Brand Guideline

BRAND GUIDELINES

Dajeong Esther Choi 1

CONTENTS Brand Identity 1.1 The Basics ...................... 04 1.2 Positioning Guide ........... 06 Brand Usage 2.1 Colours .......................... 08 2.2 Misuse ........................... 14 Brand Toolkit 3.1 Colour Palette ................ 18 3.2 Brand Fonts ................... 20 Brand Applied 4.1 Business Stationery ........ 22

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BRAND IDENTITY

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THE BASICS My brand name is DJ&E which is my initial of Korean name ‘Dajeong’ and English name ‘Esther’. The logo DO NOT lock up with any text and it should only be represented as a symbol. My logo is made with English alphabet and Korean alphabet which can demonstrate my identity. The logo itself is powerful and strong but it is kept simple in order to match the overall minimalistic feel and my personal aesthetics.

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POSITIONING GUIDE There is not a defined maximum size that the logo can be scaled to. However, when you are using the logo with other graphic elements, make sure you give it some room to breathe. The empty space around the logo should be at least 150% of the width of the logo. Also, the logo can make smaller in any size depending on what it will be used for and where and how it will be placed. However, to ensure the logo maintains its visual impact, do not go any smaller than 40% of the width. 150%

100%

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40%

BRAND USAGE

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COLOURS DJ&E logo is always either black or white however, ‘d’ and ‘j’ can change for sub brand. Also, when placing the logo on an image, always use the white logo version. For images with a light background, I suggest applying a 10-20% black tint to the entire image to maintain legibility of the white logo.

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MISUSE

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DO NOT - Add elements

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DO NOT - Fill with mutiple colours

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DO NOT - Add special effects

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DO NOT - Fill with patterns

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DJ&E

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DO NOT - Rotate

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DO NOT - Type the brand name and lock it up with the logo

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DO NOT - Apply outlines

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DO NOT - Fill with appropriate colour

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DO NOT - Stretch

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DO NOT - Fill the background with appropriate colour

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DO NOT - Add gradations

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DO NOT - Change orientation

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BRAND TOOLKIT

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COLOUR PALET TE RGB 0 0 0 CMYK 0 0 0 100 HEX #000000 PANTONE BLACK 6 C

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RGB 180 180 182 CMYK 1 1 0 29 HEX #B4B4B6 PANTONE 421 U

RGB 219 73 76 CMYK 0 67 65 14 HEX #DB494C PANTONE P 48-8 U

RGB 70 181 211 CMYK 67 14 0 17 HEX #46B5D3 PANTONE 14-4522 TCX

RGB 134 170 109 CMYK 21 0 36 33 HEX #86AA6D PANTONE 15-6428 TCX

RGB 235 164 50 CMYK 0 30 79 8 HEX #EBA432 PANTONE 15-1054 TPG

RGB 172 61 31 CMYK 0 65 82 33 HEX #AC3D1F PANTONE 1675 C

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RGB 32 114 136 CMYK 76 16 0 47 HEX #207288 PANTONE P 119-16 U

BRAND FONTS The typeface of my logo is custom typography which is based on the circle. However, when I need the text with my logo such as business card or when I have to write the brand name down with logo, I used PT Sans with various sizes.

PT Sans abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

The logo is developed from my Ko.,:;`’”\|/?!~<>()[]{}@#$%^&*=+-_ rean name ‘다정’ and it is pronounced in English as ‘DaJeong’. To combine Apple SD Gothic Neo English alphabet and Korean alphabet, I changed ‘ㄷ’ to ‘d’ and ‘ㅈ’ to ‘j’. ㄱㄴㄷㄹㅁㅂㅅㅇㅈㅊㅋㅌㅍㅎ These are the pronunciation rules of my name: ㄷ (d) ㅏ (a) ㅈ (j) ㅓ(eo) ㅇ(ng)

ㅏㅑㅓㅕㅗㅛㅜㅠㅡㅣ ㄲㄸㅃㅆㅉ ㅐㅒㅔㅖㅚㅙㅟㅞㅢㅝ 1234567890 .,:;`’”\|/?!~<>()[]{}@#$%^&*=+-_

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BRAND APPLIED

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BUSINESS STATIONERY

DJ&E

Dajeong Esther Choi 최다정

(UK) +44 7478 945500 (KOR) +82 10 8852 9655 ccddjj1024@naver.com

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Dajeong Esther Choi 최다정

Graphic Designer

+44 7478 945500 +82 10 8852 9655 ccddjj1024@naver.com https://www.instagram.com/cdj__99_art