identity guidelines
ta b l e o f c o n t e n t s
1. 1 .1 . 1 .2. 1 . 3.
the design logomark & logotype typefaces colour system
2. 2.1 . 2.2. 2. 3.
logo usage exclusion zone reproduction size distortion & aspect ratio
3. 3.1 . 3.2. 3. 3.
collateral business card letterhead & envelope additional application
1
the design
1 .1 . logomark & logotype 90°
7x
x x x
26 x
• logomark designated to a part of logo that visually formed of shapes. • logotype designated to a part of logo that contains alphabets or numbers.
2
the design
1 .2. typefaces primary typefaces This font will be used as the main typography, which also has the purpose to clarify the identity of the logotype. Various style of the font family will be used depend on the necessity of the text. For example, bold style should be used for title or headline text; semibold style for sub-headline text; regular for the body text and so on and so forth.
neutra text sc family font
abcd efg h ij klm n o pqstuv w xyz abcdefghijklmnopqstuv wxyz
secondary typefaces This font will be used as the secondary typography, which has quite similar characteristics with the primary typography but still different to make sure that this font will only used for body text or in lower hierarchy in a page. The variety of the font family that is used are the regular and italic style only. This to avoid body text exceed the position of sub-head text or headline text.
Neutra Text Family Font
a bcdefghijklm nopqstuv w x y z abcdefghijklmnopqstuv w x yz
3
the design
1 . 3. colour system
pantone 2495 c92 m69 y20 k5 r39 g88 b41 #27588d
pantone 419 c62 m54 y58 k30 r89 g89 b85 #595955
There are 2 colours that define the logo: blue and dark grey. Also both colours are used on the main logo itself. All title, headline, or important text should use the blue tone. Aside that, all body text should use the dark grey tone. Those terms are required with the aim of keeping the constancy of the company brand.
2
logo usage
2.1 . exclusion zone
It is very important to understand the rules of using the logo. In intention to keep it legible, make sure that text or other design elements do not encroach upon the logo. The marked area should always be given to let the logo ‘breathe’, free from distraction.
2
logo usage
2.2. reproduction size minimum: 7 mm x 26 mm
2. 3. distortion & aspect ratio
3
c o l l at e r a l
3.1 . business card
3
c o l l at e r a l
3.2. letterhead & envelope
3
c o l l at e r a l
3. 3. additional application