Brand Guide

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Socially-driven
specialty coffee
4 Letter from CAF
5

Contents
06 10
Our Story Visual Design
06 Vision 09 Logo
07 Mission 22 Typography
08 Values 24 Colors
25 Textures
26 Graphic Devices
27 Illustration Style
29 Applications
40 Photography
6

Our Story
 7 Vision
THIS IS WHAT WE ARE BUILDING
OUR STORY

Cultivating coffee
& connecting
people—
everywhere.
Societies have become more disconnected as people fall
deeper into their bubbles. Whether scrolling on timelines
or closed up in our ever-individualistic bubbles with the
same people, we become less interested in saying hello to
strangers. At CAF, everything we do—from serving refined
coffee to making new conversation—is in pursuit of
genuine social interactions. We are cultivating coffee and
connecting people everywhere.
 8 Mission
THIS IS WHAT WE WANT TO DO
OUR STORY

To share a
refined cup of
coffee with the
entire world.
Our mission really is this simple—what we want is to
share a refined cup of coffee with the entire world. We
believe that nearly all people have at least one memory
of sitting down with someone and simply sharing a
drink. By using the best coffee beans and state-of-the
art machines to craft that drink, we are perfecting the
world’s simplest, most shared pleasure.
 9 Values
THIS IS WHAT WE VALUE
OUR STORY

We are
hands-on.
Attentive.
Social.
Coffee is a sensorial experience. It involves the intricate
movement of hands, the care put into visual detail, the smell
of ground beans—it is a full body experience that involves a
heightened sense of attention. This is fundamental to our
belief in creating community. The company we keep is only
as good as the cup we make.
10

Visual Design
 11 Logo—English
VISUAL DESIGN
 12 Logo—English
VISUAL DESIGN
 PRIMARY LOGO
13 Logo—Arabic
VISUAL DESIGN

Main logo, used for everything.

 SECONDARY LOGO
14 Logo—Arabic
VISUAL DESIGN

Used only for legal purposes.

 15 Logo—English
VISUAL DESIGN

Please leave clear space around the logo. This will ensure legibility and
clarity of the identity.
This diagram illustrates the minimum area of clear space which should
surround the logo. There is no maximum—the more space you allow, the
more the logo will stand out. The formula for this exclusion zone is based
on X (which is equal to the width of letter A in CAF).
 16 Logo—Arabic
VISUAL DESIGN

Please leave clear space around the logo. This will ensure legibility and
clarity of the identity.
This diagram illustrates the minimum area of clear space which should
surround the logo. There is no maximum—the more space you allow, the
more the logo will stand out. The formula for this exclusion zone is based
on X (which is equal to the width of letter A in ‫)ﻛﺎﻑ‬.
 17 Logo + Image Use
VISUAL DESIGN

When placing the logo on an image, make sure there is sufficient contrast.
Because the logo is very thin and intricate, take care when placing it on a
detailed background. For example, the logo should not be overlapping with the
espresso here, because the stream of coffee is almost as thin as the letters.
 18
VISUAL DESIGN Logo + Image Use

Do not place the logo on a very detailed or white background. It will be very
difficult to read. Also, do not place the logo on a photo where the logo clearly
shows. This is redundant. Instead, choose a different photo.
 19 Logo Guidelines
VISUAL DESIGN

Do not change the colors or the hues of Do not stretch the logo even in the Do not rotate the logo. Make sure there is sufficient contrast
the logo. slightest—it must be used exactly as is. between the logo and background.
Avoid low contrast.

Do not combine the Arabic and English Do not change the proportions of any Do not add drop shadows or stylize the Do not outline the logo.
logos in one. parts of the logo. logo. Keep it solid.

It’s important that the logo appears consistent across all applications. The logo
should not be altered in a way that causes misinterpretation. Its orientation,
color, and composition should remain as portrayed in the previous slides.
 20 Logo Pairings
VISUAL DESIGN

Horizontal Pairing Vertical Pairing

(Correct) (Incorrect)

When pairing CAF’s logo bilingually, always place them side by side. They
should never stack.
 21
VISUAL DESIGN Logo Pairings

Horizontal Pairing Vertical Pairing

(Correct) (Correct)

When pairing CAF’s logo with other brand logos, you can place them side-
by-side or stacked. For the horizontal pairing, the logo can be slightly taller
than its neighbor. For the vertical pairing, the logos should be flush left for
English (and flush left for Arabic). Overall, just be sure to balance them.
 22 Typography—English
VISUAL DESIGN

THIS IS WHAT WE DO

Socially-driven
Lorem ipsum filler text is just about showing form but how
helpful is it to see form without context? Contours can only
tell us so much. The vitality of life happens beyond a simple
outline—the magic we wake up looking for, the magic
impressed upon to us when a song takes you up and up and
through a world of emotion. This is the magic that that we
look for right before we go to sleep. A feeling of finality—a
grand sigh that marks an end.

1 Graphik Arabic Bold

2 Graphik Arabic Light
3 Fedra Sans Arabic Book
 ‫‪23‬‬ ‫‪Typography—Arabic‬‬
‫‪VISUAL DESIGN‬‬

‫ً‬
‫ﻣﺎ ﻓﺎﺋﺪﺗﻪ‬

‫أﺣﻴﺎﻧﺎ ﻋﻦ اﻟﺼﺪﻓﺔ‬
‫ﻧﺎﻙ ﺣﻘﻴﻘﺔ ﻣﺜﺒﺘﺔ ﻣﻨﺬ ﺯﻣﻦ ﻃﻮﻳﻞ ﻭﻫﻲ ﺃﻥ ﺍﳌﺤﺘﻮﻯ ﺍﳌﻘﺮﻭء ﻟﺼﻔﺤﺔ‬
‫ﻣﺎ ﺳﻴﻠﻬﻲ ﺍﻟﻘﺎﺭﺉ ﻋﻦ ﺍﻟﱰﻛﻴﺰ ﻋﲆ ﺍﻟﺸﻜﻞ ﺍﻟﺨﺎﺭﺟﻲ ﻟﻠﻨﺺ ﺃﻭ ﺷﻜﻞ‬
‫ﺗﻮﺿﻊ ﺍﻟﻔﻘﺮﺍﺕ ﰲ ﺍﻟﺼﻔﺤﺔ ﺍﻟﱵ ﻳﻘﺮﺃﻫﺎ‪ .‬ﻭﻟﺬﻟﻚ ﻳﺘﻢ ﺍﺳﺘﺨﺪﺍﻡ ﻃﺮﻳﻘﺔ‬
‫ﻟﻮﺭﻳﻢ ﺇﻳﺒﺴﻮﻡ ﻷﻧﻬﺎ ﺗﻌﻄﻲ ﺗﻮﺯﻳﻌﺎَ ﻃﺒﻴﻌﻴﺎَ ‪-‬ﺇﱃ ﺣﺪ ﻣﺎ‪ -‬ﻟﻸﺣﺮﻑ ﻋﻮﺿﺎً‬
‫ﻋﻦ ﺍﺳﺘﺨﺪﺍﻡ »ﻫﻨﺎ ﻳﻮﺟﺪ ﻣﺤﺘﻮﻯ ﻧﴢ‪ ،‬ﻫﻨﺎ ﻳﻮﺟﺪ ﻣﺤﺘﻮﻯ ﻧﴢ«‬
‫ﻓﺘﺠﻌﻠﻬﺎ ﺗﺒﺪﻭ )ﺃﻱ ﺍﻷﺣﺮﻑ( ﻭﻛﺄﻧﻬﺎ ﻧﺺ ﻣﻘﺮﻭء‪.‬‬

‫‪1‬‬ ‫‪Graphik Arabic Bold‬‬

‫‪2‬‬ ‫‪Graphik Arabic Light‬‬
‫‪3‬‬ ‫‪Fedra Sans Arabic Book‬‬
 24 Colors
VISUAL DESIGN

Main Colors Secondary Palette

(Minimal use)

RGB (screen) RGB (screen) RGB (screen)

0 0 0 102 47 17 55 97 93
#000000 #662f11 #37615d

CMYK (print) CMYK (print) CMYK (print)

100 100 100 100 36 80 100 49 79 45 58 26

RGB (screen) RGB (screen)

177 206 204 227 217 190
#b1cecc #e3d9be

CMYK (print) CMYK (print)

31 8 19 0 11 11 26 0

RGB (screen)
255 255 255 RGB (screen)
#ffffff 212 181 59
CMYK (print) #d4b53b
0 0 0 0 CMYK (print)
19 25 92 0
 25 Textures
VISUAL DESIGN

Glossy on Copper Holographic

Matte Black Copper can be used in Material
Use textures and printing interior. If metals are Holographic material
finishes to heighten the needed in a gift, use can be used for upscale
use of black. For example, copper sparingly. products, gifts, or special
you can print a draphic merchandise only.
device in glossy black on
matte black finishing.
 26 Graphic Devices
VISUAL DESIGN
 27 Illustration Style
VISUAL DESIGN

Illustration shown by Timo Kuilder. Line drawings balanced with filled in shapes
so that it does not compete with the logo.
 28 Illustration Style
VISUAL DESIGN

Illustrations shown by Pol Solà. Abstract mainly-color images, textures, etc.

Evocative rather than literal illustrations.
 29
VISUAL DESIGN Layouts without text

The left is an example of using the graphic device to offset the center layout,
and the right is an example of using columns to break up a poster.
 30 Layouts without text
VISUAL DESIGN

Image cut at the same angle as the CAF A. The A can be used as a mask.
 31 Layouts with text
VISUAL DESIGN

LEARNING THE EARTH

Coffee starts before the bean. It begins in

the soil. Bitiate officitiant. Nem exped ex
everspide consequi a sam, quianimintia
nist, quibus poribus, sitat volupta tibeaquas
dolorroraero quid minus, volut que odi a et
aut la nullorepudam santurere omnimi, sae
parum, sequae Equistotat etur ad.

Use bold text sparingly. On the left, it is used as a very small title. On the right, a graphic
device is used because the image already has the CAF logo clearly depicted.
 32 Layouts text-only
VISUAL DESIGN

Coffee starts before the bean. It begins in the soil.

The logo can be blown all the way up and treated as an image. In this case, the spacing
around it is not treated as a ‘logo’ but as a large graphic.
 33
VISUAL DESIGN Layouts without photos

your cup.
We’re coming odit, quos que dolor si quae vit prerum volor
modis sum qui doloriae cusam, consequ
untion nonecup tatur, se nonsed qui officid
maioribus nus, con consed eum ellanderenti
totat et, ium abor ab id eostrum hil im duciunt
et fugitas es eum id mod et esto tempore velis
moloreh endunt.
Vtissum, quid utem conserum et ut quo qui
volum doluptam.

LEARNING THE EARTH

Coffee starts before the bean. It begins in modis sum qui doloriae cusam, consequ
the soil. Bitiate officitiant. Nem exped ex untion nonecup tatur, se nonsed qui officid
everspide consequi a sam, quianimintia maioribus nus, con consed eum ellanderenti
nist, quibus poribus, sitat volupta tibeaquas totat et, ium abor ab id eostrum hil im
dolorroraero quid minus, volut que odi a et duciunt et fugitas es eum id mod et esto
aut la nullorepudam santurere omnimi, sae tempore velis moloreh endunt.
parum, sequae Equistotat etur ad.
Vtissum, quid utem conserum et ut quo qui
Molupide occus dolliqu aspideb isciasit volum doluptam.
recepta tempori dolor aut eatio consedi
pietur, ut modion pratquam fuga. Et odit,
quos que dolor si quae vit prerum volor

Again, use bold text sparingly—only in smaller paragraph titles or in text. Think about
what’s on the page: main text, logo, graphic devices, running text, and layout are all
elements to work with.
VISUAL DESIGN
34
Stationery
VISUAL DESIGN
36
Cups
 37 Coffee bags
VISUAL DESIGN
 38 Coffee bags
VISUAL DESIGN
 39 Photography Style
VISUAL DESIGN

Photography should always be crisp. Whether they are close-up shots, action
shots, or still shots. Look for high contrast and hard shadows.
 40 Photography Style
VISUAL DESIGN

Interior shots should show movement, people, or something happening so that

pictures portray the life of CAF.