FREQUENT USER CARDS & BUTTONS 
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.
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.
F R EQU E NT US E R CARDS
LETTERHEAD & ENVELOPE
COFFEE CUP SLEEVES
Buy nine cups of coffee get the tenth one free
20-21 BARISTA BARISTA
BARISTA BARISTA BARISTA
BILLBOARDS & SIGNAGE
SHIRTS & SWEATSHIRTS
BUTTONS & USER CARDS
BARISTA BARISTA| | coffee coffeehouse house
USER CARDS & BUTTONS
T- S T-HIRTS S HIRTS BARISTA BARISTA
T- S H I R T S
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
name of the company is on the top along the neck line (in a straight line) in 20pt. font. 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 companyâ€™s pattern. The logo is small in the center of the sweatshirt. One of the accent colors will be used
in the logo. Style 2 Sweatshirt: The sweatshirt is turquoise with white logo and text in the center.
SHIRTS & SWEATSHIRTS
CONCEPT of IDENTITY.
W OR K U NI FORMS female uniform
WO R K U NI FORMS female uniform
The employee uniforms displays the classy feel
Barista is the perfect coffee shop whether
Barista can meet anyoneâ€™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,
EMPLOYEE U NIFORMS
COMPANY VEHICLE The vehicles are decorated with the companyâ€™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
BILLBOARD & SIGNAGE
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 â€˜go greenâ€™ 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
BILLBOARDS & SIGNAGE
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 companyâ€™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.
BOOKLET GRID & COVER
The grid that is displayed on this page is the
The book cover is covered with the companyâ€™s
grid system used for the guidelines book and
pattern created by the logo repeated with a 6%
the companyâ€™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
should line up. The back of the booklet is solid brown. The text used throughout the cover
Optima size 12 pt font with Walkway used for the headings. Images are not used on the
covers only graphics.
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 companyâ€™s identity. These colors helps create the vibe we want
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
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.
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
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
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
BARISTA 1 in
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.
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!
Thanks, 5 in
Charlie Johnson Manager
225 S. Main St • Brechenridge,CO 970-547-4363 • www.baristacoffee.com
BARISTA 970-547-4363 www.baristacoffee.com
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225 S. Main St • Brechenridge,CO • 970-547-4363 • www.baristacoffee.com
LETTERHEAD & ENVELOPE
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:
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
LETTERHEAD & ENVELOPE
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
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this look it creates a sense of clean and freshness. It also doesn’t overwhelm the customer.
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
does not match with the symbol. The reason
behind this is to create balance.
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
C:56 M:62 Y:71 K:53
C:39 M:13 Y:91 K:0
was based off the fact that we wanted to have
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a different look but the same feel. Curvilinear
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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
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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.
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!@#$ %()?.”
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!@#$%()?.”
IMPROPER USAGE 
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
shows what is NOT allowed to be done to the
logo.  do not stretch  do not flip
B A R I S T A
 do not remove any pieces of the symbol  do not rotate the colors in the symbol  do not change to inappropriate color  do not spread shapes apart  do not rotate  do not place any effect on symbol  do no enlarge individual shapes  do not change the font of text  do not put logo on the right side of symbol  do not change to inappropriate color of text  do not type vertically on side of logo  do not put the text over symbol