Brand Visual Identity Guidelines by Andrea Balzano

Brand Visual Identity Guidelines V.01

L AST UPDATE: 02/2025

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AVAONHAUTE.COM

BRAND VISUAL IDENTITY GUIDELINES V .01

INTRODUCTION

002

INTRODUCTION

BRAND COLORS

002. Table of Contents

023. Color Palette

003. Intent of this guide

025. Black & White

004. Using our brand materials TYPOGRAPHY

Table of Contents

ABOUT THE BRAND 027. Logo Main Font 005. Brand Vision

028. Complementary Fonts

006. About Us 007. History

VISUAL STYLE

008. Mission 009. Core Values

030. Iconography

010. Personality

032. Letterhead 033. Business Card

BRAND LOGO

034. Envelope 035. Email Signature

012. Primary Logo 013. Construction Grid

IN CLOSING

014. Safe Area 015. Legibility

036. Glossary

016. Common Errors

038. Resources

017. Logo on Images

039. Contacts

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BRAND VISUAL IDENTITY GUIDELINES V .01

Intent of this Guide

INTRODUCTION

003

The Avaon Haute visual identity

While some of our brand

guidelines has been established

executions and graphics

to guide a new approach to

have been standardized - like

visual communication in printed

business cards, letterhead,

and digital branded content.

and envelopes - these are not

This visual identity guide is a

intended as the focus of this

reference for everyone who is

guide. Instead, it is to empower

authorized to work with the

you, the creative, with the

Avaon Haute brand.

elements you need to create. By utilizing these tools, resources,

Our intent with this guide is

and adhering to the guidelines

not to restrict creativity and

within, youâ&#x20AC;&#x2122;ll make things that

innovation: far from it. We

look like the Avaon Haute brand,

believe in the creative spirit,

every time.

and innovation is one of our core values. What we strive for

Please refer back to this guide

is a coordinated, consistent,

often. If you have any questions

and effective brand presence in

concerning the content of this

everything we create.

guide, please donâ&#x20AC;&#x2122;t hesitate to reach out our Design Team at

If we make something, we want

design@avaonhaute.com

to make sure that people know where it came from.

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Using our brand materials

INTRODUCTION

004

When it comes to our brand, our

Avaon Haute representative

reputation, we maintain strict

(usually your point of contact)

control over it.

with questions.

We hold ourselves to incredibly

We reserve the right to

high standards, and we expect

disapprove or deny any use

the same wherever our brand is

or uses of our logo, our brand

represented.

visuals, or other brand elements at any time, for any reason.

You must have specific permission and authorization to use any of our brand materials, including any resources, graphics, or visual elements ound within this guide and its accompanying files. Simply being in possession of these materails does not imply or imbue permission in any way. The approval process for materials and implementations of our brand will vary. Please contact an authorized

F or l eg al, copy ri g h t, o r u s ag e questions re lati ng to o u r b ran d visua ls , ple as e re ac h o u t to Jo h n D oe, at legal@ava on h a ute.com

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ABOUT THE BRAND

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“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” – Sir Richard Branson

Brand Vision

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About Us

ABOUT THE BRAND

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Are those my clocks I hear? Let’s

but you’re uh, you’re so, you’re

get him. Oh, if Paul calls me tell

so thin. Precisely. He’s alright.

him I’m working at the boutique

1955? You’re my ma- you’re my

late tonight. You’re George

ma. Thanks. Yes, yes, I’m George,

McFly. See, there’s Biff out there

George McFly, and I’m your

waxing it right now. Now, Biff,

density. I mean, I’m your destiny.

I wanna make sure that we

What’s the meaning of this.

get two coats of wax this time,

George, buddy. remember that

not just one. Whoa, whoa, kid,

girl I introduced you to, Lorraine.

kid, stop, stop, stop, stop. Yeah,

What are you writing?

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ABOUT THE BRAND

2010

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Doc, I’m from the future. I came here in a time machine that you invented. Now, I need your help to get back to the year 1985. Right. Doc.

2012

C’mon, open up, let me out of here, It’s uh, the other end of town, a block past Maple.

History

2013

Wow, you must be rich. No sir, I’m gonna make something out of myself, I’m going to night school and one day I’m gonna be somebody.

2016

Oh, oh Marty, here’s your keys. You’re all waxed up, ready for tonight.

2018

He laid out Biff in one punch. I never knew he had it in him. He never stood up to Biff in his life. Look, I don’t wanna mess with no reefer addicts, okay?

2020

Oh, Marty, I almost forgot, Jennifer Parker called. What, I don’t get what happened.

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Mission

ABOUT THE BRAND

008

Everybody who’s anybody drinks. No, bastards. No no no this sucker’s electrical, but I need a nuclear reaction to generate the one point twenty-one gigawatts of electricity.

“Marty, is that you? Yeah. Just finishing up the second coat now.” Okay now, we run some industrial strength electrical cable from the top of the clocktower down to spreading it over the street.

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Core Values

ABOUT THE BRAND

009

Integrity

Committed

The value of integrity applies to

We listen, inspire, challenge and

all our employees. It is vital we

do everything possible for our

work with trust, transparency

companies to unleash their full

and honesty.

potential.

Team Work

Respect

We Are One is more than just

We will respect and treat all

our overarching value – it’s

others with courtesy regardless

the backbone of our very

of whether their views are

philosophy.

different or opposing.

Passion

Agile

We’re a team of motivated

Our driving force is

professionals who are

development. We like to be

passionately working towards a

challenged by constantly

common goal.

changing conditions,

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ABOUT THE BRAND

010

We use industry-standard

language that is easy to

language that is sophisticated

understand. Contractions are

enough to prove we know

also perfectly acceptable.

what we’re talking about, while

We are guided by a vision of

remaining simple and grounded

empowering others, and as

enough to ensure that our copy

such, our goal should be to

is free of unnecessary jargon.

communicate everything clearly

We favour results-oriented

and honestly.

explanations that clearly

Personality

communicate purpose over engineering-focused speak that may sound impressive but confuse novice users. Of course, we’ll be as technical as we need to when explaining the finer details of our products, but standard explanations shouldn’t be dominated by overly technical terminology. We are serious but not stodgy, we don’t tell jokes, but we are fairly casual with our tone, and we use modern, everyday

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Brand Logo

BRAND LOGO

011

Name, company logo, colours,

(logotype) and figurative

typeface: these are the pillars

mark (symbol). The lettering

of the identity of the company.

is created using the Avenir

Their characteristics ensure

typeface, and the stylized fox

an individual and consistent

is inseperable. The logo should

image of the company on the

be always produced from the

market. The graphic of the

master artwork. The only time

definitive logo is very clean,

you should use the symbol

square, linear, essential, strong

alone is on the website or social

and emphasizes the values of

media channels where there are

the brand. The logo is a graphic

other elements to help the user

comprised of the wordmark

recognise the brand.

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BRAND VISUAL IDENTITY GUIDELINES V .01

Primary Logo

BRAND LOGO

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BRAND LOGO

X/2

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Construction Grid

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Safe Area

BRAND LOGO

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BRAND LOGO

015

App Icon / Favicon

Minimum Size

70mm

Legibility

45mm

30mm

A4/A5

20mm | 60px

32 x 32px

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BRAND LOGO

016

DO NOT change the logo’s

DO NOT disproportionately

DO NOT change the logo’s

DO NOT display the logo in

orientation or rotation

scale the logo

colors

a different configuration

DO NOT attempt to recreate

DO NOT add special effects

DO NOT display the

DO NOT display the logo

the logo

to the logo

logo as an outline

with limited legibility

Common Errors N o te: This is not a co m p r eh en s i ve list of e rrors . The s e a r e s i mp l y th e most common or e g r eg i o u s er r o r s .

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BRAND LOGO

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Logo on Images Care must be taken to create well balanced and considered compositions: photography is a key part of the identity and the use of color should always feel complimentary to the image. When placing the logo over photography please choose a pale area of the image to maintain sufficient stand out. In the following pages are shown some examples and common mistakes.

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Logo on Images

BRAND LOGO

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Wrong Applications

BRAND LOGO

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Logo on Images / Inverted

BRAND LOGO

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Wrong Applications

BRAND LOGO

021

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Brand Colors

BRAND COLORS

022

Our company colours are

Please select the most

professional and modern,

appropriate color for your

expressing who we are.

communication and over time

Pantone 554C is the main colour

try to use them equally so we

of the Avaon Haute identity so

donâ&#x20AC;&#x2122;t become associated with

it has the strongest presence on

just one color.

our brand. Pantone 2337C complement

You should always try to use

the dark green colour, creating

the positive (main) version of

balance and making the

the logo. However, when the

palette more distinctive and

background is the same colour

sophisticated. Pantone 2344C,

as an element of the logo you

2181C and 2225C balance the

can use the negative version.

other colours and gives space to the elements. Alternative colours should not be introduced into the system, or they would reduce the impact of our colour palette. The Avaon Haute logotype can be produced only from these colors.

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BRAND COLORS

023

PANTONE 2337 C

PANTONE 2344 C

PANTONE 554 C

PANTONE 2181 C

PANTONE 2225C

CMYK

RGB

HEX

01, 32, 17, 0 245, 186, 186 F5BABA

Color Palette

0, 68, 60, 0 243, 117, 97 F37561

81, 42, 77, 37 43, 88, 65 2A5841

91, 52, 45, 22 16, 92, 107 115C6B

44, 0, 15, 0 137, 210, 218 89D2DA

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BRAND COLORS

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ELEGANT

PRECIOUS

PROFESSIONAL

CALM

TECHNOLOGIC

PURITY

EXCLUSIVE

CONFIDENT

PEACEFUL

INNOVATIVE

NEUTRAL

DYNAMISM

CORPORATE

RELAXING

FUTURISTIC

Colors & Images

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Black & White

BRAND COLORS

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TYPOGRAPHY

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Typography Typography is a powerful tool in the development of a creative identity and is a key element to create a cohesive look across all communications. Using a typeface consistently makes it recognisable; it pulls together communications and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand: clean, modern, stylish, distinctive and legible. Selected fonts are a great combination between serif and sans-serif: Botera and Montserrat.

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TYPOGRAPHY

027

MEDIA GOTHIC ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

Logo Main Font

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TYPOGRAPHY

028

SECTION INTRODUCTION

Font: Montserrat

Color: Green

Weight: Bold

Tracking: 100

Size: 10pt

Case: All Caps

I sent him into the future.

QUOTE

– Quote Author One minute into the future to be exact.

Font: Botera TFE

Color: Green / Pink

Weight: Regular

Tracking: 0

Size: 32pt / 21pt

Case: Quote

HEADLINE Font: Botera TFE

Color: Green

Weight: Regular

Tracking: 0

Size: 21pt

Case: Title

Why is she gonna get angry with you? I think we need a rematch. The appropriate question is, weren’t the hell are they. Einstein has just become the world’s first time traveler. I sent him into the future. One minute into the future to be exact. And at exactly 1:21 a.m. we should cat h up with him and the time machine. Okay, alright, I’ll prove it to you. Look at my driver’s license, expires 1987. Look at my birthday, for

BODY COPY Font: Montserrat

Color: 50% Grey

Weight: Light

Tracking: 50

Size: 10pt | Leading: 16pt

Case: Sentence

crying out load I haven’t even been born yet. And, look at this picture, my brother, my sister, and me. Look at the sweatshirt, Doc, class of 1984. I have to tell you about the future. Last Update : 02 /2 025 O rigi nally Publi s hed : 01/2021 Cr eate d by: Ava on H a ute D es i g n Tea m Ques tions : d esign@ ava on h a ute.com

Complementary Fonts

NOTES Font: Montserrat

Color: Green

Weight: Light / Bold

Tracking: 50

Size: 8pt | Leading: Auto

Case: Sentence

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Visual Style

VISUAL STYLE

029

Every brand needs a visual style guide. A brandâ&#x20AC;&#x2122;s visual style is a set of design principles and rules that work to create consistent visual messaging. It applies to everything the brand distributes, from the website design to print collateral to advertising and even social media. A visual style guide sets the visual tone of a brand, so that anyone with access to it can jump in and design something that matches what customers and fans are accustomed to.

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VISUAL STYLE

030

Iconography

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VISUAL STYLE

Application Examples N o te: This is not a co m p r eh en s i ve list of all B rand Iden ti ty del ive rable s .

031

The following section brings

use these example applications

all of the identity elements

as a visual guide to help you

together to show the Avaon

create your communications.

Haute Brand in application:

This section demonstrate the

we would like as many people

flexibility of the brand, exploring

and organisations as possible

the use of all the elements,

to use the identity elements of

elements working in partnership

the Avaon Haute Brand. Please

and logotype only.

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VISUAL STYLE

032

15mm

60mm

January 1, 2018 Takumi Aikihabara 28 Shibuya Ave. Tokyo, JP 32814 Dear Mr. Aikihabara, Is reriorum none nist alibus minitis dolor sedicim suntenditae volorem quundanda qui oditas autecto reperumquis dolorum re, ut aut lautem accusandi repelles di rem iumquodit quata consequi omnis asped eati nate vel et et ratquib.

15mm

Pient plia voluptatem quiaspel incipsa ecatiusam, quaepro commo endiatum lauda simusda simus accatem quatate voluptur sequae nullitium aruntis maximil lorpos solore, sequaest, te perupicto exero ius verion con restium es nonsequi tempeli taquam alitatibus ipidunt, quatesciae et explaborem am rem eumquo consequis alique et re perum sum is sa niendigenit vendesci. Rum non num lam idisseque la nusciis alitiaectum dolent plabor reribuscim inullique modi nim eiureic itisquaest quam corem dem invelen ihiliqu aeperitatus eum est eturem rerum voluptiis aut estiat mos et exeritconemol orruptiorios sequi ratusci undictati tem.

15mm

297mm

CONTACT DETAILS AVAON HAUTE

P.O. Box 27002 Milano 20147 ITALY

T (123) 456 7890 E info@avaonhaute.com W www.avaonhaute.com

15mm

210mm

Letterhead

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VISUAL STYLE

033

45mm

10mm 13,6mm 19mm

5mm

Andrea Balzano 22mm

22mm

13,6mm

21,7mm

CEO P.O. Box 27002 Milano 20147, ITALY 5mm T (123) 456 7890 E info@avaonhaute.com W www.avaonhaute.com

55mm

5mm

90mm

Business Card

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BRAND VISUAL IDENTITY GUIDELINES V .01

VISUAL STYLE

034

10mm

110mm

10mm

MR. Andrea BALZANO Sunset Boulevard, 3rd Floor Apt. 28 Miami 33015, USA

T (123) 456 7890 E info@avaonhaute.com W www.avaonhaute.com 10mm

10mm

220mm

Envelope

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VISUAL STYLE

035

Andrea Balzano Digital Senior Manager T (123) 456 7890 M (123) 456 7890 P.O. Box 27002 Milano 20147, ITALY

Email Signature

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IN CLOSING

CORPORATE IDENTITY

036

for reproducing the logo or logotype stationery system,

A corporate identity is the

common print and web

overall image of a corporation

applications and examples of

or firm or business in the

use on merchandise.

minds of diverse publics, such as customers and

LOGO

investors and employees. It is

Glossary

a primary task of the company

A logo is a graphic mark or

communications department to

emblem commonly used

maintain and build this identity

by commercial enterprises,

to accord with and facilitate

organizations and even

the attainment of business

individuals to aid and promote

objectives.

instant public recognition. Logos are either purely graphic

IDENTITY MANUAL

(symbols/icons) or are composed of the name of the organization

A formal reference document

(a logotype or wordmark).

establishing technical and creative standards for

TYPEFACE/FONT FAMILY

a visual identity system. Typical standards include

In typography, a typeface (also

descriptions and specifications

known as font family) is a

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BRAND VISUAL IDENTITY GUIDELINES V .01

set of one or more fonts each

IN CLOSING

TEMPLATE

CMYK

composed of glyphs that share

037

to reproduce a broad array of colors. The name of the model

common design features. Each

A pre-developed page layout

The CMYK color model (process

comes from the initials of the

font of a typeface has a specific

in electronic or paper media

color, four color) is a subtractive

three additive primary colors,

weight, style, condensation,

used to make new pages with a

color model, used in color

red, green, and blue.

width, slant, italicization,

similar design, pattern, or style.

printing, and is also used to

ornamentation, and designer or foundry. There are thousands of

describe the printing process BRAND

different typefaces in existence,

PRIMARY COLORS

itself. CMYK refers to the four inks used in some color printing:

The core selection of identifying colors that are used in a logo.

with new ones being developed

Brand is the “name, term, design,

cyan, magenta, yellow, and

constantly.

symbol, or any other feature that

key (black). The “K” in CMYK

identifies one seller’s product

stands for key because in four-

distinct from those of other

color printing, cyan, magenta,

sellers.” Initially, branding was

and yellow printing plates are

Stationery has historically

adopted to differentiate one

carefully keyed, or aligned, with

A given, finite set of colors

pertained to a wide gamut

person’s cattle from another’s

the key of the black key plate.

for the management of

of materials: paper and office

by means of a distinctive symbol

supplies, writing implements,

burned into the animal’s skin

greeting cards, glue, pencil cases

with a hot iron stamp and was

and other similar items.

subsequently used in business,

The RGB color model is an

marketing, and advertising.

additive color model in which

STATIONERY

PALETTE

digital images.weight, style, RGB

condensation, width, slant, italicization, ornamentation, and designer or foundry.

red, green, and blue light are added together in various ways

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Resources

IN CLOSING

038

Our website www.avaonhaute.com also contains additional resources and information that we think you will find useful. Please visit it for: – Avaon Haute Consulting brand photo library – Logotype artwork – Links and information For additional information please contact the brand office at design@avaonhaute.com or call +(123) 456 7890

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Contacts

IN CLOSING

039

Should you need any further information, please do not hesitate to contact us. Main Street 28, Milan 12345, Italy +(123) 456 7890 info@avaonhaute.com www.avaonhaute.com

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Last Update : 02 /2 025 O rigi nally Publi s hed : 01/2021 Cr eate d by: Ava on H a ute D es i g n Tea m Ques tions : d esign@ ava on h a ute.com

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