BRAND BOOK
UW-MILWAUKEE
UWM EXCHANGE
Brand-identity Guidelines Client: Contents:
Date:
UWM Exchange 1.0 2.0 2.1 3.0 4.0 5.0
Introduction (page 1) The Logo Design (page 3) The Logo Usage (page 6) Color Scheme (page 13) Typography (page 15) Contact Details (page 18)
October 2014
1.0
Introduction Overview I really focused in on the sustainable communities section of the energy category and decided to take that a bit past what might be thought of at first. I thought why not think of a sustainable community in a different place such as on the internet? I have a solid amount of experience of developing for web and feel that the more I incorporate those skills into this project, the better chance I have for success. So I landed on the idea of creating UWM Craigslist. There are several Facebook pages such as UWM Textbook Exchange, UW-Milwaukee Craigslist, and UW-Milwaukee Missed Connections that are very active, filled with new posts everyday and a healthy amount of members. I would take influence from these pages and create a marketplace for cars, textbooks, housing, tech toys and accessories, furniture, and maybe even missed connections. The kicker? You have to have a uwm.edu email address to join.
1.0 Introduction
Brand-identity Guidelines - October 2014
1.
Mission Statement
UWM EXCHANGE
To become the recognized leader at UW-Milwaukee as a platform where people can place high impact classified ads.
Vision Statement UW-MILWAUKEE
1.0 Introduction
We intend to provide our customers with the best online shopping experience from beginning to end, with a smart, searchable website, easy-to-follow instructions, and a clear and secure payment method.
Brand-identity Guidelines - October 2014
2.
2.0
The Logo Design The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
2.0 The Logo Design
Brand-identity Guidelines - October 2014
3.
UW-MILWAUKEE
Primary logo - in color
2.0 The Logo Design
Brand-identity Guidelines - October 2014
4.
UW-MILWAUKEE
UW-MILWAUKEE
UW-MADISON
UW-MADISON
UW-WHITEWATER
UW-WHITEWATER
UW-PARKSIDE
UW-PARKSIDE
Primary logo - alternative school colors
2.0 The Logo Design
Brand-identity Guidelines - October 2014
5.
2.1
The Logo Usage Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic files shall be used logos should not be taken from this document.
2.1 The Logo Usage
Brand-identity Guidelines - October 2014
6.
x
UW-MILWAUKEE
x 31 mm
UW-MILWAUKEE 7 mm
2.1 The Logo Usage
x
Exclusion Zone Make sure that text or other design elements do not encroach upon the logo. The marked space should always be given to let the logo ‘breathe’, free from distraction.
Minimum reproduction size In the primary logo format a minimum size must be adhered to so that legibilty is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.
Brand-identity Guidelines - October 2014
7.
UW-MILWAUKEE
Wrong! The logo has become distorted from it’s designed aspect ratio, therefore stretching or squshing the shape and text. UW-MILWAUKEE
If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit.
Correct!
UW-MILWAUKEE
2.1 The Logo Usage
The logo’s shape is consistent with the initial design, retaining balance and legibility.
Brand-identity Guidelines - October 2014
8.
Wrong!
UW-MILWAUKEE
The backdrop for the logo’s placement is too similar to the primary color - it lacks visibilty and contrast. To fix this problem, you can either select a contrasting base color, or switch to one of the secondary colours assigned to the logo.
Correct!
UW-MILWAUKEE
The logo is clear and visible, set in primary colors onto a backdrop which shows contrast. Although the backdrop is not white, the colors have been adjusted accordingly to work with the design.
2.1 The Logo Usage
Brand-identity Guidelines - October 2014
9.
Wrong!
UW-MILWAUKEE
Important elements within the logo have been distorted, enlarged or shrunk, affecting the balance and design. A consistent layout is essential across all media, and by changing key elements it will introduce confusion into the brand.
Correct!
UW-MILWAUKEE
2.1 The Logo Usage
The logo has been used in the fashion it was designed. A consistency has been achieved in how it is seen.
Brand-identity Guidelines - October 2014
10.
Wrong!
UW-MILWAUKEE
A colour outside of the selected brand color scheme has been used. This is not recommended as it confuses the brand image. Replacing the font is a definate no-no. The selected typeface should be used at all times with the presentation of the logo.
Correct!
UW-MILWAUKEE
2.1 The Logo Usage
The logo is presented in it’s primary colors using the primary typeface that has been selected for the logotype.
Brand-identity Guidelines - October 2014
11.
UW-MILWAUKEE
UW-MILWAUKEE
Content
UW-MILWAUKEE
Content
UW-MILWAUKEE
In most cases, use of one company logo is all that is required. If an advertiment is made by your company then that logo is usually all that is required for recognition by your audience and/or customers.
2.1 The Logo Usage
Brand-identity Guidelines - October 2014
12.
3.0
Color Scheme Accurate reproduction of the brand color scheme is essential in communicating a clear and consistent message about the company image. The Pantone colors should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colors, in addition to the colours within the assigned scheme.
3.0 Colour Scheme
Brand-identity Guidelines - October 2014
13.
CMYK
HEX
Primary Brand Color logo / main background / business cards
1 / 18 / 98 / 0
253 / 205 / 21
#fdcd15
Secondary Brand Color logo text / secondary background / accent
0 / 38 / 98 / 0
251 / 170 / 31
#fbaa1f
Third Brand Color highlighting / second accent
2 / 63 / 99 / 0
241 / 124 / 34
#f17c22
Text / Content Color
0 / 0 / 0 / 100
0/0/0
#000000
64 / 55 / 52 / 27
89 / 90 / 92
#59595b
0 / 0 / 0 / 60
241 / 242 / 242
#808284
Background / Base Color
Background
3.0 Colour Scheme
RGB
Brand-identity Guidelines - October 2014
14.
4.0
Typography The primary typeface is [insert name here] with a secondary [insert name here] to complement the primary. These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances.
4.0 Typography
Brand-identity Guidelines - October 2014
15.
Primary Typeface Arial Narrow (Regular)
Main logotype text / Content
abc defghijklmnopqrstuv w x y z A BCDEFG HIJ K LM NOPQRSTUV W X Y Z 123 45 6789 0 !@ £$%^&*( )¡€ # ¢∞§¶•ª º- – _=+{ }[ ];:/ \ ,.~ å ∫ç ∂´ƒ©˙^∆˚¬µ~øπœ ® ߆¨√∑≈ ¥Ω
4.0 Typography
Brand-identity Guidelines - October 2014
16.
Secondary Typeface Futura Bold
Heading / Subheadings
abcdefghijklmnopqrstuv w x y z ABCDEFGHIJKL MNOPQRSTUV WX YZ 1234567890 !@ £$%^&*()¡€#¢∞§¶•ª º - –_=+{}[];:/\,.~ å∫ç∂´ƒ©˙^∆˚¬µ~ø πœ ® ߆¨√∑≈ ¥Ω
4.0 Typography
Brand-identity Guidelines - October 2014
17.
5.0
Contact Details Company:
UWM Exchange
Designer:
Joe Kotlan
Email:
jdkotlan@uwm.edu
Web:
www.joekotlan.com
Twitter:
5.0 Contact Details
@Jkotlan
Brand-identity Guidelines - October 2014
18.