VISUAL IDENTITY
DESIGN GUIDELINES
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A visual identity has been created for FLYUP and this visual identity guide has been written to help you implement it. Inside you will find design guidelines and specifications which will not only ensure consistency across all applications but will help maintain a high standard of design and production at all levels. No alterations should be made to these specifications.
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CONTENT 1 VISUAL IDENTITY 1a The FLYUP logo & the symbol 1b Logo dimensions 1c The exclusion zone & minimum sizes 1d Colours 1e The black & white & reverse logo 1f Do's and Don'ts 1g Typefaces
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2 APPLICAIONS (STATIONERY) 2a Business card 2b Letterhead 2c Envelope 2d Notebook 2e CD Screen and cover 2f Other stationery
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3 APPLICATIONS (OPERATIONAL) 3a Cups 3b Other applications 3c T-shirt 3d Vehicle 3e Signage
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VISUAL IDENTITY
1a THE FLYUP LOGO & THE SYMBOL The main identification elements of the visual identity are the FLYUP letterform and the four kite symbol. The logo always goes with the symbol. In some cases, the symbol can be used independently from the letterform. The relative proportion between the letterform and the symbol needs to remain consistent. While the symbol can be used without the FLYUP letterform, the letter can never be used without the symbol.
The logo
The symbol Corporate Identity | 5
1b LOGO DIMENSIONS Dimensions, positions and spaces between the symbol and the etterform must follow the guidelines below.
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1c THE EXCLUSION ZONE & MINIMUM SIZES The exclusion zone around the logo To ensure its integrity and visibility, the FLYUP logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clear space – full vertically size of ‘P’. Where possible, this minimum exclusion zone area should be increased to strengthen the impact of the logo. The minimum sizes The minimum size for the FLYUP logo is 25mm in width. The minimum size for the icon is 10mm in width.
25 mm
10 mm
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1d COLOURS The corporate colours A palette of two basic colours has been chosen for consistent usage in most applications. The logo should preferably be printed with the Pantone colours. The CMYK breakdown can be used for print while the RGB version should only be selected for digital applications.
PANTONE 3125 C C93 M0 Y22 K0
BLACK 70%
The secondary colours A secondary colour palette can be used as alternative or complementary design elements, charts, tables, diagrams. Use tints of 100%, 75%, 50% and 25%. Please use as few as colours you can to make your point effectively.
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PANTONE 116 C C0 M23 Y100 K0
PANTONE 396 C C16 M2 Y100 K0
PANTONE 151 C C0 M61 Y100 K0
PANTONE 2995 C C54 M0 Y7 K0
PANTONE 191 C C0 M91 Y46 K0
PANTONE 308 C C100 M58 Y33 K13
1e THE BLACK & WHITE & REVERSE LOGO The black and white logo There is one version of the black and white logo. The logo made up of a tint of 70% of black and 100% black. The reversals When necessary, the logo can be used reversed out of three solid backgrounds as the guidelines. The rectangular box around the logo is only a sample of a solid background. The logo should never be deďŹ ned by a rectangle or other shapes.
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1f DO’S & DON’TS The following examples demonstrate the correct and incorrect uses of the FLYUP logo. The rectangular versions indicate samples of solid backgrounds only. The logo should never be defined by a rectangle or other shapes.
DO’S
DON’TS
Dont’s distort the logo
Dont’s use the outline
Dont’s change the logo colours
Dont’s box the logo
Dont’s use drop shadow Don’t use the logo on an inappropriate background or unapproved colours Dont’s change the typefaces 10| Corporate Identity
1g TYPEFACES Using the appropriate typeface can breathe character into a brand and reinforce its positioning. Selecting a consistent typeface will unify our disparate communications. Two typefaces have been identified to represent the FLYUP brand. The corporate typography for headline of FLYUP headline is NewBaskerville Regular. Body copy is Gotham Book.
Gotham Book ABCDEFGKLMNOPQRSTUVWXYZ abcdefgklmnopqrstuvwxyz 1234567890
Gotham Book for body copy
Gotham Bold ABCDEFGKLMNOPQRSTUVWXYZ abcdefgklmnopqrstuvwxyz 1234567890 NewBaskerville Regular ABCDEFGKLMNOPQRSTUVWXYZ abcdefgklmnopqrstuvwxyz 1234567890
Gotham Bold for subheader
NewBaskerville Regular for headline and introductory paragraph
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APPLICATIONS (STATIONERY)
2a BUSINESS CARD 28 SIZE
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90mm (w) x 55mm (h) TYPOGRAPHY 1
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Name 9.5pt/13pt Gotham Book Designation 7.5pt/10pt Gotham Book
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LUCIA PHAN
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Managing Director
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T : 0123456789 E : luciaphan@gmail.com A : 3 Le Loi St., Ward 2, District1, Ho Chi Minh City
Address 7.5pt/10pt Gotham Book
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Center
Center
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2b LETTERHEAD Center SIZE
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210mm (w) x 297mm (h) TYPOGRAPHY 1
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Descriptor 9pt/11pt Gotham Book Address 8pt/10pt Gotham Book
FLYUP ORGANISATION T : 0123456789 E : flyup@gmail.com Add : 3 Le Loi St., Ward 2, District1, Ho Chi Minh City
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2c ENVELOPE SIZE 220mm (w) x 110mm (h)
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TYPOGRAPHY 1
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Designation 9pt/11pt Gotham Book Address 8pt/10pt Gotham Book FLYUP ORGANISATION
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T : 0123456789 E : flyup@gmail.com Add : 3 Le Loi St., Ward 2, District1, Ho Chi Minh City
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33.5
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2d NOTEBOOK SIZE 120mm (w) x 170mm (h)
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Center 66
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2e CD SCREEN & COVER SIZE CD Screen 120mm (w) x 120mm (h) CD Cover 130mm (w) x 130mm (h) TYPOGRAPHY 1
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Designation 9pt/11pt Gotham Book Address 8pt/10pt Gotham Book
Front
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FLYUP ORGANISATION
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T : 0123456789 E : flyup@gmail.com Add : 3 Le Loi St., Ward 2, District1, Ho Chi Minh City
Back
Inside
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2d OTHER STATIONERY
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APPLICATIONS (OPERATIONAL)
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3a CUPS There are six cups with six different colours you can apply. All colours are corporate colours and secondary colours. The secondary colours are only used in each specific event. Particularly, orange for children event, pink for women event and lime green for environment event and campaign.
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3b OTHER APPLICATIONS Umbrella Please place only one logo on the umbrella Raincoat Four kite symbol are used Paper bag Gray string Matt Lamination Organic bag Linen
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3c T-SHIRT Hat
Front
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Back
3d VEHICLE 1
SEDAN CAR View Using a half of four kite symbol on both sides of the car Recomended vehicle colour White
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BUS View Using a half of four kite symbol and the FLYUP logo on both sides of the bus
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Recomended vehicle colour White
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3e SIGNAGE 1
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Glass signage Using the primary logo
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Signage in the building Using the primary logo on the white background
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Directional sign Using the reverse logo and green background to be outstanding 2
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