The Branding of Armchairs Coffee ShopBY Mariah HOULIHAN

“Enjoying a cup of coffee is a way have a great rest of the day.”

Chairman’s letterIn today’s market the little coffee shop is struggling. We want to bring it back in a way it can survive. Armchiars coffee shop is going to be a chain of shops expanding across the United States. It will be the best of both worlds. an easy place to stop by for a quick coffee, and also have the comforting feeling of the homely diners.

1

Introduction

2

To the Public,

Armchairs is a shop to come and

relax and enjoy yourself. It provides

a comfortable setting of vintage

armchairs and booths, where you can

enjoy delictable pastries, bottomless

coffee and tea. It will also be

a place for the community arts.

Armchairs will be a venue for local

bands and also contain a gallery to

exhibit an artist. So please stop

by an Armchairs in your community to

enjoy a sweet treat and learn more

about your community.

Table Of Contents

Table Of ContentsLogo/color/basic rules

5-10Logo- the elements

Logo Signature

Do’s Don’ts

Business forms 11-14

Stationery Systems

Applications 15-21Advertising

Packaging

Architecture/signage/vehicle

new media

Resources

The Logo

Process color

C=100M=100y=25K-25

R=38B=34M=98

Created from vector

Process color C=100M=100y=25K-25

Created from an image using live trace and expand tools

Elements

area Process ColorC=31M=100Y=99K=45

R=113b=15m=18

outline Process ColorC=50M=95y=52k=34

R=106B=33M=68

7

Process color

C=100M=100y=25K-25

R=38B=34M=98

Signatures

To recreate this logo would be too complicated, due to the fact that it is am original piece of artwork created on Adobe Illustrator.

8

Fonts

The Only ExceptionsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Orator stdabcdefghijklmnopqrstuvwxyz1234567890

9

heads and sub-heads

caption and body text

Do’s and Don’t

10

Correct ✓

rmchairsCoffee shop

Armchairs coffee shop

rmchairsCoffee shop

Incorrect

rmchairsCoffee shop

The font and color of the logo cannot be changed at all. It breaks up the image in an unflattering way. There also cannot be a box placed around the logo. The only color that can be used behind the logo is white or the color used on the stationery on pages 9 and 10.

rmchairsCoffee shop

Business Forms

Business card (actual Size 3.5x2in)

Enevelope (4.625 x 9.5in)

13

1432 West Chicago Ave Chicago, IL

60608

Enevelope (4.625 x 9.5in)

Letterhead ( 8.5x11)

To whom this may concern:

Thank you for you positive remaks on our chain coffee shop. We are very glad to have please you so much. We have attached a gift card for ten dollars. enjoy.

Sincerely, Mariah Houlihan

14

1432 West Chicago Ave Chicago,IL

60608

Applications

rmchairsCoffee shop

More comfort than home.

Advertising

Newspaper & magazine ads

17

Packaging

Color logo will be featured on all packaging that comtain pasties, coffee, and tea.

18

Signage

The signage for the shop will be proruding out of the front of the store. on a woodern sign hanging from a metal post. It will show the Armchairs logo on both sides. The logo will be engraved into the wood. It will make the shop easier to find from the street.

19

rmchairsCoffee shop

New MediaHomepage

20

The website would provide those interested in Armchairs to be able to search for the exibits or music shows. They also can view the menu, what is featured and where we are located.