NAT URE O F ID ENT ITY
cover
P L
IDENTITY
O A R O I
OF
D
02/ BRAND
THE
NATURE
STANDARDS GUIDELINES
B RAND STAN DA R DS GU I D E L I N E S
DESIGNED BY JIELING HUANG 2018
NAT URE O F ID ENT ITY
cover
P L
IDENTITY
O A R O I
OF
D
02/ BRAND
THE
NATURE
STANDARDS GUIDELINES
B RAND STAN DA R DS GU I D E L I N E S
BRAND STANDARDS GUIDELINES
All contents of POLAROID BRAND STANDARDS GUIDELINES was collected, written and design by Jieling Huang DESIGN INSTRUCTOR Jeremy Stout GR604, NATURE OF IDENTITY Academy of Art University, San Francisco
COPYRIGHT@2018 JIELING HUANG The Images in this book are used in accordance with the Creative Common License. This book is a non-commercial work produced as a student project for educational purpose, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.
www.huangjielingdesign.com
NAT URE O F ID ENT ITY
P O L A R O I D
02/ BRAND STANDARDS GUIDELINES
B RAND STAN DA R DS GU I D E L I N E S
TABLE OF CONTENTS
NAT URE O F ID ENT ITY
01 THE NEW FACE OF POLAROID _03
P
POLAROID NEW LOGO
O L
LOGO WITH BACKGROUND _05
A
LOGO ANATOMY
_11
ALTERNATIVE LOGOS
_13
SIZING THE LOGO
_14
UNAUTHORIZED USES
_15
POLAROID COLORS
_17
POLAROID TYPEFACES
_19
TYPE SETTING RULES
_21
02
D
_09
I
LOGO CLEAR SPACE
O
_07
R
LOGO COMPOSITION
BRAND APPLICATIONS BUSINESS SYSTEM
_23
APPLICATIONS
_25
B RAND STAN DA R DS GU I D E L I N E S
01
CHAPTER
THE NEW FACE OF POLAROID
01
POLAROID NEW LOGO
_03
LOGO WITH BACKGROUND
_05
LOGO COMPOSITION
_07
LOGO CLEAR SPACE
_09
LOGO ANATOMY
_11
ALTERNATIVE LOGOS
_13
SIZING THE LOGO
_14
UNAUTHORIZED USES
_15
POLAROID COLORS
_17
POLAROID TYPEFACES
_19
TYPE SETTING RULES
_21
NAT URE O F ID ENT ITY
P O L A R O I D
01
02
B RAND STAN DA R DS GU I D E L I N E S
POLAROID NEW LOGO
This is the display of the New POLAROID brand mark. The new mark is one of the most important element of the new visual identity system of POLAROID. This Logo is the core of the brand and one of our most valuable assets. It must ensure proper usage. The original idea of the new mark is inspired by the concept of chat bubble, which expresses the idea of connecting, sharing and communicating. The shape is also showing a letter “P�. It will present the identity of the New Polaroid.
03
NAT URE O F ID ENT ITY
P O L A R O I D
04
B RAND STAN DA R DS GU I D E L I N E S
LOGO WITH BACKGROUND
POLAROID LOGO IN DARK BACKGROUND
05
NAT URE O F ID ENT ITY
POLAROID LOGO IN COLOR BACKGROUND
P O L A R O I D
06
B RAND STAN DA R DS GU I D E L I N E S
LOGO COMPOSITION
MARK
POLAROID NEW LOGO
LOGOTYPE
07
NAT URE O F ID ENT ITY
P O L A R O I D
08
B RAND STAN DA R DS GU I D E L I N E S
LOGO CLEAR SPACE
1X
1X
1X
1X
1X
THIS SHOWS THE POLAROID MARK’S CLEAR SPACE. THE X-HEIGHT IS THE DIAMETER OF THE INNER CIRCLE.
09
NAT URE O F ID ENT ITY
1X
1X
1X
1X
1X
1X
P
THIS SHOWS THE POLAROID LOGOTYPE CLEAR SPACE. THE X-HEIGHT IS THE DIAMETER OF THE INNER CIRCLE OF LETTER “O”.
O L A R O I D
1X
1X
The area of isolation represents the minimum clear space that New Polaroid Mark and logotype needs and must be provided at all times. The Clear space has been established to ensure the logo visibility and impact. Maintaining the Clear space zone between the logo and other graphic elements such as type, images, other logos. ensures 1X
that the logo always appears unobstructed and distinctly separate 1X
from any other graphic elements. The minimum clear space of x should always be applied. Try to
1X
1X
maximize clear space whenever possible.
THIS SHOWS THE POLAROID LOGO COMBINATION(MARK + LOGOTYPE) CLEAR SPACE. THE X-HEIGHT IS THE SHAPE “O” ON LOGOTYPE. THE SPACE BETWEEN MARK AND LOGOTYPE ARE ALSO 1X HIGHT.
10
B RAND STAN DA R DS GU I D E L I N E S
LOGO ANATOMY
60*
60*
60*
ANATOMY OF THE PRIMARY MARK
30*
11
NAT URE O F ID ENT ITY
P O L A R O I D
ANATOMY OF THE LOGOTYPE
A logo is more than just business name in a pretty font. And while it should definitely look good, there is also meaning behind the design choices and composition of the logo too. The new mark of the Polaroid is been constructed in a bold and precise way. this final display has a well-developed conceptual base and a carefully crafted structure combination.
12
B RAND STAN DA R DS GU I D E L I N E S
ALTERNATIVE LOGOS
The New Polaroid logo can have three forms, mark only, logotype only and combine the mark and logotype vertically. Considering that the mark as same as the first letter of the logotype, should avoid combining them horizontally during use.
13
NAT URE O F ID ENT ITY
SIZING THE LOGO
In order to create consistent and appropriate brand image of the new Polaroid, sizes should be regulated in the visual standards. each combination should be used in a specific size. The minimum size of the new Polaroid mark is 21px on screen, or 0.25in (6.35mm) in print. When printing logo in small sizes, The legibility should always be the top priority.
P
0.25 in
O
MARK MINIMUM SIZE WITH CLEAR SPACE
L A R O
LOGOTYPE MINIMUM SIZE WITH CLEAR SPACE
I D
1.5 in
LOGO VERTICAL MINIMUM SIZE WITH CLEAR SPACE
1.5 in
14
B RAND STAN DA R DS GU I D E L I N E S
UNAUTHORIZED USES
Any unauthorized uses of the logo will consequence impact in the marketplace and hurt the brand. The new Polaroid logo must never be altered in any way. when developing products and applying logos, always use the templates that have been provided.
Do not stretch logo without maintaining
Do not apply the outline to the soild
Do not overlap the mark with the
the proportion of the logo.
color logo.
logotype.
Do not apply the drop shadow to the logo.
Do not change the angle of original
Do not using Gradient color on logo.
logo/logotype.
15
NAT URE O F ID ENT ITY
P O L A R O I D
Do not Flip the Logotype.
Do not use unauthorized placement.
Do not break the Logotype.
Do not opacity when placing the logo on an image.
16
B RAND STAN DA R DS GU I D E L I N E S
POLAROID COLORS
PRIMARY COLOR./01
17
CMYK
RGB
HEX
C: 0 M: 98 Y: 58 K: 0
R: 217 G: 35 B: 77
#D9234D
PRIMARY COLOR./02
CMYK
RGB
HEX
C: 65 M: 61 Y: 60 K: 45
R: 59 G: 58 B: 55
#3B3A37
NAT URE O F ID ENT ITY
Colors are powerful and drive our decision making. As a brand, The new Polaroid wants to cultivate a strong emotional connection with customers. Colors are what gives the new Polaroid personality and emotion. Polaroid colors are brave, bold and solid. They will provide a strong shortcut straight to clientele’s hearts.
P O L A R O I D
SECONDARY COLOR./01
SECONDARY COLOR./02
SECONDARY COLOR./03
SECONDARY COLOR./04
CMYK
RGB
HEX
CMYK
RGB
HEX
CMYK
RGB
HEX
CMYK
RGB
RGB
C: 0 M: 0 Y: 0 K: 100
R: 89 G: 93 B: 91
#595D5B
C: 81 M: 93 Y: 43 K: 53
R: 28 G: 14 B: 38
#1C0E26
C: 2 M: 8 Y: 98 K: 0
R: 250 G: 221 B: 34
#FADD22
C: 5 M: 3 Y: 6 K: 0
R: 239 G: 241 B: 233
#EFF1E9
18
B RAND STAN DA R DS GU I D E L I N E S
POLAROID TYPEFACES
PRIMARY TYPEFACE./01
TITLE/SUBTITLE/NUMBERS
GOTHAM TYPEFACE FAMILY./01 GOTHAM LIGHT
TYPEFACE FAMILY./02 GOTHAM BOLD
TYPEFACE FAMILY./03 GOTHAM NARROW
19
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 0123456789
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 0123456789
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 0123456789
NAT URE O F ID ENT ITY
PRIMARY TYPEFACE./02 P O
CAPTION/BODY
L A R
TYPEFACE FAMILY./02 DIN BOLD
TYPEFACE FAMILY./03 DIN REGULAR ITALIC
D
DIN REGULAR
I
TYPEFACE FAMILY./01
O
DIN 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 0123456789
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 0123456789
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 0123456789
20
B RAND STAN DA R DS GU I D E L I N E S
TYPESETTING RULES
This is the Largest type size in print format, Used on the big title, quotes. Align left GOTHAM BLACK 40/50 pt
This is the size of each chapter titles, table of contents, subtitles. Align left. GOTHAM BOLD 18/22 pt
21
THIS IS POLAROID TITLE
POLAROID CHAPTER TITLE
NAT URE O F ID ENT ITY
Polaroid Corporation, also called Primary PDC, Inc., American manuThis is the size for body copy.
facturer of cameras, film, and optical equipment founded by Edwin
Align left, Sentence case only.
Herbert Land (1909–91), who invented instant photography. The
DIN REGULAR 7/11.5 pt
company originated in 1932 as the Land-Wheelwright Laboratories, which Land founded with George Wheelwright to produce Land’s first invention, an inexpensive plastic-sheet light polarizer. By 1936 Land began to use polarized material in sunglasses and other P
optical devices, and in 1937 the company was incorporated under the
O
Polaroid name.
L A R O I D
This is the size for Captions, Align left or right, UPPERCASE
LOGO VERTICAL MINIMUM SIZE WITH CLEAR SPACE
LOGO VERTICAL MINIMUM SIZE WITH CLEAR SPACE
with underlines. DIN REGULAR ITALIC 6/8.5 pt
This is the size for Footer,
BRAND ST RAT EGY BO O K NAT URE O F ID ENT ITY
Align left, UPPERCASE. G OT H A M N A R R OW 4 . 5/6 pt
22
B RAND STAN DA R DS GU I D E L I N E S
02
CHAPTER
BRAND APPLICATIONS
23
BUSINESS SYSTEM
_25
APPLICATIONS
_27
NAT URE O F ID ENT ITY
P O L A R O I D
02
24
B RAND STAN DA R DS GU I D E L I N E S
BUSINESS SYSTEM
25
NAT URE O F ID ENT ITY
P O L A R O I D
26
B RAND STAN DA R DS GU I D E L I N E S
APPLICATIONS
27
NAT URE O F ID ENT ITY
P O L A R O I D
28
B RAND STAN DA R DS GU I D E L I N E S
29
NAT URE O F ID ENT ITY
P O L A R O I D
30
B RAND STAN DA R DS GU I D E L I N E S
BRAND STANDARDS GUIDELINES
All contents of POLAROID BRAND STANDARDS GUIDELINES was collected, written and design by Jieling Huang DESIGN INSTRUCTOR Jeremy Stout GR604, NATURE OF IDENTITY Academy of Art University, San Francisco
COPYRIGHT@2018 JIELING HUANG The Images in this book are used in accordance with the Creative Common License. This book is a non-commercial work produced as a student project for educational purpose, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.
www.huangjielingdesign.com
NAT URE O F ID ENT ITY
P O L A R O I D