the branding of armchairs coffee shop
DESCRIPTION
branding a coffee chainTRANSCRIPT
Chairman’s letterIn today’s market the little coffee shop is struggling. We want to bring it back in a way it can survive. Armchiars coffee shop is going to be a chain of shops expanding across the United States. It will be the best of both worlds. an easy place to stop by for a quick coffee, and also have the comforting feeling of the homely diners.
1
Introduction
2
To the Public,
Armchairs is a shop to come and
relax and enjoy yourself. It provides
a comfortable setting of vintage
armchairs and booths, where you can
enjoy delictable pastries, bottomless
coffee and tea. It will also be
a place for the community arts.
Armchairs will be a venue for local
bands and also contain a gallery to
exhibit an artist. So please stop
by an Armchairs in your community to
enjoy a sweet treat and learn more
about your community.
Table Of ContentsLogo/color/basic rules
5-10Logo- the elements
Logo Signature
Do’s Don’ts
Business forms 11-14
Stationery Systems
Applications 15-21Advertising
Packaging
Architecture/signage/vehicle
new media
Resources
Process color
C=100M=100y=25K-25
R=38B=34M=98
Created from vector
Process color C=100M=100y=25K-25
Created from an image using live trace and expand tools
Elements
area Process ColorC=31M=100Y=99K=45
R=113b=15m=18
outline Process ColorC=50M=95y=52k=34
R=106B=33M=68
7
Process color
C=100M=100y=25K-25
R=38B=34M=98
Signatures
To recreate this logo would be too complicated, due to the fact that it is am original piece of artwork created on Adobe Illustrator.
8
Fonts
The Only ExceptionsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Orator stdabcdefghijklmnopqrstuvwxyz1234567890
9
heads and sub-heads
caption and body text
Do’s and Don’t
10
Correct ✓
rmchairsCoffee shop
Armchairs coffee shop
rmchairsCoffee shop
Incorrect
rmchairsCoffee shop
The font and color of the logo cannot be changed at all. It breaks up the image in an unflattering way. There also cannot be a box placed around the logo. The only color that can be used behind the logo is white or the color used on the stationery on pages 9 and 10.
rmchairsCoffee shop
Business card (actual Size 3.5x2in)
Enevelope (4.625 x 9.5in)
13
1432 West Chicago Ave Chicago, IL
60608
Enevelope (4.625 x 9.5in)
Letterhead ( 8.5x11)
To whom this may concern:
Thank you for you positive remaks on our chain coffee shop. We are very glad to have please you so much. We have attached a gift card for ten dollars. enjoy.
Sincerely, Mariah Houlihan
14
1432 West Chicago Ave Chicago,IL
60608
Signage
The signage for the shop will be proruding out of the front of the store. on a woodern sign hanging from a metal post. It will show the Armchairs logo on both sides. The logo will be engraved into the wood. It will make the shop easier to find from the street.
19
rmchairsCoffee shop
New MediaHomepage
20
The website would provide those interested in Armchairs to be able to search for the exibits or music shows. They also can view the menu, what is featured and where we are located.