classic Corporate Branding & Identity
Swinburne University of Technology Faculty of Health, Arts and Design, School of Design
DCO20001 Brand and Identity Design Semester 2, 2015 Wednesday 12.30pm Andrew Kean
Jack Smith 9982760 Š 2015
Acknowledgements I would like to thank the following people for their help and support throughout this project: James Levitzke, Zac Quinn, Aidan Rice, Michael Smith, Nick Petrie, Gareth Higgins, Andrew Kean, Chelsea Ingeme, as well as all my friends and family.
Declaration and Statement of Authorship 1. I have not impersonated, or allowed myself to be impersonated by any person for the purposes of this assessment. 2. This assessment is my original work and no part of it has been copied from any other source except where due acknowledgement is made. 3. No part of this assessment has been written/created for me by any other person except where such collaboration has been authorised by the lecturer/teacher concerned. 4. I have not previously submitted this work for this or any other course/unit. 5. I give permission for my assessment response to be reproduced, communicated, compared and archived for plagiarism detection, benchmarking or educational purposes. I understand that: 6. Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to exclusion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.
I declare that I have read and understood the declaration and statement of authorship.
_______________________ Jack Smith / /
CONTENTS Introduction
The Language of Type
1
3
Competition Collection
4
Competition Collateral
5
The Classic Colour Brand
8
Mood Board
10
Logomark
12
Corporate Identity
15
Brand Mark Integrity
16
Brand Palette
18
Corporate Alphabet
19
Brand Toolbox
20
Stationery
22
Applications
30
Bibliography
41
Branding is not just a logo. It is an identity. It is crucial to an organisation, creating their personality and representing their culture. It determines how your organisation is perceived by your staff, the public, your competitors and your customers. This publication takes Classic Colour, a Melbourne printing specialist, and illustrates how branding can redefine an organisation. It shows how design establishes an identity, built upon the brands values and culture. After establishing the brand guidelines and toolbox, the diversity and capability of the brand is then demonstrated through a series of applications.
1
THE LANGUAGE OF TYPE
Competition Collection
Printing Services & Specialists Organisations in this industry commonly use sans-serif typefaces alongside bold colours in attempt to create a powerful brandmark.
4
Branding & Identity
Competition Collateral
Brand Print Brand Print is an independent printing specialist located in South Yarra, known for their sincere customer service. Their branding involves heavy use of red & yellow. Some aspects of their branding may be considered weak or inconsistent, however other aspects are strong and build an identity for the brand.
The Language of Type
5
Competition Collateral
Officeworks Officeworks is a nation-wide office supplies chain, who are also a leading figure in printing services. Although they are not printing specialists, they offer a wide range of adaptable printing services which the market majority have repeatedly used. Their brand utilises the single shade of blue across virtually all visual collateral, along with white - being immediately identifiable.
6
Branding & Identity
Minuteman Press Minuteman Press is an international printing franchise, with an emphasis on providing results with time efficiency. The brand has a character figure, which they use as a form of spokesperson for the company. Their visual collateral typically involves their trademark colours of orange, white and a moss green. Although their branding techniques may be strong, the brand itself seems otherwise.
The Language of Type
7
The Classic Colour Brand
Adaption Always in front with technology & never allowing themselves to be left behind.
Efficiency Never failing to meet the deadlines of customers, no matter how urgent.
Colourful Colour is the name of the game, which is evoked not only through our work but through our personality.
Heritage One of Melbourne’s first digital printers, the roots in printing run deeper than most.
Knowledge Always feel secure with our staff’s expertise, being capable for every task.
Tailored Every print is tailored to the client’s desire, with every detail attended to.
Integrity Delivering & performing with honesty in every way, from service to product.
Impeccable All work produced must be of the highest standard, leaving only profound impact.
8
Branding & Identity
Mission Statement
Our mission is to perform at the highest standard in every way. Each customer is to be treated with blissful personalised care, attending to every detail in order provide exactly what they desire. Never delivering less than promised, always providing expert advice and being as flexible as necessary to achieve the most astounding results. Upon all this, we are not only professional – we are joyful and fun. We want our customers to feel acute satisfaction after working with us, and an avid desire to continue with a working relationship. We are Classic Colour, and we do not compromise our quality.
The Language of Type
9
Mood Board
10
Branding & Identity
The Language of Type
11
Logomark
classic
15mm
classic 32mm
Minimum size with droplet graphic. If a smaller size is necessary - remove the droplet logo mark.
12
Branding & Identity
classic
classic
classic
classic
Mark Concept The typographic treatment utilises the round characteristics of the letters, creating an approachable yet professional aesthetic. The logomark is a representation of ink creating image, using cyan to communicate their printing specialisation.
The Language of Type
13
CORPORATE IDENTITY
Brand Mark Integrity
If appropriate, do:
classic Remove the logomark droplet
classic Use a white colour fill
Do not, under any circumstance:
classic Scale it lower than the minimum size
Distort the dimensions
classic Colour the ‘classic’ individually
classic Alter the size & position of any element
Add effects to the mark
classic Separate the type elements
classic Use foreign colours in the logomark
16
Branding & Identity
Place on a conflicting image
classic Brand Mark Spacing Breathing space around the brand mark should be half of the distance of the diameter of the letter ’O’ from the borders, regardless of scale.
Corporate Identity
17
Brand Palette
Jet Black CMYK: 0 0 0 100 RGB: 0 0 0 Pantone: Solid Coated Black 6 C HEX: #000000
Pure Cyan CMYK: 100 0 0 0 RGB: 0 255 255 Pantone: Solid Coated 3242 C HEX: #00FFFF
Midnight Teal CMYK: 100 0 0 75 RGB: 0 64 64 Pantone: Solid Uncoated 3165 U HEX: # 004040
18
Branding & Identity
Corporate Alphabet
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?,.
Trade Gothic LT Std (Bold)
Typeface used for headings & subheadings within the brand.
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?,.
Futura Std (Book)
The typeface primarily used for body copy content within the company brand.
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?,.
Quicksand (Regular)
The typeface used in the logotype. Use sparingly, where appropriate.
Corporate Identity
19
Brand Toolbox
Cropped Droplet
Halftone Dots
Taken from the logomark, use to create visual identity & hierachy. Can be used in combination with other elements.
An element taken from the logomark. Use to create subtle visual depth.
20
Branding & Identity
Melbourne Cityscape
Classic Colour Gradient
A secondary element, to be used in situations which require stronger visual elements.
A secondary element to be used and blended with photography as a background element.
Corporate Identity
21
Stationery
classic 540 Elizabeth St, Melbourne 3000 www.classic-colour.com.au
Charlotte Taylor 22 Acacia Avenue Camberwell, Victoria Australia, 3124
Company Envelope Standard DL size envelope for all mail sent by Classic Colour.
classic
Scott Barrow Barrow Scott ExecutiveDirector Director Executive
(03)9349 93491199 1199 (03) barrow @classiccolour.com barrow @classiccolour.com www.classic-colour.com.au www.classic-colour.com.au 540Elizabeth ElizabethSt, St,Melbourne Melbourne3000 3000 540
Business Card Double-sided, matte stock cards for representative staff.
22
Branding & Identity
classic Classic Colour Edward Smith
540 Elizabeth Street
619 Maiden Road
Melbourne, Victoria 3000
Newtown, Victoria 3981
ABN: 71 007 432 180 (03) 9349 1199 admin@classiccolour.com www.classic-colour.com.au
Hello Edward! Here is a bit about us! Classic Colour began operating in Melbourne in 1988. As a pioneer in digital printing, Classic Colour was one of the very first to install complete digital interfaces to our colour copiers, an innovation that was soon to revolutionise the entire industry from then onwards. Back then it could take as long as 20 minutes to print a single A4 sheet! Technology has come a long way since then and Classic Colour has adapted with the industry, always upgrading to the latest machinery in a bid to stay ahead. We now see machines producing thousands of premium quality digital prints per hour – something of an unfathomable feat at the time our company began. Classic Colour cares about your print job – you are never just a number to us. Experience a personalised printing approach, from people who care. Some of our loyal clients have been with us for more than 20 years and continue to be satisfied customers. With over 25 years in the printing industry, we have the knowledge and expertise required to deliver the best printing results. If you need your print job completed urgently, we have the capabilities and resources needed to turn jobs around quickly and always to the highest quality. We provide support and advice to help make your printing project exceptional! Thank you for your time.
Scott Barrow Executive Director (03) 9349 1199 barrow @classiccolour.com
Letterhead Standard A4 letterhead with bleed for mailed communications.
Corporate Identity
23
Stationery
classic To: Bill Jobs
Classic Colour
524 Hamilton Street
540 Elizabeth Street
Suburbia, Victoria 3193
Melbourne, Victoria 3000 ABN: 71 007 432 180 (03) 9349 1199 admin@classiccolour.com
Tax Invoice Invoice #0000
www.classic-colour.com.au
Invoice date: 01/07/2016
Item Description
Rate
Quantity
Amount
A4 Gloss Colour Brochure
0.00
0
$00.00
Store Display
0.00
0
$00.00
Matte Colour Business Card
0.00
0
$00.00
Payment Options Payment can be made through cheque, direct debit or in store. You are never just a number.
Payment Details: Classic Colour NAB Elizabeth Street BSB: 000 000 Account #: 0000 0000
Invoice Uniform invoice, detailing all purchases & payment requirements.
24
Branding & Identity
Sub-Total: Tax: Total Payment Due: Payment Due: 25/12/2016
00.00 00.00
$00.00
Hello Alex. In terms of large scale printing - it can help you to advertise your business or product in an economical way, achieving maximum exposure and visual effect! I have attached some examples of previous large scale work we have done. I hope this helps! Thank you.
Scott Barrow
Executive Director
classic (03) 9349 1199
540 Elizabeth St, Melbourne 3000
barrow @classiccolour.com
www.classic-colour.com.au
Email Signature Standard stamp used to sign off all Classic Colour emails.
Corporate Identity
25
Stationery
26
Branding & Identity
What We Do • General Printing
Stationery, documents, marketing materials, etc.
• Point of Sale
Pull-up banners, posters, in-door displays, etc.
Our Work
Here are some examples of the wide range of client projects we have recently undertaken.
• Large Format Prints
Signage, billboards, flags, vehicle signage, etc.
• Finishing Services
Die-cutting, foiling, laminating, framing, etc.
• Plus P much more!
Adaption Efficiency Colourful Heritage Knowledge Tailored Integrity Impeccable
At Classic Colour, we care. You are never just a number.
About Us Operating since 1988, we’re a digital printing pioneer in Melbourne. Witnessing the revolution in the industry, we adapt and lead. Experience a personalised approach. We’re here to make your printing project exceptional!
Presentation Matrix A demonstration of a corporate presentation from Classic Colour.
Corporate Identity
27
Stationery
28
Branding & Identity
Corporate Identity
29
Applications
Paper Stock Guide A book for customer use in store, detailing paper stock varieties, benefits & their ideal uses.
30
Branding & Identity
The leaders in digital printing
Request a Quote Name Paper Stock
Contact Number
E-mail Address Stock GSM
Comments & Details
# of Pages
Binding
Upload File
Quantity
NewDesign.pdf
SUBMIT QUOTE
Quote Application A mobile application used by customers to get an approximate quote on their printing projects.
Corporate Identity
31
Applications
Storefront Signage An example of a storefront sign used to identify the business.
32
Branding & Identity
Staff Uniform Branded polo shirt to be worn by employees.
Corporate Identity
33
Applications
Slip Folder A protective folder given to customers when recieving A4 and A3 prints.
34
Branding & Identity
Street Signage An example of advertising collateral used to promote the brand.
Corporate Identity
35
Applications
Company Website Homepage of the company website, a central domain for information and an essential for any business.
36
Branding & Identity
USB Drive A USB drive for company use. Can also be a promotional product.
Mousepad A mousepad for staff computers. Can also be a promotional product.
Staff Nametag A badge to be worn by staff, used to identify the person and integrate the brand.
Corporate Identity
37
Applications
Instagram Profile A social media page used to present printing work and promotional material.
38
Branding & Identity
Facebook Page A social media outlet used to promote the brand and connect with consumers.
Corporate Identity
39
40
Branding & Identity
Bibliography Introduction: http://sm3.signmedia.ca/wp-content/uploads/2014/02/TestPrintCloseUp.jpg
Competition Collection: http://www.print-me.com.au/services/our-services/flyers-cards/ http://schoolforlife.org.au/wp-content/uploads/2013/05/Jeffries-logo.png http://www.mjprinting.com.au/images/logo.png http://media.truelocal.com.au/B/2/B6F79461-376C-423D-A221-A280CA6D93D2/snap-printing-robina-robina-printers-snap-robina-517e938x704.jpg https://www.printchomp.com/printer_logos/kwik-kopy-design-print-centre_41495.png http://dddigitalprinting.com.au/images/DD-digital-printing-melbourne-3000-1.jpg http://www.mars-one.com/images/uploads/digitalprint-australia-logo.png http://www.fineprintaustralia.com/images/fineprintlogo.png https://www.inkable.com.au/wp-content/uploads/2014/11/logo.jpg http://www.splashprint.com.au/images/front_header_left.jpg http://jettprint.com.au/wp-content/uploads/2014/01/jett_print_logo.jpg http://www.bargainmoose.ca/wp-content/uploads/2012/04/Vistaprint-logo.jpg http://bridgeproject.ymca.org.au/Media/images/Whirlwind-logo-6f018dd2-a8c1-4771-87a8-e55e483102fa-0-880x495.jpg https://pbs.twimg.com/profile_images/2190118488/MMP_Logo.jpg http://www.eplot.com.au/images/eplot-logo.gif http://www.actionprintinginc.net/images/action-printing-logo.png http://www.brandprint.com.au/storage/media/bp-logo_redonly-02.png http://www.brandprint.com.au/storage/media/services1/design_print_binding.png http://www.1print.net.au/ http://www.merricorner.org/wordpress/wp-content/uploads/2009/10/Impact-Digital-logo1.jpg http://www.cmykonline.com.au/ http://3dprint.com/wp-content/uploads/2015/05/3dp_officeworks_logo.jpg https://fbcdn-photos-e-a.akamaihd.net/hphotos-ak-prn2/v/t1.0-0/p206x206/10500531_10152349118588073_5821173509335862306_n.jpg ?oh=587a1bf24f6f393d80f763ad1da3adf3&oe=56C84BF7&__gda__=1452436595_0893aa32fad97ae32a00527739426666
Brand Print: http://www.brandprint.com.au/?section=gallery https://www.google.com.au/maps/place/Brand+Print/@-37.8399714,144.994363,3a,75y,276.45h,78.83t/data=!3m7!1e1!3m5!1sR-wiXEC ndqulNJrb3m5HVw!2e0!6s%2F%2Fgeo3.ggpht.com%2Fcbk%3Fpanoid%3DR-wiXECndqulNJrb3m5HVw%26output%3Dthumbnail% 26cb_client%3Dmaps_sv.tactile.gps%26thumb%3D2%26w%3D203%26h%3D100%26yaw%3D178.0553%26pitch%3D0!7i13312!8i 6656!4m2!3m1!1s0x6ad6429d2d2636ef:0x775a66f80c3888d5!6m1!1e1 https://fbcdn-sphotos-d-a.akamaihd.net/hphotos-ak-xaf1/v/t1.0-9/1422454_380546272121393_5657232603764450955_n.jpg?oh=73b65c d6be694248112ec09379ebbb26&oe=56D15814&__gda__=1456117610_d241e3e64673e2e1b92b337f2f8a261c http://ww.hucclc.websyte.com.au/upload_images/level_1_images_small/BrandPrint_thumb.jpg http://www.brandprint.com.au/ https://www.google.com.au/maps/place/Brand+Print/@-37.8399292,144.9943139,3a,75y,90t/data=!3m8!1e2!3m6!1s-wzhApeOsFgs%2 FVd1ejURbbhI%2FAAAAAAAAAYo%2FLv-sk8PxjNI!2e4!3e12!6s%2F%2Flh6.googleusercontent.com%2F-wzhApeOsFgs%2FVd1ejUR bbhI%2FAAAAAAAAAYo%2FLv-sk8PxjNI%2Fs203-k-no%2F!7i2048!8i1147!4m2!3m1!1s0x6ad6429d2d2636ef:0x775a66f80c3888d5!6 m1!1e1 http://aumobilebusinessdirectory.com/blog/wp-content/uploads/2014/05/brochure-design-in-South-Yarra.jpg
Officeworks: http://media.corporate-ir.net/media_files/IROL/14/144042/wesfarmers_sr/wesfarmers/assets/officeworks-hero.jpg http://www.officeworks.com.au/print/print-and-copy/print-services
41
http://blog.officeworks.com.au/wp-content/uploads/2013/10/OW5568_October_BlogPost_22Oct.jpg http://www.officeworks.com.au/images/about/sustainability-report/sustainability-in-store.jpg http://media.truelocal.com.au/D/7/D6E8B88F-429B-4987-893B-5046BF066E17/officeworks-nerang-computers-retailers-officeworksnerang-5966-938x704.jpg https://shop.velocityfrequentflyer.com/AwardImages/30444/30444_319x242_2.jpg http://payload.cargocollective.com/1/3/125917/1676386/Officeworks%20-%20Gift%20selector%201.jpg http://media.truelocal.com.au/F/E/F486F103-C0AA-4DE0-B95A-C6DD6D56E92E/shotgun-media-1-seaholme-film-production-officeworkshow-to-videos-playing-instore-and-online-nation-wide-created-by-shotgun-media-86b4-938x704.jpg http://madewithmouse.com/wp-content/uploads/2013/05/lg-officeworks06.jpg
Minuteman Press https://core-products-s3.s3.amazonaws.com/ba4f7c6b-8dea-0b56-c95f-c955ddcc4e34.jpg?response-content-disposition=inline%3B%20 filename%3D%2211994.jpg%22&response-content-type=image%2Fjpeg&AWSAccessKeyId=AKIAJEJX3SFQYQNRCXMQ&Expires=1 445338205&Signature=U%2F8i%2FDN%2BH3ZsgCziOGI%2BLbQv5HQ%3D https://core-products-s3.s3.amazonaws.com/f17dbfb8-d344-43a8-be73-1ea50eeea1d1.jpg?response-content-disposition=inline%3B%20 filename%3D%22sample.jpg%22&response-content-type=image%2Fjpeg&AWSAccessKeyId=AKIAJEJX3SFQYQNRCXMQ&Expires= 1445338256&Signature=YCx6zWqFmOIyg%2FA%2FLi1eciGnksk%3D https://pbs.twimg.com/profile_images/474126102701412352/n5nf6fGe.jpeg http://www.bsale.com.au/catalogues/4863/vero_beach_lobby_390x290.jpg http://www.shop.minutemanpress.com/franchise/wp-content/uploads/2012/08/small-sign-photo.jpg http://www.printinghub.org/wp-content/uploads/2013/04/Minuteman-Press-Lawrence-Remodel.jpg https://www.franchiseforsale.com/images/concept-images/minuteman-press-international-1.jpg?v=1 http://c1590022.cdn.cloudfiles.rackspacecloud.com/2d353b97a51a9f0a076abaad3d9f129e.jpg http://s3-media4.fl.yelpcdn.com/bphoto/2XtgwFs-LsBV02SjoWdXyQ/ls.jpg https://lh6.googleusercontent.com/-q3g_MzKeJ5M/TwcsZZPl59I/AAAAAAAAACY/7OODtv6seg4/w506-h750/REVISED%2BPHOTO_ small.jpg http://www.shop.minutemanpress.com/franchise/wp-content/uploads/2015/06/Chris-Jutt-Explains-Benefits-of-Choosing-a-LocalMinuteman-Press.jpg
Mood Board: http://www.classic-colour.com.au/sites/default/files/subbanner.png http://www.classic-colour.com.au/ http://www.leafletprinting.co.uk/blog/wp-content/uploads/2013/06/guillotine-services.jpg http://static.panoramio.com/photos/large/14842821.jpg http://www.classic-colour.com.au/sites/default/files/ccc%20front%20pic%201.jpg http://dessign.net/gridbasedtheme/wp-content/uploads/2014/05/aandq1.jpg http://www.printingbrisbane.com.au/wp-content/uploads/2015/03/cmyk-colors.jpg http://b.dryicons.com/images/icon_sets/colorful_stickers_part_4_icons_set/png/256x256/print.png http://www.blueskyeto.com/wp-content/uploads/text_web_to_print.jpg http://sweetclipart.com/multisite/sweetclipart/files/halftone_pattern_black_white_2.png http://maps.google.com http://www.postcardsrus.com/userfiles/images/paper.jpg http://s3.amazonaws.com/shopperplus/uploads/product/image/307289/medium_Epson-T125-New-Compatible-Cartridges-Value-Packcmyk-T125.jpg http://www.trendingpod.com/wp-content/uploads/2015/08/Melbourne-City-EIU-Rank.jpg http://www.stillcreekpress.com/wp-content/uploads/large-format-printing.png?a5d079 http://www.hunterlab.com/images/content-images/Paper_iStock_000005426759Small.png http://www.fonality.com/hs-fs/hub/65551/file-18588386-jpg/images/digital_strategy.jpg http://cdn.designinstruct.com/wp-content/uploads/2013/08/image_27_lamination_matte.jpg http://www.foreverweddingstationery.co.uk/images/D/Modern-Typography_Order-of-Service2.jpg http://wdl.tmimgcdn.com/img_articles/22264/typography_in_web.03.jpg
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Branding & Identity
http://www.howeinnovative.net/wp-content/uploads/2014/09/glossy-business-cards-580x435.png
Applications images & mock-ups: Bus stop sign: http://freegoodiesfordesigners.blogspot.se/2014/07/free-psd-billboard-ad-mockup-busstop.html http://images.cityhdwallpapers.com/images/1920x1200/Melbourne%20Australia%20city%20wallpaper.jpg iPad Mini: http://www.pixeden.com/psd-mock-up-templates/ipad-mini-psd-vector-mockup Photos taken by the author – 2015 http://www.classic-colour.com.au/our-work Email: http://freebiesbug.com/psd-freebies/free-psd-mail-app-gui/ Book (open): http://graphicburger.com/photorealistic-magazine-mock-up/ Book (closed): http://inspirationhut.net/design-resources/free-magazine-book-front-cover-mock-up-template-psd-file/ Macbook: http://www.pixeden.com/psd-mock-up-templates/macbook-pro-retina-psd-mockup http://www.postcardsrus.com/userfiles/images/paper.jpg Business cards: http://designscrazed.org/free-psd-business-card-mockups/ Facebook: http://www.everyinteraction.com/resources/facebook-page-gui-psd/ http://images.cityhdwallpapers.com/images/1920x1200/Melbourne%20Australia%20city%20wallpaper.jpg Mousepad: http://www.hitrecord.org/records/1413914 USB Drive: http://www.freepik.com/free-psd/usb-flash-drive-icon--psd_567751.htm Nametag: http://www.melubabadges.com/image/cache/data/product_images/stock%20badges/stock_large_blank_silver-750x750.png Polo shirt: http://zippypixels.com/product/mockups/apparel/free-polo-shirt-mockup-psd/ Store signage: http://cdn.mightydeals.com/dealimages/10signsmockups/05_Restaurant-and-Coffee-Shop-Signs-Mockup.jpg iPhone: http://365psd.com/day/2-219/ Instagram: http://www.mediafire.com/download/cfhdtcipns8w8ni/ig-complete-ui-2014-by-marinad.zip http://www.classic-colour.com.au/our-work Desktop Mac: http://www.pixeden.com/psd-web-elements/responsive-showcase-psd http://sm3.signmedia.ca/wp-content/uploads/2014/02/TestPrintCloseUp.jpg
43