Visual Identity Guidelines Express Water Inc
2018
www.ExpressWater.com
Table of Contents
Logo Styles CO - Branding Colors Typography Photography Tone of Voice UI Elements
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1. Logo Styles
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Logo Styles
1.1 Logo Elements
Symbol
Symbol - is composed by three water drops, two of them are color and the third one is the result of the negative space between them. The smallest drop symoblizes unfiltered water, the negative space drop sybolizes the filtration process and the big blue drop symbolizes the resulting purified water.
Logotype - is an unembellished modernist style for an easy to read understandable experience. To create a sense of progression the letter “X” was altered to give a sense of movement and to capture the meaning of “EXPRESS”.
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Logo
Logo costruction:
Logotype
Logo Styles
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1.1.1 Safe Zone Safe Zone Requirements
X
The Safe Zone was developed to allow maximum clarity and legibility of the logo. The area arround the logo is set by the height of letter “E� based on the logo size you choosed to use.
Primary Logo (Vertical)
Secondary Logo (Horizontal)
1X
2X
1X
1X 1.5 X
1.5 X
1X
1.5 X
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Logo Styles
1.1.2 Minimum Size Printing Minimum Size
The Vertical logo should never have a width smaller than 0.75” Inch and 1” Inch for Vertical version.
Web Minimum Size
The Vertical logo should never have a width smaller than 90 Pixels and 120 Pixels for Vertical version.
Special Printing Situations
When it’s required to print a smaller logo than the minimum size, should be used the White (Positive) or Black (Reversed) versions. The small logo should be used without the word “WATER” for maximum visibility.
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Print 0.75” Inch Web 90 Pixels
Print 1” Inch Web 120 Pixels
Minimum Size
75% Smaller
50% Smaller
Logo Styles
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1.1.3 Logo Colors The vertical logo must be used in all branded marketing communications.
Color Logos
Black Color Logos
Reversed Color Logos
The horizontal logo must be used only on occasions when the layout requires to use it. Whereve possible, the color logo should be placed on a white background for a better legibility.
Digital/Print colors: Light Blue
Print - C 71% M 25% Y 0% K 0% Digital - R 0 G 161 B 241
Dark Blue
Print - C 100% M 84% Y 20% K 5% Digital - R 0 G 65 B 133
Grey
Print - C 0% M 0% Y 0% K 90% Digital - R 0 G 0 B 0
Black
Print - C 0% M 0% Y 0% K 100% Digital - R 0 G 0 B 0
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Logo Styles
1.3 Logo Usage This quick reference guide is meant to assist in selecting the appropriate logo to use for a specific application. The primary and secondary logos were designed to be used for different applications and keep its visual consistency.
Primary Logo Application Areas - Advertising (print, outdoor, digital) - Email Marketing - Catalog Covers, Brochures - Retail environments - Videos - Express Water website - Stationery - Packaging - Merchandise - Labels
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Secondary Logo Application Areas - Branded Product Advertising - Branded Product Packaging - Products Installation Manuals, Brochures - Catalog Covers - Branded Product Labels
Logo Styles
1.3.1 Primary Logo Usage
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Product Catalog Cover
Primary Logo Application Areas
Use the primary logo in main marketing communications of Express Water brand. Consider the vertical version of the logo as default, however, if space on the applicable area doesn’t support it (doesn’t look good), you can always use the horizontal version of the logo. The vertical logo was designed to be applied to either corner or center of a deliverable for a consistent communication of our brand. There will be exceptions when the horizontal logo must be used (See page 12, 13). Retail Environments Display
Video Thumbnail
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1
Logo Styles
1.3.2 Secondary Logo Usage Secondary Logo Application Areas
Consider the vertical version of the logo as default, however, if space on the applicable area doesn’t support it (doesn’t look good), you can always use the horizontal version of the logo. The corners of a deliverable are the best areas to apply the vertical logo to achieve the best visibility. When the logo is being used on an Express Water branded product deliverable, the height should not exceed half of the branded product logo.
Branded Product Label
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Product Catalog Cover
DELUXE FAUCETS
Logo Styles
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Usage on Branded Products
The color logo should appear at least once at the beggining of the deliverable such as product manuals/brochures. When the logo is used on a branded product deliverable, it is recommended to change the Express Water logo to the same color as the branded product identity. By changing Express Water logo color to match the branded product identity, it will create a visual balance and gives the impression of an enthusiastic personality. Main Image
Secondary Images
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Logo Styles
1.3.3 Logo Usage with Backgrounds Another situation when you need to use the single color logos is when the background is an image.
The placement is in the corner of the deliverable where the logo has maximum visibility. If the desired placement have a busy photographic background, it will be photomanipulated to achieve the maximum visibility of the logo.
Your Goes Text Here Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
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Your Goes Text Here Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Logo Styles
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1.3.4 Co-Branding Co-branding guideline is being used when Express Water brand us associated with other brands as sponsors, partners or participants in diverse marketing or social activities.
Horizontal Co-Branding
Vertical Co-Branding
OTHER BRAND
OTHER BRAND
OTHER BRAND
OTHER BRAND
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Logo Styles
1.3.3 Incorect Usage Incorrect Brand Signature Usage
Consistent usage of the Express Water logo helps build recognition of our brand and ensures our logo always has a proper impact and legibility. In order to keep a consistent visual communication of the brand signature, please avoid the examples shown beneath.
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Do not change the color combination in the logo.
Do not apply a solid color to the logosv. See Page 9.
Do not add effects such as gradients to the logo.
Do not transform the logo into an outline shape.
Do not transform the logo into an outline shape with a border around.
Do not add borders around the logo.
Logo Styles
Do not add effects such as shadows to the logo.
Do not use gradient backgrounds when using the color Logo. See Page 9.
Do not compress the logo.
Do not use color backgrounds that affect the visibility of the logo.
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Do not stretch or extend the logo.
Do not place the logo over busy photographic backgrounds.
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Logo Styles
Do not change the size relationship of the symbol and the logotype.
Do not remove the symbol from the logo.
ALKALINE Do not change the text from the logotype.
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Do not add other text to the logo.
Do not change the size relationship of the logotype elements.
First Last Name
Marketing Manager F.lastname@expresswater.com Do not use the symbol by itself in email signature. See Page ?.
2. Typography
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Typography
2.1 Typography The font family Express Water uses is Segoe UI. This font comunicates to the consumers a sensation of modern and stability. Segoe UI is the brand font used for print and graphic executions. Segoe UI Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Semilight
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ 20
Segoe UI Semibold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Black
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+
Typography Segoe UI Light Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Semilight Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+
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Segoe UI Semibold Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Bold Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+ Segoe UI Black Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?@#$%^&*()_+
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Typography
2.1.2 Typography Guidelines
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Headline (Bold)
Dolor ipsum Lorem
Subheading (Light) Section Heading (Semibold)
Ipsum lorem
St amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.
Body (Semilight)
Text Type
Size
Family Member Font
Tracking
Headline Text
30 - 72 pt+
Bold, Bold+Light
-35 to +50
Section Heading Text
12 - 20 pt
Bold, Semibold
-50 to +50
Subheadline Text Body Text 22
70% of Headline Size <8 - 12 pt
Light
Semilight, Regular, Semibold, Bold
-30 to +50 -50 to +50
Typography
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Lorem ipsum dolor Dolor ipsum lorem
St amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat.
Headline and Body Text The spacing between Headline and Body Text should not exceed 2 lines of space based on the Body Text size.
Headline, Section Heading and Body Text The spacing between Subheadline and Headline should not exceed 2 lines of space based on the Section Heading size. The leading between Section Heading and Body Text is 17 pt. .
Lorem ipsum dolor
Lorem ipsum dolor
St amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat.
Ipsum lorem
Dolor ipsum lorem
Headline, Subheadline and Body Text The Subheadline size is 70% of the Headline size. The spacing between Subheadline and Body Text should not exceed 2 lines of space based on the Body Text size.
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Dolor ipsum lorem
St amet consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Headline, Subheadline, Section Heading and Body Text The Subheadline size is 70% of the Headline size. The spacing between Subheadline and Section Heading should not exceed 2 lines of space based on the Section Heading size. The leading between Section Heading and Body Text is 17 pt. .
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3. Photography
Photography
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3.1 Product Image Requirements Format, Size and Image Quality
Format: JPEG, JPG, PNG Size: 1600 x 1600 px Quality: Use pictures of the highest quality available when creating the listing imagery. Pixelated images must be avoided. Low resolution image
High resolution image
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Photography
3.1.1 Product Photography Tips Product photography uses specific techniques to showcases products in an attractive way and entice potential buyers to purchase specific products. Product photography is an essential part of both online and offline advertising for successful catalogues, brochures, magazine ads, billboards, online ads and company websites, specifically when selling products direct to consumer. Consider the following tips when taking product photography: - Use a plain, uncluttered background for product photography. Cluttered background
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Plain background
Photography
3
- Use diffuse lighting to avoid shadows and reflections. Direct lighting
Diffused lighting
- Itâ&#x20AC;&#x2122;s recommended to use a tripod to avoid excess motion in images. No tripod
Tripod
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3
Photography
RO Unit in different angles
Filter with its components
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Photography
3
- Use props only to show the scale or to improve the value of the product.
- Keep your photos from tinting, capture the true colors of the product Tinted photo
Actual colors of product
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3
Photography
3.1.2 Main Images Requirements - Background should be always a solid white (RGB 255,255,255) - Borders are Not allowed in Main Images - The product should be present in all the Main Images if possible - Watermarks are Not allowed Primary Image
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Secondary Images
Photography
3
Primary Image
- No text or artwork is allowed on Primary Image such as “Free Shipping” or Seller Logos” (except Express Water Online Store) - Shadow or reflection of the product are allowed if they are blending in with the white background - Primary Image should be filled at least 85% with the product - Primary Image should display a front view or a slight-angle view of the product - Product packaging is not allowed in Primary Image RO System
RO Faucet
System Component
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3
Photography
Secondary Image
- Props should be used in a way not to confuse customers in the buying process if they are not included in the package - Secondary images should contain images with different angles of the product (See page 30)
- Secondary Images must showcase the product and, if necessary, images of accessories coming with the product package - If possible, use props to help to show the scale (See page 29)
System Accessory
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System Accessory
System Faucet
Photography
3
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