VISUAL/ IDENTITY/ GUIDELINES/
visual identity guidelines
visual identity guidelines
ta b l e o f c o n t e n t s 04 Preface
01
Philosophy
02
The Logo
03 - 04
00
05
01 02 03
06 Pattern Typeface
05 - 06 07
07 08 09
Color
08
Safe Area
09 - 10
Logo Size
11 - 12
Distortions
13 - 14
Variations
15 - 16
Applications
17 - 27
visual identity guidelines
preface The purpose of this book is to explain the visual identity of “Stainley Yoel”. He is a client, and also a student of Art & Design. By creating this book, the readers are expected to understand Stainley Yoel’s identity as well as his personalities. This book helps to create a visual identity of him and helps everyone who wants to use the material of it by understanding its rules.
this guideline, it is expected for anyone who wants to use this brand to follow the rules as the book stated. If the rules are ignored, there will be problems with the logo and it might lose the design aesthetic.
The book contains from philosophy, rules of the logo until the applied design on every day’s objects. The identity rules are very important if someone wants to use this brand. After reading 01
visual identity guidelines
00 philosophy Stainley Yoel is expected to be a graphic designer in the near future. He is still doing his degree in Bina Nusantara International School, Jakarta. He has a unique personality, he looks calm but he observes things surrounding him. He is also a quite guy, but at one time he might talk more than anybody. First impression of meeting Stainley, he might be a bit awkward and stiff as a person, but later when getting to know him better, he is totally a different person. He has interest in fine arts, music, photography, poetry, and especially design. He likes certain types of art style which are some kind of swirl
movement, vintage or retro design, illustration, geomatrical shapes (sharp edges), detailed and clean design, psychadelic, and optical illusion. He likes three different colors, black, white, and red. His art influences came from different artists throughout the world. For design influences, he prefers design that was done by Brandon Boyd, Leif Podhajsky, Guno Park, and Frank-llyoid Wright (architectural). While, the influences from music are Iwan Fals, Bob Marley, Jim Morrison, Pink Floyd, and The Beatles.
02
visual identity guidelines
01 the logo Stainley Yoel’s logo was created based on his art styles preferences, geomatrical shapes with using sharp edges and the logo should be simple, clean, and detailed.
show it when first meeting with other people, the other people needs to understand him more deeply until his real personality gets dragged out.
There is a hidden message in the logo that is meant to represent Stainley Yoel’s personality, to observe. When seeing the logo for the first time, anyone should be able to clearly see the “SY”, but if someone slowly observe the logo, there is the negative space between the “S” and “Y” that looks like an addition “S”, this resembles Stainley Yoel’s smartness but he does not
The geomatrical shapes that is used in the logo, is rectangle with tilted edges to the right side. The logo looks a bit stiff, but it really shows the stifness personality of Stainley Yoel itself.
03
visual identity guidelines
Black on white background
White on black background
04
visual identity guidelines
02 p at t e r n The pattern was made with only using the “S” from the logogram but it is extends upwards. It is only the repetition from the “S” shape, it repeats to only the right side. The color of the original pattern is white same with the white logo. The opacity needs to be lowered down because if the logo is placed onto the pattern with white color, it will be mixed with its shape and ruin the whole thing. So, the pattern should be at least maximum of 5% opacity and needs only to be in black background color.
05
visual identity guidelines
06
visual identity guidelines
03 typeface The typeface that is used in the logo is Futura Medium. It is still with the same philosophy as the shape which showing Stainley’s stiffness. Futura Medium is sans serif, so it should be simple, clean, and a bit bold which goes well with the logogram. When combining both logogram and the logotype, the result will be clear enough for people to notice Stainley’s rigid personality.
Futura Medium
The usage of the name.
ABCDEFGHIJKLMNOPQRSTUVWXYZ absdefghijklmnopqrstuvwxyz 1234567890 !@#$%^^&*()[]{}|\:;”<>,.? 07
visual identity guidelines
C:0% M:0% Y:0% K:100% R:35 G:31 B:32 Pantone P process black C
04 color The color scheme for the logo is only either black or white. Black or white color is the strongest color that really represent the client, Stainley Yoel. Sometimes he is a bit gloomy person, only black could represent the darker side of him. But, at other times, he is a cheerful person that only white could represent him in color.
C:0% M:0% Y:0% K:0% R:255 G:255 B:255 Pantone P 1-1 C
08
visual identity guidelines
05 safe area The safe area or the exclusion zone is to determine the â&#x20AC;&#x153;safe spaceâ&#x20AC;? between logo or other objects that might be included in one artboard. The logo needs to always be recognizable and not to be intercepting with other company logos, texts, or any design elements. Please measure the safe area first when using the logo and refer to the image on the right page for calculating the safe area.
09
visual identity guidelines
X
X
Y
Y
Exclusion Zone X: 37 px Y: 31 px
10
visual identity guidelines
06 logo size Take note of the minimum size of the logo. It is really important for the logo to always be readable and legible. The minimum size for the logo on prints should be at least 113 px for X axis, and 108 px for Y axis. Please refer to the image in the right page. As for the maximum size, there is none, but when scaling the logo bigger, refer to the safe area and the minimum size. So, it is still be proportional.
11
visual identity guidelines
Y
X X: Min. 113 px
Y: Min. 108 px
12
visual identity guidelines
07 distortions When using Stainley Yoelâ&#x20AC;&#x2122;s logo, it needs to be consistent. Never distort the logo with any different kind of scaling, chsnges of color and changes in background color until it becomes unrecognizable. If the rules are violated, the logo could bring misconception to the brand. Always refer to the original logo (page 15 for the detail original logo). On the next page, there are examples of several mistaken logo that is not to be followed.
13
visual identity guidelines
Do not change the color. Only use the original color from the logo (black or white).
Do not put the logo on any other background colors unless it is black and white.
Do not rotate the logo.
Do not remove the logotype.
Do not stretch the logo.
Do not move the logotype.
Do not squeeze the logo.
S t a i n l e y Yo e l
Do not change the type of font of the logotype.
14
visual identity guidelines
08 va r i at i o n s Stainley Yoelâ&#x20AC;&#x2122;s logo has only three different variations. First, when using the logo with black color, the background needs to be in white color. Second, when using the logo with white color, the background should always be in black. Third, sometimes the logo does not need any background, but please refer to the image first, if the image is black and white, then both black and white color logo can be optional. If the image is colored, please place the logo into the empty area with no complicated image.
15
visual identity guidelines
Use black on white colored background.
Use white on black colored background.
Use the logo without any background at all. But it should be empty background.
16
visual identity guidelines
09 a p p l i c at i o n s There are some examples of how Stainley Yoelâ&#x20AC;&#x2122;s logo can be applied in different type of surfaces and materials or in any everydayâ&#x20AC;&#x2122;s objects. The most important thing when applying the logo into anything, the logo should be clear based on the safe area and follow the minimum size of it. The next following pages are the examples on several applications.
17
Stationery 18
Billboard 19
Billboard 20
Billboard 21
Box 22
visual identity guidelines
Vinyl Packaging 23
visual identity guidelines
Book 24
visual identity guidelines
Tee 25
Hoodie 26
visual identity guidelines
Paper Bag 27
visual identity guidelines
end.