Brand Guidelines Logo & Identity for The Fem Talk designed by corrella
Your Company Client Name
125 Herold Avenue, Anywhere | 5624 Winterland | Phone 34 5678 68 E-Mail info@your-company.com | Web www.your-company.com The Fem Talk | 345, Spring Avenue, Somewhere | 5624 Dreamland
Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Contents Section
Introduction
Section
The Logo
Section
The Typography
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You never get a second chance to make a first impression. (Andrew Grant, Even)
The Logo and usage Logo Badges Construction & clearspace
The corporate font 01 The corporate font 02 Typography & hierachy
Section
The color system
Section
Printed
Section
Digital
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Logo color palette Secondary color palette
The letterhead Business card & envelope Presentation folder & merchandising Grid systems
Web design Grid systems
Section
Imagery
Section
Iconography
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About this brand
Inspiration
Corporate icons
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7 8 9
10 11 12
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Client: The Fem Talk
BRAND GUIDELINES
01 Introduction
BRAND GUIDELINES
About this brand
This identity guideline is a tool designed to project the image, values, and aspirations behind the brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution’s brand.
Information about this brand
Girl Nine
The Fem Talk
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
The logo and usage
The The Fem Talk logo combines three elements: The The Fem Talk logotype, the variants and the brand mark. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the The Fem Talk logo elements, are predetermined and should not be altered.
Used consistently, they will reinforce public awareness of the company.
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Logo Horizontal
Logo Vertical
The logo
Our logo is the touchstone of our brand and one of the most valuable assets. We must ensure its proper usage. The corporate logo is presented through the use of colors, shapes and typography.
A variant of use with the colored background.
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A variant of use when the background is dark.
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Client: The Fem Talk
BRAND GUIDELINES
Logo Badges You must honor the The Fem Talk Logo palette when possible, using black or white if necessary.
BRAND GUIDELINES
Construction & clearspace
The THE FEM TALK logo requires serperation from the other elements around it. The space required on all sides is roughly eqivalent to the letter width of the logo type. It never should be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand.
Please note that text or pictorial figures, which have strong impact or impression, should not be placed near the logo, even though you keep the isolation area blank.
Whenever you use the logo, it must be surrounded with clearspace to ensure its
If necessary, solid colored and grayscale logos can be used.
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Corporate font 01 Adobe Caslon Pro
03 The typography
Typography is 95% of design – it’s a driving force in all forms of communication art.
PRIMARY FONT Adobe Caslon Pro
DESIGNER William Caslon
ABOUT THE FONT A long running serif font first designed in 1722 and used extensively throughout the British Empire in the early eighteen century. It was used widely in the early days of the American Colonies and was the font used for the U.S. Declaration of Independence, but fell out of favor soon after. It has been revived at various times since then, in particular during the British Arts and Crafts movement and again each time it went through a redesign for technological changes. It continues to be a standard in typography to this day.
Regular Italic ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 01234567890
RULES This font should be used in all The Fem Talk communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.
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Client: The Fem Talk
BRAND GUIDELINES
Corporate font 02 Lato
SECONDARY FONT Lato
DESIGNER Łukasz Dziedzic
ABOUT THE FONT Lato is a sanserif typeface fam ily designed in the Summer 2010 (“Lato” means “Summer” in Polish). In December 2010 the Lato family was published under the open- source Open Font License by his foundry tyPoland, with support from Google. In 2013 – 2014, the family was greatly extended to cover 3000+ glyphs per style. The Lato 2.010 family now supports 100+ Latin- based languages, 50+ Cyrillic-based languages as well as Greek and IPA phonetics. In the process, the met rics and kerning of the family have been revised and four additional weights were created.
RULES This serif font is available in 10 weights. We use 3 of them. The
Regular Italic Black ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 01234567890
BRAND GUIDELINES
Typography & hierachy
Size is the simplest way to create contrast between different typographic elements in your design. With 6 levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in size as you move down the page.
Layout, for both print and screen, is one of the most important aspects of graphic design.
HEADING 1 Adobe Caslon Pro, 60 pt regular, italic
The quick brown fox HEADING 2
Adobe Caslon Pro, 44pt regular, italic
The quick brown fox HEADING 3
Adobe Caslon Pro, 24pt regular, italic
The quick brown fox HEADING 4 Lato, 15pt black
The quick brown fox HEADING 5 Lato, 14pt regular uppercase, spacing 200
THE QUICK BROWN FOX B O DY C O P Y L AT O ( 8 P T R E G U L A R ) The quick brown fox
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Logo color palette
U S E O F C O LO R F O R T H E P R I N T E D & D I G I TA L LO G O . The following palette has been selected for use in The Fem Talk communcations. Lighter tints of these colors are also allowed., but the Logotype + background may only be used with a 100% tint.The primary colors include a light summer blue and a dark gray color, that embodies the creativity and dynamic of the company. The additional colors are gray and white to underline the seriousity of your business.
A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable ap-
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Primary color PARROT PINK COLOR CODES CMKY - 7 / 47 / 27 / 0 RGB - 229/ 151 / 155 HEX - #E5989B
Primary color JET BLACK
COLOR CODES CMKY - 0/ 0/ 0/ 0 RGB - 0/ 0/ 0 HEX - #000000
The color system
With 93% of customers influenced by colors and visual appearance, make sure you pick the right colors for your company.
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80%
80%
60%
60%
40%
40%
20%
20%
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Secondary color palette PA S T E L B LU E CMKY - 16 / 0 / 7 / 0 RGB - 223 / 240 / 239 HEX - #dff0ef
80% - 20%
THE COLORS The logo color palette includes specifications for Pantone colors on coated stock (C) and HKS on natural paper (N).
OLD PINK CMKY - 13 / 37 / 18 / 0 RGB - 223 /177 / 184 HEX - #dfb1b8
80% - 20%
When reproduced using the four-color process (CMYK), and when creating PowerPoint presentations (RGB). The palette allows the addition of secondary colors to enrich the The Fem Talk visual identity as a whole. Lighter tints (up to 20 %) of these colors are also allowed.
These colors are complementary to our official colors, but are not recognizable identifiers for our company. Use the the “Old Pink “ and “Antique Rose” colors sparingly. ANTIQUE ROSE CMKY - 29 / 34 / 26 / 0 RGB - 192 / 172 / 173 HEX - #c0acad
80% - 20%
L I G H T G R AY CMKY - 18 / 13 / 13 / 0 RGB - 217 / 217 / 216 HEX - #d9d9d8
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80% - 20%
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
The letterhead
05 Printed
When it comes to developing the stationery, consistency is the key for all layouts and designs.
Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo in the tmiddle of the top with the business contact information on the opposite site.
DIMENSIONS: DIN A4
PA P E R : 100 g/m² offset white
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Client: The Fem Talk
BRAND GUIDELINES
Business cards
BRAND GUIDELINES
Envelopes
THE FEM TALK | 345 SPRING AVENUE | SOMEWHERE WONDERLAND
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The business card will be used for all official contact and communication of our company. These are the approved layouts.
The envelope will be used for all official contact and communication of our company. These are the approved layouts. Other formats are also allowed.
DIMENSIONS:
DIMENSIONS:
85 mm x 55 mm
DIN lang C5
PA P E R :
PA P E R :
350 g/m² glossy white paper
80g/m² offset white paper
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Client: The Fem Talk
BRAND GUIDELINES
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BRAND GUIDELINES
Presentation folder
Merchandising
The presentation folder will be used for all portfolio and proposal presentations of our company. These is the approved layout.
These are the apporoved layouts for a paper bag, pencil and price tags.
DIMENSIONS:
DIMENSIONS:
345 mm x 490 mm
345 mm x 490 mm
PA P E R :
PA P E R :
350 g/m² glossy white paper
350 g/m² glossy white paper
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Client: The Fem Talk
BRAND GUIDELINES
Grid systems
U S E O N D I N A 4 A N D L E T T E R F O R M AT
BRAND GUIDELINES
For images
The grid is used as a guide for how to place text, photos and advertisements on the page. The font size that you use should be proportionate to the grid.
The 12 column grid is always the basic. For special prints, a 6 cloumn grid is also allowed.
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Web design
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SAM NOBITEM QUIDEST
Digital
Using a grid system is one way to achieve a level of consistency that would be otherwise extremely difficult to master.
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COLOR The basic color for the websites is always pastel blue. Use main color 2 to highlight some articles. The photos have always
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Client: The Fem Talk
BRAND GUIDELINES
SAM NOBITEM QUIDEST
BRAND GUIDELINES
SAM NOBITEM QUIDEST
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FONTS The fonts Adobe Caslon Pro and Lato can also be used on the web. The Caslon font is always used for the big headlines,
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N AV I G AT I O N The navigation is always on the top, left and right beside the logo. Use uppercase letters for it.
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Client: The Fem Talk
BRAND GUIDELINES
Grid system USE ON DIFFERENT DEVISES
BRAND GUIDELINES
Wire frames
G E N E R A L I N F O R M AT I O N O F T H E C O N T E N T A N D L AYO U T O F E A C H PA G E
Grid systems are used for creating page layouts through a series of rows and columns that house your content. Here are some examples.
Please follow the rules, to have a consistant visual appearance.
MORE EXAMPLES FOR SCREEN GRID 16:9
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2 column grid
3 column grid
4 column grid
6 column grid
Custom layout
Portfolio page
Product page
Team members
Article right
Article left
Blog
Landing page
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Inspiration
07 Imagery
Brand image is the overall impression in consumers’ mind that is formed from all sources
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Client: The Fem Talk
BRAND GUIDELINES
BRAND GUIDELINES
Corporate icons
08 Iconography
An organization, no matter how well designed, is only as good as the people who live and work in it.
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The Faysination Studio Girl Nine
The Faysination Ave, University Town. | Peshawar | Phone +923429039277 E-Mail hello@faysination.com | Web studio.faysination.com The Fem Talk | 345, Spring Avenue, Somewhere | 5624 Dreamland