Welcome to the LOT61 Brand Guidelines. This guide is here to provide marketing position, tone of voice, brand personality, graphic standards and visual identity. Use this guide to bring the LOT61 brand to life in the physical &amp; digital worlds.

Introduction

BORN IN SYDNEY. 
RAISED IN BROOKLYN. 
ROASTING IN AMSTERDAM.

It&rsquo;s always been about finding a better way. Our goal is to realise a vision by following an itch to discover &amp; be the best. &nbsp;We left home with a sense of adventure in search of a more fulfilling life: exploring new places, ideas and influences puts a spring in our step.
We&rsquo;re at our imaginative best when we&rsquo;re using our hands to ply our craft -doing things as they should be done -from roasting coffee to leatherwork &amp; everything in between.But we do what we do for the people. Nothing brings us more joy than firing up the roaster, opening the doors and serving our tribes.&nbsp;

Lot Sixty One is the real deal because it roasts &amp; batches its coffee by hand. It&rsquo;s this hand-crafted skill and experience that set standards in taste and quality.&nbsp;

Brand Overview

Our core personality mixes the characteristics of Explorer Creator.

This creates behaviour that pushes boundaries and finds imaginative solutions We&rsquo;re Imaginative Freedom Seekers. But we do what we do for the people, and so we&rsquo;ve always got familiarity and belonging that comes with mateship. It&rsquo;s not about being aloof and out-of-reach like most explorer/creative types!

WE PUSH BOUNDARIES & DREAM UP IMAGINATIVE SOLUTIONS TO FIND A BETTER&nbsp;WAY. 

We're for&nbsp;THE MAVERICKS, the makers, The craftsmen, THE DO-ERS, the curator, the seekers &amp; the artists.

Explorer brands have an adventurous spirit and are restless in their desire for discovery.&nbsp; They are seekers, associating themselves with new ideas, places and influences. They are often pioneers and innovators. They embrace freedom, which makes them self-sufficient and individualistic. Authenticity is a key explorer trait.&nbsp;
They are pioneers &amp; innovators who strive for, and symbolise, the unlimited promise of a better, more fulfilling life.

Characteristics of creator brands are self-expression, imagination, curiosity, limitless vision &amp; passion to produce.&nbsp; They are non-conformists, not to be rebellious, but to be free. They want to follow their instincts and see where it all leads. They are inventors and groundbreakers.&nbsp;
They promote self-expression, imagination and creativity. This drives innovation and the development of new products and services.&nbsp;

Who We Are

OUR BRAND IS A WAY OF LIFE. WE’RE NOT A COFFEE BUSINESS. WE EXIST TO AWAKEN PEOPLE TO THE JOY OF CRAFT.

Our core personality mixes the characteristics of Explorer Creator.This creates behaviour that pushes boundaries and finds imaginative solutions. We&rsquo;re Imaginative Freedom Seekers. But we do what we do for the people, and so we&rsquo;ve always got familiarity and belonging that comes with mateship. It&rsquo;s not about being aloof and out-of-reach like most explorer/creative types!

Our core personality mixes the characteristics of Explorer Creator.This creates behaviour that pushes boundaries and finds imaginative solutions We&rsquo;re Imaginative Freedom Seekers.But we do what we do for the people, and so we&rsquo;ve always got familiarity and belonging that comes with mateship. It&rsquo;s not about being aloof and out-of-reach like most explorer/creative types!

WE'RE ON A MISSION TO BECOME A CIRCULAR COFFEE BRAND IN EVERY ASPECT OF OUR FIELD.

OUR SUSTAINABILITY JOURNEY

We&rsquo;re on a mission to become a circular coffee brand in every aspect of our field. With that we mean that we want to make sure that we use natural resources - materials, energy, water - in a way that future generations are able to meet their own needs. We'll try our very best to leave a positive impact.
As a part of this, we will be doing everything from using reusable or easily recyclable products to lowering our carbon footprint to re-thinking all our modes of transport, power and much more. This journey is in our DNA, it's something that we will always be fine-tuning and trying to be better at.

Our Values

Primary Logo

This is our logo. It is our most important visual asset and an important expression of our brand identity. It should be the first choice when choosing a graphic element to represent our brand. The logo, with both its elements, should always be applied consistently. It may never be altered, modified, or redrawn.
There are two logos available to to represent the LOT61 brand. The primary logotype should be our first port of call and used where possible. The supporting numeric &lsquo;roundel logo&rsquo; should be used sparingly in a &lsquo;supporting role&rsquo; &ndash; for example when a customer is already familiar with the LOT61 brand or is already within a LOT61 environment, such as the store on Kinkerstraat.

Consistent use of the logo creates brand strength and immediate recognition of who we are and what we stand for. Only use LOT61 provided digital artwork. Please do not attempt to redraw, add, delete or alter the logotype or roundel.

Logo: EXCLUSION ZONE

Please ensure that no other logotypes or graphics are placed within the exclusion zone. An easy way to work out the dimensions of the exclusion zone is to use the &lsquo;O&rsquo; as a measuring device above, below and to the sides of the logotype as demonstrated below.&nbsp;

Logo: MINIMUM SIZE

For clarity across digital and print applications our logo should never be reproduced at any size below the adjacent guidance. The logotype has been created to be used at all sizes but we would advise against using it smaller than 10mm wide in order to retain legibility&nbsp;

LOGO MISUSE

A. Don&rsquo;t place our wordmark on a busy background &nbsp; B. Use different colours for the wordmark. &nbsp; C. Don&rsquo;t rotate our wordmark. &nbsp; D. Don&rsquo;t stretch our wordmark. &nbsp; E. Don&rsquo;t alter our wordmark&rsquo;s weight or add a stroke. &nbsp; F. Don&rsquo;t alter our wordmark&rsquo;s ratio. &nbsp; G. Don&rsquo;t add shadows or effects to our wordmark. &nbsp; H. Don&rsquo;t alter wordmark element positions.&nbsp;

Logo

Our strap-line is a simple device that convey&rsquo;s the brand narrative as well as LOT61&rsquo;s spirit, attitude and personality. This should be used as an &lsquo;extra value&rsquo; device where possible. The alignment/stacking can change dependent on the application.&nbsp;

Messaging

PRIMARY TYPEFACe: Knockout

Knockout HTF29 Junior Lightweight and Knockout HTF69 Full Lightweight are LOT61&rsquo;s house fonts. These robust, utilitarian sans serifs can be used as a display face for headlines (in capitals) as well as for body copy (sentence case).
However the typeface should be used in caps where possible and appropriate. Another defining feature of the LOT61 brand is a contrast in scale between graphic elements, as demonstrated below. This is a simple way to achieve the LOT61 graphic language. &nbsp;
Bold typography is vital to how we communicate as a brand. The following section will instruct you how to use our brand typeface, Knockout, to ensure our typography is always used to its full potential.

Supporting TYPEFACE: GT America

Our secondary typeface is GT America. It is used across all body copy when we need to be a bit more clear and digestible versus expressive. We use GT America for the most part, but will occasionally highlight key words or phrases in GT America Medium +Bold.

Typography

COLOUR PALETTE 

This primary colour palette should be used when talking about the core LOT61 brand. The primary colour palette has been created to appeal to a broad demographic whilst retaining a contemporary feel. There are ways to appear more masculine or feminine depending on the colour combination and ratio.
For a more feminine direction on any application we should look to use 80% LOT Pink / 20% LOT Red. For a more masculine direction then a combination of 80% LOT Green / 20% LOT Pink should be used. Please see the applications page for examples of good practice.&nbsp;

LOT GREEN&nbsp; PANTONE 343 C:80 M:17 Y:76 K:51&nbsp; R:45 G:78 B:40&nbsp; #2D4E28&nbsp;

LOT RED&nbsp; PANTONE 185&nbsp; C:0 M:93 Y:79 K:5&nbsp; R:218 G:6 B:22&nbsp; #DA0616&nbsp;

LOT PINK PANTONE 2337 C:0 M:33 Y:10 K:0 R:241 G:192 B:191 #FLC0BF

BLACK C:10 M:10 Y:10 K:100&nbsp; R:0 G:0 B:0&nbsp; #000000&nbsp;

WHITE&nbsp; C:0 M:0 Y:0 K:0&nbsp; R:255 G:255 B:255&nbsp; #FFFFFF

Primary colour palette combinations

COLOUR tints. Digital use 

LOT RED&nbsp; #DA0616&nbsp; 100%-10%

LOT GREEN&nbsp; PANTONE 343&nbsp; C:80 M:17 Y:76 K:51&nbsp; R:45 G:78 B:40&nbsp; #2D4E28&nbsp;

LOT PINK #FLC0BF 100%-10%

SECONDARY palette: FLAVOURS

The secondary colour palette derives from the &lsquo;Sensory Lexicon&rsquo; developed by &lsquo;World Coffee Research&rsquo;. The colour combinations have been selected for three reasons.
[1] To reflect the taste of the specific flavour/blend. [2] To compliment each other aesthetically. [3] To work as a product range.
This palette should only be used across the packaging applications and any relating collateral specific to a flavour/blend. This colour palette should only be used when talking about specific flavours/blends&nbsp;

01.NOSEGRIND 

02.ZIMALA 

03.BOMBORA 

04.FRESHWATER 

05.FIVR 

0.SINGLE ORIGIN | 06.PROJECT 

Colour

Icons

Photography & Video

Download Media Set

Photography and Video is elemental to our success. The images we choose communicate our values, elevate our brand, and differentiate us from our competitors. Our art direction serves two purposes, to inform and inspire. We fulfil these purposes by using photography that spans from emotional to functional images &mdash; allowing us to express complex messages with single photographs for a wide range of subject matters. When selecting images please consider these eight principles when representing LOT61.

It&rsquo;s always been about finding a better way. Our goal is to realize a vision by following an itch to discover and be the best.

Imagery & Video

This primary colour palette should be used when talking about the core LOT61 brand. The primary colour palette has been created to appeal to a broad demographic whilst retaining a contemporary feel. There are ways to appear more masculine or feminine depending on the colour combination and ratio

Packaging

A repeat pattern device is available to use where appropriate. This should only be used on a 45&deg; angle as supplied and as demonstrated below. There are a number of colour combinations which work well. Please see the primary colour palette section for inspiration.&nbsp;

Patterns

How it all looks

Our elements work together to create a unified and cohesive brand language. We combine colours, typography and symbols to define our brand identity.

Visual Overview

Get in touch <a href="mailto:info@lot61.com" target="_blank" rel="noopener">info@lot61.com</a>

Brand Overview.

Lot Sixty One is the real deal because it roasts & batches its coffee by hand.
It’s this hand-crafted skill and experience that set standards in taste and quality.

We're real

Who We Are.

We're for THE MAVERICKS, the makers, The craftsmen, THE DO-ERS, the curator, the seekers & the artists.

Our Values.

WE'RE ON A MISSION TO BECOME A CIRCULAR COFFEE BRAND IN EVERY ASPECT OF OUR FIELD.

Logo.

Summary: Don’t feature any other graphics in the exclusion zone. Don’t use the logo smaller than 10mm wide.

Our logo is our most sacred asset.
Please treat it with the utmost respect. Thank you.

Messaging.

Typography.

Colour.

Icons.

Imagery & Video.

It’s always been about finding a better way. Our goal is to realize a vision by following an itch to discover and be the best.

Packaging.

Patterns.

Visual Overview.

Thank you.

Brand Overview.

Lot Sixty One is the real deal because it roasts & batches its coffee by hand. It’s this hand-crafted skill and experience that set standards in taste and quality.

We're real

Who We Are.

We're for THE MAVERICKS, the makers, The craftsmen, THE DO-ERS, the curator, the seekers & the artists.

Our Values.

WE'RE ON A MISSION TO BECOME A CIRCULAR COFFEE BRAND IN EVERY ASPECT OF OUR FIELD.

Logo.

Summary: Don’t feature any other graphics in the exclusion zone. Don’t use the logo smaller than 10mm wide.

Our logo is our most sacred asset.Please treat it with the utmost respect. Thank you.

Messaging.

Typography.

Colour.

Icons.

Imagery & Video.

It’s always been about finding a better way. Our goal is to realize a vision by following an itch to discover and be the best.

Packaging.

Patterns.

Visual Overview.

Thank you.

Lot Sixty One is the real deal because it roasts & batches its coffee by hand.
It’s this hand-crafted skill and experience that set standards in taste and quality.

Our logo is our most sacred asset.
Please treat it with the utmost respect. Thank you.