Find My Keys Branding Project LOTTECH
01. About our brand Values - Lottech are solving a traditional problem with modern technological advancements in order to save consumers money. - Find My Keys goal is to provide car & home key owners with the peace of mind and the ability to locate their keys with the use of a GPS key ring.
of charge and links specifically to their key ring. A product manual is also provided, with instructions on how they can login via the website to locate the key ring if necessary.
Positioning - 5.6 million people lose their keys every year in the UK, with the average replacement cost of ÂŁ500 (Suffolk police, 2013). - There is no current product combining these technologies in order to locate keys via GPS and through the ability of sounding an alarm on the keys. - In 2012 the UK had 83 million mobile phone users (eMarketer, 2013), of these 36 million were smartphones users. - In 2010 there were approximately 34 million registered cars in the UK, no car manufacturers currently provide this service with car keys. - The use of smartphones is set to increase to 63 million by 2016, which is over 50% of the market (eMarketer, 2013).
Overall tone of voice Helpful, Professional
Vision With each ÂŁ20.00 purchase, Lottech provide a state of the art GPS key ring, 2 spare triple A batteries provided, and also a code which enables customers to purchase the app free
Personality Distinct, Bold, Clean, Clear, Confident, Friendly, Approachable
Brand visuals In design terms the most important of the brand values are boldness and consistency. In graphic terms we should interpret boldness to mean decisiveness - a well defined idea of what you want to achieve and what visual tools you use to do so: Establish a clear focal point on the page and group related items together. Make sure that your main message packs the biggest punch and all subordinate text and imagery follows a clear hierarchy. If this is done consistently throughout each piece of work the message will be clear. Indecision will result in weak visuals and weaker messages.
LOTTECH
02. The logo
LOTTECH
Brandmark
The logo is comprised of the ‘brandmark’ (the key), and the text element or ‘logotype’. The logotype and circle can be used on their own. The key can be used decoratively or on its own as a watermark The logo can be used with the Find My Keys type or the Lottech logo.
Brandmark
Elements
Find My Keys
LOTTECH
Logotype
Logotype
03. Logo variants Variations The logo is available is only used portrait. The logo can be used in monochrome versions The preferred choice is colour but for lower quality prints the logo can be used in monochrome. In smaller merchandising items the logo can be used without text
LOTTECH
04. Typography
LOTTECH
Typography The core typeface used to represent Lottech and Find My Keys is Neogrey. The various recommended weights to be used are shown opposite. Use this for professionally produced design work. For documentation the chosen font is Helvetica. The various recommended weights to be used are shown opposite Neogrey
Neogrey Medium
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abcdefghijklmnop ABCDEFGHIJKLMNOP
Helvetica
Helvetica
abcdefghijklmnop ABCDEFGHIJKLMNOP abcdefghijklmnop
abcdefghijklmnop ABCDEFGHIJKLMNOP abcdefghijklmnop
05. Colour set
LOTTECH
Colour Palette The colour palette is the core yellow and grey with supporting standard black. Text colour: The preferred colour is minimum 100% black However percentage tints of the core text can differ.
Neogrey
Neogrey
abcdefghijklmnop ABCDEFGHIJKLMNOP
abcdefghijklmnop ABCDEFGHIJKLMNOP
Helvetica
Helvetica
abcdefghijklmnop ABCDEFGHIJKLMNOP abcdefghijklmnop
abcdefghijklmnop ABCDEFGHIJKLMNOP abcdefghijklmnop
06. Colour codes
LOTTECH
Colour Codes This should be as the definitive colour reference. Always use this reference when instructing designers and printers. CMYK reference is used for four colour (�litho�) printing. RGB reference is used for digital instances of the brand: web, mobile, PowerPoint, email etc. This defines on-screen colour. The equivalent hexadecimal reference for web work is also shown.
R: 225 G: 201 B: 30
C: 0 M: 21 Y: 96 K: 0
#FFC91E
R: 0 G: 0 B: 0
C: 100 M: 100 Y: 100 K: 100
#000000
R: 88 G: 87 B: 92
C: 64 M: 57 Y: 51 K: 27
#55555C
LOTTECH
Brand Application
LOTTECH
Brand Application
LOTTECH
Brand Application
LOTTECH
Brand Application
LOTTECH
Brand Application
LOTTECH
Brand Application
LOTTECH
Branding Merchandise
LOTTECH
Company Website
Contact
LOTTECH
Brand Designer Jack Darnell Design & Visual Communications Tel: 07712563867 Email: jackdarnellmedia@gmail.com
Find My Keys