I was hired to make signage for the building as well as consult on colors for the exterior and interior. Chapters had never hired anyone to create a logo or any sort of visual identity. With the new face lift on the building, this seemed like a good time for some comprehensive identity design.
We wanted to communicate clearly that Chapters has what their audience is looking for: coffee, tea, and books. We also wanted to indicate this is a comfortable space that is quintessentially Newberg, for the purpose of gaining repeat loyal customers.
Goals & Objectives
The objective is to effectively communicate Chapters’ offerings at a glance with their visual identity (logo, signage, color, type, etc.), with particular emphasis on communicating this from the street for the purpose of drawing in more new customers.
The goals are to convey:
- Quality diverse coffee and tea offerings
- Curated and substantial collection of new and used books
- Comfortable space that’s a home away from home
Because this project also had to fit with the goals of the Downtown Coalition and facade remodel, the logo and signage also need to:
- Root Chapters in the history, location, and culture of downtown Newberg.
The lettering needs to be thick and solid, giving a sense of permanence, security, comfort, warmth, strength, and substance. These are characteristics that make people feel safe and that Chapters is trustworthy.
In addition to the signs and logo themselves, I wanted to include several spot illustrations to be used in signage and in conjunction with the logo.
The logo also needs to be modular, capable of working with other visual elements, and at a range of sizes.
Because the facade was in process when this project was beginning, I had to start with the color palette.
The color palette for Chapters has five colors:
- Dark Gray-Blue
The palette for Chapters is based largely on existing architecture and interior fixtures, rooting it in the space. The orange is from the brick and the floor. (The brick was made in Newberg in the 1800s out of local clay.) The cream is from the walls and ceiling. The blue-gray is from the exterior brick wall (which was painted). The dark gray-blue is from the texture of the new brick facade. The brown has the same hue as much of the wood shelving, and is also very much a color of coffee and tea.
The brown, orange, and cream are very warm and inviting. They have obvious connections to the space and to what Chapters sells. These are the primary colors for the branding and logo. The blue-gray colors serve mainly as accents.
Brown and blue are both colors that evoke trust and stability. Darker and more muted tones tend to be seen as higher quality. All of this serves the Goals and Objectives.
We used the dark gray-blue on the exterior trim, the orange on the doors, the cream on the walls, and the cream, brown, and orange on some initial signs.