IDENTITY GUIDELINES
TABLE OF CO N T E N TS I.
BACKGROUND OVERVIEW PERSONAL INDENTIFICATION WORK PHILOSOPHY
II.
THE DESIGN IDENTITY LOGO TYPES LOGO VARIATIONS LOGO APPLICATION & CLEAR SPACE TYPEFACES COLOUR PALETTE
III. LOGO USAGE CORPERATE STATIONERY APPLICATIONS & MARKETING WEBSITE
Background overview
PER S O N A L I DE N T I F I C AT IO N LIZ WATKINS. 21
Photographer + Graphic Designer Ever since I can remember I have always loved capturing photographs. Even in the ‘old analogue days’ I remember feeling this enormous trust and pride when my mother would let me hold, or even take a photo with her Pentax film camera. I learned to appreciate the value of film cameras, as you only had a limited number of shots before it ran out so you had to make it worth it. During school I thought I always wanted to be a Physio or Sports Scientist because passion for sports & soccer was a massive part of my youth, but as soon as I became more & more prone to not leaving anywhere without a camera in hand, I realised it was something I really enjoyed.
I think it was once I started receiving feedback on the photos I was taking, thats when the fire sparked. I am a pretty competitive person so when I found something I was good at, I just wanted to get better and my drive to learn started from there. What inspires me still then and now, is simply capturing moments, then being able to view back and enhance how I see the world, and to be able do that for a job is something pretty special.
Background overview
WORK PHILOSOPHY
I ASPIRE TO BE A CREATIVE PROFESSIONAL WITH THE OPENNESS TO LEARN, THE DRIVE TO WORK HARD AND PERFECT ALL THINGS I SET MYSELF TO. CLIENTS I WORK WITH TRUST AND SHOW ME OPPORTUNITY TO EXHIBIT WHAT I AM CAPABLE OF...
The Design
I DE N T IT Y LO G O T Y PE S
- Primary mark Vertical/centered The redesigned business identity logo was reformed from the original below. It had to be remade to suit a more usable square shape whilst not losing too much of the already well established features the public and clients recognize. It is now extremely well symmetrically balanced and a much better identity logo.
- Old Secondary mark/Landscape This logotype is a reformed design from the original business logo. It does not work in a sensible proportional. It has been dropped as the second primary mark and shall no longer be used.
PHOTOGRAPHY
+GRAPHIC
DESIGN
The Design
L O G O VA RI AT IO NS
Gold metal texture
PA N T O N E P 11-6 U C14 M23 Y77 K0
K100
PA N T O N E P 179-16 U
White/paper
The Design
UNACCEPTABLE L O G O A PP LI C AT IO N
1.
2.
3.
4.
5.
6.
1. No outside strokes or boarders. 2. No deforming or reshaping. 3. No coloured backing other than assigned colour palette. 4. No recolouring of logo. 5. No rotating. 6. No white on white logo with drop shadow.
The Design
ACCEPTABLE L O G O A PP LI C AT IO N 1.
3.
5.
1. Black on white or light colours. 2. Black with stroke circle. 3. White on black. 4. White on 85% black/circle. 5. Colour only on white. 6. Black on gold texture or colour/circle.
2.
4.
6.
Application of Design
LOGO CLEAR SPACE
-Preferred clear space
To ensure clear space and balance around the logo it is essential to refer to the clear space guides. The large capital I in ‘LIZ’ can be used as an indicator for the preferred clear space around the logo. The small capital I in the word ’DESIGN’ can be used as an indicator for the minimum clear space required.
Minimum clear space -
Application of Design
LIGHTROOM WATERMARKING
When watermarking photos in Light room all logo’s must be anchored to the bottom right corner, with horizontal and vertical insets set at 2. Only the white png file can be used. (Ideally use the file with the drop shadow, as shown top right, to create a pop in lighter areas.) This file should be proportionally sized no lower than 14 and no higher than 18. The opacity can range from 90-100% depending on the work.
Typeface
T Y PE F AC E S R o u g h T y p e w r it e r
AbBbCc 123456 Roboto
AaBbCcDd
BOLD CONDENSED/ITALIC MEDIUM/ITALIC BOLD/ITALIC REGULAR /ITALIC CONDENSED/ITALIC THIN/ITALIC LIGHT/ITALIC
12345678910
Rough Typewriter - is bold and punchy, it references the authentic type writer, bringing a modern look to an authentic process much like how I make black & white photographs. Used for headers only. Roboto- Modern large font family. Great consistency & variety of shape. Commonly curned to around 70 and evenly leaded about 4 pt above font size. Body copy such as letters look best at 8pt, leaded between 12-14.5pt and curned to 70.
C o uf ra Toyl p
ce
COLOUR PALETTE 85%Black
PA N T O N E P 179-16 U
K100
Black 100%, 85%, 65% and 15% Black is a formal, elegant and prestigious tone. Contrasted on white these selected tones are to reference the main tones in my work of black and white photographs. Used as limited/no colour, also cost effective. Gold metal texture, Gold Brown Gold can be associated with love, passion, grandeur and quality. Key qualities to display within the business identity. The texture works well as an alternative to gold foil stamping and the brown as its parter.
65%Black
White
PA N T O N E P 11-6 U
C14 M23 Y77 K0
Gold metal texture
Corporate stationery
Corporate stationery
Business cards - Printed on satin matte 300gsm stock, with a gloss laminate on the front face similar to the feel and look of a black and white gloss print. Gold & 85% black stickers 3.5cm Printed on matte sticker stock. Used with sealing envelopes. Black DL & White 11b 80gsm, 100% recycled envelopes & 8GB USB Both envelopes to be written on with metallic gold marker to tie in with colour scheme. Usb with added twine to give a personal touch.
Presentation
Applications
PHOTOGRAPHY +GRAPHIC
DESIGN
L I Z WAT K I N S PHOTOGRAPHY + GRAPHIC DESIGN M: 0428 145 360 L I Z WAT K I N S P H OTO G R A P HY @ G M A I L . C O M 2/20A MacDougall Rd, Golden Square 3555
JOHN SMITH MANAGER OF BSA
ABN: 67 467 677 500
TA X I N V O I C E # LW P _ 0 4 7 01 Janurar y, 2017
DESCRIPTION
QTY
Photography services
1h
PRICE
TOTAL
0.00
0.00
Graphic design services
1h
0.00
0.00
Photography services
1h
0.00
0.00
Graphic design services
1h
0.00
0.00
PAYMENT DETAILS (Please pay within 14 working days)
ACCOUNT NAME: Liz Watkins Photography
Bendigo Bank BSB: 633 000 Account: 158 107 342
A4 Invoice & letter template Printed plain on 80 gsm 100% recycled paper. Limited to black ink for cost effective printing. Pdf for email. With compliments slip 10x14cm Satin matte 180 gsm 100% recycled paper to be used in every usb return to clients.
Subtotal
$0.00
GST 10%
$0.00
TOTAL AMOUNT
$0.00
Applications
Thank you slip 21x10.5cm and Voucher 18x11cm - Customised for each client with edited photos. Printed on semi gloss matte 180 gsm 100% recycled paper. Limited to black ink for cost effective printing. Social media adverts 15x15cm Square adds with white text overlay of photograph. This method insures the same size consistency across Instagram and Facebook.
Other applications
Business shirt & causal hoodieWhen out photographing it is important to maintain corporate identity. All business identity attire should predominantly be black. The business shirt suited for formal events such as weddings and parties. Hoodie for more causal jobs, such as sporting events.
Website
Website - Home page with ‘about me’, large slide show of high quality photos to fit the window. Tabs to wedding & events packages, work experience page with logos, contact page, recent works and graphic design page.