Brand Guidelines Version 1 – 29/9/2017
ballywiremedia.ie
Contents 3
INTRODUCTION
4 5 6 7 11 12 13
SECTION 1 – LOGO Our Brand Marks One Colour Versions Correct Usage Incorrect Usage Typefaces Colour Palette
14 15 16
SECTION 2 – APPLICATION Print Digital
19 20 21 22
SECTION 3 – VISUAL STYLE & MESSAGING Visual Style Tone of Voice Application
Introduction Brand Guidelines The brand guidelines set out in this manual for Ballywire Media offer the means by which anyone accessing these guidelines can achieve the prescribed standards of using our identity on any visual platform. Anyone using the brand identity is expected to follow these guidelines. For any queries regarding the implementation of the Ballywire Media branding guidelines, please contact Anne-Marie Williams, annemarie@awcreativeagency.com.
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Section 1 LOGO
Our Brand Marks Introducing our new look The Ballywire Media brand mark has been specially drawn and must never be redrawn. The identity must always be reproduced from the artwork supplied. There are two brand marks for usage: the primary brand mark which should be used mainly for print applications, (e.g. stationery, advertising, brochures) and the tabular brand mark should be used in all digital environments, (e.g. online, social media, apps). In some instances, both identities can appear alongside each other. Shown below are the brand identities in positive full colour versions.
Primary brand mark – print usage
Tabular brand mark – digital usage
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One Colour Versions The one colour version brand marks are intended for use only when the full colour positive versions can’t be used on applications that are restricted in colour, eg. newspapers, merchandising.
Primary brand mark – positive/black
Primary brand mark – negative/black
Tabular brand mark – positive/black
Tabular brand mark – negative/black
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Correct Usage Colour Background Variations The preferred background for the Ballywire Media brand marks is always white, but there will be some instances where the logo needs to be used over a colour other than white. In this case, you may have to use either the white or black version of the brand mark. Whether the brand mark is being used in full colour, black or white, please ensure that the brand mark is always legible and there is sufficient contrast between all the elements. Below is a guide on usage.
Primary brand mark
✖
Incorrect
Correct The positive colour primary brand mark is only fully visible on a light background.
The positive colour primary brand mark is not fully visible on a dark background.
✖
Correct The positive white primary brand mark is only fully visible on a dark background.
Incorrect The positive black primary brand mark is not fully visible on a dark background.
Tabular brand mark
✖
Correct The positive colour tabular brand mark is only fully visible on a light background.
Incorrect The positive colour tabular brand mark is not fully visible on a background of the same tone.
✖
Correct The positive white tabular brand mark is only fully visible on a dark background.
Incorrect The positive black tabular brand mark is not fully visible on a dark background.
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Correct Usage Photographic Background Variations The preferred background for the Ballywire Media brand marks is white, but in some cases it is necessary to use the brand marks over photography. In all cases, it is important to ensure that all elements of the logo are clearly visible. Below is a guide on usage.
Primary brand mark
✖
Correct The positive colour brand mark is fully visible on a light image.
Incorrect The positive colour brand mark is not visible on a dark image.
✖
Correct The positive white brand mark is only fully visible on a dark image.
Incorrect The positive black brand mark is not fully visible on a dark image.
Tabular brand mark
✖
Correct The positive colour tabular brand mark is only fully visible on a light image.
Incorrect The positive colour tabular brand mark is not fully visible on an image of the same tone.
✖
Correct The positive white tabular brand mark is only fully visible on a dark image.
Incorrect The positive black tabular brand mark is not fully visible on a dark image.
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Correct Usage Clearance Space Clearance space is the area surrounding the brand marks that must be kept free from other graphical elements. You must allow sufficient space around the brand marks. A guide for this, is using the width of the “B” in the identity and if you use this around both brand marks, this will be sufficient clearance space.
Clearance Space –Primary brand mark
Clearance Space –Tabular brand mark
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Correct Usage Minimum size The Ballywire Media brand marks can be scaled up to any size you require however there is a restriction on minimum size usage. For the primary brand mark, the minimum size the brand mark should be used at is 35mm in width. It should never be used below this size as legibility will be compromised. As the tabular brand mark will be used in smaller spaces, ie. social media, online and app platforms, the minimum size for this can be smaller.
Minimum size = 35mm width
Minimum size = 10mm width
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Incorrect Usage What not to do Never recreate elements of the artwork. Do not modify elements or alter colours. Please adhere to the guidelines below.
Primary brand mark
Tabular brand mark
Don’t distort the brand mark
Don’t distort the brand mark
Don’t rearrange elements
Don’t rearrange elements
Don’t modify colours
Don’t modify colours
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Typefaces Primary Typeface – Museo Sans Rounded Museo Sans Rounded is the primary typeface for both brand marks. This simple, modern font helps communicate ideas clearly and confidently. It is highly legible in both print and digital communications. It is available in a range of weights: from light to bold. In most instances, please use the light version of this typeface.
Museo Sans Rounded
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 @*?!&%+=”
Secondary Typeface – Calibri Calibri is the secondary typeface for both brand marks. This font is intended for internal or presentation use. Calibri reflects the clean look of the primary typeface and should be used whenever possible within Microsoft Office applications i.e. Word, Powerpoint, Excel etc.
Calibri Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 @*?!&%+=” 12
Colour Palette Primary Colour Palette
Secondary Colour Palette
The primary colours chosen to represent the Ballywire Media brand identity are cobalt blue, turquoise blue and white. These colours should be predominantly used on print and online applications.
There will be instances, eg. in presentations where you might need a colour divider page or online where you need an accent colour to support the primary colour palette, so there is a secondary colour palette also which you can use.
Primary Colour Palette
PMS 285
PMS 306
C84M43Y0K0 R40G86B255
C66M0Y2K0 R0G202B255
WHITE
C0M0Y0K0 R255G255B255
Secondary Colour Palette
PMS 137
C0M35Y90K0 R251G176B52
PMS 390
C22M0Y100K8 R193G205B35
PMS 213
C0M95Y27K0 R238G43B116
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Section 2 APPLICATION
Print Application Business Cards Below is how both brand identities can appear in business card stationery.
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Digital Application Social Media – Twitter The tabular brand identity would be used on twitter and any social media applications as shown in the sample below.
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Digital Application Presentation templates On presentations in either powerpoint or keynote, both brand identities can appear alongside each other on the slide pages.
All designs and ideas contained Š 2017 Anne-Marie Williams
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Digital Application App Environment The tabular brand identity would be used as an app icon as shown in the sample below.
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Section 3 VISUAL STYLE & MESSAGING
Visual Style Use of Photography The visual style of the Ballywire Media brand should reflect the honesty, engagement and authenticity of the quality of its video and content service. Images should capture the “real� element of location shoots, taking you right into the moment. Reportage style photography should
be used behind the scenes on location capturing any beautiful landscapes or captivating backdrops. Emotive imagery featuring people is ideal but must look natural and unposed. The colour in the photography should be bright and engaging. See below for some examples.
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Tone of Voice Use of Messaging Our tone of voice, the way we write and speak sends signals about who we are and what we believe in. Sending the right signals encourages real, lasting relationships. By aligning what we say and how we say it, to our visual style, we make it easier for people to understand who we are and what we can do for them. Our style of language is reflective of our brand values which are friendly, engaging and always professional. Examples of our language is used is featured below.
Let’s take you there. At the heart of your story. Content and technology for your world.
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Application Digital Media Below are some examples of how the visual style and tone of voice would appear on sample social media ads or end frames for video content.
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Application Digital Media And here are some more samples of how the visual style can work on end frames and for ads on social media.
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Celebrating a decade of premium video content creation for your world.
Tone of Voice