BRAND IDENTITY GUIDEBOOK
INTRODUCTION This Guidebook aims to provide a consistent framework for KOLBA’s brand communication via on and offline platforms. Careful and thorough review of this Guidebook should answer most questions that typically arise when creating and producing work. For any brand related queries, please contact UNDP Armenia office via: UNDP Armenia Kolba Lab 14 Petros Adamyan str. Yerevan 0010, Armenia Tel: +374 60 530 000 (*191) Email: idea@kolba.am www.kolba.am
CONTENTS I. Brand Identity 1.0 Brand Introduction Brand Manifesto Inspiration 2.0 Logo Logo Signature Logo Size & Safe Space Logo Usage Co-Branding Cases Incorrect Logo Usage 3.0 Brandmark Brandmark Usage Incorrect Brandmark Usage 4.0 Tagline 5.0 Colors Color Palette Color Balance 6.0 Typography 7.0 Art Elements
II. Corporate Identity 8.0 Business stationery Business card Letterhead Envelope Folder Notepad Pen/Pencil 9.0 Online PPT Template USB Stick Email Signature 10 Print Collateral Flyer Booklet Inner Page Catalogue Poster Rollup Banner
11 Marketing Materials Bag Cup Souvenir Kit Certificate T-Shirts III. Digital Identity 12 Photography Style Mood 13 Social Media Profile & Timeline Pictures Templates
BRAND IDENTITY
1.0 BRAND INTRODUCTION Brand Manifesto Kolba Lab — Shaping the Future Just because the future is opaque, doesn’t mean that we can’t shape it. In an era of overwhelming environmental, social, and political challenges, complacency is not an option; the stakes are too high for us to just wait and see what happens. Through actions taken every single day, we must be active citizens and build the future that we want to see in Armenia and beyond. This, coupled with a profound commitment to community building, is Kolba Lab’s mission. Through the efforts of UNDP and the European Union, Kolba Lab was born as an incubator for citizen-led social innovation. From day one, our goal has been to source human-centered solutions from within our local community, because we believe that the right kind of change comes from the bottom up. Now that we are a future-driven lab, crowdsourcing is even more integral to our work. By mobilizing thinkers, doers, and dreamers in Armenia, we reimagine what our country can be today — as well as thirty years down the road. Futuring research and collaborative scenario building are the cornerstones of our approach. Kolba Lab has shifted its gaze forward in order to ask critical questions about governance innovation and social change in an evolving world. Bringing together government players with thoughtful individuals, we spark creativity, generate new ideas, and explore what kinds of intelligence a positive and more equitable future will need. The 21st century can be a new era for social change and creative disruption in thought, technology, governance, and civic activism. Join Kolba Lab’s growing community and help make Armenia and the world future positive.
1.0 BRAND INTRODUCTION Inspiration Chasing the Flying Fish Kolba Lab is dedicated to building a future positive Armenia. We wanted our logo to exemplify this vision, so we incorporated the flying fish — a sleek and elegant creature that disrupts preconceived notions and transcends boundaries. The flying fish is above all ambitious. Maybe its mission to touch the sky is impossible, but the flying fish strives nonetheless, aiming high and drawing its silver arc in the air. Kolba Lab cannot know what the future will hold, but we strive for the unreachable anyway; we actively build the future that we want to see.
2.0 LOGO Signature KOLBA signature is a structured relationship between logotype, brandmark and tagline. The logo can be used in 3 different options, based on application need.
Print collateral
Digital ads, Business stationery, Marketing materials
Souvenirs, Marketing materials
Chasing The Flying Fish
Chasing The Flying Fish
2.0 LOGO Logo Size & Safe Space X= The logo is based on 4:7x aspect ratio. Never deviate from these proportions and never create the logo yourself.
4x Chasing The Flying Fish
7x 51px Chasing The Flying Fish
100px
X
X
33px 65px
65px
X= Logo safe space surrounds the actual imagery, which is equal to “X”. Always respect the safe space and keep it free of any marking. Maintain the safe space around the signature (brand mark and logo) to protect it from distracting graphics.
Chasing The Flying Fish
X
33px
X
Minimum size
2.0 LOGO Logo Usage
English is the primary version of KOLBA logo. Logo can be used in horizontal lockup.
A certain flexibility is allowed in the placement of KOLBA logo. Primarily it should be left aligned. The main objective is to create a balanced layout that feels clear and modern. Central placement of the logo has a limited use. It is applied for cases where left-alignment of the logo is difficult because the layout is too narrow or small.
2.0 LOGO Co-Branding Cases
There are two versions for co-branding cases: 1. Equal Partnership
X
X
Two/multiple logos indicate equal involvement by participants. The logos are displayed in equal size and placement. Both logos should be the same visual size. Consider logos’ safe space. Two logos shall be separated by “X” distance as shown on the example.
Chasing The Flying Fish
X
X
X
X
Business Partner Logo
Business Partner Logo Chasing The Flying Fish
X Vertical lock up
X Horizontal lock up
2.0 LOGO Co-Branding Cases
There are two versions for co-branding cases: 2. Owner-Led X
X
Business Partner Logo Chasing The Flying Fish
X
X
Business Partner Logo
Business Partner Logo
Multiple logos are present, but one party is dominating. A short phrase accompanies the dominating logo to define the role it plays. The dominant logo is always on top or left, the subordinate logo is on bottom or right. All logos shall be the same visual size, centered and equally placed along the vertical and horizontal axes.
2.0 LOGO Incorrect Logo Usage
Chasing The Flying Fish
Incorrect background
Chasing The Flying Fish
Incorrect placement
Chasing The Flying Fish
Additional shadows
Chasing The Flying Fish
Incorrect font
Chasing The Flying Fish
Incorrect resolution
Chasing The Flying Fish
Incorrect color
Incorrect proportions
Chasing The Flying Fish
Incorrect lockup
3.0 BRANDMARK Brandmark Usage
The brand mark is based on 6:4 aspect ratio. Never deviate from these proportions and never attempt to recreate the brand mark yourself.
6x
4x The brand mark can appear separately in digital media communication enhancing the brand distinction. Always place the brand mark into square shape centered proportionally.
3.0 BRANDMARK Incorrect Brandmark Usage
Do not rotate, stretch or alter the brandmark in any way.
Do not create patterns.
Do not create shadows or additional strokes to brandmark.
4.0 TAGLINE KOLBA tagline is mainly used on print collateral.
Chasing The Flying Fish X
X
Chasing The Flying Fish
X
X
5.0 COLORS Color Palette For consistency it is essential that colors are reproduced as accurately as possible. Care must be taken in selecting the correct color reference for different applications. It is strictly prohibited to apply different color shades. Color 10% deviation may apply only. Primary Colors
Gradient
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
498dae
CMYK: 73, 34, 21, 0 RGB: 73, 141, 174
4f7ca9
CMYK: 74, 47, 16, 0 RGB: 79, 124, 169
546ca4
CMYK: 75, 59, 12, 0 RGB: 84, 108, 164
5a559b
CMYK: 76, 76, 7, 0 RGB: 90, 85, 155
Secondary Colors
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
3c9db1
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
5.0 COLORS Monochrome color
Chasing The Flying Fish
5.0 COLORS Color Balance When creating visual materials, consider the given color balance. White appears as a dominant color for layout design. It creates an airy and clean presence, allowing KOLBA logo, art elements and text or messaging sections to be highlighted in a proper manner.
3c9db1
498dae
4f7ca9
546ca4
CMYK: 73, 22, 26, 0 RGB: 60, 157, 177
CMYK: 73, 34, 21, 0 RGB: 73, 141, 174
CMYK: 74, 47, 16, 0 RGB: 79, 124, 169
CMYK: 75, 59, 12, 0 RGB: 84, 108, 164
90%
80%
70%
60%
50%
40%
30%
5a559b CMYK: 76, 76, 7, 0 RGB: 90, 85, 155
20%
10%
6.0 TYPOGRAPHY
Primary Typeface Body copy
System Typeface
Creative Typeface
Mardoto
Verdana
NasalizationRg
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789!@$%
0123456789!@$%
0123456789!@$% Verdana font family is applied for
Mardoto font family is applied for
Verdana font family is applied for
primary typeface, such as branding materials,
system typeface, such as
system typeface, such as
presentations and work documents.
web programs and E-mails.
web programs and E-mails.
7.0 ART ELEMENTS
Art element is a deviation from the brand mark sign – the flying fish silhouette. Through it, we aim to create a dynamic and airy look & feel to any marketing collateral or visual asset. Being inspired by water splashes, ocean surface glitter layers and “forward-driven” nature of the flying fish, we transmit the sense of multi-purpose approach.
CORPORATE IDENTITY
8.0 BUSINESS STATIONERY Business card Printing specifications: Paper type: matte finish paper (Plike or matt lamination), 300 gsm/14pt Printing: 4+4 printing, UV coating on Kolba logo and name areas (recommended)
Kolba Innovations Lab
UNDP/Kolba Lab 14 Petros Adamyan str./Yerevan 0010, Armenia +374 60 530 000 (191) ideakolba.am www.kolba.am
Kolba Innovations Lab Kolba Lab Lead
UNDP/Kolba Lab 14 Petros Adamyan str, Yerevan 0010, Armenia +374 60 530 000 (191) +374 77 176 175 marina.mkhitaryan@undp.org www.kolba.am
8.0 BUSINESS STATIONERY Letterhead Printing specifications: Paper type: 80-90 gsm office paper Printing: 4+0 printing
ՄԱԶԾ/Կոլբա լաբորատորիա Հայաստան, 0010 Երևան Պետրոս Ադամյան փ. 14
UNDP/Kolba Lab 14 Petros Adamyan str. Yerevan 0010, Armenia
www.kolba.am idea@kolba.am +374 60 530 000 (191)
8.0 BUSINESS STATIONERY Envelope Printing specifications: Paper type: 70-80 gsm paper Printing: 4+0 printing
ՄԱԶԾ/Կոլբա լաբորատորիա Հայաստան, 0010 Երևան Պետրոս Ադամյան փ. 14
UNDP/Kolba Lab 14 Petros Adamyan str. Yerevan 0010, Armenia
www.kolba.am idea@kolba.am +374 60 530 000 (191)
ՄԱԶԾ/Կոլբա լաբորատորիա Հայաստան, 0010 Երևան Պետրոս Ադամյան փ. 14
UNDP/Kolba Lab 14 Petros Adamyan str. Yerevan 0010, Armenia
www.kolba.am idea@kolba.am +374 60 530 000 (191)
8.0 BUSINESS STATIONERY Folder Printing specifications: Paper type: matte finish paper (Plike or matt lamination), 300 gsm/14pt Printing: 4+0 printing, UV coating on Kolba logo (recommended)
Chasing The Flying Fish
www.kolba.am
8.0 BUSINESS STATIONERY Notepad Paper type: soft/hard cover, matte finish paper (Plike or matt lamination), 350-400 gsm/16-18pt Printing: 4+0 printing, UV coating on Kolba logo (recommended) Paper type: 70-80gsm Printing: both black & white and color printing is allowed
Chasing The Flying Fish
Chasing The Flying Fish
Cover page
Inner page
UNDP/Kolba Lab 14 Petros Adamyan str. Yerevan 0010, Armenia
+374 60 530 000 (191) idea@kolba.am www.kolba.am
8.0 BUSINESS STATIONERY Pen/Pencil When printing pen/pencil, use KOLBA logo and the website only. Logo size: 3x0.9cm
www.kolba.am
9.0 ONLINE PPT Template Mardoto fonts are used for PPT headlines and body copy.
Chasing The Flying Fish
Title page
Inner page
9.0 ONLINE USB Stick
www.kolba.am
9.0 ONLINE Email Signature One of the most overlooked places to market KOLBA is through email signature.
NAME SURNAME Position
UNDP/Kolba Lab 14 Petros Adamyan str. Yerevan 0010, Armenia
+374 60 530 000 (191) idea@kolba.am www.kolba.am
Email Signature Specifications: All the fonts used must be system fonts (web safe fonts). We recommend Verdana typeface. Logo should be clear, without any background color and should not appear pixelated. Do not use your signature as an attachment or image, instead create a signature in your email settings.
10.0 PRINT COLLATERAL Flyer
Chasing the Chasing The Flying Fish
LOREM IPSUM
Photo Here
Flying Fish Lorem Ipsum is simply dummy text of the printing
lorem ipsum
and typesetting industry. Lorem Ipsum has been
Lorem Ipsum is simply dummy text of the printing
the 1500s, when an unknown printer took a galley
and typesetting industry. Lorem Ipsum has been
of type and scrambled it to make a type specimen
the industry's standard dummy text ever since
book. It has survived not only five centuries,
the 1500s,
but also the leap into electronic typesetting,
the industry's standard dummy text ever since
remaining essentially unchanged. It was popularised in the 1960s with the release
What is Lorem Ipsum?
of Letraset sheets containing Lorem Ipsum
Lorem Ipsum is simply dummy text of the printing
publishing software like Aldus PageMaker
and typesetting industry. Lorem Ipsum has been
including versions of Lorem Ipsum.
the industry's standard dummy text ever since
It was popularised in the 1960s with the
the 1500s, when an unknown printer took a galley
release of Letraset sheets containing Lorem
of type and scrambled it to make a type specimen
Photo Here
passages, and more recently with desktop
Ipsum passages, and more recently with
book. It has survived not only five centuries,
desktop publishing software like Aldus
but also the leap into electronic typesetting,
PageMaker including versions of Lorem Ipsum.
remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
Photo Here
10.0 PRINT COLLATERAL Booklet
Chasing The Flying Fish
www.kolba.am
10.0 PRINT COLLATERAL Catalogue
Chasing The Flying Fish
www.kolba.am
10.0 PRINT COLLATERAL Poster
Chasing The Flying Fish
Future-driven solutions Citizen engagement Experimentation
10.0 PRINT COLLATERAL Rollup Banner
2019 2020
Future-driven solutions Citizen engagement
youremail@domain.com www.yourdomain.com
#T ex
YOUR VENUE LOCATION HERE +374 00 00 00 00
th
er e
Experimentation
11.0 MARKETING MATERIALS Bag
11.0 MARKETING MATERIALS Bag
11.0 MARKETING MATERIALS Cup
#NoteCup
#NoteCup
11.0 MARKETING MATERIALS Souvenir Kit
Coaster
Sticker/Pin
11.0 MARKETING MATERIALS Certificate
CERTIFICATE
11.0 MARKETING MATERIALS T-Shirt
Chasing The Flying Fish
DIGITAL IDENTITY
12.0 PHOTOGRAPHY STYLE Use images that correspond to the following requirements:
Framing and Composition
A photo where the subject is the center of the image.
Lighting
It is the most important factor in a great shot.
Resolution
Use high resolution so that the picture will look sharp, crisp and clear.
People
Shots should be simple, direct and feature real people. The people captured, can either be looking off camera or giving direct eye contact.
Photography Specifications
Web Format – 1024px x 768px (361mm x 271mm) @ 72dpi, jpg Print Format – 4961px x 3720x (420mm x 315mm) @ 300dpi, jpg or TIFF Large Format – 7874px x 5906px (2000mm x 1500mm) @ 100dpi, jpg or TIFF
12.0 PHOTOGRAPHY STYLE Mood
12.0 PHOTOGRAPHY STYLE
Chasing The Flying Fish
Chasing the
Flying Fish
13.0 SOCIAL MEDIA Profile & Timeline Pictures
1500px
500px
851px
315px
13.0 SOCIAL MEDIA Templates
403px 1024px
Chasing The Flying Fish
403px Chasing The Flying Fish
512px