shsp: brandbook by DanielEmilsson

brandbook

I NEVER READ. I JUST LOOK AT PICTURES*

TABLE OF CONTE NTS 01 Brand Introduction .................................................................. 03

02 Logotype ............................................................................... 08

03 Typogrophy ............................................................................ 14

04 Colors .................................................................................... 17

05 Images ................................................................................... 18

06 Graphic identity in use ............................................................. 20

07 Graphic identity in campaigns .................................................... 24

*ANDY WARHOL

SHSP BRAND BOOK

01 BR AN D INTRODUC TION

Vision Our vision at SHSP is to offer a duality in photography education, one being documentary photography and the other art photography. This fusion of the two most prominent categories in this field allows students to create an even deeper understanding of this profession. The focus of the education will be to teach aspiring photographers the importance of “what” and “why”, rather than how.

Bussiness concept With two main programs focused on documentary and art photography, based in Stockholm, Gothenburg and New York, we will provide diversity in our education. Our point of difference in this industry will be our origin, and the duality and cohesiveness offered through the programs.

Co r e v a l u e s The core values lay in ingenuity and sincerity with a hope to inspire the new generation of photography. Ingenuity is the quality of being clever, original, and inventive, often in the process of applying ideas to solve problems or meet challenges. Sincerity is the virtue of one who speaks and acts truly about his or her own feelings, thoughts, and desires.

WHAT?

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WHY?

NE VE R TE LL PEOPLE HOW TO DO THINGS. TE LL THE M WHAT TO DO AND THE Y WILL SUR PR ISE YOU WITH

I NGENUIT Y* *George S. Patton

SHSP BRAND BOOK

02 PR I M ARY LOGO USAGE Pr i m a r y L o g o Our logo is the most valuable graphic element for our brand. The logo is simple but there are still a few rules to using it. The primary logo is the abbreviation â&#x20AC;?shspâ&#x20AC;? followed by our colon symbol. This logo is to be used on all products and posters as the reputation of the school is inbedded in the logo. When using the logo the space around it is crucial to give the logo its proper attention and space. There must be one third of the logos height in all directions for the proper spacing to be achieved.

1/3 x

LOGOTYPE

SHSP BRAND BOOK

S ECONDARY LOGO USAGE Secondary logo The secondarey logo includes the primary logo as well as the full name of the school. This logo is used to further clarify the logos meaning. The use of this logo is sparce but important for external communication where clarity is key. An example of its use is on envelopes. The spacing around the logo is the same as the primary logo.

1/3 x

LOGOTYPE

THE M E R IT OF OR IGNALIT Y IS NOT NOVE LT Y; IT IS

S I NCE R IT Y* *Thomas Carlyle

SHSP BRAND BOOK

03 PR I M ARY T YPE FACE Gibson The Gibson family is the primary typface used. It is a sturdy and contemporary humanist sans serif family that fits pretty much any design application. Each of the eight Gibson fonts comes with 370 characters and feature extended Latin-based language support.

ABCDE FGHIJKLM NOP Q RS TUV W X Y Z Å ÄÖ abcdef ghijklmnopq rst uv w x y z åäö 1234567890&!?:*

TYPOGRAPHY

US ING GIBSON Heading Gibson SemiBold, all caps Tracking: Optical, 100 Usage: The main heading is intended to be the most dominant type on the page. Therefore all letters will be capitalized and have at least a 25:8 ratio in relation to the main text.

M a i n t ex t h e a d i n g Gibson SemiBold Tracking: Optical, 100 Size: 10:8 ratio to main text

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M a i n t ex t

Vitio test hitatesectis poreium que nonsequ ibusdae ptatur?

Gibson SemiBold/Regular/Italic Nissin eaquis aut omniet laut eaqui cus, offictem fugiat pla ad quiaspe rferum et erae necto quis eum rere nonsequis eatio cum eati ducipis es erferchillo incti velis debit, santis as por ad molo quisseque ea nam re preperum nima seque eost offictur? Untium int et remolupta nulpa dolupta delendit estibus ma quae. Itium quos erchita spitium quassin tistia consequas el inus ius, to expe pelestem des aut facea nonet voles ma ventiatet quis remporro evellab oribus volores molorit asperatem reribus am facero quia nos quias solessunt et maximaxim intur sinvenetus.

SHSP BRAND BOOK

WE B FALLBACK T YPOGR APHY PC - Arial In case of troubleshooting with the primary typeface on the web use Arial as a fallback typeface for Windows users. The same typographic rules apply as with the primary typeface.

A B C D E FG H I J K L M N O P Q R S T U V X Y Z Å ÄÖ abcdefghijklmnopqr stuvwxyzåäö 12 3 4 5 6 7 8 9 0 & !?: *

M a c - H e l ve t i c a In case of troubleshooting with the primary typeface on the web use Helvetical as a fallback typeface for Mac users.

ABCDEFGHIJKLMNOPQR S T U V X Y Z Å ÄÖ abcdefghijklmnopqr stuvwxyzåäö 12 3 4 5 6 7 8 9 0 & ! ?: *

COLORS

04 COLORS Duality Offering a duality in education requires a duality in presentation. Just like both courses complement the other we believe this has to be visualised also in color. Therefore these two complementary colors has been produced, one to represent the what, and one to represent the why.

SHSP Orange Pantone 7579 C CMYK: 0/71/82/0 RGB: 243/110/63 HEX: #f36e3f

S H S P D a r k Tu r q u o i s e Pantone 7467 C CMYK: 99/11/40/1 RGB: 0/155/162 HEX: #009ba2

SHSP BRAND BOOK

05 I M AGES Images are incredibly important for our communication. There are of course rules to using images since they must live up to the standard we expect at SHSP. - If an image is to be used in cooperation with our graphic identity it must be the element with the highest hierarchy. This rule is set to make sure that the images always are prioritized. - The images selected must have a story-telling attribute. This can be in a documentary/observer sense or in a more abstract self expression based manner. This rule is to ensure that the images are interesting.

SMALL PICTURE!

- Images must of course be the proper size for the product. This counts even if an image is made to look grainy or old in a way that the image quality is low. The proper size of the image allows us to represent the original copy.

Stretched out image

No story here

SHSP BRAND BOOK

06 GR APHIC IDE NTIT Y IN US E Graphic identity used on products When it comes to office supplies and various products that use the graphic identity there are rules to follow. The primary graphic element is the logo. Most products use a simple black and white layout with the logo in focus, however in products that belong to one of the two programs the colors are used to represent its program.

GRAPHIC IDENTITY IN USE

SHSP BRAND BOOK

07 GR APHIC IDE NTIT Y IN C A M PAIGNS Brand image based Brand image based campaigns are used to build the brand image. Here interesting pictures are used along with the catchphrace; capture ____ . The use of big pictures with minimal text draws attention in public places and grows curiosity regarding the brand. If people are inspired and drawn in by the picture, there is an easy way to find out what it is about, as the website is written in the bottom right.

We b b a n n e r s

Pos t e r, L a n s d s c a p e

Pos t e r, Po r t r a i t

We at SHSP know the importance of web advertising in todays digital age, therefore the â&#x20AC;?captureâ&#x20AC;? campaign will also be advertised through banners on branch related websites.

The landscape format is used in places outdoors such as the subway but also eventually on billboards. This format originally fits photographs better and we plan to use it when possible.

The portrait format is the most common in advertising as it fits in many places such as buss stops. We will utilize this format to be able to advertise in places that require it.

GRAPHIC IDENTITY IN CAMPAIGNS

I n f o r m a t i ve b a s e d The informative posters use the same capture slogan along with a picture that draws attention much like the ones in the brand image based poster. However these posters also include information about the school and challenge the reader to apply this fall.

SHSP BRAND BOOK