Brand Guide feminist archive feminist futures Spring 2016
Contents Page 1
Brand Ethos
Page 2 - 8
Logo Usage Guide
Page 9
Colour Guide
Page 10 - 11
Typeface Guide
Page 12 - 13
Photography and Film Guide
Page 14
Note of Thanks
feminist archive feminist futures
Core Brand Values Positive activism to inspire a new generation of feminists. Herstory - focusing on history from a feminist point of view. Recording and celebrating the feminism of today as it becomes the herstory of tomorrow. Examining the gendered histories of archives and their relationship to history making. We are interested in the histories of Women’s Libraries and Feminist Archives, and their role in shaping women’s lives both in the past and in the future
We hope this Brand Guide is fully comprehensive for your needs. However, if you are uncertain about any aspect of brand application please get in contact with us. (Details on back cover.)
logo usage guide (print) Only use illustrator file provided to change size.
Main Logo
4.8 cm
The green main logo is to be used whenever possible in print. Never use smaller than the scale above and, if required, increase image in increments of 4.8 cm. If smaller application is needed is mini logo. Always place on the left hand side of any design. There should be at least 5mm space around the logo on all sides.
Grey logo is to be used in colourless photocopied documents and on documents that have excessive amounts of colour. This allows the logo to draw attention at all times. Scaling rules remain the same as coloured logo.
This example demonstrate the correct usage of the main logo. Notice the scale, positioning on page and space around the logo.
This is an example of how not to use the logo. The logo is too small and positioned on the wrong side of the page. There is far too little space allowed around the logo, to align with the brand guidelines.
Mini Logo 1.3 cm
Mini logos are for use when the space available is too small for the minimum size of the main logo. Colour usage remains the same as the main logos although there is the added complication of use on images. Examples of this can be seen below.
Mini logos should always be on the upper right and side of any document, with 5mm of space around it (including edge of print, but excluding bleed). Logo should always be place on a black and white image (green logo). If a coloured image must be used, use the black logo. Ensure the logo is placed on the flattest area of the image to allow for legibility. This takes president over the 5mm rule, so if the logo must be moved slightly for legibility reasons, that is fine.
The mini logo should be used at the scale shown above (1.3 cm height). It is possible to increase the size of these logos, but only in increments of 1.3 cm and only three times the original size.
Mini Logo (Grey version) The grey mini logo should only be used on print when the documents are in grey scale or where there is no requirement of layering over an image as shown on the previous page.
The example above shows hoe the mini logos can be used in unison. The grey on the grey scale letter (keeping printing costs down on menial documents). The colour logo has been brought in on the envelope (possible design produced within brand guidelines). A larger scale version of the mini logo is used on the letter header and the 1.3cm hight version is used on the footer.
The FAFF pattern is to be used on branded items that do not require photographs. Such as is shown on the envelope. This could be applied to other merchandise. However, never put the pattern behind an image and the minimum type size when text is layered onto is 14pt.
logo usage guide (digital) Always use RGB documents provided for web branding. Throughout your digital presence as an organisation, there will only be one use of the large logo. This will be on your own website where full control over the size of display. Use the green logo for this website application. Use on the left of any web design you have done. 182.5 pixels high (on own website)
For all other digital uses the mini logos should be applied. These can be any size in digital format. However, do not make them bigger than the mini logo and always start with 49.13 pixel height as a guide.
Choosing the right colour follows the same rules as the print application of the mini logo: if it sits on an image, use the green. If it sits on flat colour, use the grey.
colour guide (print) CMYK C: 38% M: 12% Y:38% K: 0% #adc5ab
C: 0% M: 0% Y:0% K: 80% #575756
The green is used to highlight important information in FAFF designs. As such it lends its self to titles. It can be used as a block background colour, as shown on page six.
The grey is the main body copy colour. Wherever you would usually use black, use the grey. It softens and allows designs to harmonise with the key green.
colour guide (digital) RGB R:159 G:190 B:144 #9fbe90
R:51 G:51 B:51 #333333
Again the green is used to highlight important information in FAFF designs. As such it lends its self to titles and buttons on digital designs. In digital formats do not use the green as a block background colour. Use white or consider the FAFF pattern.
Once again attempt to use grey wherever you would use black. When editing colours online, other designers may need to know that this is also known as an 80% grey.
type guide (print and digital) Body Copy Body copy is always DIN Light. Ensure that you use it in the brand grey when possible. This lighter font allows large amounts of text to be more legible and approachable. Always use it justified to the left as shown in this paragraph.
titles feminist archives feminist futures Titles should be in DIN Medium. This is to relate to the logo type and maintain a continuity of brand. It is usually used in the key green but can be grey scale when needed. Ensure titles are always at least double the size of the relative body copy.
sub titles Sub titles are not always needed but when they are, use DIN Medium in the key grey and ensure that the pt size is only slightly larger than the body copy. Do not let it get as large as the title.
key fonts
DIN Light DIN Medium These are the go to font for any FAFF design work.
expanded font family
DIN Regular DIN Alternate These are fonts in the same family as the key fonts and can be used when creating a slightly different look. For example, for events branding that is associated with FAFF but perhaps not exclusively about FAFF.
film There are no limitations on filming style. Although it may be advisable to create visual parallels between film and promotional photography. At the beginning of any film created by, or in association with FAFF there should be an ident. This should be in the form of the visuals below.
This is a very basic frame work. Information may be added, as long as it visually adheres to the brand guidelines. Any further organisations that need recognising at this stage should have their logos aligned with the FAFF logo horizontally. This image should then fade out into the film visuals.
A moving ident may be suggested for development at a latter stage.
photography Images should be taken at the highest possible resolution.
Images should always be black and white (Digital and Print). This is because of the organisations ethos of creating herstory. As FAFF records and event it becomes herstory and the black and white finish recognises this. Images, wherever possible, should be in landscape format. This perspective creates a sense of the grand aspiration of FAFF and their mission statement.
thank you We hope these guidelines have been helpful. However, if there is anything that we can help you with, or any questions we can answer, pleas contact us with the info below. Izzy Drake: isabeldrake93@yahoo.co.uk
Beth Taylor: elittlebethdesign@gmail.com