Brand Guidelines Version 1.0 | 2020
Table of contents 01. INTRODUCTION
04
02. LOGO
09
03. TYPOGRAPHY
13
04. COLORS
15
05. BRAND ART
19
06. COMPANY INFO
21
• • • • • • • •
Vision Mission Values Slogan History Oclef School Positions Other Titles Idioms We use
• • •
Primary Version Exclusion zone Logo sizing
• •
Usage Corporate Font
• •
Primary Color Palette Secondary Color palette
Introduction This document will provide the basic rules for using our corporate identity when creating any materials.
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Vision When the joy of learning music is felt by all who pursue it.
Mission A piano education service that offers students the best opportunity for success in music and in life.
Values Introduction
Creative, Confident, Fun, Effective, Passionate, Patience, Focused, Simple
Slogan “Piano Education Re-imagined�
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Introduction
History Oclef Software - Started in 2015 as a research and development effort. We were focused on the simple question, “Why do piano students fail and drop out at such a high rate (80%) in the first 3 years?” We built mobile communications software to help piano teachers connect with their students. Students could upload videos of them practicing and receive comments from teachers. We found that there were three major reasons that students were failing: 1. Fake Learning - Students were using mimicking and memorization to copy their teachers, videos and take long periods of time to learn music. This methodology is very common - more than 50% of students above level 3 cannot read on or near level (within 2 levels). They are illiterate pianists. This low level of reading causes students to have a long lead time (more than a month) when the reality of students who are learning pieces, under level 8, should not take more than 4 weeks to learn an average piece. Fault of the teaching method and teacher 2. Parent Disengagement - ...not in lessons, not present during practice, afraid to help, “I don’t know music”.Acting as managers within the triangle, not their fault completely - more the fault of the teacher who doesn’t speak up and the B r a n d G u i d e l i n e s | 06
learning system. 3. Overbooked Students - ...low frequency of practice, too many activities. Caused when parents “sample” with their young children and aren’t actually committed to piano. Just want to “try it”. They Don’t understand it takes 8-10 years.
Oclef Media - Started in 2017 Oclef School - Started in 2019
Introduction
Oclef School Positions • Professor of Piano • Associate Professor of Piano • Assistant Professor of Piano • Instructor of Piano B r a n d G u i d e l i n e s | 07
Other Titles • Head of Oclef Music • Resident Composer
Idioms We Use • Music to your ears • In tune
Introduction
• Music speaks louder than words • Stay on the beat • Practice makes perfect • Make it count
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Logo Our logo is considered an asset. We took our time developing our brand so please respect its usage.
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Primary Version The supporting typeface and collateral are clean to reinforce our identity as a quality, professional organization. This is the preferred versions of the logo for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
Logo
Graphic element
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Exclusion Zone
Logo
Area around the logo shows how close to the edge of printed medium logo can be placed. Empty area around the logo cannot be distributed by any elements in any case. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.
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Logo Sizing To make sure our logo is always visible we’ve determined a minimum display size for the digital and print applications.
Logo
Minimum print size is 3’ wide minimum digital size is 100 pixels wide
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Typography Typography is the backbone of design, getting it right is paramount.
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Usage 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.
Corporate Font The font family to be used is Lato. Stylings to be used are light, regular and bold. When translating texts in graphic work, original fonts can be used.
LATO Typography
(Sans-Serif with rounded edges) - communicating warmth, simplicity, strong structure, stability, professionalism
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ) B r a n d G u i d e l i n e s | 14
Colors Our colors define our brand. We’re bold, bright and confident. Simple and to the point.
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Color references are included for CMYK, RGB, PANTONE and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally .
Colors
Primary Color Palette
Oclef Orange HEX - #eb6a18
Oclef Blue HEX - #004A69
Oclef Light blue HEX - #C4E5F4
Oclef Black HEX - #02040F
Oclef Red HEX - #840032
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Colors
Secondary Color Palette
White HEX - #ffffff
Carnation Pink HEX - #FFA6B4
Rich Carmine HEX - #E00442
Flirt HEX - #950069
Wine HEX - #7B3236
Coconut HEX - #955B31
Very Pale Orange HEX - #FFE0BA
UCLA Gold HEX - #F6AE00
June Bud HEX - #C3D366
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Colors
North Texas Green HEX - #00952E
Vivid Cerulean HEX - #00A2EC
Sea Blue HEX - #00679A
Tangaroa HEX - #002642
Middle Red Purple HEX - #0E0B30
Russian Violet HEX - #471657
Pearly Purple HEX - #9566A3
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Brand Art We use art to visually illustrate the style we wish to pursue. ...In creative processes, Our brand art balances “Chaos and Order�.
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Brand Art
Here is an example of our art that we use for our brand
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Company Info Industry: Education, Piano Education Founders: Julian Toha & Phong Le Founded: March 2015
Designer Info Mehwish khan maywish.khan947@gmail.com
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