BRAND BOOK / 2014
CONTENT/ 01. INTRO
02. BRAND
03. STRUCTURE
Objectives
Logo Symbol
Technical Plans
Focus
Symbol
Protection Area
Challenge
Logo
Brand Disposition
Goal
Font
Format
Secondary Font
Prohibited Uses
Chromatic Scheme Chromatic Versions
BRAND BOOK / INTRO
01.INTRO / During the process of transformation of any brand, they tend to progress and evolve into different forms of expression which are sometimes visually disconected to its older versions.
With the purpose of expanding its conceptual
potential and its importance among its competitors newer, modern versions of the brand appear.
BRAND BOOK / INTRO
OBJECTIVES/ FOCUS/
GOAL/
CHALLENGE/
Create the structure and narrative to the
Refresh the brand by simplifying its original
Build a new and refreshed global image that
brand. Adding content, direction, form and
elements, and establishing a sophisticated
identifies Pritty Pearlescent Pigments and its
complete style to the global image of PRITTY
identity that is coherent to other companies
industry.
Pearlescent Pigments.
belonging to the same industry.
BRAND BOOK / INTRO
02. BRAND / Logo Symbol Qualities
Capacity to build a complete brand
More impact, more attention
There is only one graphic to the brand
The same logo symbol is used in different ways in order
When a symbol is included in a logo a better capacity
There are no other alternatives to the logo, therefore it
to create a coherent structure of communication.
of recognition is achieved.
is always presented the same way, making this an
Therefore, the logo is present in all corporate material and all external communications.
excellent strategy for recognition. When other additional elements are simplified a better retention and absorption is accomplished.
BRAND BOOK / BRAND
BRAND
/ SYMBOL
Logo with Symbol
OFFICIAL VERSION / OFFICIAL COLOR
BRAND BOOK / BRAND
NEGATIVE VERSION / DARK BACKGROUND
BRAND BOOK / BRAND
BRAND
/SYMBOL
EMBLEMATIC CAPACITY The symbol may be used independently from the typographic portion of the logo. The symbol may be used as an official emblem in order to identify the brand when the complete name is not needed.
ORIGIN OF SYMBOL A minimal and simple form. Thin and delicate lines which makes the brand much more approachable and organic.
BRAND BOOK / BRAND
BRAND
/SYMBOL
TYPOGRAPHIC PORTION The typographic segment is built of two different levels that are justified on both sides.
TRACKING / KERNING Regular on LOGOTIPO Adjusted on SLOGAN LOGOTIPO /BAUHAUS Md Tb BOLD TYPOGRAPHIC ATTRIBUTES Combination of styles light and medium, in order to create balance in the entire column.
SLOGAN / BRANDON GROTESQUE
BRAND BOOK / BRAND
BRAND /
TYPOGRAPHY / MAIN FONT
LOWERCASE
abcdefghijklñmn opqrstuvwxyz
BAUHAUS Md Tb BOLD UPPERCASE
TYPE OF FONT PALO SECO / SANS SERIF
ABCDEFGHIJKLÑMN OPQRSTUVWXYZ
NOTE This font is taken as a reference. Some characters may present certain alterations when applied in different materials.
1234567890 !#$%&/()=?
SPECIAL ChARACTERS
BRAND BOOK / BRAND
BRAND /
TYPOGRAPHY / Additional
ADDITIONAL FONT
LOWERCASE
abcdefghijklñmn opqrstuvwxyz
BRANDON GROTESQUE UPPERCASE
TYPE OF FONT PALO SECO / SANS SERIF
ABCDEFGHIJKLÑMN OPQRSTUVWXYZ 1234567890 !#$%&/()=?
SPECIAL CHARACTERS
BRAND BOOK / BRAND
BRAND
/CHROMATIC SCHEME 80 % 60 %
PANTONE 3115 C
40 % 20 %
60 % 40 % 20 %
60 % 40 % 20 %
2%
187
12 %
217
10 %
80
20 %
154
50 %
202
62 %
80 %
PANTONE 3005 C
16
70 %
80 %
PANTONE 7688 C
0%
10 %
33
40 %
120
0%
181
80 %
BRAND BOOK / BRAND
BRAND
/CHROMATIC VERSIONS
GREYSCALE
COLOR VERSION
NEGATIVE VERSION
ONE BLACK INK
COLORED BACKGROUND
ONE COLORED INK
BRAND BOOK / BRAND
BRAND
/PHOTOGRAPHS
03. STRUCTURE /
X
Y
BASIC SCALE /
The basic grid is composed by vertical and horizontal
These lines cross among them creating squares of
lines perfectly spread, forming a symetric and
the same dimensions that maintain the logo’s
modular structure.
proportion in any size.
BRAND BOOK / STRUCTURE
STRUCTURE
/TECHNICAL STRUCTURE U
30 U
3 CM
1
U
7U
1
U
Each square represents a unit and its number shows
The reticular grid prevents the use of a distorted logo
the amount of times it is present (horizontally and
in other brand applications.
vertically)
BRAND BOOK / STRUCTURE
STRUCTURE
/PROTECTION AREA U
1
3 CM
U
1
U
The Protection Area is the space that may not be
This allows the logo to have a security zone that
intervened or used around the logo. This space
secures the immediate recognition of the brand.
represent 1u of the grid.
BRAND BOOK / STRUCTURE
STRUCTURE
/BRAND DISPOSITION AND FORMAT
HORIZONTAL DISPOSITION /
The brand is only used horizontally, maintaining its original proportions.
SMALLEST LOGO SIZE APPROVED / X
5,7 CM
Y
1,3 CM
BRAND BOOK / STRUCTURES
PROHIBITED USES /
04. CORPORATE
MATERIAL /
CONTAC CARD /
LETTERHEAD COVER /
LETTERHEAD REVERSE /
POWER POINT TEMPLATE - COVER /
POWER POINT TEMPLATE - INFO /
POWER POINT TEMPLATE - INFO /
POWER POINT TEMPLATE - REVERSE /
ENVELOPE /
ENVELOPE 2 /
CD LABEL /
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