01
WE LOVE THAT BRAND.
CONTACT Address Grey Agency 7th Avenue, Manhattan 578 New York United States
Phone & Fax Phone: Fax:
+ 1 0800 123 123 + 1 0800 123 123
Online Email: info@.grey.com Website: www.grey.com
A comprehensive manual for GREY AGENY that will help you to save your brand values company
BRAND GUIDELINES
DESIGN AND BRAND GUIDEL
N
CONTENTS SEC. 00
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INTRODUCTION
05
SEC. 01
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CORPORATE LOGO
08
SEC. 02
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CORPORATE TYPOGRAPHY
12
SEC. 03
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CORPORATE COLOR SYSTEM
18
SEC. 04
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CORPORATE STATIONERY
20
SEC. 05
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GRID SYSTEMS
24
D LINES SEC. 06
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CORPORATE IMAGES
32
SEC. 07
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ICONOGRAPHY
36
SEC. 08
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SUMMARY AND CONTACT
38
SEC. 09
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DOWNLOADS
44
SEC. 10
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THANK YOU
38
SEC. 11
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IMPRESS
46
PROJECT NAME
BRAND GUIDE BOOK
DATE
30 / 06 / 2016
ClIENT NAME
GREY AGENCY
Project Manager
RE
Y AG ENC Y
G
MICHAEL ANDERSON
AS
G
CL
SIFI
ED DE
SI
CREATING A BRAND GUIDE BOOK FOR GREY AGENCY WITH FOR INTERNAL AND EXTERNAL SERVICE CONTRACTORS.
N
Description
WELCO ABOAR
The Desing.Inc Corporate Brand Guidelines 5 // 40
MICHAEL ANDERSON CEO, GREY AGENCY
OME RD
THANK YOU BEING A PART OF OUR COMPANY. WELCOME ABOARD.
-
Introduction of our president: Tequis magnam everunt re volupti ntiusament at et omnimo totatin venimus anturis explaut alique quatem qui utemquia dolo erum soluptas alite tet id qui utempor esequis evelesc iaecabor re conseque qui officab orruntota cus ium rempedi gendandus veniscidus erum as ut idebit, toremporias ea conet volo blantia plaborepel is natqui officil magnihi. Octotasseque eosapit dolest explit ped ma sit modipsam ventio tem. Et earum volo voluptibus. Dandunte voluptaqui nias re voluptate occust, tet id qui utempor esequis evelesc iaecabor re, occabor itatem et fuga. Nem faccaeptiae expliae core prorporepera ipicte sinvele stectis modis num re sandant. Quas dolentiur? Et ut mo beate nobis autendenihil iducias adit quostrum accus et aut et rem quidipsa quam recus.
CEO Grey Agency 09/07/2017
>>
THE CREATI MISSIO SECTION 0 INTRODUCTION
The Desing.Inc Corporate Brand Guidelines 7 // 40
PROJECT NAME
BRAND GUIDE BOOK
DATE
30 / 06 / 2016
ClIENT NAME
GREY AGENCY
Project Manager
RE
Y AG ENC Y
G
MICHAEL ANDERSON
AS
G
CL
SIFI
ED DE
SI
CREATING A BRAND GUIDE BOOK FOR GREY AGENCY WITH FOR INTERNAL AND EXTERNAL SERVICE CONTRACTORS.
N
Description
00
IVE ON
THE DESIGN GUIDELINES
These guidelines describe the visual and verbal elements that represent Grey Agency´s 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 Grey Agency´s commitment to quality, consitency and style. The Grey Agency´s 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 Grey Agency´s name and marks.
01
CORPORATE LOGO
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.
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 Grey Agency´s Trademark Licensing if you have any questions or need further help.
Recommended formats are: .eps | .ai | .png | .jpg | .tiff
The Desing.Inc Corporate Brand Guidelines 9 // 40
THE FULL LOGOTYPE
The Grey Agency´s 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 Agency´s 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 Bold and has also been chosen to compliment and balance perfectly with the logo symbol.
THE LOGOTYPE
1) The Logo Symbol Consists of a powerful element evoking the culture of design services and a grey square backround. The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternative on the right.
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 Bold.
3) The Logo Dark Version - complete will be used when the backround color ist light colored.
4) The Logo Light Version - complete will be used when the backround color ist dark colored.
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.
01
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
0.5 x
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
1.5 x
0.5 x
CLEARSPACE Full Logo
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).
The Desing.Inc Corporate Brand Guidelines 11 // 40
APPLICATION ON A BACKGROUND LOGO A Dark Background
LOGO B Light Background
LOGO CONSTRUCTION Full Logo
LOGO C Color Background
LOGO D White Background
CLEARSPACE Full Logo
DONT´S Definition 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
CORPORATE TYPOGRAPHY
02
THE CORPORATE FONTS AND TYPOGRAPHY
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 Grey Agency´s communications. We have selected Montserrat and Source Sans Pro, which helps inject energy and enthusiasm into the entire Grey Agency´s communications, as the primary and secondary corporate typefaces.
PRIMARY FONT MONTSERRAT DESIGNER : JULIETA ULANOVSKY
THE FONT The old posters and signs in the traditional neighborhood of Buenos Aires called Montserrat inspired me to design a typeface that rescues the beauty of urban typography from the first half of the twentieth century. The goal is to rescue what is in Montserrat and set it free, under a free, libre and open source license, the SIL Open Font License.
Download: www.google.com/fonts/specimen/Montserrat
The Desing.Inc Corporate Brand Guidelines 13 // 40
FONT DOWNLOAD LINK
Direct Link :
http://www.fontsquirrel.com/fonts/montserrat
<– Scan for download Montserrat
M O N T S E R R AT Bold
Regular
Figures
Special Characters
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CORPORATE TYPOGRAPHY
02
THE SECONDARY FONT
SOURCE SANS PRO Bold
A B C D E F G H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m SECONDARY FONT SOURCE SANS PRO DESIGNER : PAUL D. HUNT
n o p q r s t u v w x y z Regular
A B C D E F G H I J K L M
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NOPQRS TU V W X Y Z
THE FONT
a b c d e f g h i j k l m
Source Sans Pro is a sans serif typeface created by Paul D. Hunt for Adobe Systems. It is the first open source font family from Adobe, distributed under the SIL Open Font License. The typeface is inspired by the forms of the American Type Foundersâ&#x20AC;&#x2122; gothics by Morris Fuller Benton with both a larger x-height and character width. It is available in six weights (Regular, ExtraLight, Light, Semibold, Bold, Black) in upright and italic styles. Download: http://www.grey.com/fonts/source_sans_pro.zip
n o p q r s t u v w x y z Figures
0 1 2 3 4 5 6 7 8 9 0
The Desing.Inc Corporate Brand Guidelines 15 // 40
TYPO 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
Caption Text
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 Grey Agency´s layouts.
Grey Agency Typo Source Sans Pro Regular 6 pt Type / 9 pt Leading
Copy Text
Headlines Copytext
HEADLINES AND TYPOBREAKS
Sublines Sections
Big Headlines and Title
Grey Agency Typo Source Sans Pro Regular 8 pt Type / 11 pt Leading
GREY AGENCY TYPO Montserrat Regular - Capital Letters 10pt Type / 10pt Leading
GREY AGENCY TYPO
Montserrat Bold - Capital Letters 16pt Type / 16pt Leading
GREY TITLES
Montserrat Bold - Capital Letters 34pt Type / 30 pt Leading
Sequencer and Title for Marketing
GREY
Montserrat Bold - Capital Letters 48pt Type / 48 pt Leading
COLORS »A {} ONE OF TH « MOST IMP ∞ THINGS TO // TRANSFER & BRAND TO << CUSTOMER
The Desing.Inc Corporate Brand Guidelines 17 // 40
ARE HE» PORTANT O RA O THE RS. THE MULTIMEDIA AGENCY
CORPORATE COLOR SYSTEM
03
PRIMARY COLOR ORANGE
SECONDARY COLOR ORANGE
PRIMARY COLOR YELLOW
PRIMARY COLOR DARK GREY
-
-
COLOR CODES
COLOR CODES
CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000
CMYK : C020 M000 Y000 K080 Pantone : 442C HKS : 98K RGB : R000 G000 B000 Web : #000000
PRIMARY COLOR SYSTEM
Explanation: The Grey Agency´s Company has two official colors: Orange and Grey. These colors have become a recognizable identifier for the company. Download: http://www.grey.com/color/palette.zip
The Desing.Inc Corporate Brand Guidelines 19 // 40
THE PRIMARY COLOR SYSTEM AND COLOR CODES 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.
SECONDARY COLOR SYSTEM
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Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for Grey Agency´s company. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece. Usage: Use them to accent and support the primary color palette.
COLOR CODES CMYK : C020 M000 Y000 K080 Pantone : 442C HKS : 98K RGB : R000 G000 B000 Web : #000000
COLOR CODES CMYK : C020 M000 Y000 K080 Pantone : 442C HKS : 98K RGB : R000 G000 B000 Web : #000000
COLOR CODES CMYK : C020 M000 Y000 K080 Pantone : 442C HKS : 98K RGB : R000 G000 B000 Web : #000000
COLOR CODES CMYK : C020 M000 Y000 K080 Pantone : 442C HKS : 98K RGB : R000 G000 B000 Web : #000000
COLOR CODES CMYK : C020 M000 Y000 K080 Pantone : 442C HKS : 98K RGB : R000 G000 B000 Web : #000000
CORPORATE STATIONERY
04.1 THE COMPANY BUSINESS CARDS
Explanation: This shows the approved layouts with the primary elements of the Grey Agency´s stationery system for business cards.
Peter Jackson Creative Director Main Street 4th 2515 Los Angeles United States
P: +01.1234.5678.90 F: +01.1234.5678.90 E: peter@designinc.com
Usage: The business cards will be used for all official contact and communication of Grey Agency´s company. Insert the Grey Agency´s letterhead and send your documents throughout the world.
when design meets you.
Parameter
Dimensions 85 x 55 mm
Weight 400g/m Uncoated white
Print CMYK
The Desing.Inc Corporate Brand Guidelines 21 // 40
FONT DOWNLOAD LINK
Direct Link :
http://www.grey.com/grid/stationery.zip
<â&#x20AC;&#x201C; Scan for download Stationery
THE COMPANY LETTERHEAD
Explanation: This shows the approved layouts with the primary elements of the Grey Agency stationery system for the front- and backside of the letterheads. Usage: The letterhead will be used for all official communication that is going out of Grey Agency.
when design meets you.
Mr. Edward Simmons Troublemaker Company Main Avenue, 5th Northwest Los Angeles United States
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Parameter Dimensions 297 x 210mm DIN A4
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Weight 120g/m Uncoated white
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Print CMYK
Mr. Edward Simmons Troublemaker Company Main Avenue, 5th Northwest Los Angeles United States
CORRECT LOGO PLACEMENT
04.2 THE LOGO PLACEMENT -
Explanation: To place the Grey Agency´s logo in the correct way please use one of the approved styles that are shown on the right. To place the Grey Agency´s logo in other ways is not allowed.
Parameter Example Logo Placement 297 x 210mm DIN A4
The Desing.Inc Corporate Brand Guidelines 23 // 40
CORPORATE GRID SYTEMS
05
THE GREY AGENCY GRID SYSTEMS
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. Download: http://www.grey.com/grid/a4.zip
The Desing.Inc Corporate Brand Guidelines 25 // 40
A4 VERTICAL GRID SYSTEM EXAMPLES
The Desing.Inc Corporate Brand Guidelines 26 // 40
THE GREY AGENCY GRID SYSTEMS www.grey.com/grids_layout/grids.zip Scan for download grid systems for Indesign and Photoshop
A4 A4 VERTICAL GRID SYSTEM EXAMPLES
The Desing.Inc Corporate Brand Guidelines 27 // 40
THE GREY AGENCY GRID SYSTEMS www.grey.com/grids_layout/grids.zip Scan for download grid systems for Indesign and Photoshop
A3 VERTICAL GRID SYSTEM EXAMPLES
Explanation: This shows an approved layout with a typography grid for a A3 Poster of Grey Agency.
Example: Poster A3
A3
The Desing.Inc Corporate Brand Guidelines 28 // 40
MOBIL THE GREY AGENCY GRID SYSTEMS TABLET VERTICAL GRID SYSTEM EXAMPLE
www.grey.com/grids_layout/grids.zip Scan for download grid systems for Indesign and Photoshop
The Desing.Inc Corporate Brand Guidelines 29 // 40
LE WEB SCREEN HORZONTAL GRID SYSTEM EXAMPLES
Explanation: This shows an approved layout with a typography grid for a iPad Screen of Grey Agency. This will be used for Company mobile websites.
The Desing.Inc Corporate Brand Guidelines 30 // 40
MOBIL
www.grey.com/grids_layout/grids.zip Scan for download grid systems for Indesign and Photoshop
The Desing.Inc Corporate Brand Guidelines 31 // 40
LE WEB SCREEN HORZONTAL GRID SYSTEM EXAMPLES
Explanation: This shows an approved layout with a typography grid for a 16:9 Screen of Grey Agency. This will be used for Company presentations in Powerpoint or Keynote.
CORPORATE IMAGES
06.1 THE GREY AGENCY CORPORATE IMAGE : COLORED IMAGES Corporate Images are responsible to transfer the values of Grey Agency´s to our customers or our potential customers. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. Grey Agency use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.
DOWNLOAD EXAMPLES Direct Link: http://www.grey.com/images/4c_color.zip
Scan for Download:
EXAMPLES FOR GREY AGENCY´S CORPORATE IMAGE SYSTEM
Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike
Download: http://www.grey.com/fonts/images.zip
The Desing.Inc Corporate Brand Guidelines 33 // 40
THE GREY AGENCY´S CORPORATE IMAGE : BLACK & WHITE EXAMPLES FOR GREY AGENCY CORPORATE IMAGE SYSTEM
Requirements: - black and white colours - high contrast - sharp images - minimalistic look - modern and businesslike
IMAGES AND BLENDING MODES
06.2
THE GREY AGENCY BLENDING MODES FOR 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.
Place your image
Use a corporate colored graphic layer
Place your image
Use a corporate colored graphic layer
The Desing.Inc Corporate Brand Guidelines 35 // 40
EXAMPLES FOR GREY AGENCY BLENDING MODES
BLENDING MODES DOWNLOAD LINK FOR PS Direct Link :
http://www.grey.com/blending/modes.zip <– Scan for download blending modes for Photoshop
Place it over the image and set to multiply
Place it over the image and set to multiply
EXAMPLES FOR GREY AGENCY BLENDING MODES
-
How to: 1) use it in black and white images colours 2) use a placeholder with a corporate background 3) adjust the layer style to “multiply”
Download: http://www.grey.com/blending/modes.zip
CORPORATE ICONOGRAPY
07
DOWNLOAD LINK FOR ALL ICONS
The Desing.Inc Corporate Brand Guidelines 37 // 40
CORPORATE ICONOGRAPHY AND ICON APPLICATION OF GREY AGENCY
THE CORPORATE ICONOGRAPHY OF GREY AGENCY 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 picture or symbol serving as a quick, “intuitive” representation of a software tool, function or a data file.
http://www.grey.com/icons/iconography.zip
EXAMPLES FOR GREY AGENCY CORPORATE ICONOGRAPHY SYSTEM
How to: - only use icon with a backround - minimum stroke size: 0.5 pt - upscale only proportional Download: http://www.grey.com/icons/iconography.zip
08 SUMMA AND CONTAC
ARY
CT
THANK YOU FOR YOUR ATTENTION TO THIS BRAND MANUAL GUIDE A SHORT SUMMARY Tequis magnam everunt re volupti ntiusament at et omnimo totatin venimus anturis explaut alique quatem qui utemquia dolo erum soluptas alite conseque qui officab orruntota cus ium rempedi gendandus veniscidus erum as ut idebit, toremporias ea conet volo blantia plaborepel is natqui officil magnihi. Octotasseque eosapit dolest explit ped ma sit modipsam ventio tem. Et earum volo voluptibus. Dandunte voluptaqui nias re voluptate occust, tet id qui utempor esequis evelesc iaecabor re, occabor itatem et fuga. Nem faccaeptiae expliae core prorporepera ipicte sinvele stectis modis num re sandant. Quas dolentiur? Et ut mo beate nobis autendenihil iducias adit quostrum accus et aut et rem quidipsa quam recus.
CONTACT For further information please contact: Mark Anderson Marketing Grey Agency E: info@grey.com P: +01.132.4567.890
WWW.GREY.COM
GREY AGENCY.
DONE CONTACT Address Grey Agency 7th Avenue, Manhattan 578 New York United States
Phone & Fax Phone: Fax:
+ 1 0800 123 123 + 1 0800 123 123
Online Email: info@.grey.com Website: www.grey.com