Zing project identity manual by Ravit Bennier

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Identity Manual

Identity

The Zing Identity The identity consists of the Zing brand logo and all applications. The mark showcases the Zing brand dynamism and unconventional voice by using different colors for the mark. Using all colors for the mark interchangeably, the identity is always in active motion. The Zing palette of yellow, orange, magenta, green and cyan is to be used interchangeably within all the branding applications. No one color should be used to identify any one product. Each product needs to use all of the secondary colors from the primary palette, with equal balance. This concept of movement and change should be embraced and reflected in all The Zingâ&#x20AC;&#x2122;s branding applications.

Clear space Bleed To ensure its integrity and visibility, The Zing logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace—a space equal in size to a quarter of the ‘x’ height of the logo, as shown above. In cases where it is more visually appealing and advantageous to bleed the logo, bleed it only in the greyed areas of the splashes and 15% of the “G”, or 25% of the “Z” in The Zing mark, as shown at upper left.

CLEARSPACE

1/4 x

x x

1/4 x

BLEED

Identity

States The Zing mark has two states. These states reflect the constant movement and dynamism of the Zing. One is more simplified than the other, in case of using the small version of the mark. All states can be used interchangeably across all applications, the packaging labels, the merchandise, ads etc...

Color The coloration of The Zing Energy Brand logo is an essential element in setting a recognizable tone and look for the identity. Consistent use of color enhances the strength of the identity. The primary colors for The Zing logo are Zing Magenta, Orange, Green, Cyan, and yellow. All five color variations are to be used interchangeably. Using color variation reinforces the activist, creative and eclectic nature of the identity.

Zing Yellow Pantone® 3945 C CMYK 8/1/100/0 RGB 243/232/0

Zing Orange Pantone® 143 C CMYK 4/34/93/0 RGB 242/175/50

Zing Magenta Pantone® 213 C CMYK 2/98/24/0 RGB 232/30/117

Zing Green Pantone® 360 C CMYK 61/0/100/0 RGB 110/190/68

Zing Cyan Pantone® 2985 C CMYK 58/2/4/0 RGB 85/197/233

Identity

Color: alternate When the primary colors cannot be used, Zing logo can be black or reversed to white.

Zing Black Pantone速 4 C CMYK 0/0/0/100 RGB 28/22/1

Zing White CMYK 0/0/0/0 RGB 255/255/255

Color: on background The preferred background color is black. The Zing logo should always be contrasted when used on color backgrounds. Texture may also be used as a background color. When texture is used, the Zing logos should be used in their primary colors, as shown at lower left. The textures that can be used are usually metal of con creed textures, and there will be no more than a two color range on the texture.

Logo on a texture, only primary colors can be used.

Logo on a black background, other color from the Zing palette can be used.

Identity

A texture may also be used on the mark, only in a case of a black background or a solid Zing primary color. The texture can not have high contrast and the colors must be two shades to the same tone.

Logo with texture on a black background.

Logo with texture on a Zing primary color.

Color: Don’ts The Zing logo should always be seen clearly and dramatically. When using the logo on texture, always make sure that it is clear enough on any competing texture and stands out from the background color.

Don’t place the Zing logo on the similar color texture.

Don’t use texture on both background and logo.

Don’t place the Zing logo on a high contrasted texture.

Identity

Don’t place the Zing logo on any Zing pattern.

Don’t place the Zing logo on a colored photography.

Don’t use any other texture but concrete or metal as a background.

Identity as texture The Zing mark can be used as a textural graphic element to add visual interest and richness on communications materials. When using the mark as a textural device, it must always be supported by a Zing logo, either on a package label or by it self.

The mark can be tinted or layered on top of imagery, but the proportions have to be at least as high as 1:2 for logo dimensions. Refer to The Zing color palette for appropriate colors, as listed on pages 6, 16-19.

Don’t use the identity as a texture, if it’s smaller than twice the size of the actual mark.

Don’t use the identity as a texture, if both mark and background have texture.

Identity

Identity as texture Dont’s

Identity

Visual System The Zing Brand visual system is designed to be dynamic and flexible. This section will explain the use of color, typography, image style and graphic elements when applying mark to various applications. The flexibility of the system requires careful treatment and attention for all graphic elements. The use of these guidelines will assure that the visual system will reinforce and strengthen our identity.

Color Palette The Zing palette consists of a primary, secondary and supportive color palette. The secondary palette consists of the entire range of tints that originate from the primary colors. The lighter tints were created by screening the primary colors, and the darker tints were created by adding black to the primary colors. The tints specified in the secondary palette are samples of this range of tints. The consistent use of these colors will create recognition and strengthen the identity. The Zing brand colors are often shown on a dark background to consist the style, therefor they are presented here in the same way.

Identity

Secondary

Primary M7

Secondary

S10

Y10

O10

M10

G10

C10

Y11

O11

M11

G11

C11

S11

S12

S13

S14

Supportive

Color palette chart

Pantone®

7485 C

7499 C

705 C

7485 C

656 C

1/0/11/2

1/4/11/0

0/11/2/0

7/0/11/0

7/0/0/0

254/252/231

250/241/224

247/230/233

238/245/230

237/247/253

Pantone®

7499 C

7506 C

705 C

7485 C

7457 C

1/1/22/0

1/9/23/0

1/22/5/0

14/0/23/0

14/0/1/0

251/248/210

245/230/198

238/207/215

223/236/206

221/239/250

Pantone®

600 C

7506 C

203 C

7485 C

635 C

2/1/39/0

2/16/42/0

1/61/13/0

25/0/42/0

26/0/1/0

249/244/177

239/213/160

215/131/161

201/223/172

196/228/248

Pantone®

100 C

1345 C

204 C

359 C

2905 C

4/1/60/0

3/24/64/0

1/61/13/0

39/0/64/0

40/0/1/0

247/240/138

232/194/118

215/131/161

176/208/135

167/215/244

Pantone®

101 C

143 C

1915 C

367 C

2985 C

4/1/80/0

4/32/85/0

1/81/17/0

52/0/85/0

53/0/1/0

247/237/96

226/177/77

206/89/136

153/196/98

140/204/240

Pantone®

3945 C

143 C

213 C

360 C

2985 C

4/1/94/0

4/37/99/0

1/95/20/0

61/0/100/0

62/0/1/0

247/236/63

222/166/51

201/47/121

138/189/80

120/197/239

Identity

Pantone®

611 C

1245 C

7424 C

7489 C

631 C

19/15/95/0

18/47/99/0

16/96/32/0

67/15/100/0

67/15/16/0

209/196/68

193/143/56

178/79/110

123/164/177

111/169/196

Pantone®

619 C

730 C

7433 C

364 C

5483 C

39/36/96/0

38/60/99/0

37/97/49/0

75/36/100/0

76/36/37/0

163/150/69

156/116/60

147/52/97

103/134/74

96/136/149

Pantone®

871 C

7505 C

216 C

5753 C

5405 C

60/58/97/0

60/74/99/0

59/98/67/0

84/58/100/0

84/58/59/0

123/112/67

120/92/62

117/54/84

86/103/69

81/106/111

Y10

O10

M10

G10

C10

Pantone®

7532 C

7518 C

504 C

350 C

5477 C

78/77/98/0

78/86/99/0

77/99/82/0

91/77/100/0

91/77/77/0

93/86/65

92/74/62

91/56/72

72/84/65

70/84/84

Y11

O11

M11

G11

C11

Pantone®

7533 C

438 C

5185 C

446 C

89/88/99/0

89/93/99/0

88/99/91/0

95/88/100/0

96/88/88/0

75/71/62

75/65/61

75/57/65

64/71/62

63/71/71

Y11

O11

M11

G11

C11

Pantone®

7541 C

11 C

black C

0/0/0/10

0/0/0/30

0/0/0/55

0/0/0/85

0/0/0/100

35/31/32

188/189/192

138/140/142

77/77/79

35/31/32

Typography The Zing typography consists of Three typefaces: Univers LT STD, Avenir, and Silon. All typefaces come in a variety of weights and offer flexibility of use. Commitment to these typefaces will create a consistent and strong identity. The Univers LT STD will be used for packaging, merchandise, and any industrial application using the Zing mark. The Avenir will be used for body copy, forms, and official applications. The Silon will be used for editorials headers, brochures and other display headers.

Silom Pro Regular Avenir

Avenir 35 Light Avenir 35 Light Oblique Avenir 45 Book Avenir 55 Roman Avenir 45 Book Oblique Avenir 55 Oblique Avenir 65 Medium Avenir 65 Medium Oblique Avenir 85 Heavy Avenir 85 Heavy Oblique Univers LT Std

Univers LT Std 45 light Univers LT Std 45 Light Oblique Univers LT Std 55 Roman Univers LT Std 55 Oblique Univers LT Std 65 Bold Univers LT Std 65 Bold Oblique Univers LT Std 75 Black Univers LT Std 75 Black Oblique Univers LT Std 85 Extra Black Univers LT Std 85 Extra Black Oblique Univers LT Std 53 Extended Univers LT Std 53 Extended Oblique Univers LT Std 63 Bold Extended

Visual System

Silom

Identity

Application The Zing identity comes to life on the materials we use to communicate. These include Packaging, ads, marketing materials and other media. Correct and consistent use of the visual system will be the determining factor for a successful identity. This section provides sample layouts and mechanicals that illustrate how all of the visual elements come together to create a distinct Zing identity.

Packaging: Identity Color All Energy Tea Products should be identified with the Zing Green color, and possibly its secondaries, as shown below.

All Energy Drink Products should be identified with the Zing orange color, and its secondaries, as shown below.

Application

All Energy Candy Products should be identified with the magenta pink color, and possibly itâ&#x20AC;&#x2122;s secondaries, as shown below.

All other Zing merchandise, labels and ads should be identified with the Zing cyan color, and possibly itâ&#x20AC;&#x2122;s secondaries, as shown below.