Dovile Montvydaite Team 8, E-design 28.03.2014
After hours. Digital agency
Design manual. Visual identity guidelines
01
Name
02
Approach
03
Logo Sketches
04
Secondary considerations
05
Final logo. Black & White
06
Color considerations
08
Background usage
09
Logo usage
10
Logo misuse
After hours:
After hours represents our agencies aproach towards creativity. We believe that there is no such think as working from 8 to 5. We believe in no boundries, open space in time for creativity. We believe that if you have a creative mind, you can't turn it off when time comes, you think, develop and create in every step of the way. We believe in self discipline and personal development. We believe in others. We believe that we can go further and we can achieve more when we keep aiming for it. We believe in team work and transparency. We believe in creativity. We believe in making things happen, not talking about them.
01
Mission:
Vision:
Our work is our passion. We will never stop striving to create. We will keep challenging ourseles and keep getting better and better at what we do and what we deliver. We solve client problems with creativity and innovation.
We will never stop striving to create. We will keep challenging ourselves and keep getting better and better at what we do every day simply because we see no other way.
02
Logo sketches
03
Secondary considerations
Straight from the start I wanted to use some clever interpretation of a clock symbol. I have started playing with the traditional mechanical clock, but later on as it is a digital company, I have decided to go with a digital clock interpretation.
04
Final logo. Black & White
Idea behind the final logo version is using digital clock frame element, having logo name in the middle as the time measurement and having a cleaver detail in the top right corner, double stating with the PM symbol that we are talking about after hours.
05
Color considerations
06 Gradients There could only be two types of gradients. Both should be constructed with analog colours. Primary colors Company has 4 primary colors. Logo preferably should be used on solid color, but if combined with gradient, it should be only stated gradients. 06
Color considerations Picked colors represent colors after dark. Delicate solid tones with blue skyline adding a bit of a dramatic look with the evening sun tone.
06
RGB: 29 158 176 HEX: #1D9EB0 CMYK: 77 20 27 0
RGB: 41 186 165 HEX: #29BAA7 CMYK: 72 0 44 0
RGB: 135 71 92 HEX: #87475C CMYK: 42 79 46 20
RGB: 26 35 48 HEX: #1A2330 CMYK: 85 73 54 64
07
Background usage If logo is ussed on the images, images have to be toned down using primary colors with opacity. White logo only without any background should be used in this case.
08
Logo usage
x x y
y
y x
y
Logo contains two spacing parameters which have to be kept in mind when placing a logo. Minimal spacing abound the logo is x from the top and bottom and y from the left and right.
x
09
Logo misuse
Do not add drop shadows.
This page includes several examples of misuse of the after hours logo. The alteration of the logo or its use in a manner that violates any one of the guidelines described in this style guide is considered to be improper use and should always be avoided. Do not use dark colored / black colored logo on primary or secondary colors.
Do not rotate the logo.
Do not violate spacing guidelines.
Do not change stated gradient colors. 10