Brand Identity Guidelines FLUSH
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Brand Identity Guideliness
Logo
CLEAR SPACE Safe area The grey area must be kept free of all other graphical and visual elements. The minimum required Clear Space is defined by the measurement ‘X’ which is the height and width of the logomark.
X
X
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Brand Identity Guideliness
Logo
CONSTRUCTION Proportions Blue (a) indicates overall proportions for the logotype and logomark. Height of (a), the cap-height, is equal to the width of the logomark.
c
d
45°
a
b
a=4b c=2.5a d=3.5a
a
d
c
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Brand Identity Guideliness
Logo
WITHOUT TAGLINE Primary Logo This is the primary logo to use - white on blue. This is your main go-to version of the logo without tagline.
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Brand Identity Guideliness
Logo
WITH TAGLINE Secondary Logo This is the secondary logo to use - blue on white. This is version of the logo includes tagline.
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Brand Identity Guideliness
Logomark ON COLOR BG Primary Logomark This is the primary logomark to use, main go-to version e.g. for social media.
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Brand Identity Guideliness
Logomark
ON WHITE BG
Secondary Logomark This is your secondary go-to version of the blue logomark on white background.
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Brand Identity Guideliness
Icons
SET OF ICONS Complimentary visuals Use one-weight stroke icons set in blue color to draw attention to specific bits of information; always with a purpose – never just for decoration.
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Brand Identity Guideliness
Typography
HEADLINES & BODY TEXT The Typeface Family Playfair Display Bold is used to draw attention to the headlines. Varela Round is the primary font for subheadlines. Open Sans is the primary font used for standard body text.
Playfair Display ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()
Headline
SUBHEADLINE Body text in use. Body text in use. Body text in use. Body text in use. Body text in use.
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Brand Identity Guideliness
Colour
SPECIFICATIONS Primary colour palette We have three colours in our main colour palette that should, ideally, take up about 80% of everything.
Blue #85E8FF
Use it whenever you can to communicate our brand personality.
Use the swatches to get your colours correct and consistent.
Black #000000
White #FFFFFF
Use this for body copy and headlines on white background.
Use it to make words and images stand out in a really clean, uncluttered way.
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Brand Identity Guideliness
Colour
SPECIFICATIONS Secondary colour palette The remaining 20% might be complemented by secondary colour palette. Use the swatches to get your colours correct and consistent.
Mid Blue #92eadb
Dark Blue #355d66
Grey #CCCCCC
Use it whenever you want to complement the primary blue color.
Use it for body copy and headlines on the the primary blue background color.
Use it to draw attention to different sections e.g. menu, footer on the web, etc.
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Brand Identity Guideliness
Do’s
Align symbol to any edge and complement it with footprints.
Use blue logo version on white background.
Use it as supergraphic only. Don’t use it as social media icon.
Use white logo version on blue background.
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Brand Identity Guideliness
Don’ts
Do not rotate or flib the logo or its parts.
Do not change the color of the wordmark or it’s parts.
Do not use any other color combination than blue/white.
Do not stretch the logo - always scale proportionally.
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Brand Identity Guideliness
Photography
STYLE FOR IMAGES Use photography with lots of white space; clean, fresh.
Headline
Example of a background image w/ 75% blue color overly.
Headline on a pic
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Brand Identity Guideliness
Stationery Design
BIZ CARDS & LETTERHAD An example of business card design.
An example of letterhead design.
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