Brand Guidelines A How-To Document.
Contents.
Have a look through, or go straight to the jugular. 5
The Brief
9
The Standard Logo
10 Spring Logo 12 Summer Logo 14 Autumn Logo 16 Winter Logo 18 Logo Do’s and Don’ts 22 Typography - Headings 23 Sub-headings 24 Emphasis 25 Web 28 Colour 32 Stationary 38 Marketing Material
4.
The Brief.
Develop an identity for an exterior design company - Outside. Background Information: Research and huge consumer trends suggest that in difficult and uncertain times, expenditure is hugely reduced when it comes to high spend items such as cars, moving homes, foreign holidays and eating out. This doesn’t mean that people stop spending money completely; they just choose to spend it more wisely elsewhere. People tend to spend money on items that will not only make them feel better, but also make them feel that they are making an investment into their future. DIY and home Improvement is one of the only marketplaces that thrives in a recession, this is because people tend not to move house (due to financial restraints and the difficulty of obtaining mortgages), but choose instead to improve and add to their existing homes in hope that it will increase the value of their assets.
blocks with a relaxing and neutral pastel coloured front door? Or do you want fun and funky painted exterior walls with bright flowers in window boxes with a vivid red and yellow front door? Outside is a company that sets out to make redesigning the exterior of your house as easy as possible. Outside is a exterior design service based in London and also available on the Internet. Outside is a one-stop shop for inspiration, choice, value and peace of mind. Once a design is chosen, Outside commission the work. This includes sourcing reliable builders, gardeners, painters and decorators and the raw materials and getting them all installed.The owners need do nothing at all, just enjoy the transformation. Deliverables:
To this end, masses of people are heading to garden centres, builders merchants and DIY superstores to make the places that they spend much more time in more livable and exciting place to be. Home improvement has been known to become massively contagious and the trend that is “Keeping up with the Joneses� means that as soon as one home exterior gets a makeover, everyone wants it.
Identity Development of identity. Produce brand guidelines to instruct use of identity. Website Produce website mock up, this shall include use of type, colour and layout.
Company Information: Think of an interior designer, but for the Outside. If your clothes, hair and makeup say a lot about you, then surely your home says it all much louder, to a larger audience on a much grander scale. Are you conservative with red brickwork, a jet black door and neat clipped box hedging? A friend of the earth with solar panels in the roof, ivy creeping up the face of a house made of limestone
Business Cards/Stationary Develop and produce business cards and various items of stationary. Promotion Materials 1 billboard ad, 4 variations depending on the season.
5.
Logotype.
Our Logo. Love thy tools
There are a million and one objects that we own that sit, stacked up in the shed, in the loft and in the box room. Some of these objects dig, some clean, some decorate and others you have no idea how they got there, or as a matter of fact, are they even yours? Hold on, do you even know what that green thing does? Thought not. Nevermind, lets move on. In this case you can rest assured, each tool has been handpicked to demonstrate the versatility of Outside and how diverse the company is. Both logos are available in negative format.
8.
01. Standard Colour Logo This logo is the base Outside logo, it is to be used for all permanent printed materials including vehicle decoration, clothing motifs and also head office branding. 02. B&W Logo There will always be moments when we need to have monochrome images, to this end, we have developed one. This logo shall be used for applications such as invoicing, newspaper ads and low resolution applications.
01. Standard Color Logo
02. B&W Logo
9.
Seasonal Changes, Spring. Keeping our finger on the pulse As the seasons change, so do peoples tastes. When it comes to design, and especially exterior design, people tend to want different things at different times of the year. For example, people wish to decorate the front or their house in the Christmas period, while in the height of summer, everyone is desperate to sit in a beautiful oasis in their back gardens. Outside wanted to slightly amend their presence through the year, so we have devised a spring, summer, autumn and winter logo. Spring Logo The spring logo is inspired by early plants emerging through the winter bleakness in the garden. The crisp and lush green typifies the season. This logo is to be used through March until May.
10.
Summer.
Anyone for Pimms? Summer Logo As the seasons turn and start to hotten up, bright reds, pinks and yellows brighten up the logo. Usage between June till August.
12.
Autumn.
For our American friends - Fall. Autumn Logo Falling leaves crunching under feet, russet tones of gold, orange and muted yellow are the inspiration for September to November.
14.
Winter.
Seasons greetings Winter Logo As the nights get longer, thoughts start to encapsulate Christmas, wrap up warm with purple, lilacs and blues. This logo version is to be used from December through to February.
16.
A few rules.
Get the biggest impact with your logo Let’s be honest, nobody likes to be told what to do. However, in some circumstances people need to have a bit of support. To maintain the full force of the identity, the Outside logo needs our protection. Lets see the best way to look after the little fella.
01. Spacing Give the little fellow room to do his stuff, he can get a little tetchy if he gets all crowded. 01a. Spacing Explained As long as the logo has about a spade width around it, then you will be absolutely fine. 02. Background If you absolutely have to, you can put the logo on a colour background, but be careful with your colour choice, best bet is to use a seasonal colour, but at 20% rather than the full whack. 03. Colours I know, you love the colours of the seasonal logo, but you cant use them as backgrounds because they look, well, how do I say it...Oh yeah, Awful. On that note, just don’t use ridiculously colourful backgrounds. 04. Imagery U. G. L. Y. You aint got no alibi, you ugly, you ugly. Incase sarcasm does not translate in Helvetica - dont use images. 05. Angles Outside can get a little seasick, best leave it settled and grounded. 06. Shadows We don’t need extra help to standout, take one step back, and anchor yourself to the wall please. 07. Alignment Are you kidding? I don’t really need to say anything.
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01a.
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19.
Typography.
Headings. Baskerville Regular
To give our brand a big personality, it is important that certain consistencies are maintained. Typographically speaking, we only have a few guidelines. All headers, sub headings and statements of emphasis should use Baskerville typeface. To be honest with you, as long as communication is clear, concise and readable then we don’t really mind what font you use for your body text.
Aa
As long as it isn’t completely mental.
For all headings use Baskerville Regular, go big, don’t be scared.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#£$%^&*()
22.
Sub-Heading. Baskerville Italic
OK, so we have a lovely big header, now how to set it off nicely and add some additional information. Step in Mr Sub Header, for a subtle and friendly contrast, use Baskerville Italic, make it about half the size of your headings point size. Delicious.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#ÂŁ$%^&*()
23.
Emphasis. Baskerville SemiBold
You know when you want to get someones attention, and you make that little “Ahem” noise, why is it they never hear it? And then if you shout, people immediately think you are rude. There must be a middle ground. My friend, there certainly is. It’s called Baskerville SemiBold. I hope you enjoyed that analogy.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#£$%^&*()
24.
Web Typography. Georgia
Unfortunately, Baskerville isn’t a text that is widely available to use on the internet, not a big problem, we made a deal with an old friend from the States. He will handle all our online type. Introducing, Georgia.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#£$%^&*()
25.
Colour.
Colour.
We really love colour. Really. As we have seen, Outside changes it colour schemes through the seasons, greens in Spring, pinks and reds in Summer, golds in Autumn and purple in Winter. Recreating it looks like it may be troublesome, but fear not, here are the specifications of our seasonal colours.
Spring
28.
Summer
Autumn
Winter
cmyk 75/5/100/0 rgb 43/182/115 hex #2bb673
cmyk 26/51/0/0 rgb 187/138/190 hex #bb8abe
cmyk 0/27/100/13 rgb 224/168/16 hex #e0a810
cmyk 19/21/0/0 rgb 202/195/225 hex #cac3e1
cmyk 51/0/81/0 rgb 135/198/99 hex #87c663
cmyk 2/48/19/0 rgb 240/155/167 hex #f09ba7
cmyk 30/30/98/11 rgb 170/151/46 hex #aa972e
cmyk 24/0/0/43 rgb 120/149/163 hex #7895a3
cmyk 31/0/54/0 rgb 182/217/148 hex #b6d994
cmyk 0/100/40/0 rgb 237/17/100 hex #ed1164
cmyk 10/58/100/1 rgb 222/129/38 hex #de8126
cmyk 60/63/54/0 rgb 126/107/113 hex #7e6b71
cmyk 100/26/100/37 rgb 0/97/50 hex #006132
cmyk 0/55/42/0 rgb 245/142/129 hex #f58e81
cmyk 6/70/76/26 rgb 179/86/57 hex #b35639
cmyk 20/0/18/17 rgb 174/198/185 hex #aec6b9
cmyk 64/23/100/45 rgb 64/99/37 hex #406325
cmyk 41/43/0/0 rgb 154/144/197 hex #9990c5
cmyk 0/33/100/35 rgb 176/126/9 hex #b07e09
cmyk 65/32/60/18 rgb 89/125/104 hex #597d68
cmyk 58/17/72/0 rgb 121/169/111 hex #79a96f
cmyk 0/100/0/0 rgb 236/0/140 hex #ec008c
cmyk 0/8/100/0 rgb 255/225/0 hex #ffe100
cmyk 78/36/80/45 rgb 40/85/56 hex #285538
cmyk 72/0/100/0 rgb 71/182/73 hex #47b649
cmyk 0/100/100/0 rgb 237/28/36 hex #de1c24
cmyk 13/29/71/7 rgb 207/167/94 hex #cfa75e
cmyk 50/40/80/24 rgb 115/114/69 hex #737245
Stationary.
Winter
Stationary.
All those other bits and pieces that complete the picture Autumn
Seasonal Business Cards
Seasonal Letterheads
Summer
Spring
Samuel Cane Business Director
189 Shaftesbury Avenue London WC2H 8JG 0207 295 5365 sam.cane@outside.com outside.com
32.
Samuel Cane
Outside Business Director 189 Shaftesbury Avenue London WC2H 8JG
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Spring website
Spring Seasonal Envelope
Spring website
35.
Marketing Materials.
01. Print Advertising
38.
39.
SAMUELCANE
SAMUELCANE www.samuelcane.com