2023/2024
Welcome to your new Branding Style Guide – your friendly helper that’s here to make your brand shine! Big congrats on getting your new branding package - we are so happy to have helped you turn your dreams into reality.
Now that you’ve got the keys to your new look, this guide is your trusty sidekick, here to show you how to use your brand in a way that’s consistent, easy, and accessible for all.
Inside, we’ll spill the beans on everything – from colors to fonts, logos to merch. These are the puzzle pieces of your story. So, as you start this adventure, think of this document as your guidebook, making sure every move, whether it’s a post, a campaign, or a chat with customers, totally feels like you.
Here’s to creating some wonderful experiences and strong connections, all guided by what makes your brand super special!
Inspiration for Cleo’s Cat Café is a reflection of Olivia’s inviting personality, creating a space that emanates genuine warmth and friendliness.
The colour palette harmoniously combines comforting coffee neutrals with playful pops inspired by feline features—pink toes, green eyes, and rich orange fur. These colours infuse vibrancy and pay homage to the charming characteristics of cats.
Design elements seamlessly merge soft hand-drawn cat illustrations with coffee-related motifs, crafting visuals that embody coziness and charm. This eye-catching and inviting aesthetic mirrors Olivia’s commitment to fostering a space where community members connect, unwind, and enjoy a perfect blend of design sensibility and genuine warmth.
Coffee and cats collide with the company mascot taking the stage in a cup of black coffee. Friendly handwritten lines and soft elegant font mix to create a warm and inviting feel.
The primary logo is used for signage, menus, business cards, and other promotional materials. The horizontal orientation is preferred for readability and adaptability across these mediums. The outline for the logo is optional and available to be removed or added depending on the application.
In situations where vertical space is constrained, such as on narrow banners, social media, or in digital signatures, the secondary vertical logo can be a more practical and visually appealing option.
The secondary logo follows the movement of the icon with the typography curving around the cup o’ kitty. The outline for the logo is optional and available to be removed or added depending on the application.
In situations where space is limited and small details may be lost, the icon logo works best. Uses for this logo include materials like coffee cups and sleeves, uniforms and aprons. You can also find this logo mark on signage such as the door, on social media, and available for sale on unique merchandise such as stickers and sweaters. The outline for the logo is optional and available to be removed or added depending on the application.
The Spacing around the logo was carefully taken into consideration for readability, breathing room and consistency. Both vertical and horizontal space around the icon and words are the same across all logo marks in order to aid in legibility and communicate a clear visual from any distance.
Cream Logo on Dark Background
Black Logo on Light Background
The logo is available in four main variations: cream on black, black on cream, and both with and without the accent colour. There is also the option to include an outline on each logo.
Coloured Cream Logo on Dark Background
a.
b.
All logo variants can be recoloured using the approved colour palette and colour combinations shown
Pantone 2241 C & Pantone 626 C L
Pantone 164 C & Pantone 804 C C
Pantone 626 C & Pantone 5535 C R
If a text only logo is needed, it can be either done in a horizontal layout or a right aligned stack
c.
An outline can be added to the primary logo and the vertical logo variant with the option to add a dark or light coloured background shape
a. b.
Do not use contrasting colour combinations
Do not adjust opacity
c. d.
Do not place on busy elements of photos
e. f.
Do not stretch or warp the logo disproportionately
Do not outline the logo
Do not rotate the logo
a. b.
Cle o’s Cat Ca fé
c.
Cle o’s Cat Ca fé
d. e.
Cle o’s Cat Ca fé
Cle o’s Cat Ca fé
Pantone Neutral Black C
CMYK: 69,68,67,81
RGB: (34,34,35)
Hex: #222223
Pantone 164 C
CMYK: 0,63,84,0
RGB: (244,125,61)
Hex: #F47D3D
Pantone P 1-2 C
CMYK: 0,0,6,0
RGB: (255,253,240)
Hex: #F9F6E7
Pantone 2339 C
CMYK: 2,51,33,0
RGB: (240,148,145)
Hex: #F09491
Pantone 2241 C
CMYK: 68,17,49,1
RGB: (88,162,145)
Hex: #58A291
Pantone 169 C
CMYK: 0,37,24,0
RGB: (255,179,171)
Hex: #F8B1AB
Pantone 564 C
CMYK: 48,3,30,0
RGB: (134,199,187)
Hex: #86C7BB
Pantone 626 C
CMYK: 83,42,69,32
RGB: (40,93,78)
Hex: #285D4E
Pantone 5535 C
CMYK: 83,42,69,74
RGB: (0,47,36)
Hex: #002F24
Pantone Cool Gray 10 C
CMYK: 63,55,44,18
RGB: (99,100,111)
Hex: #63646F
Pantone Black 4 C
CMYK: 61,65,73,71
RGB: (49,38,29)
Hex: #31261D
Pantone 804 C
CMYK: 0,39,84,0
RGB: (250,168,65)
Hex: #FAA841
These colour combinations are specifically for text and graphics that need to be legible.
All combinations follow the Web Content Accessibility Guidelines (WCAG) at minimum having good contrast for small text (below 18pt) and great contrast for large text (above 18pt or bold above 14pt).
Yellow on Darks
These combinations do not pass Web Content Accessibility Guidelines (WCAG) except for the three colours on cream that can be used in large text situations only.
Some assets might benefit from Colour on Colour or Light Colours on Cream combinations, but only where accessibility and legibility is not a concern.
Open Sans Regular - body copy
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Open Sans Italic - disclaimers
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Open Sans Bold - buttons
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Carrotflower - accent text
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New Kansas Regular - logo & large print copy
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New Kansas Semi-Bold - subtitles
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New Kansas Bold - titles
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New Kansas Black - accent text
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Collateral
Collateral
Social Media is something that every brand should utilize. It’s an important way to connect with your audience and promote your brand.
Instagram will be utilized to show off delightful photography of merchandise, cats, and snacks. The demographic that uses Instagram is one of the target demographics identified for Cleo’s, teens and young adults.
Facebook will be utilized to also show off the delightful photography of merchandise, cats, and snacks. Facebook offers unique opportunities for advertisements, event planning and an information source.
Every month there is a celebration of one of the many resident cats where a limited time enamel pin of the resident is available for sale both online and in store.
Advertising for these limited time campaigns include packaging, a unique pin, social media assets such as Facebook cover photos, website banners, Instagram advertisements, and multiple social media posts promoting the merchandise. All of these assets will follow the theme of the month, varying in look and style while still being recognizable as Cleo’s.
This branding guide is an invaluable tool that provides clear guidelines to ensure consistency and cohesion in your brand’s visual identity. It serves as a road map for effectively representing your brand across various platforms and materials.
Outlining these standards, helps to empower your team, partners, and vendors to confidently and accurately communicate your brand’s essence. It establishes a visual language that fosters brand recognition and builds trust with your audience, ensuring a strong and enduring presence in the market.
Use this whenever you need to brush up on the nuances of your brand and refer to it whenever you are in doubt!