Brand Identity Guidelines Client: Contents:
Date: Designed by: Daniel Brooks Moore
Nike 1.0 2.0 2.1 3.0 4.0 5.0
Introduction (page 1) The Logo Design (page 3) The Logo Usage (page 6) Colour Scheme (page 13) Typography (page 16) Contact Details (page 19)
January 2014 www.DanielBrooksMoore.com.
1.0
Introduction Overview The purpose of these 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 ofine. Guidelines on the use of the logo are included.
1.0 Introduction
Brand-identity Guidelines
1.
Your new “identity” 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, we’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.
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1.0 Introduction
Brand-identity Guidelines
2.
2.0
The Logo Design The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
2.0 The Logo Design
Brand-identity Guidelines
3.
Primary logo - in color
2.0 The Logo Design
Brand-identity Guidelines
4.
Primary logo - alternative colours
2.0 The Logo Design
Brand-identity Guidelines
5.
2.1
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 ďŹ les shall be used - logos should not be taken from this document.
2.1 The Logo Usage
Brand-identity Guidelines
6.
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.
31 mm Minimum reproduction size In the primary logo format a minimum size must be adhered to so that legibilty is retained. 7 mm
2.1 The Logo Usage
In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.
Brand-identity Guidelines
7.
3.0
Color Scheme Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image. The Pantone colours 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 colours within the assigned scheme.
3.0 Colour Scheme
Brand-identity Guidelines
13.
Pantone color ref.
CMYK
RGB
HEX
Primary Brand Colour logo / main background / business cards
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#003366
Secondary Brand Colour logo text / secondary background / accent
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#ff3333
Third Brand Colour highlighting / second accent
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#a2a8aa
Third Brand Colour highlighting / second accent
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#a2a8aa
3.0 Colour Scheme
Brand-identity Guidelines
14.
4.0
Imagery 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 fonts with alternatives should not be done under any circumstances.
4.0 Typography
Brand-identity Guidelines
15.
Examples of how the primary logo deals with the alternative colour backgrounds from the suggested scheme.
This also applies to the logo’s placement over a photographic background, pattern, visual graphics or other media.
The only ‘rules’ are that the colours do not clash and that there is a level of contrast (or difference) between logo, typography and it‘s specified backdrop.
3.0 Colour Scheme
Brand-identity Guidelines
16.
5.0
Contact Details Company: Designer:
Daniel Brooks Moore
Email:
info@danielbrooksmoore.com
Web:
www.danielbrooksmoore.com
Twitter:
5.0 Contact Details
Daniel Moore, Inc
@DBMRealTime
Brand-identity Guidelines
19.