Brand Guidelines
Introduction Overview The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included.
Your New Identity Your corporate identity is the face and personality presented to the global community. It’s as important as the products and services you provide. Your identity is the total effect of your logos, products, brand names, trademarks, advertising, brochures, and presentations— everything that represents you. Because the brand cannot be compromised, we’ve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world.
Nicole Danielle Booth Personal Training NDB Personal training stands for a quality centred fitness experience.
The core of this quality comes from: »» A friendly yet always professional Trainer/Trainee relationship »» Challenging not defeating »» Nurturing individual growth
The Logo Design The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
Usage The NDB logo must never be altered or recreated without the prior permission of NDB Personal Training or District Design. The logo should only be reproduced from master digital artwork supplied specifically for this purpose by District Design.
District Design
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Phone: + 44 7867 506 156
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Email: glyn@districtdesign.co.uk
Exclusion Zone Make sure that text or other design elements do not encroach upon the logo. The marked space should always be given to let the logo ‘breathe’, free from distraction. This space is determined by the height of the upper case ‘N’ from the NDB element of the logotype. This space reduces and increases in relation to the logo itself i.e. a larger logo requires more space around it. *Please note, this rule may be broken within these guidelines for illustrative purposes only.
Aspect Ratio Rotation & Skewing The logo must be prevented from becoming distorted from it’s designed aspect ratio i.e. stretching or squashing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit. If space is limited an alternate logo may be used [see over]
Min Width: 170px / 120mm
Min Width: 90px / 30mm
Min Width: 40px / 15mm
Minimum reproduction size A minimum size must be adhered to so that recognition and legibility is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility. To ensure legibility please use the most appropriate logotype for the available space, ensuring the necessary space around the logo is used.
Colour Core Colours*
Secondary Colours
Cyan
r63 g169 b245
Orange
r255 g147 b30
*Colours should be chosen
c63 m22 y0 k0
c0 m38 y81 k0
to represent a theme e.g. if
#3FA9F5
#FF931E
Green
r122 g201 b67
c42 m0 y78 k0
Red
r255 g29 b37
c0 m79 y79 k0
#79C943
#FF1D24
you are promoting an area of NDB Personal Training that is more aggressive, like body building, a warmer colour should be used. For more
Blue
r00 g00 b255
holistic services, like services
c87 m61 y0 k0
relating to pregnancy, a cooler
#0000FF
colour should be used.
Gradients & Tones Gradients Any combination of no more than two of the primary or secondary brand colours per gradient.
Tones Black should be avoided as
White should be avoided as
a base colour, instead use
a base colour, instead use
Dark grey r26 g26 b26
Pale grey r233 g233 b233
c0 m0 y0 k96
#1A1A1A
c0 m0 y0 k6
#E9E9E9
Backgrounds Colours If a background colour is used a solid tone version of the logo should be used for maximum legibility and impact. Where possible background colours should be selected from the brands core and secondary colour pallets.
Logo on Image If a background image is used a solid tone version of the logo should be used for maximum legibility and impact. There should be a high contrast between the logo and the image and it should be place in a way that does not interfere with the image’s subject matter.
Example Text Subheadings Minor Headings Paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text paragraph text »» List items »» List items »» List items
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !@£$%^&*()¡€#¢∞ §¶•ªº-–_=+{}[];:/\ ,.~å∫ç∂´ƒ©˙^∆˚¬µ ~øπœ®ß†¨√∑≈¥Ω
Typography The primary typeface is Arial. The font has been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances.
For web use Please use the following font stack for headings: font-family: “Arial Black”, “Arial Bold”, Gadget, sans-serif; Please use the following font stack for subheadings and body text: font-family: Arial, “Helvetica Neue”, Helvetica, sans-serif;
District Design and Photography These brand guidelines and the brand itself was created by District Design. If you require assistance with the correct usage of the brand mark, or any of the brands assets, please contact District Design
Brand creation and
Identity, graphic
Web Development
www.districtdesign.co.uk
management
and interface design
Photography and Film
info@districtdesign.co.uk