11. Color Scheme We reviewed a number of variations before settling on our final palette: – Rust, Espresso & Olive for “earthiness” – Bright Gold for warmth & light – Cool blues for contrast & crispness
12. Logo, Fonts & Copy Our lead designer created a distinctive logo incorporating the cafe’s earth tone décor. The logo can be used horizontally or vertically, depending on the application. Sans serif fonts Arial & Verdana are used for headlines, subheads & body copy, complimenting the serif font. Caslon that is used in the logo. Taglines and text are written to be concise, incorporate keywords, and reflect key concepts.