DESIGN MANUAL
TABLE OF CONTENTS 03
AN INTRODUCTION
04
OUR LOGO
06
LOGO - correct usage
07
LOGO - don’ts
08
COLORS
09
TYPOGRAPHY
10
OUR SIGNATURE
11
OUR IMAGE
12
LAYOUT
13
STATIONARY
15
MARKETING MATERIAL
AN INTRODUCTION PURPOSE
We’ve created this Brand Style Guide to help guide sponsors and their marketing agencies create effective Think Beyond the LabelSM communications. So that our messaging appears to be seamless—of one voice, of one look and feel—we put together this set of guidelines to maintain a unified presence. Use this Style Guide to answer questions you may have about things like: • • • • • • •
Brand Voice Trademark Logo Usage Color Photography Copy And more….
If you have questions about this Style Guide, please contact Wirestone, the Think Beyond the Label branding agency, using the information on page 19.
USAGE
Because we are launching a new brand, we hope to protect the integrity of Think Beyond the Label. To that end, there is one important rule in using the brand: Only use the Think Beyond the Label brand when targeting businesses. This relates to targeted ad placement for businesses, as well as the creation of materials that target businesses. UNDER NO CIRCUMSTANCES should the brand be used when targeting a broader audience EVEN WHEN THAT AUDIENCE INCLUDES BUSINESSES. Remember: Only use the Think Beyond the Label brand when targeting businesses EXCLUSIVELY. Please refer to the Think Beyond the Label Toolkit for further usage details and examples.
03
OUR LOGO Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back (our lawyers however, are another story).
01 Print & Cut logo This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, cut vinyls, flyers and product packaging
02 Screen logo This is our logo to be used for all screen work, including websites, banners and presentations. Please make sure you are using the latest version as we have made it 17% nicer than the earlier version.
Both these logos are available in a negative version. 04
OUR LOGO 01
02
05
CORRECT USE OF THE LOGO Provide logos with different colors, and specify which colours are allowed. Think Brick gives designers a lot of options with its design. The point is to allow flexibility while maintaining consistency.
06
LOGO USE DON’TS You’re a professional, and you know better than to mess around with logos. But many others will try and think they’ve done a good job. They are so wrong. You must make clear what they can and cannot do with a design.
07
COLORS IThjelp24.no colors help convey our brand personality, which is dynamic yet approachable. Consistent use of these colors is vital to our corporate identity. Please use only the color palette and the color formulas and percentages as specified in this document when displaying the Vidyo logo and designing other visual elements for Vidyo communications materials in print and electronic media.
R:
64
G:
64
B:
65
C:
0
M:
0
Y:
0
K:
90
#
404041
R:
27
G:
117
B:
187
C:
85
M:
50
Y:
0
K:
0
#
1b75bb
R:
0
G:
173
B:
239
C:
100
M:
0
Y:
0
K:
0
#
00adef
08
TYPOGRAPHY OUR LOGO FONT NAME: AERO REGULAR small caps abcdefghijklmnopqrstuvwxyzæøå 0123456789?(*)&%$ LARGE CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ 0123456789?(*)&%$ OTHER FONT NAME: FUTURA MD BT small caps abcdefghijklmnopqrstuvwxyzæøå 0123456789?(*)&%$ LARGE CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ 0123456789?(*)&%$
09
OUR SIGNATURE These logos should never be manually created or combined. Only use the locked up version provided to you. To ensure the Think Beyond the Label signature is always legibly and accurately reproduced, the minimum width for the signature is W: 2.6142 in, H: 1.3575 in Maintain a clear area on all sides of the signature equal to or greater than the height of the “T” in “THINK” (X).
2.6142 in
1.3575 in
Clear Space
10
OUR IMAGE LOOKING GOOD As the world is introduced to our look, we need to present ourselves in a consistent manner. There are right ways to use our image and imagery, and thereare ways we want to avoid altogether. The following pages will help you present Think Beyond the LabelSM as the smart, friendly partner we are.
11
LAYOUT STYLE Our photography is one of the strongest elements of the composition of our advertising, and it is used to tell a specific story that works with the headline. The photography is always used with a full bleed. The bold red punch label containing the headline is used to obscure the subject’s eyes and, in doing so, creates a disrupting visual for the reader. Body copy is grouped into semitransparent gold/khaki boxes for readability and organization. Finally, the Think Beyond the LabelSM signature logo is displayed prominently and clearly.
CONSISTENCY Keep font sizes and formatting styles to a minimum to avoid visual confusion. Maintain one font color throughout, and always use white for the punch label font. Logo color is dependent on the darkness of the background photography.
ORGANIZATION Design elements are grouped into no more than two general areas to maintain an easy flow for the reader. Maintain the hierarchy of messaging by keeping the headline large and prominent while displaying the body copy much farther down on the page. Design elements must not obscure important parts of the photography such as faces or essential parts of the composition referenced in the messaging.
12
STATIONARY BUSINESS CARDS Our business cards are design to match our color profile and visual outreach. The main focus is put on the logo and the word cloud. The only allowed changes in the business cards are name, phone number and email. Other then that the content is locked. If any other changes are done you have to contact us for approval
ET
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BACKSIDE
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P P A
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T E N
ADATA TT
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TT
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TIK E BU D TT SI IK NE TT UT NEETTHJBELPS N
NATA APP A T PS D DA T
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TTNE OG E N ME
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H TA A D E
K N K I G P T I JE LG S U E H E B HJOSTINAM A T D T R H G G A U A N TNE OPGSPRO IDEOSTI B D T A S H
NEID TS
FRONTSIDE
Stig Marius Betten Åsgård Vi gjør ditt firma synlig!
+47 47326540
post@ithjelp24.no
www.ithjelp24.no
BUSINESS CARD SPECIFICATION Our business card are designed to give a professional and exclusive look. If possible they should be printed with uv spot color on the backside to bring forward our business area and logo. If this is not possible they should have a soft touch feel and are not to be printed on less then 300 gsm paper.
13
STATIONARY ENVELOPES Our design includes ready made templates for M65, C4 and C5 envelopes. The design is locked and are not to be changed unless otherwise instructed, ex. address change. The envelopes has to be printed on atleast 90 gsm paper. The M65 envelopes can have windows.
WINDOW
+47 47326540
post@ithjelp24.no
www.ithjelp24.no
Terrasseveien 5c, 6516 Kristiansund
+47 47326540
+47 47326540
post@ithjelp24.no
post@ithjelp24.no
www.ithjelp24.no
www.ithjelp24.no
Terrasseveien 5c, 6516 Kristiansund
Terrasseveien 5c, 6516 Kristiansund
14
MARKETING MATERIALS WEB BANNERS Our web banners are designed to give the impression of our professional services. The banners are provided in several sizes, depending on usage. The text is changed according to marketing usage.
CONSISTENCY Keep font sizes and formatting styles to a minimum to avoid visual confusion. Maintain one font color throughout, and always use white for the punch label font. Logo color is dependent on the darkness of the background photography.
15