V 1. 0
4C Consulting Branding Guidelines C R E AT E D B Y Crystal Printing Solutions Š 2019 Designer: Aidan Bowden
Crystal Printing Solutions / Ph: (08) 9368 8555 / crystalprinting.com.au
The Overview
As it is with any brand, there are a set of rules and guidelines that help establish the platform on which the branding sits. This document outlines the construction, layout, and content of the 4C Consulting branding style, as well as critical colour information and appropriate typeface use. While strict adherence is advised, there are instances where this document may not have adequate instruction. In these cases keep in mind that consistency is king, and that this document can evolve as the needs of the brand evolve.
2019
©2019 CPS
3
04 The Logo 14 Typography 20 Misuse 24 Colour 28 Stationery
4 C C O N S U LT I N G
BRANDING GUIDELINES
04. THE L Primary Logo,
Logomark, &
2019
LOGO White Logo,
& Safe Zone.
4 C C O N S U LT I N G
BRANDING GUIDELINES
6
Primary Logo The 4C “Wedge” logo is the preferred logo format to be used in all branded content, marketing collateral, and beyond. The proportions, elements, and colours are critical in maintaining a consistent brand identity, and should not be tampered with under any circumstances1.
The size of the “Wedge” element has been increased on certain branded stationery, namely the A4 Letterhead and the 90x50 Business Card. In both instances, the wedge has been extruded towards the top right-hand corner of the document. This allows the logo to sit at an an appropriate margin from the top and right-hand edge of the document. 1
2019
©2019 CPS
4 C C O N S U LT I N G
7
BRANDING GUIDELINES
8
White Logo Sometimes, the colour in the Primary Logo may not cooperate with a given background, such as the case of dark images or colours. In this case, the Primary Logo may be reversed to a monochromatic white colourway as shown. Additionally, the “Wedge� element is to be ommitted when using the Primary Logo in white.
2019
©2019 CPS
4 C C O N S U LT I N G
9
BRANDING GUIDELINES
10
The Pattern A repeating pattern of the 4C logomark has been included within the business’ branding package. Only to be used on the primary green background, this pattern can be used across all mediums, with a minimum horizontal repeat of four logomarks, and a minimum veritcal repeat of one logomark2.
2
Please note, none of the logos may be cut off by the edge of the document in which it is used. All repeated logomarks must be visible in full without cropping or space between.
2019
©2019 CPS
4 C C O N S U LT I N G
11
BRANDING GUIDELINES
12
Space & Size Every logo requires breathing room to maintain brand integrity, and the primary logo is no exception. Please consult the diagram on the following page when using the primary logo on any branded material. As for sizing, the logo may be used at any size above 15mm width, as long as the logo is used in full without crop.
2019
©2019 CPS
13
Minimum Size: 15mm wide
4 C C O N S U LT I N G
BRANDING GUIDELINES
14. Typog
2019
graphy
4 C C O N S U LT I N G
BRANDING GUIDELINES
16
Typography Primary Typeface The 4C Consulting brand utilises the Avenir typeface family, predominantly in weights Book, Medium, and Black. This is to be adhered to across all mediums where possible.
2019
©2019 CPS
17
Book
Avenir ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Medium
Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Black
Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
4 C C O N S U LT I N G
BRANDING GUIDELINES
18
Typography Alternate Typeface For certain web applications, an alternative typeface may be required. In these instances, the 4C Consulting brand utilises the open-source Roboto typeface family, specifically in weights Light, Regular, and Black. This is to be used only when the Primary Typeface fails.
2019
©2019 CPS
19
Light
Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Regular
Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Black
Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
4 C C O N S U LT I N G
BRANDING GUIDELINES
20.
2019
Misu
use
4 C C O N S U LT I N G
BRANDING GUIDELINES
22
Misuse A strong brand is applied consistently. It is important that a brand mark is never altered. We ask that designers and users respect this by keeping all branding within the guidelines specified. Be weary when using the logo to not alter, tweak, stretch, or take personal creative licence that breaks from the guidelines.
2019
©2019 CPS
23
Do Not Apply Outlines
Do Not Apply Dropshadows
Do Not Skew, stretch
Do Not Change Orientation
Do Not Adapt the logo
Do Not Apply Gradients
Do Not Mix Colours
Do Not Contain in a shape
4 C C O N S U LT I N G
BRANDING GUIDELINES
24.
2019
Col
our
4 C C O N S U LT I N G
BRANDING GUIDELINES
26
Colour Values The colours of the 4C Consulting brand are as important to us as the logo itself, so it is critical that designers strictly adhere to the values outlined below.
Primary Green R170 G207 B187 ∙ HEX #AACFBB ∙ C45 M0 Y33 K0 ∙ PANTONE 3385
Primary Grey R75 G75 B74 ∙ HEX #4B4B4A ∙ C0 M0 Y0 K85 ∙ PANTONE 2336
2019
©2019 CPS
27
100%
75%
50%
100%
75%
50%
4 C C O N S U LT I N G
BRANDING GUIDELINES
28.
2019
Statio
onery
4 C C O N S U LT I N G
BRANDING GUIDELINES
30
Stationery Maintaining brand integrity across branded print material is critical, so to ensure consistency, we established a simple and professional style for business cards, letterheads, and envelopes. Type, size, and layout must be uniform, but may be altered in overflow cases such as names, position titles, email adresses, etc. In such cases, a minimum text size of 6pt must be observed.
2019
©2019 CPS
31
Business Card 90mm x 50mm
4C WA
ABN 94 139 920 835
www.4cwa.com.au
Ben Coleman CA CTA BBus Director
5/145 Walcott St, Mount Lawley WA 6050 PO Box 627, Mount Lawley WA 6929 0435 751 233 (08) 9272 4019 ben.coleman@4cwa.com.au
If undeliverable please return to: Suite 5, 145 Walcott Street, Mt Lawley WA 6050 PO Box 627 Mt Lawley WA 6929
www.4cwa.com
DL Envelope 220mm x 110mm
Liability limited by a Scheme approved under Professional Standards Legislation
A4 Letterhead 210mm x 297mm
4 C C O N S U LT I N G
BRANDING GUIDELINES
Crystal Printing Solutions / Ph: (08) 9368 8555 / crystalprinting.com.au