BRAND IDENTITY STYLE GUIDE
LOMO Brand Identity Style Guide | 1
Contents. 2 | LOMO Brand Identity Style Guide
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contents.
Introduction. Introduction. The 10 Golden Rules.
About Us. Logo. Typeface. Print. Typeface. Online. Color. Tagline.
Lomo in Product. Print. Letterhead. Envelope. Namecard. Complimentary Slip. Poster
40 52 56 60 66
Photography.
Graphic Elements.
Lomo Store.
This is Us.
Final Thoughts.
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Introduction.
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Introduction
A Lomograph holds a charm all of its own. Somehow, everything is amplified, making ordinary objects stand out, enhancing details that would normally go unnoticed. Characterised by ever- changing variables such as the mysterious vignettes that frame the shot, light leaks, lo-fi grain, beautiful blurs,the magical balance of contrast and saturation ‌ just to name a few. A combination these factors and a healthy touch of the unexpected go into making each Lomograph unique. Essentially, Lomography embraces the element of surprise that only analogue film photography can bring and wholeheartedly celebrates the outcome. Experiment with different kinds of films, and try different tips and techniques, such as cross-processing (x-pro) – it works well with Lomographic cameras!
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The 10 Golden Rules. #01
#03
Take your camera everywhere you go.
Lomography is not an interference in your life, but part of it.
#02
#04
Use it any time – day and night.
Try the shot from the hip.
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10 golden rules.
#05 Approach the objects of your Lomographic desire as close as possible.
#08 You don’t have to know beforehand what you captured on film.
#06
#09
Don’t think. (William Firebrace)
Afterwards either.
#07
#10
Be Fast
Don’t worry about any rules.
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Our logo is very important since this is our face and this is how we look. How can people recognize us if they can not see our face and know our look. From looking at our logo, everybody can get their first impression; it is very fun, free, youthful and of course it’s very hippie. Let’s get some fun!
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logo.
01. Current Logo
01
This is the current logo. we put the ‘lomography’ word inside the red box color. It’s very analogue, but we can not see the playfulness.
02. Grid Logo
02
This is how our logo look in the grid, It was made using the geometric shapes by following the grid to make it look clean and very professional It’s also reflect the analogue of Lomo camera.
03. Logo
03
This is how our final logo look. It was used in the all printed publications and also used in the online websites. We have two different colors to make it more varied. Red is our primary color and blue is our secondary.
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logo.
Black and White Logo
Against Lomo Color Background
Color Logo
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logo.
Clear Space The 20% clear space in every side of logo to mak e it more clean and nice looking. Just like us, we need some personal space also, right?
20 % 20 %
20 % 20 %
100%
15 mm
Minimum Size To ensure maximum clarity and distinction, the Lomo logo can not be smaller than 15 mm in width.
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logo. 01. Space around the Logo The white space around the logo make it look very clean, so the logo still can breathe in. You can use other neutral colors.
02. Use the colors as the background
Do’s & Dont’s. We know that our logo is very free, but it doesn’t mean you can use it as free as you want, right? Take a look some common mistakes, so you will not do a same mistake and can apply our logo well.
This is the other alternatives, you can use our 2 colors as the background, but remember use white color as the logo color for this one.
03. Please don’t use blue against the red! It’s very not cool, right?
04. Can you see that? The background photo is too busy. You can not even see our face.
05. Seriously? We have already make the logo in perfect grid. Please do not rotate it!
06. No effects, please!
It’s looks not outstanding, please don’t add drop shadow, emboss, or any affect on our logo.
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logo.
01
03
04
02
05
06
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logo.
How to apply. How are we going to apply this logo into our identity? It’s very easy. We can add some text in the ‘L’ descender, but don’t forget to add some space in between, so they can breath easily. The space in between is measured by the ‘o’ in Lomo logo.
After that, the height of the text should be at the same height of the ‘L’ descender, remember our logo is designed by using grid system, so it will make it clean and so modern. You can type anything for the text, like example, the tagline or Lomo product name, but don’t make it too long, it will make the Lomo logo did not outstanding anymore. So, just choose which template suit the best with the text.
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logo. 01. Text in one line This is the perfect lenght of the text.
Lorem ipsum 02. Text in two lines. If the text is too long, you can divide it into two lines, but sorry, can not be more than 2 lines.
Lorem ipsum dolor sit amet 03. Below the logo This is another alternate if the text is long, but you still want to make it in one line.
L
Lorem ipsum dolor sit amet
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logo.
01
Lorem ipsum
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logo.
02
Lorem ipsum dolor sit amet
03
Lorem ipsum dolor sit amet
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Typeface. Print. DIN Alternate Family is our main typeface for the print. It is very clean and nice, but still have fun side of it. It not only for the body text, but also for the subtitle and title. Just use a different type thickness, but same typeface, to make it look as the same package.
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Aa Aa Aa
typography.
01. DIN Alternate Light For the bodytext, to create clean and tidy look.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)
02. DIN Alternate Medium For the subtitle and subheading to make it different with the bodytext.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)
03. DIN Alternate Black For the title to make it more obvious and more outstanding.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)
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Typeface. Online.
01. Arial For the bodytext, to create clean and tidy look.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!ÂŁ$&@*)
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typography.
02. Tahoma
03. Helvetica Neue
For the subtitle and subheading to make it different with the bodytext.
For the title to make it more obvious and more outstanding.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!£$&@*)
Aa
Aa
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Color. Color is also very important, it’s like our personality. We’re fun, playful, free and hippie. The red and blue represent warm and cool colours and, of course it’s represent our origin, Russia!
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color.
LOMO Red Pantone Red 185 C CMYK 1 / 100 / 92 / 0 RGB 235 / 0 / 40 Hex #EB0028
LOMO Blue Pantone Blue 299 C CMYK 80 / 18 / 0 / 0 RGB 0 / 160 / 223 Hex #00A0DF
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Tagline. “Don’t think, Just shoot!” Whenever possible, the lomo logo should appear with the tagline. The tagline has already set in a number of different format, so choose one the best suits in usage. “Don’t think, just shoot!” is our main and international tagline which is really suit well with our image; fun, free and hippie.
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tagline.
01. Tagline- Continue
01
Font- DIN Alternate Black Font Size following the height of the L
Don’t think, Just shoot!
Spacing- following the o’s cap height.
02. Tagline- Continue in 2 rows
D
02
Font- DIN Alternate Black Font Sizefollowing the height of the L
Don’t think, Just shoot!
Spacing- following the o’s cap height. Line Spacing - 1/2 of the o’s cap height.
03. Tagline- Align below
03
Font- DIN Alternate Black Font Sizefollowing the height of the L Line Spacing - 1/2 of the o’s cap height.
Don’t think, Just shoot!
D
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lomo in product.
LC-A+
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lomo in product.
DIANA F+
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lomo in product.
FISHEYE BABY
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lomo in product.
LOMOKINO
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lomo in product.
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lomo in product.
LA SARDINA
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Print. Everybody can read anywhere, and anytime, so we think print is very important for people to see and know us more. We know that it’s very obsolete, but not everybody is updated, right? Printing here means our corporate identity, our packaging, poster, advertisement and anything that we can print.
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print.
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print.
Letterhead.
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210 mm
print. 15 mm
25 mm
10 mm 40 mm
20 mm
297 mm
47 mm
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print.
Envelope.
15 mm
15 mm
10 mm
110 mm
220 mm
30 mm
10 mm
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print.
Name Card.
55 mm
80 mm
01. Gallery Store Name Card
02. Individual Name Card 12 mm LOMO Brand Identity Style Guide | 37
print.
Complimentary Slip. 95 mm
210 mm 10 mm 10 mm
10 mm 10 mm
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print.
Poster. Keep it simple, Use the photo that suit the camera color. White Space is also important!
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Photography.
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photography
Since we are an analog camera product, photography is one of our important elements. We want to show you the differentiations and characteristics of our camera.
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photography
Fun, Happy & Playful 42 | LOMO Brand Identity Style Guide
photography
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photography
Be Free! 44 | LOMO Brand Identity Style Guide
photography
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photography
Experimental 46 | LOMO Brand Identity Style Guide
photography
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photography
Unique
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photography
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photography
Be Yourself! 50 | LOMO Brand Identity Style Guide
photography
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Graphic Language.
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graphic language.
Design Elements Lomo Graphic Language is based from the basic of design elements. We’re using dot, line and shape for our graphics. These Design Elements can create a modern and simple look, yet still very exciting and fun.
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120mm
graphic language.
Simple. Fun. Modern.
Don’t think, Just shoot!
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graphic language.
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Lomo Store. This is how our store look. We want to give the same image with our identity. When people come to our store, they’ll think it is very fun, playful and very hippie. Not only that, we also want to give a modern and fresh look to our customers, since they have a right to get the best from us. Take a look at our Lomo Store!
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lomo store.
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lomo store.
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this is us.
LC-A+
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this is us.
DIANA F+
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this is us.
FISHEYE 2
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this is us.
KONSTRUKTOR
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this is us.
LOMOKINO
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this is us.
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Final Thoughts.
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final thoughts.
So by now, you should have understood how we look, right? It is very fun, playful, free, experimental and very hippie. This is US! Just remember one most important thing. “Don’t think, Just Shoot!”
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Lomo Š 2014 68 | LOMO Brand Identity Style Guide