Visual Identity Manual December 2014
table of content introduction
4
logo
5
minumum size and clear space
6
color and background
7
unacceptable use of logo
8
typography
9
sample stationery
10
introduction Ukko is old finnish supreme god of thunder and counterpart of Thor. Name can be also used to mean a man. Ukko gay bar is for a people who enjoy hard rock and metal music. Inspired by Nordic mythology and minimalistic design, bar’s identity was created to distinguish it from the media sexy image of sexual minorities. The aim of this manual is to present the key elements of the identity and secure visual consistency to create a strong identity.
4
logo Logo depicts a well known symbols of Ukko, a hammer and thunderbolt, as well as two persons kissing. Ukko’s identity uses mainly grayscale colors therefore main logos are only in black and white with scratched metal texture. Untexturized versions of logos are available, but their use is only acceptable in certain instances, for example when the printing quality of the texture in uncertaing. The logo may be used also as a text only icon. Same identity guidelines presented in this manual apply all the versions of the logo.
5
minumum size and clear space To ensure the readability of the logo we’ve established a
Clear space is the area surrounding the logo that must be
minumun size’s for the logo and it’s varitations.
kept free of other elements. The minimum required clear space is defined by the measurement “X”
30mm X
30mm
6
X = 10mm
color and background The colors of identity are primary black, grey and white
Some cases it’s necessary to use the signature over a
and their tints.
photograph. In these cases, it’s extremely important to ensure the visibility of all signature elements by usign positive logo on light and negative logo on dark photos.
100% 100%
50%
90%
40%
80%
30%
70%
20%
60%
10%
7
unacceptable use of logo The logo shouldn’t be altered or distorted under any circumstances.
Do not distort logo when scaling.
Do not change the colors of the logo.
Do not change the placement of the logo type.
Do not use withouth ‘gay bar’ type.
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Do not place logo on dark background without reversing it.
typography When designing content for Ukko use typefaces listed below.
For headlines use Groteskia.
ABCDEFGHIJKLMNOPQRSTUVWXYZÄÖ abcdefghijklmnopqrstuvwxyzäö 1234567890”:!@#%$&*? For body copy use Source Sans Pro. If not available use Arial.
Source Sans Pro ABCDEFGHIJKLMNOPQRSTUVWXYZÄÖ abcdefghijklmnopqrstuvwxyzäö 1234567890”:!@#%$&*?
9
sample stationery
10
Questions on how to use the logo properly? Please contact at marketing@ukko.fi
Ukkosenkatu 10 87200 KAJAANI 040-12345678 www.ukkobar.fi