BRAND GUIDELINES March 2014
CONTENTS INTRO
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IDENTITY LOGO
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Logo Logo Clear space Logo Placement Logo Sizes Logo Colors Color Palette
07 09 11 13 15 19
TYPOGRAPHY
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Logo Typeface Print Typeface Typesetting Guides
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WELCOME TO THE NEW ASA LIMITED COMPANY BRAND These guidelines exist to make us look consistently awesome! Follow these guidelines as you create marketing materials, internal and external communications. Guidelines.
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WHAT WE’RE ABOUT
ASA Limited Company is an independent organisation with specialist knowledge and expertise in relation to working with young adults and care leavers in London. It’s provides accommodation and individually tailored and person centred supported living, offending behaviour programmes and community interventions to young people aged 16-18 years old. We have an additional focus on Black, Asian, Minority Ethnic background and Refugees (BAMER) and young female offenders. ASA Limited Company team are experienced professionals.
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IDENTITY THE LOGO
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OUR LOGO Our logo is the most visible element of our identity It’s expresses the simplicity, clarity and coherence. It combines between the logo and typography to create three linked people around each other, shows how coherence and harmony they are, also reflects secure. The goal is to deliver the sense of home and family and attract the target audience. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.
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Symbol
Logotype
Logo
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LOGO CLEAR SPACE EVERYONE NEEDS A LITTLE PERSONAL SPACE To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space free of type, graphics, and other elements that might cause visual clutter to maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logo is used, a clear space 0.8 in the symbol’s height should be maintained. In special circumstances when a 0.8 in clear zone isn’t available or possible, use the second option of 0.326 in clear space.
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0.8 in 0.326 in
0.8 in Clear space
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LOGO PLACEMENT LOGO CLEAR SPACE We like to avoid placing the logo smack dab in the middle of an area or center aligned at the right or left. On any given format landscape or vertical the preferred logo placement is in any corner position, or center alignment at the top.
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ASA
ASA
LTD
LTD
ASA
ASA
LTD
p
p
p
ASA
LTD
p
LTD
LTD
A ASA
ASA
LTD
n
SA
LTD
n
n
n
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LOGO SIZES MINIMUM LOGO SIZE There are no predetermined sizes for the ASA Limited Company logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo. In print the minimum size is 1.1993 in.
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2.7475 in
1.1993 in
Large scale use
Small scale use
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LOGO COLOR PICK A COLOR ANY COLOR Our logo or background color may be any color within the ASA Limited Company color palette. Contrast is important use a white logo on color backgrounds and a color logo on white backgrounds.
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Color logo on white
White logo on color
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MONOCHROME LOGOS The preferred color for our logo is in one of our vibrant colors. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a gray version (made as a 60% tint of black) or a one-color black or white logo.
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60% Black logo on white background
Black logo on white background
White logo on 60% black background
White logo on black background 19
COLOR PALETTE Our core colors are what give us our personality. we’re bright, bold, and colorful.
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C=0 M=100 Y=0 K=0 R=236 G=0 B=140
C=0 M=23 Y=100 K=0 R=255 G=198
Pink Is a hot color
Yellow Is a hot color
Gives energy and vitality
color of happiness It’s increasing the heart rate that helps to get rid of depression
C=35 M=0 Y=100 K=0 R=178 G=210 B=53 Green Is a cool color Gives hope and calms the nervous system
C=70 M=15 Y=0 K=0 R=39 G=210 B=225
C=0 M=80 Y=100 K=0 R=241 G=90 B=34
Blue Is a cool color
Orange Is a hot color
Helps to relax and tranquility and retrieve vital missing
Gives delight and helps in stimulating the respiratory tract
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PLEASE DON’T To maintain the integrity of the ASA Limited Company logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown here illustrate possible misuses of the ASA Limited Company logo that should be avoided.
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IDENTITY TYPOGRAPHY
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TYPOGRAPHY IS AN IMPORTANT ASPECT OF OUR BRAND IDENTITY
OUR TYPOGRAPHIC STYLE CONTRIBUTES TO OUR DISTINCTIVE AESTHETIC. Futura Light is used for the ASA Limited Company logotype. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
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OUR TYPEFACE USE IN PRINT AND WEB Futura Bold is used for all headlines and titles. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
Futura Medium is used for all standard body-copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
Futura is designed by Paul Renner It can be purchased directly http://www.fontyukle.net/ 26
TYPESETTING GUIDES Typography is always ranged left. This provides the eye with a constant starting point for each line, making text easier to read. When typesetting headlines, the leading should be 15% larger than the type size. Body column width should ideally be between 7-9 words long.
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DESIGN MATTERS If you’ve just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our ASA Limited Company communications will be stronger for it. If you ever have additional questions about our visual identity and its application in design, don’t hesitate to contact noufalnaim2@gmail.com Thank you.
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NOUF ALNAIM, BRANDING,IDENTITY PROGRAM, INSTRUCTOR: MAHA ALDOUBIAE, GRAPHIC DESIGN 2