BRAND GUIDELINE BOOK DRIVE YOUR WORKFLOW. DRIVE YOUR BUSINESS.
Customer Company here 7th Avenue, Manhattan 578 New York United States Email 1: Email 2: Website:
info@.design-inc.com custom@.design-inc.com www.design-inc.com
Your Company
7th Avenue, Manhattan 578 New York United States Email 1: Email 2: Website:
info@.design-inc.com custom@.design-inc.com www.design-inc.com
BRAND AND IDENTITY GUIDELINE BOOK
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The Company Brand Guideline Book Version: v1.12 // 2016
TABLE OF CONTENTS 04.
INTRODUCTION
06.
CORPORATE LOGO AND CONSTRUCTION
10.
CORPORATE TYPOGRAPHY
14.
CORPORATE COLOR SYSTEM
16.
CORPORATE STATIONERY
20.
GRID SYSTEMS
22.
IMAGES AND BLENDING MODES
25.
ICONOGRAPHY
26.
SUMMARY
27.
CONTACT AND IMPRESS
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Brand Guideline Book
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INTRODUCTION : WELCOME ABOARD THANK YOU BEING A PART OF OUR COMPANY. WELCOME ABOARD. Sed qui te eati cus, quatum laudandel ma none cus doluptas escillit laborep tatusaeste voluptates im es et lam lam volorrum viducient di lupta venimusam hitae pa simodi simenti sciatem laboriore volorum reicatus solestora quas conestr uptatincia voluptiatist et que volor sum andaectiis dolesequi sunto debisit ionetur? Sed qui te eati cus, quatum laudandel ma none c es et lam lam volorrum viducient di acipsandae seri delis accum rem ut qui ad ut eatia de .
WHAT WE DO Sed qui te eati cus, quatum laudandel ma none c es et lam lam volorrum vidu dae.
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01/1 LIQUATEM IUR? VELENES DE WELCOME INTRODUCTION OF OUR PRESIDENT: Sed qui te eati cus, quatum laudandel ma none cus doluptas escillit laborep tatusaeste di acipsanaruntiis alit, sit latibust, oditem di num soluptis quodis que la nobitatum ipis eario. Anda ideligeniant faceatiam et accum
PLAB IL VOLOREH ENISQUIS ET ARUNT VENIHITIN CUS ET RERO
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BEVOLUPTA
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JIM. W. BURNETT
Company President
TATATEM ACES VOLO OFFICIPSUNTO OMNIST OMMODI DOLUPTA DES.
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CORPORATE LOGOTYPE 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 Arganos Agency Masterbrand or Corporate Logo
The corporate logo is presented through the use of
comprises two elements, the logo symbol and logo
colour as well as shape and form. The two corporate
type. The Logo Symbol is a powerful image evoking the
colours are Yellow and Grey. It is a fresh and appealing
culture of design services - the connection between the
blend of colours chosen for their strong combination -
strength of communication and the different points that
modern - classic - timeless.
influence. The Colours have been selected according to internatiIt has a particular relationship with the Agency name.
onal standards as shown below and are easily imple-
The Logo Type has been carefully chosen for its modern
mented.
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.
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Full Arganos Logo
FULL LOGOTYPE
Logo
Logotype
SINGLE LOGOTYPES
The Logo Symbol
The Logo Title
Consists of a powerful element evoking the culture of design services and a grey square backround.
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.
The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternatives following in this manual.
LOGO VERSIONS Logo Dark Version
Logo Light Version
will be used when the backround color ist light colored.
will be used when the backround color ist dark colored.
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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
x
x
x
x
x
x
x
x Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).
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x FULL LOGOTYPE
x 1x
x
x x
LOGO BACKGROUND
Please read carefully the Dos and Don’ts
LOGO DO´S AND DONT´S
Do not place the logo type on 2 lines Do not invert the logo symbol Do not alter the logo symbol Do not alter the logo type style Do not change the size relationship between the logo symbol and logo type. Never change the proportions of the logo vertically or horizontally or alter the appearance in any way
x
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CORPORATE TYPOGRAPHY 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 Arganos communications. We have selected Fira Sans and Montserrat, which helps inject energy and enthusiasm into the entire Arganos communications, as the primary and secondary corporate typefaces.
01
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CORPORATE FONT 01 FIRA SANS PRO
PRIMARY FONT : FIRA SANS -
DESIGNER : CLAUS EGGERS SØRENSEN -
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02
CORPORATE FONT 02 MONTSERRAT
PRIMARY FONT : MONTSERRAT -
BOLD
DESIGNER : JULIETA ULANOVSKY -
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TYPO AND TEXT HIERARCHY
HEADLINE 1
HEADLINE 2
HEADLINE HEADLINE
HEADLINE 3
HEADLINE
HEADLINE 4
SECTION HEADLINE
HEADLINE 5
HEADLINE OR SUBLINE
BODY TEXT
SMALL TEXT
Body Text of Lorem Ipsum
Body Text for small caption text
HIERARCHY DESCRIPTION Typographic hierarchy is another form of visual hierarchy, a subhierarchy 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 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 Argan layouts.
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CORPORATE COLOR SYSTEM THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the Arganos
these colors will contribute to the cohesive
corporate identity program. The colors
and harmonious look of the Arganos brand
below are recommendations for various
identity across all relevant media. Check
media. A palette of primary colors has
with your designer or printer when using the
been developed, which comprise the “One
corporate colors that they will be always be
Voice” color scheme. Consistent use of
consistent.
PRIMARY COLOR AQUAMARINE
PRIMARY COLOR GREY
PRIMARY COLOR AQUAMARINE -
PRIMARY COLOR GREY -
COLOR CODES
COLOR CODES
CMYK
C000 M020 Y100 K000
CMYK
Pantone :
297C
Pantone :
297C
HKS :
02K
HKS :
02K
RGB
R000 G000 B000
RGB
R000 G000 B000
#000000
Web :
:
:
Web :
:
:
C000 M020 Y100 K000
#000000
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SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for Arganos company. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece.
Color Codes CMYK
:
Color Codes C020 M000 Y000 K080
CMYK
Pantone :
442C
Pantone :
442C
HKS :
98K
HKS :
98K
RGB
R000 G000 B000
RGB
R000 G000 B000
#000000
Web :
:
Web :
Color Codes CMYK
:
:
:
C020 M000 Y000 K080
#000000
Color Codes C020 M000 Y000 K080
CMYK
Pantone :
442C
Pantone :
442C
HKS :
98K
HKS :
98K
RGB
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RGB
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#000000
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Web :
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Pantone :
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HKS :
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Web :
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#000000
COLOR USAGE
Color Codes CMYK
:
#000000
Use them to accent and support the primary color palette.
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COMPANY LETTERHEAD THIS SHOWS THE APPROVED LAYOUTS WITH THE PRIMARY ELEMENTS OF THE ARGANOS AGENCY STATIONERY SYSTEM FOR THE FRONT- AND BACKSIDE OF THE LETTERHEADS.
PARAMETER ARGANOS Main Avenue, 7th New York, United States
Dimensions 210 x 297 mm
T. 01 23 4567 8901 F. 01 23 4567 8901 info@arganos.com www.arganos.com
Weight 90g/m Uncoated white
Print CMYK
Usage The letterheads will be used for all official contact and communication of Arganos
July, 2ne 2017 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 off icabo. 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. Berst Regards
MAXWELL DOE DIRECTOR
company. Insert the message of Arganos into the letterhead and send your documents throughout the world. Take a slogan here △ Take a slogan here △ Take a slogan here
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BUSINESS CARDS THIS SHOWS THE APPROVED LAYOUTS WITH THE PRIMARY ELEMENTS OF THE ARGANOS AGENCY STATIONERY SYSTEM FOR BUSINESS CARDS.
PARAMETER Dimensions 85 x 55 mm W W W.ARGANOS.COM
Weight 400g/m Uncoated white
Business Card Frontside
Print CMYK
MR. MA X JEFFERSON CREATIVE DIRECTOR
Usage The business cards will be used for all official contact and communication of
ARGANOS MAIN AVENUE, 7TH NEW YORK, USA T. 01 23 4567 8901 F. 01 23 4567 8901
Arganos company. Place your data into the Arganos business cards and feel free to give them to your customers and partners.
Business Card Backside
INFO@ARGANOS.COM W W W. ARGANOS.COM
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COMPANY ENVELOPE THIS SHOWS THE APPROVED LAYOUTS WITH THE PRIMARY ELEMENTS OF THE ARGANOS AGENCY STATIONERY SYSTEM FOR THE FRONT- AND BACKSIDE OF THE CORPORATE ENVELOPES.
PARAMETER Dimensions 210 x 105 mm
Weight 85g/m Uncoated white
www.arganos.com
Envelope Frontside
CMYK
Usage The envelop will be used for all official contact and communication of Arganos company. Insert the Arganos letterhead and send your documents throughout the world.
www.arganos.com
Envelope Backside
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Email:
Mobile:
Phone:
Main Avenue, New York City, USA
info@arganos.com
+01 (0) 123 456 7890
+01 (0) 123 456 7890
CONTACT DATA
Address:
SHORT HEADLINE
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SHORT HEADLINE
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Metricss Presentation Folder
PRESENTATION FOLDER
PARAMETER Dimensions
Weight
Usage
9 x 12 inch
400g/m
CMYK
-
Uncoated
The presentation folder will be used for all official contact and com-
white
munication of Arganos company. Insert the informational stuff what you will give away and do not forget to include a business card.
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CORPORATE 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.
GRID SYSTEM Explanation: 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.
Parameter Example Grid System for DIN A4 297 x 210mm
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A4 VERTICAL GRID SYSTEM EXAMPLES
Parameter Example Grid System for DIN A4 297 x 210mm
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CORPORATE DARK IMAGE SYSTEM
01 DARK IMAGES The Arganos Agency Corporate Image : Description Corporate Images are responsible to transfer the values of Arganos 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. Arganos 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.
The Arganos Agency Corporate Image : Dark Images Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike
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CORPORATE LIGHT IMAGE SYSTEM
02 LIGHT IMAGES
The Arganos Agency Corporate Image : Light Images Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike
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IMAGES AND BLENDING MODES 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.
BLENDING MODE EXAMPLE
HOW TO ADD THE BLENDING MODES HOW TO: How to create Blending modes 1) use it in image in black and white mode 2) use a placeholder with a corporate background 3) adjust the layer style to “multiply”
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CORPORATE ICONOGRAPHY THE CORPORATE ICONOGRAPHY OF ARGANOS 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.
THE ICONOGRAPHY PALETTE
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SUMMARY AND CONTACT
THANK YOU FOR YOUR ATTENTION TO THIS BRAND MANUAL GUIDE SUMMARY
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CONTACT AND IMPRESS
CONTACT Company: Argan dae natqui susae doluptis dolores molor sum fuga. Nam quossi inverum nectatem nusam qui sim comnim quatest landusame omnienda nimagnihic to blaborr. Ovidunt aspid quo et aut apis velestibus inis diciis vid que voles aut fugitios sae rerferi tiatur magnimus etur minvereriate net, utecte velescilit enist vit, ipis magnienda core preptasi
CONTACT:
Company President Mark Anderson E: manderson@arganos.com P: +01.132.4567.890
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Vice President
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Dean Michaels
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E: dmichaels@arganos.com
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P: +01.132.4567.890
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Marketing Director Mark Anderson E: manderson@arganos.com P: +01.132.4567.890
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WE LOVE THIS BRAND. MAKE YOUR BRAND TO A LOVELY ONE.
Your Company 7th Avenue, Manhattan 578 New York United States Email 1: Email 2: Website:
info@.design-inc.com custom@.design-inc.com www.design-inc.com