BRAND GUIDELINE

COVER PAGE CA1

Owais Ahmed Farooqi P7392400

Sivaperakas P7392230
CONTENT PAGE

Brand DNA page 1

Brand Identity page 2
Brand Rationale page 3
Brand Introduction page 4-7
Brand Tagline page 8
Brand Minimum Size page 9
Brand Logo B/W page 10
Brand Clearance Zone page 11
Localisation page 12
Typography page 13
Logo Placement page 14
Colour Sketches Page / 1

Brand DNA

The logo is made up of a simple logotype, spelling “MOJO” and Music symbols moving
upwards as hot vapors coming from the cup. An Alwyn New Rounded Thin typeface
is chosen for the logotype, to portray luxury image and a softer touch to it, yet at the
same time, bold and dependable. The music note represents cafe with vinyl music
records as Mojo cafe’s specialty, and the logo sits nicely on the brand slogan.

Our vision for the brand is to provide the experience and provides a warm and relaxing
atmosphere to enjoy music and coffee with friends. It also gives a unique experience
and shifting away from mainstream cafe concepts.

Our mission is gives absolute satisfaction for the quality of the coffee and at the
same time provide infinite entertainment through the music and providing a unique
experience.

• Brand Category is the Beverage with concept of Music as the concept.

• Brand Credibility is the good quality and the niche market that cater to the
audience.

• Brand Character is good coffee with class.

• The MOJO Café offers good quality coffee and the unique experience of Vinyl
Records Music that can be borrowed and played in quiet setting.
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Brand Identity Master Logo - Basic Version

The iconic coffee cup merge with

The winding lines ascending
the musical note showing the
represents the musical note that
combination of experiences.
brings together music enthusiasts.

The fonts that we used is Alwyn New

Rounded Thin and Bold with the
brown colour as the coffee colour. It
gives a formal and luxury feel with
minimal feel to it.
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Brand Rationale

The logo is made up of a simple logotype, spelling “MOJO” and Music

symbols moving upwards as hot vapors coming from the cup. A Alwyn
New Rounded Thin typeface is chosen for the logotype, to portray luxury
image and a softer touch to it, yet at the same time, bold and dependable.
The music note represents cafe with vinyl music records as Mojo cafe’s
specialty, and the logo sits nicely on the brand slogan.
Colour Sketches Page / 4

Brand Introduction

MOJO Cafe brand identity is connected to the what we do, what we stand
for and how we create that complete brandmark that resonates with
luxury, style, quality and unique experience that grows as an hobby, an
expression and a significant moment of connection. The Mojo cafe is a
place for like minded music and coffee lovers who work in the CBD area
of Singapore. It provides high quality coffee and a sound system to allow
you to enjoy the details of the record on a cup of coffee.
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Black and White with different background

Colour Sketches Page / 6

Master Logo – Colour VersionBrand Identity (Chosen colour)

Full Colour

Corporate colours in this manual follow accordingly to the international

Pantone Matching System (PMS), with the Process equivalents illustrated
below. Note that precess colours do not always present accurate colour
expression, hence it is advisable to use PMS inks for reproduction work
whenever possible. This applies to both printing on coated or uncoated
materials.

To reinforce the vibrancy and strength of the corporate colours, it is

recommended that the corporate logo should be used against a white or
light background.

C 45% M 70% Y 76% K %2% Background

R 88 G 54 B 41 C 2% M 3% Y 7% K 0%
HEX #583629 R 248 G 243 B 234HEX #583629
CMYK 8 60 57 17 HEX #f8f3ea
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Pantone Colour Code

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Brandmark with Tagline Music + Coffee + Happiness

The tagline only apply on Storefront window, take away bags and social
media marketing.

Music+Coffee
=Happiness
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Brandmark Minimum Size

To ensure the integrity of the minimum size of the Mojo Cafe Brandmark,
do not reduce the width below .75 inches for the print and 1.25 inches for
the screen. Other reproduction sizes must be greater than the minimum
size identified here.

Print .75 inches Screen 1.25 inches

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Master Logo – Black and White Version Brand Identity

Monochrome Version (Black & White)

Consistent use of the corporate colours is critical to the effectiveness of

the Corporate Identity Programme. Although the logo looks best in full
colour, flexibility to accommodate other colour usage is crucial as well.
The Mojo Brand may be reproduced in either black or white background
depending on the application and method of reproduction.
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Master Logo –Brand Clearance Zone

It is the minimum area of space around the logo that must always be re-
mained clear of any graphic elements of text. It is defined to ensure that
our logo always communicates clearly and with the maximum impact. The
exclusion zone for different signatures is determined by the illustrations
as indicated.

X
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Localisation: Variation in colour treatments All variations All variations

The local identifier may appear with the full colour brandmark, as well as the one colour. The colour
of brandmark distates the colour of tghe local identifier. The colour specifications on this page
apply to both tagline and the logo.

When using the horizontal and vertical lockup treatment with a full colour or one colour brandmark,
the local identifier should always be MOJO Cafe. The white background control box will separate it
from the background.
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Typography

Two standardized typeface have been chosen for the MOJO Cafe brand
identity. They are to be used in all printed and online communications.
Each of the fonts was selected for its visual compatibility’ with the logo
and the ability to convey a consistent luxury brand with style and minimal
look. The Alwyn New Rounded Thin is a simple and clean typeface which
conveys corporate look and luxury and sophistication.

Alwyn Regular

ABCDEFGHIJKLMNOPQRSŠTUVWXYZŽabcdefghijklmnopqrsštuvwxyz
ÂÊÔâêô1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$£¥¢:;,.*

Alwyn Medium

ABCDEFGHIJKLMNOPQRSŠTUVWXYZŽabcdefghijklmnopqrsštuvwxyz
ÂÊÔâêô1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$£¥¢:;,.*

Alwyn Bold

ABCDEFGHIJKLMNOPQRSŠTUVWXYZŽabcdefghijklmnopqrsštuvwxyz
ÂÊÔâêô1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$£¥¢:;,.*
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Vertical Logo Placement Horizontal Logo Placement