Visual Identity Guidelines
R AY M O N D
N U G R A H A
G r a p h i c
D e s i g n e r
TA B L E O F C O N T E N T
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i n tr od uc tion
d e sign elements
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d e sign a p p lic a tio ns
b ehind the lo go
rules of usa ge
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INTRODUCTION This book is especially designed for Raymond Nugraha; A graphic designer and also a classmate that has been drawn to be the client of this branding identity project. Each and every process are based and inspired by him to transfer the client’s inner self and value into an identity that is capturing all that he is.
N
N
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Raymond Nugraha
is a Graphic
It did not take long for him to get to know
Designer born and raised in Bandung.
the world of photography. From pointless
He is introduced to the modern and busy
daily photographs to concepted and
life of Jakarta when he decided to move
technical ones, he increased his skills in
and pursuit Art & Design study in BINUS
this area by practising in every possible
International, Jakarta.
time and place.
His early art interaction was probably
Raymond finally spread his interest in
began with his interest in anime comics
graphic design while he was improving
and movies. As his fond of anime grew,
in photography. To dig deeper into these
he started to draw comic strips inspired
fields, he then applied to a design school
by his favorite characters. After awhile,
and has been learning and designing
he was used to draw manually, influenced
ever since.
by Japanese animations.
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BEHIND THE LOGO
As a tidy and well-organized person, Raymond usually applies these principles The client’s name is actually a three-words into his designs and artwork. He is very name, but he prefers to be known as Raymond Kurniawan. His identity branding clean. When minimalism trend is all
the logo
philosophy
much into designs that are neat and
over the place, he could not be more excited to gain so many new influences. He began to improve in many elements of minimal designs, such as color block, geometrical, layering objects, and many more. But Raymond’s design somehow
should show his characteristics in both design and personality. The logo is stacked down and justified all together to depict the client’s tidiness side as a person and also a designer. The two Ns are joint together to include symetrical element as part of his geometrical design habit. The
stands out (at least among the designers chosen colors are red and navy which at campus); even though many are into are the client’s most preferable colors in minimal designs, his style is noticeable every day life and work. since his early Japanese artwork interest still influence him until now.
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DESIGN ELEMENTS
logo variations
Normal
Reversed Colors & Background
Black Logo on White
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White Logo on Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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typefaces
1234567890 Use for titles, subtitles, or highlighted text
Futur a MD BT (Bo ld Ita lic)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Use mainly for body text or titles
Futur a Bo o k
colors
The colors are mainly taken from Raymond’s personal favorite colors. Each color has a reason to be fonded. Japanese Red comes from his admiration towards Japan. (Navy) Blue comes from the football team he supports, Chelsea football club. And grey is preferable monochrome color.
Main
Secondary
CMYK 17.99.94.7
CMYK 100.88.43.46
RGB 191.34.43
RGB 15.34.68
#BF222B
#0F2244
(Black 90%) CMYK 0.0.0.90
CMYK 0.0.0.0
RGB 64.64.65
RGB 255.255.255
#404041
#ffffff
pattern The pattern is taken from the N letter from the Raymond Nugraha logo. The N is actually two Ns that are combined together. It is designed geometrically symetrical and simple.
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RULES OF USAGE
3 x 4.49 cm / 85.04 x 127.15 px
minimum size It is understood that logos are often used for many applications with different sizes. Therefore, a minimum size is determined to make sure no element goes the wrong way and causes any unbalance. The minimum size acceptable in the Raymond Nugraha logo usage is 3x4.49 cm or 85.04x127.15 px. If a color background is added, the minimum size will be 3.91x5.22 cm or 110.74x147.86 px.
3.91 x 5.22 cm / 110.74 x 147.86 px
safe area y = 2x a = 1/2b x = b It is important to be reminded that the safe area of Raymond Nugraha logo is crucial, especially when a background color is about to be added. Other than that, the safe area is also important to keep the logo apart from the other element that might be accidentally attached to the logo in the use.
z = 5x To make the composition still and in shape, the sizes are determined. The ratio used are x and y, where y is always twice as x as seen on the picture sample. And b is always twice as a; for the spaces between alphabets. This also applies to the N shape that is the main characteristic of the Raymond Nugraha logo.
y = 2x
The logo may be able to be used in many applications, but some things cannot be changed at all from the Raymond Nugraha logo. Each element of this logo has its’ reason or meaning. Changing it into other forms can result to different perception in depiction, different meaning, unnoticeable, messy composition, and many more. Therefore, these distortions page is important and it is best not
distortions
to modify or violate any of the usage rules.
DO NOT change the typaces with
DO NOT change the determined colors
any other ones.
with any other ones.
DO NOT squash or stretch the logo.
DO NOT use any other colors for the back-
DO NOT use on patterns or non minimalist
DO NOT violate the safe area and
ground, use only determined main colors.
photographs.
excluded area sizes.
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D E S I G N A P P L I C AT I O N S