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TABLE OF CONTENTS 3 4 4 9 12 15 19 22 24 30 34
INTRODUCTION THE CORPORATE LOGO SIGNAGE THE CORPORATE TYPOGRAPHY TYPOGRAPHY AND TEXT HIERARCHY CORPORATE COLOR SYSTEM CORPORATE STATIONERY THE CORRECT LOGO PLACEMENT CUSTOMIZED GRID SYSTEMS PROMOTION AND APPLICATION VIDEO AND NARRATIVE
INTRODUCTION These guidelines describe the visual and verbal elements
that represent SKEETERKICKS corporate
identity. This includes company name, logo and other elements such as color, imagery, type and graphics. Sending a consistent and controlled message
to
present a strong, unified image of the company. These guidelines reflect the company commitment to quality, consitency and style. The brand, including the logo, name, colors and identifying elements, are valuable company assets.
01
THE CORPORATE LOGO SIGNAGE Logo is the key building block of your identity, the primary visual element that identifies you. The signature is a combination of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way. Introduction
Clearspace and computation
Application
Incorrect Logo Applications
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THE CORPORATE LOGO INTRODUCTION ELEMENTS, CLEARSPACE AND ITS APPLICATIONS The Logo Mark or Logo Symbol Consists of a powerful element evoking the running with the S of the Skeeter name.
The SKEETERKICKS Masterbrand or Corporate Logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking the culture of design services - the connection between the strength of communication and the different points that influence. It has a particular relationship with the company name. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Akzidenz-Grotesk BQ and has also been chosen to compliment and balance perfectly with the logo symbol.
The three corporate colours are Blue, Green and Orange. It is a fresh and appealing blend of colours chosen for their strong combination with modern, classic and timeless. The Colours have been selected according to the international standards as shown.
The general Logo The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternative version below.
LIGHT VERSION NO OUTLINE VERSION
The corporate logo is presented through the use of colours as well as shape and form.
Logo Type The Logo Type Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters in Dark Blue tone of the chosen corporate color. The font that is used here is Akzidenz-Grotesk BQ Bold.
OUTLINE VERSION
DIFFERENT CORPORATE LOGO VERSIONS
Logo Mark
DARK VERSION WITH PRIMARY COLORS
3) The Logo Light Version When the backround color is dark colored.
3
4
4) The Logo Dark Version When the backround color is light colored. Recommended formats are: .eps | .ai | .png | .jpg | .tiff Attention: Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo brand consistency.
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LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION 0.9
It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
0.9
7.0mm
2.5mm
0.9
15.5mm
CLEARSPACE
CLEARSPACE
Logo Symbol
Full Logo
Definition Whenever you use the logo, it should be surround with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
1
/2 x
Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).
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APPLICATION ON A COLOR BACKGROUND
LOGO A
LOGO B
LOGO C
LOGO D
Colored Version
Colored Version
Colored Version
Black / White Version
MINIMUM LOGO SIZE
20 mm
5 mm
10 mm
30 mm
15 mm
40 mm
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INCORRECT LOGO APPLICATIONS It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
INCORRECT LOGO
INCORRECT LOGO
INCORRECT LOGO
INCORRECT LOGO
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THE CORPORATE TYPOGRAPHY Typographic hierarchy is another form of visual hierarchy. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for the layouts.
The Corporate Fonts Primary Font Secondary Font Font Hierachy
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THE CORPORATE FONTS AKZIDENZ-GROTESK BQ FONT HISTORY H. Berthold first published Akzidenz-Grotesk in 1896. The design originates from the type used in Germany by job-setters and trade printers of earlier centuries. This early sans serif preceded the first weight of Helvetica by over 40 years. Throughout the years, H. Berthold has expanded this
extremely popular and versatile family. AG Super was developed in 1968 by Günter Gerhard Lange.
AKZIDENZ-GROTESK BQ
PRIMARY FONT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a
b
c
d
e
f
g
h
i
j
k
l
m
n
o
p
q
r
s
t
u
v
w
x
y
DESIGNER : H. BERTHOLD LIGHT CONDENSED
z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
EXTRA BOLD
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
Akzidenz-Grotesk BQ
NUMBERS
SPECIAL CHARACTERS
Condensed versions are especially useful where space is tight and is particularly suited for financial statements, tables, price lists, forms and spreadsheets; the extended versions are popular for titles and headlines. More recently, Berthold added weights and design specific characters (including math symbols and the Euro symbol), as well as the Baltic, Central European and Turkish character sets.
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THE TYPOGRAPHY ITC AVANT GARDE GOTHIC PRO FONT HISTORY ITC Avant Garde Gothic is a font family based on the logo font used in the Avant Garde magazine. Herb Lubalin
devised the logo concept and its companion headline typeface, then he and Tom Carnase, a partner in Lubalin’s design firm, worked together to transform the idea into a full-fledged typeface.The condensed fonts were drawn by Ed Benguiat in 1974, and the obliques were designed by André Gürtler, Erich Gschwind and Christian Mengelt in 1977.
SECONDARY FONT
ITC AVANT GARDE GOTHIC PRO
ITC Avant Garde Gothic Pro
DESIGNER :
HERB LUBALIN The font family consists of 5 weights (4 for condensed), with complementary obliques for widest width fonts. When ITC released the OpenType version of the font, the original 33 alternate characters and ligatures, plus extra characters were included.
EXTRA LIGHT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
NUMBERS
Special Characters
012 3 4 5 678 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
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TYPOGRAPHY AND TEXT HIERARCHY Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for the company layouts.
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Caption Text
Caption Text Arial Regular 6 pt Type / 9 pt Leading
Copy Text
Headlines Copytext Content
Sublines Sections
Subheading
Copy Content Text Arial Regular 8 pt Type / 11 pt Leading
HEADING FOR COPY ITC Avant Garde Gothic Book Regular 10pt Type / 10pt Leading
THE SUBLINES
ITC Avant Garde Gothic Book 16pt Type / 16pt Leading
the subheding Lato Semibold- Capital Letters 34pt Type / 30 pt Leading
Heading
THE HEADER Sans Inserat Regular - Capital Letters 48pt Type / 48 pt Leading
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Kicking around the world
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CORPORATE COLOR SYSTEM THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice� color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the brand identity across all relevant media. Check with your printer when using the corporate colors so they always are consistent.
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PRIMARY COLOR SYSTEM Explanation: The company has four official colors: Blue, Green, Orange and Dark Blue. These colors have become a recognizable identifier for the company. The main color for the “S” is the blue, but depending on the print application can be used the other three as complementary. Dark Blue Primary color will be used for the “K(runner)”.
Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.
PRIMARY COLOR
PRIMARY COLOR
COLOR CODES
COLOR CODES
CMYK HSB RGB WEB
CMYK HSB RGB WEB
: 56.0.23.0 : 180.48.79 : 103.200.202 : #67c8ca
COLOR TONES 100 %
80 %
60 %
: 55.0.94.0 : 93. 61.76 : 126.195.75 : #7fc34b
COLOR TONES 40 %
20 %
100 %
80 %
60 %
40 %
PRIMARY COLOR
PRIMARY COLOR
COLOR CODES
COLOR CODES
CMYK HSB RGB WEB
CMYK HSB RGB WEB
: 10.43.88.0 : 32.73.89 : 227. 154. 60 : #e39a3c
COLOR TONES 100 %
80 %
60 %
20 %
: 84.62.65.74 : 179. 70. 13. : 1.51.51 : #0a2222
COLOR TONES 40 %
20 %
100 %
80 %
60 %
40 %
20 %
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SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to the official colors, but are not recognizable identifiers for the company. Secondary colors should be used in case any seasonal or organization event.
100 %
Usage: In case any special event that expose the logo to changed then those color are the ones to use.
80 %
60 %
40 %
COLOR CODES
CMYK : 9.0.76.0 HSB : 56.59.93
RGB WEB
: 238.233.97 : #eee961
CMYK : 39.0.82.0 HSB : 81.54.81
RGB WEB
: 166.209.94 : #a6d15e
CMYK : 3.27.43 HSB : 26.39.95
RGB WEB
: 244.192.148 : #f4c094
CMYK : 78.17.29.0 HSB : 184.92.69
RGB WEB
: 13.161.177 : #0da1b1
CMYK : 12.86.36.0 HSB : 343. 65.84
RGB WEB
: 215.75.114 : #d74b72
20 %
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CORPORATE STATIONERY INTERNATIONAL PAPER STATIONERY Stationery is a primary means of communication and it is essential that every application be a consistent reflection of our corporate identity. There is only one approved design format for all corporate and business unit stationery, although there are slight variations in size and content for different regions of the world. This section illustrates approved layouts for standard U.S. business stationery. It includes specifications for typography, color, printing method, and word processing Stationery brand management guidelines do not include invoices, bills of lading, credit letters, business forms, checks, e-mail tags or other business processes The Company Letterhead The Company Business Cards The Envelope Logo Placement
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LETTERHEAD Explanation: This shows the approved layouts with the primary elements of the company stationery system for the front- and backside of the letterheads.
SKEETERKICKS NOW YOU CAN
Complete Address United States Zip Code
P: +01.777.777.7777 F: +01.1234.5678.90 E: name@skeeterkicks.com
PARAMETER
Dimensions 297 x 210mm
Usage: The letterhead will be used for all official communication that is going out of company.
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ENVELOPE Explanation: This shows the approved layout with the primary elements of stationery system for envelopes.
Dimensions 297 x 210mm DIN A4
SKEETERKICKS
Complete Address United States Zip Code
P: +01.777.777.7777 F: +01.1234.5678.90 E: name@skeeterkicks.com
BUSINESS CARDS Explanation: This shows the approved layouts with the primary elements and a set of transparent layout design.
Name Last Name
Usage: The business cards will be used for all official contact and communication of company.
Title goes here
Complete Address United States Zip Code
SKEETERKICKS NOW YOU CAN
PARAMETER Dimensions 85 x 55 mm
P: +01.777.777.7777 F: +01.1234.5678.90 E: name@skeeterkicks.com
SKEETERKICKS NOW YOU CAN
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THE CORRECT LOGO PL ACEMENT
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CORRECT LOGO PLACEMENT Explanation: To place the logo in the correct way please use one of the approved styles that are shown on the right.
PARAMETER Example 297 x 210mm4
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CUSTOMIZED GRID SYSTEMS Grid Systems Vertical Grid Systems A4 Vertical Poster Grid System A3 Horizontal Presentation Grid System Vertical Grid System for Tablets
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CUSTOMIZED GRID SYSTEMS
In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.
A4 VERTICAL GRID SYSTEM EXAMPLES
now you can
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CUSTOMIZED GRID SYSTEMS A3 VERTICAL GRID SYSTEM EXAMPLES Explanation: This shows an approved layout with a typography grid for a A3 Poster.
Example: Poster A3
Dixie is getting ready to start her training for her half-marathon. She is training to get ready for the race she runs every year with her daughter. She enjoys every smell on her run, the fallen leaves in the fall, and the view of the sunrise, how the air flows over her body. She can’t wait to see her daughter and enjoy the adventure together. Someone rings the door, and a huge package is there waiting for her!. Inside the box is the most incredible running shoes she has ever seen.
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SCREEN HORZONTAL GRID SYSTEM EXAMPLES
CUSTOMIZED SCREEN GRID SYSTEMS
MENU Dixie is getting ready to start her training for her half-marathon. She is training to get ready for the race she runs every year with her daughter. She enjoys every smell on her run, the fallen leaves in the fall, and the view of the sunrise, how the air flows over her body. She can’t wait to see her daughter and enjoy the adventure together. Someone rings the door, and a huge package is there waiting for her!. Inside the box is the most incredible running shoes she has ever seen. They are the same shoes she cut out from a magazine and put up on the fridge. The shoes are made for long runs – very light, with a super high tech cushion and a totally new style. There is a sweet note inside the shoes from her daughter saying: “Mom, it’s been 12 years of running together. You showed me the love of running. It’s because of you I train everyday and got the scholarship. Last week I won 1st place at the Venice Race, winning the medal for my school! All this is possible because of you. You showed me the discipline and passion for running.
Explanation: This shows an approved layout with a typography grid for a 16:9 Screen. This will be used for Company presentations in Powerpoint or Keynote.
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TABLET VERTICAL GRID SYSTEM EXAMPLE Explanation: This shows an approved layout with a typography grid for an iPad tablet Poster
Example: Tablet
Dixie is getting ready to start her training for her half-marathon. She is training to get ready for the race she runs every year with her daughter. She enjoys every smell on her run, the fallen leaves in the fall, and the view of the sunrise, how the air flows over her body. She can’t wait to see her daughter and enjoy the adventure together. Someone rings the door, and a huge package is there waiting for her!. Inside the box is the most incredible running shoes she has ever seen. They are the same shoes she cut out from a magazine and put up on the fridge. The shoes are made for long runs – very light, with a super high tech cushion and
a totally new style. There is a sweet note inside the shoes from her daughter saying: “Mom, it’s been 12 years of running together. You showed me the love of running. It’s because of you I train everyday and got the scholarship. Last week I won 1st place at the Venice Race, winning the medal for my school! All this is possible because of you. You showed me the discipline and passion for running. Now it is time to run back together again, but this time around the world, fearless with the right shoes. See you at the London Marathon!”
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BRAND PROMOTION AND APPLICATION
MUG
Gradient or solid primary color.
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SHOPPING BAG
Secondary colors, with elements of the world background imagery.
CORPORATE PROMOTIONAL PRODUCTS Corporate Images are responsible to transfer the values to the customers or the potential customers. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value. The company will use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.
T-SHIRT
Blue gradiant color.
SHOES
The second element of the logo will be in white then the first element will be using the with the primary colors.
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BRAND PROMOTIONS For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value.
EXAMPLES OF THE CORPORATE IMAGE IN DIFFERENTS APPLICATIONS AS PROMOTIONAL PRODUCTS
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BLENDING MODES FOR IMAGES Image effects and blending modes raise the concision and the recognizability of a brand. Also they are able to divide content and other graphical elements that are used in layouts. In the same way the support statement of the used images and raise application possibilities.
EXAMPLES FOR BLENDING MODES How to: 1) use it in black and white images colours 2) use a placeholder with a yellow back 3) adjust the layer style to “multiplicate”
now you can
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VIDEO AND NARRATIVE
For further information please contact: Mahiette Tarrago | mahiette@mahiette.com | 01.512.750.4426
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CAMPAING OVERVIEW NARRATIVE Dixie is getting ready to start her training for her half-marathon. She is training to get ready for the race she runs every year with her daughter. She enjoys every smell on her run, the fallen leaves in the fall, and the view of the sunrise, how the air flows over her body. She can’t wait to see her daughter and enjoy the adventure together. Someone rings the door, and a huge package is there waiting for her!. Inside the box is the most incredible running shoes she has ever seen. They are the same shoes she cut out from a magazine and put up on the fridge. The shoes are made for long runs – very light, with a super high tech cushion and a totally new style. There is a sweet note inside the shoes from her daughter saying: “Mom, it’s been 12 years of running together. You showed me the love of running. It’s because of you I train everyday and got the scholarship. Last week I won 1st place at the Venice Race, winning the medal for my school! All this is possible because of you. You showed me the discipline and passion for running. Now it is time to run back together again, but this time around the world, fearless with the right shoes. See you at the London Marathon!”
GET IN TOUCH
now you can