Brand and Visual Identity Guide
T H E S EA RCH I S O VER
Th e In vest i n Il oil o brand and visual ident it y is for ex cl us i ve u s e o f th e I lo i lo P ro vi n c i al Go ver nment and it s par t ners. No copy rig ht is be i n g clai me d u n le s s o th er wi se appl ied by t he I l oil o Provincial G over nment un de r le g ally au th o ri z e d i n stru m en tali ti es. P ro du c ed f o r: LOCAL ECONOMIC DEVELOPMENT AND INVESTMENT PROMOTION CENTER P ro vi n c i al Trade, I nvest ment and Cooperat ive Devel opm e n t Of f i ce Ilo i lo P ro v i n c i al G over nment G/F C asa R eal de I l oil o, I l oil o Cit y 5000 R epu bli c o f th e Phil ippines
R AYA D G RAPHI CS DESI GN SERVI CES Desi gn ed by Ray Adrian Macalalag Em ai l: rayad.macal al ag @g mail .com Websi te: www.il ong g oeng ineer.com/ray addesig n
O ri gi n al P u blicat ion: July 2 0 2 1
Brand and Visual Identity Guide
TAB L E OF C ONTENT S
1 2 3
B A C K G R OU N D I l o i l o P r o v i n c e i s a pl ac e o f di s c o v e r y o f o ppo r tu n i ti e s . Th i s i s th e c o r e o f th e wh o l e br an d c am pai g n . D ES I G N I N G T HE L OG O D e s pi te i ts s i m pl i c i ty, th e l o g o h as g o n e a l o n g way f r o m i ts r e al i z ati o n . Th an k s to th e dy n am i c c o l l abo r ati o n o f th e c l i e n t an d th e de s i g n e r. B R A N D S TA N D A R D S A n y k i n d o f s u c c e s s i n a c am pai g n i s e n s h r i n e d wi th c o n s i s te n c y o f th e de s i g n to e n s u r e o n e i de n ti ty ac r o s s an y pl atf o r m . • • • • •
4
L o g o U s ag e S tan dar d C o l o r s Ty po g r aph y D i g i tal S am pl e s P r i n t S am pl e s
W HAT N OT T O D O W h i l e th e g u i de m o s tl y c o v e r s wh at to do , th i s s e c ti o n i s a r u n do wn o f wh at n o t to do .
B A CK GRO U
UN D P GA A C R E ATI VE S
Il o il o is a province of th e Phil ippines, located in t h e c en t er o f t he P hilippine archipela g o. T h e pro v inc e comprises the s out h ea s t er n par t o f Panay Island wit h is la n d pro v inc e of Gu imaras j us t a c r os s it s co a s t. T he capital c it y of t h e pro v inc e of Iloilo is the Cit y of Iloilo, w hich is also one of th e ma jor ur b a n ce nt e r s in the Philippines .
W HAT THE PROVINC E H AS Highl ighted in its webs it e, t h e pro v inc e shares pride in it s h er it a g e,
n a t ur a l r es o u r c e s , g as tr o n o m y, t our is m, pe o pl e an d h i s to r y. Th i s b ec a me in te r g r al i n de te r m i n i n g th e b r a n d f or I n v e s t i n I l o i l o . T h e f es t iv e v i be o f th e pr o v i n c e ea r n ed it s ti tl e as th e “ P r o v i n c e o f F es t iv a ls ” m u c h k n o wn f o r th e wo r l dr en ow n ed D i n ag y an g Fe s ti v al tak i n g p la c e ev er y Jan u ar y. A l m o s t e v e r y mun ic ip a li ty h as at l e as t o n e f e s ti v al a d d in g c o l o r to I l o i l o ’s c al e n dar w eek a f t er we e k . T h is c on n e c ts to to u r i s m ac ti v i ti e s w h ic h a t t rac ts l o c al , do m e s ti c an d
ALMOST E VE RY MUNICIPALIT Y HAS AT LE AST ONE FE ST IVAL ADDING COLOR T O ILOILO’S CALE NDAR W E EK AFT E R W E E K.
ev en in t er n a t ion a l v is it or s w h o w a n t t o exp er ien c e w h a t Iloilo h as to of f er. M a g n if ic en t s it es s uc h a s se v er a l c en t ur y-old c h ur c h es t h a t su r v iv ed t h e t es t of t ime. T h is is co mp lemen t ed b y n a t ur a l f ea t ur es su c h a s t h e lus h w ood la n d of Buc ar i in Sa n M ig uel a n d t h e p r is t in e b l u e w a t er s of s ev er a l is la n d s a d or n in g th e n or t h er n t ip of t h e p r ov in c e s u c h as t h e Gig a n t es a n d Sic og on .
THE PRO J E C T T h e p r ov in c ia l g ov er n men t of Iloi l o so ug h t f or t h e a s s is t a n c e of R a ya d Des ig n t o c ome up w it h a b r a n d th a t w ill h ig h lig h t t h e s t r en g t h s of Ilo ilo a s a n in v es t men t d es t in a t ion . T h e Loc a l Ec on omic Dev elop men t
an d I n v e s tm e n t P r o m o ti o n C e n te r o f th e P r o v i n c i al Tr ade , I n v e s tm e n t an d C o o pe r ati v e D e v e l o pm e n t O f f i c e pr o v i de d i n pu ts o n th e e x pe c te d br an d l as t Fe br u ar y 1 9 , 2 0 2 1 . Th e f o l l o wi n g pag e s wi l l i l l u s tr ate th e o v e r al l s tan dar d v i s u al i de n ti ty o f th e I n v e s t i n I l o i l o C am pai g n . Th i s s e r v e s as a g u i de bo o k o f wh at to do an d wh a i s n o t de s i r e d as th e br an d i s pr e s e n te d e i th e r wi th i n th e o r g an i z ati o n o r th e par tn e r s wh o th e y wo r k wi th . I t i s r e m i n de d th at n o l o g o o r br an d i de n ti ty c ar r y i n g th e n am e o f I n v e s t i n I l o i l o , i n c o n n e c ti o n wi th th e c am pai g n , m ay be c r e ate d wi th o u t du e c o m pl i an c e o f th e s tan dar e s s e t o u t i n th i s g u i de .
M E E T I N G V I A ZOOM
I N - P E R SON M E E T I N G AT I L OI L O P R OV I N CI A L C A P I TO L
D ESI G N
VIBR ANT COLOR S SHOW T HE ILONGG O COMPE T IT IVE NE SS AND E NT HUSIASM.
Any l o g o can be simple a n d ea s y yet t he re is an extent of sop h is t ic a t ion in t he st o r y behind it. T he f in a l out p ut w as achieved after thre e r ev is ion s t o e nsure that the brand c ommun ic a t es a cl e ar message. T he log o n eed s t o b e pract ical. It needs to b e in c lus iv e. It ne e ds to be straightfor w a r d .
I NG THE LOGO
E V OL U T I ON OF P R OP OSA L S
T H E C ON C EP T T h e c o n c e pt o f th e l o g o i s a s i m pl e g e o m e tr i c al bi n o c u l ar f ig ure e n s h r i n e d i n th e wo r d, “ I L O I L O ” . T h e c o l o r s s h o w th e di v e r s i ty o f i n du s tr i e s an d th e I l o n g g o s . V ib r an t c o l o r s s h o w th e I l o n g g o c o m pe ti ti v e n e s s an d en t h u s i as m . Th e bi n o c u l ar s f o r m e d by th e two O ’s ar e yello w to pay tr i bu te to th e pe r i o d wh e n th e br an d was es t a bl i s h e d. Ye l l o w i s o n e o f th e c o l o r s o f th e y e ar 2 0 2 1 w h ic h s y m bo l i z e h o pe an d r e c o v e r y.
W I K I M E D I A CO M M O N S
BRAND STA ND A
RDS
I N ALL COR R E SPONDE NCE AND D OCUME NT S, T HE OR IGINAL V ER SION W ILL BE USE D.
Th i s s e c ti o n o u tl i n es th e pr o pe r u s ag e of th e br an d. A s a r u l e o f th u m b, al l c o l l ate r al s i n r e l ati o n to th e I n v est i n I l o i l o C am pai g n s h o u l d be ar th e e l e m e n ts as s h o wn . T HE L OG O A l l c o l l ate r al s s h o u l d be ar th e l o g o . Th e l o g o c o n s i s t o f th e r e c ta n g u l ar bo x l ai d wi th th e wo rds, “ I n v e s t i n ” at th e to p an d “ P h i l i ppi n e s ” a t th e bo tto m . A t th e c e nter s h al l be th e s ty l i z ed wo r dm ar k o f I l o i l o w i th th e te l e s c o pe f e atu res f o r th e O ’s .
ORI G I NAL
OR I GI N A L F L AT
OUT L I NE
M ON OT ON E GR A D I E N T
T h e log o h a s f our d if f er en t v a r ia n ts – o r i g i n al wi th f u l l c o l o r g r adi e n t, f u l l c o l o r fla t a lt er n a t iv e, out lin e, a n d mon o to n e g r adi e n t wi th bl ac k an d wh i te v e r s i o n s . 1. F or t h e o r i g i na l, it ma y b e u s e d i n di g i tal f o r m ats wh e r e th e r e ar e n o limit a t ion s in c olor. It ma y a l s o be u s e d i n pr i n t f o r m ats pr o v i de d s u c h as i n d ig it a l p r in t in g in c lud in g s ub l i m ati o n pr i n ti n g . 2. M ea n w h ile, t h e o r i g i na l flat al te r n ati v e m ay be u s e d i n s i tu ati o n s wh e r e g r a d ien t s a r e n ot p er mis s ib le bu t f u l l c o l o r s c an be u s e d. Th i s i n c l u de s s i l k
X
screen printing f or f a b r ic s , sticker decals, d iec ut s t ic k er s and embroider y. 3. T he out line ma y b e us ed in creative digita l c olla t er a ls as well as in m on ot on e s ilk screen printing f or f a b r ic s , sticker decals, d iec ut s t ic k er s and embroider y. 4. Lastly, the mono t o ne gr adient s m a y a ls o b e u sed in creative d ig it a l collaterals. T h es e a r e
X = CL E A R ZON E
r ec om m e n de d to be u s e d a s wate r m ar k s i n i m ag e s as w ell as do c u m e n ts . O th e r p ur p o s e s de e m e d u s e f u l an d ef f ic i e n t m ay al s o m ak e u s e of t h i s v ar i an t. T h e log o s h o u l d al s o h av e a c lea r zon e bas e d o n th e di ag r am a s s h ow n abo v e . Th e c l e ar z o n e is eq uiv a l e n t to th e di am e te r o f t h e let t er “ O ” i n th e wo r dm ar k o f Iloilo. T h e c l e ar z o n e appl i e s to a ll s id es o f th e l o g o .
Th e u s e r o f th e br an d i s r e m i n ded to be m i n df u l o f th e po s i ti o n , s i z e an d c o l o r s be i n g u s e d i n th e l o g o . S pati al c o n s i de r ati o n s m ay n o t be pe r f e c te d bu t a r o u g h e s ti m ate s i m i l ar to th e m i n i m u m c l e ar z o n e m u s t be o bs e r v e d. The appr o pr i ate n e s s o f th e v ar i an t to be u s e d m ay al s o de pe n d o n th e u s e r. H o we v e r, i n al l c o r r e s po n de n c e an d do c u m e n ts, th e o r i g i n al v e r s i o n wi l l be u s e d . Fo r m o n o to n e pr i n te r s , th e o u tl i n e v e r s i o n i s pr e f e r abl e .
PANAY BUKIDNON RED CM YK 0% – 9 9 % – 9 8 % – 0 % R GB 237 – 2 8 – 3 6 HSL 358° – 8 8 % – 9 3 % HEX #ED1 C 2 4 THE COLORS To be consistent with t he colors across v arious platfor ms an d m e dia, the followin g st andards are being se t . T he colors take inspiration of the co lor s na t ive to the eyes o f a n Ilonggo and are na med accordingly in Hil i gaynon.
KATULUNDAN ORANGE CMYK 0% – 50% – 98% – 0% RGB 247 – 148 – 30 HSL 33° – 88% – 97% H E X # F7 9 4 1 E
PAGLAUM YELLOW C MY K 2 % – 9 % – 9 7 % – 0% R G B 2 5 5 – 2 2 2 – 23 HS L 5 1 ° – 9 1 % – 1 0 0% HE X # FFD E1 7
BUCARI GREEN CM YK 83 % – 7 % – 9 5 % – 0 % R GB 0 – 1 6 6 – 8 1 HSL 149° – 1 0 0 % – 6 5 % HEX #00A 6 5 1
GIGANTES BLUE CMYK 85% – 50% – 0% – 0% RGB 28 – 117 – 188 HSL 207° – 85% – 74% HEX #1C75BC
TH E TYPE The brand will utilize F ut ur a and H elvetica fon t fam il ie s depending on t he appropriateness an d pract icality of use. All t it les shal l be in Futu ra while F ut ur a or H elvetica may b e use d as body text. For f or ma l do cum ents, body text s h ould use He lvetica to ensu re c la r it y o f e a ch character. In ca ses when both fon t s are no t available, the s a me spe cific ations will be u s ed b ut ut il iz ing Arial or any av a ila b le Sans Serif type.
Futura
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
TITLE
B o l d, 3 0 pt, c api tal i z e d
SUBTITLE
R e g u l ar, 1 8 pt, c api tal i z e d, 2 0 0 tr ac k i n g
Heading 1 Heading 2 B o dy Tex t
B o l d, 1 8 pt, ti tl e c as e
B o l d I tal i c s , 1 4 pt, ti tl e c as e
R e g u l ar, 1 1 pt, 1 0 0 tr ac k i n g ( e x pan de d by 0 .2 pts )
Helvetica ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
TITLE
B old, 30pt , capit aliz ed
SUBTITLE
Heading 1 Heading 2 Bo d y Text
Regular, 18pt , capit aliz ed , 2 0 0 t r a c k i n g
Bold, 18pt , t it le cas e
Bo ld I t alics , 14pt , t it le cas e
Re gu lar, 11pt , 100 t r ack ing ( ex pand e d b y 0 . 2 p t s )
DIGITAL SAMPLES
Pr es en t ati o n ( i n M S P o we r po i n t)
f ac ebook.com/InvestinIloiloPH
“Ximet landit ent int et officiate sequamet volenihit que aut et hilia ipsapero et, aboressit quid qui conseque landi non rerum sequos dolupta volupta num quatem.” Name of Person
Position / Designation / Context
Social Med ia Pos t ( St a n d a r d )
f ac ebook.com/InvestinIloiloPH
“Ximet landit ent int et officiate sequamet volenihit que aut et hilia ipsapero et, aboressit quid qui conseque landi non rerum sequos dolupta volupta num quatem.” Name of Person
Position / Designation / Context
Social M ed ia Pos t ( Blue)
Fac e bo o k Fr am e
DIGITAL SAMPLES
fa c e b ook.c om / Inve sti nIloi loPH
f ac e book.c om/In ve s t i n Il oi l oPH
facebook.com/InvestinIloiloPH
C o l o r ful Social Medi a Pos t
fa ceb ook.com/ I nv e s t i nI loi loPH
f a c e b o o k .c o m /I n v e st i n I l o i l o P H
f a c e b o o k .c o m /I n v e stinI l oil oP H
f a ce b ook. com/ I nv e s t i nI loi loPH
Simple S oc ia l M ed ia Pos t
P R INT SAMPLES
Ca llin g Ca r d Republic of the Philippines Province of Iloilo Republic of the Philippines LOCAL ECONOMIC DEVELOPMENT of IloiloPROMOTION CENTER AND Province INVESTMENT LOCAL ECONOMIC DEVELOPMENT G/F, Casa Real De Iloilo, City 5000 Philippines Republic of theIloilo Philippines AND INVESTMENT CENTER Province of IloiloPROMOTION www.iloilo.gov.ph @InvestinIloiloPH G/F, Casa RealECONOMIC De Iloilo, Iloilo City 5000 Philippines LOCAL DEVELOPMENT
AND INVESTMENT PROMOTION CENTER www.iloilo.gov.ph @InvestinIloiloPH G/F, Casa Real De Iloilo, Iloilo City 5000 Philippines
JUAN @InvestinIloiloPH C. DELA CRUZ JUAN C. DELA CRUZ Development Management Officer II +63 33 335 5028 / 337 0774 930 123 4567 / +63 977 123 4567 JUAN C.+63DELA CRUZ www.iloilo.gov.ph
Development Management Officer II
+63 33 335 emailhere@iloilo.gov.ph Management II 977 123 4567 +63 33 5028 335 5028 / 337Development 0774 +63 930 123Officer 4567 / +63 +63 33 335 5028 +63 33 335 5028 / 337 0774 +63 33 335 5028
emailhere@iloilo.gov.ph +63 930 123 4567 / +63 977 123 4567 emailhere@iloilo.gov.ph
A ppar e l
P o r tf o l i o Fo l de r
TION CENTER
Republic of the Philippines Province of Iloilo Provincial Trade, Investment and Cooperative Development Office LOCAL ECONOMIC DEVELOPMENT AND INVESTMENT PROMOTION CENTER G/F, Casa Real De Iloilo, Iloilo City 5000 Philippines www.iloilo.gov.ph
iloiloinvest@iloilo.gov.ph
@InvestinIloiloPH
(+63 33) 335 5028 / 337 0774 / 328 7981
W H AT TO DO
O
D O N ’ T di s to r t th e l o g o
NOT No w t h at we have cov er ed a ll t h e t hings that should be d on e, t h is se ct io n lists down what s h ould n ot b e do ne . The Inv est in Iloilo in its elf s er v es a s a brand of simplicity an d c ommit men t . It sho w s potential invest or s t h a t Iloilo m e ans serious bu siness op p or t un it ies . As such , the brand elem en t s s h ould al w a ys be kept intact. An y f or m of de v iat ion gives a wron g mes s a g e. T h is co ul d negatively impac t t h e c a mp a ig n .
D O N ’ T i m pr o v i s e th e l o g o
INVEST IN
INVEST IN
PHILIPPINES
PHILIPPINES
ILOILO ILOILO D O N ’ T pl ac e o th e r l o g o s wi th i n th e l o g o
TH E I NV ES T I N I L O I L O I N IT S ELF S ERV E S A S A B RA N D OF S IM PL I C I TY A N D CO M M I T M E NT.
WHER E EL SE BU T IL OI L O