Logo

Autumn Rooms has multiple venues across Newcastle. The logo has been designed with versatility in mind; the Primary Autumn Rooms text remains static and the secondary text can be altered to accommodate multiple venues.

Primary Logo

The Primary mark can be applied in most formal applications (such as signage, stationery, and any place where a customer might get their first impression of the brand).

Variations

In addition to the Primary overarching brand mark, Autumn Rooms has several versatile logo marks for various uses.

The wordmarks may be used for situations that don’t suit the use of the intricate details of the AR crest (this could be for smaller printed applications or collateral that requires a more condensed version of the logo due to space restrictions).

The decorative badges and monograms can be used subtly in complimentary brand contexts, such as promotional items, social media, any collateral inside the venue, eg. branded glasses or stamps. These are best used to extend the brand experience further.

Wordmark Horizontal

Wordmark Stacked

Crest

Monogram Icon

Monogram

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Use & Clearspace

When applying any form of the logo, ensure clear space equal to the height of the Crest in the Autumn Rooms logo.

x DO NOT rotate or stretch the logo.

x DO NOT use the logo in colours other
than the brand palette.

x DO NOT apply effects to the logo.

x DO NOT use the secondary logos in formal
applications without supporting branding.

File Formats

EPS files are the preferred file format for print, because they are vector-based files they are scalable and generally provide the best reproduction. They should be used on all professionally printed pieces.

PNG files are most often used in digital media, such as web and PowerPoint. They have transparent backgrounds, so they are a good choice for non-white backgrounds.

JPEG files are for use in digital media, such as the web and PowerPoint presentations with white backgrounds.

SVG (Scalable Vector Graphics) is a web friendly vector file format.

Typography

The Autumn Rooms has understated, elegant typography.

Heading Font

Body Font

Caption Font

Colours

Palette

Primary Colours

Charcoal

HEX:#645c59 CMYK:57, 58, 65, 22 RGB:100, 92, 89 PMS:412 U

Antique White

HEX:#dcd7d2 CMYK:3, 4, 11, 5 RGB:220, 215, 210 PMS:7527 U

Sage

HEX:#c5caaf CMYK:19, 8, 26, 1 RGB:197, 202, 175 PMS:5793 U

Terracotta

HEX:#e18b63 CMYK:0, 47, 81, 2 RGB:225, 139, 99 PMS:7577 U

Brand Extension Colours

Shiitake

HEX:#ae928c CMYK:31, 44, 44, 0 RGB:174, 146, 140 PMS:7614 U

Blue Haze

HEX:#cdd7e1 CMYK:11, 3, 3, 4 RGB:205, 215, 225 PMS:538 U

Antique White 25% tint

HEX:#f7f5f0 CMYK:1, 1, 3, 1 RGB:247, 245, 240 PMS:7527 U 25%

Correct Colourways

The following colour pairings are permitted for any collateral items with Autumn Rooms branding.

Antique White + Charcoal

Charcoal + Antique White 25%

Sage + Charcoal

Terracotta + Antique White 25%

Shiitake + Antique White 25%

Blue Haze + Charcoal

Elements

When printing or generating collateral, all finishes should feel tactile. Slightly premium finishes are encouraged (eg. recycled cardstock, embossing, copper foil).

Signage must be simple, elegant and understated. Examples of this are white vinyl window signage or copper lettering on building facades. All signage and extension must be cohesive with the brand colours in this guide.

Brand Extension – Merchandise

The AR brand extension moves outside of the cafe space and captures the warmth and vibe of the cafe, placing it in a lifestyle context. Clothing, lifestyle products, reusables – items people access everyday.

This first extension sets a tone of experimentation beyond food – customers can expect to see limited release, design-driven products from you that feed off trends, seasons and seasonality. They are inspired by the Autumn Rooms brand but ultimately designed to appeal to your customers and their wider circles of influence.