NOVEMBER 2014
DESIGN - PHOTOGRAPHY - MAKEUP ARTIST
e. amandamichiru@gmail.com p. (+62) 81212120365 / 8118112912 @amandymichiru
1.0 INTRODUCTION 1.1 PERSONALITY IDENTIFICATION 1.2 CONCEPTUAL BACKGROUND
2.0 THE DESIGN 2.1 2.2 2.3 2.4
PRIMARY LOGO PREVIEW COLOUR SCHEME PATTERN TYPEFACES
3.0 LOGO USAGE 3.1 3.2 3.3
EXCLUSION ZONE & REPRODUCTION SIZE DISTORTION & ASPECT RATIO LOGO APPLICATIONS
Since the beginning until the end of this manual, we’ll be using illustration graphics that converted into vector and modified to match the page display purpose. All the illustrations are credited to Ms. Jasmine Hanny Surkatty herself.
INTRO I would like to dedicate this book to Jasmine Hanny, as a friend from my Art & Design 2015 Class. It is important to understand and recognize that every person has a specific identity, which contain personalities and character of the person. The purpose of these guidelines is to explain the value and the function of using Jasmine’s identity logo to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offine. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, when there are materials created to support, it will represent the identity cohesively to the outside world.
PERSONALITY Jasmine is an Indonesian based Graphic Designer, Illustrator and 3D Animator. I found out that she is very creative and talented person. She seems never ran out of ideas and she seems always enjoy every process of making art. By her past works, we could tell that she is very into illustrating characters. The details, point of view, and basic concept were all clear and organized; it was always shocking and satisfying. Most of the time she use bright, solid, and complimentary colours. Her interest always fall onto sans-serif fonts which is her favourite type of fonts. She is a very cheerful and fun person, her glasses that she wears everyday is very unique. As i assume to her personality, it supposed to be bold, strong, and consistent.
CONCEPTUAL BACKGROUND
1.2
There are 3 components or elements that contain in the primary logo.
1. The Dialog Balloon :
represent her interest in illustrating, especially character, animation or comic design.
2. The Glasses : represent her unique and specific glasses that she wears everyday which helps people to recognize her easily.
3. The Logotype : using
sans-serif typeface which is her favorite font.
The logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
The logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
2.1
THE LOGO
Jasmine’s logo was created based on her hobby which is illustrating. The logo itself divided into 2 part : the logogram and the logotype. The logogram can only stand alone without the logotype when the logo is applied on official products. Originally, the logo is using 2 of her favorite colours (magenta and yellow). But to be clear, even in attempt of document photocopy, it could adapt quite well according to the contrast amount used in the circumstances. When it needs to be in black and white colour (mostly in used
when a document containing the logo should be photocopied), the intensity of black colour will not be 100% rich black, but will be in dark grey. The pantone for the colour grey in case in need of printing black and white is provided on the colour scheme section. For reverse colour group, the colour swatches are chosen by switching dominant colour with background colour. The logo however should follow the dynamic of the color brightness to enhance more interesting brand image in achievement.
ORIGINAL COLOUR GROUP
REVERSE COLOUR GROUP
BLACK AND WHITE
Jasmine’s brand pattern was inspired by sketched art. The pattern serves as an identical style of illustration design or raw drawing. The pattern consists of the exact logogram that used on the primary logo. To fulfill the concept idea of the sketched art, the logogram only use thin outline without colour fill. The construction of the pattern is basically free, as long as it follows the original colour swatch. The
original logogram is rotated approximately 11 degree counter clockwise. The basic pattern itself doesn’t contain background, but the pattern should be used freely so in case of background colour requirements, the pattern should be as flexible as possible. To maintain the dynamic and structure of the pattern, there is a limitation of the colour shades for the background, either the logogram itself.
Specifically, the pattern must always use the exact same colour shades with the original colour group which will further be explained on the colour scheme section. Beside the determined colour shade, the pattern should not be in use. Even when it forced to be so, the pattern itself would not be counted as Jasmine’s primary pattern or Jasmine’s official pattern.
SECONDARY COLOUR 1
MAIN COLOUR
R: 146 G: 39 B: 143 C: 50 M: 100 Y: 0 K: 0 HEX: #91268F
R: 255 G: 242 B: 0 C: 0 M: 0 Y: 100 K: 0 HEX: #FFF100
2.3 COLOUR SCHEME There are 6 colour shades that is in the original colour group. 2 of them are the main/primary colour shades for Jasmine’s identity brand. The rest are secondary colour shades that might be used for additional appliance or other facility outside official usage. The main colours that we used are the combination of yellow and magenta. These shades were chosen by Jasmine herself as her favourite colours to be used on the identity brand.
There is also teal which has been discussed and determined as the most matched complementary shade. In additional purpose for stationary, document, business and office usage, we added turquoise, dark purple and dark grey. Regularly in term of typing body text or headline to balance the amount of white background paper. This contrast will help the audience easier to read.
SECONDARY COLOUR 1
SECONDARY COLOUR 2
MAIN COLOUR
SECONDARY COLOUR 2
R: 124 G: 205 B: 201 C: 49,34 M: 0 Y: 24,43 K: 0 HEX: #7CCDC8
R: 50 G: 153 B: 153 C: 76,57 M: 21,38 Y: 41,51 K: 1,13 HEX: #329898
R: 237 G: 32 B: 121 C: 0 M: 97 Y: 20,5 K: 0 HEX: #ED1F79
R: 88 G: 89 B: 91 C: 0 M: 0 Y: 0 K: 80 HEX: #58585B
> NOTE: BOLD: In usage of highlighted text or certain important text. REGULAR: In usage of titles/headlines, emphasis. LIGHT: In usage of body text and additional contents.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
3.0
LOGO USAGE Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic files shall be used - logos should not be taken from this document.
3.1
EXCLUSION ZONE x x
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 space should always be given to let the logo ‘breathe’, free from distraction.
REPRODUCTION SIZE In the primary logo format a minimum size must be adhered to so that legibilty is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.
11 mm
78 mm
RULES:
At the examples, some logo has become distorted from it’s designed aspect ratio, therefore stretching or squshing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit. The logo’s shape must be consistent with the initial design, retaining balance and legibility.
3.2
Pattern usage as backdrop is not allowed for any condition. The pattern’s illustration is too similar to the primary logo - it lacks visibilty and contrast.
DISTORTION & ASPECT RATIO Jasmine’ logo should never be distorted or modified without any official changes made under agreement of both parties.
any other purposes or circumstances beside that, the logotype should always follows the logogram.
Fixed logo design always be in 2 parts : the logogram and the logotype. It shall never be separated to each other, the usage of separated elements is only for this manual book and other official products/materials established under the brand. At
The logo should strictly used with responsibility to avoid misconception, unlegibility, and unrecongizable brand. Please refer to examples of image beside to help avoiding false usage of the design.
To fix this problem, you can either use reversed colour shades, or switch to one of the secondary colours assigned to the logo. Usage of other colours are not allowed, the same rules apply also to deleted partial elements, unbalanced size ratio (the logogram is bigger than the logotype or otherwise). The logo will be more clear and visible if it’s set in primary colours onto a white backdrop which shows contrast. Although the backdrop is not white, the colours have been adjusted accordingly to work with the design.
1:7
3.3
LOGO APPLICATION A great brand identity has strong personality which could adapt either business purpose or even entertainment purpose. Every aspect of material production is controlled carefully. So, although there is an exception which explained that there is no restriction if related to become official brand products, but the legibility and originality of the logo is very very important. Use only current product photos designated for use by corporate parties. Violation against the rules such as using the logo for external purposes and copying specific design for different item will be counted as unofficial production and could be prosecuted on the basis of copyright/trademark.
So far, there are 10 official items that produced under the brand trademark. 1. Business Card 2. Letterhead 3. Envelope 4. Folder Bag 5. Compact Disc + Cover 6. iPhone Case 7. Shopping Bag & Canvas Bag 8.Vans Sneakers 9. T-Shirt, Beany and Jeans 10. 3D Wall Advertisement There also 2 premium items that produced for limited amount and period. These items counted as premium because they were made with no ordinary printing but instead using poly, emboss, deboss and laser cut so they are twice complex the regular items and needs extra producing manufacture. 1. Compact Disc Cover 2. Glasses Case
Stationary
iPhone Case
Shopping Bag
Canvas Bag
Premium CD Cover
Glasses Case
Travel Apparel
Sketch Book
Wall Advertising
As we can see, the official brand products design is more ‘free’ and sometimes when it comes to using the logo, the logogram and the logotype could each stand as a single element. This exception of rules can only be applied with approval/agreement of both designer and client. This
exception is also valid to the design that used for listed items above. Beyond that, design duplication for any other items without designer and client agreement will not be counted as official product for any reason. The play and modification with colour and pattern for product design are not allowed. Except
for a condition where the designer assigned the task to someone else because of exigent problems.