Brand-identity Guidelines

Client:
Contents:

Date:

Client name goes here

1.0
2.0
2.1
3.0
4.0
5.0

Introduction (page 1)
The Logo Design (page 3)
The Logo Usage (page 6)
Colour Scheme (page 13)
Typography (page 16)
Contact Details (page 19)

January 2013

1.0

Introduction
Overview
The purpose of these guidelines is to explain the use of the new brand style and to
reinforce consistent application of the visual elements in all communications. This
includes publications, presentations, and all other marketing materials both online and
offline. Guidelines on the use of the logo are included.

1.0 Introduction

Brand-identity Guidelines - January 2013

1.

Your new identity

Your corporate identity is the face and personality presented to the global community.
Its as important as the products and services you provide. Your identity is the total
effect of your logos, products, brand names, trademarks, advertising, brochures, and
presentations everything that represents you.
Because the brand cannot be compromised, weve created this guide to provide all the
pertinent specifications you need to maintain its integrity. The guidelines set in this
document are not meant to inhibit, but to improve the creative process. By following
these guidelines, the materials you create will represent your company cohesively to
the outside world.

The conceptual background

Page Edge

45

1.0 Introduction

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Brand-identity Guidelines - January 2013

2.

2.0

The Logo Design

The company logo is an important and valued graphic element and must be used
consistently and appropriately, even minor variations will undermine and compromise
the image of the branding.

2.0 The Logo Design

Brand-identity Guidelines - January 2013

3.

Primary logo - in colour

2.0 The Logo Design

Brand-identity Guidelines - January 2013

4.

Primary logo - alternative colours

2.0 The Logo Design

Brand-identity Guidelines - January 2013

5.

2.1

The Logo Usage

Always use master artwork when reproducing any logo design. It should never be
recreated under any circumstances. Always ensure you are using the correct artwork
for the application.
When reproducing any logo elements, only the original high resolution or vector
graphic files shall be used - logos should not be taken from this document.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

6.

Exclusion Zone
Make sure that text or other design elements do
not encroach upon the logo.
The marked space should always be given to let
the logo breathe, free from distraction.

31 mm

Minimum reproduction size

In the primary logo format a minimum size must
be adhered to so that legibilty is retained.

7 mm

2.1 The Logo Usage

In exceptional circumstances where space is

below the recommended size, adjustments may
have to be made to balance the shape and
visibility.

Brand-identity Guidelines - January 2013

7.

Wrong!
The logo has become distorted from its
designed aspect ratio, therefore stretching or
squshing the shape and text.
If the space is restrictive, the scale of the logo
(not the dimensions) must be adjusted to fit.

Correct!
The logos shape is consistent with the initial
design, retaining balance and legibility.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

8.

Wrong!
The backdrop for the logos placement is too
similar to the primary colour - it lacks visibilty
and contrast.
To fix this problem, you can either select a
contrasting base colour, or switch to one of the
secondary colours assigned to the logo.

Correct!
The logo is clear and visible, set in primary
colours onto a backdrop which shows contrast.
Although the backdrop is not white, the colours
have been adjusted accordingly to work with the
design.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

9.

Wrong!
Important elements within the logo have been
distorted, enlarged or shrunk, affecting the
balance and design.
A consistent layout is essential across all media,
and by changing key elements it will introduce
confusion into the brand.

Correct!
The logo has been used in the fashion it was
designed. A consistency has been achieved in
how it is seen.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

10.

Wrong!

Inkbot.Design

A colour outside of the selected brand colour

scheme has been used. This is not recommended as it confuses the brand image.
Replacing the font is a definate no-no. The
selected typeface should be used at all times
with the presentation of the logo.

Correct!
The logo is presented in its primary colours
using the primary typeface that has been
selected for the logotype.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

11.

Content

Content

In most cases, use of one company logo is all

that is required. If an advertiment is made by
your company then that logo is usually all that is
required for recognition by your audience
and/or customers.

2.1 The Logo Usage

Brand-identity Guidelines - January 2013

12.

3.0

Colour Scheme
Accurate reproduction of the brand colour scheme is essential in communicating a
clear and consistent message about the company image.
The Pantone colours should be used wherever possible, with CMYK / RGB being
matched as closely as possible depending on the materials and print process.
Black and white are acceptable as accent colours, in addition to the colours within the
assigned scheme.

3.0 Colour Scheme

Brand-identity Guidelines - January 2013

13.

Pantone colour ref.

CMYK

RGB

HEX

Primary Brand Colour

logo / main background / business cards

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

Secondary Brand Colour

logo text / secondary background / accent

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

Third Brand Colour

highlighting / second accent

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

Text / Content Colour

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

Background / Base Colour

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

Background / Base Colour Alt.

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

Base Colour

Pantone 123 C

100 / 100 / 100 / 100

100 / 100 / 100

#999999

3.0 Colour Scheme

Brand-identity Guidelines - January 2013

14.

Examples of how the primary logo deals with the alternative colour
backgrounds from the suggested scheme.

This also applies to the logos placement over a photographic

background, pattern, visual graphics or other media.

The only rules are that the colours do not clash and that there is a
level of contrast (or difference) between logo, typography and its
specified backdrop.

3.0 Colour Scheme

Brand-identity Guidelines - January 2013

15.

4.0

Typography
The primary typeface is [insert name here] with a secondary [insert name here] to
complement the primary. These have been carefully selected to best represent the
brand image, and must be used to retain consistency - especially within the logo.
Replacing fonts with alternatives should not be done under any circumstances.

4.0 Typography

Brand-identity Guidelines - January 2013

16.

Primary Typeface
Avenir Next LT Pro (Regular)

Main logotype text / Content

abcdefghijklmnopqr s tuv w x y z
ABCDEFGHIJK LMNOPQRS TU V W X Y Z
1234567890
!@ $%^&*()# - _=+ {} [];:/ \ ,.~
^ ~

4.0 Typography

Brand-identity Guidelines - January 2013

17.

Secondary Typeface
Avenir Next LT Pro (Demi)

Tagline / Subheadings

abcde fghijk lmnopqr s tu v w x y z

A BCDEFGHIJ K LMNOPQ RS TU V W X Y Z
1234567890
!@$%^&*()# - _=+ {} [];:/ \ ,.~
^ ~

4.0 Typography

Brand-identity Guidelines - January 2013

18.

5.0

Contact Details
Company:

Inkbot Design

Designer:

Stuart L. Crawford

Email:
Web:
Twitter/Skype:

5.0 Contact Details

[email protected]
www.inkbotdesign.com
@stuartlcrawford

Brand-identity Guidelines - January 2013

19.