'Round for Life Brand Guidelines

BRAND GUIDELINES

2

TABLE OF CONTENTS

4

BRAND STRATEGY

23

CUSTOM PATTERNS

10

FILE FORMAT GUIDE

25

DIGITAL PRESENCE

12

BRAND INDEX & SPECS

27

BEYOND BRANDING

19

USAGE GUIDELINES

28

CONTACT US

21

COLOUR PALETTE

This brand guide was crafted especially for you by Krush Design Co, so you can make the most of your beautiful new branding. The guide covers the specif ic visuals you have to work with, where to f ind everything, and how to best bring your brand to life. If you have questions or need anythingat all, just drop us a line.

CONTACT LISA MANSON STUDIO@KRUSH.CO

BRAND STRATEGY

'ROUND FOR LIFE

BRAND TONE

Hope. Energy. Drive.

F O U N D A T I O N

C O M P E T I T I O N

'Round for Life exists to raise funds and create awareness in

'Round for Life aims to work in conjunction with an existing

support of the Cure Brain Cancer Foundation.

charity rather than diluting fundraising by creating it's own

B R A N D

E S S E N C E

The objective of "Round for Life is to execute a bike ride from

entity.

D I S T I N G U I S H I N G

C H A R A C T E R I S T I C S

Toowoomba to Melbourne, gaining sponsorship and donations to

• An Australian Defence Force Initiative.

raise funds in support of Cure Brain Cancer Foundation.

• A personal connection to the cause

T A R G E T

C R E A T I V E

A U D I E N C E

C O N S I D E R A T I O N S

The target audience are corporate sponsors, defence force

• Logo will feature on co-branded jersey & promotional material

personel and their extended contacts.

• Promotional material will incorporate several sponsor logos

4

BRAND RATIONALE

'ROUND FOR LIFE

Behind the Logo The logo incorporates a cyclist, an implied cancer ribbon and the incline with the stripes to show effort and movement.

The logo suite is designed to work well on co-branded promotional material and has the versatility to work in various applications while maintaining a cohesive presence.

6

BRAND RATIONALE

Brand Mark

'ROUND FOR LIFE

Word Mark

7

BRAND RATIONALE

'ROUND FOR LIFE

Submarks

8

FILE FORMAT GUIDE FILE

TYPE

APPLICATION

RESOLUTION

10

'ROUND FOR LIFE

COLOUR

MODE

BACKGROUND

Design File Glossary Your brand f ile folders are named for their intended application (print or web). Be sure to use them as

AI

directed so your brand can look its best.

PRINT

INFINITE

CMYK

TRANSPARENT

EPS-PRINT

R A S T E R

F I L E S :

J P G

+

P N G

Raster f iles are the most commonly used graphic f iles, but they're limited by their resolution and become

EPS

pixelated when scaled larger than their original size.

PRINT

INFINITE

CMYK

TRANSPARENT

V E C T O R

F I L E S :

A I

+

E P S

EPS-PRINT

Def ined by algorithms instead of pixels, vector f iles are inf initely scalable. Vector f iles are ideal for contexts that require precision in printing or cutting your logo,

JPG

such as for signage, letterpress, foil, laser cutting, etc.

PRINT

JPG-PRINT

L I M I T E D: 300

CMYK

WHITE

C M Y K :

T H E

P R I N T

C O L O U R

M O D E

CMYK stands for Cyan Magenta Yellow Black - the 4 inks used by most colour printers to create their colours.

JPG

DIGITAL

JPG-WEB

L I M I T E D: 15 0

RGB

WHITE

R G B :

T H E

D I G I T A L

C O L O U R

M O D E

Digital devices use Red, Green, and Blue channels of light to produce their colour spectrum—hence, RGB.

PNG PNG-WEB

Note: See the Brand Colour Palette page for more DIGITAL

L I M I T E D: 300

RGB

TRANSPARENT

Ù

VECTOR

Ù

ù

RASTER

ù

BRAND INDEX

'ROUND FOR LIFE

12

Brand Index 1

5

The 'Round for Life brand index is listed in order of brand hierarchy and also reflects the organization of the RFL brand f iles. See the brand spec pages listed below for more information on each asset.

BRAND

2

3

4

6

7

8

H I E R A R C H Y

PAGE

1

-

PRIMARY

L O G O

#13

2

-

S TAC K ED

L O G O

#14

3

-

R O U N D

# 15

4

-

S Q U A R E

# 16

5

-

B R A N D M A R K

# 17

6

-

I C O N

# 17

7

-

S T R I P E S

# 17

8

-

W O R D M A R K

# 17

BRAND SPECS

Primary Logo L O C AT I O N:

A

R F L- I D E N T I T Y

RFL_PRIMARY

L O G O.E P S

'ROUND FOR LIFE

AVA IL A BLE »

1-L O G O S

»

1-P R I M A R Y

◼

COLOUR

◼

WHITE

◼

BLACK

I N:

13

BRAND SPECS

Stacked Logo L O C AT I O N:

A

R F L- I D E N T I T Y

R FL _S TAC K ED

AVA IL A BLE »

1-L O G O S

»

2-S TA C K E D

L O G O.E P S

Note: T h e b l a c k l o g o c a n b e u s e d i n t h e s e c o n d a r y b r a n d c o l o u r s a s w e l l .

14

'ROUND FOR LIFE

I N :

CAN

BE

USED

◼

COLOUR

◼

SKY

◼

WHITE

◼

LIME

◼

BLACK

I N:

BRAND SPECS

Round Logo L O C AT I O N:

A

R F L- I D E N T I T Y

RFL_ROUND

'ROUND FOR LIFE

AVA IL A BLE »

1-L O G O S

»

3-ROUND

W H I T E.E P S

Note: All shown colour variations are included in the file

IN

◼

GOLD

◼

SKY

◼

WHITE

◼

LIME

◼

BLACK

15

BRAND SPECS

Square Logo L O C AT I O N:

A

R F L- I D E N T I T Y

RFL_SQUARE

'ROUND FOR LIFE

AVA IL A BLE »

1-L O G O S

»

4-SQUARE

B L AC K.EP S

Note: All shown colour variations are included in the file

IN

◼

GOLD

◼

SKY

◼

WHITE

◼

LIME

◼

BLACK

16

BRAND SPECS

'ROUND FOR LIFE

Submarks

*

SUBMARKS

SHOULD

O N LY

BE

USED

IN

CONTEXTS

WHERE

BRAND MARK L O C AT I O N:

A

R F L- I D E N T I T Y

R F L- G R A P H I C S _ B R A N D

C O L O U R S:

»

2-G R A P H IC S

MARK

P R I M A R Y. E P S

L O C AT I O N:

A

A

R F L- I D E N T I T Y

R F L- G R A P H I C S _ W O R D

C O L O U R S:

»

MARK

◼ ◼ ◼ ◼ ◼

2-G R A P H IC S P R I M A R Y. E P S

/

BRAND

R F L- I D E N T I T Y

»

R F L- G R A P H I C S _ S T R I P E S

WORDMARK L O C AT I O N:

LOGO

NAME

ARE

ALREADY

STRIPES

C O L O U R S:

◼ ◼ ◼ ◼ ◼

THE

2-G R A P H IC S P R I M A R Y. E P S

◼ ◼ ◼ ◼ ◼

CYCLIST L O C AT I O N:

A

R F L- I D E N T I T Y

R F L- G R A P H I C S _ C Y C L I S T

C O L O U R S:

◼ ◼ ◼ ◼ ◼

»

2-G R A P H IC S

P R I M A R Y. E P S

17 PRESENT

USAGE GUIDELINES

'ROUND FOR LIFE

19

General Usage 'Round for Life brand elements should not be altered in any way from the form in which they’re received and should only be used in the brand colours provided. When possible, pair the logo and identity with the designated brand colours and typefaces, and always maintain strong contrast between brand elements and the background colour to ensure legibility.

W I T H

C O L O U R

Primary brand colour-ways are in shown in your folders, with supporting colour variations available as well.

O F F I C I A L

D O C U M E N T S

The black version of your logo should only be used when it’s required for off icial black-andwhite documents. Otherwise, the colour versions of your logo should be used.

USAGE GUIDELINES

'ROUND FOR LIFE

20

With Photography Most often, 'Round for Life logos and taglines should be used in white + gold over dark photography and in black + gold over light photo areas.

Always ensure there is enough contrast between the branding and background and that there’s suff icient negative space in the photo composition for the brand elements to stand out and be legible.

BRAND COLOUR PALETTE

'ROUND FOR LIFE

21

Colour Glossary P R I N T :

C M Y K

+

P A N T O N E

For printing, it’s best to use CMYK. All of your print brand f iles are already formatted in CMYK. For a large (offset) print run with minimal colours or specialty print methods (letterpress, screen printing, etc), use the Pantone Matching System (PMS) colours

BLACK

GOLD

H E X:

# 231F20

H E X:

#FFC654

R G B:

35

R G B:

255

C M Y K: P M S:

31

70

32

65

65

PROCESS

100

BLACK

C M Y K: P M S:

0

198 24

listed here.

Some brand colours may appear without a designated

84

78

0

Pantone colour because they are too light. If you wish

142C

to use this colour in print, I recommend choosing a paper stock or material that coordinates as closely as possible.

W E B

+

D I G I T A L :

H E X

+

R G B

For web, use the HEX values (#xxxxxx) and for digital applications, use RGB. Remember that colours may SKY

vary on different computers or other digital devices due

LIME

H E X:

#00B3DC

H E X:

#C4D82E

R G B:

0

R G B:

196

C M Y K: P M S:

179 88

312C

0

220 11

0

C M Y K: P M S:

28 382C

216 0

to inconsistent colour calibration.

46

100

0

Note: See the File Format Guide for more information on the different colour modes (CMYK vs. RGB).

•

INDICATES

PRIMARY

HEX

=

HEXADECIMAL

RGB

=

RED

CMYK PMS

= =

GREEN

CYA N

COLOUR

COLOUR

CODE

BLUE

M AGENTA

PANTONE

BRAND

YELLOW

MATCHING

BLACK

SYSTEM

CUSTOM PATTERNS

'ROUND FOR LIFE

The 'Round for Life brand f inds a new level of depth and distinction through its use of custom patterns.

L O C AT I O N:

These patterns will be integrated throughout brand stationery and collateral as a stunning background

A

element or combined with the logo for an amazing brand impression.

*

WHITE

BLACK

LARGE L A R G E.EP S

WHITE

R F L- P A T T E R N _ B L A C K COLOUR

VA R I AT IO N S

»

3-PAT T ER N S

L A R G E.E P S SHOWN

HERE

LARGE

R F L- P A T T E R N S _ W H I T E

R F L- P A T T E R N S _ B L A C K

R F L- I D E N T I T Y

L A R G E.EP S

SMALL

R F L- P A T T E R N S _ W H I T E

S M A LL.EP S

BLACK

SMALL

R F L- P A T T E R N S _ B L A C K

23

S M A LL.EP S

ADD QR CODE FOR D O N AT I O N S

DIGITAL PRESENCE

ROUND

FOR

'ROUND FOR LIFE

25

LIFE

Website Favicon Your website favicon appears in the address bar or in the browser tab (depending on the web browser), and is a great opportunity to reinforce your branding.

Social Media P R O F I L E

'R O U N D

FOR

I M A G E

I recommend using the black background as your social

LIFE

prof ile image. This graphic reads well at a small size

@ROUNDFORLIFE

without looking repetitive when placed next to your brand's name.

B A N N E R

I M A G E

This example image pairs well with your prof ile image for social media platforms that offer a banner image (Facebook, Twitter, LinkedIn, etc). You can also an ROUNDFORLIFE

on-brand photo if you feel that’s a better f it for your prof ile.

BEYOND BRANDING

W E

A R E

H E R E

F O R

Y O U

This is only the beginning. 'Round for Life has incredible potential, and Krush Design Co are here as your brand partner to support you on this exciting journey for all your design needs.

STATIONERY PROMOTIONAL MATERIAL WEBSITE DESIGN SIGNAGE CUSTOM TEMPLATES & MUCH MORE Looking forward to continuing our brand partnership.

When you’re ready to tackle the next project, drop us a line.

STUDIO@KRUSH.CO

27

CONTACT US

28

CONGRATULATIONS These guidelines lay the visual foundation for 'Round for Life and hint at the amazing possibilities your new brand identity holds.

We are excited to explore this potential with you. ~ LISA

W W W . K R U S H . C O

S T U D I O @ K R U S H . C O

@ K R U S H . C O

W W W . K R U S H . C O