Brand guidelines.
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Start. Logo. Typeface. Colors. Forms. 1
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Start. Why the brand book?...............................................6 The big idea..............................................................8 Brand architecture.................................................10
Logo. The swan of Finland...............................................14 Saariwood.........................................................16 Perfect together.....................................................18 Space for the logo................................................20 Logo with other logos.............................................22 Logo sizes...............................................................24 The corporate symbol............................................26 How to use the logo...............................................28
Typeface. Primary headline font...........................................32 Primary body font.................................................34
Colors.
Business card........................................................ 42 Business card with brand colors...........................44 Invoice.............................................................46 Letterhead.......................................................48 The letterhead design............................................50 Envelopes.........................................................52 Contact.............................................................54
The brand colors....................................................38
Forms.
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Start. Why the brand book? The big idea. Brand architecture.
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Why the brand book? “This book contains the brand guidelines for Saariwood company. �
It is highly important to have a coherent brand that can easily be followed by anybody and anywhere. The guidelines drawn in this book emphasize some important features behind the Saariwood brand. Features like logos, colors, typeface and way of displaying all these elements together. These guidelines are made for any creative employees and other parties who work in close contact with the Saariwood brand. In case you are planning to make a presentation, product catalog or anything like that we recommend to first have a look at these guidelines. Please enjoy yourself! In case of questions you can find contact information of the creative mind behind these guidelines from the last page of the book.
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The big idea. “Fresh Scandinavian Design. Made of long-lasting Finnish birch.”
We in Finland are very privileged of having the nature all around us. Our green forests give us their precious gift – the wood. We at Saariwood are so inspired by it and want to share this beauty of our nature with you. The freshness of our clean air, the glittering surface of our blue lakes and the silence of the fresh nature have their crucial impact on the design and the form language of our products. We have a great passion for the Finnish birch with its light and cool appearance. This is why we have made our products of this beautiful essence for you. The design of our products has a modern and fresh appearance appreciating, however, the craftsmanship we have inherited from previous generations. We manufacture sustainable and long-lasting products for you, who value great design with a natural touch. We appreciate it how the Finnish craftsmen master our birch. All our products are exquisitely hand-made in Finland.
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“Fresh Scandinavian Design. Made of long-lasting Finnish Birch.�
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The brand architecture. “To create a desirable brand for Saariwood it is important to understand that all parts of the essence affect each other”
The graph on the next page was created to point out the wide range of elements playing an important role in creating the brand image for Saariwood. The graph also displays some values playing the key role in the brand building process. It’s a good example of how the smaller points of concentration affect the bigger picture. From the graph one can find all the parts in the brand image such as logos, brand colors and typeface for example.
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Marketing
Product Brand typeface
Photographs
Way of speaking
Brand colors
Logos
Social media Behavior Web site
The brand essence.
Products
Packaging
Web
Communication
Product placement
Customer
Catalogs/marketing
Business
Design value / designers
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Logo. The swan of Finland. Saariwood. Perfect together. Space for the logo. Logo with other logos. Logo sizes. The corporate symbol. How to use the logo.
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The swan of Finland. “The company is Scandinavian, but even more from Finland. This is why the corporate symbol was chosen to be the national bird of Finland, the swan.�
The swan is landing to one of the thousands lakes in Finland. It wants to rest after a long day of flying. Tonight it is the night-less night in North and the sun does not go down in the horizon. It warms gently the misty surface of the silent lake creating a mysterious atmosphere and giving a peaceful place for our swan to rest overnight.
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The type logo. “The Saariwood type logo is designed to be highly recognizable. We recommend to use it as much as possible.”
The logo is designed by using the brand primary headline font Helvetica Neue. With small adjustments it has been changed into a better readable form. The two words “Saari” and “wood” have been separated by changing the first one’s (Saari) font weight from regular to light. The font of “wood” has, on the other hand, been changed into bold to add some body to the text. To add even more readability to the logo we have adjusted the Kerning (the space between the letters) of the word “Saari” to get some air in it.
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Perfect together. “This is how the Saariwood logo and symbol go side by side.�
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Space for the logo. “We want the Saariwood logo to be recognized. This is why we have planned a safety zone to give the logo its well-deserved space�
In this area, the safety zone, there should be no other graphic elements like company logos or any text. This space should also be kept safe from the paper side, in order to avoid the paper to cut this zone. The safety area is designed to follow this easy rule: the logo line and the edges of the logo text layout create a rectangular shape. From the edges of this shape the safety space is calculated to be two times the width of the Saariwood S. Easy to use, easy to remember!
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54X
22X
10X
4X
10X
9X
5X
10X
13X
10X
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Logo with other logos. “The logo will sometimes be used with other company logos.�
When this happens it is useful to have some rules about how our logo should be placed. This guide shows how the logo should be placed next to other logos with some clear space between them.
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Logo sizes. “The logo lines are delicate. To retain readability we have different logo sizes for different needs.�
In case the logo size gets too small, the quote Fresh Scandinavian Design becomes impossible to read. We have two different solutions to this problem. The first one is to gently move the quote under the main logo in case the logo width is under 8 centimeters. We might again face a problem in readability after the logo is only 3 centimeters wide. This is why all the logos, smaller than 3 centimeters should be displayed without the quote. There are no size limits for big logo sizes.
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The corporate symbol. “We want to support the message of the Saariwood logo by using The Swan of Finland symbol in places where the plain logo is not sufficient.�
The Swan of Finland symbol represents the core idea of the Saariwood brand. The brand image becomes clear when we use this ultimate symbol of lightness and freshness. The Swan illustrates the spectator the brand values and emphasizes the brand message. There are a few rules for the use of the symbol. If the symbol gets smaller, it will be modified. In this case the outlined logo will be filled with color, in order to remain a clear readability. In case the symbol width gets less than 3 centimeters, the outlined symbol has to be changed into the version where it will be filled with color. The smallest symbol size that we allow should have the minimum width of 1,5 centimeters.
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How to use the logo. “Treating the logo in the right way is easy, if you follow the rules. They are simple but, unfortunately, easily forgotten. This is why we recommend referring back to them every now and then.� 01 This is the right way of displaying the logo. No twisting, shrinking or scaling. The right logo can be found from the documents handed together with the brand guidelines. 02 The logo ought to be used with the brand colors only. No funky color combinations should be used. 03 In case the logo is displayed on a dark surface, no colors are allowed to be used in the logo. The clean, white version only. 04 No drop shadows or other effects should be used to highlight the logo. 05 No self-written logos in a place where the official logo has to be used. 06 The logo may not be adjusted, in order to give it more space.
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01
02
03
04
05
Saari wood 06
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Typeface. Primary headline font. Primary body font.
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Primary headline font. “These are the Saariwood fonts. When well used, you will get our message through anywhere.
Helvetica Neue is our primary headline font. This sans-serif typeface was developed in 1957 by Swiss typeface designer Max Miedinger. It is reliable and easy to use. It suits to any situation and is easy to read. In case this font is not available for example in web use, we can use Arial as a header font. Both of these fonts go in regular or bold, depending where used. If you feel, it looks good, then it’s good. For headers we try to stay coherent. This is why the header sizes should stay similar, around 18 - 24 pt. As long as you keep the headers in same size in one document we are very happy.
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Primary body font.
The primary body text font is Georgia. The body font is mainly used for the body texts in printed material. In web use this font is meant to be used in texts explaining pictures. This font works well both in regular and in bold. The relationship between regular and bold style is shown in the first words of this paragraph. Then the first few words capture the attention of the reader.
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Colors. The brand colors.
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The brand colors. “The Saariwood color palette is designed to give us our recognizable looks. By using these colors in the right places the brand gets more strength.
The Saariwood colors represent a carefully chosen range of gentle tones. They are meant to resemble the light essence of the brand. The Finland Blue has been selected as the main color of the palette. It will strongly remind of the origins and the roots of the brand that lay in Finland. This blue reflects the color of thousands lakes and the blue sky in Finland. It is a very fresh tone and a strong element of the brand. On the other hand with its gentle and calm appearance it reflects trust and reliability. The inspiration for the Smokey Grey color comes from the beautiful grey bark of the birch tree which is the main raw material of the Saariwood products. Saariwood Beige color makes a perfect match to the Blue of Finland. Together these two colors build a strong brand color combination. Aurora Violet can be found in the northern sky. Not only at the time of the Northern Lights. It can also be seen at sunsets and dawn skies as the sun draws its million colors on the peaceful surface of a sleeping lake.
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Finland Blue Pantone: CMYK: WEB:
298 C C 49,8 M 3,14 Y 0,0 K 0,0 #4fedff
Smokey Gray Pantone: CMYK: WEB:
414C C 0,0 M 0,0 Y 10,0 K 30,0 #b3b3a1
Saariwood beige Pantone: CMYK: WEB:
465 C C 25,0 M 30,0 Y 51,0 K 0,0 #ccad6b
Aurora Violet Pantone: CMYK: WEB:
414C C 0,0 M 0,0 Y 10,0 K 30,0 #7c59b6
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Forms. Business card. Invoice. Letterhead. Envelopes. Contact.
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Business card. “The business card is an essential and important part of external communications. This is why it is recommended to be used for all departments of the company.�
The business card has been designed to represent the brand image. It will illustrate the brand colors, typography and logo design. The colors of the business card follow the brand color palette. It consists of four different colors. Any of these colors can be selected for the business card. The reverse side will be colored with one of the four brand colors and the company logo has to be printed in white on it. On the front side with the contact information the texts have to be printed in the same brand color chosen for the reverse side. The regular card size is 9 cm width and 5 cm height. This will make it easy to use and it will fit to any pocket or business card ĂŠtui.
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Business card with brand colors “Examples of the brand colors used in the business cards.�
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KIRSTI ALANEN EXPORT DIRECTOR
kirsti.alanen@saariwood.com M +358 405478822 Jokiniementie 28 31700 Urjala Finland www.saariwood.com
SARI SAARI
MANAGING DIRECTOR sari.saari@saariwood.com M +358 405190858 Jokiniementie 28 31700 Urjala Finland www.saariwood.com
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Invoice. “The invoice is meant to be used with international customers.�
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Letterhead. â&#x20AC;&#x153;The letterhead is designed for the use in formal external communications. It can also be used for news releases.â&#x20AC;?
The letterhead matches perfectly with the form language of Saariwood design. It is formal, but by typography and logo placement it represents the casual look of Saariwood. The form is designed to go into the Saariwood envelopes. The Swan of Finland can be nicely seen through the envelope window. This way the letterhead and the envelope together create the Saariwood Swan of Finland symbol.
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1.12.2013, Urjala
Addressed to: Studio Heliövaara Taimistontie 8 b 33 00380, Helsinki
Finland Dear Mr Heliövaara,
The question is not how are we doing these great products. The important question is why we are doing them? We think that with Finnish Birch we manufacture timeless, sustainable and long lasting design items for people who put high value on design and at the same time want these items to have a natural touch. Saariwood manufactures its products with This graph was created to view the main points of the wide range of elements that play a role in creating the brand image for Saariwood. This graph also displays some of the values that play key role in the brand building process. It’s a good example of how the smaller points of concentration affect the bigger picture. From the graph one can find all the parts of the brand image that these guidelines include. Logos, brand colors and typeface for example. The Swan is landing to one of the thousands secret lakes of Finland to rest after long day of flying. This night is the night less night of the north when the sun never goes behind the horizon but gently warms the misty surfaces of the silent lakes.
1.12.2013, Urjala
Regards, Sari Saari, CEO
Saariwood oy Jokiniementie 28 ,31700 Urjala, Finland Tel: +358 3-5462275 info@saariwood.com www.saariwood.com
The question is not how are we doing these great products. The important question is why we are doing them? We think that with Finnish Birch we manufacture timeless, sustainable and long lasting design items for people who put high value on design and at the same time want these items to have a natural touch. Saariwood manufactures its products with This graph was created to view the main points of the wide range of elements that play a role in creating the brand image for Saariwood. This graph also displays some of the values that play key role in the brand building process. It’s a good example of how the smaller points of concentration affect the bigger picture. From the graph one can find all the parts of the brand image that these guidelines include. Logos, brand colors and typeface for example. The Swan is landing to one of the thousands secret lakes of Finland to rest after long day of flying. This night is the night less night of the north when the sun never goes behind the horizon but gently warms the misty surfaces of the silent lakes. The question is not how are we doing these great products. The important question is why we are doing them? We think that with Finnish Birch we manufacture timeless, sustainable and long lasting design items for people who put high value on design and at the same time want these items to have a natural touch. Saariwood manufactures its products with This graph was created to view the main points of the wide range of elements that play a role in creating the brand image for Saariwood. This graph also displays some of the values that play key role in the brand building process. It’s a good example of how the smaller points of concentration affect the bigger picture. From the graph one can find all the parts of the brand image that these guidelines include. Logos, brand colors and typeface for example. The Swan is landing to one of the thousands secret lakes of Finland to rest after long day of flying. This night is the night less night of the north when the sun never goes behind the horizon but gently warms the misty surfaces of the silent lakes.
Regards, Sari Saari, CEO
Saariwood oy Jokiniementie 28 ,31700 Urjala, Finland Tel: +358 3-5462275 info@saariwood.com www.saariwood.com
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The letterhead design. â&#x20AC;&#x153;The letterhead is designed to represent the high quality of the Saariwood brand.â&#x20AC;?
The grid design of the letterhead gives the letter a lot of clear white space. This way we will achieve the majesty look for the message. The address will be placed so that the letterhead can be used with a C5 window envelope.
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1.12.2013, Urjala
56 mm
Addressed to: Studio Heliövaara Taimistontie 8 b 33 00380, Helsinki
119 mm
Finland Dear Mr Heliövaara,
38 mm
The question is not how are we doing these great products. The important question is why we are doing them? We think that with Finnish Birch we manufacture timeless, sustainable and long lasting design items for people who put high value on design and at the same time want these items to have a natural touch. Saariwood manufactures its products with This graph was created to view the main points of the wide range of elements that play a role in creating the brand image for Saariwood. This graph also displays some of the values that play key role in the brand building process. It’s a good example of how the smaller points of concentration affect the bigger picture. From the graph one can find all the parts of the brand image that these guidelines include. Logos, brand colors and typeface for example. The Swan is landing to one of the thousands secret lakes of Finland to rest after long day of flying. This night is the night less night of the north when the sun never goes behind the horizon but gently warms the misty surfaces of the silent lakes.
38 mm
Regards, Sari Saari, CEO
Saariwood oy Jokiniementie 28 ,31700 Urjala, Finland Tel: +358 3-5462275 info@saariwood.com www.saariwood.com
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Envelopes. â&#x20AC;&#x153;This is the first thing customer sees when contacted via mail. This is why we want to be well presented.â&#x20AC;?
In the envelopes we are using standard envelope sizes. The envelope above represents the size standard C65. The A4 paper is folded twice as you put it into this envelope. This gives the letter a bit more elegance. We recommend to use this envelope size for our formal letterhead paper. The envelope below represents the size standard C5 with window. Using this envelope size the A4 paper is folded once to fit into A5 size. This envelope size is recommended to be used for mailing invoices.
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C65 envelope size
Addressed to: Studio Heliรถvaara Taimistontie 8 b 33 00380, Helsinki
Finland
C5 envelope size with window
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Contact. â&#x20AC;&#x153;In case you have something to ask please contact us.â&#x20AC;?
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General inquiries Sari Saari Executive manager Saariwood sari.saari@saariwood.com +358 40 40 51 908 58 Questions about copywhrite Kirsti Alanen Export manager Saariwood kirsti.alanen@saariwood.com +358 40 54 788 22 Graphic guidelines Aleksanteri Heliรถvaara Designer Studio Heliรถvaara aleksanteri.heliovaara@aalto.fi +358 40 41 775 50
Saariwood Jokiniementie 28 31700 Urjala Finland info@saariwood.com Please visit www.saariwood.com
Corporate Guidelines designed by Aleksanteri Heliรถvaara 2012-2013
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Thank you for reading. Please visit www.saariwood.com
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