This is a simple style guide for the renew visual brand. Please have a read and you’ll see that there are a few basic rules to follow – the rest is up to you.
Our Logo/ On the next page is our logo which we’ve named the ‘petal’. The symbol contains the logotype and these combine to create a timeless elegant identity that embodies the renew brand. This is the primary version with a dramatic colour graduation. Please handle with care.
This is our logo. Please use this version on all materials. However we do know that is not always possible so there are a few other versions for those instances. The logo works well on flat dark and light colours.
As you can see here. The logo loves white and also all that space. Remember not to crowd it and let it breathe.
In certain cases the logo will need to appear in black and white and as such there is a reversed version for dark backgrounds.
And here is the mono black version.
And finally there is an outline version of the logo to be used occasionally.
The logo feels directional and we like to suggest this by its position. Try top right or bottom left and centred when alone.
Don’t let the background colour interfere with the logo.
Don’t let background graphics and colour interfere with the logo.
Don’t flip the logo or use it without the logotype unless specified.
Don’t crop the logo or have it too close to the edge of the screen or page.
You can use the outline version of the logo without the renew type to create graphic patterns. Keep these simple, graphic, dynamic and sophisticated.
Colour/ Colour is important to us. Keep it simple and understated, but with some bright accents to bring things to life. Our palette uses a sophisticated purple, blue and gray with sparks of pink and vibrant green. It feels strong, engaging, modern but also warm and approachable. Use the palette subtly and with sophistication.
Primary Palette renew Purple R41 G32 B75 renew Deep Blue R07 G34 B59 renew Pale Purple R169 G131 B171 renew Dove Gray R184 G187 B194 Accent Palette renew Pink R255 G46 B117 renew Green R0 G163 B18
green is our accent colour used to pull out titles add moments of vibrany to our brand.
pink is our accent colour used to pull out titles add moments of vibrany to our brand.
Typeface/ Our typeface is Typ1451. It’s modern, but approachable too. Use the different weights to give structure to copy and layout. Give it space, use it small or large, but do use it. We also use Helvetica to support Typ1451. Use this when writing emails, letters or for lots of text.
Typ1451 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Typ1451 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Typ1451 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()
Tone of Voice/ The way we speak in our communications is important. It needs to feel intelligent, warm, approachable, engaging and above all easy to understand. Use ten words instead of twenty. Use plain English, even when dealing with complex ideas or technology. Consistency of voice is also important whether it is an email, letter, report, website or advertising campaign.
Simple. Concise. Clear. Intelligent. Human. Honest.
Image/ We like images that have warmth and humanity and that are beautiful and compelling. We like to see people and images that ground you in real life in an artistic way. We like images that speak to the environment without necessarily using the typical examples. Make the most of images and elevate their strengths by cropping them. Let them breathe and don’t bury them under lots of graphics and text.
Screen/ The screen is an important communication platform for renew and will be pivotal in bringing the brand alive. The following page shows a simple grid showing the key areas for sponsored content. Within this area the content needs to be designed according to the sponsor brand. Even so, the design values that renew has must be maintained. So typography needs to be sophisticated, considered and well laid out. Content needs to be concise, simple and clear. The renew logo needs to appear at all times as a 70% opacity bug in the top corner of the screen.
Sponsor logo
Title + Main Content Area Need to follow the sponsor brand.
renew bug
Barbican Film
barbican
Bitesize content. Sophisticated typography.
Casino Royale 16 – 30 Nov 2006 More Info Call to Action
For bookings:
barbican.org.uk/film
Screen/ Additionally the renew brand will appear between content to brand the ‘channel’. These will be seen as mini ‘idents’ much like those seen on terrestrial and cable TV. These are dynamic and bring the logo to life in motion.
Thank you.