HONEYCOMB COMMUNITIES Branding Book
CONTE SIGNATURE
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New Signature
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Alternate Lock-ups
10
Proportion & Clearspace
12
Logo Misuse
14
Color Palette
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Color Misuse
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Typography
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REBRANDING BY Isabela Araneta PHOTOS BY Teo Angelo Esguerra Kayo and Nica Cosio
ENTS DELIVERABLES
27
Corporate Deliverables
30
Brand Touchpoints
37
Brand Merchandise
50
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S S I G N AT U R E
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OUR NEW S I G N AT U R E Honeycomb Communities is a company that made building communities their business. They analyse markets and market potential, develop strategies to leverage small-group theory, and execute a strategy’s afterwork through web and app development, and editorials. In plain English, they’re people who are interested in people and dialogue. They specialize in marketing consultation whose client list includes Fully Booked, EDSA Beverage Design Company, Metrobank Group companies, and Jericho Rosales, just to name a few of them.
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A LT E R N AT E L O C K- U P S The new brand identity of Honeycomb focuses on the purity of speech and dialogue. The elements used for the main signature is a honeycomb-shaped speech bubble. The logotypes were made to be more open and wider, since the main identity for the rebrand was that it should look substantial. The individual elements, such as the speech bubble and logotype, can be used on their own depending on the format. A separate vertical lock-up is also available for use.
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PROPORTION & C L E A R S PA C E Since the signature and lock-ups are very open, they should not be laid out tightly. Proper measurements for the clearspace and proportion of elements are as follows.
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2.75x 0.5x
x
2.5x 0.5x
12y y
y y
5.5y y
y
24.5z z
z
z
z
z
11.75a
a 2a 0.5a
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LO G O MISUSE a. The signature, icon, and logotypes may not be stretched in any way. b. The elements of the logo may not be rearranged; the speech bubble must remain above the logotype at all times when using the complete signature. Proper tracking must be used at all times. c. The speech bubble should not be rotated or distorted in any form, whether as a standalone icon, or within a signature.
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a.
b.
HONEYCOMB COMMUNITIES
c.
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d.
d. The icon should never be filled.
e.
e. Changing the width of the strokes of the icon is not allowed. You may not remove any element of the icon, or replace the shape inside with a different shape like another hexagon.
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f.
g.
f. Never use or recreate the logotype with a single font weight. Do not use any other typeface, whether similar or not, to recreate the logotype.
g. Do not combine elements from the alternate lock-ups to create new lock-ups, such as creating stacked logotype lock-up using the vertical logotype lock-up.
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CO LO R PA L E T T E The colors and patterns used inspired by bee stripes. Pure black and white colors were not used so as not to overpower the simplicity of the logotype. Instead, the chosen colors were used to avoid the brand looking too sterile, generic, and not be an overall representation of who the brand is and the people behind it. Since the people behind the brand wanted the colors to be simple yet unique, highlights of yellow were also used to show the playfulness of the brand.
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PANTONE P 10-9 C
PANTONE P 10-6 C
C: 0 M: 7 Y: 24 K: 4
C: 0 M: 19 Y: 72 K: 0
C: 70 M: 64 Y: 63 K: 65
R: 244 G: 224 B: 190
R: 255 G: 206 B: 98
R: 42 G: 42 B: 42
F4E0BE
FFCE62
2A2A2A 19
a.
b.
CO LO R MISUSE a. Do not use any other color not found in the brand color palette.
b. Do not use the colors in a ways that the elements cannot be eaaily distinguishable. Do not change the opacity of the colors.
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c.
c. Do not use any blending options.
d.
d. Do not use any picture as an overlay.
Options include, but are not limited to: -
Stroke Inner Shadow Drop Shadow Inner Glow Outer Glow Bevel and Emboss Pattern Overlay
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TYPOGRAPHY
The main typefaces used for the brand were a variation of weights of Gotham, and Mercury. Gotham was used for it’s simplicity and versatility, allowing the brand to appeal to a wider audience. Mercury is used a secondary typeface to complement Gotham due to the similarity of the angles to the icon, and to the similarity of roundedness with the primary typeface. These typefaces show the values of simplicity and straight-forward approach that the company values - no frills and fuss.
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ABCDEFGHIJKLM NOPQRSTUVWXY Zabcdefghijklmn opqrstuvwxyz012 3 4 5 6 7 8 9 ,-:;&!?*©$%£
ABCDEFGHIJKLM NOPQRSTUVWXY Zabcdefghijklmno pqrstuvwxyz01234 5 6 7 8 9 ,-:;&!?*©$%£
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Ag GOTHAM
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Ag MERCURY
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D DELIVERABLES
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C O R P O R AT E DELIVERABLES Due to the simplicity of the identity, there was room to play around with how the copy is laid out. The general layout of the copy is angled, just like the angles of the icon in the signature. The layout also follows a grid. Details include: a. Multicolored business cards b. Envelope layout c. Company letterhead
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a.
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b.
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c.
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T TOUCHPOINTS
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BRAND TOUCHPOINTS The brand touchpoints are separated into two categories: Personal and Co-Working. Personal touchpoints include things that the brand would use for social media accounts. Since most of their work is done online, it’s only apt that they have a better brand presence online. a. Display Image/ Avatar for social media b. Twitter account avatar c. Facebook Cover Photos
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a.
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b.
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c.
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BRAND TOUCHPOINTS Co-working touchpoints deal with touchpoints that the company would use not just for their office, but also for the coworking space they’re setting up for other designers and collaborators. These include: d. Co-Working Space Month Pass Card e. Co-Working Space Day Pass Card f. Office Glass Panel Label g. Laptop Decal h. Custom Pencils i. Rubber Stamps for Documents j. Mobile and Desktop Wallpapers
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d.
e.
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f. 44
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g.
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h.
i.
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j.
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BRAND MERCHANDISE Since the company is all about community building, the merchandise deals with things that are easily reproducible and can be modified with each event. These merchandise items allow for the brand to showcase itself and collaborators. a. Hoodie b. Cap c. Umbrella d. Shirt e. Postcards
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a. 51
b.
c.
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d.
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e.
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