TYPEFACES
Visual Identity Guidlines
Logo 3 Logo Versions 4 Logo Spacing 5 Logo Don’ts 6 Colour reproductions
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Colour Don’ts 8 Typography 9 Logo Application 10 Web Media 11
LOGO
Logo The ‘CWSI’ logo consists of a number of design elements. The CWSI Typeface A rounded typeface was constructed to give the brand an approachable and friendly feel. The changing gradient highlights that the company is in tune with the constant changing of the industry in which it operates. The CWSI Bounce Logo Mark The CWSI Bounce Logo Mark highlights the Mobile and IT industry that the company operates in. It helps people identify with the company as being apart of the mobile and IT industry. The overall logo also aims to reflect the essence of CWSI brand, which is solid and confident and constantly evolving, while keeping a friendly and approachable relationship with its customers.
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LOGO REPRODUCTIONS
Logo Versions
Gradient Colour. For use across all media.
Single colours positive For simple application of the logo. ie stencilling.
Flat Colour. For use were the gradient print quality is insufficient.
The CWSI logo is available in four different versions. Each version has been specifically designed to allow the best possible reproduction of the logo across different media and output methods. Please ensure to use the correct version, takng into consideration reproduction restrictions, as well as the size and shape of the materials being used. We should, wherever possible place the logo on a white backgound to ensure legibility.
For exceptional use For use where the logo needs to be placed on a base colour or image other than white. Always insure that the base colour is equivalent in tint to no less than 40% black. This will ensure legibility of the logo.
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LOGO SPACING
Logo Spacing .5x
.5x
Exclusion area .5x
.5x
.75x
.75x
An exclusion area has been specifically developed to allow maximum clarity and legibility of the logo. The image on the left represents the exclusion area required around any application of the primary logo. No type or graphic elements should intrude into this space. The exclusion area is measured by a unit (.5x) equal to half the capital height of the CWSI wordmark. Minimum size
1x
1x
.5x
.5x
.5x
3.5x
The CWSI logo no smaller tham 20mm wide. When required in smaller sizes, or when it is not possible to print the full-colour logo, use the black (positive) or white (reversed) versions of the logo.
.5x
Min width 20mm
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LOGO DON’TS Avoid the following when using the logo
Do Not recolour the logo.
Do Not rescale the logo out of proportion.
Do Not use ‘CWSI’ as a stand alone graphic element.
Do Not recreate the logo.
Do Not use ‘the bounce’ as a stand alone graphic element.
Do Not adjust the gradients inside the logo.
Do Not change the logo elements relationship. Always maintain the integrity of supplied artwork.
Do Not repurpose the style of the logotype to fit new brands or campaigns.
Do Not place the full-colour logo on a photographic or coloured background. 6
COLOUR PALLETTE
CWSI Purple Dark
CWSI Purple Light
Colour Reproductions All colours have specified values for CMYK, RGB and Web reproduction. Our colour palette is made up of a range of colours taken from the colour pallette of CWSI Brand and incorporated into the CWSI logo.
PANTONE CMYK RGB #
As our leading set of colours, they should be used to make up the majority of any collateral.
100%
100%
80%
80%
60%
60%
Our primary palette consists of the following colours:
40%
40%
CWSI Purple Dark
20%
20%
A visual link to the approachable nature of the company.
DS 175-1 U 62, 85, 0, 50 72, 33, 94 48215e
PANTONE CMYK RGB #
DS 160-2 U
CWSI Purple Light
39, 88, 0, 0
A complimentary colour that also reflects a friendly approach.
163, 67, 153 a34399
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COLOUR DON’TS
Avoid the following when using colour
"Lorem ipsum dolor sit amet, consectetur adipisicing 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."
100%
100%
100%
80%
80%
80%
60%
60%
60%
40%
40%
40%
20%
20%
20%
Do Not recolour logo artwork with any colours from the secondary colour palette.
Do Not overuse purple. It should only be used as an accent colour.
Do Not create your own colours.
Do Not blend colours.
Do Not use tints other than those prescribed.
Do Not incorporate large areas of colour into your designs unnecessarily. Use white space carefully when you can.
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TYPEFACES
Varela Round
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!çñ€$@#%^&*()_+{}:”
Typography Overview There are two typefaces used in the “CWSI” logo, Varela Round and Verdana Regular or Bold. Varela Round
Verdana
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 ?! ç ñ € $ @ # % ^ & * ( ) _ + { } : ”
Our primary typeface family, to be used in headers where possible. Verdana For use in digital and MS Office copy only. Available in a range of weights and italics from regular to bold.
Verdana Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 ?! ç ñ € $ @ # % ^ & * ( ) _ + { } : ”
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LOGO APPLICATION
Stationary Overview We have developed a basic set of the most used stationary items: Letter A4 Business Card Compliment Slip
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WEB MEDIA
Web Media Top Bar The main identifier of the company on it’s website is the top bar. On a basic level, the top bar of the website should be based on the same core principles, so that we are consistent in the way we communicate the company. Logo Placement The CWSI logo is always anchored top left. Be sure to always use the RGB logo version artwork and respect the indicated minimum whitespace/exclusion area. Typefaces Verdana must be used for navigation/menu buttons and editable body copy. Varela Round can be used for headings. Varela Round is available to use on google web fonts.
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TYPEFACES