Visual Identity Guidelines Version 1.0 - May 2014
This issue was delivered in May 2014. It should be updated as soon as applications, logos and sub-brands are extended or modified. Nanda Dias - TobyRich Head of Design.
Our beloved logo! What is visual identity? 5 Logo configurations 6 Symbol usage 10 Positioning and proportions 12 Do’s and don’ts 16
Graphic guideline Our colours 20 Typeface 22 Photography 26
Communication Pieces Business 30 Industry 32 Products 38
OUR BELOVED LOGO!
what is visual identity? Visual Identity is composed by the visual elements of a brand. It plays a significant role in the way an organisation presents itself to both internal and external stakeholders. It is the foundation for customers recognition, loyalty and preference. The visual identity encompasses the graphic system of logos, logotypes, typography, symbols, illustrations, photography, uniforms, dress code, interior design and architecture. The rules for application of this system should always be clearly specified to help future business partners and internal employees to follow a coherent standard. Here we proudly present you our first issue of visual identity guidelines! We truly hope you deliver the attention it deserves. The guidelines should be strictly followed.
logo configurations PRIMARY LOGO Horizontal | Flat colour Our primary logo is the horizontal version in flat colour. It is ideal for use across all media. Available in CMYK, RGB and Pantone 速 colour versions.
6
Horizontal | Full colour [textured] We like this version a lot! But keep in mind that this version is not recommended when applied in textured materials (metal, fabric, etc) neither in sizes smaller than 3 cm (width). Available in CMYK and RGB colour versions.
logo configurations SECONDARY LOGO Vertical | Flat colour Use the vertical version in moderation! Our beloved horizontal logo should be the star in most of the cases. We recommend this version for exceptional situations in which a format really do not favour the horizontal use. Available in CMYK, RGB and Pantone 速 colour versions.
Vertical | Full colour [textured] This version is not recommended in textured materials neither in sizes smaller than 5 cm (height).
7
logo configurations REVERSED COLOURED VERSION Flat colour reversed The reversed versions are used when the contrast between the logotype and the background colour is poor in legibility.
8
Available in CMYK, RGB and Pantone 速 colour versions.
Full colour [textured] reversed Available in CMYK and RGB colour versions.
logo configurations SINGLE COLOUR
Single color positive The single colour versions may be used when the media limits the amount of colour. For instance, newspaper small ads or silkscreen on specific materials.
Single color grey reversed Available in CMYK and RGB colour versions.
9
symbol usage When simplification is the main goal, we may use our symbol (the origami bird) without the logotype (TobyRich name).
10
For the purpose of maintaining TobyRich’s visual identity recognisable, when using the origami bird alone, please make sure that there will be an additional visual piece close to it that contains the entire logo (symbol + logotype). For instance, in our masterpack we use our symbol alone but the pieces inside it, the product packagings, have our logo printed on it. In our business card this situation also occurs, the origami bird appears alone in the front side, but the entire logo is on the back of the card.
Masterpack and SmartPlane packaging
These layout configurations help clients and business partners to recognise our brand, associating the symbol [when used alone] with TobyRich’s identity.
TobyRich’s Bussiness card
symbol usage Full colour [textured]
Flat colour positive
11
Single colour grey version positive
Single colour grey version reversed
positioning and proportions
HORIZONTAL LOGO
25 mm min-size
12
positioning and proportions
VERTICAL LOGO
15 mm min-size
13
positioning and proportions
14
SYMBOL
10 mm min-size
positioning and proportions
LOGO WITH TAGLINE
15
45 mm min-size
30 mm min-size 30 mm min-size
do’s and don’ts 1. Do not stretch or alter the logo colour and shape in any way! 2. Do not use graphic effects or outlines on the logo. 3. Do not place the logo against photos, patterns or coloured backgrounds without sufficient contrast.
16
do’s and don’ts 4. Do not change proportions between the logotype and the symbol (bird). 5. In writing: The “T” and the “R” in TobyRich will always be capitalised. 6. It flies but please do not angle our logo! 7. Do not screen the logo. It should always print at 100% ink density.
TobyRich stands for innovative and exceptional smartphone controlled...
Tobyrich stands for innovative... TOBYRICH stands for innovative... Toby-Rich stands for innovative... Toby Rich stands for innovative...
17
GRAPHIC GUIDELINE
our colours
PRIMARY COLOURS
TobyRich Red:
TobyRich Grey:
20
C: 0 M: 100 Y: 100 K: 8
R: 219 G: 26 B: 33
C: 0 M: 0 Y: 0 K: 90
R: 65 G: 64 B: 66
Pantone 1795C Pantone 1797U
(for coated paper) (for uncoated paper)
#DB1921
Pantone 426 C Pantone Black 6U #404041
(for coated paper) (for uncoated paper)
COMPLEMENTARY COLOURS
C: 0 M: 35 Y: 85 K: 0
C: 0 M: 0 Y: 0 K: 20
R: 251 G: 176 B: 64
P 130C P 129U #FBAF3F
R: 209 G: 211 B: 212
P CG 5C P CG 4U #D1D2D4
Pantone Metallic 8401C
The metallic grey is used on our printed material as specific details. (e.g.: Our logotype on SmartPlane packaging).
C: 0 M: 90 Y: 100 K: 0
R: 239 G: 65 B: 35
C: 0 M: 0 Y: 0 K: 50
R: 147 G: 149 B: 152
P 485C P 172U #EF4023
P CG 9C P CG 9U #939597
C: 0 M:100 Y: 80 K: 35
R: 167 G: 10 B: 37
C: 0 M: 0 Y: 0 K: 75
R: 99 G: 100 B: 102
P 7427C P 180U #A70924
P CG 11C P 432U #626366
C: 10 M:100 Y: 100 K: 50
C: 0 M: 0 Y: 0 K: 100
R: 128 G: 5 B: 7
P 1795C P 1797U #7F0506
R: 35 G: 31 B: 32
P Black 6C P Neutral Black U #231F20
typeface
PRIMARY
The family Open Sans should be used in all our written material on digital and print media.
22
Aa Aa
Open Sans Light
ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789 Open Sans Light
ABCDEFGHIJKLMNOPQRSTUVXYZ (.,:;?!£€$%&@*) 0123456789
Open Sans family is communicative, fine and versatile. It includes light italic, italic, semibold, semibold italic, bold, bold italic, extrabold and extrabold italic versions.
typeface
PRIMARY
Aa
Open Sans Semibold ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789
Aa
Open Sans Regular ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789
23
TYPOGRAPHIC HIERARCHY
section title
SUBTITLE
Sub subtitle
Text
Open Sans Light
Open Sans Light
Open Sans Semibold
Open Sans Regular
size: 30 pt leading: 36 pt space after: 5 mm (min) lowercase or UPPERCASE
size: 15 pt leading: 24 pt space after: 3 mm UPPERCASE
size: 10 pt leading: 14 pt space after: 3 mm Sentence case
size: 10 pt leading: 14 pt space after: 0 mm Sentence case
typeface
COMPLEMENTARY
The family Akzidenz-Grotesk BQ is often used in our printed material (e.g.: packaging, user’s manual, posters).
24
Aa
Akzidenz-Grotesk BQ Condensed Regular ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789
The Akzidenz-Grotesk BQ family is sharp and outstanding. Its condensed regular and medium versions (showcased above) are the ones mostly used in our printed material. It brings an interesting contrast when combined with Open Sans.
Aa
Akzidenz-Grotesk BQ Condensed Medium ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789
typeface
COMPLEMENTARY
The family DIN is used in our products visual communication.
Aa Aa
DIN Regular ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789
25
DIN Medium ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz (.,:;?!£€$%&@*) 0123456789
The DIN Medium composes a line of unified logotypes for our products (SmartPlane, MicroSUV, SmartCar, SmartBoat, SmartGlider).
photography PRODUCT INDOORS
THIS IS HOW WE LOOK!
Sofisticated and minimalistic
Photos should highlight the products, they are our main star! For this reason we recommend a clean style (white or dark background) and avoid multi coloured ones. The lighting should prevent unwanted reflections on the products surface.
26
Glossy materials were used as basis for the products when using the dark elegant style. Materials that do not reflect light can also be used in this case, as soon as the contrast between product and background is clear.
photography PRODUCT OUTDOORS
THIS IS HOW WE LOOK!
Product in action! Young personalities and lively spaces!
In this case, the photos are not only focused on the product (as the studio ones) but they are portraying a scene, which will bring how it is all about fun to play with our products. A balance between the zoomed out panorama and the product in action zoomed in is ideal. It will offer interesting contrasting shots to communicate in diverse materials. We want to portray a comic and dynamic environment, from cityscapes to green areas.
Always mind the contrast between object and background. It is crucial that the product can be recognisable among other objects within the busy scene.
27
COMMUNICATION PIECES
we are TobyRich!
We started as a small team of 3 with one simple idea: to build a smartphone-controlled airplane, lighter than a sheet of paper*, and bring it to the masses. We built it, but then it snowballed. Over the past 2.5 years, we have been pushing the limits of Bluetooth Smart, to create breakthrough products that people didn’t think were possible. Ulrich Ditschler - CEO & Founder
business THE FIRST IMPRESSION
30
The main pieces of our daily use: business card, envelope and letterhead.
31
The pricelist A key piece for our sales manager!
industry ONE PAGER
32
MicroSUV one pager.
Product communication: The one pager is designed to communicate the visuals and main technical specifications of a product.
industry ONE PAGER
SmartPlane one pager.
industry BROCHURE
34
industry POSTCARDS Grab one! The postcards are handy pieces to communicate what TobyRich is all about. Every product is represented in at least a version of it.
35
industry
36
POSTERS & BANNERS
industry
POSTERS & BANNERS Product communication: The posters and banners are designed to communicate the qualities of a service or a product. Since they are usually exhibited in fairs, or places where people have little time to read them, we try to convey the message with images rather than with long text.
37
products
OUR APPS
Product communication:
38
The apps might be displayed at posters, postcards, webpages, magazine advertising among other pieces. We will mostly exhibit them along with their respective products (SmartPlane, SmartBoat or SmartCar). Unless the main objective of the piece is to highlight only the app main assets. As in the poster on the left of the page 36.
products
OUR APPS
Product communication: To promote the visual identity of our appcessories please include the app icon in every marketing material. The App Store and Google Play badges should be displayed along with the app icon.
39
When online, the badge images should be linked to the download app page of their respectives stores. The App Store badge minimum size is 10 mm for use in printed materials. The Google Play badge should be of equal or greater size as the App Store one. For more details access Google Play and App Store guidelines.
products
OUR APPS
Product communication: When displaying our apps make sure to use up to date phone mockups. Take advantage of the gadgets colours to provide an interesting contrast between the background and the object. As the postcard bellow, the white phone mockup would offer less contrast with the light blue background.
40
41
thank you!
| www.tobyrich.com