Core brand manual

core

Core Brand Manual

design and brand guidelines 2017 Brand Agency Egotype Design Agency Proposal File

Customer Wonderland Ltd. & Co : Corporate Brand Creation Proposal Issue No.: 01.2017_AB_Wonderland

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Client_ Brand Manual No. 01_2017

The design guidelines These guidelines describe the visual and verbal elements that represent the Core media 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 Core medias commitment to quality, consitency and style.

The Core media 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 Core media name and marks.

Let´s start here.

Table of Content

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core_brand manual 02

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Welcome

04

Logo

08

Corporate Typography

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Corporate

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10

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16

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Corporate Color System

Corporate Stationery

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Grid System

24

Corporate Images and Blending Modes

28

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Corporate Iconography

30

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Contact

30

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Summary

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Corporate Logo

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

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Our logo - the expression of our visual communication 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 Core media 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 Core media 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 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

2

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

Recommended formats are:

colored.

.eps | .ai | .jpg | .tiff | .png

Attention:

Logo Light Version

Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not Logo Light Version

permitted. This undermines the logo system

will be used when the

and brand consistency. Please consult with

backround color ist dark

Core media Trademark Licensing if you have any

colored.

questions or need further help.

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Corporate Logo

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

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).

1) Logo Symbol

1/2 x

1/2 x

1/2 x

1/2 x

2) Full Symbol

1/2 x

1/2 x

1/2 x

1/2 x

Corporate Logo

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Logo application and standards Logo A Background Black Version

Logo B Background Colored Version

Logo C Background Grey Version

Logo D Background White Version

Minimum Logo Sizes Full Logo Minimum Height: 7,5 mm

7 mm

Logo Symbol Minimum Height: 7,5 mm

7 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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Corporate Typography

Section 02 Corporate Typography The Corporate Fonts Primary Font Secondary Font Font Hierachy

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Corporate Typography

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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 Core media communications.

Primary Font

We have selected Montserrat and Source Sans Pro, which helps inject energy and enthusiasm into the entire Core media communications, as the primary and secondary corporate typefaces.

MONTSERRAT A B C D E F G H I J K L M

Bold

N O P Q R S T 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 H I J K L M

Ultralight

N O P Q R S T U V W X Y Z Primary Font Montserrat

Designer : Julieta Ulanovsky

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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.

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Special Characters

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Corporate Typography

The corporate fonts and typography guidelines

Secondary Font

SOURCE SANS A B C D E F G H I J K L M

Bold

N O P Q R S T U V W X Y Z

Primary Font Montserrat Designer : Julieta Ulanovsky

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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.

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Special Characters

Corporate Typography

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Typography and Text Hierarchy 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

Context Text and inner Headlines

Headlines and Typobreaks

Caption Text

are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Core media layouts.

Core media Typo

Source Sans Pro Regular 6 pt Type / 11 pt Leading

Copy Text

Core media Typo Source Sans Pro Regular 8 pt Type / 11 pt Leading

Headlines Copytext

Core media Typo

Big Headlines and Title

Sequencer and Title for Marketing

Source Sans Pro Regular - Inital Letters 10pt Type / 10pt Leading

Subhead Typo Montserrat Bold - Capital Letters 21pt Type / 22 pt Leading

Head Typo Montserrat Bold - Capital Letters 40pt Type / 44 pt Leading

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Corporate Color System

Section 03 Corporate Color System The Corporate Colors Primary Color System Secondary Color System

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Corporate Color System

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The primary color system and color codes Color plays an important role in the Core media 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 Core media

Primary Color System

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 A Coral Blue -

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

Primary Color B Sensual Gray -

Primary Color System : Explanation : The Core media 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 %

20 %

Color Codes CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000

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Corporate Color System

Secondary Color System The secondary color system and color codes Secondary Color A

100 %

Gradient

20 %

CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000

Secondary Color B

100 %

Gradient

20 %

CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000

Secondary Color C

100 %

Gradient

20 %

CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000

Secondary Color System : -

Secondary Color D

100 %

Gradient

20 %

CMYK : C000 M020 Y100 K000 Pantone : 297C HKS : 02K RGB : R000 G000 B000 Web : #000000

Explanation : The Secondary colors are complementary to our official colors, but are not recognizable identifiers for Core media 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.

Corporate Color System

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Colors are one of the most important things to transfer a brand to the customers.

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Corporate Stationery

Section 04 Corporate Stationery The Company Letterhead The Company Business Cards The Envelope Logo Placement

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Corporate Stationery

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The corporate stationery and usage

Company Letterhead

Core Media Main Avenue, 7th New York, United States T. 01 23 4567 8901 F. 01 23 4567 8901 info@arganos.com www.arganos.com

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.

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Berst Regards

Explanation: This shows the approved layouts with the primary elements of the Core media stationery system for the front- and backside of the letterheads.

MAXWELL DOE DIRECTOR

Usage: The letterhead will be used for all official communication that is going out of Core media company.

Take a slogan here △ Take a slogan here △ Take a slogan here

Parameter

Dimensions:

Weight

Print:

Letterhead

297 x 210mm / DIN A4

120g/m Uncoated white

CMYK

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Corporate Stationery

The corporate stationery and usage

The Company Business Cards

Frontside

-

MR. MA X JEFFERSON CREATIVE DIRECTOR

Explanation: This shows the approved layouts with the primary elements of the Core media stationery system for business cards.

Usage: The business cards will be used for all official contact and communication of Core media company. Insert the Core media letterhead and send your documents throughout the world.

CORE MEDIA AGENCY MAIN AVENUE, 7TH NEW YORK, USA T. 01 23 4567 8901 F. 01 23 4567 8901

INFO@CORE-MEDIA .COM W W W.CORE-MEDIA .COM

Backside

Parameter Dimensions: 85 x 55 mm Weight: 400g/m Uncoated white

W W W.COREMEDIA .COM

The Company Envelope Explanation: This shows the approved layout with the primary elements of the Core media stationery system for envelopes.

Dimensions: 220 x 110 mm Weight: 400g/m Uncoated white

www.core-media.com

Corporate Stationery

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Correct logo placement Example DIN A4 grid

Place your logo correctly

The Logo Placement Explanation: To place the Core logo in the correct way please use one of the approved styles that are shown on the right. To place the Core media logo in other ways is not allowed.

Grid Examples Download Direct Link : http://www.core media.com/grids/grid_layouts.zip

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Corporate Grid System

Section 05 Corporate Grid System Grid Systems Vertical Grid Systems A4 Horizontal Presentation Grid System Vertical Grid System for Tablets

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Corporate Grid System

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The core media 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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Corporate Grid System

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 Core media. This will be used for Company presentations in Powerpoint or Keynote.

Grid Examples Download Direct Link : http://www.core media.com/grids/grid_layouts.zip

Corporate Grid System

The tablet grid system and application Vertical Tablet Grid System Examples

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Images and blending modes

Section 06 Image and Blending modes Corporate Image Corporate Image Color Corporate Image Black and White Blending Modes and Options

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Images and blending modes

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The core media corporate image : colored Images Corporate Images are responsible to transfer the values of Core media 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. Core media 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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Images and blending modes

The core media corporate image : black & white

The corporate image system for colored images Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike

Images and blending modes

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The core media 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.

The 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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Corporate Iconography

Section 07 Corporate Iconography Corporate Image Corporate Image Color Corporate Image Black and White Blending Modes and Options

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Corporate Iconography

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The core media 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 picture or symbol serving as a quick, â&#x20AC;&#x153;intuitiveâ&#x20AC;?

representation of a software tool, function or a data file.

Examples for Core media Corporate iconography System How to: - only use icon with a backround - minimum stroke size: 0.5 pt - upscale only proportional

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Summary and Contact

Section 08 Summary & Contact Summary Contact

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Summary and Contact

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Thank_you.

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Contact For further information please contact: Mark Anderson Marketing core media E: info@core-media.com P: +01.132.4567.890

www.core-media.com

core

design.manual 01.2017 Physical_Contact Core media_Agency Egotype Design 3rd Street, Washington Ave 324 New York City, USA

Digital_Contact P:+01.123.456.7890 F: +01.123.456.7890 info@core-media.agency