FIDE
BRAND STANDARDS MANUAL
® MARIANA POVEDA | ART 323 GRAPHIC DESIGN II | PROFESSOR JANE DORN | SPRING 2017
WHO WE ARE We are a full line of athletic and lifestyle footwear, fitness apparel, accessories, and sports equipment. Our main goal is to give trust and comfort to the athlete when they are performing in a high quality shoe. A shoe with the best comfort, best cushioning, and best correction of kinesthetic problems. We want to build a strong relationship between the athlete and the shoe in order to accomplish better performance. FidĂŠ will provide support and confidence to those who are passionate by sports and those who care about fashion and casual lifestyle.
TABLE OF CONTENTS BRAND IDENTITY PURPOSE
1
BRAND IDENTITY
19
2
Letterhead
22
Business Cards
24
Envelope
26
Mission, Vision & Values
LOGO & APPLICATION
3
Brandmark
4
Lockup Options
5
TOUCHPOINTS
28
Clearspace
6
CREDITS
41
Minimum Size
8
COLOR & APPLICATION
9
Color Palette
10
Logo Color
11
Logo Black & White
13
Background Images
14
Incorrect Usage
16
TYPOGRAPHY
17
18
Print & Web Application
1
BRAND IDENTITY PURPOSE The purpose of this document is to help us work to establish consistent communications that build Fidé’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by e-mail to Fidé at marketing@fide.com.
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MISSION, VISION & VALUES MISSION Build a strong relationship between the athlete and the shoe in order to accomplish better performance but also protecting it. Your passion is our inspiration and we want to be part of your achievements. VISION Our vision is to give trust and satisfaction to those who are performing in our high quality shoe, but also making them feel comfortable where either inside or outside the game. VALUES Our company values commitment and passion to our customers providing the best footwear that can protect and make their performance better.
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LOGO & APPLICATION In order to achieve the cohesive and the integrity of the brand, FidĂŠ logo, brandmark, and wordmark should be used in ways this brand standards manual demonstrates. In the following pages, you will see the correct and incorrect ways of how to use our brand identity.
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BRANDMARK FidĂŠ brandmark must always be made appropriately sized, clearly visible, and displayed in its proper colors. The brandmark is composed of 3 main elements, the symbol, wordmark, and the tagline. In the following pages, you will see the used either together or separately in the correct lockups options.
symbol
wordmark
tagline
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LOCKUP OPTIONS FidĂŠ brandmark can be applied in six different lockup options: the symbol, the wordmark, the vertical wordmark, the symbol and wordmark, the horizontal symbol and wordmark, and the vertical symbol and wordmark with the tagline.
1
2
This allows the brandmark a different variation of applications for visual branding touchpoints.
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4
5
6
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CLEARSPACE Clearspace is the space around the brandmark off limits for copy and other design elements. Is necessary to maintain brand consistency and avoid corrupting the brand image. Fidé’s clearspace will be always defined by the height of the accent on the “e” in the scaling of the logotype.
7
CLEARSPACE
8
MINIMUM SIZE The brandmark must not be sized smaller than the recommended sizes in order to maintain clarity and legibility. It is important to follow this sizing scale, so it is easier to the customers to read the brandmark without any issues on all brandmark applications.
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COLOR & APPLICATION The colors for Fidé are fundamental to brand establishment and recognition. It is important to know that the colors were chosen carefully and with a strong purpose. In the following pages, you will see the variations of Fidé’s color palette usage and it’s specific meaning.
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COLOR PALETTE To have a cohesive and integrity of the brand must always be displayed in the correct color palette. Specific meaning of each color: BLUE | Trust - Stability - Protection VERMILION | Performance - Power - Energy GRAY | Calm - Soft - Classic
Pantone 313 C & U CMYK 100, 0, 10, 10 C & U RGB 0, 158, 201 HEX # 009ec9
Pantone 1795 C & U CMYK 0, 85, 85, 0 C & U RGB 240, 78, 55 HEX # f04e37
Pantone Cool Gray 11 C & U CMYK 0, 0, 0, 70 C & U RGB 109, 110, 113 HEX # 6d6e71
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LOGO COLOR It is important to know how the brand colors can combine in order to provide consistency and legibility. These options show the correct used and combination of color on the signature logo (symbol, wordmark, and tagline). In the next page, you will see the used of color for the symbol, the wordmark, and tagline.
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LOGO COLOR
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LOGO BLACK & WHITE When the colors from the last page cannot be used, black and white colors are allowed either on photos or backgrounds if it’s necessary.
Pantone White CMYK 0, 0, 0, 0 RGB 0, 0, 0 HEX # ffffff
Pantone Black CMYK 0, 0, 0, 100 RGB 255, 255, 255 HEX # 000000
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BACKGROUND IMAGES Whenever the logo is used on background images, it is important to know that the white logo should be used on dark images. The logo signature either the blue symbol or vermilion symbol should be used only on lighter images when it becomes illegible as well as the black logo.
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INCORRECT USAGE Maintaining a consistency brand identity it is extremely important, so the used of the logo should be consist and uniform. These examples are prohibited to use for all components of FidÊ’s brandmark.
promising performance
Do not apply effect
Do not change any typography
Do not distort
Do not overlap
Do not apply stroke
Do not reflect
Do not change color combination
Do not change clearspace
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INCORRECT USAGE
Do not use black logo on dark image
Do not use white logo on high key image
Do not change wordmark color
Do not lower logo opacity
Do not place logo over faces
Do not place logo on busy image
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TYPOGRAPHY FidĂŠ typographic system has been designed to be clean, easy to read, and with a sports style. It is important to use the correct type system on all brand touchpoints to maintain the cohesive and the integrity of the brand. In the following page, you will see the correct used of typography system on print and web platforms.
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PRINT & WEB APPLICATION Our typographic system includes two different type families DIN and Avenir on print and on the web. DIN will be displayed only for headers and Avenir for subheaders and body copy.
DIN
AVENIR
DIN BLACK ALTERNATE DIN BOLD DIN BOLD ALTERNATE DIN MEDIUM DIN MEDIUM ALTERNATE DIN REGULAR DIN REGULAR ALTERNATE DIN LIGHT DIN LIGHT ALTERNATE
AVENIR BLACK AVENIR BLACK OBLIQUE AVENIR HEAVY AVENIR HEAVY OBLIQUE AVENIR MEDIUM AVENIR MEDIUM OBLIQUE AVENIR ROMAN AVENIR OBLIQUE AVENIR BOOK AVENIR BOOK OBLIQUE AVENIR LIGHT AVENIR LIGHT OBLIQUE
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BRAND IDENTITY FidĂŠ brand identity package is another way to reflect what our company provides to our customer: trust and performance. In the following pages, you will see two different packages with our two logo signatures, so our employees can pick their favorite. One package with the blue symbol for trust and the other package with the vermilion symbol for performance.
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22 0.8”
2.7”
1.16”
LETTERHEAD 1 FORMAT 8.5” x 11” PAPER TYPE Color Copy 98 Bright White 24 lb. BODY TYPEFACE Avenir Light 10/14 pt. 100% Black NAME Avenir Roman 10 pt. 100% Black TITLE Avenir Light Oblique 10 pt. 100% Black
FOOTER Avenir Medium 10 pt. PMS Cool Gray 11 U LOGO Symbol PMS 313 U Wordmark PMS Cool Gray 11 U
2.4”
0.02”
2.8”
0.8”
0.7”
0.03”
3.5”
23 0.8”
2.7”
1.16”
LETTERHEAD 2 FORMAT 8.5” x 11” PAPER TYPE Color Copy 98 Bright White 24 lb. BODY TYPEFACE Avenir Light 10/14 pt. 100% Black NAME Avenir Roman 10 pt. 100% Black TITLE Avenir Light Oblique 10 pt. 100% Black
FOOTER Avenir Medium 10 pt. PMS Cool Gray 11 U LOGO Symbol PMS 1795 U Wordmark PMS Cool Gray 11 U
2.4”
0.02”
2.8”
0.8”
0.7”
0.03”
3.5”
24 0.3”
1.5”
BUSINESS CARD 1 FORMAT 3.5” x 2” PAPER TYPE Color Copy 98 Bright White 100 lb. Cover EMAIL, PHONE & ADDRESS Avenir Light 7.5/9 pt. PMS Cool Gray 11 U NAME Avenir Medium 7.5 pt. PMS Cool Gray 11 U
LOGO Symbol PMS 313 U Wordmark PMS Cool Gray 11 U
0.3” 0.12”
0.3”
0.16”
BOTTOM BLEED PMS 313 U TAGLINE PMS White 0.5”
1.12”
1.12”
TITLE Avenir Light Oblique 7.5 pt. PMS Cool Gray 11 U 0.5”
25 0.3”
1.5”
BUSINESS CARD 2 FORMAT 3.5” x 2” PAPER TYPE Color Copy 98 Bright White 100 lb. Cover EMAIL, PHONE & ADDRESS Avenir Light 7.5/9 pt. PMS Cool Gray 11 U NAME Avenir Medium 7.5 pt. PMS Cool Gray 11 U
LOGO Symbol PMS 1795 U Wordmark PMS Cool Gray 11 U
0.3” 0.12”
0.3”
0.16”
BOTTOM BLEED PMS 1795 U TAGLINE PMS White 0.5”
1.12”
1.12”
TITLE Avenir Light Oblique 7.5 pt. PMS Cool Gray 11 U 0.5”
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0.7”
ENVELOPE 1 FORMAT #10 Envelope 4.125” x 9.5” PAPER TYPE Color Copy 98 Bright White 24 lb.
1.7”
1.04”
TAGLINE PMS White
2.7”
FOOTER Avenir Medium 10 pt. PMS Cool Gray 11 U 0.4”
ADDRESS Avenir Light 10/12 pt. PMS Cool Gray 11 U LOGO Symbol PMS 313 U Wordmark PMS Cool Gray 11 U BACK FLAP PMS 313 U
3.5”
3.2”
0.3”
27
0.7”
ENVELOPE 2 FORMAT #10 Envelope 4.125” x 9.5” PAPER TYPE Color Copy 98 Bright White 24 lb.
1.7”
1.04”
TAGLINE PMS White
2.7”
FOOTER Avenir Medium 10 pt. PMS Cool Gray 11 U 0.4”
ADDRESS Avenir Light 10/12 pt. PMS Cool Gray 11 U LOGO Symbol PMS 1795 U Wordmark PMS Cool Gray 11 U BACK FLAP PMS 1795 U
3.5”
3.2”
0.3”
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TOUCHPOINTS FidÊ’s brand identity will be used in different digital and physical touchpoints. This will increase brand identification and popularity, so in the following pages, you will see how our brand comes to life in the real world.
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CREDITS Behance.net Newbalance.com Designinspiration.com PSDreams.com Elements.envato.com Graphicburger.com New Balance Online Catalog 2016