Brand Guidelines · Internal — Unpublished
Espresso State of Mind · Experiential Hospitality
One mark. One system. Every application.
Preserve ESOM's recognizable lettering and express the E–SOM pronunciation through color: cyan E, ink navy SOM. Flat, clean, contemporary — with warmth from ivory and restraint in every application.
Color System
sRGB digital specifications — CMYK/print match pending proof
Logo System
Seven approved lockups. Letter split holds everywhere: cyan E, navy SOM on light; cyan E, ivory SOM on dark.
Approved reference, as supplied. The cards above are working recreations of that direction for on-page use — production vector masters are still pending final export.
Clear space: at least half the E height on every side. Preserve aspect ratio. Drop the tagline whenever the descriptor becomes hard to read. Minimum sizes confirmed once the production master is built and tested at actual viewing size.
Typography
State of Mind
Operational confidence — short declarative sentences, outcomes over adjectives. Benefit-led headers, operational proof in body copy, one CTA per page. Generous space, concise headings, strong hierarchy.
Light & Dark Application
Body copy stays ink navy — at small sizes it reads nearly black, so it never carries display type.
Button — ivory on title navyCyan stays an accent here too — restrained rules and emphasis, not a background fill.
Ghost button — cyan outlineAdobe · Amex