brand-identity guidelines

Client name goes here

1.0 Introduction (page 1)2.0 The Logo Design (page 3)2.1 The Logo Usage (page 6)3.0 Colour Scheme (page 13)4.0 Typography (page 16)5.0 Contact Details (page 19)

January 2013

Client:

Contents:

Date:

Brand-identity Guidelines

StuartSticky NoteHello. Thanks for downloading this and taking the time to check it out!

Let's begin.

Anywhere you see my logo (Inkbot Design) is where I suggest placing the client's. You will need to play with the size and alignment to best balance everything for your content.

StuartHighlight

StuartHighlight

Introduction1.0Overview

The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included.

1.1.0 Introduction Brand-identity Guidelines - January 2013

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StuartSticky NoteAlways make sure the date and page number is correct here and in the content section of the cover page.

Your new identity

The conceptual background

Your corporate identity is the face and personality presented to the global community. Its as important as the products and services you provide. Your identity is the total effect of your logos, products, brand names, trademarks, advertising, brochures, and presentations everything that represents you.

Because the brand cannot be compromised, weve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world.

2.1.0 Introduction Brand-identity Guidelines - January 2013

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45

Pag

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StuartHighlight

StuartSticky NoteThis section should help break the logo down conceptually to the client so that everyone involved is aware of WHY the logo looks as it does and what it means. A visual example may help here.

PRO TIP: Use dotted lines. They make even the simplest logo appear complex.

The Logo Design2.0The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.

3.2.0 The Logo Design Brand-identity Guidelines - January 2013


Primary logo - in colour

StuartSticky NoteThe final, full-colour version of the logo should be seen here - the version that will be primary to the brand, the one on the website for example.

Mine obviously is in black and white, because mine IS black and white (don't just add colour to follow my titles)


Primary logo - alternative colours

StuartSticky NoteShow how the logo looks in the other colours from the selected colour scheme. One alternative colour may suffice.

The Logo Usage2.1Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application.

When reproducing any logo elements, only the original high resolution or vector graphic files shall be used - logos should not be taken from this document.

6.2.1 The Logo Usage Brand-identity Guidelines - January 2013


Exclusion Zone

Make sure that text or other design elements do not encroach upon the logo.

The marked space should always be given to let the logo breathe, free from distraction.

Minimum reproduction size

In the primary logo format a minimum size must be adhered to so that legibilty is retained.

In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.

xx

x

7 mm

31 mm

StuartSticky NoteRearrange the "X" lines to fit your logo, then expand the outer exclusion zone box so that it follows the 'rule'.

If your logo is primarily red, it may be better to change the lines to grey here.

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Correct!

The logos shape is consistent with the initial design, retaining balance and legibility.

Wrong!

The logo has become distorted from its designed aspect ratio, therefore stretching or squshing the shape and text.

If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit.

StuartSticky NoteIt's a good idea to exaggerate here so that the message is clear - a subtle distortion in a designer's eyes may not be noticeable to the client.

Correct!

The logo is clear and visible, set in primary colours onto a backdrop which shows contrast.

Although the backdrop is not white, the colours have been adjusted accordingly to work with the design.


Wrong!

The backdrop for the logos placement is too similar to the primary colour - it lacks visibilty and contrast.

To fix this problem, you can either select a contrasting base colour, or switch to one of the secondary colours assigned to the logo.

StuartSticky NoteFairly self-explanatory here. Pick a colour that is similar to the main logo colour, then show below an example of how the logo has been adjusted to work with that colour.

Correct!

The logo has been used in the fashion it was designed. A consistency has been achieved in how it is seen.


Wrong!

Important elements within the logo have been distorted, enlarged or shrunk, affecting the balance and design.

A consistent layout is essential across all media, and by changing key elements it will introduce confusion into the brand.

Correct!

The logo is presented in its primary colours using the primary typeface that has been selected for the logotype.


Wrong!

A colour outside of the selected brand colour scheme has been used. This is not recom-mended as it confuses the brand image.

Replacing the font is a definate no-no. The selected typeface should be used at all times with the presentation of the logo.

Inkbot.Design

StuartSticky NoteHave fun here creating horrific interpretations. Use Papyrus.

StuartSticky NoteDon't use Papyrus. Ever. If your primary logo uses Papyrus (or comic sans) you don't deserve these files.


In most cases, use of one company logo is all that is required. If an advertiment is made by

your company then that logo is usually all that is required for recognition by your audience

and/or customers.

Content Content

StuartSticky NoteSpam the ad with logos. I suggest 3 or 4, but 200 would work also.

Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image.

The Pantone colours should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process.

Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme.

Colour Scheme3.0

13.3.0 Colour Scheme Brand-identity Guidelines - January 2013


Pantone 123 C

Pantone 123 C

Pantone 123 C

Pantone 123 C

Pantone 123 C

Primary Brand Colourlogo / main background / business cards

Secondary Brand Colourlogo text / secondary background / accent

Third Brand Colourhighlighting / second accent

Text / Content Colour

Background / Base Colour

100 / 100 / 100 / 100

100 / 100 / 100 / 100

100 / 100 / 100 / 100

100 / 100 / 100 / 100

100 / 100 / 100 / 100

100 / 100 / 100

100 / 100 / 100

100 / 100 / 100

100 / 100 / 100

100 / 100 / 100

#999999

#999999

#999999

#999999

Pantone 123 CBackground / Base Colour Alt. 100 / 100 / 100 / 100 100 / 100 / 100 #999999

#999999

Pantone 123 CBase Colour 100 / 100 / 100 / 100 100 / 100 / 100 #999999

Pantone colour ref. CMYK RGB HEX

StuartSticky NoteI shouldn't have to mention that all these values will need changed. Should I?

Examples of how the primary logo deals with the alternative colour backgrounds from the suggested scheme.

The only rules are that the colours do not clash and that there is a level of contrast (or difference) between logo, typography and its specified backdrop.

This also applies to the logos placement over a photographic background, pattern, visual graphics or other media.


StuartSticky NoteThe amount of colour examples here should relate to the amount of colours in the scheme, i.e. try to represent each colour in some form or iteration.

The primary typeface is [insert name here] with a secondary [insert name here] to complement the primary. These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo.

Replacing fonts with alternatives should not be done under any circumstances.

Typography4.0

16.4.0 Typography Brand-identity Guidelines - January 2013

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Primary Typeface

Avenir Next LT Pro (Regular) Main logotype text / Content

abcdefghijklmnopqrs tuv wx yzABCDEFGHIJKLMNOPQRSTUV WX Y Z1234567890!@$%^&*()#- _=+{} [];:/ \ ,.~^~

StuartHighlight

StuartSticky NoteSelect text, change font. Save time.


Secondary Typeface

Avenir Next LT Pro (Demi) Tagline / Subheadings

abcdefghijklmnopqrstuv w x yzABCDEFGHIJKLMNOPQRSTUV WX Y Z1234567890!@$%^&*()#- _=+{}[];:/ \ , .~^~

Inkbot Design

Stuart L. Crawford

[email protected]

www.inkbotdesign.com

@stuartlcrawford

Company:

Designer:

Email:

Web:

Twitter/Skype:

Contact Details5.0

19.5.0 Contact Details Brand-identity Guidelines - January 2013

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brand-identity guidelines

Documents

introduction page

logo design page

typography page

cover page

page number

logo usage page

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