Custom order: Akrona brand guidelines by Digitalgeria

1.1 1.2

COMPANY OVERVIEW

COMPANY OVERVIEW.............................5 MISSION AND TONE OF VOICE...............6

4 4.1 4.2 4.3

TYPOGRAPHY SALINAS...............................................27 NEXA BOLD..........................................28 SAMPLE SETTING.................................29

5 STATIONERY

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13 2.14

3.1 3.2

LOGO

PRIMARY LOGO....................................... 9 REVERSED LOGO....................................10 PRIMARY LOGO......................................11 SECONDARY LOGO............................... 12 LOGOMARK........................................... 13 WORDMARK.........................................14 MINIMUM SIZE..................................... 15 CLEAR SPACE...................................... 16 MONOCHROMATIC LOGO.................... 17 BACKGROUND........................................ 18 CORRECT USAGE.................................. 19 INCORRECT USAGE.............................. 20 SOCIAL MEDIA PRESENCE.................... 21 POSITIONING....................................... 22 COLORS

COLOR PRESENTATION....................... 24 COLOR PALETTE.................................. 25 .

5.1 BUSINESS CARD..................................31 5.2 ENVELOPE............................................32 5.3 LETTERHEAD.......................................33 6 IMAGERY 6.1 PRESENTATION....................................35 6.2 IMAGERY EXAMPLES ..........................36

7 PRODUCT 7.1 PRODUCT RANGE......................................38

COMPANY OVERVIEW

1.1

COMPANY OVERVIEW Brand story

BRAND GUIDELINES

The story behind this brand started on a journey of discovery when Irish born Karen Pryal moved from North America to Greece in the summer of

2010. The language , the culture and the ancient wisdom of the lands of Greece and Macedonia are what initially inspired her to make the move to live , to work and learn the language.

The name Akrona originated on this journey of discovery and it’s meaning in ancient Macedonian dialect means simply “Forever Beautiful”

Karen’s previous work experience of 15 years in the Beauty and Health fields both in Ireland and Canada had arisen a curious consciousness around natural - herbal remedies. Moving back toward nature from an industry dominated by synthetic solutions her interest was propelled further by her

experience with acne as a teenager and adult. Her knowledge was increased further during numerous trips to Croatia experiencing everything this very rich country has to offer in the way of basic science, ancient herbal and natural remedies.

Turn the clock forward many years having completed studies in formulating Botanical solutions, engaging in extensive testing and trials with troubled skin and ailments within her own clinical practice Karen’s path alligned with Ireland’s leading BOTOX Doctor a leading licenced practitioner dealing exclusively with skin treatments renowned in her field.

This arrangement gave birth to a new beginning in Holistic advanced skin treatments and products combining the best of cutting edge aesthetic technology with ancient , tried and tested herbal and plant based remedies.

Akrona Skincare + beauty products. Holistic solutions for health conscious individuals. FREE FROM ANIMAL TESTING FREE FROM CHEMICALS FREE FROM TOXINS

FREE FROM PESTICIDES

100% RENEWABLE SOURCES ECO – FRIENDLY VEGAN

AKRONA – “LOVE YOURSELF FIRST”

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1.2

COMPANY OVERVIEW Mission and tone of voice

BRAND GUIDELINES

Our mission Akrona is derived from a Greek word meaning Forever Beautiful. We are focused on providing products for women and men using natural ingredients that provide results free from parabens, synthetics and SLS. We have been in business for the last three years providing holistic therapies and now we have seen an increased demand for skin treatments and products. Akrona is committed to bringing science and nature to achieve best skin health. We are constantly innovating with new raw materials. We are delivering the highest quality products using the latest technology in skin science. Our products are made of Herbal extracts, Aromatherapy, Botanicals & Stem Cell Technology. We are working with clientâ&#x20AC;&#x2122;s skin health to improve imperfections. As part of a global awareness we are focused on zero waste in the laboratory. Our products are cruelty free and not tested on animals. Our packaging is biodegradable eco-friendly. Our raw materials are eco-cert organic. Products are formulated by Formula Botanic graduate

Tone of voice Loving . The essence of this brand is expressed in the tagline "LOVE YOURSELF FIRST" taken from the world of recovery where the focus brings the

individual to the process of learning to love themselves first, very often learning to love themselves for the first time. Based on the principle that one cannot ever truly love another or the world environment they are in until they themselves can appreciate and love them selves.

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LOGO

Akrona logo is the main visual element that identifies a brand. The logo is a combination of the company name and icon.

2.1

LOGO Primary logo

BRAND GUIDELINES

The LOGO is an expression of unity , of continunity of universal completion - Harmony achieved through balance which captures the essence of the akrona brand indeed holistic balance in body , mind spirit. The premium quality of the brand represents high value and the importance of appreciation of self and most importantly self care.

Font: Wordmark: Salinas Tagline : Nexa bold Colors : Logomark: Gold gradient from #844D24 to #F7E68A Wordmark: Black #333333 Tagline: Black #333333

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2.2

LOGO Reversed logo

BRAND GUIDELINES

The reversed logo is used when the logo appears in white on a solid background, such as the black color demonstrated here. The logo can only appear in this format on a solid-color background.

Font: Wordmark: Salinas Tagline : Nexa bold Colors : Logomark: Gold gradient from #844D24 to #F7E68A Wordmark: White #FFFFFF Tagline: White #FFFFFF

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2.3

BRAND GUIDELINES

LOGO Primary logo

In order to make sure our logo works work in different situations and circumstances, we have created different logo variations for each situation. Creation of new lockups or logos is strictly prohibited.

Primary logo

Primary logo grey

RGB 140 140 140

C46 M36 Y36 K16 The Gray logo is used only after

an introduction of the primary gold logo or reversed logo has occurred.

Primary logo with tagline

Primary logo dark grey

RGB 29 29 29

C74 M65 Y63 K81 The Dark Gray logo is for limited

use only on applications such as

newspaper advertising or forms.

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2.4

BRAND GUIDELINES

LOGO Secondary logo

Most of the time, we will stick to our primary logo, but there will be times when it makes more sense to use secondary options for any variation of the ideal set of circumstances required by the primary logo to be displayed properly. These secondary logos still feel cohesive and at home with the rest of our identity, but are used on more of an as-needed basis.

Secondary logo

Grey secondary logo RGB 140 140 140

C46 M36 Y36 K16 The Gray logo is used only after

an introduction of the primary gold logo or reversed logo has occurred.

Secondary logo with tagline

Dark grey secondary logo RGB 29 29 29

C74 M65 Y63 K81 The Dark Gray logo is for limited

use only on applications such as

newspaper advertising or forms.

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2.5

BRAND GUIDELINES

LOGO Wordmark

Use the wordmark only after the introduction to the primary and the secondary logo.

Wordmark logo

Grey wordmark RGB 140 140 140

C46 M36 Y36 K16 The Gray logo is used only after

an introduction of the primary gold logo or reversed logo has occurred.

Wordmark logo with tagline

Dark grey wordmark

RGB 29 29 29

C74 M65 Y63 K81 The Dark Gray logo is for limited

use only on applications such as

newspaper advertising or forms.

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2.6

BRAND GUIDELINES

LOGO Logomark

Th brandmark is our symbol. This symbol can be used alone to reinforce our brand or when we cant use the primary or secondary logo due to

restricted space. There are a couple of different ways to use it but always keep in mind that the clear space around the brandmark is equivalent to 1/2 of its height.

PRIMARY VERSION

BLACK

WHITE

GRAY-SCALE

CLEAR SPACE

FAVICON

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2.7

BRAND GUIDELINES

LOGO Minimum size

The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability.

Just as the logo should not be shown smaller than the minimum size, it should also not be made proportionally too large for its intended usage. To make sure our logo is always visible we've determined a minimum display size for the digital usage (in pixels) and printed material (in millimeters and inches).The minimum sizes described are applicable for displays of 72 DPI. If the display screens have higher

DPI/retina minimum size should be adapted proportionally.

Minimum size

94 px • 25 mm • 1”

38 px • 10 mm • 0.4”

Optimal size

132 px • 35 mm • 1.3”

75 px • 10 mm • 0.7”

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2.8

BRAND GUIDELINES

LOGO Clear space

Our logo is what connects with customers and it is the #1 item that costumers will associate with our brand, therefore it needs to stand out, respecting the perfect amount of clear space will give our logo the optimal legibility, visibility, prominence, and impact. Do not place any text, graphics or

images within this area of clear space. The example here shows the minimum amount of space required. Whenever possible, more clear space than the minimum shown here is preferred.

*These rules apply to all the logo variations.

Primary Logo Clear Space

The primary logo clear space is 1/2 of the height of the logo.

Secondary Logo Clear Space

The secondary logo clear space is equivalent to the height of the logo.

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2.9

LOGO Monochromatic logo

BRAND GUIDELINES

A monochrome logo is a black, white or gray version of your logo. It is therefore made up of a single colour without tints/percentages. Common uses for a monochrome logo include the following: Faxheads: Because of the loss of tonal details when a document is faxed, a monochrome logo is the best format for the retention of clarity and legibility. Unusual surfaces: Some applications of your company logo requires the use of a monochrome logo. Common examples include sandblasting onto glass (traditional or vinyl application), engraving in wood/metal/plastic or embroidering onto uniforms. Collaborations: There are situations where your logo will be featured alongside some other brands, eg. corporate sponsorships, collective projects and other collaborations. The easiest way to prevent visual clutter in the design space and let everyone have an equal share of the brand real estate is to present all the logos in monochrome.

PAGE 17

2.10

LOGO Background

BRAND GUIDELINES

The following represents the ideal logo-background matching. The main rule is that the logo must be clearly readable, and the primary color set should be used whenever possible, so the designer has the freedom of choice with respect to these rules.

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2.11

LOGO Correct usage

1. Use the primary logo when circomstances allow

BRAND GUIDELINES

212

2. Use the reverse logo on light backgrounds 3. You can use the secondary logo when circomstances do not favour the use of the primary logo 4. Altarnative primary logo usage 5. Alternative wordmark usage usage 6. Use the icon when its not possible to use other logo variations

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2.12

LOGO Incorrect Usage

1. Don’t change the colours

BRAND GUIDELINES

3 13

2. Don’t add an outline to the logo 3. Don’t put the logo on a background without sufficient contrast 4. Always respect the spacing between the logomark and the wordmark 5. Don’t rotate the logo 6. Don’t change the opacity 7. Don’t stretch or condense the logo 8. Don’t change the font 9. Don’t crop the logo

PAGE 20

2.13

LOGO Social media presence

BRAND GUIDELINES

These are the recommended images for each picture. It important to keep consistency in all networks.

PAGE 21

2.14

LOGO Positioning

BRAND GUIDELINES

The following represents the recommended positioning options for the logo. 2

Building signage:

Packaging:

Tradeshow:

Websites:

Primary exterior

Box

Primary view

Homepage

Documentation

Secondary view

Secondary pages 1

PowerPoint:

Business card:

Advertising:

Collateral: 8

Title page slides

Front and back

Single pages

Cover vs. interior

Section dividers

PAGE 22

COLORS

Color plays an important role in the our brand identity. The primary colours reflect the one voice colour scheme. The secondary colour schemes are for variations and sub brands.

3.1

COLORS Color presentation

BRAND GUIDELINES

Color is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but also serves a psychological purpose by communicating certain feelings to our audience. Our color palette consists of the following colours:

Golden Sand

Twine

Blue

Light grey

Black

PAGE 24

3.2

COLORS Color palette

Blue CMYK

RGB HEX Pantone

BRAND GUIDELINES

(80, 63, 3, 0)

(73, 96, 166) 4960A6 7685 C

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

Golden Sand CMYK (6, 23, 60, 0) RGB (242, 200, 121) HEX F2C879 Pantone

Twine CMYK RGB

HEX Pantone

7508 C

(22, 40, 65, 11) (191, 147, 94) BF935E 728 C

Light grey CMYK RGB HEX Pantone

(31, 23, 24, 4) (183, 183, 183) B7B7B7 Cool Gray 5 C

Black CMYK

(68, 59, 56, 64)

RGB HEX Pantone

(54, 54, 54) 363636 152 C

PAGE 25

TYPOGRAPHY

Typography is another important style item of Akrona brand. The following type hierarchy is used to ensure consistent style across all brand communications.

4.1

TYPOGRAPHY Salinas

Usage

Salinas is used for headings and subheadings.

Glyph

BRAND GUIDELINES

Description

Salinas is the primary brand typeface. It has a clean and contemporary style.

Characters

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R ST UVW XY Z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

(!@#$%&.,?:;)

( ! @ # $ % & .,? :;)

Example

Title example

PAGE 27

4.2

TYPOGRAPHY Nexa bold

Usage

Nexa bold is used in body text, headings and subheadings.

Glyph

BRAND GUIDELINES

Description

The old posters and signs in the traditional Nexa bold neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban development changes that place, it will never return to its original form and loses forever the designs that are so special and unique.

Characters

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

9876543210 (!@#$%&.,?:;)

Example

PAGE 28

4.3

TYPOGRAPHY Sample settings

BRAND GUIDELINES

Lorem ipsum dolor sit amet, consectetuer adipiscing

HEADINGS FONT: Salinas COLOR: #333333

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

SUBHEADINGS FONT: Salinas SIZE: 24 pt COLOR: #333333

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy

BODY TEXT FONT: Nexa bold SIZE: 11 pt COLOR: #000000

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STATIONERY

The branded stationery includes letterhead, envelopes and business cards. The design reflects Akrona look and feel and corporate identity.

5.1

STATIONERY Envelope

BRAND GUIDELINES

info@akrona.ie 016766970 18B/19B Fitzwilliam Street Upper, Dublin 2 www.akrona.ie

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5.2

STATIONERY Business card

BRAND GUIDELINES

PAGE 32

5.3

STATIONERY Letterhead

BRAND GUIDELINES

info@akrona.ie 016766970 18B/19B Fitzwilliam Street Upper, Dublin 2 www.akrona.ie

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IMAGERY

6.1

IMAGERY Presentation

BRAND GUIDELINES

GENERAL INSTRUCTIONS 1. Capture authentic moments •People should be shown at ease and content rather than posed, staged, or overly cheerful. Viewers are naturally more drawn in when people in a photograph appear real and truly engaged in their activity. •Subject(s) should appear in natural positions and situations as if enacting a scene rather than being static and/or posed. Posing in perfect angles loses or destroys authentic connection. •Capturing an authentic moment is similar to how one frame of a high-definition video can capture the essence and spirit of a moment. 2. Utilise authentic lighting •Lighting should look natural even if it is artificial. Overuse of studio lighting can create an inauthentic feel. •Use shots that capture natural light or that use reflective shields to capture available light. •Avoid shooting people on an isolated white background. 3. Present natural environments •Do not clip people and objects out of their original environment. •Do not show overly manicured environments. •Allow little imperfections such as glare from a window, a slightly messy desk or someone in mid-thought.

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6.2

IMAGERY Examples

BRAND GUIDELINES

PAGE 36

PRODUCTS

7.1

PRODUCTS Product range

BRAND GUIDELINES

PAGE 38