BraND guidelINES & identity Neil brian r alapide
Copyright Š 2012-2013 Neil Brian Alapide
All rights reser ved. No part of this publication may be reproduced or transmitted in any form or by any means without the prior permission of the author or publisher except for the use of brief quotations in a book review. Any copy of this book issued by the publisher as a paperback or hardback is sold subject to the condition that it shall not by way of trade or otherwise be lent, resold, hired out or otherwise circulated without the publishers' prior consent in any form or binding or cover other than which it is published and without a similar condition including these words being imposed on a subsequent purchaser.
The information and images in this book are based on materials provided by the author and supplied to the publisher by the contributors. While every effort has been made to ensure its accuracy, Grafficity does not under any circumstances accept responsibility for any errors or omissions.
First Edition First published in Singapore in 2013 by Neil Brian R Alapide. Portfolio/Website: www.neilbrian.com Email: getme@neilbrian.com
A Note on t he T y pe Typefaces used on this book include FF DIN Pro designed by Albert-Jan Pool (FontFont, 1995), Bebas designed by Ryoichi Tsunekawa (Flat-it, 2005), and Lekton by Accademia di Belle Arti di Urbino.
www.grafficity.sg
BraND guidelINES & identity
BraND guidelINES & identity Neil brian r alapide
Contents Topic
Page
//Introduction Campaign Profile & Background Objectives
6 7 8
//Logo Usage Logo Construction & Development Configuration & Relations Clear Space Minimum Size Colour Variations & Assets Logo Dont's (Misuses) Background Control
12 13 16 17 20 21 28 29
//Typeface Our Corporate Typeface
30 31
//Application Guidelines Letterheads Envelopes Namecards
36 38 40 42
//GLOSSARY
55
//CONTACT INFORMATION
57
Introduction
Corporate Identity
Introduction
Grafficity
Grafficity
Grafficity was established in 2012 by Neil Brian Alapide, as part of
his Final Year project (FYP) for his BA (Hons) Visual Communications at
NTU School of Art, Design & Media.
The campaign's key qualities include being daring, inspiring, and building a sense of community.
If you have any enquiries, feel free to contact us via:
//E-mail : info@grafficity.sg
//Website : www.grafficity.sg
Grafficity is a local student-led social campaign that aims to encourage creative expression in a controlled public environment—to unleash one's potential and to nurture the growth of Singapore’s street art scene. Through the use captivating visuals and positive imagery in street art and graffiti, the campaign aims to reach towards the younger generation in Singapore, exposed to these sites of personal expression and various avenues of both online and offline media. By developing a social campaign using graffiti and street art in a more contemporary setting, not so much as a "social protest" but rather, a "social encouragement" (with its positive messages and imagery), we hope to cultivate an adventurous attitude among our youths, empowering them to lead happier, more satisfied lives. Furthermore, we hope to bring graffiti and Singapore's street art scene into a positive light—which like other countries and cities, such as Berlin, Spain, Brazil, Japan, and New York, celebrate it as public art; one that is beneficial to the community and is good for society. With Grafficity, let us fight for our freedom to express.
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Corporate Identity
Introduction
objectives To empower the youth through creative expression using graffiti and street art To encourage a healthy platform for the youth to express their dreams and views online, using creative and non-destructive means (versus vandalism) To educate the youth on social responsibility on graffiti and on self-expression To gain recognition for our local graffiti artists, and nurture the growth of Singapore’s street art scene To create an opportunity for collaboration and interaction among graffiti artists and young enthusiasts To encourage young artists and potential creatives to expand their horizons beyond their field of expertise and comfort zone, challenging them to try new things and set trends in the Singapore arts scene
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Corporate Identity
Introduction
How to Use these Guidelines
it all starts here
Our voice must be unified in advertising, on the Web, in collateral, on the packaging, at the facilities, in the
lobbies, in presentations, at events, to participants, to volunteers, to sponsors and partners, and to the press. Absolutely everything must
The Grafficity Brand Guidelines was designed to help you communicate the brand objectives and identity of Grafficity as clear and efficient as possible. We hope you’ll welcome this set of guidelines as a useful tool to enhance every piece of communication you produce. It should inspire, guide and enable you to express our brand promise and personality, and communicate the Grafficity spirit not just locally but worldwide.
resonate as one. Treat these guidelines with care, attention to detail and in the spirit of building the best brand experience we possibly can.
These guidelines will help you present
every aspect of our Grafficity brand and community in a consistent and appropriate way.
They will give you—and our customers,
members, and users—a clear and positive view of who we are and what we are here to do. Communicating our brand in a
consistent, dynamic and engaging way
will help us connect with our audience and stand out in the market.
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...to empower the youth through creative expression... 10
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...and to nurture the growth of Singapore's street art scene. GRAFFICITY
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Logo Usage
Corporate Identity
Logo Usage
GRAFFICITY Logo Revealed
Our Logo The platform of our brand is the logo itself. Visually speaking, it is one of the most valuable assets we own. Therefore, it should not be altered under any circumstances. To maximise its impact, please use only approved master reproduction art and follow the standards and specifications outlined here.
The Grafficity logo was designed to project a fresh, urban look that is adabtable to various media applications.
The Grafficity logo consists of a clean, versatile element that symbolises the true spirit of the social campaign—to be effective and adaptable when applied to various media. The letters are illustrated by hand, and Pantone 186C (Ketchup Red) was chosen to create maximum impact outdoors. Both elements combine to form the Grafficity signature. The Grafficity mark and logotype, and their relationships to each other, express our name, our brand image, and identity as a whole. The logo takes its visual style from a throw-up piece commonly seen in
graffiti. The letter G is designed to be an iconic representation of
the whole logo, with building-like forms found in the letters I, T, and Y.
All together, the letters are arranged to feel balanced and look good as a
whole similar to the concept of a tag.
//Grafficity Logotype
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Corporate Identity
Logo Usage
LOGO DEVELOPMENT //Grafficity Logo /Development and /construction
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Corporate Identity
Logo Usage
//Grid composition and
FINAL LOGO composition
/element relationships
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Corporate Identity
Logo Usage
configurations The Grafficity logo is the most immediate representation of our social campaign, our services, and our people. It will represent our campaign in various applications, from the web and ads to brochures, presentations, and signage. For ease of use, we have developed three logo configurations.
//Horizontal
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//Vertical
//50:50
Corporate Identity
Logo Usage
//Where & When to Use the Logo Configurations
clear space HORIZONTAL Clear space Clear space is the area surrounding the logo that must be kept free of other graphic elements. The minimum required clear space is defined by the “x” in relation to the entire logo composition. In the case of the horizontal logo, the clear space is first defined by the x unit, 1/9 of the logo height. Once the height of the x unit is established, the width of the clear space is equal to the height.
Horizontal Logo (DEFAULT)
• Preferred logo version Vertical Logo
• Use the vertical logo only when space is limited and the normal
(horizontal) Grafficity logo will
VERTICAL Clear space The minimum required clear space is defined by the x unit, 1/6 of the logo width, as shown.
not fit into a given area.
• Use on podiums/vertical banners.
50:50 Clear space The minimum required clear space is defined by the x unit, as shown.
50:50 Logo
• Use as web avatars, images, and thumbnails for online media.
X X
19X
X
X
6X
3X
X
X
X
6X
3X
X
X
X
10X
10X
9X
X
X X
X
X
X X
X
X
X 3X
3X
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Corporate Identity
Logo Usage
FULL LOGO configurations The Grafficity logo is the most immediate representation of our social campaign, our services, and our people. It will represent our social campaign in various applications, from the web and ads to brochures, presentations, and signage. For ease of use, we have developed three logo configurations.
//Horizontal
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Corporate Identity
Logo Usage
//Vertical
//50:50
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Corporate Identity
Logo Usage
minimum size We want our corporate logo to stand out, so we’ve established minimum sizes. The minimum sizes included here should accommodate most applications. Some promotional applications may require logo usage below minimum size. For these exceptions, please contact the Identity Manager at info@grafficity.sg. //Horizontal
//vertical
(Inches, millimeters, and pixels)
ACTUAL SIZE
(Inches, millimeters, and pixels)
118 px
0.393 " 10 mm
//50:50
0.233 "
(Inches, millimeters, and pixels)
0.393 " 10mm
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118 px
ACTUAL SIZE
5.9mm
70px
ACTUAL SIZE
Corporate Identity
Logo Usage
colour variations & assets for print applications The Grafficity logo is designed to be printed with spot colour as the preferred colour configuration, with process (CMYK) colour equivalents.
//KETCHUP RED /Pantone 186C
//BLACK /Pantone Black C
//BLACK /100 K
//BLACK /Light
C=0, M=100, Y=81, K=4
C=0, M=13, Y=49, K=98
C=0, M=0, Y=0, K=100
C=70, M=63, Y=63, K=61
HEX #cf080d
HEX #000000
HEX #231F20
HEX #303030 GRAFFICITY
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Corporate Identity
Logo Usage
Pantone Black C
colour variations & assets for print applications
M
13
SPOT-colour (OR CMYK) dimensional logos
98
The spot colour / 4-colour logo on a white background is the preferred version and should be used at all times, unless there are printing limitations.
LOGO Colour CONFIGURATION KETCHUP RED
BLACK
C
0
C
0
Y
81
Y
49
Pantone 186C M
100
K
4
HEX
#CF080D
K
HEX
#000000
C
0
C
70
Example usage: Spot colour / 4-colour advertising when printing on gloss or matte coated paper and large colour output such as banners.
Y
0
Y
63
SPOT-colour (OR CMYK) reversed logos
#303030
The spot colour / 4-colour reversed logo should be used on a black background.
BLACK 100K
M
BLACK LIGHT
0
K
M
100
HEX
#231F20
K
HEX
63 61
//4-Colour Process 22
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//BLACK BACKGROUND: 4-Colour Process
Corporate Identity
Logo Usage
LOGO Colour CONFIGURATION
1-colour dimensional logos
KETCHUP RED
BLACK
When 4-colour printing is not available, the 1-colour dimensional logo on a white background should be used.
C
0
Pantone Black C C
0
81
Y
13
1-colour dimensional REVERSED logos
Y
M
49
98
When 4-colour printing is not available, the 1-colour dimensional reversed logo on a black background should be used.
Pantone 186C M K
HEX
100 4
#CF080D
K
HEX
#000000
BLACK 100K
BLACK LIGHT
M
M
C
0
Y
0
K
HEX
0 100
#231F20
C
70
Y
63
K
HEX
63 61
#303030 //1-Colour Process (90% and 70% for background)
//BLACK BACKGROUND: 1-Colour Process (90% and 70% for background)
//1-Colour Process (100% Black Process)
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Corporate Identity
Logo Usage
Pantone Black C
colour variations & assets for print applications
M
13
SPOT-colour (OR CMYK) dimensional CUSTOMISED logos
98
The customised 4-colour logo on a white background is the preferred (secondary) version and should be used at appropriate times (such as print and even website use).
LOGO Colour CONFIGURATION KETCHUP RED
BLACK
C
0
C
0
Y
81
Y
49
Pantone 186C M
100
K
4
HEX
K
#CF080D
HEX
BLACK 100K
#000000
BLACK LIGHT
C
0
C
70
Y
0
Y
63
M
0
K
M
100
HEX
K
#231F20
HEX
63 61
#303030
//CUSTOMISED LOGO:
4-Colour Process
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Example usage: Customised 4-colour advertising when printing on gloss or matte coated paper and large colour output such as banners.
Corporate Identity
Logo Usage
LOGO Colour CONFIGURATION
CMYK reversed CUSTOMISED logos The 4-colour dimensional logo may be used on a black background.
KETCHUP RED
BLACK
C
0
C
0
1-colour dimensional logos
Y
81
Y
49
When 4-colour printing is not available, the 1-colour dimensional logo on a white background should be used.
Pantone 186C M K
HEX
100 4
#CF080D
Pantone Black C M K
HEX
13 98
#000000
BLACK 100K
BLACK LIGHT
M
M
C
0
Y
0
K
HEX
0 100
#231F20
C
70
Y
63
K
HEX
63
1-colour dimensional REVERSED logos When 4-colour printing is not available, the 1-colour dimensional reversed logo on a black background should be used.
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#303030
//BLACK BACKGROUND: 4-Colour Process
//BLACK BACKGROUND: 1-Colour Reversed
Process (100% Black Process) GRAFFICITY
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Corporate Identity
Logo Usage
Pantone Black C
colour variations & assets for on-screen applications
G
0
RGB dimensional logos
#000000
The RGB dimensional logo on a white background is the preferred version for on-screen and digital applications. Vector assets are also available. These assets are not meant for offset printing applications.
LOGO Colour CONFIGURATION KETCHUP RED
BLACK
R
224
R
0
B
12
B
0
Pantone 186C G
0
HEX
#E0000C
BLACK 100K
HEX
BLACK LIGHT
R
22
R
42
B
29
B
52
G
21
HEX
G
#16151D
HEX
45
#2A2D34
//4-Colour On-Screen 26
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Example usage: Web sites, web banner advertising, web videos, and Microsoft速 PowerPoint presentations.
//CUSTOMISED LOGO: 4-Colour On-Screen
Corporate Identity
Logo Usage
colour variations & assets for DIGITAL applications RGB flat logo for fax The RGB flat logo on a white background is used for the Grafficity digital fax Microsoft速 Word document only.
Example usage: Digital fax Microsoft速 Word document.
//RGB (R:0, G:0, B:0)
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Corporate Identity
Logo Usage
logo don'ts Our logo is custom-drawn. Always use the approved artwork, and never recreate our logo elements or make changes to the approved artwork.
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//DON'T change the colours.
//DON'T use the reverse logo on white background.
//DON'T change the logotype colour to black.
//DON'T rotate the logo.
//DON'T distort the logo.
//DON'T skew the logo.
//DON'T add a stroke or an outline to the logo.
//DON'T add a gradient to the logo colours.
//DON'T place a tagline underneath the logo.
GRAFFICITY
Corporate Identity
Logo Usage
background control The preferred backgrounds for our logo are white and black. Any exceptions must be approved by the Brand Identity Manager at info@grafficity.sg. For instances in which we are showcasing our logo with full-bleed photography or a textured/patterned background, the Grafficity logo should be displayed on a background with high contrast to the logo, as shown in the examples below.
//DON'T use the logo on a pure black (100K) background, or use
//DO use the proper logo format when placing on full-bleed photographic
Outer Glow effect .
backgrounds (not pure black, or 100K).
//DON'T use the logo on a busy background, making it hard to read.
//DO use the proper logo format on full-bleed photographic backgrounds.
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Typeface
Corporate Identity
Typeface
our corporate typeface Corporate typeface to be used for documentation and body reports: FF DIN Pro.
AaBbCc1234 FF DIN Pro //FF DIN Pro font, Light 10pt, is the default
corporate typeface for Grafficity's
ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} All PCs in the centre are set by default to FF DIN Pro Light font. FF DIN Pro Light, in point size 10, is to be used for all forms of documentation. Templates for other documents are available.
applications and basic documents.
FF DIN Pro Light FF DIN Pro Regular FF DIN Pro Medium FF DIN Pro Bold FF DIN Pro Black
//Official font for Publications: a) Brochures and other public information materials /Titles, posters, or large displays
Bebas regular
/Body text FF DIN Pro Light GRAFFICITY
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ght edium old
ar lar 32
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//FF DIN Pro Light
Default corporate typeface, for body text of basic documents and applications
//FF DIN Pro Medium
For use on emphasis on names/company/ social campaign details in body text
//FF DIN Pro Bold
For use on main text or headlines in body text of basic documents
//BEBAS Regular
For use on titles/chapter names of basic Grafficity documents
//Lekton Regular
For captions, sidebar details and additional information
ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*‘’“”()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ 0123456789 .,?!@#$%^&*'"()[]{} ABCDEFGHIJKLMNOPQRSTUVWXZ
abcdefghijklmnopqrstuvwxyz
0123456789 .,?!@#$%&*‘’“”()[]{}
//FF DIN Pro Light
Default corporate typeface, for body text of basic documents and applications
//FF DIN Pro Medium
For use on emphasis on names/company/ social campaign details in body text
//FF DIN Pro Bold
For use on main text or headlines in body text of basic documents
//BEBAS Regular
For use on titles/chapter names of basic Grafficity documents
//Lekton Regular
For captions, sidebar details and additional information
FF DIN Pro Lig FF DIN Pro Me FF DIN Pro Bo Bebas Regula Lekton Regul 33
Corporate Identity
Typeface
what fonts to use (cont'd) b) Brochures and other public information materials /Titles, posters, or large displays
Bebas regular
/Body text FF DIN Pro Light /ADDITIONAL INFORMATION
BEBAS //Bebas & Lekton fonts are the secondary
corporate type-faces for Grafficity's applications and basic documents.
Bebas Regular
Lekton Lekton Regular Lekton Italic Lekton Bold
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Lekton Regular
Abc
abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%^&*'"()[]{}
AaBb123
ABCDEFGHIJKLMNOPQRSTUVWXZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?!@#$%&*‘’“”()[]{}
Corporate Identity
Typeface
//BEBAS font, as the typeface to be used for headlines, document
//FF DIN Pro font, Light 10pt, as the default corporate typeface for Grafficity's applications and basic
titles, announcements and large-scale displays and banners
documents, and Lekton font, Regular 8pt, for Grafficity's brand collaterals
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Application Guidelines
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Corporate Identity
Application Guidelines
letterhead GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@grafficity.sg W www.grafficity.sg
GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@grafficity.sg W www.grafficity.sg
GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@grafficity.sg W www.grafficity.sg
NANYANG TECHNOLOGICAL UNIVERSITY SCHOOL OF ART, DESIGN & MEDIA A 81 Nanyang Drive, Level 3, Singapore 637458 T (65) 6790 4828 / 6790 5680
NANYANG TECHNOLOGICAL UNIVERSITY SCHOOL OF ART, DESIGN & MEDIA A 81 Nanyang Drive, Level 3, Singapore 637458 T (65) 6790 4828 / 6790 5680
James Sim 4 Siglap Link Singapore 448880 123456
Dear Mr James Sim Lorem ipsum mauris amet, nisi et. Pellentesque tincidunt habitasse magna vut eras dignissim. Ultrices nec sed augue, velit montes mid elementum sed ut cras dapibus massa est nec et nisi, enim natoque. Aenean parturient nec tortor, sit elementum, tempor rhoncus, elit sociis ut mauris adipiscing ultricies in sociis, non, tempor elit pid? Ac vut phasellus quis turpis in. Massa risus etiam enim sagittis sit placerat phasellus diam turpis turpis magna, ultricies, facilisis avici daugue, massa! Habitasse augue, elementum mid velit sit turpis, amet porttitor dapibus. Platea nec pellentesque pellentesque, ultrices, ridiculus nisi et ac, placerat platea ac nisi neca vel? Cursus porttitor, ut scelerisque diam vel augue pid! Placerat, scelerisque integer! Facilisis, montes nunc? Ac porta porttitor montes dictumst dolor a dolor quis dolor est a augue odio in facilisis enim integer diam nunc, integer sit. Elementum massa turpis, rhoncus aenean facilisis pulvinar proin elementum pulvinar dapibus amet ut in augue. Tincidunt ut augue lectus nunc, porttitor vel, cras in nascetur sagittis. Magna tortor integer lorem. Adipiscing nisi sit. Tempor dolor! Augue turpis sit hac ac nascetur? Lorem nascetur nisi este ave elementum et dictumst, et aenean montes scelerisque tortor, magna habitasse! Sagittis adinfini egestas, ac mauris lorem dis montes, pid ultricies turpis tempor dapibus, placerat cras, tincidunt elit phasellus elit, massa et in est. Proin. Lacus? Elementum etiam sed auctor facilisis habs dictumst dolor a dolor quis dolor itasse! Lectus dolor, placerat rhoncus? Sit et? Vut magna, elementum! Elementum natoque massa in, aliquam augue mauris. Tinci et non, porta et arcu dis, rhoncus magnis elementum porttitor magna, ridiculus lorem in mauris tristique hac sit placerat, urna parturient tortor in? In! Nec, dictumst. In turpis adipiscing et duis! Pulvinar mid turpis, eros turpis odio, aenean, cras. Yours sincerely Neil Brian R Alapide Grafficity Team
//Master Template GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN W www.grafficity.sg
Format: A4 sized GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN W www.grafficity.sg
Spot / 4-Colour Print
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Corporate Identity
Application Guidelines
envelopes If undelivered, please return to: NANYANG TECHNOLOGICAL UNIVERSITY | SCHOOL OF ART, DESIGN & MEDIA | 81 Nanyang Drive, Level 3, Singapore 637458
GRAFFICITY.SG | A YOUTH SOCIAL CAMPAIGN E info@grafficity.sg W ww w.grafficity.sg
//BACK & FRONT /Envelope with window /Campaign details in front (with logo) /Sender Address in back flap
//SIZE: 230mm W x 116 H
/Commercial flap envelopes with window and gum seal. /Made for A4 (210 mm x 297 mm) paper
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Corporate Identity
Application Guidelines
//ARTWORK SIZE: 3.5" × 2"
business cards (3.5" × 2")
/(including 5mm bleed), die cut
//FRONT
NEIL BRIAN R ALAPIDE
organiser | graphic designer
/Name of Person
Font: FF DIN Pro Bold (10pt), Uppercase /Position
Font: Lekton Bold (9pt), lowercase /Contact Details in FF DIN Pro Medium (8pt)
//BACK /Grafficity Logo (1-Colour Process) /Pantone 186C (Ketchup Red) Vector /Pantone Black C background
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(65) 8247 7929 neilbrian@grafficity.sg www.grafficity.sg
Corporate Identity
Application Guidelines
/001 001// GRAFFICITY Custom Stencil
/003
002// GRAFFICITY Spray Can 003// GRAFFICITY Pin Badges
/Use of iconic "G" mark for publicity
/002 44
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Corporate Identity
Application Guidelines
/004
/005 46
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/006
004// GRAFFICITY T-Shirts (Guys & Girls) 005// GRAFFICITY Headphones 006// GRAFFICITY Skateboard //Splash, image courtesy of Utzel-Butzel
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Corporate Identity
Application Guidelines /007
/008
/009
/010
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007// GRAFFICITY Smartphone App 008/009// GRAFFICITY Tattoos
/011
010// GRAFFICITY Car Mockup 011// Huge-scale Bus Ad Mockup GRAFFICITY
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Corporate Identity
Application Guidelines /013
/014
/012 50
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012// GRAFFICITY Vertical Banner 013/014/015// Large Billboard Mockups
/015
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GLOSSARY //Brochure /A brochure is a small book or magazine containing pictures and information about a product or service. //CMYK /CMYK colour, also known as full colour, or 4-colour process, is Cyan, Magenta, Yellow and blacK; the four ink colours used to print a full colour image. //Flyer /A flyer is an unfolded sheet of paper printed on one or two sides. //Poster /A poster is a paper surface with size (or larger than) A3, destined to be displayed on a wall. Its goal is to communicate a short and powerful message. //RGB /RGB colour is a process where Red, Green and Blue light is added to a black background to create white, a colour model used generally by display devices. //Spot-Colour /Spot colours are used when one or two solid colours are needed for an image, or when a colour has to be matched and reproduced consistently for example with a company logo. The most common of these are from the Pantone速 Matching System.
//The Author, image courtesy of Michael Teo
contact information //For any enquiries and design requests (as some promotional applications may require logo usage not included in this Brand Identity Guidebook), please contact the Identity Manager directly:
//NEIL BRIAN R ALAPIDE /E-mail: getme@neilbrian.com /Website: www.neilbrian.com
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