Brickwork Gallery Branding Guidelines by Natalie Kaye Goldsmith

Brickwork Gallery Branding Guidelines Brickwork Gallery Branding Guidelines

Brickwork Gallery Branding Guidelines

Brickwork Gallery Branding Guidelines & Website Design

Brickwork Gallery www.brickworkgallery.com

Introduction 01 Branding Guidelines 02 Branding Implementation 03 Website Design 04

01 Introduction

About Brickwork Gallery Brickwork Gallery is an online sales platform for the dealership of bespoke artwork. The company function predominantly online to represent artist pieces, looking to build a London premises late 2014 / early 2015.

Guideline Introduction This branding guide has been developed to provide a comprehensive understanding of the Brickwork identity. The guideline acts as a design template to assist the consistent implementation and application of the brand.

Creative Strategy for Branding Our challenge is to implement and establish a clean, modern and sophisticated brand identity for Brickwork Gallery. The branded visuals must be clean and applicable to a variety of platforms, both online and in print. The designed brand identity for Brickwork Gallery is therefore elegantly minimal, subtly complementing the visual content represented by the company. The logotype is design specifically with the intention to work alongside artwork, supported by an intricate and modern type hierarchy to be applied throughout its application. Brickwork Gallery is a brand new art dealership, looking to build an extensive artist database before moving to a London premises. The brand identity is therefore stylized to ensure suitability to a variety of artwork styles. Subtle, modern and sophisticated.

02 Branding Guidelines Logotype, Correct Usage The Brickwork Gallery logotype should only be applied in accordance with the provided examples shown below. This is applicable across all mediums, both online and print. The Brickwork Gallery logotype can be used in black or white only, applied to either an alternate tone or â&#x20AC;&#x2DC;Warm Greyâ&#x20AC;&#x2122; background.

Black Logotype, No Background

White Logotype, Black Background

White Logotype, 60% Background

White Logotype, Image Background

Brickwork Gallery Branding Guidelines

Logotype, Incorrect Usage It is important that the appearance of the Brickwork Gallery logotype is clean and consistent. The logotype should not be misinterpreted, modified or added to. It should only be reproduced from the artwork provided. Examples of misuse are shown, left, to indicate unauthorized logo application.

Do not use the Brickwork logotype at a slant or angle. The logo should always appear straight.

Do not use the Brickwork logotype if distorted or out of proportion.

Always ensure the chosen logotype colour is mirrored in both ‘Brickwork’ and ‘Gallery’. Do not mix.

Brickwork Gallery Branding Guidelines

Logotype Considerations Logotype, Typographic Hierarchy The Brickwork Gallery logotype combines the use of two typefaces, ‘Aqua Grotesque’ and ‘Notera’. These typefaces must be displayed in the format shown below and not altered at any time. Aqua Grotesque may be used for header type, both online and in print. This typeface is fully demonstrated in the pages to follow. This typeface has been applied to the website design also, demonstration to also follow. The logotype is supported by the design body copy ‘Alegreya Sans’, for use online and in print. Official documents are to use the body copy ‘Calibri’. Full typographic considerations are further explained.

Brickwork Gallery Branding Guidelines

Colour Considerations

Identity Colour Palette The Brickwork Gallery brand identity uses a palette of monochrome tones in its application, both online and in print. The brand also allows the pop application of ‘Warm Grey’. The Brickwork Gallery logotype, in any form of application, must remain black or white upon the alternative background. The application of ‘Warm Grey’ is restricted to colour fill and body copy.

C0 M0 Y0 K100

R0 G0 B0

HEX #000000

Brickwork Gallery, ‘Warm Grey’

C26 M25 Y30 K0

R190 G181 B171

HEX #BEB5AB

100%

90%

80%

70%

60%

50%

40%

35%

30%

25%

20%

15%

45%

10%

Colour Palettes, Further Note The warm grey colour palette can be used strictly in tones displayed above. Again, this is restricted to colour fill and body copy application.

Brickwork Gallery Branding Guidelines

Typographic Considerations

/ For Use in Logotype & Headers

Aqua Grotesque (Logotype Copy 01)

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 @ & *

Logotype Copy 01, Further Note This typeface is to be used in both the Brickwork Gallery logotype, and a a header type for both online and print material.

Aqua Grotesque In Use Example / Brickwork Gallery Logotype

Calibri (Logotype Copy 02)

/ For Use in Logotype Only

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Logotype Copy 02, Further Note This typeface is to be used only in the Platform Magazine logotype, surrounded by the appropriate line work. This typeface should not be used in other promotional material to form other headings.

Notera In Use Example / Brickwork Gallery Logotype

Brickwork Gallery Branding Guidelines

/ For Use Online or Promotional Material

Alegreya Sans (Body Copy 01)

“Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.” ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?/@&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?/@&*

/ For Use in Official Documents

Calibri (Body Copy 02)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?/@&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 ! ? / @ & *

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?/@&*

Brickwork Gallery Branding Guidelines

03 Branding Implementation Examples Brand Identity Stationery Display Below shows suitable application to stationery and paper merchandise. Layout is at the designers discretion, however type and colour must appear as instructed in this branding guideline.

Brickwork Gallery Branding Guidelines

Business Card Examples

Application to Business Cards Business cards can be printed on either white or black paper stock. 3D text styles can also be considered. See overleaf for examples.

Brickwork Gallery Branding Guidelines

3D Text Application, Black UV Spot Finish

Brickwork Gallery Branding Guidelines

3D Text Application, Emboss Finish

Brickwork Gallery Branding Guidelines

Wall Mural Application The Brickwork Gallery logotype can be applied to the gallery premises through application to wall murals. This application immediately engages the customer with the brand.

Brickwork Gallery Branding Guidelines

Layout and material is at discretion of the designer, however artwork must abide by the logotype and colour requirements provided and advised in this guideline.

Platform Magazine Issue 09

Brickwork Gallery Branding Guidelines

04 Website Design

Brickwork Gallery Website www.brickworkgallery.co.uk

Brickwork Gallery Home Page Design

Selecting ‘Featured Artwork’ from Home Page

Brickwork Gallery Branding Guidelines

Home Page In Use, On Screen Example

01 Featured Artwork A categorised scroll-through page consisting of collated artwork for sale. Example categories are portraits, landscapes, collage etc. 02 Featured Artists Individual feature pages for the represented artists. These pages show scroll-through artworks available for sale, a biography of the artist and additional related features.

Information Architecture The Brickwork Gallery website, shown in these examples, is minimal and sophisticated. The brick-like content layout is easy to navigate and allows instant access to the featured artwork and posted updates.

03 About Brickwork A single page dedicated to ‘Meet The Team’ / Brickwork Gallery’s manifesto.

The website home page consists of a brick-like content layout, allowing for Brickwork’s name to be subtly injected into the design. The content layout (right hand section) is suitable for regular updates by the Brickwork team, bringing latest and featured content to the websites immediate view.

04 Get In Touch Providing the customer with contact details, with an embedded email form.

The left hand side of the screen shows the vertical navigation bar, upon which the user has 4 additional points of access. This side bar is clearly explained, left.

Brickwork Gallery Branding Guidelines

‘Featured Artwork’ Category Page

(As Above) Demonstrating Transparency Overlay on Feature

Brickwork Gallery Branding Guidelines

Transparency Overlay on Feature On Screen

This page allows users to scroll through a collated and categorised selection of artwork at ease, from a variety of different artists. Categories include Portraits, Landscape, Abstract, Collage etc. This can be regularly updated as the gallery expands its represented artist database. The content boxes are also supported by a transparency overlay, allowing for information to initially be concealed until hovered over by the user. When the user puts the cursor over an image box, the transparency overlay will appear, containing the name and price as an instant point of sale.

Artwork Category Page This scroll-through feature will allow the customer to have an overview of a broad variety of work for sale, both enabling and encouraging them to look at a lot of content in a very little time. This page is designed for quick and simple viewing of Brickwork’s ‘For Sale’ artwork and can be updated, at ease, regularly. This information is organised in a similar brick-like format, mirroring the website home page. Imagery boxes are separated both by ‘drop quote’ information and links to relevant articles or posts elsewhere on the site. This information is inserted into the square sections of the brick-like layout. Examples are seen above and left.

Brickwork Gallery Branding Guidelines

Enlarged ‘For Sale’ Artwork Overlay Page This is displayed when a ‘For Sale’ piece is selected for full view.

Full View Overlay On Screen

Brickwork Gallery Branding Guidelines

About Brickwork Gallery Page This page includes Brickwork Gallery ‘Meet The Team’ information and the company manifesto.

About Brickwork Page On Screen

Brickwork Gallery Branding Guidelines

Selecting ‘Featured Artist’ from Home Page

‘Featured Artist’ Page

Brickwork Gallery Branding Guidelines

This page allows users to scroll through the artwork of a specific represented artist at ease. A page like this can be regularly updated as the gallery expands its represented artist database. The artwork filled content boxes supported by the transparent overlay as alike with the ‘Featured Artwork’ page previously explained. Once clicked, the site will navigate to the “Enlarged ‘For Sale’ Artwork Overlay Page”, explained previously.

Full Feature Artist Page This scroll-through feature contains both visual and written content about the selected featured artist. The page also uses the brick-like content layout, mirroring the other pages in the website. In this instance, the pictorial boxes contain artwork of the selected artist, with a thin black band at the bottom containing the artwork piece title and price. This subtly indicates that the work is for sale, as well as acting as an information resource for the artist. The page also contains a biography of the artist, explaining both their passion and their work. This adds a personal touch to the website and informs users about the pieces they are searching. Written content boxes are also present on this page, allowing for both ‘drop quotes’ and links to featured posts, previous customer reviews or further information.

Brickwork Gallery Branding Guidelines

Brickwork Gallery Branding Guidelines & Website Design