THIRTY FIVE by Oscar: A Coffee Aesthetic Defined
The visual identity of THIRTY FIVE is centered around a minimalist line-art illustration of our founder, Oscar. This portrait, featuring his signature thick-rimmed glasses and sharp hairstyle, conveys a sense of "unwavering confidence in craftsmanship"—a nod to his professional expertise. Cradled in his hands are the brand’s soul: a masterfully brewed cup of coffee and a handcrafted bagel, serving as a direct testament to the dedication behind every product he creates.
Designed to be breezy, approachable, and effortlessly trendy, the logo radiates a relaxed lifestyle vibe. The composition embraces generous white space to create a clean, modern feel, while a deliberate splash of vibrant orange is applied only to the coffee, the bagel, and the handwritten "THIRTY FIVE" typography. This strategic pop of color injects a sense of warmth and vitality into the minimalist frame, inviting you to experience a daily routine that is both high in quality and light in spirit.
THIRTY FIVE by Oscar
表現主理人 Oscar 的咖啡美學
表現主理人 Oscar 的咖啡美學
THIRTY FIVE的商標視覺以主理人 Oscar 的造型去繪畫出簡約線條的人像插畫，手裡拿著最拿手的咖啡和糕點，配襯著手寫字體「THIRTY FIVE」。
人像插畫以 Oscar 簡化的樣子配上大黑框眼鏡，營造出一種「對出品充滿自信」的專業感，加上手裡拿著咖啡和貝果，明確展示出品牌主打的產品，都是經過主理人用心打造而成的出品。
而商標希望給人一種輕鬆、親切、且具備潮流感的印象，同時散發著輕鬆的生活氣息。
畫面大部分留白，只在咖啡、甜甜圈和商標字體「THIRTY FIVE」上著色，提昇溫度感。
The Palette of Coffee & Pastry
Our visual identity is anchored by Warm Orange and Deep Brown, directly mirroring the golden crust of a fresh bagel and the aromatic essence of coffee. To add depth, we’ve introduced two complementary tones: Soft Pink for the bagel’s texture and Light Grey for the coffee cup. These shades serve as both accents and background colors, ensuring a versatile design framework. Together, this palette ensures that every corner of THIRTY FIVE radiates harmony and a warm, inviting lifestyle.
咖啡與糕點的顏色
顏色方面彩用了橙色及啡色為視覺主軸，分別對應了新鮮的貝果（橙色）及濃郁芬芳的咖啡（啡色）。再加了兩隻配襯色令商標色彩更為豐富，分別是淺粉紅（配搭貝果 - 貝果的本體）及淺灰色（配襯咖啡 - 咖啡杯），亦會作為輔助色及背景色，方便日後在各層面的設計上應用，讓 THIRTY FIVE 的每一處角落，都散發著和諧且愜意的生活溫度。
Simplified Color Version
Beyond the full-color and monochrome (black/white) options, we offer a streamlined palette consisting of Orange, Brown, and Black. This version is specifically designed to navigate printing limitations or budget considerations while preserving the brand's core warmth and visual essence. It maintains the essential character of the coffee and bagel elements without the need for additional auxiliary tones.
簡化的色彩應用
除了全彩及黑白單色外，亦會有一個顏色簡化而又保留原有感覺的版本（以防遇上印刷上的限制或是兼顧成本），就是保留橙色、啡色及黑色。
Client : THIRTY FIVE - By Oscar
Logo design : Perry Tse
Logo design : Perry Tse
--------------------
2025