Design and Brand Document
by
INTRODUCTION DESIGN AND BRAND GUIDLINES These guidelines describe the visual and verbal elements that represent the AZ Service brand identity. This includes the brand name, logo and other elements like color, type, graphics and the deloyment of the developed graphics. Sending a consistent and controlled message is critical in presenting a unified image of the service organization. These guidelines will help in implementing AZ’s commitment to quality, consistency and style. Every element of this design document i.e the logo, name, colors and graphic elements are to considered as the AZ service organizations property and assets. Any future deployment of AZ Service realted materials should follow these guildelines and shoul avoid unauthorized or incorrect use of the brand or brand elements.
TABLE OF CONTENTS SECTION 1 THE SERVICE LOGO REPRESENTATION SECTION 2 THE BRAND TYPOGRAPHY SECTION 3 THE BRAND COLOR SYSTEM SECTION 4 IMAGES AND BLENDING MODES SECTION 5 BRAND DEPLOYMENT – MARKETING COLLATORAL SECTION 6 BRAND ICONOGRAPHY SECTION 7 OTHER BRAND DEPLOYMENTS
01
THE SERVICE LOGO REPRESENTATION
The logo is key building block of the AZ service identity, the primary visual elements identify with this. The “Logo” or signature is a combianation of the parent organizations name – they have a fixed relationship and should not be changed in any way.
The Logo Introduction The Logo Representations The Logo Contrucstion, Clear space And Computation Short Logo Don’t In The Usage Of The Logo
THE LOGO INTRODUCTION THE FULL LOGO A logo forms the center point of a brand and is highly intrumental in how brand is recognized and perceived by its audience. Everything about ones brand, from corparate stationary to promational material emanates from the logo. The AZ Service logo comprises of two main design elements i.e. the AZ primary logo or symbol and the logoype. The Icon and logotype should appear always for the logo to be considered the primary logo. It is vital to be consistent with this application and to never display the logo in configurations other than shown in the manual. Please note that the logo type is a altered form of “Gil San MT� and one should never attempt to make use of substiture font that many appear similar.
THE LOGO REPRESENTATIONS The Pimary Logo Representation The pimary logo representation. The icon-logotype combination i.e Icon in AZ RED, Dvidenr in Back and logotype in a Back and AZ RED combo over and white background.
The Reverse logo Representation The color AZ RED is widely used in brand representations. When the logo is superimposed over a plain AZ RED background or illustrative back ground, the given combination should be used.
Monochromatic logo Representation Every logo must be designed in a way that makes its viable for monochromatic representation i.e back and white Representation
THE LOGO CONSTRUCTION, CLEARSPACEAND COMPUTATION x
3.5x
LOGO CONSTRUCTION The spacing guide has been developed using a proprtion system The poroprtionate heights and/or widths are given in relation with what is referred to as X in the logo representation.
CLEARSPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind shouId invade this zone.
MINIMUM SIZE In order for the logo to be clearly seen in print or in on screen, a minimum size has been produced. The logo may not be applied smaller than 20mm wide in print and 60px wide on screen.
4x
3x
THE COMPACT LOGO OPTION This logo is used to print on small size things. The pimary logo representation. The icon-logotype combination i.e Icon in AZ RED, Dvidenr in Back and logotype in a Back and AZ RED combo over and white background.
DON’T’S IN THE USAGE OF THE LOGO
INCORRECT USAGE OF THE LOGO 1. Do not use logo in any configuration other than what is shown previously in this document 2. Do not use the logo in any other colored background that what is indicated in the Color System of the brand 3. Do not use the logo without divided 4. Do not use the logo as an otline 5. Do not use the logo in any other angel othan than what is recommended in the brand document 6. Do not alter the proportion and aspect ratio of the logo
02
THE BRAND TYPOGRAPHY
Typography is an essential part of the brand story. A uniform typography has to be followed to best convery the ideal emotion consistently throught the brand esperience. Typography is not just limited to recommended fonts buts also in a sense creates a typograpical hierachy that would help the users of the brand to visualise the importance of the information but simply considering that type of typography used The Primary Fonts And Typography
THE PRIMARY FONTS AND TYPOGRAPHY A SIMPLISTIC FONT The Gil Sans MT has been chosen as the primary font for the service brand because it will be in line with AZ’s overball brand guidelines. Gill Sans MT has been also retained for its legibility and simplicity os application.
PRIMARY FONT
Gill Sans MT Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnpqrstuwxyz 0123456789@%#*()$
Regular Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnpqrstuwxyz 0123456789@%#*()$
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnpqrstuwxyz 0123456789@%#*()$
Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnpqrstuwxyz 0123456789@%#*()$
03
THE BRAND COLOR SYSTEM
Color plays an important rolr in any brand identity . The following sectuon contain recommendations for various media. A palette of primary colors have been developed keeping in mind the brand guidelines of the primary AZ brand with some variations keeping in mind the young demographic of the region. Consistent use of these colors will contribute to the cohesive and harmonious look of the AZ Service Brand across relevant media.
Primary Color Systems
PRIMARY COLOR SYSTEMS Explanation: The AZ Service Brand has three offcial colors AZ RED, Black and White
100% 80%
60%
40%
Usage: Use them as the dominant color palette for all internal and esternal visual presentations of the company.
PRIMARY COLOR AZ RED
PRIMARY COLOR AZ BLACK
COLOR CODES RGB: R228 G35 B38 CMYK: C4 M98 Y98 K0 HEX: #E42326
COLOR CODES RGB: R0 G0 B0 CMYK: C75 M68 Y67 K90 HEX: #000000
COLORTONES
COLORTONES
20%
100% 80% THE GRADIENT
60%
40%
20% THE GRADIENT
04
BRAND IDENTITY ON STATIONERY
Color plays an important rolr in any brand identity . The following sectuon contain recommendations for various media. A palette of primary colors have been developed keeping in mind the brand guidelines of the primary AZ brand with some variations keeping in mind the young demographic of the region. Consistent use of these colors will contribute to the cohesive and harmonious look of the AZ Service Brand across relevant media.
Business Card Letterhead Envelope Folder Others
BUSSINESS CARD
9cm
Jonny Dr Mananger
5cm
004 Manchester City, English Phone : 0969568033 Mail : jonnyDraz@gmail.con Wed : azcarservice.net.org
LETTERHEAD AND ENVELOPE A4 size 22cm
12cm
2.5cm
LETTERHEAD AND ENVELOPE Deployment Examples
FOLDER
44cm
31cm 18cm 10cm
22cm
20cm
OTHERS
OTHERS
LANDSCAPE POSTER DESIGN: DIGITAL Poster to be displyed via a digital screen like TV at reception or screen saver in service center computer. Features: -Size:1600 x 1200 -Resolution: 300ppi -Aspect Ratio: 4:3 -Color: RGB -Format JPEG
Similar Style
LANDSCAPE POSTER DESIGN: DIGITAL Poster to be displyed via a digital screen like TV at reception or screen saver in service center computer. Features: -Size:1600 x 1200 -Resolution: 72ppi -Aspect Ratio: 4:3 -Color: RGB -Format JPEG
Similar Style
LANDSCAPE POSTER DESIGN: DIGITAL Deployment Examples
LANDSCAPE POSTER DESIGN: PRINT Poster to be of canvas or paper. The size and features mentioned here are excluding the frame. Features: -Size:800 x 600 mm -Resolution: 300ppi -Aspect Ratio: 4:3 -Color: CMYK -Format PSD -Paper: 150gsm to 170gsm Matt or Gloss finish
Similar Style
LANDSCAPE POSTER DESIGN: PRINT Poster to be of canvas or paper. The size and features mentioned here are excluding the frame. Features: -Size:800 x 600 mm -Resolution: 300ppi -Aspect Ratio: 4:3 -Color: CMYK -Format PSD -Paper: 150gsm to 170gsm Matt or Gloss finish
Similar Style
LANDSCAPE POSTER DESIGN: PRINT Deployment Examples
ROLL UP BANNER DESIGN: PRINT Roll Up Banner to be set up on a stand. Developed size is keeping in mind the most popular size used in the market. Features: - Size: 85 cm X 200 cm (No bleed required) -The top 15mm will be hidden behind the top edge of the frame - The bottom 50 mm will be hidden inside ths base of the frame-Format: PSD - Paper: 150gsm to 170 gsm Matt or Gloss finish - Safe area: No important content should be placed within 50mm from the bottom edge (see diagram) - Color: CMYK - Print: Satin Paper
ROLL UP BANNER DESIGN: PRINT Deployment Examples
BOOK SIZE That size is applied for catalog, brochure,... Features: -Size:A5 Landscape -Resolution: 300ppi -Color: RGB -Format PDF
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