EVENTFUL EVENTS CO Based on the Gold Coast, Eventful Events Co services a variety of events big and small providing balloon garlands, grazing tables, sugary cookies, cakes and much more.
PRIMARY LOGO The primary logo will serve as the first option of branding. In the circumstance the primary logo does not suit the desired purpose of the branding, use the secondary logo.
SECONDARY LOGO The secondary logo is to be used when the primary logo does not suit the desired purpose of the branding.
COLOUR USAGE The colour usage for Eventful Events Co is fairly simple. The Logo will mostly be used in the custom ‘Rose’ colour swatch or in black or white against neutral backgrounds. It can also be used in any of the other brand colours against a contrasting background.
MINIMUM SIZE The smallest the logo should be represented is 10mm
CLEAR SPACE To e n s u r e l e g i b i l i t y , a l w a y s k e e p a minimum clear space around the logo. This space isolates the logo from any competing graphics elements like other logos, body copy that might conflict, over-word and lessen the impact of the logo.
The minimum clear space is defined a s t h e h e i g h t o f t h e l o w e r c a s e ‘e’ w i t h i n t h e s c r i p t f o n t o f t h e Pr i m a r y logo, and as the capital ‘E’ within the secondary logo. This minimum space should be maintained as the logo is resized.
PHOTO BACKGROUND There are a couple of ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image. TIPS 1. Photos with shallow depths-of-field work best. 2 . Av o i d b u s y i m a g e s w i t h t o o m u c h d e t a i l 3. Applying a darker transparent overlay on an images helps make text more readable.
UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should never consider using the logo. A.
Don’t rotate the logo.
B.
Don’t squash or stretch.
C.
Don’t place elements in the logo clear space.
D.
Don’t resize any part.
E.
Don’t rearrange parts or create compositions that are not already provided.
F.
Don’t add unofficial graphics to the logo
G.
Don’t use off-brand colours.
H.
Don’t add drop shadows or text styles.
I.
Don’t use more than one colour in the logo.
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MOODBOARD A group of images to set the mood for H e a t h e r B o u t i q u e . Wa r m t o n e s , n a t u r a l light, coastal textures. An overall relaxed, bohemian feel.
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L E T U S B E A PA R T O F Y O U R
@ E V E N T F U L E V E N T S C O
FONTS Century Gothic is to serve as the primary font to the brand. It’s versatile and can be used from light to bold in headings or copy. Halimun is to be used for decorative purposes only. Use it for headings and to provide a hand written element, do not use it for copy.
CENTURY GOTHIC Regular - Bold A B C D E F G H R J K L M N O P Q R S T U V W X Y Z
Halimun Regular
a b c d e f g h r j k l m n o p q r s t u v w x y z
ROSE CMYK: 8, 37, 14, 0 RGB: 228, 172, 184 HEX: E4ACB8
COLOURS The brand colours consist of blush tones from light to dark with a mix of off blue. These are to be the primary colours of the brand and can be a guide for imagery
MELON CMYK: 5, 17, 10, 0 RGB: 238, 212, 212 HEX: EED4D4
BABY POWDER CMYK: 2, 2, 2, 1 RGB: 243, 242, 241 HEX: F3F2F1
to use the same tones.
AREO BLUE CMYK: 21, 5, 12, 0 RGB: 200, 220, 219 HEX: C8DCDB
DEEP PASTEL CMYK: 21, 5, 12, 38 RGB: 136, 152, 153 HEX: 889798
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (info@ rubyjeandesigns.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRANDING & DESIGN Ruby Jean Designs