Stanza Living | Brand Guidelines Document | 2017
2017 Company Brand Guidelines 1 of 41
Stanza Living | Brand Guidelines Document | 2017
Š Stanza Living 2017. All Rights Reserved. www.stanzaliving.com Dtwelve Spaces Pvt. Ltd. 54-55 Bagh Dewar Fatehpuri, Delhi 110006 Stanza Living is a first-of-its-kind student accommodation venture which creates and operates high-quality student residences where each element of the property and service offering has been thoughtfully designed keeping in mind the needs, wants and aspirations of the new-age student community.
2 of 41
Stanza Living | Brand Guidelines Document | 2017
Contents 1 Brand Identity guidelines
2 Stationery and promotional materials
1.1 Master logo
2.1 Visiting cards
1.2 Secondary logo
2.2 Letterhead
1.3 Brand colors
2.3 Envelope
1.4 Brand typeface
2.5 Invoice
1.5 Safe zones
2.6 Visual elements and their usage
1.6 Minimum sizes 1.7 Visual elements 1.8 Don’ts
3 of 41
Stanza Living | Brand Guidelines Document | 2017
Brand Identity guidelines Brand identity guidelines are a written manual that explains how a brand should be used internally and externally. They provide very specific instructions about how tangible elements of a brand should be used in all forms of branded communications — from business cards to ads, packaging to signage, and everything in between. In other words, by following specific brand guidelines, the brand can leave its fingerprint across all communications touch points. A great brand guidelines manual can ensure that the brand is always portrayed consistently and accurately, so consumers have the opportunity to develop trust in the brand and its promise. The strongest brands surround consumers with branded experiences so people can self-select how they want to interact with the brand.
4 of 41
Stanza Living | Brand Guidelines Document | 2017
1.1 Master logo COLOR VERSION- With tagline This is the primary version of the logo (color). It should be used in all cases possible (print and digital) wherever the use of tagline is required, unless shape or length creates a constraint.
5 of 41
Stanza Living | Brand Guidelines Document | 2017
1.1 Master logo COLOR VERSION- Without tagline This is the primary version of the logo (color). It should be used in all cases possible (print and digital), unless shape or length creates a constraint.
6 of 41
Stanza Living | Brand Guidelines Document | 2017
1.1 Master logo BnW VERSION- Without tagline This is the of the primary version of the logo (black and white). It should be used in for print purpose only, where the color version cannot be used.
7 of 41
Stanza Living | Brand Guidelines Document | 2017
1.2 Secondary logo COLOR VERSION This version of the logo should only be when the primary version cannot be used due to shape or size constraints. The symbol (brackets) can also be used as a graphic element.
8 of 41
Stanza Living | Brand Guidelines Document | 2017
1.2 Secondary logo BnW VERSION This version of the logo should only be used for print purposes, when the secondary version (color) cannot be used. The symbol, design ‘D’ form can also be used as a graphic element.
9 of 41
Stanza Living | Brand Guidelines Document | 2017
1.3 Brand Colors PRIMARY COLORS
r88 g204 b182 c59 m0 y37 k0 #58CCB6
r37 g53 b91 c94 m83 y38 k29 #25355B
r130 g219 b202 c45 m0 y28 k0 #82DBCA
r173 g224 b214 c31 m0 y19 k0 #ADE0D6
r214 g237 b232 c15 m0 y9 k0 #D6EDE8
r67 g82 b112 c80 m67 y36 k18 #435270
r134 g142 b155 c51 m39 y31 k2 #868E9B
r194 g198 b204 c24 m17 y14 k0 #C2C6CC
TINTS The various tints can be used, along with their core primary colors, to add depth and other effects while making visuals and promotional materials (eg: poster, social media lookups), but use them sparingly.
10 of 41
Stanza Living | Brand Guidelines Document | 2017
1.3 Brand Colors SECONDARY COLORS USAGE: The secondary colors can be used to make visuals and other promotional materials (text color, background colors, imagery).
r255 g185 b54 c0 m31 y89 k0 #FFB936
r255 g39 b60 c0 m94 y75 k0 #FF273C
r68 g68 b68 c67 m60 y59 k44 #444444
r252 g197 b109 c0 m24 y66 k0 #FCC56D
r252 g216 b164 c1 m16 y39 k0 #FCD8A4
r252 g235 b212 c1 m7 y16 k0 #FCEBD4
r252 g86 b118 c0 m82 y35 k0 #FC5676
r88 g204 b182 c59 m0 y37 k0 #58CCB6
r88 g204 b182 c59 m0 y37 k0 #58CCB6
r96 g96 b96 c61 m53 y52 k24 #606060
r88 g204 b182 c59 m0 y37 k0 #58CCB6
r88 g204 b182 c59 m0 y37 k0 #58CCB6
TINTS The various tints can be used, along with their core primary colors, to add depth and other effects while making visuals and promotional materials (eg: poster, social media lookups), but use them sparingly.
11 of 41
Stanza Living | Brand Guidelines Document | 2017
1.4 Brand Typefaces ROBOTO The brand typeface is Roboto. It is the primary typeface used in all communication materials. Various type sizes and weights can be used to establish a clear hierarchy of information. Roboto cannot be substituted by other typeface for any sort of corporate communication. In case one’s computer does not have Roboto, it can be downloaded from Google Fontshttps://fonts.google.com/specimen/Roboto
ROBOTO SLAB The brand secondary typeface is Roboto Slab. It is the secondary typeface used in all communication materials. Various type sizes and weights can be used to establish a clear hierarchy of information. The ‘Stanza’ brand name is written in Roboto slab. In case one’s computer does not have Roboto Slab, it can be downloaded from Google Fontshttps://fonts.google.com/specimen/Roboto+Slab
Qualities of Roboto Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. Preferred casing Uppercase and lowercase styling in headlines and call outs support the brand warmth and friendliness.
12 of 41
Stanza Living | Brand Guidelines Document | 2017
1.4 Brand Typefaces USING TYPE EFFECTIVELY One must adhere closely to the guidelines when using the typeface. Note: Some natural distortion of type is inevitable when used in a photo or illustration. All the same, please maintain the overall integrity of the typeface. Dos and Don’ts of typeface usage: • • • • •
Do use a combination of uppercase and lowercase Do use only approved colors Do use only the approved Stanza typefaces Do align text in body copy flush left and ragged right Do avoid using all uppercase, unless it’s the logotype.
• • • • •
Don’t place type in a hard-to-read format Don’t use special effects to emphasize type Don’t change kerning when setting headlines or copy Don’t distort the typefaces Don’t substitute other typefaces
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO SLAB REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 !@#$%^&*(),.<>;:’”/?[]{}\|
ROBOTO SLAB BOLD
13 of 41
Stanza Living | Brand Guidelines Document | 2017
1.5 Safe zones A logo is the embodiment of the brand. It is the brand simply summed up in one tiny, neat little package. Therefore, the logo must at all times be perfectly legible and without obstructions. For this reason, a minimum area of breathing room around the logo must be maintained that allows it to breathe and shine. Maintain clear space (safe zone) around the logo to protect the logo from distracting graphics or typography. Measure clear space by the height of the brackets in the Stanza logo, for both horizontal and vertical space around the wordmark. The Stanza logos (primary and secondary), and all of itâ&#x20AC;&#x2122;s variations, must at all times have the clear space as specified (unless the bracket form is being used as a graphical element and not the logo). This rule must be maintained as it best suits the design of these logos. Never allow typography or other elements to â&#x20AC;&#x2DC;invadeâ&#x20AC;&#x2122; the logo. Never redraw or alter the logo, including the placement and size relationship of its letter or spark symbol.
14 of 41
Stanza Living | Brand Guidelines Document | 2017
1.6 Minimum sizes DIGITAL USE
16px
Favicon Favicons are miniaturized storefront signs that give brands an opportunity to attract attention and stand out from the crowd. They are the 16x16 pixel icons located in a web browserâ&#x20AC;&#x2122;s address bar. If companies donâ&#x20AC;&#x2122;t have a favicon, the browserâ&#x20AC;&#x2122;s generic default icon will be next to the URL.
70px
150px
Favicons need to work within the extreme size constraints of the web address bar and simplest boldest forms are immediately recognizable. Hence, using the secondary logo as the favicon for the Stanza website: www.stanzaliving.com.
15 of 41
Stanza Living | Brand Guidelines Document | 2017
1.6 Minimum sizes PRINT USE
1 cm
3 cm
5.5 cm
16 of 41
Stanza Living | Brand Guidelines Document | 2017
1.7 Donâ&#x20AC;&#x2122;ts The logo is a very important part of the brand image, and there has been a lot of time spent and effort put in into carefully crafting it to be a perfect embodiment of the brand. One needs to be weary when using the logo- not to alter, tweak, mutilate, or take any personal creative freedom that breaks the specific rules set out in the guidelines. The following are merely a few examples of practices that would violate the logo (applies to both primary and secondary, unless specified) and ultimately the Stanza Living brand; the only right way to use the logo is as mentioned in the logo usage guidelines.
Scale. Do not squish or stretch the logo. Always keep the shift-key pressed on while scaling the logos.
Logotype. Do not alter the logotype or break it in parts; always use all of it together.
Orientation. Do not change the orientation of the logo by rotating it in any way.
Effects. Do not add any kind of effects (eg: a drop shadow) to the logo.
Outlines. Do not alter the outlines of the logo or any part of it.
Contrast. Do not place the logos in locations that are too complex to be viewed clearly.
Background. Do not place the color logos on anything but white.
Background. Do not place the logo with white â&#x20AC;&#x2DC;livingâ&#x20AC;&#x2122; on anything but the brand blue color.
Pattern. Do not use the symbol of the master logo as a pattern.
Proportions. Do not change the proportions of the logo signature.
Proportions. Do not change the proportions of the symbol.
Order. Do not change the order of the brackets.
17 of 41
Stanza Living | Brand Guidelines Document | 2017
1.7 Donâ&#x20AC;&#x2122;ts
Crop. Do not crop the logo in any form.
Transparency. Do not lay any kind of transparency over the logo
Spacing. Do not alter the spacing (both symbol and logotype) in any way.
Symbol. Do not use the brackets part of the logo individually.
At At Master. Use the complete symbol for the master logo.
Overlap. Do not overlap anything on the logo.
Position. Do not change the position of the logotype in the logos.
Safezones. Do not put anything in the safe zone.
Encircle. Do not encircle any of the logos.
Color. Do not change the colors of any of the logos.
we... we...
Sentence. Do not use the logos or any part of them in a sentence.
18 of 41
Stanza Living | Brand Guidelines Document | 2017
Stationery and promotional materials List of stationery: • Visiting card • Letterhead • Envelope • Invoice Visual elements and their usage
19 of 41
Stanza Living | Brand Guidelines Document | 2017
2.1 Visiting cards 0.5cm
3cm
0.5cm
Roboto Slab Regular 10pt Roboto Slab Regular 6pt Roboto Light 5pt 7pt leading
0.5cm
0.77cm
1.6cm
0.5cm
0.55cm
Roboto Light 12pt 7pt leading
2.56cm Roboto Regular 4.5pt 5.5pt leading
0.5cm
Card dimensions: [9(W) X 5.2(H)] cm
20 of 41
Stanza Living | Brand Guidelines Document | 2017
2.2 Letterhead
4.5cm 2.47cm 1.5cm 1.65cm
8.4cm
6.9cm
10.15cm Roboto Bold 14pt Roboto Bold/Regular 8pt 20pt Leading Roboto Regular 8pt 11pt Leading
Roboto Bold 10pt 12pt Leading
Roboto Light 7pt 11pt leading
Page dimensions: [21(W) X 29.7(H)] cm
1.33cm
2.5cm
2.5cm
21 of 41
Stanza Living | Brand Guidelines Document | 2017
2.3 Envelope 1cm
3.5cm
1.4cm
A4 A4 letter 3-fold
Vertical stroke 1pt
1.6cm
1.06cm
Roboto Light 6pt 7.2pt Leading
Envelope1 dimensions: [22(W) X 11(H)] cm
22 of 41
Stanza Living | Brand Guidelines Document | 2017
2.3 Envelope
2cm
6cm
2.5cm
A4 A4 letter 0-fold
Vertical stroke 1pt
3.2cm
1.8cm
Roboto Light 10pt 12pt Leading
Envelope2 dimensions: [22.9(W) X 32.4(H)] cm
23 of 41
Stanza Living | Brand Guidelines Document | 2017
2.4 Invoice 0.7cm 3.0cm
0.8cm
4.1cm
0.7cm
0.8cm
1.2cm 2.7cm
2.7cm 4.2cm
4cm
Roboto Light 7pt 10pt Leading Roboto Light 6pt 9pt Leading
6.4cm 8.2cm 0.5cm
2.4cm
0.7cm
Roboto Regular 7pt 10pt Leading
Roboto Medium 7pt 10pt Leading
0.95cm 0.9cm 5.7cm 1.7cm 1.7cm
9.3cm
1.2cm 1.5cm 0.4cm 0.5cm
1.8cm
0.5cm 3.5cm 2.1cm
2.0cm
Roboto Regular 5.5pt 8pt Leading
0.7cm Roboto Regular 5pt 8pt Leading
Invoice-print dimensions: [14.8(W) X 21(H)] cm
24 of 41
Stanza Living | Brand Guidelines Document | 2017
2.4 Invoice
2.5cm 2.5cm
2.5cm 2.5cm
2.5cm
2.5cm
2.5cm
2.5cm 2.5cm 2.5cm 2.5cm
2.5cm
Invoice-digital dimensions: [21(W) X 29.7(H)] cm
25 of 41
Stanza Living | Brand Guidelines Document | 2017
Visual Elements STANZA BRACKETS The Stanza brackets can be used as a visual element for various illustrations and texts. It has both aesthetic and functional aspects to it. The brackets in the logo represent the brand being an â&#x20AC;&#x2DC;end-to-endâ&#x20AC;&#x2122; solution provider. They act as containers of safe-keepers of everything that they enclose. Also, they can be used as elements to emphasize and focus on certain things. In all, the Stanza brackets are the most important and distinct feature of the entire brand language. In terms of usage, they can be used in any form (allowed to flip, rotate, reflect and resize) as long as the proportions of the brackets are maintained. The brackets can only be in the Stanza brand colors.
26 of 41
Stanza Living | Brand Guidelines Document | 2017
Visual Elements Illustration styles The Stanza illustration style is in lines with the â&#x20AC;&#x2DC;Livingâ&#x20AC;&#x2122; part of the Stanza Living logo- free flowing, hand-made effect, irregular and organic in nature. The colors follow the brand color palette and the elements include everything that caters to the Stanza Living primary audiences.
27 of 41
Stanza Living | Brand Guidelines Document | 2017
Usage of the visual elements- samples
28 of 41
Stanza Living | Brand Guidelines Document | 2017
PATTERNS 29 of 41
Stanza Living | Brand Guidelines Document | 2017
There is no elevator to success, you have to take the stairs.
WALL QUOTE
30 of 41
Stanza Living | Brand Guidelines Document | 2017
PAMPHLET
31 of 41
Stanza Living | Brand Guidelines Document | 2017
INFORMATION POSTER
32 of 41
Stanza Living | Brand Guidelines Document | 2017
ILLUSTRATION- ROOM WALL
33 of 41
Stanza Living | Brand Guidelines Document | 2017
WALL GRAFFITI
34 of 41
Stanza Living | Brand Guidelines Document | 2017
T-SHIRT: BACK
35 of 41
Stanza Living | Brand Guidelines Document | 2017
T-SHIRT: FRONT
36 of 41
Stanza Living | Brand Guidelines Document | 2017
NOTEBOOK- COVERS
37 of 41
Stanza Living | Brand Guidelines Document | 2017
TOTE BAG
38 of 41
Stanza Living | Brand Guidelines Document | 2017
TOTE BAG
39 of 41
Stanza Living | Brand Guidelines Document | 2017
40 of 41
Stanza Living | Brand Guidelines Document | 2017
www.stanzaliving.com 41 of 41