B R A N D
G U I D E L I N E S
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 2.8
LOGO OVERVIEW VARIATION ICON BACKGROUNDS CLEAR SPACE MINIMUM SIZE POSITIONING WRONG USAGE
2 3 4 5 6 7 8 9
3.1 3.2
COLORS COLOR SYSTEM COLOR CODES
10 11
4.1 4.2
TYPOGRAPHY GUIDELINES FONTS
13 14
5.1 5.2
IMAGERY GUIDELINES EXAMPLES
16 17
6.1 6.2 6.3
STATIONERY BUSINESS CARD LETTERHEAD ENVELOPE
21 22 23
7.1 7.2 7.3 7.4
BRANDED MERCHANDISE T-SHIRT HAT SHOPPING BAG MUG
24 25 26 27
1. INTRODUCTION
1.1
INTRODUCTION ABOUT US
1
NAME: Galactic Services LLC LOCATION: New York City Galactic Services is a new business with no actual history. We offer web application and mobile application development. Also, we offer data science services to help other businesses increase sales and customer satisfaction. We believe in making a website or app with a minimal, intuitive design, as well as making them functional and pleasant to use.
Galactic Services Brand Guidelines
2. LOGO
2.1
LOGO OVERVIEW
2
Composition: Our logo consists of the following elements: Icon: a constellation in a shape of a G letter inside a circle. Wordmark: Galactic Services. - These elements can be put in different lockups as speciďŹ ed in this document. - The logo presented here is our primary logo option.
Fonts: Galactic: Ailerons Services: Poppins ExtraLight Colors: Purple: #9C2A8F Dark Blue: #35256B Gray: #A6A6A9
Galactic Services Brand Guidelines
Icon
Wordmark
2.2
LOGO VARIATION
Lockups: • Horizontal: as the Primary lockup • Stacked: as the Secondary lockup Color sets: Primary Color Set: Purple icon, dark blue and gray wordmark. Reversed Color Set: Purple icon, white wordmark. Monochromatic Color sets: - White - Gray (mainly used in black and white prints). 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. To maintain art integrity, it must be reproduced from original files.
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3
2.3
LOGO ICON
Due to the distinguishable appearance of our logo icon, we occasionally use it separately from the other elements in many applications, especially when we have a restricted space to use. Color sets: - Primary - White - Gray
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4
2.4
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, so the designer has the freedom of choice with respect to these rules. * This rule applies to all logo options of the same color set.
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5
2.5
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 dimensions of the icon are 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 of the same lockup.
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6
2.6
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 of the same lockup.
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7
HORIZONTAL LOCKUP & ICON 30 px • 11 mm • 0.43”
STACKED LOCKUP 50 px • 18 mm • 0.70”
2.7
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 Galactic Services Brand Guidelines
COLLATERAL Cover vs. interior
2.8
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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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: dark blue, purple and white • Secondary colors: other shades of dark blue and purple in addition to gray. • Accent colors: light blue, turquoise, teal and yellow; these colors should never exceed 10% of any colored area * All these colors codes are listed bellow
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3.2
COLOR COLOR CODES
11
PRIMARY COLORS
HEX 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
PURPLE
HEX RGB CMYK
9C2A8F 156 42 143 44 98 1 0
DARK BLUE
HEX RGB CMYK
35256B 53 37 107 96 100 26 14
WHITE
HEX RGB CMYK
FFFFFF 255 255 255 0 0 0 0
SECONDARY COLORS
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.
PURPLE N°2
HEX RGB CMYK
340E30 52 14 48 71 89 49 62
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.
PURPLE N°3
HEX RGB CMYK
681C5F 104 28 95 64 100 31 20
PURPLE N°4
HEX RGB CMYK
BD71B4 189 113 180 25 66 0 0
DARK BLUE N°2
HEX RGB CMYK
120C24 18 12 36 84 82 54 72
DARK BLUE N°3
HEX RGB CMYK
231947 35 25 71 95 98 38 43
GRAY
HEX RGB CMYK
A6A6A9 166 166 169 37 30 29 0
Galactic Services Brand Guidelines
3.2
COLOR COLOR CODES
12
ACCENT COLORS HEX 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.
Galactic Services Brand Guidelines
LIGHT BLUE
HEX RGB CMYK
59C1EF 89 193 239 57 5 0 0
TURQUOISE
HEX RGB CMYK
55BBC6 85 187 198 62 5 22 0
TEAL
HEX RGB CMYK
317589 49 117 137 82 43 36 8
YELLOW
HEX RGB CMYK
FEF731 254 247 49 5 0 87 0
4. TYPOGRAPHY
4.1
TYPOGRAPHY GUIDELINES
13
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:
Ubuntu Condensed 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.
Galactic Services Brand Guidelines
Subtitle Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim cotidieque mei no, nullam placerat sit ut. Vis tation oportererea, et eum imperdiet consetetur. Te prima accusamus his. Mea ad maiestatis argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, pertinax senserit ne usu vis quaconsetetur temporib dolor ad. Agam possit mea cumero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam eruditi dolorum. Ad mucius tibique assueverit omitttd. Causae maiestatis ut eum, no duo novum aperiri, falli labitur sententiae eu mea.aperiri, falli labitur sente.Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim cotidieque mei no, nullam placerat sit ut. Vis tation oportererea, et eum imperdiet consetetur. Te prima accusamus his. Mea ad maiestatis argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, pertinax senserit ne usu vis quaconsetetur temporib dolor ad.
4.2
TYPOGRAPHY FONTS
UBUNTU ( Sans Serif )
DESCRIPTION Ubuntu is an OpenType-based font family, designed to be a modern, humanist-style typeface by London-based type foundry Dalton Maag, with funding by Canonical Ltd. This is the condensed family. USAGE This font is considered to be our primary option for headings DOWNLOAD LINK https://www.1001freefonts.com/ubuntu-condensed.font
Galactic Services Brand Guidelines
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ABC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$%&.,?:;) Condensed
4.2
TYPOGRAPHY FONTS
ROBOTO ( Sans Serif )
DESCRIPTION Roboto is a neo-grotesque sans-serif typeface family developed by Google as the system font for its mobile operating system Android, and released in 2011 for Android 4.0 "Ice Cream Sandwich".Google developed the font to be "modern, yet approachable" and "emotional". USAGE This font is used for body copy text and subheadings. DOWNLOAD LINK https://www.fontsquirrel.com/fonts/roboto
15
ABC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$%&.,?:;) Thin
Thin Italic Light
Light Italic Regular
Italic
Medium
Medium Italic Bold
Bold Italic Black
Black Italic Galactic Services Brand Guidelines
5. IMAGERY
5.1
IMAGERY GUIDELINES
16
GENERAL GUIDELINES
Brand imagery is a crucial element of our visual identity, that adds real value when used appropriately and consistently alongside content. It conveys our brand personality, sets us apart from the field and builds connection, trust and confidence with our audience, and this occurs over time and repeated exposure. Here are a few guidelines on the best ways to select and present our imagery:
- The purpose of a particular image must be clearly identified. - Our brand values must be at the centre of the image theme. - Images have to appeal to our target audience. - We should always have a consistent imagery style. - Any kind of potentially offensive image has to be avoided. - The use of copyrighted material without permission is not allowed.
TECHNICAL GUIDELINES - We must always use high resolution images. - We should respect photography basic principles. - We don't stretch or alter the original image aspect ratio.
Galactic Services Brand Guidelines
5.2
IMAGERY EXAMPLES
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17
5.2
IMAGERY EXAMPLES
Galactic Services Brand Guidelines
18
5.2
IMAGERY EXAMPLES
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5.2
IMAGERY EXAMPLES
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6. STATIONERY
6.1
STATIONERY BUSINESS CARD
21
Name Surname phone email website
STANDARD BUSINESS CARD Standard dimensions: 3.5” x 2”
Galactic Services Brand Guidelines
6.2
STATIONERY LETTERHEAD
22
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim cotidieque mei no, nullam placerat sit ut. Vis tation oportererea, et eum imperdiet consetetur vituperata.
ANSI LETTER Standard dimensions: 8.5” x 11”
Te prima accusamus his. Mea ad maiestatis argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, pertinax senserit ne usu, ut vis quas dissentiet accommodare, duo consetetur temporib dolor ad. Agam possit mea cu. Qui ne sale dolorum admodum. Vero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam eruditi dolorum. Ad mucius tibique assueverit pri, phaedrum omittantsed ne. Causae maiestatis ut eum, no duo novum aperiri, falli labitur sententiae eu mea. Aperiam aliquam inciderint an eos, mea eu facilisi recteque, sea dictas debitis vivendu et. Ut sit ponderum tacimates, integre iuvaret mei ad. Eu eum quod natum dolor pro omnes singulis in nullam placerat sit ut. Vis tation oportererea, et eum imperdiet consetetur. Te prima accusamus his. Mea ad maiestatis argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no, nobis deterruisset his ex, pertinax senserit ne usu, ut vis quas dissentiet accommodare, duo consetetur temporib dolor ad. Agam possit mea cu. Qui ne sale dolorum admodum. Vero tota prodesset cu pri. Mea ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam eruditi dolorum. Ad mucius tibique
Galactic Services Brand Guidelines
6.3
STATIONERY ENVELOPE
#10 ENVELOPE Standard dimensions: 4,125" x 9,5" - Solid front with no window. - Basic flap on the back. - Holds a standard sheet of paper folded in thirds.
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7. BRANDED MERCHANDISE
7.1
BRANDED MERCHANDISE T-SHIRT
This only represents an example of our branded merchandise, These are not mandatory rules to follow.
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7.2
BRANDED MERCHANDISE HAT
This only represents an example of our branded merchandise, These are not mandatory rules to follow.
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25
7.3
BRANDED MERCHANDISE SHOPPING BAG
This only represents an example of our branded merchandise, These are not mandatory rules to follow.
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7.4
BRANDED MERCHANDISE MUG
This only represents an example of our branded merchandise, These are not mandatory rules to follow.
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CONTACT US
PHONE E-MAIL WEBSITE
digitalgeria
This document was created by digitalgeria Š October 2019 ďŹ verr.com/digitalgeria l issuu.com/aimeddesigns