BODY S t y l e G u i d e
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Contents
Contents Objective 1 Concept 2 Typography 3 Colour 4 Size Restrictions 5 Background 6 Incorrect Use 7 Watermark 8
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The purpose of this style guide is to maintain the integrity of the Body clothing identity. This visual guide provides designers with the required recommendations for use of the brand identity. These style guidelines apply to the Body logo and logo type
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Objective
Objective
Concept
Concept The core concept of the Body logo was to combine the company’s passion for quality clothing (depicted in the dressmakers mannequin) with their values about environmental sustainability and natural materials (depicted in the tree trunk and root system). An earthy burnt orange was chosen as the only logo colour as it was natural and clean cut whilst differentiating itself from already existing clothing brands.
The image reflects the purity, simplicity and elegance found in the Body clothing designs. The byline “by Dainy Sawatsky” was not included, responding to the clients need to build a strong visual identity. It is recommended that the byline appear on associated collateral material as it recognises the brands founder and will engage existing consumers with the company’s new identity.
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Century Gothic is the typeface used for the “BODY” logotype. The logo type has been converted to a vector file to avoid any changes to the letter spacing and its proximity to the logo. The logo type font should be rarely used with collateral material. An appropriate use for the font would be the creation of an additional clothing line for example “BODY elements”.
Recommended supporting font family
Helvetica Neue Light Helvetica Neue
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Typography
Typography
Colour
Colour To maintain a consistent image across the Body company, only colours in the following palette should be used. The palette includes; pantone colours for large quantity printing, CMYK for small printing needs and RGB for any digital content. Uncoated and coated swatches are provided to allow for a similar intensity of colour for uncoated and coated paper stocks. PANTONE180 C
CMYK C0 M80 Y95 K1
RGB R241 G90 B38
Process Black
CMYK C0 M0 Y0 K100
RGB R0 G0 B0
PANTONE180 U
CMYK C0 M80 Y95 K2
RGB R241 G90 B41
Process Black
CMYK C0 M0 Y0 K100
RGB R0 G0 B0
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The logo should not be reproduced smaller than 15mm wide. The logo is to have sufficient spacing (clear space) 7.5% on each side is the required minimum. The logo can be scaled larger if required.
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BODY
32mm
BODY 15mm
19mm
X BODY
BODY
BODY
BODY
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BODY
Size Restrictions
Size Restrictions
Background
Background The logo can appear in a number of combinations, positive or reversed. • • •
Black & White Black & White (reversed) Black and Pantone 180 C/U
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Pantone 180 C/U (reversed)
Do not use Black and Pantone 180 C/U logo on red backgrounds as this will make the logo type unreadable.
BODY
BODY 6 8
• •
The logo and logo type should not be stretched horizontally or vertically. The logo should not appear in any other colours outside of its palette.
Examples of correct and incorrect applications are shown below.
a
X
X
X
BODY
BODY
BODY
BODY
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Incorrect Use
Incorrect Use
Watermark
Watermark When using the logo as a watermark, only use the pictogram without logo type. The watermark should only appear in the designated logo colours. The full logo must not overlap the watermark and sufficient spacing should be given.
Examples of use • • •
Stationary Publications Business card
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BODY
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Designed By Will Lester
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