Brand Guidelines A short guide to the effective use of our brand
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Brand Guidelines
This Brand Guidelines sets out all you need to know about our brand, our visual and verbal identity, and how to apply it. All the serious rules are at the back with examples of the key applications. At the front we set out the spirit of the brand, our values and the thinking behind them.
Contents 1 05 07
Introduction Living the brand Brand and sustainability
2 Brand elements 12 Corporate Logo 13 Logo Introduction 14 Using the Yonder logo 15 Colour Palette 16 Things to avoid 18 Typography 21 Iconography 22 Graphic Assets
3 Applications 25 Stationery 27 Business cards 28 Print specifications
Yonder Introduction Living the brand
Why brand – Living the brand
The Yonder brand is much more than just a logo, or a set of colours, or rules and regulations. The Yonder brand is the sum total of our reputation – and we must do all we can to make sure it is accurate and truly representative.
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Living the brand Yonder has strong principles, clear values and exceptional people. Our work is world class and we take immense pride in what we can and do achieve. The way we communicate must convey this at every point of contact. This is not always easy. It means meticulous attention to detail at every opportunity. There is no day off, no room for exception, no short cuts and no excuses. We just need to get it right – so everyone knows this is our brand, and we are proud of what it stands for. This book aims to make it easier, simpler and quicker to get right first time.
Used the way it should be, our brand acts as a simple signal of what we stand for. It is important to make sure we use it in the right way as any degree of inconsistency or confusion will make communication difficult and could create the wrong impression. We must always make the right impression. We cannot expect other people to see us in the right light, if we do not present ourselves with confidence, clarity and consistency. Our new logo and visual and verbal identity helps our clients and potential customers, our employees, partners and other stakeholders recognise us for what we are.
Yonder Introduction Living the brand
How do we live our ‘values’? Having values is one thing, making sure they are believed by those around us is another. To do this, we need to translate our values into actions and ethos – it is not what we tell people that matters, but how we tell them, what we do and how we do it…
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Brand and sustainability Even though everything we do at Yonder is world-class and highly cost-effective, we face competition right across the range of services we offer. Appropriate, consistent brand application helps us stand out, stand up and be recognised. It provides a focus for promotion, and reassures our clients. Taking pride in the Yonder brand inspires confidence in our performance and reflects the way we do things. To grow sustainably we must invest in the brand, keep it safe, keep it strong, and keep it true to our values.
Yonder Introduction Brand and sustainability
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Invest in the brand, keep it safe, strong, and true to our values.
Yonder Brand elements
Brand elements
Your brand promise – the pledge you make your customers – should be delivered at all levels of your company. The experience customers get walking through your doors should be the same as when they visit your web site, communicate with your staff, read your brochures and interact with you on social media. Your employees should understand your brand attributes and how to enhance the brand experience through their daily interactions. Your customers should be able to accurately explain your brand’s personality in their own words. This then is how it starts...
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Corporate Logo Our Logo is the key building block of our identity, the primary visual element that identifies us. The logo elements have a fixed relationship that should never be changed in any way.
– Logo Introduction – Using the Yonder Logo – Colour Palette – Typography
Yonder Brand elements Corporate logo
The Yonder logo Introduction The core Yonder logo is made up of 3 key elements, the symbol, a graphical interpretation of the Yonder ‘Y’, the word ‘Yonder’ and the tag line: Engineering a better environment. The Yonder logo must be used
consistently, as it plays in key role in the first impressions of our company, the following pages talk in detail about how you can use the logo and how it should be applied in a range of application examples.
Exclusion zone It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other
graphic element or message can be positioned in relation to the mark of the symbol itself and our logo – they have a fixed relationship that should never be changed in any way.
Clearspace Logo symbol
Clearspace Full logo
/2 Y
1
/2 Y
1
Y
/2 Y
1
/2 Y
1
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Yonder Brand elements Using the Yonder Logo
Minimum size A minimum size is also set to ensure legibility of the Yonder logo at all times, due to the small detail within the overall mark the minimum size is set to a width of 30mm, which gives an overall height of 11.8mm.
Colour variants Wherever possible please try to use the colour version of the Yonder mark. If, based on production restraints this is not possible then the mark may be used single colour in black, or white reversed out of a colour of suitable image.
On occasion the mark may need to be reproduced at smaller size (on promotional marketing for example), in this instance the tag line may be removed to guarantee the key elements remain visible.
30mm
10mm
1. Colour logo
2. Black logo
3. White logo
4. White logo with colour symbol
Yonder Brand elements Colour Palette
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Backgrounds When the Yonder logo appear on a colour background please ensure the logo remains clearly visible at all times. If that is not possible, the Yonder logo must be placed on a plain white or black background
Colour Palette
COLOR CODES
80%
Colour plays an important role in the Yonder identity program. The colours below are recommendations for various media. Consistent use of these colors will contribute to the cohesive and harmonious look of the Yonder brand identity across all relevant media. Check with your designer or printer when using the corporate colours that they will be always be consistent. These includes: – Pantone approved CMYK splits for reproduction in standard 4 colour printing techniques – Suggested tint values of core and group palette colours – RGB for use on screen and web media
60% Tones
40%
CMYK:
C 74 M 0 Y 19 K 0
Pantone:
3115 C
RGB:
R 0 G 181 B 207
Web: #00b5cf
COLOR CODES
80%
60% Tones
40%
CMYK:
C 50 M 90 Y0 K 0
Pantone:
513 C
RGB:
R 150 G 54 B 139
Web: #96368b
COLOR CODES
80%
60% Tones
40%
CMYK:
C 0 M 33 Y 90 K 0
Pantone:
7409 C
RGB:
R 250 G 181 B 34
Web: #fab522f
COLOR CODES
80%
60% Tones
40%
CMYK:
C 10 M 10 Y 0 K 90
Pantone:
447 C
RGB:
R 55 G 54 B 57
Web: #373639
COLOR CODES CMYK:
C 0 M 0 Y 0 K 50
Pantone: N/A
80%
60% Tones
40%
RGB:
R 157 G 157 B 156
Web: #9d9d9c
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Yonder Brand elements Things to avoid
Things to avoid The Yonder logo should never be distorted or changed in any way. Never try to recreate, or alter elements of the Yonder logo.
Don’t change the order of colours on the icon.
Don’t change the colour palette.
Don’t change the position of the icon.
Don’t alter the proportions of the elements.
Yonder Brand elements Things to avoid
Don’t distort the logo.
Don’t omit elements of the logo.
Don’t place the logo against a complicated background. Please refer to the Backgrounds section for further clarification.
Don’t rotate the icon.
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Yonder Brand elements Typography
Typography The Yonder typeface and typographic layout helps create a distinctive and consistent look across all forms of our communications. Geomanist, our chosen typeface is available in a range of weights, although for clarity and distinction we suggest the use of Light, Regular, Medium and Bold with the option to use italics for each weight. Please refer to the following pages, for guidance on specific sizes and weights.
All type should be ranged left where possible to ensure we maintain our modern, and forward thinking visual appearance. If Geomanist is not avaiiable on your system then you may use Arial, although this should only be used as a sparingly. Please seek guidance with regards having Geomanist installed on your operating system.
Geomanist Light Geomanist Regular Geomanist Medium Geomanist Bold
Yonder Brand elements Typography
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Sizing - A4 cover The sizes opposite are suggested for an A4 publication, if working on publications smaller than this or screen based media use this as a guide and scale proportionally to your desired size.
Heading – A Heading – B Heading – C Heading – D Subheading or supporting information
Geomanist Medium 60pt
Geomanist Medium 50pt
Geomanist Medium 40pt
Geomanist Medium 30pt
Geomanist Medium 14pt
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Yonder Brand elements Typography
Sizing - A4 cover (continued) Body copy
Caption copy heading
Geomanist Regular 10pt
Geomanist Medium 8pt
Body Copy Example This example body copy is set in Geomanist Regular 10pt using 12pt leading. Ur audam repratistrum imus voloribearum erum sita dendit eostiant il magni nos eic tem ea sin pedi occus es et ea dus ea simuste mpeliqu amenien imiliqui to doluptas placepr aerorep eriberumende posam harum et quas pa volest as ut laut lant es esci reribus, ad utestius sinulpa conecte occusdant volupta tintotaquam audaerum il minciis molore prepudandae pliaesc iaspit es mi, optinciasi sit exera prera sitas dolupis millita sperio. Optatus idipsamus iuresci maximincil estius aliquam sequi acerit a iusant et que secae parum.
Caption copy heading Geomanist Medium 8pt
Yonder
Iconography An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is a small picture or symbol serving as a quick, “intuitive� representation of a software tool, function or a data file. The Elegant Icon Font Package, our chosen icon set, is available as vector graphics and web font.
These icons have been optimized with pixel-perfect detail for 16px, and all multiples of 16px (32px, 64px, etc). The result is crisp, beautiful graphics on any display (including Retina displays). The Elegant Icon Font Package can be downloaded at https://www. elegantthemes.com/blog/resources/ elegant-icon-font
Brand elements Iconography
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Yonder Brand elements Graphic Assets
Graphic Assets
The Yonder Symbol The symbol we have created for Yonder is unique, as well as it’s obvious place in creating the Yonder logo it can also be used as a design asset for both printed and screen based communications. Throughout these guidelines elements of the symbol have been used to hold images, frame text areas or purely to add visual pace to the document. In order to maintain a level of consistency please follow a few simple rules when using the symbol as a graphic asset.
Brand Guidelines A short guide to the effective use of our brand
The symbol used to frame a message
Yonder Brand elements Graphic Assets
Graphic Assets We have created a series of graphic designs that sit alongside our logo to help organise information and documentation. They are quite specific in their structure and relation to other elements and need to be reproduced as carefully as any other part of our visual identity.
Report title in Geomanist Light 30pt
Report title in Geomanist Light 30pt
Report title in Geomanist Light 30pt
Subtitle in Geomanist Medium 20pt
Subtitle in Geomanist Medium 20pt
Subtitle in Geomanist Medium 20pt
Paragraph in Geomanist Regular 12pt
Paragraph in Geomanist Regular 12pt
Paragraph in Geomanist Regular 12pt
On these report covers the shape of the Yonder symbol has been used to contain an image.
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Yonder Applications
Applications
In all our communications, written or verbal, we strive for clarity of approach. Our Stationery and website echo our modern, contemporary and yet approachable brand style.
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Applications The printed materials that we use every day are one of the most important parts of the brand. They must reflect our attention to detail and professionalism at every opportunity.
– Stationery – Business Cards
Yonder Applications Stationery
1 2mm
43.3mm
47.5mm
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10mm
1 2mm
1 2mm
1 Hornbeam House Hornbeam Park Hookstone Road
Stationery Stationery is our brand’s front line and it is essential that every application be a consistent reflection of our corporate identity. There is only one approved design format for all corporate and business unit stationery.
1 Address details are always printed in Geomanist Regular, 8pt on 10pt leading. 50% black. 2 Recipient address details are always overprinted in black, in Arial 10pt on 13pt leading. 3 Date and Reference details are always overprinted in black, in Arial 10pt on 12pt leading.
Harrogate HG2 8QT
Name Company Building Street Name Town/City County Post Code
2
Dear Mike,
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10mm
+44 (0)1423 855 971 info@yonderconsulting.co.uk yonderconsulting.co.uk
Date:
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Ref: 44mm
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4 Letter content is always overprinted in black, in Arial 10pt on 12pt leading. 5 Legal information and recycled stock content is printed at a 50% tint of black, and set in Geomanist regular 6pt on 10pt leading.
Registered in England & Wales Number: 08247822
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Yonder Applications Business cards
Business cards 1 The Yonder strapline should be set in Geomanist Light, 8pt. 2 Name to be set in Geomanist Medium, 11pt. The job title to be set in Geomanist Regular, 6.5pt. 3 All Contact information is set in Geomanist Regular, 6pt.
8mm
8mm
2
Nathan Evans Director
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+44 (0)7850 967 425 +44 (0)1423 855 971 nathan@yonderconsulting.co.uk yonderconsulting.co.uk
Hornbeam House, Hornbeam Park Hookstone Road, Harrogate HG2 8QT
1 4mm
4mm
Yonder Applications Business cards
Print specifications All stationery should be printed on 100% recycled stock. We recommend Revive 100, it is laser guaranteed to 160gsm and comes in a wide range of weights upto 350gsm for business cards or document folders. Should Revive 100 not be available please ensure the alternative is 100% recycled and has a high whiteness value.
Suggested weights and print specifications Letterhead – Revive 100, 135gsm – Prints 2 colours to 1 side Business cards – Revive 100, 300gsm – Prints 3 colours to the front and 1 colour to the reverse
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Further help and information If you have questions related to this guide or the implementation of the Yonder brand then please contact the authors of this brand manual.
Martin Fisher Partner Chemistry Creative Partners 3a-3b Burnett Street Little Germany, Bradford, BD1 5AP e: martin@thisischemistry.co.uk d: +44 (0)1274 296 122 m: +44 (0)7973 321 771 t: +44 (0)1274 296 126 w: thisischemistry.co.uk
Hornbeam House Hornbeam Park Hookstone Road Harrogate HG2 8QT
+44 (0)1423 855 971 info@yonderconsulting.co.uk yonderconsulting.co.uk