VISUAL STANDARDS GUIDE
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VISUAL STANDARDS GUIDE
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“NO T EVERY T HING T HAT CAN BE COUN T ED COUN T S, AND NO T EVERY T HING T HAT COUN T S CAN BE COUN T ED.” / ALBERT EINSTEIN
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TABLE
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OF CONTENTS
01
1.1 THE FACE OF CASIO
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1.2 CLEAR SPACE
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1.3 PROPER LOGO USAGE
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1.4 IMPORPER LOGO USAGE
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1.5 DIMENSION PARAMETERS
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2.1 COLOR STANDARDS
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2.2 TYPOGRAPHY STANDARDS
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LOGO GUIDELINE
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VISUAL GUIDELINE
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3.1 FUTURE PROSPECTS
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3.2 OUR NEW UNIVERSE
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EXTENSIONS
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01
LOGO GUIDELINE 1.1 THE FACE OF CASIO
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1.2 CLEAR SPACE
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1.3 PROPER LOGO USAGE
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1.4 IMPORPER LOGO USAGE
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1.5 DIMENSION PARAMETERS
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CASIO
VISUAL STANDARDS GUIDE
SECTION 1.1
THE FACE OF CASIO
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LOGO GUIDELINE
Our new Casio logo speaks to the fact that we make data accessible to people, thus our look should give a strong feeling of digital data with the components of bits. With the new logo from the data approach, we invite our audience who needs a variety kids of accessible data to manage their busy life.
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CASIO
VISUAL STANDARDS GUIDE
L OGO COMP ONEN T S The main logo of Casio contain two parts—symbol mark and wordmark. They can be used together as a whole logo and also can be used separately according to different design situation and purpose.
LOGO MARK
SIGNATURE
WORDMARK
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LOGO GUIDELINE
L OGO SYMBOL IS M Our new Casio logo focuses on the idea of data and accessibility. The logo is the combination of three ideas that can be delivered through three symbols that can be universally understood and associated with.
ACCESSIBILITY INITIAL “C”
VARIETY OF DATA
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CASIO
VISUAL STANDARDS GUIDE
WORDMARK ANAT OMY
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= + Base shape the circle
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> The cutting object
= > Divide and cut the extra parts
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= > Two circles form the base
>
>
Smoothing the connecting
>
Stretch and rotate
Cut into 45Ëš angle
04 = +
One line for the base shape
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>
Cutting object
+
Added shapes to resemble data
LOGO GUIDELINE
The wordmark of Casio is drawn from simple geometric shapes, with the thickness of half of the initial “C” in the symbol mark. The three main shapes that are used to form the word Casio are circle, line and square.
THE WORDMARK OF NEW CASIO IDENTITY IS DEVELOPED FROM SCRATCH WITH A CIRCLE SHAPE.
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CASIO
VISUAL STANDARDS GUIDE
SECTION 1.2
CLEAR SPACE
X X
X
4X
45 O
X Y
2Y
X
6X
X
SIGNATURE
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LOGO GUIDELINE
There are some restrictions in terms of the clear space when use our new logo in different situations. Clear space is the space that’s surrounding the logo, the restriction of this space ensures consistency and readability.
X
X
X
X
X X
4X
X
6X
X
6X
X X
WORDMARK
LOGO MARK
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X
X
X
CASIO
VISUAL STANDARDS GUIDE
SECTION 1.3
PROPER LOGO USAGE The new Casio logo can be used with or without a wordmark. But there are some guidelines of how to use the logo properly.
Version
01
Version
02 Version
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LOGO GUIDELINE
Our new Casio logo focuses on the idea of data and accessibility. The logo is the combination of three ideas that can be delivered through three symbols that can be universally understood and associated with.
SIGNATURE Primary Logo Version.
SYMBOL Secondary Logo Version.
WORDMARK Tertiary Logo Version.
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CASIO
VISUAL STANDARDS GUIDE
COL OR VARIAT ION S AGAIN S T DIF F EREN T BACKGROUND S
Version
01
WHEN USED AGAINST CASIO BLUE
Primary: White with other two colors.
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Secondary: All white when there’s a vibrancy issue occurs.
LOGO GUIDELINE
We prefer to use our logo in a color palette as what it is, and we prefer to use it in a light background, but there are chances that our logo will be applied to a colored or even black background. It’s necessary to give some guides to this situations to keep consistency.
Version
02
WHEN USED AGAINST WHITE
Primary: With all three colors
Secondary: With one Casio blue in rare occasions when vibrancy issue occurs.
Version
03
WHEN USED AGAINST BLACK
Primary: White with other two colors
Secondary: All white when there’s a vibrancy issue occurs.
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CASIO
VISUAL STANDARDS GUIDE
SECTION 1.4
IMPROPER LOGO USAGE
BEVEL AND EMBOSS
ROTATE
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STRETCH
OUT-LINE
DROP-SHADOW
GRADIENT
LOGO GUIDELINE
To ensure the correct and consistent use of our logo, it needs to be present in the original form. The “not to do” list of the logo is to ensure that our logo is not used incorrectly. Extra care must be take in consideration when apply logo in different design situations to ensure consistency.
MISCOLOR 01
MISCOLOR 02
MISPLACE
REPLACE TYPEFACE
LOST ELEMENTS
FEATHER
CASIO
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CASIO
VISUAL STANDARDS GUIDE
SECTION 1.5
DIMENSION PARAMETERS Dimension parameters helps to indicate the proper size of different logo version to ensure the readability of it in all different situations. This chart will help to make the decision when some loges are displayed better at a particular size to others.
SIZE
SIGNATURE
10M
1M
5CM
1CM
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HORIZONTAL
LOGO GUIDELINE
VERTICAL
ICON
MINI ICON
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02
VISUAL GUIDELINES 2.1 COLOR STANDARDS
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2.2 TYPOGRAPHY STANDARDS
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CASIO
VISUAL STANDARDS GUIDE
SECTION 2.1
COLOR PALETTE
CA S IO B L U E Pantone 2757C C: 100% M: 93% Y: 32% K: 31%
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R: 0 G: 31 B: 96
HEX: #001f60
VISUAL GUIDELINES
The new visual system of Casio is presented with 3 colors, that are Casio Blue, Casio light blue and Casio Yellow. The Casio blue is our main color, and are used for titles and headlines. The combination of Casio light blue and yellow further more emphasis the idea of variety of data.
CA S IO DATA B L U E Pantone 3125C C: 76% M: 17% Y: 21% K: 0%
R: 0 G: 171 B: 200
HEX: #00abc8
CA S IO DATA YEL L OW Pantone Yellow 012C C: 3% M: 12% Y: 100% K: 0%
R: 255 G: 214 B: 0
HEX: #ffd600
CASIO
VISUAL STANDARDS GUIDE
SECTION 2.2
TYPOGRAPHY STANDARDS
C
CARBON BOLD A B C D E F G H I J K L M N O P Q I S T U V W X Y Z a b c d e f g h i j k l m n o p q i s t u v w x y z 0 1 2 3 4 5 6 7 8 9 0
CARBON REGULAR A B C D E F G H I J K L M N O P Q I S T U V W X Y Z a b c d e f g h i j k l m n o p q i s t u v w x y z 0 1 2 3 4 5 6 7 8 9 0
Carbon Pro
Carbon Pro is the typeface that has a strong character to it. It gives the feeling of digital and coding, which with also help to resemble the idea of data that is the core of our new brand identity.
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VISUAL GUIDELINES
Typography system is very important in creating a system, the primary typeface we have is Carbon, which delivers a digital data feeling, the secondary typeface we have is Sofia, a san serif that works with our logo.
C
Sofia
S O F I A B O LD A B C D E F G H I J K L M N O P Q I S T U V W X Y Z a b c d e f g h i j k l m n o p q i s t u v w x y z 0 1 2 3 4 5 6 7 8 9 0
C A R B O N R EG U L A R A B C D E F G H I J K L M N O P Q I S T U V W X Y Z a b c d e f g h i j k l m n o p q i s t u v w x y z 0 1 2 3 4 5 6 7 8 9 0
Sofia is a geometric san serif typeface, very suitable for the type setting of body text. The round shape of this geometric type is also in correspond to our new wordmark.
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EXTENSIONS 3.1 FUTURE PROSPECTS
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3.2 OUR NEW UNIVERSE
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CASIO
VISUAL STANDARDS GUIDE
SECTION 3.1
FUTURE PROSPECTS
Casio Center of the New Data
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EXTENSIONS
Now we have developed a new identity that conveys the idea of offering and managing data, it’s important to know where our brand will be and what will it be doing in the future. The following list and chart will display a numerous ideas and possibilities for the future of Casio with the new data world of Health, finance, Career and family. The future extensions will be developed according to the core of our new brand identity which is to offer and manage data in any given situation. We will create a center for data called Casio Center of Data for the purpose of providing facility, resources and services to help people with accessible data in any given situation.
RETAIL DIVISION R 1 . C- ST Y LE
R3 . C A S I O N UTR ITI O N M O N ITO R
A variety of wearable products like contact lens, glasses, wristbands and sport shoes that analyze and offer instant data on people’s daily and nighttime activities.
Monitor and analyzes the nutrition level of every meal your family member have at home as well as outside to keep track of the quantity of what we eat nutrition level and calories.
R 2 . C A S I O STO C K
R4 . C- W H E E L
We will give your the most up to date data on the stock market to ensure the most efficient monitoring on your stock.
Connecting with a smart phone, you can control the temperature of home, level of humidity and lighting, and many more things. C-Wheel is a series of home environment related small appliance to offer and manage home related data to ensure a quality and comfort stay at home.
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CASIO
VISUAL STANDARDS GUIDE
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EXTENSIONS
EDUCATION DIVISION E - 1 . C A S I O STATI STI C S
E -3 . C- CO N F E R E N C E
A virtual classroom offer useful and fun statistics studying programs for people who have struggling studying this subject matter.
A platform for people to share and learn their financial data management experience. There we will feature professionals who give talks on financial data managements, small group activities and professionals who give one on one guidance.
E -2 . C A S I O TI M E
E -4 . C A S I O C A M P U S A S S I STA NT
A time management workshop opens to everybody who have the struggle to manage their time because of the mass amount of data they get each day from work. We will open workshops to assist and help people manage data overload, and work more efficiently.
We analyzes your test result, we remind you three times before each class with 20 minutes apart, we give you the most up to date bus schedule, we help you to go though campus life more efficiently.
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CASIO
VISUAL STANDARDS GUIDE
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EXTENSIONS
COMMUNICATION DIVISION C- 1 . C A S I O M E D I C A L SYSTE M
C-4 . C A S I O CO N S U LTA N C Y
In collaboration with doctors and hospitals, we monitor our patients’ health and fitness data, and sending them directly to their doctors every hour for update.
A family-based data base that stores the healthrelated data of each family members. The information connect with all the Casio products, everyone in the family will be able to track and check the most up to data health data easily.
C-2 . C A S I O H E A R T
C- 5 . C- F I LE
Casio Heart offers you the up to date data of your family member’s mood, level of happiness and stress, so you can better connect with your family when they need you.
A virtual office environment allow your to access and manage your work file easily and efficiently wherever and whenever you are.
C-3 . C A S I O L A B Medical research center with advanced technology aims at producing new devices that better monitor and manage patient’s health related data for a healthy life.
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CASIO
VISUAL STANDARDS GUIDE
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EXTENSIONS
MEDIA DIVISION M-1. CASIO HOME
M -4 . C A S I O B A N K I N G
Smart home with data tracking technology to ensure a very easy controllable life at home. It will have the ability to alert you with different home related data to ease you life.
A money management service that tell you the every small or big spending, your credit score, budgeting and saving . At the end of each day, we will also offer you a report of your daily spending and credit.
M -2 . C A S I O DATA M U S E U M
M - 5 . C A S I O TR AVE L
A public learning laboratory exploring the world visualizing data as a way to connect people with data closer.
In order to save your time and money, Casio travel is a system that will arrange, organize and offer your the most easy access traveling data before and during the travel, and book the most efficient and economic travel arrangement.
M -3 . C A S I O F ITN E S S C E NTE R More than just a regular fitness center, we also help you to main the healthier lifestyle with fitness equipment that monitor your health and fitness data. Log in to your own account everytime before exercise.
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CASIO
VISUAL STANDARDS GUIDE
SECTION 3.2
OUR NEW UNIVERSE
R-3
CASIO NUTRITION MONITOR
R-4
C-WHEEL
E-1
C A S I O S TAT I S T I C S
E-2
CASIO TIME
E-3
C- CONFERENCE
E-4
C A S I O C A M P U S A S S I S TA N T
C-1
CASIO MEDICAL SYSTEM
C-2
CASIO HEART
C-3
CASIO LAB
C-4
C A S I O C O N S U LTA N C Y
C-5
C-FILE
M-1
CASIO HOME
M-2
C A S I O D ATA M U S E U M
M-3
CASIO FITNESS CENTER
M-4
CASIO BANKING
M-5
CASIO TR AVEL
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E D U C AT I O N
CASIO STOCK
EVENT
MEDIA DIVISION
R-2
EXPERIENCE
C O M M U N I C AT I O N DIVISION
C-ST YLE
SERVICE
E D U C AT I O N DIVISION
R-1
ENVIRONMENT
PRODUCT
R E TA I L DIVISION
EXTENSIONS
WE PROVIDE AND MANAGE DATA FOR H EA LT H
C-3 M-3
C -1 R- 3
M -1
C-4
R-2
M-4
C -2
R-1
PRIVATE SPACE
E -2 M -2
E-3
E-4
E -1 C-5
CA R EER
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M-5
PUBLIC SPACE
F IN A N CE
FA MILY
R- 4
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MAK ING I T REAL The new universe of Casio is evolved with the data world and is full of potential to offer and manage data. We have already began to visualize some of the future prospects, check out the new universe of Casio at
www.theaccessibledata.com
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All contents from Casio Visual Standards Guide was collected, conceived, written and designed by Rui He. Copyright @ 2017 Rui He This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use of U.S. Copyright law.