2017
Brand Identity Design Manual
TABLE OF CONTENTS Introduction
2
Design Overview
4
Basic Elements
6
Logo
12
Stationary
18
Signage
20
1
Introduction Our new business, Makai Surf Co. is not only a surf shop for men, women, and children, but it is also a place where people can go for all of their surfing related needs. With surfing as our top priority, we offer surfing rentals, lessons, and all kinds of gear that a surfer would need for their adventures in the ocean. Even if you’re not a surfer and you just enjoy relaxing on the beach, we’ve got something for everyone. At the surf shop, we sell apparel and other accessories such as bags, footwear, towels, and sunscreen. We have everything you’ll need for the perfect day at the beach.
2
Design Overview
Because this is a brand new company, our goal is to increase brand awareness and attract customers. We will first need a logo that makes an impact. It is our hope that this company will be one of the more prominent surf companies in the world and will last a lifetime, so the logo should continue to hold its appeal over a long period of time. This logo will end up going on various things like clothing, accessories, surfboards, and other kinds of surfing equipment, so the logo should be simpler and evoke a casual feeling. After we create the logo, we will need to apply it to a stationary set, which includes a letterhead, envelope, business card, folder, CD cover, and CD envelope. Lastly, we will create the signage and apply the designs to them.
4
6
Color Palette Primary Colors
R.0 G.72 B.109
R.128 G.130 B.133
R.147 G.149 B.152
C.100 M.73 Y.35 K.20
C.0 M.0 Y.0 K.60
C.0 M.0 Y.0 K.50
#00486D
#808285
#939598
The blue color was chosen because it is the color of the ocean. However, it is not a typical ocean blue. It is a darker tone because it gives the symbol a slightly more elegant look instead of a playful look. The gray colors for the type help to make the symbol pop and be the focus of attention.
Secondary Colors
R.181 G.213 B.229 C.20 M.0 Y.0 K.10 #B4D5E5
One of the secondary colors used is a light blue. This color is used for background purposes or, in most cases, to contrast with the primary blue color. If there is a dark background color, then this color will be used for the logo. The gradient is used for the background colors for the wayfinding signage, which includes the main entrance sign, an exterior informational sign, an interior directional sign, and interior hanging section signs.
8
Typeface The typeface chosen for Makai Surf Co. is DIN 1451 Std Engschrift. This is the typeface used in the logo as well as on the stationary set and signage. However, the type has been altered in some applications. The kerning is increased on the logo type and signage applications. The type is also stylized by taking out the crossbars within the “A� letters. Lastly, the word Makai in the logo has been stretched horizontally to make the text look wider and bolder.
DIN 1451 Std Engschrift
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,;:/?)
Original Type:
Stylized Type:
MAKAI SURF CO.
10
Logo The idea behind the logo was for it to be a meaningful symbol that represents surfing and the beach lifestyle. Each element in the logo is an individual symbol for something related to surfing or the beach. All together, these same elements create one symbol, which is a face.
Surfboard Palm Tree/Eyes
Water/Nose Ocean Waves/Mouth
Master Logo
The primary colors used in the logo are blue and gray. It works best on a light background color. The symbol is a darker toned blue and the type is gray.
12
Logo Logo Variations
Logo Ratio
4 1/2 x
1/2x
x 1/5x 1/2x
14
Logo Minimum Clear Space 1/4x
x
1/4x
1/10x
1/10 x
x
Minimum Size
1 1/4 in
1/2 in
16
18
Stationary Set Letterhead 1/2 in
1/2 in
2 in
7 3/4 in
1/2 in 3/4 in
Envelope 1/3 in 1/4 in Makai Surf Co. 5633 Molokoa Street Lihue, HI 96766
4 1/8 in
9 1/2 in
CD Envelope & Cover
5 in
5 in 20
Folder
12 in
9 in
12 in
18 in
Business Card Jamie Alana Founder
3 1/2 in
5633 Molokoa Street Lihue, HI 96766 808-643-3986 makaisurfco.com jamie@makaisurfco.com
2 in
3D Stationary Set
Signage Exterior Main Entrance
2’8”
7 ft
Exterior Directional Sign
SURF SHOP 5’5”
LESSONS
4 ft
6 ft
Exterior
Interior Directional Sign
5’9”
6 ft
2 ft
Interior Hanging Section Sign
1’3”
2 ft
Interior