2010 BRAND BOOK ‘Ctrl + L’ for PC / ‘Cmnd + L’ for Mac
HELLO
F’n hot & spicy.
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TABLE OF CONTENTS How far do you want to go? CULTURE
We Are Company Philosophy Imagery
COLOURS
PD Red PD Gradient PD Greys
TYPOGRAPHY
Uni Sans, the Font The Search The Breakdown Headings & Copy Typography for Web
04 04 05 06
07 07 08 09
10 10 11 12 13 14
LOGO
Logo Structure PD Wordmark PD Shape PD Canvas Abreviated Versions Variations Incorrect Usage
COLLATERAL Business Cards Letterheads Pixel Porn
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15 16 17 18 19 20 21
PIERRE MONKÉ
Who is Pierre? Purpose Acceptable Imagery Quick Facts
AGENCY CONTACT
25 25 26 27 28
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22 22 23 24
Go further with our guide to pixel salvation.
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CULTURE We Are Pixel Dreams is a fierce creative digital agency dedicated to creating intelligent strategy and world class creative. We view our clients as partners whom we help make industry leaders. We believe in living a life of significance. We take pride and responsibility in our work. Our efforts are measurable. We are driven and passionate about our clients’ prosperity.
We are small, significant & fierce.
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CULTURE Company Philosophy Pixel Dreams is more than an ad agency. It is a philosophy we live by. We are the missing key that will help our clients grow and journey closer to their dreams and goals. Pixel Dreams places the needs of our clients and communities first. Our belief system is simple: we can achieve anything and have fun doing it, as a collective of artists and technicians, writers and mathematicians working together as a single unit... Symbols Fire. Chilli Pepper. Motorcycle Racing. Forumula 1. Sexy Stilettos. Dynamite. Explosion. Katana Sword. Kung Fu. Jet Fighter. Rolex Class, Hip Hop Grind.
...Like Voltron, the ass kicking robot from the future.
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CULTURE Imagery The Pixel Dreams Brand is crisp and bold. It is important to keep this in mind when selecting imagery, whether photography or design. The photos below are perfect examples of imagery that resonate with the PD Brand.
Sharp, crisp and focused.
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COLOURS PD Red Fiery, bright, bold, red. Red is the most emotionally intense colour in the spectrum. It is the colour of passion, boldness, heat, and danger. Red has the longest wavelength amongst all the colours that can be seen by the human eye, from violet to red. ultraviolet <
PD RED
Hex: D70000 RGB: 215,0,0
> infrared
Red is one of the primary colours in the RGB light system and RYB color space.
R
B
R
G
B
Y We have the
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biggest wavelength...
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COLOURS PD Gradient
An example of acceptable application is if the PD Red is too bright or difficult to read on a white bright background. In this case, the darker hue can be used.
PD FIRE >
Pixel Dreams secondary colours consist of the fiery orange-red (PD Fire) and rich darker red hue (PD Cherry). These colours can be used in small doses to compliment (typically in gradients) the PD Red. These colours should be used sparingly and carefully only when appropriate. These hues should not be used as replacements, nor should they shadow the main PD Red.
Hex: FF5000 RGB: 255,80,0
PD GRADIENT Hex: A00000 RGB: 160,0,0 > PD CHERRY
Note: Try not to go gradient crazy.
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COLOURS PD Greys The three official greys are PD Dark, PD Mid and PD Light. Typography, background colours + shades, and various other applications where text is required should utilize the Pixel Dream Greys (PD Greys). Darker and lighter shades of grey sitting outside of the official range can be used sparingly when absolutely required, otherwise the official shades should be used.
PD DARK Hex: 333333 RGB: 51,51,51
PD MID
Hex: 666666 RGB: 102,102,102
PD LIGHT
Hex: 999999 RGB: 153,153,153
Be one, with your shades of grey.
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TYPOGRAPHY Uni Sans, the Font Straight from Bulgaria, the Uni Sans type design is a trĂŠs nouveau font created in 2009 by designer Svetoslav Simov.
Uni Sans - Beautiful for print + digital designs.
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TYPOGRAPHY The Search Our team was very particular when researching typefaces for the official Pixel Dreams font (PD Font). We wanted the world from our new font. A first class font that had to convey our creativity, consistency, style, and strength. After months of gruelling font research and comparisons, we found the Uni Sans family of fonts. The Uni Sans family comes in seven weights and italics, from super thin to extra heavy weights, each able to communicate its own unique flavour. Uni Sans Bold
Uni Sans Regular
Uni Sans Light
UNI SANS Uni Sans Heavy
Uni Sans SemiBold
Uni Sans Book
Uni Sans Thin
Donâ&#x20AC;&#x2122;t forget the italics!
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TYPOGRAPHY The Breakdown Uni Sans font is a sans serif typeface, made up of clean even strokes; otherwise known as a fixed weight font. The tall rectangular shapes sit proud and tall on the page; strong and masculine. Sharp corners come natural to this family, however, it is not afraid to show off its smooth perfect circular shapes, such as in the uppercase B, P, and S, bringing a beautiful balance that is easy on the eyes. One sees style and flare in the very simple strokes that make up this family. A great example is the small tail in the lowercase L and T, which adds a splash of style that subtly impacts the viewer. The lower case R is another great example of creativity, simplicity and efficiency. The Uni Sans family is versatile, perfect for technical drawings or high end fashion spreads.
ABC DEF GHI JKL MNO PQR STUV WXYZ abc def ghi jkl mno pqr stuv wxyz 123 456 789 0 !@#$%&? â&#x20AC;&#x153;Lorem ipsumâ&#x20AC;? never looked so good.
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TYPOGRAPHY Headings & Copy As a general rule, headings should always be Uni Sans Light - all caps. In some cases, Light may be too thin and not legible, and therefore Book would be recommended. Because headings are typically larger in size than body copy, we do not want a heavier stroke as it will not fit with the sleek modern style of our brand. Heavier strokes such as SemiBold are acceptable in sub-headings.
Uni Sans Light ALL CAPS Uni Sans SemiBold Uni Sans Book
HEADING Sub Heading. It is not the critic who counts: not the man who points out how the strong man stumbles or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs and comes up short again and again, because there is no effort without error or shortcoming, but who knows the great enthusiasms, the great devotions, who spends himself for a worthy cause; who, at the best, knows, in the end, the triumph of high achievement, and who, at the worst, if he fails, at least he fails while daring greatly, so that his place shall never be with those cold and timid souls who knew neither victory nor defeat. - Theodore Roosevelt
Hey wait a minute - this example looks very familiar...
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TYPOGRAPHY Typography for Web New web technology allows for embedded fonts. However, not all browsers and operating systems will render type the same, especially unique fonts that can be somewhat more intricate and detailed. For this reason, it is important to know when and where to use web-safe fonts like Arial, Tahoma and Verdana, rather than PD Fonts. Web safe fonts are easy on the eyes and don’t degrade in smaller font sizes. Web Style Guide For a complete in-depth understanding of the Pixel Dreams Website, please refer to the PD Web Style Guide.
“Arial is our friend,” said the Uni Sans Family.
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LOGO Logo Structure The Pixel Dreams logo is made up of three parts. The geometric logo shape (PD Shape), the canvas (PD Canvas) it sits on, and the Pixel Dreams wordmark (PD Type). The length and width of the full PD logo is 1 unit high and 8 units wide (1 x 8 units).
6.7 x
1x
0.8 x
1x
8x
Precise blueprints create strong foundations.
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LOGO PD Wordmark The full length of ‘PIXEL DREAMS’ is 6.7 units, a height of 0.8 units, sitting 0.3 units to the right of the PD Canvass and 0.3 units space between ‘PIXEL’ and ‘DREAMS’. The colour of the wordmark is PD Dark (Hex: 333333, RGB: 51,51,51).
The Pixel Dreams wordmark is primarily made up of the Uni Sans Book font, with the exception of the ‘X’. The two opposing ‘> <’ resembles military chevrons, which is a reminder and credo to our fast paced and driven personalities, to keep on pushing hard.
6.7 x
1x
0.8 x
1x
8x
>> Earn your chevrons, Soldier!
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LOGO PD Shape
x 93
93 x
0.2
1x
0.293 x
100%
RBG: 255,80,0 Hex: #FF5000
60%
RBG: 215, 0, 0 Hex: #D70000
40%
RBG: 215, 0, 0 Hex: #D70000
0%
RBG: 160, 0, 0 Hex: #A00000
0.2
At the centre of our geometric shape is an equilateral triangle made up of lengths of 0.293 units each side. A perfect square (0.293 length + width) protrudes from each side giving the PD Shape a total length of 0.8 units in width. The PD Shape is both vertically and horizontally centred on the PD Canvas. The total width of the PD Shape sits at 0.8 units. The PD Shape must always be white.
0.4 x
0.8 x
Dreams of circles, squares, and pixels.
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LOGO PD Canvas The PD Shape must always sit comfortably within the canvas and never on its own. The canvas gives the PD Shape a dedicated environment to live in, uncontaminated by whatever else may be in its vicinity. The canvas is a perfect square with rounded corners. The horizontal and vertical lines on the canvas, minus the rounded corners have a length of 0.8 units. The curvature of each rounded corner has a radius of 0.1 units, diameter of 0.2 units. The colour of the canvas is filled veritically in PD Gradient. The gradient must be used in all digital forms and high quality prints, while the solid Pixel Dreams Red is recommended for lower quality prints.
“Go away, I’m all right!” - H.G. Wells
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LOGO Abbreviated Version
Unlike the full version, the PD letters use Uni Sans Regular font rather than Uni Sans Book font. This is because the Uni Sans Book font is made up of thinner lines which would sit awkwardly beside the bold bright PD logo. The colour of the type is PD Dark.
PD
1x
It is acceptable to use the abbreviated version wherever the Pixel Dreams type may not fit without distorting the typography. The abbreviated version has a full length of 2.638 units, based on a 1 unit height. The white space between the PD Logo, P and D is 0.1 units each.
> < 0.1 x > <
2.64 x
PD =)
:â&#x20AC;&#x2122; (
Size does matter.
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LOGO Variations Dark Backgrounds Variations may be used only when it is not possible to use the approved full or abbreviated versions. This is typically when the logo sits on a dark background and the wordmark becomes lost. In this case, copy must always be white.
PD
Black & White In the event that the PD Logo must appear in black and white, in print or digital form, the simplified versions below must be used. PD Canvas and PD Type in solid black. In the rare case that the logo is sitting on a dark background, the inverse should be used. This is the only time when the PD Shape is not white.
PD
PD
“It don’t matter if you’re black or white.” - MJJ
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LOGO Incorrect Usage No no’s... It’s crucial to keep the integrity and design layout of our logo. Our Pixel Dreams logos or icons should never be stretched, rotated, warped, or distorted in any way.
PD This is the only time us Pixels are prejudice to other colours and creeds. Deal with it.
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COLLATERAL Print Collateral Business Cards Upon first encounter of our business cards, the receiver can see and feel the Pixel Dreams brand experience. No small feat, PD business cards are a result of two years of evolution, producing a simple, classic and modern print design. The card warrants a pause for appreciation, from every person who holds it.
Stop clients, leads and competitors right in tracks.
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COLLATERAL Print Collateral Letterheads Simple and exact, all print + digital collateral must adhere to brand guidelines. Our letterheads are clean and precise.
“A masterpiece of meticulous exactitude.” - Cardasian Filing Clerk, Marritza
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COLLATERAL Print Collateral Brand experience does not have a start nor end, it is always existing. We know this; which is why we pay extra attention to the smallest of details.
Pixel Porn. Don’t be shy, it’s designed to be stared at.
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PIERRE MONKÉ Who is Pierre? At the core, Pierre is a combination of all the great ideas, thoughts and personalities of the Pixel Dreams team. He is friendly, kind, authentic and politically active. He loves Ghandi, Nike & Adbusters. Like all of us, he is diverse in his opinions and tastes. Opinions The public has always had pleasant feelings towards Pierre. However, this did not change the opinion of many internal business advisors of his relevance. Some believed that a monkey would turn off a more respectable and conservative clientele. This was something we were ready to challenge. To this date, Pierre’s presence has generated much appreciated business, making him a valuable asset. Contrary to some beliefs, we have received RFPs (request for proposals) from many conservative clients. Some industries include Law, Education, Medicine and Environment; thus disproving the idea that conservative industries and clients don’t appreciate a smiling monkey.
Have a drink and watch some TNG with us.
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PIERRE MONKĂ&#x2030; Purpose Pierre was born from the necessity of having an eternal friendly face that the public would associate with when thinking of Pixel Dreams. This was at a time when Pixel Dreams was primarily branded as an Internet marketing company. His bright red shoes and always changing t-shirt brought a great balance to an indigoblue and grey brand. Pierre, the monkey, served several key purposes. For one, he brought a friendly face and dialogue worthy handshake to the table in what was and still can be a dull subject matter to many: Internet Marketing. Secondly, Pierre was a great candidate to host a variety of marketing campaigns like contests, rallies and more. The M1 Challenge was a marketing campaign targeting motorcycle enthusiast, successfully spearheaded with Pierre as the front man. TMME: Team Member Monkey Extraordinaire
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PIERRE MONKĂ&#x2030; Acceptable Pierre Pierre embodies all that is good, ethical and PG-13 in our company and in our team. Examples of acceptable images of our favourite monkey are him hanging out, playing basketball, talking on his cell phone, working on the computer, or dancing to his fav music. Under no circumstances does Pierre smoke, take part in crude activities, or promote any type of public deviance. This is not to say that he cannot cover an event or present an unbiased report, but Pierre himself has and will continue to be neutral, and a family-safe team member.
The many happy smiles of Mr. MonkĂŠ.
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PIERRE MONKÉ Quick Facts - Pierre was born October 14th, 1980 (Year of the Monkey). - His birth place is Shawinigan, Quebec, Canada. He is a Francophone at heart, but primarily speaks English. - His birth place is the same as our eccentric and controversial Prime Minister, Jean Chrétien. - He wears Adbuster’s Blackspot Shoes, which are registered in his name. - Pierre is active in the social media world. You can find him on Twitter, Facebook and a few others. Look for him!
QUEBEC Shawinigan
“A proof is a proof. What kind of a proof? It’s a proof. A proof is a proof. And when you have a good proof, it’s because it’s proven.” - Jean Chretien
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AGENCY CONTACT Any questions? Just give us a shout. We have a philosophy. We have a culture. Our spirit is infused in everything that is Pixel Dreams. It is absolutely critical that these guidelines be followed when producing any Pixel Dreams related work. When in doubt, refer to this document or contact a PD Creative Director near you! website email toll free phone toll free fax local phone
www.pixeldreams.com hello@pixeldreams.com 888.315.6284 888.315.6284 416.599.6284
PD Twitter Pierre Twitter Pierre email
@pixeldreams @pierremonke pierre@pixeldreams.com Go ahead, cool guy. Scan the QR Code...
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BYE BYE.
The end.
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