Making Waves The Corporate Identity Guide issue one
Making Wave’s Visual Identity Making Waves is a company which provides luxary sailing holidays in the Western Isles, our mission is to provide a high quality, reliable and ultimately an enjoyable experience for our clients which would ensure that they would recomend or use our holiday service again. It is important to ensure that these kinds of attributes are reflected within the companies identity. The visual identity of our company is expressed through the used of our logo, typography, colour and other imagery. When these elements are combined together it creates a consistant appearance which builds a memorable brand.
The following guidelines provide an overview of the elements which make the identiy, they are here to guide and gives examples of how to use the identity whilst still remaining fexible.
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making waves identity guidelines
Basic Elements The logo is one of the most important elements of our identity. The design is simple and clean, it plays on the shape of a boat and waves in a elegant manner. It seeks to be a easily recognisable mark of a trustworthy, high quality company. The logo has been designed so that it can be varied in many different ways in terms of colour and style, for example using just the outline or being using in black and white. This enables it to be used in the most successful way to what it is being applied to. The typography used in collaboration with the logo enforces the sense of luxury through the use of the typeface Perrywood Italics. Repeating the initials of Making Waves to create a wave appearance can be used as part of the branding, such as the use of this on the business card. This reflects the fun which is to be associated with a brand such as Making Waves. Taking aspects of the logo, specifically the idea of the wave, have been used to create a decorative yet consistent design throughout the brands identity, for instance on the stationary set. This can be applied to all part of branding and adapted to suit any media. Using the basic elements and the given use of colour and typeface ensure that this identity can be replicated with ease.
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making waves identity guidelines
Corporate Colours Our main corporate colour is a dark blue, this is to reflect a sense of luxury whilst it is also influenced by the location of our holidays being the Western Isles - Scotland. To complement this colour a softer, lighter colour from a similar colour palette is used to create a subtle contrast. White is also an important colour within the brand, again to reflect the Scottish theme and also so the use of blue on a white background can be reversed. The logo may be reproduced in different colours including in black and white the colour scheme advised to use uses the Pantone 2706C to 2766C colour library. The logo can also be used as an outline of colour as opposed to a fill, and then placed on different background colours when appropriate. The colour scheme chosen should always ensure optimal visibility.
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making waves identity guidelines
Below are the corporate colours which are used consistently throughout the companies identity. The colour palette shown suggests suitable shades which could be used.
Corporate Colours These are some examples of the logo used on a background using a different colour scheme, it is important that the logo doesn’t get lost within the imagery, the colours should be contrasting. This also applies when using the outline of the logo to ensure high visibility. Pantone 2706 C CMYK 91 90 44 33 RGB 33 26 62
Pantone 476 C CMYK 76 68 63 76 RGB 25 26 31 Pantone - colours are used for specifying colours CMYK - these should be used for printing RGB - should be used for on screen specifications.
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making waves identity guidelines
PANTONE 2706 C PANTONE 420 C
PANTONE 2706 C PANTONE 426 C
Corporate Typeface The primary typeface of Making Waves is Perrywood, this typeface has been selected for it’s traditional design which reflects elegance, whilst being ideal for digital imagery as well, it’s traditional yet warm character supports the brands identity. This typeface can be is used in a different weight and point size and can use different font styles and variants out of the Perrywood family. Headings are set in Perrywood Extended, subheadings and body texts are set in Perrywood regular. The company name and location are set in Perrywood using the drop cap variant the letters are also set to 100pt tracking to create space between these letters only. The identity also uses Perrywood italic as a decorative element using the ‘w’ as a repeated element. The letter is rotated to create the letter ‘m’ creating the initials of the company name*. The repeated use of this typography treatments creates the impression of waves and can be used as a consistent element within the design of the brand, including in conjunction with the logo.
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making waves identity guidelines
Ab
ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,‘’():; Perrywood MT Regular
ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,‘’():; Perrywood MT Extended
ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,‘’():; Perrywood MT Italic
*
Typography Specific Examples The way the typeface Perrywood is used in different styles, point sizes and variants is used to create a sense of hierarchy and lead the lead around the page. The treatment of type creates a consistent look across different types of media. For example: • Italics should only be used for a limited amount of time, such as the initials of the company, or for headings, captions, slogans and emphasising text. This also applies to capitals. • Text should be ranged left or right, not centred. • Drop caps can be used on the company name and location as a subtle emphasis • Italics should be used rather than bold when emphasising body text.
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making waves identity guidelines
Titles/headings
Sub-headings
Body Text
Captions
Main Titles Sub-headings, the Western Isles Body Text would be between 8pt and 11pt depending on the media. Body text will be used for descriptive pieces of text. It is important that when using blocks of body text that the line length is not too long as it will be harder and less appealing to read.
Captions: when needed decribe imagery
Stationary Set A guide to how a stationary set should be presented 210mm
220mm
99mm 110mm
99mm
210mm
99mm
99mm 54mm
front
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making waves identity guidelines
86mm
Branding The ways in which the identity of making waves can be applied is numerous. Taking elements of the identity and applying them to different types of media creates a consistent appearance. For example the website would follow this identity and as would advertisements, complimentary gifts, the boats and accessories, uniforms, souvenirs etc.
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making waves identity guidelines
For Further Information These guidelines outline the basic identity of the Making Waves company, they cannot cover every application or eventuality. If there is any doubt or difficulty regarding the correct usage and application of the corporate identity please contact Making Waves Studio. Telephone: 0123 104990 Email: makingwaveshelp@mw.com
For further information and corporate design standards please visit our website: www.makingwaves.com
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making waves identity guidelines