Schmoelling & Froese Architects
STYLE GUIDE
Client Based Logo Design and Visual Identity Client: Schmoelling & Froese Architects Stakeholder: Mr. Don Gordon Design Team: Timekeeper Nguyen Mai Anh - Project Manager Bui Xuan Quyen Le Thi Nguyet Minh Contact: ma.ngyeun@gmail.com +84 (0) 1204460913
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Introduction Statement of Client values & Design Solution Explanation Visual Identity Signature Official LOGO Symbol Logotype Variations Typefaces Color scheme How to use Logo Identity Kit
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INTRODUCTION
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Dear readers, This book is the Style Guide for using the Identity Kit of Schmoelling & Froese Architects (S&FA). After days of hard-working, the design team has presented their best solution for the Logo Design and Visual Identity of S&FA, which can represent well S&FA values to the public. This Style Guide will help you understand this Visual Identity as well as how to use those designs in the best way as a signature for the company. Please read carefully, if you have any questions, don’t hesitate to contact us. Yours Sincerely,
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STATEMENT OF CLIENT VALUES & DESIGN SOLUTION EXPLANATION
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Schmoelling & Froese Architects (S&FA) is an architectural firm based in Singapore. The company portrays itself with 6 specific values that are applied in every working process. The most important value that S&FA focuses on is: Sustainability in construction. Other values that are also stressed on are: Environmental-friendliness, Effective Cooperation, Perfection, Internationality and Innovative development. These values are presented throughout S&FA’s profile and its working style. Additionally, during the research made by the design team, S&FA can also be portrayed as a person, who is: Trustworthy, Caring, Passionate, Innovative and Always Growing.
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The design solution for S&FA Logo and Visual Identity is made to best presents the company values and personalities. The visual key of the design is a Bird’s nest -a natural architect that requires lots of care and hard works of a bird - which is similar to how S&FA designing a construction. Using the bird’s nest also hints for the care of the environment that S&FA focuses on. On the other hand, the bird’s nest is the home – the shelter that protects the bird-family. This can be interpreted as S&FA’s genuine care for their customers and the promise to keep their construction comfortable and sustainable for its users. The main color chosen is ORANGE - a bright, strong and positive color which can present the passion of S&FA in creating sustainable construction. The color also meant to illustrate S&FA as a dynamic and innovative person who always develops to achieve better endeavors. The typography is classical to present S&FA’s trustworthy and serious working styles. On the other hand, the supporting typeface can keep the modern look for S&FA. The Style is clean, clear and simple with diagonal strokes crossing each others making a stable and strong foundation . All of this together has demonstrated the trustworthiness, dynamic development and sustainability in S&FA. The simple look also aims to make the viewers feel and understand S&FA’s personalities better and memorize S&FA quicker.
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VISUAL IDENTITY SIGNATURE
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OFFICIAL LOGO
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Phan nay em viet nha
c. INTRODUCTION d. STEATEMENT OF CLIENT THEME.....
e. Visual element relateting to logo
Complete identity signature Logotype
Symbol
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Ratio between elements
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5 8 8 5
1 1 1
1
1
1
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Golden ratio 1 3 6
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Buffer space & white space The buffer space (safety zone) of the Logo is defined by the width and height of the logo PLUS 2 equivalent “S” of the used Logo. The Buffer Space Width = The Logo Width + 2“S” The Buffer Space Height = The Logo Height+ 2“S” This buffer space allows NO addition/ adjustment/ image/ letter around the Logo. This rule is to make sure that there is enough white space around the logo for the viewer to see it when appears in different media channels. In some cases, like tagging photographs the buffer space can be ignored. Specific cases on how to use the logo will be explained in the next pages
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Size LIMITATION
Measurement length
1” inch The smallest size of the logo that is acceptable is 1’’inch.
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SYMBOL
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VARIATIONS ON USING THE SYMBOL
The symbol in the logo can be used for less important purposes in some media channels where identifying S&FA is not heavily focuses on. On the other hand, using the symbol alone can still identify the company in a circle of audience who already familiar with the brand. Some cases when Symbol can be used alone:
As a decoration/ pattern
As name-tag in some events, when replacing “SF� with the name of the carrier
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LOGOTYPE
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VARIATIONS ON USING THE LOGOTYPE
The Logotype of the logo is the letter “SF” in the logo. This Logotype can be used alone when space is limited for the whole logo to appear. Even though the values/ personalities of the company won’t be presented completely without the symbol, the letters “SF” can represent the brand name good enough with “S” and “F” are the two initials of the company’s name. In situation when the name of the company need to be presented completely, these logotype s below can be used:
Schmoelling & Froese Architects or
Schmoelling & Froese Architects Schmoelling & Froese Architects
Schmoelling & Froese Architects 23
VARIATIONS
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Logotype VARIATIONS
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1 1 Schmoelling & Froese Architects
4/3 1
1 1 1
Schmoelling & Froese Architects
2/3
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Color VARIATIONS
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Black & white
greyscale
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TYPEFACES
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TYPEFACES Footlight MT Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmnopqrstuvwyz 0123456789
MISO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789
MINION PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789
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Footlight MT Light is specialized for the Logotypes only. MISO can be used for special text and headers where applicable. The font is suitable to be used for online products as well. Minion Pro is used for headers and also body text mainly for printing products For Logotype, Footlight MT Light must be set to: Leading = 2/3 font-height Kerning from 1/16 to 1/8 font-width of the letter “o” For common body text, Minion Pro should be set to: Size : 11 -12 pt; Leading = font-height Kerning from 1/12 to 1/6 font-width of the letter “o” With other purposes, the kerning and leading of each typefaces can be done by hand to get acceptable legibility.
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COLOR SCHEME
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MAIN COLOR
FASHION + HOME
17-1463 TCX or 17-1463 TPX
(Cotton, paper, nylon product...)
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RGB for TPX
R: 226
G: 73
B: 47
RGB for TCX
R: 221
G: 65
B: 36
PLUS Series
7625C (Closest Match)
PLUS Series CMYK
C: 0
PLUS Series RGB
R: 225
GOE System
20-1-5C
Plastics
PQ-17-1463TCX
M: 82 G: 82
Y: 80 B: 61
K:0
SUPPORTING COLOR
Pantone Cool Grey 11 R:44
G: 43
B: 50
C: 44
M: 34
Y: 22
HEX #333333 K: 78
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HOW TO USE LOGO
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MISUSED
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The Logo should be applied on a clean and simple background in order to help it stands out and keep it visible. Here are some examples when the logo has been misused:
Logo’s color and background’s color are too similar
Elements in the Logo have different colors
Logo’s color and Background’s color are too aggressive Background’s color stands out more than the Logo
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Detail and seamless pattern in the background makes it difficult for the Logo to be seen
Texture and busy image in the background reduce the Logo’s legibility
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MISAPPLICATION
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Do not distort,scale, strech or tilt the Logo
SF
Do not change the font or stroke of the Logo
Do not modify or add element to the Logo
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APPROPRIATE LOGO APPLICATION
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When using logo on a background image, It depends on the mood/light/darkness of the image that a logo variation can be applied, in order to make the logo stand out from the image.
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IDENTITY KIT
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BUSINESS CARD
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Namecard-front.pdf 1 19/8/2013 7:50:49 AM
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Schmoelling & Froese Architects 693 East Coast Road Singapore 459057 Singapore
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P: +65 6446 4845 F: +65 6446 4846
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E: info@ schmoelling_froese.com.sg W: www.schmoelling_froese.com.sg
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LETTERHEAD
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hitects ese Arc
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es lling_fro schmoe E: info@ apore om.sg roese.c 57 Sing _f 90 ng 45 lli e oe apor w.schm ad Sing W: ww 4845 Coast Ro 5 6446 693 East 46 P: +6 6446 48 F: +65
e.com.sg
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ENVELOPE
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Envelop.pdf 1 18/8/2013 3:20:02 PM
Schmoelling & Froese Architects 693 East Coast Road Singapore 459057 Singapore
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