Brand Manual Identity & Logo Usage Guidelines
VERSION 1.0
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BRAND MANUAL
Our Agency
From Our Founder Met exerumquunt quam que landam quis evelis audae et, asperumque sam fugit as por saestiis denis quo ellabore paruptatet por solorer oremporum ilit moloratius
YASMIN SANDERSON Managing Director
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ANDRE HALLIDAY
Founder / CEO
Marketing & PR
VIBE MARKETING
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.
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BRAND MANUAL
Brand Values
What We Stand For
Guiding Principles
Vision & Promises
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The Logo
Hero Logo
Variant (Dark Background)
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BRAND MANUAL
Variations
Logo & Subtitle
Abstract Symbol
Social Graphic Version
Our logo exists in both a symbol and a
The use of the graphic symbol in isolation should
A social media version of the logo is fully
landscape version. While the landscape option
be carefully considered and implemented, and be
achievable, using the symbol, for when a
is the preferred logo, use of either the symbol
restricted to supporting promotional materials. It
square icon is needed for online applications.
or landscape logos should be determined
is not recommended that the symbol be used as
according to their suitability for the layout.
the default identifier in place of the complete logo.
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Logo Construction
The graphic element is constructed using geometric lines, refining a strong, bold approach. The typographic element is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant. The supporting typeface and collateral are clean and minimalist to reinforce our identity as a quality, professional organisation. There is one preferred fullcolour option for symbol and landscape variations shown here. These logos should be used whenever possible
BRAND MANUAL
Safe Zone
The minimum exclusion zone margin for all our logos is based on the dimensions of the x-height of the main text element. With all logos, this calculated clear-space must be maintained on all sides. The exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.
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Minimal Sizes
To maintain legibility, the logo should not be represented any smaller than
15 mm / 0.59 ins
10 mm / 0.39 ins
150 pixels
50 pixels
the declared minimal dimensions.
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BRAND MANUAL
Color Palette
Pantone 649 C C7M4Y2K0 R 240 G 242 B 247 # f0f2f7
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.
Pantone 3245 C
Also included are the
C 54 M 2 Y 24 K 0
references for CMYK, RGB and HEX Values for consistency
R 122 G 198 B 201
across different media.
# 7ac6c9
Where possible, the logo should be reproduced in Pantone 7499 C C 5 M 3 Y 24 K 0 R 245 G 241 B 209 # f5f1d1
Pantone 403 C C 38 M 35 Y 46 K 17 R 153 G 142 B 125 # 998e7d
the CMYK colour process. Equivalent colours can be composed using the RGB and HEX references included when the logo is to used digitally.
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Typography
About Metropolis A modern, geometric typeface.
Primary
Metropolis
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
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at large point sizes.
DESIGNER Chris Simpson
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C L A S S I F I C AT I O N Sans Serif
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;.!£$&@*) 0123456789
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BRAND MANUAL
Typography
Secondary
About Rubik
Rubik
Google Creative Lab approached Hubert & Fischer to design a typeface for the branding of the Rubik’s Cube Exhibition ‘Beyond Rubik’s Cube’. They designed a slightly rounded heavyweight font in which the letters fit
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perfectly in a single cubelet of the Rubik’s Cube.
DESIGNER
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Hubert & Fischer C L A S S I F I C AT I O N Sans Serif
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;.!£$&@*) 0123456789
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Typography Usage
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AGNIHICIIS CONEST ET EVENIHIC TEMPOREM.
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BRAND MANUAL
Imagery & Mood
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.
MINIMALIST BUSINESS MEDIUM CONTRAST D E S AT U R AT E D OVERLAY
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Image Selection
PRINT / ONLINE / SOCIAL
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BRAND MANUAL
U N D E R S TAT E D M U T E D TONE
CLASSIC AND EMOTIVE VISUALS
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Stationery
BUSINESS CARD
KAMILE MCCARTNEY Founder / CEO
Taking a direction from the
+44 (0) 28 1234 5678
Swiss Style (or International
kamile@vibe-marketing.com
Typographic Style) allows us
www.vibe-marketing.com
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.
DIMENSIONS 85 x 55 mm WEIGHT 400gsm Uncoated PRINT CMYK / Spot Varnish
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BRAND MANUAL
Stationery
C O R P O R AT E L E T T E R H E A D
TO: Charlie Bain
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Chief Executive Global Branding Inc.
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DAT E 09 - 03 - 20
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DIMENSIONS
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210 x 297 mm WEIGHT 120gsm Uncoated PRINT
Kamile McCartney KAMILE MCCARTNEY Founder / CEO
CMYK Telephone +44 (0) 28 1234 5678 | Email branding@vibe-marketing.com 123 Street Name, Town/City, State/County, Post/Zip Code | www.vibe-marketing.com
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Web Design LANDING PAGE LAYOUT
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.
BRAND MANUAL
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Mobile Device HOME PAGE LAYOUT
Responsive Design 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.
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Iconography
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.
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BRAND MANUAL
Checklist
THE LOGO Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.
BACKGROUNDS The logo should not appear on light or cluttered images without being reversed out.
GRAPHICS Check that any supporting graphics or graphic elements do not marginalise, obscure or overpower Our Company logo.
TYPOGRAPHY Check that our corporate typefaces have been used appropriately where applicable.
A FINAL THOUGHT. If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is
DESIGN Be sure to provide these guidelines to third parties or collaborating partners.
why we think we’ve created a flexible system that won’t stifle your creativity. Give it your best shot...
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
IN
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 CONTACT OUR MARKETING & PR DEPARTMENT FOR FURTHER DETAILS.
VIBE Marketing 123 Street Name, Town/City, State/County, Post/Zip Code Telephone +44 (0) 28 1234 5678 Email branding@vibe-marketing.com www.vibe-marketing.com