CO N TEN TS The Bran d Brand Attributes
The To o l k it 5
Th e Ap p li c a t i on
The Elements
7
The Logo
8
Logo Lock-Up - Minimum Size - Grid - Clear Space - Positioning - Misusage
10
Horizontal Logo Lock-Up - Minimum Size - Grid - Clear Space - Positioning - Misusage
15
Vertical Logo Lock-Up - Minimum Size - Grid - Clear Space - Positioning - Misusage
20
Colour Palette - Colour Variation
25
Typography
28
Secondary Graphics
30
Company Stationery - Business Card - Letterhead - Envelope
32
Stationery Set
38
Company App Design
39
B ra nd G ui de lin es These guidelines are for you reference to help you create consistency across all of BOTS communication media and to help you understand how to properly utilize your logo, colour palette, typography, layouts and other graphic elements to further strenghten your brand image. The following pages on each brand element will give you an in depth explaination to how you can use the elements we designed for you to help to benefit your brand’s growth and to create a great brand presence among your current and future potential customers.
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5
The Tool kit
Lo go
C olors
Ty p e fa c e s
The identity elements here are a toolkit used to express Butler Bold
BOTS brand and personality to its audiences. The BOTS toolkit is comprises of the BOTS logo and its various logo
ABCDEFGHIJKLMNOPQ RSTUVWXYZ
lock-ups, a family of both primary and secondary typefaces and a luxurious color palette. When used correctly, all o the components help to create a strong visual identity to your
BOTS Logo
PANTONE P 100-13 C
intended audience. The following pages will examine each
abcdefghijklmnopqrstuvw xyz
element in depth. Avenir Book ABCDEFGHIJKLMNOPQ RSTUVWXYZ BOTS Vertical Logo
PANTONE P 19-12 C
abcdefghijklmnopqrstuvw xyz
BOTS Horizontal Logo
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7
The
H oriz ont a l
Ve rti c a l
E l ements
L ock-U p E x a mpl e
Lock - U p Ex am p le
The logo consists of two elements, the Symbol and the Logotype. These elements were designed Symbol
to be together and the relationship between the Wordmark
elements is shown here.
Symbol Wordmark
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8
The
The
Logo
I ns pi ra t i o n
Our concept was to create an identity that does not convey the idea of wealth that standard luxury brands would normally suggest, but to create a different perception on how people can view luxury as. We created a simplified graphical element that consists of a combination of various visual perceptions of luxury. It combines the the element of a diamond, a common symbol of wealth and beauty togther with a 17th Century Tulip Bulb, a rare expensive tulip that is regarded as being a status symbol if they were in your own garden. The combinations aims to communicate an
17th Century Tulip Bulb
Diamond
Tulip Graphic
Diamond Graphic
+
association that does not symbolise wealth but suggests a sense of appreciation for natural beauty. The circular frame that confines the graphical elements connotes integrity and
=
perfection, reflecting an image of quality to the brand. The colours used boasts a luxurious palette, that uses royal purple on the symbol and gold accents on the wordmark. The logotype chosen is reflects a sense of modernism to serif fonts by giving the brand a contemporary identity that looks professional.
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L ogo
L ogo
S i ze
Min imum S i z e
It is important to always feature the BOTS logo prominently and make sure its size is relative to its environment. The BOTS logo should never be reproduced
Print Application
12.5MM
at sizes smaller than 12.5mm wide in print, and 50pixels wide in digital applications.
Digital Application
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50px
10
Logo
L o go
Grid
L o ck-U p Gr i d
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11
L ogo
L ogo
C l ea r s pace
L ock-U p Cl e a r s pa c e
It is important to provide
0.5X
adeuate clearspace around
0.5X
the BOTS logo to maintain its legibility and integrity. The outer purple zone is the non-interference zone.
0.5X
0.5X
The zone is based on the height of the BOTS logo(X) and minimum amount of clearspace around sides of the entire logo is equal to half (0.5X) the overall height of the BOTS logo. The diagram shown is for reference only and should never appear in any print or digital media materials. 0.5X
0.5X
0.5X
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0.5X
12
Logo
L og o
Pos i tio n in g
Posit i o ni ng E x a mpl e
A preferred position for the logo on a layout is to either anchored to the top left or bottom left margin. Positioning on the center or along the top and bottom of the y-axis is acceptable. It should never be anchored to the right top or bottom margin, nor should it be anchored in the quater margin
Logo positioned on the top right corner of the layout is preferred.
Logo positioned on the bottom y-axis of the layout is acceptable.
Logo enlarged on the middle y-axis of the layout is unacceptable.
Logo positioned on the top corner of the layout is unacceptable.
Logo positioned on the bottom y-axis of the layout is acceptable.
Logo positioned on the middle y-axis of the layout is acceptable.
Logo enlarged on the both top & bottom of the layout is unacceptable.
Logo positioned on the middle quater half of the layout is unacceptable.
of the page layout. Enlarging the logo to a scale that is larger than the scale of the layout is unacceptable and not recommended to execute.
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L o go
L ogo
M i s us e
Misu se E x a mpl e s
Do not out the logo.
Do not outline the logo with any colours.
Do not fill the logo with any other colours except the Primary & Secondary Colours stated.
Do not adjust the opacity of the logo
Do not stretch the logo.
Do not rotate the logo.
Do not place any elements infront of the logo.
Do not add a drop shadow to the logo.
Do not add a gradient to the logo.
Do attempt to fill in the empty spots of the logo.
Do not add any other text or typeface with the logo other than the logotype and typefaces stated.
Do not add any graphical element with the logo.
Do not combine shapes with the logo.
Do not add glow to the logo.
Do not use a background of a similar colour with the logo.
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Logo
Horiz o nt a l Lo ck-U p
Size
L og o M i ni mum S i z e
It is important to always feature the BOTS logo prominently and make sure its size is relative to its environment. The BOTS Horizontal logo should never
Print Application
15mm
be reproduced at sizes smaller than 15mm wide in print, and 60pixels wide in digital applications.
Digital Application
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60px
15
L ogo
Horiz ont a l Lo go
Grid
L ock-U p Gr i d
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Logo
H oriz o nt a l Lo go
Cl ea rspace
L ock-U p Cl e a r s pa c e
It is important to provide adeuate clearspace around the BOTS logo to maintain its legibility and integrity. The outer purple zone is the non-interference zone. The zone is based on the height of the BOTS logo(X) and minimum amount of clearspace around sides of the entire logo is equal to half (0.5X) the overall height of the BOTS logo. The diagram shown is for reference only and should never appear in any print or digital media materials.
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L ogo
Horiz ont a l Lo ck-U p
Pos i t i on in g
L ogo Po s i t i o ni ng E x a mpl e s
An acceptable position for the logo on a layout is to either anchored to the top left or bottom left margin. Positioning on the center y-axis is also acceptable, although not on the top and bottom of the y-axis nor inbetween it. It is also acceptable to anchor the logo to both the right top
Logo positioned on the top left corner of the layout is preferred.
Logo positioned on the middle y-axis of the layout is acceptable.
Logo enlarged on the middle y-axis of the layout is unacceptable.
Logo enlarged in relation to layout on the top corner of the layout is unacceptable.
Logo positioned on the bottom left corner of the layout is acceptable.
Logo positioned on the top right corner of the layout is acceptable.
Logo positioned on the both top & bottom of the layout is unacceptable.
Logo positioned on the middle half of the layout is unacceptable.
or bottom margin, though it should not be anchored in the quater margin of the page layout. Enlarging the logo to a scale that is large than the scale of the layout is unacceptable and it is not recommended to execute.
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Logo
Horiz o nt a l Lo ck-U p
Mi s use
L og o M i s us e E x a mpl e s
Do not out the logo.
Do not outline the logo with any colours.
Do not fill the logo with any other colours except the Primary & Secondary Colours stated.
Do not adjust the opacity of the logo.
Do not stretch the logo.
Do not resize any elements of the logo.
Do not rotate the logo.
Do not use other fonts other then the fonts stated.
Do not reposition the logo elements.
Do not add a drop shadow to the logo.
Do not add a background of a smiliar colour to any of the logo elements.
Do not delete any of the logo elements.
Do not add a gradient to the logo.
Do not wrap or distort the logo.
Do not change the colors of the logo other than the variations stated.
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L ogo
Vertic a l Lo ck-U p
S i ze
L ogo Mi ni mum S i z e
It is important to always feature the BOTS logo prominently and make sure its size is relative to its environment. The BOTS Vertical logo should never be
Print Application
17.5mm
reproduced at sizes smaller than 17.5mm wide in print, and 80pixels wide in digital applications.
Digital Application
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80px
20
Logo
Vert i c a l Lo go
Grid
L ock-U p Gr i d
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21
L ogo
Vertic a l Lo go
C l ear s p ace
L ock-U p Cl e a r s pa c e
It is important to provide adeuate clearspace around the BOTS logo to maintain its legibility and integrity. The outer purple zone is the non-interference zone. The zone is based on the height of the BOTS logo(X) and minimum amount of clearspace around sides of the entire logo is equal to half (0.5X) the overall height of the BOTS logo. The diagram shown is for reference only and should never appear in any print or digital media materials.
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Logo
Vert i c a l Lo ck-U p
Pos i tio n in g
L og o Po s i t i o ni ng E x a mpl e s
A preferred position for the logo on a layout is to either anchored to the top left or bottom left margin. Positioning on the center or along the top and bottom of the y-axis is acceptable. It should never be anchored to the right top or bottom margin, nor should it be anchored in the quater
Logo positioned on the top left corner of the layout is preferred.
Logo positioned on the top left corner of the layout is preferred.
Logo enlarged on the middle y-axis of the layout is unacceptable.
Logo enlarged in relation to layout on the top corner of the layout is unacceptable.
Logo positioned on the bottom left corner of the layout is acceptable.
Logo positioned on the top right corner of the layout is acceptable.
Logo positioned on the both top & bottom of the layout is unacceptable.
Logo positioned on the middle half of the layout is unacceptable.
margin of the page layout.
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L ogo
Vertic a l Lo ck-U p
Mi s us e
L ogo Mi s us e E x a mpl e s
Do not out the logo.
Do not outline the logo with any colours.
Do not fill the logo with any other colours except the Primary & Secondary Colours stated.
Do not adjust the opacity of the logo.
Do not stretch the logo.
Do not resize any elements of the logo.
Do not rotate the logo.
Do not use other fonts other then the fonts stated.
Do not reposition the logo elements.
Do not add a drop shadow to the logo.
Do not add a background of a smiliar colour to any of the logo elements.
Do not delete any of the logo elements.
Do not add a gradient to the logo.
Do not set the logo into a perspective space.
Do not change the colors of the logo other than the variations stated.
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24
Col ou r
Prima r y
S e c on d ary
Pa l et te
Colour
C olou r
The BOTS colour palette consists of only two colors, A primary royal purple color complimented with a luxurious gold colour. These colours are combined together associates itself with royalty, nobility and luxury. It brings a sense of extravagance and grandeur that allows itself communicate the brand’s services just via its colours.
Pantone Solid Coated
Pantone Solid Coated
Its boasts a sophisticated and
Pantone P 100-13 C
PANTONE P 19-12 C
yet it hint of warmness and
CMYK
CMYK
sensitivity to it. The palette is
C=62 | M=55 | Y=11 | K=1
C=29 | M=29 | Y=57 | K=10
such personalities as it is
RGB
RGB
neither too cold nor too warm
R=117 | G=116 | B=168
R=192 | G=161 | B=111
#7574a8
#b5a273
professional tone of voice, but
well balanced to communicate
in terms of its hues.
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C ol our
L ogo
Ve r t i c a l
H ori z on ta l
Va r i ati on s
Variatio ns
Va r i a t i o ns
Vari a ti on s
Two-Coloured Logo BOTS uses two colours for its logo (Purple and Gold). Using the Two-Coloured version is preferred as it aids in maintaining consistency
Logo
2C Vertical Lock-Up Logo
2C Horizontal Lock-Up Logo
1C Logo in Purple
1C Vertical Lock-Up Logo in Purple
1C Horizontal Lock-Up Logo in Purple
1C Logo in Gold
1C Vertical Lock-Up Logo in Gold
1C Horizontal Lock-Up Logo in Gold
and integrity.
One-Coloured Logo The coloured version of the logo should only be used where a one colour print job is required. In such instances, using BOTS 1C Purple logo is preferred as it is the primary brand colour. Though if the background of the media to be printed on is darker than the primary colour, the 1C Golden logo is acceptable to be used.
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Col ou r Var i atio n s
Fu ll Co l o ur
Gr eys c a l e
B la ck
R eve rs e d
& Wh i te
Wh i te
The Full Coloured version of the logo is the primary choice logo to be used whenever possible. Though if a situation arises where the print specification does not allow for coloured printing, or when the quality of print is low grade(e.g. fax) the Greyscale version of the logo would be acceptable for use. In situations where the logo needs to sit on a black background or in black and white reproduction, the Black and White version along with the Reversed White version of the logo is acceptable for use.
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27
Ty p ography Fon t Typography plays a very important role in our brand expression. We chose Butler
Butler
as the Primary Typeface for both the brand and logomark as creates a
Pr i ma r y Type f a c e Butler Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_
modern yet distinguished aesthetic, much like Bodoni, that complements the BOTS Symbol well in combination to convey the idea of the modern luxurious visual. It is a contemporary typeface that communicates the
Butler Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_
brands mission and services well. In terms of its visual, its a bold typeface that is able to span across its usage in the company stationery as well as in posters and publications.
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Butler Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_ 28
Typ ography Font The font Avenir, is able to portray in a subtle way, the visual of a modernistic outlook. The geometric
Avenir
design works well in incorperating it in both print and digital media. As well as
S e c o nd a r y Typ e fac e Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_
having a pesonality that is direct, simple, but friendly and honest and these characteristics help support the brand.
Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_ Avenir Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_
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29
S econdary G ra p hi c s
Patte rn S e r i e s 1
The secondary graphic element is made out of elements from the logo itself. It offers various patterns to form and creates a unique and interesting visual graphic. The Secondary graphic must span and fill the layout of whatever area it is placed in. Do not alter, add or attempt to change or recreate another pattern. Use the patterns given and stack them accordingly if needed.
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30
S econdary G rap h ics
Patt e r n S e r i e s 2
The secondary graphic element is made out of elements from the logo itself. It offers various patterns to form and creates a unique and interesting visual graphic. The Secondary graphic must span and fill the layout of whatever area it is placed in. Do not alter, add or attempt to change or recreate another pattern. Use the patterns given and stack them accordingly if needed.
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Company Stationeries B u sin e s s Ca r d Actual Size 50 x 88mm Paper Heavy Artcard, 300gsm Typeface Used Butler, Bold Avenir, Light / Book
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Company
B u si ne s s Ca r d
Stationeries Spe c i f i c a t i o ns 20mm
88mm
Bryan Teh
Sales Manage r +65 6890 1294 bryanteh@bots.com.sg www.buyoffthescreen.com.sg
Technology Park Block 212B, Ubi Road 4, Singapor e 819682
Nur Nabilah Bte Abdul Hakim Chief Executive Of ficer
28mm
+65 6939 0545 bryanteh@bots.com.sg www.buyoffthescreen.com.sg
50mm
Technology Park Block 212B, Ubi Road 4, Singapo re 819682
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33
Company Stationeries L e tte rh e a d Actual Size 210 x 297mm (A4) Paper Next White/Snow Paper, 100gsm Typeface Used Butler, Bold Avenir, Light / Book
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Company
L e tt e r h e a d
Stationeries Spec i f i c a t i o ns
15mm
40mm
25mm 26mm
37mm 40mm
96mm
25mm
15mm 15mm
40mm
25mm 26mm
37mm 40mm
25mm
25mm
96mm 15mm 25mm
Technology Park Block 212 B
+65 6890 1294
Technology Park Block 212 B
+65 6939 054 5
Ubi Road 4
bryanteh@bots.com.s g
Ubi Road 4
nurnabilah@bots.com.s g
Singapore 819682
www.buyoffthescreen.com.sg
Singapore 819682
www.buyoffthescreen.com.sg
6/6/2016
6/6/2016
MANDAI CHUA CHU KANG
MANDAI CHUA CHU KANG
251 TAMPINES STREET 98 #06-891 SINGAPORE 590251
251 TAMPINES STREET 98 #06-891 SINGAPORE 590251
Dear Madam,
Dear Mr Bryan Teh,
We hereby acknowledge receipt upon your order No. 0066/order/VII/2012 dated July 06, 2017. We here with send our invoice and a prepared contract in the enclosed files. If you agree with the terms and conditions, please kindly return a signed copy of the contract on July 30 at the latest.
I heard through the rumor mill that you are looking to promote someone and I knew I needed to write you this letter.
We have all requested items in stock and will dispatch the cargo within few days. Please let us know whether you are interested in shipment by sea or by air. We assure you that your order will be performed to your entire satisfaction. If there is any further information that you require, please do not hesitate to contact our customer service.
My colleague Victoria Kimball is everything you could ever want from an employee. She is always on time she never leaves early and she does exemplary work while she is here. It is obvious to both me and to the rest of our colleagues that she has a natural talent for what she does. Her clients love her and so do we. Not only does she do a great job herself but she helps the rest of us do our best too. She is always upbeat and happy which puts our whole department in a great mood every time we see her. She is always quick to help with whatever we need no matter what it is. She is very dependable trustworthy kind and hardworking. As you are considering who to give this promotion to please consider Victoria. She is a fantastic employee and she definitely deserves this. You would not regret it.
Yours faithfully.
Yours faithfully.
Bryan Teh
Nur Nabilah Bte Abdul Halim
Sales Manager
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Chief Executive Officer
35
Company Stationeries Envelo pe Actual Size 14 mm 14 mm 220 x 110 mm (DL Envelope) Paper Matt Artcard, 10gsm Typeface Used Avenir, Light
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36
Company
Enve l o pe
Stationeries Spe c i f i c a t i o n 20mm
20mm
17.5mm
17.5mm
+65 6889 0092 | contact@bots.com.sg | w ww.buyoffthescreen.com |
Technology Park Block 212B, Ubi Road 4, Singapo re 819682
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+65 6889 0092 | contact@bots.com.sg | w ww.buyoffthescreen.com |
Technology Park Block 212B, Ubi Road 4, Singapo re 819682
37
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38
Company
App
App Design Mock U ps
App Icon
Loading Screen
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Login Screen
Home Navigation Screen
Item Screen
39
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40