brand guidelines
This publication accompanies the rebranding of Creative Technology, Inc. This project was conceived and designed in the Communication Design 4: Identity Systems class at the Art Center College of Design. Designed & edited by: Christina Kwang Instructor: Rudy Manning Typefaces: Replica, Akkurat Š 2016 by Art Center College of Design, 1700 Lida Street, Pasadena, CA 91103 All rights reserved. All images are Š the artists, reproduced with the kind permission of the artists and/or their representatives. Every effort has been made to contact copyright holders and to ensure that all the information presented is correct. Some of the facts in this volume may be subject to debate or dispute. If proper copyright acknowledgment has not been made, or for clarifications and corrections, please contact the publishers and we will correct the information in future reprintings, if any. ISBN 978-0-9802055-1-0
scratch beneath the surface. There is more to us and our identity than what you see. These are our brand guidelines that pinpoints our every single decision with our brand, from our promise to typeface and colors. We are more than just a logo.
contents 06 who we are 10 logo 16 typeface 20 color 22 pattern 24 photography 40 graphic language
our backstory. We’ve come a long way in our success, but we will continue to stay humble and never forget our roots.
Creative is the worldwide leader in digital entertainment products. Founded in Singapore in 1981, Creative started with the vision that multimedia would revolutionise the way people interact with their PCs. Creative is now driving digital entertainment with cutting-edge audio solutions, premium wireless speakers, high performance earphone products and portable media devices. The company's innovative hardware, proprietary technology, applications and services enable consumers to experience high-quality digital entertainment - anytime, anywhere.
creative technology, inc.
who we are
Since launching the phenomenally
perfect balance between form and
successful sound cards and setting the
function, Creative strives for every
de-facto standard for PC audio in 1989,
product to be a sensory feast for the
Creative has been able to leverage on
eyes and ears.
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its leading-edge audio technology, a huge user base of about 400 million,
Creative's global corporate headquar-
and strong brand identity to expand
ters is located in Singapore, in the
into the exciting lifestyle Personal Digi-
heart of the Asia-Pacific region. It has
tal Entertainment (PDE) market.
regional business units in the US (Milpitas, California), Europe (Dublin,
Creative is well recognised as a global
Ireland) and Asia (Singapore).
leader for product innovation in the audio and PDE segments, offering
Creative is a public listed company on
consumers a complete, high quality
the main board of the Singapore
digital entertainment experience
Exchange (SGX) since June 1994.
through Creative's hardware, software applications and services. Finding the
peace of mind. We strive to promote the spirit of the individual. Tuning out of your surroundings and finding personal happiness is what we believe hope you achieve.
creative technology, inc.
who we are
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brand promise
Assuring and providing individuals with the proper equipment to reach and achieve their personal nirvana.
Creative strives to provide quality audio products that would help their consumers feel calm and serene when put in use.
brand slogan
a sound decision. “a sound decision.” is a play on multiple meanings. One being that purchasing Creative products ensures security and promise from a trusted brand. The second meaning is a take on the definition of “sound”, considering the Creative produces products that all deal with audio.
crown jewel. Our logo is our most prized possession. It must be used properly and respectfully in order to communicate as intended. The inspirations for this logo lies in the ritualistic significance and definition of the black crystal and also the vibrational phenomena of cymatics. The black crystal, or tourmaline, is known for its ability of protection, security, and empowerment. This led to trying to find a method that expresses these characteristics into Creative’s logo and also the brand itself. Cymatics played a role for inspiration in creating the general look and appearance of the logo mark. The visualization of sound and vibration is simply unusual and captivating, yet calming in terms of its natural symmetry and geometry.
creative technology, inc.
black crystal
diamond geometry
cymatics
logo
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The symmetry and harmony of this new logo reflects and expresses upon how users should feel at ease when using Creative products.
This new logo is a more peaceful and calm approach to defining the sound/audio corporate. It draws the attention away from the technical side of the company and focuses rather on the personal aspects its products provide for loyal Creative consumers.
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logo
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Creative’s logo should be kept in a minimal black and white. This retains the authenticity of the mark. The logo may be inverted to pure white on black to communicate well.
This logo includes the brand’s slogan “A sound decision.” It should be used only for advertisements and posters.
handle with care. Respect our logo. It was designed and produced to communicate in a very particular fashion and must be treated correctly. Any slight alterations may disconnect us with our intended target audience. Sample logo misuses are shown, but not limited to.
01 Do not stretch. This distorts the logo and can make it become illegible.
02 Do not rotate. Doing so suggests a loss in control and stability.
03 Do not apply stroke or any other unneessary effect/color. We do not want to promote ugly colors and tacky effects.
04 Do not change proportions. Balance and structure are of great importance and must be taken into consideration.
05 Do not change the font. Fonts speak a thousand words.
06 Do not alter the lockup. We have found the perfect harmony for the lockup. Altering it in any way causes imbalance.
creative technology, inc.
logo
01
02
03
04
05
06
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our typeface. Replica Chosen for its unique corner-cut letterforms, Replica offers a unique and structured, yet delicate feel to the brand’s identity as it goes in tangent with the contours of the logomark.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@$%&
creative technology, inc.
typeface
Replica – Bold Replica also comes in bold. It is only to be used for large titles/subheads.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@$%&
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Akkurat Akkurat is simplistic and easy on the eyes. It contrasts and compliments well with the jagged corners of Replica. It is to be used solely for copy and body text.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@$%&
creative technology, inc.
typeface
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Akkurat – Bold Akkurat – Bold is used in subheads for body text.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@$%&
Akkurat – Light Akkurat – Light should be used in some body text when contrast between light and bold are necessary.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@$%&
our voice. Our colors are what give us our voice, personality, and tone. We are calm, collected, and promising.
These are our most applied colors.
CMYK: 22/25/22/0 RGB: 198/184/183 HEX #C6B8B7
CMYK: 52/11/28/0 RGB: 123/185/185 HEX #7BB9B9
These colors are to be used primarily in photography treatment and text headers and titles.
creative technology, inc.
color
These are our secondary colors.
CMYK: 5/4/4/0 RGB: 238/238/238 HEX #EEEEEE
CMYK: 78/55/57/38 RGB: 53/76/78 HEX #354C4E
In order to keep consistent with the calm and muted tonality, these colors are to be used only when the combination of black and white are too bright and high in contrast.
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the fragments. Fragmented pieces of our logo break down the brand by focusing on the minute details. Each and every shard and particle holds a purposeful meaning.
cutting-edge technology.
lightweight
crisp, clear audio.
These symbols represent what we have to offer to our customers through our products. They are primarily used on our website and other areas where explanation and introduction into the brand/products are needed.
creative technology, inc.
pattern
These patterns of our fragmented logo are used primarily in image treatment where their main purpose is simply a visual element. As part of our graphic language, they can be implemented in posters, interior/exterior, etc. Please use sparingly.
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our image. Photography and image choice play a huge role in accurately portraying our personality. These images should capture peace and serenity. The individuals shown should always appear in a natural state. The images must be treated with a gradient overlay of our colors pink and dark blue. The two-color gradient used in image treatment.
CMYK: 22/25/22/0 RGB: 198/184/183 HEX #C6B8B7
CMYK: 78/55/57/38 RGB: 53/76/78 HEX #354C4E
creative technology, inc.
photography
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Consider the audience. Images for Creative have two categories: Individuals and Couples.
Individuals Individuals portrayed in our images must be shown as if the photograph was taken candidly. They must depict the individual caught up in the moment, like staring into a gorgeous scenery or walking in an open field. They should be acting naturally and appear focused on their own tasks.
Couples Couples should appear calm and joyful. They should be enjoying each other’s company and basically just living and appreciating life as it goes.
creative technology, inc.
photography
27 Individual
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photography
29 Individual
creative technology, inc.
photography
31 Individual
creative technology, inc.
photography
33 Individual
creative technology, inc.
photography
35 Couple
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creative technology, inc.
photography
37 Couple
creative technology, inc.
photography
39 Couple
our language. Implementing the rules and guidelines of our brand identity, here is how we want to communicate and express who we are as a company.
creative technology, inc.
graphic language
mobile app
Log into your account to start personalizing your own audio settings for your Creative devices.
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creative technology, inc.
graphic language
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creative technology, inc.
website
graphic language
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graphic language
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posters
Aurvana Platinum Experience the master of sound craftsmanship with the
Aurvana is the perfect combination of sound, design and
flagship Creative Aurvana Platinum headset. Featuring
comfort. It also boasts high-definition audio support
powerful 50mm Neodymium drivers, NFC, Bluetooth®
with aptX®, AAC, and enhanced voice communication
3.0, Tri-Mode ANC technology and Creative ShareMe™,
with ClearSpeech™ Engine.
Aurvana Platinum Experience the master of sound craftsmanship with the
Aurvana is the perfect combination of sound, design and
flagship Creative Aurvana Platinum headset. Featuring
comfort. It also boasts high-definition audio support
powerful 50mm Neodymium drivers, NFC, Bluetooth®
with aptX®, AAC, and enhanced voice communication
3.0, Tri-Mode ANC technology and Creative ShareMe™,
with ClearSpeech™ Engine.
Aurvana Platinum Experience the master of sound craftsmanship with the
Aurvana is the perfect combination of sound, design and
flagship Creative Aurvana Platinum headset. Featuring
comfort. It also boasts high-definition audio support
powerful 50mm Neodymium drivers, NFC, Bluetooth®
with aptX®, AAC, and enhanced voice communication
3.0, Tri-Mode ANC technology and Creative ShareMe™,
with ClearSpeech™ Engine.
creative technology, inc.
stationery
graphic language
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Joe Smith CEO
T 819.228.0802 F 819.282.8082 joesmith@creative.com
Creative Technology, Inc. 1901 McCarthy Boulevard, Milpitas, CA 95035 creative.com
creative technology, inc.
products
graphic language
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