialty coffee. We trade with respect, integrity and fairness.

WE ARE LEADERS: We have the will to be the number one coffee suppliers in terms of quality and service.

WE PROMISE

We promise to always offer Ecuadorian’s highest quality in coffee We promise to always take care to our environment promoting innovative solutions to protect our planet.

We promise to promote local businesses by practicing Win- Win partnerships with our suppliers using fair trade as the core of our relationship.

BRAND GUIDELINES

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BRAND STRATEGY

Authentic Confident WE ARE:

Passionate Ethical

ABOUT US We are driven by the strong power to create a prosperous successful community of coffee lovers. We are leaders in providing the finest coffee from the most privileged geographical areas in Ecuador. Moreover, we lead our community to get involved in responsible consumerism by taking care of our environment. We are constantly innovating in providing responsible materials to reduce negative environmental impact .

Strong

BRAND GUIDELINES

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BRAND STRATEGY

COMPETITION

HIGH QUALITY

Our main objective is to produce exquisite specialty coffee while creating a responsible culture towards the environment. The following chart contains an analysis of our competitors where we can compare between high quality brands vs. how much they practice their environmental friendly policies.

NON ENVIRONMENTAL FRIENDLY

ENVIRONMENTAL FRIENDLY

LOW QUALITY

BRAND GUIDELINES

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BRAND STRATEGY

LOOK AND FEEL

BRAND GUIDELINES

9

LOGOTYPE

11

LOGOTYPE

Logotype Symbol

Description

BRAND GUIDELINES

The name Kawi comes from the meaning in Quichua : Coffee. This represents the wonders that Ecuador’s biodiversity has to offer. One of the privileges of Ecuador is that it contains the perfect growing climates for specialty coffee.

The logotype describes a brand of luxury and high quality. This is demonstrated with a simple font. Kaleko 105 round which is legible and elegant . Moreover it communicates the love we have for coffee by adding a coffee bean shape in the letter “w.”

The logo encompasses a series of items that completes a trademark. This involves a logotype made by imagery and the font Kaleko 105 round, a symbol which is a coffee bean inserted in the letter “w” and the description of what we do which is “specialty coffee”.

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LOGOTYPE

SECONDARY VERSIONS Kawi’s secondary versions can be used in replacement of the primary logo according to the designer’s criteria and piece to be applied on.

BRAND GUIDELINES

Primary Logotype

Vertical Logotype

Simplified Logotype

Badge Logotype

Symbol

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LOGOTYPE

LOGO PROPORTIONS We’ve designed a special grid for our brand Kawi with the purpose of respecting and maintaining its proportions at all times.

Primary Logotype 40 x 20 “X”

Vertical Logotype 22 x 24 “X”

Symbol 22 x 16 “X”

sp

ec

Simplified Logotype 40x 15 “X”

BRAND GUIDELINES

e

Kawi

ia lt y c o ff

e

Badge Logotype 14 x 14 “X”

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LOGOTYPE

CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo.

This space isolates the mark from any other graphic elements such as: other logos, patterns, non – corporate backgrounds or body copy that might conflict with overcrowd which lessens the relevance of the mark.

BRAND GUIDELINES

Main Logotype

Vertical Logotype

Symbol

“X”

“X”

The minimum clear space is defined by the size of the dot from the letter “i” taken from the name “Kawi”. This minimum space should be maintained as the logo is proportionally resized.

“X”

Simplified Logotype

Badge Logotype

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LOGOTYPE DIGITAL

85 px

Principal

OFFSET

1.5 cm

LOGOTYPE

3 cm

43.6 px

3 cm

42.5 px

50 px

1.7 cm

1 cm

Vertical

BRAND GUIDELINES

1.5 cm

44 px

32.5 px

1 cm

1.5 cm

Symbol

85 px

42.5 px

Badge

2 cm

Simplified

1.5 cm

A minimum reduction size has been established for every version of our logo.

Respecting this reduction maintains a legible and clear brand.

32 px

MINIMUM REDUCTION

44 px

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TYPOGRAPHY

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TYPOGRAPHY

TYPOGRAPHY By maintaining our typography at all times, our brand will always be consistent to its image use. This set of typefaces best represent the elegance of our brand and should be used across all print and web applications.

BELL MT (Use for headlines) Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

BRANDON GROTESQUE

BRAND GUIDELINES

Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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COLOR USAGE

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COLOR USAGE

COLOR USAGE The color usage for Kawi is fairly minimal. The logo will be mainly used with our green #445C3D. This color represents luxury and the same time our commitment to be responsible with the environment. Our secondary colors are Parchment White #E8DBBE and Olive Grey #231F20 to keep the elegance and maintain it neutral.

BRAND GUIDELINES

PRIMARY COLOR

SECONDARY COLOR

SECONDARY COLOR

# 445C3D

# E8DBBE

#231F20

C: 70% M: 43% Y: 80% K: 34%

R: 68 G: 92 B:61

C: 9% M: 11% Y: 26% K: 0%

R: 232 G: 219 B: 190

C: 70% M: 67% Y: 64% K: 74%

R: 35 G: 31 B: 32

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COLOR USAGE

MONOCHROME

BRAND GUIDELINES

BICHROME

BICHROME B/W

BICHROME B/W

B/W

20

GRAPHIC ELEMENTS

22

GRAPHIC ELEMENTS

PRINCIPAL GRAPHIC ELEMENT Kawi uses its main symbol: our iconic coffee bean. This symbol represents our efforts to produce our exquisite coffee.

Our coffee bean could be applied by your own criteria depending on its usage.

BRAND GUIDELINES

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GRAPHIC ELEMENTS

PATTERN Through Kawi´s main symbol: our iconic coffee bean, we have designed a pattern that should be used according to your own criteria.

BRAND GUIDELINES

23

UNACCEPTABLE USAGE

25

UNACCEPTABLE USAGE

1

2

3

UNACCEPTABLE USAGE 1. Don’t stretch or squish de logo 2. Don’t use off - brand typography 3. Don’t place off - brand elements on the logo 4. Don’t use off-brand colors 5. Don’t use drop shadow 6. Don’t use unofficial brand backgrounds

BRAND GUIDELINES

THE GREATEST COFFEE

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STATIONERY

28

DESIGN STUDIO 0994948440 nici.diseno@gmail.com