BRAND GUIDELINES
Brand Style identity manual
Version 1.0 | 2019
www.modestone.eu
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Table of Content 01. Modestone .................................................................................................................................
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1.1 Introduction 1.2 How did it all begin? 02. LOGO ............................................................................................................................................
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2.1 Master mark 2.2 Variations 2.3 Clear space 2.4 Minimum size 2.5 Usage 2.6 Do’s and Don’ts 2.7 Slogan 03. BRAND ASSETS ........................................................................................................................
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3.1 Color palette 3.2 Typography 3.3 Web design 3.4 Grid system 04. STATIONARY ..............................................................................................................................
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4.1 Business card 4.2 Letter head 4.3 Envelope 05. IMAGERY .....................................................................................................................................
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5.1 Photography style 5.2 Dont’s 06. CHECKLIST ................................................................................................................................ 07. CONTACT INFORMATION ........................................................................................................
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1.1
Modestone’s | Introduction Our brand is: 1. 2. 3. 4.
Unique, different, strong, clear and
5. distinguishable Our Company needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfil this purpose and the guidelines herein explain how to correctly depict and embody our brand consistently across different applications and in various markets to maintain the integrity of Our Company.
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1.2
Modestone’s | How did it all begins? Modestone® notepads are a result of a longlasting product development. Idea of an waterproof notepads started while Kalle was serving in Finnish Defence Forces and his important notes from NCO School were destroyd by water.
First problem was to find an perfect material for the pages and the Modestone® stone paper was the utmost best option. It withstands water and grease, does not tear easily and won’t get eaten by insects.
Modestone® stone paper has another amazing feature: it allows you to write on it with an old key or even with a bullet. This feature allows you to write in thight spots without a pen.
Modestone® stone paper is also an eco-friendly choice. Stone paper is made from 80% CaCo3 and 20% HDPE.
• • • • • • • • • • • • •
Lower amount of carbon is emissioned 7480 gallons of fresh water is saved reduction of CO2 release 19.05 Kg water borne waste not produced 107.05 Kg atmospheric emissions eliminated 6 million BTU’s energy not consumed 20 trees are not cut down
Figures provided by Environmental Defense. It is estimated that when 1 ton of stone paper is produced, it actually saves nature (when compared with 1 ton pulp paper production):
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Modestone® notepad is a perfect choice for outdoors and construction sites
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2.1
Logo | Master mark Our Logo is considered an asset. We took our time developing our brand so please respect its usage.
Master mark The mark shown on your right is Modestone’s Master logo. It should be used whenever possible on all applications, from printed collaterals to signage. Always use the provided artwork files. Never recreate or reproduce this design.
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Logo | Variation Modestone’s brand mark lives best on black and white backgrounds. However, we’re always courageuous to try something new... something that makes sense. Feel free to apply the logo on a background that is of the same colours that compose the logo.
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2.3
Logo | Clear Space
Clear space is a space that should be kept around the logo to ensure that the logo is getting the right visual impact that sends across the right message The clear space around Modestone’s logo is determined by taking the letter ‘M’ used within the logo at actual size and using it as a guide as shown in fig 1.0. Always use the provided artwork files. Never recreate or reproduce this design.
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Logo | Minimum Size Size does matter in Modestone. Our logo have to be fulfilling! The simplicity of our logo allow us to go too small.
Minimum Size Not less than 4 cm
Exceptional Use Not less than 3 cm
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2.5
Logo | Usage We want to look good all the time, so take time to consider how to apply our logo.
Formats Logos are available in a variety of formats, such as EPS, PDF, PNG and JPG. Both EPS and PDF formats are used for print media and can only be opened using specific software. JPG and PNG formats are mainly used for digital media.
Correct Logo placement Different formats require the logo to be placed in different positions, but as a general rule official logo should be placed in the top right-hand corner. However, best judgment should be exercised on a case-by-case basis, and there are many exceptions to the general rule.
Incorrect logo applications or Usage You must not change the shape or color of the logo, make it fuzzy, add text to it, change its proportions, crop it or in any other way change the original design. These rules apply to all versions of the logo.
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Logo | Do’s and Dont’s Not that we like following rules blindly, but here are a few to keep the logo in a sane state. Consistency is important! On the right are a number of cases where Modestone’s logo has been misused. Fig 1.0 DO NOT alter the proportions Fig 2.0 DO NOT reproduce a new version Fig 3.0 DO produce or use line art Fig 4.0 DO NOT add colours Fig 5.0 DO NOT add effects Fig 6.0 DO NOT rotate the logo
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1.0
2.0
3.0
4.0
5.0
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2.7
Logo | Slogan
Use at your discretion, but balance of the type style, size and weight of font should always be considered when executing design.
There are two versions of our slogan that can be use in best possible way according to the need and background.
Version white
Version black
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Brand Assets | Colour Palette Main Colors Colour is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but also serves as psychological purpose by communicating certain feelings to your audience. A comprehensive colour palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications Remember all printed materials should use CMYK values, all digital materials should use RGB values.
#ffffff CMYK - 0, 0, 0, 0 RGB - 100, 100, 100
#000000 CMYK - 0, 0, 0, 100 RGB - 0, 0, 0
#fff100 CMYK - 0, 5, 100, 0 RGB - 100, 94.5, 0
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Brand Assets | Typography FONT USAGE Our corporate typefaces are Titilium. This full font family come in a range of weights to suit a multitude of purposes. This is optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letter forms
Corporate font 1 DIN The font family to be used is Din. Stylings to be used are regular, Black-italic, bold. When translating texts in graphic work, original fonts can be used.
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DIN DIN DIN
Regular
Black-italic
Bold
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Brand Assets | Typography Corporate font 2 KARLA The second font family to be used is Karla. Stylings to be used are regular, italic, bold.
KARLA KARLA KARLA
Regular
Italic
Bold
Corporate font 3 Verveine The third font family to be used is Verveine. This font is used in our brand slogan.
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Verveine
Regular
BRAND STYLE IDENTITY MANUAL
Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings. 13
BRAND STYLE IDENTITY MANUAL
Headlines should be Bold, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is 20. 14
BRAND STYLE IDENTITY MANUAL
Body copy should be regular, sentence case, ranged left with leading (pt) equal to font size (pt) × 1.3 Use Bold or Black-italic to intersperse sub-headlines, highlights & links.
Yo, I’m an example paragraph. My body copy is 12pt, so my leading is 12pt × 1.3 = 16pt. I’m gonna put something really important here. Quick tip - if you ever land on a decimal point, then round me up to the nearest whole number.
Don’t worry, we hate counting too.
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3.3
Brand Assets | Web design That’s just for starters... Here is a few more things you should know.
Color
The basic colors for the websites are always Black, Yellow and White. Use main colors to highlight some articles. The photos have always to be in good contrast with the website and logo.
Fonts
Our brand fonts can also be used on the web. Always use Bold style for the big headlines, Semi-bold and light for the basic text and smaller headlines.
Navigation
The navigation is always on the top, mid. Use uppercase letters for it.
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3.4
Brand Assets | Grid systems Grid systems are used for creating page layouts through a series of rows and columns that house your content. Here are some examples.
MORE EXAMPLES FOR SCREEN GRID 16:9
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Stationary | Business card When it comes to developing the stationery, consistency is the key for all layouts and designs. Business stationery is very important because it not only identifies the business, but it is also an effective marketing tool. Custom stationary demonstrates professionalism and can often attract new clients.
Front
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Back
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Stationary | Letterhead Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo in the left of the top with the business contact information at the opposite site.
DIMENSIONS:
DIN A4 PAPER:
100 g/m² offset white
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4.3
Stationary | Envelope
The envelope will be used for all official contact and communication of our company. These are the approved layouts. Other formats are also allowed.
w w w. m o d e s t o n e . e u
DIMENSIONS:
DIN lang C5 PAPER:
80g/m² offset white paper
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5.1
Imagery Imagery is a powerful, engaging element that add real value when used appropriately and consistently alongside content. Please follow these guidelines on the best ways to select and present our photography.
Photography style Photographs add depth to an article and are very useful in conveying meaning. They are also attractive to the eye and are easy to scan, breaking up the page in an interesting way. What makes a good photo? Here are some pointers: Before using photography, you should consider the message: What do you want to communicate? What message should the photo contain to meet the users’ needs?
What makes a good photo? Here are some pointers: • Only use the photo if it genuinely adds to the value of the article. • Use photographs that capture a moment in time and aren’t staged or fake. • Use photographs that show diversity (young, old, different ethnic backgrounds). • Use photographs that are relevant to the article or content it’s related to. • Use photographs that are helpful and convey something that is difficult to put into words. • Use images on location. • Use .jpg for pictures and .png for graphics or diagrams. • Use images that are taken by Modestone wherever possible (make sure you get sign-off for use in the public domain). If that’s not possible, use paid for stock art sites to avoid copyright infringement. 21
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Imagery | Dont’s Also please don’t • Show any kind of potentially offensive or sexual images. • Use copyrighted material from other sites without permission or watermarked images. • Show images taken in other countries unless the article is based there - keep it UK based. • Show open packaging or pharmaceutical drugs that could have been tampered with. • Show brand names unless they are in context with the article. • Import a very large photo and then use code to shrink it down to your desired size - this impacts page load times and is expensive for the user to download. Only use the correct image size to begin with. • Use poor quality imagery that’s pixelated. • Show anything that can bring Modestone into disrepute.
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Check list Best to have a checklist. Then you know that you have done everything right. 01 The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.
02 Backgrounds The logo should not appear on light or cluttered images without being reversed out.
03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.
04 Typography Check that our corporate typefaces have been used appropriately where applicable.
05 Design Be sure to provide these guidelines to third parties or collaborating partners.
A final thought. If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity.
Give it your best shot...
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7.1
Contact information Pssst… Wanna contact? The easiest way to get your Modestone questions answered is to get on the phone! But if your question isn’t urgent, email us and we will get back to you as soon as possible.
Address : MODESTONE LTD, Teollisuustie 4, 13720 Parola, FINLAND Call us : +358 400 242896 Email us : info@modestone.eu
DESIGNER: Mehwish Khan maywish.khan947@gmail.com
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www.modestone.eu
Š 2019 by Kalle Kinnunen - Modestone Ltd