01
Steer Brand Guidelines
BRAND GUIDELINES 2019
Steer Brand Guidelines
This brand manual has been designed as a part of the 7th Semster project “Brands of meaning� at Srishti Institute of Art, Design and Technology, Bengaluru, India by Ria Sharad Shah in 2019.
1
2
Steer Brand Guidelines
3
Steer Brand Guidelines
INSIDE THIS
4
Steer Brand Guidelines
S T R A T E G Y 05 Birth of Steer 06 Key Insights 08 What is Steer? 09 Brand Values 10 Archetype 15
I D E N T I T Y 19 Logo 21 Tagline 30 Typography 31
P I C T U R E 37 Color 39 Imagery 47 Illustration 51
A P P L I C A T I O N 53 Product 55 Collaborations 59 Corporate 63 Website 65 Advertising 67
M A P 69 Structure 72 Category 74 Google Interface 75 Bengaluru Map 77
5
Steer Brand Guidelines
THE BRAND
6
Steer Brand Guidelines
Steer was born from a simple thought of wanting to help someone who is not feeling like themselves lately and need someone to guide them. Essentially a friend you didn’t know you needed.
7
Steer Brand Guidelines
WHAT IS A MENTAL HEALTH DISORDER? The illness of the mind is known as mental disorder, this alters the way you think and behave. Basically when you feel and act strange but can’t understand why.
8
Steer Brand Guidelines
KEY INSIGHTS People are afraid to accept they suffer through mental illnesses. There is a fear of medication through psychiatry. Solutions need to come to them, than them going to a solution.
9
Steer Brand Guidelines
WHAT IS STEER? Steer is your guide that helps you get through all your moods, emotions, frustration tiredness or any other symptoms small or big , by providing unique solutions. We collaborate with other service providers who share the same passion and honesty as we do. So that we can bring the best to you.
10
Steer Brand Guidelines
BRAND VISION The society needs to be mentally healthier and empowered, and we aim to create that.
11
Steer Brand Guidelines
BRAND MISSION Strength to empower emotions and recover.
12
Steer Brand Guidelines
BRAND POSITION We understand that mental distress affects each person differently, and we are here to help them with solutions that are unique to that very individual.
13
Steer Brand Guidelines
BRAND CORE VALUES Unique and collaborated leaderships Consumer Empathy / Being Involved Exceptional Quality
14
Steer Brand Guidelines
TONE OF VOICE Any communication for steer needs to be Genuine, Empowering and Relatable. Make the audience feel as though they are understood and you are not a stranger. Helpful Caring Sympathetic
15
Steer Brand Guidelines
ARCHETYPE An archetype is defined as: “A primitive mental image inherited from the earliest human ancestors, and supposed to be present in the collective unconscious.” –– Carl Jung, Archetypes and the Collective Unconscious
16
Steer Brand Guidelines
SAGE ARCHETYPE Core desire: the discovery of truth Goal: to use intelligence and analysis to understand the world Greatest fear: being duped, misled; ignorance Strategy: seek out information and knowledge; become self-reflective and understand thinking processes Trap: can study issues forever and never act Gift: wisdom, intelligence
17
Steer Brand Guidelines
B R A N D C U LT U R E Sage archetype believes in spreading wisdom, seeking nothing but the truth and sharing knowledge. The main goal of a sage archetype brand is to use intelligence and analysis to understand the world. The brand culture is freedom of thought, conversation and problem solving.
18
Steer Brand Guidelines
USING THE ARCHETYPE Steer strives to research and use analysis to bring together the best options for its users and believes in problem solving through conversation as one of its key qualities. Hence while desinging any collaterals referring to the archetype is a must, to follow its brand values, tone of voice and design language.
19
Steer Brand Guidelines
V I S U A LTTH IH DEEE N T I T Y I DBERNATN I TDY VISUAL IDENTITY
20
Steer Brand Guidelines
The visual identity of steer has been carefully designed keeping it’s target audience and their headspace in mind, and therfore is simple and clean.
Steer Brand Guidelines
LOGO & NAME The origami fish is a symbol of happiness, well-being and freedom at the same time stands for the strength required to swim upstream. Steer means a guiding force, and stands for Strength to Empower Emotions and Recover. The logo and the word mark of steer are created to give a calm and positve look and feel to the brand. With an audience that needs the strength and clarity, the steer logo is the embodiment of the brand.
21
22
Steer Brand Guidelines
Steer Brand Guidelines
CLEAR SPACE To ensure that the logo has enough breathing space, legibility and prominence the clear space and minimum size needs to be maintained. 1. “x� height 2. Clear space 3. Minimum size
23
24
Steer Brand Guidelines
1.
2.
3.
Steer Brand Guidelines
SYMBOL The symbol can be used in place of the logo to make the design look minimal or when there are space constraints. 1. “x� height 2. Clear space 3. Minimum size
25
26
Steer Brand Guidelines
1.
2.
3.
27
Steer Brand Guidelines
INCORRECT USAGE Our logo is very important to us please and has been designed with care and understanding. Do not alter, tweak, or take any personal creative freedom that breaks the rules of this book.
Do not add any kinds of effects such as shadows, gradients, lighting etc.
Do not change the font, or typeface of the wordmark.
Do not angle it. It always needs to sit at 0 degrees.
Do not change the propotions of the text and logo.
Do not change the colors except to those mentioned in the book.
28
Steer Brand Guidelines
Steer Brand Guidelines
BLACK AND WHITE LOGO This logo must be used only if it is absolutely necessary.
29
30
LOGO AND TAGLINE The logo when accompanied with the tagline adds a greater impact, so if you want to recreate that continue keeping the clear space.
Steer Brand Guidelines
31
Steer Brand Guidelines
TYPOGRAPHY The typographic palette of fonts for steer are both clean and sharp. The typefamilies have been chosen for various reasons, however their geometric and simplistic letterforms have been the foremost reasons. Particulars about the typeface usage and specifications have been mentioned in the coming section, adherence is a must. All typefaces of the brand are available on “Google fonts�
1. Logo typeface. 2. Primary Typeface. 3. Secondary Typeface.
32
Steer Brand Guidelines
1.UNICA ONE Aa bb Cc Dd Ee Ff Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234556789!@#$%^&*()/\|<>;:, Unica One is a condensed unicase sans serif style. The geometric style and sharp letter endings make the typeface simple as well as clear and expresses the brand tone. Unica One is reserved and has to be used only for the logo of the brand.
33
Steer Brand Guidelines
2. MONRESERRAT Montserrat is a geometric sans-serif typeface, and is the primary typeface of Steer, and is used as the body text, headers and sub header by pairing with different weights. Kerning, Spacing and tracking plays a crucial look in image of the brand by giving it the clean and classy look. Call to action, headlines and sub headlines can have a generous amount of tracking if required. Body text can be in any style except thin, extra light, black and Extra bold as long as there is clarity and visibility.
Monreserrat Thin
Monreserrat Semi Bold
Monreserrat Extra Light
Monreserrat Bold
Monreserrat Light
Monreserrat Extra Bold
Monreserrat Regular
Monreserrat Black
Monreserrat Medium
34
Aa Aa
Steer Brand Guidelines
THIS IS A HEADLINE EXAMPLE. Monteserrat Bold, Semi-Bold,Black 200 pt tracking Suggested leading 2.5 times > font size ALL CAPS
This is a body text example. Monteserrat Regular, Light 0 pt tracking Suggested leading 2.5 times > font size Sentence Case
35
Steer Brand Guidelines
3 . QUAT T RO C E N TO The Quattrocento Roman typeface is a Classic, Elegant, Sober and Strong typeface. This is Steerâ&#x20AC;&#x2122;s secondary typeface to create a contrast from the Primary typeface. It is currently being used as the tagline typeface.
Quattrocento Regular Quattrocento Bold
Aa
TOWARDS YOU, FOR YOU. Quattrocento bold 300 pt tracking Suggested leading 2.5 times > font size ALL CAPS.
36
Steer Brand Guidelines
IS YOUR PATIENCE AS THIN AS THESE PALM T R E E S L AT E LY ? All of us get lost in all this hustle-bustle, but sometimes we can get lost in our own heads. It could be fun to say goodbye to those bottled up emotions and have directions for once. We can try together. Find Steer locations around you now.
visit www.steer.org. in.
CALL OUT
BODY
HEADER
37
Steer Brand Guidelines
V I S U A LT H I DEE N T I T Y PICTURE THE PICTURE
38
Steer Brand Guidelines
Our colors, imagery and illustration all birth from the same seed of a happy place and allows us to paint our brand.
Steer Brand Guidelines
COLOR Colors give the brand a sense of character and creates a mood, The color pallete of Steer is inspired from images that remind people of a happy place. Positive. Transformative. Calm. These colors are a part of Steer apart from Black and white which can be used as text and background for all designs.
39
40
Steer Brand Guidelines
PANTONE 1235 C PANTONE 1635 C
PANTONE 5523 C
PANTONE 551 C
PANTONE 7491 C
41
Steer Brand Guidelines
PRIMARY COLORS Our most important color is the mango yellow, which can be used as the background or text color for most designs as long as the visibility is maintained. Our next Primary color is the violet which is mainly used as the text color but can also be used for other purposes.
CMYK 0 32 95 0
CMYK 57 88 42 33
RGB 255 183 27
RGB 98 45 80
HEX #febd11
HEX #622d50
PANTONE 1235 C
PANTONE 551 C
42
Steer Brand Guidelines
SECONDARY COLORS Baby blue, Orange and Olive green are all secondary colors and can be used in variations with the Primary colors according to the mentioned guidelines. Shades darker or lighter of Primary and Secondary colors can be used for light and shadow.
CMYK 29 10 16 0
CMYK 3 66 99 0
CMYK 55 33 95 13
RGB 182 206 208
RGB 238 118 35
RGB 1122 133 60
HEX #b6ced0
HEX #ee7623
HEX #788536
PANTONE 164 C
PANTONE 7491 C
PANTONE 5523 C
Steer Brand Guidelines
COLOR USAGE The logo and word mark should always be in one color, Primarily prefered happy yellow or white. The stroke color of the fish should always be the same as the backround or white. The color combinations made should reflect the brand values and its core words.
43
44
Steer Brand Guidelines
PRIMARY
REVERSE
DARK
SECONDARY
45
Steer Brand Guidelines
INCORRECT USAGE Our colors must be used with utmost care and not be altered or tweaked beyond the guidelines allow.
There should not be more than one color in the fish,
Do not have more than one foreground color and one backround.
Secondary colors should not be used on each other as background and foreground.
Do not apply dark shades together.
46
Steer Brand Guidelines
Steer Brand Guidelines
IMAGERY Steer aims at creating a happy place in oneâ&#x20AC;&#x2122;s mind and allows a person to escape to that when they get overwhelmed. It is meant to reflect positivity and warmth. It can be elaborate or minimal based on the situation as long as it is comforting. The people in the imagery should not be in focus allowing our target audience to picture themselves.
47
48
STYLE If the imagery is set in outdoor spaces, then it is recommended to have a wide angle along with a human that makes the image relatable and captures the essence of the place or activity. If it is indoor imagery then it is recommended that you have close up shots that bring out the feel of the space or activity. The color scheme for the images needs to be warm.
Steer Brand Guidelines
Steer Brand Guidelines
49
50
Steer Brand Guidelines
Steer Brand Guidelines
ILLUSTRATION The illustrations for Steer are aligned with the brand imagery and color palette. The illustrations have been designed to make them look simple, minimalistic and not over powering, hence the style used is flat illustrations with flat colors.
51
52
Steer Brand Guidelines
53
Steer Brand Guidelines
APPLICATION
54
Steer Brand Guidelines
Steer aims to go beyond just one medium of making mental health solutions accessible. Therfore using the brand guidelines steer can expand into print, web or products.
55
Steer Brand Guidelines
Postcards
PRODUCTS Our products are all carefully thought according to mood and emotion of a person and attempt to have a small impact. Such as journals that help them express, postcards which could be sent, posters that remind them of a certain idea etc.
56
Steer Brand Guidelines
Posters
Journals
58
Steer Brand Guidelines
Bags
Mugs
59
Steer Brand Guidelines
COLLABORATIONS These applications are for places that steer partners with such as colleges, organizations, cafeâ&#x20AC;&#x2122;s etc. Objects such as badges/t-shirts are designed for volunteers.
Store front signs
60
Steer Brand Guidelines
Steer Brand Guidelines
Badges
T-shirts
61
62
Steer Brand Guidelines
Table top advertisment
Steer Brand Guidelines
CORPORATE IDENTITY This identity is for more of the business end of it and can be used while finalizing collaborations.
63
64
Steer Brand Guidelines
Steer Brand Guidelines
WEBSTITE Our website is a medium for people to find solutions at the same time, donate, volunteer and find out more about the brand.
65
66
Steer Brand Guidelines
Steer Brand Guidelines
ADVERTISING If advertising we maintain the feeling of a happy place and make it welcoming without the focus shifting from educating the audience.
67
68
Steer Brand Guidelines
69
Steer Brand Guidelines
STEER MAP
70
Steer Brand Guidelines
Research suggests that there are more ways than therapy and psychiatry to treat someone who is mentally ill. Steer brings together these solutions in a tangible format to various spaces through the Steer map.
Steer Brand Guidelines
HOW IT WORKS The steer map educates people about mental health, symptoms and the available solutions around them. The map will be availabe in various places like a college counsellor, cafe tables, hospitals, workshops, events etc. There are new issues every 2 months which allow people to get updated with different kinds of solutions around them. The map acts as guide for someone by fidning a solution that works best for them, with its integration with google maps it allows you to understand distance and description.
71
72
Steer Brand Guidelines
STRUCTURE AND STYLE The map is spread across an A2 sized sheet of paper that is printed on both sides, which folds into A6. Components include: Categories of Solutions Description of mental health and symptoms. Advertisments/Promotions The style needs to be simple and must follow the brand guidelines while the theme may differ according to city or content in each issue.
ICONS The icons should maintain the circular style and should be easily recognizable.
Steer Brand Guidelines
COLLABORATIONS Each organization, restaurant, hospital, community space etc. need to be well researched about and have to be genuine service providers before collaborating with Steer. Going to the collaborated spaces via Steer allows the audience to avail a free session or discount on their first order.
73
74
CATEGORIES There are 6 categories and these need to be mainted while reproducing it for any other city. Therapy & Counselling Hospitals & Addiction Hobbies & Activities Community & Togetherness Food & Nutrition Help & Volunteer
Steer Brand Guidelines
Steer Brand Guidelines
GOOGLE MAPS Each place on the map must be integrated with google maps along with a legend and description, which can be displayed through a QR code.
75
76
Steer Brand Guidelines
Steer Brand Guidelines
77
78
Steer Brand Guidelines
Steer Brand Guidelines
79
80
Steer Brand Guidelines
Steer Brand Guidelines
81
82
Steer Brand Guidelines
find your happy place.
Steer Brand Guidelines
83
