Faldan
Brand Guidelines
Brand standards are a set of guidelines for the colors; photography and graphic elements; logo specs; fonts and messaging that comprise your brand. They’re the glue that holds your brand together and help to create and protect your firm’s brand identity.
Guidelines
R E V O L U T I O N
I N
T H E
B A G
Logo Colors Typography Digital Other Faldan
Brand Guidelines
Header
3
/ 33
Brand standards are a set of guidelines for the colors; photography and graphic elements; logo specs; fonts and messaging that comprise your brand.
Faldan
Brand Guidelines
Logo
4
Faldan
/ 33
Brand Guidelines
Lockup
5
Faldan
This format is referred to as a “logo lockup�. In the process of designing the Logo Lockup is used as one unit. Below is an example of how the logotype combines with typographic elements to create the lockup.
/ 33
Brand Guidelines
Lockup
6
Faldan
This format is referred to as a “logo lockup�. In the process of designing the Logo Lockup is used as one unit. Below is an example of how the logotype combines with typographic elements to create the lockup.
/ 33
Brand Guidelines
Minimum Size
7
To preserve the readability of the logo it should never be sized below certain dimensions. The minimum height is 14.4pt when used in print or 14px in digital environments.
/ 33
F
A
F
F
Faldan
A
A
L
Brand Guidelines
L L
D
D
A
N
D A
A N
N
36pt
24pt
14.4pt
Logomark
8
A logo-mark is an identifying mark or symbol that doesn’t contain the business name. It should be used where the logotype is inappropriate. The logo-mark looks great in small spaces, for example as an avatar.
/ 33 X
X
Faldan
Brand Guidelines
X
X
Logo clear space. elements of any kind should invade this zone. Clear space is developed from the height of the owl in the logo and is shown as ‘x’.
Logo Position
9
/ 33
The logo should only be place in one of the four positions; flush against the left or right hand margins or aligned to either the top or bottom margins.
Faldan
Brand Guidelines
Typography
10
Faldan
/ 33
Creator URW++
Weights Regular Bold
Nimbus Sans L is a version of Nimbus Sans using Adobe font sources. It was designed in 1987. A subset of Nimbus Sans L were released under the GPL. Although the characters are not exactly the same, Nimbus Sans L has metrics almost identical to Helvetica and Arial.
Nimbus Sans L 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
1
2
3
4
5
6
7
8
9
0
!
@
$
ÂŁ
%
*
(
/
Brand Guidelines
Typography
11
Faldan
/ 33
Creator Akira Kobayashi
Avenir Next (2004–2012) by Akira Kobayashi is the expansion of the original version of Avenir designed in 1988 by Adrian Fruitriger. The word avenir is French for ‘future’. As the name suggests, the family takes inspiration from the geometric style of sans-serif typeface developed in the 1920s. ‘Working on it, I always had human nature in mind.’ A. Fruitriger. The style does reflect the name in the sense that it feels modern and clean. The “humanization” makes it feel younger, and it is great for both body type and headlines to make a
Weights Regular Medium
Avenir Next 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
1
2
3
4
5
6
7
8
9
0
!
@
$
£
%
*
(
/
Brand Guidelines
Typography
12
Faldan
/ 33
Creator Paul Renner
Weights Medium
Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927. It is based on geometric shapes, especially the circle, it has an appearance of efficiency and forwardness. Renner believed that a modern typeface should express modern models, rather than be a revival of a previous design.
Futura Medium 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
1
2
3
4
5
6
7
8
9
0
!
@
$
ÂŁ
%
*
(
/
Brand Guidelines
Hierarchy
13
Differing levels of information should be separated by size and body weights. This helps distinguish and read information quickly and clearly. Larger sizes are used for headlines and smaller sizes are used for body copy and captions.
/ 33
Aa
Aa
Body
H4
Faldan
Aa H3
Brand Guidelines
Aa H2
Aa H1
Color
14
Color is very important in branding and marketing because it is where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences.
/ 33
01
02
03
04
05
Primary
Charcarol
Black
Light grey
White
# b3122a
#39322d
#000000
# f9f9f9
#ffffff
C- 0 M- 100 Y- 75 K- 25
C- 61 M- 59 Y- 60 K- 69
C- 0 M- 0 Y- 0 K- 100
C- 0 M- 0 Y- 0 K- 5
C- 0 M- 0 Y- 0 K- 0
Primary
Faldan
Brand Guidelines
Color
15
Color is very important in branding and marketing because it is where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences.
/ 33
01
02
03
04
05
Primary
Magenta
Deep Green
Light Almond
White
#b2172a
# a11650
# 002d19
# ede6
#ffffff
C- 0 M- 100 Y- 75 K- 25
C- 0 M- 100 Y- 0 K- 40
C- 100 M- 0 Y- 100 K- 85
C- 0 M- 5 Y- 8 K- 10
C- 0 M- 0 Y- 0 K- 0
Secondary Faldan
Brand Guidelines
Combining Colors
Not all colors will work together. For instance, using the primary color on black will appear agressive. In order to avoid too many variations there are only a few ways of combing the brand colors.
White Text
16
Black Text
/ 33
Black text
White Text
Faldan
Imagery
17
/ 33
Overlay Faldan
Brand Guidelines
Color
#ede6dd
18
Pantone 123
Tone
/ 33
The tone refers to the way in which the color palette of the images should match the brand colors.
Faldan
Brand Guidelines
Imagery
19
/ 33
(Above) Product packaging
Mood Faldan
Brand Guidelines
Brand mood are images used to depict the ideal look and feel for the brand. This might be just trying to tap into a specific emotion or theme, later this can get refined into specifics such a colors, typography, types of model
Stationery
Size 85 x 55mm
Paper TBC
20
/ 33
Finishes Red Matt / Letterpress
Cards Faldan
Brand Guidelines
Stationery
x
55mm
21
/ 33
85mm
The logo on the front of the cards is set centered. The slogan and company name set at the corners. The company and personal details are set on the back of the card and split into columns. 2mm bleed is added to each card before print.
Faldan
Brand Guidelines
Stationery
Size 85 x 55mm
Paper TBC
22
/ 33
Finishes Blind Emboss
Letter
00.000.0000 info@faldan.com faldan.co.uk
Address Line One Address Line Two City, 000000
Olorem quia verum alit untur, atios cumquiae exceat atest aped ut abo. Nam et erumet quos abo. Bitae remporrum que eum deria sin parum int, cum que consenissit aut optatur et ape cumquam eosserferi nos dolesti onsequis seniam nem fugit ero officias delectotatur sitat occate porrum des ut officim fuga. Nam quia nobissi tiuscit fugitem essim etur aut dolum si dolor acerfer citioris est esti ut odignis nes et la volenim oluptati rerumqu ibusto cullant qui sanis vel ilibereium as entur, odi cor sit modiorae inulparum a net pe nonse quas magnis coratiorum cus eruptas eosam, eum dist, sum doluption es andam aut que il maxime sitibus endi voloreh entureptatem fugia debistem ium fugit int undem quidelicae nobisque necabor roribus re, sus estectios et iuntius ea duciandae comnis ut et di rest, voluptisitae volenim vel ma cumquis min corum nonsed qui sus maiossunt. Ovitiam quiamet facea sum aut officat uresectium nihitae prepers pellabor si dolent renimi, quia sum faceptatiat es simos experferchic tem que nullace ptiandanti sum volut et il mincti ipsae veliciis etur? Quis corecae ctatincimo ea des magnam quam aceria doloresti to expello rehendu sdaeperfero quas accus. Nam sum et invel ipsanietur, non non pedit mo molutectur aliquae preius delistrume sitium delenesedi res eum cusanducid quat exceprem et offic temperc hitibusdant autatiandem fugia nulpa sandam untia quam rem. Ument, tem ut ut caesed et omnis et accum quiates ma volorro videlis delenimolut explia am, sequi volorum de es rerepre dolorum et volorro rernatqui tempore perrum volores reium as dem. Tatiur? Unt eossintur.
Name CEO and Founder
Company No and Registration Information Faldan
Brand Guidelines
Stationery
23
Size A4+
A Poster
/ 33
Poster Company No and Registration Information Faldan
Brand Guidelines
Stationery
24
Size A4+
A Poster
/ 33
The poster utilizes the same 4 column grid system as the letterhead. The headline text is slightly overlaping the image. The footer information is aligned to the grid at the bottom of the page.
Company No and Registration Information Faldan
Brand Guidelines
Avatars
25
In most cases social media avatars will either be in the form of a circle or a square. In instances where the avatar is reproduced in small sizes (sub 100px), the shorthand logo (logo-mark) should be used.
/ 33
Size Large 101px+
Size Small 0—101px
Faldan
Brand Guidelines
Avatars
26
Below are some examples of color combinations. For further information see the color combination rules outlined in the color section.
/ 33
Size Large 101px+
Size Small 0—101px
Faldan
Brand Guidelines
Mobile I
Size 2436 x 1125px
Device All Smart Phone
27
/ 33
Featured Homepage
New In Spring/Summer View the Collection
Web Faldan
Brand Guidelines
Mobile II
Size 750 x 1334px
Device All Smart Phone
28
/ 33
Featured Homepage
On Trend FROM THE JOURNAL
The poster utilizes the same 4 column grid system as the letterhead. The headline text is slightly hidden by the hero image. The footer information is aligned to the grid at the bottom of the page.
123 Faldan
Brand Guidelines
Rum hitatur sit accat voluptio berciet perum solut lab imoluptaqui adi tota alit, ut quodisit alitatus alis velicimet et, vit, qui nonsenim eum as autat porem quia doluptas alis dolenesendi
Mobile III
29
Here is an example of how the website should look on a mobile tablet device (Ipad, Surface etc).
/ 33
New In Spring/Summer View the Collection Rum hitatur sit accat voluptio berciet perum solut lab imoluptaqui adi tota alit, ut quodisit alitatus alis velicimet et, vit, qui nonsenim eum as
Faldan
Brand Guidelines
Nimbus Sans L is a version of Nimbus Sans using Adobe font sources. It was designed in 1987. A subset of Nimbus Sans L were released under the GPL. Although the characters are not exactly the same, Nimbus Sans L has metrics almost identical to Helvetica and Arial.
Social Posts
30
/ 33
Images should be in the same palette as brand colors and typography should be in keeping with the design standards laid out
Faldan
Brand Guidelines
Values
31
Brand messaging refers to every communication which makes a buyer relate to the brand by influencing them, motivating them and propelling them to buy the product. It’s the message that tells why your brand matters, what is its value proposition, and how it is different from the competitors. The Brand message is the core message around which other marketing ideas are implemented.
/ 33
Brand Messaging Faldan
Brand Guidelines
Values
32
Faldan
Core values communicate what you believe as a company and how you are working together toward a shared vision. This concept is powerful. By articulating what you stand for as a brand, you can attract better employees and customers who share your beliefs.
/ 33
Ethical Powerful Stylish Brand Guidelines
Information
33
/ 33
Terms These guidelines are to be used on by Faldan and your associates. They are not to be re-published without prior consent.
Faldan
Brand Guidelines