Brand Guidelines
THE BRAND Established since 1961, Chilli Brand has its long history providing quick relief solutions for aches and pains with its unique warm sensation extracted from nature. The brand design aims to capture that unique quality by portraiting a classic logotype with warm essence. As a product brand, the holding shape is used for not only to establish a safe zone for the logo but also to help to create a modern look for the brand. The background illustration plays an important role in to create an authentic look of a well-established brand.
THE LOGO LOGO CONSTRUCTION
The Chilli Brand logo is a core element of the brand. Each element of the Chilli Brand logo has a fixed size and position. The Chilli Brand logo is not created from an existing font and exists as a unique set of master artwork files.
Established Date Holding Line Holding Shape LogoType Chilli Mark
CHILLI BRAND LOGO & GUIDELINES
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THE LOGO LOGO VERSIONS
Full Colour
Black Colour
White Colour
White Colour
To allow for flexibility across our communications channels alternative colour versions of the GSK logo are available. It is recommended to use the full colour version whenever applicable.
White Colour
CHILLI BRAND LOGO & GUIDELINES
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THE LOGO CLEAR SPACE & MINIMUM SIZE
CLEAR SPACE It is important that there is clear space around the logo. This will give it more prominence and allow it to stand out. 14mm
A minimum clear space area is defined by the height of the number “1961� from the logotype and this should be applied on all applications (Figure 1). The clear space does not define the margin of your layout, but the minimum distance to other content around the logo.
Figure 2. Minimum Size
When the logo is being placed over an image, make sure the background is free of clutter so the logo stands out. Areas of solid colour are best for legibility. MINIMUM SIZE Minimum size for the use of the logo in print is 14mm in Width (Figure 2).
CHILLI BRAND LOGO & GUIDELINES
Figure 1. Clear Space
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THE LOGO MISUSE
EXAMPLES OF MISUSE Do not use the logo outside of the way described in these guidelines. Our logo must not be redrawn, reset or altered in any way. Only use master artwork for all versions of the logo. Do not use the logo without its established date
Do not alter the logo colour
Do not use the logo without its holding line
Do not scale or distort the logo unproportionally
Do not put the logo on a busy background
CHILLI BRAND Do not alter the logotype
CHILLI BRAND LOGO & GUIDELINES
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THE COLOUR PRIMARY & SECONDARY
Colour plays an important role in establishing a brand’s unique personality. The dark cream colour expresses the authentic essence of a well-established brand. While the dark brown colour evokes a bold and confident image of a quality product.
PRIMARY DARK CREAM
PANTONE 7508 C10 M27 Y56 K0 R227 G184 B126 #E3B87E
75%
50%
25%
75%
50%
25%
SECONDARY DARK BROWN
PANTONE 4625 C43 M73 Y81 K58 R81 G44 B29 #512C1D
CHILLI BRAND LOGO & GUIDELINES
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TYPO PRIMARY
Typography Sample The main typeface of the brand is Aleo. This slab serif typeface suit well the modern yet authentical image of the brand. The huge variety of font weights and widths will ensure immense flexibility and consistency for the future growth of the brand.
ALEO AaBbCcDdEeFfGgHhIiJjKkLl MnNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789 !@#$%^&*()_+;â&#x20AC;&#x2122;:â&#x20AC;?~,./<>?\| Light Regular Bold
Light Italic Italic Bold Italic
CHILLI BRAND LOGO & GUIDELINES
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a quality product by