BRAND
GUIDELINES VERSION 1.0
TABLE OF CONTENTS
LOGO 04 Rationale / Construction Exclusion Zone / Minimum Size Application / Family / Variations
COLOR
08
TYPOGRAPHY
11
STYLE GUIDE
15
Logo Option / Primary / Secondary Palette / Application
Print / Online / Style
Brand Design Style / Support Graphics / Photographic Style / Website
WHAT IS BRAND IDENTITY A brand identity represents the values, services, ideas and personality of an organization. It is designed to increase recognition and build perceptions of the organization in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, color palette, typography and photography choices and can, within its guidelines, use examples to visualize how a brand should be depicted across various different visual media.
WHY USE THESE GUIDELINES Our Company needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfil this purpose and the brand guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of our company.
3 BRAND GUIDELINES
RATIONALE The existing VitaXtrong logo was commonly associated with a non-serious, playful and fun approach to the supplement industry. A modified brand identity and logo is needed to represent the high quality, precision engineered products that VitaXtrong provides consumers.
01
CONSTRUCTION The graphic element is constructed using defined lines, refining a strong, bold approach. The typographic element is designed to complement and enhance the logo graphic. The VX creates a new identity, therefore enabling VitaXtrong to exist as two identities, while also enabling consumers to better understand and associate the X in “Xtrong�. Existing in harmony, the typographic element neither dominates or becomes insignificant.
02
The supporting typeface and collateral are bold and sharp to reinforce our identity as a professional organization providing quality products. The logo may exist in duality, either as the VX Full Logo with the VitaXtrong name (Full Logo), or the VX Icon Logo (VX Logo).
4 BRAND GUIDELINES
01. The Full Logo is the stacked version of the logo and is the preferred version of the logo for all printed collateral including all printed publications, advertising, billboards, posters, flyers, merchandise and product packaging. 02. The VX Logo version contains graphics only and is the preferred version for product engraving or on print materials when space is not at a premium in a layout, for example, website graphics, banners or merchandise.
EXCLUSION ZONE The minimum exclusion zone margin for all of our company logos is based on the width of the inside foil area of the VX. With all logo use, a clear-space equal to the width of the foil area inside of the “VX” (Exclusion Zone) must be added prior to placing elements around the logo. When adding color or framing around the logo, the addition must extend to a minimum of the Exclusion Zone. On all sides, the Exclusion Zone should be measured from the farthest edge of the logo. No element, other than the company name, may encroach on this space.
Minimum Size, bigger is better. Full Logos must not be printed at a size smaller than 22mm in height to ensure that the “VITA XTRONG” font is readable.
22 mm
For digital media, the Full Logo should be no smaller than 60px in height. If smaller logos are needed, use the VX Icon Logo instead.
60 px
Any size
5 BRAND GUIDELINES
LOGO USAGE WE WANT TO LOOK GOOD ALL THE TIME , SO TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO. We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo. 01. SPACE AROUND THE LOGO Always leave the logo some space to breathe, with the Exclusion Zone as the absolute minimum space. Try to use white, black or neutral backgrounds.
02. IF YOU HAVE TO… If it’s unavoidable to sit the logo on a color or a photo, use the negative logo. The following monochrome and negative logos are accepted.
03. NOT RIGHT Do not rotate the logo.
6 BRAND GUIDELINES
LOGO USAGE WE WANT TO LOOK GOOD ALL THE TIME , SO TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO. We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo. 04. COLOR CLASH Do not place the logo on clashing colors.
05. NOT GOOD Do not use the negative logo on backgrounds that are too light or cluttered.
06. NO THANKS Do not add embellishments like drop-shadows, embossings, etc. to the logo.
7 BRAND GUIDELINES
LOGO OPTIONS SAY HELLO TO EVERYONE IN THE FAMILY. IF YOU CAN’T FIND IT HERE, WE DON’T WANT YOU TO USE IT. Our company logo exists in both a Full Logo and VX Icon Logo version. While the Full Logo option is the preferred logo, use of either the Full Logo or VX Icon Logo should be determined according to their suitability for the layout. The use of the VX Icon Logo should be carefully considered and implemented, and be restricted to supporting product or promotional materials. It is not recommended that the VX graphic be used as the default identifier in place of the complete, Full Logo. PMS 382C, or #bad80a is the main Brand color and should be used in most cases. A version of the logo may be used with the other product series colors when talking specifically about one of the product series, such as Foundation Series or Burn Series. The Full Logo version of the logo is fully achievable for social media when a square icon is needed for online applications.
8 BRAND GUIDELINES
MUSCLE SERIES
FOUNDATION SERIES
BURN SERIES
COLOR PALETTE OUR COLORS DEFINE OUR BRAND. WE’RE BOLD, BRIGHT AND CONFIDENT. SIMPLE AND TO THE POINT. The corporate color palette includes a black, yellow, red and blue theme with supporting tones. Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette. Also included are the references for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the Pantone PMS process. Equivalent colors can be composed using the RGB and HEX references included when the logo is used digitally.
MUSCLE SERIES
BURN SERIES
FOUNDATION SERIES
PANTONE 382 C
PANTONE 199 C
PANTONE 2995 C
CMYK 32/0/100/0
CMYK 6/100/85/0
CMYK 73/15/0/0
RGB 185/213/50
RGB 220/30/53
RGB 0/169/225
HEX #BAD80A
HEX #DC1E35
HEX #00A9E0
BURN SERIES
FOUNDATION SERIES
9 BRAND GUIDELINES
MUSCLE SERIES
FOIL PROCESS GREY
PROCESS RICH BLACK
CMYK 0/0/0/24
CMYK 40/40/40/100
RGB 201/202/204
RGB 2/0/0
HEX #c9cacc
HEX #020000
COLOR TREATMENT There are three full-color options for the VitaXtrong logo, however the preferred full-color logo option for the VitaXtrong brand is Yellow Pantone 382C, represented in the Muscle Series. Each color variation represents a specific product series within the VitaXtrong Supplement line.
MUSCLE SERIES
Muscle Series = Yellow logo ( Pantone 382C, or #bad80a ) Burn Series = Red logo ( Pantone 199C, or #dc1e35 )
BURN SERIES
Foundation Series = Blue logo ( Pantone 2995C, or #00a9e0 ) Black should be built as Rich Process Black CMYK 40/40/40/100.
FOUNDATION SERIES
On product packaging and other print collateral, the inner “grey gradient” is shown to represent silver foil, or silver metallic inks. The inner “grey gradient” may also be printed using Rich Process Black or Process Black as a gradient.
10 BRAND GUIDELINES
TYPEFACE STRAPS TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS PARAMOUNT. TYPEFACES. PRINT. Our corporate typeface consists of these font families: Helvetica Neue LT Std, Compacta Black BT, and Impact LT Std Roman. These full font families come in a range of weights to suit a multitude of purposes. They are optimized for print, web and mobile interfaces, and have excellent legibility characteristics in their letterforms. TYPEFACES. ONLINE. When technology allows for it, Helvetica Neue LT Std should be used in web applications. The default fall-back corporate font is Open Sans which should be utilized to ensure acceptable degradation when one of the others is unavailable. TYPOGRAPHY. STYLE. Text for correspondence and publications should preferably be set in upper and lower-case, and flush left without justified text. Capitalization should never be used for body text, but is acceptable for headings.
Helvetica Neue LT Std
ABCD abcd 1234
Compacta Black BT
ABCD abcd 1234
Impact LT Std Roman
ABCD abcd 1234 11 BRAND GUIDELINES
TYPEFACE STRAPS Helvetica Neue LT Std (107 Extra Black Condensed Oblique)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Helvetica Neue LT Std (87 Heavy Condensed)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Helvetica Neue LT Std (87 Heavy Condensed Oblique)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() 12 BRAND GUIDELINES
TYPEFACE STRAPS Helvetica Neue LT Std (77 Bold Condensed)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Helvetica Neue LT Std (67 Medium Condensed)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Helvetica Neue LT Std (57 Condensed)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() 13 BRAND GUIDELINES
TYPEFACE STRAPS Compacta Blk BT (Black)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Impact LT Std (Roman)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
14 BRAND GUIDELINES
BRAND DESIGN STYLE Taking a direction from the Swiss Style (or International Typographic Style) allows us to emphasize and execute a clean, legible approach to our extended media and brand situations. Features include asymmetric layouts, strong grid-based structure, sans serif typefaces and unjustified body text. An understanding of the importance of white space is also crucial in layouts, both in and around text and images. Black or brand key color body text should normally be used unless reversed out/white copy is more aesthetically appropriate. Limiting color use to our corporate palette will serve to strengthen our brand message.
SUPPORT GRAPHICS Graphic elements derived from the logo are valid for use as stand-alone support graphics provided they are not used in place of the complete logo. We do not recommend the use of detailed illustrations or clip art as support graphics but rather simple geometric shapes so as not to detract from other layout elements. Refer to VitaXtrong product icons for examples of maximum “detail� to be used in illustrations focusing on simple line drawings of appropriate weight. Large, distracting banners and graphics (such as ribbons and arrows) should not be used as they only serve to lessen the quality and values of our brand.
15 BRAND GUIDELINES
PHOTOGRAPHIC STYLE As an overall theme for the photographic style of our brand, we suggest that a high portion of the the photography be medium contrast black and white, so as to strengthen a classic, emotive approach to supporting visuals. As an alternative, a single color can be used from within the corporate palette as a replacement for white within the image, creating an understated duotone look. Full color photography should be used sparingly. All photography used must be of high quality, regardless of whether they are black and white or color. Images need to be clean, crisp, in focus and contain subject matter relevant to our organization. Artistic composition also needs to be considered to avoid as “snapshot� style imagery.
WEBSITE It is suggested that the VitaXtrong website use a a combination of dark and light grey tones with the supporting brand key color, and generous amounts of whitespace. Doing so will ensure consistency across the VitaXtrong brand online.
16 BRAND GUIDELINES
THE CHECKLIST 01. THE LOGO Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements. 02. BACKGROUNDS The logo should not appear on light or cluttered images without being reversed out. 03. GRAPHICS Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower the VitaXtrong company logo. 04. TYPOGRAPHY Check that our corporate typefaces have been used appropriately where applicable. 05. DESIGN Be sure to provide these guidelines to third parties or collaborating partners. A FINAL THOUGHT If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity.
Contact Info:
VitaXtrong
Developed & Distributed by: Fit Sport Co., Ltd. 11 Narkniwas, 15 ladpharo, 71 Bangkok 10230 Thailand
17 BRAND GUIDELINES
Telephone: 855-7Xtrong (855-798-7664) Web. www.vitaxtrong.com
VitaXtrong.com