Brand Identity Guidelines SPRING 2016 // VERSION 1.2
This document is the heart of communication between the brand and consumers. It will explain how to use brand identity, its elements, avoid common mistakes and build the communication in the best way.
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Table of contents
04LOGOTYPE 05LOGO CLEARSPACE & SIZING 06LOGO VARIATIONS 07LOGO USAGE 08COLOURS 10TYPOGRAPHY
12PHOTOGRAPHY 13TONE OF VOICE 14STATIONERY 16ADVERTISING
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Our Primary Logotype Here is our logotype. This primary logo is always preferred and should be used when circumstance allows. It also allowed using the logo without caption at top right corner.
Our Secondary Logotype If it’s impossible to use the primary logo, use this secondary logo. It also can be used on its own when the inclusion of the primary logo is complicated unnecessary.
Logotype
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Logo Clearspace & Sizing
Clearspace Our logo needs some space for breathing. Blue lines indicate the minimum clearspace that must be clear of any elements. That area is equivalent to the total height of letters for the primary logo and half of its height for the secondary logo.
1 1/2X
1/4X 2X
1/2X
X
1/4X
1 1/2X
2X
X
4 45Ëš 1/2X
X
1/2X
1/4X
1/4X
X
1/4X
Minimum size To make sure that the logo is always readable, it is set the minimum size of the primary and secondary logo.
For the logo with caption: Minimum print size is 25mm wide. Minimum digital size is 100px. For the logo wothout caption: Minimum print size is 18mm wide. Minimum digital size is 80px.
For the secondary logo: Minimum print size is 10mm wide. Minimum digital size is 32px.
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Logo Variations
Logo Variations
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Besides the primary gradient logo that should be used on light or white background, sometimes it needs to be placed on other background types. There are a few simple rules that will help to represent the logo on different backgrounds in the best way. 01 The one colour version can be used on a light or white background when it caused by circumstances. It can be painted only in the brand primary colours. 02 The white colour version can be used on a coloured, gradient or photographic backgrounds. 03 The grayscale logo should be used only in cases when the primary gradient logo can not be produced due to printing or design issues. 04 The full negative logo should be used only on a black, photographic or complicated backgrounds.
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Logo Usage
Improper Usage
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To make sure that the logo is represented as consistent do not change the typeface, shape, colour or any other elements of the logo. There are a few examples how the logo SHOULD NOT be used: 01 Do not rotate the logo 02 Avoid usege of unspecified colours 03 Do not transform the logo 04 Avoid changing the logo structure 05 Do not change the logo shape 06 Avoid placing any text, logos or elements into the logo’s clearspace 07 Do not recreate the logo with other typefaces 08 Avoid styling the logo with any techniques 09 Do not use incorrect logo variation
HEALTH & FITNESS CLUB
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Our Primary Colours These are our favourite colours that represent the brand. They can be used for typeface, patterns, identity and primary elements.
Colours
ACTIVE Primary Brand Gradient Pantone 340 U C99 M0 Y69 K0 R0 G115 B119 #009b77
ACTIVE Primary Green Solid Pantone 340 U C99 M0 Y69 K0 R0 G115 B119 #009b77
ACTIVE Primary Blue Solid Pantone 660 U C48 M25 Y0 K23 R102 G147 B197 #6693c5
Angle 45Ëš Location 66%
Pantone 660 U C48 M25 Y0 K23 R102 G147 B197 #6693c5
Colours
Our Secondary Colours Here are our secondary colours, which are additional to primary colours. They can be used for secondary elements across visual identity and in web and mobile design.
ACTIVE Secondary Red Solid Pantone 2028 U C0 M73 Y78 K4 R244 G67 B54 #f44336
ACTIVE Secondary Yellow Solid Pantone 7549 U C0 M33 Y100 K0 R255 G171 B0 #ffab00
ACTIVE Secondary Aqua Blue Solid Pantone 3115 U C100 M11 Y0 K17 R0 G188 B212 #00bcd4
ACTIVE Secondary Violet Solid Pantone 7446 U C27 M26 Y0 K22 R146 G149 B200 #9295c8
ACTIVE Secondary Light Black Solid Pantone Neutral Black U C0 M0 Y0 K74 R66 G66 B66 #424242
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Primary Typeface Our primary typeface is Gill Sans MT Pro Family with tracking set at ‘10’ (10/1000). It should be used for all stationery elements, printed materials, and digital advertising where it is possible. 01 Gill Sans MT Pro Light 02 Gill Sans MT Pro Book 03 Gill Sans MT Pro Medium 04 Gill Sans MT Pro Bold 05 Gill Sans MT Pro Heavy
Typography
Aa Aa Aa Aa Aa
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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 abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*)0123456789
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*)0123456789
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Typography
Secondary Typeface The secondary typeface is Roboto Family with different tracking range. It can be used in combination with primary typeface and should be used for all web, mobile and digital materials. 01 Roboto Thin
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02 Roboto Light 03 Roboto Regular 04 Roboto Medium
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05 Roboto Bold
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Aa Aa Aa Aa Aa
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Our Brand Photography
Photography
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Imagery is one of the most important brand assets. They speak louder than words. Make sure that they match rules and categories below and represent our brand correctly: 01 Candid & Real Capture the moments that are real and authentic, moments of natural emotions and real people. 02 Macro & Micro Purity is covered in details. Our photos showv unnoticed details that really matters. 03 Place & Personality Photos should portray people and their enjoying of being active 04 Presentence of ACTIVE style Here is an obvious statement: the strongest moments for ACTIVE are those associated with fitness, nutrition, smartness and sport.
Tone of Voice
Our Tone of Voice Our brand is not a plastic thing. It is alive and always has something to say. The brand should sound personal, fun and clever. There are a few examples of use
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“With ACTIVE you will never forget about your next class again” “Not just a regular gym. ACTIVE is a lifestyle”
01 Personal Informal, friendly, relevant and simple. The brand is a friend. 02 Fun Playful, with a hint of irreverence and with good sense of humour.
“Let ACTIVE set up perfect workout just for you”
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“Dear fat. I have found the ACTIVE. You need to go. Sorry” “Your goal was to lose 10 pounds this year and only 13 remains to go? You still have 84 days to achieve this with ACTIVE”
03 Clever Educated, effortless and a bit geeky 03
“Hello world. I’m Jack’s abs © Made at ACTIVE” “if (summer is soon && you aren’t in good shape) { goto(ACTIVE) ;} else (stay fat)”
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Our Stationery Our stationery system is consistent with the brand. The primary logo and the brand gradient is used in all applications to represent the brand in the best way.
Stationery
Stationery
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Our Advertising ACTIVE advertising is always stripped down to a main message. Add a little bit of humour and creativity to the advertising to represent core brand values in an interesting way.
Advertising
Advertising
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Svyatoslav Polishchuk www.karabeen.com hello@karabeen.com +44 7903 809381