BRANDBOOK
Contents 1. Logotype and style principles
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1.1. Logotype building principles 1.2. Possible options of logotype application 1.3. Brand colors 1.4. Fonts 1.5. Brand background 1.6. Samples of brand background’s use
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2. Business documentation
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2.1. Letterhead 2.2. Business card 2.3. Folder
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3. Branding
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3.1. Booklets 3.2. Outdoor advertisement 3.3. Banner for press conferences and webinars 3.4. PowerPoint presentation 3.5. Souvenirs and items 3.6. T-shirt
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Logotype and style principles 1.1. Logotype building principles The logotype consists of the sign and the name Ethtrade. In some cases, official website’s domain name ethtrade.org can be used as a name. The main basic logotype element is a rhombus. Two key values are used to build the logotype, relatively equaling 1 and 1.6. The text part stands out from the sign at the value of 1. Fields around the sign make up the value not less than 1.6.
>1.6
1.6
>1.6 1 1
>1.6
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Logotype and style principles 1.2. Possible options of logotype application
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Logotype and style principles 1.3. Brand colors CMYK: 90/40/40/10
#267180
CMYK: 60/15/25/0
#68AFBD
CMYK: 40/10/15/0
#97C5CF
CMYK: 30/0/10/0
#A8DBE6
CMYK: 90/55/35/10
#266280
CMYK: 60/25/15/0
#68A0BD
CMYK: 40/15/10/0
#97BCCF
CMYK: 30/5/5/0 #A8D1E6 CMYK: 90/60/15/0
#2E6399
CMYK: 60/35/10/0
#6892BD
CMYK: 40/20/10/0
#97B3CF
CMYK: 30/10/0/0
#A8C7E6
CMYK: 20/50/100/0
#CE8804
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Logotype and style principles 1.4. Fonts Open Sans has been chosen as the main brand font. Helvetica and Arial were chosen as additional fonts that can be used in electronic materials in case if it is impossible to use the main font.
Open Sans Light 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans Regular 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans Semibold 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans Bold 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans Extrabold 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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Logotype and style principles 1.5. Brand background The brand background is used to create business documentation patterns, advertisement and printing products, souvenirs and accessories, etc. The typical style feature is the background cover with the white field at an angle (cover samples can be seen further).
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Logotype and style principles 1.6. Samples of brand background’s use
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Business documentation
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Business documentation 2.1. Letterhead Additional font is used: • - for titles - 28 pt • - for subtitles - 16 pt • - for main text - 11 pt • - Spacing between the lines - 1.5-2
375
300 150
150
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Business documentation 2.2. Business card Ethtrade brand style stipulates two-sided business cards with the use of a brand background. Logotype width in the horizontal version - 39 mm Used font - Open Sans Regular First and last names - 18 pt, color CMYK: 60/15/25/0 Contact information - 8 pt, color CMYK: 90/55/35/10 Slogan - 12 pt, color CMYK: 0/0/0/0
Michael Frendowski www.ethtrade.com +999999999 rikki.manis1985@hotmail.com
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Business documentation 2.3. Folder Brand background is used for the folder. The front side contains an 80 mm - wide logotype. Inside there are cut-outs for a business card.
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Branding 3.1. Booklets Brand background with a logotype and a slogan is used for the front and rear sides of booklets. All inner sides have a white background.
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Branding
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Branding 3.2. Outdoor advertisement Brand background covered with a white field at an angle is used for outdoor advertisement. A mandatory feature is a white logotype against a brand background.
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Branding 3.3. Banner for press conferences and webinars Brand background with logotypes at junction points against is used for the banner.
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Branding 3.4. PowerPoint presentation For the decoration of a PowerPoint presentation, the general brand style shall be used: brand background, logotype, additional fonts, brand colors.
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Branding 3.5. Souvenirs and items The branding of souvenirs and different accessories should not be obtrusive. The presence is given to a white background and a colored logotype variant against it. However, different combinations of a brand background and brand colors are possible as well.
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Branding 3.6. T-shirt White logotype option with a domain name shall be applied on a black T-shirt.
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