CALM BRAND BIBLE / CONTENTS
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1 BRAND BIBLE 1
2 03 / LOGO & USAGE 11 / COLOUR PALETTE 23 / LOCKUPS 27 / PLACING THE LOGO ON A BACKGROUND 31 / TYPEFACE & TYPOGRAPHY 39 / WRITING CONSIDERATIONS 41 / APPLICATIONS CALM BRAND BIBLE / CONTENTS 1
3 CALM LOGO. This section is all about our logo and how you use it. We like it when we see it strong and proud. This will keep you on the straight and narrow and warn you away from mistakes you could innocently make. The logo is the most visible element of our identity. It is vitally important that when people cast their eyes on our logo, they recognise it. Apply it consistently, please. 2 CALM BRAND BIBLE / LOGO & USAGE 3
4 LOGO CLEAR SPACE. Please use the exclusion zone and ensure it always appears legibly with enough space to breathe as outlined here. 4 CALM BRAND BIBLE / LOGO & USAGE 5
5 MINIMUM CALM LOGO SIZE. 14MM We realise that we sometimes have to squeeze ourselves into tight spots but do not decrease legibility of the logo by reducing it to less than 14mm wide. 6 CALM BRAND BIBLE / LOGO & USAGE 7
6 DO NOT. Do not apply texture to the logo. Do not outline the logo. Do not distort the logo. Do not rotate the logo. X DO NOT APPLY TEXTURE X DO NOT OUTLINE X DO NOT DISTORT Do not fill the logo with images. If you follow the above rules, you ll keep the brand police happy. X DO NOT ROTATE X DO NOT FILL WITH IMAGES 8 CALM BRAND BIBLE / LOGO & USAGE 9
7 COLOUR PALETTE. The colour palette is a key element to the visual identity. The colours we use and the way we use them will be key for our audience to build some familiarity and recognition. Yes, we want fame and notoriety and colours are a great way of building this. 10 CALM BRAND BIBLE / COLOUR PALETTE 11
8 CONTRASTING COLOURS. The logo is flexible, but clarity is always maintained through the use of contrasting colours. These guidelines will help you ensure it is loud, proud and visually sound. 12 CALM BRAND BIBLE / COLOUR PALETTE 13
9 CORE COLOURS CORE COLOURS. These are our core colours and should be used as a base in most creative, especially when we need to be all corporate. CMYK: C100 M32 Y0 K28 RGB: PANTONE: 3015 C CMYK: C92 M0 Y10 K3 RGB: PANTONE: 639 C CMYK: C58 M0 Y13 K0 RGB: PANTONE: 631 C CMYK: C60 M40 Y0 K100 RGB: PANTONE: BLACK 6 C CMYK: C0 M0 Y0 K0 RGB: CALM BRAND BIBLE / COLOUR PALETTE 15
10 SECONDARY COLOURS SECONDARY COLOURS. These are our secondary colours which can be used to inject some of our vibrant personality when we need to grab people s attention. CMYK: C6 M0 Y87 K0 RGB: PANTONE: 395 C CMYK: C0 M100 Y0 K0 RGB: PANTONE: PROCESS MAGENTA C CMYK: C0 M74 Y100 K0 RGB: PANTONE: 165 C CMYK: C100 M72 Y0 K50 RGB: PANTONE: 295 C 16 CALM BRAND BIBLE / COLOUR PALETTE 17
11 EXAMPLES OF GOOD PAIRINGS COLOUR PAIRINGS. Here are a few parings that we find pleasing on the eye, as well as some that are not. EXAMPLES OF BAD PAIRINGS 18 CALM BRAND BIBLE / COLOUR PALETTE 19
12 COLOUR BLINDNESS. 8% of the male population are colour blind. Astonishing, only 0.5% of the female population are. Do not pair: Green & red Green & brown Green & grey Green & blue Green & black Yellow & light green Blue & purple Blue & grey 20 CALM BRAND BIBLE / COLOUR PALETTE 21
13 LOCKUPS. There are many versions to choose from and we re sure you ll choose the right one that suits your needs. Just make sure placement is correct and the application is legible. We ve got a lot to say so there are many versions CALM BRAND BIBLE / LOCKUPS 23
14 24 CALM BRAND BIBLE / LOCKUPS 25
15 PLACING THE LOGO ON A BACKGROUND. There will be occasions when you will need to place our logo on a supporting image. This is fine, we just don t like to fight, so please make sure that it is legible. We re not afraid of being different. For darker background images use our logo in white. For the lighter background images you have the option to use one of our core blues or black. 26 CALM BRAND BIBLE / PLACING THE LOGO ON A BACKGROUND 27
16 28 CALM BRAND BIBLE / PLACING THE LOGO ON A BACKGROUND 29
17 TYPEFACE. We use four fonts: Alternate Gothic No 2 for the main headlines and Swiss 721 Light for the body or non-headline copy. If you do not have, or cannot install the above fonts, Helvetica can be used for headlines and Calibri for body copy or non-headline copy as these are default typefaces. It is each vendor s legal responsibility to purchase a licensed version of the fonts before producing final work. 30 CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY 31
18 HEADLINE FONT ALTERNATE GOTHIC NO 2 PURCHASED AT: linotype.com/43162/alternate-gothic-family.html typekit.com/fonts/alternate-gothic-no-2-d ABCDEFGHIJKLMN BODY COPY FONT SWISS 721 LIGHT PURCHASED AT: linotype.com/ /swiss-721-family.html OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz %: ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghijk lmnopqrstu vwxyz %: 32 CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY 33
19 HEADLINE FONT HELVETICA BOLD THIS FONT SHOULD BE PRE-INSTALLED ON ALL COMPUTERS. BODY COPY FONT CALIBRI REGULAR THIS FONT SHOULD BE PRE-INSTALLED ON ALL PCS. MAC USERS CAN PURCHASE AT: myfonts.com/fonts/ascender/calibri/ ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghijk lmnopqrstu vwxyz %: ABCDEFGHI JKLMNOPQ RSTUVWXYZ abcdefghijk lmnopqrstu vwxyz %: 34 CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY 35
20 STYLE CENTRED HEADLINE TRACKING +20 LEADING 1 POINT LARGER THAN FONT POINT SIZE LOREM IPSUM DOLOR SIT AMET TYPOGRAPHY. What s our type? Strong, consistent and well arranged across all platforms, obviously. Please consider line and letter spacing carefully, together with methods of emphasis and hierarchy. STYLE LEFT ALIGNED HEADLINE TRACKING +20 LEADING 1 POINT LARGER THAN FONT POINT SIZE LOREM IPSUM DOLOR SIT AMET KERNING MANUAL In headlines, some pairs of letters create awkward spaces, so the space between them needs adjusting. 36 CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY 37
21 UPPER CASE CALM TITLE CASE CAMPAIGN AGAINST LIVING MISERABLY FONTS ALTERNATE GOTHIC 2 D CALM, Campaign Against Living Miserably. WRITING CONSIDERATIONS. In the rare case that our beautiful logo cannot be used and there is a need for CALM to be typed out then CALM should always be typed in upper case without any full stops, followed by Campaign Against Living Miserably all typed in title case. UPPER CASE CALM TITLE CASE CAMPAIGN AGAINST LIVING MISERABLY FONTS SWISS 721 LIGHT CALM, Campaign Against Living Miserably. UPPER CASE CALM TITLE CASE CAMPAIGN AGAINST LIVING MISERABLY FONTS CALIBRI REGULAR CALM, Campaign Against Living Miserably. 38 CALM BRAND BIBLE / WRITING CONSIDERATIONS 39
22 APPLICATIONS. Examples of the logo positioning on stationary, posters, merchandising and online. 40 CALM BRAND BIBLE / APPLICATIONS 41
23 BUSINESS CARDS LETTERHEAD +44 (0) (0) COMPLIMENT SLIPS 42 CALM BRAND BIBLE / APPLICATIONS 43
24 BACK OF POSTCARD 44 CALM BRAND BIBLE / APPLICATIONS 45
25 FRONT OF LEAFLET 46 CALM BRAND BIBLE / APPLICATIONS 47
26 BACK OF LEAFLET A4/A3 POSTER 48 CALM BRAND BIBLE / APPLICATIONS 49
27 A4/A3 POSTER 50 CALM BRAND BIBLE / APPLICATIONS 51
28 48 SHEET 52 CALM BRAND BIBLE / APPLICATIONS 53
29 6 SHEET 54 CALM BRAND BIBLE / APPLICATIONS 55
30 6 SHEET T-SHIRT EXAMPLES PLECTRUMS BADGES 56 CALM BRAND BIBLE / APPLICATIONS 57
31 CALMZINE YOUTUBE 58 CALM BRAND BIBLE / APPLICATIONS 59
32 FACEBOOK TWITTER 60 CALM BRAND BIBLE / APPLICATIONS 61
33 62 63
34
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