BRAND MANUAL
CONTENTS Alvin Balemesa Tunga 16805631 Brand Identity 271 SEM 1: 2014. Tuesday, 11 - 2PM
Introduction
4
Brand Elements
6
Brand Mark Colour Variations Minimum Clear Space and minimum size Incorrect Usage
7 9 10 11
Colour
12
Typography
15
Incorrect Usage
Applications Letterhead Business Card Website
17
18 19 21 22
4
INtroduction
5
This is a manual guide on how to style elements involved with Mind Monsters. All designers working with Mind Monsters should conform with the design instructions, which can be found by following the table of contents. For areas of design not included, this should at least give a picture of what direction to take.
Mind Candy - now Mind Monsters - has focused on providing enjoyable family entertainment. Until recently, the company’s main audience was mainly 6-12year olds. Now, its growing up to bring more digital fun to a product lines and games. This increased target audience calls for a simpler logo that everyone can appreciate and move on to the cooler stuff! The logo aims to portray the brand’s child-like playfulness, carefree attitude and upbeat persona. All the while appearing stern as protective mother, and mother knows best for her little monsters. This sets Mind Monsters apart from most mobile entertainment companies, that exploit people’s weakness, are morally questionable, or are simply not as cheery!
6
Brand elements
7 BrandMARK
VERIATION A This is the default and preferred logo appearance.
8 VERIATION B When the full logo is in apporicate, a horizantal logotype can be used
VERIATION C To be used ideally for digital mediums such as splash screens and also as an alternative when a full logo is inappropriate. The ring can be ommitted if neccessary.
VERIATION D
This particular variation is used to create intrigue; leveling the 2 eyes together. This feature can be played with in animations involving the logo.
9 COLOUR VARIATIONS
When colour isn’t an option, the logos can be used in black and white
On coloured backgrounds, only white versions of the logo should be used.
10
MINIMUM CLEAR SPACE AND MINIMUM SIZE
8 pt
12 pt
The merged Ms should be no smaller than 12 pt. The clearance space between them, the ring, and any other objects, should be a miminum of 8 pt.
8 pt 8 pt
8 pt
Kerning: 3 mm Minimum size of the logo text is 20 pt.
11
INCORRECT USAGE
Do not tilt the logo WITH the logotype in it.
colours in the logo. Only shades of the same colour can be used.
Do apply strokes to the text.
Do not apply the logo on a busy image.
Do not distort/strectch, compress the logo.
Do not place the logo on a similar gradient or colour.
Do not apply drop shadows.
Do not alter the opacity.
Do not apply gradients to text.
12
COLOUR
13 Colour 1
PRIME COLOUR
Colour 2
C: 15 M: 80 Y: 80 K: 0 R: 211 G: 88 B: 60 PANTONE: 179 C
C: 0 M: 50 Y: 85 K: 0 R: 247 G: 148 B: 61 PANTONE: 1575 C
C: 0 M: 30 Y: 85 K: 0 R: 252 G: 185 B: 64 PANTONE: 1235 C
Colour 1 can be used for headings, or important text
This is the main brand colour and should be
Colour 2 can be applied in instances where colour 1 is the background colour. However, use sparingly.
Logo Gradient
0% 50% 100%
to be used in text and lines.
Digital and Print Gradient (prefered)
50/50
The logo gradient is primary for logo use. If a gradient is going to be used outside the logo whenever possible - drop colour 1 from the gradient mix. Gradients would be ideal for subtle borders, and should always be applied VERTICALLY.
14
Do not change the pupil’s colour or apply a gradient to it.It should be the darkest colour in the gradient.
Do not change the direction of the gradient or apply it text.
15
Typography
16
CHOM P Only to be used in the logo’s typeface - in particular; the lowercase, with a 3mm spacing between each character
RUSTICK BOLD Headers and Titles
AVENIR NEXT Regular and Ultra Light Body text.
A B C D E F G H IJ K L M N O P Q RS T U V WYZ abcdefghijklmnopqrst uvwyz 12 3 4 5 6 7 8 9 0 ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmno pqrstuvwyz 1234567890
ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 1234567890 ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 1234567890
17 INCORRECT USE OFTYPE
This is not cool. This is not cool. This is not cool. This is not cool. This is not cool. This is not cool. This is not cool.
This is not cool.This is not cool.This is not cool.This is not cool.This is not cool.This is not cool.
This is not cool. This is not cool. This is not cool. This is not cool. This is not cool. This is not cool.
Do not use Rustick font for entire bodies of text.
no kerning below 0.
Do not use the logo’s typeface Chomp, anywhere else.
This is not cool. This is not cool. This is not cool. This is not cool. This is not cool. This is not cool.
This is not cool. This is not cool. This is not cool. This is not cool. This is not cool. This is not cool.
Do not use colours on text outside Try and avoid using black on a a gradient colour scheme coloured background. Pick white or the darkest colour in a gradient colour scheme - which ever has suitable contrast.
18
APPLICATIONS
19
LETTERHEAD PAGE 1 CONTACT DETAILS Avenir Next Regular Size: 12pt Body Avenir Next Regular Size: 12pt
25 mm 35 mm
Name & Company Role Rustick Bold Size: 12pt NOTE: Avenir Next Ultralight can be used for the body and contact details. However, it’s thinness could lower readability.
30 mm
Standard A4 paper Corner Radius - 10mm Logo Angle - 150 degrees
40 mm
20
page 2
page 3
Design for letters and documents should take as much seriousness out as possible, replacing that with playfulness and some warm excitement.
21 BUSINESS CARD 85 mm
Logo Height : 85 pt Coner radius : 10mm
55 mm
10 mm
Name & Company Role Rustick Bold Size: 12 pt CONTACT DETAILS Leading: 18 pt All margins: 10mm Name/Role and logotype, are outside marigns
22 WEBSITE
The website redesign is familar but different. It was kept as mimimial as possible with an abundance of white space to signify the company’s youthful purity. The plenty of white space reduces competiton for the users attention between the graphic-heavy images, and the background. Rounded containers are used as often as possible to give the site an inviting tenderness.
All images from www.mindcandy.com. Social Icons: http://www.dreamstale.com/freedownload-72-vector-social-media-icons/
23 HOMEPAGE
Minimum Desktop Size H : 768px W : 1024px
Body Font: Avenir Next Regular/Ultra light
Image Holders should have a corner radius of 20px
Body Headers Font: Rustick Bold, Underlined with base colour Size: H2 - H3
Borders should be 2 px thick with either a gradient stroke or base colour.
Navigation Bar Font: Rustick Bold Size: H3
Size: 12 pt
24 ABOUT US
25 products
26 SELECTED PRODUCT
Typography