The Acme Coffee brand

01 · THE IDEAGood coffee, no fuss.

We make coffee for people who want it good and quick, without the ceremony.

Warm.Like the first cup of the day.

Plain.We say what is in the cup.

Steady.The same good cup every time.

02 · LOGOThe cup.

A cup built from three shapes: a bowl, a ring handle and a saucer bar.

The bowl is a 68-unit rectangle ending in a half circle (radius 34). Sides meet the curve where it is upright.
The handle is a ring, radius 17 with an 8 counter, centred on the rim edge.
The saucer is an 84 × 8 bar with round ends, in teal.

xx

16 px min

24 px

34 px header

80 px

Clear space: the height of the saucer bar × 2 on every side. Minimum size: 16 px on screen, 6 mm in print.

03 · VERSIONSUse the right one.

Cream on espresso is the logo. Use the others only when it can't work.

Full colourThe logo.
SVG · PNG 1024

FlatOne solid colour, for print, stitch and small sizes.
SVG

WhiteOn photos and strong colour.
SVG

BlackOn white, light themes and one-colour print.
SVG

App tileApp icon, favicon, extension.
SVG

Round avatarProfile pictures.
SVG

04 · NAMEAcme Coffee

Two words, capital A and capital C. Coffee takes the teal when we can show colour.

Acme Coffee

Never ACME COFFEE in running text, never Acme Coffee Co.

05 · MISUSEPlease don’t.

Stretch or squash it.

Rotate or tilt it.

Recolour it.

+

Add letters or symbols to the mark.

Add outlines, shadows or effects.

Lose it on a busy background.

Low contrast: use the black version on white.

Blow it up huge on its own.

06 · COLOUREspresso, cream, teal.

Espresso is the ground, cream is for reading, teal is the one bright thing.

Espresso#2B1A10
RGB 43 26 16

Roast#3A2416
RGB 58 36 22

Cream#F3E9D7
RGB 243 233 215

Teal#1F8A84
RGB 31 138 132

Bright teal#2BB3AA
RGB 43 179 170

The ratio

Espresso 70% Cream 20% Teal

Roughly 70% ground, 20% reading colour, 10% accent. One accent button per screen.

Pairs that work

Cream on espresso13.9:1 AAA

Espresso on cream13.9:1 AAA

Ink on bright teal6.5:1 AA

Every text pair listed passes WCAG AA (4.5:1 body, 3:1 large). Ratios shown on each card.

07 · TYPEFraunces and Inter.

Fraunces, a soft serif, for headlines. Inter for everything you read.

HEADLINE · Fraunces

Good coffee, no fuss.

BODY · Inter

Our beans are roasted on Tuesdays and in the shop by Thursday. Ask for a flat white and you'll get one.

LABEL · Fraunces CAPS, TRACKED

Order ahead

MONO · IBM Plex Mono

£2.80 · 12 oz · 07:00

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

08 · VOICEWarm, plain, short.

Talk like the person behind the counter.

Good coffee, no fuss.The line

Ready in two minutes.Product

Roasted Tuesday.Detail

Say	Not
Ready in two minutes.	Artisanal handcrafted experience.
Roasted on Tuesday.	Ethically curated bean journey.
Flat white, £2.80.	Premium espresso-based beverage.

09 · IMAGERYReal cups, real light.

Morning light, hands, steam. Phone-first, edge to edge, no filters.

Placeholder: product shot

10 · MOTION AND SOUNDSlow, like steam.

Things arrive gently and never flash.

Acme Coffee

TEXT ARRIVES: 600 ms, ease-out, blur to sharp

ATTENTION: slow 2.6 s pulse, never a flash

11 · BUTTONS AND LABELSOne teal button per screen.

Order ahead See the menu

Buttons are verbs. Sentence case. The teal button is the one thing we want you to do.

12 · FAMILYOne shop.

Acme Coffee has no sub-brands yet. If it gets one, it gets a single accent colour and keeps the cup.

Acme Coffee

The shop and the beans.

13 · SERVICESWholesale.

We supply beans to cafés. Your café keeps its own name and look; our cup appears only if you want a small 'Beans by Acme' credit.

14 · PRESSWriting about us?

ABOUT ACME COFFEE

Acme Coffee roasts and serves coffee in London. Beans are roasted every Tuesday and served within the week, in a flat white that's ready in two minutes. Acme Coffee is a test brand made to check the b-brand-kit skill.

Download the brand kit Press questions

The kit has every logo version (SVG and PNG), the app tile, the round avatar and the colour and type sheet.

THE FULL GUIDEEvery rule, dated.

The complete rules for logo, colour, type, voice, imagery, motion, campaigns, share images and names. Every change is dated.

Read the guide