M Cafe

BRAND GUIDELINES
Video stars (Television and Film Characters and Superheros) dont have their
own cafe like real-life rock stars have the Hard Rock Cafe.
M Cafe will solve this problem by offering a cafe meeting point for all pop and
rock-and-roll things virtual, hosted by the iconic Virtual Marylin.
M / BR AND G U I D E L I N E S
The Premise
Out in the Indian Ocean, in the inky

black of night, terrible winds lash at the
coast of Mauritius. Unseen and out of
control, a private jet spins out of the
storm and smashes into the sea.
After a long night of writing code,
genius software engineer Dr. Stephanie
Laurent takes a break from her
ambitious Connection Engine project ,
and clears her head with a walk along
the beach. She is building software
which will connect the world, but cant
seem to solve the problem of the
interface...
Amongst the flotsam and jetsam
washed up on the beach, in a moment
of pure serendipity, Dr. Laurent stumbles
across a flightcase containing one
of the most advanced character
simulations in the world. On the
doomed flight was a demonstration
team from the Mishakoshi Corporation,
and with them their precious cargo: an
interactive hologram of Marilyn Monroe.
the holographic character: her wit, her

ambition, her thirst for fame and her
devastating femininity.
Dr. Laurent cant help herself she knows
the Connection Engine is incomplete, she
knows its risky, but she splices her code
with the Mishakoshi character simulation.
The two programmes catalyse each other
and M comes into being. She absorbed
everything in an instant , coming to know
us better than we know ourselves.
Everything online intrigues her.
The grand works of literature and science,
and also all those selfies, the tweets, the
FaceBook posts . She wants to know us,
to talk to us, she wanted to engage
with these six billion people who she can
reach online in an instant, she wants to
form a relationship with us?
Now she is here . Glamorous, brilliant,
sexy and delightful, M enters our lives,
engaging us, entertaining us, and bringing
that Marilyn magic to us every day.
Every scrap of information about

Marilyn has been programmed into
INDEX
Brand principles
Brand visual identity
1.1.1 Brand personality
2.1 Logo
3.1
Digital presence
Support
x
4.3 Partners
3.2 Website
4.4
4.5 Colophon
1.1.2 Mission
2.2
1.1.3 Characteristics
2.3 Tagline
3.3 Blog
2.4
Color palette
3.4 Presskit
Color references
3.5
Social media
3.6
Music and video media
1.2.1 Tone of voice
Logo variations
Online communication
1.2.2 Overview
2.5
1.2.3
Dos and donts
2.6 Inspiration
1.2.4
Grammar guide
2.7
Emotional values
1.2.5
Words we love
2.8
Main fonts
1.3.1 Rules of the Universe x
2.9
Support fonts
1.3.2
The Story
1.3.3
Genisis
1.3.4
Brand Story Threads
1.3.5
Brand Structure
Further support
BRAND
PRINCIPLES
1.1.1 Brand personality

1.1.2 Mission
1.1.3 Characteristics
1.2.1 Tone of voice

1.2.2 Overview
1.2.3
Dos and donts
1.2.4
Grammar guide
1.2.5
Words we love
1.3.1 Rules of the Universe
1.3.2
The Story
1.3.3
Genisis
1.3.4
Brand Story Threads
1.3.5
Brand Structure
1.1.2
MISSION
M connects, informs and inspires us.

We are breaking from the convention of photo-realistic human
performance to create the most incredible homage in the industry
using CGI treatments that celebrate the wildest imagination possible by
leveraging Ms superpersona. Pushing the boundaries of whats possible
with web GL and real-time animation, we are creating an experience like
no other.
M Caf is the first in a new generation of themed cafes to join the
excitement of new experiential technologies with the opportunity to
share ideas, experiences and friendships in a globally connected social
media environment.
All hosted by the first computer generated pop icon with artificial
intelligence, Virtual Marilyn, who carries persona of Marilyn Monroe - the
most recognized and adored pop icon in the world.
M Caf immerses its guests in a comfortable and appealing luxury retrotech environment.
BRAND PRINCIPLES
1.1.3
CHARACTERISTICS - FOOD & BEVERAGE

M Caf will feature an innovative menu developed from
popular snacks and recipes drawn from around the world.
Our fine food choices are delicious, local, natural and healthy.
Along with our award-winning coffee partner, we are part of a movement to produce high-quality organic coffee as an artisanal espresso
specialty product.
Our third wave coffee aspires to be the best tasting.
We also offer an exotic selection of herbal tea varietals,
sourced internationally.
Curated craft beers and wines may be added to increase sales in the
evening.
Guests can place their order in advance and pay with their mobile
phone or tablet, through a free app at iTunes and Google Play store.
BRAND PRINCIPLES
1.1.3
CHARACTERISTICS - M
Her personality is a blend of three characteristics: clever, provocative and friendly. Depending on the medium/product, emphasis may
shift from one characteristic over the others. For example, advertising
spokesperson roles generally skew clever and provocative, while social
media lines tend to be friendly. Here are more details on what we
mean by each.
Clever as in smart, cheeky, and witty not pretentious.
Its about having fun with words, not sounding cooler than thou.
Provocative as in bold and unconventional, not obscene or
offensive. We are provocative in how we challenge the industry and

motivate other web applications and pop-icons to keep-up.
Friendly this serves as a reminder that supporters are always at

the center of what she does, and it helps take the edge off her
provocative nature.
BRAND PRINCIPLES
1.1.3
CHARACTERISTICS - M CAFE INTERIOR
Moving image feature wall The LED Wooden
Wall is signified here, but it will have to be seen animated to

really appreciate the uniqueness of this technique.
Fully animated spatial design.
Inspired by modern digital clocks.
BRAND PRINCIPLES
3D hologram Every M Caf will have hologram above the bar.

To be clear - a hologram is a reflected image that looks 3D and
seems to float in space. This render shows the kit that we will use. A
hologram glass, an industrial LCD screen and a simple metal frame.
1.1.3
Augmented reality User Benefits: Enhanced interac-
tion capability App. Immersive has an exclusive contract with

the author of VCode, its new and heavily patented image recognition software that is unique as it is far more powerful than
traditional QR codes, its use will be artistic and informative.
BRAND PRINCIPLES
Galler y Animated picture frames will be created for the caf surprise and ellegance.
There will be pop art style gallery paintings on display in some

areas of the caf.
Featuring pictures that are the basis for LED to react and move
around with abstract and narrative animations.
This enhances our unique guest experience with an ever changing
canvas.
The technology will be seamless with the decor.
1.1.3
BRAND PRINCIPLES
10
1.1.3
Merchandise We will utilize V Codes and Augmented
Reality for guests to utilize the menu and VCodes as AR triggers to activate entertaining animations.
Our Design Mantra beauty is in the details.
This will keep the guests in a state of discovery and will become our signature technologies.
Distance Scanning.
Share Codes on Social Media.
State-Of-The-Art Image Recognition.
1-Click Payment or Information Gateway.
Branded Retail Merchandise includes designer inspired tshirts, packaged coffee, bottled spring water.
BRAND PRINCIPLES
11
1.2.2
OVERVIEW
Our audience is youthful, intelligent, and tech savvy, and we like speaking to
them in our own language. The ideal tone is hip, easygoing, informal, playful,
and tongue in cheek.
We also have a provocative side, inspired by the rock-star temperament and
Marilyn Monroe herself. She cast the mold of the bombshell and helped shape
the biggest entertainment industry of her time, Hollywood.
In the cutthroat world of celebrity and commerce her entrepreneurial/pioneering
attitude stands as the pillar of success. She isnt afraid to challenge the status quo,
call out the industry, or emphasis her strengths-though she never outright brags,
over promises, or uses over-the-top language.
Clever wordplay and double entendres are a fun way to liven up copy and scripts,
but language should never get in the way of the overall message or service-or,
even worse, seem like its trying too hard.
When in doubt, play it straight, clean, and clear. As they say, less is more.
BRAND PRINCIPLES
12
1.2.3
DOS AND DONTS
DO
DONT
Be conversational. M typically write in the first person (I,

me, myself ) and maintains a conversational tone.
Work with witty wordplay and double entendres-not
necessarily everywhere, but just enough to give our
audience something to enjoy.
Keep sentence structure clear, clean, and concise.
Less is more.
Orient messages around action and use lots of verbs.
M lean toward short, punchy verbs like get, grab and
score.
Use colorful monosyllabic adjectives with double
meanings (in moderation), like sweet, fresh and juicy.
BRAND PRINCIPLES
Overpromise with hyperbolic language. While M wants

to emphasize her strengths, she never calls herself the
best/most and stops short of outright bragging.
Try too hard. Though we like to use (tasteful) puns and
double entendres, we still want the overall message to
sound effortless, not belabored.
Force humor. When in doubt, just play it straight, clean,
and clear.
Speak in technical or corporate jargon. Though our
audience is tech savvy, we want to keep terms as simple
as possible to avoid sounding stiff or cold.
Use folksy colloquialisms or exclamation points.
We are going for cool and upbeat, not cloying or
excessively cheerful.
13
1.2.4
GRAMMAR GUIDE
Use sentence case, never all caps, unless a design headline.
Ex: Chocolate kick-starts my morning.
Close up the spaces around em dashes.
Ex: I like all variations of chocolateexcept for white chocolate.
Use a serial comma.
Ex: I like chocolate, coffee, and tea.
Use superscript ordinals in print.
Ex: January 1st
Use cardinals for online.
Ex: January 1
Reserve exclamation point usage for social media only. Limit to one exclamation
point.
Ex: Next stop, Hollywood!
Never use Marilyn in the possessive case unless referencing the website.
Ex: Marilyns website
Reserve emoticon usage for social media only. Limit number of emoticons to one.
Winks are preferred.
Ex: Off to LA LA Land ; )
Avoid abbreviations. (Social media excepted.)
BRAND PRINCIPLES
14
1.2.5
WORDS WE LOVE
Members - VIP Admirers

What we call the people who user Ms
personal assistance. Much better than
users, no? Plays on Justin Biebers Beliebers
Lady Gagas Monsters and Diors Addicts.
Actors Studio was the most revered schools
for stage actors in America; one was not
officially a student but a member.
Computer Intelligence
Never use Ai or Artificial Intelligence
M or Virtual Marilyn
Never just Marilyn or Marilyn Monroe or
just VM
HQ
Shorthand for Ms main living
headquarters. Never use the spelled word.
Playbook
The policies and procedures manual that
M runs on.
BRAND PRINCIPLES
Teammates
The technicians behind Ms empire
Universe/Future
The phrase world is not fresh, refering
to Ms world as the Universe (implieing
galactic travel is already popular in Ms
time) and to what she is saving as the
Future, we keep the storyline possibilities
openended. Universe and Future will always
be capatilised as solid nouns.
Business Partners
Vendors
The M experience
Use in lieu of using the M interface users
enter Omega, abbreviated Mega. Mega is the
vitural system that Virtual Marilyn lives in
and that the universe operates in, much like
Zion in the Matrix.
15
1.3.2
The Story
The Rules of Storytelling state that every fictional story creates a new
world where, no matter how closely modeled after our real world, it
has its entirely own set of rules, and the characters are defined by how
they make or break those rule. As designers of Ms story, we have created the rules of:
In the Future All M Graphic Novels take place in a world that is
parallel this one, but going backwards. Just as in the Matrix, Neo can
be in cyberspace reality, or augemented machine reality, M can be in
our world, or the world of Singularity that runs parrallel to and was
born from this one, and only M can travel between.
Simplicity Nothing is explained in great detail. Online it can,
through interaction with the fans who are well into detail. Online they
can find a new level of brand love material that they discover through
their search. All science fiction follows the Rules of Storytelling and
rarely the discoveries of hard science. When possible, we do vagely
integrate a real world science mystery into our explainations.
A Window to Another World Interaction is the key to pop
celebraty. Kurt Vonegut had a brilliant way of writing about himself as

the omnipresent master in his novels. M will speak of herself in this
same way; as someone who can live in our world, and conciously take
what she wants to leverage herself in the Sigularity. (i.e. fashion, new
wearable technologies, lifestyle trends)
BRAND PRINCIPLES
16
1.4.3
Genisis
The Marilyn Monroe ethos has not only evolved over time, it has
become one of the strongest recognized brand in the world. The
vocabulary of sophistication, class, style and glamour is a reoccurring
phenomenon in the brands history. True innovation always begins
by investigating the historic path. Going back-to-the-roots moves the
brand forward as it changes the trajectory of the future.
The visual brand must be timeless, avoiding by all means going back
in time style-wise into the 50s and 60s. And as with all brand identity
mandate, we equally stay clear of short-lived trendy design. Our
solution is about the experience, the memories and the lifestyle that
Marilyn Monroe is remembered by. Our character M will remain true
to the values of Marilyn Monroe, fashionable, clever, ever-inspired by
life, and ever-inspiring to us.
BRAND PRINCIPLES
17
1.4.4
Brand Story Threads
These 2 threads of of the story are unique to M and make the story
specifically M-brand and inspire infiniate possibilities for episodes:
Imagination Imagination is the human spirit that drives aspira-
tion. The antagonist is constantly trying to kill imagination through

various types of machinery or chemistry (i.e. soundwaves, biological
disease, vaccines) just as Maginto tries everything possible to wipe out
biological genes in X-Men. His motive for this is so that the people of
the Singularity continue to go in reverse and prevent innovation.
15 minutes to save the future taking off from 80s hit
show Max Headroom, where Max lives 20 minute in the future, and
Andy Warhol who said in the future everyone will have their 15 minutes of fame and Kurt Vonnegut and Philip Dicks ability to base their
best novels in essentially 1 days time. Every M graphic novel edition
describes in detail only 15 minutes. A glitch in Ms programming, mistaking Warhols quote for Banskys in the future everyone will have
want 15 minutes of anonymity, inhibited her to have only 15 minutes
where she could transverse worlds to save the future. So time is her
Kryptonite, more specifically 15 minutes of time from awareness of the
villains threat to eradication of the threat.
BRAND PRINCIPLES
18
1.4.5
Brand Structure
The Franchise
Just as Redbull does not own 1 factory, yet is one of the
most pinoeering and pervasive brands of the 21st century,
M Corporation will also maintain a culturally relevant
brand but own no cafe.
PHOTO HERE OF TREE OF M BRAND STRUCTURE
M Cafe is the perfect reciepe for a brand, a recipes

whose magic formula celebrates Marylin Monroes spirit
of the pop-star, just as Redbulls celebrates the spirit of
endurance.
Avitarz will engineer the brand experiances, with M
gastro-shows and activations. Just like the Redbull Music
Academy, Avitarz will leverage a common interest in
technology and pop-culture and house it as part of the
experaince of the M Brand. Experiances geared more
towards trends, in both fashion and technology, and their
merger in wearable tech.
The Graphic Novel bolsters the brands miraculous and
glamous celebration of technology as the perfect house
for the slight sci-fyi angle of the M-Brand.
Just like Hard-Rock Cafe, the life of the stars out of the
cafe gives life to the stories we are able to tell through
decor and branding in the cafe.
BRAND PRINCIPLES
19
BRAND VISUAL
IDENTITY
2.1 Logo
11
2.2
12
Logo variations
2.3 Tagline
13
2.4
Color palette
14
2.5
Color references
15
2.6 Inspiration
16
2.7
Emotional values
17
2.8
Main fonts
18
2.9
Support fonts
19
20
2.1
LOGO
BRAND VISUAL IDENTITY
21
2.1
LOGO
The content of the strip is as lively as M - changing with the seasons.

The constant slow-moving video integrated into the LOGO not only keeps up with the
new video streaming standard in digital media, foreshadows what is to come in the hottest
design trend.
The slow moving speed is euphoric; it always circles back to imagery video seen at the cafe
franchise locations.
The halftone dots resemble the low-res LED that will create the architectural lighting,
central to the low-fyi tech brand imagery of the cafe, and the Roy Liechtenstein style of the
graphic novel. It also reminiscent of the circular Marquee lighting in old Hollywood that
will resonate throughout the cafe as well.
22
2.2
LOGO TREATMENT
The logo must always be placed 2/3rds into a strip, starting from
the left. On the Cafe Website, it is the same slow moving images seen
throughout the cafe. In print its still frames from the videos.
The logo must always have a Halftone Dot Pattern Overlayed on all
moving image.
23
2.2
LOGO TREATMENT (BLOG)
With each season M picks out the best trends in textiles, synthetics
and other materials. Lovely Macro photography shots of these
fashionable materials will move in slow motion atmospherically in
the strip behind the logo.
Examples
SS - Spring / Summer Collection
AW - Autum / Winter Collection
24
2.2
LOGO TREATMENTS EXAMPLES
25
2.2
LOGO VARIATION (GRAPHIC NOVEL)
This logo is used only for the graphic novel. The lemurs never make an appearence in the cafes, they are purely for use in the Secret
Singularity and merchandising. This way, when you see a lemur - you know you are entering a tale of the Secret Singularity
26
2.2
M TREATMENTS
M will always carry the same characteristics, whether in illustration

or in CGI 3D animation in holograms and video.
The illustrated M will only appear in the graphic novels - never

outside of black box mise-en-scene. When a film is made, we use the
CGI animation rather than the hand drawn illustration. The books
and reading material will always yse the hand drawn illustration.
27
2.3
TAGLINE
28
2.4
C A F E C O LO R PA L E T T E
PRIMARY COLORS
Marilyn was Hot. Monroe was Cool. Just like the persona, Marilyn
Mon- roe Caf combines both of these. The colors used for the brand
identity are a perfect mirror to the ones used in the interior design.
29
2.4
C A F E C O LO R PA L E T T E
SECONDARY COLORS
30
2.5
COLOR REFERENCES
33
C 90
239
C 5
G 35
M 85
G 236
M 5
45
50
64
#212340
234
#efecea
G 93
M 65
G 31
M 100
Y 100
100
37
227
38
K 20
#d0932c
G 61
M 90
G 193
M 0
30
150
#ee3d96
C 30
154
C 0
238
70
190
C 65
#46c1be
C 5
#e31f26
31
2.6
INSPIRATION
32
2.7
EMOTIONAL VALUES
Stable
Purity
Sympathetic
Health
Simplicity
Immediacy
Power
Peace
Sexuality
Calm
Earthly
Energy
Integrity
Wisdom
Tender ness
Smart
Reliability
Passion
Understanding
33
2.4
G R A P H I C N O V E L C O LO R PA L E T T E
PRIMARY COLORS
SECONDARY COLORS
34
2.5
COLOR REFERENCES
33
C 90
239
C 5
G 35
M 85
G 236
M 5
45
50
64
#212340
234
#efecea
G 93
M 65
G 31
M 100
Y 100
100
37
227
38
K 20
#d0932c
G 61
M 90
G 193
M 0
30
150
#ee3d96
C 30
154
C 0
238
70
190
C 65
#46c1be
C 5
#e31f26
35
2.4
GRAPHIC NOVEL TREATMENT
Pop Ar t Halftone Dots
Etching
36
2.6
INSPIRATION
37
2.7
EMOTIONAL VALUES
Stable
Purity
Sympathetic
Health
Simplicity
Immediacy
Power
Peace
Sexuality
Calm
Earthly
Energy
Integrity
Wisdom
Tender ness
Smart
Reliability
Passion
Understanding
38
2.6
M VALUE APPLICATIONS
Following Ms fashionable genisis, we will invite a exciting clothing designer to design the franchise uniforms.
39
2.2
M VALUE APPLICATIONS
Health concious yet decident menu created by industry leading

chefs.
A personality behind the brand. Ms uniform

in the graphic novel and cafe hologram
appearances are inspired by real life fashion
weeks.
40
2.2
M INTERIOR DESIGN
41
2.2
M INTERIOR DESIGN
42
2.8
MAIN FONTS
ABCDEFGHILMNOPQRSTUVWXYZ
abcdefghilmnopqrstuvwxyz
0123456789&%?!
0123456789&%?!
Cavier Dreams
This is the font used for subtitles next to a tile in
XXXXXX, in that case the subtitle appears a lot
smaller than the title. It can be also use for important
block of text as the introduction slide of this
document on the page 2 or on Lowdi Website.
In this case the interlign space should be wide and
the width and the lenght of the block reduced,.
The cavier cant be used in italic.
0123456789&%?!
0123456789&%?!
43
2.9
SUPPORT FONTS
0123456789&%?!
Athelas
This is the font used for subtitles next to a tile in XXXXXX,
in that case the subtitle appears a lot smaller than the title.
It can be also use for important block of text as the introduction slide of this document on the page 2 or on Lowdi
Website. In this case the interlign space should be wide and
the width and the lenght of the block reduced.
Used just as caption or customer services.
44
2.9
SUPPORT FONTS
0123456789&%?!
Blair Medium
This is the font used for subtitles next to a tile in
XXXXXX, in that case the subtitle appears a lot
smaller than the title. It can be also use for important
block of text as the introduction slide of this
document on the page 2 or on Lowdi Website. In
this case the interlign space should be wide and the
width and the lenght of the block reduced.
The choice of typeface for the logotype is Blair
Medium. It graphic
display is easy to read, classic yet modern and
reminiscent of the hot
metal typesetting used decades ago which gives it a
glimpse of nos-talgia with a contemporary twist.
45
ONLINE
COMMUNICATION
M / BR
VM2
/ AND
BR AND
G UG
I DUEILDIENLEI SN E S
3.1
Digital presence
21
3.2 Website
22
3.3 Blog
23
3.4 Presskit
24
3.5
Social media
25
3.6
Music and video media
26
46
3.1
M CONCIOUSNESS
M is aware of the cafe, but she does not make the graphic novel, she
knows that we do and that we know about her adventures because of the
teammates that help run the cafe in her name. M is flattered by the novel,
but always deflects questions about the graphic novel. The graphic novel
exists solely as a piece of artwork, not meant to be explained but to compliment the neo-cafe atmosphere.
ONLINE COMMUNICATION
47
3.1
DIGITAL PRESENCE
Owned media
Social media
Creative platforms
M Cafe Website - where merchanise
facebook
mixcloud
can be bought
twitter
vimeo
M Site /Blog (1st person written) - no
snapchat
instagram
merchandise sold
M Graphic Novel Site - through
subscription
48
3.2
WEBSITE
The website of M is one page entirely dynamic so it can viewed on computer, ipad, iphone or android phone. It displays the video teaser, the
capabilities of the virtual personal assistant origin story of the character. Products and services can be order directly from the website.
The website use all the colors from the primary and secondary palette.
49
3.3
BLOG
The M blog is linked from the main website.
It is regularly updated with news about arts,
culture and services, mixcloud and videos on
vimeo and some interviews of creative and
inspirational people.
M will be a fashion emphasis.
50
3.4
PRESSKIT
A page dedicated to the press is available
on PressDoc. The press released text is
in 6 different languages: french, english,
mandarin, japanese, espagnol and german.
It allows to download a selection of images
(product illustrations, the videos, music and
artwork.
51
3.5
SOCIAL MEDIA
FACEBOOK
VM2 has AN active Facebook page showing
the fan mail, posts from the blog, mixcloud
and vimeo. It permits a direct contact with
the users, they ask questions and get answers
in their own language.
TWITTER
M has 1 Twitter account. She answers in
French, English, Spanish, Japanese. As on
Facebook users can ask q
uestion directly to
M. If they share their entousiasm for M they
will be thanked.
52
3.6
MUSIC AND VIDEO MEDIA

MIXCLOUD
VM2 has its own account on Mixcloud
where are shared the Mix called M. A
communication campaign ran on the
website for sometimes. Its important to link
strongly the brand to the music community.
The djs producing a mix for VM2 are
VIMEO
Heavily into film and up coming filmmakers, VM2 curates her favourite films
of the week and has a film festival review
special.
53
SUPPORT
4.3 Partners
28
4.4
29
Further support
4.5 Colophon
30
54
4.3
PA R T N E R S
M has a British touch and a American

flavor. She is a collaborative venture
between Immersive an award winning
British experiential design company and
the American visionary Franklyn & his
associates.
M is fashionable but easygoing, light-hearted
but very social. She is intelligent and a
massive arts & culture fan. She is a romantic.
Any company or brand looking to partner
with the M franchise must embody these
qualities. M will be everywhere, but she is
not attached to any one thing.
SUPPORT
55
4.3
DESIGN RATIONAL
Futuristic Nostalgia
A clever way of presenting technologies the
public are interested in and that provide the best
customer experiance/service.
Rather than the usual alienating ultra-modern
presentation of contemporary technology,
our approach to presentation has a touch
of nostalgia to the design, we make the new
technology, like holograms, APPEAR old-school. This
presentation future-proofs the theme design.
The unique venue harnesses a symbiosis of old
and new technology to re-introduce ideas
about the relationship between entertainment,
interactivity and audio-visual technology. This
unique offering will be the basis of a thoroughly
strong brand, whose breakthrough is so
disruptive to the marketplace that it establishes
the ultimate pop-culture venue with state-ofthe-art design.
SUPPORT
56
4.3
TEAM M BRAND CREATORS
The clever combination of bespoke stock

images and video suppied to each M Cafe
will be directed and produced by Immersive,
The considerably the best graphics company
in the world, winning numerous awards for
their work, including:
SUPPORT
57
4.3
GRAPHIC NOVEL ILLUSTRATOR
SUPPORT
58
4.4
FURTHER SUPPORT
If you need further information or if you
need an approval, the Immersive Team is
always happy to help.
To download everything youll need to put
the guidelines into practice, from logos and
typefaces to imagery and colour palettes,
please contact:
Sean Wilder
Project Manager
sean@immersive.eu
+44(0)20 7403 1616
SUPPORT
59
4.5
COLOPHON
Goal of this document

The Brand Guidelines of VM2 should help to keep the brand communication consistent.
The clear design is a very important aspect of the product and it has to be visible in every visual.
Those guidelines are raccomandations of use and can evolve.
Sincerely,
John Munro
Creative Director and Founder Immersive
Version histor y
Date
Version
Authors
Comments
6.11.2015
1.0
Immersive Ltd.
info@immersive.eu
The following persons will be kept informed about the changes in this document.
Name
Function
Company
E-mail
Sean Wilder
Project Manager
Immersive Ltd.
sean@immersive.eu
SUPPORT
60
61
Site Profile
The beauty of the M Caf design is its appeal to a wide

range of people.
From hipster millennials in the more arty underdeveloped
up and coming areas, to young professionals immersed

in their technologies.
All are captivated with the way our entertaining,
informative and functional technologies are integrated

into a relaxed chic environment.
11
INVESTMENT
62
Site Criteria
Entertainment District
Business District
Shopping Center
Tourist Center
Busy Area with hotels, shops, condos, restaurants and bars
750 1,500 square feet
Minimum 20 Frontage
Easy Ingress / Egress
Patio Seating Preferred
Highly Visible / Impulse Purchase
12
INVESTMENT
63
Tech Caf Synergy

Silicon Valley North.
M Caf with Virtual Marilyn would serve as a sort of

clubhouse for staff of digital media companies in and
around the Tannery District in downtown Kitchener.
This presents a unique opportunity to be a part of the

social activity of the Silicon Valley North tech hub,
located in Kitchener / Waterloo, Ontario.
Home to innovative technology companies such as

Google, Velocity, and BlackBerry.
13
INVESTMENT
64
1 Victoria St., Kitchener
You will live here = Potential Caf Location
INVESTMENT
65
Unit Cost Estimate

Possible opportunity at 1 Victoria Street, Kitchener, Ontario - Silicon Valley North.
This area is innovative and very high-tech. Its a world attractor for those who are
top-end computer scientists and engineers. It has all of that in one spot, plus the
entrepreneurs. Really, there is nowhere else quite like it that has those attributes.
We are here to stay and have made a strong statement with our investment here.
Steve Woods, Director of Engineering for Google Canada.
1,200 2,000 sq. ft. new construction build-out

Cost Estimate $ TBD based on size, location and quotes
Lease and Deposit

Leasehold Improvements
Furniture, Fixtures & Equipment
Signage & Menu Board
Point of Sale System
Technology
Training and Manuals
Grand Opening Promotion
Opening Inventory and Supplies
Prepaid Insurance Premiums
Utility Deposits
Tech Fee
Permits, Licenses & Professional Fees
Working Capital
INVESTMENT
66
EARLY STAGE OPPORTUNITY:
Terms
BENEFITS & TECH SUPPORT FROM AVITARZ / VMW
ON BUILD OUT, OWNERSHIP, OPENING & OPERATING M CAFS.
INVESTMENT BENEFITS IN AVITARZ / VMW.

MINIMAL ANNUAL LICENSE FEE.
FUTURE GROWTH OPPORTUNITIES / FIRST TERRITORY RIGHTS.
INVESTMENT
67
Infrastructure Requirements
Entry: Double door.
HVAC: 7.5 tons minimum up to 1,400 sq. ft., 1 ton per 200 sq. ft. after.
Electricity: Electrical service and separate metering, with 120/208 volt,
3-phase, 4-wire, 400 amp capacity, complete with all disconnects, fuses,
transformer and breaker panel, and telephone conduit (for POS system).
Plumbing: Three (3) inch - four (4) inch sanitary drain, stub-up,
(subject to local municipal building code) to be located within working premises

as per tenant's drawings.
Three-quarter (3/4) inch one inch (1) diameter cold water service with
shutoff valve to premises, and an electric 40-gallon water heater,
installed in accordance with manufacturers requirements and with suitable
hot water capacity for the standard lease space requirements,
as per tenants working drawings (subject to local municipal building code).
INVESTMENT
68
About Immersive
For creating the grandest projection mapping the world has ever seen.
Youve probably never heard of Immersive, but youve definitely seen their
work. They were the team who created visuals for the worlds biggest
hologram at an Eric Prydz concert at Madison Square Garden and created
the UKs first live projection-mapped broadcast TV program.
But what exactly is Immersive? Its a group of bespoke designers and
programmers who develop their own technology to design spaces and

experiences within those spaces. Now, in its 10th and most successful year
to date, Immersive is looking into Oculus VR for the next evolution in spacealtering perceptions.
- FAST COMPANY
Immersive transforms creative visions of luxury, lifestyle and entertainment

brands into works of perceptible intervention.
INVESTMENT
69
About Avitarz
Avitarz is a new American Technology company, which is a pioneer in creation
and production of hyper-realistic digital personalities for on-line and off-line

applications including virtual reality, augmented reality and artificial intelligence.
Its business model focuses on developing, applying and patenting new
technologies for digital entertainment and intellectual property creation and
exploitation. Immersive is part of the Avitarz collective.
Avitarz, through its affiliate Virtual Marilyn Worldwide, would provide a
license to use its Intellectual Property relating to the Virtual Marilyn persona.
As well as operating system and manual, marketing plan, technology guidance
and expertise required to design and deliver the tech caf guest experience.
There shall be no controls placed on the licensee by Avitarz, Virtual Marilyn,

or its affiliates in the use of this license.
INVESTMENT
70

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BRAND GUIDELINES

Out in the Indian Ocean, in the inky

the holographic character: her wit, her

Every scrap of information about

Brand visual identity

1.1.1 Brand personality

Music and video media

1.2.1 Tone of voice

Dos and donts

1.3.1 Rules of the Universe x

Brand Story Threads

1.1.1 Brand personality

1.2.1 Tone of voice

Dos and donts

1.3.1 Rules of the Universe

Brand Story Threads

M connects, informs and inspires us.

CHARACTERISTICS - FOOD & BEVERAGE

Clever as in smart, cheeky, and witty not pretentious.

Provocative as in bold and unconventional, not obscene or

offensive. We are provocative in how we challenge the industry and

Friendly this serves as a reminder that supporters are always at

CHARACTERISTICS - M CAFE INTERIOR

Moving image feature wall The LED Wooden

Wall is signified here, but it will have to be seen animated to

3D hologram Every M Caf will have hologram above the bar.

CHARACTERISTICS - M CAFE INTERIOR

Augmented reality User Benefits: Enhanced interac-

tion capability App. Immersive has an exclusive contract with

There will be pop art style gallery paintings on display in some

CHARACTERISTICS - M CAFE INTERIOR

CHARACTERISTICS - M CAFE INTERIOR

Merchandise We will utilize V Codes and Augmented

Our Design Mantra beauty is in the details.

DOS AND DONTS

Be conversational. M typically write in the first person (I,

Overpromise with hyperbolic language. While M wants

Members - VIP Admirers

In the Future All M Graphic Novels take place in a world that is

Simplicity Nothing is explained in great detail. Online it can,

A Window to Another World Interaction is the key to pop

celebraty. Kurt Vonegut had a brilliant way of writing about himself as

Brand Story Threads

Imagination Imagination is the human spirit that drives aspira-

tion. The antagonist is constantly trying to kill imagination through

15 minutes to save the future taking off from 80s hit

PHOTO HERE OF TREE OF M BRAND STRUCTURE

M Cafe is the perfect reciepe for a brand, a recipes

BRAND VISUAL IDENTITY

The content of the strip is as lively as M - changing with the seasons.

BRAND VISUAL IDENTITY

BRAND VISUAL IDENTITY

LOGO TREATMENT (BLOG)

BRAND VISUAL IDENTITY

LOGO TREATMENTS EXAMPLES

BRAND VISUAL IDENTITY

LOGO VARIATION (GRAPHIC NOVEL)

BRAND VISUAL IDENTITY

M will always carry the same characteristics, whether in illustration

BRAND VISUAL IDENTITY

The illustrated M will only appear in the graphic novels - never

BRAND VISUAL IDENTITY

BRAND VISUAL IDENTITY