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Not long after David Allen Moss called his friend and leasing agent, David Fleming, to snag a private tour of the former president's offices of Tyler Elevator did a love for SAW's coffeehouse plans spillover. Moss pushed for the name "Pulley's," because his team saw huge potential to pay homage to the driving mechanism of the elevator, an enduring symbol of innovation and collaboration.
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C O F F E E S H O P — B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
A brand that captures your mind gains behavior. A brand that captures your heart gains commitment. – Scott Talgo, Brand Strategist
Copyright ©2010 MossMedia, LLC
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 1
Naming > IdeationThere’s no such thing as a brand with no name. But there is a such a thing as a brand with no meaning. For most, the name itself becomes synonymous with the experience.
Where it comes to Tyler Village’s new coffeehouse and cafe, we’re striving for a name that’s special without coming off exclusive or contrived. Together, we think we’ve uncovered a few names that will hold up to both organic and integrated marketing campaigns, and attract a wider audience from the greater village of Cleveland
F I N A L I S T S :
Expectation & Spirit:
UniqUe•
HiStoriC•
CoMfortAbLe•
CoLLAborAtive•
fAMiLiAr•
frienDLy•
neiGHborLy•
WArM•
inteLLeCtUAL•
intiMAte•
AWAkeneD•
SPiriteD•
WireD•
inSPireD•
PArt of A ritUAL•
“My 3rD PLACe”•
“My HoMe AWAy froM HoMe”•
1P U L L E Y ’ S Coffeehouse & Lounge
2E L E v A T E Coffee on Higher Grounds
3L I F T Coffee on the Level
4A B A C U S Count on Good Coffee
5C O g ’ S Cafe for the Creative in us All
6T H E B O A R D R O O m Calling All Movers and Shakers
7B A U H A U S B R E w keep the ideas (And Coffee) flowing
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 2
Naming > ElevateThe best brands begin with a rigorous discovery of typefaces and symbols that carry the brand to the right level of customer expectation and authentic experience.
Note: for purposes of this exercise, we have focused on “elevate” and “Pulley’s” to explore a one-of-a-kind brandmark,
logotype, and brand experience – for customers, tenants, and neighbors of tyler village.
T Y P E S T U D Y :
1
E l e va t e Coffee & Conversation
Decotura: Has a nice “period” feel without coming across too dated. Works well with stoic architecture.
garton: nice friendly subtext. nostalgic without being too cutesy.
2
E l e va t e– Boardroom Coffeehouse –
ITC Anna: Again, offers a nice tribute without coming across too dated. Works well with stoic architecture. Con: too theatrical.
matrix: Stylized, yet friendly subtext.
3
Elevate1st Floor CoFFeeshop
matrix Inline Script: timeless. Artistic. Crafted. Personal.
matrix: Stylized. All caps are real strong here.
4
ELEVATEC o f f e e & C A f e
mercury: transitional. Speaks to Deco without being stereotypi-cal. Perhaps too curvilinear for the space?
mrs. Eaves: one of the most popular new serif typefaces. very versatile for marketing efforts!.
Inspiration:
ePiC ArCHiteCtUre•
inDUStriAL GiAntS•
MoDern MArveLS•
nextGen netWorkerS•
MoverS•
SHAkerS•
“tHey Don’t bUiLD ‘eM Like •tHey USeD to.”
tHirD PLACe•
riSe AnD SHine•
boLD iDeAS•
bHAG’S•
toWn HALL•
“tHe CHAnGe froM toP DoWn •to GroUnD UP”
“oUt WitH tHe oLD in WitH •tHe neW!”
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 3
Naming > Pulley’s“ The difference between the almost-right word and the right word is the difference between the light-ning bug and the lightning! “ – Mark Twain (1835-1910).
T Y P E S T U D Y :
1
Pulley’s C o f f e e S H o P & H o T S P o T
garton: Decorative. Classy. Spirited.
mrs. Eaves: one of the most popular new serif typefaces. Many weights & variations. very versatile for marketing efforts.
2
Pulley’s– Coffee & Conversation –
ITC Anna: Again, offers a nice tribute without coming across too dated. Works well with stoic architecture. Con: too theatrical.
matrix: Stylized, yet friendly subtext.
3
Pulley’sCoFFeeshop For MoDerN Joe
matrix Script Bold: friendly. Classic. Crafted. Memorable.
matrix: Stylized. All caps are real strong here.
4
Pulley’sC o f f e e S H o P 3 1
Dead History: transitional. Speaks to Deco without being ste-reotypical. Perhaps too curvilinear for the space?
mrs. Eaves: Again, eaves is one of the top award-winning, serif typefaces in modern design history.
Inspiration:
ePiC ArCHiteCtUre•
inDUStriAL GiAntS•
MoDern MArveLS•
nextGen netWorkerS•
MoverS•
SHAkerS•
“tHey Don’t bUiLD ‘eM Like •tHey USeD to.”
tHirD PLACe•
riSe AnD SHine•
boLD iDeAS•
bHAG’S•
toWn HALL•
“tHe CHAnGe froM toP DoWn •to GroUnD UP”
“oUt WitH tHe oLD in WitH •tHe neW!”
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 4
Naming > RecommendationFor benchmarks of authenticity, friendliness, marketability, theme, environmental design potential, and underlying spirit – MossMedia recommends “Pulley’s” as the new brandname for the Tyler Village cafe.
T A N g I B I L I T Y I N D E x : ( H o W r e A D i Ly D o C U S t o M e r S “ G e t i t ” ? )
EL EvATE PULLEY’S
AbStrACt verb• ConCrete ProPer noUn•
etHereAL• MeCHAniCAL•
SUrreAL• reAL•
teCHniCAL• PerSonAL•
CoMPLex MetAPHor• SiMPLe MetAPHor•
exCLUSive• UniverSAL•
SoPHiStiCAteD• CASUAL•
obtUSe• noStALGiC•
tHeoretiCAL• iConiC•
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 5
Brand Board > Environmental DesignBehind every great idea is an engine. A machine of an idea that is greater. The real power of innovation has always been the human capital behind it. Just think of what the pulley represents and what it continues to make possible for the most enterprising minds.
m O O D B O A R D :
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 6
Color System > Initial Considerations“Color is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in people’s memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colors. Colors can actually have an affect on a person’s state of mind and cognitive ability as demonstrated by numer-ous research studies.“ – Derrick Daye, Author of Branding Strategy Insider
C O L O R S T U D I E S :
1
De-instensified Urban Hues > Muted (from Color index.184)
2
De-instensified Urban Hues > Muted (from Color index.184)
3
Muted Combinations > Culture/era (from Color index.221)
4
Mixed Combinations > Accent (from Color index.295)
Inspiration:
Color is an important consideration in your brand identity system, and should support your established brand attributes. Substantial research reveals that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone.
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 7
Type Studies > Icons & Symbols“Type is like music in having its own beauty, and in being beautiful as an accompaniment and interpretation; and typography can be used to express a state of the soul, like the other arts and crafts. Type appears at first to be a rigid medium; but like other rigid media, it is plastic to the living spirit of a craftsman.“ – J.H. Mason
S U P P O R T I v E C A S T :
1
abcdefgh•jklmnopqak
Typeface: SignPainter - House industries. fun. Casual. retro. the designer’s favorite typehouse. Would work well with some kitschy, irrever-ent, marketing.
2
abcdefghijkqrst•uvxabcdefhijkl
Typeface: Woodtype ornaments 1 & 2. Straight up decorative. Could compliment final logotype as part of final brandmark. Secondary ele-ments at best.
3
.xcbdevw •abcdefgjmnoptu
Typeface: Griffin Dingbat 1 & 3. More stylized and period decorative motifs here. they present a stronger tie-in to the architecture.
4abcdefghijklm�
nopqrstuvwxyz
Typeface: Gears. Gears turn with ideas. Gears in the elevators. Gears work with pulleys... in the cars... in creative minds....
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 8
Taglines > Early Drafts“A few essential elements increase in value as more clutter finds new ways to compete for our increasingly valuable attention. Nothing has as much perennial value as an effective tagline. Taglines provide emotional shorthand for buyers, giving permission to feel comfortable at the moment they lay their money down. These charged, packed little phrases must accomplish so much in a short space.“ – Michael Graber
S U P P O R T I N g C A S T 3 :
1 C o f f e e S H o P & H o T S P o T
2 C o f f e e & C o n v e r S AT i o n
3 C o f f e e S H o P f o r M o d e r n J o e
4 C o f f e e S H o P 3 1
5 Coffee & ConverSATion
6 BoArdrooM CoffeeHouSe
7 1ST floor CoffeeSHoP
8 wHere new MoverS & SHAkerS, MeeT, greeT & reTreAT
The Tagline
A tagline compresses the meaning of a company vision, competitive position, brand promise, product or service benefit, or customer experi-ence into a cogent story. it’s the distilled essence of your brand message — conceived stra-tegically, expressed artfully, and delivered persuasively. taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.
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C O F F E E S H O P > B R A N D I D E N T I T Y S T U D I E S
Presented to: SAW & Graystone Properties
Art/Creative Direction: MossMedia
Page: 9
Environmental Design > Concept Renderings
m A I N E N T R Y 1 :
Environmental Study
