BRAND STYLE GUIDE
TABLE OF CONTENTS
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03
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OUR BRAND...............p2
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OUR MARQUE.............p4
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COLOUR PALETTE......p11
06
IMAGERY USAGE.......p18
THE RULES.................p7
T YPEFACE SYSTEM....p16
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BRAND + VISION
01 OUR
BRAND 02
BRAND + VISION
Brand ID + Key Message + Tone
CovIT is the intuitive hybrid between a digital magazine andcoffee table book that takes it’s audience inside the world of fashion, photography, film and art. The visually driven, interactive content combines artistic tastes and fashion while providing a unique lifestyle shopping experience. CovIT blurs the lines between fashion, art and commerce. It’s where high fashion and modern art meet through digital innovation Elegant • Clean • Avant-Garde • Modern • Complex
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OUR MARQUE
02OUR
MARQUE 04
OUR MARQUE
Primary Logo
The simple elegance of the brand shines through the thoughtfully crafted brand marque. The thin lines and use of negative space create an intriguing minimalist design that exudes the je ne sais quoi the brand captures through their online and print publication. The Primary Logo should be used the majority of the time especially when the surrounding elements call for an airy, simple logo design.
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OUR MARQUE
Secondary Logo
The Secondary Logo continues to capture and communicate the simplistic essence of the brand but features a square frame to create a more rhythmic balance between the negative and postitive space. The Secondary Logo should be used when the surrounding elements or lack there of calls for a more balanced logo design or a border to separate the background from the text and allows the logo to stand out.
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THE RULES
03 THE
RULES 07
THE RULES
Primary Logo Integrities
The proper use of the logo requires a minimum clear area between the logo’s edges and other elements to be maintained. The height of the capital “S” of the Studio in the logo marque indicates the minimum amount of space between the logo and other elements on all sides of the logo. It is also the space between CovIT and Studio.
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The Primary "CovIT Studio" logo requires a boarder of clear space to ensure visibility when used with other elements. Therefore it is important that this clear area remains free of any other elements.
The minimum size for the Primary Logo is 0.8125 in. wide
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THE RULES
Secondary Logo Integrities
} The minimum size for the Secondary Logo is 0.8125 in. wide
The Secondary CovIT Studio logo incorporates a border as part of the design. While for other brands this would means that no exterior/additonal elements should cross into the logo graphic we have a a different take on the handling.The CovIT Studio secondary logo is more fluid so it is, more often than not acceptable for other elments to be inside the border. The logo must still have nearly perfect legibility and comand attention. The proper time to use of the secondary logo is when the design requires a more rhythmic logo.
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THE RULES Faux Pas + The Don'ts
Our brand marque has been beautifully crafted and thought out. Thus it is integral that designers and users retain the CovIT logo in its pure form staying within the guidelines in this book. The ultimate CovIT faux pas would be to alter, mutilate or take excessive creative liberties that break the rules of our guide book. Read some of the ultimate CovIT Studio branding "Don'ts" below.
1 Do not warp, or stretch the logo in any way.
3 Do not rotate the logo for any reason, in anyway.
2 Do not add any special effects i.e. glow, drop shadow, bevel & emboss, for any reason. Keep the logo pure.
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Do not alter the colour of the logo outside of the palette unless other wise agreed upo with the our design team.
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COLOUR PALETTE
04 COLOUR PALETTE
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COLOUR PALETTE
Print + Digital Text CovIT Studio aims to show the beauty of the fashion, arts and design industries through our creative lenses. To keep this vision and to allow our work to shine we stick to our carefully curated palette using accents related to the content or not at all. While the logo is renderd in black, white or an embossed foil this palette is used for text and articles.
C 0 R 255 Pantone
M 0
Y 0
G 255 Colour
K 0
C 0
M 0
Y 0
B 255
R 141
N/A
Pantone Cool Gray 4C C 0 R 65
M 0
Y 0 G 64
G 141
K 60 B 142
K 90
C 0
B 66
R 0
Pantone Cool Gray 11C
M 0
Pantone
Y 0 G 0 Black
K 100 B 0 6C
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COLOUR PALETTE
Embossing Foils For our custom printed stationary and paper based designs such as business cards and invitations we occasionally finish our logo with 18K gold foil or silver foil to exude the charm and luxury of our brand.
Rose
Gold
G o l d
Foil
18K Rose gold foil leaf used for embossing the logo marque and/or for the edges of thick stationary
S i l v e r
F o i l
F o i l
18K Gold foil leaf used for embossing the logo marque and/or for the edges of thick stationary
925 Silver foil leaf used for embossing the logo marque and/or for the edges of thick stationary
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COLOUR PALETTE
Light Backgrounds + Traditional
To retain quality and visibility when the background is white, a light colour or 49% grey or lighter use the traditonal black on white logo. *50% Grey can use the traditional black type or the inversed white type. 14
COLOUR PALETTE
Dark Backgrounds + Inverse
To retain quality and visibility when the background is black, a dark colour or 51% grey or darker use the traditonal black on white logo. *50% Grey can use the traditional black type or the inversed white type.
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TYPEFACE SYSTEM
TYPEFACE SYSTEM 16
TYPEFACE SYSTEM Typeface +Font Type plays a big role in communications and final product here at CovIT Studio. Although we us a vast variety of type when creating spreads and interactive posts we use 3 major type faces on our digital platform and in our communications such as letters, invitations and business cards. Italics are used with each typeface in a gramatical/ highlight capacity . Avenir Neue Ultralight
Helvetica Neue Thin
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Used for body text invitations letterhead and business cards.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
SD Georgia Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Used for body text, invitations, digital articles, and photo /product credits.
1 2 3 4 5 6 7 8 9 0 Used for introductory paragraphs, accent text and letters from the editor in print. Occaisonally used for body text.
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IMAGE USE
IMAGERY USAGE 18
IMAGE USE
Imagery + Usage
The CovIT Studio logo has been meticulosy designed resulting in the simplistic, elgant, edgy brand marque that accurately reflects the brand's essence. When using imagery with our logo it is easy to degrade this design through improper usage. The simplicity and elegance of our logo should stand out and be the centre of attention when used with images . By following the imagery dos and don'ts you will avoid ineffective usage of the CovIT logo.
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IMAGE USE
Imagery Usage Don'ts
Do not place the logo marque awkwardly over the image's subject as this decreases the legibility of the logo and image.
Do not increase the size of the logo until parts of it bleed off the page and disappear. All features of the logo must be visible.
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IMAGE USE
Imagery Usage Don'ts
Do not alter the image by stretching , warping, cropping skewing, squishing or any other method of distortion.
Do not alter the colour of the image with filters, colour balance, levels, curves or in any other way including using blur tools and mobile editing apps.
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IMAGE USE
Imagery Usage Dos
Do place the logo marque in a way that does not detract from the image or the logo while simultaneously retaining legibility.
Do keep the logo fully contained within the image placing it in a somewhat central location.
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IMAGE USE
Imagery Usage Dos
Do leave the image completely unaltered presenting it in its entirety and pure, original configuration/composition.
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