Brand Identity ManualMarch 2007IIntroductionIIOur valuesIIICore elements overview1Logo1.1Standard logo positive1.2Standard logo negative1.3Alternative ‘t’ logo positive1.4Alternative ‘t’ logo negative1.5Construction and freezone1.6Standard logo positions1.7Alternative ‘t’ logo positions1.8Logo sizes1.9Logo with strapline1.10Logo with strapline freezone1.11Logo in a square or circle1.12Logo with strapline in a square or circle1.13Logo with ™ and ®1.14Logo Don’ts2Colours2.1Standard logo colours2.2Secondary colour palette2.3Tints and wall colours2.4Colour codes2.5Colour codes negative2.6Colour Do’s and Don’ts3Typography3.1Authorised fonts3.2Headlines and bullet points3.3Body copy3.4Address and opening times3.5Tea in body copy3.6 Typography Don’ts4Imagery4.1Historic images4.2Images and logoContent4.3Product photography4.4‘Leaf characters’4.5Web icons and symbols4.6Pattern and shapes4.7Wallpaper pattern4.8Outline pattern4.9Tea map4.10Location maps5Stationery5.1Business card5.2Letterhead5.3Letterhead text guidelines5.4Following page5.5Compliment slip5.6Fax sheet5.7DL envelope5.8Din A4 envelope5.9Binding cover5.10Folder with flaps5.11Address labels6Eat and drink paraphernalia6.1Tea cups6.2Tea mugs6.3Paper cups6.4Wrappers6.5Insulated paper cups6.6Coasters6.7Plates6.8Crockery6.9Napkins6.10Sugar, salt and pepper7Retail elements7.1Menu structure7.2Superteas7.3Take away menu formats7.4Take away menu - teas7.5Take away menu - food7.6A3 menu7.7Table menu format7.8Table menu - teas7.9Table menu - food7.10Tea labels7.11Tea tins7.12Tea packets7.13Stickers7.14 Packaging stickers / wrappers7.15Food packaging7.16Long packaging stickers7.17Dispenser box7.18Packaging paper and band7.19Display labels7.20Multideck labels7.21Tape7.22Paper bags7.23T-shirts7.24Loyalty card8Shop elements8.1Shopfront signage8.2‘Opening soon’ window8.3Projection sign8.4Awning8.5Decals8.6A-board8.7Menu shop display8.8Window menu8.9Display graphics8.10 Vehicle graphicsAppendixIVFile namesVCredits and supportIntroductionIIntroductionThe strength of Tea lies in a concept that is bothsimple and original. To maintain the authenticity and consistency of the visual identity and to protect it from any distractions, we created this BrandIdentity Manual. As the name implies, the Brand Identity Manualcontains all the graphical elements that determinethe basic communications. When you use it you areensuring the success of the brand image. Pleaseremember to consult the Identity Manual every timeyou organise communications or design material for Tea.The Brand Identity Manual provides the rules applying to the visual identity system. It is thegrammar which applies to the logo, typeface,colours and structure of the space. However, thoserules should not stop further improvements, wellconsidered changes and creative experimentation.It is important to consider that certain elements of the brand identity will be ‘learned’ by the consumerover time and more strongly identified with thebrand than others. Those elements ...
