Brand Identity Guidelines. ver 1.0.0

Transcription

1 Brand Identity Guidelines ver 1.0.0

2 Zastosowanie The Clever Frame logo should always be used in full, i.e. never separate the symbol and logotype. The logotype should never be moved or adjusted. The logotype has been created with specific letter spacing and the logotype letterforms have been customised for the Clever Frame brand. Always use approved artwork when reproducing the Clever Frame identity. Logo Clever Frame is consists graphical frame and lettering. These elements and their relationship must be never modified or altered in any way. The Clever Frame logo is most effective when positioned in clear space, which helps to protect its integrity Clever Frame logo The Clever Frame logo is a combination of two elements: the Clever Frame symbol and the name. These two elements should never be separated or altered in any way.

3 Logo variations Logo colors Clever Frame logo has four variations. Ver. A is used only when color reproduction is not possible. Ver. B is basic version of the logo, and is used in all of the corporate identity elements such as business cards, stationery, envelopes, brochures etc. Ver. C and D are the color variations and are optionally used when the graphic on the brochures or booths is violet or blue. A. B. What color version is suitable: Pantone This is prefered version for print. CMYK Used in print, when Pantone colors are not available. RGB i HEX Used when the logo is displayed on screen. What file format is suitable: EPS All the printing materials PNG Website JPG Electronic media C. D.

4 1.02 Minimum space around the logo Minimum space Minimum space around the logo should be at least equivalent of 1/4 size of the logo. Ideally it's a full size of the logo. The logo should always be placed in a prominent position, so it appears clear and distinct. Around the logo there should always be enough space to ensure a powerful and clear visual image. The amount of clear space is in direct proportion to the size of the Cleve Frame logo and must not be altered. x Secondary module. This version is used in most cases. 1/4x x x 15 mm Minimum size It is important that all parts of the identity can be easily read in every application. For this reason, the logo should not be reproduced smaller than the sizes specified here. There are no maximum size restrictions as long as the clear space requirements are met.

5 1.03 Incorrect use of the logo Identity Don ts Always use approved artwork. Whenever possible, use the EPS file format as this will give you the best results. Do not change the proportion, or the typeface of the logo. Do not change the colour specifications. It is of the utmost importance that all the elements of the Clever Frame identity are used in accordance with the rules in this manual. When engaging external suppliers, great care should be taken to ensure the following: they are familiar with Clever Frame identity rules; they are supplied with the appropriate artwork originals; they understand that no alterations of any kind may be made to the supplied artwork, including creating home-made versions of the logo. An old Clever Frame logo has been used. The has been printed in an unacceptable color. JPEG and GIF format images are designed for on-screen applications and should not be printed. Incorrect proportions. Do not use shadow or other effects on the logo. Use of low resolution files. Do not use shadow or other effects on the logo. Do not put the logo on busy images. Do not use the outline.

6 1.04 Colors - Overview White space White backgrounds and visual open space play an integral role in our visual communications. White enhances the crisp presentation of the logo. White is the clear canvas against which our lively colors glow and text and imagery stand out. White imparts a clean, inviting and contemporary visual sensibility to our print, electronic and dimensional applications. Colors are important to our visual identity; consistency is essential. Our colors are specified as Pantone colors and these colors are therefore our ideal colors. All colors should match the value for coated Pantone as much as possible to ensure identical color in all media. We encourage our creative teams to incorporate white backgrounds and highlights liberally throughout our visual communications. Please note Do not use this reproduction for color matching; refer to the Pantone color swatch books when specifying ink colors. The Pantone color swatch books can be purchased at www. pantone.com Always consult your printer for the most accurate reproduction of brand colors. C: 0 M: 100 Y: 100 K: 0 R: 198 G: 12 B: 48 SPOT: Pantone 186 C C: 100 M: 70 Y: 10 K: 0 R: 0 G: 84 B: 159 SPOT: Pantone 2945 C C: 85 M: 100 Y: 0 K: 8 R: 82 G: 35 B: 152 SPOT: Pantone 267 EC C: 11 M: 7 Y: 7 K: 0 R: 231 G: 232 B: 232 SPOT: CoolGray 2 EC C: 85 M: 100 Y: 0 K: 8 R: 82 G: 35 B: 152 C: 6 M: 84 Y: 22 K: 11 R: 182 G: 71 B: 124 C: 100 M: 70 Y: 10 K: 0 R: 0 G: 84 B: 159 C: 90 M: 5 Y: 0 K: 0 R: 66 G: 165 B: 226 C: 85 M: 100 Y: 0 K: 8 R: 82 G: 35 B: 152 C: 0 M: 60 Y: 100 K: 0 R: 213 G: 137 B: 37

7 1.05 TYPOGRAPHY National National is a modern sans design, forward-looking but not futuristic, precise but not cold and geometric, consistent but not soulless. The font should only be used for Clever Frame communication materials. Please contact: biuro@studiofuerte.com to obtain the font By using different script variations of the same font, we can optimize legibility and help the reader obtain a better overview. At the same time we establish consistent expression throughout our communications. National font has a lot of flexibility. National is used in all key elements such as advertisements, brochures and stationery. National Thin National Light National Reglar National Book National Medium National Bold National ExtraBold National Black

8 TYPOGRAPHY EXAMPLE National National is a modern sans design, forward-looking but not futuristic, precise but not cold and geometric, consistent but not soulless. The font should only be used for Clever Frame communication materials. Please contact: biuro@studiofuerte.com to obtain the font By using different size and weight variations, we can optimize legibility and give the reader a better overview. Each variation has its own specific role in communication. Nagłówek w 2 linijkach wyrównanego do lewej, dla okładek lorem ipsum novum ata nisi alter ego qid proper anno. Main Header National Regular Lorem at vomsequat, illum et iusto odio digsigm qui blandit et iusto eronylar at ille pellit sensar luptae nosotros annos interlingua perfectos lorem ipsum novum ioust laor annos inter patris et mater inter familias. Vel illum dolore eu feugiat nulla facilitis ad vero eros et accususam et. Lead National Regular Lorem at vomsequat,illum et iusto odio bandit et iusto eronylar at ille pellit sensar luptae nosotros annos interlin lorem ipsum novum iurgoa perfectos dolor in endrerit, voluptate velit est. Sit amet, consectetuer adipiscing. Sub-headings National Medium, 9.5/11.5 pt Lorem ipsum dolor sit amet. Con minimim venami quis nostrud laboris nisi ut aliquip ex ea com dolor in reprehenderit voluptate nonumi. Mimimum veniami ex ea con dolor nisi ut aliquip. Consequat duis autem vel eum iruire dolor in noso endrerit, voluptate velit est. Sit amet, consectetuer adipiscing elit, sed diam nonummi. Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat ut wisi enin ad minim. Quis nostrud ad nostris pro amat. Sed aliquo ut nisi altereg qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater inter familias. Body text National Book, 8.5/11.5 pt Lorem ipsum dolor sit amet. Con minimim venami quis nostrud laboris nisi ut aliquip ex ea com dolor in reprehenderit voluptate nonumi. Mimimum veniami ex ea con dolor nisi ut aliquip. Consequat duis autem vel eum iruire dolor in noso endrerit, voluptate velit est. Sit amet, consectetuer adipiscing elit, sed diam nonummi. Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat ut wisi enin ad minim. Quis nostrud ad nostris pro amat. Sed aliquo ut nisi altereg qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater inter familias. Emphasizing body text National Bold, 9.5/11.5 pt Lorem ipsum dolor sit amet. Con minimim venami quis nostrud laboris nisi ut aliquip ex ea com dolor in reprehenderit voluptate nonumi. Mimimum veniami ex ea con dolor nisi ut aliquip. Consequat duis autem vel eum iruire dolor in noso endrerit, voluptate velit est. Sit amet, consectetuer adipiscing elit, sed diam nonummi. Euismod tincidunt ut laroeet dolore magna aliquam erat voluptat ut wisi enin ad minim. Quis nostrud ad nostris pro amat. Sed aliquo ut nisi altereg qid propter anno et cetera. Ullam venit cum permissio, alter ego cum frater et patris et mater inter familias. Captions and copyrights National Regular, 7/9 pt

9 TYPOGRAPHY EXAMPLE Letter spacing (Tracking) National National is a modern sans design, forward-looking but not futuristic, precise but not cold and geometric, consistent but not soulless. The font should only be used for Clever Frame communication materials. Please contact: biuro@studiofuerte.com to obtain the font Lorem ipsum dolor sit amet, consect tempor lor exe rcitation ul commodor atq comsequat, vel illum et iust lorem incidunt ut labore et dolore iusto odio digsigm quisa blandit et iusto odio atas ectamen dolor sit amet, cons ectum tempo incidunt nostruend exercitation ul com modor comsequat, vel illum tem. Incorrect letter spacing: +25 Type is too open Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer dictum, erat vitae euismod luctus, mi libero laoreet lectus, tincidunt viverra erat dolor sed leo. Integer ac mauris risus. Donec blandit lacinia erat, ac consequat diam convallis dictum. Donec eu velit quam. Quisque pellentesque risus at ipsum scelerisque adipiscing. Aenean feugiat turpis ultricies turpis egestas sed tincidunt est condimentum. Incorrect letter spacing: -50 Type is too tight Line feed (Leading) Lorem ipsum dolor sit amet, consect tempor lor exe rcitation ul commodor atq comsequat, vel illum et iust lorem incidunt ut labore et dolore iusto odio digsigm quisa blandit et iusto odio atas ectamen dolor sit amet, cons ectum tempo incidunt nostruend exercitation ul com modor comsequat, vel illum tem. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer dictum, erat vitae euismod luctus, mi libero laoreet lectus, tincidunt viverra erat dolor sed leo. Integer ac mauris risus. Donec blandit lacinia erat, ac consequat diam convallis dictum. Donec eu velit quam. Quisque pellentesque risus at ipsum scelerisque adipiscing. Aenean feugiat turpis ultricies turpis egestas sed tincidunt est condimentum. Incorrect line-feed: 9.5/15 pt Line-feed is too open Incorrect line-feed: 9.5/10 pt Line-feed is too tight Lorem ipsum novum iurgia nosotros perfect annos interlingua perfectos atque noso National Regular, 18/20 pt Consectum tempor incidunt ut labore et nos dolore venim, quis nostruend exercitation ul commodor comsequat, vel illum et iusto odio digsigm qui dolore veniam, quis nostruend sa exercitation ul commodor comsequat. Lorem ipsum novum iurgia Lorem ipsum dolor sit amet, consect sa tempor nos incidunt ut labore etwa doloreasa veniam, quis nost-ruenda exercitation ulmo commodor sequat, vel illum etas orem ipsum dolor sit amet, modor comsequat, vel illum et iust incidunt ut labore et dolore iusto odio digsigm quisa nos blandit et iusto ata odio. Ectamen nedure enim Nosotros annos perfector dignisum lorem ipsum dolor sit amet, consect tempor lor exe rcitation ul commodor atq comsequat, vel illum et iust lorem incidunt ut labore et dolore iusto odios digsigm quisa blandit et iusto odio atas ectamen nedure enim luptae lore nos ata ipsum dolor sit amet, cons ectum tempo incidunt ut labore etas dolore mis veniam, quis anos nostru end exer citation ul com modor coms equat vel. Illum tem exercitation ul commodor comsequat, re et dolore iusto odio sigm quisa nostors annos interlingua annos nosotors lorem lorem ipsum dolor sit amet, consect tempor lor exe. National Book, 8,5/11,5 pt National Bold, 8,5/11,5 pt Przykład poprawnej typografii.

10 Clever Frame Polska Sp z o.o. ul. Fabryczna 20A Wrocław tel. (+48 71) fax (+48 71) biuro@cleverframe.com System Clever Frame jest produktem zastrzeżonym w Urzędzie Patentowym. Wszelkie kopiowanie całości lub elementów systemu jest zabronione Clever Frame International. All rights reserved.