Brand Guidelines Brand manual | 2019
Table of content 01. Introduction.............................................................................01 Vision........................................................................................................................................................02 Mission.....................................................................................................................................................02 Values........................................................................................................................................................03 Brand Tone..............................................................................................................................................03
02. Logo........................................................................................... 04 Primary version......................................................................................................................................05 construction and Clearspace............................................................................................................06 Logo sizing..............................................................................................................................................07 Variations.................................................................................................................................................08
03. Logo Usage..............................................................................09 Formats....................................................................................................................................................10 Correct logo usage...............................................................................................................................10
Incorrect logo application.................................................................................................................. 10 Do’s and dont’s....................................................................................................................................... 11
04. Typography................................................................................13 Font usage............................................................................................................................................... 14 C.font 1......................................................................................................................................................14 C.font 2 ...................................................................................................................................................15
05. Colors...........................................................................................16 Color usage.............................................................................................................................................. 17
06. Web Design..............................................................................18 Web........................................................................................................................................................... 19 Color......................................................................................................................................................... 19 Fonts......................................................................................................................................................... 20 Navigation...............................................................................................................................................20
07. Grid Systems............................................................................21 Digital media.......................................................................................................................................... 22 Print media.............................................................................................................................................23 For images...............................................................................................................................................24
08. Imagery.......................................................................................25 Photography............................................................................................................................................26
09. Summary.....................................................................................27 Contact information..............................................................................................................................28
01. Introduction 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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Vision We aspire to become the top choice of fitness and wellness in Chicago and surrounding communities for a diverse group of people who are serious about their health and fitness.
Mission At Pure Elite, we work with a mission for a strong supportive partner in the surrounding community. We make health and fitness easier for our members through a friendly, safe and positive atmosphere, for people of all ages and skill and fitness levels, as well as wide variety of fitness classes and well-maintained, top-of-the-line equipment and mentoring. We are dedicated to enhancing our members’ health and fitness through motivation,education,and guidance.
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Values We are a motivating community of supportive, friendly and diverse fitness professionals who are passionate about service and excellence.
Brand Tone The voice of Pure Elite is positive, professional, and encouraging. All writing for the Pure Elite brand, including social media posts, promotional fliers and posters, and business communications, should maintain this tone, and reflect the values of Pure Elite: Supportive, Friendly, Diverse, and Motivating.
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02. 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 and minimalist 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.
Graphic element
logotype
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Construction and clear space 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. Minimum clear space should always be equal to the ‘E’ in Elite.
Minimum Clear 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.
Minimum print size is 5’ wide minimum digital size is 200 pixels wide
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Variations The color usage is fairly minimal. The logo will be used in black or white against neutral backgrounds, use the white version for black backgrounds and the Primary version for white backgrounds. Colors and combinations other than the following types shall be prohibited.
Version Black
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Version White
Single color
Single color
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03. Logo usage We want to look good all the time, so take time to consider how to apply our logo.
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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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DO’s and Don’ts We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.
01. If it’s unavoidable to sit the logo on a color or a photo, use the negative logo. 02. Do not rotate or stretch the logo. 03. Do not place the logo on the wrong colors. And never add other colors to the logo. 04. Do not add other elements to the logo like letters, boxes or frames etc. 05. Do not produce or use line art logo. 06. Do not use the logo on backgrounds that are not in good contrast with the logo. 07. Do not add embellishments like drop shadows, embossing etc. to the logo.
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Incorrect Usage Don’t start making stuff up, okay. This is the logo.
Undesignated color
Wrong font
Transformed
Gradation
Line art
Effects
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04. Typography Typography is the backbone of design, getting it right is paramount.
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Font 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 1 The font family to be used is Microsoft YaHei UI. Stylings to be used are regular, light, bold. When translating texts in graphic work, original fonts can be used.
Microsoft YaHei UI ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )
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Corporate font 2 Our second corporate font is IMPACT, which is used in our corporate logo or brand mark. This font is best used for our logo and can also be used where needed.
Impact ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )
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05. Colors Our colors define our brand. We’re bold, bright and confident. Simple and to the point.
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Color Usage The main colors or primary color palette of our brand are Drak blue, Light blue and Gray. Color references are included for CMYK, RGB 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
80%
60%
40%
20%
80%
60%
40%
20%
80%
60%
40%
20%
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HEX - #08192b | CMYK - 90, 75, 50, 70 | RGB - 8, 26, 43
HEX - #0074bb | CMYK - 90, 50, 0, 0 | RGB - 0, 116, 188
HEX - #808284 | CMYK - 0, 0, 0, 60 | RGB - 128, 130, 133
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06. Web design That’s just for starters... Here is a few more things you should know.
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WEB When the logo appears on the website, it should be placed against a background of best contrast. Minimum size and safe space for the logo must be maintained at all times.
About
About
Home
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Contact
Contact
Color The basic color for the websites is always Orange, Blue and Black. Use main color 1to highlight some articles. The photos have always to be in good contrast with the website and logo
Home
SAM NOBITEM QUIDEST
SAM NOBITEM QUIDEST
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Fonts The fonts Gotham and Myriad pro can also be used on the web. The Gotham font is always used for the big headlines, Myriad pro for the basic text and smaller headlines.
About
Home
Contact
Navigation The navigation is always on the top, right beside the logo. Use uppercase letters for it.
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07. Grid systems When it comes to developing the brand, consistency is the key for all layouts and designs.
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Digital media USE ON DIFFERENT DEVICES: Grid systems are used for creating page layouts through a series of rows and columns that house your content. Here are some examples. Please follow the rules, to have a consistent visual appearance.
MORE EXAMPLES FOR SCREEN GRID 16:9
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Print media USE ON DIN A4 AND LET TER FORMAT The grid is used as a guide for how to place text, photos and advertisements on the page. The font size that you use should be proportionate to the grid. The 12 column grid is always the basic. For special prints, a 6 cloumn grid is also allowed.
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For images The good thing about grid systems is that they allow us to design in proportions, balancing between all of the different elements that we might have in our design. Using a grid system in our design also allows for that sense of uniformity and familiarity - whilst it may work for some sites to have vastly different page designs, for many it will not be the case and we will want to have a uniform and more structured feel to the main layout. This also makes it a lot easier when we come to code the design up, as it will mean that we can pick out the uniform elements in our design and apply this modular effect to our code and structure.
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08. Imagery Brand image is the overall impression in consumers’ mind that is formed from all sources...
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Photography All images used should incorporate one or more of the following: Free weights, yoga equipment, people working out, or militar y related images (i.e. flags, ser vice members, etc.). All images used should demonstrate a wide range of physical fitness levels, as well as ethnic diversity.
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09. Summary Thank you for your time in reviewing this manual. Please adhere to the guidelines set forth in this manual, since a consistent application of the brand is vital to maintaining Balance Fitness’ image. The company owners and designer of this manual can provide expert and authoritative assistance on any brand applications that require further detail. If any questions arise regarding the use of the Balance Fitness brand identity, please contact the owner or designer of the manual.
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Contact information DESIGNER: Mehwish Khan maywish.khan947@gmail.com COMPANY CONTACT:
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