Cleo's Cat Cafe Style Guide

Cleo’s Cat Café Brand Guide 2023/2024 Vienna May Sauvage - Setting Sun Creative

Table of Contents

2 table of contents 4 about this book 6 inspiration 8 logo types 18 logo usage 22 colours 26 typography 28 collateral 32 social media 36 final words

2

About This Book

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!

4

Inspiration 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.

6

Cleo’s Cat Café

Primary Logo

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.

8

o e l ’ s C ca

é f t ca

Secondary Logo

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.

10

Icon

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.

12

Spacing

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.

14

Cream Logo on Dark Background

Black Logo on Light Background

Logo Colour Variants 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

16

Correct Logo Use a.

All logo variants can be recoloured using the approved colour palette and colour combinations shown

L

Pantone 2241 C & Pantone 626 C

C

Pantone 164 C & Pantone 804 C

R

Pantone 626 C & Pantone 5535 C

b.

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.

c.

18

Incorrect Logo Use a.

Do not use contrasting colour combinations

not stretch or warp d. Do the logo disproportionately

b.

Do not adjust opacity

e. Do not outline the logo

c.

Do not place on busy elements of photos

f.

Do not rotate the logo

a.

Cleo’s Cat Café

b.

Cleo’s Cat Café

c.

d.

Cleo’s Cat Café

e.

Cleo’s Cat Café

f.

Cle o’s Ca Ca t fé

20

Primary Colours

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

Secondary Colours Pantone 169 C

Pantone 564 C

Pantone 626 C

Pantone 5535 C

CMYK: 0,37,24,0

CMYK: 48,3,30,0

CMYK: 83,42,69,32

CMYK: 83,42,69,74

RGB: (255,179,171)

RGB: (134,199,187)

RGB: (40,93,78)

RGB: (0,47,36)

Hex: #F8B1AB

Hex: #86C7BB

Hex: #285D4E

Hex: #002F24

Pantone Cool Gray 10 C

Pantone Black 4 C

Pantone 804 C

CMYK: 63,55,44,18

CMYK: 61,65,73,71

CMYK: 0,39,84,0

RGB: (99,100,111)

RGB: (49,38,29)

RGB: (250,168,65)

Hex: #63646F

Hex: #31261D

Hex: #FAA841

22

Colour Contrast Light Teal on Darks Black, Green, and Brown on Cream

Light Pink on Darks

These colour combinations are specifically for text and graphics that need to be legible.

Good Combinations

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

Dark Pink on Darks

Orange on Darks

24

Colour Contrast Light Colours on Cream

Large Text Only Combinations

Colour on Colour

Darks on Darks

Light Colours on Grey

Poor Combinations

Warm on Cool

Grey 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.

26

Typography Open Sans Regular - body copy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&* Open Sans Italic - disclaimers abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&* Open Sans Bold - buttons abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*

Carrotflower - accent text abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*

New Kansas Regular - logo & large print copy abcdefghijklmnopqrstuvwxyz AB C D E FG H IJ K LM N O PQ R STUVWXYZ 0123456789?!@#$%&* New Kansas Semi-Bold - subtitles abcdefghijklmnopqrstuvwxyz AB C D E FG H IJ KLM N O PQ R STUVWXYZ 0123456789?!@#$%&* New Kansas Bold - titles abcdefghijklmnopqrstuvwxyz AB C D E FG H IJ KLM N O PQ R STUVWXYZ 0123456789?!@#$%&* New Kansas Black - accent text abcdefghijklmnopqrstuvwxyz AB C D E FG H IJ KLM N O PQ R STUVWXYZ 0123456789?!@#$%&*

26

Collateral

28

Collateral

30

Social Media 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.

32

Social Campaigns 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.

Facebook Cover Photo / Website Banner

Limited Time Enamel Pin & Packaging

Instagram Advertisement

Social Media Post

34

Final Words

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!

36