THE COOL PRINTING COMPANY
BRAND VISUAL GUIDELINES
2022
table
of contents About Company
02
Behind the Brand
03
Logo Identity
05
Brand Pattern Core Brand Colors
09 11
Typography
13
Brand Voice
15
Imagery
17
Branding Mockups
19
Brand Apparel
23
Brand Signage
25
01
about
company After years of experience in printing and starting a clothing brand, the founders of URBAN LAB realized the problems and difficulties with print shops from both the printing side, and the client side. By understanding both sides, URBAN LAB is able to make clients’ ideas come to life and produce something they are proud to wear and show off; all while being reliable and providing a quality service. OUR MISSION “URBAN LAB is committed to providing trustedquality products and services in a timely manner. We keep our promises, provide creative solutions, and achieve our client’s goals.”
02
Behind
The Brand
Brand Concept The core concept for URBAN LAB’s branding is the concept of the “laboratory.” Associations from this idea, in conjunction with terms that the URBAN LAB team associated with the brand, are displayed on this concept map. Through this process, the visual elements and colors of the brand began to reveal themselves.
03
logo
identity
Final Logo The URBAN LAB logo features the iconic Bebas Neue font connected by three hexagons. This “sunrise” mark is derived from the concept of the beehive, as URBAN LAB values a hard working atmosphere of production and a strong system of communication. The gradient is representative of speed and sunrise, as these two words reflect the fast time in which work is completed.
05
Logo Color Variation A. Logo Usage This is the primary logo, effort should be made to use this variation whenever possible, if not, the following variations are available. B. Logo Usage This is a black and white version of the logo, should the logo be printed on black and white print material, this logo is to be used to prevent the yellow from “Logo Variation A” to be rendered as grey. C. Logo Usage If the background of the logo is dark such that it would make it difficult to read, the letters should be swapped from black to white. D. Logo Usage Similar to “Logo Variation B”, this logo is to be used in situations where it is used in black and white print material AND a dark background.
A.
B.
C.
D.
06
incorrect Logo usage Do not: •
change orientation
•
change the colors
•
display as an outline
•
scale disproportionately
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display in a configuration not previously specified
•
add special effects
X X X X
X X
07
Logo Usage Isolation Zone The isolation zone of the URBAN LAB logo is 100% of the logo’s height in each direction.
08
BRAND
PATTERN
“Sunrise“ The URBAN LAB “sunrise” brand pattern is the mark of the brand, and serves to differentiate products and instill brand recognition for URBAN LAB. The brand pattern is only ever oriented from left-to-right or bottom-to-top, to stay true to the mark’s meaning.
09
Brand Pattern Incorrect Usage Do not: •
use behind body unless transparent
•
stretch
•
change the colors
•
orient right-to-left or top-to-bottom
X
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X
10
X
core
brand colors
Color Palette
RICH BLACK
MIKADO YELLOW
The primary color used by the brand is MIKADO YELLOW (#FFC82B). This color is most used as a solid block fill.
FOR WEB USE Red: 255 Green: 200 Blue: 043 FOR PRINTING USE Cyan: 00 Magenta: 21 Yellow: 83 Key: 00 HEX: #FFC82B
FOR WEB USE Red: 000 Green: 000 Blue: 000 FOR PRINTING USE Cyan: 00 Magenta: 00 Yellow: 00 Key: 100 HEX: 000000
WHITE
FOR WEB USE Red: 255 Green: 255 Blue: 255 FOR PRINTING USE Cyan: 00 Magenta: 00 Yellow: 00 Key: 00 HEX: FFFFFF
11
Breakdown Secondary & Tints Secondary Colors The secondary colors used by the brand are RICH BLACK (#000000) and WHITE (#FFFFFF). These colors are used to contrast the primary colors as backgrounds and in illustrations. Tints In the event that another color is needed, such as grey, it should be taken from the tint value of one of the 3 main brand colors.
12
typography Typeface The Bebas Neue font family has been a staple of URBAN LAB since its foundation and even earlier. Favored for its impactful, yet simple design, Bebas Neue stands boldly when paired with Mikado Yellow.
PRIMARY FONT
bebas neue
ABCDEFGHIKLMNOPQRSTUVWXYZ 01234567890!@$%
SECONDARY FONT
Promixa Nova
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%
13
Hierarchy For the sake of simplicity and minimal design, there are only two fonts in the hierarchy: Bebas for titles and headings, Proxima Nova Regular in all caps for subheadings, and Proxima Nova Regular for body.
BEBAS NEUE FOR TITLES & HEADINGS
Title ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™® PROXIMA NOVA (ALL CAPS) FOR SUBHEADINGS
HEADINGS ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789£$?!<>{}[]#¢™®
PROXIMA NOVA FOR BODY
Body ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
14
brand
voice
Brand Channels The way we communicate to partners and customers has a direct impact on how we are perceived as a business. It is important that all members understand and adhere to the brand guidelines for consistency in both internal and external communications.
Social media
Inspirational yet light and fun
Workplace
Positive and friendly, home-like
Legal
Serious and simple to understand
15
Brand Grammar A standard form of communication is essential to brand consistency across all channels. Abbreviations • In order to communicate effectively using terms that some might not be familiar with, the complete spelling should be used first, followed by the abbreviation i.e., Direct to Garment (DTG). Active vs Passive Voice • An active voice should be used whenever possible for all channels besides formal or legal. Capitalization • All caps is used for titles, headings, and subheadings. • Proper names and nouns should be capitalized. • The URBAN LAB name is to be written as such, with a space and all caps, i.e., not urbanlab or UrbanLab. Emojis • As a young modern brand, a tasteful use of emojis is encouraged on social media and email channels. Dates • The format of dates used is MM/DD/YYYY, however the month should be abbreviated whenever possible (Feb 8, 2021). Phone Numbers • The format of phone numbers should be: (647) 509-2262
16
imagery Image Style Photography is a key part of the brand’s identity. Photography Guidelines Photos should be clear and well-lit, with minimal background. They should also not use faded or colored filters that would take away from the desired bold look. When photographing people, the models should look natural and not give off the impression of stock images. Product Photos Whenever possible, photographs showcasing products or completed work should be worn on a model, however flat-lay is also acceptable. In either case, effort should be made to present the products with artistic intention, to differentiate the brand as modern and high quality when compared to competitors. Busy Photos When imagery is needed that cannot fit into the minimal look of the brand, i.e., behind-the-scenes, seasonal holidays, effort should still be made to present the images in a creative, artistic or friendly way.
17
Branding Mockups Business Cards The URBAN LAB business card features the distinctive hexagon pattern paired with a bold, minimal placement of elements and copy. In the company’s spirit of future mindset and innovation, the cards are enabled with AR capabilities that provide added functionality.
19
PACKAGING URBAN LAB brand packaging should make use of bold elements at a large scale. Text and logos may even extend over the edge of the print for decorative effect.
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22
BRAND
Apparel
23
24
brand
signage
25
26
reach us 1650 Dundas St. E Unit 14A, Mississauga, ON L4X 2Z3 (647) 509-2262 info@urbanlabcreativeco.com www.urbanlabcreativeco.com
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