BRAND book ENGLISH VERSIOn
CONTENT
Brand Essence
Typography
What is Click Clack’s brand essence?
Typefaces and Fonts; Logo do’s and don’ts.
Commandments
Photography
7 Click Click principles.
Inspiration/look and feel grading.
Graphic Language
Collage
Logo and the graphic system and color pallet .
How to build a Click Clack collage.
Secondary logos
Materials
¿Qué otros logos conviven con la marca?.
Brand textures and surfaces.
color
comunicacion
Uniforms
Color systems and tonal ranges.
Who´s talking?
The wearable part of the brand
Brand
Essence
Brand Essence
BRAND book
He is constantly overdosing on his own imagination which he enjoys applying in everything he does. There is no bigger satisfaction than being able to build, assemble or craft something that is a representation of his own artistic flare.
T h e
c r e a t o r
BRAND book
Brand Essence clever /
He’s constantly questioning the world around him; the politics in his country, the books he reads, the art that inspires him, even his own existence. This constant questioning is often manifested in everything he does, always trying to change the status quo with through action and humor.
maverick /
dada /
MASCULINO /
Brand Essence
BRAND book He enjoys the big city life, because it offers him all his favorite things in life; good restaurants, bookstores, tech advancements, rich cultural activities and constant surprising parties. He walks around the city well dressed and always on the lookout for the “latest… everything”.
to
t de
ail
N
MAD G
ENIU
S
CO
at t
ent
ion
URBA
sybarit
L I TA n
DAND
OPO
Y
e
SM up to d at
ed
Brand Essence
BRAND book
UPROOT ANDR RMX
Knaan-America
orlando
Cachaito Lรณpez
pure imagination Fiona Apple
Trying To Be Cool
Phoenix
NO DIGGITY
Chet Faker
BRAND book
Brand Essence
Pine tree Leather Tobacco Woody notes (cedar) Lightly powdered / streaked floral notes
cรณmo suena Commandments
Commandments
BRAND book
TOO OLD TO BE NEW
TOO NEW TO BE OLD The past as reference, the future as imagination.
Commandments
BRAND book
BOLD BE EXPRESSIVE AND UNAPOLOGETIC.
BRAND book
Commandments
INTE RES TING
Make them look twice; the devil lives in the detail.
Commandments mandamientos
BRAND book
BE A CO N D N IN TE TE MP R O A R C A TI R V Y E
INNOVATION AND TECHNOLOGY
BRAND book
Commandments
CRAFT Materials, patterns and textures are key.
BRAND book
Commandments
DISRUPTIVE Don’t be afraid to question everything. Think for yourself, don’t be sheep.
BRAND book
SU RRE AL
Commandments
SENSE DOESN’T ALWAYS NECESSARILY MAKE SENSE.
Graphic Language
Graphic Langua ge
BRAND book Logo Ant erior
Logo construction Usage In the search for a strong but minimal identity we choose a logo that’s based on the Gotham Book (THE CLICK CLACK HOTEL) and Gotham Bold (Click) fonts with 360 points of separations between characters to make it light and sophisticated. An identifier that stands out for being masculine and communicates cleanliness and confidence at the same time.
BRAND book
Clear space minimum The clear space minimum is equivalent to 1X all the way around (being X the bold version of one the characters of the
Graphic Langua ge
Graphic Langua ge
BRAND book
Size Maximums and minimums Size guide when the logo is applied to digital and print without hurting legibility of the both the logo and the identifier.
5cm
3cm
1cm
3cm
0,5cm
3cm
1cm
1cm
0,5c m
BRAND book
Logo do’s and don’ts You wouldn’t wear one blue sock and one orange sock. Take a moment to think about how you apply the Click Clack logo. We’re not a rules and regulations kind of company,
Graphic Langua ge
color
COLOR
BRAND book c: 36 m:0 y:9 k: 0 r: 155 g: 211 b: 221
c: 00 m:35 y:18 k: 00 r: 255 g: 177 b: 139
#9bd3dd
#ffb2b8 80 %
80 %
60 % 40 % 20 %
60 % 40 % 20 %
pantone 629c
pantone 176c
grises 1 100 %
90%
80%
pantone 5255c
70%
60%
40%
c: 97 m: 100 y: 15 r: 30 g: 26 b: 52
30%
20%
20 % 40 % 60 % 80 %
k: 72
c:44 m: 00 y:20 r: 113 g: 219 b:212 #71dbd4
10%
00%
pantone 178c
pantone 3242c 20 % 40 % 60 % 80 %
#1e1a34
50%
20 % 40 % 60 % 80 %
k: 00
c: 00 m:70 y:58 r: 255 g:088 b:093 #ff585d
k:00
BRAND book
COLOR pantone black u / c:0 m:9 y:8 k:100 / r:0 g:0 b:0 pantone 3242c / c:0 m:70 y:58 k:0 / r:255 g:088 b:093 pantone176c / c:0 m:35 y:18 k:0 / r:255 g:177 b:139 pantone 629c / c:36 m:0 y:9 k:0 / r:155 g:211 b:221 pantone 3242c / c:44 m:0 y:20 k:0 / r:113 g:219 b:212 pantone 285c / c:90 m:48 y:0 k:0 / r:0 g:114 b:206
Typography
BRAND book
OUR TYPEFACES
GOTHAM
USE: Tittles and body of text. The Gotham font is versatile with a gentile personality that allows us to communicate messages with a wide range of tones with the same type. It’s also flexible enough to be used as a tittle or in a body of text.
Typography
BRAND book
Our Type face s
BEBAS USE: Tittles and body of text
Heavy and condensed font, ideal for tittles and complex back texts; it reflects the freshness while being masculine and defiant personality of the brand.
Typography
BRAND book
OUR TYPEFACES
DIDOT USE:
body of text.
Serif font with a high level of legibility, that allows us to use in long, dense bodies of text for easy reading. It’s relaxed and paused personality gives any text a trustable attitude.
Typography
BRAND book
Typography Inspiration U n derstand the tone you want to give the text a n d ch oose on e of these routes as inspiration to do so ef f e ctive ly.
BE
PURPOSE IS WHAT MAKES THE FONT STAND OUT AND REALLY COMMUNICATE THE CORRECT MESSAGE.
m i n i m a l
BE
ELEGANT
RA
DICAL
b e
BE ec
LEC
tic
G O OGLE
Russian con stru ctivism
Da d a ism
Photography
BRAND book
ARCHI TECTURE Be sleek Be bright Be modern
Photography
BRAND book
PEOPLE
Be attractive Be intimate Be stylish
Photography
BRAND book
FOOD Be elegant Be organized Be colorful
Photography
COLLAGE
BRAND book
How to build a Click Clack collage It’s all about finding an image’s most bold side, reinventing it, splitting it apart and creating an entire new visual intention from it. Oxymorons are a key concept when creating a Click Clack collage, a figure of speech in which apparently contradictory terms appear in conjunction applied to images.
COLLAGE
COLLAGE
BRAND book
ELEMENTS
PAIRING
Follow these three steps
MIX
COLLAGE
BRAND book
ELEMENTS
Find images that can either relate to the concept or be visually interesting. Look for the area where concepts and images overlap ..
USING OPEN SOURCE FILES ALLOW US TO CREATE BOLD AND UNIQUE IMAGES.
COLLAGE
BRAND book Recognize and select the most important part of every element, this will help when one element is combined to another.
PAIRING
REMEMBER TO MIX CONTRASTING PARTS / IN TIME, FORM, TEXTURE, COLOR AND MEANING. /
COLLAGE
BRAND book
MIX
The elements chosen in this third step come together to create new images.
PLAY AROUND WITH THE ELEMENTS UNTIL THEY LOOK LIKE THEY WERE CREATED MAKE THEM SPEAK THE SAME
Materials
STAY CURIOUS
textures
BRAND book
Architectural textures
V E G E TAT I O N
CONCRETE
STEEL
WOOD
textures
BRAND book
Visual graficas Making sure the element you choose is truly representative of the brand.
REPEAT IT AND CREATE A PATTERN OUT OF IT.
BRAND book
textures
use
texturized backgrounds
Communication
Communication
BRAND book
Who´s talking? He’s a charming, self-confident man who does things with determination and purpose.
Clothing; he invests in clothes. He wants to be elegant without being old fashioned, so, he adds details to regular clothing to make them his own
He cares about his health, eats healthy and tries his best to avoid bad habits, which eventually ends up showing in his physic.
He´s funny, maybe not to others, not that he cares. He enjoys making himself laugh when interacting with others. He likes doing harmless bullying to those around him for his own amusement.
GIF
Communication
BRAND book
He is an amazing host, he never leaves anyone unattended.
He´s a flirt; he enjoys getting the attention of pretty, interesting girls
Parties and books go good together in his everyday life. He is well read and has a passion of learning new abilities and information that have nothing to do with his job or career, just for the sake of knowing more. But not to be fooled, this doesn´t mean he´s a nerd, he´ll party till the sun comes up if the party is good enough, however if the party is not of his liking he won´t hesitate to leave.
He gives very specific travelling advice, he´s been everywhere. He will never recommend “going to the blue Mosque” if you tell him you´re going to Istanbul. He will let you into his secret about this little kebab place on the 6th where not only do they have the most amazing Turkish meats, but they are stuffed, with almonds, dry fruits and a lot of other unbelievable fillings.
Communication
BRAND book
Don´t get me wrong, you´d like him, he´s smugness is so light you´ll hardly perceive it, he´s bullying is so on point you won´t have any other option but to laugh at yourself. He´ll be so, nice to you and make you feel so at home you´ll leave a meeting with him really believing he should invite you to his wedding if he ever gets married. He sounds awesome.
Uniforms
BRAND GUIDELINES
must click clack
BRAND book
uniforms
BRAND book
uniforms
BRAND book
uniforms
BRAND book
uniforms
BRAND book
uniforms
BRAND BRANDbook book
CLICK CLACK PINS He’s constantly questioning the world around him; the politics in his country, the books he reads, the art that inspires him, even his own existence. This constant questioning is often manifested in everything he does, always trying to change the status quo with through action and humor.
uniforms uniforms
BRAND GUIDELINES
must click clack