Brandbook for logo "ORA"

ORA

Osservatorio per la Rinascita dell’Aquila

Brand book Maggio 2011

Lara Gobbi

Grafica 2A Accademia delle Arti e Nuove Tecnologie, Roma

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Logo Background Research Colour Version Positive & Negative Versions Modular Grid & Construction lines White Space Scaling/Readability Logo font Fonts to be used Background Applications Stationery: Folder, Letterhead, Envelope & Business card Stationery: A4 Letterhead Stationery: A4 Headed Paper Front Page Stationery: A4 Headed Paper Second Page Stationery: Folder for A4 Paper Logo Applications: Clothing Logo Applications: Business Gadgets Logo Applications: Worker Equipment/Machinery

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

2

Logo Background Research

The idea behind this logo is one of rebirth, reconstruction. One that enables the Aquila citizens to move forward once again. ORA is that. It means, moving forward and acting now (”ORA”).

Bridge, building, construction

Unison, team work

Sun rise, new beginning

Progress, moving forward

Osservatorio per la Rinascita dell’Aquila stands for observatory for the rebirth of Aquila. Thus rebirth is a major aspect of this business The keywords that worked for this project, were the words “sunrise” and “bridge”.

This logo attempts to encompass both terms whilst thoroughly illustrating ORA’s raison d'être.

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Final Logo

Final version of the logo in its chosen colours.

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Colour Version

To ensure a colour coherence in all versions of the logo, the exact percentages and figures have been listed for all platforms.

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Pantone 3015 100%

Pantone 2765 100%

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

Quadricromia: C: 100% M: 30% Y: 0% K: 20%

Adattamento in RGB: R: 0 G: 110 B: 171

Webcode: #006EAB

Quadricromia: C: 100% M: 97% Y: 0% K: 45%

Adattamento in RGB: R: 10 G: 28 B: 92

Webcode: #0A1C5C

5

Positive and Negative Versions

The positive and negative version portray the functonality of this extremely geometric logo. In these versions the bridge and sunrise image are equally apparent, thus would work well on stationery that necessitate black and white elements.

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Constructions lines

Modular Grid & Construction Lines a To enhance the sunrise shape in the logo by only using one colour, the shape of a circle was used simply to trace its outline.

The rectangular shapes that form the logo were halved (height = a) where the outline of the circle touched the rectangular elements, in order togive a visual rhythm, thus order, to the overall logo.

Modular Grid

17a a

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

9a

8a

41a Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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White space

b

The white space area to be left around the logo, is equivalent to half the width of the logo.

The logo must have enough space to be visible amongst other logos.

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

2b Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Base 40 mm

Base 20 mm

Scaling/Readability

The logo’s readability is possible even when reduced to a base of 20mm.

However, if needed for platforms where the logo is needes at a smaller size, the full name “Osservatorio per La rinascita dell’Aquila” can be enlarged by a maximum of 40%.

E.g.

O R A

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Base 18 mm

O R A

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

+40%

O R A

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O R A

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Logo Font

The chosen font is a Trade Gothic Bold Condensed No. 20, produced by Linotype.

This font was chosen for its narrow width, which compensates for the wide base of the pictogram.

Trade Gothic Bold Condensed No. 20

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Trade Gothic Bold Condensed No. 20

10

Fonts to be used

Primary Font: Trade Gothic Condensed No. 20 Used for all stationery layouts (letterhead paper, business cards, envelopes, etc).

Trade Gothic Bold Condensed No. 18

Secondary Font: Arial Narrow Used for text e.g. letter content.

Arial Narrow

Digital Font: Arial Used for web content e.g emails.

Arial

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

11

Background Applications

In order to maximise the brand’s visibility, it is advisable to use contrasting colour codes between the brand and the background on which it is placed.

For cases, where this is not possible, it is necessary to use the positive or negative versions of the logo.

O R A

O R A

O R A

O R A

O R A

O R A

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

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Stationery: Folder, Letterhead, Envelope & Business Card

The envelope and business card have been reduced by 70% in order for them to fit on one page and show the visual co-ordination of the layout.

O R A

The folder is 220 x 305 mm The letterhead paper is A4 format The envelope is 230 x 110 mm The business card is 85 x 55 mm

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O R A

OSSE R RI NA VA T O R I O P SC ITA DE LL’ E R L A AQ UI LA

Proget Fabrizio Ross tista ORGr ico OR i A af - Os Via Ca Via Camp servatAorio pe mTepo l: +3 Nu9ov08ao Nuova 24, r la Rinasc Ale ita 524 ww Alen 5235 w.ia oraSp 38 - Fa nia Spazio, dell’Aquila .it az - inf 6710 0 L'A io o@ora.it x: +39 08 67100 L'A quila 5 5236 f.rossi@ quila 87 ora.it

Valer io Viale Polidori P 6710 ietro Rom 0, ani 93 Italia Aquila

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Fabrizio Rossi

Progettista Grafico ORA Via Campo Nuova 24 Alenia Spazio 67100 L'Aquila Tel: +39 085 523538 Fax: +39 085 523687 www.ora.it info@ora.it

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Stationery: A4 Letterhead

30 mm

O R A

First sheet

20 mm

Second sheet

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

ORA - Osservatorio per la Rinascita dell’Aquila Via Campo Nuova 24, Alenia Spazio, 67100 L'Aquila Tel: +39 085 523538 - Fax: +39 085 523687 www.ora.it - info@ora.it

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Stationery: A4 Letterhead Front page

20 mm

20 mm

15 mm 50 mm

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Roma, 3 Maggio 2011

Paper format: A4.

Weight: 100 grams.

Print: two pantone colours

Dott. Claudio Esposito Via del Governo Vecchio 00100, Roma

50 mm

27 mm

Font: Arial Narrow, 10 pt, line-spacing 12 pt.

In versions: regular, italic, bold, bold italic.

Alternative: Arial, 9 pt, line-spacing 11 pt In versions: regular, italic, bold, bold italic.

Oggetto: Ricostruire L’Aquila Spett.le Dott. Esposito, Tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulpuelit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placeratfacer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobor

Margins: Top: 15 mm Bottom: 25 mm Right: 20 mm Left: 20 mm

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonuI tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis. Lorem ipsum dolor sit amet, eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem tinreet dolore magna aliquam erat volutpat. Ut wisi tation ullamcor eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla elit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placeratfacer possim assum. Lorem ipsum dolor sit amet, conse. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobor facilis.

Cordialmente, Gianludovico Spizuoco

30 mm

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

ORA - Osservatorio per la Rinascita dell’Aquila Via Campo Nuova 24, Alenia Spazio, 67100 L'Aquila Tel: +39 085 523538 - Fax: +39 085 523687 www.ora.it - info@ora.it

25 mm

15

Stationery: A4 Letterhead Second page

20 mm 15 mm Logo reduced by 70%

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

50 mm

Tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulpuelit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placeratfacer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobor

Paper format: A4.

Weight: 100 grams.

Print: two pantone colours Font: Arial Narrow, 10 pt, line-spacing 12 pt.

In versions: regular, italic, bold, bold italic.

Alternative: Arial, 9 pt, line-spacing 11 pt In versions: regular, italic, bold, bold italic.

I tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis. Lorem ipsum dolor sit amet, eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem tinreet dolore magna aliquam erat volutpat. Ut wisi tation ullamcor eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla elit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placeratfacer possim assum.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobor facilis.

Margins: Top: 15 mm Bottom: 25 mm Right: 20 mm Left: 20 mm

commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulpuelit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placeratfacer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobor

The logo has been reduced by 70% in order to extend the white space between text and logo.

Tet dolore magna aliquam erat volutpat. Ut wisi tation ullamcor eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla elit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet dzzril delenit augue duis dolore te feugait nulla facilisi.Nam liber tempor cum soluta nobis eleifend optoming id quod mazim placeratfacer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore mmagna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobor facilis rud exerci tation ullamcorper suscipit loborI tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Duis autem vel eum iriure dolor ivel illum dolore eu feugiat nulla facilisis.

35 mm

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

20 mm

25 mm

16

Stationery: Envelope 40 mm

10 mm

Format: 230 x 110 mm (75% reduction in visual).

Sender Address Font: Arial Narrow, 12pt Font: Trade Gothic Condensed No. 18, 9pt

10 mm

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Fabrizio Rossi

Progettista Grafico ORA Via Campo Nuova 24 Alenia Spazio 67100 L'Aquila f.rossi@ora.it

Valerio Polidori Viale Pietro Romani 93 67100, Aquila Italia

38 mm

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Stationery: Business Cards 14 mm

14 mm Format: 85 x 55 mm in real size Font: Trade Gothic Condense No. 18, 7pt

8 mm

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

Fabrizio Rossi Progettista Grafico ORA

O R A

Via Campo Nuova 24 Alenia Spazio 67100 L'Aquila Tel: +39 085 523538 Fax: +39 085 523687 www.ora.it info@ora.it

8 mm

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Stationery: Folder for A4 paper

Folder 220 x 305 mm (reduced by 40% in visual), use to hold letters, printed e-mails, business card etc.

O R A

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O R A O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O S S E R VAT O R I O P E R L A RINASCITA DELL’AQUILA

O R A

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

Business card slot Only logo is visible when card is in the slot

19

Logo Applications: Clothing

Examples of logo applications are shown mostly with pantone coloured logos, however positive and negative versions could also have a powerful visual effect, thus are advisable.

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Logo Applications: Business Gadgets

Fabrizio Rossi ORA Progettista Grafico

O R A

RIO PER LA O S S E R VAT O AQUIL A RINAS CITA DELL’

The main concept is to promote, unity, happiness and a new beginning.

For totems and meeting flags, it is advisable to use such images that portray a positive attitude and invey hope.

Via Campo Nuova Alenia Spazio 67100 L'Aquila

24

Tel: +39 085 523538 523687 Fax: +39 085 www.ora.it info@ora.it

O R A

Please find examples of a: Pen Drive Biro pen Badge holders Totem Poster Meeting Flag

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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Logo Applications: Worker Equipment/Machinery

Here are examples of workers and builders’ outfits to be used when working on site. For safety and promotion reasons.

A O R

LA PER O R I O ’AQ UI LA R VA T LL O S S E ITA DE SC RI NA

O R A

OSSE R RIN AS VA T O R I O P CIT A DE LL’ E R L A AQ UIL A

Lara Gobbi 2 A - ORA Brandbook - Maggio 2011 - Accademia delle Arti e Nuove Tecnologie

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