BR AND GUIDELINES V E R S I O N 1 2 014 . 0 4
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
“THE INSPIRA BRAND is much more than a logo.”
Our brand is our image. Our brand is the reputation we’ve spent years building. It’s one of the most valuable assets we have and should be managed carefully.
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6 06 07 08 08 09 10 11 12
ID
ID
ID
ID
ID
ID
ID
ID
ID
ID
EN
EN
EN
EN
EN
EN
EN
EN
EN
EN
TI
TI
TI
TI
TI
TI
TI
TI
TI
TI
TY
TY
TY
TY
TY
TY
TY
TY
TY
TY
:
:
:
:
:
:
:
:
:
:
A
N
M
IS
N
O
IM
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U
SE
G
S
A
N
E
RO
M
E
E
Z
N
N
SI
O
H
M
Z
O
C
R
U
O
IM
N
LO
IN
TI
ER
IA
O
Y
TI
M
A
TO
IR
O
FF
R
A
O
O
M
C
M
G
SP
BU
V
A
IN
LO
E
B R A N D G U I D E L I N E S V1 2 014 . 0 4
CO N T E N TS
TY
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D
D
D
D
O
O
O
ES
ES
ES
ES
C
C
C
IG
IG
IG
IG
R
R
R
N
N
N
N
LO
LO
LO
R
G
G
G
LO
PO
PO
PO
O
TY
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C
TY
U
U
U
U
:
:
:
:
SA
SA
SA
G
G
G
G
N
E
E
E
E
U
:
:
:
:
R
A
IM
G
A
A
TI
N
RY
O
E
N
TE
A
SI
N
EB
G
O
Y
LE
E
TT
EB
PH
TT
A
W
PA PH
TI
A
R
&
LE
G
RY
A
N
W
SI
ST
S
A
T
O
PA
R
A
G
D
SE
TO
O
O
IS SA
M
PH
SE
G
IN
RY
PA
PR
LO
A
:
:
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IM
Y
Y
Y
C
PH
PH
PH
PR
RA
RA
RA
ES
B R A N D G U I D E L I N E S V1 2 014 . 0 4
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
IDENTITY
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// LOGO Our logo is made up by logotype and symbol, this contemporary design is a representation of our brand identity as well as what we want to present to the public. Our logo is the primary brand of Inspira. It must appear on all communications (printed, broadcast or electronic). Our logo is a unite of people: artists, musicians, audience, and of course you. All official publications of Inspira(posters, brochures, advertisements, web pages, etc.) are required to carry the appropriate branding mark and are subject to branding approval by the Marketing and Communications Department.
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SYM BO L
LO G O T Y P E
LO G O
B R A N D G U I D E L I N E S V1 2 014 . 0 4
// I N S P I R AT I O N Our logo is inspired by space, gem and butterfly. Space is giving reference to the gallery. Gem represents the creative individuals who visit the gallery. Butterfly is the spirit of our brand, which represents change, transformation and inspiration.
S PA C E
GEM
B U T T E R F LY
Overall a formation of these aspects make up the Inspira brand identity.
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
//A N ATOMY The letter “A” in Inspira logotype is altered to the shape of gem. The symbol is constructed by part of “A” to create a butterfly. The left part of the symbol is smaller in size compared to the right part to create a 3-Dimentional spacial illusion. Please refer to page 14 for type selection.
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// VA R I AT I O N Different variation of the logo is used in different situations. The Inspira logo can be utilized horizontally, vertically or just the logo mark alone. The gradient should be only applied on the symbol not the logotype, the logotype should be kept as 80% black.
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
x /2
// B U FFE R ZO N E To avoid visual cluster and for visual integrity, please keep clear space around the Inspira logo for better viewing. Clear space around the logo shall always be considered during placement for better legibility. The clear space is determined by the height of
x
x /2
logo type. Notice the leading of the alphabets are carefully spaced, therefore do not change the letter space during usage. x /2
x /2
x
x /2
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// M I N I M U M S IZE There is no predetermined maximum size for Inspira logo. The minimum size for the horizontal logo is 1 inch on print and 72 pixels on screen. The minimum size for the vertical logo is 0.66 inch on print and 48 pixels on screen. The minimum size for the symbol is
1”
0.3 inch on print and 21 pixels on screen. Please keep in mind the logo should always be kept in proportion during usage. 0 . 6 6”
0.3”
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
//CO LO R
CO LO R E D LO G O O N W H I T E B A C KG R O U N D
There are four predetermined color palettes which can be used for our logo. However the four color palettes can only be used for a specific section of the gallery. See pages 18 & 19 for color value and usage information. For logos on a white background, the color should only be applied to the symbol not the logotype. If section title is applied, corresponding color should be applied to it as well. The logotype should be kept as 80% black. For logos on a colored background, the Inspira logo should be kept entirely white, no gray or gradient is applied.
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W H I T E LO G O O N CO LO R E D B A C KG R O U N D
B R A N D G U I D E L I N E S V1 2 014 . 0 4
// M O N OCH R OM E
8 0 % B L A C K LO G O O N W H I T E B A C KG R O U N D A N D V I C E V E R S A
When colored versions of Inspira logo are not practical in some of the cases, we use 80% black or 100% black on a lighter background. Other wise a pure white logo is used when the background is dark.
B L A C K LO G O O N W H I T E B A C KG R O U N D A N D V I C E V E R S A
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
//O N I MAG E
CO LO R E D LO G O O N I M A G E
Similar to logo placement on colored background, the appropriate logo should be selected for the image. Please ensure the logo selected show contrast with the background for legibility as well as make sure the logo is placed at an uncluttered area of the image.
M O N O C H R O M E LO G O O N I M A G E
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// M I S U S E S To maintain the integrity of the Inspira logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines.
DON’T rearrange the logo element.
DON’T resize the logo element.
DON’T stretch the logo.
DON’T outline the logo.
DON’T rotate the logo.
DON’T add gradient to the logo.
DON’T mix colors from the palette.
DON’T use non-approved colors.
DON’T add drop shadow to the logo.
DON’T add reflection or graphic style to the logo.
DON’T use the logo as a holding shape for imagery.
DON’T create a logo lockup with text.
DON’T create random pattern with the logo.
DON’T use gray or black on a color background.
DON’T place colored logo on a color background without sufficient contrast.
DON’T place the logo on a color without sufficient contrast.
DON’T place the logo over a busy image.
DON’T mix section header.
The examples shown here illustrate possible misuses of the Inspira logo that should be carefuly avoided.
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
T Y P OG R A P H Y
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// LOGO & W E B As for our typeface, Caviar Dreams is used on all applications. We use it in two weights: bold and regular. This typeface contributes to our distinctive aesthetic and is suitable for our brand identity. Caviar Dreams Bold is used on the logo with minor modification on the letter “A”. Caviar Dreams Bold is also used on all headers on print and web. Caviar Dreams Regular is used as body text on print and web.
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T Y P E FA C E U S E F O R LO G O , P R I N T & W E B
Caviar Dreams Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) Caviar Dreams Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
B R A N D G U I D E L I N E S V1 2 014 . 0 4
// PA R AG R A P H Body text should be kept aligned left ragged right for consistency and easy reading. The minimum size for body text on print medias should not be less than 7 point in size. The ratio between font size and leading should be kept as 1:1.5. Words per line should be kept around 8-10 words despite of font size.
7/10 . 5
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9 /13 . 5
Lenet facepel maiorum non pos intem aut ventin repudit vitint et omnimus dolenihit aut am accusci psandam, vellorum veni blandeb itaquis tionet fugit et, offic tes plit eatem fugia sum as eici accusan dignimi, is ent. Nesequam, volut prorum faciis quo millupti dolorro vid maio digenem eum di duntota sunt es doloreheni arum ne rerore voluptis ad quatibus que sequunt maio tem laborep elluptate laut.
11/16 . 5
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
CO LO R
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// P R I MA RY PA L E T T E Our primary color palette is a gradient of four colours range from mint to sea blue. Gradient is applied on the symbol to give a dynamic, transition and dimensional feel additional to the logotype. The logotype is to be kept as 80% black.
C:55 M:0 Y:34 K:0
C:68 M:0 Y:31 K:0
C:77 M:17 Y:18 K:0
C:89 M:63 Y:0 K:0
R:120 G:197 B:183
R:66 G:185 B:187
R:2 G:159 B:194
R:37 G:92 B:167
HEX:78C5B7
HEX:42B9BB
HEX:029FC2
HEX:255CA7
This color palette is used on all official print medias, advertisements and websites. this color palette is also used on the gallery section of the gallery. C:0 M:0 Y:0 K:80 R:87 G:87 B:86 HEX:575756
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
// S ECO N DA RY PA L E T T E S
C:0 M:37 Y:46 K:0
C:0 M:61 Y:32 K:0
C:0 M:84 Y:13 K:0
C:0 M:97 Y:0 K:0
R:247 G:180 B:140
R:239 G:129 B:139
R:233 G:69 B:133
R:229 G:11 B:129
HEX:F7B48C
HEX:DF818B
HEX:E94585
HEX:E50B81
C:40 M:88 Y:0 K:0
C:59 M:90 Y:0 K:0
C:84 M:99 Y:0 K:0
C:100 M:100 Y:14 K:3
R:167 G:57 B:141
R:131 G:53 B:139
R:82 G:39 B:131
R:47 G:39 B:117
HEX:A7398D
HEX:83358B
HEX:522783
HEX:2F2775
C:35 M:0 Y:86 K:0
C:51 M:0 Y:93 K:0
C:66 M:0 Y:82 K:0
C:83 M:15 Y:78 K:2
R:187 G:208 B:64
R:145 G:192 B:54
R:94 G:179 B:86
R:0 G:147 B:92
HEX:BBD040
HEX:91C036
HEX:5EB356
HEX:00935C
We have three secondary palettes for Inspira. These colours are used to distinguish different sections of the gallery. The 1st palette is used for the theatre, the 2nd palette is used for the lounge and the 3rd palette is used for the boutique. These colours are to be used at these sections of the gallery specifically on the wayfinding system and wall signs.
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B R A N D G U I D E L I N E S V1 2 014 . 0 4
THANK YOU! We greatly appreciate you for going through our brand guidelines. Even though it may be a hassle to follow everything through. However by applying the guidelines is a form of respect to our brand Inspira, and we want to thank you for that.
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