BRU COFFEE

—
G U I D E L I N E
This document contains the brand guidelines for Bru Coffee.
Small Batch and Locally Roasted - Hand Packed in Los Angeles.
Rather than a rigid set of rules, its purpose is to present
a consistent yet flexible toolbox of the elementary house
principles and codes, as well as to give some directions on how
to apply them visually and verbally.
—

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Guideline 2020 identity — design p.3
 I . AT M O S P H E R E

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Atmosphere

MOODBOARD
The aim of this chapter is to capture the essence of your brand architecture in
a set of keywords, as well as outline some general criteria and moodboards
for each image category, to ensure an aesthetic coherency.

ELEGANT .
CRAFTMAN ASPECT .
MINIMALIST .
BOLD .

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 Single Source Brazilian coffee from
Santos Single Origin.
—
100%
arabica coffee.

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 II. BASIC ELEMENTS

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 LOGO

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Basic elements

LOGO
Bru Coffee logo exist on one word with a special font construction. It cannot
be used in a different way that the one below. It comes with a tagline in a
different font as well.

LO G O S I Z E - O N E L I N E LO G O B & W V E R S I O N

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Basic elements

LOGO USAGE
To avoid legibility problems, please respect the minimal size and protection
zone of the logo and do not modify the composition in any way.

S = 1/3 OF X - H E I G H T

S S

S S

MINIMUM SIZE

10mm

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Basic elements

TYPOGRAPHY
Throughout the entire toolbox, typography is one of the strongest and most
recognisable elements of the identity.

A P E X N E W BO L D
– T I T L ES
– U P P E R & LOW E RC AS E
APEX NEW BOLD
apex new bold
– S U BT I T I T L ES &
P R AC T I C A L I N F O R M AT I O N .
Foundry: Linotype
Type Designer: Hermann Zapf

A KT I V G ROT ES K R EG U L A R
– S U BT I T L E / S U BT E X T
AKTIV GROTESK REGULAR
– U P P E R & LOW E RC AS E
Type Designer: Dalton Maag
Aktiv Grotesk regular

HANS KENDRICK LIGHT

– T E X T / S U BT E X T
HANS KENDRICK LIGHT
– U P P E R & LOW E RC AS E
Type Designer: Alfredo Marco Pradil hans kendrick light

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 COLOR SCHEME

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Basic elements

COLOR SCHEME
The corporate colours of the identity are B&W for the logo.
Any additional colours are determined by any collateral concept.

P R I M A R Y CO LO R S M AT E R I A L

CMJN : 28.57.62.22 CMJN : 1.2.2.0 CMJN : 92.78.56.79

RGB : 162/107/83 RGB : 253/251/250 RGB : 17/22/30
REX : #a26b53 REX : #fdfbfa REX : #11161e

GOLD

CMJN : 0.0.0.0 CMJN : 10.13.1.80 CMJN : 0.64.80.6 CMJN : 26.31.91.12

RGB : 255/255/255 RGB : 234/22/210 RGB : 238/118/57 RGB : 184/155/45
REX : #ffffff REX : #eaded2 REX : #ee7639 REX : #b89b2d

GOLD

CMJN : 91.79.62.97
RGB : 0/0/0
REX : #000000

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 LO G O & I L L U S T R AT I O N

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Basic elements

LOGO
Bru Coffee logo exist on one word with a special font construction. It cannot
be used in a different way that the one below. It comes with a tagline in a
different font as well.

LO G O G O L D & B L AC K

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Basic elements

ILLUSTRATION
Bru Coffee logo exist on one word with a special font construction. It cannot
be used in a different way that the one below. It comes with a tagline in a
different font as well.

I L L U ST R AT I O N G O L D & B L AC K

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 thanks !

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