asd

For more information, please feel free to contact:

Or, consult the included CD.

For questions regarding the use of the mark:

Contact Jan Larsen and Tim Finlayson

[email protected]

[email protected]

For questions regarding corporate literature:

Direct inquiries to Marsha Brady

[email protected]

For photography questions and stock images:

Contact Darren Larsen and Jean Gooden

[email protected]

[email protected]

For more information and resources:

Please contact the Brand Identity team at Burnside

800.339.4389

2 IDENTITY GUIDELINES

When using the mark..

Never stretch so as to distort the

height or width in any direction. The

mark should never appear as an

outline or in white (02). A drop shadow

should never be used (03). The mark

should never be reversed (04),

featured in a color other than those

defined by the brand (05) or with

elements removed (06). Please do not

rotate the mark, unless it is cropped

(07). Finally, always ensure the mark

can be distinguished from the

background, preserving readability.

When using the signature..

The use of the signature should follow

the same guidelines displayed on the

previous page for the the mark.

However, there are a few things that

pertain just to signature and its use in

concert with the logo. The text should

never be place off-center from the

logo (10), be shrunk or distorted in any

way (11), or feature any inappropriate

colors or graphic treatments (12).

when used with the logo, the typeface

should never compete for or drown

out the logo with regards to

dominance. Finally, please never use

the Burnside ‘B’ mark in place of the

‘B’ in the signature (15). These rules

should always be maintained when

designing for Burnside.

01 02 03

04 05 06

07 08 09

10

14

11

13

12

22 IDENTITY GUIDELINES - CONCEPTIDENTITY GUIDELINES

It all started with a concept,

and look where it’s gotten us.

Improper usage - the wrong waysto implement the Burnside identity

The Burnside mark and company signature are the core

elements of our identity. Therefore, they must be preserved

over all else. They must be treated with the utmost care as to

let their beauty shine. As a brand, there are certain guide-

lines one must follow when rendering these lovely elements

of the Burnside identity. The following examples display the

incorrect usage of our logo and corresponding logotype.

However, this list is not completely exhaustive. One should

try and preserve each element’s integrity at all times and

should a situation arise where you become unsure on

whether or not your treatment of the Burnside identity fits

within the guidlines, please contact the Identity Team.

To communicate the robustness, boldness and richness

associated with out coffee we went through many concepts

and creative routes to arrive at a mark that would represent

out company. To convey boldness and robustness we went

with very thick and dominant 'B'. It gives the audience a

sense of approval, that whatever is associated with this mark

has been crafted to its utmost quality. Much like our coffee,

there's more to our mark than simply a 'B'. In terms of heirar-

chy, the 'B' is what come across as the most dominant but

there are other elements present to take note of. To allude to

the fire roasted nature of our coffee beans, the steam above

the coffee cup has line work and treatment of form to suggest

both steam and fire. The cup too is designed to promote the

boldness and robust flavors associated with Burnside Coffee

as it's a bit more stocky and thick than your average coffee

cup. When working in concert together, these elements

project the company's ideals and allow for functional, visually

appealing, and identifiable mark.


It all started with a concept,

and look where it’s gotten us.

Please Consider

As depicted in the featured diagrams,

there are a few intricacies that you

need to consider when dealing with

our corporate mark. The mark has a

lot of character that we, as designers,

need to protect and that comes

through understanding its appropriate

use, inside and out.

Size Relationships

The size of the logo is bound to vary

from project to project, application to

application, but its size should be

protected with the utmost readability

preserved. For print, never size the

logo smaller than .4 inches in either

dimension. For web, never size the

mark smaller than 40 pixels in either

dimension. The marks integrity should

be preserved at all times.

Buffer Zone

A buffer (clear) zone of 1/8 the height

of the mark (or greater) should be

maintained. This is done to ensure

that the beauty of the mark is able to

be preserved.

Approved Colors

The corporate colors applicable to the

mark are simple but not simplistic -

they are meant to suggest the

boldness of the Burnside blends of

coffee. The richness of the brown of

course conjures up images of coffee,

but its the value of the color that

drives home the point that our coffee

will wake up your neighbors. Please

refer to the diagram to the right which

displays the mark in approved colors.

X

.125x

.125x

Our mark - the Burnside ‘B’

Our colors scream coffee, boldness and simplicity.

The corporate colors applicable to the mark and our

identity as a whole are simple but not simplistic - they are meant

to suggest the boldness of the Burnside blends of coffee. The

richness of the brown of course conjures upimages of coffee,

but its the value of the color that drives home the point that our

coffee will wake up your neighbors. Please refer to the diagram

to the left which displays the corporate colors as we as our

redering of grayscale colors. Our color choices reflect the

nature of our company and our product.

GOOD COFFEE. REALLY, REALLY GOOD.

®

Appropriate use - our identity is meant

to be shown off, just do it right.

These are just some of the ways you can deploy the

Burnside identity. This list isn’t exhaustive and we envourage

you to push the envelope in terms of our identity and what it

allows you do to do, visually. It’s important to perserve

visiblity with the mark and readability with the signature which

is discussed throughout this guideline manual.

We’ve spent months and months coming up with this

identity and it needs to be administered in an appropriate

way, but also in a way that flaunts its visual characteristics.

There are certain keywords to keep in mind when designing

for Burnside such as : natural, organic, hearty, raw, bold,

simple, hand crafted, and of the utmost quality. Not only are

those the ideals associated with our product but with our

visual identity too. We are interested in the “frillyness” of

coffee. We’re here to give the consumer some bold coffee

with no gimmicks, so let’s bring this notion to our identity.

2IDENTITY GUIDELINES - CONCEPT

The packaging of our coffees is incredibly important to

our brand. It is often the first glimpse a consumer has of our

company, and in that moment it needs to give them a look into

who we are, what we have to offer and what our product might

be like. The packaging needs to convey the nature of our

coffee and that is - hand crafted, high quality, fire roasted,

bold, robust, and organic. The packaging was to be simple

as well to comment on the rawness and quality of our coffee.

The solution mainly relies on subtle color change and pattern

work as well as thoughtful typography and delivers the basics

to the consumer, quickly and effectively.

Burnside runs on tradition, a tradition that has deep roots

in the company history. To suggest this, a vintage and rustic

aesthetic was sought. The use of the checkered-flanel

pattern and the composition that was inspired by old tickets

and signage was our solution.

The use of the woodgrain texture appears on most of the

packaging and promotional materials. It is to be used in

moderation and when done so, alludes to the fire roasted

tradition of Burnside Coffee. It also works to suggest the

organic and natural beans we use and heartiness of our

blends. This woodgrain texture can be found on the CD in the

back of this booklet, as well as other patterns.

Since our packaging isn't overly fancied and decorated,

the design concepts that are employed need to be done in a

thoughtful manner. The use of color is key as it denotes the

specific flavor or blend and really gets at the heart of the

corresponding flavor. For more information on the color

scheme of the packaging, please see page NUMBER. The

typography is also key and operates on simple and essential

content laid out in a logical manner. It's important to note that

in terms of hierarchy, the blend and its information are more

important than the Burnside mark and signature, more

emphasis should be placed on that information.


Our packing houses our product,

it needs to look dang good.

TWO

: PU

BL

ICA

TIO

NS

Whether it’s the bag, the jar, or the box, it

needs to scream Burnside and practically hop off the

shelf to meet out customers.

OUR PACKAGING

THR

EE : PA

CK

AG

ING

Our corporate stationary is designed with functionality in

mind. It's meant to convey the utmost sense of meaning to the

recipient. However, it still needs to represent our company

and our aesthetic needs to be present. Each item has its own

guidelines, but it's important to understand that they operate

as a set and project the ideals Burnside strives to perserve.

The coming pages attempt to highlight the guidelines of

our corporate publications. They are not meant to hinder

one’s creativity, but to ensure balance in our collateral and

printed media. We encourage you to challenge and push

these guidelines as far as they will go while keeping in mind

the ideals of Burnside Fire Roasted Coffee.

The grids that we have come up with for our corporate

publications are design to offer creative and dynamic

freedom and, thus, beautiful compositions. However, the

utmost importance is the information and it is best delivered

simply, boldly and with Burnside aesthetic.

As a large corporation, we have many needs for corporate

publications. Whether it be a business card or annual report,

it’s essential that they function as a set.


OUR PUBLICATIONS

Form follows function, our

publications need to inform.

TWO

: PU

BL

ICA

TIO

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C: 0 M: 59 Y: 100 K: 5

C: 0 M: 91 Y: 100 K: 23

C: 0 M: 91 Y: 100 K: 10 83%

90%

C: 18 M: 25 Y: 56 K: 0

No filter

No filter

No filter

No filter

No filter

C: 0 M: 24 Y: 44 K: 78

No filter

77%

35%Lighten

C: 0 M: 59 Y: 100 K: 5

C: 0 M: 17 Y: 49 K: 40

C: 0 M: 16 Y: 59 K: 48 100%

100%

C: 18 M: 25 Y: 56 K: 0

No filter

C: 0 M: 24 Y: 44 K: 78

No filter

44%Soft Light

C: 0 M: 59 Y: 100 K: 5

C: 0 M: 16 Y: 55 K: 41

Lighten

C: 0 M: 17 Y: 49 K: 17

Lighten

C: 18 M: 25 Y: 56 K: 0

No filter

C: 0 M: 24 Y: 44 K: 78

No filter

36%Soft Light

C: 0 M: 35 Y: 60 K: 3

C: 0 M: 16 Y: 55 K: 41

No filter

C: 0 M: 17 Y: 49 K: 17

No filter

C: 18 M: 25 Y: 56 K: 0

No filter

C: 0 M: 24 Y: 44 K: 78

No filter

27%Soft Light

100%

77%

83%

90%

100%

100%

100%

Gra

die

nt

Normal: 18% Normal: 18% Overlay: 42% Normal: 18%

Colombian Standard Breakfast Decaf

Color schemes - capturing the personalites of our roasts.

The colors of our packaging vary from roast to roast.

The variance signifies the specific blend and captures the

essense of the coffee that resides inside. A distinct color

palette was needed to suggest the roast as well as the fact

that Burnside fire-roasts its coffee to achieve the bold flavors

we are known for. There are many elements to the creation of

each package so its important to understand the guidelines

inside-and-out. See the CD for templates and graphics.

2 IDENTITY GUIDELINES - CONCEPT 2IDENTITY GUIDELINES - CONCEPT

General package typography and content copy.

The copy featured on Burnside’s packaging is very

unique. Much like our brand, it’s bold and simple. It gives

it to the consumer straight, no filler. Please note that the

space for content copy on the coffee bag is much larger

than on the jars and boxes. The Burnside voice should be

maintained across all packaging.

Typography is verty important when working with our

packaging. It must remain consistent across all platforms

and maintain readability. Only the approved corporate

typefaces are to be used and featured only in ourcorporate

colors. For more information on package-specific type

sizes and placement, see that respective package’s page.

Below is some general-package typography information.

Typefaces Used:

Melbourne Bold - Size varies

Melbourne Regular - Size varies

Helvetica Regular - 8pt

Please note: while these are the typefaces used, the

content copy is sure to change - in that case please ensure

there is use of appropriate line spacing and kerning.


Our signature is a harmoniousrelationship of image and text.

While our Burnside ‘B’ is beautiful on its own, we deemed

it necessary and helpful to have a corporate signature than

than be used in addition to the mark. In fact, we liked it so

much that we see it as strong enough to stand on its own.

This is due in part to the heavy research we did into

typefaces. Melbourne is used in the signature. However,

when able, the signature should be used with the mark.

There are a few things to consider when using each of

the elements and even more when they’re used together. The

following pages provide dimensions, positioning and other

things to aspects of the signature. If you are ever unsure of

your treatment of the signature with the logo, or the signature

on its own, please refer back to this manual or contact the

Burnside Brand Identity team.

Size Relationships

The size of the signature is bound to

vary from application to application,

but its size should be protected with

the utmost readability preserved. For

print, ensure the total height of the

mark and the signature is never less

than 1”. Similarly, the height of the

signature when used alone should

never be sized smaller than .8”. For

web dimensions please do not size

logo and the signature less than 50

pixels. The signature itself should

never be sized less than 30 pixels.

The Signature

The signature may be used on its own,

with or without ‘FIRE ROASTED

COFFEE’ beneath it. In any case,

there should be a clear zone 1/2 the

height of ‘BURNSIDE’ or more.

The Mark + The Signature

The signature should be placed below

the mark, to the right of the mark, or

appear on its own. When below the

mark, a space of 1/8 the mark height

must be maintained between the mark

and ‘BURNSIDE’. 3/4 of that space

should act as a clear zone between

‘BURNSIDE’ and ‘FIRE ROASTED

COFFEE’ (This space is always

maintained ) If the sig. is poistioned to

the right of the mark, there should be

a clear zone 1/4 the height of the mark

or more between the two elements.

Approved Colors

The corporate colors are defined on

page 6 in this manaul. Please refer

there for a list of approved colors. The

mark and signature must only be

shown in those approved colors. This

is the case when just using the

signature. The colors may only differ

when changing the ‘BURNSIDE’ or

the ‘FIRE ROASTED COFFEE’

elements of the signature. Still, an

approved color must be chosen.

X

.5X

.5X

.5X

Buffer Zone

A buffer (clear) zone of 1/8 the height

of the mark (or greater) should be

maintained. This is done to ensure

that the beauty of the mark is able to

be preserved.

x

.25x .25x

.75(.125x) .75(.125x)

.125x.125x

.125x .125x

Corporate stationery - good for business

and good for the environment.

Editable Zone

This zone inside the dashed line

editable for various situations such as

company letters or invoices. The text

included here should be Helvetica

Regular, no larger than 11pt and no

smaller than 7pt.

Approved Typeface

The chosen typeface for all body text

of corporate publications is Helvetica

Regular. It should never be sized

larger than 11pt and never sized

smaller than 7pt to preserve readabil-

ity. Line space should be at least

double the typesize. Please be aware

of kerning when using smaller type

sizes, it might need to be increased

when working with smaller text.

Paper Stock

All corporate letterhead should be

printed on 8.5x11 Neenah Environ-

ment paper, in either Natural White or

PC 100 White. The weight is 80T.

Our corporate stationary is designed with functionality in

mind. It's meant to convey the utmost sense of meaning to

the recipient. However, it still needs to represent our

company and our visual identity needs to be present. Please

pay attention to the guidelines of each part of the stationery.

We take the fact that our coffee is 100% organic to heart

and this why we chose to go the extra mile and work with

Neenah Paper® to have our printed on their Envirnoment

Paper ®. Our chosen paper stock is made from a minumum of

30% PCF and looks beautiful represting Burnside on paper.

1”

2”

1.75”

Both Side

Margins

* Personal/Dept. Info

Change the information at the bottom of the letter head to match whichever department or

individual it belongs to. This text is set in 7pt Melbourne Regular with increased letter spacing.

4”

3.5”3.5”

8.675” 1”

2”

.4”

.9”

Melbourne Bold, 7pt

2.5”

.5”

Contact Information: Melbourne Bold 7pt

Job Title: Melbourne Regular 8pt

Name: Melbourne Bold 10pt

2IDENTITY GUIDELINES - CONCEPT2 IDENTITY GUIDELINES - CONCEPT


Our bags - informing the consumer and housin’ them grounds.

Our bags are the home to our ground coffee. Our ground

coffee currently comes in four roasts, each suggested by a

different color scheme. Note that the bags feature much

more area for content copy and it should be utilized as the

perfect platform to not only inform the consumer about out

product but introduce them to Burnside. The bag features

vintage and rustic aspects chosen by Burnside to reflect the

nature of our company and what we’re all about.

It’s necessary that the bags inform the consumer of the

roast, the blend, and the flavor profile. We also stress that our

coffee is organic - through the muted, rustic aesthetic, the text

on the front and inclusion of the ‘USDA ORGANIC’ and Fair

Trade Certified logos on the back of the package.

Bag Template

As depicted in the featured diagram,

this is the template to follow for

creating Burnside Coffee Bags. Take

note of the folded areas and the

dimensions of the panels. The dark

area on the right is reserved for

assembling the final bag.

Positioning of Elements

There are many key elements to the

coffee bag that need to be taken note

of. Please note the measurements

are from the bottom of the document.

The Logo: 4.85in

Blend Name: 3.17in

Roast & Organic: 2.69in

Bean Type: 1.97in

Barcode: 0.25in

About The Blend Box: 5.85in

Burnside Tradition Box: 3.01in

Logo Section: 1.77in

Graphic Elements Used

There bags utilize the woodgrain

pattern on the sides of the bag. They

also have two Burnside logos as well

as the USDA ORGANIC and Fair Trade

Certified logos. All can be found on

the included CD.

Size of Elements

These are the general sizes of the

space each core element occupies.

There are intricacies to each element

and for those specifics, please refer to

the provided packaging templates.

The Logo: 2.25” x 2.35”

Blend Name: 3.75” x 0.75”

Roast & Organic: 3.06” x 0.27”

Bean Type: 2.72” x 0.46”

Barcode: 1.65” x 0.96”

About The Blend Box: 3.45” x 1.62

Burnside Tradition Box: 3.45” x 2.93”

Logo Section: 3.60” x 1.10”

Back Logos: Max. Height of 1.0”

Typographic Treatment

Signature: 36pt Melbourne Bold Kerning: 50 C: 10 M: 24 Y: 44 K: 78

Blend Name: 42pt Melbourne Bold Kerning: 300 C: 18 M: 25 Y: 56 K: 0

Roast/Org.: 10pt Melbourne Bold Kerning: 300 C: 18 M: 25 Y: 56 K: 0

Bean Type: 15.5pt Melbourne Bold Kerning: 100 C: 18 M: 25 Y: 56 K: 0

Back Headers: 10pt Melbourne Bold Kerning: 250 C: 0 M: 0 Y: 0 K: 0

Back Sub-Headers: 8pt Melbourne Bols Kerning: 90 C: 18 M: 25 Y: 56 K: 0

Back Content: 8pt Helvetica Regular Kerning: 75 C: 0 M: 0 Y: 0 K: 0

13”

ABOUT THE BLEND

LOGO SECTION

BURNSIDE

TRADITION

LOGO

BLEND NAME

BEAN TYPE

FOLDED AREA FOLDED AREA FOLDED AREA FOLDED AREA FOLDED AREA

WO

OD

GR

AIN

TE

XT

UR

E

WO

OD

GR

AIN

TE

XT

UR

EROAST ORGANIC

BARCODE

11”

3.6” 1.9” 1.9”3.6”


The box - take Burnside with ya, instantly.

The instant coffee trend is something new at Burnside, so

the packaging for this box has been a new endeavor. It holds

16 packets of Instant Brew® coffee packet which needs to be

included on the packaging along with the product weight.

The box still needs to pull its weight within our visual presence

in packaging so it features both the checkered-flanel patterns

and the wood grain texture. It’s important to keep in mind that

the box needs to signify that this contains our isntant coffee.

Box Template



creating Burnside Instant Brew Box.

Take note of the dimensions of the

labels and how they have less space

for content copy and other elements.


There are many key elements to

the box that need to be taken note


are from the bottom of label.

The Logo: 2.65”

Blend Name: 1.75“

Roast & Organic: 1.35”

Instant Brew: 0.40“

Barcode: 0.18”

About This Blend Box: 3.65“

Region: 3.40”

Roast: 3.40“

Flavor Profile: 2.50”

Instructions: 2.15“

Step By Step Guide: 0.75”


The box relies on the checkered-

flanel pattern on the front and back

while the sides utilize the wood grain

pattern. It also has the logo for USDA

ORGANIC and Fair Trade Certified.

All can be found on the included CD.

6.10”6.10”

Size of Elements






The Logo: 1.53” x 1.55”


Roast & Organic: 3.03” x 0.25“

Instant Brew: 2.41” x 0.50”

Barcode: 1.42” x 0.81”

About The Blend Box: 3.05“ x 0.28”

Region: 3.05” x 0.17”

Roast: 3.05” x 0.17”

Flavor Profile: 3.05” x 0.94”

Instructions: 3.05“ x 0.28”

Step By Step Guide: 3.05” x 1.47”


Signature: 24pt Melbourne Bold

Kerning: 50

C: 10 M: 24 Y: 44 K: 78

Blend Name: 36pt Melbourne Bold

Kerning: 50

C: 18 M: 25 Y: 56 K: 0

Roast/Org.: 9pt Melbourne Bold

Kerning: 250

C: 18 M: 25 Y: 56 K: 0

Instant Brew: 12pt Melbourne Bold

Kerning: 300

C: 0 M: 24 Y: 44 K: 78

Back Header: 9.4pt Melbourne Bold

Kerning: 250

C: 0 M: 0 Y: 0 K: 0

Back Sub-Header: 7pt Melbourne Bold

Kerning: 90

C: 18 M: 25 Y: 56 K: 0

Back Content: 8pt Helvetica Regular

Kerning: 75

C: 0 M: 0 Y: 0 K: 0

WO

OD

GR

AIN

TE

XT

UR

E

WO

OD

GR

AIN

TE

XT

UR

E

STEP BY STEP

BREWING GUIDE

FLAVOR PROFILE

REGION AND ROAST

INSTRUCTIONS

ABOUT THIS BLEND

LOGO

BLEND NAME

ROAST AND ORGANIC

BARCODE WOODWOOD

INSTANT BREW

11.25”

6.10”

3” 3”

3”.75” .75”

1.5”

4.6”


The jars - home of the whole beans.

We needed a differentiate our whole beans from our

ground coffee somehow and we decided on using this

beautiful jar. Not only is it not a bag, but it allows the

consumer to see what they’re getting themselves into with

our lovely toasted beans. The jars are meant to stick out from

from the competition who mostly use bags to house their

whole beans. Being different and bold is something we

embrace here at Burnside and it shows in our pac

Jar Template



creating Burnside Jar labels. Take

note of the dimensions of the labels

and how they have less space for

content copy and other elements.






The Logo: 1.85”

Blend Name: 1.00“


Bean Type: 0.12“

Barcode: 0.33”

About The Blend Box: 3.38“

Region: 3.06”

Roast: 2.85“


USDA Org.: 1.38“

Fair Trade: 1.11”


These jars rely on the checkered-

flanel pattern on the labels but it

appears cropped at the top, different

from the bag. They also havethe

USDA ORGANIC and Fair Trade


the included CD.

Size of Elements






The Logo: 1.51” x 1.53”



Bean Type: 2.15” x 0.35”

Barcode: 1.65” x 0.96”

About The Blend Box: 2.15” x 0.23“

Region: 2.15” x 0.18”

Roast: 2.15” x 0.18”


USDA Org.: 2.15” x 0.23”

Fair Trade: 2.15” x 0.23”



Kerning: 50

C: 10 M: 24 Y: 44 K: 78


Kerning: 50

C: 18 M: 25 Y: 56 K: 0

Roast/Org.: 7.5pt Melbourne Bold

Kerning: 250

C: 18 M: 25 Y: 56 K: 0

Bean Type: 16pt Melbourne Bold

Kerning: 300

C: 18 M: 25 Y: 56 K: 0

Back Header: 8pt Melbourne Bold

Kerning: 250

C: 0 M: 0 Y: 0 K: 0


Kerning: 90

C: 18 M: 25 Y: 56 K: 0


Kerning: 75

C: 0 M: 0 Y: 0 K: 0

LOGO

BLEND NAME

BEAN TYPE

ROAST AND ORGANIC

2.16”2.16”

FLAVOR PROFILE

ABOUT BLEND

REGION

ROAST

BARCODE

USDA ORGANIC

FAIR TRADE CERTIFIED

3.9”

3.9”


The jars - home of the whole beans.

We needed a differentiate our whole beans from our

ground coffee somehow and we decided on using this

beautiful jar. Not only is it not a bag, but it allows the

consumer to see what they’re getting themselves into with

our lovely toasted beans. The jars are meant to stick out from

from the competition who mostly use bags to house their

whole beans. Being different and bold is something we

embrace here at Burnside and it shows in our pac

Jar Template



creating Burnside Jar labels. Take

note of the dimensions of the labels

and how they have less space for

content copy and other elements.






The Logo: 1.85”

Blend Name: 1.00“


Bean Type: 0.12“

Barcode: 0.33”

About The Blend Box: 3.38“

Region: 3.06”

Roast: 2.85“


USDA Org.: 1.38“

Fair Trade: 1.11”


These jars rely on the checkered-

flanel pattern on the labels but it

appears cropped at the top, different

from the bag. They also havethe

USDA ORGANIC and Fair Trade


the included CD.

Size of Elements






The Logo: 1.51” x 1.53”



Bean Type: 2.15” x 0.35”

Barcode: 1.65” x 0.96”

About The Blend Box: 2.15” x 0.23“

Region: 2.15” x 0.18”

Roast: 2.15” x 0.18”


USDA Org.: 2.15” x 0.23”

Fair Trade: 2.15” x 0.23”



Kerning: 50

C: 10 M: 24 Y: 44 K: 78


Kerning: 50

C: 18 M: 25 Y: 56 K: 0

Roast/Org.: 7.5pt Melbourne Bold

Kerning: 250

C: 18 M: 25 Y: 56 K: 0

Bean Type: 16pt Melbourne Bold

Kerning: 300

C: 18 M: 25 Y: 56 K: 0

Back Header: 8pt Melbourne Bold

Kerning: 250

C: 0 M: 0 Y: 0 K: 0


Kerning: 90

C: 18 M: 25 Y: 56 K: 0


Kerning: 75

C: 0 M: 0 Y: 0 K: 0

2.16”

FLAVOR PROFILE

ABOUT BLEND

REGION

ROAST

BARCODE

USDA ORGANIC

FAIR TRADE CERTIFIED

3.9”

LOGO

BLEND NAME

BEAN TYPE

ROAST AND ORGANIC

2.16”

3.9”

Cc03

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9TYPEFACES8 IDENTITY GUIDELINES

As a corporation, we’d like to speak a visual language of

simplicity, boldness, with hints of raw and natural aspects.

This is why we’ve decided to adopt the Melbourne type family

as our corporate typeface - specifically Burnside Bold (03)

which is used in the Burnside logotype. We feel that this set

of typefaces best suits Burside due to its appeal to both

classicness and modernity as a typeface. As with more

aspects of our identity, there are things to maintain in order to

preserve the cohesiveness we strive so hard to maintain.

Melbourne Regular (02) should be used whenever possible

should be used whenever possible for taglines, business

cards and any other textual material. When there is a great

deal of information and issues of heirarchy arise, Melbourne

Light (01) can be paired with Melbourne Bold and Regular to

differntiate information and establish heirarchy. As with any

other element of our visual identity, it’s important to maintain

readability and the Burnside ideals. Pay keen attention to

type size, kerning and leading to preserve visibility.

Our corporate typeface is an essential component to our

visual identity. Knowing that, we’ve decided on Melbourne.

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