BRAND GUIDELINES
Brand Guidelines (also commonly referred to as “brand standards”, “style guide” or “brand book”) are a set of rules that explain how our brand works, they take its heart and soul and translate it into design by providing very specific instructions about how tangible elements of our brand should be used in all forms of communications. We need these guidelines because they make it possible for our brand to move through the three primary steps of brand building: consistency, persistence, and restraint.
TABLE OF CONTENTS
1.1
INTRODUCTION ABOUT US
1
2.1 2.2 2.3 2.4 2.5 2.6 2.7
LOGO PRIMARY LOGO SECONDARY LOGOS BACKGROUNDS CLEAR SPACE MINIMUM SIZE POSITIONING WRONG USAGE
2 3 5 6 7 8 9
3.1 3.2
COLORS COLOR SYSTEM COLOR CODES
10 11
4.1 4.2
TYPOGRAPHY GUIDELINES FONTS
12 13
1.
INTRODUCTION
1.1
INTRODUCTION ABOUT US
1
WHO WE ARE:
ANW Physics is an online physics webinar and tutoring business
MISSION STATEMENT:
Our mission is to engage both students and learners in learning college physics, including growing in physics knowledge and developing problem solving skills. Students will feel that physics is applicable to life and know how to apply it in real world situations
OUR NICHE:
The business fulďŹ lls the need to tutor students currently enrolled in college physics courses and those seeking to learn physics on their own time. ANW Physics will hold live discussions through webinars to teach key physics principles and invite participants to apply what they learn. In addition, online homework help and additional study material will be available for offline access
ANW PHYSICS BRAND GUIDELINES
2.
LOGO
2.1
LOGO PRIMARY LOGO
Our primary logo is the most distinct visual element that represents us, it’s for ideal situations in which we can use it the way it has been designed in terms of color and lockup. It cannot be altered in any way, except as specified in this manual. To maintain art integrity, it must be reproduced from original files.
ANW PHYSICS BRAND GUIDELINES
2
2.2
LOGO SECONDARY LOGOS
Most of the time, we will stick to our primary logo, but there will be times when it makes more sense to use secondary ones for any variation of the ideal set of circumstances required by the primary logo to be displayed properly. This version is used when the background is white.
ANW PHYSICS BRAND GUIDELINES
3
2.2
LOGO SECONDARY LOGOS
Most of the time, we will stick to our primary logo, but there will be times when it makes more sense to use secondary ones for any variation of the ideal set of circumstances required by the primary logo to be displayed properly. This version is used when the background is blue or orange.
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4
2.3
LOGO BACKGROUNDS
The following represents the ideal logo-background matching. The main rule is that the logo must be clearely readable, and the primary color set should be used whenever possible.
ANW PHYSICS BRAND GUIDELINES
5
2.4
LOGO CLEAR SPACE
Whenever we use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. The height of the logo is used as a scale to measure the space to always leave from all sides of the logo as shown in the scheme beside. * This rule applies to all logo options.
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6
2.5
LOGO MINIMUM SIZE
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 display) minimum size should be adapted proportionally. * This rule applies to all logo options.
ANW PHYSICS BRAND GUIDELINES
7
25 px • 9 mm • 0.35”
2.6
LOGO POSITIONING
8
BUILDING SIGNAGE Primary exterior
PACKAGING Box Documentation
TRADESHOW Primary view Secondary view
WEBSITES Homepage Secondary pages
POWERPOINT Title page slides Section dividers
BUSINESS CARD Front and back
The following are the recommended positioning options for the logo, which depend on where the logo appears. The position is designed to maximize impact and leave a lasting impression.
ADVERTISING Single pages ANW PHYSICS BRAND GUIDELINES
COLLATERAL Cover vs. interior
2.7
LOGO WRONG USAGE
1. Do not alter the colors of the logo 2. Do not add a shadow to the logo 3. Do not modify the logo 4. Do not rotate the logo 5. Do not add an outline to the logo 6. Do not stretch or condense the logo 7. Do not change the font of the logo 8. Do not use a background without enough contrast
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9
1.
2.
3.
4.
5.
6.
7.
8.
3.
COLOR
3.1
COLOR COLOR SYSTEM
Color is one of the most important visual elements of our identity system, it plays a fundamental role in how our brand is perceived. To this end, we have carefully chosen our palette so we can get a cohesive identity across all our communications. Our color system consists of: • Primary colors: - White. - All degrees of gray and the gradients that they form. - Black. - Three degrees of blue and the gradient that they form. • Accent colors: - orange and red and the gradient that they form. * All these colors codes are listed bellow
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10
3.2
COLOR COLOR CODES
11
PRIMARY COLORS
# Hexadecimal color code is a way of specifying color using hexadecimal values. The code itself is a hex triplet, which represents three separate values that specify the levels of the component colors. The code starts with a pound sign (#) and is followed by six hex values or three hex value pairs RGB (Red-Green-Blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum. CMYK (Cyan-Magenta-Yellow-Black) is a color model in which all colors are described as a mixture of these four process colors. It is the standard color model used in offset printing for full-color documents.
#
RGB
CMYK
WHITE
FFFFFF
255 255 255
0 0 0 0
GRAY
All degrees of gray includeing silver.
BLACK
000000
0 0 0
75 68 67 90
BLUE #1
2E3191
46 49 145
99 97 4 1
BLUE #2
176FC0
23 111 192
86 55 0 0
BLUE #3
00ADEE
0 173 238
70 15 0 0
#
RGB
CMYK
ORANGE
F9A51A
249 165 26
0 40 100 0
RED
EC1C24
236 28 36
1 99 97 0
DARK RED
920609
146 6 9
26 100 100 28
ACCENT COLORS
ANW PHYSICS BRAND GUIDELINES
4.
TYPOGRAPHY
4.1
TYPOGRAPHY GUIDELINES
12
TEXT SAMPLE
Main title of the text Another big part of our visual identity is typography and font selection, that when used properly, unifies messaging and creates familiarity and consistency across all our communication channels. Fonts Hierarchy: Headings font: Subheadings font: Bodycopy font:
Maven Pro Medium Roboto Light Roboto Light
- There are no set rules for choosing a font’s size or color, it varies depending on the situtation. - Other effects such as bolding, italics, underlining and color can bring attention to specific areas of the main text, these effects are used sparingly and for only a few words in a sequence.
ANW PHYSICS BRAND GUIDELINES
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4.2
TYPOGRAPHY FONTS
MAVEN PRO ( Sans Serif )
DESCRIPTION Maven Pro is a sans-serif typeface designed by Joe Prince with unique curvature and flowing rhythm. Its forms make it very distinguishable and legible when in context. It blends styles of many great typefaces and is suitable for any design medium. Maven Pro’s modern design is great for the web and fits in any environment. USAGE This font is considered to be our primary option for headings DOWNLOAD LINK https://www.fontsquirrel.com/fonts/maven-pro
ANW PHYSICS BRAND GUIDELINES
13
ABC ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwx yz 1 23 4 5 67 8 9 0 ( ! @ # $ % & ., ? : ; ) Regular Medium Bold Black
4.2
TYPOGRAPHY FONTS
ROBOTO ( Sans Serif )
DESCRIPTION Roboto is a neo-grotesque sans-serif typeface family developed by Google as the system font for its mobile operating system Android, and released in 2011 for Android 4.0 "Ice Cream Sandwich".Google developed the font to be "modern, yet approachable" and "emotional". USAGE This font is used for body copy text and subheadings. DOWNLOAD LINK https://www.fontsquirrel.com/fonts/roboto
14
ABC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$%&.,?:;) Thin
Thin Italic Light
Light Italic Regular
Regular Italic Medium
Medium Italic Bold
Bold Italic Black
Black Italic ANW PHYSICS BRAND GUIDELINES
CONTACT US
tutoring@anwphysics.com anwphysics.com
digitalgeria
This document is created by digitalgeria Š August 2019 ďŹ verr.com/digitalgeria l issuu.com/aimeddesigns