STYLEGUIDE
TAKING LITTLE CHANGES INTO ACCOUNT 1
Overview
Situation Analysis
Typography
Communication Requirements
Contents
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10 12 14
Color
Imagery
Sustainable Guidelines
SHOWING THE WAY GRAPHIC ELEMENTS ARE USED 2
OVERVIEW Little Changes is a program aimed at educating children from ages 7 to 10 throught the implementation of small shift in habits. These ‘little changes’ as the program refers to them, consist in little daily actions that kids can have that, when combined can greatly affect the environment for the better. Throught this educational strategy, the teachers can access bigger topics by explaining simple concepts.That is to say, by explaining to kids that they should turn the lights off when they leave a room, teachers can explain that energy needs to be conserved, which derivates in why do this meassures need to be applyed, which presents the opportunity to discuss broader topics such as how do we get our energy, why are these resources limited, and explain the different solutions to this problem by tackling renewable energies. This is an example of how this program can open the doors of education by taking a little change and turning it into a big lesson.
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TARGET
SITUATION ANALYSIS 4
This project has two main targets. The primary, which is the one the project is ultimately made for, are children from ages 7 to 11, from every background. The second target, and probably the most important, are the ones who will make this project available to said children. These people are teachers, parents and any other adult involved in the education of children.
PROBLEM + SOLUTION It would be too much of an obvious statement to say that the problem we are facing as a society, and a worlwide society, is taking care of our home planet. We decided to start with the roots of the problem, which is in our view, education, and most deeply, education of the individuals who are learning about the world in general and are the most open to change. These individuals are yet to decide and from their view of the world. This is why we decided to start one of our solutions by creating an educational program for children aimed at creating consioussness at early stages of life, so lifestyles can be molded around sustainability and taking care of planet Earth.
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TYPOGRAPHY
HEADER 1 Bodoni 72 Bold Font Size: 55 pt Line Spacing: 46 pt All Caps
HEADER 2 Bodoni 72 Bold Font Size: 20 pt Line Spacing: 19 pt All Caps
Pull-out quote / Header 3 Helvetica Neue Ultra Light Italic Font Size: 11 pt Line Spacing: 11 pt
Bodycopy Helvetica Neue Light Font Size: 8 pt Line Spacing: 11 pt Justified Left No Hyphens
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HOW DOES TYPE INTERACT
THIS IS AN EXAMPLE
It is good to play with angles, but just at 90 degrees
Usually, in the same page we find the four dierent types of type treatments, from Header 1 to bodycopy. This is an example of how these styles can be used together. We like to play with angles but just at 90 degrees. The header is exaggerated for more emphasis and hierarchy of type, and to guide the eye through the composition. The main reason of these rules is to make it easier for the reader to follow through. For this same purpose, we use graphic elements like bold and thin lines combined to create a kind of guide for the eye to travel with less complications through the page.
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HOW TO SET THE TONE
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To determine the langugage consider the target market
The target market will definitely will set the tone, language and approach the publication should take towards the readers. The bodycopy is the main element of the publications, so every element should complement the message that is being portrayed. Images can be to the point or more abstract, but if the topic is water, it should be represented and implied in the imagery of the section. The same goes with the tag line and header. The header should be one to six words long and shoud illustrate the topic immediately. The tag line should not be more than a sentence and it should introduce the copy.
COMMUNICATION REQUIREMENTS
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COLOR Typography
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Water
Energy
Paper
Water
Energy
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IMAGERY
LUMINOSITY SATURATION
20 -5
The images have to be passed through a process to reduce saturation and increase luminosity. These are examples of how this images will turn out compared to their originals.
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IMAGE SIZES Images usually do not occupy beyond 30% of the space of the page. They are used as visual backup to the text on the composition, so in most cases, simple images are used. The idea is to set the mood for the text with the colors and textures of the images.
REPETITION The same image is repeated in order to create dynamism without creating more emphasis in the images than the text. It also creates interesting compositions. The image should not be repeated more than three times. Compositions should be made by combining the same part of the image, but from dierent angles and positions.
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It is all about trying to save as much ink as we can.
The different ways in which ink can be saved were already mentioned in some sections of the publication, to summarise them in a short list, these are the attributes that the graphic elements should have in order to save as most ink as possible:
LUMINOSITY OF IMAGES PERCENTAGE OF PAGE OCCUPIED BY IMAGES
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SUSTAINABLE GUIDELINES
INK
NO BLEEDS IN THE WORK STANDARD PAPER SIZES
RECYCLED PAPER
PAPER
Paper is the #1 expense when it comes to printing
When it comes to saving paper, the three main techniques we use are listed below. Not only is paper the main expense when printing, but there are serious environmental consequences to using more paper than needed. This is why we use the following resources:
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THANK YOU!
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ARUP Š T+1 202 729 8220 Ewashington@arup.com Washington DC