H O N O R C O F F E E C O M PA N Y – B R A N D S TA N D A R D G U I D E L I N E S : 1 . 0 | C o n f i d e n t i a l I n f o r m a t i o n .BRAND GU I DEH O N O R C O F F E E & T E AA guide for designing public perception.H O N O R C O F F E E C O M PA N Y – B R A N D S TA N D A R D G U I D E L I N E S : 1 . 0 | C o n f i d e n t i a l I n f o r m a t i o n .HONORC O F F E E & TE A DESIGNED WITH CARE BY MARK ALVIS FOR HONOR COFFEE COMPANY. WWW.MARKALVIS.COMBRAND STYLEGUIDEv1.0 | Ju n e 2015 H O N O R C O F F E E C O M PA N Y – B R A N D S TA N D A R D G U I D E L I N E S : 1 . 0 | C o n f i d e n t i a l I n f o r m a t i o n .Brand Standard GuidelinesCONTENTS01 OVERVIEW: BRAND STATEMENTS 602 BRAND MARKS & LOGO SYSTEM 11 03 LOGO USAGE & BEST PRACTICES 23 04 COLOR PALETTE 29 05 TYPOGRAPHY 34 06 APPLICATION: BRAND TOUCHPOINTS 37 A LOGO ISN’T A BRAND...The first order of business in brand stewardship is realizing that it’s not about business at all...We must recognize that this brand isn’t about logos, colors or fonts. These items don’t define us. We’ve crafted them to represent us, but our brand is actually the property of the public and their perception.A brand is built brick by brick, day by day, cup by cup by the people who experience our coffee.It’s about people, it always has been. It’s about creating a place for relationships to grow – for conversations to happen.As we move forward, let’s recognize that this brand is alive, it’s fragile and still growing. The logo gives a face to the real body – the people of Honor Coffee. Treat the logo how you would treat those people – with care, respect and intentionality. This set of guidelines are designed to help you understand the details of curating a consistent visual identity. We are all in this together. Honor these guidelines by partnering with us to build a better community through coffee.BRAND S TAT E MENTOur aspirational reputation to our audience.ch1Honor Coffee & Tea is bringing the gift of service back to the specialty coffee world. Every customer is a VIP. We honor them with a deep appreciation, recognizing them for who they genuinely are – not just as a customer of ours. We are doing coffee the way few have tried to – there are no game faces here. This is high–end espresso, served exceptionally well, in a warm and welcoming environment.Welcome to Honor Coffee, it is our honor to partner with you.8H O N O R C O F F E E C O M PA N Y – B R A N D S TA N D A R D G U I D E L I N E S : Ve r 1 . 0 | C o n f i d e n t i a l I n f o r m a t i o n .The Heartfelt Host...MANIFESTOIt is our honor to serve you today. Each encounter is an opportunity to show you that you are a ...
