Forma – Brand Guidelines

by

A de si

g sh

desi gn sh

o

n

p

G

ra

•

A

o p by U H

ph

ic Desi g

n

Brand Guidelines

by

A de si

g

sh

desi gn sh o

n

p

G

ra

•

A

o p by U H ph

ic Desi g

n

Brand Guidelines

CONTENTS

06 08 08 10 12 16 22 24 30

Introduction Brand mission Brandmark Logo Usage Logo guidelines Color Typography Brand materials Environment

Introduction

FORMA is a Pop up shop curated and created by the UH Graphic Design Program’s Senior class. This pop up shop’s aim is not only to put out beautiful design goods but fundraise for the Senior exhibition that takes place each May.

Brand Guidelines

7

BRAND MISSION

Brand Guidelines

Mission

To those who appreciate the marriage of good form and thoughtful design, here’s to you.

Slogan Good process, form + design

09

LOGO

Brand Guidelines

The logo Forma is not only inspired by the 26 different styles, personalities and design aesthetics of UHGD 19. but Forma also finds inspiration in geometric shapes that come together to create something complex.

11

Clearance zone & size

The zone The clearance zone for placing the logo should be the height of “A�.

Size The smallest size possible for the logo to be readable in print is 1.5 inches.

Brand Guidelines

Smallest size

1.5 in

13

Logo Typesetting

Wordmark Forma is Size The smallest size possible for the logo to be readable in print is 1.5 inches.

85 px height

4 inches wide

Brand Guidelines

15

COLOR

Brand Guidelines

Why the colors?

These colors were chosen based on color psychology. Orange represents creativity, Pink represents playfulness and Black represents strength.

Tangerine

Blush

Primary black

Transparent white

Pantone – 021 U CMYK – 0 25 1 0 RGB – 255 196 220 HEX – #FF6C2F

Pantone – Black 6 C CMYK – 0 0 0 100 RGB – 16 24 32 HEX – #101820

Pantone – 2036 U CMYK – 0 25 1 0 RGB – 255 196 220 HEX – #FFC4DC

CMYK – 0 0 0 0 RGB – 255 255 255 HEX – #FFFFFF

17

Color variations

Blush Blush is the primary identity and should be across all applications when possible Primary Black Primary black is a secondary color variation which can be used when blush suitable Tangerine Tangerine is a secondary color variation which can be used in environmental applications when blush and black are not suitable Transparent white Tangerine is a tertiary color variation which can be used on all collateral material when blush and black are not suitable

Brand Guidelines

19

To those who ap form and desig

Brand Guidelines

21

ppreciate good gn, heres to you!

TYPO GRAPHY

Brand Guidelines

23

Typography Typography is a powerful brand tool when used consistently. This typeface represents the bold, quirky and sharp nature of Forma. This typeface should be used across all print and web applications.

Adieu Sans Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Adieu Sans Light

abcdefghijklm nopqrstuvwxyz

Adieu Sans Regular slanted

ABCDEFGHIJKLM NOPQRSTUVWXYZ0123 abcdefghijklmnopqrstuvwxyz

BRAND MATERIALS

Brand Guidelines

Business cards Business cards will be available at the pop up shop locations

25

Product bags Paper product bags will be available at the pop up shop locations for patrons purchasing goods from Forma.

Brand Guidelines

Employee Uniform All employees working the pop up will wear an apron to indicate they are who patrons should go to for questions and purchases.

27

PRODUCT DESIGN

Product Forma will produce an infinity calendar that can be used for years to come!

ENVIRO NMENT

Pop up shop environment Forma's pop up shop environment will be housed under a 10 x 10ft white tent and include a foldable grid stand that can hang prints, store large format prints and t-shirts.

Tent panels Part of Forma's set up are the 3 vinyl panels that will hang from the frame of the tent structure.

These panels are 36 x 48 in.

Brand Guidelines

7 ft

10 ft

33

Final comments If ever in doubt, just refer back to this guide or get in contact with Forma at formapopup@gmail.com