Cafe Opus Brand Guide

since

1995

HOME IS WHERE

OPUS IS.

Café Opus is the “living room of Hamilton.” It’s where students can take a breath of freshly brewed coffee, relax in their favorite armchair, and swiftly skim their favorite political theory book before running to class. We wanted to create a cohesive, consistent brand guide to encompass all of the qualities that make Café Opus unique in the hearts of the Hamilton College community.

Brewing the perfect cup of coffee might be difficult, but following this brand guide is pretty simple. Take a look at our step-by-step on how to keep the Café Opus brand consistent for years to come!

1

FRIENDLY. LOVING. FAMILIAR. M

O

O

D

B O A

R

D

“Friendly,” “loving,” and “familiar” are the words that pop into our heads when we think about Café Opus. When developing the Opus brand, we wanted to ensure that every aspect of the brand, from the colors to the font, encapsulated these values. The mood board helps to visualize the Opus aesthetic and where some of the color and type inspirations for this brand guide came from.

BRAND GUIDELINES

3

since

since

1995

Minimum Size 1995

BRAND GUIDELINES

The minimum diameter for the logo is 1.5�.

THE PRIMARY LOGO Café Opus’ primary logo features a wordmark and icon. It has a playful and retro feel, and the hand-drawn style reflects the unique and creative atmosphere of Café Opus. This is the main logo that will be used across primary brand applications.

THE ARMCHAIR The armchair icon represents Café Opus’ comfortable and inviting environment.

It is a key feature that makes the brand recognizable and memorable.

THE LETTERING The hand-drawn lettering gives movement and personality to the logo. It emphasizes the friendly, free-spirited nature of Café Opus.

5

SECONDARY LOGOS The secondary logos for CafĂŠ Opus may be used in place of the primary logo but never directly next to the primary logo. The secondary logos include several color variations, the armchair icon, and armchair icon combined with a colorful wordmark.

The armchair icon can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the armchair icon can be used as an Instagram profile picture, and the brand name is found adjacent in the username and profile name.

The armchair icon can be used in place of the primary logo.

BRAND GUIDELINES

since

1995

since

1995

COLOR VARIATIONS The primary logo has two color variations. These can be used in place of the primary logo for a different pop of color. For example, if printing the logo on a yellow background such as a t-shirt, either color variation can be used.

The combined armchair and colorful wordmark works best on a white or light, neutral background.

7

3

#2 6

#0

6 5e

#ff a

2 d 4

f

#e 8e

#db511b

26 6 2

BRAND GUIDELINES

1 3 b

COLOR PALETTE Maintaining a uniform color palette is an essential part of creating a cohesive brand identity. Colors also help enhance the “feel” of the brand by communicating its values to the audience.

“Cozy” is Café Opus’ middle name, and we wanted the colors to emit the same warmth you feel when you step into the café after a long day. Using a mix of warm and cool tones brings balance to the palette and allows the colors to be used for a wide variety of purposes. For example, the cool-tones are great for body text, while the warm-tones are useful for titles and headings.

9

TYPOGRAPHY

Azo Sans Uber Use for headlines.

Uppercase

Clockwise Regular Use for secondary headlines.

Sentence Case

Clockwise Light Use for body copy.

Sentence Case

Azo Sans Uber Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Clockwise Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Clockwise Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

11

MOCKUPS

The following pages contain examples of possible logo uses.

Make sure that the logo is never smaller than the minimum diameter of 1.5 inches. The logos work best when printed on colors from the brand color palette and neutral tones such as white and black.

BRAND GUIDELINES

13

BRAND GUIDELINES

15

ABOUT THE PROJECT This brand guide was created by Sunny Chen and Nanaka Suzuki as part of their Graphic Design independent study at Hamilton College. The goals of this independent study were to gain a further understanding of brand design and to develop the necessary skills to enter and succeed in the career field of design.

This project was made possible through the support of Robert Knight, Bret Olsen, and Larry Bender.

BRAND GUIDELINES