wishu - CORPORATE IDENTITY MANUAL -
Paula Castro Tรกboas Visual Identity Programs
INDEX 1. FOREWORD........................................................................ 3 Mission & Values....................................................4-5 Our brand..................................................................6-7 What do we stand for?.........................................8-9 Importance of brand identity.........................10-11 2. NOMENCLATURE..............................................12-13-14 3. BRAND IDENTITY ELEMENTS....................................15 Symbol............................................................16-17-18 Tagline....................................................................19-20 Logotype.......................................................................21 Logotype only.................................................22 Logotype variations........................23-24-25 Logotype & tagline........................................26 Logotype sizes...............................................27 Incorrect usage of elements...................28-29-30
4. COLOR....................................................................31-32 5. TYPOGRAPHY......................................................33-34 6. BUSINESS PAPERS...................................................35 Corporate letterhead.........................................36 Second folio..........................................................37 Envelop...................................................................38 Business cards....................................................39 7. DIGITAL MEDIA........................40-41-42-43-44-45 8. SOCIAL NETWORKS...................................46-47-48 9. PACKAGING....................................................49-50-51
FOREWORD
MISSION & VALUES
MISSION Innovation. Reliability. Handy Technological advance. Dynamic
We will turn the fact of giving a gift into a very satisfying and fun action.
VALUES 5
OUR BRAND
This brand is born to satisfy something that we often do not appreciate.
How many times have you had to make a gift to someone, but did not know what to get him/her? We have good news. Wishu will be your advisor from now on. The perfect present for your loved ones with just one click.
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WHAT DO WE STAND FOR?
Our brand represents
the perfect advice, the comfort, the efďŹ ciency and the speed.
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IMPORTANCE OF BRAND IDENTITY
For years, the context of the brands and the market has changed. Today, a brand has two options:
To compete on price or to
build a meaningful, innovative, and inspiring identity, able to generate changes and creative experiences.
Now, the winning brands are those capable of creating a brand identity based on values that connect people to those addressed by proposing stories and experiences that stimulate their creativity. To create, deďŹ ne and implement successfully the brand identity, means to build brand meanings from a creative and human point of view, allowing its application in each of its contact points: from the positioning and brand architecture; to the service innovation.
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NOMENCLATURE
Why w A
ishu?
wish
u
is a desire, a requisition, an order
refeers to YOU, to remark that this service’s pretension is to satisfy another person.
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wishu
is our communicative name.
Wishu, Inc. is our legal name.
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BRAND IDENTITY ELEMENTS
SYMBOL
Our symbol is completely abstract. It does not represents anything. Its design is very minimalistic, and that is the esthetics that we want for this brand.
It is formed by three triangles. Two of them are the same size and have the corporative colors, and the other one is more little and black.
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The symbol can only be separately when used as an app icon on the home screen of mobile devices.
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TAGLINE
Conquering your opposite pole.
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LOGOTYPE
This is how the logo is used mainly:
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This is how the logo looks in black and white:
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This is the logo on countertype:
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This is the combination logotype + tagline. However, this combination is not very usual.
wishu Conquering your opposite pole.
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50 pixels
wishu When used in mobile devices, the minimum size of the logo should be 50 pixel tall.
2 inches
wishu
In print use, such as the corporative folios, the logo should never be smaller than 2 inches in height.
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INCORRECT USAGE OF ELEMENTS
wishU
The “U” of the name brand can not be in black.
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The name of the brand can not appear without the symbol.
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Obviously, the name of the brand can not appear without the symbol and with the “U” in black.
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wishu
w i s h u u
wishu
wishu
The logo can not accompany a background of any color other than black, white, or a photography, as it was displayed before.
The proportions of the logo must always be respected. It can’t appear neither flattened nor stretched.
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WISHU The typography of the logo can never be changed. It is not even allowed to use the secondary typeface.
COLOR
C = 9,41% M = 89,02% Y = 82,75% K = 1,57%
Our orange is the most important color. It expresses happiness, force, energy and creativity. Moreover, it is a color that stimulates our mind.
C = 69,8% M = 1,18% Y = 42,75% K = 0%
This blue brings tranquility. It means trust and stability.
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C = 100% M = 100% Y = 100% K = 100%
Black is the less used, but its role is important. It provides contrast to the composition. It conveys elegance and seriousness
TYPOGRAPHY
This is our main typography. It is sans serif, very elegant, clear and simple.
COUTURE BOLD Abcdefghijklm nopqrstuvwxyz
Here it is our secondry typography. It is only used only used for the production of written textsand for the tagline.
Roboto Thin Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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BUSINESS PAPERS
The corporate letterhead is used whenever you want to send an accompanying note with the present.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
wishu
Here it will ďŹ gure the adress of the subsidiary from which the present was sent.
The icon will always be present.
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The second sheet accompanies the corporate letterhead. In this folio it is not necessary to put any adress.
The logo is also present, but its opacity was reduced to 30%
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
The envelop has the shape of an american envelope. Its measures are 110 mm x 225 mm
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These business cards are used to reinforce the contact between the company and people. They give the ability to communicate for any purpose.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
This is the ordinary business card. Its measures are 85 mm x 55 mm.
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This is a larger business card. It has the distinction of allowing to write a personalized message, because there is more space. Its measures are 210 mm x 100 mm.
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DIGITAL MEDIA
Welcome!
wishu
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wishu
wishu
How old is she?
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Start the test Store Help
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wishu
wishu
What do you think she would rather do in a saturday night?
Wait please...
Party! Conquering your opposite pole.
Book & sofa Film or series Dinner & cocktail
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She will deďŹ nitely love this!
wishu
Light blue Anchor high-waist denim shorts
select size
$30 Add!
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Name
wishu
Surname Thank you for trusting us! In 48 hours, Sarah will receive her gift.
E-mail Telephone number
She will love it!
Payment method
Make another gift Account number
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SOCIAL NETWORKS
We are present in social networks such as Facebook. This social network is useful for announcing news, showing photos of certain collections, etc. This is how our Facebook fan page looks like:
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We have also a Twitter account. Twitter is an esencial social network for any company. It allows to generate written content in less than a second. Our account is @wishu_app and here we publish news, trivia, contests, etc. This is how our Twitter proďŹ le looks like:
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PACKAGING
As our main service is sending gifts, we can not forget the wrapping paper. It consists on a pattern formed by our logo in different. It is displayed in two different positions, so that it can be viewed from different perspectives
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wishu wishu
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Apart from the wrapping paper, every item you send will be contained in a white package with our logo as a protagonist. In addition to our rapidity on the distribution, all the gifts will be shipped with all our care. We must not overlook any details!
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Thank you for your attention. We hope you liked it.
wishu