MANUAL GUIDELINE
© 2019
All rights reserved. No part of this work may be reproduced, stored in retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the permission of the right holder. This material is the intellectual property of THE MEN’S CAVE.
The Men’s Cave Brand Manual Guideline Typeset in Vesper Libre & Work Sans Singapore
MANUAL GUIDELINE
T H E M E N ’ S C AV E
TA B L E O F
Contents
June 2019
MANUAL GUIDELINE
01. Introduction
08
1. About The Company
09
2. Brand Personality
10
3. What to Say & How to Say
11
4. Target Audience
12
02. Visual Identity
14
1. Visual Identity Set
15
2. Logotype
17
2.1. Logotype Structure
19
2.2. Horizontal Logotype Variation
21
2.3. Vertical Logotype Variation
23
2.4. Logotype Clearspace
25
2.5. Minimum Size Logotype
26
2.6. Correct & Incorrect Usage
27
3. Brand Color System
29
3.1. Color Usage Guide
30
3.2. Logotype Color Application
32
4. Typeface
33
3.1. Desktop Typospecimen
35
3.2. Mobile Typospecimen
36
3.3. Typelayout Guide
37
03. Contact
40
Ta b l e O f C o n t e n t s
T H E M E N ’ S C AV E
Preface In order to produce effective communication material for The Men’s Cave that is consistent in its look and feel, we have created these guidelines to help you along the way.
Brand Guidelines communicate design standards from a brand, both internally to the organization, and externally to partners, affiliation, and the general public. Brand Guidelines ensure messages that are conveyed to the audience are relevant to the goals of the brand, and ensure that the content differentiates from competitors and is cohesive.
This cohesion is important because it helps build a strong brand voice and resonate with an important audience to build brand awareness. One of the functions of the Brand Guidelines is to help create a strong and consistent brand identity, so that the brand can be recognized and continue to give value to the company. Over time, awareness and consistency of a brand builds trust.
June 2019
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MANUAL GUIDELINE
06
Preface
07
Introduction About The Company Brand Personality What to Say & How to Say The Audience
08
T H E M E N ’ S C AV E
ABOUT
The Company Since 2007, The Men’s Cave has been involved in games room lifestyle products and have supplied to major corporate companies, ministries as well as many happy homes. As a company, we are incredibly product driven, which is why we travel around the world to strike up partnerships with the very best manufacturers worldwide in every product field that we cater to. We do this simply because we believe in providing the best, and we never stop believing that. Headquartered in Singapore, TMC has a young and rapidly growing dynamic team that aims to deliver the ultimate curated experience in the games & lifestyle segment.
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MANUAL GUIDELINE
BRAND
Personality Superb Quality We take pride in our excellent range of products that are carefully curated from renowned suppliers around the world. We believe in providing the best and we will never stop believe in that.
Man Caves Experts You see homes, we see Man Caves. We were once regular blokes who dreamt of having the coolest homes in the block. Now, we create it. And we have everything it takes to create the perfect Man Caves for all. Professionalism We are building man caves for all, it is meant to be fun and exciting. At The Men’s Cave, we don’t believe in sales talk, we believe in true enjoyment. Which is why everyone is invited to our showroom to play our excellent range of games till their hearts’ content.
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Introduction
T H E M E N ’ S C AV E
W H AT & H O W
To Say What to Say
Build man caves by selling high quality gamesroom lifestyle products and services.
How to Say
- Expressing the high quality by presenting a minimalist and modern layout. - Gives the impression of power, dignity, integrity, and professionalism by showing an elegant dark blue color, and decisive visual elements - Represents a gentlemen lifestyle that is exciting yet professional, by giving a brownish orange color accent.
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MANUAL GUIDELINE
TA R G E T
Audience Demographic At The Men’s Cave, we strive to build man caves for everyone, especially for Men aged 30s and above. It is our dream to create Men Caves for Men. They are mainly career achievers with top managerial positions and high disposable income. Geographic Headquartered in Singapore, we believe every Singaporean should own a man’s cave and we strive to build it perfectly for every single home. Building Man Caves have no boundaries. We do extend our premium services to our neighbouring countries with international shipment services. Technographic Active on the Internet and Social Media, we aim to showcase our excellent range of products at the comfort of a simple click. Psychographic & Insight Checking off their bucket list by owning one of the coolest Man Caves in Singapore. Seeking quality enjoyment at the comfort of their homes, in the midst of their stressful lives in Singapore.
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Introduction
13
Visual Identity Visual Identity Set Logotype Colors Typeface
14
T H E M E N ’ S C AV E
SET OF
Visual Identity Brand awareness and recognition are facilitated by a visual identity that is easy to remember and immediately recognizable. Visual identity triggers perception and unlock associations of the brand. Sight became the first sense that receive brand recognition than any other sense.
Through repeated exposure, symbol become the most recognizable entity for the brand itself. The brain acknowledges distinctive shape that make a faster imprint on memory. Color is second sequence, it becomes a mnemonic device, it can trigger an emotion and evoke brand association; so does typeface represent a voice of a brand.
Understanding the sequence of visual perception and cognition provides valuable insight into what will work best.
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MANUAL GUIDELINE
Logotype
Colors
Tangaroa
Texas Rose
RGB
RGB
: 4.28.60
: 255.180.92
CMYK : 93.53.0.76
CMYK : 0.29.64.0
HEX
HEX
: #041C3C
: #FFB45C
Typefaces
Vesper Libre
Work Sans
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Visual Identity
T H E M E N ’ S C AV E
THE
Logotype The logo is to represent the brand value, the logo does the communication between the company and the consumer. Besides the product itself, it is the first element that presents the service. Here it is again, the logo is the most visible element of our identity, is a universal signature across all The Men’s Cave media communication.
The Men’s Cave logotype is our valuable assets, they capture and reliable qualities of the brand in a straightforward wordmark. Consistent use of the logotype is essential in creating a united brand identity. The master logotype is supplied as artwork and should never be altered, distorted, or re-created in any way.
This logotype is to be used for all printed collateral and for all screen works. Please make sure that the logotype is easy to read, if isn’t the alternative layout is available for a smaller version.
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MANUAL GUIDELINE
Logotype Horizontal Version (Primary)
Logotype Vertical Version (Secondary)
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Visual Identity
T H E M E N ’ S C AV E
.01
LOGOTYPE
Structure The Men’s Cave logotype is made up of three rows of type. The logotype layout is rigid and can’t be re-arranged in any condition.
The logotype has been designed to present a clear relationship between all elements. It is important to keep proportion correct because they give sense of consistency to the logotype as a whole. It is absolutely prohibited to modify the proportion of the logo.
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MANUAL GUIDELINE
1x
1y
4x
0,25x
3y
5x
5x
2y
2y
20
Visual Identity
T H E M E N ’ S C AV E
.02
H O R I Z O N TA L
Logotype Variation
Primary Color Version
Diapositive Black Version (for facsimile, deboss, embos or any media that limit color)
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MANUAL GUIDELINE
Secondary Color Version
Diapositive White (for facsimile, deboss, embos or any media that limit color)
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Visual Identity
T H E M E N ’ S C AV E
.03
VERTICAL
Logotype Variation
Primary Color Version
Diapositive Black Version (for facsimile, deboss, embos or any media that limit color)
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MANUAL GUIDELINE
Secondary Color Version
Diapositive White Version (for facsimile, deboss, embos or any media that limit color)
24
Visual Identity
T H E M E N ’ S C AV E
LOGOTYPE
.04
Clearspace 0,25x
0,25x
0,25x
0,25x
x
0,25x
0,25x
0,25x
0,25x
x
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MANUAL GUIDELINE
.05
LOGOTYPE
Minimum Size Print based minimum size
No smaller than 25mm
No smaller than 15mm
Screen based minimum size
No smaller than 80px
No smaller than 48px
26
Visual Identity
T H E M E N ’ S C AV E
CORRECT & INCORRECT
.06
Logotype Usage
Primary on light
Secondary on dark
Primary on light photographic
Negative on dark photographic
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MANUAL GUIDELINE
Do not rotate
Do not remove any part of the primary logo
Do not distort proportions
Do not change the composition
Do not decorate
Do not use a gradient
Do not use shadows
Do not outline
Do not use any off-brand colors
Do not use as a mask or holding shape for imagery or graphics
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Visual Identity
T H E M E N ’ S C AV E
BRAND
Color System
June 2019
Tangaroa
Texas Rose
Main Brand Color
Secondary Color
RGB
RGB
: 4.28.60
: 255.180.92
CMYK : 93.53.0.76
CMYK : 0.29.64.0
HEX
HEX
: #041C3C
: #FFB45C
Black Pearl
White
Dark Shades
Light Shades
RGB
RGB
: 4.17.28
: 255.255.255
CMYK : 86.39.0.69
CMYK : 0.0.0.0
HEX
HEX
: #04111C
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: #FFFFFF
MANUAL GUIDELINE
.01
COLOR
Usage Guide Tangaroa
Texas Rose
Main Brand Color
Secondary Color
This color should be eye-
Secondary color could be
catching but not harsh. It
the alternate and used it as
can be liberally applied to
accent color to bring atten-
the layout as its main
tion to design elements by
identity.
contrasting with the rest of the palette.
Black Pearl
White
Dark Shades
Light Shades
Use as the text color for
Use this color as the
dark-on-light designs, or as
background for a dark-on-
the background for inverted
light designs, or the text
designs.
color of an inverted design.
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Visual Identity
T H E M E N ’ S C AV E
.02
LOGOTYPE
Color Application Our colors are what give us our personality. We’re manly, fun and exciting yet professional. They’re simply clear and bold. You are advised to always use the primary color of the logo on WHITE or LIGHT background, and use the negative color on the DARK background in order to leave the conrast unchanged.
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MANUAL GUIDELINE
Primary on light shades
Primary on secondary color
Secondary on primary color
Secondary on dark shades
Negative on primary color
Negative on dark shades
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Visual Identity
T H E M E N ’ S C AV E
THE
Typeface To support The Men’s Cave brand image and personality, the fonts that can express correctly are Vesper Libre as the headline and Work Sans as the bodytext. How the shape, structure, and anatomy of letters are able to support the existence of The Men’s Cave and represent our values.
Vesper Libre Work Sans
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MANUAL GUIDELINE
Vesper Libre - Heavy
The quick brown fox jumps over the lazy dog Vesper Libre - Bold
The quick brown fox jumps over the lazy dog Vesper Libre - Medium
The quick brown fox jumps over the lazy dog Vesper Libre - Regular
The quick brown fox jumps over the lazy dog
Work Sans - Semibold
The quick brown fox jumps over the lazy dog Work Sans - Medium
The quick brown fox jumps over the lazy dog Work Sans - Regular
The quick brown fox jumps over the lazy dog Work Sans - Light
The quick brown fox jumps over the lazy dog
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Visual Identity
T H E M E N ’ S C AV E
.01
Vesper Libre Medium 48pt
Work Sans Medium 24pt
DESKTOP
Typospecimen
Hello, World! I am the Headline text Let me Introduce myself. I am the subheadline text, in case maybe sometimes you need me
Vesper Libre Bold 24pt
I am the title! I’m always here for every paragraph text. I hope you enjoy
Work Sans Light 16pt
reading me. The next sentences will be a dummy text, so you don’t have to read it. Being the savage's bowsman, that is, the person who pulled the bow-oar in his boat (the second one from forward),
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MANUAL GUIDELINE
MOBILE
.02
Typospecimen
Vesper Libre Medium 24pt
Work Sans Medium 18pt
Hello, World! I am the Headline text Let me Introduce myself. I am the subheadline text, in case maybe sometimes you need me
Work Sans Semibold
I am the title!
18pt
I’m always here for every paragraph text. I hope you enjoy Work Sans Light 12pt
reading me. The next sentences will be a dummy text, so you don’t have to read it. Being the savage's bowsman, that is, the person who pulled the bow-oar in his boat (the second one from forward),
36
Visual Identity
T H E M E N ’ S C AV E
T Y P E L AYO U T
.03
Guide 5x
1x
Vesper Libre + Work Sans
5x
How To Set Intentions That Energize You The monkey-rope is found in all whalers; but it was only in the Pequod that the monkey and his holder were ever tied together.
2x
Success Steps For Your 1x
5x
June 2019
In the tumultuous business of cutting-
Personal Or Business Life
in and attending to a whale, there is
I have hinted that I would often jerk
among the crew. Now hands are
poor Queequeg from between the
wanted here, and then again hands are
whale and the ship—where he would
wanted there. There is no staying in
occasionally fall, from the incessant
any one place; for at one and the same
rolling and swaying of both. But this
time everything has to be done
was not the only jamming jeopardy he
everywhere. It is much the same with
was exposed to. Unappalled by the
him who endeavors the description of
massacre made upon them.
the scene. We must now retrace.
much running backwards and forwards
2x
37
5x
MANUAL GUIDELINE
5x
Work Sans + Work Sans
5x
How To Set Intentions That Energize You 1x
The monkey-rope is found in all whalers; but it was only in the Pequod that the monkey and his holder were ever tied together. 2x
Success Steps For Your
In the tumultuous business of cutting-
Personal Or Business Life
in and attending to a whale, there is
I have hinted that I would often jerk
among the crew. Now hands are
poor Queequeg from between the
wanted here, and then again hands are
whale and the ship—where he would
wanted there. There is no staying in
occasionally fall, from the incessant
any one place; for at one and the same
rolling and swaying of both. But this
time everything has to be done
was not the only jamming jeopardy he
everywhere. It is much the same with
was exposed to. Unappalled by the
him who endeavors the description of
massacre made upon them.
the scene. We must now retrace.
much running backwards and forwards
1x
5x
2x
38
5x
Visual Identity
39
Contact Phone
+(65) 6567 8615 Email
general@themenscave.sg Address
48 Toh Guan Road East, Enterprise Hub, #07-98, Singapore 608586
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At TMC, we’re immensely proud of what we have created. We see homes differently. While people see a shelter, we see mancaves – where great fun, experience, and camaraderie are forged. It’s why we do what we do. Every day. Gabriel O. Founder, The Men’s Cave
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