BRAND GUIDELINES
INTRODUCTION
SHARED VALUES
Thrilling, Exuberant, Neoteric, and Sugar-Rushing © ORIENT DESIGN 2018
PRIMARY ELEMENTS
Yeppo’s (pronounced yeh-poh) dedication to beauty stems from a Korean philosophy so wise, it has become their national symbol. A harmony of inner beauty with outer beauty is hidden inside the ‘Y’ and first ‘P’ in the logo, creating a yin and yang between the two elements of Korean beauty. The brand is then coated with an effervescent fluorescent glow that embodies a new wave of Korean culture— it’s swift innovation and creativity that not adapts to, but defines, today’s modern style. All together, Yeppo is a poppy personality rich with Korean beauty promise, that aims to introduce the whole experience from the land of hallyu to Indonesia. The name Yeppo was derived from the Korean word “예뻐” (”yeppeo”, pronounced yeh-Puh), meaning pretty. This logo should only be produced in 4 Process Color.
© ORIENT DESIGN 2018
MASTER LOGO
1.1
PRIMARY ELEMENTS
Yeppo’s gradient is a flood of effervescence, and should be used as a background whenever a high visual impact is required. It demands attention, just like what a typical K-Pop star calls for, and we’re unafraid to flaunt it. This gradient should only be produced in 4 Process Color. Only the logo in solid white is accepted on this gradient. Any other text is recommended to be in white colour.
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PRIMARY GRADIENT
1.2
PRIMARY ELEMENTS
An alternate version of the Yeppo logo, in a contrastingly cooler tone. This logo is secondary to the Master Logo, and thus should not overshadow it. Although both the Master Logo and Alternative Logo are appropriate for darker backgrounds, the latter is the more prominent of the two, making it the preferred choice if a dark background is required. This logo works best on digital applications, and should be produced in 4 Process Color.
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ALTERNATIVE LOGO
1.3
PRIMARY ELEMENTS
The Secondary Gradient was created from the Alternative Logo, and should be used secondary to the Primary Gradient as well. This gradient should only be produced in 4 Process Color. Only the logo in solid white is accepted on this gradient. Any other text is recommended to be in the Dope colour (refer to section 1.8 ‘The K-Pop Spectrum’ for details on this colour)
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SECONDARY GRADIENT
1.4
PRIMARY ELEMENTS
SINGLE-COLOUR VERSIONS
1.5
The single colour versions dictate Yeppo’s corporate colours should a different print method be required. These versions, above all, should only be used when a single colour verion is required.
1A/1B: Single Colour with Neon Pantone Pantone 905C (Pastels & Neons Coated) To be used when the Pantone+ Pastels & Neons Coated inks are available. Do not use this version on digital applications.
1A
1B
2A
2B
3A
3B
2A/2B: Single Colour with Standard Pantone Pantone 1787C R250 G50 B75 C0 M90 Y70 K0 #fb3449 To be used when a single colour digital version (RGB/ Hex Color) is required, or when Pantone+ Pastels & Neons Coated inks aren’t available
3A/3B: Grayscale Pantone Black C R0 G0 B0 C0 M0 Y0 K100 #000000 To be used when a colour printing isn’t available, or when a monochrome version of the logo is required.
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PRIMARY ELEMENTS
CLEARANCE SPACE
1.6
x
x
Clearance Space is the minimum area of space around the logo that must always be remained clear of any graphic elements or text. It is defined to ensure that the logo always communicates clearly and with maximum impact.
x
x
x
PRIMARY ELEMENTS
Minimum size of the logo ensures maximum clarity among all its brand elements. The logo should not be reduced to anything more than its 20mm minimum size.
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MINIMUM SIZE
1.7
20mm
THE K-POP SPECTRUM
PRIMARY ELEMENTS
Our colours are our lifeblood. It’s a plunge to immerse oneself in the K-wave, and we dove deep. Each colour is named after a popular K-culture lingo.
PANTONE 101C R250 G235 B70 C5 M0 Y85 K0 #F8EA47
PANTONE 137C R255 G165 B70 C5 M40 Y100 K0 #FFA400
PANTONE 1787C R250 G50 B75 C5 MO Y85 K0 #F8EA47
PANTONE 137C R240 G65 B170 C5 M85 Y0 K0 #EF3FA9
PANTONE 234C R165 G0 B100 C35 M100 Y35 K5 #A70064
PANTONE 439C R70 G55 B55 C60 M65 Y65 K55 #453635
AEGYO (애교) The state of exuberant cuteness, the softess colour in the palette
QUIRKY (기이 한) An eccentric colour, to be used for a bubbly personality
DAEBAK (대박) Meaning a big win. This is also the main colour of the Yeppo brand
KEKEKE... (ㅋㅋㅋ) A mischievous moniker for a flirtatious colour.
SENSUAL (섹시한) Show off our dark side with this romantic maroon.
DOPE (쩔어) Think silver-studded dark leather and flaunt our badass-ery with this grey
aegyo quirky daebak kekeke... sensual dope
Yeppo’s colour palette reflects the many moods of modern Korean culture. They follow accordingly to the international Pantone Matching System (PMS), with the other equivalents illustrated beneath it. Process colours (CMYK) may not present an accurate colour expression, hence the usage of PMS inks for reproduction work whenever possible.
1.8
애교
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쩔어
기이 한
대박
ㅋㅋㅋ
섹시한
PRIMARY ELEMENTS
THE SECONDARY SPECTRUM
1.9
The secondary spectrum are our secondary colours, to be used sparingly alongside the main palette.
No Pantones dictate this spectrum, and they therefore shall only be produced in RGB, CMYK, or Hex Code formats.
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R235 G255 B175 C10 M0 Y40 K0 #EBFFAF
R200 G250 B95 C25 MO Y80 K0 #CAFC5E
R60 G255 B155 C55 M0 Y65 K0 #3BFF99
R120 G255 B245 C40 M0 Y15 K0 #78FFF5
R115 G85 B255 C70 M70 Y0 K0 #7355FF
mint lime teal turquoise indigo
These colours are of a significantly cooler tone in contrast to the warmer main palette.
PRIMARY ELEMENTS
TYPOGRAPHY
Giaza Pro
GIAZA PRO is the dominant header for Yeppo, proudly flaunting daring curves and bold strokes as an elegant header. It should be used sparingly, about once per page on average, and should never be used on body text/ small applications due to its limited readability when scaled
The quick brown fox jumps over the lazy dog 1234567890!@#$%^&*()
ROBOTO CONDENSED is the primary font, chosen for its contemporary narrow characters. It comes in three weights, to be staggered to establish hierarchy, apt for sub-headings and paragraphs.
The quick brown fox jumps over the lazy dog 1234567890!@#$%^&*()
ROBOTO LIGHT CONDENSED ROBOTO CONDENSED ROBOTO BOLD CONDENSED
NANUM BRUSH SCRIPT is the Korean font for Yeppo, chosen for its expressive brush strokes to typify South Korea’s vibrant market. Being in a different language than the Indonesia’s main tongue, Korean text should only be used for decorative purposes to give a “Korean” feel. English translations should be present if so.
자세히 보아야 예쁘다 오래 보아야 사랑스럽다 너도 그렇다
나눔손글씨 붓
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풀꽃 / 나태주
Nanum Brush Script
1.10
PRIMARY ELEMENTS
MISUSE
1.11
It is essential that the logo is always implemented correctly and consistently. The incorrect examples shown are not intended as a definitive list. Always use sensible discretion and adhere to the corporate brand guidelines when applying the logo.
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DO NOT combine the gradient colours together
DO NOT alter the colours of the logo that is not specified in this guide
DO NOT distort or rearrange elements in the logo
DO NOT remove the Korean text
DO NOT use a full-coloured logo on a gradient
DO NOT use a logo on a background or colour that compromises its clarity
PRIMARY ELEMENTS
It’s our job to add a little more magic into our customers’ lives. Not only do we slay with a flawless face, but our whole brand needs to glow as well. Holographic is our brand material, and we love playing around with its rainbow spectrum.
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HOLOGRAPHIC?
1.12
STATIONERY
Holographic foil stamping on the front (logo) and sides of the name card.
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FOIL STAMPING
2.1
STATIONERY
NAME CARD
2.2
SPECIFICS Dimensions:
3.5(w) x 2(h) inches
Color:
Pantone Warm Gray 7C 4 Process Color White
Finishing:
Holographic Foil Stamping
Paper Stock: 330gsm dark uncoated texture paper
DR. FREDI SETYAWAN BOARD OF COMMISSIONER
08112510410 | liauw.fs@gmail.com
YEPPO PTE LTD Jl. Kaliurang Km. No. 53 Depok, Sleman, Yogyakarta T: (0274) 548296 F: (0274) 543695 yeppo.com +62 878 4534 0065
FRONT
© ORIENT DESIGN 2018
Holographic Foil Stamping
BACK
50% White
4 Process Color + White base
STATIONERY
LETTERHEAD
2.3
SPECIFICS Dimensions:
8.27(w) × 11.69(h) inches (A4 Size)
Color:
4 Process Color
Finishing:
(nil)
Paper Stock: 120gsm uncoated paper
YEPPO PTE LTD Jl. Kaliurang Km. No. 53 Depok, Sleman, Yogyakarta T: (0274) 548296 F: (0274) 543695 yeppo.com +62 878 4534 0065
FRONT
© ORIENT DESIGN 2018
BACK
STATIONERY
ENVELOPE
SPECIFICS Dimensions:
DL Size
Color:
4 Process Color
Finishing:
(nil)
Paper Stock: Based on pre-purchased envelopes
YEPPO PTE LTD Jl. Kaliurang Km. No. 53 Depok, Sleman, Yogyakarta T: (0274) 548296 F: (0274) 543695 yeppo.com +62 878 4534 0065
© ORIENT DESIGN 2018
2.4
DESIGNED BY
© ORIENT DESIGN 2018