Brand Guidelines S E A SID E S TAFFING / 2015
Table Of Contents IDENTIT Y Mission, Vision & Purpose Competitive Advantages Target Audiences
LO GO Primary & Secondary Logos Negative Space, Construction & Rationale Variants Sizing Incorrect Usage
COLOR Main, Complimentary, and Base Palettes
T YPO G R APHY Introducing Our Brand Fonts Print Type Hierarchy Screen Type Hierarchy
PHOTO G R APHY Imagery That Conveys Our Professional Personality
A FINAL CHECKLIS T
Brand Identity Representing Seaside Consistently & Accurately A brand identity represents the values, services, ideas and personality of an organization. It is designed to increase recognition and build perception of the organization in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, color palette, typography and photography choices. Seaside Staffing needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfill this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of the Seaside Staffing brand.
WHAT WE D O AND WHAT WE BELIE VE IN
Our Foundat
OUR
Mission
OUR
Vision
OUR
Purpose
Our mission is to excel as a relevant and profitable company and with unrelenting focus on our Purpose & Vision, not tossed or driven by every change in the wind.
Our vision is to see truth and uncompromisable values become the non-negotiable requirement of staffing services valued above any other, and leading by example we will transform the standards of our industry.
Our purpose is to serve our clients, employees, and community in a manner worthy of our mission.
FORMS THE HE ARTBE AT OF OUR COMPANY AND D EFINE S
tional Principles
RIG HT PRIORITIE S
S ECURIT Y
Set apart through our competitive advantages It’s not enough to say that “We’re different.” We have to quantify how we’re different. Through our competitive advantages, we are able to label, market and deliver on important differences between us and our competitors. By championing the causes of Right Priorities and Security, we will be able to show our target markets exactly we should be the go to marine staffing service in every market we serve.
Providing the best service to our target audiences means knowing them inside and out.
EMPLOYER
TR ADE S PERSON
Our employers are our primary transaction goal. Employers are individuals or entities that utilize our services and hire our tradespeople to accomplish a given task. It it through this relationship that Seaside Staffing primarily profits financially, and thus, it is the most important aspect of our business model.
Our tradespeople are the workforce that Seaside Staffing trains and sends out as a competent work force to our employer partners. Their ability to perform on the job site and interface professionally with both Seaside and Employer personnel is vital to our continued success and upstanding reputation.
Motivations Of This Audience
Motivations Of This Audience
Primary: Hire quality tradespeople for marine based labor.
Primary: Acquire gainful employment via a marine labor trade.
Secondary: Receive pricing incentives via government initiatives to utilize minority-run staffing agencies.
Secondary: Interact and be a part of an organization that treats them fairly and genuinely cares about them
Tertiary: Partner with a training establishment to keep their internal tradespeople up to speed on new regulations and procedures.
Tertiary: Receive training that could potentially lead to an increase in pay and make them a more in-demand worker. How We Meet Their Needs
How We Meet Their Needs Primary: Seaside Staffing provides quality, trained marine tradespeople to marine employers all along the east coast. Secondary: Seaside’s Woman-Owned status qualifies for government incentives. This is a valuable factor for employers looking to get work with seaside and receive financial benefits Tertiary: Seaside Staffing has a training initiative that provides a resource for employers to send their tradesperson staff to where they can become properly trained and certified. This furthers the positive relationship between the two organizations, leading to later business
Primary: Seaside Staffing employs marine tradespeople of all skill and experience levels. We are always looking to add quality workers to the Seaside team. Secondary: Seaside treats every member of our team, from our staff to our tradespeople, as family. Each person is treated with the utmost respect and we are motivated to see all of our people succeed. Tertiary: Our training courses allows for motived tradespeople to become more educated and certified in the marine labor field. This encourages advancement in their career, allowing us to provide higher quality workers to our employer partners.
Our Logo A Mark That Stands Out For All The Right Reasons While it is common knowledge that a logo is not a brand, A brand is synonymous with its logo. Seaside Staffing is unique in that not only do we offer the reliable staffing that our partners deserve and the training that marine tradespeople need, we deliver these elements with one key difference: a determination to provide the best integral service to both markets. With this in mind, Seaside Staffing has employed the use of a logo thats just as unique as they are. The logo provides the ability to stand out amongst drab and boring staffing services. Getting our audience to notice is of the utmost importance. It opens the door to showing them what type of quality service they can expect by using Seaside Staffing.
PRIM A RY LO G O
This is the primary logo for Seaside Staffing. It is to be used whenever proper contrast is available and it is the only logo being used to represent Seaside Staffing. Always use the full version instead of only the icon. Icon only scenarios are only permitted for use in external communication when the full logo is present in conjunction with the icon. This is provide context to the viewer until the brand is very widely known.
S ECO N DA RY LO G O
This is the secondary logo of Seaside Staffing. This version applies to any version of the logo that isn’t the main version. This includes single color variants as well as full color versions that utilize the brands’ colors. There is no horizontal version of the logo at this current time that’s approved for use as there isn’t enough use cases to justify any dilution of the logo layout.
R ATIONALE Our logo was developed to be modern and future-proof, while highlighting the relational side of our business. The “S” is formed from two symmetrical waves on top of an abstract shape and colored using a water-color style texture. These ideas come together to form a very unique mark that is sure to stand out in this particular industry.
CONS TRU C TION As referenced above, The main construction comes from two symmetrical waves forming an “S” that sits upon an abstract circle thats colored with a water-color style texture. These elements come together to form an icon thats very identifiable and legible at all sizes and in all applications. The text compliments the logo in terms of color matching as is 30.9% the height of the icon, half the value of the golden ratio. This creates the ideal size juxtaposition between the two elements.
Exclusion Zone The minimum exclusion zone margin for all Seaside Staffing logos is based on the dimensions of the bold uppercase “S” in the font “Adelle”, forming the x-height in the logo text. With all logos, a clear-space of the of one a must be maintained on all sides. When our corporate color is used behind the logo it must extend to a minimum of the same dimensions as one a on all sides. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element may encroach on this space.
Approved Variants Using the appropriate logo variation of our logo at the proper time is important to represent our brand in the best way possible on a situation by situation basis. Below is a list of all approved variation types and when you should use them. Please be aware that the list below only shows the types of variation and isn’t reflective of the entire library of available choices, on the types of logos available and their use cases.
M AIN This is the main version of the seaside Staffing logo. It should be used any time the proper contrast is available to achieve the highest brand recognition.
S IN G LE CO LO R W HITE O R B L ACK Likely the second highest used variant of the logo, the single color black and white variants are ideal in that they minimize print cost and have the highest contras.
FU LL CO LO R CO M PLIM ENTA RY The full color complimentary variants of the logo should be used with discretion. These would be ideal to use as a form of distinction for division in the company or other initiatives.
S IN G LE CO M PLIM ENTA RY The single color complimentary variants of the logo should be used with discretion. These would be ideal to use as a form of distinction in commercial printing efforts.
I CO N FU LL CO LO R The use of only the icon should be done with caution. While the brand builds, use it in conjunction with the full logo. Good for shirts, stickers and other commercial items.
I CO N S IN G LE CO LO R / B L ACK A N D W HITE The use of only the icon should be done with caution. While the brand builds, use it in conjunction with the full logo. Good for shirts, stickers and other commercial items.
Proper Sizing A logo is only as good as how its displayed. The size of the logo in any application plays a big role in making sure that the company can be represented properly and can be seen legibly by the intended audience. Please see the minimum and optimum size guideline below. The represent the sizes that are the best starting point of our logo. The icon versions are to be measured at the same width of their full version counterparts. This allows for the icon to remain the same height as if it were still attached to the text in both minimum and optimum sizes.
SCREEN
2.5 inch
O P TIM U M PRINT S IZE This is the optimum print width size of the logo. It is the size where visual fidelity and legibility are at their peak. Sizes larger than this maintain these properties. Sizes lower begin to degrade.
1 inch
MINIM A L PRINT S IZE This is the minimum print width size of the logo. It is the size where visual fidelity an legibility are at their minimum acceptable values. Sizes lower than this degrade to levels that unacceptable from a legibility standpoint.
240 pixels
O P TIM U M S CREEN S IZE This is the optimum screen width size of the logo. It is the size where visual fidelity and legibility are at their peak. Sizes larger than this maintain these properties. Sizes lower begin to degrade.
96 pixels
MINIM A L S CREEN S IZE This is the minimum screen width size of the logo. It is the size where visual fidelity an legibility are at their minimum acceptable values. Sizes lower than this degrade to levels that unacceptable from a legibility standpoint.
Incorrect Usage Brand integrity and recognition stems from repetitious use of the approved logos. Any use of unapproved logos that fall outside of the branding scheme dilutes the brand. Our goal is to have the correct brand color and logos used enough times in our relevant markets. This will make our name and company as well known as possible.
S TACK ED No stacked version of the logo has been approved for use. While this may change in the future, the variation is not approved for use on any Seaside material.
FU LL CO LO R - N O N - B R A N D CO LO R The use of non-brand colors in our logo is strictly forbidden. Non-brand colors don’t promote us as a whole and can promote other companies unintentionally.
S IN G LE CO LO R - N O N - B R A N D CO LO R The use of non-brand colors in our logo is strictly forbidden. Non-brand colors don’t promote us as a whole and can promote other companies unintentionally.
LO G O EM B ELLIS H M ENT S Adding effects to the logo serve to dilute the brand and can actually make the logo less attractive or legible. These type of changes are not authorized or recommended.
S K E WIN G All skewing or stretching of the logo is not allowed. If the logo needs to change its size, it must scale proportionately while staying inside of the minimum size requirements.
ROTATI O N The logo must remain on a zero degree incline. This is so that the “S” remain perfectly legible. Any rotation of the logo is not authorized.
Brand Color Using A Cool Color Palette To Create Confidence And Professionalism In the world of branding, color sets the mood. In our case, we want to project the feeling of confidence and security to our desired audience. We have employers that want to be sure they’re making the right choice by selecting Seaside and can know without a shadow of a doubt that the tradespeople coming from our team will be knowledgeable and professional. Then there’s the tradespeople themselves who want to know that the Seaside staff have their back in getting them great job placement and training them well in the latest marine labor subjects. What does this have to do with colors? Everything. While our colors also reflect the Sea theme, they also serve to provide the exact emotions that our clients are looking to have when they work with a staffing company. This isn’t coincidence. It’s by design.
COLOR PALETTE The color palette includes Navy and Teal color values each with supporting tones lighter and darker hues. Color matching standard Pantone速 references are included to ensure accuracy when reproducing the palette. Also included are the references for CMYK, RGB and HEX Values for consistency across different media. The main color values have the values made available to them. The shades are made from levels of transparency to white or black based on the main color. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally.
MAIN BR AND COLORS NAV Y Pantone CMYK RGB HEX
TE AL 7546 C 46 26 14 63 66 82 96 #425260
N AV Y CO LO R B RE A K D OW N 80% Dark
Main
80% Light
Pantone CMYK RGB HEX
3245 C 44 0 23 0 141 210 204 #8dd2cc
TE A L CO LO R B RE A K D OW N 50% Light
20% Light
COMPLIMENTARY BR AND COLORS SAND Pantone CMYK RGB HEX
80% Dark
Main
80% Light
50% Light
20% Light
BL ACK & WHITE WHITE
873 C 38 44 78 12 151 127 78 #977F4E
CMYK RGB HEX
0000 255 255 255 #FFFFFF
E ARTH
BL ACK
Pantone CMYK RGB HEX
Pantone CMYK RGB HEX
7533 C 59 57 71 48 74 68 54 #4a4436
Black C 75 68 67 90 000 #000000
Brand Typography Typefaces That Reflect The Tone By Which We Speak Much like photography, fonts and type convey emotion. Think of how a person’s body language while they speak. Their mannerisims and demeanor convey just as much of a message as their words! The same principle holds true for type selection in a branding scheme. A law firm that wants to express the serious nature of its busines wouldn’t choose to use Comic Sans. A brand’s type selection must reflect the tone it wishes to project to its target audience. In the case of Seaside Staffing, we wish to convey a message of security and confidence to employers while showing hope and opportunity to tradespeople. We want to do all of this in a modern aesthetic. With these goals in mind, lets examine the typefaces specifically chosen to accomplish this.
Introducing Our Brand Fonts Our corporate typefaces are Aleo (slab) and Lato (sans serif). These full font families comes in a range of weights to suit a multitude of purposes. They’re optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. They are permitted to be used in all media formats. The default fall-back corporate font is Arial (sans serif). Arial should be utilized to ensure acceptable degradation when Arial or Lato is unavailable. Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Sentence case capitalization should always be used for body text, but title case and upper case is acceptable for headings depending on the hierarchy level.
Aleo ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aleo is meant to be used as an identifying font for Seaside Staffing. This open source font is free and is almost identical to the font used as a base for the seaside logo, Adelle. The slab style of the font is ideal for titling and command attention in the font hierarchy. It’s ideal for being seen as the start of a new section of as a page title. The italic style is great for quotes as well. Pairing this with Lato makes for a nice and easily identifiable pairing.
Lato ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Lato is meant to be used as a supporting foundational font for Seaside Staffing. This open source font is free and is very pleasing to the eye when used for body copy as well as links in its uppercase format. The sans serif style is modern, clean, and ideal for body copy, tags, as well as shorter links/title that fall lower in the overall font hierarchy. The italic style could possibly be used for lists. Pairing this with Aleo makes for a nice and easily identifiable pairing.
Print Type Hierarchy Jumbo: 55 pt Aleo Light Line Height: 1
Jumbo
Header 1: 30 pt Aleo Light Line Height: 1
Header 1
Header 2: 26 pt Aleo Light Line Height: 1
Header 2
Header 3: 21 pt Aleo Regular Line Height: 1.125
Header 3
Header 4: 16 pt Aleo Regular Line Height: 1.125
Header 4
Header 5: 13 pt Lato Bold Line Height: 1.25 Tracking: 100
HE ADER 5
Body Copy: 10pt Lato Regular Line Height: 1.5
This is an example of body text. Body text is the most common form of text in your printed documents and is instrumental in providing explanations and information to your target audiences.
Quote: 10pt Lato Italic Line Height: 1.5
“This is an example of a quote someone said about seaside staffing.“
List: 10 pt Lato Italic Line Height: 1.5
• List Item 1 • List Item 2 • List Item 3
Mini: 7 pt Lato Regular Line Height: 1.5
This is an example of mini text. It is designed for very small text blocks and disclaimers. Use sparingly.
Screen Type Hierarchy Jumbo: 55 px Aleo Light Line Height: 1
Jumbo
Header 1: 40 px Aleo Light Line Height: 1
Header 1
Header 2: 35 px Aleo Light Line Height: 1
Header 2
Header 3: 28 px Aleo Regular Line Height: 1.125
Header 3
Header 4: 21 px Aleo Regular Line Height: 1.125
Header 4
Header 5: 16 px Lato Bold Line Height: 1.25 Tracking: 100
HE ADER 5
Body Copy: 16 px Lato Regular Line Height: 1.5
This is an example of body text. Body text is the most common form of text in your printed documents and is instrumental in providing explanations and information to your target audiences.
Quote: 16 px Lato Italic Line Height: 1.5
“This is an example of a quote someone said about seaside staffing.“
List: 16 px Lato Italic Line Height: 1.5
• List Item 1 • List Item 2 • List Item 3
Mini: 10 px Lato Regular Line Height: 1.5
This is an example of mini text. It is designed for very small text blocks and disclaimers. Use sparingly.
Photography Style Visually Depicting The Nature Of Our Company A constant photography style does more than just provide a synonymous look to marketing material. It broadcasts how a company wants to make you feel. Photography style is meant to evoke specific emotion in the viewer. This emotions tie together subconsciously in the mind of the viewer to form an general perception of a company. Seaside Staffing wants to projects security and integrity to our target audiences while maintaining and approachable look. This desired outcome will be accomplished through cinematic and positive situational style photography .
Imagery That Conveys Our Professional Personality We want to express our fun and outgoing nature while still reflecting the security and integrity from which our company operates. This isn’t a very easy thing to do. However, with the right photography style, this goal can be accomplished. We want to depict the humanity in our professionalism. Candid photography is the key to being able to pull this off. We want our people and any stock photography we use to look relational and natural to the people they are meant to appeal to. The only exception to this rule would be any corporate head shots of team members. Even still, this material would likely be supplemented be candid shots of each team member. A cinematic effect will be applied to our photography by utilizing a process called “crushing the blacks”. This is the process of removing and rich black coloring present in the color spectrum to give the image a “film” look. It’s very recognizable and should help us stand out even more in the market place.
A Final Checklist For Our Brand 01 TH E LO G O Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. 02 BACKG RO U N DS The logo should not appear on light or cluttered images without being reversed out. 03 G R A PHI C S Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Atlantic Bay logo. 0 4 T Y P O G R A PH Y Check that our corporate typefaces have been used appropriately where applicable. 0 5 O U T S ID E CO LL A B O R ATI O N Be sure to provide these guidelines to third parties or collaborating partners. O N E L A S T TH O U G HT If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity. This is the road map to brand consistency and, ultimately, our success in becoming a power brand in the marine staffing industry.
Address: 4966 Euclid Rd, Suite 112 Virginia Beach, Va 23462 • Phone: 757-223-7928 • Email: Info@Seasidestaffing.com