Brand Guidelines V I S UA L I D E N TI T Y FO R T H E Y U L I A STA R K B R A N D
YULIA STARK BRANDING : 05 2019
BRAND GUIDELINES
Feminine Energy. Infinite Female Empowerment. (Yulia Stark)
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Table of contents
BRAND GUIDELINES
01. 02. 03. 04. 05.
I N T R O D U CTI O N THE LOGO THE TYPOGRAPHY C O L O R SYST E M A P P L I CATI O N S
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Hi, my name is Yulia Stark. This document outlines how I would like my branding and that of the FAB Academy to be applied throughout all forms of communication. Thank you for respecting these guidelines.
Yulia 3
These guidelines are designed to help everybody involved in the production of our communications and they also play an important role in building our brand. Please take time to read and understand them: the design principles have been carefully considered and developed to ensure that our visual identity is consistent all around the world. They will continue to evolve as our requirements grow to become a fully comprehensive guide for all identity applications.
ABOUT THIS BRAND
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I n for m ati o n a b ou t t he Yu l ia St a r k & FA B A c a d e m y bra nd
A unified and consistent use of these guidelines is one of the key ways by which we will visibly distinguish and strengthen the equity and hence the value of our brand over the medium and long-term.
01. Introduction
YULIA STARK BRANDING : 05 2019
BRAND GUIDELINES
BRAND GUIDELINES
The brand. Yulia Stark is not only my name. It is a brand name. Yulia Stark is not about me. It’s about us. About my team. And about all those great people surrounding me with love and strength. Together, we make things happen. Together, we’ll make it work. We believe the empathic, holistic, collaborative nature of feminine leadership is of tremendous value in our world. We promise to help women live their live to their fullest potential to make this world a better place. With our mentorship and guidance, women can have it all! This is our promise.
Brand values. • INCLUSIVE : every woman has the potential to awaken their true femininity. • VULNERABLE : vulnerability is the birthplace of innovation, creativity and change. • VALIANT : determination will get you through anything.
Yulia Stark
Founder of FAB Academy
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6 O u r l o g o i s t he to u c h sto n e o f o u r b ra n d .
02. The logo
YULIA STARK BRANDING : 05 2019
BRAND GUIDELINES
BRAND GUIDELINES
Logo & usage The Yulia Stark logo combines two elements: the Yulia Stark lettering and the logo icon. These elements should always be applied in their original proportions, but can be used in a number of ways to make sure that we keep a certain flexibility and dynamic throughout our corporate identity. On the next page, we show some examples of proper usage of the logo and the icon, together and separate.
Logo lettering. Primary color on light backgrounds and images is dark grey (90% black).
Logo lettering. Primary color on dark backgrounds and images is white or soft grey (10% black).
Logo icon. Primary color on light backgrounds and images is dark grey (90% black).
Logo icon. Primary color on dark backgrounds and images is white or soft grey (10% black).
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BRAND GUIDELINES
Lettering layouts & combinations [examples]
YULIA STARK BRANDING : 05 2019
straight formal typography
right centered typograhy
informal free positioned typography
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BRAND GUIDELINES
Lettering & icon combinations [examples]
icon on the left
icon in the middle
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BRAND GUIDELINES
YULIA STARK BRANDING : 05 2019
Lettering & icon combinations [examples]
right aligned lettering toned down icon on the right
unaligned lettering toned down icon on the right
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BRAND GUIDELINES
Lettering & baseline combinations [examples]
YULIA STARK
lettering with centred baseline
if you want something done, ask a woman
YULIA STARK
lettering with centred baseline
if you want something done, ask a woman
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BRAND GUIDELINES
Black & grayscale
YULIA STARK BRANDING : 05 2019
Sometimes, often due to production costs, only one color of ink is available and so the logo must be reproduced using only one color. In this scenario, the logo must be used following the convention of using a light color type on a dark background or in a dark color type on a light background. The logotype and the symbol must be clearly distinguishable from the background color. You must honor the Yulia Stark logo palette when possible, using black or white if necessary.
Dark Grey (90% black) color
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Soft Grey (25% black) color
Off white (5% black) color
BRAND GUIDELINES
Construction & clearspace The Yulia Stark icon requires seperation from the other elements around it. The space required on all sides is roughly eqivalent to the width of the logo type.
1/2 x
It never should be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand. Please note that text or pictorial figures, which have strong impact or impression, should not be placed near the logo, even though you keep the isolation area blank.
1/2 x
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BRAND GUIDELINES
Incorrect uses
YULIA STARK BRANDING : 05 2019
The logo cannot be changed! Although creativity is appreciated please do not alter the logo in anyway! It’s not possible to illustrate all different alterations, but please stick to normal usage of the logo, so that it keeps its dignity and style.
DON’T use visible drop shadows
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DON’T use non-approved colors
NEVER change the proportions
BRAND GUIDELINES
Minimum sizes
Using the artwork Yulia Stark_logo_01_CMYK.eps
The full logo: L 35 mm
The icon : H 10 mm
Artwork version
Colorspace File format
- first version
- CMYK
- EPS
- second version
- RGB
- PNG
- grayscale
-JPG
- black
There are no predetermined sizes for the logo. Scale and proportion should be determined by the available space, function and visibility. In print the minimum size of the full logo (naam + symbol) is L 35 mm, for the symbol it is height 10 mm. Please always keep the visibility in mind when scaling down the logo.
This page explains the file naming system for the artwork and the various versions. The filename contains all key information to identify the appropriate logo version for each application. The logotype is supplied in EPS and PNG file formats. For printed documents use always the EPS files. PNG files should only be used for the web applications or if you are using desktop applications such as Word, Powerpoint, Pages or Keynote. Please make sure that the correct artwork for each application is used. It is recommended to apply this file format and structure for all artwork, so that files can be easily retrieved and filed for cross media usage.
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16 Typography is 95% of design – it’s a driving force in all forms of communication art.
03. Typography
YULIA STARK BRANDING : 05 2019
BRAND GUIDELINES
BRAND GUIDELINES
The primary typeface Butler Butler is a free serif typeface inspired by a mix between both Dala Floda & the amazing Bodoni family. The main goal was to bring a bit of modernism to serif fonts by working on the curves of classical serif fonts and adding an extra stencil family.
Great for posters, very big titles, books & fancy stuff, the highly contrasted Butler typeface is pleased to be at your service. The Butler family contains a total of 334 characters, 7 regular weights and 7 stencil weights, text figures,
ABCDEFGH IJKLM NOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890 !�§$%&/()=?+*#
ligatures, fractions and a lot more. It also suits many different languages with its added glyphs. Awarded font of the month by Computer Arts Magazine. Free for both personal & commercial use!
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BRAND GUIDELINES
The secondary typeface M A N I FO L D
YULIA STARK BRANDING : 05 2019
Strong, unified, and articulate. Manifold is a utilitarian typeface inspired by the precision of a computer terminal, then tempered and softened with a hint of warmth.
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Manifold’s unified letterforms and tall x-height are excel in user interfaces and short copy – or track it out for a sophisticated, cinematic look for titles and headlines.
ABCDEFGH IJKLM NOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890 !Ӥ$%&/()=?+*#
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BRAND GUIDELINES
Typography & hierachy Heading 1 / Butler, 42 pt bold
The quick brown fox Heading 2 / Butler, 30 pt bold
The quick brown fox Heading 3 / Butler, 18 pt bold
The quick brown fox Heading 4 / Manifold, 12 pt bold uppercase, spacing 100
T H E Q U I C K B R OW N FO X Heading 5 / Manifold, 9 pt bold uppercase, spacing 200 THE QUICK BROWN FOX
Body Copy Butler, 10 pt light / regular The quick brown fox / The quick brown fox Body Copy Manifold, 10 pt light / regular The quick brown fox / The quick brown fox
RU L ES Size is the simplest way to create contrast between different typographic elements in our design. With 5 levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in size as you move down the page. Layout, for both print and screen, is one of the most important aspects of graphic design. These fonts should be used in all Yulia Stark communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials. Although we only give a few examples of the two main fonts, feel free to combine both sizes and variations of these fonts in order to create dynamic, yet consistent brand design and communication .
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20 With 93% of customers influenced by colors and visual appearance.
04. Color system
YULIA STARK BRANDING : 05 2019
BRAND GUIDELINES
BRAND GUIDELINES
Logo color palette The primary colors include a beautiful dark blue color and a soft eucalyptus green, that embodies the creativity and dynamic of the company. The additional colors are two tones of grey, champagne and rose(gold) to add some female flavour to the branding. Lighter tints and gradients of these colors are also allowed.
Dark Blue
Eucalyptus
CMYK - 36 / 15 / 0 / 60
CMYK - 35 / 11 / 27 / 0
RGB - 93 / 108 / 124
RGB - 168 / 197 / 187
HEX - #415766
HEX - #A8C5BB
Pantone - 547U
Pantone - 547U
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BRAND GUIDELINES
Additional colors
YULIA STARK BRANDING : 05 2019
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01 SOFT GREY
02 CHAMPAGNE
03 ROSE (GOLD)
CM Y K : 2 4 / 2 1 / 2 6 / 3
CM Y K : 4 / 10 / 22 / 0
CM Y K : 9 / 29 / 25 / 0
RGB : 2 0 0 / 1 9 3 / 1 8 4
RG B : 24 7 / 23 1 / 20 6
RG B : 23 2 / 1 94 / 1 8 4
H EX : # C 8C 0 B 7
H E X : # F 7E 7CE
H E X : # E 8 C2B 8
PANTO N E : 4 0 0 U
PA N TO N E : 4 5 3 5 U
PA N TO N E : 8 0 21U (m e t a lli c) PA N TO N E : 75 21 U (n o n - m et a lli c)
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BRAND GUIDELINES
Use of colors
A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications. The logo color palette includes specifications for Pantone colors on uncoated paper / surfaces (U), when reproduced using the four-color process (CMYK), and when creating PowerPoint presentations (RGB). The palette allows the addition of secondary colors to enrich the Yulia Stark visual identity as a whole. Lighter tints (up to 20 %) of these colors are also allowed. These colors are complementary to our official colors, but are not main identifiers for our company.
CMYK - use primarily to produce print applications with images. Example - brochure, flyer, poster etc. RGB/HEX - is used for all screen based applications. Example - websites, apps, emailers etc. PANTONE - use for print with only a few colors and no images and/or for extra metallics like rose gold. Example - business card, envelope etc.
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24 Examples of applications for the Yulia Stark branding
05. Applications
YULIA STARK BRANDING : 05 2019
BRAND GUIDELINES
BRAND GUIDELINES
The letterhead Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo in the middle of the top with the business contact information on the opposite site. To clarify the nature or purpose of communication, one of the colors can be used as a strip at the bottom of the letterhead. DIMENSIONS: DIN A4 / 210 x 297 mm WEIGHT: 100 g/m² PAPER: Offset white [or cotton] PRINT: CMYK or Pantone BACKGROUND & DETAILS: Eucalyptus green (5%) on a printer Accent color or image on the back (optional) Elements are placed on the master stationary templates
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BRAND GUIDELINES
Business cards
YULIA STARK BRANDING : 05 2019
The business card will be used for all official contact and communication of our company. These are the approved layouts. The cards will always be double sided. We use a selection of different images and quotes for the front side. We suggest to print the business cards at MOO in the UK: www.moo.com Exact stock and weight to be decided upon production. We suggest to use a black seam color at the sides for a more refined DIMENSIONS: 65 x 65 mm WEIGHT: To be defined. PAPER: To be defined.
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BRAND GUIDELINES
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BRAND GUIDELINES
YULIA STARK BRANDING : 05 2019
Homepage concept
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BRAND GUIDELINES
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BRAND GUIDELINES
YULIA STARK BRANDING : 05 2019
Social media
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BRAND GUIDELINES
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W W W . Y U L I A S TA R K . C O M