CONTENTS
01 02 03 04 05
Brand Pillars
Color Guidelines
Typography
Design Elements
Design Usage
Inspire a new way of living.
Brand Guidelines
The Arctic Asian
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01. 4
The Arctic Asian
Brand Guidelines
Brand Pillars Creating happier and healthier humans.
Brand Guidelines
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The Mission
Logo Concept
The Arctic Asian brand was created to bring a fresh perspective to the world of health and healing. Instead of simply masking problems or treating symptoms, the Arctic Asian deals directly with the core issues at hand.
The logo mark is a play off the initials of The Arctic Asian, “AA”. These two letters were placed together to form a symbol on their own that resembled a mountain range.
By getting to the root of his patient’s issues, he is able to help them rebuild their lives to be ones that are happy, healthy, and sustainable.
Mountains were chosen as the logo mark for both their strength and strong alignment which are two characteristics that also describe The Arctic Asian’s health practice. Mountains are also known for their chilly weather, tying in the Arctic Asian’s cyrotherapy. Above the mountain range is a floating star. Stars have been known over history to be guides that provide direction for the lost. The star was designed to have 6 points in reference to the 6 degrees of wellness. This symbolizes that the 6 degrees of wellness taught by The Arctic Asian will be the guiding light for many people, leading them to a healthier lifestyle.
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The Arctic Asian
Brand Guidelines
6 Degrees Of Wellness 01. Reprogram
The North Star located on the top of the logo is representative of the core system that The Arctic Asian is built upon; the 6 degrees of wellness. The 6 points of the star allow for it to be a teaching tool for the 6 different degrees of wellness.
02. Repair
06. Rebuild
03. Remove
05. Recharge
04. Replenish
Brand Guidelines
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Primary Logo The primary logo was created by warping the letters A +A to create one fluid geometric shape. The curved lines give the logo a sense of movement and fluidity that set it apart from otherwise flat and stagnant logos.
Size + Spacing The logo should never appear smaller than 1 inch wide. It must also always be given a boundary of 25% of it’s width to maintain proper spacing.
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The Arctic Asian
Brand Guidelines
.25 in.
.25 in.
1 in.
.25 in.
.25 in.
Brand Guidelines
The Arctic Asian
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Secondary Logo
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The Arctic Asian
When unable to use the primary logo there are two alternatives to choose between. The first option is a logotype with the words “The Arctic Asian”.
Brand Guidelines
The second option is the logo mark which consists of the mountain emblem resting alone. Both options are acceptable when the primary logo is not functional.
Brand Guidelines
The Arctic Asian
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The Arctic Asian
Brand Guidelines
Logo Usage On Backgrounds
Brand Guidelines
The Arctic Asian
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Logo Don’ts In order to maintain the high brand standards there are certain rules to follow. It is important to treat the logo with care and to be mindful of where it is placed and how it is handled. On the following page are examples showing what NOT to do with the logo. If a question arises surrounding the logo it is important to make sure it does not conflict with the following statements: + The logo must always be easily readable. + The logo’s form must not be altered. + The logo must be consistent with the entire brand.
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The Arctic Asian
Brand Guidelines
Do not change the colors of the logo.
Do not add a drop shadow to the logo.
Do not rearrange the order of the logo form.
Do not place the logo on a patterned background.
Do not lower the opacity of the logo.
Do not cut or distort the logo.
Brand Guidelines
The Arctic Asian
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The Arctic Asian
Brand Guidelines
Color Guidelines Crisp and cool energy inspiring to all.
Brand Guidelines
The Arctic Asian
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Brand Colors
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Dark Blue
Dark Grey
Bright Blue
Baby Blue
Hex: # 0c1419
Hex: #2c343a
Hex: #40afac
Hex: #98d8e2
RGB: 12, 20, 25
RGB: 44, 52, 58
RGB: 64, 175, 172
RGB: 152, 216, 226
CMYK: 80%, 69%, 62%, 80%
CMYK: 77%, 65%, 57%, 55%
CMYK: 70%, 9%, 36%, 0%
CMYK: 38%, 0%, 11%, 0%
The Arctic Asian
Brand Guidelines
Purposes Best for text and occasionally dark backgrounds.
Best for text and occasionally dark backgrounds.
Best for accent shapes + patterns. Can be used for subtle gradients.
Best for accent shapes + patterns. Can be used for subtle gradients.
Brand Guidelines
The Arctic Asian
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The Arctic Asian
Brand Guidelines
Typography Confident and modern with a unique twist.
Brand Guidelines
The Arctic Asian
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Gotham
About Gotham is a geometric sans-serif typeface family. It was created for professional use and is very large. It includes a wide variety of versions.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Gotham is the primary type for the brand. It should be used for headings, quotes, and body text. It is easy to read and works well for large paragraphs.
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The Arctic Asian
Usage
Brand Guidelines
Heading 1 Heading 1 Subheading Subheading Body Copy Body Copy
Gotham Bold should be used for large headings such as section headers to draw attention and show importance.
Gotham Medium should be used for subheadings such as page titles to establish hierarchy.
Gotham Regular should be used for body copy. This font is easy to read and works well for large amounts of text.
Brand Guidelines
The Arctic Asian
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About
HANNO
Hanno is a minimalist Mid Century Modern sans serif font that has a tall X-height and is extremely geometric.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Hanno is meant to be used for big bold headlines on posters, websites, and marketing materials. Hanno is NEVER to be used for body type. In the case of The Arctic Asian, hanno should be used in all capital letters to mimic the typography of the logo.
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The Arctic Asian
Usage
Brand Guidelines
Brand Guidelines
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The Arctic Asian
Brand Guidelines
Design Elements Creative additions to elevate and distinguish the brand.
Brand Guidelines
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Principles It is encouraged to incorporate additional design elements into marketing materials. These elements must be consistent and cohesive. When designing such elements keep in mind that they should be modern and clean. Minimal design is better than off-brand and distracting design. These elements include but are not limited to: + + + +
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Dark blue/black backgrounds Sharp geometric shapes Modern and minimal lines Patterns Created from the star
The Arctic Asian
Brand Guidelines
Brand Guidelines
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Photography Photography should consist of blue and grey tones to stay consistent with the “arctic” part of the brand. Dark shadows and high contrast are also attributes to strive for to keep imagery consistent. Examples of good filler imagery would be images of ice, water, and mountains. These images should steer away from typical snowflakes and winter scenes. It is important that all filler “cold” images be striking, bold, and strong. Other images could include lifestyle shots of people investing in their health. This could capture physical activity, diet, and meditation. Other attributes the photos should include: + good use of negative space + photos should feel strong and beautiful + high contrast
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The Arctic Asian
Brand Guidelines
Brand Guidelines
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The Arctic Asian
Brand Guidelines
Design Usage Bringing your brand to life.
Brand Guidelines
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Materials There is unlimited potential to what can be created within The Arctic Asian brand. Brand principles can be established across many materials such as print, virtual technology, signage, and clothing. When placing branding upon different collateral it is important to make sure all material has a common consistency and is clear and easy to understand. The following are examples of crisp, clean and “on brand” materials.
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The Arctic Asian
Brand Guidelines
Brand Guidelines
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The Arctic Asian
Brand Guidelines
Brand Guidelines
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Designed to inspire and light the way.