BRAND GUIDELINE 2018
S.E
WELCOME TO THE FUTURE. In this book, you will be walked through the whole process how S.E’s image as well as its identity was created, from the inspiration, the color chosen to the ways the logo will be applied in real life situation. Each has a specific role to play, but the real magic happens when they’re all used together. The following pages will help you understand our brand, what it stands for, and how to express it the best possible way. This will be the redesign of the original branding. How you will use this to make it easier for you.
2
â–¼
3
S.E
4
CONTENT PROJECT BRIEF
7
BASIC ELEMENTS
9
STATIONARY SYSTEM
21
SIGNAGE
31
â–¼
LIVING THE GOOD LIFE
5
DESIGN BRIEF
S.E
6
DESIGN BRIEF
Project Brief
S.E is a convenient, inexpensive and safe taxi service company. The transportation could vary from cars, motorcycles and delivery trucks. S.E is an app for a local driver to pick you up and take you to your destination with the tap of a button on any smartphone device.
â–ź â–ź
Design Overview
For a modern brand like S.E, a simple and timeless logo should be used to enhance the characteristic of the brand. Color palette should also infuse itself a touch of modern feel, therefore, gradiency will corporate the trendy style into the logo without feeling forced and unauthentic.
7
S.E
8
â–¼
COLOR PALETTE
10-11
TYPOGRAPHY 12-13 LOGO DESCRIPTION
15
GRAYSCALE RATIO
16
MASTER LOGO
17
CLEARSPACE 18 VARIATIONS 19 INCORRECT USAGE
20
BASIC ELEMENTS
9
OUR COLORS
S.E
COLOR PALETTE
Our logo is made up of 2 main equal colors: Red and Navy, the eptimal of warm and cool colors. Warm color stands for passion and dedication. Cold color stands for the hotness of the app when it first came out.
ORANGE R=243 G=109 B=0 #F36D00
NAVY C=100 M=90 Y=10 K=0 #24408E 10
PRIMARY COLOR
OUR PALETTE
â–¼
Beside primary colors, we also came up with a secondary color which would help the brand appear more dynamically.
GRAY R=243 G=109 B=0 #C7C6C6
SECONDARY COLOR
RED C=15 M=100 Y=100 K=0 #E73100
11
TYPOGRAPHY
S.E
TYPOGRAPHY
FUTURA BLACK 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
12
0
1
.
!
2 #
3 $
4
5
%
^
6 &
7 *
8
9
(
)
TYPE USAGE
Original type
.
Modified type
We chose Futura for S.E because it is the typeface with geometric sans serif to contrinbute to the modern and youthful look to the logo. The sans-serif type is easy to read and straightforward, appropriate for different uses or occasions. We modified the letter E so it could overlap well with letter S, creating a modern looking logo.
.
TYPE USAGE
S.E
â–ź
Overlay type
13
LOGO CHOICE
S.E
14
LOGO CHOICE Finally, we have comed up with a finalized logo. The logo was created using customized font from FUTURA BLACK, with a dot as a negative space symbolizing for the tyre of the car. Two letters overlap on each other, meaning S.E will have the best of both world, it will all be modern, passionate, fluid and a trustworthy company to its customer.
LOGO DESCRIPTION
â–¼
Black overlapping color section
Straight shape for straightforward and fast route
DESCRIPTION
Curvy shape for the longer route
Cut out dot shape for the tyre of the automobile 15
S.E
GRAYSCALE RATIO 3/2 X
GRAYSCALE
Using the height as the unit of measurement (x), you could also measure the length of the logo based on its height. That makes the ratio is 1:1.5 as for the height and length of the logo. X
16
MASTER LOGO
â–ź
The logo speaks for simplicity which could also helps with the longevity of the brand as for our vision that our brand could always be a well-trusted name from now on.
MASTER LOGO
Our final logo is a logotype that prioritizes the functionality and modernity on top of any other characteristics that the brand has to offer.
17
LOGO CLEARSPACE
S.E
1/9x
CLEARSPACE
1/9x
To work out the clear space, take the height of the logo and divide it in nine units. (Clearspace = Height/ 9) x
1/9x
18
Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
1/9x
LOGO VARIATIONS FULL COLOR
â–¼
FULL COLOR ON LIGHTER BACKGROUND
VARIATION
GRAYSCALE
FULL NEGATIVE
19
INCORRECT USAGE
S.E
20
INCORRECT USAGE There are certain regulations when a logo variation could not surpass in order to keep the identity to the brand. Some of them are listed below. On the side are some of the common mistakes that you should not violate in order for the brand to keep its consistency.
â–ź
.
Do not add any effect on the logo (drop shadow, inner glow, outer glow, etc).
Do not change the color hue or leave the gradiency out.
Do not change the orientation of the gradiency.
Do not use the full color logo on dark background.
Do not place the logo on an angle.
Do not use the logo without the negative dot.
21
S.E
22
STATIONARY SYSTEM
â–¼
LETTERHEAD
22
FOLDER
23
BUSINESS CARD
24
CD PACKAGE
25
ENVELOPES
26
CHOSEN STATIONARY KITS
27
Stationary system makes up most of the identity of the brand. It represents for S.E to showcase the characteristics through the use of practical objects.
23
LETTERHEAD
S.E
8.5in 0.4in 0.3in 0.2in 0.9in
0.5in
LETTERHEAD
1.4 in
11in
4.2 in
24
6 in
â–¼
ENVELOPE 9 1/2 in
4 1/8 in ENVELOPE
0.5 in 0.5 in
0.5 in 0.8 in
0.5 in
0.2 in
0.4in
25
FOLDER
S.E
FOLDER
9 in
12 in
0.9 in
9 in
0.2in
0.9 in 0.2 in
0.5 in 0.9 in 0.9 in
0.2in 0.2 in
26
24 in
BUSINESS CARD
3.5 in 1.7 in
0.8 in
2 in
â–¼
0.6 in
0.3 in
1.2 in
3.2 in
0.3 in
0.2 in
BUSINESS CARD
0.3 in
0.2 in
0.2 in 0.2 in 2.2 in
1 in
27
S.E
0.3in
0.5in
CD PACKAGE
CD PACKAGE
0.5 in
4.4 in
0.3in
0.3in
TR A G IN IN
28
0.5 in
2 in
MANUAL
2.2 in
1.85 in
CHOSEN DESIGN ASSETS
â–¼
EXTRA ASSETS 29
S.E
30
STATION -ARY KIT
â–ź
With this set of stationary system, S.E has put one step into the industry with its strong and consistent identity.
31
S.E
SIGNAGE ENTRANCE 32 GARAGE FLOOR
33
STREETSIGN 34 FLOOR STANDING AD
35
ELEVATOR 36
32
â–¼
33
S.E
ENTRANCE SIGNAGE
ENTRANCE
15ft
10ft
5.9ft
34
â–¼
35
GARAGE FLOOR INDICATOR
S.E
2.5ft 10in
2
GARAGE DOOR
C
5in
Level
7ft
5in
3
A
5in
Level
5.9ft
3.5ft
2.5ft
36
â–¼
37
S.E
STREET SIGN
7ft 3in 1ft2in
1.5ft
STREET SIGN
9in
3ft 21ft
Showroom Entrance
5.9ft
38
3in
7ft
â–¼
39
S.E
FLOOR STANDING AD 2ft
FLOOR STANDING
6.4in 1.5in 2.4in
5.9ft
2.4in 7in 40
â–¼
41
S.E
ELEVATOR SIGN 3.5 ft
LEVATOR SIGN
2 ft
10 in
8 ft
15 in
1
Office Lobby Desk
15 in
2
Dining Showroom
10 in 5.9ft
4 ft
42
â–¼
43
Created by TRAM NGUYEN Graphic Designer nguyet23@unlv.nevada.edu 702-985-9294 555 E Silverado Ranch Blvd Unit 1085 Las Vegas, 89183