Visual Standards Guidelines
2 VISUAL STANDARDS GUIDELINES
Brand Standards
Intro Statement /04
Color application /18
Our New Logo /06
Color Palette /20
Logotype Anatomy /08
Unauthorized Uses /22
Clear Space /10
Typography/ 24
Minimum Size /12
Business System /28
Signatures /14
Other Applications /32
Metallic Color /16
CHARLIE
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Intro Statement The New focus of Charlie is to help women
VISUAL STANDARDS GUIDELINES
live happier, more fulfilled lives.
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CHARLIE
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Our New Logo The new logo represents Charlie’s brand image. It is positive, warm, lovely, but not too feminine. The connection of “a” and “r” represents a close connection between women in the Charlie community. The point on the letter “i”, I shaped it into a star, representing the
VISUAL STANDARDS GUIDELINES
sparkle of energy.
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LOGOTYPE
CHARLIE
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Logotype Anatomy The curves of the logo are mainly cut by three different sizes of curves, and the diameters of the three circles are measured by the unit “X”. The angle of the line between “a” and “r” is consistent with the construction of other letters, they all
VISUAL STANDARDS GUIDELINES
have some strokes with the same angle.
-The bottom curve of the logo slightly exceeds the baseline. 08
LOGOTYPE ANATOMY
2X
2X
2X
2X
2X
2X
23˚
23˚
2X
3X
4¼X
CHARLIE
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Clear Space Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. In order to adapt to different occasions, Charlie’s logo sometimes appears in combination with a tagline. The page shows in each situation, the standards of charlie’s logo clear space.
- This logo without tagline applies to the mobile website, social media ava-
To work out the clear space take the interior
tar, and products.
VISUAL STANDARDS GUIDELINES
width of the letter “h”.
- This logo with tagline applies to Charlie’s business system. It also applies to products packaging, magazine, and website of the desktop.
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FOR CHARLIE LOGOTYPE
W=The interior width of letter “h”
W
W
W
W
W
LOGO WITH TAGLINE
W
W
W
CHARLIE
W
W
½W
½W
W
W 11
Minimum Size To ensure high quality, recognition, and legibility. Charlie logo needs to follow this minimum sizing
VISUAL STANDARDS GUIDELINES
system on different occasions and mediums.
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60×14 pixel
- Minimum size for webiste on mobile devices. 1.2×0.4 inch
- Minimun size for print materials.
112×26 pixel
- Minimum size for website on desktop or laptop devices.
16×5 inch
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- Minimum size for Charlie’s women yoga studio signages.
Signatures This page shows the standard color logo on the white background and the logo after the reversal of color. Charlie’s primary logo colors are coral
VISUAL STANDARDS GUIDELINES
pink and dark bluish gray.
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PRIMARY LOGO
ALTERNATIVE COLOR FORM
CHARLIE
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Metallic Color The color texture changes based on different materials. This page shows the texture performance of the logo color under specific materials.
- For charlie yoga studio signatures, the pink of the logo will use rose gold
VISUAL STANDARDS GUIDELINES
metal materials.
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LOGO WITH METAL MATERIAL
CHARLIE
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Color Application These colors will not be directly applied to the logo but will appear in the brand visual system, as a background color to combine
VISUAL STANDARDS GUIDELINES
with the logo.
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- These colors are widely used in the brand vision system as background colors. Often applies as the background color of the body copy.
- These colors are also widely used in brand vision systems. They are also sometimes used as the background color for the gray label version of the logo.
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Color Palette
PRIMARY COLORS
In order to have a consistent voice, please follow this color palette. The primary color of Charlie is coral pink and dark bluish gray, they arouse Charlie’s sophisticated, mild and calm vibe. The secondary colors are a series of neutral colors, they convey a power of inner peace. - CMYK: 65/55/50/20 - Pantone: 425C - RGB: 98/98/102 - HEX: 626266
- CMYK: 5/20/20/0
VISUAL STANDARDS GUIDELINES
- Pantone: 489C
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- RGB: 242/214/202 - HEX: f2d5c9
- CMYK: 0/35/35/0 - Pantone: 162C - RGB: 248/186/162 - HEX: f7baa2
SECONDARY COLORS
- CMYK: 5/5/5/0
- Pantone: Warm Gray 2 C
- Pantone: 7574C
- RGB: 223/215/213
- RGB: 244/242/242
- HEX: ded7d5
- HEX: f4f1f1
- CMYK: 30/10/15/0
- CMYK: 15/5/5/0
- Pantone: 552C
- Pantone: 649C
- RGB: 190/211/215
- RGB: 223/233/240
- HEX: bed2d7
- HEX: dfe9ef
- CMYK: 30/25/15/0
- CMYK: 15/10/5/0
- Pantone: 5305C
- Pantone: 7443C
- RGB: 190/187/201
- RGB: 223/225/235
- HEX: bebbc9
- HEX: dee0ea
CHARLIE
- CMYK: 15/15/15/0
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Unauthorized Uses The correct application of the logotype is essential. Always follow the standards. The examples on this page demonstrate some of the unacceptable uses of the Charlie logo.
[1]
VISUAL STANDARDS GUIDELINES
- Don’t drop shadow
[3] - Don’t rotate the logo
[5] - Don’t outline the logo
[7] - Don’t use wrong color
[2] - Don’t stretch or alter the logo
[4] - Don’t flip the color
[6] - Don’t use wrong tagline scale
[8] - Don’t use wrong backgroung color
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[9] - Don’t apply the logo to images
[ 10 ] - Don’t align the logo left or right
[2]
[3]
[4]
[5]
[6]
[7]
[8]
CHARLIE
[1]
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[9]
[ 10 ]
Typography/Fonts Fonts play an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all communications.
Confident & Sophisticated Noe Display
VISUAL STANDARDS GUIDELINES
- Noe display medium is for headline.
Lovely & Impressive 24
Isidora - Isidora semibold italic is for subheading And Isidora regular is for body copy. The logo’s subtitle uses Isidora medium.
[ Medium ]
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
[ Semibold Italic ]
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 [ Medium ]
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
a b c d e fg h i j kl m n o p q rst uvwxyz AB C D E FG H IJ KLM N O PQ R STUVWXYZ 1 2 3 4 5 6 7 8 9 0
CHARLIE
[ Regular ]
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Typography/Text Standard Text Standard is another crucial point of visual systems. It creates a sense of consistency. Here are some common standards for layouts. Caption for The Example: - Headline: 24 pt/ Tracking 50 - Author or subheading: 9 pt/ Tracking 40 - Body copy: 11 pt/ Tracking 35/ Leading 18
Rules & Standards - The headline has to keep as a title case.
VISUAL STANDARDS GUIDELINES
- Always keep the same proportion.
- Isidora Regular/ 6.5pt/ Tracking 40
- Isidora Regular/ 9pt - Tracking 35/ Leading 18
- Isidora Semibold Italic/ 9pt - Tracking 35/ Leading 18
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- Noe Display/ 20pt - Tracking 50/ Leading 24
HIERARCHY STANDARD ON WEBSITE
x
One Example of Headline 6x
By The Author It is an example of body copy. It shows the proportional relationship between the size of the article and the title. Articles on the website will be applied to such standard. When the body copy is displayed on the website platform, the minimum font size is not less than 11 pt.
Context Text and Inner Headlines
[ Caption Text ] By Charlie
[ Body Copy Text ]
By Charlie CHARLIE
[ Sub-headingline ]
By Charlie
[ Headline ]
By Charlie
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Business System The business collateral for Charlie is meant to be an introduction to the brand’s identity. The design
VISUAL STANDARDS GUIDELINES
is integrated with our brand visual.
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30 VISUAL STANDARDS GUIDELINES
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Applications 1. Social media interface 2. Box packaging 3. Charlie‘s souvenir (mug, pouch...)
VISUAL STANDARDS GUIDELINES
4. Charlie yoga studio’s signage
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CHARLIE
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CHARLIE
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CHARLIE
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38 VISUAL STANDARDS GUIDELINES
Copyright © 2018 Jinyun Zhou All rights reserved
Copy & editing: Jinyun Zhou
CHARLIE
Designed & concept: JInyun Zhou
Typefaces: Noe Display/Isidora This book was created as part of a project for Academy of Art University, School of Graphic Design Class: Nature of Identity (Fall 2018) Instructor: Jeremy Stout
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VISUAL STANDARDS GUIDELINES