Branding Guidelines Rob Green
This Booklet will show the basic elements that create our brand. Contents 03
Logo Logo variations
Logo.
Where to use | Guidelines. 08
colour.
Colour schemes | Swatches | Application.
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Typography. Font | size.
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Horizontal
Stock
Style guide.
Brand design style | Graphics.
No text
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Vertical
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How our logos can be used.
Examples.
Horizontal
Horizontal is good for when you need to save space horizontally for example I used it in this book so I have space for more text above it. Also good for use on banners where you are limited for vertical space.
Vertical
Much like Horizontal, Vertical can be used when you’re limited for space, often used in side banners of pages etc. Good for posters and shirts etc. if you want to print the logo large on the page.
No LogoType
Within the interior of the cafe, you will find the Maori icon, without the logotype. No logotype is needed when in store, for example on the menu, you already know where you are and a logo without text can have a bigger impact. This can be used anywhere inside the cafe.
Vertical
These are some examples of how we have used our logos in the past to give you an idea of how to use them properly. For info about how colours can be used with this see the colour section.
No Text
Stock
Stock is good for general use when you aren’t limited for space at all for example we used it on the cover of this book because we weren’t limited for space at all. Horizontal
Stock 6
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colour.
Other colour schemes and swatches.
Colour schemes.
Other colour schemes.
We have two main colour schemes for our brand. White background, black graphics and text with a blue accent to make things stand out. The other is a black background with white text and graphics and an orange accent. See the swatches section for the exact colours.
White and blue.
This is the colour scheme I am using for this booklet. White background, black text and a blue accent colour. This is generally clearer and easier on the eyes. Good for things like menus where the information has to be easy to read. If something contains a large body of text you should, as a rule of thumb, use this colour scheme however there are no strict rules to this, as long as you use one or the other. My partner used the black and orange colour scheme because we wanted our books to be easily distinguishable.
We also have some other colour schemes for individual products in our cafe. They will all have black as a main colour with white to make text and graphics stand out, however they all have different accent colours to make them all distinguishable and colour coded. These are all the swatches we use for different categories.
Swatches.
Standard blue
Standard Orange
Milkshake
Fruit juice
Coffee
Tea
Water
Smoothie
Hot food
Snacks
Black and orange.
This is the colour scheme my partner, Bart is using for his booklet about the packaging for this brand. Black background, white text and an orange accent colour. This is the exact opposite of the colour scheme in this booklet, almost like all the colours have been inverted entirely, this helps with distinguishing from one product to another. This colour scheme is ideal for use on graphics that don’t include large bodies of text, It looks more appealing to the eye however it can be a slight strain reading a lot of text in these colours.
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application. Examples.
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Typography.
Size and kerning.
Fonts.
Main titles.
Main titles.
Sample.
Sample.
Other titles.
Other titles.
Sample.
We are using 3 main fonts for our brand, helping to divide different bodies of text and make it easy to differentiate between titles, subtitles and paragraphs of text. I have picked out 3 fonts that fit the style we have already established and keep the text very easy to read and aren’t over complicated. I am using these to divide different sections of the book (the sections shown on the contents page), The font used is Bebas Neue.
This is pretty self explanatory, These are titles for pages that aren’t dividing sections in the book. The font used is basic title font.
The size is 24pts with no kerning. This is just on the acceptable limit for size with most fonts, which is fine with this font since it is very thin so it makes it easier to read if it is big.
Subtitles.
Subtitles.
The size is 14pts with bold enabled. No kerning is used. This is a very appropriate size however it is slightly bigger than the regular text so you can distinguish between the two, using bold and a different colour also helped with this.
Sample.
Paragraphs of text.
Sample. Subtitles are used as titles that can be distinguished from the title at the top of the page. This is Helvetica.
Paragraphs of text.
The font used is Helvetica. This is regular text usually used for large bodies of text because it is small and easy to read. Sample.
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The size is 36pts with 10pts Kerning. Normally this size would be considered too big but I feel that it fits well with the font and helps to make the title stand out.
Sample. This is regular Helvetica at size 12pts which is average size for bodies of text on most prints. It is a good compromise between readability and being able to fit a lot of information on a page. Sample.
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Style guide. Brand Identity
For our brand we have tried to merge a simple and clean style with a Cultural Maori style. I think this makes for a quite interesting combination and also stops us from going over the top with the Maori tattoo style. We have mostly limited ourselves to using this style on the logo. We wanted to have an emphasis on making layouts look clear and text easy to read. We use a lot of contrasting colours and sharp edges to achieve this. We kept the layout simple by separating the header and the rest of the page, we then use a pretty normal layout underneath. Right aligned paragraphs, bold subtitles and images can be laid out wherever the writer feels necessary on the page, as long as everything stays within the safe boundary (margin) pretty much anything will work. Our guidelines for layout are quite loose to avoid every page looking the same.
Graphics. Graphic design style.
For our graphics we tried to emulate the style of Maori tattoos, this was a very interesting project for us and we ended up settling for a rising sun in a Maori style for the logo. The image on the left is in the style we were trying to emulate. We also wanted to slightly modernise the style, we did this by using a quite modern font, which is talked about in the typography section of this book. These two styles merge quite well because the black and white colour scheme is something that is used a lot today in graphic design so our logo ended up looking quite modern even though it is an ancient style.
We use InDesign for layouts, Photoshop for touching up images and a combination of illustrator and Photoshop for creating graphics (logos, patterns etc.). We recommend you do the same with any rebranding you might work on.
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Gift cards. When designing the gift card I tried to stick to the clean style using hard edges. The strip of colour, cutting into the amount the gift card, helps to achieve this effect. We decided to make each amount a different colour: £5 - Blue, £10 - Yellow, £20 - Red, £50 - Purple, £100 - Green. The main reason for this was that we didn’t want each gift card to look the same, allowing the customer to identify the different prices by colour.
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Thank you. Pattern.
Bartlomiej Pietron
Logo.
Robert Green
Packaging.
Bartlomiej Pietron
Branding.
Robert green
Photography.
Bartlomiej Pietron and Robert Green
Editing.
Bartlomiej Pietron and Robert Green
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