graphic design & advertising
Howard Kongstein 1089892
minimalism Creativity is more than just being different. Anybody can plan weird; that’s easy. What’s hard is to be as simple as Bach. Making the simple, awesomely simple, that’s creativity - Charles Mingus
2
STYLEGUIDE 2017 graphic design & advertising
Kongstein is a personal identity created to show prospect clients how simplicity can be presented in a unique and distinctive way. Designer Charles Mingus said, “Making the simple, awesomely simple, that’s creativity�, which is exactly what I intend to do. Kongstein is about being different, unique and outstanding in the simplest way possible. There is one artist that made me realise that some lines are created by others, and that this line may be the simple line that is awesomely simple. Austin Kleon explained that one line drawn horizontally to another line created a third line. He is talking about the line created in-between the two horizontal lines. Kongstein is the line in-between. The one who suddenly appears and is ready to create. The appearance of Kongstein Design & Advertising is very simple, but also very diverse. The sophisticated black and white style creates and represents a strong line of personality that can be used in different ways. It has been designed effectively to be placed on diverse mediums, such as various documents, t-shirts, bags, key-chains. To ensure that the distinctive and unique brand personality maintains a consistent look and feel no matter what medium it is being displayed in or on, it is important to follow the guide provided, to keep the brand focused and unique.
3
STYLEGUIDE 2017 graphic design & advertising
4
STYLEGUIDE 2017 graphic design & advertising
clear space
To preserve Kongstein’s logo integrity and to ensure legibility, the logo must be surrounded by a minimum amount of clear space. This will isolate the logo from competing graphic elements, such as text, icons or other patterns. The minimum clear space for the logo is the height and with of the “K” in the wordmark. However, the logo can and will be displayed on a pictured background, this is the only exception. graphic design
5
&
advertising
STYLEGUIDE 2017 graphic design & advertising
graphic design & advertising
graphic design & advertising
black logotype
white logotype
PANTONE: STANDARD BLACK CMYK: 0, 0, 0, 100 RGB: 35, 31, 32
100% white CMYK: 0, 0, 0, 0 RGB: 255, 255, 255
graphic design & advertising
graphic design & advertising
6
graphic design & advertising
graphic design & advertising
graphic design & advertising
graphic design & advertising
STYLEGUIDE 2017 graphic design & advertising
on coloured background: WHITE LOGOTYPE
white background: BLACK OR COLOURED LOGOTYPE
graphic design & advertising
graphic design & advertising
on pictured background: SUITABLE BLACK/WHITE LOGOTYPE 7
STYLEGUIDE 2017 graphic design & advertising
do not abuse logo
8
STYLEGUIDE 2017 graphic design & advertising
DONT’S
REVERSE
9
OUTLINE
FILL
EFFECTS
STRETCH STYLEGUIDE 2017 graphic design & advertising
10
STYLEGUIDE 2017 graphic design & advertising
k // kongstein typography adam.cg pro
ABCDEFGHIJKLMNOPQRSTUVWX YZ
headlines & bold uppercase only
123456789
regular
@?!#$%&/()=+-
phantom
a b c d e f g h i j k l m o n p q r s t u v w x y z
headlines regular uppercase only
1 2 3 4 5 6 7 8 9 @ ? ! # $ % & / ( ) = + -
regular / italic / bold
Shree Devanagari 714 Copy + extra info Regular / italic / bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m o n p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 @ ? ! # $ % & / ( ) = + -
11
STYLEGUIDE 2017 graphic design & advertising
12
STYLEGUIDE 2017 graphic design & advertising
13
STYLEGUIDE 2017 graphic design & advertising
14
STYLEGUIDE 2017 graphic design & advertising
Kongstein folder
Folder for letters, concepts and etc. for clients with a business card included.
15
STYLEGUIDE 2017 graphic design & advertising
stamp
16
STYLEGUIDE 2017 graphic design & advertising
signage
17
STYLEGUIDE 2017 graphic design & advertising
bag
18
STYLEGUIDE 2017 graphic design & advertising
TEES
19
STYLEGUIDE 2017 graphic design & advertising
plates
20
STYLEGUIDE 2017 graphic design & advertising
bag and button
21
STYLEGUIDE 2017 graphic design & advertising
STYLEGUIDE 2017 graphic design & advertising