HELVETICA IDENTITY GUIDELINES
1. INTRODUCTION
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2. GUIDELINES
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2.1 HELVETICA STYLE
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2.2.1 HELVETICA LOGO 2.2.2 HELVETICA HEART 2.2.3 HELVETICA WORDING 2.2.4 USING THE HELVETICA HEART AND A BASE LINE 2.2.5 USING THE HELVETICA HEART AND WORDING 2.2.6 HELVETICA LOGO CHARACTARISTICS 2.2.7 HELVETICA LOGO STRUCTURE
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2.3.1 HELVETICA LOGO PLACEMENT 2.3.2 LOGO PLACEMENT IN ADVERTISING FORMATS. 2.3.3 LOGO PLACEMENT IN INFORMATIVE FORMATS 2.3.4 LOGO PLACEMENT ON IMAGES
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1. INTRODUCTION HELVETICA is a font based brand. The brand is based around the prestigious Helvetica typeface. As this typeface isn’t going to change or be altered in any way, neither will basics of the brand. The new HELVETICA identity will be represented mainly through screen based advertising and occasional print based adverting at events. 2. GUIDELINES The Guidelines for this identity are critical. The identity is all based on structure and clarity to mimic is Helvetica based roots. The identity must stick with these guidelines or it will poorly represent the well known Helvetica font and render the brand useless. HELVETICA Represents the love for and style of the Helvetica typeface. The “LVE” within stands for Love and it is impretive that this remains evident. These Identity guidelines have been thoroughly developed to give a comprehensive understanding on how this identity is to be used and executed to correctly implement the brand identity.
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2.1 HELVETICA STYLE The style of the identity clearly shows the significance of structure and layout, representing the Helvetica font. Failure to follow this structure would result in the loss of the root of the identity.
Font will always be full capital letter Helvetica.
All content will link with a line HELVETICA Logo will always structure. Either off editable be the main feature, large and area or linking into another line. clear, emphasising the heart.
HELVETICA HOME ABOUT SUBMISSIONS EVENTS STORE CONTACT BE PART OF
HELVETICA 2012 - 2013
WE ARE HELVETICA HELVETICA IS EVERYWHERE! SINCE ITS DESIGN IN 1957 IT HAS BEEN PLASTERED EVERYWHERE ON EVERYTHING! SOME PEOPLE THINK ITS OLD NEWS, A COP-OUT ...WE LOVE IT! EVERY YEAR WE HOST A DESIGN EXHIBITION OF HELVETICA BASED POSTERS. ANYONE CAN SUBMIT ONE AT ANY POINT THROUGHOUT THE YEAR. THEN WE GATHER THEM ALL TOGETHER, PICK OUR FAVOURITES AND EXHIBIT THEM AT OUR ANNUAL HELVETICA EVENT
SEND YOUR POSTERS NOW whyilovehelvetica@gmail.com
MY HELVETICA POSTER
All text, images and content will be constricted with lines running of the editable section
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Text will always be left or right alined to create a flat edge
2.2.1 HELVETICA LOGO The HELVETICA logo will always be a key part of any print or screen based formats. The font heart is the primary focus of the logo. It may be used alone or accompanied by the HELvVETICA text, depending on the execution and outcome format. The logo my also be reversed in colour if it is judged more appropriate.
HELVETICA HELVETICA
2.2.2 HELVETICA HEART The HELVETICA Heart is generated from the number 2 from the Helvetica font. It is scaled to whatever size is required then mirrored to produce the heart shape.
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2.2.3 HELVETICA WORDING For the HELVETICA wording it is essential that the weight of the lettering is followed. “HE TICA” Must always be Helvetica bold to symbolise the strength and power of the Helvetica font. “ LVE “ Must always be Helvetica light to symbolise the subtle and underlying love of the Helvetica font.
HELVETICA wording my be placed at either end of the line depending on format and need.
HELVETICA
The line must always end at the respective end of the wording.
HELVETICA
The line underlining the wording must be of equal thickness to the “LVE” lettering.
HELVETICA EE
The distance between the line and the base of the text must also be the same thickness of the “LVE” lettering.
HELVETICA X
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The length of the underline must never be shorter than the text above.
2.2.4 USING THE HELVETICA HEART AND A BASE LINE The Heart logo can be scaled to any size as long as its execution is fitting and the base line is the same thickness as the base of the heart logo
The base line can be extended in either direction as much as required, but only if scaled correctly.
2.2.5 USING THE HELVETICA HEART AND WORDING HELVETICA may be placed on the left or right hand side of the heart, at any size as long as it does not exceed the heart size.
The line must not enter the centre of the heart. They must be terminated within the red section of the heart.
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HELVETICA X HELVETICA text must not appear below the heart base line.
The line from the wording must not exceed the half way point of the heart.
HELVETICA X HELVETICA X HELVETICA text must not touch or merge with the base line of the heart logo.
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2.2.6 HELVETICA LOGO CHARACTARISTICS The HELVETICA typeface must be Helvetica. Any changing of the font will render the identity completely useless.
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The HELVETICA wording style must not change. The type can not be set in Oblique.
The specific sections of weighting can not be switched or altered, as they are designed based on the story that the weight changes represent.
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HELVETICA
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HELVETICA
The HELVETICA logo can be no other colours apart from RED (C=0 M=98 Y=97 K=0) WHITE (C=0 M=0 Y=0 K=0) as these colours are part of the brand. RED symbolising the Swiss origins and love. WHITE symbolising perfection and purity.
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HELVETICA
HELVETICA HELVETICA HELVETICA
The HELVETICA logo must never be framed.
The HELVETICA logo must never be outlined.
The HELVETICA logo must always be coloured, never outlines.
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HELVETICA
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HELVETICA
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Text must not be put inside the HELVETICA logo
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HELVETICA
TEXT CANNOT BE PLACED HERE
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2.2.7 HELVETICA LOGO STRUCTURE The HELVETICA logo must be scaled correctly considering all aspects including the text, heart and baselines. It must not be scewed, rotated or warped
HELVETICA
HELVETICA HELVETICA HELVETICA
HELVETICA
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NOT BE STRETCHED (HORIZONTALLY)
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NOT BE COMPACTED (HORIZONTALLY)
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NOT BE STRETCHED (VERTICALLY)
HELVETICA
NOT BE COMPACTED (VERTICALLY)
HELVETICA
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X (CW OR CCW)
NOT BE ROTATED
2.3.1 HELVETICA LOGO PLACEMENT The HELVETICA logo may be used in may formats including poster design, handout/leaflet design, banners, screen based design and many others. The identity should be used in specific ways depending on the format in question.
2.3.2 LOGO PLACEMENT IN ADVERTISING FORMATS. The HELVETICA Heart may be shown in part or fully for advertising purposes. This depends entirely on the format and purpose.
The HELVETICA Wording must always be present in full and must not run off the page.
BE PART OF
HELVETICA 2012 - 2013
(LEFT) - Poster format (CENTRE) - Page layout (BOTTOM) - Banner format
HELVETICA SEND YOUR POSTERS NOW whyilovehelvetica@gmail.com
HELVETICA baseline may run along the bottom of the selected area or just above it.
HELVETICA baselines may run off the selected area or stop within the area.
HELVETICA
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2.3.3 LOGO PLACEMENT IN INFORMATIVE FORMATS The HELVETICA Heart may only be shown in full in informative formats.
The HELVETICA wording must always be shown in full in informative formats.
HELVETICA HOME ABOUT SUBMISSIONS EVENTS STORE CONTACT BE PART OF
HELVETICA 2012 - 2013
WE ARE HELVETICA HELVETICA IS EVERYWHERE! SINCE ITS DESIGN IN 1957 IT HAS BEEN PLASTERED EVERYWHERE ON EVERYTHING! SOME PEOPLE THINK ITS OLD NEWS, A COP-OUT ...WE LOVE IT! EVERY YEAR WE HOST A DESIGN EXHIBITION OF HELVETICA BASED POSTERS. ANYONE CAN SUBMIT ONE AT ANY POINT THROUGHOUT THE YEAR. THEN WE GATHER THEM ALL TOGETHER, PICK OUR FAVOURITES AND EXHIBIT THEM AT OUR ANNUAL HELVETICA EVENT
SEND YOUR POSTERS NOW whyilovehelvetica@gmail.com
MY HELVETICA POSTER
Baselines may run off the selected area or terminate before reaching the edge in informative formats.
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Baselines must not run along the bottom of the selected area in informative formats. There must be a space.
HELVETICA
HELVETICA
THANK YOU!
WELL DONE!
YOUR POSTER HAS JUST BEEN UPLOADED TO OUR WEBSITE, CHECK IT OUT! www.helvetica.co.uk/submissions
YOUR POSTER HAS BEEN SELECTED AS ONE OF THE BEST POSTERS OF THE YEAR!
WE HOPE TO SEE YOU AT OUR ANNUAL EXHIBITION ON VALENTINES DAY.
WE WILL BE EXHIBITING YOUR DESIGN AT OUR ANNUAL EXHIBITION ON VALENTINES DAY.
UNTIL THEN, KEEP LOVING HELVETICA!
UNTIL THEN, KEEP LOVING HELVETICA!
THE HELVETICA TEAM
THE HELVETICA TEAM
(LEFT) - Website layout (BOTTOM LEFT) - Thankyou layout (BOTTOM RIGHT) - Invitation format
2.3.4 LOGO PLACEMENT ON IMAGES The HELVETICA logo may only apear in red or white. The designer may make several changes to make the logo fit with the particular format of the selected image. The HELVETICA logo must Logo must not be placed on always appear to the right hand Base line can be shortened slightly but must end at the end the top right or anywhere side of the image, Anywhere above the half way point. between the centre and bottom of the heart.
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HELVETICA
HELVETICA
HELVETICA
If the designer feels the text is not fitting it can be removed and left only with the heart and base line.
Heart can be used alone if designer feels it is more fitting. The base line must therefore be the length of the heart.
Shortened base line may also be used in the logo only identity
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