2022
BRAND IDENTITY GUIDELINES
TABLE OF CONTENTS 01 INTRODUCTION 3 02 DESIGN ELEMENTS 9 Project Brief Design Overview Color Palettes Typefaces Logo Design Page 1
04 SIGNAGE DESIGN 25 05 PACKAGING DESIGN 37 06 MERCHANDISE DESIGN 43 07 References 47 03 STATIONARY DESIGN 17 Letterhead Envelope Business Card CD & Cover Folder All Stationary Outdoor Sign Directional Sign Restroom Sign Promotional Sign Box Container Caps Cups Shirts Page 2
Project Brief Design Overview
01 INTRODUCTION
Page 3
Page 4
Page 5
PROJECT BRIEF
Over the years, dog and cat cafés have been popularized all over the world. Animals are much loved by over 60% of the population in the United States. Existing businesses include cafés that are pet friendly, cafés that are dedicated to showcasing adoptable pets, and cafés that have pets roaming around regularly.
Our dog café’s goal is to create a relaxed and lighthearted environment that feels playful, enjoyable, and safe for kids and adults alike. The café itself will be spacious and comfortable, and have a “backyard” area with partial shade. Along with menu selections such as coffee and tea, books and other leisure activities will also be offered. The setting, both conceptually and visually, should appeal to consumers as a fun and relaxing place for long chats, games, and plenty of doggo interactions!
Page 6
Page 7
DESIGN OVERVIEW
The objective of this brand is to outline the recreation of the standard dog café and promote a brand identity that is easily associable and recognizable as a fun and friendly environment. The design will consist of: the logo design, stationary design, wayfinding signage, product design, and merchandise design.
Target audience will ideally be people between the ages of 8-45. Kids below 16 must be accompanied by an adult. All parents are responsible for their children and their interactions with the dogs. People above the age of 45 should be cautious of any potential, unintentional scratches or dust/dander. Dog loving couples are free to enjoy dates, married couples with kids are free to take their children to enjoy drinks and dogs, and singles can bring their own dogs and interact with others.
Page 8
02 DESIGN ELEMENTS Color Palette Typefaces Logo Design Symbol Description Black & White Logo + Ratio Master Logo Logo Variations Logo Restrictions Clear & Minimum Space Page 9
Page 10
3
1 2
1. The tea leaf symbolizes the tea leaves used in the tea that is made in-house.
2. The coffee bean symbolizes fresh coffee beans that are used in the coffee drinks at the cafe.
3. The dog is a reminiscent of a kettle to indicate a combination of dog and cafe.
4. The textures and styles of the typefaces are to indicate the fuzziness of dogs and their hair.
Page 11
SYMBOL DESCRIPTION 4
Page 12
BLACK & WHITE LOGO + RATIO
0.4x 0.02x 0.45x 2x 2x x 2.75x
Why
This color palette was selected to mimic the smooth coffee and rich teas that are offered in the cafe, along with a warm yellow that often associated with the color of a Golden retriever’s coat. The colors are selected to be
Page 11 COLOR PALETTE #3E1F14 C:49 M:75 Y:78 K:70 C:0 M:34 Y:87 K:0 C:33 M:66 Y:74 K:21 C:58 M:3 Y:66 K:0 C:0 M:0 Y:0 K:100 C:0 M:0 Y:0 K:0 #935A43 #000000 #FFFFFF #72BC7F #FEB23C
choose this set?
welcoming, cheerful, and familiar.
Overview of the typefaces: The typefaces are selected for families and singles alike, the playfulness of the header is a reminiscent of puppies and children, while the sub-header takes a slightly more mature but friendlier feel. Last but not least, the body text provides clean and clear legible. Page 12 Header gWIBBLE ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@#$%*() Sub-Header Refuse to Bow Down ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890!@#$%^&*() Body Text Helvetica Neue ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890!@#$%^&*() TYPEFACES
MASTER LOGO
Page 13
LOGO VARIATIONS
Colored version.
Black and white version.
Just the logo.
Just the text.
Page 14
LOGO RESTRICTIONS
Do not recolor outside of the guidelines of the palette.
Do not flip.
Do not warp or distort.
Do not rotate.
Page 15
MINIMUM
&
Page 16
CLEAR SPACE
SCALE 0.4x 0.4x X 3.5 in. 4 in.
03 STATIONARY DESIGN Letterhead Envelope Business Card CD & Cover Folder All Stationary Page 17
Page 18
LETTERHEAD
0.25 in. 3.5 in.
1.5 in. 0.75 in.
4 in. 0.2 in.
0.5 in.
11 in.
8.5 in.
Page 19
ENVELOPE
0.8 in. 0.25 in. 5.25 in.
0.8 in.
1.25 in.
4 in. 0.7 in. 0.2 in.
3.8 in. 9.5 in.
Page 20
BUSINESS CARD
1.2 in.
1.2 in.
0.25 in.
1.5 in. 0.75 in.
0.65 in. 0.75 in.
0.68 in. 2 in.
3 in. 0.45 in.
Page 21
1 in. 0.8 in.
1.9 in. 2 in.
5 in. 4.75 in.
Page 22 CD & COVER
FOLDER
1.75 in. 3.5 in. 3.2 in. 4.2 in.
3.7 in.
9 in.
12 in.
9 in.
18 in. 12 in.
Page 23
ALL STATIONARY
Page 24
04 SIGNAGE DESIGN Entrance Sign Outdoor Sign Directional Sign Restroom Sign Promotional Sign Rules Sign Page 25
Page 26
ENTRANCE SIGN
5’3 ft.
2.5 ft.
3.75 ft. 10 ft.
3 ft.
Page 27
Page 28
OUTDOOR SIGN
3.5 ft. 5’7 ft.
3.8 ft.
4.8 ft.
Page 29
Page 30
DIRECTIONAL SIGN
2 ft.
7.5 ft.
2.5 ft. 2.3 ft.
4 ft.
Page 31
Page 32
RESTROOM SIGN
7.8 ft.
1.2 ft.
1.2 ft. 1.2 ft. 1.2 ft.
3’1 ft. 3’6 ft.
3 ft.
Page 33
Page 34
PROMOTIONAL SIGN
3.2 ft. 5’3 in.
4 ft.
Page 35
Page 36
05 PACKAGING DESIGN Box Container Page 37
Page 38
Page 39 BOX
Page 40
CONTAINER
Page 41
Page 42
06 MERCHANDISE DESIGN Caps Cups Page 43
Page 44
Page 45
CAPS
Page 46 CUPS
Images Mockups
Page 47
07 REFERENCES
Page 48
IMAGES
https://en.wikipedia.org/wiki/Dog_caf%C3%A9
https://www.delish.com/food-news/a27470940/corgi-cafe-bangkok-thailand/
https://vegas.eater.com/maps/best-dog-friendly-restaurants-patios-las-vegas https://animalcafes.com/v/25833.html
https://www.neverendingfootsteps.com/visiting-the-dog-cafe-in-seoul/
https://www.londonxlondon.com/dog-cafes-in-london/
Page 49
MOCKUPS
https://www.neverendingfootsteps.com/visiting-the-dog-cafe-in-seoul/ https://www.freepik.com/free-photos-vectors/cap-mockup
https://goodmockups.com/free-tea-packaging-and-tea-bag-tag-mockup-psd-set/ https://www.mockupworld.co/free/set-of-tin-can-mockups/
Page 50
By Rachel Tsu Fall
2022
