Visual Identity Manual - Garden Cafe

VISUAL IDENTITY SYSTEM 1 Garden Café Visual Identity and Branding | Assignment 2 | Dhunputh Sunitee | 1808_15873

TABLE OF CONTENT 4 5 Master Logo Concept 6 Logo Variations 7 Elements of the Logo 8 Logo Construction 9 - 12 Minimum staging size and minimum size 13 Sample application of Logo 14 Corporate Colour Palette 15 Greyscale/ Monochrome 16 Typography 17 Lock up - Contact Details/ Address 18 - 19 Logo and Tagline Logo rules to follow 2

VISUAL IDENTITY SYSTEM This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all the elements needed ; master logo, logo variations, logo construction, minimum staging area, colour palette, do’s and don’ts, typography and more, in other words a quick logo style guide to create a consistent tone and look for Garden Café. 3

MASTER LOGO CONCEPT Garden Café “Garden Café” identity is a combination mark ; it consists of a logotype and a logomark. The logo is a simple representation of a cup of coffee with the latte art design in a top view. The idea of using the colour Green was to show the aspect of the “ Garden” as the first colour that comes into our head when we think of garden is Green. Green represents nature. There are multi-coloured flowers yet why Pink ? The concept of using pink was not only to depict the garden aspect ( Flower) but also because garden cafe is a pastry and coffee shop. Therefore, Pink also represents pastries. Pink might not be a common colour in use for coffee shops, however it is associated with bakery products. 4

LOGO VARIATIONS Logotype Logomark “Garden Café” logotype comes in a brown This logomark is made out of simple shapes. The simple clean and modern sans serif font; cup of coffee has been designed using Comfortaa - 27 points pathfinder (Minus front) and the latte design It can be used where the logomark will not fit. with pen tool. It may be use as a standalone logo where 5 words are not needed or in a collateral where the type will not be visible enough. In that case it is better not to use the combination mark but only the logotype.

ELEMENTS OF THE LOGO Round framed Icon Garden Café Logomark Logotype 6

LOGO CONSTRUCTION 5 cm 5 cm 4 cm 1 Half the size of the handle has 3 cm been taken as reference for spacing between the logotype and logomark and and also on both sides of the logomark for the starting and ending of the “Garden Cafe” logotype 4 cm 1.5 cm 3 cm 1.3 cm 11 1 Garden Café * This logo image does not match the actual measurements mentioned above. It is only for graphical representation of the logo construction. 7

MINIMUM STAGING SIZE X- Height x AND MINIMUM SIZE Garden Café There needs to be a “safe area” which is the x-height around the logo, for it to outsatnd and be remarkable. The minimum staging area avoid texts, photos, background and patterns interfering with its impact. Half the size of the cup handle has been taken as reference for the x-height. Minimum size of logo on any branding material. Garden Café 3 cm 8

SAMPLE APPLICATION OF LOGO 15 cm 10 cm 10 cm 25 cm Sample of tissue paper with Standard size logo. It has to be exactly in Paper plate and wooden cutlery to be used, throw the middle. The tagline is not away after usage to maintain a covid-19 safe mandatory here, However it environment. Top view of the plate has been shown. can be added. The logo will be in the middle of the plate. 20 cm And only logotype will be used on the wooden On the paper bag, the logo cutlery (proprietal products). will be applied in the middle. The original or monochrome The logotype can be in white as well as in logo can be used here. monochromatic colour ( brown shade). * Paper bag size depends on 9 the amount of products being sold.

Par excellence ! Par excellence ! Par excellence ! Large Medium Small Sample of three size of cups; Small, Medium and Large. The logo shall be in the middle. However if the cup is white, the original logo and tagline will be used, if the cup is of beige in colour, the original logo (Medium) as well as the monochromatic logo (Large) can be used but the tagline shall be used in greyscale or brown shade only. 10

24 cm 14 cm 38 cmSample of the logo on the front 38 cm part of the cup holder. The colour can be changed according to the design of the cup holder. The logo shall remain in the middle but may change in colour - Greyscale 11

Garden Café Logo placement on cap- the logo shall once again placed in the middle. Colour may vary according to design Garden Café Garden Café Logo shall be placed in front and on the left of tshirt. The colour logo colour may vary according to the design of the uniform. 12

CORPORATE COLOUR PALETTE The primary colour pattern helps go avoid any kind of confusion thus helping to maintain consistency. RGB 90 71 52 243 156 194 174 197 63 CMYK 51 60 76 44 0 49 0 0 37 7 95 0 HEX 5a4734 f39cc2 aec53f PMS 23 - 16 C 75 - 5 C 160 - 15 C 13

GREYSCALE / MONOCHROME Monochromatic logo can be used on the paper bags or plates. The black and white version of the logo is The original logo also can be used. very essential so as to use when colours are not available for example faxing or scanning. Also when the logo has to be placed on an image, the greyscale version can then be used to make it stand out. Garden Café Garden Café Garden Café 14

TYPOGRAPHY ABCDEFGHIJklmnopqrstuvwxyz 01234567890 - Caviar Dreams Bold Primary typeface The Caviar Dreams font family is the preferred ABCDEFGHIJklmnopqrstuvwxyz typeface for all Garden cafe packaging 01234567890 - Caviar Dreams Bold and other collateral and should be used for text, headlines, captions, and others. ABCDEFGHIJklmnopqrstuvwxyz 01234567890 - Segoe UI Semilight Secondary typeface An alternative to caviar dreams is Segoe UI ABCDEFGHIJklmnopqrstuvwxyz Font - Regular, semilight and Bold. These fonts 01234567890 - Segoe UI Regular can be used when the Caviar Dreams font is not available.dreams font is not available. ABCDEFGHIJklmnopqrstuvwxyz 01234567890 - Segoe UI Bold If ever a scripted font is needed to give a more fun look, 212 Leahlee Sans Regular and ABCDEFGHIJklmnopqrstuvwxyz Kathen might be used in packaging Design 01234567890 - 212 Leahlee sans Regular ABCDEFGHIJklmnopqrstuvwxyz 01234567890 - Kathen Regular 15

LOCK UP - CONTACT DETAILS/ ADDRESS FIND US AT Royal Road GOODLANDS To place your order or book a table please calll on 57787880 or email us at [email protected] For more information please visit our website : GardenCafe.mu 16

LOGO AND TAGLINE “Par excellence” is a superlative tagline that positions the company as best in class. It is right aligned to the handle of the coffee cup. Kathen Regular, a scripted font in the point size 14 has been used for the tagline. It should be used intact, as shown and must not be altered except in colour. The tagline will only change along with the logo ( greyscale and monochrome). The tagline should always be visible and outstand on any background. Garden Café Par excellence ! 17

LOGO RULES TO FOLLOW Improper usage of logo The logo must only be used as per specified in the VIS Manual. The designer should strictly follow these rules. Do not distort logo. Do not change the Do not change Do not add shadow to proportion of any element colour of any the logo. of the logo. element of the logo. Do not flip or deform Do not add gradient Do not rotate the any element of the to the logo. logo. logo. 18

LOGO RULES TO FOLLOW Proper usage of logo The logo must only be used as per specified in the VIS Manual. The designer should strictly follow these rules. The black and white logo should be used on any colourful background. Use logomark as a standalone where the logotype will not be visible enough. 19