Schmoelling & Froese Architects
STYLE GUIDE
RMIT University Vietnam – Sai Gon South Campus Semester 2/2013 Content Design Project – COSC2286 Assessment 2 Client Based Logo Design and Visual Identity Lecturer: Mr. Don Gordon Team: Timekeeper Members: Nguyen Mai Anh – s3360598 Bui Xuan Quyen – s3372672 Le Thi Nguyet Minh – s3372661
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Introduction Statement of Client values & Design Solution Explaination Visual Identity Signature Official LOGO Symbol Logotype Variations Typefaces Colorscheme How to use Logo Identity Kit
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Dear readers,
INTRODUCTION
This book is the Style Guide for using the Identity Kit of Schmoelling & Froese Architects (S&FA). After days of hard-working, the design team has presented their best solution for the Logo Design and Visual Identity of S&FA, which can represent well S&FA values to the public. This Style Guide will help you understand this Visual Identity as well as how to use those designs in the best way as a signature for the company. Please read carefully, if you have any questions, don’t hesitate to contact us. Yours Sincerely,
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STATEMENT OF CLIENT VALUES & DESIGN SOLUTION EXPLANTATION
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Schmoelling & Froese Architects (S&FA) is an architectural firm based in Singapore. The company portrays itself with 6 specific values that are applied in every working process. The most important value that S&FA focuses on is: Sustainability in construction. Other values that are also stressed on are: Environmental-friendliness, Effective Cooperation, Perfection, Internationality and Innovative development. These values are presented throughout S&FA’s profile and its working style. Additionally, during the research made by the design team, S&FA can also be portrayed as a person, who is: Trustworthy, Caring, Passionate, Innovative and Always Growing.
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The design solution for S&FA Logo and Visual Identity is made to best presents the company values and personalities. The visual key of the design is a Bird’nest -a natural architect that requires lots of care and hard works of a bird - which is simlar to how S&FA designing a construction. Using the bird’s nest also hints for the care of the environment that S&FA focuses on. On the other hand, the bird’s nest is the home – the shelter that protects the bird-family. This can be interpreted as S&FA’s genuine care for their customers and the promise to keep their construction comfortable and sustainable for its users. The main color chosen is ORANGE - a bright, strong and possitive color which can present the passion of S&FA in creating sustainable construction. The color also meant to illustrate S&FA as a dynamic and innovative person who always develops to achieve better endevours. The typography is classical to present S&FA’s trusworthy and serious working styles. On the other hand, the supporting typeface can keep the modern look for S&FA. The Style is clean, clear and simple with diagonal strokes crossing each others making a stable and strong foundation . All of this together has demonstrated the trusworthiness, dynamic development and sustainability in S&FA. The simple look also aims to make the viewers feel and understand S&FA’s personalities better and memorize S&FA quicker.
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VISUAL IDENTITY SIGNATURE
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OFFICIAL LOGO
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Phan nay em viet nha
c. INTRODUCTION d. STEATEMENT OF CLIENT THEME.....
e. Visual element relateting to logo
Complete identity signature
Ratio between elements
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Logotype
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5 8 8 5
Symbol 1 1 1
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Buffer space & white space
Golden ratio 1
The buffer space (safety zone) of the Logo is defined by the width and height of the logo PLUS 2 equivalent “S” of the used Logo.
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The Buffer Space Width = The Logo Width + 2“S” The Buffer Space Height = The Logo Height+ 2“S”
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This buffer space allows NO addition/ adjustment/ image/ letter around the Logo. This rule is to make sure that there is enough white space around the logo for the viewer to see it when appears in different media channels. In some cases, like tagging photographs the buffer space can be ignored. Specific cases on how to use the logo will be explained in the next pages
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SizE LIMITATION
Measurement length
1” inch The smallest size of the logo that is acceptable is 1’’inch.
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VARIATIONS ON USING THE SYMBOL
SYMBOL
The symbol in the logo can be used for less important purposes in some media channels where identifying S&FA is not heavily focuses on. On the other hand, using the symbol alone can still identify the company in a circle of audience who already familiar with the brand. Some cases when Symbol can be used alone:
As a decoration/ pattern
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As name-tag in some events, when replacing “SF� with the name of the carrier
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VARIATIONS ON USING THE LOGOTYPE
LOGOTYPE
The Logotype of the logo is the letter “SF” in the logo. This Logotype can be used alone when space is limited for the whole logo to appear. Eventhough the values/ personalities of the company won’t be presented completely without the symbol, the letters “SF” can represent the brand name good enough with “S” and “F” are the two initials of the company’s name. In situation when the name of the company need to be presented completely, these logotype s below can be used:
Schmoelling & Froese Architects or
Schmoelling & Froese Architects Schmoelling & Froese Architects 22
Schmoelling & Froese Architects 23
logoTYPE VARIATIONS
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VARIATIONS
1 1 Schmoelling & Froese Architects
4/3 1
1 1 1
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Schmoelling & Froese Architects
2/3
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color VARIATIONS
black & white
greyscale
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TYPEFACES
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TYPEFACES Footlight MT Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmnopqrstuvwyz 0123456789
MISO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789
MINION PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789
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Footlight MT Light is specialized for the Logotypes only. MISO can be used for special text and headers where applicable. The font is suitable to be used for online products as well. Minion Pro is used for headers and also body text mainly for printing products For Logotype, Footlight MT Light must be set to: Leading = 2/3 font-height Kerning from 1/16 to 1/8 font-width of the letter “o” For common body text, Minon Pro should be set to: Size : 11 -12 pt; Leading = font-height Kerning from 1/12 to 1/6 font-width of the letter “o” With other purposes, the kerning and leading of each typefaces can be done by hand to get acceptable legibility.
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COLORSCHEME
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MAIN COLOR
SUPPORTING COLOR
17-1463 TCX or 17-1463 TPX
Pantone Cool Grey 11
RGB for TPX
R: 226
G: 73
B: 47
R:44
G: 43
B: 50
RGB for TCX
R: 221
G: 65
B: 36
C: 44
M: 34
Y: 22
PLUS Series
7625C (Closest Match)
PLUS Series CMYK
C: 0
PLUS Series RGB
R: 225
GOE System
20-1-5C
Plastics
PQ-17-1463TCX
FASHION + HOME (Cotton, paper, nylon product...)
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M: 82 G: 82
Y: 80
HEX #333333 K: 78
K:0
B: 61
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HOW TO USE LOGO
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The Logo should be applied on a clean and simple background in order to help it stands out and keep it visible. Here are some examples when the logo has been misused:
Logo’s color and background’s color are too similar
MISUSED Elements in the Logo have different colors
Logo’s color and Background’s color are too aggressive Background’s color stands out more than the Logo
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Detail and seamless pattern in the background makes it difficult for the Logo to be seen
Texture and busy image in the background reduce the Logo’s legibility
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Do not distort,scale, strech or tilt the Logo
MISAPPLICATION
SF
Do not change the font or stroke of the Logo
Do not modify or add element to the Logo
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When using logo on a background image, It depends on the mood/light/darkness of the image that a logo varation can be applied, in order to make the logo stand out from the image.
APPROPRIATE LOGO APPLICATION
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IDENTITY KIT
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BUSINESS CARD
Schmoelling & Froese Architects 693 East Coast Road Singapore 459057 Singapore P: +65 6446 4845 F: +65 6446 4846 E: info@ schmoelling_froese.com.sg W: www.schmoelling_froese.com.sg
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LETTERHEAD
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ENVELOPE
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