peet's coffee

A GLIMPSE ON THE PERFECT IDENTITY

CORPORATECOMMUNICATION IDENTITY

1.1 Our History

1.2 Our Competitors

1.3 Unique Selling Position

2.1 Identity In All Formats

2.2 Our Integrity

2.3 Unacceptable Usage

INGREDIENTS

3.1 Color Palette

3.2 Color and B/W Versions

3.3Identity On Backgrounds

3.4Unaccaptable Color Usage

SUPPORTSYSTEM

COLORPREFERENCES APPLICATIONS

4.1 Secondary Graphics

4.2 Typography

4.3 Photography

5.1Consumer Items

5.2 Multimedia

5.3 Environments

5.4 Industry Specific

I don’t understand how people live without coffee, I really don’t.”

“

— Alfred Peet

ONE1.1

Our History

1.2 Our Competitors

1.3 Unique Selling Position

CORPORATE COMMUNICATION

1.1 C O R P O R AT E C O M M U N I C AT I O N

Our Old Pyjamas.

1.1O U R H I S T O R Y

Our New Suit.

O U R H I S T O R Y1.1

On the day Alfred Peet opened his first coffee store on the corner of Walnut and Vine Streets in Berkeley, CA, he quietly began a revolution in the way Americans experienced the taste and quality of their coffee – a revolution that persists to this day.

Born in Holland, Alfred Peet grew up in the coffee trade and moved to America after World War II. Appalled at the poor quality of coffee being consumed by Americans, he became inspired to open the first Peet’s Coffee & Tea store on April 1, 1966. His style of coffee was a radical departure from what was then available, emphasizing smaller batches, freshness, superior quality beans, and a darker roasting style that produced coffee with richness and complexity.

By 1969, Peet’s Coffee & Tea became a gathering place for the coffee devotees, and this success attracted other artisan food purveyors to the neighborhood, which soon became known as the Gourmet Ghetto. Alfred Peet further catalyzed the specialty coffee movement when he mentored and inspired a generation of coffee entrepreneurs, including the founders of Starbucks, whom he supplied with Peet’s roasted beans during their first years of operation.

Over the past four decades, Peet’s growth has been fueled by ever increasing numbers of coffee lovers in the San Francisco Bay Area and across the nation. With each generation of Peet’s leadership, we have remained true to the quality tenets of our founder, inspired by the same unrelenting pursuit of quality. Our purpose has not changed since 1966 – to seek out opportunities to raise the expectations of American coffee drinkers by attracting and serving those who truly love the taste of coffee, for whom a cup of coffee could only mean a cup of Peet’s.

Back In The Day.

1.1O U R C O M P E T I T O R S 111.2

Starbucks.

Seattle’s Best Coffee.

The Coffee Bean And Tea Leaf.

Tully’s Coffee.

I D E N T I T Y I N A L L F O R M AT S11

1.1U N I Q U E S E L L I N G P O s i T i o n 1.3

ACADEMICS KNOW HISTORY.

KNOW COFFEE.

Once you wake up and smell the coffee, it’s hard to go back to sleep.”

— Alfred Peet

“

TWO2.1

Identity In All Formats

2.2 Our Integrity

2.3 Unacceptable Usage

IDENTITY

I D E N T I T Y2.1

Vertical Lockup.

Horizontal Lockup.

1.1I D E N T I T Y I N A L L F O R M AT S 2.1

The new Peet’s logo is an illustrated top hat, designed to convey Peet’s history in coffee roasting and its commitment to great customer service.

Our company logo is the single most visible representation of our company. Used effectively, our logo will help build greater awareness and understanding of our company.

The Identity.

I D E N T I T Y2.2

Baseline

x = Width of the cap height.

Integrity - Vertical Lockup.

x

x

x

x x

1.1O U R I N T E G R I T Y 2.2

To effectively identify Peet’s materials,our lockup needs to be visible. This isdone by understanding the appropriate use of clear space.

An invisible rectangular border, equal in width to “X”, should be maintained around the perimeter of the logo.

Minimum Clear Space - Vertical

Minimum Height - Vertical

8.0mm

2.2 I D E N T I T Y

Integrity - Horizontal Lockup.

x = Width of the cap height

o.5 x

x

x x

x

x

2.2O U R I N T E G R I T Y

The horizontal version of the lockup carries the same principles as the vertical lockup; an invisible rectangular border, equal in width to “X”, should be maintained around the perimeter of the logo.

Minimum Clear Space - Horizontal

Minimum Height - Horizontal

3.0 mm

2.3 I D E N T I T Y

Do not add a gradient.

Do not drop the hat.

Do not add another drop shadow.

2.3U N A C C E P TA B L E U S A G E

Do not add circles.

Do not swap positions.

Do not stretch.

I have measured out my life with coffee spoons.”

— Alfred Peet

“

COLOR PREFERENCES

THREE3.1

Color Palette

3.2 Colored Versions of Identity

3.3Identity On Backgrounds

3.1 C O L O R P R E F E R E N C E S

Primary Colors.

# H E X404041

C M Y K0/0/0/90

P M S446

R G B25/25/25

# H E XF9C668

# H E XF9C668

C M Y K2/23/69/0

C M Y K2/23/69/0

P M S141

P M S141

R G B242/185/80

R G B242/185/80

Use for all body copy.Only color used for logo.

Use for all body copy.Only color used for logo.

Use to neutralize dark background. Main color when using a ribbon.

3.1C o l o r pa l e t t e

Secondary Colors.

# H E X404041

# H E XB2442C

C M Y K0/0/0/90

C M Y K29/87/100/6

P M S338

P M S1675

R G B25/25/25

R G B155/48/21

# H E X71B9CA

# H E XA7A9AC

C M Y K47/1/10/12

C M Y K0/0/0/40

P M S141

P M S429

R G B242/185/80

R G B151/153/156

To be used along with The Major Dickason.

To be used along with the French Blend.

To be used along with the Lady Decaf.

To be used along with the House Blend.

3.2 C O L O R P R E F E R E N C E S

Logo Diversity.

A consistent adherence to the color guidelines will help build visibility and recognition of the customers’ association with the our new identity. Hence, we keep our logo simple and within a narrow range of colors.

3.2C O L O R E D V E R S I O N S O F I D E N T I T Y

2 Color.

1 Color.

B/W.

I D E N T I T Y O N B A C K G R O U N D S

The Ribbon Saves The Mark In Scetchy Situations.

Sometimes the logo has to be applied to a darker background such as a photo or a solid color background. In these dark and rough situations, apply the ribbon to neutralize the background for the logo. When using the preferable oatmeal colored ribbon, use the 2 colored logo. When using the orange colored ribbon, use the one colored version.

I never drink coffee at lunch. I find it keeps me awake for the afternoon. ”

— Alfred Peet

“

FOUR4.1

Secondary Graphics

4.2 Typography

4.3 Photography

SUPPORT SYSTEM

4.1 S U P P O R T S Y S T E M

4.1S E C O N D A R Y G R A P H I C S

A coffee born of friendship, this full-bodied, complex blend was the combined effort of Key Dickason, a retired army officer and a regular at our original Berkeley store, and Alfred Peet, our founder. Together they have sampled combinations of coffees until they arrived at what is now more one of our most popular blends. Of course we named it after our friend and promoted him to Major in process.

Major Dickason.

House Blend.

A perennial customer favorite. House Blend combines the lively, well-balanced flavors of Latin American coffees for a medium body and pleasant, satisfying taste.


We blend only high-grown, hard-bean coffees that are dense enough to stand up to this roast. It is not a coffee for the cautious. The deep, dark glistening beans brew a bold cup of coffee with pronounced smoky overtones.

French Roast.

Lady Decaf.

The Lady Decaf is darker than our normal roast and consequently develops an intense, full-bodied flavor from the blend of Pacific and Latin American origins. The aroma is balanced and complex, and the beans glisten with natural oils.

4.1S E C O N D A R Y G R A P H I C S

Panama Estate.

Sumatra’s coffees are grown almost exclusively by smallholders and processed by the semiwashed or wet-hulled method. The fruit is pulped on the farm, often by means of a handcranked mill, and the seeds, still encased in an endocarp, washed in a basket or bucket.

4.2

A1A1

B2B2

C3C3

S U P P O R T S Y S T E M

4.2T y p o g r a p h y

Peet’s Head 16/100 /18

Peet’s Body 16/100/20

A B C D E F G H I J K L MN O P Q R S T U V X Y Z

a b c d e f g h i j k l mn o p q r s t u v x y z

1 2 3 4 5 6 7 8 9 # ! ?

A B C D E F G H I J K L MN o P Q R S T U V X Y Z

1 2 3 4 5 6 7 8 9 # ! ?

11 I D E N T I T Y I N A L L F O R M AT S

4.3P H O T O G R A P H Y

A Vintage Look.

When wearing a new suit, it is not appropriate to wear shabby shoes, and since we really like our new look, we want to be accompanied by great surroundings.

To enhance the history of the company, always use black and white photography.

4.3P H O T O G R A P H Y

I like cappuccino, actually. But even a bad cup of coffee is better than no coffee at all.”

— Alfred Peet

“

FIVE5.1

Consumer Items

5.2 Multimedia

5.3 Environments

5.4 Industry Specific

APPLICATIONS

5.0 A P P L i C AT I O N S

5.0S Y S T E M G R I D

5.1 A P P L I C AT I O N S

PEETS.COM 800.999.2132 P.O BOX 12509 BERKELEY CA 94712

Dear James,

Thank you for your kind letter regarding your exceptionaltreatment by one of our employees. A copy of your letter has been forwarded to the personnel department and will be included in the employee’s file.

So seldom is it that a customer takes the time to write a letter of appreciation, that I feel moved to reward your initiative. Please accept the enclosed certificate, which, when presented, will entitle the bearer to a ten percent discount on the merchandise being purchased at that time.

This is but a small token of our appreciation of customers such as you, upon whose satisfaction we have been allowed to grow and prosper in this highly competitive marketplace.

Again, on behalf of our entire organization, a heart-felt thank you.

Best Regards,

Alfred PeetCEO

Once you wake up and smell the coffee, it’s hard to go back to sleep.”

“

— Alfred Peet

5.1B U S I N E S S S Y S T E M

P.O BOX 12509 BERKELEY CA 94712

PEET’S P.O Box 12509BerkeleyCA 94172

CEO / FOUNDER

[email protected]

EWM T

A

ALFRED PEET

5.1TA K E AWAY C U P

5.1 c o n s u m e r i t e m s

5.1C O N S U M E R I T E M S

5.1C O F F E E B A G S

5.2D I G I TA L A P P L I C AT I O N S


COMPANY ALFRED COFFEE

ACADEMICS KNOW HISTORY.

KNOW COFFEE.

5.2P E E T S . C O M

COMPANY ALFRED COFFEE

Our darkest roast. An intense, bold coffee with pronounced smoky

overtones. We blend only high-grown, hard-bean coffees that are dense

enough to stand up to this roast. It is not a coffee for the cautious. The

deep, dark glistening beans brew a bold cup of coffee with pronounced

and beautiful smoky overtones.

5.3E N V I R O N M E N T S

E N V I R O N M E N T S 5.3

5.4I N D U S T R Y S P E C I F I C

11 I D E N T I T Y I N A L L F O R M AT S

1.1I D E N T I T Y I N A L L F O R M AT S

PhotographyGoogle Images

BindingCecil ia Hedin

PrinterEpson Stylus 3800

PaperNeenah Linen Cover

DesignerCecil ia Hedin

InstructorTodd Hedgpeth

CourseIdentity 2

DateFall ‘ 12

Colophon.

peet's coffee

Documents

coffee roasting

style of coffee

coffee store

taste of coffee

cup of coffee

coffee bean

tullys coffee

coffee devotees