Branding Guidelines assignment

1. Soul Coffee Shop
It’s coffee that soothes the
soul!

2. Table of Contents
• Product Description
• Customers
• Shop Logo
• Colors
• Typefaces
• Guidelines to using Our Logos

3. Product Description
Our products include coffee of the variety and many other things such as
bagels, etc.
Our coffee is amazing unlike any coffee you’ve ever tried before. It has an
amazing taste we know you’ll love!
The products sold at our coffee shop is always nice and warm. From our
coffee to our pastries, they’re always piping hot and waiting for you.
Share our shop around to your friends/family. We need to get the word out
so we can all grow together!
There’s always a nice and cozy environment when you walk into Soul. Makes
you feel right at home.
And our shop is just all around fun. There’s always something going here at
Souls. So don’t miss out! Come on in for a cup one day.

4. Customers
Jenna
Female
Age: 16
Ethnicity: White
Family lifestyle: Single
Income: $0
Geographic area: Small town
Personality traits: Jenna is nice, sassy, happy
and conceited. She likes taking selfies, hanging
out with her friends and drinking coffee. She
loves it so much.
Marvin
Male
Age: 34
Ethnicity: White/Russian
Family lifestyle: Married w/ child
Income: Construction worker, makes $17-2 an
hour
Geographic area: Urban
Personality traits: Marvin is nice (to his family),
bold, stubborn and sometimes straight up
mean. He likes to read the newspaper, spend
time with his family, and drink coffee. He also
likes coffee quite a bit.

5. Logo

6. Shop Colors

7. Typefaces
We tend to use “Tekton Pro Ext” as our usual
font. It looks really cool and laid back and that’s
basically what our coffee shop represents. A
place where you can chill and enjoy your
refreshments in a chill environment.
For formal purposes we like to use “Times New Roman”. It’s
kind of bland and boring, but hey it gets the job done.

8. How to use Our Logo
If you’re going to use our logo, use it right! As you can see below this is
the correct way to use our photo. The background compliments the photo
pretty well.

9. How not to use Our Logo
This is how you shouldn’t use our photo. The background clearly
doesn’t compliment the photo as the previous one did (check last
slide for the correct way). Colors the have a real pop to them don’t
usually got to well with our logo. Something like a grey or a white
would be a better option.

10. How not to use Our Logo
This is how you shouldn’t use our photo. The background clearly
doesn’t compliment the photo as the previous one did (check last
slide for the correct way). Colors the have a real pop to them don’t
usually got to well with our logo. Something like a grey or a white
would be a better option.