Page 1


FREQUENT USER CARDS & BUTTONS [1]

The frequent user card background color can be any of the three accent colors (turquoise, lime-green, yelloworange) with the company’s pattern. The text should be centered along with the logo. White should be the dominate text color (usually the smaller text and the logo. But something must be written with brown. The punch holes must be white.

[2]

TABLE OF CONTENTS

Our buttons are very fun and when it comes to the design we are very lenient. The primary company’s colors can be used, just follow the background guidelines. Buttons can be text or logo only or a combination.

2

CONCEPT

3

F R EQU E NT US E R CARDS

BASIC ELEMENTS

SYMBOL

4-5

BASIC LOGO

6-7

COLORS

8-9

BACKGROUND USAGE

10-11

TYPEFACE

12-13

[1]

INCORRECT USAGE

STATIONERY

BARISTA

15

BUSINESS CARDS

16-17

LETTERHEAD & ENVELOPE

APPLICATIONS

COFFEE CUP SLEEVES

19

Buy nine cups of coffee get the tenth one free

20-21 BARISTA BARISTA

FREE

[2]

BARISTA BARISTA BARISTA

BARISTA

BOOKLET

22

BILLBOARDS & SIGNAGE

23

VEHICLE

24

EMPLOYEE UNIFORMS

25

SHIRTS & SWEATSHIRTS

26

BUTTONS & USER CARDS

BARISTA BARISTA| | coffee coffeehouse house

26

USER CARDS & BUTTONS

1


T- S T-HIRTS S HIRTS BARISTA BARISTA

COMPANY SHIRTS

T- S H I R T S

T-SHIRTS

BARISTA

BARISTA

BARISTA BARISTA

Style 1 Shirt: All brown with the large symbol directly in the middle. The logo is one of the three accent colors. On the back of the shirt the

BARISTA

BARISTA BARISTA

name of the company is on the top along the neck line (in a straight line) in 20pt. font. BARISTA

BARISTA

Style 2 Shirt: White shirt with the name across the chest in brown. On the back the logo is BARISTA

drawn out using the correct colors. The sketched logo must be used as is and not changed. BARISTA BARISTA BARISTA

Style 1 Sweatshirt: Brown with the company’s pattern. The logo is small in the center of the sweatshirt. One of the accent colors will be used

BARISTA

in the logo. Style 2 Sweatshirt: The sweatshirt is turquoise with white logo and text in the center.

BARISTA BARISTA

BARISTA

BARISTA

BARISTA BARISTA

BARISTA

BARISTA

BARISTA BARISTA

BARISTA

BARISTA

SHIRTS & SWEATSHIRTS

25


EMPLOYEE UNIFORMS

CONCEPT of IDENTITY.

W OR K U NI FORMS female uniform

male uniform

WO R K U NI FORMS female uniform

male uniform

The employee uniforms displays the classy feel

Barista is the perfect coffee shop whether

Barista can meet anyone’s expectations.

of the coffee house. The employees must where

you are looking for a place to gather with

Barista is located in more urban cities than

brown dress pants with a brown sweater. The

friends, plan a business meeting or enjoy

rural cities and are typically in most college

sweater has a small white logo on the left side.

a quiet moment to yourself. People like

towns. Our most common customers are

The logo contains the symbol and text. The only

to make Barista part of their daily routine,

college students and people with a daily

color can be white. Employees must wear a

whether its a work day, a school day or just

professional job and targets both men and

simple a day of relaxation. Even though

women. Barista takes advantage of many

One accent colors: turquoise, lime green and

coffee is our top seller, we sell a variety

volunteer opportunities with the city and

yellow orange must be the color of the button

of different products. Such as bake goods,

supports the local community.

down dress shirt. Pull collars out of sweater

smoothies, and fun coffee drinks such as

and roll up sleeves so that the accent colors are

lattes and frappuccinos. We target people

visible. No open toe shoes. Must be brown and

who are coffee lovers and also non-coffee

able to walk around for long shifts.

lovers because of our non-coffee product

button down dress shirt underneath the sweater.

line. Age group would range from 16-60 years old. Whether you are in highschool, college, have a regular job, or retired,

24

EMPLOYEE U NIFORMS

CONCEPT

2


COMPANY VEHICLE The vehicles are decorated with the company’s

the front seat doors in the center in a vertical

pattern with a brown background. The pattern is

format. On the back the logo is placed on the

a repeated white logo with a 6% transparency.

bottom right corner. The only color that should

The company name should be presented on

be used for the background color is the brown

both sides of the car as well as the back. On

color. The logo can be any of the three logos

the sides of the vehicle, the logo is placed on

with the white text.

BASIC ELEMENTS BARISTA

BARISTA

BARISTA

VEHICLES

23


BILLBOARD & SIGNAGE

CORPORATE SYMBOL

The billboards and signage are intended to be

black and white photo with a brown overlay.

The symbol symbolizes the shape of the coffee

customers is important to us. The colors chosen

simple and easy to read. The background color

The photo content is coffee and vintage photos

cup with leaves symbolizing a similar form

for the logo are a deep coffee brown with

can be any of the four colors, but the most

of people relaxing or drinking coffee. Photos

of steam. The leaves are also a reminder of

three accent colors: turquoise, lime green, and

used is coffee brown. Quotes may be used but

must be approved before using them. Follow

how Barista believes in the ‘go green’ theory.

yellow-orange. The brown was chosen to get

must be approved. Images used are typically a

the background color guidelines.

Familiar shapes were used to create a familiar

the coffee concept across and it also creates

feeling and a feeling of comfort.. Comfort

a sense of warmth. The accent colors were

and relaxation was a goal for the company.

chosen to give the feeling of fresh and create

Having a symbol that creates that feeling inside

sense of fun atmosphere.

B I LLBO ARDS

BARISTA

22

BILLBOARDS & SIGNAGE

SYMBOL

3


BASIC LOGO SAFETY AREA [FULL] The full logo is the symbol combined

When the symbol and text is in a vertical format

with the Barista name. When the text and symbol

follow the grid B on page 5. X is equalled to the

are placed together, the correct grid system must

height of the bottom right shape. The logo is

be followed for the logo to continue to be clear

6x by 5.5x. The space between the symbol and

and legible. Below, (grid A) shows the logo

the text is equalled to x. The symbol is centered

horizontally. X is equalled to the height of the

above the text. The safety area around the logo

smaller lower right corner shape. The symbol is

is equalled to x by x.

on the left side of the text. The dimensions of the

[ABBREVIATED] When the symbol stands

symbol is 6x by 5.5x. The dimensions of the text

alone, the proper space must be correct for the

is 2.5x by 20x. The right shape is lined up with

symbol to continue to be readable. Grid C helps

the B of Barista. The space is used to separate

demonstrate the spacing required around the

the logo fro the surrounding area. It is important

logo. The symbol should have space equalled

to maintain the correct dimensions to get the

to the height of the bottom right shape (x)

most out of the company’s logo. The safety area

surrounding the entire logo. This will create a

surrounding the entire logo is x by x and must

space for the symbol to separate itself from

be followed to separate itself from other design

other elements. This space will allow the logo to

elements such as text, photos, other logos.

breath and to have more of an impact.

27.5x

6x

BARISTA

x

x x

4

BASIC LOGO

5.5x

7.5x

20x

CUP SLEEVES

21


5.5x

BOOKLET GRID & COVER

6x x

The grid that is displayed on this page is the

The book cover is covered with the company’s

grid system used for the guidelines book and

pattern created by the logo repeated with a 6%

the company’s booklets. This grid system must

transparency on the brown color background.

be used to maintain the legibility and clarity of

The clear logo can be any of the three accent

the information in the book.

colors. The text on the cover needs to be white. The typeface is SF Grandezza. Both lines of text

x

.8x

should line up. The back of the booklet is solid brown. The text used throughout the cover

BARISTA

Optima size 12 pt font with Walkway used for the headings. Images are not used on the

7x

covers only graphics.

1.5x

1.5x

6x x

5.5x

20

BOOKLET

BASIC LOGO

5


CORPORATE COLORS

COFFEE CUP SLEEVE

Dark coffee brown, turquoise, lime green, and yellow-orange are the four corporate colors and

The coffee cup sleeves are one of our top

visible. The recycle sign is in one of the accent

used product and is a one product that most

colors. Most used is lime green but there is no

people will see and recognize. The coffee

rule about which color out of the three accent

cup will be white. The coffee sleeve will use

colors should be picked. The recycle sign is also

a brown background. On the front, the logo

directly in the middle mimicking the Barista

with text will be directly in the center of the

logo. Against the brown background a single

cup. The logo will be one of the accent colors

white logo wraps around. This single white logo

with white text. On the back the recycle sign is

has a transparency of 6%.

TO - G O CO FFEE CUPS

are very important to this company’s identity. These colors helps create the vibe we want

front

back

our customers to feel and creates the fresh, new atmosphere. These four colors are found throughout our entire identity. Another color that is mixed in through the other four is white. White is used for a background color and logo color when needed. The dominate color is the coffee brown and usually found as the background color for most of our forms of communications, and products. The three accent colors are turquoise, lime green

BARISTA

RECYCLE

and yellow-orange. These are found more as the logo color, and text in advertisements. Smaller amounts are used, but they create a large impact to our corporate identity. Grey scale versions should only be used if printing services require only black and white.

6

IMPROPER USAGE

CUP SLEEVES

19


4-color: C: 39 M:13 Y:91 K:0 RGB(screen): R:169 G:187 B:72 RGB(web): R:A9 G:BB B48 PANTONE 382 M

4-color: C: 4 M:27 Y:86 K:0 RGB(screen): R:169 G:187 B:72 RGB(web): R:F3 G:BC B:41 PANTONE 123 M

Lime Green

Yellow Orange

Coffee Brown

Turquoise

APPLICATIONS

4-color: C: 56 M:62 Y:71 K:53 RGB(screen): R:73 G:59 B:48 RGB(web): R:49 G:3B B:30 PANTONE 7533 M

18

USER CARDS & BUTTONS

4-color: C: 78 M:28 Y:28 K:1 RGB(screen): R:4 G:146 B:168 RGB(web): R:2E G:92 BA8 PANTONE 633 M

COLORS

7


1 in

BARISTA 1 in

BACKGROUND USAGE

Date: Feburary 3, 2011 543 N. Wisconsin St. Madison, WI 53592

Following the Background Usage guidelines

background is white or close to white, please

are extremely important when creating any

use own discretion.

Joe Anderson,

type of product packaging and any form of

When using a photo background please use

communication including books, brochures,

your own discretion. When photo is darker use

labels, etc. This page will demonstrate when to

a white for logo. If it is a light color photo use a

use a follow color logo and when to switch to

brown color for the logo.

We would like to say thank you for performing at Barista’s opening event. We have recieved many letters saying how they enjoyed your performance. We hope that this business relationship will continue to grow. We would like to invite you to our next event. The date of the event is August 20th. The event is an end of the summer celebration welcoming students back to school and also getting our name out there for the incoming students at UW-Madison. Please let us know if you are able to perform a few songs.

an all white, all accent color logo.

When switching the logo to all white change

When using an all brown background, you

the text to white as well. Text on a white

must use an all-white logo, all-yellow orange,

background with a full color logo should be

all-turquoise, or all lime green. When using a

brown. When using an accent color on a white

turquoise background, switch to an all-brown

background use the brown color text. When

or all white logo. When using yellow orange

there is a brown background use white text.

or lime green for a background, brown is the

When there is an accent color background use

only color you can use for the logo. When

whatever color the logo is for the text.

Lastly, we would like to remind you of the great offers we have for our performers. Our coffees and speciality drinks are all 50% off and food is 25% off. Just remember to have your performer card on you when you come in!

.5 in

Thanks, 5 in

Charlie Johnson Manager

.15 in

BARISTA

225 S. Main St • Brechenridge,CO 970-547-4363 • www.baristacoffee.com

BARISTA

BARISTA

BARISTA

BARISTA

BARISTA 970-547-4363 www.baristacoffee.com

.75 in 1 in

225 S. Main St • Brechenridge,CO • 970-547-4363 • www.baristacoffee.com

8

BACKGROUND USAGE

LETTERHEAD & ENVELOPE

.75 in

17


BARISTA

BARISTA

BARISTA

BARISTA

LETTERHEAD & ENVELOPE [LETTERHEAD] Size: 8.5” x 11” color: white or off-white Logo: full color Type Specifications: The Company Name at the top is in SF Grandezza 18pt font. The address, phone number and e-mail should be typed along the bottom in Walkway Semibold with a kearning of 200pt. Typing Format:

BARISTA

BARISTA

BARISTA

BARISTA

All letters should be typed in Optima at 10pt [ENVELOPE] Size: 8.625” x 3.75” Color: White Logo: full color Type Specifications: Return address is set in Walkway Semibold at 10pt. To address set in Optima at 12pt

BARISTA

16

LETTERHEAD & ENVELOPE

BARISTA

BACKGROUND USAGE

9


CORPORATE TYPEFACE

BUSINESS CARDS [PRIMARY TYPEFACE] SF Grandezza is Barista’s primary typeface. It MUST be used in the company’s logo when it includes text. This typeface family is curvilinear and thin, Due to

.85 in

1.35

.25 in .25 in .25 in

this look it creates a sense of clean and freshness. It also doesn’t overwhelm the customer.

.15 in

Charlie Johnson Manager

The .75 in

curvilinear feel is also found in the symbol itself. This creates a harmonious relationship between

225 S. M ain St re e t Br eck enr idge, C O

the two. However, the thinness found in the text

970-547-4363

does not match with the symbol. The reason

BARISTA |

behind this is to create balance.

coffee house

cm johns on@b a rsi t a .c om w w w . bar is tac of f e e .c om

The secondary typeface used is Walkway SemiBold. This typeface is used the majority of the time in things such as advertisements, brochures, packaging, and other forms of communications. It also appears in this company’s information on the stationery and the headings of the guideline books. This typeface is also curvilinear and thin similar to the primary typeface. This decision

FRONT

BACK

Background color:

Background color:

C:56 M:62 Y:71 K:53

logo colors:

C:39 M:13 Y:91 K:0

was based off the fact that we wanted to have

C:4 M:27 Y:86 K:0

a different look but the same feel. Curvilinear

C:78 M:28 Y:28 K:1

and thin text works the best for the corporation’s identity and concept. Optima is when there is large amounts of text. Such as body text in the guideline book, brochure. Also used on the back of products, and business

C:0 M:0 Y:0 K:0

Logo: full color Type Specifications:

The typeface used is Walkway Semi

Bold. The name and position is 10pt font and Type Specifications:

the name has an outline of .75 pt. Above the

The typeface used in the business card is SF

grid shows the dimensions vaguely since

Grandezza. The company’s name is in 12pt

length of name and information varies. Follow

font and the “coffee house” text is in 8pt font.

the example above as close as possible

letters are written in Optima.

10

TYPEFACE

BUSINESS CARDS

15


Grande A BC D E FG HI J K L M NOPQRSTUV W X Y Z a b c d e f g h i j k l mno pqrstuv w x y z 1 2 3 4 5 67 8 90!@#$ %()?.”

STATIONERY

Walkwa A B CD EF G H I J KL M N OP Q R S T U V W X Y Z abc de f gh i j k l mno pqrs t uv w x y z 1 2 3 4 5 6 7 8 9 0 ! @#$ %()?. ”

Optima ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstuv wxyz1234567890!@#$%()?.”

14

STATIONERY

TYPEFACE

11


IMPROPER USAGE [1]

[1]

[2]

[3] [2]

BARISTA BARISTA It is very important not to alter or change anything in the logo that has not been approved and to follow the true identity of the company. Below

[4]

[5]

shows what is NOT allowed to be done to the

[6]

[3]

BARISTA

logo. [1] do not stretch [2] do not flip

[7]

[8]

[9] [3]

B A R I S T A

[3] do not remove any pieces of the symbol [4] do not rotate the colors in the symbol [5] do not change to inappropriate color [6] do not spread shapes apart [7] do not rotate [8] do not place any effect on symbol [9] do no enlarge individual shapes [10] do not change the font of text [11] do not put logo on the right side of symbol [12] do not change to inappropriate color of text [13] do not type vertically on side of logo [14] do not put the text over symbol

BARISTA [3]

12

IMPROPER USAGE

IMPROPER USAGE

13

Barista  

graphic design assignment

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