Igloo Brand Guidelines

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EMPOWERING OUR CLIENTS TO CONNECT PEOPLE

BRAND GUIDELINES IGLOO

Optimal Internet Ltd.


IDENTITY GUIDELINES A Quick Overview This document is a guide to the brand communication style for Igloo. It explains what our brand stands for, how it’s expressed, and how the creative elements fit together in all our communications. The guide should be followed when commissioning, designing or delivering any kind of communications.

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CONTENTS Find Your Way Around Our Brand Our Message Masterbrand Logo Colour Palette Typography Photography

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OUR BRAND

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OUR BRAND Identity Guidelines A strong brand is one of the most valuable assets an organisation owns. To make it truly powerful it needs to be applied consistently so anyone dealing with Igloo knows who we are and what we stand for. Everyone has a part to play in doing this and bringing our brand to life. These guidelines are to help you represent our brand consistently.

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OUR MESSAGE

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“It’s Who You Know.”

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BRAND ESSENCE The Big Idea At the heart of any brand is a big idea. Simple. Memorable & True. For the Igloo this big idea is: Relationships Matter Professional, Reliable, Approachable & Friendly. We know that building real, honest relationships with people that do more than meerly scratch the surface is paramount. Everything we do revolves around the fact that our clients are always impressed that we go the extra mile to put their needs before our own. Client ‘satisfaction’ is simply not good enough. For us it’s all about who we KNOW. We like to get to KNOW our candidates so we can better place them. We likw to get to KNOW our clients so we can better meed their needs. We KNOW it’s about who you KNOW.

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MASTERBRAND LOGO

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MASTERBRAND LOGO Graduated Colour, Hard Edge Bevel & Gentle Shadow. Don’t forget the ‘TM’



LOGO CLEARSPACE Our Logo Doesn’t Like To Be Crowded

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MINIMUM SIZE Our Logo Doesn’t Like To Be Squished

25mm

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LOGO ON IMAGERY Bright, Crisp & Simple. Always ensure good legibility of the masterbrand logo when using it on photographic backgrounds.


LOGO DEVICES Extending The Brand The infinity logo device must always remain on it’s side, else it becomes an eight - 8 It must not be inverted. The crossover should always travel from top left to bottom right as illustrated here.

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LOGO DEVICE CLEARSPACE Your Logo Device Doesn’t Like To Be Crowded

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COLOUR PALETTE

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BRAND COLOUR PALETTE Your Guide To Our Colours

PANTONE – Black© CMYK – C= 40 M=30 Y=30 K=100

PANTONE – DS 325-2 C CMYK – C= 0 M=0 Y=0 K=85

PURE WHITE

PANTONE – Process CYAN CMYK – C= 100 M=0 Y=0 K=0

PANTONE – 285 C CMYK – C= 95 M=38 Y=0 K=0

PANTONE – Process CYAN CMYK – C= 100 M=0 Y=0 K=0


TYPOGRAPHY

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TYPOGRAPHY Consistent Typefaces

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TYPOGRAPHY Consistent Typefaces

MAJOR HEADING (GOTHAM BOLD)

16pt Size / 14pt Leading / 0pt Tracking / Full Caps

Sub Heading (GOTHAM REGULAR)

16pt Size / 14pt Leading / 0pt Tracking / Title Case

Bold Paragraph Heading (GOTHAM NARROW BOLD)

10pt Size / 14pt Leading / 0pt Tracking / Sentence Case

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source.

10pt Size / 14pt Leading / 0pt Tracking / Sentence Case

Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.

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PHOTOGRAPHY

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PHOTOGRAPHY Building Your Brand Library Always use high quality imagery. Try to avoid clichĂŠs and obvious stock imagery. When picking new imagery try to keep al the images consistent so they appear to be part of a set.

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iglooautomotive.co.uk


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