Welcome to the LOT61 Brand Guidelines. This guide provides our marketing position, tone of voice, brand personality, and graphic standards. By following these guidelines, you can effectively represent the LOT61 brand identity in both physical and digital contexts.

Introduction

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

It&rsquo;s always been about finding a better way. Our journey is itched by a desire to explore, discover, and apply our knowledge to realize our vision. 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 the right way - from roasting coffee to leatherwork and everything in between. Everything we do, we do it with our community in mind. Nothing brings us more joy than firing up the roaster, with care packing our products, opening the doors and to expand serving our fan base.

LOT61's commitment to taste and quality is reflected in its dedication to the craft of coffee roasting, cupping and batching.
This hand-crafted skill ensures that every cup of coffee meets our highest standards, setting LOT61 apart.

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. That&rsquo;s why we prioritize the familiarity and sense of belonging that comes with mateship. It&rsquo;s not about being aloof or out of reach like many explorer or 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

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

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

Brand Overview.

LOT61's commitment to taste and quality is reflected in its dedication to the craft of coffee roasting, cupping and batching.

This hand-crafted skill ensures that every cup of coffee meets our highest standards, setting LOT61 apart.

We're authentic

Who We Are.

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

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.

Thank you.