CEESEVENMARZ ceesevenmarz@gmail.com (+639) 062 . 3102 . 68
DEN MONTERO PHOTOGRAPHY BRANDING IDENTITY guidelines Client:
Geraldine Montero
Contents: 1.0 Introduction 2.0 The Logo Design 3.0 The Logo Usage 4.0 Color Scheme 5.0 Typography 6.0 Application Date:
August 31, 2014
Branding Identity Proposal and Guidelines 2014
1.0
INTRODUCTION Overview The purpose of these design study and guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included.
1.0 Introduction
Branding Identity Proposal and Guidelines 2014
Your new “identity” The conceptual background Your corporate identity is the face and personality presented to the global community. It’s as important as the products and services you provide. Your identity is the total effect of your logos, products, brand names, trademarks, advertising, brochures, and presentations — everything that represents you. Because the brand cannot be compromised, I’ve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world.
1.0 Introduction
Branding Identity Proposal and Guidelines 2014
2.0
2.0
The Logo Design
THE LOGO DESIGN
Branding Identity Proposal and Guidelines 2014
DESIGNERS PICK
Primary logo - in color
2.0
The Logo Design
Branding Identity Proposal and Guidelines 2014
Primary logo - alternative colors
2.0
The Logo Design
Branding Identity Proposal and Guidelines 2014
3.0
THE LOGO usage Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic files shall be used - logos should not be taken from this document.
3.0
The Logo Usage
Branding Identity Proposal and Guidelines 2014
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3.0
The Logo Usage
Exclusion Zone Make sure that text or other design elements do not encroach upon the logo.The marked space should always be given to let the logo ‘breathe’, free from distraction.
Minumum reproducton size In the primary logo format a minimum size must be adhered to so that legibilty is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.
Branding Identity Proposal and Guidelines 2014
WRONG! The logo has become distorted from it’s designed aspect ratio, therefore stretching or squshing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit.
CORRECT! The logo’s shape is consistent with the initial design, retaining balance and legibility.
3.0
The Logo Usage
Branding Identity Proposal and Guidelines 2014
WRONG! The backdrop for the logo’s placement is too similar to the primary colour - it lacks visibilty and contrast. To fix this problem, you can either select a contrasting base colour, or switch to one of the secondary colours assigned to the logo.
CORRECT! The logo is clear and visible, set in primary colours onto a backdrop which shows contrast. Although the backdrop is not white, the colours have been adjusted accordingly to work with the design.
3.0
The Logo Usage
Branding Identity Proposal and Guidelines 2014
4.0
color scheme Accurate reproduction of the brand color scheme is essential in communicating a clear and consistent message about the company image. The Pantone colors should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colours, in addition to the colors within the assigned scheme.
4.0
Color Scheme
Branding Identity Proposal and Guidelines 2014
Pantone Color ref.
CMYK
RGB
HEX
Primary Brand Color logo / main background / business cards
Pantone 7404 C
0 / 12 / 75 / 5
242 / 213 / 61
#f2d53d
Secondary Brand Color logo text / secondary background / accent
Pantone 628 C
14 / 0 / 1 / 16
184 / 214 / 212
#b8d6d4
Third Brand Color highlighting / second accent
Pantone 805 C
0 / 57 / 53 / 0
255 / 110 / 120
#ff6e78
Text / Content Color
Pantone 419 C
0 / 0 / 0 / 83
43 / 43 / 43
Pantone 7632 C
0 / 5 / 1 / 15
217/ 206 / 215
#d9ced7
Pantone 663 C
0/3/6/6
240 / 233 / 225
#f0e9e1
Pantone 123 C
0 / 0 / 0 / 100
0/0/0
#000000
Background / Base Color
Background / Base Color Alt.
Base Color
4.0
Color Scheme
#2b2b2b
Branding Identity Proposal and Guidelines 2014
5.0
TYPOGRAPHY The primary typeface is [insert name here] with a secondary [insert name here] to complement the primary. These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing
5.0 Typography
fonts
with
alternatives
should
not
be
done
under
any
circumstances.
Branding Identity Proposal and Guidelines 2014
Primary Typeface Century Gothic Bold Main logotype text / Content
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()¡€#¢∞§¶•ªº-–_=+{}[];:/\,.~ å∫ç∂´ƒ©˙^∆˚¬µ~øπœ®ß†¨√∑≈¥Ω
5.0 Typography
Branding Identity Proposal and Guidelines 2014
Secondary Typeface
Century Gothic Regular Tagline / Subheadings
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()¡€#¢∞§¶•ªº-–_=+{}[];:/\,.~ å∫ç∂´ƒ©˙^∆˚¬µ~øπœ®ß†¨√∑≈¥Ω
5.0 Typography
Branding Identity Proposal and Guidelines 2014
7.0
7.0 Application
application
Branding Identity Proposal and Guidelines 2014
OLD LOGO 7.0 Application
NEW LOGO Branding Identity Proposal and Guidelines 2014
7.0 Application
Branding Identity Proposal and Guidelines 2014
7.0 Application
Branding Identity Proposal and Guidelines 2014
7.0 Application
Branding Identity Proposal and Guidelines 2014
Design Pattern
7.0 Application
Branding Identity Proposal and Guidelines 2014
Stationery
7.0 Application
Branding Identity Proposal and Guidelines 2014
8.0
CONTACT DETAILS Company:
Š CEESEVENMARZ DESIGN
Designer: CEESEVENMARZ Email: ceesevenmarz@gmail.com Web: ceesevenmarz.com Twitter/Skype:
8.0
Contact Details
@ceesevenmarz
Branding Identity Proposal and Guidelines 2014