A dynamic VISUAL IDENtITY
Brand standards Manual
creative brief Background
- Got That! Photography, formed in 2009 by Micah and Karen Clare, originally set out to provide photography services to clients in and around the Cincinnati Tri-state area. Within 3-4 years of providing quality digital photography, the owners found themselves providing graphic design services as well, typically from clients wishing for design elements or layouts associated with the photography provided. Again in 2013, the owners found themselves providing videography services, as well as video animation products for web video intros and explainer videos. In 2015, the owners made the decision to provide basic marketing packages, with an emphasis on inbound metrics based results. Finally, Got That! Photography branched out into providing 360 panoramic photography for several clients and vendors, mainly for hotels, real estate services, etc.
Objectives
- The goals for creating a series of dynamic logos that encapsulates the services Got That! Photography has come to provide, is to create awareness of these services outside of its general photography. Success in this endeavor would be a seamless series of logos that while maintaining a strict visual language, will showcase the services offered in an effective manner, and easily identified as a unified set by the viewer.
Target Audience
- The target audience will initially be for former clients, and other database members who are already familiar with the company’s services. However to begin to pull new clients, a solid design concept will serve to catch the eye of those with an appreciation of such.
Message
- The key message will be that whatever creative services are needed, we “got that!” and it will be of professional quality, but met with playfulness and an easy going attitude towards the clients’ needs.
Tone
- The tone and visual language for the logo series will need to be within a similar design linage as past Got That! Photography logos, which was redesigned a few times to incorporate new design trends. The most popular former Got That! logo was created in the san serif, bold font “Impact” for a strong impression that was easy to create a number of creative “treatments”. The dynamic series should carry on this style, with more availability towards animation, as they may be used in various explainer videos for the owners to use. However, the font application in this iteration should take more ownership of itself than in past iterations, and lend itself towards a more typographic approach. The visual cues to the creative products offered should be subtle yet easy to identify across the series, using strongly crafted negative space within the typography, using a uniform stroke measurement and common proportions.
2010 Original design
PHOTOGRAPHY
2013 reDesign
2015 Marketing Logo
The Base "Disk Element" While never to appear placed within the actual logomark, the base disk element can be used as accent pieces as seen in the background of this brand standards manual. The purpose of the base Disk Element, which stands as an abstracted camera lens, is to pay homage to the original creative work done by the owners of Got That! Photography. From there it can be crafted to showcase a number of creative services offered by the company. This base element must serve as the start of any future dynamic interpretations.
placing the disk element The Disk Element can be placed correctly into the Got That! Logomark by following the simple rules as seen below. 1) The disk must be center aligned to the right edge of the left ascender of “H� 2) The apex and bottom of the circle must align to the ascender height and baseline, respectively. If the circle is incomplete, the imagined apex or bottom must still be used for alignment purposes.
Disk Element structure The base Disk Element may be modified in several ways to communicate visual cues from the various creative services offered by Got That! 1) The rings may have their arcs subtracted from in a “pie chart” fashion 2) Negative shapes aligned to the degrees of the disk may be subtracted from the rings 4) Inspiration for visual identify may be derived from cues given from tools of products related to Got That’s services.
Disk Element variations There are currently 6 variations provided for the 6 main services provided by Got That!
Inappropriate uses The base Disk Element may not be modifed in several ways 1) The overall shape must not lose over 60% of it’s total weight 2) Negative shapes not originating from or aligned to the center of the element may not be used. 3) Positive or additive shapes may not be added. The Logomark 1) The logomark may not be approximated using Code Bold. 2) The logomark may not appear with a standard “O� in place of the Disk Element 3) The disk element may not appear detached from the logomark, except for the base element, which may appear as a decorative accent.
G T THAT! GOT THAT! Sediti diorro elit voluptasime odio essi que pelendam et la comnitas et inullac cuptaecumque veritatem ullutatuscia volume dellore ventist et et receroria que volor sit ipicab iliciendis molessit ad essim acepudae cus, quod ut quodi quam explit, cus pratur simusci odigniet re ne cullam quiduntis assi dis sequi ut parchil loreped quodi ut doluptatur sunt eos endis doluptam
"Energy" Green
For multi-color treatments, the “Energy Green� gradient is to be used to bring the Disk Element to life. For single color treatments, the second color is used. RGB: 0,104,55 to 34,181,115 HEX: #006837 - #22B573 CMYK: 1,0,0.47,0.59 to 81,0,36,29 PMS: 349c to 2250c
"competence" dark shade
To emphasize the subtle nuances of skill and professionalism Got That! brings to each and every creative solution, the logomark text will be rendered as: RGB: 0,0,0 to 77,77,77 HEX: ##000000 to #4d4d4d CMYK: 0,0,0,0 to 0, 0, 0, 70 PMS: 6c to 2336c
"Energy" Green
For multi-color treatments, the “Energy Green� gradient is to be used to bring the Disk Element to life. For single color treatments, the second color is used. RGB: 0,104,55 to 34,181,115 HEX: #006837 - #22B573 CMYK: 1,0,0.47,0.59 to 81,0,36,29 PMS: 349c to 2250c
"competence" Light shade
To emphasize the subtle nuances of skill and professionalism Got That! brings to each and every creative solution, the logomark text will be rendered in: RGB: 255,255,255 to 204,204,204 HEX: #ffffff - #cccccc CMYK: 0,0,0,0 to 0,0,0,20 PMS: 663c to 3c
Font usage and hierarchy
HEADER text CODE Bold
subheader text CODE Light
Body Copy is in Arial Regular. Aquam harciligenim qui blaut explabo repudam re sed quiam nobitati-
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