Brand Guidelines
2020
Introduction
01
This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need - logos, typefaces, colors, and more. We invite you to absorb this information and reference it often to become an informed keeper of the brand
Here are other compelling reasons to have a set of brand guidelines:
Consistency
Setting Standards and Rules
Recognizable
Staying Focused
Value
02
1
Logo logo design
Mark Construction
04
logo design
Mark Origins
03
+ book
+ boat
+ pencil
N letter N
logo design
Horizontal Logo
05
logo design
Negative versions
06
logo design
Vertical logo
08
The vertical version is used for square and vertical layout formats. For example, for printing typographic products, t-shirts, mugs, advertising banners, for instant messengers, social networks, signboards
Basic variant
Dark background variant
Horizontal Logo Usage
07
logo design
Vertical Logo Usage
09
logo design
Thumbnail Mark Compressed mark use for small scale and where applicable
10
Monocolor
11
Sometimes only one color applicaton is available due to cost effciency Swiss Dental logo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light color type on a dark background or in a dark color type on a light background
logo design
Grayscale
12
The grayscale version would normally be used for cost-effective one-color printing while the black and white version is handy for trademark registration as well as for use on fax cover sheets and photocopies
logo design
13
Grayscale Logo Usage logo design
Logo Construction
14
logo design
Safe Zone
15
It’s important to maintain proper spacing around the logo to avoid overcrowding. Also the use of whitespace keeps the brand feeling clean X
X
X X
X X
logo design
Scale Having different logo variations is
16
120px
essential for your business, as it allows you to comfortably ďŹ t your logo into every application that you need it 64px
32px
24px
logo design
16px
Minimum size
17
When signiďŹ cantly reduced the logo will become illegible. These are the pixel size units we recommend staying within to preserve the quality of the logo 112px
24px
logo design
Usage: Minimum Size
18
logo design
Correct logo application
19
SECONDARY USE
PRIMARY USE
ALTERNATIVE USE
ALTERNATIVE USE
ALTERNATIVE USE
ALTERNATIVE USE
ALTERNATIVE USE
ALTERNATIVE USE
logo design
Incorect logo application
20
AVOID USING
AVOID USING
AVOID STRETCHING
AVOID ROTATING
AVOID USING ON BUSY BACKGROUNDS
AVOID ADDING STROKES
AVOID USING OFF BRAND COLORS
AVOID BOXING IN LOGO
logo design
21
2
Color
Brand color
MUSTARD GOLD
The color mustard is a darker shade of yellow, and it’s one of the most popular shades of yellow, often used in design. Mustard yellow is ideal for those that appreciate brighter colors, however they are looking for something more sophisticated, classy and perhaps respectable. The color mustard is able to energize and stimulate the mind and body, can trigger feelings of warmth and can increase positive emotions
22
Color Palette
23
HEX:
#0f1826
RGB:
15 24 38
CMYK:
98 83 53 73
HEX:
#ae8d5e
RGB:
174 141 94
CMYK:
28 38 64 17
HEX:
#0eb182
RGB:
14 177 130
CMYK:
76 0 61 0
color
Color Usage
24
60% 10%
30% color
25
3
Typography
26
Why is typography important?
Typography is so much more
than just choosing beautiful fonts: it's a vital component of user interface design. Good typography will establish a strong visual hierarchy, provide a graphic balance to the website, and set the product's overall tone
typography
Typography
Aa Gilroy
Gilroy is a modern sans serif with a geometric touch. An older brother of the original Qanelas font family
27
Primary Aa Bd Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*?/)
typography
Typography
28
Secondary
Aa bebas neue Bebas Neue is a display family suitable for headlines, captions, and packaging, designed by Ryoichi Tsunekawa
A a B d D d Ee F f G g H h I i J j K k Ll M m N n O o P p Q q Rr Ss T t U u Vv Ww Xx Y y Z z 123 4 5 6 7 8 9 !@# $ % ^ & * ?/)
typography
Typography
29
Hierarchy
Gilroy Bold / size 80 / Line 88 / Space -2
Display
Gilroy Bold / size 56 / Line 64 / Space 0
Header 1
Gilroy Bold / size 40 / Line 48 / Space 0
Header 2
Gilroy Bold / size 38 / Line 48 / Space -0.75
Header 3
Gilroy Bold / size 32 / Line 40 / Space -0.2
Header 4
Gilroy Bold / size 16 / Line auto / Space 5%
Header 5
Gilroy Bold / size 14 / Line auto / Space 5%
Header 6
typography
Typography
30
Hierarchy Gilroy Regular / size 24 / Line 36 / Space 0
Body XL, 400
Gilroy Regular / size 20 / Line 32 / Space -0.1
Body Large, 400
Gilroy Medium / size 20 / Line 32 / Space -0.1
Body Large, 500
Gilroy Semi Bold / size 20 / Line 32 / Space -0.1
Body Large, 600
Gilroy Regular / size 16 / Line 24 / Space 0
Body Regular, 400
Gilroy Medium / size 16 / Line 24 / Space 0
Body Regular, 500
Gilroy Semi Bold / size 14 / Line 24 / Space 0
Body Regular, 600
Gilroy Regular / size 14 / Line 20 / Space 0
Body Small, 400
Gilroy Medium / size 14 / Line 20 / Space 0
Body Small, 500
Gilroy Semi Bold / size 14 / Line 20 / Space 0
Body Small, 600
Gilroy Regular / size 12 / Line 16 / Space 0
Body Tiny, 400
Gilroy Medium / size 12 / Line 16 / Space 0
Body Tiny, 500
Gilroy Semi Bold / size 12 / Line 16 / Space 0
Body Tiny, 600
typography
Hierarchy Usage
31
Light Background Header 1 Display
Body XL
TECHNICAL DOCUMENTATION SOFTWARE FOR TEAMS
Deliver great documentation Author. Manage. Treanslate. Publish all in one collaborative space.
Body Large
“What used to take the better part of a week for 3 versions [of our documents], we are now creating 12 versions in under an hour.”
Header 1 Body Tiny
SHARON BURTON
Header
Technical Communication and Design Specialist
SIGN ME UP
I’M JUST NOT SURE
typography
Hierarchy Usage
32
Dark Background Header 1 Display
Body XL
TECHNICAL DOCUMENTATION SOFTWARE FOR TEAMS
Deliver great documentation Author. Manage. Treanslate. Publish all in one collaborative space.
Body Large
“What used to take the better part of a week for 3 versions [of our documents], we are now creating 12 versions in under an hour.”
Header 1 Body Tiny
SHARON BURTON
Header
Technical Communication and Design Specialist
SIGN ME UP
I’M JUST NOT SURE
typography
33
4
Elements
Pattern
34
The pattern created to support the visual brand language
elements
Pattern Usage
Light background options
35
Dark background options
elements
Business Card
36
elements
37
Letterhead
elements
38
Facebook Page
elements
2020