Freitag Styleguide by jeremy ng

CONTENTS 04 06

OU R B R A N D - Ou r Br a n d - Br a n d Pr o mis e - Co r e I d en t it y

BR A N D TOOL

LOG O - L o go - L o go u s a ge a nd a ppro va l - M in imu m s ca l e - Siz e u s a ge

SU B -LOG O - L o go - L o go u s a ge a n d a p p r o v a l - M in imu m s c a le - Siz e u s a ge

LOG O - He igh t - Cle a r spa c e - L o go C h o i c e

B R A N D V ER SAT I L I T Y

TYPEFAC E - Una p p r o v ed - Logo u s a ge a n d a p p r o v a l

C OLOU R PA L E T T E - U n a p p r o ved - L o go u s a g e an d a ppro va l

SU B -LOG O V I OL AT I O N - U n a p p r o v ed - L o go u s a ge a n d appro va l

LOGO VIOLAT I ON - Unappr oved - Logo usag e a n d a p p r o v a l

OUR BRAND

B R A N D PRI N C I P LE CR E ATIVE

R E-C O N T E XT UA L I S AT I O N

We have the artistic control to create our own culture through the FREITAGâ&#x20AC;&#x2122;s identity and products.

By taking truck tarps, and using it to form a bag, re-contextualization was executed. Vehicle seatbelt and bicycle inner tubes were also used as materials.

AMBITIOUS

AU T H E N T I C

We are forward thinkers that are always looking for the smarter way to use colourful yet dirty and scruffy tarpaulins into our products.

We show the pure form of eco-friendly re-contextualisation straight from the heart of Zurich to the world.

OUR BRAND

OUR B RA N D We have only one public facing brand. Any products produced by us will carry the FREITAG logo.

C OR E I D E N T I T Y To think and act in cycles, the cycle of taking, and giving back is the backbone of FREITAG. This will help ensure that our communication and direction are relevant and genuine.

B R A N D TO O L

LOGO + LOGO VIOL ATIONS + T YPEFACE + COLOUR PALET TE = CONSISTENT BR AND IDENTIT Y

B R A N D TO O L S

B R A N D TO OL S We want our communications to be engaging, consistent and strong. To ensure the success of our consistent brand identity, we listed a set of practical tool as guidelines to help build our brand. We believe that by fufilling our guidelines successfully, it will help us build and refine FREITAGâ&#x20AC;&#x2122;s reputation, thus increasing the visibility of that reputation.

LOGO

LO G O The thick black rectangle logo is an iconic symbol of our brand, it is one of our most valuableassets. An instantly recognizable mark requires a consistent and accurate usage to mantin the consistent strong identity of the logo. Only use the logo provided from our creative team, there can be no amendments towards our logo.

LOGO Created with the font, Antique Olive Std Nord. Thick, bold, raw and simple. The representation towards FREITAG’s identity that also reminds you of the shape of a truck. This logo is made up of two elements, the lettering and the black rectangle behind. The lettering is always perfectly aligned at the center of the rectangle, there should be no diistortion or compression on the shape of the logo. The black rectangle is the intergral holding element that allows the logo to be used on any background, especially on our products where tarp colour and designs are unpredictable. The proportional relationship between the lettering and rectangle are fixed, there should not be any amendments and it has to always be reproduced as shown.

LOGO U SAGE AND A PPROVA L The usage of FREITAG’s logo has to seek approval from FREITAG’s brand management team before any release. The following guidelines are for illustration only.

20MM

MINIMUM SCALE The smallest logo should be represented at 20mm height, any smaller would result in logo pixelation on some devices.

LOGO

SMALL

20MM - 30MM

RE GULAR

40MM - 60MM

LARGE

ABOVE 60MM

LOGO

LO G O S IZE U SAGE Asides from the minimum scale of the logo, there are two other size that has been created, it must be used within the range perimeters. The ÂŽ symbol in the logo scales proportionally as the size of the logo increases or decreases. To ensure the quality of the logo, the scale should be no smaller than 20mm. For the small scale logo, usage between 20mm to 30mm of the height will be used. For the regular scale logo, usage between 40mm to 60mm of the height will be used. For the large scale logo, usage above 60mm of the height will be used.

SUB-LOGO

S U B - LO G O A minimalist identity of the main logo. It fits where your main logo cannot, like a nickname. Only use the logo provided from our creative team, there can be no amendments towards our logo.

S UB- LOGO A simpler version of the main logo, also created with the font, Antique Olive Std Nord. This logo is made up of two elements, the letter F and the black rectangle behind. The lettering is always perfectly aligned at the center of the rectangle, there should be no diistortion or compression on the shape of the logo. The black rectangle is the intergral holding element that allows the logo to be used on any background, especially on our products where tarp colour and designs are unpredictable. The proportional relationship between the lettering and rectangle are fixed, there should not be any amendments and it has to always be reproduced as shown.

LOGO U SAGE AND A PPROVA L The usage of FREITAGâ&#x20AC;&#x2122;s logo has to seek approval from FREITAGâ&#x20AC;&#x2122;s brand management team before any release. The following guidelines are for illustration only.

20MM

MINIMUM SCALE The smallest logo should be represented at 20mm height, any smaller would result in logo pixelation on some devices.

SUB-LOGO

SMALL

20MM - 30MM

RE GULAR

40MM - 60MM

LARGE

ABOVE 60MM

SUB-LOGO

S U B - LO G O S IZE U SAGE Asides from the minimum scale of the logo, there are two other size that has been created, it must be used within the range perimeters To ensure the quality of the logo, the scale should be no smaller than 20mm. For the small scale logo, usage between 20mm to 30mm of the height will be used. For the regular scale logo, usage between 40mm to 60mm of the height will be used. For the large scale logo, usage above 60mm of the height will be used.

LOGO

HEIGHT Make sure that the height between the full logo and sub-logo is identical. This is to ensure the consistency of visual identity across our branding identity.

CLE AR SPACE In order to ensure clear and legible clarity in the visual area. A minimum clear space around the logo is mandatory. Due to the black background protecting the lettering, placement of the logo can be anywhere. The spacing was taken from the space between sub-logoâ&#x20AC;&#x2122;s word and the square. This applies to all Logo sizes.

LOGO CHOICE Please follow this guide to ensure you are using the correct logo

We use this logo as our main visual identity. This logo should be applied on all of the core branding elements such as receipt, letterhead, store signage to product branding.

We use this logo only if our main logo is inapplicable. The sub-logo logo works well if you have already input the main logo.

We only use this logo if we are doing a collaboration between other brands or if we are supportfing or funding a project.

We only use this logo on our own products.

LO G O V I O L AT I O N

Do not alter the logo elemnts by altering or modifying

Do not add drop shadows, strokes or outlines to the logo

Do not distort the logo by skewing or scaling elements

Do not deconstruct the logo by removing or separating elements

Do not alter the colour from the approved palette

Do not rotate the logo or any elements in it.

TA R P TA R P Do not scale elements independently from one another

Do not add on elements on the logo itself

LO G O V I O L AT I O N

LO G O VIO LAT I ON Our logos are the face and image of our brand and values. Never corrupt or degrade our logos by incorrectly using them.

UN APPROVED These logos listed are not approved for use, they serve as an example of unacceptable identity usage and modification

S U B - LO G O V I O L AT I O N

Do not alter the logo elemnts by altering or modifying

Do not add drop shadows, strokes or outlines to the logo

Do not distort the logo by skewing or scaling elements

Do not deconstruct the logo by removing or separating elements

Do not alter the colour from the approved palette

Do not rotate the logo or any elements in it.

Do not scale elements independently from one another

Do not add on elements on the logo itself

S U B - LO G O V I O L AT I O N

S U B - LO G O VIO LAT I ON Our sub-logos are the alternate face and image of our brand and values. Never corrupt or degrade our sub-logos by incorrectly using them.

UN APPROVED These sub-logos listed are not approved for use, they serve as an example of unacceptable identity usage and modification

T Y P E FA C E

H E A D E R I S LATO B LAC K AT 4 8 P IXELS

SU B -H EA DER I S L ATO B L ACK AT 1 6 P I XE L S

Body copy is Merriweather Light between 12 pixels to 16 pixels

T Y P E FA C E

TYP E FAC E Our typeface used evokes sustainability and reliability, just like our products. Simple and friendly, leaving space for creativity to take place. It comes in bold, plain black colour. By combining these two fonts, we manage to establish a strong visual hiearchy.

LATO BLACK | HEA DER (4 8 px) S phinx of black qu ar t z , ju d g e my vo w. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$ %^ & * (

LATO BLACK | HEA DER (1 6 px) S phinx of black qu ar t z , ju d g e my vo w. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$ %^ & * (

ME R R IWE ATHE R L I G H T | B ODY C OPY (1 2 px - 1 6 px ) Sp hinx of black qu a r t z , j u d ge my v o w. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 01 23456789!@#$%^& * (

C O LO U R PA L E T T E

TYPEFACE COLOUR R:0 G:0 B:0 HEX #000000

R : 255 G : 255 B : 255 HEX #FFFFFF

TARP COLOU R S

C O LO U R PA L E T T E

C OLO UR PALE T T E We keep the colour simple in order to fortify our strong bold identity and it ensures that no matter what colour tarp we receive, it is and will be usable with our branding identity.

TYPEFACE COLOUR The typeface colour is the simple black or white, depending on the colour of the background. This ensures our consistent identity to spread throughout the branding mediums.

TARP COLOURS Our brand identity is black so that it caters for tarps of all colours and designs, This also ensures that our branding is verastile and effecient.

B R A N D V E R S AT I L I T Y

BRAND VE R S AT I L I T Y Over here, we stretch our brand to all the mediums that helps us fortify our identity, rendering a stronger and consistent visualisation.

B R A N D V E R S AT I L I T Y