Logo & Brand Identity Guidelines

Transcription

1 Logo & Brand Identity Guidelines Prepared 08/22/17 by

2 0 Contents Logo Specifics Typeface Details Typography in Use Colour Specifications Logo Styles (lock-ups) Logo Best Practices

3 Logo Clear Space 0.1 Logo Specifics ABCDEFGHIJKLM abcdefghijklm Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Blue area. Blue indicates Clear Space. The blue area must be kept free of all other graphical and visual elements. The minimum required Clear Space is defined by the measurement X (equal to the height of the uppercase letters, known as the cap-height. The width is equal to the height.) y*2 y Logo Construction y*2 Spacing for logo see side image.

4 The Typeface Family Only two font styles are used for the logo, and they are from the different typeface family. The Walkway family consists of one typeface: Bold The huge variety of font weights and widths will ensure immenense flexibility, and consistency for the future growth of the Kerr identity. 0.2 Typeface Details When to Use: Walkway Bold is the primary font used for the website and other forms of text and is to be used for all other forms of standard body text, ranging from: stationery, website design, brochures and all forms of general correspondance. Walkway (Bold) ABCDEF abcd1234 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $%^&*() When to Use: Lato (Black) Lato can be used as the standard when stronger emphasis is needed, such as in: stationery, website design, brochures and all forms of general correspondance. ABCDEF abcd1234 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $^&*()

5 0.2.1 Typography in Use When to Use: KG Blank Space Sketch is used for the logo name. Use only for name on logo. KG Blank Space Sketch ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $%^&*() When to Use: Impact Label Reversed is used for tagline in the logo. Only use for tag line on logo. Impact Label Reversed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $^&*()

6 0.3 Colour Specifications Pantone 1208C PROCESS C100 M16.84 Y0 K62.75 SCREEN R0 G79 B45 WEB HTML #004F5F Pantone 1205C PROCESS C82.56 M13.95 Y0 K32.55 SCREEN R30 G148 B172 WEB HTML #1E94AC Pantone 1185C PROCESS C69.96 M11.66 Y0 K12.55 SCREEN R67 G197 B223 WEB HTML #43C5DF Pantone Gray 17914C PROCESS C0 M0 Y0 K74.12 SCREEN R66 G66 B66 WEB HTML # Pantone Lt Grey 1794C PROCESS C0 M0 Y0 K SCREEN R195 G195 B195 WEB HTML #C3C3C3 Pantone White 11C PROCESS SCREEN WEB C0 M0 Y0 K0 R255 G0 B255 HTML #ffffff

7 Primary Full Tone Colour 0.4 Logo Styles ABCDEFGHIJKLM abcdefghijklm This is the primary logo to use, and includes a dropshaddow on the phone. This is your main go-to version of the logo, except for limited exceptions below. Primary Full Flat Colour This is the flat colour version, and can be used in environments that might require a cleaner aesthetic. Full Tone Greyscale The greyscale version can be used for higher quality, but still B/W print reproduction, where a finer halftone screen is used. Solid Black The solid black version is only to be used for Fax, and some forms of black/white commercial printing applications, such as local newspapers etc, where course halftones screens are used. Social Media There 2 versions of the Social Media profile image. Each are saved with Transparent backgrounds. Th or all round & The 11st one can b be used for square cornered profile destinations, such as: Twitter, Facebook etc, and is placed within a container (shown as cylan & magenta Th 2nd 2 d one iis ffor circular i profile destinations, The such as: Google+, Instagram etc and as such does not come inside a container.

8 Do Not: Logomark 0.5 Logo Best Practices ABCDEFGHIJKLM abcdefghijklm To ensure your brand logo is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, modify any part of the logo. Some examples of logo missuse are shown below. Do Not: Logomark Do not resize or change the position of the logomark. Do Not: Fonts Do not use any other font, no matter how close it might look to Proxima Sans. Do Not: SIzing Do not use squish or squash the logo. Any resizing must be in proportion. Do Not: Colour Do not change the colours even if they look similar. Use the official colour specifications detailed in these guidelines MOBILE BRANDING NG FOR E-COMMERCE Josie Bond MOBILE BRANDING FOR E-COMMERCE