Brand Guidelines. January 2015

Transcription

1 Brand Guidelines January 2015

2 Table of Contents 1.0 What s a brand? The logo Colour Spot & Process Black & White Logo Sizing Minimum Clear Space Positioning Minimum Sizes Logo Misuse Incorrect Logo Usage Brand Colour Palette Typography 10 2 Brand guidelines

3 1.0. What s a brand? More than a name or a logo. More than a name or a logo on a box. And more, ultimately, than what the box contains. A brand is a shorthand representation often communicated in a single word or symbol of everything a company is, does and stands for. That representation can be seen most clearly in promotional messages and in the quality of the customer s experience in buying, using and servicing a branded product. The brand s representation communicates other, less obvious aspects of the brand that are just as important. A clear promise, for example, that is important and memorable to customers. A distinctive, recognizable personality that is inseparable from the brand itself, informing not only advertising and communications but behavior as well. Consistency is everything Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behavior. That approach is based on the understanding that every choice and every decision not advertising or collateral alone communicates something to someone about the brand. When messages are delivered within a consistent framework and reinforce the brand s promise and personality, their impact can be leveraged to boost awareness and heighten brand recognition and preference. Promotional dollars work twice as hard, serving short-term sales goals as well as longer-term objectives for the brand. 3 Brand guidelines

4 1.1. The logo The logo consists of three elements: 1. The Acronym 2. Separation Line 3. The Company Name This logo representation has been updated ensuring compliance with the existing trademark. The modifications made have taken the existing Acronym and cleaned up all the lines and spaces to represent the precision within the art of landscape architecture. Additionally, the name of the organization resides below the word mark in two lines, utilizing two different weights of the chosen font Avant Garde Gothic. The acronym The OALA acronym was slightly altered in order to remain compliant with the existing trademark. It has been cleaned up to ensure that all lines and spaces are identical. This Acronym remains timeless in its design while still having a modern look. The graphic element The graphic element (gradient) has been added to the O of the acronym, which allows the continuation of the simple and modern look and feel. This graphic element makes the logo easy to remember and recognize. Acronym The organizational name The organizational name has been added underneath the acronym separated by a line which allows for a clean and uniform look. This is to be used in combination with the acronym for all communications. The text is broken into two uniform copy lines with the Landscape Architects word bolded for added impact. NOTE: This should only be omitted in instances where space is an issue. Always display the logo in its entirety not separated into component parts, altered in proportion, printed in colour combinations other than those outlined in this guide. In some instances when physically branding products where you are not able to optimally show the full OALA logo due to space or process limitations, an exception may be made to allow use of the Acronym on its own. The logo must always be reproduced from a digital master reference. This is available in ai, eps, jpeg and gif format. Graphic Element Separation Line Logo Please note: Hi-Graphic Version Shown Organizational Name 4 Brand guidelines

5 1.2. Colour PMS (Spot) and Process colours Wherever possible, the OALA logo should be reproduced in Process colours. PMS (spot) colour printing offers the most accurate colour fidelity for the logo but it cannot be used to reproduce full colour photographs. For promotional brochures with full colour photos, CMYK printing is the right process to use. Where colour is not an option, use black print (copy). White is the most effective background on which to reproduce the colour logo because it provides a clean, crisp contrast for the logo s colour and elements. When utilizing the logo on a solid black background the logo should be fully white. Pantone colours The bright blue is intended to grab attention and to signal that we re reliable. The transition from 40% - 100% suggests change and growth. Pantone 2935 U 100% Pantone 2935 U 80% Pantone 2935 U 60% Pantone 2935 U 40% CMYK & RGB colours Process colours are intended to be used in print while RGB is for web application. Pantone 2935 U 100% C:88 M:53 Y:4 K:0 R:0 G:118 B:192 Pantone 2935 U 80% C:85 M:46 Y:5 K:0 R:0 G:127 B:196 Pantone 2935 U 60% C:72 M:37 Y:4 K:0 R:72 G:146 B:207 Pantone 2935 U 40% C:47 M:23 Y:2 K:0 R:136 G:177 B:222 5 Brand guidelines

6 Black and White If colour reproduction is not available or is not a viable option, the logo should be reproduced in solid black or as a full reverse in white on a full colour or black background. Black Grey Scale Black is the primary colour used in the grey scale application. The first angled bar is equal to 40% black, with the next angled bar being 60% black, with the following angled bar at 80% black. The remaining angled bar, letters in the word mark, graphic horizontal line and tagline are all 100% black. Black 100% Black 80% Black 60% Black 40% 6 Brand guidelines

7 1.3. Logo Sizing Logo Minimum Clear Space (print and online) Maintaining a clean uncluttered space around the OALA logo maximizes the visual impact of this key brand element. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. So, in order to ensure that the logo stands out, allow sufficient buffer space around it The logo must be surrounded by a clear space equal to: Not less than the width of 1 square from the base of the A to the top of the triangle within the A. See translucent Pink Square. (above and below) Not less than the width of 1 square from the base of the A to the top of the triangle within the A. See translucent Pink Square. (right and left) Positioning The OALA logo should be positioned far enough away from other logos, marks or other graphic elements so that they do not appear to constitute a single unified element. This helps to ensure clarity and improve the impact of the logo. When positioning the OALA logo alongside other organizational logos, it should be positioned to produce an equally balance group of logos - as indicated below Minimum sizes The OALA logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. Even if the specific size of the logo will vary according to each application, the bridges logo should be used in a size large enough to ensure legibility. Please do not reproduce the logo smaller than 1.27 cm in height for printed materials other logo Not less than the width of 1 square from the base of the A to the top of the triangle within the A. See translucent Pink Square cm (0.5 inch) other logo 7 Brand guidelines

8 1.4. Logo Misuse Incorrect use of the OALA logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the OALA logo. To ensure accurate, consistent reproduction of the OALA logo, never alter, add to, or attempt to recreate it Incorrect Logo Usage When we target a high logo image quality we have to focus on three aspects: Integrity always display the logo in its entirety (not separate or modified parts) Proportion keep the specific height and width ratio of the logo Fidelity do not display the logo in rough form We have illustrated six ways of logo incorrect usage. By resizing logo out of proportion it might be inappropriately distorted (1 & 2). Please ensure that you maintain the aspect ratio when enlarging or reducing the logo. The logo must never be rotated (3). The logo must not be printed in any other colour than specified (4). The logo must not be placed on distracting backgrounds. (5). Elements of the logo must not be deleted or modified (6) Brand guidelines

9 2.0. Brand Colour Palette All colour is emotive. Our colour palette is sophisticated, optimistic and modern it reflects the values we believe in. To communicate these values a comprehensive range of brand colours has been developed. The identity palette is built around the colours of blue, white and black. These colours can also be used individually or in combination. 100 % 90 % 80 % 100 % 90 % 80 % 100 % 10 % 20 % Colour is a key part of our visual signature but care should be taken not to use too many colours within any given piece of design. Ample white spaces should always be allowed so our core colours appear clear and they don t become confused or lost. 70% 60 % 70% 60 % 30% 40 % Extra care should be taken when using blue from our palette for text - blue is not a suitable colour for long, continuous passages of body copy or large amounts of information. 50 % 40 % 50 % 40 % 50 % 60 % 30 % 30 % 70 % 20 % 20 % 80 % 10 % 10 % 90 % Pantone 2935 U C:88 M:53 Y:4 K:0 Black C:0 M:0 Y:0 K:100 White C:0 M:0 Y:0 K:0 R:0 G:118 B:192 R:0 G:0 B:0 R:255 G:255 B:255 9 Brand guidelines

10 2.1. Typography Consistent use of typography helps ensure unity of image. The OALA logo is made up using the Avant Garde typeface. Only the following typefaces should be used never use similar looking typefaces instead. DIN is a clean, modern and highly legible sans serif. Available in a wide variety of weights and styles, DIN is intended for sub headlines, titles and primary messaging. Avant Garde on the other hand is recommended for use with large titles and it should be used extensively when designing posters and print collateral. It can be used as introduction copy when required. Type should never appear below 5pt. There is no maximum limit to type size. DIN Light DIN Bold DIN Regular ITC Avant Garde Gothic Book ITC Avant Garde Gothic Bold ITC Avant Garde Gothic Extra Light DIN Medium ITC Avant Garde Gothic Demi 10 Brand guidelines