THE VISUAL STANDARDS GUIDE Minh Do - Spring 2017
THE VISUAL STANDARDS GUIDE
TABLE OF CONTENTS
01. 02. 03.
THE NEW LOGO Logo Component Logo Anatomy Clear Space Size Variation Logo Variation Incorrect Uses
08 10 12 14 16 18
THE NEW VISUAL Color Palette Typography Standards Business System
22 24 26
THE NEW VISUAL The Future Future Extentions
30 32
01.
THE NEW LOGO Logo Component Logo Anatomy Clear Space Size Variation Logo Variation Incorrect Uses
08 10 12 14 16 18
THE VISUAL STANDARDS GUIDE
LOGO COMPONENTS The new Hummer logo is a combination of a symbolic mark, graphic mark and word mark. It is going to be used in the different situations.
A SYMBOL COMPOSITION
HUMMER
• The intial of brand • A hexagon shape • A geometric letter H
01 - THE NEW LOGO
Symbolic Mark & Graphic Mark Signature
Word Mark
9
THE VISUAL STANDARDS GUIDE
LOGO ANATOMY WORD MARK The wordmark is constructed from a modified version of the geometrical typeface, Montserrat. The angles of letter H and M are the same direction, which is 30°. Also, the letter H is broken out two shapes of the stem, which are consistent with the symbol of the logo. Refer to those standards every time when the word mark are used.
HUMMER
30° 30°
30°
30°
30°
30° 30°
30°
01 - THE NEW LOGO
SYMBOLIC MARK & GRAPHIC MARK A symbol anatomy is the construction and proportion of a logo elements. The minimum required clear space measures as X mark. 30° is required every angle. Remember to maintain the proportion and structure.
1/2X 30°
30° 1/2X
1/3X
2X
1X
1/4X
11
THE VISUAL STANDARDS GUIDE
CLEAR SPACE Clear space is the minimum “breathing area” maintained around the brand mark. It should be kept free from symbol, text and other word marks. It also defines the minimum distance from the brand mark to the edge of a printed piece.
HUMMER
SIGNATURE X
X
X
X
X
X
X
X
01 - THE NEW LOGO
WORD MARK X
X
X
X
SYMBOLIC MARK & GRAPHIC MARK X
X
X
X
X
X
X
X
13
THE VISUAL STANDARDS GUIDE
SIZE VARIATION
LOGO VERSION SIZE
The new Hummer is established various sizes of the logo to make it stand out as possible. The sizes are based on the context. Please make sure the logo is dominant when it is in the small sizes.
Larger than 1 inch
Smaller than 1 inch
Smaller than 1/2 inch
HUMMER
Smaller than 1/4 inch
01 - THE NEW LOGO
Signature
Symbolic Mark & Graphic Mark
Word Mark
15
THE VISUAL STANDARDS GUIDE
LOGO VARIATION The signature and word mark of Hummer are on different color backgrounds and images. Moreover, when a logo is placed on a photography special care must be taken to ensure visibility of logo. The logo position and size can move around but need to maintain a clear space.
[1] The word mark should be basic black color when it is placed on white or light color backgrounds. [2] The word mark should be basic white color when it is placed on black or dark color backgrounds. [3] [4] [5] [6] The signature should be white-out when it is placed on the Hummer secondary color background.
HUMMER
[7] [8] The signature should be white color when it is placed on the deep colored patterns.
01 - THE NEW LOGO
[1]
[2]
[3]
[4]
[5]
[6]
[7]
[8]
17
THE VISUAL STANDARDS GUIDE
INCORRECT USES The signature and word mark of Hummer should not be altered in any way, such as extending, condensing, outlining, adding borders, special effects or drop shadows, or attaching other words or graphics. The graphics on these papers are a few examples of incorrect usage and alterations of the Hummer logo and word mark.
[1] Do not change the placement of word mark into a curvy line. [2] Do not reduce the kerning of the word mark. [3] Do not extend the signature. [4] Do not change the placement of the graphic mark and word mark in that way. [5] Do not fill the signature with gradient color. [6] Do not add shadows behind the signature. [7] Do not place the signature on the background with the same color tone or busy pattern.
HUMMER
[8] Do not place the signature on the background with busy photography or pattern.
01 - THE NEW LOGO
[1]
[2]
[3]
[4]
[5]
[6]
[7]
[8]
19
02.
THE NEW VISUAL Color Palette Typography Standards Business System
22 24 26
THE VISUAL STANDARDS GUIDE
COLOR PALETTE A primary colors version use for the signature only. The combination of color is a dark color and bright color. Please consider not to combine a light color with a light color. Secondary colors are used when the layout needs to be simple and small. It must be enhance particular design concept.
PRIMARY COLORS
Light Color (Orange) R: 0 G: 0 B: 0 C: 75% M: 68% Y: 67% K: 90% #000000 PANTONE 426 C
HUMMER
Dark Color (Black) R: 243 G: 112 B: 33 C: 0% M: 70% Y: 100% K: 0% #f37021 PANTONE 158 C
02 - THE NEW VISUAL
SECONDARY COLORS
Black R: 0 G: 0 B: 0 C: 75% M: 68% Y: 67% K: 90% #000000 PANTONE 426 C
Orange R: 243 G: 112 B: 33 C: 0% M: 70% Y: 100% K: 0% #f37021 PANTONE 158 C
23
THE VISUAL STANDARDS GUIDE
Aa Aa Montserrat ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmopqrstuv wxyz 12 3 456 7890 ~ ! @ #$% ^&*( )_+
Rockwell ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuv wxyz 12 3 4 5 678 9 0 ~ !@# $%^ &*( )_+
Montserrat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 12 3 45 67890 ~ ! @ # $% ^&*( )_+
Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuv wxyz 123456789 0 ~!@#$%^&*()_+
HUMMER
Aa Aa Montserrat ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmopqrstuv wxyz 12 3 456 7890 ~ ! @ #$% ^&*( )_+
Rockwell ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuv wxyz 12 3 4 5 678 9 0 ~ !@# $%^ &*( )_+
Montserrat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 12 3 45 67890 ~ ! @ # $% ^&*( )_+
Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuv wxyz 123456789 0 ~!@#$%^&*()_+
02 - THE NEW VISUAL
TYPOGRAPHY STANDARDS To define typographic standards conducts an identity system. To ensure that all of the visual communication is consistent, The new Hummer uses selected group of preferred typefaces to express itself.
Montserrat It has a geometric shapes. It also represents the feeling and spirit of new Hummer. It is used for title. Rockwell It has a modern shape, slab and is clear to see. It is used for subtitles, body copy, and footers.
25
THE VISUAL STANDARDS GUIDE
BUSINESS SYSTEM
HUMMER
The business system of new Hummer is based on the primary brand colors. The stationery items maintain a corporate, business feel.
02 - THE NEW VISUAL
27
03.
THE NEW FUTURE The Future Future Extentions
30 32
HUMMER
THE VISUAL STANDARDS GUIDE
03 - THE NEW FUTURE
THE FUTURE We help build powerful bodies, strong skills, and heightened confidence for men through brand categories such as education, training, retail, media, community, and wellness. We bring solid experiences from new journeys.
31
THE VISUAL STANDARDS GUIDE
FUTURE EXTENTIONS The brand extensions are based on the brand chart. It shows the list of potential deliverables that we would like to serve in the future. We create them into five main categories, Hummer Community, Hummer Media, Hummer Retail, Hummer Wellness and Hummer Education & Training.
HUMMER COMMUNITY S C [C1] Photography Club C [C2] Discussion Board C [C3] Adventure Club
S S P C P
HUMMER
P P S P P S P S
S C C C C
HUMMER RETAIL [R1] Outdoor Gear [R2] Survival Kits [R3] Guide Book [R4] Apparel
HUMMER EDUCATION & TRAINING [ET1] T-Game Festival [ET2] Survival Program [ET3] Gym Club [ET4] N Club [ET5] Adventure Tours
HUMMER MEDIA S C [M1] Adventure Show S C [M2] Youtube Channel S C [M3] Journey App C [M4] Online Travel Magazine
HUMMER WELLNESS P [W1] Supplements P C [W2] Courage Test P [W3] Health Check
03 - THE NEW FUTURE
This chart prepresents how Hummer provides the strength, power, toughness of body and mind through new experiences and journeys.
C Confidence
[C4] [C2]
[M4] [C3]
[R3]
[C1]
[ET3] [W2]
[M2] [ET2] [ET4] [ET5]
[R4]
[M1]
[M3]
[R1]
[W1] [ET1]
[R2]
[W3]
P Physicality
S Skill
33
THE VISUAL STANDARDS GUIDE
HUMMER COMMUNITY [C1] Photography Club S C Hummer creates the opportunities for people who love adventure can share their great memories through wonderful videos and photos. It will remind their meaningful moments. [C2] Discussion Board C It offers a platform for our audiences to discuss with each other. It enables them to have opportunities to share their experience in adventure or some travel tips.
HUMMER
[C3] Adventure Club C The member in Adventure Club is almost people who love discovering and adventure. Hummer provides social media, which is getting the members in club closer. The club meeting will be celebrated every month. Also, they can share and update their adventure experiences with others through our website, Facebook, Youtube. Hummer hopes it will give more ambition and inspiration for them to explore new things through its channel.
03 - THE NEW FUTURE
35
HUMMER
THE VISUAL STANDARDS GUIDE
03 - THE NEW FUTURE
HUMMER MEDIA [M1] Adventure Show S C It is the monthly show, which provides extreme activities for people. People usually get together in Hummer Academy to see the show on the big screen. It brings more exciting, experiences and fun for every people. [M2] Youtube Channel S C The Hummer Channel serves on Youtube for people who are interested in outdoor activities besides outdoor activites. They can enjoy and get some inspiration for their next trips. [M3] Journey App S C The app is the space that people can plan their journey or even refer other people’s journeys. Also, the users can share their exprience through the app. They can get more friends as well. [M4] Online Travel Magazine C Hummer provides extreme adventure articles through online travel magazine. It will support and inspire explorers to explore more and get more information for their trips.
37
THE VISUAL STANDARDS GUIDE
HUMMER RETAIL [R1] Outdoor Gear S Hummer provides all of the things which are necessary for the adventurer or tourist. Such as camping equipment, backpacks, tents, sleeping bags, hiking boots & clothing, outfitters for outdoor and so on. [R2] Survival Kits S Hummer provides a pack of emergency equipment, including food, medical supplies, and durable survivor kits for them to be ready for any situation such as gps, compass, and knife. The survivor kits will help explorers to be more powerful and safe. [R3] Guide Book P C Hummer provides adventure information which will support the explorers to prepare themselves in the adventure world. It will help them confident in their activities.
HUMMER
[R4] Apparel P With high quality and technology outdoor apparel, such as water jacekets, pants, and gloves, Hummer belives that the adventurer will satisfy their products.
03 - THE NEW FUTURE
39
HUMMER
THE VISUAL STANDARDS GUIDE
03 - THE NEW FUTURE
HUMMER WELLNESS [W1] Supplements P Hummer provides physical stimulation for enthusiasts such as athletes and explorers by using supplements. It is a great opportunity for them to boost their energy and increase the strength, tough and endurance. [W1] Health Check P C Health check aims to give understanding of physical abilities through Hummer’s advanced technology. It will give an opportunity to be more active. [W3] Courage Test P Courage test is an intensive mental condition for participants by preparing the scary situation. They need to complete the test by overcoming their fear and weakness.
41
THE VISUAL STANDARDS GUIDE
HUMMER EDUCATION & TRAINING [ET1] T-Game Festival P S The T Games is an annual extreme sports event hosted, produced by Hummer. [ET2] Survival Program P S C The program will guide people gainning the strengh, power of body, soul and mind. The participants are going to learn how to survive in the adventurous areas in one month. [ET3] Gym Club P C When people joining Gym Club, they will become part of an energetic, fun-loving community, who works and plays as a team to create an exceptional experience for all. Moreover, the more people get the energy, the more they will be inspired to go discovering their worlds. [ET4] N Club P S C The N Club is a special location where the people can learn some skills from Ninja. Those skills can be basic of jumping, striking, kicking, blocking, silent movement, rolling, leaping, and tumbling. Also, they will be learned karate to defend in life-threatening, defensive situations.
HUMMER
[ET5] Adventure Tours P S C Hummer provides exciting locations and activities around the world, which require specialized skills and physical ability. Travelers can gain their body strength, tough and powerful mind through their journeys.
03 - THE NEW FUTURE
43
HUMMER
THE VISUAL STANDARDS GUIDE
03 - THE NEW FUTURE
45
CITED Wikipedia.com Pexel.com Pinterest.com Tumblr.com Seaadventurethailand.com Alamy.com
Copyright Š 2017 MINH DO This book is a non-commercial work produced as a student project for an edutional purpose. All content for The Visual Standards Guide was collected, conceived, written and design by Minh Do. Design Consultation Hunter Wimmer, GR 604 Nature of Identity Academy of Art University