published and design at studio25.my designer Jeffrey Lim Jani Muzani Š 2009 paul lai. all rights reserved
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wordmark
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wordmark the base grid typography application examples sizes and color mood images and materials graphic identity extensions cd contents
The wordmark consist of the first name and surname. Set in lowercase, it is uniquely and subtly design from the bodoni typeface. Highlighted below are the modifications to the serifs.
The tittle of the character ‘i’ from the surname acts as an accent and as the central point for the base grid system.
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the base grid
The tittle of the character ‘i’ from the surname acts as the central point for the base grid. From the tittle, a grid of 4 quadrants at 90° are drawn. The grid is further broken down with 45°.
The grid acts as guides for typography and other elements. Illustrated below are the steps of the grid build up. At the bottom are basic samples of the interplay between the wordmark and the typography elements.
application examples
Below are color variations of the wordmark. In black, color and grayscale. The primary logo is highlighted. The usage of the other variations are dependant on where and how it is applied.
At the bottom are samples of the interplay between the base grid and the elements. The grid evolves and expands from the tittle. * These act as visual examples and are not actual applications.
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With regards,
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The wordmark and all typography elements are set in Berthold Bodoni Light. The typography language is based entirely of lowercase only, and with clever use of oldstyle numerals.
Secondary typefaces Times and Geneva are alternatives only when the use of Berthold Bodoni is not possible. Left align and in american english.
Berthold Bodoni Light
Times
Geneva
ABCDEFGHIJKL NOPQRSTVWXYZ abcdefghijkl nopqrstuvwxyz
ABCDEFGHIJKL NOPQRSTVWXYZ abcdefghijkl nopqrstuvwxyz 1234567890
ABCDEFGHIJKL NOPQRSTVWXYZ abcdefghijkl nopqrstuvwxyz 1234567890
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typography
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sizes and color
Font size are based on the increments below. The preferred wordmark size is 36pt and font size for text is at 9pt, hignlighted below.
In between sizes with increments of 3pt and half point modular scale at 24pt and above are possible. The colors at bottom are reflected in CMYK and Pantone速 values.
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9
12
24
36pt
48
36
96pt
48pt
40 % black PANTONE速 Cool Gray 7
96pt
100 % cyan 20 % magenta 60 % black PANTONE速 548
80 % black (grayscale) PANTONE速 425
Sophisticated, minimalist, abstract.
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These images reflect the mood and materials for future applications.
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mood images and materials
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graphic identity extension
Below are samples of how the graphic identity can evolve, here shown are sample of web pages.
The treatment of image, wordmark and typography interplay must reflect the mood images and the base grid.
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cd contents
paul lai/
interim guidelines/ paullai_interim.PDF markcolor36pt/ paullai_mark36C.EPS paullai_mark36C.TIFF paullai_mark36C.JPG markgrayscale36pt/ paullai_mark36G.EPS paullai_mark36G.TIFF paullai_mark36G.JPG markblack36pt/ paullai_mark36B.EPS paullai_mark36B.TIFF paullai_mark36B.JPG marksizescolor/ paullai_marksizes.EPS paullai_markcolor.EPS
Š 2009 paul lai. all rights reserved