Colour Medium
Brand
July 2017 Ver B-001
A creative think-tank
Preface It’s Colour Medium.
After testing our ideas, services, and design systems, we figured it was time Colour Medium’s internal, visual, and verbal identity should be established... So, this serves as the reference to Colour Medium’s brand when necessary. If there are question, go to the Support section on page 35.
C
Colour Medium brand guidelines
Page
2
Contents Visual Identity
9
Logo 10 Logotype 11 Variations 12 Color palette 18 Typography 19 File formats 23
Verbal
24
Voice 25 Tone 26 Style 27
Applications 27 Support 35
C
Colour Medium brand guidelines
Page
3
Introduct on
Our purpose Mission We are a creative group building in-house brands & prodiving creative services.
Vision Solving problems simply and “self� sufficiently.
C
Colour Medium brand guidelines
Page
5
Brand Idea We are Designers and entrepreneurs. We take care of a wide range of design, so instead of saying “...a group of UX/UI/Web/Graphic/Motion/ Fiber designers”, we think capital “d” Designers and entrepreneurs will do.
C
Colour Medium brand guidelines
Page
6
Brand Expression
A creative think-tank 1 That means C
Colour Medium brand guidelines
too. 2 Page
7
Brand Personality Current
Forward
Our process is fairly simple and it uses as many of the best, new tools as possible. We try to listen on every platform and use Design sprints for everything else. It keeps us on our toes for anything new.
We apply the pressure. Always moving forward, thinking forward, and ultimately being forward with ourselves and our clients.
Thoughtful We work, strategize, and design with our clients’ best interests in mind. That includes time, tone, and budget.
C
Colour Medium brand guidelines
Page
8
Logo
C
C
Our primary logo is a specialized white or black monogram, “c� with the yellow brush stroke underneath.
C
Colour Medium brand guidelines
Page
10
Logotype
Colour Medium
Colour Medium The primary logotype is the agency’s title in white or black text with the yellow brush stroke underneath.
C
Colour Medium brand guidelines
Page
11
C C C
Colour Medium brand guidelines
C C Page
12
Colour Medium Colour Medium Colour Medium C
Colour Medium brand guidelines
Colour Medium Page
13
Clearspace
C
The best clearspace for our logo(s) and logotype(s) can be achieived by using two brush strokes stacked and placed around the respective mark(s).
Colour Medium C
Colour Medium brand guidelines
Page
14
Minimum sizes Our marks should be visible at all
WEB
times. We allow for resizing for all different types of collateral, but nothing scaled below these recommened sizes:
C 24px
Colour Medium 32px PRINT
C 25mm
Colour Medium 25mm OR 31/32�
C
Colour Medium brand guidelines
Page
15
Incorrect use STRAY FROM COLOR PALATTE 1
STRAY FROM COLOR PALATTE 2
Colour Medium Colour Medium NO ROTATING OR SKEWING
Colour Medium NO OVERLAYS OR TINTS
C
Colour Medium brand guidelines
m u i d e M r u o l Co Page
16
Incorrect use STRAY FROM COLOR PALATTE4
C
NO ROTATING OR SKEWING
STRAY FROM COLOR PALATTE 3
C
C
Colour Medium brand guidelines
NOT ENOUGH CLEARSPACE
C C Page
17
Color palette We use CMYK color values in our palettes, but we always include RGB and HEX values just in case. Here are the recommended values for our colors.
CMYK 2/7/83/0 HEX #FAEC2B RGB 250/236/43 CMYK 68/88/39/33 HEX #371568 RGB 55/21/104 CMYK 2/87/77/0 HEX #FA213B RGB 250/33/59 CMYK 80/71/58/73 HEX #0E141D RGB 14/20/29
CMYK 0/0/0/0 HEX #FFFFFF RGB 255/255/255
C
Colour Medium brand guidelines
Page
18
Typography: Gilroy Gilroy Our primary font for large headings, taglines, and display is Gilroy. This is a bold typeface with classic design qualities.
abcdefghijklmnopqrstuvwxyz ABCDEFJHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%&?/(;:’*) Character tracking at -40
abcdefghijklmnopqrstuvwxyz ABCDEFJHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%&?/(*’;:) Character tracking at -40
C
Colour Medium brand guidelines
Page
19
Typography: Fira Sans Fira Sans Our font for creating visual hierarchy beneath all Gilroy text is Fira Sans. It is used for its legibility across a large range of handsets varying in screen quality and rednering. Multiple font weights help to establish a clear hierarchy. Fira Sans Light is the main font for body text and used most often in this very book.
Fira Sans Thin Fira Sans Extra Light Fira Sans Light Fira Sans Regular Fira Sans Medium Fira Sans SemiBold Fira Sans Bold Fira Sans ExtraBold Fira Sans Black
Fira Sans Thin Italic Fira Sans Extra Light Italic Fira Sans Light Italic Fira Sans Italic Fira Sans Medium Italic Fira Sans SemiBold Italic Fira Sans Bold Italic Fira Sans ExtraBold Italic Fira Sans Black Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&/?(’*;:)
C
Colour Medium brand guidelines
Page
20
Typography: Usage The hierarchy forms an order of importance within the content so the reader can easily navigate the content. When setting type, these are our recommended combinations for headers and body text.
Medium + ExtraLight
Five in the morning on the corner clacking Younger than most people named Jefferey. He was born April 23, 1993.
SemiBold + Light
Five in the morning on the corner clacking Younger than most people named Jefferey. He was born April 23, 1993.
C
Colour Medium brand guidelines
Page
21
Brush stroke The brush stroke works as the core graphical element in the Colour Medium brand. The brush stroke is the symbol of emphasis across the brand. There are various colors and placement options for the stroke in order to accomodate all media.
C
Colour Medium brand guidelines
Page
22
File formats Raster-based Raster-based artwork is best to be scaled down to screen based media like applications and/or in presentations. .JPEG / .PNG
Vector-based Vector-based artwork can scale up or down while maintaining a high resolution. Best use cases include printing, large applications, page layouts, etc. .AI / .EPS
C
Colour Medium brand guidelines
Page
23
Verbal Ident ty
Voice Characteristics
Dont’s
Passionate 1 - we are passionate about creating great experiences Bold 2 - be bold but not arrogant Irreverent 3 - constantly challenging the status quo with our diction
Don’t let passion cloud judgement in speaking. Keep the agency’s best interest in mind 1
Do’s
Don’t be overzealous in speaking about the agency. Think humble brag 2 Don’t disrespect the status quo, challenge it 3
Use strong verbs when communicating 1 Speak with superlatives, but back up your claims 2 Use the contrarian viewpoint or genuinely express yourself. Always look at the opposite side first 3
C
Colour Medium brand guidelines
Page
25
Tone Our tone is simple. 1. Consider the feelings of whom you are engaging in dialogue with. 2. Adjust your response accordingly. 3. Keep watch for tone shifts in the conversation as those should trigger tone shifts in your esponses.
C
Colour Medium brand guidelines
Page
26
Appl cat ons
C
Colour Medium brand guidelines
Page
28
C
Colour Medium brand guidelines
Page
29
C
Colour Medium brand guidelines
Page
30
C
Colour Medium brand guidelines
Page
31
C
Colour Medium brand guidelines
Page
32
C
Colour Medium brand guidelines
Page
33
C
Colour Medium brand guidelines
Page
34
Support
Still need something? Send an email to info@colourmedium.com
C
Colour Medium brand guidelines
Page
36