Brand
Book The new design guidelines for Creative Speak
w | www.creationspeak.com e | connect@creationspeak.com p | 404.732.5286
Brand Guidelines for Creation Speak
Designed by Creation Speak
Introducing Creation Speak
Table of contents
Founded in 2013, by Erica TG Warren, Creation Speak LLC is a story and strategy agency created to bring the #humanback to marketing. We speak the language of the Creators, problem solvers and innovators driving the future. They have a great story to tell. Yet they are struggling with the words and strategy to tell it with impact, engagement and scale. That’s our specialty. We work on brand refreshes, product launches, internal and external events, acquisitions and mergers. Story and Strategy services that repair the breakdown between your message and your marketing.
01 THE LOGO The Logo and its usage
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Black, white and grey scale
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Logo construction and clearspace
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Mininmum logo sizes and incorrect uses
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02 TYPOGRAPHY The primary & secondary font
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Typography and hierachy
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03 COLOR SYSTEM
“Storytelling is one part dreaming, one part creativity, and three parts authenticity.” - Erica T.G. Warren, Chief Creations Officer -
The Logo color palette
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Secondary color palette
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The moodboard
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04 THE STATIONERY The letterhead
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The business card and envelope
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05 THE IMAGERY The imagery & color effects
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06 GRID SYSTEMS Print grid systems
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Web grid systems
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07 ADDITIONAL Office supllies
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Corporate icons
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Checklist 44 Help or Feedback?
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Brand Guidelines for Creation Speak
Designed by Creation Speak
01 Our logo is the touchstone of our brand and one of the most valuable assets. We must ensure its proper usage. 1. The logo and its usage / 2. Black, white and gray scale / 3. Logo construction + clearspace / 4. Minimum logo sizes and incorrect uses
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Brand Guidelines for Creation Speak
The logo + usage
Designed by Creation Speak
The general logo presented through the use of colors, shapes and typography.
The icon
The colors included in the primary logo designs are: a
The Creation Speak logo combines three elements: the Creation Speak logotype,the tagline and the icon as a graphical element. These
Black, white + grayscale
The Creation Speak logo is
100%
fresh gradient green, dark
The word mark
brown, aqua blue, bronze,
Sometimes, often due to production costs, only one color of ink is
metal, grey and white and
The tagline
available and so the Logo must be reproduced using only one color.
black.
In this scenario, the logo, logotype, or symbol must be used following
elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the Creation Speak logo
DARK VERSION
the convention of using a light color type on a dark background or in
LIGHT VERSION 100% grey
elements, are predetermined and should not be
a dark color type on a light background. The logotype and the symbol must be clearly distinguishable from the background color. You must honor the Creation Speak logo palette when possible, using black or white if necessary.
100% white A variant of use when the background is light colored.
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A variant of use when the background is light or dark colored.
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Brand Guidelines for Creation Speak
Logo construction + clear-space
Designed by Creation Speak
FULL LOGO AND LOGO ICON
SYMBOL
ICON
Creation Speak logo. Scale and propor-
For digital uses the minimum size for the
space, function and visibility. In print the
size apart from when using an ICO. The
tion should be determined by the available
standard logo is 120 px. This is the smallest
minimum size is 34 mm width, for the sym-
size for the ICOs is 16 px.
bol it is
10 mm width.
34 mm
10 mm
16 px
LOGO: INCORRECT USE
other elements around it. The space required on all sides never should be less than that. The logo must always fit
THE LOGO
There are no predeterminded sizes for the
The Creation Speak logo requires separation from the is roughly equivalent to the cap height of the logo type. It
MINIMUM LOGO SIZES
Whenever you use the logo, it should be surrounded with clearspace to ensure its visibility.
Please note: The logo cannot be changed!
Although creativity is appreciated please do not alter the logo in anyway!
into the clear-space area and can not be intervened by other graphical elements which could hinder legibility of the
DON’T rotate the logo
DON’T add a drop shadow
DON’T rearrange elements
DON’T stretch the logo
Don’t use outside colors
DON’T outline the logo
DON’T change gradient
DON’T use it over an image
brand. Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.
If you use the logo icon as a single object, it also needs clearspace all around.
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Brand Guidelines for Creation Speak
Designed by Creation Speak
The typography
02 Typography is 95% of design – it’s a driving force in all forms of communication art 1. The primary font / 2. Secondary font
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Brand Guidelines for Creation Speak
Primary font Neo Sans Pro DESIGNER: SEBASTIAN “SEB” LESTER Neo Sans Pro is a modern design. Neo Sans and Neo Tech are the typefaces designed by the British type designer Sebastian “Seb” Lester. The typefaces were released by Monotype Corporation on April 19, 2004. The design concept called for a versatile, futuristic typeface that did not appear “crude, gimmicky or ephemeral”. This font should be used in all Creation Speak communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.
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Designed by Creation Speak
Neo Sans Pro
Helvetica Neue
REGULAR ITALIC BOLD BOLD ITALIC BLACK BLACK ITALIC
LIGHT REGULAR ITALIC BOLD BOLD ITALIC
Secondary font Helvetica Neue DESIGNER: MMAX MIEDINGER Miedinger and Hoffmann set out to create a neutral typeface that had great clarity, no intrinsic meaning in its form, and could be used on a wide variety of signage.
Specimens
Specimens
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
This sans serif font is available in 10 weights. We use 4 of them. The light, regular, italic and bold versions. The subline of the logo uses the regular weight. 13
Brand Guidelines for Creation Speak
Designed by Creation Speak
The color system
03 With 93% of customers influenced by colors and visual appearance, make sure you pick the right colors for your company. 1. The logo color palette / 2. Secondary color palette/ 3. Moodboards
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Brand Guidelines for Creation Speak
Designed by Creation Speak
100%
100%
The logo color palette
80%
PRIMARY COLOR AQUA GREEN
60%
CMKY
62 / 0 / 18 / 6
RGB
99 / 177/ 188
HEX #63b1bc
(choice for icon and logo)
USE OF COLOR FOR THE PRINTED & DIGITAL LOGO
80%
COLOR CODES
SECONDARY COLOR PEA GREEN
60%
COLOR CODES CMKY
48 / 0 / 100 / 0
RGB
146/ 200 / 62
HEX #92c83e
(choices for expanded color scheme) 40%
40%
20%
20%
100%
100%
The palette allows the addition of secondary colors to enrich the Creation Speak visual identi-
The following palette has been selected for use in Creation Speak communcations. Lighter tints of these colors are also allowed., but the Logotype + background may only be used with a 100% tint.
80%
PRIMARY COLOR DEEP BROWN
60%
COLOR CODES CMKY
30 / 71 / 75 / 81
RGB
78 / 54 / 41
HEX #4e3629
(color choice for logo and font)
brown that embodies the creativity and dynamic of the
SECONDARY COLOR PALE ORANGE (choices for expanded color scheme)
40%
The primary colors include a pale aqua green and deep
80%
60%
COLOR CODES CMKY
2 / 81 / 93 / 0
RGB
235 / 86/ 46
HEX #eb562e
40%
20%
20%
100%
100%
Secondary color palette ty as a whole. Lighter tints of these colors are also allowed. These colors are complementary to our official colors, but are not recognizable identifiers for our company. Use the both orange colors sparingly.
company. The additional color is a light cool grey to underline the seriousity of your business. A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.
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80%
PRIMARY COLOR COOL GREY
60%
COLOR CODES CMKY
23 / 16 / 13 / 46
RGB
121 / 125 / 130
HEX #797d82
(color choice for logo and font)
80%
SECONDARY COLOR TAUPE
60%
COLOR CODES CMKY
28 / 41 / 94 / 5
RGB
183 / 143 / 57
HEX #b78f39
(choices for expanded color scheme)
40%
40%
20%
20%
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Brand Guidelines for Creation Speak
Moodboard cool colours If you are using the primary color palette, just take photos with some cyan in it. This color should contain a lot of green. Don’t use photos with too much of one color in it.
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Designed by Creation Speak
Moodboard warm tones If you are using the secondary color palette, just take photos with brown in it. This color should contain a lot of taupe. Don’t use photos with too much red or yellow in it. You can also use photos with gray colorscheme.
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Brand Guidelines for Creation Speak
Designed by Creation Speak
The stationery
04 When it comes to developing the stationery, consistency is the key for all layouts and designs 1. The letterhead / 2. Business card and envelope
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Brand Guidelines for Creation Speak
Designed by Creation Speak
210 mm
BUSINESS CARDS
The letterhead
The business card will be used for all official contact and communication of our company. These are the approved layouts.
Dimension: 85 mm x 55 mm
Print:
Our stationery is one of the most widespread forms of contact for
350 g/m² glossy white paper
Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo in the top left corner
297 mm
business and corporate communications.
ENVELOPES
with the business contact information on the opposite site. The envelope will be used for all official contact
Dimensions:
and communication of our company. These are
DIN A4
the approved layouts.
(297 x 210 mm)
Dimension: Paper:
Din lang with address window
100 g/m² offset white
Print:
NOTICE:
80g/m² offset white paper
The backside of all envelopes
with window, self-adhesive
will be plain. Other formats are allowed.
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Brand Guidelines for Creation Speak
Designed by Creation Speak
The imagery
05 Brand image is the overall impression in consumers’ mind that is formed from all sources 1. The imagery & color effects / 2. Examples and rules
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Brand Guidelines for Creation Speak
Designed by Creation Speak CMYK
EXAMPLES AND RULES
The imagery + color effects
REQUIREMENTS: 1. Use desaturated colors with light vintage feel 2. For photos with people use only single persons (max. 2 persons if required.
Good imagery helps to reinforce our values and creativity.
3. All photos should be light and clean
Any photography needs to be professional in its approach
4. Use the optimal image detail, so that it looks like zoomed
and engaging in its content. It is essential for our
into the picture.
Creation Speak brand, because it creates emotions
5. Also allowed are grayscale images for print and web
and has a distinct personality. Avoid clichĂŠs and obvious poses.
6. Use of imagery that demonstrates creativity, nature or
The uniqueness of each photo will help to reiterate the
7. Use CMYK (RGB for web) modus, when the background is
persons.
white or the colorscheme fits with the colors of
independent spirit of our brand.
Creation Speak. Grayscale
70% beige
8. Use grayscale images, when the colorscheme doesn’t fit with the background.
9. Use grayscale images with color overlay, when you want to write some text on it.
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Brand Guidelines for Creation Speak
Designed by Creation Speak
The grid system
06 Using a grid system is one way to achieve a level of consistency that would be otherwise extremely difficult to master 1. Print grid system / 2. Web grid system / 3. Mobile devices
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Brand Guidelines for Creation Speak
Designed by Creation Speak
GRID SYSTEMS FOR IMAGES
Print grid systems USE ON DIN A4 AND LETTER FORMAT The grid is used as a guide for how to place text, photos and advertisements on the page. The font size that you use should be proportionate to the grid. Using a font that is too large will cause odd hyphenation and breaks, which can be difficult to read and using a typeface that is too small can cause strain on a reader trying to get from the start of a line to the end. The 12 column grid is always the basic. For special
Use 2, 3, 4, 6, 8, 10 or 12 columns for the layout
prints, a 6 column grid is also allowed.
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Brand Guidelines for Creation Speak
Web grid systems
Designed by Creation Speak
GRID SYSTEM WEB LAYOUT
WIRE FRAMES
The layout is based on a 12 columns bootstrap grid system.
General information of the content and layout of each page.
4 column grid
6 column grid
Custom layout
Portfolio page
Product page
Article right
Article left
Blog
Landing page
Team members
USE ON DIFFERENT DEVISES. Grid systems are used for creating page layouts through a series of rows and columns that house your content. Here are some examples. The Bootstrap 3 grid system has four tiers of classes: xs (phones), sm (tablets), md (desktops), and lg (larger desktops). Please follow the rules, to have a consistant visual appearance.
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Brand Guidelines for Creation Speak
Mobile devices
Designed by Creation Speak
LOGO PLACEMENT
TABLET VERTICAL GRID
To place the Creation Speak logo please use the approved grid system. It is
The layout is based on a 8 columns bootstrap grid system. Please use the approved layout
based on a 6 column grid. Other ways are not allowed.
FONTS The fonts Neo Sans Pro and Helvetica Neue can also be used on the web. Neo Sans Pro is always used for the big headlines, Helvetica Neue for the basic text and smaller headlines.
USE ON MOBILE PHONE.
COLOR
Grid systems are used for creating page layouts
The basic color for the websites is always white. Use
through a series of rows and columns that house
dark brown to highlight some
your content. Here are some examples.
articles. The blue and brown colors are mainly used for headlines, underlines or icons.
The Bootstrap 3 grid system has four tiers of
NAVIGATION
classes: xs (phones), sm (tablets), md (desktops),
The navigation is always on See more Âť
the top. Use appropriate casing for letters based on current branding theme.
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Brand Guidelines for Creation Speak
Designed by Creation Speak
The additional
07 An organization, no matter how well designed, is only as good as the people who live and work in it. 1. Office supplies / 2. Corporate
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Brand Guidelines for Creation Speak
Designed by Creation Speak
OTHER SUPPLIES
Office supplies
For other office supplies use always the same color, no matter what printable object you use. Possible are:
When used on t-shirts, mugs etc. any of the
Mugs or coffee to go cups
approved logos can be used. The symbol may
Basecaps
also be used separately from the lettering.
Tote or paper bags Pencil or ball pen
For the background use always our custom
USB Sticks
white, grey, blue and brown. Other colors are
Mobile phone cover
not allowed.
etc.
T-Shirt design on our custom white, spring blue, grey and deep brown. The logo size is 300 mm x 280 mm. Please use the shown logo colors.
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These are only some examples of possible supplies.
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Brand Guidelines for Creation Speak
Designed by Creation Speak
Corporate icons
MINIMUM ICON SIZE
The icons are pictograms displayed on the screen
The minimun size for the icon usable in web is 8,5 mm for print designs 14 mm
or print layout in order to help to navigate through the content. The icon itself is a comprehensible symbol of a software tool, function, or a data file, accessible on the system and is more like a traffic
MAXIMUM ICON SIZE
sign than a detailed illustration of the actual entity it represents The icons are not limited to what is displayed in this section, but they are always used with the round background in print and web. They are available in multiple color combinations within Creation Speak branding, but mainly the 2 combinations
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ICONS FOR LIGHT BACKGROUND
ICONS FOR DARK BACKGROUND
The maximum size for the icon usable in web is 20 mm for print designs 55 mm
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Brand Guidelines for Creation Speak
Designed by Creation Speak
CREATION SPEAK LLC
Help or feedback?
1040 W Marietta Street NW Atlanta, GA 30318 www.creationspeak.com
Thank you! Branding & Identity Guidelines | Version 1.0
(404) 732.5286 connect@creationspeak.com
We know how important your brand is to your consumers. Interested in engaging? Reach out. We’d love to talk to you.
TEAM MEMBERS ERICA TG WARREN Founder and Chief Creations Officer erica@creationspeak.com MARTINE ST. HILAIRE Designer + Marketing Operations Specialist martine@creationspeak.com
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CREATION SPEAK 1040 W Marrietta St NW Atlanta, GA 30318 United States
e | connect@creationspeak.com w | www.creationspeak.com