Campus Coffee process book

7/29/2019 Campus Coffee process book

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processbook


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Published and

designed by Jenny Muscat in

Mt. Pleasant, MI.

Copyright 2013.

All rights are reserved for the creation of this

booklet and Campus Coffee. This booklet will show

the step-by-step process of the creation of the

companys logo, image and identity.

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Table of Contents

DiscoverWho we areResearchCompetitors

DefineInspirationSketchesAbout the Logo

DesignColor and Typography

IdentityLogo Architecture

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Discover

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About Us

Campus Coffee

was founded in 2013 by JennyMuscat, a recent Central Michigan

University graduate. Jenny always hada passion for coffee (mainly drinking it) and

decided to channel this passion into creating

Campus Coffee. The company was designed toprovide college students the opportunity to enjoy

quality coffee at their convenience through stationingthe Campus Coffee truck on college campuses for

students to use while walking in between classes.Campus coffee made its rst appearance at CMU in

January of 2013. This location has been extremelysuccessful and the company is planning onopening in two additional universities in the

coming fall semester. The CampusCoffee headquarters is located

in Mt. Pleasant, MI.

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Research

Our research hasshown that college studentslive a very busy life. Between

classes, extra-curricular involvements,and working, sometimes caffeine is a

must. Though there are several coffee shopsstationed on campus, students do not always

have the time to utilize these locations.

Research has also shown that a majority of

college students turn to coffee as a sourceof caffeine to keep up with their hectic

schedules. Campus Coffee is a companydedicated to providing college students

the opportunity to enjoy qualitycoffee at their convenience.

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Competition

The primary competitors for Campus Coffee are Starbucks, Biggby Coffee and Java City. Though theseestablishments will serve similar products to Campus Coffee and students have brand loyalty to them,

they do not offer the convenience that we do.

The fact that Campus Coffee is not a stationary business and is located on college campuses wherestudents frequently walk to classes.

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Define

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Inspiration

The CampusCoffee logo was initially

inspired by a simple cup of coffee

with steam rising from the top.

The photo to the right represents theinspiration to incorporate the steam into

the word coffee. The nal logo displaysthe fs incorporated into the steam

rising from the top with the word

campus in the left corner.

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Sketches

The above sketches show the design process of Campus Coffees nal logo. The

sketch below represents the nal sketch of what the logo looks like today.

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Concept

Our nal logo portrays

the aspects of Campus Coffeethe company wishes to communicate

to customers. The fun design elementsshows students Campus Coffee is a friendly

and trendy company that genuinely cares about

providing quality coffee to them at their convenience.This logo is also unique like our company. Never

before has there been an option for students topurchase coffee from a mobile truck

on college campuses.

This logo will quickly symbolize quality and

convenience on campuses across the country.Campus coffee guarantees 100% satisfaction

with their quality products for students.

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Design

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Colors

Typography

C = 9M = 42Y = 72K = 82

C = 10M = 44Y = 96K = 28

Curlz MT

This font represents the fun and trendy aspect of Campus Coffee.. The swirls on this font also serve as the steam aspect of the

photo in the logo. This font is what makes the Campus Coffee logo recognizable.

Colleged

this font represents the notion that campus coffee is a company designed forcollege campuses. it is what the word college is typed in on our logo.

Helvetica Neue

This font represents the serious and business side of the company while still keeping the trendy aspects. This is what

customers can expect when visiting Campus Coffee.

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Identity

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Architecture

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ffco ee

3765 S. Mission St.

Mt. Pleasant, MI 48858

989-123-4567

Campus Coffee process book

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