Logo system
The Pao Cafe logo is inspired by the colon (:), a symbol of beginnings, stories, and connections. The vertical lines inside evoke movement, representing a spirit of constant renewal and growth. The image of a coffee bean rising embodies vibrant, youthful energy. Notably, within the negative space of the word pao, three dots (…) appear as a sign of continuation, symbolizing the brand’s vision to expand into a dynamic F&B chain. This logo marks the journey where every cup of coffee becomes the starting point for inspiration and connections.
Full logo lockup
The official version combines the brand name “Pao Cafe” with the colon symbol. This logo version is prioritized for use in most communication contexts, ensuring complete and clear brand recognition while fully conveying the spirit and story of the brand.
Logomark
The symbol is used when a visual highlight is needed or in limited spaces, while still ensuring instant recognition for Pao Cafe.
Wordmark
The wordmark is used independently to highlight the brand name or alongside the logomark to reinforce recognition. This ensures Pao Cafe remains clear and consistent across all touchpoints.
Color usage
Make sure there is an appropriate level of contrast between the logo and the background.
Safe zone
The minimum space surrounding the logo, measured from the outermost points of its elements, ensures visual clarity and prevents the logo from being crowded by other graphics or text. This rule allows the logo to “breathe” while maintaining its elegance and professionalism.
Minimum size
Always keep the logo at or above the minimum size to ensure clarity and legibility.
For print, the logo must not be smaller than 12mm in height (6mm for the symbol). For digital use, the logo must not be smaller than 60px in height (30px for the symbol). Using the logo smaller than these sizes risks losing detail and recognition.
Logo misuse
A list of practices strictly to be avoided when using the logo. Following these guidelines helps protect the consistency and credibility of the Pao Cafe brand identity.
Partner lockups
When placed together with partners’ logos, always align them by height, with Pao Cafe’s logo appearing first. Use the height of the icon to define clear spacing between logos, and separate Pao Cafe and partner logos with a vertical divider when appropriate.
When working with three or more logos, the same rules on spacing and clear space apply to maintain consistency and balance.
In general, avoid vertical partner lockups unless absolutely necessary. If a vertical arrangement must be used, make sure the logos share similar height and spacing as in the horizontal lockup.
Logo on images
The logo can be placed in the corners or at the center top/bottom of an image. Always ensure that the safe zone around the logo is maintained as specified.
The logo must always be clear and easily recognizable:
- If the image background where the logo is placed is light → use the dark logo.
- If the image background where the logo is placed is dark → use the light logo.
- Do not place the logo on areas of the image with too many details.
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If the image has many complex details or insufficient contrast to place the dark/light logo → apply a dark overlay with 30-50% opacity (a transparent dark layer that keeps the background image visible but darkens it enough to make the logo legible).
Logo application
Logo has flexible applicability and can be implemented across various materials and formats such as paper, fabric, wood, or digital platforms. Regardless of the material or size, the logo must always follow the standards to maintain its clarity and proportions.
