Brand Identity Guidelines
Contents
The Logo
I
Staging
II
Visibility
III
Logo Spacing
IV
Variations of Colour
V
Misuse
VI
Stationery
VII
Typeface Family
VIII
Colours
IX
I
The Logo
This is the preferred identity of Shape Up, which is made up of a logo, and a signature typeface. The logo represents the high class craftsmanship that the Shape Up brand delivers. In order to maintain the benefits of the identity it is important to conform to the principles and policies documented in the manual.
Staging
II
Standard Corporate Mark This is the standard presentation of the Logo Mark, which is to be used by all Shape Up collateral. (corporate stationary, printed publications, etc)
Side Corporate Mark The side Corporate Mark is to be used where the centred Mark is not suitable. It may not be used unless first agreed upon with the Marketing Department.
Visibility
III
Minimum Exclusion Area To insure that nothing interferes with the Corporate Mark’s visibility, a minimum exclusion zone must be taken into account. The rectangle represents the minimum clearance allowed for both Marks.
Visibility
III
Using the typeface Didot, and the letter S, the minimum exclusion area has been decided for the entire corporate mark in it’s various forms.
Minimum Sizes 7.2mm
13.7mm
35mm
The Corporate Mark must be always legible and can not be displayed any less than the specified sizes. 20mm
IV
Logo Spacing
The Corporate Mark The space between the nameplate and it’s symbol is equal to the width of the letter S in the corporate name Shape Up. The symbol is positioned above the logo type and centrally positioned.
Side Corporate Mark The Side version of the Corporate Mark has been designed proportionally using the same sized symbol and font as the standard Corporate Mark. The space between the nameplate and the symbol is equal to the height of the letter S in the corporate name Shape Up.
Variations of Colour
V
Standard Corporate Mark The full colour Corporate Mark shown top left in full colour, may also be represented in full colour with white text (this mark is ONLY to be used when on a grey background) in white reversed out of a grey solid, or as grey scale with white text. (Refer to PG IX for Pantone values)
Two Colour
One Colour
Misuse of Logo
VI
Do not enclose the Mark in borderline shapes that infringe on minimum space requirements.
Do not distort, skew, scale disproportionally or adjust angle of the Corporate Mark
Do not vary the colour from the set pantone colours stated. (See PG IX)
It is important that the Shape Up Corporate Mark is used correctly and consistently in all applications. If it is not, then the impact and the recognition of the brand will be compromised. It is also essential that the Corporate Mark is only ever reproduced using the master artwork supplied and the instructions for use are adhered to at all times. These are examples of what not to do with the Corporate Mark.
Stationery
43mm
VII
50mm The Corporate Letterhead 25mm
53mm
To maintain consistency when typing letters, please follow these guidelines. When setting body copy in letters it is required to use Avenir Light set at 9pt on 11pt leading. If 12pt type is required, use 14pt leading (and so on...) It is also recommended that all body copy is left-aligned, rather than fully justified. In order to maintain a margin which remains consistent throughout the letter, it is recommended that all text be left aligned. Colours are to be printed only with provided Pantone colours (see PG IX) (All text & images are to have a 3mm border.)
3mm
55mm
Stationery
VII
The Corporate Business Card
Stationery
VII
The Corporate Complementary Slip
The Corporate Official Envelope
VIII
Typeface Family
Didot - Regular
AaBbCc 01234 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
Typeface Family
VIII
Avenir - Light
Avenir - Medium
AaBbCc01234
AaBbCc01234
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
For consistency in the visual identity of Shape Up, it is necessary to use families of typefaces that are compatible with the Corporate Mark typeface (Didot Regular). The standard typeface to be used is Avenir Light, which is a simple, legible typeface. It is to be used as body copy in all content (i.e.. correspondence, brochures & all printed publications.) It can also be used for headings if required. Medium and italic versions are particularly suitable for detailed information and labelling photographs and diagrams.
Colour
IX
Consistent use of the Shape Up colour palette will help strengthen the recognition of the Shape Up identity. All colours are shown with the pantone and CMYK values reference number and their respective tint variations when available.
Pantone 7477 C C87 M60 Y48 K32 Tint C44 M30 Y24 K16
C41 M75 Y46 K50 Tint C21 M37 Y23 K25
Black C0 M0 Y0 K100 Tint C0 M0 Y0 K50
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