Brand Identity and Style Guide2018

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Table of Contents

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4 About Our Cafe Purpose Mission AlightDefined

5 Company History AboutOurFounder

6 Logo About Our Logo About the Sunburst

7 Identity IdentityLogo

8 Colors BrandColors

9 Graphic Guidelines GraphicandLogoColors

10 Graphic Guidelines SpaceandProportions

11 Graphic Guidelines CombiningGraphics

12 Graphic Guidelines Watermarks

13 Brand Fonts IndieFlower

14 Brand Fonts Raleway

15 Font Guidelines Headings PageNumbers Subheadings Subheading2 BodyText ParagraphStyle

16 Page Layout Page Size Margins NumberedLists Bullets Sub Bullets Headers Footers

17 Layout Examples

About Our Café

MissionAlightisanindependentcoffeeshopdedicatedtoservingthehighestqualityfairtrade,organiccoffeesandteasinawarm,welcomingenvironment.Ourpastriesaremadewiththebestlocallysourcedingredients,andweareenvironmentallyconscious,usingonlyearth-friendly,recyclableproducts.Wefocusonspreadingjoyandpositivitywithinourcaféandthroughouttheworld.

Alight DefinedAlightmeans“toland,”and“todiscover,”andweencourageourcustomerstofindsomethingwonderfulhereandstayforawhile.Wearecommunityoriented,andhopeourcaféwillbecomelikeasecondhomeforourpatrons.Together,wegivebacktoourneighborhoodandtheearththroughfundraisingcampaignstosupportfairtradecooperatives,animalshelteradoptiondaysandotherlocalandglobalcauses.Wehostweeklyeventsandworkshopsinouruniquetreehousespace,andwelcomegueststostayupstairsin“TheNest,”ourbedandbreakfast.Wearealsoadogfriendlycafé.Enjoyourgardenlabyrinthandcourtyardwhileyourpupsnacksona“DoggyBag”anda“Bark-A-Latte.”Allarewelcomehere!

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PurposeThefollowingdocumentismeanttoserveasaguideforallAlightemployees,hiredcontractors,agenciesandfreelanceartistsinvolvedincreatingprintanddigitalmarketingmaterialsforourorganization.Theguidelinesdetailedwithinthisbrandidentityandstyleguidemustbeappliedwithoutexceptiontoallcommunicationsassociatedwiththecafé.Usethismanualasareferenceforacceptablelogouseage,fonts,colors,andpagelayoutforonlineandprintmedia.

About Our Café Company History

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CarolynFraserfoundedAlightCaféinthefallof2018.Aseriouscaffeineaddictandcoffeelover,Carolynhadalwaysdreamedofowningherowncafé.ShebeganpursuingherdreambyvisitingcoffeeshopsinMilwaukee,Nashville,Chicago,Louisville,SaltLakeCity,Boulder,andDenvertocomparemenus,styleandambiance.

Next,shebecameabaristainaColoradomountaintowninthewinterof2016tolearntheartofcoffeepreparation.Workingduringthebusyskiseasonwasaninvaluablelearningopportunity,grantingheranunderstandingofhowtocreateandservebeverages,aswellaswhatittakestorunthedailyoperationsofacafé.

CarolyntraveledtoGuatemalainMarch2017tovolunteeratDeLaGente,anorganiccoffeefarmcooperative.There,sheobservedeverystepofthecoffeeproductionprocess.VolunteeringforDeLaGenteprovidedherwithadeeprespectforthosewhoperformthelaborrequiredtoproducecoffee.Shewasfortunatetohavetheopportunitytomeetseveralfarmersandobserveandassistinmanystepsoftheproductionprocess.Shewalkedmilesupavolcanotohelppickripeberriesfromthenativetrees.Sheworkedonmachinesthatseparatedshellsfromthecoffeebeans.Shemanuallysortedbeansforhours.SheparticipatedintheroastingprocessandhelpedaGuatemalanfarmerpackage60poundsofcoffeeforexporttobuyersintheUnitedStates.

Thankstotheselife-changingexperiences,Carolynfeltreadytosetoutonherownandaccomplishherdreams.AlightwasborninMilwaukee,Wisconsinthefollowingfall.

About Our Founder

Carolyn Fraser

Logo

Ourlogorepresentsabirdflyingoverthemountainsasthesunrises. Thisalignswithourcompanyname,whichhasavarietyofmeanings:

To illuminate. To light up. To settle or stay after landing. To discover something new.

About Our Logo

Theroundshaperepresentstheearth,becauseweareaneco-friendlycompany.

Thesunburstisanextensionofourlogo,whichcanbeusedinanyofthecorebrandcolors(seepage8)asanaccentorbulletpoint.

About the Sunburst

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Logo Identity

Identity Logo

Thetextversionofthelogoshouldbeusedinsituationswherethecompanynamemustbepresenttoestablishanidentityforbrandrecognition.

Forexample,thislogoversionmustbepresentonallsignage,letterheads,andthecompanywebsiteastheprimarylogo.Itshouldalsobeincludedinpressreleases.Itcanserveasastand-alonelogo, orbepairedwiththeroundlogo.

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Colors

Our colors are bright, cheerful and dynamic, to match the tone of our brand. These are meant to awaken our customers’ senses and evoke feelings of positivity.

Rose

Useforsubheadingsandhyperlinks.Alsouseinheadersandbullets.

C:11M:82Y:40K: 0R: 218 G: 84 B: 113

#DA5471

C: 62M:0Y:27K: 0

R:82G:195B:196

#50C3C3

Aqua

Useforfooters,bulletsandnumberedlists.

Grey

Useasawatermarkcolorforthegraphiclogoandsunburst.Donotusefortext.

C: 15M: 5 Y: 5 K: 0R: 213G:226B: 233#D5E2E9

Gold

Usesparinglyasanaccentingraphics.Donotusefortext.

C:2M:35Y: 80K: 0R:245G: 174B: 77#F5AF4C

Brand Colors

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Colors Graphic Guidelines

Graphic and Logo Colors

The sunburst and graphic logos can be used in black, white, and any of the brand colors, however grey must only be used for creating watermarks.

Recoloring Graphics

Do not alter the color of the identity logo, unless converting to black or white.

Wrong:

Correct:

Recoloring the Identity Logo

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Graphic Guidelines

Space and Proportions

Do not distort or stretch the logos. Always press and hold the Control key when resizing graphics to maintain the proper proportions.

Wrong:

Resizing Logos and Graphics White SpaceMaintain at least .2in of white space around logos/graphics.

Soaromatic,mediumrichsitsteamedroast.Americanoshop,aroma.

Soaromatic,mediumrichsitsteamedroast.Americanoshop,aroma.pumpkinspice.

.2in

.2in

.2in.2in

Wrong:Text is too close to the graphic in this example.

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Graphic Guidelines Graphic Guidelines

Combining GraphicsDo not pair the identity logo with the sunburst.

Wrong:

When the graphic and identity logos are used together, place the identity logo to the left, and keep the graphic logo proportional in size.

Do not pair the graphic logo with the sunburst.

Wrong:

Wrong:

Correct:

Note: Dotted lines demonstrate proportional height.

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Soaromatic,mediumrichsitsteamedroast.Americanout,shop,aroma,arabica,sugaraffogatowhippedutestwingsaroma.Coffeepumpkinspiceblackabeansextractionrichbody.Whippedtogoextrapercolatordarkorganicextrafilterredeyeristrettoplungerpot.Fairtrade,organicsaucer,cinnamonmilkfoam.

Graphic Guidelines

Watermarks

Soaromatic,mediumrichsitsteamedroast.Americanout,shop,aroma,arabica,sugaraffogatowhippedutestwingsaroma.Coffeepumpkinspiceblackabeansextractionrichbody.Whippedtogoextrapercolatordarkorganicextrafilterredeyeristrettoplungerpot.Fairtrade,organicsaucer,cinnamonmilkfoam.

Soaromatic,mediumrichsitsteamedroast.Americanout,shop,aroma,arabica,sugaraffogatowhippedutestwingsaroma.Coffeepumpkinspiceblackabeansextractionrichbody.Whippedtogoextrapercolatordarkorganicextrafilterredeyeristrettoplungerpot.

Do not use the identity logo as a watermark. It is too difficult to read text that is layered on top of words.

Wrong:

Watermarks are faint images that can be placed behind text for our branding purposes. These are to be used sparingly, with no more than one per page. Only the graphic logo and sunburst may be used as watermarks. Center watermarks underneath text.

Correct:

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Correct:

Graphic Guidelines Brand Fonts

Indie Flower

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ - + = : ; “

Indie Flower is a playful, upbeat handwriting-style font that can be downloaded for free at https://fonts.google.com/specimen/Indie+Flower. It is the font used in our identity logo,and should also be used for main headings. Do not bold, add a weighted stroke, or alter the shape of the font. See pages 15-16 for specific use guidelines.

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Brand Fonts

Raleway

ABCDEFG H I J K L M N OPQRSTU V W X Y Z

ab cdefgh ijklmnopq rstuvwxyz

1234567890 !@#$%^&*() _-+=:;“/<>

Raleway is a sans serif font that can be downloaded for free at https://fonts.google.com/specimen/Raleway.It pairs well with Indie Flower because it is simple, clear and easy to read. Raleway should be used for all body text and subheadings. See pages 15-16 for specific use guidelines.

Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ - + = : ; “ / < >

Semibold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ - + = : ; “ / < >

Semibold Italic

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Font Guidelines

SubheadingsSubheading Example

Ralewayfont,Semibold

18pointsizeorgreater

Alwaysmakethesubheading14pointssmallerthanheadingsize.

Forprint,usethefollowingcolor:RoseC:11M:82Y:40K:0

Body TextRalewayfont,Regular

Size14pointisthestandard

Donotuseafontsizebelow10point.

HeadingsIndieFlowerfont

30pointsizeorgreater

Use.3333inspacebetween headingandtext.

Use.0417inspacebetweenheadingandsubheading.

Donotboldoraddastroketothefont.Thefontweightmustremainthedefault.

Page NumbersUseRalewaySemiboldfont,size8point.Listnumberin thecenterofawhitesunburstontherosebarintheheader.

Subheading 2Subheading 2 Example

UseRalewaySemiboldItalicinblackforadditionalsubheadings.Samesizeasbodytext.

Paragraph StyleUseablockformatforallparagraphs.

Aligntexttotheleft.

Singlespacebetweenlines.

Doublespacebetweenparagraphs.

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Page Layout

HeadersUseasolidrosebar(seepage8forcolorvalues),extendingtotheleftandrightedgesofthepaper.Themeasurementsshouldbe8.8333inx.6667in.Fordocumentslongerthan1pageinlength,numbereachpagewithintheheaderbar(seepage15forpagenumberguidelines).

FootersUseasolidaquabar(seepage8forcolorvalues),extendingtotheleftandrightedgesofthepaper. Themeasurementsshouldbe8.8333inx.9815in.

BulletsUsethesunburstgraphic as a bullet in Aqua:C:62M:0Y:27K:0

Use.2222inlinegapbetweenbulletpoints.

Indenttext.4167intoright ofeachbullet.

Sub BulletsIndenttext.6667intotheright ofeachsubbullet.

Use.0556inlinegapbetweensubbullets.

Examplesubbullet

Examplesubbullet

Numbered ListsUseIndieFlower,size20inaquafornumberedlists.

1 2 3 4 5 6 7 8 9 0

MarginsMarginsshouldbenolessthan.5inontop,left, bottom,andrightofeachprintedpage.

Page SizeForlettersorotherformsof writtencommunication,use an8.5inx11inverticalsize.

Printwith.1667inbleed.

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Layout Examples

HeadingSubheading

Subheading 2Wings, grounds pumpkin spice galão, aroma, that cup latte est, aroma coffee crema as siphon. Aged, plunger pot white, ut, lungo est espresso cappuccino saucer to go black, pumpkin spice percolator fair trade viennese affogato sit sugar sweet. Caramelization, medium single shot siphon, and, that qui, macchiato frappuccino breve extra acerbic java cup acerbic in cinnamon et viennese so lungo mug caffeine robusta. Macchiato single shot robust id qui id viennese medium whipped trifecta dripper carajillo doppio galão, robusta mocha extraction half and half decaffeinated mazagran mug saucer. Aged robusta spoon coffee that medium con panna est acerbic crema white extraction that java, ut cortado rich crema french press. Fair trade mazagran fair trade, blue mountain acerbic that ut so dark doppio half and half to go roast half and half seasonal half and half macchiato.

Subheading 2Cup, spoon, dripper flavour cultivar variety black medium flavour, macchiato, turkish steamed as shop, café au lait french press iced irish doppio aromatic con panna. Ristretto, aftertaste carajillo shop, dripper black mocha, percolator et, white, con panna milk barista frappuccino caramelization kopi-luwak mocha con panna. Café au lait steamed kopi-luwak, skinny caramelization milk robusta, viennese plunger pot brewed as caffeine chicory spoon to go medium. Instant pumpkin spice, coffee.

Café au lait, turkish, est coffee breve latte qui, cream medium iced latte.

Iced lungo decaffeinated cinnamon breve coffee cinnamon.

Trifecta café au lait caramelization, breve body sugar strong, caffeine.

Cup, robusta ut fair trade mazagran café au lait cup skinny, spoon grinder.

Blue mountain medium, filter single shot con panna, kopi-luwak rich mocha, con panna that and rich extraction body, chicory aromatic acerbic iced grinder sit chicory spoon. Organic medium organic extraction eu redeye, black, pumpkin spice decaffeinated dripper aromatic, strong medium, cup barista at crema brewed that frappuccino aftertaste. In, siphon half and half, trifecta french press frappuccino blue mountain spoon mazagran, plunger pot irish aromatic, cup cream macchiato variety that chicory fair trade.

#

HeadingSubheading

Wings, grounds pumpkin spice galão, aroma, that cup latte est, aroma coffee crema as siphon. Aged, plunger pot white, ut, lungo est espresso cappuccino saucer to go black, pumpkin spice percolator fair trade viennese affogato sit sugar sweet. Caramelization, medium single shot siphon, and, that qui, macchiato frappuccino breve extra acerbic java cup acerbic in cinnamon et viennese so lungo mug caffeine robusta. Macchiato single shot robust id qui id viennese medium whipped trifecta dripper carajillo doppio galão, robusta mocha extraction half and half decaffeinated mazagran mug saucer. Aged robusta spoon coffee that medium con panna est acerbic crema white extraction that java, ut cortado rich crema french press. Fair trade mazagran fair trade, blue mountain acerbic that ut so dark doppio half and half to go roast half and half seasonal half and half macchiato.

1 Coffee

2 Breve

3 Latte

4 Cappucino

Cup, spoon, dripper flavour cultivar variety black medium flavour, macchiato, turkish steamed as shop, café au lait french press iced irish doppio aromatic con panna. Ristretto, aftertaste carajillo shop, dripper black mocha, percolator et, white, con panna milk barista frappuccino caramelization kopi-luwak mocha con panna. Café au lait steamed kopi-luwak, skinny caramelization milk robusta, viennese plunger pot brewed as caffeine chicory spoon to go medium. Instant pumpkin spice, coffee.

Subheading

Blue mountain medium, filter single shot con panna, kopi-luwak rich mocha, con panna that and rich extraction body, chicory aromatic acerbic iced grinder sit chicory spoon. Organic medium organic extraction eu redeye, black, pumpkin spice decaffeinated dripper aromatic, strong medium, cup barista at crema brewed that frappuccino aftertaste. In, siphon half and half, trifecta french press frappuccino blue mountain spoon mazagran, plunger pot irish aromatic, cup cream macchiato.

#

Even Numbered Page Odd Numbered Page

Numbered list{

Header with page numbers

and bleed{}

Footer with bleed} {

8.8333in x .6667in

8.8333in x .9815in

.16667in Bleed on top, bottom, left and right

}Bullets andsub bullets

8.5 inches

11 in

ches

.5in Margin

}Body text with block paragraphs

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