Design and brand guidelines document

MG SERVICE Design and Brand Document

by

INTRODUCTION DESIGN AND BRAND GUIDLINES These guidelines describe the visual and verbal elements that represent the MG Service brand identity. This includes the brand name, logo and other elements like color, type, graphics and the deployment of the developed graphics.

Sending a consistent and controlled message is critical in presenting a unified image of the service organization. These guidelines will help in implementing MGâ€&#x;s commitment to quality, consistency and style.

Every element of this design document i.e. the logo, name, colors and graphic elements are to considered as the MG service organizations property and assets. Any future deployment of MG Service realted materials should follow these guidelines and should avoid unauthorized or incorrect use of the brand or brand elements

TABLE OF CONTENTS SECTION 1

THE SERVICE LOGO REPRESENTATION

SECTION 2

THE BRAND TYPOGRAPHY

SECTION 3

THE BRAND COLOR SYSTEM

SECTION 4

IMAGES AND BLENDING MODES

SECTION 5

BRAND DEPLOYMENT - MARKETING COLLATORAL

SECTION 6

BRAND ICONOGRAPHY

SECTION 7

OTHER BRAND DEPLOYMENTS

01

THE SERVICE LOGO REPRES ENTATION The logo is the key building block of the MG service identity, the primary visual elements identify with this. The “Logo” or signature is a combination of the parent organizations logo and the service organizations name – they have a fixed relationship and should not be changed in any way

The Logo Introduction The Logo Representations The Logo Construction, Clear space And Computation Alternate Logo Representation Don'ts In The Usage Of The Logo

The Logo Tagline

THE LOGO INTRODUCTION THE FULL LOGO A logo forms the center point of a brand and is highly instrumental in how brand is recognized and perceived by its audience.

Everything about ones brand, from corporate stationary to promotional material emanates from the logo

The MG Service logo comprises of two main design elements i.e. the MG primary logo or symbol and the logotype. The Icon and logotype should appear always for the logo to be considered the primary logo. It is vital to be consistent with this application and to never display the logo in configurations other than shown in the manual.

Please note that the logo type is a altered form of “Gill San MT� and one should never attempt to make use of a substitute font that may appear similar

MG Icon

Logotype

Divider The Primary Logo Representation The above given is to considered as the primary logo representation.

The icon-logotype combination i.e. Icon in MG RED, Divider in Black and Logotype in a Black and MG RED combo over and white background

THE LOGO REPRESENTATIONS The Primary Logo Representation The primary logo representation. The icon-logotype combination i.e. Icon in MG RED, Divider in Black and Logotype in a Black and MG RED combo over and white background

The Reverse Logo Representation The color MG RED is widely used in brand representations. When the logo is superimposed over a plain MG RED background or illustrative back ground, the given combination should be used

Monochromatic Logo Representation Every logo must be designed in a way that makes its viable for monochromatic representation i.e.

Black and White Representation

THE LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION LOGO CONSTRUCTION The spacing guide has been developed using a proportion system.

The proportionate heights and/or widths are given in relation with what is referred to as X in the logo representation.

4x

5.5x

0.5x

7x

x x x x

CLEARSPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

MINIMUM SIZE

x

x

x

x

20 mm

In order for the Logo to be clearly seen in print or in on screen, a minimum size has been produced. The logo may not be applied smaller than 20 mm wide in print and 60px wide on screen 60px

ALTERNATE LOGO REPRESENTATION Local Inspiration Logo An alternate logo had been developed keeping in mind local inspirations i.e. Arabic calligraphy. The basic elements of the primary design has been retained with only the CARE element of the logotype changed to represent Arabic calligraphy

MG Icon

Divider

Logotype

Arabic Calligraphy Inspired Logo

DON’T’S IN THE USAGE OF THE LOGO INCORRECT USAGE OF THE LOGO 1.

2.

3.

4.

5.

6.

Do not use logo in any configuration other than what is shown previously in this document Do not use the logo in any other colored background that what is indicated in the Color System of the brand Do not use the logo without the divider Do not use the logo as an outline Do not use logo in any other angle other than what is recommended in the brand document Do not alter the proportion and aspect ratio of the logo

1

2

3

4

5

6

THE LOGO TAGLINE What the Logo Tagline Conveys The logo tagline reiterates the commitment to “CARE� that after service brand professes to.

A M G AFT E R S AL ES PRO M I S E

Tagline Representation and Construction

0.25x

0.75x 6.5x

The tagline will be an integral part of the logo and should be represented together with logo in all brand communications and messaging

02

THE BRAND TYPOGRAPHY Typography is an essential part of the brand story. A uniform typography has to be followed to best convey the ideal emotion consistently throughout the brand experience. Typography is not just limited to recommended fonts but also ina sense creates a typographical hierarchy that would help the users of the brand to visualise the importance of the information but simply considering that type of typography used

The Primary Fonts And Typography The Font Usage And Text Hierarchy

THE PRIMARY FONTS AND TYPOGRAPHY A SIMPLISTIC FONT The Gill Sans MT has been chosen as the primary font for the service brand because it will be in line with MGâ€&#x;s overall brand guidelines.

Gill Sans MT has been also retained for its legibility and simplicity of application.

PRIMARY FONT

Gill Sans MT Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghjjiklmnpqrstuvwxyz 0123456789@%#*()$

Regular Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghjjiklmnpqrstuvwxyz 0123456789@%#*()$

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghjjiklmnpqrstuvwxyz 0123456789@%#*()$

Bold Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghjjiklmnpqrstuvwxyz 0123456789@%#*()$

THE FONT USAGE AND TEXT HIERARCHY Text hierarchy is an other form of visual hierarchy which enables the user can comprehend the most important lettering, with the most impact.

Such an hierarchy creates contrasts between text elements. Given below are a few way text hierarchy has been used in the MG Service Brand Story

Terms Text Body in Communications

MG Aftersales Service

i.e. Brochures, Presentations etc.

9 pt Gill Sans MT Regular

Main Text Body in Communications

MG Aftersales Service

i.e. Brochures, Presentations etc.

12 pt Gill Sans MT Regular

Sub-Impact Text in Communications

MG Aftersales Service

i.e. Brochures, Presentations etc.

14 pt Gill Sans MT Regular

Main-Impact Text in Communications

MG Aftersales Service - MG AFTERSALES SERVICE

i.e. Brochures, Presentations etc.

18 pt Gill Sans MT Regular

Tagline Text in Poster Communications

MG Aftersales Service MG Aftersales Service

i.e. 4:3 and A3 Publications

30 pt/60 pt Gill Sans MT Regular & Gill Sans MT Itallics

03

THE BRAND COLOR SYSTEM Color plays an imporatnt role in any brand identity. The following section contain recommendations for various media.

A palette of primary colors have been developed keeping in mind the brand guidelines of the primary MG brand with some variations keeping in mind the young demographic of the region. Consistent use of these colors will contribute to the cohesive and harmonious look of the MG Service Brand across all relevant media

Primary Color Systems

PRIMARY COLOR SYSTEMS Explanation: The MG Service Brand has three official colors MG RED, Black and White

100%

80%

60%

40%

Usage: Use them as the dominant color palette for all internal and external visual presentations of the company

PRIMARY COLOR MG RED

PRIMARY COLOR BLACK

COLOR CODES

COLOR CODES

RGB: R228 G35 B38 CYMK: C4 M98 Y98 K0 HEX: #E42326

RGB: R0 G0 B0 CYMK: C75 M68 Y67 K90 HEX: #000000

COLOR TONES

COLOR TONES

20%

100%

THE GRADIENT

80%

60%

40%

20%

THE GRADIENT

04

IMAGES AND BLENDING MODES IMAGE STYLES BLENDING MODES AND OPTIONS

IMAGE STYLES: LOGO CREST BLACK & WHITE Key Elements: - The MG Logo

Requirement: -The image should have only one large graphic -Preferably of the MG logo on a car -High contrast image -Minimalistic -Logo can be placed on a White Box with transparency, if background not flat

IMAGE STYLES: FULL CAR BLACK & WHITE BACKGROUND Key Elements: - City Skyline Requirement: -The image should have be ideally a city skyline -The marque car in the region should be placed in full color -Logo can be placed on the image if the background region is flat

IMAGE STYLES: FULL CAR BLACK & WHITE BACKGROUND Key Elements: - City Skyline

Requirement: -The image should have be ideally a city skyline -The marque car in the region should be placed in full color -Logo can be placed on the image if the background region is flat

IMAGE STYLES: FULL CAR FULL COLOR IMAGERY Key Elements: - Off-road Locations Requirement: -The background image should be ideally of the outdoors/nature -The marque car in the region should be placed in full color but color balanced to the background -Logo can be placed on the image if the background region is flat

IMAGE STYLES: MG PERSONAL ON WHITE BACKGROUND Key Elements: - Support Personal

Requirement: -Stock Image of a mechanic or customer car representative -MG Service logo and MG icon blended on to the attire of the personal -MG Service logo placed on white background, centered on the left side of the image

BLENDING MODES FOR IMAGES Image effects and blending modes raise the concision and hence the recall of a brand.

MG Red is used as the primary blend color with a monochromatic image or dual color graphic.

Key Elements: - The Union Jack (British Flag) - Mechanic How to Blend (for graphics): 1.

2.

3.

Ensure the background graphic is dual color, if not convert the image to monochromatic mode Place a layer of MG Red on top of the graphic layer in the layer panel Adjust the layer style to normal and „blend if gray‟ until the background image is mildly visible without altering the MG red color

How to Blend (for image + graphics): 1.

2.

3.

Ensure the background image is converted to black and white Place a layer of MG Red on top of the graphic layer in the layer panel Adjust the layer style to normal and „blend if gray‟ until the background image is mildly visible without altering the MG red color.

You may need to reduce the transparency of this layer too

05

BRAND DEPLOYMENT MARKETING COLLATORAL LANDSCAPE POSTER DESIGN – DIGITAL & PRINT ROLL UP BANNER - PRINT PRESENTATION STYLE BROCHURE – DIGITAL & PRINT

LANDSCAPE POSTER DESIGN: DIGITAL Poster to be displayed via a digital screen like TV at reception or screen saver in service center computer

242px

1123px

242px 200px

Features: -Size: 3000px X 2250px -Resolution: 300 Pixels/Inch -Aspect Ratio: 4:3 -Color: RGB -Format: JPEG

692px

Similar Style

242px 30 pt Gill Sans MT Regular

242px

LANDSCAPE POSTER DESIGN: DIGITAL Poster to be displayed via a digital screen like TV at reception or screen saver in service center computer Features: -Size: 3000px X 2250px -Resolution: 300 Pixels/Inch -Aspect Ratio: 4:3 -Color: RGB -Format: JPEG

117px

1123px

117px

117px 117px 200px

692px

Similar Style

117px

354px

30 pt Gill Sans MT Itallics

117px

LANDSCAPE POSTER DESIGN: DIGITAL Deployment Examples

LANDSCAPE POSTER DESIGN: PRINT Poster to be of canvas or paper. The size and features mentioned here are excluding the frame.

Features: -Size: 50 cm X 40 cm -Resolution: 300 Pixels/Inch -Color: CYMK -Format: PSD -Paper: 150gsm to 170 gsm Matt or Gloss finish

3cm

20cm

3cm

16 cm

Similar Style

3cm

60 pt Gill Sans MT Itallics

22cm

3cm

LANDSCAPE POSTER DESIGN: PRINT Poster to be of canvas or paper. The size and features mentioned here are excluding the frame.

Features: -Size: 50 cm X 40 cm -Resolution: 300 Pixels/Inch -Color: CYMK -Format: PSD -Paper: 150gsm to 170 gsm Matt or Gloss finish

3cm

20cm

22cm

3cm

16 cm

Similar Style

3cm

60 pt Gill Sans MT Itallics

3cm

LANDSCAPE POSTER DESIGN: PRINT Deployment Examples

Wooden Frame – 150 gsm paper

Suspended Canvas Canvas

A3 LANDSCAPE POSTER DESIGN: PRINT Poster to be of canvas or paper. The size and features mentioned here are excluding the frame.

5cm

25cm

5cm

16cm

Features: -Size: 85 cm X 42 cm (A3 Size) -Resolution: 150 Pixels/Inch -Color: CYMK -Format: PSD -Paper: 150gsm to 170 gsm Matt or Gloss finish

Deployment Examples

Plastic Frame – 150 gsm paper Frameless Canvas – 150 gsm paper

5cm

ROLL UP BANNER DESIGN: PRINT

85cm 5cm

Features: -Size: 85 cm X 200 cm (No bleed required) -The top 15mm will be hidden behind the top edge of the frame -The bottom 50mm will be hidden inside the base of the frame-Format: PSD -Paper: 150gsm to 170 gsm Matt or Gloss finish -Safe area: No important content should be placed within 50mm from the top edge, or within 100mm from the bottom edge (see diagram) -Color: CYMK -Print: Satin Paper

200cm

Roll Up Banner to be set up on a stand.

Developed size is keeping in mind the most popular size used in the market.

10cm

LANDSCAPE POSTER DESIGN: PRINT Deployment Examples

Canvas

PRESENTATION STYLE BROCHURE: DIGITAL & PRINT

X X

X 18 pt Gill Sans MT Regular

14 pt Gill Sans MT Regular 9 pt Gill Sans MT Regular

Poster to be of canvas or paper. The size and features mentioned here are excluding the frame.

Digital Features: -Size: 3000px X 2250px -Resolution: 300 Pixels/Inch -Aspect Ratio: 4:3 -Color: RGB -Format: JPEG X Print Features: -Size: 25.4 cm X 19.05 cm -Resolution: 300 Pixels/Inch -Color: CYMK -Format: PSD, .AI -Paper: 150gsm to 170 gsm Matt or Gloss finish

X

14 pt Gill Sans MT Regular

12 pt Gill Sans MT Regular

X = 116px or 1 cm

X

Canvas

18 pt Gill Sans MT Regular

PRESENTATION BROCHURE DIGITAL DEPLOYMENT

PRESENTATION BROCHURE PRINT DEPLOYMENT

06

BRAND ICONOGRAPHY SERVICES ICONS SECONDARY ICONS

SERVICE DETAILS ICONOGRAHPY Icons Developed For Each Service Offering The icon is placed inside a Hexagon similar to that of the MG Logo Icons for each of the eight service promoted under MG Care will be used prominently in all promotional brand communications.

X

X

X

X

SECONDARY ICONOGRAPHY Icons Developed For Use to Define Features of Services These are a series of icons developed to be used in various informational material, like in brochures, presentations and even information flyers explaining feature of services. e.g. These icons can be utilized to explain how a customer can sign up for a service or what specific benefits to expect from a particular service offering

07

OTHER BRAND DEPLOYMENTS MERCHANDISE

BRAND MERCHANDISE

Illustrative Examples Only – Contact Design Agency for Specific Designs

Goodies Bag

Coffee Mugs

Tissue Box

BRAND MERCHANDISE Illustrative Examples Only – Contact Design Agency for Specific Designs

Baseball Caps

Premium Polo Shirts

Normal Polo Shirts