VISUAL IDENTITY GUIDELINES
JUNE 2017
WELCOME. This document defines in tangible details the visual identity of the Yincool brand and provides the rules and tools needed to bring the brand to life. Within these pages you will find the brand identity for Yincool. There are logo specifications, colour palettes, visual style guidelines, rules for use of images and illustration, typographical tips, and a range of examples. “Home is where it is full of craftsmanship of the artisans and artists, and your unique ideas coming from your heart.� – we are reminded with the peotic meaning of Yincool in Chinese. All these tangible details are just the tip of the iceberg. That is to say; they are the small visible part of a much larger whole. In order to fully realise the potential of Yincool, the brand must ultimately deliver on its promise. And this is achieved through the day-to-day actions of everyone associated with the brand.
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PART 01: THE LOGO Naming Graphic Logo Variations Don’ts
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PART 02: TYPEFACES
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PART 03: COLOR PALETTE Color Specifications
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PART 04: APPLICATION Business Cards Letterhead Folder Product Presentation Mobile Application Web Page Stationary Kit
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PART 05: PURPOSE
CONTENTS
PART 01 THE LOGO
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Symbol
Logotype
Logo
Symbol + Logotype The logo has two components - the symbol with a fancy shaped heart to symbolize the company’s love for unique ideas and customization; enclosed in a rectangle to symbolize the product - the brand to which you can customize your items with, and the logotype that symbolizes the company’s name. The symbol must be used as part of the logo in all communications.
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NAMING The logotype is composed of two different languages - English and Chinese; our target market are celebrities who wants to share their lifestyle through product customization. The typefaces cannot be altered in any way.
English Version The brand name in English, YINCOOL, is using the Niagra Solid Regular typeface.
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NAMING
Chinese Version The brand name in Chinese, 匠艺心居, (Jiangyixinju in Pinyin) is using the Microsoft Jhenghei UI Bold typeface.
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NAMING
Chinese Slogan The brand slogan in Chinese, 生活风尚产品个性化, (Personalization of Lifestyle Products), is also using the Microsoft Jhenghei UI Bold typeface. This brand name (EN/CN) + slogan symbolizes the poetic meaning of: Home is where it is full of craftsmanship of the artisans and artists, and your unique ideas coming from your heart.
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The exclusion zone The logotype must be reproduced with a clear area around it which is free from other graphic elements. This area is known as the ‘exclusion zone’.
GRAPHIC Let the logo breathe Clear space We respect the logo by giving it some space. The minimum clear space that must surround the logo is equivalent to the height of half of the symbol. This area is also known as the ‘exlusion zone.’ Registration marks In marketing, registration marks on the logo are no longer necessary.
Written style In body text the logotype should always appear in the font Niagra Solid Regular for ‘Yincool, and Microsoft Jhenghei UI Bold for the Chinese versio and slogan.
Minimum size The logo should always be clearly legible.
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Full-color logo
Black on white
Full-color reverse
White on black
VARIATIONS Use the full-color logo. Use the positive version on light, white or blank backgrounds. The full-color reverse logo may be used on dark color backgrounds, as well as dark ares within photographs. 1-color white, black,gray-scale or vertical version of the logos are also available but on a limited use only.
Full-color positive
Vertical version
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Do not change the size relationship of the symbol to the logotype.
LOGO (DON’TS)
Don’t place the logo on backgrounds that provide insufficient contrast.
Don’t add effects like shadows, dimensions, and gradients to the logo.
Don’t stretch the logo.
Don’t compress the logo.
AFFILIATION Don’t create logo “lockups” by adding text in close proximity to the logo.
SHORPEE Do not attach text of any kind to the symbol.
Don’t alter the color specifications within the symbol or the logotype.
Don’t place the logo over busy photographic backgrounds.
PART 02 TYPEFACES
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USE NIAGRA SOLID REGULAR FOR THE ENGLISH LOGO BRANDING,
AND MICROSOFT JHENGHEI UI BOLD FOR THE CHINESE LOGO BRANDING AND SLOGAN;
For body copy use the Roboto family of fonts in sentence case. Use the complete range of styles and weights available as needed, for example: Roboto Thin; Roboto Thin Italic; Roboto Light; Roboto Light Italic; Roboto Regular; Roboto Italic; Roboto Medium; Roboto Medium Italic; Roboto Bold; Roboto Bold Italic; Roboto Black; and Roboto Black Italic. For numbers and symbols, use Roboto Regular to ensure that the characters are consistent in height, for example: 123456789; !@$%^&*()_+.
USE ROBOTO BOLD FOR HEADINGS.
Do not justify paragraphs, just align left (as this example shows).
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PART 03 COLOR PALETTE The Yincool Dark Purple, Green and Light Purple are the brand’s primary colors. An expanded color palette that includes darker and lighter shades of the primary palette may be used when more colors are required.
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COLOR SPECIFICATIONS Use RGB and HEX formulas for on-screen and digital use. CMYK builds and PMS colors are for print applications. Please note that each color has been optimized for on-screen (RGB) or print (solid or 4CP) reproduction. The specific RGB color formula, PMS color, and CMYK color formula are provided here and must be specified individually for each color. Do not use the automated color conversion tools in your software.
Yincool Dark Purple C 76 M 90 Y 40 K 38 R 67 G 39 B 77 HEX #43274d
Pantone 7745 C C 18 M 0 Y 88 K 20 R 178 G 186 B 57 HEX #b2ba39
Pantone 7653 C C 41 M 38 Y 23 K 20 R 131 G 126 B 141 HEX #827e8d
Black C 0 M 0 Y 0 K 100 R0G0B0 HEX #000000
Yincool Light Purple C 51 M 63 Y 42 K 15 R 123 G 95 B 110 HEX #7b5f6e
Yincool Green C 18 M 0 Y 88 K 0 R 217 G 224 B 69 HEX #d8e044
Pantone 7660 C C 0 M 17 Y 24 K 0 R 255 G 217 B 189 HEX #9d96a8
Cool Gray 11 C 0 M 0 Y 0 K 80 R 88 G 89 B 91 HEX #58585b
Pantone 663 C C5M8Y1K0 R 237 G 231 B 241 HEX #ede7f1
Pantone 101 C C 8 M 0 Y 88 K 0 R 242 G 234 B 61 HEX #f1ea3c
Pantone 7445 C C 40 M 40 Y 4 K 0 R 157 G 150 B 194 HEX #9d96c2
Cool Gray 7 C 0 M 0 Y 0 K 50 R 147 G 149 B 152 HEX #939597
PART 04 APPLICATION Showcase: some examples of what’s possible with our visual identity system
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BUSINESS CARD The Yincool business card will serve as the business bearers of information about the company and its individuals. The back comes in two versions, the green version (on photo) and a white version.
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LETTERHEAD Yincool’s letterhead design will state the company’s name, address and any information about the company.
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FOLDER Yincool’s customized print folder will serve as the keeper of files, documents and any important documents while still holding the company’s brand.
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PRODUCT The implementation of Yincool’s logo on their products may be used in case of branding issues - but Yincool will prioritize the customer’s design as a customization experience for its users.
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PRESENTATION Yincool’s brand will also be prominent on its corporate presentation, visual aid, and other visual presentations.
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MOBILE APP Yincool may also produce a mobile application to further extend its user’s customer experience on product customization.
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WEB PAGE The webpage is the household of Yincool’s operations. Customers will log in, customize, sell their products, and contact their customers via the website.
PART 05 PURPOSE
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YINCOOL BRANDMARK The YinCool brandmark (Graphic Logo + Logotype (EN/CN) is the most fundamental element of our brand identity system. It represents our company. It acts as a source brand in all communications.
YINCOOL BRANDMARK + SLOGAN The YinCool brandmark + slogan is a marketing and tagline message; it embodies our purpose and mission to bridge the gap of personalizing items.
THE YINCOOL BRAND NAME ‘YINCOOL’ is our brand name, it cannot be altered or copied.
THE SYMBOL Yincool’s symbol is our brand trademark; it symbolizes our passion and love for customizing products and executing ideas.
Thank you. If you’ve just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories, products, and customization we tell and make at YinCool will be stronger for it.