Azhim Firdaus Brand Book

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BRANDBOOK




“WHAT YOU SEEK IS SEEKING YOU” -RUMI


TA B L E O F CO N T E N T S

BEHIND THE BRAND Overview Philosophy

DESIGN ELEMENTS 2 3

RULES OF THE LOGO Logo Size Safe Area Distortion

The Logo Typeface Color Pattern

4 6 7 8

THE APPLIED DESIGNS 10 11 12

Stationary Apparel Merch Print

14 16 18 20


BEHIND THE BRAND

OVERVIEW Azhim Firdaus is an aspiring art director from Indonesia. He is currently living in Queens, New York City. He acquired his bachelor’s degree at his hometown in Jakarta and gained his master’s degree in Baltimore. His interests varies from art and design, spirituality, fashion, 2

traditional cultures, and even politics. Through his personal brand, he collaborated with various brands to channels his creativity into products, such as watches, snapback caps, and many more. He also ventures into gallery exhibitions and political campaigns.

Astral (Body): Subtle body posited by many religious philosophers. Warrior: One who is engaged in or experienced in battle.


PHILOSOPHY Azhim Firdaus has a great interest in spirituality, culture, hip hop and psychedelia. He takes a great interest in Kaballah philosophy and the sacred geometry, That is why we based his logo upon the Kaballah Tree of Life. Azhim’s favorite sacred geometry is the Flower of Life, which has a strong connection and relationship with the Tree of Life. The Tree of Life is a classic descriptive term for the central mystical symbol used in the Kabbalah of esoteric Judaism, also known as the 10 Sephirot. It describes

the manner in which God creates existence ex nihilo, the nature of revealed divinity, the human soul, and the spiritual path of ascent by man. His residence in Queens, NYC, has expanded his interest hip hop music and culture further. That is why for his branding, we try to merge his interest in the spiritual topics with the urban ones to show both of his sides.

Photograph courtesy of Etsy


DESIGN ELEMENTS

THE LOGO Azhim Firdaus’ logo was created based on the shape of Kaballah’s Tree of Life.

combined with any background color, as long as the logo is still clear and visible.

Notice:

To make it simple and clear, we use only black or white for the logo.

However, we do encourage you to use the white logo, combined with colored or patterned background to enhance the dynamic image the brand aims to achieve.

The logotype can only be removed when the logo is applied on official brand products.

The black logo can only be use on formal circumstances or when the background too light. The white logo is more dynamic, as it can be 4

The logo is divided into two parts, the logogram (the graphic), and the logotype (the text).


Black Logo on White Background

White Logo on Black Background


TYPEFACES DINPro Bold Use only for title, subtitle, and emphasis.

DINPro Regular Can be used for body text, and a play on titles.

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ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnopq rstuvwxyz1234567890


COLOR

Inspired by the hip-hop culture, each of the brand’s color combinations consisted of three colors. The main color combination that we use for the brand is a combination of teal, magenta, and a darker shade of magenta. The other two color combinations serves as secondary color schemes and only to be used for the brand’s official products or promotional material.

MAIN COLOR

C: 55 M: 0 Y: 24 K: 0 R: 106 G: 201 B: 201 PANTONE 325 C

C: 0 M: 95 Y: 20 K: 0 R: 238 G: 42 B: 123 PANTONE 213 C

C: 33 M: 100 Y: 15 K: 1 R: 174 G: 31 B: 124 PANTONE 2405 C

SECONDARY COLOR I

C: 0 M: 70 Y: 94 K: 0 R: 243 G: 112 B: 43 PANTONE 1665 C

C: 70 M: 0 Y: 0 K: 0 R: 0 G: 192 B: 243 PANTONE 306 C

C: 78 M: 24 Y: 6 K: 0 R: 0 G: 153 B: 204 PANTONE 313 C

SECONDARY COLOR II

C: 50 M: 100 Y: 0 K: 0 R: 146 G: 39 B: 143 PANTONE 254 C

C: 31 M: 0 Y: 100 K: 0 R: 188 G: 214 B: 49 PANTONE 382 C

C: 45 M: 5 Y: 100 K: 0 R: 155 G: 193 B: 60 PANTONE 376 C 7


PATTERN The Azhim Firdaus brand pattern was also inspired by the hip hop culture and psychedelic visions. The pattern serves as the modern urban counterparts to the cultural and spiritual logo. The pattern itself basically consisted of a group of random and inconsistent curvy lines. The established brand color helps to enhance the feeling of psychedelia towards the pattern. There is the background color, the contrasting line color, and a darker shade of background color that serves as a shadow to the lines. Construction of the pattern is basically free. However, the lines cannot be too close to each other, or too complicated. And there also always has to be small shadings placed under the curvy lines. The pattern can be used for the brand products, marketing material, or other forms of applications. It helps to give a more dynamic and fun feeling towards the rather philosophical and structured logo. 8


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RULES OF THE LOGO

LOGO SIZE

It is very important to take notice of the logo size, as the logotype needs to always be readable and legible. The minimum size for the logo on prints should be at the very least 5 centimeters times 2.62 centimeters. Please make sure that the logo you use is no less than the size specified, as it could make the logo very hard to read and unrecognizable.

SAFE AREA

The safe area or the exclusion zone is established to create a “safe space� between the logo or other objects. We wanted the logo to always be recognizable and not to be distracted by other company logos, texts, or any other design elements. Please refer to the image on the right side for the calculation of the safe area.

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Y

X

X: Min. 2.62 cm

Minimum Size

Y: Min. 5 cm

Exclusion Zone

Safe Area


DISTORTION Azhim Firdaus logo should never be distorted or modified in any way. This includes the fixed rules of other design elements the logo. Logotype must always be used in all circumstances, other than on brand product applications and on approved marketing materials established by the brand. 12

Violation to these rules could lead into problems such as, unrecognizable logo to misconception of the brand. On the right are samples of the distortion that you have to avoid when using the Azhim Firdaus logo.

Why are these wrong? These examples show alterations of the logotype, false resizing of the logo, and violations on the brand color rule which should never be done in any cases. I thought I can use pattern for the background? Yes, you are very much allowed to do so, but as long as it is uncomplicated enough to not disturbs the logo.


Deleted Parts of the Logotype

Moved Logotype

Squashed Logo

Change of Logo Size and Composition

Usage of Other Color

Altered Logo

Placement on Overly Complicated Pattern

Usage of Black Logo Not on White Backgrounds 13


THE APPLIED DESIGNS

STATIONARY The image on the right is the Azhim Firdaus stationary set that we established based on the main brand color and brand pattern.

card, letterhead, envelope, stamp, and mobile wallpaper, with the printed ones embellished with the white logo.

We try to make the stationary set as simple as possible while combining the dynamic pattern as the decorations.

These items follow the brand rules in which the logo is easily distinguishable, while having the pattern as a background.

Here, we can see the example of the business 14


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APPAREL Azhim Firdaus’ interest in fashion has lead him to collaborations with various fashion brands, such as Converse’s Jack Purcell line, Uniform Wares watches, and New Era caps. These apparels symbolize Azhim’s interest in design and the urban and hip hop cultures.

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MERCHANDISE Not only fashion, his interest on urban culture also leads him into creating cruiser deck design for his skateboarding friends. His cruiser deck is currently endorsed by rapper, Tyler the Creator. Moreover, he also got his hands on combination of fashion and tech by creating several iPhone cases design. He also established a backpack line that is dilligently crafted and embedded with a fine embossed leather patch. 18


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PRINT

The print samples we are showing him is a product of Azhim Firdaus’ interest in politics and his main occupation as an art and design worker.

person, with dynamic attributes. The image on the top are posters from his latest gallery exhibition, with the theme of “Focus”.

In 2014, he is planning to run a political campaign in his community. Like our goal with the brand itself, we aim to establish his persona as a philosophical 21




Š 2013 Azhim Firdaus


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