VISUAL IDENTITY GUILDELINE Australian Military Mateship Association
CONTENT VISUAL IDENTITY
TYPEFACE DESIGN
VISUAL SUPPLIES
LOGOTYPE INTROUDCUCTION
TYPEFACE INTRODUCTION
BUSINESS CARD
LOGOTYPE CONSTRUCTION
TYPEFACE CONSTRUCTION
LOGOTYPE USAGE
TYPEFACE FAMILY
VISUAL ELEMENT
TYPEFACE FEATURE APPLY
VISUAL IDENTITY SYSTEM
• Logo Introduction • Logo Construction • Logo Usage • Incorrect Usage • Visual Element
Logo Introduction Why Square and Circle New olders are new blood, but also contain exclusive personality to new group, which I used square to be the symbol of exclusive. Meanwhile, the inclusive personality is one of the most important personality required in Australian Military to build solders together which I used circle to present. The process of a new solders change from be exclusive to new environment to be inclusive to group but be exclusive to enemy is the main idea of logo.
Why Towards Up Military Culture is focus on make achievement. Towards up is to show Australian Military working together and move to higher stage.
Why Smooth Inner Be exclusive to the enemy, be inclusive to mate. To represent this concept, I use border-radius to replece the inner corner.
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45
Logo Construction
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Logo Usage-Colour
Non-infringement area
Colour instruction
This logo must be set in free enough space and do not be too close to other elements.
Color of the logo can only in four types colour below C: 100 M: 93 Y: 62 K: 46
C: 98 M: 79 Y: 38 K: 3
C: 91 M: 66 Y: 16 K: 0
C: 72 M: 35 Y: 0 K: 0
R: 93 G: 62 B: 46
R: 0 G: 69 B: 114
R: 8 G: 87 B: 150
R: 68 G: 139 B: 203
Three other types of logo usage
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Logo Usage-Black & White Usage Usage of logo in Black and White obeys all the instruction of isage of colour logo except colour.
Display on black and white stuff In black and wirhite printing stuff, logo can be display in black or white on black background. the deep colour logo is not black.
Using on colour background In some of situation, Logo can be desilapy in white on clourful cakground.
C: 84 M: 80 Y: 78 K: 64 R: 27 G: 27 B: 27
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Incorrect Usage
Incorrect Usage Those usage of colour or black and white type logo is incorrect.
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Visual Element Three main visual elements These three visual elements are produced to increase the graphic impression to audience. the form of dispaly visual element can be vary but only these three elements can be applied in further graphic design.
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Visual Element Futher usage-Blending To make the visual element usage further and produce more possiblity, any further effect can be and on to support the visual outcome. The method of blending is one of the recommonded method to develop the visual element expression
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• Typeface Introduction
TYPEFACE DESIGN
• Typeface Construction • Typeface Family • Typeface Feature • Apply
Typeface Introduction
Mateship as a Typeface To develop the influence of mateship concept in new solders, make they into the environment is high efficient. According to the age and ritual of them, design a typeface is one of the best choice since they are more like to typing words and communicate with others and surfing on internet. The type face named Mateship, which contains two types – regular and bold. The typeface was designed for display on screen and printing stuffs. Each of them has features of the mateship logo, the up towards concern and smooth inner.
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AaBbCc 123
MATESHIP REGULAR
AaBbCc 123
MATESHIP BOLD
Typeface Construction
Tyeface Construction Mateship typeface was constructed by illustrate basic geometry shape, circle and rectangle. The angle of the font basically reflect the features of logo design – 45-degree angle and each of the letter contains Two features of the visual system.
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Typeface Family
abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 Mateship Regular 13
Typeface Family
abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 Mateship Bold 14
Typeface Feature Up This feature is the main feature of Mateship typeface which is reflect on the “pursue higher� virtue of mateship in military conception. The up section will appear at the right part of the letter which has two parts towards up direction.
Ascender Cap-height X heigh t
Base Line Descende r
Smooth Inner To reflect the inclusive personality of mateship, and also reflect the design detail of logo design, all inner corner of the letter, both uppercase letters and lowercase letters, are smoothe'd. 15
Apply
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DESIGN SUPPLIES
• Business card (Vertical) • Business card (horizontal)
Business Card (Vertical)
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Business Card (Horizontal)
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Mateship visual identity and Typeface Guildeline Nanxiang Hu 2017/06/13