First Impressions are Everything.
IDENTITY Guidelines
VERSION 1.0
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A DESIGN IS NOT FINISHED UNTIL SOMEBODY IS USING IT.
2 | IDENTITY GUIDELINES
This is a guide to the basic elements that make up our IDENTITY.
It will let you get to know us better.
Contents
WHAT IS BRANDING?
04 Logo Rationale Construction Exclusion Zone Minimum Size Application Family/Variations
08 Color Primary/Secondary Palette Application
09 Typography Print Online Style
10 Style Guide Design Style Support Graphics Photographic Style Website
11 Checklist
A organization, service, or product with a personality that is shaped by the perceptions of the audience. One cannot make a brand - only the audience holds that power. A designer forms the foundation of the brand which is commonly called the identity. A brand is a complicated concept of a corporate image. Everything a company does, everything it owns, and everything it produces should reflect the values and aims of the business as a whole. It is the consistency of this core idea that makes up the company; what drives it, the belief, what it stands for, and why they exist. It is not purely some colors, some typefaces, a logo and a slogan.
WHAT IS IDENTITY? Identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole to be recognizable. Your identity is held within anything visual that represents the business including signage, business cards, marketing collateral, logo, and messages and actions.
WHAT IS A LOGO? A logo is for identification. A logo does not sell the company nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around. They are meant to identify, not to explain.
BRAND - The perceived emotional corporate image as a whole. IDENTITY - The visual aspects that form part of the overall brand. LOGO - Identifies a business in its simplest form via the use of a mark or icon.
IDENTITY GUIDELINES | 3
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Our logo is very precious to us.
We took our time developing our identity, so please be nice to it.
Rationale
THE LOGO delightful am I not?
Our logo was developed to be modern and future-proof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present Our Company as a forward-thinking, professional organization.
Construction
01
The graphic element is constructed using concentric circles, refining a strong, bold, yet comforting approach. The typographic element is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant. The supporting typeface and collateral are clean
02
and minimalist to reinforce our identity as a quality, professional organization.
Color Treatment There is one preferred full-color option for
01
stacked and landscape variations shown here.
This is the stacked version of the logo and is preferred version of the logo for all
These logos should be used whenever possible.
printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
02 This is the landscape version of the logo and is the preferred version when space is not at a premium in a layout, for example, website graphics and banners.
4 | IDENTITY GUIDELINES
EXCLUSION ZONE a little elbow room to help us stand out.
The minimum exclusion zone margin for all our company logos is based 1.5 times the x-height of the logo text. With all logos, a clear-space of the of one circle must be maintained on all sides. When our corporate color is used behind the logo it must extend to a minimum of the same dimensions as one circle on all sides. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.
MINIMUM SIZE bigger is better.
30mm min.
Stacked logos must not be reproduced at a size smaller than 19mm in height. Landscape logos must not be reproduced at a size smaller than 15mm in height.
15mm min.
IDENTITY GUIDELINES | 5
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We want to look good all the time.
So take time to consider how to apply our logo.
We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.
01
02
03
04
05
06
01 Space around the logo Always leave the logo some space to breathe. Try to use white or neutral backgrounds.
02 If you have to... If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.
03 Not right Do not rotate the logo.
04 Color clash Do not place the logo on the wrong colors.
05 Not good Do not use the negative logo on backgrounds that are too light or cluttered.
06 No thanks Do not add embellishments like drop-shadows, embossings etc. to the logo.
6 | IDENTITY GUIDELINES
Say hello to everyone in the family.
If you can’t find it here, we don’t want you to use it. To download a particular color and size, click the appropriate link below or download the full
COMPLETE ZIP PACKAGE
package by clicking the button adjacent.
FULL COLOR
BLACK
WHITE
JPG
small
med
large
JPG
small
med
large
PNG
small
med
large
PNG
small
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large
EPS
BLACK
small
med
large
JPG
small
med
large
PNG
small
med
large
PNG
small
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large
large
PNG
small
med
large
all sizes & COLORS
FULL COLOR
BLACK
WHITE
JPG
small
med
large
JPG
small
med
large
PNG
small
med
large
PNG
small
med
large
PNG
small
med
large
all sizes & COLORS
FULL COLOR
BLACK
WHITE
JPG
small
med
large
JPG
small
med
large
PNG
small
med
large
PNG
small
med
large
EPS
med
WHITE
JPG
EPS
small
all sizes & COLORS
FULL COLOR
EPS
PNG
PNG
small
med
large
all sizes & COLORS
IDENTITY GUIDELINES | 7
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Our colors define our brand.
We’re bold, bright and confident. Simple and to the point.
The corporate color palette includes a light blue and dark blue theme
Where possible, the logo should be reproduced in the CMYK color
with supporting tones. Color matching standard Pantone® references
process. Equivalent colors can be composed using the RGB and HEX
are included to ensure accuracy when reproducing the palette.
references included when the logo is to used digitally.
Also included are the references for CMYK, RGB and HEX Values for consistency across different media.
Color Palette // Primary
Color Palette // Secondary
These are our corporate primary colors for our logo, text and headers.
These are secondary colors for backgrounds and supporting graphics.
Pantone colors are estimated equivalents. pantone
280 C
pantone
114 C
cmyk
100 : 60 : 0 : 50
cmyk
0 : 15 : 80 : 0
rgb
0 : 43 : 82
rgb
255 : 196 : 64
hex #
002B52
hex #
FFC440
pantone
2935 C
pantone
100 C
cmyk
100 : 60 : 0 : 10
cmyk
0 : 5 : 60 : 0
rgb
0 : 96 : 184
rgb
255 : 234 : 121
hex #
0060B8
hex #
FFEA79
pantone
BLACK 0961 C
pantone
137 C
cmyk
0 : 0 : 0 : 40
cmyk
0 : 30 : 100 : 0
rgb
167 : 167 : 167
rgb
255 : 194 : 41
hex #
A7A7A7
hex #
FFC229
pantone
COOL GRAY 3 C
pantone N/A
cmyk
0 : 0 : 0 : 20
cmyk
0:0:0:0
rgb
222 : 222 : 222
rgb
255 : 255 : 255
hex #
DEDEDE
hex #
FFFFFF
8 | IDENTITY GUIDELINES
Typography is the backbone of design.
Getting it right is paramount.
Typefaces. Print.
Typefaces. Online.
Typography. Style.
Our corporate typeface is Idlewild. This full
When technology allows for it, Idlewild
Text for correspondence and publications
font family comes in a range of weights to suit
should be used in any web applications.
should preferably be set in upper and
a multitude of purposes. It was optimized
The default fall-back corporate font is Arial
lower-case, and flush left with ragged right.
for print, web, and mobile interfaces, and
which should be utilized to ensure acceptable
Capitalization should never be used for body
has excellent legibility characteristics in its
degradation when Proxima Nova or Open
text, but is acceptable for headings.
letterforms.
Sans is unavailable.
Headline Fonts - Trade gothic LT STD
Aa
Aa
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
// bold
// REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Body Copy Fonts - Proxima nova
Aa
Aa
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
// BOLD
// REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
IDENTITY GUIDELINES | 9
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That’s just for starters... Here is a few more things you should know.
Photographic Style
Brand Design Style
Photography tends to send a message of its own. As an overall theme for the
Our branding is very important to us. All uses of
photographic style of our brand, we suggest that photography be medium contrast
our logo for company use will be pre-approved
black and white, so as to strengthen a classic, emotive approach to supporting visuals.
before implementing in any manner. We use large
As an alternative, a single color can be used from within the corporate palette as a
amounts of white space, mainly for breathing room
replacement for white within the image, creating a understated duotone look. Color
and eye comfort. Taking a direction from the Swiss
images may be used with regard to the look and feel of its surrounding elements.
Style (or International Typographic Style) allows us to emphasise and execute a clean, legible approach
All photography used must be of high quality regardless of whether they are black
to our extended media and brand situations.
and white or color. Images need to be clean, crisp, in focus and contain subject matter
Features include asymmetric layouts, strong grid-
relevant to our organization. Artistic composition also needs to be considered to avoid
based structure, sans-serif typefaces and unjustified
‘snapshot’ style imagery.
body text.
All photography must be properly licensed for its intended use, including photography
An understanding of the importance of white space
and imagery under a Creative Commons License.
is also crucial in layouts, both in and around text/ images. Please avoid large blocks of color that take
Images that have effective PPI below the intended use will become “pixelated.”
up more than 50% of the space available.
Pixelated imagery only serves to degrade the message of our brand. Black body text should normally be used unless reversed out/white copy is more aesthetically appropriate. Limiting color use to our corporate palette will serve to strengthen our brand message.
Support Graphics Graphic elements derived from the logo are valid for use as stand-alone support graphics provided they are not used in place of the complete logo. We recommend using the same theme based on the company identity for any supporting graphics. We do not recommend the use of detailed illustrations or clip art as support graphics but rather simple geometric shapes so as not to detract from other layout elements. Large, distracting banners and graphics (such as ribbons and arrows) should not be used as they only serve to lessen the quality and values of our brand.
10 | IDENTITY GUIDELINES
Best to have a checklist. Then you know that you have done everything right.
The Checklist... The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. Backgrounds The logo should not appear on light or cluttered images without being reversed out. Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo. Typography Check that our corporate typefaces have been used appropriately where
TO REQUEST THIS DOCUMENT IN AN ALTERNATIVE FORMAT, PLEASE CONTACT US VIA TELEPHONE OR EMAIL.
applicable. Design Be sure to provide these guidelines to third parties or collaborating partners.
A final thought. If in doubt, take a look back through this document, all the answers are there. We don't ask for much, just a little love and respect for our branding which is why we think we've created a flexible system that won't stifle your creativity.
Overflow Design Group, LLC 1936 Bruce B Downs Blvd. Wesley Chapel, FL 33544 Telephone: 813-501-7220 Email: contact@overflowdesigngroup.com Web: http://overflowdesigngroup.com
Give it your best shot...
IDENTITY GUIDELINES | 11
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