Brand Guidlines
BACKGROUND DYX is a campaign organised by MY MAD COW to raise awareness about dyslexia in Singapore and to raise funds for Dyslexia Association of Singapore (DAS), which will go into the general bursary pool to aid students from lower income families. DYX is the acronym for Dyslexia, hence the campaign name. DYX will last for 15 weeks (21 May to 13 September 2015).
CONTENT
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Introduction
4
Nomenclature
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Typeface
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Logo color
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Logo specification
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Taglines
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Varaitions
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Incorrect usage
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Applications
INTRODUCTION
The speech bubble represents the voices of people with dyslexia, as well as the participants in this campaign. It also takes the form of a shoutout for participants to recognise the potential in a person diagnosed with dyslexia. The handdrawn and asymmetrical touch projects the campaign’s friendly and sociable image. The speech bubble can take on relevant shapes and sizes to suit different occasions. This flexibility makes the logo easy to use.
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NOMENCLATURE
DYX is pronounced based on each individual letters:
dee-wye-axe The following phrases are acceptable when describing the campaign:
DYX
OR
The DYX Campaign (with the C in Campaign to be capitalised)
When typing out DYX, every letter should be capitalized, even when written in the body of a text:
“Come and join the DYX Campaign!” “Come and join the dyx Campaign!”
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TYPEFACE When used correctly, typography can convey image and feeling every bit as much — and sometimes more — than simple graphics. We’ve selected typefaces that gives DYX a friendly, warm, and real voice:
Century Gothic Regular
abcdefghijklmnopqrstuvwxyz 1234567890!@#%^&*() Century Gothic Bold
abcdefghijklmnopqrstuvwxyz 1234567890!@#%^&*()
Century Gothic The Century Gothic is a san-serif typeface that has an open and friendly style which brings out the campaign nature of DYX. It is also proven to be one of the favourite typeface for dyslexic patients. Century Gothic is our primary typeface for both body and header text. It should be used in all communication materials. Do use type size and weight to establish a clear hierarchy of information. 5
OpenDyslexic Regular
abcdefghijklmnopqrstuvwxyz 1234567890!@#%^&*() OpenDyslexic Bold
abcdefghijklmnopqrstuvwxyz 1234567890!@#%^&*()
OpenDyslexic OpenDylexic is a typeface specially designed to increase readability for readers with dyslexia. It will be used mainly for header texts or short phrases for emphasis. Do note that kerning is needed when using the typeface in CAPS.
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LOGO COLOR The choice of pastel-ish blue is simple, pastel colors are proven to be soothing to the eyes of Dyslexic people and it will enhance the effect of this logo. Blue also communicates image attributes like friendly, approachable, reliable, and trustworthy, which is an integral part of the DYX visual identity. Blue can also signal “fresh� and it combines well with other colors (green, orange, yellow).
Primary color
DYX blue
Blue should dominate
cmyk 70 15 0 0 rgb 39 170 225 hex #25aae1
every piece you create.
Secondary color Yellow can be used together
DYX yellow
White
with DYX blue to compliment
cmyk 5 5 90 0 rgb 247 226 52 hex #f7e234
cmyk 0 0 0 0 rgb 225 225 225 hex #ffffff
and enhance visual appeal, but use them sparingly
Subsitution colors
DYX green
DYX orange
Green and orange can
cmyk 70 0 60 0 rgb 64 186 141 hex #40ba8d
cmyk 0 40 99 0 rgb 250 166 26
subsitute yellow to suit different occasion/events.
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hex #faa61a
Preferred primary logo treatment with solid background colors, using the primary color as well as black and white backgrounds.
Photographic backgrounds must be neutral enough for the logo to be easily seen. Solid color backgrounds must be light/dark enough for white/black to be legible.
Background color The DYX logo is available in various combinations for printing methods. The above examples show how to use the logo properly in different applications. Note that the signature always appears in DYX blue or in black and white. 8
LOGO SPECIFICATION Never redraw or alter the logo, including the placement and size relationship of its letter or spark symbol. Doing so weakens our identity. Use authorized artwork from http://dyx.mymadcow.org
Clear space Always maintain clear space around DYX signature to protect the logo from distracting graphics or typography. For the signature, measure clear space by the height of the “D” in DYX for vertical and horizontal space. Never allow typography or other elements to “invade” the signature or the symbol.
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20mm
Minimum size The DYX signature reproduces well at almost any size. Going too small, however, can damage the logo’s integrity – and effectiveness. So please never reproduce the signature smaller than 20mm width.
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TAGLINES Taglines are an integral part of conveying a brand image. To maximize its impact and to preserve its unique status, do not change the lockup (how it’s positioned with our logo). Use authorized artwork from http://dyx.mymadcow.org
Tagline with logo Tagline should always be aligned to the width of DYX on both sides.
Tagline without logo (shoutout) The shoutout will be used to convey a short message during the campaign. Do use type size to establish a clear hierarchy of information.
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50mm
Minimum size To ensure the redibility of the tagline and the logo’s integrity – and effectiveness. Do not reproduce the signature with tagline smaller than 50mm width.
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VARIATIONS DYX promotes itself as a fun and approachable campaign. Depending on the promotional items and events, additional speech bubbles can be added. Be creative and adjust the positionof the bubbles, as long as the content is legible and not ‘invaded’. Do take note to emphasize the use of the primary color, DYX blue.
Hello ‘I see things from a different perspective.’
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INCORRECT USAGE It is very important that the logo is always displayed correctly. This includes always using the correct typeface, color and positioning of all elements.
DYX Do not assign arbitrary colors to any part of the logo.
Do not rearrange/reposition any elements of the logo.
Do not change the speech bubble and logotype size relationship.
Do not change the shape of the speech bubble.
Do not replace or reset the typography of the logo, even in Century Gothic
Do not add shadows or any 3d effects.
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APPLICATIONS
‘I see things from a different perspective.’ ‘It’s like my compute r crashin g with too much informa tion!’
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T-shirts
Cap
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