Branding Book Template

Logo & Identity Usage Guidelines designed by imagearea for YourBrand

imagearea Š 2015 | Brand guidelines

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YourBrand Always one step ahead

You never get a second chance to make a ďŹ rst impression.

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Brand guidelines for your company

Table of Contents About the company

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The Logo The Logo and its usage 6 Black and grey scale 7 Clearspace 8 Unacceptable treatments 9

Color Palette The Logo color palette Color tints and secondary color

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Typography The typography The second font Headings and colors Character & paragraph styles

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Our brand The business card The letterhead

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Additonal Rubber stamps 18 Imagery 19

Why is this brand so important?

This identity guideline is a tool designed to project the image, values, and aspirations behind the brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution’s brand.

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Branding is not a look it’s a feeling!

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Brand guidelines for your company

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1.1 The Logo and its usage

YourBrand

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Always one step ahead

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A

YourBrand icon in circle

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B

YourBrand word mark

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YourBrand tagline

The YourBrand logo combines three elements: theYourBrand logotype,the tagline and the circle with the icon as a graphical element. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the YourBrand logo elements, are predetermined and should not be altered. Used consistently, they will reinforce public awareness of the company.

There are two versions of the logo which can be used.

Standard Logo

Second choice Logo

This is the logo of choice, to be used whenever possible. For all print and digital marketing.

A secondary version of the logo for all versions which need a background, for example over photos.

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Brand guidelines for your company

1.2 Black and grey scale

Standard Logo, contour 1pt black

Standard Logo, icon and second name 80% black

Second choice Logo. Background 100% black, contour 1 pt white.

Second choice Logo. Background and icon 80% black

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1.3 Clearspace

The YourBrandlogo requires serperation from the other elements around it. The space required on all sides is roughly eqivalent to the cap heighth of the logo type. It never should be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elementswhich could hinder legibility of the brand.

Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.

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Brand guidelines for your company

1.4 Unacceptable treatments pLeAse note: the Logo cAnnot be chAnged!

Although creativity is appreciated please do not alter the logo in anyway!

Do NOT rotate the Logo

Don’t use stroke shadows

Don’t alter height & width relationship

Do NOT use different colors

Don’ change position of elements

Don’t leave off graphical element

Don’t use frames

Do NOT use gradients in the BG

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2.1 The Logo color palette

A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.

Primary color palette Use of color for the printed and digital logo The following palette has been selected for use in YourBrand communcations. Lighter tints of these colors are also allowed., but the Logotype + background may only be used with a 100% tint.

The primary colors include a powerful blue, that embodies the strength and dynamic of your company. The additional colors are gray, black and white to underline the seriousity of your business.

Color 1

Color 2

Color 3

Color 4

CMKY 100 / 0 / 5 / 5 RGB 0 / 152 / 209 HEX #0098d1 Pantone 639 C

CMKY 70 / 55 / 41 / 17 RGB 85 / 97 / 111 HEX #55616f Pantone 431 C

CMKY 0 / 0 / 0 / 100 RGB 0/0/0 HEX #000000

CMKY RGB HEX

0/0/0/0 255 / 255 / 255 #ffffff

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Brand guidelines for your company

2.2 Color tints and secondary color The primary color palette includes specifications for Pantone colors on coated stock (C). When reproduced using the four-color process (CMYK), and when creating PowerPoint presentations (RGB).

The palette above allows the addition of primary colors to enrich the YourBrand visual identity as a whole..

Lighter tints of these colors are also allowed.

100%

80%

50%

20%

100%

80%

50%

20%

80%

60%

40%

Secondary color

100%

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3.1 The typography Font Kameron The institutional YourBrand typeface is KAMERON published

by Vernon Adams.

Kameron is a reworking and fusing of several classic Slab Serif and Egyptian type forms from the early to mid Twentieth Century.

This font should be used in all YourBrand communications to project a consistent visual identity.

This includes promotional materials, advertising, digital assets, and printed materials.

regular Kameron regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890

bold Kameron bold

This serif font is available in two weights. The YourBrand logotype uses both. The regular weight is for the first word, the bold weight for the second.

Print and web As a general rule, Kameron bold is used for headings (1 and 2), qoutes and intro text. All headlines should always be set bold.

This font is also avaiable as web font!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890

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Brand guidelines for your company

3.2 The second font

regular Open sans regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890

italic Open sans italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890

bold Open sans bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890

Font Open sans The secondary YourBrand typeface is Open sans published by Ascender Fonts.

Open Sans is a humanist sans serif typeface designed by Steve Matteson. It was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.

This font should be used in all YourBrand communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.

This serif font is available in 10 weights. We use 3 of them. The subline of YourBrand uses the regular weight.

Print and web As a general rule, Open sans is used for headings (3 and 4) and all basic text. This font is also avaiable as web font!

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3.3 Headings and colors Heading 1 Kameron bold 58 PT

This is YourBrand Quote Kameron bold 48 PT

This is YourBrand Heading 2 Kameron bold 58 PT

This is YourBrand Heading 3 Open sans 14 PT uppercase

This is YourBrand

Color versions for Heading 1 and Quote

Color 1 Color 2 Color 1 Color 2

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Brand guidelines for your company

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Basic text regular

Basic text Bold

Basic text italic

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List with numbers

List with bullets

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• • •

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4.1 The business card Here are examples of our brand applied on various promotional mediums, products and internal works.

55 mm

85 mm

125 Stonebridge Road Washington, D.C. 10035

Jonathan Gray Managing Director

1 234 456 567 contact@yourbrand.com www.yourbrand.com

Format: Width 85mm x Height 55mm

Color

(Pantone solid 431 C, 639 C and Pantone Process Black C

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Brand guidelines for your company

4.2 The letterhead 210 mm

125 Stonebridge Road Washington, D.C. 10035 1 234 456 567 contact@yourbrand.com

297 mm

www.yourbrand.com

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5.1 Additional work Rubber stamps Here are examples for some rubber stamps, usable for print and web. Rotate them to 15째 or -15째. Use gray, white or blue color, depending on background.

Proved Quality

Top Seller

Ceritfied Files

Brand guidelines for your company

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6.1 Imagery Please keep the following guidelines in mind when creating and using photography for YourBrand: 1. Use photography or illustration that is appropriate for the content, tone and production level.

2. Use grayscale images for all print products.

3. Use of imagery that demonstrates the creativity of the employees of YourBrand 4. You can use photos of steel constructions or other modern buildings.

5. For photos with business people use only single persons.

6. All photos should be light and clean.

7. Use the optimal image detail, so that it looks like zoomed into the picture.