BRAND IDENTITY GUIDELINES 2012
Brand Identity Guidelines
Core Messages
BRAND IDENTITY GUIDELINES 2012 BRAND ESSENCE
Does the world need another gym food brand? It is an interesting question, and it has only one answer. No. There are enough brands creating protein bars, healthy wraps and food replacement shakes. But we don’t simply produce food. We need to stand out, be different and offer people a genuine choice. A better product, yes, for sure. A better experience, definitely. We offer a new lifestyle. Our products make people’s lives easier and better.
BRAND IDENTITY GUIDELINES 2012 TARGET AUDIENCE
What do we offer? Perspective offers people the chance to look modern and stylish while maintaining a healthy lifestyle. We portray the man as a whole, in all aspects of his life. He is an athlete, but he also has an important job, and needs to look smart and sophisticated both at work and during leisure time.
BRAND IDENTITY GUIDELINES 2012 BRAND ATTRIBUTES
Brand Values We also established a set of values that are distinctively Perspective, which reflect our strengths and future ambitions. ‘SIMPLICITY’ - We strive to ease and simplify the your life while satisfying your needs. ‘PERFECTION’ - It is possible. We want to fit perfectly in your life, and make it better. ‘SMART’ - Our products are designed around insight into your needs, spoken and not. ‘AMBITOUS’ - We look ahead (towards the future) to find innovative ways to improve our services/products and thus your life.
BRAND IDENTITY GUIDELINES 2012
A new way to look at food. A new way to look at well-being. A new way to look at the world.
BRAND IDENTITY GUIDELINES 2012
A new way to look at... food...
well-being...
We present food from a new perspective. The food is healthy, but all gym food is healthy. Our food tastes magnificent, but that is not enough. We believe that food must look stunning too!
Today’s life style does not promote well-being. One has to make an effort to include physical exercise in his daily routine. It has to be supported by healthy food. Eating healthy leads to well-being.
the world... There is a vast difference when you look at the world while maintaining a healthy lifesstyle. Just look at it from Perspective’s point of view and see a new side of life.
BRAND IDENTITY GUIDELINES 2012 TONE OF VOICE
How do we communicate? What is Tone of Voice?
Our Tone of Voice style
Tone of voice means how we say what we say. The words we use send signals about us – they show our audience what we represent as a brand and helps them to understand what we stand for. The way we talk as a brand is as important as the way we look.
DETERMINED, CONFIDENT and SINCERE
Why is it important? The words we use reflect our personality, so the more consistently we use them the more coherent our brand will be. How we use Words Our tone of voice stems directly from our positioning and our values – they help guide us in what we write.
We have a sense of self belief; we are direct and accurate in what we say but we always display a sense of modesty. We don’t need to use excessive exclamations or gushing descriptions. We are straightforward and authentic. We don’t use complicated jargon and abbreviations that no one understands. We give clear and decisive directions with what we describe, we are respectful of others – we try not to assume.
WE ARE NOT Intimidating, Arrogant, Complicated and Cold
BRAND IDENTITY GUIDELINES 2012
Contents Visual Identity
Applications
— The Logo
— Writing our Tag Line
— The Logo in Photography
— Logo - Variants
— Typefaces – Title font
— Stationery
— Logo - Black and White Variants
— Typefaces – Copy font
— Stationery - Letterheads
— Logo - Application and Website Variant
— Imagery Style and Tone
— Stationery - Envelopes
— Logo - Negative Spacing
— Photography
— Stationery - Complimentary Slip
— Logo - FOR MAN
— Stationery - Business Cards
— Logo - Exclusion Area
— Web Guidelines
— Logo - Positioning
— Web - Email Signature
— Logo - Misuse
— Web - Facebook
— Colour Palette
— Web - Twitter
— Typefaces – Title font — Typefaces – Copy font
BRAND IDENTITY GUIDELINES 2012
Visual Identity
BRAND IDENTITY GUIDELINES 2012
Basic Elements - Overview logo
colour palette Here is a snapshot of all the elements that make up our brand. Each element has a specific role and is related to the other elements.
headline font
body font
Walkway
DIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz!@%&()�?
BRAND IDENTITY GUIDELINES 2012 THE LOGO
symbol
This is our logo. It has been specially created and is unique to PERSPECTIVE. It will appear on every piece of communication by our company. To ensure it communicates to its best, the following pages outline the several guidelines to observe.
logotytpe
box
strap line
BRAND IDENTITY GUIDELINES 2012
Logo - Variants ColdBlack on a White background
White on a ColdBlack background In essence we have two logo variants. They are used depending on the colour of the background they are paced on. We have outlined in the following pages when and how to use the logo.
This is our main logo, and it is to be used on all our products, official merchandise and communication. Only this version of the logo can be used by those who do not make up our company.
This version of our logo is created to be used when a white background is not effective to maximise the impact of our logo.It is mainly to be used on digital forms of media. It is not be used by any others than official representatives of PERSPECTIVE.
BRAND IDENTITY GUIDELINES 2012
Logo - Black and White Variants Black on White
White on Black
When it is not possible to reproduce our logo in full quality colour, we have the one colour versions; Black placed on a White background, and White placed on a black background. We really like our full coloured logo, and it helps us to build a recognisable brand.
This logo will be used in cheap printing, where a good colour quality cannot be reached such as in letterheads.
Where our ColdBlack colour cannot be used, such as when printing on cardboard, this White on Black version should be used.
We only use one colour versions in exceptional circumstances, such as when colour print options limitations are in place.
BRAND IDENTITY GUIDELINES 2012
Logo - Application and Website Variant Grey on a White background This logo is to be used only on the mobile application and website only. It was created because the colour has a very nice contrast with the white screen bacground and complements nicely the texture used for the digital applications. It is not to be used on any other merchandise or print.
BRAND IDENTITY GUIDELINES 2012
Logo - Negative Spacing Our logo is mainly made up of negative space. The black area around the rest of the logo is defined by the height X of the logotype, i.e. the height of the letter ‘E’. X length above the symbol/mark, and below the logotype. Twice the X lenth on each sides of the logotype. The distance between the symbol/mark and the logotype should be of half X, i.e. ‘1/2 of the letter E’ The size of the logotype should be exactly as shown, i.e. formed by the lines extruded from the symbol. These rules apply to all variants of the logo.
BRAND IDENTITY GUIDELINES 2012
Logo - FOR MAN The strap line FOR MAN marks the separation from the Parent-brand and the other Sub-brand. The distance between the strap line and the logotype should be of a quarter of X, i.e. ‘1/4 of the letter E’ The height of the strap line should also be a quarter of X. The width of the box preceding the strap line should be the width of the letter ‘O’ of the word ‘FOR’. The strap line together with the box should be positioned in line with the letters ‘I’ and ‘E’ of the logotype.
BRAND IDENTITY GUIDELINES 2012
Logo - Exclusion Area We’ve defined an exclusion zone that stops other graphic elements interfering with the PERSPECTIVE logo. The previous rules are applied similarly for the ColdBlack on White logo. The height X of the logotype marks the minimum area of clear space surrounding the logo. This area of separation is a minimum and should be increased uniformly whenever possible.
Minimum Size The logotype should never be too small to read. We’ve set a minimum size of 30mm.
30mm
BRAND IDENTITY GUIDELINES 2012
Logo - Positioning Here are the details on how to place the logo on applications. The exclusion zone rules should always be followed when positioning the PERSPECTIVE logo around the edges of a page or when you are combining it with other graphic elements. For print and advertising applications the logo can sit on either top or bottom right hand side. For the mobile application, the logo should be positioned on the bottom right side. For the website, the logo should always be positioned top left.
BRAND IDENTITY GUIDELINES 2012
Logo - Misuse Making sure the PERSPECTIVE logo is used in the right way is critical. It must never be modified in any manner.
change background colour
change proportions
seperate elements
change colour
change letter ‘E’
change font
apply special effects
fill symbol
place logo on texture or photo
The following examples illustrate several ways in which the logo is not used correctly.
apply gradient background
BRAND IDENTITY GUIDELINES 2012 THE COLOUR
Colour Palette PERSPECTIVE’s corporate colours are ColdBlack, Grey, White and Black. The colours are available in Pantone, CMYK and RGB depending on the required use or application.
Spot Pantone® 426 C
Spot Pantone® 7554 EC
Spot -
Spot Pantone® Black
CMYK 78/68/65/84
CMYK 61/52/49/19
CMYK 0/0/0/0/
CMYK 0/0/0/100
RGB 8/12/14
RGB 101/102/104
RGB 255/255/255
RGB 0/0/0
BRAND IDENTITY GUIDELINES 2012
Writing our Tag line A new way to look at food.
for the Tag line
A new way to look at well-being.
Walkway
A new way to look at the world.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@%&()”?
Our tag line should never be altered. Although one of the three sentences can be written on its own, words should never be added or removed. The tag line can not be written in any colour. It should always have the same colour as that of the logotype. If the logo is not present on the same page, the tag line should be written in any of the colours shown in our colour palatte, using the one with higher contrast to the background it is being written on. eg. ‘White on a Black background’
Expand SemiBold, Hor Scale 75%
BRAND IDENTITY GUIDELINES 2012 THE TYPEFACE
Typefaces - Title font
for Headlines
Walkway
Expand SemiBold, Hor Scale 75%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@%&()�?
For the logo type we use an alternated version of Walkway. Walkway Condensed, Tracking 20 The letter E is modified and should never appear in any other way.
BRAND IDENTITY GUIDELINES 2012
Typefaces - Body copy primary weight for Body copy
secondary weight for Sub Headings
DIN
DIN
Light, Hor Scale 75%, Tracking 10
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@%&()”?
For the strap line we use another version of DIN DIN BoldAlternate, Tracking 25
Medium, Tracking 10
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@%&()”?
Where Din is unavailable, Helvetica must be used, however it is preferable to use Din Light as body copy in all communications. This is a universally available typeface. This applies to business documents, correspondence, promotional materials, displays, product labels, signs, web pages and other media.
BRAND IDENTITY GUIDELINES 2012
Imagery Style and Tone Photography is a key part of our brand since they make strong impressions on our audiences. Our images should be thought-provoking and inspiring. They should demonstrate a the essence and attributes of our company, not just displaying our products. We want to show a unique, unexpected and surprising angle of the world around us, as the brand name states.
BRAND IDENTITY GUIDELINES 2012
Photography Photographic Checklist Is the image dramatic and inspirational? Is the image thought-provoking? Has photographic excellence been achieved? e.g. good colour contrast, engaging subject matter, interesting use of light and a strong composition? Is the image clean and simple with a clear focal point? i.e. not busy, cluttered and complicated?
As a general rule, to achieve more of the effect that our brand wants to portray, most of our photography is shown in GRAYSCALE, BLACK AND WHITE or in a highly DESATURATED mode.
We have divided our photography library into 3 main sections: PRODUCTS, DETAIL and PEOPLE.
Products Simple but interesting photos of our products, showing the design detail in an honest and real way.
Detail Close ups on typical objects, materials which portray the lives of our target audience.
People Shots from the everyday life our customers.
BRAND IDENTITY GUIDELINES 2012
Photography The following shows the DETAIL section of our photography.
BRAND IDENTITY GUIDELINES 2012
Applications
BRAND IDENTITY GUIDELINES 2012 THE LOGO
The Logo in Photography The following are some example of our corporate identity in action. These images reflect the audience that our identity may appeal to.
BRAND IDENTITY GUIDELINES 2012 THE STATIONERY
Stationery Stationery is a primary means of communication and it is essential that is a consistent reflection of our corporate identity. There is only one approved design format for all corporate and business unit stationery, and it should not be altered under any condition. This section illustrates approved layouts of PERSPECTIVE stationery with all the different variations.
BRAND IDENTITY GUIDELINES 2012
Stationery - Letterheads Standard Letterhead The standard letterhead is for general communication purposes from ‘PERSPECTIVE for man’. The contact information is not specific to any department, office or individual. There are also customised versions of the letter head, for specific communications. It has the standard international A4 size.
BRAND IDENTITY GUIDELINES 2012
Stationery - Letterheads Second Sheet A second sheet should be used if additional space is needed to accommodate the letter length. The logo keeps the same size of the front letter head page, but is centered.
BRAND IDENTITY GUIDELINES 2012
Stationery - Envelopes This ColdBlack envelope is used for all communication purposes from our company. The contact information is not specific to any department, office or individual. It has the standard international 9.5 * 4.12 inches.
BRAND IDENTITY GUIDELINES 2012
Stationery - Complimentary Slip This complimentary slip is used in correspondence, or as an enclosure for other material from ‘PERSPECTIVE for man’. The contact information is not specific to any department, office or individual. It has the stard international 210 * 99 millimetres.
BRAND IDENTITY GUIDELINES 2012
Stationery - Business Cards The business card is used to give contact information of any individual related to our company. It has a custimised size of 914 * 400 millimetres.
BRAND IDENTITY GUIDELINES 2012 THE WEB
Web Guidelines Today the internet is the most important means of communication and it is vital that it reflects constantly our corporate identity.
BRAND IDENTITY GUIDELINES 2012
Web - Email Signature Thanks and regards, John Smith PERSPECTIVE Office +356 2123 2425 Mobile +356 9923 2425 johns@perspective.com www.perspective.com 25, Rue D’Argens Gzira GZR 3002
Email is probably the most frequently used means of communication. The signature is an important part of the email as any other. It also includes the contact details so that customers can access the most important contact information instantly.
BRAND IDENTITY GUIDELINES 2012
Web - Facebook The facebook page is an important communication tool with our clients and followers. The ‘cover photo’ displays our logo together with our brand identity tag lines. The ‘profile picture’ is used to complement the ‘cover photo’.
Profile Picture
Cover Photo
BRAND IDENTITY GUIDELINES 2012
Web - Twitter Twitter is one of the fastest means of communication to reach out to people, connect with our audience, write and listen to them. The ‘profile image’ displays our logo in the ColdBlack on White version.
BRAND IDENTITY GUIDELINES 2012
www.perspective.com