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CHIP KICK BRAND MANUAL OCTOBER 2018
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HELLO!
INTRODUCTION
3 A NOTE FROM YOUR DESIGNER Nothing helps ensure the integrity of your brand quite like a brand style guide. I mean, let’s face it—your business is your brand, right? You’ve spent a great deal of time building up your business, and your brand along with it. That brand is valuable—even more valuable than the business itself, in some ways. You need to ensure your brand is being presented consistently (and positively), no matter where it’s showing up. The larger your organization grows, the harder it is to keep track of such things. That’s what a brand style guide is for. A brand style guide, which also may be referred to as a brand manual, brand standards, or brand guidelines, is key to the success of your growing business. What is a brand style guide exactly, you ask? It’s a document, shared with the rest of your organization, that describes how your brand looks and sounds, no matter what type of media is used to present your brand.
PRIMARY LOGO This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identitfy Chip Kick products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the succes of the brand that the logo always be applied with care and respect in every application according to the following guidelines.
1 INCH The Chip Kick Logo should always have some white space around it’s edges even at this small size (1in. x 1in. )
SPACING AND FILE USAGE
5 MINIMUM SPACING The Chip Kick Logo should always have some white space around it’s edges relative to any border thay may confine it.
USING TRANSPARENCY Included in deliverables for Chip Kick are several file formats that provide a transparent background. In any instance where the background is anything other than 100% white or 100% black, it’s preferred to use the following file types. .PNG .PDF .EPS
RECREATING THE CHIP KICK GRADIENT
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The Chip Kick logo uses a customized linear gradient If ever this gradient needs to be replicated please follow these guidelines.
#33FFCC
#66CEF4
HEX: #33FFCC CMYK: 52 0 37 0 Color is an integral part of brand identity. Consistent use of the color palette with not only reinforce the cohesiveness of the brand, but color also serce a psychological purpose by communicating a certain feeling in your audience.
Deep blue is relaxing, and often used to convey the importance of meaningful relationships and establishes trust and loyalty. The gold coffee tone is warm and inviting, stimulates the appetite and represents dependabilty.
RGB: 51 255 204
HEX: #66CEF4 CMYK: 52 0 0 0 RGB: 51 255 204
CUSTOM GRADIENT
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PRIMARY TYPOGRAPHY Herb Lubalin and Tom Carnase designed Avant Garde around 1968. It was based on Lubalin’s logo for Avant Garde magazine. The original face was all uppercase. Avant Garde was the first typeface released by ITC when the company was founded in 1970. Next to being used in all types of art publications, Avant Garde was a classic in ’70s advertising design. World Famous Brands that use ITC Avant Garde include: Adidas Arby’s ASPCA Billabong Bloomingdales Coles Macy’s Mobil Nutella Remax
ITC Avant Garde ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789 !@#$%^&*()_+ Book ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Medium ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Bold ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
ON PAPER
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Stationary such as letterheads and business cards are classic branding oppurtunities that seem to be a permanent fixture in no matter how deep we get into our digital age. When creating stationary for Chip Kick I follow two rules. 1. It must work in black and white 2. Make it CHUNKY
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OUTDOOR SIGNAGE MOCKUP
It is often the case that the sign outside of your storefront is the first impression your brand makes on potential customers. For this reason, it is important that you and your team of designers take time to consider your brand message before designing your signage graphics. In the case of Chip Kick, the logo itself places the company as a vibrant and visible company so the factors like color saturation and sign placement should support that attitude.
SIGNAGE The square shape of the Chip Kick logo makes it perfect for a square sign such as this swivel sign.
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EMBROIDERY AND SCREEN PRINT
As Chip Kick grows, identifying it’s emplyees will become more critical and can be done easily with the included .EPS vector files provided. Usage will vary according to the printer but a general rule is to prefer 1 COLOR to 2, and to Prefer 2 COLRES to 3 - as this will aide the washability and longevity of the apparel.
ON APPAREL When thread colors are limited, choose the lightest teal and darkest blue avaleable to achieve the desired look.
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This website concept illustrates a few major points that keep the brand consistant. • prefer gradients as the web offers few setbacks for RGB gradients • Prefer black backgrounds for text heavy sections as it adds contrast • Use font multiple weights to show off the great letterforms of ITC Avant Garde
ON THE WEB
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BYE!
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