MD BRAND IDENTITY GUIDELINES
BRAND IDENTITY GUIDELINES content
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ABOUT BEFORE & AFTER
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PRIMARY DESIGN ELEMENT
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SECONDARY DESIGN ELEMENT
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CORRECT USAGE INCORRECT USAGE
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TYPOGRAPHY
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COLOR PALETTE STATIONERY SYSTEM
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COLLATERAL MATERIAL
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BRAND IDENTITY GUIDELINES about the brand
ABOUT MED PLUG The more memorable you are as a company, the more your customers are likely to become loyal to your brand. It was important to give the logo a revitalized and modern style that would appeal to the company’s target market. Since it is scientifically proven that people remember pictures better than text, the new MedPlug logo was redesigned to be both text and image, resulting in a logo design that would stick in the minds of its viewers. The brand required updating. The aim for the brand’s redesign was to revitalize MedPlug’s look and image with a clean and current design. The amount of type in the name was simplified and condensed while maintaining the same message, but in a straightforward way. The “E” and “D” in the name were combined to form a shape, which created a more unified look that incorporated and suggested the “plug” image. The modernized logo created stronger brand consistency with a more youth-inspired “au fait” feel. The design is now directed toward the target audience of young entrepreneurs, and conveys the uniqueness of youth with a new look and feel that stands out from the crowd.
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BRAND IDENTITY GUIDELINES before and after / logo and icon
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BRAND IDENTITY GUIDELINES before and after / accomplishment
WHY REDESIGN To revitalize MedPlug’s look and image with a clean and current design.
WHAT’S ACCOMPLISHED Simplified and condensed the amount of type in the name while maintaining the same message. Created a more unified look that incorporated or suggested the plug image.
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BRAND IDENTITY GUIDELINES primary design element / usage
ICON USAGE (app icon)
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Icon may be used as a design element, signature stamp, app icon, etc. Must always accompany company tagline.
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CONNECTING SOCIAL CHANGE
COMMON USAGE
(both forms acceptable)
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Height must not be reduced past 15 mm
The black background must be sized appropriately when used with the logo. Refer to the rules on clearspace for measurements.
BRAND IDENTITY GUIDELINES primary design element / clearspace
CLEARSPACE The minimum required clearspace around the logo must be equal to the height of the word “PLUG” within the logo. This applies to all print and digital applications.
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EXCEPTIONS There is, however, some artistic license given when it comes to the left and right sides of the logo. For design purposes of certain unique projects, like the newspaper advertisement and event mailer examples in this book, the clearspace rules are “bent.” The clearspace rules must be respected for all common print and digital applications.
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BRAND IDENTITY GUIDELINES design element / secondary
MEDPLUG TAGLINE
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CONNECTING SOCIAL CHANGE (text centered to icon)
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CONNECTING SOCIAL CHANGE (text and icon sharing baseline in reverse type)
(text centered to more pronounced icon)
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CONNECTING SOCIAL CHANGE
BRAND IDENTITY GUIDELINES design element / secondary
TAGLINE USAGE (with icon) The tagline may be included within the design of business cards, folders, brand collateral materials, etc. at the designer’s discretion. The squared (app) icon must always accompany the company tagline. The text is to be in the typeface Avenir Next, Medium, in all caps, with the tracking set to 200/1000 em, and the icon placed to the right. The size of the squared icon to the right of the tagline may vary slightly depending on layout and emphasis desired within the overall design. The icon to tagline size ratio may not vary so much as to throw off visual balance and should never be reduced to size smaller than height of text. NOTE: Common (design) sense required by the designer if they choose to stray from the examples given.
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BRAND IDENTITY GUIDELINES correct usage / minimum size
IMAGE USAGE (standard form)
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Height must not be reduced past 14 mm
VERTICAL USAGE (standard form)
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Height must not be reduced past 15 mm
BRAND IDENTITY GUIDELINES correct usage / versions
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D D
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BRAND IDENTITY GUIDELINES incorrect uses / examples
INCORRECT USAGE Aside from the versions shown within the previous section on correct usage, the logo should remain exact to its design.
M (do not stretch)
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M (do not alter elements)
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M (do not add elements)
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BRAND IDENTITY GUIDELINES incorrect uses / examples
INCORRECT USAGE Do not alter the colors in any way. Aside from grayscale or reversed, as shown within the previous section on correct usage, the logo should remain exact to its design.
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BRAND IDENTITY GUIDELINES typography / primary
PRIMARY TYPEFACE Avenir Next is the primary typeface. It should be used in all communications. Avenir Next should be used in Regular and Medium weights. Avenir Next Regular can be used for body copy in printed communications. Geneva Regular may be used as a secondary typeface for use in conjunction with the primary typeface as headlines, headings, and other such uses.
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BRAND IDENTITY GUIDELINES typography / primary
Geneva Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? /():‘“,.
Avenir Next Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? /():‘“,.
Avenir Next Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? /():‘“,.
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BRAND IDENTITY GUIDELINES color palette / main brand color
MAIN BRAND COLOR
PANTONE P 131-8 C C 85, M 25, Y 63, K 7
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PANTONE P 179-7 C C 43, M 34, Y 33, K 1
PANTONE P 179-11 C C 62, M 54, Y 53, K 13
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BRAND IDENTITY GUIDELINES color palette / extended
EXTENDED COLOR
PANTONE P 131-8 C C 85, M 25, Y 63, K 7 100%
80%
60%
40%
20%
100%
80%
60%
40%
20%
100%
80%
60%
40%
20%
PANTONE P 179-11 C C 43, M 34, Y 33, K 1
PANTONE P 179-7 C C 62, M 54, Y 53, K 13
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BRAND IDENTITY GUIDELINES applications / stationery system
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BRAND IDENTITY GUIDELINES applications / stationery system
COMPANY FOLDER Folder design will always retain the logo as well as company tagline and squared icon. All elements should stay at current placement within layout. Depending on design choices in the future, other elements are flexible within reason. All brand material must maintain a unified appearance.
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BRAND IDENTITY GUIDELINES applications / stationery system
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19 Rue de Rivoli 4th Ar. Paris, France
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044 264 3217
ebayraktar@medplug.com
www.medplug.com
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BRAND IDENTITY GUIDELINES applications / stationery system
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LETTERHEAD
February 17, 2015 To Whom It May Concern;
Med-Plug was created to address a need—or, more precisely, the many needs of societies within Europe and the Middle East. These countries are experiencing transitions: Regime changes; economic reforms; the awakening of new political classes. All across the Mediterranean, the change is happening and challenges are arising as a result; however, there is a profound lack of connection amongst the leaders of change within and between these societies. The concept for Med-Plug was initially developed during the Cultural Innovators Forum in December of 2012. This Forum was an event of the Cultural Innovators Network, an initiative of the Goethe Institute; it resulted in a week of workshops, discussions, and collaboration of over 100 participants from 41 different countries. What inspired Med-Plug team to form the initial plan is the lack of connection, collaboration, and information flow among the young social entrepreneurs of the Mediterranean. No one official definition has been standardized to define social entrepreneurship; however, everybody agrees that social entrepreneurship (SE) is embodied by initiative designed to address social and environmental challenges. Social entrepreneurs are individuals with innovative solutions focused on creating sustainable changes in society. They act like social agents, giving answers and creating a positive impact where authorities and for-profit businesses cannot.
The structured guidelines should be followed to keep all elements of the brand uniform when composing typed communications on the company letterhead. Avenir Next Regular should be used for the body copy in all printed communications. When using letterhead, font size for typed copy should be 11 pt with the leading set at 13 pt. Avenir Next should only ever be used in Medium weight for emphasis, when used in conjunction with Regular.
Sincerely,
Eda Bayraktar
Eda Bayraktar, CEO MedPlug eda@medplug.com
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19 Rue de Rivoli 4th Ar. Paris, France
044 264 3217
ebayraktar@medplug.com
www.medplug.com
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BRAND IDENTITY GUIDELINES applications / stationery system
ENVELOPE The structure guidelines should be followed to keep all elements of the brand uniform when using the official company stationery for any and all correspondence.
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(front - logo and contact information in the top left, watermarked icon in the bottom right bottom right)
(back - black flap with tagline and icon on the left diagonal edge)
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ENVELOPE FONT Avenir Next Regular should be used for the body copy in all printed communications. When using letterhead, font size for typed copy should be 11 pt with the leading set at 13 pt. Avenir Next should only ever be used in Medium weight for emphasis, when used in conjunction with Regular.
BRAND IDENTITY GUIDELINES applications / stationery system
BUSINESS CARDS (front)
Layout will remain as is and only the name and personal info will change. All personal content will use the typeface Avenir Next Medium. The name on the card: 13 pt font size, with the tracking set at 50 pt. Below the name, is the title: 8 pt font size, with the tracking set at 50 pt. The phone numbers below the title: 7 pt font size. Their labels: 5.5 pt font size, both with the tracking set at 75 pt.
BUSINESS CARDS
(back)
MD CONNECTING SOCIAL CHANGE
Design uses the MedPlug logo, centered from left to right. Below, the tagline is displayed in reverse type with the icon to the right. The spaces above and below the elements are of equal height. The background will remain black, full bleed.
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BRAND IDENTITY GUIDELINES collateral material / events mailer
EVENTS MAILER (open, inside)
THIS INVIT AT ION IS A IMED A T YO UNG SOCIAL ENTREPRENEURS TO G AT HER FOR A LONG W EEKEND AND ENGA GE IN AC TIVITIES T O CREA TE BONDS , NETW ORK, HEAR FROM BUSINESS EXPE RT S, HA VE FUN A ND UNWIN D , AND EX PA ND T HE MED-P LU G NETW ORK.
EUROMEDITERRANEAN
2015 YOUTH MEETING
SOCIAL ENTRE PRENEURSHIP BE ST PRA CT ICES E XCHANG E
Date: Apri l 7 – 11, 2015 Location: Barcelona, Spain
Application Deadline: No vemb er 1 5, 2014 Cost: Full y co vere d by organ izer s Open to:
Apply Here:
EVENTS MAILER (open, back)
19 Rue de Rivoli 4th Arr. 75004 Paris, France euro.med.plug@gmail.com 044.345.6789
EDA BAYRAKTA R MEDPLUG CEO
D FU LL FUNDING FOR OUR YOUNG SOCIAL ENTREPRENEURS WEEKEND HAS BEEN DONATED BY THE ORGANIZATIONS DEDICATED TO UP-ING THE SU CC ESS OF THE MED-P LUG NETWORK AN D THE SUCC ESS OF I TS MEMBERS
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Young En trepreneur s ( 20 -35 year s of age ) from the E uro- Me diterr anean region who are invol ved in a social entrepreneur ship projec t that has been in operation for at leas t three year s ht tp://goo.gl/ WBAcV1
BRAND IDENTITY GUIDELINES collateral material / events mailer
EVENTS MAILER
(design/layout will vary from event to event)
Used for announcements of upcoming MedPlug events for members. 8 x 16 in (open), 8 x 8 (folded closed), logo image will remain unaltered on the front of the closed mailer, member logos will remain unaltered (except when members are added or removed, will the addition or removal of member logos be allowed for necessar y adjustment), MedPlug logo must be included as shown, company address will remain unaltered beneath member logos, the back of mailer will remain unaltered, the mailing address font is Avenir Next Roman
EVENTS MAILER
(closed front, may be mailed without envelope if sealed with clear sticker)
(envelope, may be used if desired )
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EVENTS MAILER
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19 Rue de Rivoli 4th Arr. 75004 Paris, France 044.345.6789
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BRAND IDENTITY GUIDELINES advertising / print & digital
NEWSPAPER ADVERTISEMENT Layout/design for collateral material depends on the type and purpose. Although artistic license is to be considered, the aforementioned guidelines should still be followed. Most importantly, all elements of the brand must be clearly visible and easily identified.
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BRAND IDENTITY GUIDELINES designer / contact info
CONTACT DESIGNER Feel free to contact me with any questions regarding these guidelines or a specific use that was not covered within this manual.
Christen Galup 954-549-5477 7435 nw 33rd street lauderhill, fl 33319 christen@gdDesignStudio.com
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044.345.6789
info@medplug.com
www.medplug.com