LOGO GUIDELINES
Contents THE LOGO BLACK & WHITE COLOUR PALETTE GRID CLEAR SPACE COLOURED BACKGROUND TYPE SECONDARY GRAPHICS APPLICATION
THE LOGO The logo is made up of diamond shapes to indicate a literal meaning of the brand name. The Symbol goes together with the name of the brand most of the time. A serif typeface was used to express a high quality and premium brand of the papers.
BLACK & WHITE Karat logo should only be used either full white on a black background or full black on a white background.
PANTONE 195 C
PANTONE 425 C
C:0 M:100 Y:60 K:55
C:0 M:0 Y:0 K:77
BLACK C:0 M:0 Y:0 K:100
COLOUR PALETTE
a.
PANTONE 8385 C C:31 M:48 Y:94 K:11
PANTONE 720 C C:0 M:15 Y:36 K:1
PANTONE 411 C C:0 M:27 Y:36 K:72
PANTONE 3165 C C:100 M:0 Y:28 K:65
b.
c.
PANTONE 533 C C:100 M:83 Y:46 K:13 a.
b.
c.
PANTONE 519 C C:67 M:100 Y:30 K:10
The main colours of the Karat logo should be the 3 swatches shown on top. Order of colour combination should also strictly follow the example shown on the left in any occasion. The other 3 pairs of swatches shown on the right (a, b, c) may also be used if it is more appropriate. Below are the examples of how the logo should look like if the alternate colour combination is chosen.
GRID
The logo on top is the grid view of the official Karat logo with a height ratio of 1:4 where the type is 1 and the symbol, 4. Size proportions should not change in any way. The logo below is an alternate layout of the logo in case of layout and space issues. Once again, the proportion of the alternate logo should not be tweaked as well.
CLEAR SPACE There should be a clear space of the indicated border around the logo. The space is determined by the height and width of the letter T in the logo name. The letter T is placed at the 4 corners of the logo.
COLOURED BACKGROUND These are the colour that are to be used against their respective background colours. On a bold and dark background, a full white logo should be used. On a light pastel background, a full black logo should be used. However, on an almost white background, the official logo colour should be used.
Primary Typeface
TYPE
Didot – Regular
ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcedfghijklmnopqrstuvwxyz 0123456789 Secondary Typeface
Helvetica Neue – Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Didot – regular and Helvetica – regular should be used with the logo. Because Karat is a premium brand, using a serif would be more appropriate as it looks more formal as compared to a sans serif. Thus, Didot – regular is used as the primary typeface while Helvetica – regular is used as the secondry typeface.
SECONDARY GRAPHICS The main colour to represent Karat would be the Pantone 195 C as used on the graphic elements seen at the side. A literal shape of the top view of a diamond is used as the logo始s secondary graphic. It may be cropped and resized, but it should not be distorted or skewed.
25mm 210mm 20mm
APPLICATION
40mm
Letterhead
33mm
The letterhead made use of the secondary graphics as the background design of the letter. Address, telephone number and email are flushed left a the bottom of the paper. 297mm
Antalis (Singapore) Pte Ltd
10mm
50 Kallang Avenue #04-011/01A Singapore 339505 Tel: +65 64172333 Email: info.sg@antalis_asiapacific
10mm
Colour of paper in off-white.
91mm Koh Zhi Wei System Analyst
52mm
APPLICATION
Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-011/01A Singapore 339505 Tel: +65 64172333 Email: info.sg@antalis_asiapacific
Namecard & Envelope The namecards also made use of the secondary graphics as the background design. The name and position should be placed at the top right hand corner while the address, telephone number and email at the bottom right. All typeface to be in Helveltica Neue – regular except for the name which is in helvetica – Medium. Point size for the address in 7pt, Name in 9pt and company position in 8pt. As for the envelope, Point size of address should be in 8pt and Company name in 9pt. Where companyʼs name is bolded as well.
Samantha Pang Yu Ting Sales Executive
Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-011/01A Singapore 339505 Tel: +65 64172333 Email: info.sg@antalis_asiapacific
78.5mm
Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-011/01A Singapore 339505 Tel: +65 64172333 Email: info.sg@antalis_asiapacific
155mm
APPLICATION Vehicle
If possible, try to use the logo始s official colour on the vehicle. However, the coloured background guidelines should still be practised.
APPLICATION Stationery
The alternate logo layout may be used in instances like these where there is a lack of space. However, the official logo layout should be used whenever possible. In this case, the official logo has been used for the folder because there is affordable space to use.
APPLICATION Fashion
Use the secondary graphic as design whenever possible.