Version 01.04.2016
Foreword This brand guide has been created to enlighten the logo, mascot, illustration, and visual elements. We encourage you to use them in order to present the development of branding elements.
Bandung, April 2016
Prepared by Origin
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Content
1.
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2. 3. 0
Introduction
Corporate Identity
Color System
What is Cetun?,
Primary Logo, Logo Idea,
Color Scheme,
Mr. Cetun
Logo Anatomy, Clear
Complementary Color
Space, Typography.
Palette, Logo on Color.
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4. 5. 6. 0
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Illustration & Others
Stationery
Visual Post
Illustrations, Coins,
Envelope, Letterhead,
Instagram Sponsored Ad,
Coupons.
Business Card.
BRAND GUIDELINE
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1.
Introduction
INTRODUCTION MR. CETUN
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Introduction
CETUN is the first online bidding application and website with a reverse system in Indonesia. Regarding the reverse system, it means that the lowest bidder will get the item. CETUN originated from hokien , - chinese in betawi dialect, which means one rupiah (satu rupiah/ Rp 1,-).
BRAND GUIDELINE
What is Cetun?
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Mr. Cetun
Mr. Cetun is a mascot character which represents Cetun. The appearance of Mr. Cetun is a man with an old sunglasess, moustache and magic hat. His appearance depicts fun, friendly, warm yet firm, as well as the logo and colour selection in apps and website of Cetun.
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Mascot Design ( Emoticon )
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Happy
3
Disapointed
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Welcome
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Time out
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Mascot Element
Magic hat is always
A man with
An old glasses is used to
belong to the magicians.
brown moustache here,
attract people to join the
It used to transform
represents a funny and
game.
something in a magic
humble character.
way. Cetun mascot wears the magic hat in order to invite user’s curiousity to play the game.
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Mascot Construction
Our mascot is the combination of coin and auction moderator. We use the characteristics of auction moderator which is represented by the magic hat, moustache, and old spectacles.
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2.
Corporate Identity
PRIMARY LOGO LOGO IDEA LOGO ANATOMY CLEAR SPACE TYPOGRAPHY
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Primary Logo
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Logo Idea
The idea of Cetun logo design is simplified from the mascot. The logo is using facial character of Mr. Cetun mascot, and custom font usage.
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BRAND GUIDELINE
Logo Anatomy
18 o
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Clear Space
The letter “e� uses as guidence distance only, so the logo would appears without disturbance from the other objects.
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Contrast Readibility
The color composition in Logo has a good level contrast, thus the color can be seen clearly in any circumstances even in grayscale.
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First Font Type
Use for headlines.
Abc R i ghteous Regul ar
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T h e Quick B ro wn Fox Jum ps Ove r T h e Lazy D o g A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
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Second Font Type
Use for bodytext.
Abc Type of Font
Light
Semibold Italic
Light Italic
Bold
Regular
Bold Italic
Regular Italic
Extrabold
Semibold
Black
Proxima Nova
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
BRAND GUIDELINE
T h e Qui ck B ro w n Fox Jumps Ov er T h e La zy D o g
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3.
Color System
CORPORATE COLOR COMPLEMENTARY COLOR PALETTE
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Corporate Color
#EF8E02
R: 238 G: 142 B: 2 C: 2 M: 52 Y: 98 K: 0
Primary Color
YELLOW EARTH Yellow earth, is considered the most beautiful and prestigious color. The Chinese saying, Yellow generates Yin and Yang, implies that yellow is the center of everything. And signifies neutrality and good luck. 10%
20%
30%
40%
50%
60%
#30200D
70%
80%
90%
100%
R: 238 G: 142 B: 2 C: 2 M: 52 Y: 98 K: 0
Primary Color
Forest Brown Brown is associated with the friendliness and warmth in any circumstances. For Cetun, brown will represents how friendly and warm the logo and mascot as well. 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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Complementary Color Palette The palette has been designed to give a bold and exiciting direction to the brand, offering the warm and friendly circumstances.
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Use for Illustration and other
BRAND GUIDELINE
element branding designs
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4.
Illustration & Others
ILLUSTRATION COINS COUPON
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Illustration
The illustration is using flat design style which suitable with fun and friendly mascot character.
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Coin Designs
The coins will use gold and silver, which was represented as usual coin colour. Gold and silver both depict a prosperity to people.
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In addition, there will be a coupon which is using turquoise, the combination of green and blue. Green Turquoise presents friendly and happy in life.
BRAND GUIDELINE
Coupons
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5.
Stationery
BUSINESS CARD LETTER HEAD ENVELOPE
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Business Card
Standard Size 85 mm X 55 mm
Oliver Tjakraatmadja CEO
Front Side M + 6281 1234 456 T + 6281 1234 456 Jakarta Jl. Tebet Raya Dalam 197 Jakarta 1234. Indonesia
Back Side
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Letterhead & Envelope
Perihal : No :
25 januari 2016
To John Doe, Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consecte tur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit es se cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sincerely yours,
Lorem Ipsum Founder & CEO
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6.
Visual Post
Visual Post mockup
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Visual Post Mockup
Samsung Galaxy S5 Rp. 2.999.999,-
IKUTI DAN TAWAR SAMPAI Rp 1 SEKARANG !
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