UPDATED 5TH DRAFT BRAND BOOK

Serving you the Finest coffee in town

BRAND
GUIDELINE



SHOP’S BACKGROUND

Morgan’s Finest Coffee is a new and upcoming coffee business established in
Calamba, Laguna last March 2020. This Coffee business is run solely by
Bianca Camille Valdez, a graduate of BS Hotel and Restaurant Administration
at LPU-Laguna. It started with selling bottled coffee before serving latte
as an additional product. It is located at National Highway, Bucal, Calamba
City, Laguna. Valdez officially opened a physical shop in January of 2021.

WHY THE NAME MORGAN?

The café’s name is inspired from the owner’s son’s name, Adam Morgan.
He is the main reason why Valdez works hard to dream big and serve the
finest coffee in town.

01

TABLE OF CONTENTS

LOGO 03
THE LOGO 05
07
SPACING 09
PLACEMENT 11
13
COLOR 15
TYPHOGRAPHY 17
TYPE OPTION 19
BRAND LANGUAGE 21
PHOTOGRAPHY
ABOUT THE BOOK

02

LOGO

03

WHY COFFEE BEAN?

The coffee bean icon, which leads our
logo, represents the owner’s
renewed energy, and sparked the
motivation for her coffee shop business.
Additionally, it is an icon that is a direct
representation of coffee, making it
easier for people to recognize the
coffee shop, making it simple for people
to recognize us and our area of
expertise.

Serving the finest coffee in town

04

THE LOGO

05

logo presentation logo alternative

Serving the finest coffee in town

These are the official logos of the coffee shop and can be
used interchangeably. This includes both the tagline and the
complete name of the coffee business. This is the more formal
way when presenting the cafe. This also the logo is printed on

the coffee cups and other product wrappers.

DO’S AND DON’T

MORGAN’S

FINEST COFFEE

Avoid stretching the logo too much

The logo must be stretched properly Don’t replace the typeface

Make sure that the logo contrasts with the background. Avoid misaligning the logo.

06

LOGO SPACING

07

1 INCH

LEADNG: 18
KERNNING: 95

08

LOGO PLACEMENT

09

On the products, a clear logo The logo must be clearly visible on the
is visible and well aligned. background of the digital poster,
which is at the top.

10

color

11

Black White Colors that are inspired by the
natural appearance of a modern
CMYK: 0, 0, 0, 100 CMYK: 0, 0, 0, 0 coffee shop. People expect solidity
RGB: 0, 0, 0, 1 RGB: 255, 255, 255, 1 and groundedness from their cup of
HEX: #000000 HEX: #ffffff coffee, which is why the earthy
color pallet of brown is used.

Tan Deep Oak

CMYK: 0, 19, 40, 16 CMYK: 0, 50, 76, 71
RGB: 215, 175, 128, 1 RGB: 74, 37, 18
HEX: #d7b081 HEX: #492715

12

typography

13

GOBOLD

PRIMARY TYPEFACE

GOBOLD REGULAR GOBOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVwXYZ ABCDEFGHIJKLMNOPQRSTUVwXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1 2 3 4 5 6 7 8 9 10 @ # * < > ( ) $ % & ! 1 2 3 4 5 6 7 8 9 10 @ # * < > ( ) $ % & !

Identification 05C

SECONDARY TYPEFACE

ABCDEFG HIJKLM N OP Q RST U V w X Y Z
abcdefg hijklm n op q rst u v w x y z

12345678910$&!

14

typeface
option

15

GOBOLD BOLD REGULAR headlines are lower case.
Size - 38 pt
Leading - 36 pt Subheadings
Tracking - 0 pt - SLIGHTLY SMALLER
- MEDIUM WEIGHT
GOBOLD BOLD REGULAR
Size - 22 pt Smaller headings
Leading - 25 pt - SMALLER SIZE
Tracking - 0 pt - MEDIUM WEIGHT

GOBOLD BOLD REGULAR
Size - 14 pt
Leading - 18 pt
Tracking - 0 pt

16

brand
language

17

“

Our goal is to serve the best coffee, from
passion to your cup. Everything is made

with finest coffee and brewed with love to
maintain quality service and product.

”

- Ms. Bianca Valdez

Owner, Morgan’s Finest Coffee

18

PHOTOGRAPHY

19

Photography Guideline

Check the background. Get creative and try out different designs. Shoot in raw image format for more editing
Make a move to the best lighting Photos are supplied in a google drive library and only
Try different angles and Composition These photos can be used for external advertising.

20

ABOUT
THE BOOK

21

This brand guide book is prepared to
help Morgan’s Finest Coffee establish

a more coherent branding.

+63 906 232 1248
[email protected]

2022 M M Visual

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