2. TABLE OF
CONTENTS
LOGO
PRIMARY LOGO 2
SECONDARY LOGO 3
LOGOTYPE 4
CLEARING 5
SIZING 6
INTEGRITY 7
COLOR SYSTEM
COLOR PALETTE 9
COLOR USAGE 10
BLACK AND WHITE 11
TYPE SYSTEM
TYPOGRAPHY 13
TYPOGRAPHIC HIERARCHY 14
VISUAL LANGUAGE
ICONS 16
PATTERNS 17
APPLICATION
PACKAGING 19
APPAREL 20
STATIONARY 21
INTRODUCTION
This document contains guidelines regarding Turbo Coffee
Roasting Company brand elements and how to implement them.
The guide should be used by designers and marketers as a resource
to ensure that Turbo Coffee maintains a brand that is represented
both consistently and accurately.
4. 2
PRIMARY LOGO
This is the primary version of our logo. It should be used
whenever possible for both printed and digital collateral.
The relationship of the family graphic to typelockup should
be used exactly as seen here; the logo has been crafted
to balance icon and type so that neither dominates or
becomes insignificant.
TURBO COFFEE
– BRAND GUIDE
5. TURBO COFFEE
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3
SECONDARY LOGO
This is the secondary (horizontal) version of our logo. It is
the preferred version when space dictates a more horizontal
application of the logo. It too should maintain the integrity
of the proportions established here.
6. TURBO COFFEE
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4
LOGOTYPE
In instances where space is not at a premium and to use
the Primary or Secondary logos would compromise the
readability of the mark, please use the Logotype Only
version. The relationship of "Turbo Coffee" to "Roasting
Company" should be maintained as shown here.
7. TURBO COFFEE
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5
CLEARING
By using the height of the “T” as a basis for standard
measurement, clearing space can be created quickly
and effectively at any size. Clearing space should be
measured from the farthest edge of each side of the
logo. It is important that no elements or graphics
encroach on the clearing space so that the logo
stands out on all applications.
8. TURBO COFFEE
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6
SIZING
To ensure readability in all applications, it is imperative
that the logo is never used smaller than the minimum
sizes as shown here. When the size of the logo decreases
under an inch, the logo must become one color.
.7 inches
.7 inches
.3 inches
9. TURBO COFFEE
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INTEGRITY
It’s very important to maintain the legibility and carefully
crafted qualities throughout all applications. Please
refer to this guide when determining usages that may
negatively effect the readability or integrity of our logo.
The same rules apply for both the secondary, tertiary
and abbreviated logo versions.
Do not stretch logo.
Do not add stroke
or any other design ele-
ments to logo.
Do not add stroke
any additional text
to the logo.
Do not tilt logo.
Do not place logo on a
busy background.
Do not place the logo on
background colors that
compromise readability/
contrast.
Do not apply effects to
the logo.
Do not fill logo with
colors not included in the
brand palette.
Do not place logo
on complex color
combintions or gradients.
11. TURBO COFFEE
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COLOR PALETTE
Brand materials should use colors from this palette.
Pantone: 3278 C
C= 95 M=9 Y=64 K=2
R=59 G=151 B=124
#3B967C
Pantone: 604 C
C= 5 M=16 Y=96 K=0
R=229 G=212 B=44
#E5D42C
Pantone: 540 C
C= 95 M=65 Y=36 K=2
R=45 G=63 B=91
#2D3F5A
12. TURBO COFFEE
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COLOR USAGE
In order for the brand to stay consistent with its color
treatment, it is vital to consider the ways in which the
color palette can be applied to the logo. Notice when the
logo is on a white background the subhead becomes the
same the same color as the logo text, this is to ensure
that it is legible.
13. TURBO COFFEE
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BLACK AND WHITE
For instances where the logo can only be used in black
and white, please select from the options outlined on this
page. Determine the best version to use based on color
and space restrictions.
15. TURBO COFFEE
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TYPOGRAPHY
There are two typefacesthat are used within our brand:
Bemio Italic and Archer Pro. The sans serif and serif fonts
are approachable and expressive, and complement each
other in application. Both of these typefaces should
be used across print and digital media. Please do not
manipulate the letterforms.
Bemio Italics
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz 123456789!@#$%^&*
ArcherPro
Book
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz 123456789!@#$%^&*
Medium
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz 123456789!@#$%^&*
SemiBold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz 123456789!@#$%^&*
Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz 123456789!@#$%^&*
16. TURBO COFFEE
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TYPOGRAPHIC
HIERARCHY
There are different ways to create a visual hierarchy
that follows the brand guide of Turbo Coffee Roasting
Company. However, this suggested format is the ideal
way to use these typefaces to make our message clear.
HEADLINE (Bemio Italics 28pt)
SUBHEAD (ArcherPro Bold 18pt)
Body Copy (ArcherPro Book 12pt)
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ICONS
Icons may be used for vairous materials and are an
integral part of the visual language of the brand. These
icons retain the established style of the logo and should be
used only in this flat and simple style to match the style of
the logo. Any additional icons that are created in the future
should resemble an identical style and feel that makes the
Turbo Coffee brand cohesive.
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PATTERNS
Patterns may also be used as a part of the visual language
of the brand. These are the official patterns for the brand
and should not be altered. When using a pattern on any
material for the Turbo Coffee brand it is important to only
use one pattern at a time; too many patterns can cause
clutter and visual confusion.
