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 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
12 13
5.1 5.2
IMAGERY GUIDELINES EXAMPLES
15 16
6.1
STATIONERY BUSINESS CARD
20
1. INTRODUCTION
1.1
INTRODUCTION ABOUT US
1
COMPANY:
Wicked Magic or Wicked Magic Games.
ABOUT US:
Wicked Magic is a tabletop/boardgame/playing card developer and publishing company located in Portland, ME. The company is currently a sole proprietorship with one employee and several contractors.
BRAND VALUES VISION:
Our goal is to create unique, fun, polished, innovative, and highly replayable games. As a company, we strive to have attention to detail, adaptability, and a sense of adventure. We value collaboration, new ideas, customer feedback, and customer satisfaction.
HISTORY:
Wicked Magic was formed in mid-2019. We are currently showcasing our ďŹ rst product on Kickstarter, with many more to come in 2020.
Wicked Magic Brand Guidelines
2. LOGO
2.1
LOGO OVERVIEW
- The logo presented here is our primary logo option. - These elements can be put in different lockups as speciďŹ ed in this document.
Wicked Magic Brand Guidelines
2
2.2
LOGO VARIATION
Lockups: • Stacked: as the primary lockup • Horizontal (with and without tagline): as the secondary lockup Color sets: Primary Color Set: Full color Monochromatic Color sets: - Black and white (mainly used in black and white prints). - All-white 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.
Wicked Magic Brand Guidelines
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: - Full color - Black and white - All-white
Wicked Magic Brand Guidelines
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.
Wicked Magic Brand Guidelines
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 following is used as a scale to measure the space to always leave from all sides of the logo as shown in the scheme beside: X= 1/2 the icon’s height. * This rule applies to all logo options.
Wicked Magic Brand Guidelines
6
2.6
LOGO MINIMUM SIZE
7
STACKED LOGO 45 px • 16 mm • 0.62” 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.
HORIZONTAL LOGO (WITH TAGLINE) 35 px • 12 mm • 0.47”
* This rule applies to all logo options of the same lockup.
HORIZONTAL LOGO (WITHOUT TAGLINE) + ICON 25 px • 9 mm • 0.35”
Wicked Magic Brand Guidelines
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 Wicked Magic 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
Wicked Magic Brand Guidelines
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: black, white and different shades of gray. • Accent colors: different shades of blue. * All these colors codes are listed bellow
Wicked Magic Brand Guidelines
10
3.2
COLOR COLOR CODES
11
PRIMARY COLORS
BLACK
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.
Wicked Magic Brand Guidelines
GRAY SHADES
WHITE
ACCENT COLORS BLUE N°1
HEX RGB CMYK
81EBFF 129 235 255 39 0 4 0
BLUE N°2
HEX RGB CMYK
6ACCFF 106 204 255 49 4 0 0
BLUE N°3
HEX RGB CMYK
489DFD 72 157 253 63 33 0 0
BLUE N°4
HEX RGB CMYK
3879C8 56 121 200 78 49 0 0
BLUE N°5
HEX RGB CMYK
336DB7 51 109 183 83 57 0 0
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:
Montserrat Semi-Bold Nunito Regular Nunito 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.
Wicked Magic Brand Guidelines
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4.2
TYPOGRAPHY FONTS
MONTSERRAT ( Sans Serif )
DESCRIPTION Montserrat is a geometric sans-serif typeface designed by Argentinian designer Julieta Ulanovsky. The design was inspired by signage from her historical Buenos Aires neighborhood of the same name. USAGE This font is considered to be our primary option for headings DOWNLOAD LINK https://www.fontsquirrel.com/fonts/montserrat
Wicked Magic Brand Guidelines
13
ABC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 78 9 0 ( ! @ # $ % & . ,? : ; )
Thin Thin Italic ExtraLight ExtraLight Italic Light Light Italic Regular Italic Medium Medium Italic SemiBold SemiBold Italic Bold Bold Italic
ExtraBold ExtraBold Italic Black Black Italic
4.2
TYPOGRAPHY FONTS
NUNITO ( Sans Serif )
DESCRIPTION Nunito is a well balanced sans serif typeface superfamily, created by Vernon Adams as a rounded terminal sans serif for display typography. USAGE This font is used for body copy text and subheadings. DOWNLOAD LINK https://www.1001fonts.com/nunito-font.html
14
ABC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ( ! @ # $ % & . ,? : ; ) ExtraLight ExtraLight Italic Light
Light Italic Regular
Italic
SemiBold SemiBold Italic Bold
Bold Italic ExtraBold ExtraBold Italic Black
Black Italic Wicked Magic Brand Guidelines
5. IMAGERY
5.1
IMAGERY GUIDELINES
15
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.
Wicked Magic Brand Guidelines
5.2
IMAGERY EXAMPLES
Wicked Magic Brand Guidelines
16
5.2
IMAGERY EXAMPLES
Wicked Magic Brand Guidelines
17
5.2
IMAGERY EXAMPLES
Wicked Magic Brand Guidelines
18
5.2
IMAGERY EXAMPLES
Wicked Magic Brand Guidelines
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6. STATIONERY
6.1
STATIONERY BUSINESS CARD
20
Name Surname Position
contact@wicked-magic.com wickedmagicgames.com 207-381-7486 Portland, ME STANDARD BUSINESS CARD Standard dimensions: 3.5” x 2”
Wicked Magic Brand Guidelines
CONTACT US
207-381-7486 contact@wicked-magic.com wickedmagicgames.com Portland, ME
digitalgeria
This document was created by digitalgeria Š December 2019 ďŹ verr.com/digitalgeria l issuu.com/aimeddesigns