Logo & Brand Identity Guidelines
Contents.
Client 1.0 2.0 2.1 3.0 4.0 5.0
Jayne Pollock Introduction The Design Logo Usage Colour Scheme Typography Contact Information
1.0 Introduction.
The main aim of these guidelines is to explain and reflect on key areas, in the significant branding changes as Squish House transforms into awoken. This guide explains the use of the new brand identifiers to reflect the personality of the brand and to reinforce consistent usage cross-platform.
The New Identity. Your primary core identifiers are the most essential and easiest way to get across your personality and beliefs to your target market, as well as potential investors. Your identity is more than just a logo, it’s great product, strong copyrighting, advertising and above all a strong personality for users to feel like they can identify with. It’s of upmost importance, that the brand is consistent across the board, this guide has very specific explanations in order to maintain the design’s integrity. The guidelines are exactly that, a guide, followed correctly, they should not inhibit creativity but if anything improve it. The Concept. At it’s core, the brand personality, is to awaken people to the world around them, through symbolism, creativity and the importance of protecting the world we live in. The design reflects this inherently it’s design, specifically in it’s primary colour palette.
2.0 The Design.
The primary logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
Primary logo in colour.
Primary logo in greyscale.
The primary logo should uae the correct colour variant when appropriate, this will be explained in the next section of this guideline.
Primary logo on a dark background.
2.1 Logo Usage.
Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic files shall be used - logos should not be taken from this document.
Correct.
Incorrect.
This instance uses the white variant of the primary logo when used on a dark background.
This instance alters the logo colours so they are in the wrong order.
Incorrect
Incorrect.
This instance uses the colour variant of the primary logo when used on a dark background.
This instance uses a stroke to create an outline on the logo.
Incorrect. This instance stretches the logo so it is distorted and not in the correct scales and proportions.
Correct. This instance uses the greyscale variant of the logo correctly on a light background.
Correct. This instance uses the colour variant of the primary logo correctly on a light background.
3.0 Colour Scheme.
Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image. The accurate colours should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process.
CMYK
RGB
HEX
0/0/0/0
255/255/255
#ffffff
Primary Brand Colour logo/main colour/ business cards
56/40/5/0
128/145/195
#7f91bf
Secondary Brand Colour logo/secondary colour/business cards accents
32/16/4/0
184/201/228
#b8c9e3
34/25/25/4
165/169/171
#a5a9ab
56/45/43/30
96/100/103
#606467
Logo Colour Dark backgrounds
Greyscale Secondary Colour Alternative logo/light backgrounds
Greyscale Primary colour Alternative logo/light backgrounds
4.0 Typography.
The primary typeface is a unique font that I have created specifically for this logo, the full font is in development and will be supplied in addition to this brand guideline. The secondary typeface Gotham Extra Light had been used to complement the primary typeface These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances.
Secondary Typeface
Gotham Extra Light.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 !”£$%^&*()_+-={}[];:@’~#/?.<>,.|\`
5.0 Contact Details.
Designer E-mail Instagram/Twitter
Ayesha Brown ayeshabrown.art@gmail.com ayesha.psd