BRAND GUIDELINES
INTRODUCTION Raw Material is a Brixton based music and arts charity. A new brand identity was developed for Raw Material to allow the company to position themselves better as a company and have a stronger visual presence in an already cramped marketplace. For this identity to succeed in what it was designed to do it is important that it’s usage is consistent across all communications of the Raw Material organisation. This is the purpose of this booklet, a brand guideline (sometimes called a style guide). This booklet explains how the brand is correctly used and how it is not to be used. It is important to maintain a high level of consistency when using the brand – to not do so can affect the legibility, credibility and rapport of the brand. More importantly this can adversely affect people’s perception of the Raw Material charity. Therefore it is very important that the instructions on the use of the brand outlined in this booklet are adhered to throughout all the communications of the Raw Material organisation, whatever the media.
THE BRAND - ANATOMY The new Raw Material brand is a combination of a mark and a logotype. The mark is a circle, which in turn is representative of a number of the technical elements used by the Raw Material students – cds, decks, lenses, pixels etc. The circle also represents inclusion and security. The other half is the logotype, which simply states RAW MATERIAL. To the right is an anatomy of the brand. The following two pages show the brand in its positive and negative forms.
Circle element, representing the technologies at Raw Material and also symbolising inclusion.
The Raw Material name, set in Akzidenz Grotesk BQ Super Regular. The font is bold and has high contrast.
TYPEFACES - FONTS The Raw Material brand identity system is comprised of three different typefaces or fonts. These are: Akzidenz Grotesk BQ Super Regular Akzidenz Grotesk BQ Bold Akzidenz Grotesk BQ Regular Ideally these fonts will always be used across all communications for Raw Material. However in certain situations these fonts may not be available to a person creating communications for the organisation. In these situations it is recommend either Helvetica or Arial are used. (note: these are only substitutes and should never be preferred over the Akzidenz Grotesk fonts. Helvetica or Arial will NEVER be used to render the font in the logotype and should only be used in headlines or body text.)
Akzidenz Grotesk BC Super Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Akzidenz Grotesk BC Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Akzidenz Grotesk BC Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
IMPROPER USAGE OF THE RAW MATERIAL BRAND It is very important that the brand is used properly to make sure it remains true to the intended design. This means that the brand is never altered from it’s original state. The MASTER ART WORK FILES should always be used and the brand should never be recreated.
EXCLUSION AREA AND SCALE The Exclusion Area is defined by a first rectangle that encloses the elements of the brand and a second rectangle drawn around this. This second rectangle is drawn outside of the first at a distance of “X” on all sides.
Exclusion Area
“X” is the same as the height of the letter “M” in the word MATERIAL.
X
EXAMPLES On the LEFT are two examples of placing elements of a layout inside the exclusion area. Both examples are NOT CORRECT. On the RIGHT are two examples of placing elements just outside of the exclusion area. Both are these ARE CORRECT as the elements are outside the exclusion area boundary.
NOT CORRECT
CORRECT
IMPROPER USAGE OF THE RAW MATERIAL BRAND cont.
DO NOT PUT THE BRAND ON BACKGROUNDS THAT MAY COMPROMISE IT’S LEGIBILITY. For example the white version on a predominantly yellow background or the black version on a pre-dominantly dark dark grey background.
DO NOT CHANGE THE ORIENTATION OF THE BRAND.
DO NOT ADD 3D EFFECTS.
IMPROPER USAGE OF THE RAW MATERIAL BRAND cont.
DO NOT DISTORT THE FORM OF THE BRAND
DO NOT USE INCORRECT COLOURS
DO NOT USE WITHOUT CIRCLE ELEMENT
IMPROPER USAGE OF THE RAW MATERIAL BRAND cont.
DO NOT ALTER TYPEFACE OF BRAND
DRAW BRAND ELEMENTS IN WRONG POSITIONS
RAW MATERIAL
RAW MATERIAL
RAW MATERIAL
NOTES
NOTES
Raw Material Brand Guidelines Raw Material, 2 Robert Street, SW9 0DJ, London, tel: +44 (0)20 7737 6103 fax: +44 (0)20 7733 7533 info@raw-material.org