The Visual Style Guide for
BRAND IDENTITY a. The Logo ...............................................................3 b. Don’t Do This..............................................................5 c. Color Palette for Brand.................................................6 d. Typefaces.......................................................................7-8 e. Tag Line ............................. ............................................9
PRINT a. Logo Placement .................................................. b. Color Palette ......................................................... c. Graphic Elements ............................................. d. Photographs ............................................................... e. Typeface Use In Print ................................................. f. Stationary ................................................................ g. Letterhead Usage ....................................................
INTERACTIVE
a. The Web Site Specifics .......................................................... b. Color Palette .......................................................................... c. Typeface Usage ..................................................................... d. More Specifics ...................................................................... e. Web Photography .................................................................. f. Anything else?.........................................................................
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BRAND IDENTITY BORDER PRINT SHOP
THE LOGO The BPS logo is the first element that needs to be placed throughout the campaign. The work for the marketing campaign must act upon what the key elements are of the company. The ultimate goal at this time is to upgrade all technology so that the company can continue to prosper. Along with the technology upgrade, the company will need to have a marketing campaign. The company will be launching a massive ad campaign that will include tv and internet. These elements will help in bringing the company and it’s services into the 21st century and will let them compete once again with their competitors.
THE LOGO SPECIFICS
3.
The logo should be prominently displayed on all marketing pieces that are associeted with the marketing campaign. Preferred placement should be in an area that will help in catching the views attention. The logo should never be used in different colors. The logo may only be reproduced in the colors of black and yellow. The logo can also be reversed. use yellow with black no other color mixters should be aplied. The logo should never be recreated or altered in any way keep it clean and readable. C=100 M=100 Y=100 K=100
C=5 M=0 Y=93 K=0
Traditional placement for logo is in the bottom left corner and center of print pieces, and the upper left corner of web pages. The logo should also be placed at the beginning of the video and at the end.
THE LOGO SPECIFICS
4.
DON’T DO THIS
Don’t remove the Yellow effect
Don’t change the COLOR
Don’t CHANGE COLOR FOR MAIN WORDS
Don’t change the COLOR
Don’t add BEVEL OR EMBOSS Don’t change the OPACITY
5.
COLOR PALETTE
C=100 M=100 Y=100 K=100
6. C=75 M=0 Y=99 K=0
C=0 M=87 Y=100 K=0
C=5 M=0 Y=93 K=0 C=100 M=100 Y=22 K=33
C=0 M=98 Y=100 K=0
These colors are to be used as a guide when choosing colors for marketing, advertising, web and video projects. These colors are to be used as a guide and not intended to be used in to many mixtures unless the advertisment calls for it. Colors and color mixtures represent other brands should not be used.
The Border Print Shop uses three typefaces to represent itself; Arial, Arial Black, and Impact. With three typefaces that can be seen throughout the advertising campaing, we add an element of consistency to all our materials, building the BPS brand. They should be used for all materials that are promoting the organization.
ARIAL (ALL CAPS) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
ARIAL BLACK (ALL CAPS) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
TYPEFACES 7.
IMPACT (ALL CAPS) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Arial Regular, 15 pt 18 pt leading ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Arial Regular Italic, 15 pt 18 pt leading ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
TYPEFACES 8. Arial Bold, 15 pt 18 pt leading ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Arial Bold Italic, 15 pt 18 pt leading ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Arial Regular, Regular Italic, Bold and Bold Italic are to be used for the body of all text. Impact can be used to emphasize specific phrasees and tag line.
This tag line is to be used on all printed materials web site and all marketing materials associated with this campaign. It should be used on all online media. The font can be used with all three font styles, IMPACT, ARIEL, ARIEL BLACK.
TAG LINE 9.
OUR EXPERTISE,YOUR YOUR PROFIT! OUR EXPERTISE, PROFIT! Core messages: • Use our state of the art equipment and new services. • our low prices and high quality work is right for your budget. • Money spent rivals competetors.