BRAND GUIDELINES
Contents Logo Design
1.1 Master Logo 1.2 Alternative Versions 1.3 Colour Palette 1.4 Spacing & Sizes 1.5 Misuses
Typography
2.1 Primary Font 2.2 Secondary Font
Photography
3.1 Connecting People 3.2 Brand Stock Footage
Illustration
4.1 Icon Set
1.1
LOGO DESIGN
MASTER LOGO
Green 1 C50/M0/Y50/K0 Pantone P142-4 R129/G202/B160 Hex #81CAA0
Green 2 C40/M0/Y80/K0 Pantone P157-7 R162/G207/B114 Hex #A2CF72
Master Logo Lycachat Brandmark Lycachat master logo should be used at all time. If not possible - one of the other logo variations should be applied. Ensuring brand consistency across all communications. All of the elements have been specially drawn. Do not recreate or edit the Brandmark in any way. Always use the master artwork files.
Brandmark artwork Always use official artwork when developing communications. Do not create alternate versions or alter the artwork in any way. Our Brandmark is the most prominent expression of Lycachat brand. It is vitally important to use it correctly and consistently. The main logo palette is based on a 60° degrees shading from Hex #81CAA0 to Hex #A2CF72. 60° degrees shading
1.2
LOGO DESIGN
Green 1 C50/M0/Y50/K0 Pantone P142-4 R129/G202/B160 Hex #81CAA0
ALTERNATIVE VERSIONS
Green 2 C40/M0/Y80/K0 Pantone P157-7 R162/G207/B114 Hex #A2CF72
Alternative versions of the Lycachat Brandmark have been created without the pictogram with the extended color palette. While the green shading reflecting the main brand visual expression, the blue gradients are contrast colours.
Blue 1 C50/M0/Y50/K0 Pantone P142-4 R129/G202/B160 Hex #81CAA0
Green 2 C40/M0/Y80/K0 Pantone P157-7 R162/G207/B114 Hex #A2CF72
Note : these versions are only to be used if it is not possible to use the main logo version of Lycachat Brandmark.
Black version
The Black version is used for single colour printing e.g. newspapers or fax.
White version
A white or reversed version has been created for use on dark photographic or colour backgrounds.
White (reversed) C0/M0/Y0/K0 R255/G255/B255
Jet Black C70/M70/Y55/K55 Pantone Black R54/G48/B56 Hex #363038
1.3
LOGO DESIGN
COLOUR PALETTE
Lycachat primary palette Green 1 C50/M0/Y50/K0 Pantone P142-4 R129/G202/B160 Hex #81CAA0
Green 2 C40/M0/Y80/K0 Pantone P157-7 R162/G207/B114 Hex #A2CF72
The primary colour palette is made up of the colours from Lycachat Brandmark with the addiction of the blue gradients.
Technical advice
80%
60%
40%
20%
Blue 1 C78/M48/Y0/K0 Pantone P106-14 R61/G123/B185 Hex #3D7BB9
80%
Jet Black C70/M70/Y55/K55 Pantone Black R54/G48/B56 Hex #363038
80%
60%
40%
20%
You should test colours with your print suppliers on every project to achieve the best possible colour match on various paper stocks or other materials, such as vynil, plastics, silk-screened items and signs. The palette colours will reproduce differently on different office printers, monitors and projectors. Refer to your IT support team for best reproduction of Lycachat brand colours on your office equipment.
Blue 2 C40/M80/Y21/K6 Pantone P102-16 R31/G73/B126 Hex #1F497E
60%
40%
20%
80%
If you are reproducing a color using process colour (CMYK) inks, refer to the lates Pantone conversion specifications to minimise colour shifts. Work with your print supplier to adjust the conversion values as required. The CMYK values are derived from extensive media testing to provide the best colour matches to the Pantone colours as possible.
60%
40%
20%
1.4
LOGO DESIGN
SPACING & SIZES
60 pixel 60° shading
Spacing and sizes Isolation Area Lycachat logo should always be surrounded by a minimum area of space The area of isolation ensures that headlines, text, or other visual elements do not enroach the logo.
60 pixel
30°
The area is defined by a 60px space based on the 800px X 400px main artboard. Equivalent to double size of the distance between the pictogram and the logotype. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.
Minimum Size 70px 52px
169px
30px
There are no predeterminated sizes for the Lycachat logo. Scale and proportion should be defined by the available space, aesthetics, function and visibility. There is no preset maximum size for the Lycachat logo. However, minimum sizes are shown next. These sizes have been set to safeguard the integrity of the logo at all times.
1.5
LOGO DESIGN
MISUSES
Misuses Consistency in the use of the Lycachat Brandmark reflects attention to detail, promotes recognition and builds confidence with the brand. Do not change the colours
Do not change the alignment between elements or overlap them
Do not alter or distort the original Brandmark artwork
The examples on this page demostrate some inappropriate uses of the Lycachat Brandmark and they offer a representative sample of what to avoid. In exceptional circumstances there may be cause to deviate from these rules. If this is the case, please contact Lyca Group Marketing Office for assistance and approval.
Do not change the typeface
Do not add a drop shadow to the graphic
Do not add a stroke around elements
Do not change the opacity unless overlapping elements over an image in powerpoint (because there is no multiply effect available)
Do not reverse the Brandmark out of a colour not in the Lycachat palette
Do not contain the Brandmark in a shape
2.1
TYPOGRAPHY
PRIMARY FONT
Typography Our primary corporate font
Designed by Radomir Tinkov ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Qanelas Soft Light
Qanelas Soft Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Qanelas Soft Regular
Qanelas Soft Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Qanelas Soft Bold
Qanelas Soft Bold Italic
Qanelas Soft is our primary corporate font. It has been chosen to strenghten recognition of Lycachat Brand. Designed by Rodomir Tinkov, Qanelas Soft is a contemporary sans serif with historic origin. It is distinctive, legible and robust. It reflects key aspects of all Lyca Group brands. It is a font that is highly legible at body text sizes, yet very distinctive and characterful when used at larger sizes. Its choice has been determinated not only by aeshetics but also by stringent technical considerations. It is to be used on all applications whenever possible.
Qanelas Soft Qanelas Soft is available as a family of weights and italics for both Mac and PC. The recommended weights for use are shown on the left. These are Qanelas Light, Light Italic, Regular, Regular Italic, Bold, Bold Italic, Black, Black Italic. Italic is used primarily for emphasising words or phrases within text.
Font colour A range of colours can be used for text: blue, green, grey, jet black or white.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Qanelas Soft Black
Qanelas Soft Black Italic
As Qanelas Soft is our primary corporate font it should be used on any professionally designed promotional items i.e. brochures, exhibition stands, advertising, online applications etc should all use this font. The Executive Office has purchased a global usage license for the use of this font.
2.2
TYPOGRAPHY
SECONDARY FONT
ARIAL Our system font ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Arial Regular
Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Arial Bold
Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890!@#$%^&*()
Arial is a system font that is pre-installed on most computers. Arial is to be used only for all on-screen and office-based applications, Microsoft PowerPoint and Microsoft Word etc. This will ensure consistency in the font when sharing publications or templates as the font is a standard Windows font. Arial was chosen from the system fonts as it is one of the most legible fonts for on-screen use. Arial is available in Regular and Bold weights along with italics of each weight.
Colours - headings On a white background, when Arial is used in large sizes, such as headings or secondary headings, it can be coloured using any of Lycachat primary colours.
Arial Black
Colours - body text On a white background, when Arial is used as body text, it can be coloured black, dark grey or mid gray.
Note: Arial should not be used for professionally type set text in print or digital applications.
3.1
PHOTOGRAPHY
CONNECTING PEOPLE
When commissioning or searching for new Lycachat brand photography the four criteria below should inform any photoshoot briefing. Ideally a Lycachat photography shooting or research ticks at least three out of four of these criteria.
Natural light When lighting a scene it is preferable to use natural light over studio or flash lighting. Natural lighting brings a crisp, clean realness, making images fell more believable.
Human interaction An element of human movement in our imagery makes them appear more realistic and less posed. Real life is dynamic not static after all.
Storytelling
Photography In this section we deal with how to create Lycachat brand photography campaign. To guide the style of Lycachat brand photography there are a set of principles which should be followed closely. These guiding principles are led by concept called ‘Connecting people’ which is primarily informed by our strategy. Using these principles will help to ensure that our imagery is consistent with the Lycachat brand and projects the right visual message.
Where possible, Lycachat campaigns should campture a sense of human narrative & convey a customer related storyline which may be supported in copy. This should be implicit rather than explicit allowing for flexibility in image use.
Believable Real people (not ‘perfect’ models) should be cast in familiar and everyday settings. In this way Lycachat brand photography shuold feel accessible and reflective of the lives of the community involved.
3.2
PHOTOGRAPHY
BRAND STOCK FOOTAGE
Brand stock footage
4.1
ILLUSTRATION
ICON SET
Illustration and Icon Set Illustration principles A mono-lined flat illustration style has been developed in order to visualise a variety of Lycachat topics. Some illustration are literal and some more abstract but functional to improve the user experience using the app or browsing the Lycachat web page. HOME
U SER / PROF I L E
PAS SWO RD
Example illustrations Shown here are some illustration that have been specifically created to visualise particular topics.
Principles to remember: SET T I N G S
CA MER A
M I C RO P HO N E
• • •
M ESSAG E
PH ON ECA LL
V I D EO CA L L
Illustrations are always flat - they should not be three dimensional. They could have a little perspective detail adding a small coloured detail. Do not fill in any parts of the main illustration. (Except for the perspective coloured detail) Line weight should be the same throughout - when they are used at a small size, be careful to avoid filling in shapes or having it show as one thick line.