BRAND GUIDELINES
Olivia C. Gunawan be.net/oliviachandra
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TABLE OF CONTENT
Table of content Introduction 6 Target Audience 7 1. Brand Standards
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1.1 Master Logo (Positive) 8 1.2 Master Logo (Negative) 9
1.3 Master Logo (Monochrome)
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1.4 Logo Variations (Complimen tary) 11 1.5 Logo as Symbols 12 1.6 Clear Space 13 1.7 Minimal Size 14 1.8 Logo Colours (Positive) 15 1.9 Logo Colours (Negative) 16
1.10 Logo Colours (Symbols & Variations)
1.11 Logo Misuses
17 18-19
1.12 Standing Out 20 1.13 Typefaces 21 2. Secondary Elements Patterns 22 3. Premiums & Wearables 3.1 Business Cards & Letterhead 23 3.2 Poster Designs 24
Gardanella: Graphic Standard Manual
INTRODUCTION
GARDANELLA is a premium whole wheat biscuits which has a wide variety of mixed flavor from banana, durian, and raisins. We carefully select and use only premium ingredients to preserve and secret recipe to maintain the traditional taste of the early version of English biscuits. However, what makes our product different from the others is its tastiness as a traditional English biscuits while being able to give a ‘kick’ of banana, durian, and raisins flavour. Therefore, even though the flavour is already mixed with banana, durian, and raisins, there’s always something about our product that would always remind our consumers about the traditional taste of English biscuits. Our product promotes healthy snacking lifestyle, because we believe that everyone deserves a good itty-bitty munchies between their meal time, and with our premium biscuits with well selected premium ingredients, there won’t be any regrets having them at any time given. Youngsters and eldres enjoy our biscuits. We believe that each of our consumers are the king and queens of themselves, which deserves a good royal treats. Our product treats you as the king and queen, for its highly premium quality and taste. Our biscuits would sit nicely beside your very graceful cup of tea and tastes good in between the sips. Moreover, they would make a very good friend with your cakes and the other little treats in your high tea session, with family and friends.
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Gardanella: Graphic Standard Manual
TARGET AUDIENCE
GARDANELLA’s
target
audience
is
aimed toward individuals who likes snacking without having to worry about their calories and sugar intake because
Gender Male & Female
basically our whole wheat biscuits is high
Demographic
calcium and low sugar. Our product is
Indonesia
even suitable for those in special fat-loss diet for its less than 6 gr of sugar per serving.
GARDANELLA’s price is a little bit higher than similar products on the market because of our special and premium ingredients to preserve the tradisional English biscuit quality. Hence, Gardanella is more likely to target individuals who are a bit more established financially.
Age 20 and above
Income IDR 3.000K and above
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1. Brand Standards
Gardanella: Graphic Standard Manual
1.1 Master Logo (Positive) The Master logo is the official Gardanella logo. Because it is the master, it is the most frequently used version of the logo. It must always appears on a white or clear background in the positive version. This is the standard and preferred logo to be used.
The whole Gardanella logo is made up primarily of two
modified with wheat grains as its main component to
parts: symbols and lettering. The specification for the
give that premium feel.
lettering is as folllows:
The number 2015 is separated in two parts besides the
Times New Roman, Bold, 68 pts, warped horizontally
crown symbol.
with +7% bend.
The wheat grains on the left and right side of the crown
The font used is to give the logo a “formal” feel. The
is to show that Gardanella is made of wheat. The whole
crown logo is made mimesis to the iconic graphic
logo must speaks that Gardanella is a premium whole
“Keep Calm and Carry On” British crown, but is
wheat biscuit brand with traditional British recipe.
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Gardanella: Graphic Standard Manual
1. Brand Standards
1.2 Master Logo (Negative) This is the official Reverse Colour logo usage when placed on Gardanella’s dark blue background. The negative Master logo is the primary Gardanella logo. Because it is the master, it is the most frequently used version. You are advised to always use this version on Gardanella blue background in order to leave the contrast between the marks unchanged.
These are Gardanella’s colours for the negative master logo. Further specifications will be presented on page 15.
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1. Brand Standards
Gardanella: Graphic Standard Manual
1.3 Master Logo (Monochrome) The Master logo is the official monochrome Gardanella logo. Because it is the master, it is the most frequently used version of the logo. The monochrome version is the outline version of the logo and is to be used only when the background color is not Gardanella’s Brand colour or the background colour does not give enough contrast.
This is the official Reverse Colour logo usage when placed in an environment where the background colour is not the preferred background colour as stated in the Master Logo chapter or the background does not give enough contrast. When in question, it is best to use Gardanella Black as a solid background colour.
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Gardanella: Graphic Standard Manual
1. Brand Standards
1.4 Logo Variations (Complimentary) This version of the logo is meant to be placed when the background has to be a busy background. In order to maintain Gardanella’s consistency, we have added this special version of the logo with an emblem shaped like a combination of rectangles and upside-down triangles with the color of Gardanella blue.
PREMIUM WHOLE WHEAT BISCUITS
Emblem with adjectives
Emblem without adjectives 11
1. Brand Standards
Gardanella: Graphic Standard Manual
1.5 Logo as Symbols Sometimes the master logo may not be able to be applied like when the space of the surfaace is too small or narrow, and that is why we have created our logo as symbols only, so that the presence of the brand could be felt in every occasions possible. This so called Logo symbol consists of our Master Logo’s crown and wreath symbols. There are coloured version and monochrome version.
Symbol in Gardanella Gold Brown
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Symbol in Gardanella
Symbol in Gardanella White
Monochrome Black
(when placed on a dark background)
Gardanella: Graphic Standard Manual
1. Brand Standards
1.6 Clear Space The logo has been designed to create a clear relationship between all of the elements. The integrity of Gardanella’s logo relies on a clear and legible presentation of the logo. In order to maintain the proper settings, the logo must be surrounded by a space that is clear of any graphic or typographic elements. This space is called the “clear space”.
height of L in the logo letters
Clear Space for the Master Logo
50%
Clear Space for the Logo Symbols
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1. Brand Standards
Gardanella: Graphic Standard Manual
1.7 Minimum Size The logo must be flexible in size to accomodate a variety of demands for use. To insure readability and maintain integrity, we have formulated a minimal size for our logo.
19.5 mm
12.5 mm 22.6 mm
54.7 mm
27.2 mm
54.7 mm
52.9 mm
PREMIUM WHOLE WHEAT BISCUITS
85.8 mm
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Gardanella: Graphic Standard Manual
1. Brand Standards
1.8 Logo Colours (Positive) Colours for the Gardanella logos have been carefully selected to create a unique visual identity that communicates quality and freshness. These colour versions of the logo should be used whenever possible. The specifications of the colours are as follows: Gardanella dark blue is used to give even more elegant touch. The color Gardanella Gold Brown and Gardanella Brown used is close to gold but isn’t gold to give it a luxurious feel but is calm and not overrated. These are Gardanella’s colours.
Gardanella Brown C=12 M=32 Y=79 K=20
Gardanella Gold Brown C=12 M=31 Y=44 K=40
Gardanella Dark Blue C=99 M=77 Y=44 K=40
Gardanella Brown C=28 M=42 Y=87 K=5
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1. Brand Standards
Gardanella: Graphic Standard Manual
1.9 Logo Colours (Negative)
For the Negative Logo version, the color Gardanella Dark Blue is changed into white. The colours of the negative logo version should be used whenever possible. The specifications of the colours are as follows:
Gardanella Brown C=12 M=32 Y=79 K=20
Gardanella Gold Brown C=12 M=31 Y=44 K=40
Gardanella White C=0 M=0 Y=0 K=0
Gardanella Brown C=28 M=42 Y=87 K=5
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Gardanella: Graphic Standard Manual
1. Brand Standards
1.10 Logo Colours (Symbols& Variations)
Gardanella Brown C=28 M=42 Y=87 K=5 Gardanella Gold Brown C=12 M=31 Y=44 K=40
Gardanella Black C=0 M=0 Y=0 K=100
Gardanella White C=0 M=0 Y=0 K=0
Gardanella Dark Blue C=99 M=77 Y=44 K=40 PREMIUM WHOLE WHEAT BISCUITS
Gardanella Gold Brown C=12 M=31 Y=44 K=40
Gardanella Brown C=28 M=42 Y=87 K=5
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1. Brand Standards
Gardanella: Graphic Standard Manual
1.11 Logo Misuses The followings are examples of how our master logo (positive), master logo (negative), master logo (monochromes), logo variables, and logo as symbols must NOT be treated:
Do not stretch/ tilt/ distort
Do not give any effect
BISCUITS
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Do not resize any individual elements
Do not add any elements or texts
Do not rotate
Do not crop
Gardanella: Graphic Standard Manual
Do not change the colors
1. Brand Standards
Do not change the opacity other than 100%
gardanella Do not change typography
Do not move any individual parts
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1. Brand Standards
Gardanella: Graphic Standard Manual
1.12 Standing Out No matter which of our logos is best applicable, our logo must always stand out. Always make sure that the background provides sufficient contrast for the logo to be clearly legible. Whenever possible, the logo should appear against a white background, which provides the best contrast. The second best alternative is to use the reverse logo on a solid background which provides a good contrast. Clean and single colored background without patterns or busy imagery is always preferred.
Logo should never appear on a busy background
Logos should never appear on a patterned background
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Do not put on a background which does not give sufficient contrast
Logo should never appear on a low-quality image, or images that has no correlation with Gardanella’s brand image. In case of soft sell advertising, use the logo variations instead of the master logo.
Gardanella: Graphic Standard Manual
1. Brand Standards
1.14 Typeface In order to maintain our consistency & composition, either on prints or web, we have selected a range of fonts which is safe to be used for Gardanella’s publishing needs.
Times New Roman Size
: 12-14 pts
Kerning
: 18 pts
Style : Regular
Avenir Next Size
: 10-12 pts
Letter-spacing
: 16 pts
Style : Regular
Didot Size
: 10-12 pts
Kerning
: 12-16 pts
Style : Regular
Roboto Size
: 9-12 pts
Letter-spacing
: 12-16 pts
Style : Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q rs t u v w x y z 0123456789 ?!/@#$%^&*( ) + = - _ ;“‘
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q rs t u v w x y z 0123456789 ?!/@#$%^&*( ) + = - _ ;“‘
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q rs t u v w x y z 0123456789 ?!/@#$%^&*( ) + = - _ ;“‘
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q rs t u v w x y z 0123456789 ?!/@#$%^&*( ) + = - _ ;“‘
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2. Secondary Elements
Gardanella: Graphic Standard Manual
Patterns The secondary elements are created to compliment our master logos and logo versions. These secondaries may be used for stationaries, artworks, and other advertising needs as long as designers maintain the composition and balance well, and do not bring a confusing impact to the whole brand image system.
The pattern consists of the logo symbols repeated diagonally. You may change the size as long as its size is not less than the preffered size. The color may be Gardanella Gold Brown or Gardanella Black. The opacity may changed, from 10%-100% depends on the situation. Examples above are in Gardanella Gold Brown with 100% opacity, Gardanella Dark Blue in 60% opacity, and in Gardanella Black in 10 % opacity.
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Gardanella: Graphic Standard Manual
3. Stationeries
3.1 Business Cards & Letterhead These are how our logo should be placed in name cards and letterhead. Some variations is the logo gold foiled for special occasions like on special series packaging or on company profle folder.shareholders.
Olivia +62 13120210188 Jakarta
Business cards
Logo when gold foiled
Letterhead 23
Stationeries
Gardanella: Graphic Standard Manual
3.2 Poster This is the general examples on how our posters should be. Our logo must be clear and easy to recognize. The photographic images or artworks must be bright, and presenting the whole brand image of Gardanella which is a premium brand, healthy, and tasty.
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(2015) Gardanella is a fictional brand for my Digital Publishing class. This GSM was a part of the Midterm Exam’s assignments. Olivia C. Gunawan be.net/oliviachandra