There is no life without Purism. Design & Style Protagonists.
Purism Studio. Creative Agency & Brand Studio
NY – LA – BEJ
Be in touch. www.purism-studio.com
Purism Agency 2018
Brand Guidelines. Design and Brand Guidelines 2017
COMPANY DATA
COMPANY NAME :
COMPANY ADDRESS
CONTACTS :
PURISM
7TH AVENUE, MANHATTAN
M : INFO@PURISM.COM
BRAND STUDIO
578 NEW YORK
W : WWW.PURISM.COM
LTD. & CO.
UNITED STATES
Client: Purism Brand Studio. & Co. | Date: 28.10.17
Purism Studio
Welcome to Brand Manual of Purism Studio STATEMENT OF CONFIDENTIALITY This material contained in our response and any material or information disclosed during of discussions of the proposal represents the proprietary, confidential information pertaining to our services, methodologies and mathods. Other products name and brand my be trademarks or redgesterd trademarks of their respective owners.
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Table of Content Welcome 05 Corporate Logo
06
Corporate Typography
09
Corporate Color System
10
Corporate Stationery
12
Grid System
13
Corporate Images and Bleding Modes
14
Corporate Iconography
15
Usage of Corporate Manual
16
Terms and Conditions
17
Contact 19
COMPANY NAME : PURISM STUDIO & CO.
COMPANY ADDRESS 7TH AVENUE, MANHATTAN 578 NEW YORK, UNITED STATES
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
brand guidelines
Purism Studio & Brand Agency
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The design guidelines These guidelines describe the visual and verbal elements that represent the Purism corporate identity. This includes our name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect Purisms commitment to quality, consitency and style. The Purism brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Purism name and marks.
Purism
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Welcome to our Brand Guidelines
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OUR TOURNAMENT Everunt re volupti ntiusament at et omnimo totatin venimus anturis explaut alique quatem qui utemquia dolo erum.
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The process of infinite creativity.
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Purism Brand Strategy
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Purism Studio Details
Project Description
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Brand Goals Description
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Brand Content and Application
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GRAPHIC DESIGN
S A R A H FA IRC HIL D
PE T E R M C IN TO S H
A N DY S AU N D E RS O N
Project Manager
Creative Director
Creative Director
ABOUT :
ABOUT :
ABOUT :
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Purism
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Studio
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
How to build your brand
Brand Evaluatio
Corporate Design Build your Brand Evaluation Tequis magnam everunt re volupti ntiusament at et omnimo totatin tet id qui utempor esequis evelesc iaecabor re conseque qui officab.
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Corporate Communication
on
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Story & Goals
n
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Corporate Behaviour
Corporate Identity
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 01 Corporate Logo
The Logo Introduction The Logo Application The Logo Elements Clearspace and computation Incorrect Logo Applications
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Corporate Logo and Corporate Trademarks Logo introduction Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the the symbol itself
and our company name – they have a fixed relationship that should never be changed in any way.
The Full Logotype The Purism Masterbrand or Corporate Logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking the culture of design services - the connection between the strength of communication and the different points that influence. It has a particular relationship with the Purism name. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Montserrat Purism and has
also been chosen to compliment and balance perfectly with the logo symbol. The corporate logo is presented through the use of colour as well as shape and form. The two corporate colours are Yellow and Grey. It is a fresh and appealing blend of colours chosen for their strong combination - modern - classic - timeless. The Colours have been selected according to international standards as shown below and are easily implemented.
The Logotype
1) The Logo Symbol Consists of a powerful element evoking the culture of design services and a black square backround. 2) The Logo Title Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters in gray tone of the chosen corporate color. The font that is used here is Montserrat.
Logo Dark Version Logo Dark Version will be used when the backround color ist light colored.
Logo Light Version Logo Light Version will be used when the backround color ist dark colored.
Recommended formats are: .eps | .ai | .jpg | .tiff | .png Attention: Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with Purism Trademark Licensing if you have any questions or need further help.
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Logo Construction, Clearspace and computation It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest
any other graphic element or message can be positioned in relation to the mark. of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
x
y
1) Logo Symbol
1/2 x
1/2 x
1/2 x
1/2 x
Clearspace Definition Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).
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2) Full Symbol
1/2 x
1/2 x
1/2 x
1/2 x
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Logo application and standards Logo A Background Black Version
Logo B Background Colored Version
Logo C Background Dark Grey Version
Logo D Background Light Grey Version
Minimum Logo Sizes
Full Logo Minimum Height: 11,5 mm
11,5 mm
Logo Symbol Minimum Height: 11,5 mm
11,5 mm
Incorrect Logo Application
1) Do not place the logo type on 2 lines 2) Do not invert the logo symbol 3) Do not alter the logo symbol 4) Do not alter the logo type style 5) Do not change the size relationship between the logo symbol and logo type. 6) Never change the proportions of the logo vertically or horizontally or alter the appearance in any way
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 02 Corporate Typography
The Corporate Fonts Primary Font Secondary Font Font Hierachy
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The Corporate Fonts and Typography Guidelines Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Purism communications. We have selected
Montserrat and Source Sans Pro, which helps inject energy and enthusiasm into the entire Purism communications, as the primary and secondary corporate typefaces.
Primary Font
Roboto 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
i
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k
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A
B
C
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F
G
H
I
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M
N
O
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Q
R
S
T
U
V
W
X
Y
Z
Primary Font
a
b
c
d
e
f
g
j
k
l
m
Roboto
n
o
p
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s
w
x
y
z
Designer : Christian Robertson
0
1
2
3
h
h
t
i
u
4
5
&
/
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6
7
8
9
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Bold
Light
Figures
The font Google describes the font as “modern, yet approachable” and “emotional”. The entire font family was officially made available for free download on January 12, 2012. It belongs to the neo-grotesque genre of sans-serif typefaces, and includes Thin, Light, Regular, Medium, Bold and Black weights with matching oblique styles.
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Special Characters
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Corporate Fonts and Typography Guidelines
Secondary Font
Roboto Condensed
A
Secondary Font Roboto Condensed
Designer : Christian Robertson
B
C
D
I
J
K
L
N O P Q R S T U V
W
X
Y Z
a
b
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f
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k
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p
q
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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
i
j
k
l
m
n
o
p
q
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s
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w
x
y
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0
1
3
4
5
%
&
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2
E
F
G
H h
h u
v
6
7
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M
9
0
Bold
Light
Figures
The font Google describes the font as “modern, yet approachable” and “emotional”. The entire font family was officially made available for free download on January 12, 2012. It belongs to the neo-grotesque genre of sans-serif typefaces, and includes Thin, Light, Regular, Medium, Bold and Black weights with matching oblique styles.
PAGE : 16 // 4 8
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§
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«
∑
€
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[ †
(
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Special Characters
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Corporate Typography and Text Hierarchy Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan
Context Text and inner Headlines
text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Purism layouts.
Caption Text
Purism Typo
Roboto Regular 6 pt Type / 11 pt Leading
Copy Text
Purism Typo Roboto Regular 8 pt Type / 11 pt Leading
Headlines Copytext
Purism Typo Roboto Bold - Inital Letters 10pt Type / 10pt Leading
Headlines and Typobreaks
Big Headlines and Title
Sequencer and Title for Marketing
Subhead Typo
Roboto Purism - Capital Letters 21pt Type / 22 pt Leading
Head Typo Roboto Purism - Capital Letters 40pt Type / 44 pt Leading
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 03 Corporate Color Sytem
The Corporate Colors Primary Color System Secondary Color System
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The Primary Color System and Color Codes Color plays an important role in the Purism corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the â&#x20AC;&#x153;One Voiceâ&#x20AC;? color scheme. Consistent use of these
colors will contribute to the cohesive and harmonious look of the Purism brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.
Primary Color System
Color A : Sensual Gray -
100 %
100 %
Gradient
80 %
60 %
20 %
40 %
Color Codes CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
20 %
Primary Color system
Color B : Hard Black -
Primary Color System : Explanation : The Purism Company has three official colors: Yellow, Black and Gray. These colors have become a recognizable identifier for the company. Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.
100 %
100 %
Gradient
80 %
60 %
20 %
40 %
Color Codes CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
20 %
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Secondary Color System and Color Codes
The secondary color system
Secondary Color A
and color codes
100 %
Gradient
20 %
CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
Secondary Color B
100 %
Gradient
20 %
Secondary Color System :
Secondary Color C
Explanation : The Secondary colors are complementary to our official colors, but are not recognizable identifiers for Purism company. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece.
100 %
Gradient
20 %
CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
Secondary Color D
Usage: Use them to accent and support the primary color palette.
100 %
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CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
Gradient
20 %
CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
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Colors are one of the most important things to transfer a brand to the customers.
Purism Studio 2017
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 04 Stationery and Branding
The Company Letterhead The Company Business Cards The Envelope Logo Placement
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The Corporate Stationery and Usage
Company Letterhead PURISM STUDIO Main Avenue, 7th New York, United States T. 01 23 4567 8901 F. 01 23 4567 8901 July, 2ne 2017
info@purism.com www.purism.com
Dear Mr. Max Jefferson Creative Director London, GB
Color plays an important role in the Grey Agency´s corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Grey Agency´s brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent. Excero mo dit voluptatur, quunti ra dolupta sit quat archicatibus rae ni arum remque repel iliquo ipsaper atibusant mint quam fuga. Itate cus, ut eum estiam ium ipsametur, siminctus dolest arum consed quiberum nihici aut voluptaque consedi blanis a num eicto optassi nverumquis auda con peptate reperep udantiis sed uatiis mo ea verferes des essinctet parum quaspe solupta et et dolorum t. As et ut dolut voloritatium explige ndenditia dolum erci omni beariberia que dist officabo. Icillabo. comnienis as accusda a niet autam, qui blaborem quibusdam, te pro ilignim iliciate enis restendae nonseditibus ent fugitatius alis ate ipsam quiam re volut que ea quist, occullabo. Ut et etur? Aditi comnimus ullacea tiant, se ne volupta dolut dit imodipsum esciur? Udio cus nest evella nest que aute nis eos eaquo quidusdae ea vel entoritae culloru ptatecab ident.
The Company Letterhead Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for the front- and backside of the letterheads.
Berst Regards
MAXWELL DOE DIRECTOR
Usage: The letterhead will be used for all official communication that is going out of Purism company.
Purism Brand Studion
Parameter
Dimensions:
Weight
Print:
Letterhead
297 x 210mm / DIN A4
120g/m Uncoated
CMYK
white
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Corporate Stationery and Usage
Business Cards Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for business cards.
Purism_Brand Studio
Usage: The business cards will be used for all official contact and communication of Purism company. Insert the Purism letterhead and send your documents throughout the world.
www.purism-studio.com
Mr. Max Jefferson Creative Director
Bold Studio Main Avenue, 7th New York, USA T. 01 23 4567 8901 F. 01 23 4567 8901
Envelope -
Purism Brand Studio
Explanation: This shows the approved layout with the primary elements of the Purism stationery system for envelopes. Dimensions: 220 x 110 mm www.purismstudio.com
Weight: 400g/m Uncoated white
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info@purism-studio.com www.purism-studio.com
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Correct Logo Placement Example DIN A4
Place your logo in correct way.
Logo Placement Explanation: To place the Purism logo in the correct way please use one of the approved styles that are shown on the right. To place the Purism logo in other ways is not allowed.
Grid Examples Download Direct Link : http://www.purism-studio.com/grids/grid_layouts.zip
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Corporate Branding CD Labels, CD Cover and Billboards
CD Label & Cover
St
P COMPANY NAME : PURISM STUDIO. & CO. COMPANY ADDRESS 7TH AVENUE, MANHATTAN 578 NEW YORK UNITED STATES
Purism
Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for CD Labels and Covers.
The Corporate CD Labels and CD Cover for Purism Studio
udio
-
s uri m_
COMPANY NAME : PURISM STUDIO. & CO. COMPANY ADDRESS 7TH AVENUE, MANHATTAN 578 NEW YORK, USA
CD Label 5” x 5”
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tudi
o
CD Cover 5.2” x 2.2”
Purism Banner Creative Design Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for Outdoor Banner.
Web Development Marketing www.purism-studio.com
Outdoor Banner 70” x 30”
PAGE : 26 // 4 8
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The Corporate Branding Rollup and Company Flag
Purism Studio Roll up
Creative Design
Web Development
www.purismstudio.com
www.purismstudio.com
Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for Roll up.
Marketing Purism Studio Flag Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for Purism Studio Company Flag. Purism Studio Roll up 70” x 30”
Purism Studio Flag 70” x 20”
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Purism Studio Equipment
PAGE : 2 8 // 4 8
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The Corporate Branding Rollup and Company Flag
Purism Delivery Van Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for delivery van. Purism Studio Delivery Van
Purism Company Car -
Purism Studio Company Car
Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for Purism Studio Company Car.
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Corporate Branding Social Media Branding Set
Social Media Image Kit
Youtube
Explanation: This shows the approved layouts with the primary elements of the Purism stationery system for Social Media Images.
Creative Design Web Development Marketing www.purism-studio.com
Creative Design Web Development Marketing
www.purism-studio.com
Google+
Creative Design Web Development Marketing
www.purism-studio.com
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The Corporate Branding Social Media Branding Set
Purism Brand Studio
Creative Design Web Development Marketing
www.purism-studio.com
Instagram Social Image Sizes Complete Cheatsheet
Love & Creation
Youtube Image 2560 x 1440 px Facebook Image 828 x 315 px Google+ Image 1080 x 608 px Linkedin Image 646 x 220 px Instagram 1080 x 1080 px
www.purism-studio.com
Instagram Square Post Image
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 05 Corporate Grid System
Grid Systems Vertical Grid Systems A4 Horizontal Presentation Grid System Vertical Grid System for Tablets
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The Purism Grid System and Application
A4 Vertical Grid System Examples
Grid System Explanation In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Screen Grid System and Application
Screen Horzontal Grid System Examples Explanation: This shows an approved layout with a typography grid for a 16:9 Screen of Purism. This will be used for Company presentations in Powerpoint or Keynote.
Grid Examples Download Direct Link : http://www.purism-studio.com/grids/grid_layouts.zip
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The Tablet Grid System and Application
Vertical Tablet Grid System Examples
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 06 Image and Blending Modes
Corporate Image Corporate Image Color Corporate Image Black and White Blending Modes and Options
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The Purism Studio Corporate Image : Colored Images Corporate Images are responsible to transfer the values of Purism to our customers or our potential customers. It is a composite psychological impression that continually changes with the firmâ&#x20AC;&#x2122;s circumstances, media coverage,
performance, pronouncements, etc. Purism use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.
The corporate image system for colored images Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Purism Studio Corporate Image : Black & White
The corporate image system for B/W images Requirements: - dark look - high contrast - sharp images - minimalistic look - modern
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The Purism Studio Blending Modes for Brand Images Image effects and blending modes raise the concision and the recognizability of a brand. Also they are able to divide content and other graphical elements
that are used in layouts. In the same way the support statement of the used images and raise application possibilities.
Corporate image blending modes and functionality Requirements: 1) use it in black and white images colours 2) use a placeholder with a yellow back 3) adjust the layer style to â&#x20AC;&#x153;multiplicateâ&#x20AC;?
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
The Purism Studio Corporate Image Moodboard
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The Purism Studio Corporate Design Moodboard A mood board is extremely useful for establishing the aesthetic feel of a design structure. It usually fits into the process somewhere after wireframes and before design mockups. Things
that can be explored in the mood board include photography style, color palettes, typography, patterns, and the overall look and feel of the site. Soft or hard? Grungy or clean? Dark or light? A rough collage of
colors, textures and pictures is all it takes to evoke a specific style or feeling.
Three color combination board
Four color combination board
Corporate Color Combinations
Two color combination board
Corporate Patterns
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 07 Corporate Iconography
Corporate Iconography Application
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The Purism Studio Corporate Iconograpy System and Application An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is a small
200 %
picture or symbol serving as a quick, â&#x20AC;&#x153;intuitiveâ&#x20AC;? representation of a software tool, function or a data file.
100 %
75 %
50 %
Icon version 1: - Light Grey solid background - Stroke size: 2pt
Icon version 2: - Black solid background - Stroke size: 2pt
Examples for Purism Corporate Iconography System How to: - only use icon with a backround - minimum stroke size: 0.5 pt - upscale only proportional
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 08 Guideline Check List
Checklist Introduction Manual Checklist
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The Purism Studio Corporate Iconograpy System and Application The easiest way to make sure that your work will match the brand manual guidelines is to have a small check list. Before publishing please go through the
following check list, check bullet point and compare this with your publication. If something is incosistent please rework until everything is correct.
01 The logo Only use approved versions of the logo. Please check that you have respected the minimum size and exclusion zone requirements. The logo should not appear on color backgrounds without being reversed out.
02 Color Please make sure that only your approved primary and secondary colors are used.
03 Typography Use the font Adobe Caslon Pro for all top headings. For body text and smaller headings use font Lato. Both fonts are also available for web.
04 Imagery Use desatured photos with vintage color, grayscale photos or photos with color overlay. Please follow the rules.
05 Print materials Please use the provided grids and approved layouts for all printed products and the stationery.
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Client: Purism Brand Studio. & Co. | Date: 28.10.17
Section 08 Summary and Contact
Summary Contact
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The Purism Studio Summary and Contact
Thank_you.
A short summary
Contact
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For further information please contact:
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Mark Anderson Marketing Purism Studio E: info@purism.com P: +01.132.4567.890
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Purism Studio
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Purism Studio.
COMPANY DATA AND CONTACT
COMPANY NAME : PURISM STUDIO. & CO. COMPANY ADDRESS 7TH AVENUE, MANHATTAN 578 NEW YORK UNITED STATES CONTACTS : M : INFO@PURISM.COM W : WWW.PURISM.COM
www.purismstudio.com