Brand Guidelines by weiwennnn

Brand Guidelines

Contents

01 Introduction / Pg 1 - 4 History of LADS Vision & Mission Tagline Logo Design Rationale

02 Normativity / Pg 5 - 20 2.0 Logo and Usage 2.1 Logo Constructions 2.2 Logo Grid 2.3 Logo Colour 2.4 Logo Variations 2.5 Logo Clear Space 2.6 Logo Minimum Sizes 2.7 Application On Backgrounds 2.8 Incorrect Usages In Logo

03 Identity / Pg 21 - 38 3.0 The Corporate Typography 3.1 The Corporate Palette 3.2 The Patterns 3.3 The Correct Logo Placement 3.4 The Applications

Introduction History of LADS Vision & Mission Tagline Logo Design Rationale

History of LADS

The name of the school is Lashawn Assistant Dogs School. You may also called it LADS in short. LADS is the first guide dog training school in Malaysia. LADS was founded by Stevens Chan. The tagline is “ Help the blind to see ”. The vision and mission of this school is to start the first guide dog school in Malaysia and you all can through these guide dogs, we can help a lot of young blind Malaysian to own a guide dog. They can help improve their life and help them live barrier-free. Guide dogs have professional guidance and training, which can quickly and accurately guide the visually impaired to avoid obstacles and find a fixed point or target. They replace the eyes of the visually impaired, and can safely guide the visually impaired to reach the destination, becoming the most intimate family and spiritual partner in the owner’s heart. The goal also includes the legalization of the introduction and training of guide dogs, so that they can more easily available in Malaysia. General speaking, our target is to help more people in need regardless of race and religion. The aim of LADS is to train dogs to be assistant dogs and comfort animals mainly for the disable communities especially children and senior citizens. We hoped that guide dog can be accept by everyone and raise their awareness in Malaysia that guide dog are not merely pet, it can be a service dog. Besides that, also hopefully guide dog may legally approved to walk everywhere by the government.

Vision & Mission Start the first guide dog school in Malaysia and you all can through these guide dogs, we can help a lot of young blind Malaysian to own a guide dog. They can help improve their life and help them live barrier-free.

Tagline Help the blind to see

Logo Design Rationale

The logo of Lashawn Assistant Dogs School depicts that guide dog is a service dog whose main job is to replace the eyes of the blind to guide them to their destination. It is also known as the second pair of eyes for the blind. So they have to trust each other. On the road, the blind will command the guide dog to go straight, turn left or right. During this journey, guide dog who has bee trained strictly will guide the blind professionally to avoid collision and fall. Therefore, in the logo I use the stroke draw the blind and the guide dog ( Labrador ) are connected as one. It also represents the friendly and warm to each other gives. In terms of color, I use midnight blue in the logo to describe the trust and professional of blind people and guide dog. Lastly, the typeface that I choose is Calibri, because the subtle rounded stems and corners, which are visible at larger sizes, create a warm and soft character.

Normativity 2.0 Logo and Usage 2.1 Logo Constructions 2.2 Logo Grid 2.3 Logo Colour 2.4 Logo Variations 2.5 Logo Clear Space 2.6 Logo Minimum Sizes 2.7 Application On Backgrounds 2.8 Incorrect Usages In Logo

2.0 Logo and Usage

We want to protect our logo, so follow the guidelines outlined in our brand policies. Do not modify or distort our logo to ensure it always look its best. Our logo is the combination of a warm and friendly wordmark with the logo.

2.1 Logo Constructions =x

2.5x

Lashawn Assistant Dogs School Logo And Brand Name ( Vertical Composition )

2.5x

LADS Logo And Brand Name Acronyms ( Vertical Composition )

2x x 1.2x

Lashawn Assistant Dogs School Logo And Brand Name ( Horizontal Composition )

2.5x

2.4x

2.3x

LADS Logo And Brand Name Acronyms ( Horizontal Composition )

2.2 Logo Grid

L ASHAWN A S S I STANT DOGS SCHOOL

2.3 Logo Colour

CMYK: 100 98 31 10 Pantone: Blue 072 C RGB: 0 5 158 HEX: #00059e

2.4 Logo Variations Primary Logo The primary logo should be use most often and it may not be modified and distort anyway.

Full Brand Name Logo ( Vertical Composition )

Alternate Logos Depending on the situations, the primary logo may not fit every need. In instances where the space allowed are limited, use one of these alternate logos. Examples the situations are used in stationeries, packaging materials, social media profiles, website footers or favicons, and so on. They also should not be modified and distort anyway.

Full Brand Name Logo ( Horizontal Composition )

LADS Logo ( Vectical Composition )

LADS Logo ( Horizontal Composition )

Logomark

Inverse Version Depending on situation, you may use the white version on dark background so itâ&#x20AC;&#x2122;s easy to see.

2.5 Logo Clear Space x

x Clear space is developed from the height of the letter ” L ” in the logo and is shown as “ x “.

x x

Whenever you use the official Lashawn Assistant Dogs School logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the height of the letter ” L ” in the logo and is shown as “ x “.

2.6 Logo Minimum Sizes Screen Minimum Sizes 39 pixels 29 pixels

40 pixels 8 pixels

39 pixels in width ( Show in 72 dpi ) 29 pixels in height ( Show in 72 dpi )

40 pixels in width ( Show in 72 dpi ) 8 pixels in height ( Show in 72 dpi )

31 pixels 30 pixels

31 pixels in width ( Show in 72 dpi ) 30 pixels in height ( Show in 72 dpi )

11 pixels

40 pixels in width ( Show in 72 dpi ) 11 pixels in height ( Show in 72 dpi )

40 pixels

Print Minimum Sizes 0.56 inches 0.43 inches

0.56 inches 0.11 inches

0.56 inches in width ( Show in actual ) 0.43 inches in height ( Show in actual )

0.56 inches in width ( Show in actual ) 0.11 inches in height ( Show in actual )

1.38 inches 1.02 inches

1.38 inches in width ( Show in actual ) 1.02 inches in height ( Show in actual )

0.56 inches 0.16 inches

0.56 inches in width ( Show in actual ) 0.16 inches in height ( Show in actual )

2.7 Application On Backgrounds Mono Applications

BL ACK ON WHITE

WHITE ON BLACK

Logo Watermark

Opacity 50%

Opacity 30%

Logo On Gold & Silver Backgrounds

WHITE / MIDNIGHT BLUE ON GOLD

BLACK / MIDNIGHT BLUE ON SILVER

2.8 Incorrect Usages Of Logo

Don’t rotate the logo.

Don’t use drop shadows or other visual eﬀect.

Don’t add elements to the logo.

Don’t stretch the logo.

Don’t outline the logo.

Don’t use any colors other than those speciﬁed in this document.

Don’t rearrange the elements of the logo.

Don’t use the logo on a background with insuﬃcient contrast.

Identity 3.0 The Corporate Typography 3.1 The Corporate Palette 3.2 The Patterns 3.3 The Correct Logo Placement 3.4 The Applications

3.0 The Corporate Typography Primary Typeface Calibri

Calibri Regular

Calibri Light Italic