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THE SHOP BY UCO DESIGN
Student Brand Guide
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TABLE OF CONTENTS CONCEPT 1 GRIDS & COMPOSITION 2 PAPER 3 COLOR PALETTE 3 TYPOGRAPHY 4 PHILOSOPHY 5 LOGO 6 GRAPHIC ELEMENTS 8 PHOTOGRAPHY & TEXTURES
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X The Shop’s branding is based on the phases of process and their progression. Design is constantly evolving, and so are we. We believe in our hard work and controlled chaos. There is pride in the process, there is beauty in the system, and rules are made to be broken.
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Grids & Composition There is no set grid for The Shop, but all elements must align to something at all times. A baseline grid is especially important. Take special care when aligning type to avoid awkward spacing. Tension when laying out graphic elements should also be avoided. Type should have equal spacing to each another and throughout their environment. Compositions are open as well, but in general, choose one that allows for the most white space. Placing paragraphs in the lower right or left hand corner is always a good place to start.
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Paper Paper is also open to the designer’s discretion, or whatever our budget is at the moment. The system works perfectly on matte, and price tags really sing in lustre. Experimentation with finer materials such as French paper is encouraged.
Color Palette
“Pink”
“Dark Blue”
“Dark Grey”
“Green”
RGB 231, 98,101 CMYK 4, 76, 53, 0 HEX #E76265 FRENCH PAPER SUGGESTION Poptone Red Hot
RGB 16, 62, 96 CMYK 99, 76, 38, 27 HEX #103E60 FRENCH PAPER SUGGESTION Construction Nightshift Blue
RGB 16, 62, 96 CMYK 99, 76, 38, 27 HEX #103E60 FRENCH PAPER SUGGESTION Parchtone Gunmetal
RGB 203, 209,62 CMYK 25,6, 93, 0 HEX #CBD13E FRENCH PAPER SUGGESTION Poptone Sour Apple
Colors can be expanded but countless combinations exist already. Colors need to be playful, but have possibilities for quiet sophistication. Note: Avoid using these colors on top of solid white as they become “Christmasy.” Instead, take Light Grey and lower the opacity.
“Light Blue” RGB 171, 216, 223 CMYK 31, 2, 11, 0 HEX #ABD8DF FRENCH PAPER SUGGESTION Poptone Sno Cone
“Light Grey” RGB 209, 222, 215 CMYK 17, 5, 14, 0 HEX #D1DED7 FRENCH PAPER SUGGESTION Dur-O-Tone Butcher Blue
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Typography The Montserrat family is the only typeface we use. It’s modern, has a variety of weights, and it’s extremely legible. Tracking is encouraged, especially when using all caps. Kerning should be on optical, but always adjust as needed.
Weights
Suggested Use & Weights
TITLES Usually all caps, Montserrat Regular, Medium, or Semi Bold. This depends on the size of the deliverable from which it lives upon, from a price tag to a tent banner.
Headers Montserrat Regular, at 20pt or bigger. Medium is permitted but only at sizes smaller than 14pt.
SEMIBOLD SEMIBOLD ITALIC BOLD BOLD ITALIC EXTRA BOLD EXTRA BOLD ITALIC BLACK BLACK ITALIC
Sub-Headers
Montserrat Light, no bigger than 20pt. These can also double as captions at sizes smaller than 11pt.
Body
Montserrat Regular or Light, no bigger than 13pt. Leading is open between 15–35pt on Letter size and smaller. However, the larger the format, leading should be adjusted accordingly.
+ The Shop’s branding was created to be versatile, fun to work on, and timeless despite current trends. Although its graphic elements can create complex imagery on our materials, they can also be simple icons to lead our consumers through our shopping experience. The Shop brand aims to let our work speak for itself, and play major or minor character when appropriate.
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Logo The logo is simple and meant to be resistant to passing trends. While the graphic elements can be updated, the logo should remain the same. No filters, strokes, or glowing stuff. Leave it alone.
“Long” logo
THE SHOP BY UCO DESIGN
“Short” logo
“Stacked” logo
BY UCO DESIGN
BY UCO DESIGN
THE THE SHOP SHOP Colored logo
THE SHOP BY UCO DESIGN
*This can be any color in the palette, white, or black.
Combo logo
THE SHOP BY UCO DESIGN
*Combine any colors to create emphasis on “by UCO Design” or “The Shop.”
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Minimum Size 2.55”
THE SHOP BY UCO DESIGN
1”
1”
THE SHOP
THE SHOP
BY UCO DESIGN
BY UCO DESIGN
Logo Construction Always keep a .18” space between “The Shop” and “By UCO Design.” “The Shop” is set in Montserrat Bold, tracked using only optical kerning. “By UCO Design” is set in Montserrat Regular, tracked by 83pts. This is also true for Short and Stacked logos.
Designated Logo Space Always keep at least a .44” or 32px safe space around the logo. This also goes for the Short and Stacked logos. No graphic elements
.44”
should intrude into this space, no matter the size of .44”
the format.
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Graphic Elements This is where the fun begins. Graphic Elements in The Shop are the visual language from which we conceptually communicate our progress and process while existing next to our products. These little guys can be expanded, taken apart, repeated, etc. Conceptually, it’s about the phases process, so repetition is a must!
DO
DON’T
• Overlap elements
• Leave tension
• Rotate elements
• Skew elements and rotate
proportionally • Use a variety of elements
• Create new combinations • Leave some white space
• Compositionally
them outside a 90° angle • Repeat the same element through the entire piece
• Ignore the flow of the existing pieces • Forget hierarchy of information within the elements
• Be afraid to leave
work from the
one element as a
corners inward
decorative element
P
P
P
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Shown below are some examples of element use.
THE SHOP BY UCO DESIGN
THE SHOP BY UCO DESIGN
xTHANK x x x YOU THANK xx YOU x xxx x x THANK YOU THE x x x x x x x x SHOP BY UCO DESIGN
HOP THE
P
SHOP BY UCO DESIGN
THE SHOP BY UCO DESIGN
xxxx
THE SHOP BY UCO DESIGN
xxxx x+ x+ x+ x + xxxx
THE SHOP BY UCO DESIGN
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+ + + ++ + + + + + + ++ + + +
THE SHOP BY UCO DESIGN
MADE JUST FOR YOU
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Interchange, combine, eliminate, rotate, repeat, and more. Use any or all colors. Your imagination is the limit.
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Photography & Textures Photography or texture use has not been defined at this time. So have it! However, here are some
++++ ++++ ++++ suggestions.
Outside textures/patterns should be avoided. Instead, lower the opacity of an existing graphic element. Enlarging a graphic element to exist as background interest is also permitted. Lastly, you can use the elements on top of black and white photography, and only a minimal amount. Remember to let our work shine the most.
THANKS FOR YOUR
THANKS FOR YOUR PUCHASE
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