BRAND GUIDELINES:
ACOUSTIC JAVA
The role of Acoustic Java is to provide our customers and clients with the most effective way to remember and recognize us. They will be able to recall who we are, what we do and the service we provide. Our brand identity differentiates us from our competition, when used properly it will strengthen our brand.
Acoustic Java stands by our customers and clients by supplying the following:
OUR VALUES
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Locally grown, organic food and sustainable specialty coffee and tea.
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An atmosphere of sociability by providing music and entertainment.
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The best caffeinated beverages and lunch fare in the land.
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Access to the best equipment, barista training, and technical support for operating a café service.
OUR TONE
Our tone is: "Casual, relaxed, and a place of sociability."
The brand has interpreted this as the following:
Role of the Brand
1
CASUAL
RELAXED
SOCIABILITY
A place to eat without the formal wear.
Recline with a cup of joe and peruse your laptop.
Entertainment with art and live music nights.
The Logo
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The logo of Acoustic Java is meaningful and symbolic to the essence and business of the coffee shoppe.
Incorporated into the name of Acoustic Java is a coffee cup (also serving as the "O") that represents the soundhole of an abstract guitar - relating to the musical element of the establishment. Extending lines and curving swathes form the suggestion of the instrument. The browns of the color scheme are connected to the coffee offered at Acoustic Java.
OUR MARK
PRIMARY LOGO LOCKUP
The primary logo lockup is how the logo is presented everywhere. Below to the left is the set appearance of our logo; beside it on the right is the secondary logo that may appear on more horizontal surfaces.
The logo lockup subtracts the suggestive swathes of the guitar and the colors of the strings are reassigned to the orangey-brown hue.
This logotype has been custom designed and must NOT be recreated. Do not attempt to set type. Do not change the weight of the letterforms, or the placement of its composing elements --- that's not cool.
PRIMARY LOGO KNOCKOUT
Presented below is the Acoustic Java logo without color and set clearly against both a white background and a black background. This is how it will appear on either surface, as well as on products and embroidery on clothing.
LOGO CLEARANCE
Our logo is to appear no smaller on than one (1) inch in diameter on any products, advertisements, and any other forms it may take. It also must be surrounded by at least one (1) inch of space; this is roughly the length of the "A" in both width and length. We have demonstrated this below:
LOGO USAGE
The Acoustic Java Logo shall appear on various forms of the business, including:
Coffee bags and other coffee-based products
Acoustic Java official website
T--Shirts and apparel produced by Acoustic Java
Official letterhead and company packaging (envelopes, boxes, etc)
Below are examples of what colors that can and cannot be used with our logo, as indicated by whether there is a red "X" or not.
Brand Visuals
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This section defines the colors used in the logotype itself (including hexadecimal colors, the ones for printing, and so forth), as well as the typefaces used in and with the logo.
OUR COLORS
Our logo is comprised of two colors in the brown family, due much in part to the relation to coffee. Below are the hexadecimals, pantone, RGB, and CMYK colors of the Acoustic Java color palette as they appear on a screen and the web.
Likewise, there are some examples of properly placed logos designated by a green "check."
Neutral backgrounds like that of a burlap sack or paper bag, clear glass, a black or white t-shirt, and standard white or black coffee mugs and cups are the strongest means of promoting the Acoustic Java Brand. Additionally, the logo should always be applied in its approved forms and colors.
Any version of the Acoustic Java logo emblazoned on vibrant and colorful surfaces weakens the integrity of the brand. We want to keep our look exclusive to traditional coffee aesthetics. Similarly, text should not appear anywhere within (1) one inch of the logo in use (as depicted in the upper right hand image).
PRIMARY COLORS:
#4E3121
R155 B76 G35
R0 G0 B0
R255 G255 B255
SECONDARY COLORS:
PANTONE 4625
C46 M69 Y79 K57
R79 B49 G33
PANTONE 470
#9C4E28
C27 M76 Y100 K21
TYPOGRAPHY
PANTONE WHITE
C0 M0 Y0 K0
#FFFFFF
PANTONE 19 - 0303
C60 M40 Y40 K100
#000000
Below are the approved typefaces used in the Acoustic Java logo and the fonts that may be used for the brand.
CORE CIRCUS
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
CORE CIRCUS 3D
MUSEO SANS
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 x x y z
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Brand Advertising
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This section includes some examples of brand advertising by way of placing the logo on signage and different elements that would other wise promote the Acoustic Java brand.
Introduction