Logo and stationary designing Brand Guidelines Document August 2008
- Aishwarya Padhye
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Table of content ................................... Document purpose ..................................... The WMEA logo What the logo means? Logo specifications Typography Avoiding common errors in logo usage
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Corporate Signature Branding system Four - color Signature Panel Size
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Example of logo usage Letter Head design Continuation Sheet Envelop design
Template for a presentation slide
Brand Guidelines
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Document Purpose
The WMEA logo
This document is the Branding Guidelines document for Western Maharashtra Employers’ Association.
What the logo means?
The WMEA brand is one of the company’s most precious assets. The graphic elements of the WMEA the corporate signature (logo), signature colors and typeface, the gray and dark red color panel are the most valuable communication tools WMEA has. When used carefully, these elements support a carefully designed corporate identity. They are designed to help you apply the WMEA corporate signature correctly and consistently across all media.
The branding guidelines embrace the brand character. The logo is an essential component for developing this brand character. The WMEA logo itself gives an idea of people holding hands to create an association. The WMEA dark red color stands for energy and activeness and gray color balances as it depicts neutral behavior. The font type used is solid and hence represents stability which evokes trust. Embossed
While the document is for internal circulation. No information as to the contents or subject matter of this document or any part shall be given orally or in writing or communicated in any manner whatsoever to any third party without the approval of the association.
M Western
Maharashtra
Employers’
Association
W and M are the negative space of gray color and E and A are of dark red color. As E and A grabs attention because of the color W and M will also balance as the gray patch is embossed. This embossed patch could be done on letter head and on envelop or on either of the two.
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Logo Specifications
RGB (Online purpose)
CMYK( Printing purpose)
R : 109 G : 39 B : 65
C : 56 M : 98 Y : 70 K : 9
R : 131 G : 130 B : 129
C : 0 M : 0 Y : 0 K : 50
R : 10 G : 11 B : 12
C : 100 M : 100 Y : 100 K : 100
COLOR PALETTE
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Typography
Selected Fonts
Type can be a powerful branding tool when used carefully and consistently. Typography plays an important role in enhancing the overall tone and quality of communication. Careful use of typography reinforces WMEA’s personality and ensures clarity and harmony in all its communications.
Continuous This font is Simple and Bold and when arranged together gives a feeling of holding hands which fulfills the purpose of showing an association.
Avant Grade Bk BT (Bold) Easy to read in small sizes, this weight is perfect for captions and secondary heads.
Benguiat Bk BT Easily readable even in small sizes, as the address should be fitted in small places this font helps in making it readable.
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Avoiding Common Errors in Logo Usage
M Western
M
The WMEA signature is one of WMEA’s most valuable corporate assets and the equity in the WMEA identity must not be depreciated in any way. Adhering to these guidelines will ensure proper reproduction and application of the WMEA corporate signature. The examples of the following pages illustrate some of the most common application errors. Please note: Do not attempt to recreate this artwork. These elements must always remain in the exact size and position when they appear in the reproducible artwork.
Maharashtra
Western
M Western
Maharashtra
Employers’
Employers’
Association
Association
Maharashtra
Do not alter the portions between the symbol and the logotype.
M Western
Maharashtra
Employers’
Association
Do not alter the relationship between the symbol WMEA and the logo type. Separating the elements of the signature compromises the integrity of the brand.
M Western
Maharashtra
Employers’
Association
Do not place other secondary identification symbols or images within the signature clear area.
Do not transpose the colors of the solid three color signature. Employers’
Association
M
Do not stretch,condense or distort the signature in any way.
Western Maharashtra Employers’ Association
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Corporate Signature
Black and White
Branding system
M
This is an overview of the WMEA Brand system. It organizes the signatures based on color,positive or reverse.
Four - Color Signatures
Western
Maharashtra
Employers’
Association
Employers’
Association
The four-color (CMYK or RGB) WMEA Corporate are the preffered versions.They should be used whenever possible for communiction materials, print media or electronic media.
M
RGB The three color combination of dark red, grey and black for the symbol and logotype are ideal for electronic media.
Western
Maharashtra
CMYK The four - color positive, WMEA signature is ideal for print media.
RGB vaues
CMYK vaues
Red R 109 G 39 B 65
Red C 56 M 98 Y 70 K 9
M
Grey C 0 M 0 Y 0 K 50 Black C100 M 100 Y 100 K 100 Western
Brand Guidelines
Maharashtra
Gray R 131 G 130 B 129 Black R 10 G 11 B 12 Employers’
Association
6
M
Panel Western
The association has adopted a distinctive graphic device to be used in all its communications “The WMEA dark red and gray panel” at the bottom of the layout. It is used to structure WMEA’s layouts. It has been created as a unifying graphic element that will be used across all the associations communications, like letter heads, cards, envelops, banners etc. The dark red and gray panel can be used to display communication details, like address, contact number, e-mail etc as shown in the second box. The staging for the logo on dark red and gray panel at the bottom of the page should be the same as shown in the first box. The distance from the bottom should be taken into consideration as the logo type will be not readable if it touches the bottom. The dark red pannel on the top and the gray pannel on the bottom should be used in communications, like continuation sheets as shown in the last box.
Brand Guidelines
Maharashtra
Employers’
Association
‘HARIHAR NIKETAN’ 405/9 NARAYAN PETH SARASWAT BANK LANE PUNE 411030 P : (020) 24458419
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Size 6 mm
To ensure that WMEA Corporate Signature ia always legibly and accurately reproduced, minimum size guidelines have been determined. Never reproduce the signature at sizes less than those shown on right.
M
M
10 mm
M
20 mm Western
Employers’
Association
M
50 mm
Western
Brand Guidelines
Maharashtra
Maharashtra
Employers’
Association
8
Example of logo usage
Letter head design
M Western
Maharashtra
Employers’
Association
Margin space Subject should be written above the mark so that the letter remains intact
First fold- when folded this should be seen on the top
Date
1st Marking to fold the page The text matter should start by taking into consideration the the first folding mark, so that when the letter is fold the matter remains confidential.
Margin space
2nd Marking to fold the page
Third fold-when folded this part should be folded inside so that the text is not seen. ‘HARIHAR NIKETAN’ 405/9 NARAYAN PETH SARASWAT BANK LANE PUNE 411030 P : (020) 24458419
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Continuation sheet Body copy should start after this dark red patch
Margin
Body copy should end before this gray patch
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Envelop design
Front side
M Western
Maharashtra
Employers’
Association
Space to write address
‘HARIHAR NIKETAN’ 405/9 NARAYAN PETH SARASWAT BANK LANE PUNE 411030 P : (020) 24458419
Back side
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Template for a presentation slide Western Maharashtra Employers’ Association Western Maharashtra Employers’ Association Western Maharashtra Employers’ Association Western Maharashtra Employers’ Association Western
Maharashtra
Western Maharashtra Employers’ Association Western Maharashtra Employers’ Association Western Maharashtra Employers’ Association Western
Maharashtra Employers’ Association Western Maharashtra Employers’ Association Western Maharashtra Employers’ Western
M
Western
Western Western Maharashtra Western
Maharashtra Employers’
Maharashtra
Western Maharashtra
Maharashtra Employers’
Associatio
Maharashtra
Maharashtra Employers’
Association
Employer
Ass
Association
Association
Association Western
Employers’
Associ
Employers’
Western Maharashtra Employers’ Maharashtra Employers’ Association
Employers’
Associa
Employers’
Western Maharashtra Employers’ Association Maharashtra Employers’ Association Western Maharashtra Western
Western
Employers’
Maharashtra Western
Western
Western
Maharashtra
Emplo
Associa
Employers’
Maharashtra
Asso
Employ
Association Western
Maharashtra
Employers’
Asso
Space to write topic or name
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Summary Before you send a communication out in the world, make sure it looks and sounds like a communication from WMCA. Do check the following: Have you used the authorised WMEA Dark red and gray panel? Have you correctly placed the WMEA panel? Have you correctly sized and placed the WMEA logo? Is the WMEA logo in the correct colors? Have you used the WMEA typeface and not any other? Have you adhered to WMEA’s color palette? By following these guidelines, you ensure that WMEA’s identity is always consistently presented to the world. The success of Western Maharashtra Employers’ Association depends on how well it communicates. Together, we will build a strong, distinctive and credible WMEA Brand.
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