BRANDING DELIVERY GUIDE Round #2 | 05/23/2016
“Everything should be made as simple as possible, but not simpler.” ALBERT EINSTEIN
CR E ATIV E B R IE F The creative brief is a work in progress. Expect to see the full creative brief here once it has been fully developed. Thanks for watching.
01
BRAND MARK The brand mark helps tell the Lifeonit story. The design is comprised of 6 circles representing each of the categories that Lifeonit covers. Social, Frenzi, Local, Travel, Entertainment, and Products. Each category is also supported by a bold color to help support the brand.
6 Categories of Lifeonit
Colors work on both light & dark backgrounds
SEEK HIERARCHY
Social Active
Frenzi Active
Local Active
Products Active
Travel Active
Entertainment Active
This is the hierarchy of the brand and seek icon. Each circle/color represents a different category of the overall brand. People engage with the brand both through different visual placements and through touch, keeping people connected to the brand at all times.
THE ANATOMY
Social
The anatomy of Lifeonit is simple. It was developed with the circle of life and
Products
Frenzi
Entertainment
Local
how everything circles back to make a complete experience. No one category is stronger than another. They are equal. Symmetry also helps balance everything which will be told in all design assets throughout the brand.
Travel
02
LOGOTYPE & ICONS
These next few pages will help line out the typography treatment, the customization of the chosen type treatment and how it should be used in real world applications.
THE DIRECTION
The logotype was designed to be simple and clean, using bold lines to help enforce the clean / modern look of the mobile and website. Brandon text lays a great foundation for the typography of “it” as well as “Lifeonit”. Both have been created to help represent both the brand name and the brand domain. San Serif font was intentionally NOT used to help keep the design and collateral as clean as possible.
CUSTOM MODIFICATIONS
To make the typography unique to Lifeonit, several alterations were made to the original Brandon Text font. See the above red circles to see some of the alterations made to create this look.
FULL MOCKUP
App Icon
Logo
Word Mark
MOBILE ICON APPLICATION
ICON DESIGNS
This is a collection of unique icons developed for the Lifeonit website and mobile application. These are used to communicate an action without using words.
03
TYPOGRAPHY The typography treatment of Lifeonit has two parts. Both the “it” logo and the “Lifeonit” treatments. Both are the same in design, but with a few minor alterations. This section lines out the typography to use for any collateral.
TYPE PAIRINGS
Heading Sub Heading
Body copy
BRANDON TEXT BOLD BRANDON TEXT REGULAR This shows off the body copy treatment for Lifeonit. You can see the font is very thin and light. On occasion, even Brandon Text Regular can be used where the font feels a bit too light to help the font pop off the page a bit more than normal. Brandon Text Light Brandon Text Regular
Action items
JOIN NOW
Brandon Text Medium
SUPPORTING BODY COPY
SO U R C E S A NS PR O Source Sans Pro is a support font type for body copy only. It should not be used for headlines or sub headings without expressed permission from Lifeonit Corporate staff. This font is use for body copy as a more vertical, less rounded typeface, where Brandon Text is more
AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk
rounded and sometimes not as appealing as Source Sans Pro.
Glyphs
ĄaɃbĆcḎdĘËeßG̃gĦhΩĵĶœ Tabular Numerals
0123456789%!@#$%^&*?+
TYPE W/ LOGO PAIRINGS
F REN Z I D EA L S
1/3 of “lifeonit” brand
BRANDON TEXT REGULAR ITALIC 100pt tracking
Headings that are paired with the “it” logo should be divided by a vertical divider line that matches the height of the “it” logo. The supporting heading should be 2/3 the height of the “it” logo so the “it” logo is the prominent element.
04
COLOR This section covers the color numbers and application for each category. Use of color is dependent upon which category you are working within. Use this document as your guide to ensure color accuracy every time.
COLOR THEORY S ocia l
GOOD FORTUNE
GROWTH
SOCIAL
Frenzi
STABILITY
DEALS
HAPPY
Each color is dependent upon the universal feeling on that category and emotion that color evokes. The theory behind each color helps
Loca l
HOME GROWN
TRUSTWORTHY FAMILY
continually tell the story of the brand throughout. Even though each category could have multiple applications, these six colors are
Tra vel
HAPPINESS
ACTIVE FUN
what represent Lifeonit. Enter ta inment
Prod ucts
INSPIRATIONAL
CREATIVITY LUXURY
COMMERCE
QUALITY TRUST
COLOR PALETTE
These colors are here to establish a
#85E04C
#6EBFED
#E5537D
#BA73D1
#F29F33
universal format for all colors, both for print and digital collateral. These are the EXACT color numbers that should be used for the Lifeonit brand. Any alterations of these colors should first be approved by Lifeonit
#FFDD50
Corporate staff.
C49 M0 Y92 K0
C51 M9 Y0 K0
C5 M83 Y28 K0
C33 M62 Y0 K0
C3 M43 Y91 K0
C1 M10 Y80 K0
GRADIENT PALETTE
These gradients are a roadmaps are a guide to help use some stylistic elements in your designs. These are the only approved gradients to be used. Any additional
#85E04C
#6EBFED
#BA7301
#E5337D
#F29F33
#FFDD50
gradient palette’s should be approved by Lifeonit Corporate staff. If using a gradient over an image, the best application is 75% opacity on the gradient layer, with the image behinde the gradient converted to black and white.
GRADIENT OVER IMAGE
If using a gradient over an image, the best application is the gradient layer on the top, with a 75% opacity. Then the image behinde the gradient converted to black and white. This provides a clean and balanced look on most all images. Use a 45 degree angle of any gradient to create a more unique look. Any other requested gradient applications should be requested by Lifeonit Corporate staff.
75% Opacity on Gradients
45o Gradient Angle
05
BEST OF THE ROUND This is the best examples of the new Lifeonit brand. The new color palette and brand mark helps convey a story both visually and emotionally. Life revolves around “it�.
The overall development of this brand will help users to be able to be Immersed into the full experience of Lifeonit. When a user sees the six circle design, the goal it to immediately think of Lifeonit. Over time the word “it” should be able to be removed from the brand mark. Lifeonit is a circle of life where you can engage with anything that has to do with your life. Whether that is a trip you’re taking to Europe, some concert tickets you’re wanting to buy at a great price, or that pair of sunglasses that you can’t live without. Lifeonit helps you find everything you need to do anything you need in one place.