Brand Guidelines
To inspire, enrich and create environments that invite, embrace and contribute to a sense of harmony. What once started as an idea, becomes something tangible, with life and purpose. This is the story that makes PMA Furniture Design unique.
Guideline A brand encompasses many elements, that when consistently orchestrated and planned, help convey the values, personality and attributes of your company. This guide will help you present PMA Furniture Design brand evenly, maintaining a consistent picture with your message and thus add more value to products and services, by creating a meaningful connection with your audience. Thank you and take care of PMA brand.
Content 01 - About PMA 02 - Brand DNA 03 - Logo 04 - Brand colors 05 - Brand elements 06 - Typefaces 07 - Best practices
01
About PMA PMA Furniture Design is a family owned Swedish company founded three decades ago in southern Sweden. PMA design and deliver indoor furniture for home use which is founded in Scandinavian design traditions, blended with contemporary influences and ideas. All of PMA production is done in-house and since 2010, the factory is located in the Binh Duong province 35 km outside Ho Chi Minh City, Vietnam. This production facility is equipped with modern machinery to assure high quality and modern produced units. PMA Furniture Design mission is to inspire, enrich and create environments that invite, embrace and contribute to a sense of harmony.
02
Brand DNA
PMA Furniture Design core essence are a mix of unique elements. PMA is more than a logo and products, it extends to every single element and
Hej!
touchpoint. Revise your DNA to keep focus on who you are as a brand, grow, create and communicate from this core elements. Consistency is the key to build positive reputation, add value and build trust in the company and with your audience.
PERSONALITY
ATTRIBUTES
VALUES
• approachable
• swedish designers
• swedish values
• confident
• in house design
• family business / values
• creative
• own factory
• experience
• smart
• modern machinery
• honest
• simple
• detail focus
• envriomental ethical
• sophisticated
• creative designs
• compromised
• eclectic
• proactive for
• human & work ethical
• modern • neutral and natural
improvement
• create to inspire (emphaty) • quality materials
03
Logo / meaning
PMA Furniture Design logo is simple and straightforward, it blends the core essence of the brand in one single monogram shape. The classic scandinavian design table,
A - Intetgration of the letters into a
minimalistic and simple is the element that
single shape / icon
represents what the brand do: scandinavian
B - The whole shape represents the
design furniture.
classic design of a scandinavian table, expressing directly what the brand do
The “PMA” initials expresses “Who we are”.
C - PMA letters are connected giving
These letters are fusionated creating a
a sense of structure and support,
structure, giving a sense of connection.
reflecting family values and a company with solid foundation and experience
The core values of the brand are represented
D
-
Contemporary,
modern
and
in the logo by the brand colors, the
sofisticated new typography giving
typography selected and the vital addition of
sense of space and simplicity
the country of procedence.
E - Procedence of the brand which adds and reinforce values and trust.
WHO
WHAT
HOW
we are?
we do?
we say it?
We are a swedish family,
We do furniture.
Using a monogram,
we love to inspire through
We turn traditional
simple and direct.
our traditions and design.
scandinavian designs into
We are minimalistic, we
contemporary pieces.
speak through details.
B A C
D
E
03
Logo / main Consistency is the key to build awareness, PMA Furniture Design uses two main logos that suits best for each scenario or need.
Main logo over white or transparent background
Main logo over steel blue background
03
Logo / secondary In some cases PMA Furniture Design presents
• Use white logo over black background for
itself using secondary logos.
footers. Do not use this version to present
• Use steel blue color or gray color over
the brand in a main scenario. PMA Furniture
white background only.
Design aims to be recognized by its main
• Use gray color logo version for footers or
brand colors.
when co-exist with other brands in a footer
Steel blue logo over white
Gray logo over white
White logo over black background
White logo over gray background
Logo / icon The PMA Furniture Design icon can be used as a short and consice way to express the brand. You can use it as a signature or as a supportive graphic element.
Main icon over steel blue background
Main icon over white background
Main icons
Over black background
Over gray background
Gray over white
Secondary icons
Steel blue over white
03
Logo / construction
PMA Furniture Design logo was created with symetry and balance, representing the bases of the scandinavian furniture design.
The distance between each element has been setted up using the letter “N� as a point of reference.
1.8x
2.5x 1.8x
1.8x
1x
1.5x
1.8x
1x
03
Logo / safe zone
When displaying the logo in any context, make sure that it is surrounded on all sides by an area which is clear of any distracting graphic elements, such as copy, photography
or
background
1.8x
1x
1.8x
patterns.
Logo / Proportions The details and dimensions of the logo are illustrated here. Where logo application requires, the logo to be enlarged or minimized these
proportions
should
be
retained.
64.75x 33.25x
10x
4x 4x 2x
1x
25.6x
04
Brand colors
Primary brand colors Pantone black 426 C, Steel Blue 284 C and White are your main brand colors to use. Presence percentages can be
PMA Furniture Design color palette is an useful tool of communication.
distributed as below:
Our pantones evoque our harmonious personality, core values and our scandinavian roots.
Secondary brand colors
• White space / white color: 60% • Steel Blue: 35% • Black: 5%
Pantone Cool gray 2C, can be use to give a sense of harmony. support
and
balance
when
already all the brand colours have been used.
Acompanying colors These 8 pantone colors has been selected to tell PMA story. The colors have been inspired by a mix of eclectic pieces contempory lifestyle and a hint of tropical vibes.
Acompanying colors inspiration
60%
80%
60%
PANTONE 426 C
80%
PANTONE 284 C
C:73 R: 38 M: 65.54 G: 39 Y: 62.31 B: 41 K: 67.39 #252728
WHITE
C: 35.77 R: 165 M: 17.64 G: 187 Y: 18.55 B: 1 K: 0 #A4BAC295
40%
20%
60%
80%
40%
20%
PANTONE Cool gray 2C C:16.74 R: 211 M: 13.69 G: 209 Y: 15.22 B: 206 K: 0 #D3D1CE
40%
25% 75%
20%
PANTONE 7683 C - 50% C:73 M: 65.54 Y: 62.31 K: 67.39
R: 38 G: 39 B: 41
25% 75%
#252728
25% 75%
PANTONE 7748 C - 50% C:26.92 M: 18.83 Y: 45.84 K: 0
R: 191 G: 189 B: 150
#BEBD96
PANTONE 7535 C - 50% C:6 M: 5 Y: 9 K: 0
R: 238 G: 235 B: 230
25% 75%
#252728
25% 75%
PANTONE 7549 C - 50% C:0 M: 15.87 Y: 54.21 K: 0
R: 255 G: 215 B: 136
#FFD788
PANTONE 433 C - 50% C:50.22 M: 40.42 Y: 38.04 K: 3.79
R: 134 G: 137 B: 141
25% 75%
#86888C
25% 75%
PANTONE 7619 C - 50% C:4.77 M: 40.23 Y: 36.07 K: 0
R: 236 G: 166 B: 149
#EBA694
PANTONE 426 C - 50% C: 19.14 M: 17.41 Y: 33.86 K: 0
R: 208 G: 198 B: 171
#CFC5AB
25% 75%
PANTONE 453 C - 50% C:10.87 M: 9.86 Y: 19.79 K: 0
R:226 G: 220 B: 202
#E1DBC9
05
Brand elements
PMA has a icon system for their range categories You may use these icons in order to comunicate your range variety, this system can be fully developed as the brand grows. Make sure to represent your icon in a front side view, using a vectorial illustration and following the brand color palette.
These are a small set of icons used for website and online communication. Please follow this simple and minimal style at the moment of develope more of these icons.
06
Type / primary Typography adds personality and consistency to the brand identity. PMA Furniture Design main typeface is AZO SANS. Use this font for your internal, print and onile communications. You can increase or decrease the font size proportionally with the leading.
For titles AZO SANS REGULAR Font size: 21 pt
AZO SANS REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 AZO SANS LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 AZO SANS LIGHT ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 AZO SANS MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 AZO SANS BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890
Leading: 24 For credit, dates, etc AZO SANS LIGHT Font size: 9 pt Leading: 12
For body copy AZO SANS LIGHT Font size: 12 pt Leading: 15 For quotes AZO SANS LIGHT IITALIC Font size: 13 pt Leading: 16 For highlight text AZO SANS BOLD Font size: 12 pt Leading: 15 pt
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06
Type / secondary Myriad Pro is an secondary font that can be used in cases where Azo Sans font is not able to perform. Its family extensions is similar to Azo Sans which make it a good alternative.
MYRIAD PRO REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 MYRIAD PRO LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 MYRIAD PRO LIGHT ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 MYRIAD PRO SEMI BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890 MYRIAD PRO BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Å å Ä ä Ö ö | 1234567890
Type / alternative Azo Sans is a versatile typeface, however making a balanced use of an alternative type will make your communications more dynamic and flexible. Make use of Brandon Text for titles over images, or on blank/brand color space for online or print communication.
BRANDON TEXT BOLD BRANDON TEXT LIGHT
VENTURA GOES BRIGHT
Image and layout for reference purpose.
06
Type / slogan PMA Furniture Design slogan make a statement that reinforces its values. We provide two versions: • Regular version. For squared to vertical layout • Extended version. For horizontal layouts. You can increase or decrease the font size proportionally with the font tracking setting.
Regular version: AZO SANS REGULAR Font size: 8 pt Tracking: 1350
S
C
A
N
D
I
N
A
V
I
A
N
B
Y
N
A
T
U
R
E
Extended version AZO SANS REGULAR Font size: 8 Tracking: 1800
S
C
A
N
D
I
N
A
V
I
A
N
B
Y
N
A
T
U
R
E
07
Best practices / logo Incorrect practices in your branding / logo might decrease the value of PMA Furniture Design, is vital to present the brand consistenly to create awareness and recognition. Below are shown incorrect logo usage.
Do not reposition, scale or change the
Do not resize the icon, or any parts of the logo
elements of the logo
PMA FURNITURE DESIGN
Do not distort the logo, it has to be shown in
Do not use any other font than the brand
its 100% proportion
typefaces provided
Do not change the brand colors of the logo
Do not place any element inside the safe zone
Best practices / logo size To make sure the logo is always clear and legible, there
is
a
minimum
size
requirement.
The
minimum size requirement is based on the width of the logo. When reproducing the PMA Furniture Design logo in print, the minimum size is 30 mm.
30 mm
40 mm
60 mm
Minimum size PMA logo is legible with a minimum of 30 mm. width. Either for print or online communication you can always use the PMA full logo or the icon version.
07
Best practices / images Here some samples of logo use over images. You can place the main logo and its two versions either centered or oriented to the left. Use the logo oriented to the right only for footers or closing notes on its black background version.
Main logo over image best practice
Main logo over steel blue background best practice.
Main logo over white background oriented to the left
PMA Furniture Design. Factory: M3-Module 2, Lot D, Road D2, Nam Tan Uyen IP, Tan Uyen Town. Binh Duong Province, Vietnam. www.pmafurniture.com
A brand developed by Brandfulness.