Atlas_IdentityGuide

Identity Guide
11.14.2016

The logo and full brand
identity for Atlas Cafe &
Bistro was designed by
Kathryn Kubasta, a freelance
graphic artist from Oshkosh,
Wisconsin.

Contents
1 Position and Voice
2 Logo
5 Brand Colors
6 Typography
7 Imagery
8 Collateral
Importance
Consistency
These guidelines have been created to help
Atlas Cafe & Bistro grow and benefit from a
clear and strong identity. A strong brand identity
gives customers an immediately recognizeable,
distinctive, and professional image that
positions us for success. A strong identity will
enable us to have a positive association with our
audience, gain better awareness, and build our
reputation for the quality of the coffee and food
we provide.
The Atlas Cafe & Bistro identity can only make
a positive impact if it is used consistently and
correctly. There are many studies that prove
that consistency increases awareness and helps
solidify an emotional connection with a brand.
The more consistent we are, the more powerful
the Atlas brand will be.

Position & Voice
position
Atlas Cafe & Bistro provides young
adventurers with high quality coffee
and food from Seattle. We do this by
using only fresh, local ingredients,
hand crafting all drinks and food, and
creating an atmosphere that reflects the
outdoors.
voice
Atlas Cafe & Bistro’s audience is
younger people who enjoy exploring
and spending time outside. The voice of
all advertising, collateral, and branding
should be relaxed, casual, and simple.
1

Logo | Clearspace & Variations
clearspace
Proper area allowed around
the logo is an essential factor
in giving the logo its space so
it can stand proudly among
its surroundings and not be
imposed on.
The border dimension is the
width of the “S” in Atlas.
logo variations
Only specific logo variations
are allowed to keep consistency
within the brand. The logo can
be shown vertically, horizontally,
as just the logomark, as just the
logotype, or as the logomark
within a circle. Logotype should
only be used when the full
logo has been used in another
section of the same piece of
collateral.
Horizontal Logo
Vertical Logo
Logomark
Logomark in Circle
Logotype
2

Logo | Size Requirements & Colors
minimum size
To make sure the Atlas Cafe &
Bistro logo is always legible and
has clarity, there is a minimum
size. The logomark should
never be presented smaller than
shown.
colors
From the full logomark, the logo
has the ability to be represented
in a number of fashions in order
to allow some flexibility. For
correct brand recognition, only
allow the logo to be represented
in the options shown here.
1.5” Wide
Minimum Size
2.5” Wide
Minimum Size
Logo on Dark Image
White on Blue
3
Logo on Light Image
Blue on Light Color

Logo | Restrictions
distortion / color
Do not stretch, rotate, or distort
the logo in any way. Always
make sure proper spacing is
given to the logo.
Always make sure the color
of the logo is the correct and
appropriate choice that offers
best contrast for visibility.
Distorted Logo
Incorrect Spacing
Incorrect Angle
Incorrect Color Choice
4

Brand Colors
Colors for Atlas Cafe & Bistro
have been chosen carefully and
need to be adhered to in order
to keep the mood and style of
the brand consistent. Specific
tones will represent the
company in a natural, earthy,
and clean manner.
PRIMARY
#236378
R: 35
G: 99
B: 121
C: 88%
M: 52%
Y: 38%
K: 14%
ACCENT
#1E3F20
R: 30
G: 63
B: 32
C: 80%
M: 47%
Y: 92%
K: 57%
NEUTRAL
#BCBCBC
R: 188
G: 188
B: 188
C: 27%
M: 21%
Y: 21%
K: 0%
5

Typography
fonts and usages
Typography helps to center
the Atlas Cafe & Bistro brand
identity and should be used
consistently across all marketing
materials and brand pieces.
To help ensure that all of our
communications are consistent,
a select group of preferred
typefaces has been selected.
tracking
To keep a consistent typography
look and feel, all of the print
body text throughout every
piece of collateral should have
spacing of 100.
Selima
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Selima is to be used for headlines and pulled quotations. This
font is heavy, prominent, and stands out in order to deliver a
message that is necessary to communicate. Selima is only to
be used for one sentence or a few words.
Steelfish Regular
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
Steelfish is to be used for secondary headlines within a body
of text or when an emphasis is needed within a piece of
marketing material. This font is used to stand out from the
copy font while not being as bold and noticeable as Selima.
All uses of Steelfish Regular should have spacing of 100.
Avenir - Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Avenir - Book is to be used for print body copy in any and
all publication uses. All uses of Avenir - Book should have
spacing of 100.
6

Imagery
textures/images
All imagery must be high
quality, and no pixelation may
be visible. To be used at as a
texture, close up detail images
are preferred to give the sense
of pattern that will not be
distracting to the text. Images
should be able to capture the
detailed essence of one of Atlas
Cafe & Bistro’s products: coffee,
smoothies, fresh produce, etc.
other images
All other images should be able
to capture the adventurous and
natural feel of the cafe.
7

Collateral | Business Card
spacing
All text must be at least .25”
away from the edge of the
business card.
8

Collateral | Shirts
9

Collateral | Mug
10

Collateral | “To Go” Food Packaging
11

Collateral | “To Go” Salad Packaging
12

Collateral | “To Go” Paper Bag
13

Collateral | Coffee Cup
14

Collateral | Menu (Outside)
15

Collateral | Menu (Inside)
16

Collateral | Coffee Bean Packaging
17

Collateral | Gift Certificate
18