Identity Guidelines. December 2012

Transcription

1 Identity Guidelines December 2012

2 Identity Guidelines Contents 1.0 Our Logo Our logo Our wordmark Colour treatments Clear space, large and small sizes Correct logo placement Incorrect logo usage 2.0 Colour Colour palette 3.0 Typography Frutiger Boutros GE Dinar Two Digital applications 4.0 Photography Photography overview 5.0 Super Graphic Super graphic overview Super graphic as a container 6.0 Applying the brand A4 letterhead Brochures Note pads Agendas Folders Exhibition/conference stand Website PowerPoint Gift items Gift item packaging 7.0 Master files Master file naming QU ALUMNI ASSOCIATION Identity Guidelines 2

3 1.0 Our Logos QU ALUMNI ASSOCIATION Identity Guidelines 3

4 1.2 Our Logo Our identity is one of the company s most valuable assets. It comprises of two components, the Arabesque symbol and an Arabic & English wordmark, used together they form our logo. The full logo is available in two format variations, stacked or horizontal. Logo components a. a. Arabesque symbol b. Arabic & English wordmark 1. Stacked logo 2. Horizontal logo b. Logo formats QU ALUMNI ASSOCIATION Identity Guidelines 4

5 1.3 Our Wordmark To aid in applying our graphic language, you may apply our logo as a wordmark only. It is available only as a Arabic & English lockup and should always be shown on a page with our Super Graphic. Stacked Arabic & English wordmark Horizontal Arabic & English wordmark QU ALUMNI ASSOCIATION Identity Guidelines 5

6 1.4 Colour treatments Two colour treatments have been created for our logo and wordmark. These give flexibility of application across all Alumni communications. Full-colour logo They are available in full-colour (Pantone, CMYK and RGB) and single colour (Black and Reversed) variants. Available in Pantone, CMYK and RGB formats Single colour logo The colours on this page and throughout these guidelines are not intended to match the Pantone Color Standards. Pantone is a registered trademark of Pantone, Inc. Available in Black and Reversed QU ALUMNI ASSOCIATION Identity Guidelines 6

7 1.5 Clear space, large and small sizes Clear space To enable our logos and wordmarks to appear prominently without interference, a minimum exclusion zone has been established, we call this clear space - it is a virtual area that is to be left clear of all text and graphic elements. Clear space Stacked logo clear space Horizontal logo clear space Calculating clear space The clear space area is calculated as shown, and is based on half the height of the Arabic & English wordmark - it applies to all variations of our logo and wordmark. X 1/2 X X The exclusion zone is indicated by the two dotted borders, they should be increased wherever possible. No text or graphics may appear within this area. Large and small sizes 1/2 X Large and small sizes Our logo, wordmark and their variants are designed to reproduce down to a 10mm width for the stacked logo, and 28mm in width for the horizontal logo. There is no maximum size. We DO NOT recommend reproducing our logo or wordmark smaller than these sizes. Stacked logo minimum size 10mm 10mm Horizontal logo minimum size 28mm 28mm Extreme care and consideration of materials and techniques, should always be taken when reproducing at such small sizes. QU ALUMNI ASSOCIATION Identity Guidelines 7

8 1.6 Correct logo placement The ideal placement for our logo and wordmark is on a white background. When placing them onto coloured backgrounds, care should always be taken that the correct version is used. Placement on light or dark backgrounds To place our logo or wordmark onto light or dark backgrounds always ensure that they are highly visible at all times, and that the colours DO NOT clash with those of the logo. Placement on images When placing the logo or wordmark onto images, always ensure that they are highly visible at all times, and that the colours DO NOT clash with those of the logo. Ideal logo placement White or lightly coloured backgrounds White backgrounds Lightly coloured backgrounds Optional logo placement On pictures and dark coloured backgrounds Placement on images Placement on dark backgrounds QU ALUMNI ASSOCIATION Identity Guidelines 8

9 1.7 Incorrect logo usage NEVER do any of the following when applying our logo or wordmark. These rules apply to all our logo and wordmark variations; if you use the logo in a way that is not shown here or on page 1.6, assume you can not do it. رابطة خريجي جامعة قطر QU ALUMNI ASSOCIATION DO NOT change the logo colours DO NOT flip the logo DO NOT change the logo proportions DO NOT tilt or rotate the logo DO NOT change the logo typefaces DO NOT place the logo on similar colours DO NOT place the logo without sufficient contrast DO NOT place the logo on busy images DO NOT place the logo on patterned backgrounds CORRECT logo usage QU ALUMNI ASSOCIATION Identity Guidelines 9

10 2.0 Colour QU ALUMNI ASSOCIATION Identity Guidelines 10

11 2.1 Colour palette Colour provides a powerful means of identification. After our logo, our core colour palette is the second most important element to identifying us. Core colour palette Two core colours are used to distinguish us; they may be used as tints or as solids and should not overwhelm your design. Always complement the core colours with white. A secondary palette using a cool grey may be specified together with the core colour palette. NEVER use this palette excessively. Pantone 144 Process C0% M52% Y100% K0% RGB R233 G131 B0 Hex# E % 50% 90% 40% 80% 30% 70% 20% 60% 10% Please ensure these colours are specified correctly. 100% 90% 80% 70% 60% Pantone 315 Process C100% M8% Y18% K38% RGB R0 G105 B131 Hex# % 40% 30% 20% 10% Secondary colour palette 100% 90% 80% 70% 60% The colours on this page and throughout these guidelines are not intended to match the Pantone Color Standards. Pantone is a registered trademark of Pantone, Inc. Pantone Cool Grey 11 Process C48% M36% Y24% K66% RGB R77 G79 B83 Hex# 4D4F53 50% 40% 30% 20% 10% QU ALUMNI ASSOCIATION Identity Guidelines 11

12 3.0 Typography QU ALUMNI ASSOCIATION Identity Guidelines 12

13 3.1 Typography Frutiger Two typefaces have been chosen for use within our brand, one for English applications and one for Arabic. Used consistently they help to create a powerful and instantly recognisable typographic style. All our typefaces are available for both PC and Macintosh platforms. Frutiger The contemporary sans serif character forms of Frutiger have been selected to compliment the alumni s master brand and Arabic typeface. Frutiger is used in six weights, 45 Light, 46 Light Italic, 55 Roman, 56 Italic, 65 Bold and 66 Bold Italic. They are used for body text and headings within all printed materials. Frutiger is made by Adobe and is available from Adobe is a registered trademark of Adobe Systems Incorporated. All rights reserved. Frutiger 45 Light Frutiger 46 Light Italic Frutiger 55 Roman Frutiger 56 Italic Frutiger 65 Bold Frutiger 66 Bold Italic abcdefghijklmnopqrstuvwxyz abcdefghijklm nopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklm nopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklm nopqrstuvwxyz QU ALUMNI ASSOCIATION Identity Guidelines 13

14 3.2 Typography Boutros GE Dinar Two Two typefaces have been chosen for use within our brand, one for English applications and one for Arabic. Used consistently they help to create a powerful and instantly recognisable typographic style. All our typefaces are available for both PC and Macintosh platforms. Boutros GE Dinar Two The contemporary character forms of GE Dinar Two have been selected to compliment the alumni s master brand and English typeface. GE Dinar Two is used in four weights, Light, Light Italic, Medium and Medium Italic. They are used for body text and headings within all printed materials. GE Dinar Two is made by Boutros and is available from Boutros GE Dinar Two Light Boutros GE Dinar Two Light Italic Boutros GE Dinar Two Medium Boutros GE Dinar Two Medium Italic ة ج ح خ ه ع غ ف ق ث ص ض م ن ت ا ل ب ي س ش و ر ز د ذ ط ظ $ { } العلم نور والجهل ظالم ة ج ح خ ه ع غ ف ق ث ص ض م ن ت ا ل ب ي س ش و ر ز د ذ ط ظ $ { } العلم نور والجهل ظالم ة ج ح خ ه ع غ ف ق ث ص ض م ن ت ا ل ب ي س ش و ر ز د ذ ط ظ $ { } العلم نور والجهل ظالم ة ج ح خ ه ع غ ف ق ث ص ض م ن ت ا ل ب ي س ش و ر ز د ذ ط ظ $ { } العلم نور والجهل ظالم QU ALUMNI ASSOCIATION Identity Guidelines 14

15 3.3 Typography Digital applications For all internally generated and online applications, one typeface is to be used. Available within the PC or Macintosh environment, Tahoma should be specified for both Arabic and English applications. Tahoma The contemporary sans serif character forms of Tahoma have been selected to compliment the Alumni s master brand, and add consistency to our internally generated and online applications. Tahoma is used in two weights, Regular and Bold. They are used for body text and headings within all internally generated and online applications. Tahoma is made by Microsoft, and is a standard font available within both Windows and MacOS systems. Tahoma Regular Tahoma Bold ة ج ح خ ه ع غ ف ق ث ص ض م ن ت ا ل ب ي س ش و ر ز د ذ ط ظ $ { } العلم نور واجلهل ظالم abcdefghijklmnopqrstuvwxyz abcdefghijklm nopqrstuvwxyz ة ج ح خ ه ع غ ف ق ث ص ض م ن ت ا ل ب ي س ش و ر ز د ذ ط ظ $ { } العلم نور واجلهل ظالم abcdefghijklmnopqrstuvwxyz abcdefghijklm nopqrstuvwxyz QU ALUMNI ASSOCIATION Identity Guidelines 15

16 4.0 Photography QU ALUMNI ASSOCIATION Identity Guidelines 16

17 4.1 Photography overview Photographs play an important part in expressing the values of our brand. It is vital to use exceptional photography wherever possible in all our collateral and marketing materials. Key points Images should look natural, spontaneous, none posed and real. Wherever possible images should emphasise people, life and activities; they should convey personality, diversity and an emotion. Create images with strong composition and perspective images must have a definite object, relationship or event which concentrates the viewer s attention. Shown opposite are a few examples which may help you. QU ALUMNI ASSOCIATION Identity Guidelines 17

18 5.0 Super Graphic QU ALUMNI ASSOCIATION Identity Guidelines 18

19 5.1 Super graphic overview Inspired by our Arabesque symbol, the super graphic forms an integral part of the brands visual look. Recommended crops of the super graphic The super graphic has been developed to encourage a visual consistency in everything we produce. It may be cropped, rotated or used as a container for imagery. Always use care and attention when applying this super graphic. It is not intended to be used purely as a devise to halt and stem your creativity; use it wisely and thoughtfully. Cropping Our super graphic maybe cropped to the opposite recommended formats. We would advise not to use crops different to these, but due to circumstances you may use alternative crops. QU ALUMNI ASSOCIATION Identity Guidelines 19

20 5.2 Super graphic as a container Our super graphic may also be used as a container for images. Recommended image areas and crops of super graphic It is recommended not to place more than one image within the image area. Always consider the picture composition when placing images within the graphic. Image area Image area Image area Image area QU ALUMNI ASSOCIATION Identity Guidelines 20

21 6.0 Applying the brand QU ALUMNI ASSOCIATION Identity Guidelines 21

22 6.1 A4 letterhead The letterhead shown opposite, demonstrates the recommended graphic style and typography that should be applied to all QU ALUMNI ASSOCIATION stationery. It shows the placement of our logo, the typography and colour usage; and when combined with a single paper stock it will produce a powerful and visually consistent piece of printed or digital stationery. QU ALUMNI ASSOCIATION Identity Guidelines 22

23 6.2 Brochures The brochure shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collaterals. It shows the placement of our logo, the typography and colour usage; and when combined with a single paper stock it will produce a powerful and visually consistent piece of printed collateral. QU ALUMNI ASSOCIATION Identity Guidelines 23

24 6.3 Note pads The note pad shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collaterals. It shows the placement of our logo, the typography and colour usage; and when combined with a single paper stock it will produce a powerful and visually consistent piece of printed collateral. QU ALUMNI ASSOCIATION Identity Guidelines 24

25 6.4 Agendas The agenda shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined with a single paper stock it will produce a powerful and visually consistent piece of printed collateral. QU ALUMNI ASSOCIATION Identity Guidelines 25

26 6.5 Folders The folder shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined with a single paper stock it will produce a powerful and visually consistent piece of printed collateral. QU ALUMNI ASSOCIATION Identity Guidelines 26

27 6.6 Conference / exhibition stand The conference / exhibition stand shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined consistently it will produce a powerful and visually consistent piece of environmental design. QU ALUMNI ASSOCIATION Identity Guidelines 27

28 6.7 Website The website shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined consistently it will produce a powerful and visually consistent piece of digital collateral. QU ALUMNI ASSOCIATION Identity Guidelines 28

29 6.8 PowerPoint The PowerPoint shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined consistently it will produce a powerful and visually consistent piece of digital collateral. QU ALUMNI ASSOCIATION Identity Guidelines 29

30 6.9 Gift items The gift items shown opposite, demonstrate the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined consistently will produce a powerful and visually consistent set of gift items. QU ALUMNI ASSOCIATION Identity Guidelines 30

31 6.10 Gift item packaging The gift item packaging shown opposite, demonstrates the recommended graphic style, typography and super graphic usage that should be applied to all QU ALUMNI ASSOCIATION marketing collateral. It shows the placement of our logo, the typography and colour usage; and when combined consistently, and to a high quality will produce a powerful and visually consistent piece of collateral. QU ALUMNI ASSOCIATION Identity Guidelines 31

32 7.0 Master files QU ALUMNI ASSOCIATION Identity Guidelines 32

33 7.1 Master file naming All our key design elements are available as a set of master artwork files. Always use these files whenever applying to our brand, NEVER recreate them. Full-colour logo QUAA_S_PMS.eps QUAA_S_CMYK.eps QUAA_S_RGB.png QUAA_H_PMS.eps QUAA_H_CMYK.eps QUAA_H_RGB.eps Single colour logo QUAA_S_BW.eps QUAA_S_REV.eps QUAA_H_BW.eps QUAA_H_REV.eps Wordmark QUAA_WM_S_PMS.eps QUAA_WM_S_CMYK.eps QUAA_WM_H_PMS.eps QUAA_WM_H_CMYK.eps Super graphic QUAA_SG_PMS.eps QUAA_SG_CMYK.eps S Stacked H Horizontal WM Wordmark SG Super Graphic PMS Pantone CMYK Process RGB Digital / Screen BW Black & White REV Reversed Full-colour logo Single colour logo Wordmark Super graphic QU ALUMNI ASSOCIATION Identity Guidelines 33

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