Brand Guidlines
About the Brand Over the past few years I have been watching how low the social and economic state in Egypt has gone, and it’s getting worse not better. I claim that one of our core issues in Egypt is woman’s human rights, and the non-equal treatment that they receive. It’s unfortunate, that we live in a male dominated society in Egypt and I assure you this is the case in most of the world. It’s certainly less common in the civilized world. I believe from the bottom of my heart that the first step towards a better Egypt, and a better world, is to be civil. I am starting this business, to bring products from Egypt hopefully mostly made by Egyptian women and girls, to sell in Canada and the US markets, and donate half the profits to organizations that support little girls education in Egypt. I am hoping this would move the needle a bit, and someday others would open their eyes and realize the wrong in their habits.
2
01 THE LOGO the Logo and its usage black and grey scale clearspace minimum sizes and incorrect uses
Table of contents
02 THE TYPOGRAPHY Highlighted font text font
03 COLOR SYSTEM the logo color palette secondary color palette
04 THE STATIONARY Business Card Letterhead
05 ADDITIONAL The pattern
06 THE IMAGERY The Imagery&layout 3
The Logo Design
Our logo is the touchstone of our brand. We must ensure its propeer the Logo and its usage /black and grey scale / clearspace / minimum sizes and incorrect uses
4
01
TH E
LOG O
the Logo and its usage The general logo
The Icon
The Icon
The icon also can use it as a logo
The corperate logo presented through the use of colors the curves font.The colors are an Ancient colors combined with arabic diacritics
Arabic Diacritics The word
Dark Version
A variant of use when the background is dark
Light Version
A variant of use when the background is Light colored &matching with the color of the logo like these colors
5
Black&white&Grayscale
Sometimes,often due production costs,only one color of ink is available and so the logo must be reproduced using only one color.In this scenario,the logo,logotype,must be used following the convention of using a light color type on a dark background or in a dark color type on a light background
The logotype must be clealy distinguishable from the background color
If necessary,solid colored and gra ysca l e logos can be used 6
Logo construction &Clearspace
The Equilibrium logo requires seperation from the other elements around it.The space required on all sides is roughly eqivalent to the cap heighth of the logo type.It never should be less thaยงn that.The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand
7
x
x
x
x
x
x x
x
x
Minimum sizes &incorrect uses
THE LOGO
Symbol
icon
Minimum Logo sizes There are no predeterminded sizes for the Equilibrium logo.Scale and proportion should be determinded by the available space,function and visibility.In print the minimum size is 34 mm width.for the symbol logo it is 10 mm
34 mm
10mm
16 px
For digital uses the minimum size for the standard logo is 120 px. this is the smallest size a part from when using an ICO.The size for the ICOs is 16 px
Logo : inncorrect use Please note : The logo cannot be changed! Although creativity is appreciated please do not alter the logo in anyway
DON’T rotate the logo
DON’T outline the logo
DON’T add a drop shadow
DON’T use different colors
DON’T stretch the logo
DON’T useit over image expect with the white color logo 8
The Typography
Typography is 95% of design-it’s driving force in all forms of communication art Highlighted font / text font
9
02
The typography
QUICKSAND FONT This font be used in all Equilibrium communications to projet a consistent visual identity.This includes promotional materials, advertising,digital assets,and printed material
aA
aA For text
QUICKSAND BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()”?
For highlited text
QUICKSAND BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()”? QUICKSAND BOLD OBILIQUE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()”?
QUICKSAND LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()”? QUICKSAND LIGHT OBLIQUE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()”?
10
Color Sys te m
With 93% customers influenced by colors and visual appearance,make sure you pick the right colors for your company The Logo color palette / Secondary color palette
11
03
Color s ys tem
the logo color palette Please respect the refrences below,as they been fine tuned to match the pantone refrences
Primary Colors
Pantone C 34 M 87 W 57 K 47 # 6c2636
10
10
25
25
50
50
75
75
90
90
100
100
Pantone R 108 G 38 B 54
C 83 M 32 W 49 K 20
R 28 G 116 B 116
# 1c7474
12
Color s ys tem
the logo color palette Please respect the refrences below,as they been fine tuned to match the pantone refrences
Secoondary Colors
Pantone C 5 M 13 W 57 K 0 # f2d684
10
10
25
25
50
50
75
75
90
90
100
100
Pantone R 242 G 214 B 132
C 31 M 2 W 59 K 0
R 184 G 213 B 139
# b8d58b
13
The Stationary
04
When it comes to developing the stationary consistency is the key for all layouts and design Business card / Letterhead
14
The Stationary
Business Card
The Business card will be uesed for all official contact and communication of our company. These are the approved layout
Dimension: 90 mm x 50 mm Print: 400 g/m fabriano hot press paper 2
Nada Robeen Manager 123 west side Santa Monica.CA00000 www.equilibrium.com M / 01001467697 F / 398765443 E /info@equiibrium.com
15
The Stationary
The letterhead
the letterhead feartures the logo in the top left corner and the business contact in the right side down
Dimension: A4 Print: 100g/m offset white 2
M / 01001467697 E /info@equiibrium.com
16
The Pattern
When it comes art make sure to give some pattern related for the logo
17
05
Th e p a tter n
Arabic Diacritics
pattern
The pattern made from the arabic diacritics to be related for the logo and matching with the layout of brand overall The pattern made for the decoration of store and also represented on labels ,tickets..etc
18
12
The Imagery
Brand image is the overall impression in consumers’ mind that is formed from all sources The imagery&layout
19
06
The imagery
Arabic Diacritics
The imagery &layout
Good imagery helps to reinforce our beauty and creativity.Any photography needs to be professional in its approach and engaging in tis content. Its is essential for our equilibrium brand,because it creats the beauty The uniqueness of each photo will help to reiterate the independent spirit of our brand
15
12