Honor Coffee & Tea品牌VI手册

H O N O R C O F F E E & T E A B R AN DG U I D E A guide for designing public perception. Brand Standard GuidelinesCON T EN TS 01OVERVIEW: BRAND STATEMENTS602BRAND MARKS & LOGO SYSTEM1103LOGO USAGE & BEST PRACTICES2304COLOR PALETTE2905TYPOGRAPHY3406APPLICATION: BRAND TOUCHPOINTS37 A LOGO ISN’T A BRAND... It’s about people, it always has been. It’sabout creating a place for relationships togrow – for conversations to happen. Thefirst order of business in brandstewardship is realizing that it’s not aboutbusiness at all... As we move forward, let’s recognize that thisbrand is alive, it’s fragile and still growing.The logo gives a face to the real body – thepeople of Honor Coffee. Treat the logo howyou would treat those people – with care,respect and intentionality. Wemust recognize that this brand isn’taboutlogos,colors or fonts.These itemsdon’tdefine us.We’ve crafted them torepresent us, but our brand is actually theproperty of the public and their perception. This set of guidelines are designed to helpyouunderstand the details of curatingaconsistent visual identity.We are allinthis together.Honor these guidelinesbypartnering with us to build a bettercommunity through coffee. A brand is built brick by brick, day by day,cup by cup by the people who experienceour coffee. B R AN D S TAT E M E NT Our aspirational reputation to our audience. Honor Coffee & Tea is bringing the gift of service back to thespecialtycoffee world.Every customer is a VIP.We honorthem with a deep appreciation, recognizing them for who theygenuinely are – not just as a customer of ours. We are doingcoffee the way few have tried to – there are no game faces here.This is high–end espresso, served exceptionally well, in a warmand welcoming environment. Welcome to Honor Coffee, it is our honor to partner with you. TheHeartfelt Host... MANIFESTO It is our honor to serve you today. Each encounter is an opportunity to showyou that you are a VIP. This cup of coffee is a heartfelt gift, from our family toyours. You are worth our very best... We really hope you enjoy it. “Enter a stranger – leave as our guest.” KEY ATTRIBUTE WHY IT WORKS POTENTIAL ISSUES POSSIBILITIES Milstead has done thisvery well, but still notas a ‘from me to you’gift. Using a heart of aservant we will createa brand built on theculture of heartfeltservice. Only few companies actuallystand for something beyondjust the pay day, or bymaking themselves known orbeing the best. The Seattle freeze...Seattle is known as astand-offish culture. Hospitality is a lost art –and an valuable asset. It is not a game face weput on – it is a genuineconnection we maketo the heart of everyindividual that walks in. It will take Baristas withconfidence of steel tosmile humbly in the faceof negativity & apathy. There is a real opportunity tospread love and show honorin a culture that lacks both. SINGULAR FOCUS: Every customer is a VIP. We honor them with a deep appreciation forrecognizing them genuinely as a person, not just as a customer. Honor Coffee & Tea – Cafe Brand Statements BR AND GUARDR AILS Honor coffee is about presenting a state of self-confidence and aesthetic excellence, without the arrogance. It’s subtle luxury thatcan offer a wonderful experience, and silence opposition with a smile. Here are guardrails for the Honor Coffee Brand. FORD MUSTANG, FERRARI, MINI-VANSHOME DEPOT, ROSS, HOBBY LOBBYMTV AWARDS, ESPY AWARDS, SPIKE TVHUGH JACKMAN, MEGAN FOX, KRISTEN STEWARTMILEY CYRUS, KANYE WEST, NICKI MINAJSTARBUCKS, STUMPTOWN (ATTITUDE)PLASTIC CUPS, PAPER PLATESCRYSTAL LIGHT, ZERO-CALORIE SODABUD LIGHT, GUINNESS, RAINIERJAGERMEISETER, JACK DANIELS, JELLO SHOTSOLIVE GARDEN, CHEESECAKE FACTORY BMW, PORSCHE NORDSTROM, CRATE & BARREL, HERMESTHE OSCARS, ACADEMY AWARDSCATE BLANCHET, LEO DICAPRIO, JULIENNE MOORENORAH JONES, ST. VINCENT, A FINE FRENZYMILSTEAD (SERVICE), STORYVILLE (AESTHETIC)REAL SILVERWARE, LINENFIJI WATER, PERRIERSTELLA ARTOISGREY GOOSE, JOHNNY WALKER BLUEDUKES, LE PAIN QUOTENDIEN Honor Coffee & Tea – Cafe Brand Statements NAMING R ATIONALE It’s about respecting our guests and respecting the process of preparation. Honoring the individual,honoring the coffee with preparation and quality customer relations. With your honor in mind. Wewant to honor you. Respect the process, respect the craft, honor the guest. You are worth our very best cup. Honor isn’t about projecting our own greatness. It’s not about making a name for ourself. Specialty Coffee at it’s best – world-class service at it’s finest. B R A N D M A R K S Stewarding our brandmark with intention. Honor Coffee & Tea – Cafe Brand Statements LOGO SYSTEM This system includes a series of graphic elements usedat various times to create a comprehensive, cohesiveand recognizable identity that represents Honor Coffee &Tea publicly. 1. PRIMARY ICON / BRANDMARK.An Icon is a quick,intentional, visual mark that helps deliver an immediatebrand signature to the viewer. Sometimes icons are us