BRANDING GUIDELINES: GOOD KUPA KOFFIE BRAND IDENTITY STANDARDS AND USAGE GUIDELINES
ABOUT - GOOD KUPA KOFFIE GOOD KUPA KOFFIE IS A COMMUNITY-ORIENTED KOFFIE SHOP LOCATED IN ATLANTA WITH KOFFIE FLAVORS ALL AROUND THE WORLD. THE SHOP IS LOCATED IN AN AREA WITH NO REAL HANG OUT KOFFIE SHOPS SO THIS SHOP IS CONSIDERED TO BE AUTHENTIC AND WILL ATTRACT HIPSTERS WHO AREN T TRYING TO BE HIPSTERS. GOOD KUPA KOFFIE S OWNER, RICHARD HINDS, HAS GONE ALL AROUND THE WORLD EXPLORING THE KOFFIE PROCESS AND WANTS THE ATTENTION TO GET BACK TO WHO REALLY GROWS THE KOFFIE AND WHAT IS THEIR STORY? WHAT IS THE KOFFIE PROCESS? AND MOST IMPORTANTLY, WHAT IS YOUR KOFFIE STORY? 2
THE LOGO
LOGO - GOOD KUPA KOFFIE 4
SECONDARY LOGO - GOOD KUPA KOFFIE 5
COLOR - OFFICIAL GOOD KUPA KOFFIE BRAND COLORS CMYK C:0 M:0 Y:0 K:100 C:11 M:18 Y:44 K:0 C:55 M:0 Y:24 K:0 C:0 M:73 Y:82 K:0 C:0 M:0 Y:0 K:0 RGB R:35 G:31 B:32 R:227 G:202 B:153 R:106 G:201 B:201 R:242 G:106 B:62 R:255 G:255 B:255 WEB #231F20 #E3CA98 #6AC8C9 #F2693E #FFFFFF 6
COLOR - COLOR USAGE THE LOGO AND SECONDARY LOGO MAY BE PRESENTED IN THE COLORS THAT APPEAR BELOW. THEY MAY NOT BE COMBINED. 7
COLOR - BLACK & WHITE APPLICATION THE LOGOS MAY BE PRESENTED IN WHITE ON ANY OF GOOD KUPA KOFFIE S PRIMARY COLORS. #231F20 BLACK WHITE 8
COLOR - REVERSED LOGO VARIATIONS THE LOGOS MAY BE PRESENTED IN WHITE ON ANY OF GOOD KUPA KOFFIE S PRIMARY COLORS. #F2693E #E3CA98 #6AC8C9 #F2693E #E3CA98 #6AC8C9 9
SIGNATURE - SIGNATURE AREA CONTROL LOGO PADDING FOR LEGABILITY AND DESIGN INTEGRITY, THE LOGO MUST REMAIN AN ADEQUATE DISTANCE FROM OTHER TEXT AND DESIGN ELEMENTS. THE MINIMUM AMOUNT OF OPEN SPACE IS AS INDICATED. THIS SPACE MUST BE APPLIED EQUALLY ALL AROUND THE PERIMETER OF THE LOGO. MINIMUM SIZE TO PRESERVE VISUAL INTEGRITY, THE LOGO SHOULD NEVER BE PRESENTED SMALLER THAN INDICATED IN THESE VISUALS. 1 IN 1 IN 10
SIGNATURE - INCORRECT USAGE OF THE LOGOS INCORRECT USAGE OF THE LOGO INCORRECT LOGO ARRANGEMENTS HAVE BEEN PROVIDED. ANY OTHER ARRANGEMENT, SUCH AS THOSE SHOWN HERE, DO NOT MEET THE BRAND STANDARDS. DO NOT SKEW OR STRETCH THE LOGO DO NOT COMBINE BRAND COLORS DO NOT MOVE OR RESIZE THE LOGO BRAND SYMBOL DO NOT MOVE OR RESIZE THE BRAND NAME 11
SIGNATURE - INCORRECT USAGE OF THE LOGOS DO HAVE THE BRAND NAME WRITTEN HORIZONTALLY DO NOT CHANGE TYPEFACE OF THE LOGO DO NOT CHANGE THE ORIENTATION OF THE LOGO GOOD KUPA KOFFIE DO NOT ALTER THE LOGO COLORS DO NOT OUTLINE THE LOGO TYPEFACE DO NOT ADD ADDITIONAL WORDS TO THE LOGO 12 IS THE BEST KOFFIE IN ATL
TYPEFACE
TYPEFACE - PRINT APPLICATIONS FONT APPROPRIATE AND CONSISTENT USE OF TYPOGRAPHY IS AN INTEGRAL PART OF A SUCCESSFUL BRAND. THE FOLLOWING TYPE FONT FAMILIES HAVE BEEN CAREFULLY SELECTED TO COMPLEMENT THE LOGO. THE DISPLAY FONT MAY ONLY BE USED FOR HEADLINES, NOT BODY COPY. DISPLAY FONT BEBAS NEUE ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*)( AVENIR - LIGHT AND HEAVY LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*)( HEAVY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*)( 14
COMMUNICATION TOOLS
COMMUNICATION TOOLS - CONVENTIONAL BUSINESS CARD THE GOOD KUPA KOFFIE BUSINESS CARD IS FOR EVERYDAY USE. IT IS DESIGNED USING THE BRAND COLORS TO REFLECT THE GOOD KUPA KOFFIE BRAND. THE DIMENSIONS ARE 3.5 X 2 AND SHOULD BE PRINTED ON A THICK BROWN, ORGANIC PAPER. 3.5 2 2 3.5 16
COMMUNICATION TOOLS - REWARDS PUNCH CARD THE GOOD KUPA KOFFIE PUNCH CARD IS A STANDARD BUSINESS CARD SIZE AND IS A DOUBLE-SIDED COLLATERAL PIECE THAT SERVES AS A GOOD KUPA KOFFIE PROMOTION. THE FRONT SIZE FEATURES THE LOGO. THE BACK SIDE FEATURES A DESCRIPTION OF THE CARD S PURPOSE AND KOFFIE BEANS THAT WILL BE PUNCHED AFTER EACH PURCHASE. THE TENTH BEAN STANDS OUT TO EXCITE THE CUSTOMER THAT THEY NOW GET A FREE CUP OF KOFFIE. THE PUNCH CARD IS 3.5 X 2 AND SERVES AS A COMMUNICATION TOOL FOR THE KOFFIE SHOP BY BRINGING IN CUSTOMERS TO PURCHASE MORE KOFFIE. IT S A PIECE THAT WILL BE DISTRIBUTED TO PATRONS AND ENCOURAGES THEM TO COME BACK. 3.5 2 2 3.5 17
COMMUNICATION TOOLS - EMAIL/ONLINE RECEIPT THE GOOD KUPA KOFFIE ONLINE/ EMAIL RECEIPT SERVES AS A COMMUNICATION TOOL AND HELPS NOTIFY PATRONS OF THEIR RECENT ONLINE PURCHASE OF GOOD KUPA KOFFIE MERCHANDISE. ONE SECTION PROVIDES CUSTOMERS WITH GOOD KUPA KOFFIE S CONTACT INFORMATION AND ANOTHER SECTIONS SHOWS CUSTOMERS THE CONTACT INFORMATION THAT THEY PROVIDED. THE BOTTOM PORTION OF THE RECEIPT REMINDS CUSTOMERS ON WHAT THEY PURCHASED AND HOW MUCH THEY BOUGHT THE MERCHANDISE FOR. 18
PRODUCTS
PRODUCTS - TOTE BAG THE GOOD KUPA KOFFIE TOTE SERVES AS A PRODUCT FOR PATRONS TO CARRY THEIR PURCHASED PRODUCTS IN A MORE ECONOMICAL WAY. THIS PRODUCT IS FOR PURCHASE AND SERVES AS THE GOOD KUPPA KOFFIE GREEN BAG. 20
PRODUCTS - CERAMIC KOFFIE CUPS THE GOOD KUPA KOFFIE CERAMIC CUPS SERVE AS A PRODUCT FOR PATRONS TO DRINK THEIR KOFFIE IN THE SHOP AS MORE OF AN ECONOMICAL BRAND APPROACH. THE MUGS CAN ALSO BE FOR PURCHASE. 21
LOGO - GOOD KUPA KOFFIE PACKAGING 22
LOGO PACKAGING - GOOD - DISPOSABLE KUPA KOFFIE KOFFIE CUPS THE GOOD KUPA KOFFIE ONLINE/ DISPOSALBE CUPS SERVE AS A PRODUCT FOR PATRONS TO GET THEIR KOFFIE TO GO. WITH THE SLEEVE DISPLAYING THE STORE S LOGO, IT HELPS WITH ADVERTISING AND COMMUNICATION ABOUT THE STORE TO BRING IN MORE CUSTOMERS. 23 23
PACKAGING - GUNNY SACKS THE GOOD KUPA KOFFIE GUNNY SACKS SERVE AS A PACKAGE FOR PATRONS TO PURCHASE KOFFIE BEANS TO MAKE AT HOME. THESE BAGS ARE BOTH ECONOMICAL AND ARE ENVIRONMENTALLY FRIENDLY. 24
PACKAGING - PASTRY BOXES THE GOOD KUPA KOFFIE PASTRY BOXES SERVES AS A PACKAGING PRODUCT FOR PATRONS TO TAKE PASTRYS TO GO. 25 25
PACKAGING - TO GO BAGS THE GOOD KUPA KOFFIE TO GO BAGS SERVES AS A PACKAGING PRODUCT FOR PATRONS TO TAKE PASTRY BOXES AND OTHER PURCHASED ITEMS OUT OF THE STORE EASILY. 26
SIGNAGE
SIGNAGE - OUTDOOR SIGN THE GOOD KUPA KOFFIE OUTDOOR SIGN SERVES AS A WEATHER FRIENDLY SIGN THAT LETS PATRONS KNOW WHERE THE STORE IS. ITS MAKESHIFT LOOK GOES WITH THE GOOD KUPA KOFFIE BRAND. 28
SIGNAGE - POSTER SIGN THE GOOD KUPA KOFFIE POSTER SIGN SERVES AS A SIGN TO BE DISPLAYED OUTSIDE OF THE STORE LETTING PATRONS KNOW THEY ARE AT GOOD KUPA KOFFIE AND REMINDS PATRONS OF THE STORE HOURS. 29 29
LOGO - GOOD KUPA KOFFIE UNIFORMS 30
UNIFORM - HATS THE GOOD KUPA KOFFIE UNIFORM HAT IS CASUAL, CURRENT, AND COHESIVE WITH THE REST OF THE BRAND. THE HAT IS IMPORTANT BECAUSE IT REITTERATES THE BRAND WITH THE GUEST THAT GOOD KUPA KOFFIE IS A GREAT PLACE TO GET YOUR MORNING KUP. 31
UNIFORM - T-SHIRT THE GOOD KUPA KOFFIE T-SHIRT IS CASUAL, CURRENT, AND COHESIVE WITH THE REST OF THE BRAND WHERE EACH EMPLOYEE WOULD WEAR ONE OF THE BRAND COLORS. THE T-SHIRT IS IMPORTANT BECAUSE IT REITTERATES THE BRAND WITH THE GUEST THAT GOOD KUPA KOFFIE IS A GREAT PLACE TO GET YOUR MORNING KUP. 32
UNIFORM - APRON THE GOOD KUPA KOFFIE UNIFORM APRON IS CASUAL, CURRENT, AND COHESIVE WITH THE REST OF THE BRAND. THE APRON IS IMPORTANT BECAUSE IT REITTERATES THE BRAND WITH THE GUEST THAT GOOD KUPA KOFFIE IS A GREAT PLACE TO GET YOUR MORNING KUP. 33
LOGO - GOOD KUPA KOFFIE ADVERTISING 34
ADVERTISING THE GOOD KUPA KOFFIE ADVERTISING CAMPAIGN FOCUSES ON THE CONSUMERS BY TAKING QUOTES THAT THEY SAY ABOUT THE KOFFIE. 35
ADVERTISING before i ve had my KOFFIE, -Jeremiah J-DAwg henry sometimes, people try to talk to me 36
ADVERTISING no cream. i m a total badass. no sugar. once, i drank my koffie straight black. -kadija the savage hamki 37
ADVERTISING - SOCIAL MEDIA KOFFIE KOnfessions SUBMIT YOURS 38
PEN & PAPER APPEALS TO LOCAL, HOME-GROWN COMPANIES WHO WANT TO FURTHER THEIR BRAND MARKET. WE WILL STAY TRUE TO THE ROOTS OF EACH BRAND, STARTING FROM THE MOST NAURAL FORM OF WHAT THE BRAND EMCOMPASSES AND GRADUALLY PULL FROM VARIOUS RESOURCES IN ORDER TO INNOVATE AND CREATE SOMETHING FUNCTIONAL AND MEANINGFUL WITHOUT SACRIFICING AUTHENTICITY. CREATED BY - PEN & PAPER DATE - 11.7.16 QUESTIONS - PENANDPAPERDESIGNERS@GMAIL.COM