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 colour to copy its code.
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.
Do
- Use blue on light backgrounds, white on dark ones
- Leave clear space around it equal to the height of the two o's
- 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
- Recolour 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
Colour
Blue does the work. Oat is a supporting neutral, not a second brand colour. 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
Weddings
Jost 400 · eyebrow
Mobile espresso
Jost 300 · body
Every shot weighed, every drink made to order.
Four
Two marks that repeat
The tail, lifted straight off the capital L. Sits under every section heading on the site. Use it the same way in print, once per block, never as a border or a frame.
Oat checkers. A thin strip at the top or bottom of a page, or a block sitting behind a photo. Keep it quiet and keep it Oat, never blue.
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
Around sixty drinks an hour with one barista.
Oat milk and decaf, never an upcharge.
Real chocolate, not powder.
Setup and teardown happen outside your booked hours.
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.
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 sells weddings, so it is worth asking their photographer.
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At the gig
A guest with a cup
Hand off, or someone holding a drink mid conversation. Get permission first.