Ashi - Brand Book Template

VERSION 1.0

BRAND BOOK A S H I C R E AT I V E S T U D I O IDENTITY & LOGO USAGE GUIDELINES

WHY USE THESE GUIDELINES

Our Company needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfil this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of Our Company.

BRAND GUIDELINES

3

CONTENTS

OUR AGENCY

4

ABOUT US

6

OUR BRAND

8

LOGO

10

TYPOGRAPHY

16

BRAND COLORS

22

IMAGERY

26

P R I N T C O L L AT E R A L

30

WEB DESIGN

34

ICONOGRAPHY

38

A S H I C R E AT I V E S T U D I O

1.0

OUR AGENCY FROM OUR FOUNDER

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PENELOPE HANSON FOUNDER / CEO

BRAND GUIDELINES

5

ANTONI KENNY MANAGING DIRECTOR

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MONIQUE CARNEY STUDIO HEAD

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N AT H A N A E L B U R T MARKETING & PR

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A S H I C R E AT I V E S T U D I O

1.1

GET TO KNOW US BETTER...

W H AT W E S TA N D F O R

GUIDING PRINCIPLES

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sequis et quibus accus aut voluptam as.

cus excero cor alias se is et duciistem.

BRAND GUIDELINES

7

BRAND CODE

VISION & PROMISES

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A S H I C R E AT I V E S T U D I O

2.0

OUR BRAND AND IDENTITY

THE MOST IMPORTANT THING TO REMEMBER IS YOU MUST KNOW YOUR AUDIENCE.

A brand identity represents the values, services, ideas and personality of an organisation. It is designed to increase recognition and build perceptions of the organisation in its chosen marketplace.

This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, colour palette, typography and photography choices and can, within its guidelines, use examples to visualise how a brand should be depicted across various different visual media.

BRAND GUIDELINES

9

A S H I C R E AT I V E S T U D I O

2.1

LOGO

PRIMARY ABOUT OUR BRAND Our logo was developed to be modern and future-proof, updating our public persona and realising the design with new techniques.

It is a distinctive mark and brand that seeks to present us as a forward-thinking, professional organisation.

Over the following pages, how our brand is constructed and how it is to be presented are detailed.

BRAND GUIDELINES

11

A S H I C R E AT I V E S T U D I O

2.2

LOGO

VARIATIONS CROSS-MEDIA SUPPORT Our logo exists in both a symbol and a landscape version.

While the landscape option is the preferred logo, use of either the symbol or landscape logos should be determined according to their suitability for the layout.

The use of the graphic symbol in isolation should be carefully considered and implemented, and be restricted to supporting promotional materials. It is not recommended that the symbol be used as the default identifier in place of the complete logo.

A social media version of the logo is fully achievable, using the symbol, for when a square icon is needed for online applications.

BRAND GUIDELINES

13

A S H I C R E AT I V E S T U D I O

2.3

LOGO

USAGE CONSTRUCTION

EXCLUSION

The graphic element is constructed using geometric

The minimum exclusion zone margin for all

lines, refining a strong, bold approach.

our logos is based on the dimensions of one

The typographic element is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant.

quarter of the overall logo graphic height.

With all logos, a clear-space of the of one quarter must be maintained on all sides.

When our corporate colour is used behind

The supporting typeface and collateral are

the logo it must extend to a minimum of the

clean and minimalist to reinforce our identity

same dimensions as one quarter on all sides.

as a quality, professional organisation.

On all sides, the exclusion zone should

There is one preferred full-colour option for symbol

be measured from the farthest edge of

and landscape variations shown here. These

the logo. No element, other than our

logos should be used whenever possible.

tagline, may encroach on this space.

BRAND GUIDELINES

15

CLEARSPACE

LOGO SYMBOL

LOGO & TYPE

MINIMUM SIZES

12 mm

16 mm

A S H I C R E AT I V E S T U D I O

3.0

TYPOGRAPHY

PRIMARY ABOUT METROPOLIS A modern, geometric typeface. Open sourced, and openly available. Influenced by other popular geometric, minimalist sans-serif typefaces of the new millennium. Designed for optimal readability at small point sizes while beautiful at large point sizes.

DESIGNER

Chris Simpson C L A S S I F I C AT I O N

Sans Serif

BRAND GUIDELINES

17

Aa Zz 123 METROPOLIS EXTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

METROPOLIS REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

METROPOLIS SEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

METROPOLIS EXTRA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

A S H I C R E AT I V E S T U D I O

3.1

TYPOGRAPHY

SECONDARY ABOUT RUBIK Google Creative Lab approached Hubert & Fischer to design a typeface for the branding of the Rubik’s Cube Exhibition ‘Beyond Rubik’s Cube’. They designed a slightly rounded heavyweight font in which the letters fit perfectly in a single cubelet of the Rubik’s Cube.

DESIGNER

Hubert & Fischer C L A S S I F I C AT I O N

Sans Serif

BRAND GUIDELINES

19

Aa Zz 123 RUBIK LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

RUBIK REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

RUBIK MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

RUBIK BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

A S H I C R E AT I V E S T U D I O

3.2

TYPOGRAPHY

HIERARCHY UNDERSTANDING COMPOSITION One of the most important aspects of communicating with type is to establish a strong typographic hierarchy.

This refers to presenting the content in a way that visually conveys where to look, and in what sequence.

The styling and placement of all elements - both type and images should guide the viewer through the content in order of importance.

Our primary typeface is Metropolis. Modern, flexible and easy to read, Metropolis is uniquely suited for a wide range of visual communications. Multiple levels of typographic hierarchy are defined both for impact and clarity of our communications.

BRAND GUIDELINES

21

Use the following type hierarchy as a guide to set type in your layout. Adhering to these styles will ensure a consistent style across all communications.

HEADER

Metropolis Extra Bold — 36 pt SUB-HEAD

Metropolis Semi Bold — 18 pt BODY COPY

Metropolis Light — 7 pt

LOREM IPSUM IS SIMPLY DUMMY TEXT Lorem Ipsum Is Not Simply Random Text.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

It has survived not only five centuries, but also the leap into electronic typesetting, 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.

A S H I C R E AT I V E S T U D I O

4.0

BRAND COLORS

BOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT.

The corporate colour palette includes a light and dark grey/blue theme with supporting tones. Colour matching standard Pantone references are included to ensure accuracy when reproducing the palette.

Also included are the references for CMYK, RGB and HEX Values for consistency across different media.

Where possible, the logo should be reproduced in the CMYK colour process.

Equivalent colours can be composed using the RGB and HEX references included when the logo is to used digitally.

BRAND GUIDELINES

23

PRIMARY COLOR

SECONDARY COLOR

A S H I C R E AT I V E S T U D I O

4.1

BRAND COLORS

PRIMARY ASH GREY

BRAND GUIDELINES

STORM GREY

PANTONE

5517 C

PANTONE

7545 C

CMYK

33 / 20 / 24 / 0

CMYK

74 / 56 / 45 / 23

RGB

174 / 185 / 185

RGB

73 / 91 / 103

WEB

aeb9b9

WEB

495b67

25

SECONDARY COOL GREY

SPANISH GREY

BLACK OLIVE

PANTONE

Cool Gray 2 C

PANTONE

422 C

PANTONE

432 C

CMYK

18 / 15 / 16 / 0

CMYK

40 / 32 / 35 / 0

CMYK

71 / 60 / 58 / 48

RGB

208 / 205 / 203

RGB

160 / 160 / 157

RGB

57 / 62 / 64

WEB

d0cdcb

WEB

a0a09d

WEB

393e40

A S H I C R E AT I V E S T U D I O

5.0

IMAGERY & MOOD

CORPORATE MOOD AND FEEL THROUGH A STRONG VISUAL LANGUAGE

As an overall theme for the photographic style of our brand, we suggest that photography be medium contrast, so as to strengthen a classic, emotive approach to supporting visuals. As an alternative, a single colour can be used from within the corporate palette as a replacement for white within the image, creating a understated duotone look.

All photography used must be of high quality. Images need to be clean, crisp, in focus and contain subject matter relevant to our organisation. Artistic composition also needs to be considered to avoid ‘snapshot’ style imagery.

BRAND GUIDELINES

MINIMALIST BUSINESS MEDIUM CONTRAST D E S AT U R AT E D OVERLAY

27

Understated Muted Tone

CONTRAST

Classic and Emotive Visuals

MEDIUM

ARTISTIC COMPOSITION

A S H I C R E AT I V E S T U D I O

5.1

PRINT / ONLINE / SOCIAL

IMAGE SELECTION FOR CONSISTENT CROSS-MEDIA BRAND PRESENCE

BRAND GUIDELINES

29

A S H I C R E AT I V E S T U D I O

6.0

S TAT I O N E RY

PRINT COLLATERAL Taking a direction from the Swiss Style (or International Typographic Style) allows us to emphasise and execute a clean, legible approach to our extended media and brand situations. Features include asymmetric layouts, strong grid-based structure, sans serif typefaces and unjustified body text.

An understanding of the importance of white space is also crucial in layouts, both in and around text/images. Black body text should normally be used unless reversed out/white copy is more aesthetically appropriate.

Limiting colour use to our corporate palette will serve to strengthen our brand message.

BRAND GUIDELINES

31

PENELOPE HANSON FOUNDER / CEO

123 Street Name, Town/City, State/County, Post/Zip Code T: 028 7453 8633 E: info@ashi-creative.com W W W . A S H I - C R E AT I V E . C O M

BUSINESS CARD DIMENSIONS

WEIGHT

PRINT

85 x 55 mm

400gsm Uncoated

CMYK / Spot Varnish

A S H I C R E AT I V E S T U D I O

6.1

123 Street Name, Town/City, State/County, Post/Zip Code T: 028 7453 8633 E: info@ashi-creative.com W W W . A S H I - C R E AT I V E . C O M

14 September 2040 Dear Wayne Fitzgerald Creative Director London, UK

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Best regards,

Penelope Hanson FOUNDER / CEO

W W W . A S H I - C R E AT I V E . C O M

LETTERHEAD

BRAND GUIDELINES

DIMENSIONS

WEIGHT

PRINT

A4 / 210 x 297 mm

120gsm Uncoated

CMYK

33

123 Street Name, Town/City, State/County, Post/Zip Code T: 028 7453 8633 E: info@ashi-creative.com W W W . A S H I - C R E AT I V E . C O M

ENVELOPE DIMENSIONS

WEIGHT

PRINT

C4 / 229 x 324 mm

130gsm Off-White

CMYK

A S H I C R E AT I V E S T U D I O

7.0

RESPONSIVE

WEBSITE DESIGN BRAND GUIDELINES

35

DESKTOP VERSION It is suggested that our website use a light grey or white background, with light grey/dark blue supporting graphics, black text, and generous amounts of white space, to ensure consistency across our brand online.

A S H I C R E AT I V E S T U D I O

7.1

RESPONSIVE

WEBSITE DESIGN BRAND GUIDELINES

37 MOBILE VERSION Having a mobile-friendly website isn’t just good practice — it’s a prerequisite. For the first time in history, mobile has exceeded desktop Internet usage.

Responsive design is the key to future-proof web interaction.

A S H I C R E AT I V E S T U D I O

8.0

ICONOGRAPHY

ICONS + SYMBOLS Icons are a simplified pictogram, displayed on screen or in a print layout in order to help the user navigate through the content in an easier way.

The icon itself is a small picture or symbol serving as a quick ‘intuitive’ representation of a tool, function, file or even an emotion. Icons are so widely used nowadays, that they can basically represent anything you wish to distill down to graphic form.

BRAND GUIDELINES

39

A S H I C R E AT I V E S T U D I O

T H I S D O C U M E N T M A Y B E M A D E AVA I L A B L E I N A L T E R N AT I V E F O R M AT S O N R E Q U E S T . P L E A S E C O N TA C T O U R M A R K E T I N G & PR DEPARTMENT FOR FURTHER DETAILS.

A S H I C R E AT I V E S T U D I O

123 Street Name, Town/City, State/County, Post/Zip Code T: 028 7453 8633 E: info@ashi-creative.com W W W . A S H I - C R E AT I V E . C O M