Brand Identity Guidelines
Contents
Our values Brand essence Personality Values Brand elements Logo standard Logo exclusion zones Primary colours Secondary colours/ neutrals Logo colours Character Logo usage for images Logo usage Logo positioning Primary typography Using primary typography Application Displays and Signage
1
Our values
Brand essence Personality Values
2
Brand essence
Interactive Storytelling. Behind the familiar education there’s a thread that runs through Storyplay, past present and future. People are the creative heart and the distinctive voice of the Kids.
3
Personality
We’re genuine. The only front here is the waterfront. The only airs we put on are the tunes we play. Say what you mean, that’s what we say. We’re warm. Have you got a minutes? Here, sit down, listen to this… We’re sparky. High energy. The streets and restaurants crackle with talk, ideas take root and grow. This is fertile ground. We’re open. Tell us about where you’re from. Hey, I know somebody whose cousin lives there. We’re positive. Of course it can be done, you just need a bit of imagination and constructive thinking. And we’ve got bucket-loads of that.
4
Values
The research helped develop the key brand values for Storyplay going forward: Realness. We’re imaginative, dynamic, positive & productive Welcoming. We’re diverse, inclusive & supportive Inspirational. We’re exciting, thought-provoking & unique Outward looking. We’re open-minded, progressive & international Entrepreneurial. We’re pioneers, groundbreaking, experimental
5
Brand element
Logo standard Logo exclusion zones Primary colours Secondary colours/ neutrals Logo colours Character Logo usage for images Logo usage Logo positioning Primary typography Using primary typography
6
Logo standard
The logo is made up of two elements, the wordmark and the logomark, these elements must always be used together as shown here. The following pages outline a few simple rules about the logo, please take your time to understand how it is applied so that it will always appear in a clear and consistent way. The logo has been specially created for us, so please don’t alter it in any way. It must always be reproduced from the master artwork.
Storyplay Logo Mono version, black on white
Storyplay Logo lead colour version, black on white
7
Logo exclusion zones
To ensure the integrity of the logo, an area of protection directly surrounding it has been defined. No text, graphic elements or other logos can be placed in this area. Please maximise the space around the logo where possible. A minimum size is given below to ensure legibility at smaller sizes.
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Primary colours
Colour is one way that a brand can distinguish itself and gain recognition. Storyplay Brand colours are unique to the brand. Using them consistently across all media helps build recognition and coherence.
90% 80%
70%
10%
PMS 124-6 U 100%
60%
20%
30% 50%
40%
PMS 124-6 U C:75, M:0, Y:30, K:0 R:0, G:185, B:189
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Secondary colours/ neutrals
Secondary colours support the brand and work in harmony with the primary colours. The neutrals should be used to maximise the impact of any supporting graphic elements such as photography. The logo can be produced in the secondary colours.
90%
90%
80%
70%
10%
PMS 59-6 U 100%
60%
80%
20%
30% 50%
40%
PMS 59-6 U C:0, M:80, Y:47, K:0 R:240, G:90, B:105
70%
10%
PMS 2-7 C 100%
60%
20%
30% 50%
40%
PMS 2-7 C C:0, M:0, Y:85, K:23 R:208, G:195, B:53
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Logo colours
The logo can be reproduced single colour using any colours from the primary colour palette, black or reverse out white. The logo can also be produced two colour using colours from the primary colour palette. The range of colours give a greater flexibility in the production of communication material.
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Character
These characters helped complete the icon values for Storyplay. Main characters will be dinosaurs, Girrafe, Puppy. These can use as Emblen.
dinosaurs
Girrafe
Puppy
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Secondary Character
These characters helped complete the icon values for Storyplay. Main characters will be dinosaurs, Girrafe, Puppy. These can use as Emblen.
13
Logo usage for images
Maximum contrast helps the legibility of the logo. It should only be used in clear areas of images, avoid areas of detail. On images the logo should only be reproduced in mono black or white out. It is not permitted to use the logo in any other colour on images.
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Logo usage
The logo must be reproduced in the correct form and colour. It must always be proportionally scaled, it should not be stretched or distorted. The logo element and Storyplay word should always be considered as a single unit, never separated.
15
Logo positioning
On Storyplay branded marketing, the primary position for the logo is top left. However the logo can be placed in alternative positions where necessary. In these instances the logo does not have to live in the corners, but care should be taken to create well balanced and considered compositions. Always follow the exclusion zone rule when positioning the logo around the edge of the page.
Primary logo position
Alternative positioning
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Primary typography
FuturaEF-DemiBold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*¼½¾(.,;:) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*456(.,;:) Futura-Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*¼½¾(.,;:) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*456(.,;:)
FuturaEF-Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*¼½¾(.,;:) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*456(.,;:) 17
Primary typography
Rix정고딕-B 가나다라마바사아자차카타파하 1234567890 &?!£$E@%*¼½¾(.,;:) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*456(.,;:) Rix정고딕-M 가나다라마바사아자차카타파하 1234567890 &?!£$E@%*¼½¾(.,;:) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*456(.,;:)
Rix정고딕-L 가나다라마바사아자차카타파하 1234567890 &?!£$E@%*¼½¾(.,;:) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 &?!£$E@%*456(.,;:) 18
Using primary typography
Futura should be used in sentence case. Use Demi-bold and medium weights of futura for titles, headlines and quotes to create impact and recognition. Regular and light weights of Futura are recommended for body text.
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Application
Displays and Signage
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iphone case
Makes Storyplay’s brand identity stronger.
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eco bag
Makes Storyplay’s brand identity stronger.
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mug cup
Makes Storyplay’s brand identity stronger.
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notepad
Makes Storyplay’s brand identity stronger.
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iphone case
Makes Storyplay’s brand identity stronger.
iphone case
Makes Storyplay’s brand identity stronger.
iphone case
Makes Storyplay’s brand identity stronger.
iphone case
Makes Storyplay’s brand identity stronger.
iphone case
Makes Storyplay’s brand identity stronger.