Voodou Brand Guidelines 2014

S E N I L E D I U G D BRAN 2014

W E I V R E V O LOGO

01

03

The Voodou logo is at the heart of the brand. Voodou Jack (the skull and crossed bones icon) make it an emblem for quality hairdressing in Liverpool, and helps Voodou stand out in a crowded market place.

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HOW TO USE THE LOGO • Pic 1: The logo can only be used in black, white or Voodou orange.

• Pic 2: Voodou Jack should never move position in relation to the logo text • Pic 3: Voodou Jack can be used on his own, but the text can not be used without Voodou Jack • Pic 4: The logo should never be stretched, rotated or subject to filters/effects such as bevels or strokes.

VOODOU BRAND GUIDELINES • 2014

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E G A S U O LOG 50mm

23mm

150px

69px

Recommended sizes The logo should always be sized in relation to the overall size of the artwork it is being included on. To preserve legibility there are minimum sizes at which the logo should be used. The smallest size the primary logo can be used in print is 50mm wide. The smallest size Voodou Jack can be used in print is 23mm wide. Whilst for online use the primary logo should be used no smaller than 150px wide and Voodou Jack should be used no smaller than 69px wide.

X

LOGO CLEAR SPACE The minimum amount of clear space above, below and to the sides of the

X X

logo as indicated by ‘X’ is equal to the height of Voodou Jack within the logo that’s in use.

X

X

VOODOU BRAND GUIDELINES • 2014

S R U O L O C PRIMARY COLOURS Voodou has a bold palette of corporate colours. The primary colours are Voodou Orange, Black & White. All colours in the primary palette should be adopted on all full colour design work, with Voodou Orange and Black being used as the most dominant colours.

C 0 M 0 Y 0 K 100

R 242 G 148 B 0

C 0 M 0 Y 0 K 100

R 0 G 0 B 0

C M Y K

0 0 0 0

R 255 G 255 B 255

C 0 M 85 Y 50 K 0

R 230 G 68 B 91

C 30 M 0 Y 90 K 0

R 200 G 211 B 45

C 0 M 15 Y 100 K 0

R 255 G 213 B 0

SECONDARY COLOURS Voodou has a versatile palette of secondary colours to be used for colour coding services, adding depth to design or when multiple messages are being delivered. Where possible, try and use just one secondary colour at a time, and use it with Black and White in place of Voodou Orange.

Colour consistency Delivering colour consistency of our full brand colour palette is of great importance. To minimise inconsistencies in printed material we ask for printers to make themselves familiar with our colour palette, especially our Voodou Orange colour, which should generally be used as the dominant colour on artwork. Printers should conduct regular colour checks when printing. .

VOODOU BRAND GUIDELINES • 2014

C 60 M 90 Y 0 K 0

R 128 G 54 B 137

C 0 M 0 Y 0 K 85

R 62 G 61 B 64

C 0 M 0 Y 0 K 35

R 187 G 189 B 190

overview y h p Typogra

Our typefaces are integral to our visual identity and act as an extension to the brand.

LOGO FONT: CHILLER The Voodou logo font is Chiller. Use of this font should be restricted to only being used within the logo and highlighting the word “Voodou” within website and email addresses on large scale print work. Not to be used smaller than 30pt.

HEADLINE FONT: ADVENT BOLD Advent Bold is used as the Voodou headline font. It is often set within coloured boxes for additional impact, and should only ever be used in BLOCK CAPITALS with the tracking set between -40 & -60. Not to be

CHILLER

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz • 0123456789 ADVENT BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz • 0123456789

used smaller than 32pt.

BODy FONT: GOTHAM

GOTHAM LIGHT

Voodou uses all members of the versatile font family Gotham as its body

ABCDEFGHIJKLMNOPQRSTUVWXYZ

font. Gotham Light to be used as a starting point for all body copy, before

abcdefghijklmnopqrstuvwxyz • 0123456789

using bolder and italic versions to highlight important message elements within the text. Not to be used smaller than 8pt.

GOTHAM MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz • 0123456789 GOTHAM BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz • 0123456789 VOODOU BRAND GUIDELINES • 2014

formatting & acing Sp HEADING TEXT FORMATTING When setting headings, consistency in spacing is important. Headings should be no longer than 3 lines in length. Line 1 should always be set at an angle of 6 degrees, Line 2 at 4 degrees and Line 3 at 2 degrees.

The clear space around the text set within boxes should be consistent. Use the width of the letter ‘I’ as a guide.

Lines 2 and 3 of the heading can stagger in starting position to allow for other design elements and general flow of the text.

which LIVERBIRD ARE YOU?

BODY TEXT FORMATTING When setting body copy, spacing is again important, typical body copy formatting would be 9pt. on 15pt. as shown in the top paragraph - this allows us to deliver clear and concise messages.

Subheads can be larger, bolder or a different colour (or all three) to

6 Degrees

4 Degrees

2 Degrees

ARE YOU

A VOODOU VIRGIN?

WHAT MAKES US THE BEST? For more than 30 years here at Voodou we have been dedicated to training our staff to be the best hairdressers in Liverpool. With our own Voodou Training Academy we provide our hairdressers and barbers with the skills and expertise they need to become Liverpool’s top hair stylists.

the body copy but should not be too overbearing. Letter spacing should not be reduced too far as this will effect legibility. The second paragraph above shows how text could look if the line spacing and letter spacing are reduced too far.

VOODOU BRAND GUIDELINES • 2014

WHAT MAKES US THE BEST?

For more than 30 years here at Voodou we have been dedicated to training our staff to be the best hairdressers in Liverpool. With our own Voodou Training Academy we provide our hairdressers and barbers with the skills and expertise they need to become Liverpool’s top hair stylists.

S T N E M E L E N G I S E D R OTHE SOCIAL MEDIA BADGE & ICONS As part of a delivering a consistent brand, social media channels and the way we direct people to those channels need to be ‘on brand’ - In order to deliver consistency we have developed a social media badge to be used to direct clients to all channels of social media. When this can’t be used, please use the 4 social media icons in a row - as shown above.

HASHTAGS Hashtags are a valuable tool within social media, and encouraging clients to use them important. Hashtags should be set in the same way as headings, set at 3 degrees and with a colour contrasting hash icon.

Different thicknesses of font can be used to help define the words within a tag. When appearing together, hashtags should never be used larger than the Voodou Social media badge.

LINES & FRAMES With so much of the brand identity made up of clean lines we use hand drawn lines and frames to create a unique feel that reflects the natural movement of hair. The line should be used at 1pt on anything A4 or smaller, but can be scaled up for large format printing.

PICTURE BOXES Picture boxes should be created using similar angles to those used within the heading text frames. Avoid using the same picture box twice. Alternate angles and shapes.

VOODOU BRAND GUIDELINES • 2014

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