Branding Guidelines

Contents

1 Introduction 4 4 Typography 18

2 Logo Guidelines 7 5 Application 19

3 Brand Colors 17
 Cuppa Spot Branding Manual Introduction

Exploring Cafes, Sparking

Connections

3
Cuppa Spot Branding Manual Introduction

About
Cuppa Spot
Kuala Lumpur is home to a variety of unique cafes.
Café-hopping is a popular activity for those looking to try
new cafes or to find a cozy place to hang out.

Cuppa Spot is your go-to app for finding local cafes in an

easy and quick way.

No more tedious searching for clear menu images or

going through entire lists to find one vegan cafe - Cuppa
Spot has you covered with convenient filtering, useful user
reviews and more!

4
Cuppa Spot Branding Manual Introduction

Brand
Cuppa Spot provides comprehensive information
on local cafes to those seeking to find new cafes.

Positioning Information such as the best routes, user reviews

and ratings, menu information as well as filtering
based on a variety of options such as diet types,
pricing and more are provided to create an
convenient and centralized place for all things
cafes and coffee.

Target Market
Our goal at Cuppa Spot is to share Kuala Lumpur’s
unique and cozy cafes to a wide audience for them
to discover and experience.

For our target audience, we mainly aim to share

our application with young adults and adults of
Kuala Lumpur.

5
Cuppa Spot Branding Manual Introduction

Brand Cozy
Cafes are synonymous with
coziness and warmth, and we aim
to create that same environment
Personality whenever anyone interacts with
Cuppa Spot.

Passionate
We are passionate about all things
cafe and coffee. With so many
one of a kind cafes throughout
our city of different themes and
styles, we want to share all that
there is with everyone out there.

Friendly
We are committed to creating a
community cafe lovers and coffee
lovers alike.

Cafes are usually a a warm place

of social gathering, and we strive
to create a similar atmosphere
through our community.

6
Cuppa Spot Branding Manual Logo Guidelines

Logo &
Concept
Our logo design represents the
welcoming nature and coziness
of our brand.

The earth tones in the color

palette embodies a feeling of
warmness, calmness
and familiarity.

The logo illustrates the very

essence of most cafes which
is coffee and is drawn in a
minimalistic style.

We kept the logo looking more

clean while still being eye-
catching and visually appealing.

7
Cuppa Spot Branding Manual Logo Guidelines

1
Logo
Anatomy
1 - Flowy script typeface
pairs with coffee cup pattern. 5

2 - The coffee cup’s pattern 2

illustrates the journey of
cafe-hopping.

3 - Minimalistic illustration of hand 3

holding a cup of coffee to
represent cafes.

4 - Simple and clean sans serif

typeface to showcase our slogan.

5 - Location marker represented

through coffee stopper. 4

8
Cuppa Spot Branding Manual Logo Guidelines

Logo
A.

Variations
Primary Logos

A - Primary Logo

The logo that best represents

our brand. It should be used on
most products and most of our
marketing. This logo is suitable
for most applications, such as on
profile pictures and posters. B.

B - Horizontal Logo

This logo can be used when our

primary logo is unsuitable for
application. This may be used for
advertising banners.

9
Cuppa Spot Branding Manual Logo Guidelines

Logo
A.

Variations
Secondary Logos

A & B - Reversed Logos

Our reversed logos should be

used when our primary logos are
not suitable for use, and a light
background is unavailable.

B.

10
Cuppa Spot Branding Manual Logo Guidelines

Logo in
B&W
These black and white logos
should only be used when
necessary. Such situations
are when they are needed for
printing, scanning or faxing.

Otherwise, please refrain from

their use.

11
Cuppa Spot Branding Manual Logo Guidelines

Logo in
Color Forest Green

PANTONE 3435 C
RGB: 21, 71, 52
Our logo’s color palette CMYK: 70, 0, 27, 72
showcases more neutral tones
with a deep green. The neutral
shades bring a sense of warmth Caramel
and coziness. They also tie back
PANTONE 7509 C
to the concept of coffee in cafes. RGB: 214, 164, 97
The lush green then ads a pop CMYK: 0, 23, 55, 16
of color and constrasts nicely
against the other tones.
Milk

RGB: 255, 255, 255

12
Cuppa Spot Branding Manual Logo Guidelines

Logo Minimum Size

Sizing
There is no maximum logo size. 36mm

However, to ensure the legibility

of our logo, we have set a
minimum size.

This sizing is best for application

on items such as small labels and
stickers as well as letterheads.

Sizes smaller than these will

harm the logo’s clarity, therefore
making it illegible.

82mm

13
Cuppa Spot Branding Manual Logo Guidelines

Logo Clear
Space
In order to maintain the integrity
of the logo, the logo should
always be surrounded by a clear
space. No texts or graphical
elements should be within
this space.

To measure the proper clear

space for the primary and
secondary logos, pick the letter
S from our wordmark and place it
to the sides of the logo.

14
Cuppa Spot Branding Manual Logo Guidelines

Logo
Usage - Do ensure that
there is proper
clearspace.
To make sure our logo is still
legible and to protect intergrity of - Do use the
the logo, please ensure that the appropiate logo
usage of the logo strictly follows variation depending
the rules stated here. on its usage.

- Do appropiately
size the logo.

- Do use a light
colored, solid
background against
the logo.

15
Cuppa Spot Branding Manual Logo Guidelines

Logo
Misusage
To make sure our logo is still
legible and to protect intergrity
Do NOT use a Do NOT distort Do NOT change
of the logo, please ensure that
busy background the logo. the colors of
the logo usage strictly follows the against the logo. the logo.
rules stated here.

These are examples of incorrect

usage of our logo that should ppa Spo
Cu
always be avoided.

Do NOT change Do NOT rotate Do NOT apply any

the typeface or the logo. outline, gradients
alter the elements or effects to
of the logo. the logo.

16
Cuppa Spot Branding Manual Brand Colors

Brand
Primary Secondary

Forest Green Coffee Beans

Colors PANTONE 3435 C PANTONE 4625 C

RGB: 21, 71, 52 RGB: 77, 38, 18
CMYK: 70, 0, 27, 72 CMYK: 0, 51, 77, 70
Our color palette allows us to
build visual recognition and is one
of the ways we express ourselves.
Caramel Cream
The primary palette is seen
through our logo design. The
PANTONE 7509 C PANTONE 7506 C
secondary palette can be used
RGB: 214, 164, 97 RGB: 239, 219, 178
to compliment the first palette
CMYK: 0, 23, 55, 16 CMYK: 0, 8, 26, 6
for a variety of designs such as
merchandise and more.

Latte
Milk
PANTONE 729 C
RGB: 255, 255, 255 RGB: 181, 129, 80
CMYK: 0, 29, 56, 29

17
Cuppa Spot Branding Manual Typography

Typography
Primary

Area Normal
We use Area Normal as Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
our primary typeface. The PpQq Rr Ss Tt Uu Vv Ww Xx Yy Zz
regular weight may be used
for body text. The semibold 0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( )
and bold weights may be []{}.,®©
used for sub-headings
and headers. Regular, Semibold, Bold
For our secondary typeface,
we use Fairwater Script in Secondary
the bold weight. As we use
this as display font, make sure
to use it sparingly.
Fairwater Script
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo PpQq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / (
)[]{}.,®©

Regular, Semibold, Bold

18
Cuppa Spot Branding Manual Application

App UI
Mockup

19
Cuppa Spot Branding Manual Application

20
Cuppa Spot Branding Manual Application

Business
Card
Mockup

21
Cuppa Spot Branding Manual Application

QR
Sticker
Mockup

22
Cuppa Spot Branding Manual Application

23
Cuppa Spot Branding Manual Application

Merch
Sticker
Mockup

24
Cuppa Spot Branding Manual Application

Postcard
Mockup

25
Cuppa Spot Branding Manual Application

Merch
Mockup

26
Cuppa Spot Branding Manual Application

27
Cuppa Spot Branding Manual Application

28
Cuppa Spot Branding Manual Application

Bus
Stop Ad
Mockup

29
Cuppa Spot Branding Manual Application

Train
Station
Ad
Mockup

30
Cuppa Spot Branding Manual Application

Cafe Ad
Mockup

31
Cuppa Spot Branding Manual Application

Poster
Mockup

32
Cuppa Spot Branding Manual Application

Thank you!

Email: cuppaspotapp@gmail.com

Any questions or Instagram: @cuppa.spot

concerns? Don’t hesitate Twitter: @CuppaSpot
to contact us! Facebook: Cuppa Spot

33