DISCOVER THE BRAND Brand Guidelines
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Get To Know Us Brand Guidelines: the meaning Logo Mark Complete Logo Logo Construction Palette Logo: negative & positive Logo: greyscale Logo: black & white Fonts Logo: how to use it Logo: inappropriate use Photography Sub-logos Logo: examples of use Brand Translation
Brand Guidelines the meaning The aim of this brand book is to provide guidelines for the usage of any of the elements of this brand. Through this book one will find detailed descriptions of the logo, its constructions, its different elements and possible variations of the logo. Guidelines are also included to make it simpler when applying the logo onto different documents. This brand book was put together to display the correct use of the brand and thus these guidelines should be respected and abided to.
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Logo Mark leave the mark
The logo mark is the main part in the formation of a logo which is generally the graphic part. In this case the logo mark is the word MICAS and the graphics that form it. This also makes part of the full logo, however, the design of the brand allows it to be used on its own.
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Complete Logo
This is the full logo of the brand which features the logo mark together with the acronyms for MICAS. The logo must always be used in this orientation in all circumstances.
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Logo Construction how it's made
The form of the logo is made up of a series of circles, with the text cutting through so that to reveal the background. Basically the word MICAS is formed according to the background placed. Note: The design of the logo is shown as above only for instructional purposes. 7
Palette it's all about colours The MICAS logo and brand is made of two pantone colours. Shown below are the pantones used with the CMYK and RGB versions for each.
CMYK Pantone 3275 C
Cyan: 100 Magenta: 0 Yellow: 54 Black: 0
CMYK Pantone Cool Grey 10 C
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0 Cyan: Magenta: 0 Yellow: 0 Black: 74
RGB Red: Green: Blue:
0 175 154
RGB Red: Green: Blue:
100 100 105
Logo positive and negative
The logo shown both on a negative and a positive background. It could be used in both ways as long as the colours determined by the brand guidelines are used. 9
Logo greyscale
In the case of a greyscale version of the logo the Pantone Cool Grey 10 C should be used for all the elements of the logo so that to abide by the colour palette of the brand. Pantone Cool Grey 10 C CMYK 0 Cyan: Magenta: 0 Yellow: 0 Black: 74 10
Logo black & white
In the instance when the logo is converted to black and white all the elements must be of the same colour, that is either all black or all white. 11
Fonts it's all about type
The font used for the word MICAS was based onto the font Code Bold, however it was edited to fit the design and purpose of the logo.
The font used to explain the acronym MICAS is the font Biko, which is a clean and simple font. Although the font in the logo is displayed in capital letters. The lower case version can be used for body copy as well.
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Logo how to use it The diagram below displays the grid and guidelines for reproducing the logo.
The Cyan key line represents the Logo's freespace, This is a recommended minimum therefore nothing should appear within the boundaries. The Magenta key line represents the logo space in relation to a page edge. The logo must always be placed in proportion to the dimensions given. Always reproduce the brand logo from official supplied resources.
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Logo inappropriate use
Do not add any shadows to the logo.
Do not change the colour of the graphics.
Ma lt a In te rn at io na l Co nt e mpo ra ry A rt S pace
Be careful on what background you place the logo.
Do not alter the orientation of the logo.
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Photography capture the logo
The logo could be also used onto photographs, however be careful of the background, as it is going to help form the logo. Make sure that the background does not interfere with the logo and that the logo is clearly visible and recognizable.
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Sub-logo restaurant Sub-logos were created for two different shops that could branch out within the contemporary art space itself, since most contemporary art spaces include different shops within them. This sub-logo is for the restaurant, beneath one could find the construction of this sub-logo.
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Sub-logo bookshop In this case the sub-logo is for a bookshop and one could see it's construction underneath. Both sub-logos were created with the same concept of the main logo of MICAS so if used, consistency would be kept within the space itself.
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Logo examples of use
Business Cards
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Letterhead
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Envelopes
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Compliment Slip
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Brand Translation cafe branding
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Brand Translation advertising
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Brand Translation consumer products
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Keychains
Badges and magnets
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Brand Translation merchandise clothing
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A Final Thought If you're ever in doubt, just refer back to this document. We believe it is a versatile brand so all we ask is for a little respect.
Š Martina Caruana 2014