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Brand Guidelines helium creative
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Usage
Elements Colour Graphics
The Difference The Story Positioning Statement Mission Statement Our Vision
Language Value Statement / Values
Tone + Inspiration Photography
The images used are not owned nor are they represented to be owned by helium creative inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
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Logo
FINAL LOGO
Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand.
The logo for Baird is intended to build off the brand history, capitalizing on the original Baird typeface by bringing it into a modern, timeless visual presence. A bold font selection punctuated with a period communicates the strength and authority of the Baird brand.
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THE ABBREVIATED MARK THE MARK The logo can be used independently of the tagline, using only the word Baird whenever needed.
The B. is used as a brand identifier. It can be used as a design element or condensed version of the full logo when appropriate to punctuate documents, highlight material, seal a document, etc. It should not be used in place of the logo altogether. Only as an accent when the company name is already being used. Baird
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logo [logo usage]
DO’S + DON’TS To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage, then the great big logo no no’s.
USE ON PHOTOGRAPH When used on a background that makes the logo hard to read, use the off-white version for readability. On a photograph, keep the logo within a clean, open area so it can be seen in all its glory! helium creative
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CORRECT LOGO USE The logo is in authentic form when the tagline is blue and Baird is either white or navy [depending on background].
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logo [logo usage]
1.125” .40” .40”
1.125”
PADDING Allow for at least one Baird B surrounding all sides of the logo to pad appropriately. No competing elements such as text should interfere with this negative space.
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LOGO SIZE The smallest the full logo with tagline can be scaled down to is 1.125 inch. Anything less and the tagline will be compromised.
MARK SIZE If the logo needs to be scaled further down than 1.125 inch, only use the mark which can be scaled down to a maximum of .4 inches.
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logo [no no’s]
Baird.
Innovation Engineered.
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1. ADDING ELEMENTS Adding other graphic elements such as strokes or drop shadows are not permitted.
2. SKEWING THE LOGO The logo must always be scaled proportionately. Never skewed or stretched.
4. ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing, scale or composition.
5. BOXING IN THE LOGO The logo is only shown in open space with ample padding around it. Do not enclose the logo within a box to accommodate a photo background. Darken the photo!
3. ALTERING FONT The logo must always maintain its integrity. Do not change the font please!
6. CHANGING COLOUR No weird colours, please! Let’s keep it classy.
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QUARTO Quarto is the main Baird font. It is selected as a modern nod to the old Baird typeface. Quarto is classic yet stylized, it is fantastic for communicating the confidence and integrity of Baird. Quarto juxtaposes visual strength with softer, more delicate curves which offers great balance. Quarto’s large x-height, short descenders, and trim serifs invite both tight tracking and solid leading, making it an excellent choice for headlines both in print and on screen.
QUARTO BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
NOTE: Quarto is only used in Bold. QUARTO IS USED FOR: + Call outs + Main headlines + Brand statements + Signage + Logo
Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
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QUARTO BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~ helium creative
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typography [fonts]
HELVETICA Helvetica is a classic, widely used and respected typeface. It is associated with modernism and design. It is extremely web compatible. Helvetica has a wide variety of fonts in its family, making it extremely versatile. The use of Helvetica in contrast to the more traditional appearance of Quarto, plays on the duality of Baird as innovative engineers. The left brain meets the right brain. Classic meets modern. It is extremely successful when used in bold for headline, and in lighter versions as body copy.
HELVETICA
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz HELVETICA USES: + Body copy + Headlines +Supporting headlines + Informative graphics / presentations
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helvetica family
Helvetica Light Helvetica Regular Helvetica Medium Helvetica Bold
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typography [hierarchy]
Title Display Display 1 Display 2 Display 3 Supporting
Body Copy Body Copy
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TITLE DISPLAY Quarto Bold Tracking: 0pt
DISPLAY 1 Helvetica Bold Tracking: 0 DISPLAY 2 Helvetica Regular Tracking: 0 DISPLAY 3 Helvetica Light Tracking: 0
SUPPORTING ITEM Helvetica Bold All capital letters Tracking: 100 BODY COPY Helvetica Regular / Light Tracking: 25
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Title Headline Example Goes Here. Display 1 Subheadline goes here. Display 2 Headline Pudi debitatia nimi, to enimet omni non et ullatae laccatiam quisquasit in cus, sit, sum doloreressit vitenis apicabo rrorempos id etur? Optate volorerchil inullupta quae excernatibus is et exped magnia si quam dolorionsed maxime nemporp orporibea et esti tesere omnim sitiate venis reic testium nis es soluptatur, eossequam resectatiur? Rat volum et quam que net restecta voloribus, cust antotam qui sinctotas ullupti oremqui aut aut fugiam facculpa dem dolescim et magnatium aut volupta quaerume non prestor eicatur?
TITLE DISPLAY Quarto Bold Tracking: 0pt Size: 48pt Leading: 48pt
DISPLAY 1 Helvetica Bold Tracking: 0 Size: 21pt
DISPLAY 2 Helvetica Regular Tracking: 0 Size: 14pt
BODY COPY Helvetica Regular Tracking: 25 Size: 11pt Leading: 12.5pt
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typography [usage and examples]
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TITLE DISPLAY Quarto Bold Tracking: 0pt Size: 43pt
DISPLAY 1 Helvetica Bold Tracking: 0 Size: 12pt DISPLAY 3 Helvetica Light Tracking: 0 Size: 12pt
DISPLAY 3 Helvetica Bold Tracking: 0 Size: 10pt
BODY Helvetica Light Tracking: 0 pt Size: 8pt
Table of Contents Executive Summary
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1.0
Type First Heading Here 1.1 Headline
1.1.1 Headline 1.1.1.1 Headline
2 2 3 3
2.0
Example of Header Here
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3.0
Example of Header Here 3.1 Example 1 3.2 Example 2
4.0
References 6
2.1 Headline 4 2.1.1 Headline 4 2.1.1.1 Example 4
5 5 5 3.2.1 Example 5 3.2.1.1 Example 5 3.3 Example 3 5
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typography [usage and examples]
We are the pioneers. The innovators. Visionaries of unparalleled coastal engineering solutions. Innovation Engineered. Where water meets land, you find environmental forces hard at work. You also find Baird. From planning, to science, to design and construction, we balance the forces of nature with the needs of stakeholders.
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DISPLAY 1 Quarto Bold Tracking: 0 Size: 35pt Leading: 33pt
DISPLAY 1 Helvetica Bold Tracking: 0pt Size: 12pt BODY Helvetica Light Tracking: 25 Size: 10pt Leading: 14pt SUPPORTING Helvetica Bold Tracking: 0pt Size: 6.5pt
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NAVY Pantone 2965 RGB 0, 36, 54 CMYK 96, 76, 51, 58 # 002336 TINT VARIATIONS 90% - 10%
LIGHT BLUE Pantone 7704 RGB 35, 85, 119 CMYK 91, 65, 33, 15 # 235477 TINT VARIATIONS 90% - 10%
WHITE Pantone 656 RGB 244, 244, 244 CMYK 3, 2, 2, 0 # F4F4F4
COLOUR
Elements Colour, texture and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements breathe life into your brand. helium creative
Baird colours are derived from the ocean. Deep navy, light blue, crest white. Together they communicate trust, authority and strength. In colour theory, deep blues are associated with security, trust and approachability.
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PANTONE® The proprietary colour matching system used in printing to create inks and maintain colour integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display colour; the numeric values listed refer to the amount or intensity of red, green and blue in each of the colours.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colours,” the method by which images are printed using cyan, magenta, yellow and black. The specific numeric values refer to the percentages of each of the four process colours.
HEX The colours used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green and blue in each of the colours.
MAIN: BAIRD NAVY
SUPPORTING: LIGHT BLUE
SUPPORTING: WHITE
The Baird navy is the primary Baird colour and is to hold the highest rank amongst any other colour. It is a bold, deep tone that will appear as backgrounds, headlines, type, photo tonality, collateral material dominant colour, etc.
Light blue is used as an accent and to contrast the Baird navy. It is best used for sub-headlines, wave patterns, image tonality and accent details. It is also the main colour for Baird’s logo tagline.
An off-white is used in place of pure white. It is a cool tone that complements the Baird blues while giving a layer of depth whenever used against pure white. It can be used in place of white for any material. Baird Baird
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elements [materials]
GRAPHIC ELEMENTS: B.
GRAPHIC ELEMENTS: HERITAGE SEAL
GRAPHIC ELEMENTS: WAVES
The abbreviated icon mark acts as a brand identifier without having to use the full logo. It is great as a design accent, seal, supporting logo mark, etc. Think website navigation bar, page footer or header, stamps, collateral materials. The B. should not take the place of the logo altogether. The B. is used in any of the Baird colours or Black as needed.
This graphic element gives a nod to Bairdâ&#x20AC;&#x2122;s 35+ years in the industry. It not only acts as a design icon, but also speaks to the expertise of Baird by showcasing the date of conception. This seal is used as needed on collateral material, presentations, etc. It is not intended to replace the logo. Use the seal discerningly. The seal is used in Navy or an inverse of all white against a dark background.
The wave pattern is a great additional design element to help carry the Baird identity across various platforms and materials. A single wave line can be just as effective as large area coverage. The waves are used in the Baird white or blues. Great for underlines, dividers, pattern overlays, collateral material, etc.
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The story Baird loves a challenge. A mystery, an opportunity to solve a puzzle, the unknown. An insatiable thirst to uncover truth, to turn every stone and discover the unknown. This approach to coastal engineering places Baird at the forefront of our industry as true pioneers who set forth to change the world; one shoreline, one coastline, one ocean, lake or river at a time. Baird is a fearless risk-taker with the experience and expertise to find cost-effective, innovative and successful solutions for clients. We view each project as a new opportunity to learn and grow, while contributing our own insight along the way. With a balance of creative ingenuity and industry experience, Baird views a challenge from every possible and impossible angle to find the most comprehensive solution possible. The Baird team is passionate about connecting people to the environment, clients to solutions, and water to land. Most importantly we connect the dots to create new ideas, opportunities and solutions. In turn, we connect to our culture and ever-evolving environment. Baird is the modern day pioneer with a relentless pursuit to pave new frontiers. Global success, proven results and a unified team position Baird as a leader of coastal engineering.
The Difference What makes the brand unique? How are we going to stand out from the herd? The position statement, mission and overall values help define who we are and why we do what we do unlike anyone else. helium creative
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the difference [positioning + mission]
Positioning Baird pioneers coastal engineering with an unyielding passion for discovery and creative solutions. With over 35 years of experience exclusively in coastal engineering, Baird has developed unrivaled ingenuity and expertise. We view challenges from every possible and impossible angle to create incomparable, cost effective solutions that exceed client expectations.
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Mission Statement: We are the pioneers. The innovators. Visionaries of unparalleled coastal engineering solutions.
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the difference [vision] [positioning + mission]
Our Vision: The preeminent company recognized worldwide for creative solutions where water meets land.
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Language The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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TAGLINE
VOICE
Innovation Engineered.
The voice of Baird is confident, professional and imaginative. The voice of a modern day pioneer. A tone that resonates the over 35-years of industry experience as true innovators of coastal engineering. A modest voice communicates the Baird brand with authority, expertise, approachability and mindfulness. There is a clear expression for the value Baird places on client relations, team-building, project success and environmental conservation. Baird
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language [keywords]
Value Statement Baird pioneers innovative coastal engineering solutions by encouraging inquisitive, imaginative exploration of the unknown; operating as one team worldwide where creative ideas are paramount.
VALUES These values make up the foundation for the company culture. They are the roots that shape who the company is and the overall mentality. But most importantly these values act as the heart and soul for all endeavours.
1. [innovation]
4. [professionalism]
Explore new ideas and possibilities; envision a future that is yet to be. View challenges from all angles with a fresh perspective and fearless approach toward the unknown.
A culture that continuously strives for the humble, authentic, and transparent approach, with respect for and careful consideration of othersâ&#x20AC;&#x2122; input.
2. [creativity]
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5. [relationships]
An inquisitive, imaginative, exploratory mind with a relentless and fearless desire to discover new opportunities and solutions.
An ongoing connection with our team, colleagues, and clients that is based on integrity; where open communication is required to facilitate growth, inspiration, and collaboration.
3. [perseverance]
6. [growth / evolve]
Determined to know every aspect of a challenge, uncovering unknowns, and tenaciously pursuing the best possible solution while maximizing our capabilities.
The constant pursuit for individual and collective knowledge, honing skills that develop visionary thinkers and creative problem solvers.
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MOOD + STYLE: MODERN-CLASSIC EXPLORATION Modern meets classic. Nostalgic tones and inspiration are countered with fresh perspective. Varied colours of water and mist dominate the Baird palette. Shades of blue aligned with cool greys work together to paint a moody, strong visual representation of a brand that appreciates tradition, while constantly looking forward. Brown, deeper shades are incorporated as a grounding element to offer an earthy feeling with a powerful aesthetic. The idea of Baird as modern day pioneers of coastal engineering is a driving force behind the brand inspiration and style. As innovators, explorers, engineers and creative problem solvers, Baird naturally has inspiration rooted in a few key areas: the ocean, old-school exploration, curiosity, structure and weathered material. The result is a timeless, fresh approach with organic elements that convey an appreciation for our environment, balanced with deep tones and imagery to express the experience, trust and authority of Baird.
Tone + Inspiration The tone + inspiration of the brand is woven throughout all advertising, promotional and brandrelated material. These visual references offer insight into the mood of the company and how the market will perceive you. Baird
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tone [brand inspiration]
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STYLE The photography closely follows the inspiration and style to accurately communicate the brand. Photography styles will be bold, with strong colours especially in the blue and grey.
WATER Breathtaking,inspiring images of water become an important visual identifier for Baird. These images are bold in colour, matching the overall tonality of the Baird hues. Whether strong with movement and mood or placid and serene, the water images all convey an engaging emotional connection to Bairdâ&#x20AC;&#x2122;s passion for oceans, lakes and rivers.
Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection and consistency of images is important for brand standards. helium creative
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photography
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PROJECT + LAND Baird project photography and general land imagery are of high quality and resolution, strong colour saturation and manicured compositions to showcase work in the very best possible image. Breathtaking panoramic and aerial shots of the environment are paired with intimate shots of materials or project specific images.
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photography
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photography
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LIFESTYLE [TEAM + WORK, THE MODERN DAY PIONEERS] Candid shots of team members working together or independently on-site, in the office and at testing facilities. These photos are essential to show the personal and approachable side of Baird. By seeing faces immersed in project related environments researching, exploring, discovering, testing or working - a sense of trust and connection is communicated to the audience. These can be more cinematic shots, portraits, or intimate photos of hands holding items, sketching, etc.
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photography
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