Brand Guidelines 2010 1
Contents Brand Guidelines
3 4 8 9 10 11 12 15
Introduction Logotype Secondary graphics Typography Colour Do’s and Dont’s Application Photography
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Lost Boys International A short story about LBI
We have a Vision.
We have Values.
Lost Boys International is essentially known as LBi and has become a global network of design agencies. We’re a marketing and technology agency with the ability to manage brands digitally throughout the entire customer journey. We call it Building Believable Brands.
That means we’re set up to develop big creative ideas in the digital space, build and manage complex transactional websites, run complex CRM programmes, and even handle the media buying, planning, and EPR for blue chip companies.
We know Brands.
We Build Believable Brands.
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Logotype The logo is a vital key to the brand image.
PANTONE DS 325-2 C on white (FFFFFF) background.
LBI’s logo was first created with metal wire wrapped around many times. Almost like a network of wires, it represents LBI being a leading digital agency in Europe whilst growing stronger abroad.
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Logo Ratio The logo should always be the most prominent graphic element on the page.
Always use master artwork, never secondary copies. X
X
X
The minimum space around the logo in all directions (exclusion zone) must be equal to the width the letter “I� of the LBI logo. Any smaller is not acceptable.
Exceptions: The only element that can be put within the exclusion zone is what the acronym LBI stands for: Lost Boys International. This is only to be used for items such as stationery and is not always a necessity.
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Rules for ratio and zone of exclusion for Lost Boys International.
Exception When text is within the exclusion zone X
Y
Y
X
The text ‘Lost Boys International’ must use the brand typeface, Baskerville. It is placed below LBI. The font size varies according to the scale of the logo. It must always be the same width of the logo, whilst keeping a proportionate height and respecting the X and Y exclusion zones.
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Logo colours Variables from original logo colour.
Use of pure black or white is only acceptable where colour is not available.
Alternate colour usage. For examples of usage of these colours, refer to ‘Application’
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Secondary Graphics Additional graphics to complement the brand identity.
This is the Illustrator brush to be used for secondary graphics. It is called ‘Charcoal’. No variation or other brush is to be used.
Three secondary marks can be used to enhance the brand. See fig. 1 - 3. They can be used as they are but also cropped into, as shown in examples under ‘Application’. fig. 1 Fig. 1 represents the idea of the the swirls in the logo that make up the letters. It is the main secondary graphic and should be used in all correspondence. fig. 2
fig. 3
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Typography
Following brand guidelines, there are three weights applicable when using Baskerville.
Baskerville is the complimentary typeface for the LBI brand.
Baskerville Regular 36pt
Baskerville SemiBold 36pt
Baskerville Bold 36pt
ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklmnopqrst uvwxyz 0123456789
ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklmnop qrstuvwxyz 0123456789
ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklmnop qrstuvwxyz 0123456789
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Colour Brand colour scheme.
Primary colour palette PANTONE DS 325-2 C C=0 M=0 Y=0 K=85 R= 77 G=77 B=79 PANTONE DS 309-1 C C=20 M=0 Y=100 K=0 R= 215 G=223 B=35
The stroke of the LBI logo is a grey pantone, on a white background. This is the colour of the logo by default. This is the complimentary colour of the logo. Other than black and white, this is the ONLY colour that can be used to replace the grey. Shades of PANTONE DS 309-1 C
Secondary colour palette PANTONE DS 19-2 C C=0 M=30 Y=100 K=10 R=229 G=168 B=18 PANTONE DS 309-1 C C=40 M=0 Y=100 K=0 R=166 G=206 B=57
These are the analogous colours, which means they are found either side of Pantone DS 309-1 C of the colour wheel. Part of the secondary palette, they are not as important as the colours for the primary colour palette. These colours are not to be used in any way the logo. This means the initials LBI or the background must not be in any of these colours. They can be used for brochures, secondary graphics, etc.
PANTONE DS 309-5 C C=10 M=0 Y=50 K=0 R=233 G=237 B=154 PANTONE DS 325-4 C C=0 M=0 Y=0 K=60 1 R=128 G=130 B=138
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Do’s and Dont’s Respecting brand consistency.
Do not
Only colours from primary palette to be used with logo
No gradients
Always respect the exclusion zone
Do not distort the logo in any way
Never use the logo on top of photography
Do Use colours from the primary palette for the logo
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Application Visuals of the brand across different mediums.
Stationery.
Letterhead 297 x 210 mm
LBI Lost Boy International 10 Greycoat Street SW1P 2BD London zmoncaster@lbi.co.uk +44 (0) 207 343.466
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Stationery.
Business Card Front 88 x 55 mm
Business Card Back 88 x 55 mm
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Stationery.
With Compliments
Compliment Slip 99 x 210 mm
Envelope 110 Ă— 220 mm
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Photography In the style of Alan Cook
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