TABLE OF CONTENTS THE BEGINNINGS 5 6+7
About Inspiration
BRAND IDENTITY 8 - 15 16 + 17 18 + 19 20 + 21 22 + 23
Logo What Not to Do Photography Typography Colour
COLLATERAL
Coasters 25 Business Cards + Menu 26 + 27 Packaging 28 + 29 Signs 30 + 31 Social Media 32 + 33
CLOSING 34
Last Words
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ABOUT THIS BOOK You have a beautiful logo and fitting colour palette‌now what? After all the hard work that went in to creating a cohesive brand design for your business, we want to make sure it stays that way once it enters the world. This book will outline how best to move forward with your new logo to ensure your brand continues looking consistent and professional.
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COMMUNITY FRIENDLY INVITING THE INSPIRATION Gathering inspiration for Roy’s Town Pub meant a blast to the past. Royston is rooted in history from the mining and forest industry. I wanted to focus on what Royston stands for: a hard working community. Workers, fishermen, travelers, young families and the elderly who frequent the pub are the target audience. Rustic wood accents bring a vintage feel while the hand drawn elements makes the logo personable. The grey palette is neutral and modern with a pop of orange bringing a playful touch and warmth to the brand.
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MINIMUM SIZE The smallest the logo should be scaled to is 1.5� high.
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PRIMARY LOGO Roy’s Town Pub’s primary logo is a badge. The lettering is a sans-serif typeface with rounded letters bringing a sense of trust and friendliness. The circle has a textured wood edge giving the logo a hand-drawn look. The ox ties in Royston’s forestry history and is the key feature to making this brand recognizable. When using this main logo across primary brand applications, audiences will easily identify Roy’s Town Pub events, web presence, advertising and other materials. In order to keep the brand professional and cohesive for identification, it is essential that the logo be treated with respect and used appropriately according to these guidelines.
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LOGO VARIATIONS The stacked logo can be used when the primary logo is too large or not necessary. Never use the stacked logo next to the primary logo, this becomes repetitive and looks unpolished. If the brand name is already displayed somewhere else in plain text then the icon can be used in the primary logo’s place. A good example of icon use is for an Instagram profile picture since the username is already displayed in text adjacent to profile image. The horizontal logo is for areas where the primary logo’s shape does not fit. A good example is an email signature or in the header/footer of the website.
A. Icon
B. Stacked Logo
C. Horizontal Logo
A.
B.
C.
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COLOUR USAGE The logo will mainly be in dark grey or white set against neutral backgrounds. On occasion for a pop of colour the logo can be in orange on a white or light grey background.
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CLEAR SPACE Clear space around the logo is an absolute must to ensure legibility. When other logos, type or images are tight to the logo this creates tension for the viewer and lessens the impact of the logo. It also makes the space feel overcrowded and messy when the logo is competing with other graphic elements for space. The minimum clear space around all the logo variations is defined by the height of the R in Roy’s Town Pub or the tail in the icon and must be proportionally maintained as the logo is resized.
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D.
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B.
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E.
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C.
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A. Don’t mix colours in the logo B. Don’t outline the logo
WRONG USE OF LOGO C. Don’t contain the logo in a box when placing on a background D. Don’t use off brand colours or drop the opacity on the logo
When using the logo on a variety of surfaces it is important to maintain the integrity of the brand by not skewing, distorting or rotating the logo in any way. Never use drop shadows, outlines or opacity on the logo. Here are some examples of ways you should never use your logo.
E. Don’t squish or stretch the logo F. Don’t rotate the logo
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PHOTO BACKGROUNDS We absolutely encourage using photos as backgrounds behind your logo. This is an elegant, eye catching way to convey your brands mood, when done right. When using a photo as a background make this decision with care. Your logo should not feel tight with the background objects crowding it and the logo should never be obstructed by the image. The only colours acceptable for legibility are black and white and the logo must be placed in an area of the image where there is not too much detail.
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TYPOGRAPHY When using typography consistently this can be a powerful brand tool to creating a feeling and identifying a brand. Roy’s Town Pub uses a sans-serif typeface to evoke friendliness and comfort. These are the typefaces chosen for Roy’s Town Pub and must be used across all platforms to maintain cohesiveness.
Brandon Grotesque Regular For headings
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789&$@!
Coves Light For body copy
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789&$@!
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COLOUR PALETTE Colour serves as an excellent tool for communicating a feeling to your target audience. Having a consistent use of colour will not only bring a cohesiveness to your brand but it will also make your business memorable and identifiable. The range of the three lighter grey’s have a cool hue to them lending a modern, clean, neutral feeling. The dark warm grey offsets the others bringing a sense of warmth and friendliness. The bright orange is the stand out colour, pairing well with the grey and feels playful.
PANTONE 649 C 20% CMYK: C-13 | M-7 | Y-4 | K-0 RGB: R: 218 | G: 225 | B: 233 HEX: #DAE1E9
PANTONE 649 C 60% CMYK: C-13 | M-7 | Y-4 | K-0 RGB: R: 218 | G: 225 | B: 233 HEX: #DAE1E9
PANTONE 650 C CMYK: C-18 | M-9 | Y-4 | K-0 RGB: R: 205 | G: 216 | B: 230 HEX: #CDD8E6
PANTONE 423 C CMYK: C-49 | M-39 | Y-39 | K-4 RGB: R: 136 | G: 139 | B: 141 HEX: #888B8D
PANTONE ORANGE 021 C CMYK: C-0 | M-82 | Y-100 | K-0 RGB: R: 255 | G: 81 | B: 0 HEX: #FF5100
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KEEP IT SQUARE COLLATERAL
The next eight pages display different applications of logo uses from stationary to packaging, signs and social media. Ways to keep the brand consistent is not only following the previous guidelines with colour palette, clear space around logo and typography but also shape. Roy’s Town Pub utilizes the square shape whenever possible and it is part of the brand identity.
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LAST WORDS These guidelines are exactly that: a guide. When lost or unsure refer back to this book or feel free to contact me (contact information on back of book). These instructions are meant to allow for flexibility and creative freedom while making sure the brand stays professional and cohesive across all applications.
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BRANDING & DESIGN by Marlee Rae 2019
marleeraecreates@gmail.com Instagram & Facebook @marleeraecreates marleerae.ca