CORPORATE IDENTITY BRAND IDENTITY & GUIDELINES
CONTENT PAGE
1. Using guidelines
2. About 2.1 Brand Blueprint
3. Toolkit
4. Application
3.1 Logo Elements
4.1 Stationaries
3.2 The Logo
4.2 Stationary Set
3.3 Logo Grid
4.3 Print
3.4 Logo Clearspace
4.4 Digital
3.5 Logo Position 3.6 Logo Variations 3.7 Logo Size 3.8 Colour Scheme 3.9 Logo Colour Variations 3.10 Logo Misuse 3.11 Secondary Graphic Element(s)
HYGGETECH BRAND IDENTITY & GUIDELINES
1.0 USING GUIDELINES These guidelines are a reference to help create consistency across all forms of communication with or by HYGGETECH communications and to help one understand what to do and what not to do when it comes to our logo, colour palette, typography, layouts and other graphic elements. On the following pages, each brand element is explained in depth with detailed rationales, therefore adding up to a greater brand presence.
HYGGETECH BRAND IDENTITY & GUIDELINES
2.0 ABOUT
HYGGE In Danish, hygge (pronounced “HUE-gah”) is the Danish ritual of enjoying life's simple pleasures. Friends. Family. Graciousness.
TECH An abbreviation for the word ‘technology’, tech means the application of scientific knowledge for practical purposes.
HYGGETECH BRAND IDENTITY & GUIDELINES
2.1 BRAND BLUEPRINT
BRAND VALUES Friendly Trustworthy Family-oriented
T.A Primary: Families with seniors and young children Secondary: Youths aged 18-35 y/o
BRAND PERSONALITY Sincere Trustworthy Fun
TAGLINE
BRAND STORY
To remember, live. Live, to remember.
HYGGE TECH aims to provide families with a solution that uses neurology to adapt to life better with memory insurance & management.
HYGGETECH BRAND IDENTITY & GUIDELINES
3.0 TOOLKIT
The identity elements are a toolkit used to
TYPOGRAPHY
COLOUR SCHEME
express HYGGETECH. The HYGGETECH toolkit comprise of the logo, the wordmark,
COLABORATE-REGULAR
logo lock-ups, a family of typefaces and a
COLABORATE-BOLD
vibrant colour palette. When used correctly,
PANTONE
PANTONE
306C
7579C
all of the components help create a strong visual identity. The following pages examine each element in depth.
LOGOS
HYGGETECH LOGO
HORIZONTAL LOCK-UP
VERTICAL LOCK-UP
HYGGETECH BRAND IDENTITY & GUIDELINES
3.1 LOGO ELEMENTS
WORDMARK
SYMBOL
HYGGETECH BRAND IDENTITY & GUIDELINES
3.2 THE LOGO
SYMBOL The brain symbolises the concept of memories that
Besides this, we have confidence to
exist within the brain. The veins within the brain
elevate our users’ experience in life
itself also resemble that of a real heart’s. The
and serve as a strong foundation,
geometric element (the semi-circle) add a graphic
hence the orange behind the blue.
and almost playful touch to a serious concept, making it perfect for our target audience.
LOGOTYPE The use of a sans serif typeface is to
The colours for HYGGETECH are took into
communicate the modernisation of
consideration as the blue (our client) represents
healthcare and mental care as well
calm, trustworthiness and loyalty. The orange
as compliment the graphic style of
(HYGGETECH) represents warmth, health and family.
the overall brand.
HYGGETECH BRAND IDENTITY & GUIDELINES
3.3 LOGO GRID
5x
13x
2x
18x
HYGGETECH BRAND IDENTITY & GUIDELINES
3.4 LOGO CLEARSPACE Provide adequate clearspace around the HYGGETECH logo
The minimum amount of clearspace around all sides of the
at all times to maintain its legibility and integrity.
logo is equal to the overall height of the logo. It is shown in this diagram for reference only and should never appear in
The blue space is the non-interference zone. The zone is
any printed or media materials
based on the height of the logo (x) and the minimum amount of clearspace is proportional to the height of the
It is not advisable to combine logo with other graphical
logo(x).
elements such as typography or imagery.
X
X
X X
HYGGETECH BRAND IDENTITY & GUIDELINES
3.5 LOGO POSITION The preferred position of the HYGGETECH
PREFERRED
ACCEPTABLE
logo on a layout is anchored to the bottom
Anchored to top or bottom center
Anchored to top or bottom left
middle or top center. Positioning on the top
NEVER Anchored to top or bottom right
left and bottom left is acceptable. Ensure the logo feels anchored on the page and is never be out of place. It should never be anchored to the right top or bottom margin.
HYGGETECH BRAND IDENTITY & GUIDELINES
3.6 LOGO VARIATIONS The HYGGETECH logo lock- up has two different
Understanding this, another variation available for use is
variations. A primary version of a linear logo as well as a
the symbol itself. This is for extreme cases of limitation and
secondary logo that is stacked. The horizontal logo
sizing, such as the namecard found in HYGGETECH’s
lock-up below is preferred.
corporate stationary.
In any incident cases of a limitation of sizing in terms of width and length, it’s advisable to use the secondary version of the logo.
HORIZONTAL LOCK-UP
VERTICAL LOCK-UP
HYGGETECH BRAND IDENTITY & GUIDELINES
3.7 LOGO SIZE It is essential for the logo to be clearly visible to acheive the maximum impact. The size of the logo should never be reproduced than the measurements stated below.
5mm
13mm
13mm
13mm
1mm
118mm
5mm
19mm
18mm
13mm
19mm
HYGGETECH BRAND IDENTITY & GUIDELINES
3.8 COLOUR SCHEME The HYGGETECH have two colours in total. These colours are fun, energetic and communicate a professional yet friendly tone. The colour scheme is adopted to work for communication with youths, parents and seniors.
PANTONE 306C C100 M0 Y0 K0 R0 G175 B240
PANTONE 7579C C0 M80 Y100 K0 R240 G90 B35
HYGGETECH BRAND IDENTITY & GUIDELINES
3.9 LOGO COLOUR VARIATIONS The black and white version and reversed white version should be used whenever our logos need to sit on a black background in black and white reproduction. The colour version of logo should always be used where possible, with the exception for when the print specification doesn’t allow colour print. In this case, greyscale can be used.
HYGGETECH BRAND IDENTITY & GUIDELINES
3.10 LOGO MISUSE 1. Do not shuffle the colours.
7. Do not render monochrome in any other colour besides grey.
2. Do not scale out of porportion.
8. Do not rotate.
3. Do not superimpose patterns onto graphic.
9. Do not reposition elements.
4. Do not place border such as boxes or circles.
10. Do not place on same background.
5. Do not distort.
11. Do not add shadows or highlights.
6. Do not outline.
12. Do not adjust opacity,
1
2
3
4
5
6
HYGGETECH BRAND IDENTITY & GUIDELINES
3.10 LOGO MISUSE
7
8
9
10
11
12
HYGGETECH BRAND IDENTITY & GUIDELINES
3.11 SECONDARY GRAPHIC ELEMENT The graphics of the brain stems/branches are derived from the logo. The curved lines with round edges suggest playfulness and motion. It also suggests that matters of the brain can be looked at in a positive manner and can be paired with matters of the heart. Do not alter, add or attempt to recreate the pattern. Scale the pattern to the size of the intented use accordingly
HYGGETECH BRAND IDENTITY & GUIDELINES
4.0 APPLICATIONS
In this section, HYGGETECH’s logo will be applied to various types of mediums such as corporate stationary, mock-ups and such. This will demonstrate the guidelines and provide as examples for showcasing HYGGETECH’s logo.
HYGGETECH BRAND IDENTITY & GUIDELINES
4.1 STATIONARIES 140mm
15mm 90 Yishun Central Singapore 768828
enquiry@hyggetech.sg hyggetech.com.sg
tel: +65 6555 6969 fax: +65 6555 9696
10mm
LETTERHEADS The use of a sans serif typeface is to communicate the modernisation of healthcare and mental care as well as compliment the graphic style of the overall brand.
250mm
DELIVERABLE Actual Size: 210 x 297mm (A4) Paper: Zeta (Micron) 160gsm Typeface used: Colaborate Regular 10mm 15mm
HYGGETECH BRAND IDENTITY & GUIDELINES
4.1 STATIONARIES
NAMECARDS
20mm
30mm
The use of the secondary graphic as the firs touchpoint gives the brand a
Sabrina Noor Creative Director
fun approach. The third variation of the logo is used as well.
14mm 8mm
90 Yishun Central Singapore 768828
+65 9339 1452 enquiry@hyggetech.sg
+65 6555 6969
hyggetech.com.sg
8mm
DELIVERABLE Actual Size: 90mm x 55mm Paper: Zeta (Micron) 230gsm Typeface used: Colaborate Regular
HYGGETECH BRAND IDENTITY & GUIDELINES
4.1 STATIONARIES
18mm
ENVELOPES 12mm
The envelope uses all colours of the brand at once, in which the orange is hidden inside the envelope.
DELIVERABLE Actual Size: 220mm x 110mm Paper: Zeta (Micron) 160gsm
90 Yishun Central Singapore 768828
36mm
+65 1234 5678 enquiry@hyggetech.sg
hyggetech.com.sg
156mm
156mm
36mm
Typeface used: Colaborate Regular
90 Yishun Central Singapore 768828
36mm
+65 1234 5678 enquiry@hyggetech.sg
hyggetech.com.sg
156mm
156mm
36mm
HYGGETECH BRAND IDENTITY & GUIDELINES
4.2 STATIONARY SET
HYGGETECH BRAND IDENTITY & GUIDELINES
4.3 PRINT HYGGETECH provides medication and painkillers for clients after they have gone through invasive procedures such as the implanting of our technology. The packaging seen here is vital as it shows the essence of HYGGETECH in print form with our actual product inside.
HYGGETECH BRAND IDENTITY & GUIDELINES
4.3 PRINT Our clients need a form of identification within the system, and our wrist tags are a fun way to do it. It features the brand colours and secondary graphic, along with a unique QR code for each client. This will make it easy to make appointments with doctors, update your information through the mobile application or wear HYGGETECH’s image loud and proud!
HYGGETECH BRAND IDENTITY & GUIDELINES
4.4 DIGITAL An online presence is important, and it is crucial that HYGGETECH is available and accessible from anywhere. Seen are the website landing pages across all devices where the client can access their information page, make appointments, use the online customer service chat and more.
HYGGETECH BRAND IDENTITY & GUIDELINES
4.4 DIGITAL HYGGETECH also has social media accounts across all available platforms, a prominent one being Instagram. The content posted up contains their target audience, moodboard ideas and their brand images.
HYGGETECH BRAND IDENTITY & GUIDELINES
SABRINA NOOR TD02 1705778G