ABOUT THIS MANUAL As corporate identity is one of the most important building blocks of a company's marketing and communication policy, establishing a strong and instantly recognizable identity for a company can only be archived through the correct and consistent application of its logo. This manual was designed to help implement the proper usage of the U7 logo. So, as to establish a cohesive company image and to reflect a professional style, It provides examples of the U7 logo, recommended fonts, color combinations and general usage guidelines. The logo and reproduction guideline has been developed to better promote U7 as a company with strong reputation. Please keep this manual as a reference. We invite you to adhere to to the following guidelines all times when using the U7 logo.
visual identifier
logo usage
WHAT IS U7? U7 represents Bangkok rock-based hangout bar&restaurant in a concept of expression. We provide Thai food, drinks and expression court, which is fully supporting and encouraging our customer to express the feeling out. U7 came from YOU and 7. YOU represents our customer-based service and 7 is from the name of the founder who always like to express himself out in rock style. We have rock music show every night, especially on weekend. We also have our well-trained bartenders to defense customer's punch, using boxing equipment. Scream Hall on the 2nd floor is a common place for customer to shout out loud without any shyness and tension. In case of private needs, we provide Release Cube on 3rd and 4th floors with many stuffs for both creation and destructive purposes for our customer to express in his/her way in a private room. The customer can play rock songs from given playlist or individual set at the desk. In addition, we also have our psychologist on the top floor for consulting on schedule time.
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logo usage
BRAND PERSONALITY POSITIVE
We look at problems as opportunities and see setbacks as learning experiences. Our optimism is contagious, motivating suppliers and building customer confidence. Because we're positive, we believe in and help our customers to express their emotion, feeling and stress for our customers happiness.
ENERGETIC
We are energetic and powerful in every service we do for our customers. Because of the energy we have, we can share it to our customera and encourage them to express in theirways, for example, talk and dance.
CARING
We welcome everyone through our doors, not to be cold our customer. We care about our local communities and are compassionate toward the people in them. We’re helpful and very engaged. Our customers trust us; we work hard at never letting them down.
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logo usage
BRAND PHILLOSOPHY We will be energetic, positive and caring all the times. Every time when we communicate with our customers, we will share our energy to them and encourage them to express their feelings, emotion and stress.
BRAND VISION U7 aims to be Thailand’s No.1 Expression Court and to reduce national stress rate and crime growth rate by 7% per year. U7 also aims to encourage every Thai to express more, and to satisfy our customers the best we could.
BRAND MISSION 1. We will constantly use rock music as our main driven part. 2. We will provide vary and safe materials in many ways for our customer’s satisfaction. 3. We will provide the best safety for our customer. 4. We will initially focus on Bangkok then spread to other parts of Thailand.
visual identifier
logo usage
LOGO Our logo has a single element: the symbol. It is developed from a metal/rock hand gesture (or a sign of horn). We simplify the shape of hand to be "U" and transform the index to number "7". We decided to use red and black as our main color to represent our sincere, care and rock. In the other way, we can look the symbol as a screaming mouth with number 7. The minimum printing size is 0.6cmx1.2cm
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logo usage
EXCLUSION ZONE
COLOR COMBINATION
Use one of the white shape in the middle of the symbol to be an exclution zone indicator and place it as a figure below.
visual identifier
on soft texture
on Metal Grey
on Pure White
on Pure Black
on soft texture
on Rock Grey
on Pure White
on Pure Black
logo usage
DON‘T DON’T DO THESE THINGS Which might cause a misunderstood of our communication and unprofessional image of the brand.
wrong proportion resize
rotate
reflect
DO DO THE RIGHT BACKGROUND We allow designer’s creative to place our logo anywhere which has a very clear or soft texture background.
change the logo color
transparent
Or, the designer can add a background for the logo in exclusion zone size, and by Pure White, or Pure Black, or Metal Grey (Rock Grey for Greyscale) only.
change the background color
use messy background
The exclusion zone of this version is twice than the normal one.
ROCK
add strokes
add effects
invade exclusion zone
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logo usage
TYPOGRAPHY We use sans-sarif to represent our modern, simple and straightforward. It is also easy to read. According to our brand, a geometrical strength of the typeface can be the best way to express us. We Choose Fundamental Brigade Schwer as our heading typeface, and Fundamental Brigade, as our common body typeface due to their realistic sharpness and their perfect geometry. When you use heading typeface for headline, please make it more than 20 pt, and use UPPERCASE.
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logo usage
PRIMARY COLOR Pure White
Bloody Red
Metal Grey
SECONDARY COLOR Rock Grey
Ash Grey
Pure Black
255,255,255
236,28,36
50,48,48
RGB
RGB
RGB
RGB
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
HEX
HEX
HEX
PANTONE®
PANTONE®
Melon
Banana
Orange
RGB
RGB
RGB
CMYK
CMYK
CMYK
HEX
HEX
PANTONE®
PANTONE®
RGB
RGB
0,0,0,0
0,0,0,0
68,64,67,90
HEX
HEX
HEX
#FFFFFF
#EC1C24
#323030
PANTONE®
PANTONE®
185 C
419 C
147,149,152 0,0,0,50 #939598 423 C
opacity 40%
139,197,63 50,0,99,0 HEX
#8BC53F PANTONE®
366 C
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logo usage
88,89,91 0,0,0,70 #58595B
0,0,0 0,0,0,100 #000000
445 C
opacity 40%
249,236,49 5,0,91,0 #F9EC31 106 C
opacity 40%
250,175,64 0,35,85,0 #FAAF40 1365 C
IMAGE STYLE ENERGETIC / POSITIVE / REAL / FEELING DEEP / ENJOYABLE / ROCK By applying these traits to our creative direction we'll succeed in defining the U7 brand. The photographic could be in both black&white and color in low key light. We accept flash and silhouette techniques We are not accepted too blurry photo, overly styled photo, bright and relax photo, too pornographic photo and lacking of emotional photo.
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logo usage
0.4 cm
0.4 cm
BUSINESS CARD
0.4 cm
2.5 cm
Business card is one of our brand representatives. We choose 200 gram Metal Grey Mat paper in fixed 9.2cmx5.3cm size. Microsoft Word templates or master artwork is available from: www.u7.co.th/offices/communications/services The manual cutting guideline is the red line in the dimension below. 0.4 cm
0.6 cm 1 cm
5.3 cm [2�]
1 cm 0.6 cm
9.2 cm [3.5�] 0.6 cm
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1.77 cm
logo usage
1.77 cm
0.6 cm
1.4 cm
memo
To From Date Copy To Subject
LETTERHEAD
2 cm NAME SURNAME Accreditation Position
To From Date Copy To Subject
Our memos are typeset in 11 point Fundamental Brigade on 14 point linefeed. All copy is typeset ranged left and ragged right. Left aligning type makes this easier for the reader to find the starting point of the next line. Please do not justify copy as this can create uneven spaces between individual words. Fundamental Brigade Schwer can be used to highlight key information, headings and secondary level headings. Large areas of capitals should be avoided and italic copy must be kept to a minimum. This will help to make the infomation more accessible. Leaving a space between paragraphs also makes reading easier. Indenting copy can sometimes make the start of the line difficult to find. Our memos are typeset in 11 point Fundamental Brigade on 14 point linefeed. All copy is typeset ranged left and ragged right. Left aligning type makes this easier for the reader to find the starting point of the next line. Please do not justify copy as this can create uneven spaces between individual words. Fundamental Brigade Schwer can be used to highlight key information, headings and secondary level headings. Large areas of capitals should be avoided and italic copy must be kept to a minimum. This will help to make the infomation more accessible. Leaving a space between paragraphs also makes reading easier. Indenting copy can sometimes make the start of the line difficult to find. Our memos are typeset in 11 point Fundamental Brigade on 14 point linefeed. All copy is typeset ranged left and ragged right. Left aligning type makes this easier for the reader to find the starting point of the next line. Please do not justify copy as this can create uneven spaces between individual words. Fundamental Brigade Schwer can be used to highlight key information, headings and secondary level headings. Large areas of capitals should be avoided and italic copy must be kept to a minimum. This will help to make the infomation more accessible. Leaving a space between paragraphs also makes reading easier. Indenting copy can sometimes make the start of the line difficult to find. Our memos are typeset in 11 point Fundamental Brigade on 14 point linefeed. All copy is typeset ranged left and ragged right. Left aligning type makes this easier for the reader to find the starting point of the next line. Please do not justify copy as this can create uneven spaces between individual words. Fundamental Brigade Schwer can be used to highlight key information, headings and secondary level headings. Large areas of capitals should be avoided and italic copy must be kept to a minimum. This will help to make the infomation more accessible.
Stationery templates and master artwork files have been produced and can easily be used by A4 size. Extra leading is recommended for the body copy of letters. 12/16 type is suggested for optimal readability.
Name Institution 1st line address 2nd line address Town & postcode Date
Dear
1.85 cm
This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right.
1.2 cm
Microsoft Word templates or master artwork is available from: www.u7.co.th/offices/communications/services
This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase.
memo
All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade.
This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase. All U7 letters are set in the typeface Fundamental Brigade. No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase.
No other font can be used. Our letters are ranged left and ragged right. This letter template is set in Fundamental Brigade 11 point copy with 14 point linefeed. All copy is upper and lowercase.
Name Surname Job title or description
Name Surname Job title or description
3.45 cm
1 page letter
continuation
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logo usage
18.7 cm
ENVELOPE
2.8 cm
As maintaining our appearance and our c ommunication, we choose black envelope in 229mmx324mm [on the left] and enveope #9 (8.75"x3.875")
1.85 cm
2.2 cm 0.82 cm
RECIEVER NAME 3.6 cm
Address Line 1 Address Line 2 Town and Postcode
Master artwork files have also been produced for compliment slips that are externally printed (ie litho printed). Microsoft Word templates or master artwork is available from: www.u7.co.th/offices/communications/services
32.4 cm 0.7 “ 0.12 “
RECIEVER NAME Address Line 1 Address Line 2 Town and Postcode
0.97 “ 0.17 “ 0.9 “
22.9 cm 10.5 cm
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logo usage
BANNER Try to keep our image style, plus minimal text and our logo for advertising. If there is a texture underneath the logo, make sure that it’s clear enough to place on.
T-SHIRT This is U7 promotional t-shirt for common use ex.event and giving away. This is not our official uniform..
We suggest you to darken or lighten the background if it needs to be.
”EXPRESS YOURSELF“
”EXPRESS YOURSELF“
visual identifier
logo usage