Brand Guide Version 1.0
Contents 1.0 Brand Values
Overview......................................................4 2.0 Logo
Wordmark..................................................... 6 Lockup........................................................... 7 Wordmark Exclusion Zones........................8 Lockup Exclusion Zones............................. 9 Adaptive Wordmark.................................. 10
Here are a set of guidelines which introduce the brand and all of the elements to support it. Take care to follow the guidelines closely. This brand represents all that the company stands for, how it is perceived and what it looks and feels like to its audience. Consistency is key.
3.0 Brand Assets
Frame Device............................................. 12 4.0 Typography
Primary Font.............................................. 14 System Font................................................16 5.0 Art Direction
Art Direction and Photography...............18 6.0 Brand Applications
Business Cards.......................................... 20 Web..............................................................21 Hoardings...................................................22 7.0 Logo Assets....................................23
1.0 Brand Values Overview
Your brand values Think about how these values can be reflected in everything you do from how you answer the phone through to the way you design your newsletters. Remember, a consistent brand is a powerful one.
Human 1. Relating to or characteristic of humankind. 2. Showing the better qualities of humankind, such as kindness.
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1.0 Brand Values Overview
Honest 1. Free of deceit; truthful and sincere. 2. Fairly earned, especially through hard work.
In-tune 1. Up-to-date with the current climate and popular trends. 2. In agreement or harmony.
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Original 1. 2.
Present or existing from the beginning; first or earliest. Not dependent on other people’s ideas; inventive or novel.
2.0 Logo Wordmark Wordmark The THM wordmark is created using Brandon Grotesque in two weights and the script font, Mrs Blackfort. The logo represents the adaptable nature of the brand and changes according to what needs to be communicated. Adaptive Wordmark This is an adaptive logo system that can change its appearance depending on where it’s used. The ‘HOUSE’ element works as a container for interior patterns and materials, with the colour of the other words changing to complement it.
Wordmark
Adaptive Wordmark 6
2.1 Logo Lockup Wordmark + Strapline ‘Lockup’ A version of the logo combined with the ‘Crafted Lifestyles by’ strapline exists in logo form. Only use this lockup version – do not create alternative lockup combinations!
CRAFTED LIFESTYLES BY
Wordmark + Strapline Lockup 7
2.2 Logo Wordmark Exclusion Zones Always allow space for your logo to ‘breathe’. This space is referred to as the ‘exclusion zone’. Reference Point The clear space around the logo should be at least the cap height of the ‘H’ from the logo.
Wordmark Exclusion Zone
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2.3 Logo Lockup Exclusion Zones The same principle applies to the logo and strapline lockup: Reference Point The clear space around the logo should be at least the cap height of the H from the logo.
CRAFTED LIFESTYLES BY
Wordmark Lockup
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2.4 Logo Adaptive Wordmark Wordmark The THM wordmark is a flexible device. The masking of images and changing of colours can be used to appeal to different prospective audiences. This iteration of the logo represents the ‘vintage’ side of the brand. When the mark needs to denote a more modern environment, bolder colours should be used to complement the masked image.
Wordmark
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2.4 Logo Adaptive Wordmark
Vintage Wordmark
Modern Wordmark
Vintage Wordmark
Modern Wordmark 11
3.0 Assets Frame Device Frame Device The frame device can be used for various applications (See 6.0 Brand Applications). Calculating the Frame Device 1. Reduce the rectangle from 100% to 80%. 2. Draw a square from the corner until it’s in line with the top of the inner rectangle. 3. Extend the inner rectangle to meet the corner edge of the rectangle.
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2
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Vintage Frame Device 12
80%
3.0 Assets Frame Device
Vintage Frame Device
Modern Frame Device
Vintage Frame Device
Modern Frame Device 13
4.0 Typography Primary Font
Brandon Grotesque abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Brandon Grotesque – Medium Brand font Influenced by the geometric-style sans serif faces that were popular during the 1920s and 30s, the fonts are based on geometric forms that have been optically corrected for better legibility.
Brandon Grotesque has a functional look with a warm touch. While the thin and the black weights are great performers in display sizes the light, regular and medium weights are well suited to longer texts. The small x-height and the restrained forms lend it a distinctive elegance.
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Font background Brandon Grotesque is a sans serif type family of six weights plus matching italics. It was designed by Hannes von Döhren in 2009/10.
4.0 Typography Primary Font abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Brandon Grotesque – Black
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Brandon Grotesque – Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Brandon Grotesque – Regular 15
Font purchase The Brandon Grotesque family of 12 font weights can be purchased online. Font link: http://goo.gl/bsCPcB
4.1 Typography System Font
Arial Regular abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Arial – Regular System font Only when it is not possible to use Brandon Grotesque should the system font be used.
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4.1 Typography System Font abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Arial – Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Arial – Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Arial – Italic 17
5.0 Art Direction and Photography Look and Feel The Photography used must have an ‘honest’ feel and not look contrived or staged. This communicates a sense of warmth and maintains the integrity of the brand.
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5.0 Art Direction and Photography
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6.0 Brand Applications Business Cards Business cards utilising the frame device.
ROBERT WALSH MANAGING DIRECTOR FIFTH FLOOR 55 KING STREET MANCHESTER M2 4LQ T. 01925 283 010 M. 07970 273 559 E. ROBERT@THEHOUSEMAKER.CO.UK WWW.THEHOUSEMAKER.CO.UK
ROBERT WALSH MANAGING DIRECTOR FIFTH FLOOR 55 KING STREET MANCHESTER M2 4LQ T. 01925 283 010 M. 07970 273 559 E. ROBERT@THEHOUSEMAKER.CO.UK WWW.THEHOUSEMAKER.CO.UK
ROBERT WALSH MANAGING DIRECTOR FIFTH FLOOR 55 KING STREET MANCHESTER M2 4LQ T. 01925 283 010 M. 07970 273 559 E. ROBERT@THEHOUSEMAKER.CO.UK WWW.THEHOUSEMAKER.CO.UK
Design Copyright Do Good Media Ltd ©2014
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6.1 Brand Applications Website Example of THM web presence.
Design Copyright Do Good Media Ltd Š2014
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6.2 Brand Applications
the lane
Hoardings Hoarding examples for different styles of property development.
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Suspendisse consectetur rutrum bibendum CRAFTED LIFESTYLES BY
A L Plane HA the WO RKS Suspendisse consectetur
Ut dictum ut justo at ornare. Vestibulum vulputate erat quam suscipit vulputate. Mauris imperdiet purus at neque mattis, non dictum orci accumsan. Maecenas varius, mauris eu imperdiet volutpat, nuncquam erat massasuscipit sagittisvulputate. mi, viverra pretium purus justo tempus ipsum.
rutrum bibendum SUSPENDISSE
CONSEC T E T U R RUTRUM BIBENDUM
CRAFTED CRAFTED LIFESTYLES LIFESTYLES BY BY
Design Copyright Do Good Media Ltd Š2014
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7.0 Brand Assets Wordmark
vector
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thm_logo_rgb.eps thm_logo_cmyk.eps thm_logo_wht.eps
bitmap
rgb
cmyk
pantone
black
white
rgb
cmyk
pantone
black
white
•
thm_logo_rgb.png
Download Wordmark: http://goo.gl/Y7QOTV
Lockup
vector
thm_lockup-logo_rgb.eps thm_lockup-logo_cmyk.eps CRAFTED LIFESTYLES BY
thm_lockup-logo_wht.eps
• • •
bitmap
thm_lockup-logo_rgb.png
Download Lockup: http://goo.gl/I3mU72
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Brand by Do Good Branding info@dogoodbranding.com +44 (0)20 7250 0292 Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG 24