Styleguide albert slow compressed by angelaaginako

The Identity Style Guide

1. Introduction

2. Visual style

1.1 The guidelines

2.1 The logo 2.1.1 Logo size 2.1.2 Logo position 2.1.3 Isolation area 2.1.4 Misuse of the logo 2.1.5 Three 3 2.1.6 Colors 2.2 Typography 2.2.1 Another Line font 2.2.2 Agency FB font 2.2.2.1 Size 2.2.2.2 Type color

3. Print and poster advertising 3.1 Logo position 3.2 Stationary and collateral 3.3 Business card 3.4 Advertising signature 3.5 Imagery 3.6 Sponsorship 3.7 B&W reproduction 3.8 Print and poster advertising examples

4. Other use of the logo

1. Introduction Since the begining Albert Heijn stores have been full service markets known for their focus on quality stores and products. Albert Heijn wants to profile on being environmentally friendly as a company and this is an aspect of its operational management. Albert Slow is one more step in that direction. Besides selling the above mentioned, special products they also wish to contribute to raising awarness on â&#x20AC;&#x2DC;slow foodâ&#x20AC;&#x2122; and the ideas and practices which are part of it. That is why its ivisual dentity has always been about an appealing and atractive deign without losng any of its user friendliness and information. The original, animating logo came to be seen as the embodiment of an organisation that was constantly re-inventing itself and challenging the expectations of its client.

1.1 The guidelines Whether it is seen on screen or in print, the logo is always going to be the same. It will continue with the same texture and colour. The new identity reflects the new Albert Slow soul. It is challenging, distinctive and innovative.

Albert

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Albert

However, the new identity can only make a positive impact if it is used consistently and correctly. The Identity Syle Guide has been developed to provide a comprenhensive understanding of the new Albert Slow identity.

SLOW

2. Visual Style The visual identity is the out expression of Albert Slow. It sets it apart from other supermarkets brands. The word Slow is the promary element of the identity. However, other component parts play an important role in establishing Albert Slow’s visual style. This elements are: Word ‘albert’ Circle Typography

2.1 The logo

2.1.1 The logo size

In print and in screen the facia of the logo is never outlined, so that it integrate with its surroundings.

Albert Slow logo has been designd to reproduce at a minimum height of 20x20 mm. But there is no maximum reproduction size of the logo.

We will see two diferent variation of the logo depending of the background. 80x80 mm

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20x20 mm Albert

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100x100 mm

2.1.2 Logo position Albert Slow logo is not always in the same position. However the most commom site to show it itâ&#x20AC;&#x2122;s on the middle of the page. But also there are other formats where we can see it on the corners. In the next section the Identity Style Guide will give you more instruction about how to position the logo in mane different formats and situations.

2.1.3 Isolation area Albert Slow identity shpuld always be surrounded by a minimum area of space. The area os isolation ensures that headlines, text or other visual elements do not encroach on the logo.

For example: logo sizes: 50 mm x 50 mm area of isolation = 5 mm around all sides of the logo

The area is defined by using a third of the heigh of the logo which is referred to as x.

This area of separation is a minimum and should be increased wherever possible. 0,5x

A margin of clear space equivalent to 0,5x is drawn around the logo to create the invisible boundary of the area of isolation.

0,5x

2.1.4 Misuse of the logo It is important that the appareance of the logo remains consistent. The logo should not be misinterpreted, modified or added to. The logo must never be redrawn, adjested or modified in any way. It should only be reproduced from the artwork provided. To illustrate this point some of the more likely mistakes are shown:

do not put the logo in a frame

do not put the logo in box

Albert

SLOW do not distort the logo

do not put the logo in black and white

2.1.5 Albert Slow As the logo of the new iniciatve of Albert Heijn, the word ‘Slow’ is always going to be bigger than the word ‘albert’. In this way we make the diference betewen Albert Heijn and Albert Slow.

correct use:

incorrect use:

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2.1.6 Colors Albert Slow use different color palette depending on the background where is based the logo. The most used colores are white, beige, grey, red and green. These colors reflect the soul of Albert Slow.

M0 Y0 R255 G255 B255 Web 77 77 77

M25 Y40 R202 G187 B159 Web CC CC 99

M33 Y28 R208 G175 B169 Web CC 99 99

M16 Y9 R168 G195 B219 Web 99 CC CC

M0 Y0 R60 G60 B59 Web 33 33 33

2.1.6 Colors When the logo is placed over a photograph or illustration the color of the logo is going to be white. The logo will never be any other color.

2.2 Typography For the visual of Albert Slow have been used three diferent typography. Basic Title Font and Bebas Neue for the logo and Brandon Grotesque for all the text. The three of them are supported by pc and mac. Clean, modern font and has been supplied with the following weights:

for the logo:

Basic title font

bebas neue for the text:

Brandon Grotesque

2.2.1 Basic Title Font and Bebas Neue These two fonts are used for the logo of Albert Slow. The Basic Title Font is only used for the Bebas Neue for ‘Slow’. The Basic Title Font is always going to be on the bold format, and Bebas Neue on regular format. Bebas Neue font is also going to be use on titles of normal texts.

basic title font: abcdefghijklmnopqrstu vwxyz 0123456789 . bebas neue: abcdefghijklmnopqrstu vwxyzßæoe•ABCD EFGHIJKLMNOPQRSTU VWXYZÆOE&012 3456789*#@+<=>'"÷±%‰⁄μ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_

2.2.2 Brandon Grotesque and Bebas Neue Brandon Grotesque is the font choosen for all the texts. It is going to be used always in the regular format. Not bold or italic. Bebas Neue is going to be used for the titles on print and screen version and also in the regular format. Both fonts are recomended to use at 12pt or above. But never less.

Brandon Grotesque: abcdefghijklmnopqrstuvwxyzßæoe•ABCD EFGHIJKLMNOPQRSTUVWXYZÆOE&012 3456789*#@+<=>'"÷±%‰⁄μ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ bebas neue: abcdefghijklmnopqrstuvwxyzßæoe•ABCD EFGHIJKLMNOPQRSTUVWXYZÆOE&012 3456789*#@+<=>'"÷±%‰⁄μ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_

2.2.2.1 Size Type should never appear below 10pt. There is no maximun limit to type size. Brandon Grotesque is most suitable for 10, 11 and 12 pt type for body copy. For the titles and headlines, Bebas Neue is more suitable at 16pt or above.

This is the head line This is Brandon Gortesque set at 18 point leading. It is large body text. This is a Small Title This is body copy using Brandon Grotesque Regular. It is 12 point.

2.2.2.2 Type color Color may be used to help differentiate between types of information. Colours may be choosen from Albert Sllow colour palette of the Identity Style Guide.

Color from Albert Slow color palette

3. print and poster advertising The following section is a guide to implementing the new identity in the print advertising and all the office paper printed. All printed leaflets, brouchures and books produced by Albert Slow.

Albert

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3.1 logo position The logo position could change depending in which format is print. Generally it should apeare on the center or top center. There are other spaecial ocasion where it is in other position.

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The logo should sit rangeright againts the determined margin. There are recommended logo sizes. In special circumstances the logo size may need to be increased.

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3.1 logo position Envelope Albert

SLOW Brochure Landscape Albert

Albert

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3.2 stationary and collateral Envelope:

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Albert

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Albert

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Albert

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Albert

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3.3 business card

ﾃ］gela Aguinaco Martﾃｭn Director Manager 626 405 402 angela_aginako@hotmail.com

3.3 business card

ﾃ］gela Aguinaco Martﾃｭn Director Manager 626 405 402 angela_aginako@hotmail.com

3.3 business card

ﾃ］gela Aguinaco Martﾃｭn Director Manager 626 405 402 angela_aginako@hotmail.com

3.4 advertising signature The URL should be used when there is relevant and corresponding information on Albert Slow website. The URL should always be range left and can appear either broken or unbroken. The preferred URL position is bottom left. Yet it can move up and down the left hand side of the page to accomodate imagery. It must always be the smallest piece of information (in size) on the page. However care must be taken to maintain the URLâ&#x20AC;&#x2122;s visibility.

URl construction albertslow.com/recipes three3.com/extended recipe name

3.5 imagery Albert Slow should always produce engaging, original, memorable and eye-catching advertising solutions.

The new Albert Slow identity works best from a top view with full frame imagery as opposed to montages of smaller photographs.

When commissioning artwork, the most important question is how are the images to be used? The use of the picture dictates the type of the photographer or illustrator you need to find.

Below are excellent examples of images generated exclusively for Albert Slow.

3.5 imagery The format of the poster/advertisement will also affect how the artwork is produced. If the image is to be used in different formats, two versions may be requiered. Always consider where the logo and type will sit in the composition

4. other use of the logo There are other ocasion that the logo is not printed in a common stuff. There are T-Shirts, disc and other kind of feature where the logo is shown. Letâ&#x20AC;&#x2122;s see some examples.

3.6 sponsorship Sometimes there will be a need to incluide subsideary information such as a sponsorâ&#x20AC;&#x2122;s logo. This is most likely to occur in posters and advertisements. Such information should be positioned at the base of the layout, ranging right or occupying the same width as Albert Slow logo.

3.7 black and white reproduction This is the only one occacion when the logo of Albert Slow can be printed on color. The color should be choosen from the Identity Style Guide of Albert Slow.

Albert

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Albert

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3.8 print and poster advertising examples Brandon Grotesque is used extensively in posters and press ads.

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4. other use of the logo