gallery espresso brand identity guidelines

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GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | © Shala W. Graham, 2010 BRAND IDENTITY GUIDELINES EBROCHURE

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Class project to redesign the brand identity for a Savannah coffee shop.


  • GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | Shala W. Graham, 2010

    Brand IdentIty GuIdelInes eBrochure

  • our Brand 3

    Our Mission and Values 4

    Our Cafes 5

    IdentIty 6

    The Signature 7

    Exclusion 8

    Lockups 9

    Minimum Size 10

    Colors 11

    Logo Color Variations 12

    Incorrect Usage 13

    Typefaces 14

    Type Treatments 15

    applIcatIons 16

    Stationery 17

    Packaging 18

    Merchandising 20

    Direct Mail 22

    Website 23

    Environmental 24

    Uniform 25

    Vehicles 26





  • 4The Gallery Espresso is a cafe chain featuring gourmet European coffee

    and tea, native to Savannah, Georgia near the Savannah College of Art and

    Design. The cafe combines a gallery space and performance venue with a

    coffeehouse. The cafe is eclectic and trendy, with a grassroots, local flair that

    supports the communitys arts and entertainment industry. The locals enjoy

    a relaxed and comfortable atmosphere and tourists get to experience the

    work of local artists over a cup of joe.

    Our mission is to provide quality, gourmet beverages at fair prices while

    supporting the local arts and entertainment industry. We value fair trade

    practices, environmental sustainability and economic sustainability.

    our MIssIon and Values

  • 5The Gallery Espresso is national brand with local charm, unlike other

    national chains that are identical in every location. While the environment

    will adjust to the flavor of the local community, all Gallery Espresso cafes

    will have the same quality products and service. Our cafes are a home away

    from home and open late nights in safe, well-lit neighborhoods.

    our cafes

  • IDEnTITy

  • 7The signature, or logo, is the most recognizable element of a companys

    visual identity system. It is a cornerstone that identifies the brand. The

    Gallery Espresso signature consists of two parts: the mark and the logotype.

    The standard signature features a gray owl mark with a brown logotype of

    the name. The gray is cool and reflective, like the artists we feature, which

    pairs nicely with the rich and delicious brown of the coffeehouse. Together,

    they represent the gallery and the espresso.

    the sIGnature

    Mark Logotype

    Standard Signature

    Hypatia Sans Pro Bold

    Hypatia Sans Pro Light

  • 8The exclusion zone is the white space surrounding the logo. To protect the

    strength and clarity of the logo, the recommened exlcusion zone must

    be used at all times. The exclusion zone on the logo is measured from the

    value of x. The x measurement is always the height and width of the G in

    Gallery, thus maintaining consistency at whatever size the logo is repro-

    duced, while considering it is never smaller than the minimum size allowed

    (see page 9).

    Considering these facts we have a total exclusion zone as seen below.



  • 9standard

    The primary signature be used in all formal applications.


    This secondary signature is ideal for applications that require narrow spaces

    spaces, such as pens, as the logotype remains the most legible, though it can

    be used on any informal application.


    This secondary signature is only to be used for vertical spaces to maintain

    maximize legibility.


  • 10

    When reproducing the logo, the minimum size guidelines should be

    followed to maintain clarity.

    MInIMuM sIze

    .75 wide 1.25 wide .4 wide

  • 11

    Primary Colors Secondary Colors


    PMS Black 4

    80% 80% 80% 80%

    60% 60% 60% 60%

    40% 40% 40% 40%

    20% 20% 20% 20%

    CMyK: 0, 22, 100, 89RGB: 64, 50, 20WEB: #3F3214

    CMyK: 0, 2, 0, 60RGB: 128, 127, 131WEB: #807F83

    CMyK: 7, 0, 100, 49RGB: 140, 139, 53WEB: #8D8B00

    CMyK: 0, 37, 100, 23RGB: 199, 139, 43WEB: #C78B2B

    PMS Cool Gray 10 PMS 392 PMS 139

  • 12

    In all logo variations, the logotype should always be brown. The owl mark is

    allowed to be any color in our color palette, though the standard version is gray.

    The one-color logo should be brown. When reversed on a dark background,

    the entire logo should be white.

    Only the mark is allowed to appear alone, never the logotype.

    loGo color VarIatIons

  • 13

    Incorrect usaGe

    Do not stretch, distort or squash in any way.

    Do not use unapproved colors.

    Only use white on dark backgrounds.

    Do not manually typeset the logotype.

    Only use brown in one-color logos and on the logotype.

    Gallery Espresso

  • 14

    docuMent & General use*

    Hypatia Sans Pro Light



    0123456789 [email protected]#$%^&*()

    Hypatia Sans Pro



    0123456789 [email protected]#$%^&*()

    hypatia sans pro semibold



    0123456789 [email protected]#$%^&*()

    Hypatia Sans Pro Bold



    0123456789 [email protected]#$%^&*()

    weB & electronIc MedIa use

    Web Font Family: Trebuchet MS, Arial, sans-serif

    Trebuchet MS



    0123456789 [email protected]#$%^&*()

    Trebuchet MS Italic



    0123456789 [email protected]#$%^&*()

    Trebuchet MS Bold



    0123456789 [email protected]#$%^&*()

    *if Hypatia Sans is not available for general office documents, trebuchet MS may be substituted.


  • 15


    Hypatia Sans Pro Regular and Semibold (All Caps)


    loreM IpsuM dolor sIt aMet

    Body copy

    Hypatia Sans Pro Regular

    Cras varius, ante quis bibendum elementum, tortor lorem consectetur elit, a

    blandit erat enim non turpis. Sed orci odio, pharetra at mattis sed, vestibu-

    lum quis sapien. nunc bibendum nulla purus. Suspendisse a lorem nec risus

    tempus mattis eu eget tortor.

    accents / dIsplay

    Hypatia Sans Pro Light and Bold

    nulla lacinia adipiscing leo, a

    scelerisque sem ultrices eu.

    nulla lacinia adipiscing leo, a

    scelerisque sem ultrices eu.

    type treatMents


  • 17

    statIonery234 Bull Street | Savannah, GA 31401


    july 31, 2010Trenz PrucaTitleCompany name4321 first StreetAnytown, State zIP

    Dear Trenz,

    Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam. Ut enim ad minim veniam, quis nostrud exerc. Irure dolor in reprehend incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse molestaie cillum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. nam liber te conscient to factor tum poen legum odioque civiuda et tam. neque pecun modut est neque nonor et imper ned libidig met, consectetur adipi-scing elit, sed ut labore et dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

    At vver eos et accusam dignissum qui blandit est praesent. Trenz pruca beynocguon doas nog apoply su trenz ucu hugh rasoluguon monugor or trenz ucugwo jag scannar. Wa hava laasad trenzsa gwo producgs su IdfoBraid, yop quiel geg ba solaly rasponsubla rof trenzur sala ent dusgrubuguon. Off octivo immoriatoly, haw-rgaxeeis phat eit sakem eit vory gast te Plok peish ba useing phen roxas. Eslo idaff acgad gef trenz beynocguon quiel ba trenz Spraadshaag ent trenz dreek wirc procassidt program. Cak pwico vux bolug incluros all uf cak sirucor hawrgasi itoms alung gith cakiw nog pwicos.

    Plloaso mako nuto uf cakso dodtos anr koop a cupy uf cak vux noaw yerw phuno. Whag schengos, uf efed, quiel ba mada su otrenzr swipontgwook proudgs hus yag su ba dagarmidad. Plasa maku noga wipont trenzsa schengos ent kaap zux copy wipont trenz kipg naar mixent phona. Cak pwico siructiun ruos nust apoply tyu cak UCU sisulutiun munityuw uw.

    Sincerely yours,

    Shala Graham

    234 Bull StreetSavannah, GA 31401

    234 Bull Street Savannah, GA 31401

    [email protected]


    julie CruzMarketing Director

    Paper: neenah Classic Crest Recycled Bright White

    Letterhead Weight: 80lb Text

    Business Card Weight: 100lb Cover

  • 18

    paper Goods


    napkins Disposable Cups Bags

  • 19

    retaIl coffee tIns

  • 20

    GIft cards


    $ inDuLGenCe CarD $5 GiFt CarD

    $10 GiFt CarD $25 GiFt CarD

  • 21


    The drinkware available for sale should feel natural, earthy and unique. The colors should reinforce the

    cafes brand. The signature used should be determined by the style of the drinkware. Pre-approved

    drinkware is defined by the marketing department. Our approved vendors, who already have our

    artwork and approved drinkware, are available by emailing [email protected]

  • 22

    Below is a sample direct mail promotions piece. It features a center gatefold

    with a tearaway coupon on the right panel.

    dIrect MaIl

    exPireS 9/30/10

    were sharing the love! come on by

    receive 25% off your next purchase.Coupon must be present to redeem. Cannot be combined with another off er.

    Gallery Espresso is an eclectic and

    trendy cafe, with a grassroots, local fl air

    that supports the communitys artists

    and entertainers.

    Come enjoy a relaxed and comfortable

    atmosphere as you indulge in the richest

    coff ees and teas in Savannah!

    234 Bull StreetSavannah, GA 31401

    Look whos gett ing a discount!




  • 23



    Cafe + Local Artists + Musicians = Gallery Espresso

    Gallery Espresso is an eclectic and trendy cafe, with a grassroots, local flair that supports the communitys artists and entertainers.

    Come enjoy a relaxed and comfortable atmosphere as you indulge in the richest coffees and teas around town.


    M-Th: 7 AM - 11 PMFri: 7 AM - 12 AMSat: 8 AM - 10 PMSun: 8 AM - 10 PM

    2010. Gallery [email protected]

  • 24

    While each store is unique to its location, they all should be warm and

    inviting, with tall, large open windows and glass doors to allow pedestrians

    to see inside. The mark above the entrance should be backlit for high

    visibility at night.


  • 25

    The Gallery Espresso atmosphere is relaxed and eclectic, therefore our staff

    is welcome to use their personal style with their uniform as long as their

    appearance is clean and well coordinated. for the apron, staff may wear a

    full or half apron paired with dark denim jeans and a variety of solid white

    or gray shirts, whether they are dress shirts, polo shirts or t-shirts. for hats,

    staff have a choice of an organic baseball cap or a hip fedora hat. nametags

    should be worn at all times and feature the first name only.



  • 26


    General Delivery Car

    Catering truck

  • CRE





    234 Bull Street | Savannah, GA 31401

    ContentsOur BrandOur Mission and ValuesOur Cafes

    IdentityThe SignatureExclusionLockupsMinimum SizeColorsLogo Color VariationsIncorrect UsageTypefacesType Treatments

    ApplicationsStationeryPackagingMerchandisingDirect MailWebsiteEnvironmentalUniformVehicles

    TOC: Page 4: Page 5:

    Our Brand: Page 4: Page 5:

    TOC2: Page 7: Page 8: Page 9: Page 10: Page 11: Page 12: Page 13: Page 14: Page 15:

    Identity: Page 7: Page 8: Page 9: Page 10: Page 11: Page 12: Page 13: Page 14: Page 15:

    TOC3: Page 17: Page 18: Page 19: Page 20: Page 21: Page 22: Page 23: Page 24: Page 25: Page 26:

    Applications: Page 17: Page 18: Page 19: Page 20: Page 21: Page 22: Page 23: Page 24: Page 25: Page 26: