Einkauf Erleben Brandbook

BRAND IDENTITY MANUAL a guide for the usage and reproduction of Einkauf Erleben

Diese Worte stehen f체r die S채ulen der Marktentwicklung und vergegenw채rtigen die Atmosph채re und die Bedeutung des Handels.

BEZIEHUNG HANDEL HARMONIE VERBUNDENHEIT ZUSAMMENHALT PARTNERSCHAFT STÄRKE

LOGO The brand circles can be understood as the relationship between the customer and the various services offered by the fair. Both carry their strength individually but meet and relate at the time of purchase and experience of the fair. This meeting is marked by the Swiss local market.

The main logo can be adapted to have, along with Einkauf Erleben, the name of the city in which the event is being announced.

logo versions for white background

logo versions for dark background

CONSTRUCTION STRUCTURAL LINES Having an harmonic logo is very important to make it remarkable for the person that sees it. The study of proportions in the composition of the new visual identity of atelier manu macht was essencial to find ballance between letters and the peperonchino.

LI ES TAL

structura lines to develop the logo

CLEAR SPACE Clear space frames the logo, separating it from other elements such as headlines, text, imagery and the outside edge of printed materials.

The height of the letter m is to be used as a reference to calculate the minimum required distance between logo and other elements.

minimum margin of clearance

SCALE REDUCTION The maximum allowable reduction for the manu macht brand is 26mm wide for printed versions or 307 px for digital publications. In the case of the secondary logo, the minimum size is 27 cm or 319 px.

PRINTED VERSIONS

14 mm

6 mm

DIGITAL VERSIONS

40 px

14 px

PROHIBITED PROHIBITED USE OF THE LOGO Standardization is essential to be consolidated in the long term.

Some examples of incorrect practices in logo usage are shown below.

paint it in other colors

rotate the logo

image effects

distort the logo

change the logo

change the ratio

BACKGROUND LUMINOSITY The constrast between logo and the background are essencial for a better legibility in all contact points. Consider the luminositi of the background on which the logo is being applied to decide which version to apply.

COLOR USAGE The logo has 4 color possibilities for its use and they must be chosen according to the background in which it is being placed.

Priority should be given to the colorful versions.

Nevertheless, when used in colored background it is advised to use the gray or white versions, depending on the background in which it is being placed.

main versions of the logo in primary backgrounds

main versions of the logo in colorful background

BRAND COLORS Colors have great importance in the visual identification of a brand and its use in a strategic way optimizes the recognition by the public. The identity system of the brand Einkauf Erleben is composed of the three colors represented below. Each color has theIt is important to consider the relationship between color codes and their respective media.

When creating an application to be viewed on a screen, you must take into account the RGB and / or Web Safe codes.

In printed pieces, the code to be checked is CMYK. It will guide all kinds of production, from fingerprints to textile (silk on fabric). Fourcolor printing (CMYK) is also the most common way to reproduce materials such as folders and printed presentations that contain color photos and graphics.

DIGITAL CODES

HEX #FFD96A R255 G217 B106 PRINTING CODE

C0 M8 Y66 K0

DIGITAL CODES

HEX #CA4871 R192 G54 B101 PRINTING CODE

C0 M84 Y31 K0

DIGITAL CODES

HEX #C63235 R198 G50 B53 PRINTING CODE

C0 M92 Y79 K0

TYPOGRAPHY Together with the other elements that make up the visual identity, typography is fundamental in moments of communication of the company.

Designed by Günter Gerhard Lange in 1896, Akzidenz Grotesque has a simple, neutral design and was influential as an element of the popular ‘Swiss’ design style. It and was widely used in trade printing such as publicity and tickets because of its effective legibility.

berthold akzidenz grotesque bold for titles

ABCDEFGHIJKLMNOPQSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123457890 (?!&#)

berthold akzidenz grotesque for subtitles or

ABCDEFGHIJKLMNOPQSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123457890 (?!&#)

berthold akzidenz grotesque for subtitles or small texts

ABCDEFGHIJKLMNOPQSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123457890 (?!&#)

EXAMPLES OF USAGE tracking 25

TITLES SHOULD ALWAYS BE WRITTEN UPPERCASE CASE

the spacing between the title and the subtitle SUBTITLES AND SHORT TEXTS SHOULD BE should be smaller then WRITTEN IN UPPERCASE CASE AS WELL. longer texts.

Longer texts should be written with upper and lower case.

The colors of the written texts and the rules of spacing explained above help to bring unity to the communication of the brand. Nevertheless, it is important to know that they can be adapted depending on the format and purpose of each communication. It is up to the person who is formulating the layout to adapt the characteristics of the brandbook to the format developt.

TEXTURE The textures have as main form of construction the repetition of the circle and the white cross placed inside the union between a yellow and a magenta circle. The texture is created considering the relation between repetition and scale of the graphic elements of the brand inside the printing area. The backgrounds presented below should be prioritized for the construction of new communication materials.

Most importanly, if other textures are needed, they should always use yellow, magenta, and red.

main textures show possible cuts and scale changes

The colors and shapes can also be used as a support element for images and texts to publicize the event.

the identity and brandbook were made by biancamello.com & victorjobim.com