BRAND GUIDELINE
A design case study by Tram Nguyen
S.E BASIC WALKTHROUGH
S.E
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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.
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S.E
CONTENT INTRODUCTION DESIGN BRIEF
S.E BASIC WALKTHROUGH
BASIC ELEMENTS
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STATIONARY SETS SIGNAGE
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LIVING THE GOOD LIFE
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S.E
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DESIGN BRIEF
What is S.E?
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S.E is a convenient, inexpensive and safe taxi servicecompany. 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.
Design Overview
INTRODUCTION
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.
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ORIGINAL STATE
S.E
Color No hierarchy, too similar with Google
S.E BASIC WALKTHROUGH
Chrome logo.
Shape Round shape takes too much negative space, name of brand does not stand out, slogan not necessary.
Text Serif font, normally identiďŹ ed for an oldschool, traditional type of business. This does not ďŹ t with S.E as a renovative and pioneering company.
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SKETCHES
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As for the thinking process, we came up with different sketches with different concept in order to highlight different strengths and characteristics of the brand.
SKETCHES
As for the palette, we opt for similar color schemes but with various hues and values to add more dynamic elements to the logo.
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LOGO VARIATION After picking out the one logo that seemed to has the most potential, we started to play around with color palette. The point is to come up with a complimentary set of colors, that could be displayed nicely on dierent color background and can be recognized from afar.
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GRADIENCY Blue color stands for the innovation, uidity and freshness. Red color stands for passion, dedication and striving to be the pioneer in the industry.
GRADIENCY
Adding a bit of gradiency automatically makes the logo contemporary and up-to-date, which is appropriate for the vision of S.E brand.
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FINALIZED LOGO Finally, we have comed up with a ďŹ nalized 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, uid and a trustworthy company to its customer.
LOGO CLEARSPACE
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10x
_Keep the area around the logo relatively clear _Minimum cleaspace: x of the logo’s width _No other logos type, or other graphic elements should infringe on its space.
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LOGO CLEARSPACE
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COLOR PALETTE
S.E BASIC WALKTHROUGH
RED C=15 M=100 Y=100 K=0 #E73100
ORANGE R=243 G=109 B=0 #F36D00
NAVY C=100 M=90 Y=10 K=0 #24408E
LIGHT BLUE R=3 G=136 B=249 #0388f9
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PRIMARY COLOR
SECONDARY COLOR
FONT USAGE
TYPEFACE USE
FUTURA BOLD FOR TITLES (30pt)
FONT USAGE
Futura Medium for Headers
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S.E BASIC WALKTHROUGH
MASTER LOGO
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RED_ORANGE Color of Passion
Simple Clean Straightforward
LIGHT_DARK BLUE Color of Professionalism
â–¼ Clean White and Gray color Makes it easy to read in dark background
SECONDARY LOGO
LIGHT_DARK BLUE Color of Professionalism
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