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Brand Implementation Guidelines


BRAND IMPLEMENTATION GUIDELINES

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Contents 1.0 OUR LOGO

The Caffeine 1UP logo, and the story behind it.

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1.1 VARIATIONS

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1.2 SPACING

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1.3 ACCEPTABLE USE

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Multiple variants available for different uses. Proper space area for placing the logo. How the logo can be properly used.

1.4 CAFFI

Caffi, the new mascot of Caffeine 1UP.

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2.0 TYPEFACE 12 Proper typefaces for web and print use.

2.1 LOGO TYPEFACES

Restricted logo typefaces.

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3.0 COLOURS 14 Primary brand colours.

3.1 ACCENT COLOURS

Variants when greater heiarchy is needed.

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4.0 ICONOGRAPHY 16 For patterns, decoration, and more.

4.1 CREATING ICONS

Guidelines to create additional icons that fit with the set.

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5.0 STATIONARY 18 Business cards, letterheads, and envelopes.

6.0 PHOTOGRAPHY 19 Proper photography guidelines for commercial use.

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ONLINE PRESENCE

Web design and social media.

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8.0 ATTRIBUTION 22 Contact and copyright info.


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BRAND IMPLEMENTATION GUIDELINES


BRAND IMPLEMENTATION GUIDELINES

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The Logo Coffee and games. These are the two major selling points of Caffeine 1UP. Patrons can sit down to sip coffee while enjoying some classic to modern games. Meet Caffi, the new Caffeine 1UP logo and mascot. Caffi was designed to personify the feelings through the state of his emoji-like eyes. His different states can be branded on merchandise, creating a line of products that can boost sales and increase brand awareness.

Neutra and Chippewa Falls back up the logo in two ways. Neutra is a blocky, proffessional typeface, but retains a fun look with it’s low x-height. Chippewa Falls compliments the coffee-shop chalkboard vibe. These two pairings embody the two key selling points of Caffeine 1UP: Coffee and Games. The number one on the wordmark portion of the logo has been transformed with a pixel like effect, further reinforcing the fact that the cafe is related to gaming. Pedestrians passing by will be able to quickly see the cafe is related to gaming because of this, without even having to read the “Coffee and game lounge” subtitle. The green Pantone colour references the traditional 1UP mushroom from Super Mario Bros, as is also used partially in the current logo. The 1UP gives the player an additional life, much like how the coffee reinvigorates the player as they enjoy the wide variety of games available.

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1.1

BRAND IMPLEMENTATION GUIDELINES

Variations The stacked version is the primary logo choice. It should be applicable in most situations. If the logo has to be shrunk due to a height requirement, switch to the horizontal version. For much smaller sizes, use the icon size.

Primary Version

Alternative Version

Horizontal Alternative

Icon Size – can be reduced down to 16px


BRAND IMPLEMENTATION GUIDELINES

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Spacing Proper spacing should be adhered to. The height of the A character in the wordmark should be used for spacing and sizing the logo.

The size and position of the wordmark and pictoral has already been set. Do not reposition the elements inside the bounding box.

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1.3

BRAND IMPLEMENTATION GUIDELINES

Acceptable Use The pictoral and wordmark elements should never be recreated or modified. Use the provided vector version whenever possible. Use the PNG version if vector is not supported.

Do not use the logo over imagery without a background.

Do not add a gradient, or adjust any colours for any part of the logo.

Do not move, rotate, or scale the wordmark in any way.

Do not use another version of Caffi in the logo.


BRAND IMPLEMENTATION GUIDELINES

Do use the alternative version with background over photography.

Do use the eyes as a decorative element over or under another.

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Do use the logo over a 10% tint of one of the pre-approved colours.


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BRAND IMPLEMENTATION GUIDELINES

Caffi Caffi is the mascot of Caffeine 1UP. He can express his emotion in various emoji-like states. Use him as an illustration on merchandise, apparel, chalk, and more. Choose from one of the pre-approved variants in the brand library.

Caffi variants are great for merchandise and apparel, but are not a substitute for the logo. Do not change the pictoral in the logo, or add the wordmark to one of the variants.


BRAND IMPLEMENTATION GUIDELINES

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BRAND IMPLEMENTATION GUIDELINES

Print/Web Typefaces

Proxima Nova is the default print & web typeface. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial should be used whenever the default typeface is not available. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


BRAND IMPLEMENTATION GUIDELINES

2.1

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Logo Typefaces

neutra is strictly restriced to the logo. never use it for any other purpose. chippewa falls is primarily used for writing on chalk displays by authorized artists.



try our new latte of the day! Mocha jump

$ 5.99 Do use Chippewa Falls as copy. Feel free to add other handwritten typefaces as accents.

î‚?

try our new latte of the day! mocha jump!

$5.99

NEVER use Neutra for any reason other than for the wordmark in the logo.


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BRAND IMPLEMENTATION GUIDELINES

Colours 1UP is the primary colour for Caffeine 1UP. Use a 50% and 10% Tint to add contrast when needed. Chalkboard is to be used for text and as an accent.

1UP Green

50% Tint

Pantone 138-8 C #0db14b R: 13 G: 177 B: 75 C: 80 M: 0 Y: 100 K: 0

Chalkboard

Pantone 179-16 C #231f20 R: 35 G: 31 B: 32 C: 70 M: 67 Y: 64 K: 74

10% Tint

50% Tint

75% Tint

10% Tint


BRAND IMPLEMENTATION GUIDELINES

3.1

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Accent Colours Accents should be used sparingly to compliment the primary colours. Generally, only one accent should be used unless there is a large amount of content and greater need for heiarchy.

50% Tint

Sandstorm

#F3CA40 R: 243 G: 202 B: 64 C: 5 M: 18 Y: 87 K: 0 75% Tint

Azure

#1BE7FF R: 4 G: 150 B: 255 C: 71 M: 36 Y: 0 K: 0

10% Tint

Orange Soda

#FE5E41 R: 254 G: 94 B: 65 C: 0 M: 78 Y: 77 K: 0


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4.0

BRAND IMPLEMENTATION GUIDELINES

Iconography Iconography serves to add flair and decoration. Use it as a pattern or as standalone icons.


BRAND IMPLEMENTATION GUIDELINES

4.1

Creating Icons Icons are created using a 30px stroke within a 700px square– allow for breathing room. Expand strokes to retain scaleability.

For larger shapes that fill the bounding box, leave open areas to allow for breathing room.

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BRAND IMPLEMENTATION GUIDELINES

Stationary Use the provided stationary assets. For business cards use 32pt thick uncoated card.


BRAND IMPLEMENTATION GUIDELINES

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Photography Photography should have a difinitive, non direct focus point–high aperature photography is ideal. Always altnernate between showcasing both games and coffee–they do not need to be in the same image.

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BRAND IMPLEMENTATION GUIDELINES

Online Presence Favicon should use a reduced size version of the icon size of the logo without text. 16x16 size.

Social media icons should use the Iconmonstr secondary icon set, available at www.iconmonstr.com.

     Use web banners for Facebook banner images.


BRAND IMPLEMENTATION GUIDELINES

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BRAND IMPLEMENTATION GUIDELINES

Attribution Brand concept created by

Simon Callsen Graphic Designer scallsen.ca

Created with permission of the brand owner

Heather

Owner, Caffeine 1UP caffeine1up.ca

This is a ficticious recreation of an existing brand. All copyrights are property of their respective owners.


BRAND IMPLEMENTATION GUIDELINES

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BRAND IMPLEMENTATION GUIDELINES

Caffeine 1up Brand Implementation Guidelines  

Mock rebrand project I did for a local gaming cafe located in downtown Ottawa, Ontario.

Caffeine 1up Brand Implementation Guidelines  

Mock rebrand project I did for a local gaming cafe located in downtown Ottawa, Ontario.

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