Honor Coffee & Tea

📋 1 Guidelines

🔗 Connections

Sector

Restaurant Drink

Region

Usa

Guideline Year

2015

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2015

Brand Summary

Mission
  • Honor Coffee & Tea is bringing the gift of service back to the specialty coffee world. Every customer is a VIP, honored with deep appreciation and served exceptionally well in a warm and welcoming environment [^1].
Core Values
  • respect
  • genuine care
  • character
  • quality
  • hospitality
  • servant heart
  • graciousness
  • intentionality
Target Audience
  • Individuals seeking high-end espresso and specialty coffee, served in a warm, welcoming environment where every customer is treated as a VIP [^2].
Personality Traits
  • self-confidence
  • aesthetic excellence
  • subtle luxury
  • genuine
  • heartfelt
  • gracious
  • intentional
Visual Identity Overview
  • The brand visual identity centers on a heraldic emblem with a crown and the letter ‘H’, using a color palette of gold, white, red, and blue to convey regal maturity and historic luster. The logo system includes primary icons, wordmarks, and lockups, with strict guidelines for logo usage, color palette, and typography. Patterns and branded touchpoints reinforce a sophisticated, elegant, and cohesive visual style [^3].

Categories

Brand Voice
  • It is our honor to serve you today. Each encounter is an opportunity to show you that you are a VIP. This cup of coffee is a heartfelt gift, from our family to yours. You are worth our very best… We really hope you enjoy it.
  • “Enter a stranger - leave as our guest.”
  • Hospitality is a lost art - and an valuable asset. It is not a game face we put on - it is a genuine connection we make to the heart of every individual that walks in.
  • Using a heart of a servant we will create a brand built on the culture of heartfelt service.
  • Every customer is a VIP. We honor them with a deep appreciation for recognizing them genuinely as a person, not just as a customer.
Brand Imagery
  • Never crowd the logo. Always allow proper breathing room around the logo. He’s an introvert at heart… he needs space. Always leave at least 25% of empty space around the logo.
  • Never apply effects to the logo. Drop shadows & strokes effects are not appropriate with the Honor logo assets. Do not apply any type of faux effects like shadows, stokes, 3D effects, or any other type of logo alteration. When in doubt, just keep it simple and stick to the logo as it was designed.
  • Never stretch the logo. The logo should always maintain a perfect predetermined aspect ratio. If the logo doesn’t fit -don’t alter it… There is probably a better solution. Never stretch or squish it!
  • Never change the logo in any way. Great detail has gone into preparing the logo assets. Do not alter the ratio or positioning of the elements. Do not change the colors of the logos whatsoever… even if the Sounders win the World Cup. Do not use any colors other than what is stated in the brand’s color pallete.
  • Always control background contrast. The logo should only appear on the approved background colors with enough distinction to easily see the edges of the logo against the background. The logos shouId never sit atop busy or complex backgrounds. This includes high contrast black & white or color photography.
Color Palette
  • These colors were specifically chosen to communicate a regal maturity, and historic luster. Based on the timeless colors of gold and white, red serves as the primary accent punch, and blue the foundational dark. It is acceptable to use tints of these colors to accomplish subtleties within the brand.
  • Do not change the colors of the logos whatsoever… even if the Sounders win the World Cup.
  • Do not use any colors other than what is stated in the brand’s color pallete.
  • The logo should only appear on the approved background colors with enough distinction to easily see the edges of the logo against the background.
  • The logos shouId never sit atop busy or complex backgrounds. This includes high contrast black & white or color photography.
  • PRIMARY COLORS
  • SECONDARY COLORS
  • GOLD FOIL or PANTONE 872 M
  • WHITE
  • PANTONE 7626 C
  • PANTONE COOL GRAY 1
  • PANTONE BLACK 7
  • PANTONE 289
  • PANTONE WARM GRAY 11
  • COLOR USE HIERARCHY
  • PRIMARY COLOR
  • WHITES
  • LIGHT ACCENTS
  • MID DARKS
  • PRIMARY DARK
  • COLOR SWATCHES
  • PANTONE
  • Golden Foil CMYK: 0, 16, 46, 44 RGB: 142, 119, 77 HEX: #8E774D RAL: RAL 8000
  • Ripe Coffee Cherry CMYK: 5, 94, 88, 22 RGB: 198, 53, 39 HEX: #C63527 RAL: RAL 3028
  • Wave Accents CMYK: 4, 2, 4, 8 RGB: 217, 217, 214 HEX: #D9D9D6 RAL: RAL 7047
  • Italian Marble CMYK: 52, 50, 52, 10 RGB: 125, 119, 115 HEX: #7D7773 RAL: RAL 7048
  • Blackened Steel CMYK: 38, 35, 33, 92 RGB: 61, 57, 53 HEX: #3d3935 RAL: RAL 8019
  • Raw Denim CMYK: 100, 76, 12, 70 RGB: 12, 35, 64 HEX: #0C2340 RAL: RAL 5026
Typography
  • We use Craw Modern - Regular & Italic for headlines. It is a beautiful, juicy, expressive font meant to accentuate the sturdy and confident Trade Gothic.
  • CRAW MODERN URW - REGULAR & ITALICS
  • Trade Gothic Std. Use this font family in all situations as the main copy style in coordination with the above typeface.
    1. TRADE GOTHIC STD: BOLD CND No 20
    1. TRADE GOTHIC STD: CND No 18
    1. TRADE GOTHIC STD: LIGHT / L.ITALIC
    1. TRADE GOTHIC STD: REGLULAR / ITALIC
    1. TRADE GOTHIC STD: BOLD No 2
    1. TRADE GOTHIC STD: EXTENDED / BLD EXT
  • TRADE GOTHIC LT STD FONT FAMILY
  • Craw Modern Italics is used for numerics.
  • CRAW MODERN – ITALICS, PRIMARY NUMERIC FONT
  • Univers is a versatile font and is used in this case for short captions and footers.
  • UNIVERS LT STD – 57 CONDENSED
  • HEADLINE CRAW MODERN - ITALIC 16 pt / 50 tr - 60% PMS BLK 7
  • CRAW MODERN – REGULAR CAPS 45 pt / 100 tr - PMS 872
  • TRADE GOTHIC BLD CND NO. 20 20 pt / 24 pt / 100 tr - PMS 872
  • TRADE GOTHIC BLD CND NO. 20 14 pt / 18 pt / 50 tr - 80% PMS BLK 7
  • TRADE GOTHIC FONT FAMILY 11 pt / 14 pt / 50 tr - 60% PMS BLK 7
  • CRAW MODERN - REGULAR 14 pt / 150 tr - PMS 872
  • THIS IS CAP TION TE X T. Footer tex t is 5pt.. UNIVERS: CONDENSED. 6 pt / 9 pt / 150 tr - 60% PMS BLK 7
Logo Usage
  • This “H” icon must be uniform throughout all of its applications.
  • The graphic integrity of the “H” and identity elements should be governed by the consistent use of established standards and observed in all communications with our vendors, affiliates, and the general public.
  • Alterations to the “H” icon are prohibited.
  • As with all Honor brandmarks and the “H” icon, the Honor logo lockups must retain these exact proportions and spatial relationships for all usages.
  • Alterations to the logo lockups are prohibited.
  • As with the Honor Wordmark and Primary Icon, the Honor logo lockups must retain these exact proportions and spatial relationships for all usages.
  • As with the Honor Wordmark and Primary Icon, the vertical logo lockups must retain these exact proportions and spatial relationships for all usages.
  • Alterations to the red logo lock are prohibited.
  • Always allow proper breathing room around the logo. He’s an introvert at heart… he needs space.
  • Always leave at least 25% of empty space around the logo.
  • The horizonal centerline sits inside the uprights of the “H” icon, above its crossbar.
  • The vertical centerline runs directly to the tip of the crown and through the midle of the “H” logo’s uprights.
  • Never apply effects to the logo.
  • Drop shadows & strokes effects are not appropriate with the Honor logo assets.
  • Do not apply any type of faux effects like shadows, stokes, 3D effects, or any other type of logo alteration.
  • When in doubt, just keep it simple and stick to the logo as it was designed.
  • Never stretch the logo.
  • The logo should always maintain a perfect predetermined aspect ratio. If the logo doesn’t fit -don’t alter it…
  • There is probably a better solution.
  • Never stretch or squish it!
  • Never change the logo in any way.
  • Great detail has gone into preparing the logo assets. Do not alter the ratio or positioning of the elements.
  • Do not change the colors of the logos whatsoever… even if the Sounders win the World Cup.
  • Do not use any colors other than what is stated in the brand’s color pallete.
  • Always control background contrast.
  • The logo should only appear on the approved background colors with enough distinction to easily see the edges of the logo against the background.
  • The logos shouId never sit atop busy or complex backgrounds. This includes high contrast black & white or color photography.
Tone And Messaging
  • It is our honor to serve you today. Each encounter is an opportunity to show you that you are a VIP. This cup of coffee is a heartfelt gift, from our family to yours. You are worth our very best… We really hope you enjoy it.
  • “Enter a stranger - leave as our guest.”
  • Hospitality is a lost art - and a valuable asset. It is not a game face we put on - it is a genuine connection we make to the heart of every individual that walks in.
  • Using a heart of a servant we will create a brand built on the culture of heartfelt service.
  • The Seattle freeze… Seattle is known as a stand-offish culture. It will take Baristas with confidence of steel to smile humbly in the face of negativity & apathy.
  • Only few companies actually stand for something beyond just the pay day, or by making themselves known or being the best. There is a real opportunity to spread love and show honor in a culture that lacks both.
  • Every customer is a VIP. We honor them with a deep appreciation for recognizing them genuinely as a person, not just as a customer.
Brand Values
  • It is our honor to serve you today. Each encounter is an opportunity to show you that you are a VIP. This cup of coffee is a heartfelt gift, from our family to yours. You are worth our very best… We really hope you enjoy it.
  • “Enter a stranger -leave as our guest.”
  • Hospitality is a lost art -and an valuable asset. It is not a game face we put on -it is a genuine connection we make to the heart of every individual that walks in.
  • Using a heart of a servant we will create a brand built on the culture of heartfelt service.
  • Every customer is a VIP. We honor them with a deep appreciation for recognizing them genuinely as a person, not just as a customer.
  • It’s about respecting our guests and respecting the process of preparation. Honoring the individual, honoring the coffee with preparation and quality customer relations. With your honor in mind. We want to honor you.
  • Respect the process, respect the craft, honor the guest. You are worth our very best cup.
  • Honor isn’t about projecting our own greatness. It’s not about making a name for ourself.
  • Specialty Coffee at it’s best – world-class service at it’s finest.
Visual Style
  • This “H” icon must be uniform throughout all of its applications.
  • The graphic integrity of the “H” and identity elements should be governed by the consistent use of established standards and observed in all communications with our vendors, affiliates, and the general public.
  • Alterations to the “H” icon are prohibited.
  • As with all Honor brandmarks and the “H” icon, the Honor logo lockups must retain these exact proportions and spatial relationships for all usages.
  • Alterations to the logo lockups are prohibited.
  • As with the Honor Wordmark and Primary Icon, the Honor logo lockups must retain these exact proportions and spatial relationships for all usages.
  • As with the Honor Wordmark and Primary Icon, the vertical logo lockups must retain these exact proportions and spatial relationships for all usages.
  • Alterations to the red logo lock are prohibited.
  • Always allow proper breathing room around the logo. He’s an introvert at heart… he needs space.
  • Always leave at least 25% of empty space around the logo.
  • Never apply effects to the logo.
  • Drop shadows & strokes effects are not appropriate with the Honor logo assets.
  • Do not apply any type of faux effects like shadows, stokes, 3D effects, or any other type of logo alteration.
  • When in doubt, just keep it simple and stick to the logo as it was designed.
  • Never stretch the logo.
  • The logo should always maintain a perfect predetermined aspect ratio. If the logo doesn’t fit -don’t alter it…
  • Never stretch or squish it!
  • Never change the logo in any way.
  • Do not alter the ratio or positioning of the elements.
  • Do not change the colors of the logos whatsoever… even if the Sounders win the World Cup.
  • Do not use any colors other than what is stated in the brand’s color pallete.
  • Always control background contrast.
  • The logo should only appear on the approved background colors with enough distinction to easily see the edges of the logo against the background.
  • The logos shouId never sit atop busy or complex backgrounds. This includes high contrast black & white or color photography.
  • These colors were specifically chosen to communicate a regal maturity, and historic luster. Based on the timeless colors of gold and white, red serves as the primary accent punch, and blue the foundational dark. It is acceptable to use tints of these colors to accomplish subtleties within the brand.
  • PANTONE 872 M
  • PANTONE 7626 C
  • PANTONE COOL GRAY 1
  • PANTONE BLACK 7
  • PANTONE 289
  • Patterns should always be subtle, and used as a ’tone on tone’ effect.
Layout And Composition
  • As with all Honor brandmarks and the “H” icon, the Honor logo lockups must retain these exact proportions and spatial relationships for all usages.
  • Alterations to the logo lockups are prohibited.
  • Always allow proper breathing room around the logo. He’s an introvert at heart… he needs space.
  • Always leave at least 25% of empty space around the logo.
  • The horizonal centerline sits inside the uprights of the “H” icon, above its crossbar.
  • The vertical centerline runs directly to the tip of the crown and through the midle of the “H” logo’s uprights.
  • Never crowd the logo.
  • Never apply effects to the logo.
  • Drop shadows & strokes effects are not appropriate with the Honor logo assets.
  • Do not apply any type of faux effects like shadows, stokes, 3D effects, or any other type of logo alteration.
  • When in doubt, just keep it simple and stick to the logo as it was designed.
  • Never stretch the logo.
  • The logo should always maintain a perfect predetermined aspect ratio. If the logo doesn’t fit -don’t alter it…
  • There is probably a better solution.
  • Never stretch or squish it!
  • Never change the logo in any way.
  • Great detail has gone into preparing the logo assets. Do not alter the ratio or positioning of the elements.
  • Do not change the colors of the logos whatsoever… even if the Sounders win the World Cup.
  • Do not use any colors other than what is stated in the brand’s color pallete.
  • Always control background contrast.
  • The logo should only appear on the approved background colors with enough distinction to easily see the edges of the logo against the background.
  • The logos shouId never sit atop busy or complex backgrounds. This includes high contrast black & white or color photography.
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