1. Q Style Guide
developed by the Coffee Quality Institute for ICPs and sellers / Oct 2007
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The purpose of the Q trademark names and logo are to create a recognizable and
distinguishable brand franchise that embodies the core values of the program. Because
it was designed to solidly convey these elements, proper and consistent usage is
required to ensure its effectiveness.
The Coffee Quality Institute (CQI) allows use of the Q trademark names and logo to its
in-country partners (ICPs), as defined by those organizations who have signed a letter of
agreement with CQI. The in-country partner may use the logo to promote the program in
country to producers, cuppers, exporters, and other industry that may take part in the Q
Coffee System. The Q Style Guide is provided as a reference tool in preparation of
printed materials including promotional materials, advertisements, and web site use.
Owners of Q Coffees, demonstrated by a Q Certificate, may also use the Q trademark
names and logo in association with the promotion of only those lots that have earned a
Q Certification. This includes any promotional materials, web site listings, and jute bags.
The owner may not use the logo in any way that implies a coffee that has not been Q
Certified is a Q Coffee.
Below is the approved Q logo with registration marks:
• The logo should not be altered in any way without permission from the Coffee
Quality Institute.
• Only the color version of the Q logo should be used. If printing in black and
white, you may substitute one-color logos in black or white. Do not change the
color of the logo.
• The standard size of the Q logo is 1.96” by 2.64”; however, the logo may be
scaled proportionate to the context in which it is being used.
• The logo should never be smaller than 0.78” by 1.03”, as shown below,
without prior approval from the Coffee Quality Institute.
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2. • An area of isolation should be preserved around the logo as follows:
Improper Usage
• When resizing the logo, it is important not to stretch the logo out of
proportion.
• Do not use the Q logo as a letterform:
uality
Questions regarding the Q Style Guide and materials ready for approval may be
directed to: Tracy Ging, Director of Marketing and Communications at
tging@coffeeinstitute.org or by phone/fax at 310.397.0491 (U.S.)
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