4Seasons Brand Guideline

Brand Guidlines IDENTITY MANUAL 2020

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4SEASONS GUIDELINES

TABLE OF CONTENTS Our brand is more than just a logo. It is a visual system and language made up of many parts that work together to convey the core of what this brand is and what we stand for.

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4-7

INTRODUCTION

14-15

LOGOTYPE

8-9

CORE ELEMENTS

16-17

COLORS

10-11

OUR LOGO

18-19

TYPOGRAPHY

12-13

WORDMARK

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BRAND GUIDELINES OVERVIEW INTRODUCTION

4SEASONS BRAND GUIDELINES

INTRO This document provides a simple, yet robust set of Brand Guidelines that can be easily understood and communicated while leaving room for creative expression.

The following pages will guide you through some of the basic identity elements (such as logo, typeface & color) and will provide some general rules for applying these elements across a variety of media types.

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CORE BRAND ELEMENTS

WOR DM ARK

LO G O

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STR APLINE

MO N O G RAM

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TYPO GRAPHY

CO LO R PAL ET TE

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ABOUT OUR LOGO These logo lockups are to be used in all printed publications, advertising, posters, flyers and other printed collateral. To have a consistent look and feel of the brand follow the guidelines to properly use the logo or other brand features.

VA R I ATI ONS

LO GOTYPE

The logo primarily uses black with either biscotti hazel or arctic blue.

The logotype remains constant. Its weight and letterspacing should never be altered in any way.

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OUR MONOGRAMS A monogram is the reduced form of our wordmark. It should only be used when the wordmark is too small to achieve maximum impact.

There are two variations that can be used. Using a monogram differentiates us from our competitors and helps customers to identify us. Here are some examples of how to use our monograms.Â

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APPLICATIONS A logo is the first impression when someone views the brand. It must imply a degree of professionalism. Quite often, however, a good logo can ruin the brand’s image when applied to a design in the wrong way. Here are examples to avoid when using the logo in the design.

WH I TE LOGO

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B L AC K WI TH CO LO U R

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F U L L S OLI D COLOU R

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COLOURS The primary colors are key indicators of 4Seasons brand design. Black is most often used for typography and design elements.

Sun Ray is used for a touch of color. The secondary colors are used in combination with or separately from the primary colors.

These are meant to add extra depth and interest to the designs.

PRIMARY

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ARCTI C B LU E R: 1 0 6 G : 201 B : 201 C: 55 M: 0 Y: 24 K: 0 H EX: # 6 9 C9 CA PMS: 2226 CHA L K WHI TE R: 241 G : 241 B : 243 C: 4 M: 3 Y: 2 K: 0 H EX: # F 1 F 1 F 3 PMS: 1 7 9 -1 4 S E A S O N S G U I D E L I N E S / PAGE 17

TYPOGRAPHY Montserrat is a geometric sans-serif typeface that was created by Julieta Ulanovsky. It was inspired by the signage and typography used in the neighbourhood of Montserrat, Buenos Aires. Fun and geometric letterforms make this font approachable with a sense of warmth and energy. On the flip-side, it is also refined, strong and highly-legible.

Overall, a very versatile typeface.

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