Brand
How Ooleh looks.
Everything you need to keep the cart, the socials, the signage, and the site looking like the same business. Click any color to copy its hex.
One
The mark
Blue, on light backgrounds
White, on deep blue and photos
The wordmark styles the name as ooLeh, with the long tail on the capital L carrying underneath and COFFEE CO sitting on it. In writing, everywhere else, it is Ooleh Coffee Co.
Both files are trimmed tight to the artwork, with no padding built in on the left, right, or top. Whatever clear space you want has to be added around it.
Do
- Use blue on light backgrounds, white on dark ones
- Leave clear space around it equal to the height of the two o's
- Size it by height, not width, so the lockup stays consistent
- Keep the whole lockup together, tail and COFFEE CO included
- Use the vector file for anything printed
Do not
- Stretch, skew, rotate, or add a shadow
- Recolor it outside the palette below
- Separate COFFEE CO from the tail
- Set it over a busy photo without clear contrast
- Retype the name in Danforth in place of the file
Two
Color
Blue does the work. Oat is a supporting neutral, not a second brand color. Never set small text in Nordic blue on Paper, it is too light to read comfortably. Use Deep blue instead.
Three
Type
Two faces. Danforth is the signature and appears once or twice per page at most, never in a paragraph. Jost does everything else, at light weight, with generous spacing.
Danforth · accents
espresso
Jost 300 · page title
A café bar that travels
Jost 300 · section
Three kinds of gathering
Jost 400 · subhead
Private events
Jost 400 · eyebrow
Mobile espresso
Jost 300 · body
Every shot weighed, every drink made to order.
Four
The mark that repeats
The tail, lifted straight off the capital L. It sits under every section heading on the site, and it is the one graphic element that carries the brand on its own.
Use it the same way in print. Once per block, under a heading, always Nordic blue, always tapering left to right. Not as a border, not as a frame, not as a divider between paragraphs.
Five
How it sounds
Plain, warm, specific. Short sentences. Say the useful thing and stop. Never sell with adjectives when a number will do.
Sounds like us
Oat milk and decaf, never an upcharge.
Real chocolate, not powder.
Setup and teardown happen outside your booked hours.
Every shot weighed, every drink made to order.
Does not
Elevate your event with a premium coffee experience.
We will WOW your guests!
Unforgettable, seamless, bespoke.
Curated artisanal moments crafted just for you.
One rule that sits above the rest. Any number you publish is a promise, so only use the ones you have actually counted. Drinks per hour, setup time, guest counts. If it has not been measured at a real event, leave it out.
Six
Photography
Natural light, no flash, no heavy filters. Real settings rather than staged ones. Plenty of empty space in the frame, since the site is built to hold quiet images. Shoot wide and level, not tilted.
-
First
The cart, whole
Straight on, plain background, everything switched on and set for service. Vertical and horizontal versions.
-
First
The two of you
Beside or behind the cart, not posed to camera. Working is better than smiling.
-
Second
Hands and machine
Tamping, pulling a shot, steaming milk. Close, shallow, no faces needed.
-
Second
A finished drink
In the cup you actually serve, on a real surface. Latte art if you have it.
-
At the gig
The cart in a room
Shot at your October event. This is the one that books corporate work, so it is worth asking their photographer.
-
At the gig
A guest with a cup
Hand off, or someone holding a drink mid conversation. Get permission first.