BRANDING MANUAL CREATED FOR: J. Thompson Consulting Limited DESIGNED BY: Kellie Wright
PREFERRED IDENTITY Identity Importance The Salutem Solution logo is the brand’s main identifier and should be used on all communications, from stationery and packaging to website pages and other digital applications. Please do not attempt to recreate the Salutem Solution logo. Contact Joel Thompson at J. Thompson Consulting Limited for approval to retreive a copy for use. All policies and principles presented in this manual must be strictly followed to protect the integrity of Salutem Solution’s corporate identity.
PREFERRED IDENTITY
The identifier created for Salutem Solution is meant to represent the energy and revitalization the product provides. The curves of the “S” combined with the yellow dot represent health and the flow of energy, ie. healing. The uniquely created “S” paired with the curved, capitalized typeface represents Salutem Solution as the all-natural, miracle working, and health forward product that it is.
REVERSED IDENTITY
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Salutem Solution
Preferred Identity
STAGING & CLEAR SPACE Clear Space Every corporate identity has a certain amount of space around it that belongs to only them. Nothing ever comes inside the space no matter how related to the company it may be. The purpose of this rule is to ensure that when your identity is applied to any printed materials or web-based situations, it has enough surrounding empty space to clearly see it. This ensures your logo will never be crowded; therefore, will always look clean and professional.
x
x
x x
Staging The amount of clear space around this identity is measured by the x-width of the letter “m” in the logotype. The amount of clear space around the entire logo is measured by 1x, as shown in the diagram.
x
Corners of a page
page with text Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia,
Clear Space Situations
looked up one of the
more obscure Latin
words, consectetur,
from a Lorem
Ipsum passage, and
going through the
Here are some situations that showcase the use and benefits of the clear space rules.
cites of the word in
classical literature,
discovered the
undoubtable source.
Lorem Ipsum comes
from sections
1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham. There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle of text. All the Lorem Ipsum generators on the Internet tend to repeat
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Salutem Solution
Staging & Clear Space
MINIMUM SIZES Minimum Sizes Every corporate identity has a practical cut-off point in size where the identity will suffer from lack of clarity. The identity needs to be clear in every situation it is applied which is why this cut-off point is determined.
For Web Applications
130 px
Dimensions For this logo the cut off points are as follows: Web: 130 pixels wide (incl. clearspace) Print: 1.6 inches wide (incl. clearspace)
For Print Applications
Rationale These cut off points were decided by determining the size where the logo starts to become illegible. After the determined minimum sizes, the Salutem Solution identity looses its finer details and the text starts to become blurry.
1.6"
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Salutem Solution
Minimum Sizes
COLOUR PALETTES The primary colour palette includes the original identity colours- the only colours that may be applied to the logo. The secondary palette includes options for use on elements other than the logo in applications including advertising, print design, web design, etc.
P
Secondary Colour
P
CMYK RGB HEX PMS PMS
77 / 0 / 61 / 18 0 / 155 / 119 009B77 137-6 C
SALUTEM VANILLA BEAN
s
CMYK RGB HEX PMS PMS
42 / 65 / 64 / 60 81 / 52 / 45 51342D 43-16 C 4975 C
0 / 44 / 68 / 42 160 / 104 / 61 A0683D P 29-13 C 7567 C
SALUTEM LIGHT BEAN
CMYK RGB HEX PMS
0 / 0 / 61 / 0 255 / 246 / 130 FFF682 10-7 C 602 C
SALUTEM VANILLA WASH
SALUTEM WARM ORANGE
P
CMYK RGB HEX PMS PMS
0 / 36 / 100 / 0 251 / 173 / 24 FBAD18 14-8 C 1235 C
Primary Colour
SALUTEM VITALITY GREEN
CMYK RGB HEX PMS PMS
0 / 100 / 0 / 35 167 / 0 / 99 A70063 76-16 C 234 C
SALUTEM WARM PLUM
CMYK RGB HEX PMS PMS
Colour Legend P= S=
s pg 5
s Salutem Solution
Colour Palettes
UNACCEPTABLE DEVIATIONS
The identity deviations shown below are never to be applied under any circumstances. The only acceptable variations of this logo are shown on “Preferred Identity� (pg 2), so that the logo will consitently and effectively represent the brand the way it was intended.
Preferred Logo
do not rotate the identity do not add any effects
do not crop the identity
do not change the fonts in the logo
do not add elements to the logo
do not use resize any elements of the logo
do not violate the identity staging and clear space rules
do not distort the identity in any way
the position Solution of pg do6not change Salutem elements in the logo
do not reduce opacity
do not display as outlines
do not switchDeviations the identity colours Unacceptable
or add any extra colours
do not rotate the identity do not add any effects
do not violate the identity staging and clear space rules
do not reduce opacity
UNACCEPTABLE DEVIATIONS do not crop the identity
do not change the fonts in the logo
do not distort the identity in any way
do not add elements to the logo
The identity deviations shown below are never to be applied under any circumstances. The only acceptable variations of this logo are shown on “Preferred Identity� (pg 2), so that the logo will consitently and effectively represent the brand the way it was intended.
do not display as outlines
Preferred Logo
do not use resize any elements of the logo
do not change the position of elements in the logo
do not switch the identity colours or add any extra colours
solution
do not take elements away from identity
do not put the logo inside a shape
do not apply to a busy background
do not use the identity within text
Do not use the identity within text. do not use the identity. is the best health product brand of the year.
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Salutem Solution
Unacceptable Deviations