VISUAL GUIDELINES FOR
CASTILLO DESIGNS
THE COMPANY LOGO
The company logo is the cornerstone of the Castillo Designs identity system. As the primary identifier of the company, the logo has been developed to consistently represent the company in all of its communications. Over time, consistent and repeated use of this mark will establish equity and brand awareness of the greater visual identity Castillo Designs. To ensure consistency, however, it is critical for every user of the company logo, regardless of personal preference, to use it in accordance with the guidelines that follow. The company logo consists of two components: the Castle Logo and the Castillo Wordmark. Each of the individual components maintains a special relationship to the others and must not be altered. Do not create new artwork for the Castle Logo.
THE COMPANY LOGO
1. The Castle Logo The Castle Logo is the most recognizable symbol of the Castillo Logo. The Castle logo is a visual interpretation of the word Castillo (castle).
2. Castillo Wordmark The words underneath the Castle Logo are called the Castillo Wordmark and together they make the Castillo Logo. The wordmark adds unity to the Castillo Logo and should be used as often as possible. The word “Castillo” in the Castillo Wordmark should always be the Medium version of the same font family in order to establish hierarchy. The Castillo part of the Wordmark is the second most-important part of the Castillo Logo. Lastly is the word “Design” and it should always be in the Thin version of the font family used. The Castillo Wordmark should always be used in all caps and “Castillo” should always be bigger and heavier than “Design”.
CLEAR SPACE AND MINIMUM SIZE Clear Space
X
x = the cap (or x-) height of the top line of the Castillo Wordmark
X
X X
The clear space is defined as the space that no other element explicit or implicit shall cross in relation to the Castillo Logo. Often referred to as ‘runaround,’ type, image and/or document edge should not be placed closer than the x-height surrounding Castillo marks. The clear space requirements must be observed.
It is permissable to use the Castillo Logo in a box/banner provided the clear space has been observed. However, some usages are inappropriate and should be practiced sparingly. It is best to contact Castillo Designs if this usage is being considered.
Minimum Size 3/8” (.375”
The Castillo Logo should never appear smaller than 3/8” (.375”) high and thus the proportions of the Castillo Logo (and its components) must be preserved. There may be some cases that require special sizes or clear space allowances. Examples of these unique applications include, but are not limited to, pencils, CD spines, lapel pins, etc.
APPROVED COLOR VARIATIONS
Applying Color to the Castillo Logo When possible, use of the onecolor version of the Castillo Logo (as shown on the left) is recommended. The onecolor logo has been chosen for simplicity and high contrast that attracts the viewers eye. The Castillo Logo is typically used in black and white but other colors can be used with permission from Castillo Designs. The Castillo Logo is visually heavy and therefore more flexible color-wise. All color variations should be approved by Castillo Designs.
UNACCEPTABLE LOGO USAGE DON’T REASSIGN COLORS TO THE CASTILLO LOGO The Castillo Logo was designed to consistently represent Castillo Designs. Proper use, including color and stroke order, is necessary to achieve that goal.
DON’T DISTORT (STRETCH OR SQUISH) THE CASTILLO LOGO It is imperative to maintain the proportions of the Castillo Logo in order to consistently represent the company. To resize the Castillo Logo, simply hold the ‘shift’ key to achieve desired size.
DON’T REPOSITION, RESIZE, SEPARATE OR IN ANY WAY CHANGE COMPONENTS OF THE CASTILLO LOGO The Castillo Logo was designed to be used as a unit. Special consideration was given to the various uses of the logo, and the relationships of its components. As such, neither its components nor their relative position or proportional size should be altered in any way.
COLORS - PRIMARY White and Black have been the primary identifying colors for Castillo Designs. These colors have been chosen for the strong contrast that is produced when used responsibly. The official Castillo Black is represented with a 100 percent value of black (K). White is defined as the absence of color and there is no color information. White is an integral part of the Castillo Designs color palette.
BLACK 100% K CASTILLO BLACK Spot color: Black (100% K) CMYK, 4-Color Process: C 0 - M 0 - Y 0 - K 100 RGB R0-G0-B0 HEX (Web Safe) 000000
WHITE
CASTILLO WHITE Spot color: NONE CMYK, 4-Color Process: C0-M0-Y0-K0 RGB R 255 - G 255 - B 255 HEX (Web Safe) ffffff
CASTILLO DESIGNS TYPOGRAPHY - GOTHAM HTF Consistent typography is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization.
Aa
Gotham, a sans-serif typeface, was selected for its simplicity and modernism. Gotham is a very modern font that is easy to read across different media. The Gotham font family has different weights that can be used in different cases when selecting hierarchy.
GOTHAM HTF THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GOTHAM HTF LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GOTHAM HTF BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GOTHAM HTF MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GOTHAM HTF BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GOTHAM HTF BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-)
CASTILLO DESIGNS TYPOGRAPHY - GARAMOND Consistent typography is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization.
Aa
Garamond is an easily readable typeface suited for documents that are majority copy-focused. Garamond’s letterforms convey a sense of fluidity and consistency. This typeface is considered to be among the most legible and readable serif typefaces for use in print applications. An excellent solution for the body of newsletters, brochures, or other business applications. Gotham should always be the preferred typeface.
GARAMOND REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GARAMOND ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) GOTHAM HTF BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-)
CASTILLO DESIGNS TYPOGRAPHY - AVENIR Consistent typography is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization.
Aa
Avenir is the secondary sansserif typeface that should be used when Gotham is not available.
AVENIR THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) AVENIR BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) AVENIR MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) AVENIR HEAVY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) AVENIR BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-)
CASTILLO DESIGNS TYPOGRAPHY - TIMES NEW ROMAN Consistent typography is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization.
Aa Times New Roman is the secondary serif typeface that should be used when Garamond is not available.
TIMES NEW ROMAN REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) TIMES NEW ROMAN ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) TIMES NEW ROMAN BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-) TIMES NEW ROMAN BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(?!%.,:;-)
VISUAL IDENTITY SYSTEM
VISUAL IDENTITY SYSTEM
Letterhead
2’’
March 16, 2015 Ernie English 1234 Writing Lab Lane Write City, IN 12345 Dear Mr. Ipsum,
1.5”
Lorem ipsum dolor sit amet, id autem dissentiunt pro, cu melius erroribus adipiscing eam. Vim honestatis accommodare ei. Quo ad etiam vitae, ullum mazim sensibus te vel, sit ad nemore fierent. Sed ne nihil animal conclusionemque, noluisse scribentur ius ei. Omnis appareat delicatissimi mei no, ut eirmod signiferumque usu, ad rebum eloquentiam vix. Te usu wisi deleniti. Vis vide mutat falli no, pri postulant consequat voluptaria no. Postea torquatos an vis. Sed minim ocurreret in. Sit te aliquid suscipit appellantur, ne essent vocent mea. Pri et altera ullamcorper. Ut idque rationibus efficiantur mel, his viris atomorum constituto no. Ex partem complectitur eos. Sumo latine necessitatibus at vis, sed ex tempor deserunt. At eos quod debet electram. Mei at ludus alterum, ex wisi commodo civibus qui. Pro libris ridens suscipiantur ut, ad eam assum vocent. Hinc movet dictas in vix, tempor sanctus eum id. Ut rebum convenire vis, eos te doming indoctum, mei cu cibo saepe fabellas. Nec te noster diceret appellantur, assum nullam fastidii vis an, te clita primis cum. Ex dicit oblique labores sed, vis nullam altera scribentur cu. Quis omnes dissentiunt at mea, sed ea aperiri adolescens. Nam ei dicta cotidieque. Eu mei debitis inimicus posidonium. Possit alterum sanctus eu mel, duo et reque suscipiantur. Sincerely,
Josh Smith
The body of the the letterhead should always be set on Gotham type. If you do not have the Gotham font, you should use Garamond, and if you do not have the Garamond then use Times New Roman. The black header of the Letterhead should always be two inches tall and the logo should never be enlarged or shrunk. We are a design agency so creativity is something we appreciate. As long the above rules are followed, feel free to be creative.
https://www.behance.net/castillomiguel
501 / 762 / 1428
.5”
1.5”
VISUAL IDENTITY SYSTEM
Envelope
D E S I G N S
Miguel Castillo P.O. Box 1517 Glenwood, AR 71943
The envelope has two parts: the front and back side. The front has the Castillo Logo and the name and adress of the sender. The back of the logo has a pattern on the envelope flip. Never make another deigned pattern unless permission has been granted by Castillo Designs.
VISUAL IDENTITY SYSTEM
Business Cards Primary Cards
MIGUEL CASTILLO https://www.behance.net/CastilloMiguel castillo14miguel@gmail.com
5 01 / 76 2 / 1428
The business cards for Castillo Designs are based on simplicity and contrast. This is based on characteristics that are valuable to Castillo Designs. The Primary Cards are the preferred designs that represent Castillo Designs. The secondary set of cards are the designs that will be used when cards are needed but the budget is low or for temporary circumstances.
Secondary Cards
WEBSITE FAVICON The favicon that is used for Castillo Designs is a capitol C that stands for Castillo Designs. This favicon is used for both the 16px and the 114px (iPhone). Below are the codes to use when coding the website.
SOCIAL PROFILE MARK
Profile Mark
This profile mark is used for different social profiles like Facebook and Instagram among others. The profile mark will always be used with a black background and white visuals.
Header & Cover Photos
For header or cover photos this geometric pattern will be used. The pattern is taken from the envelope pattern and will be carried across different mediums when needed. The angles of the pattern should not be changed and can only be changed by Castillo Designs.