Styleguide Stage One - Brand Identity Brand Logo, Colour, Font and Pattern JUNE 2017

Transcription

1 Styleguide 2017 Stage One - Brand Identity Brand Logo, Colour, Font and Pattern JUNE 2017

2 Contents 2 Capital Chemist Introduction 2 Contents 3 Introduction Brand Logo and Guidelines 4 Brand Logo 5 Coloured Brand Logo 6 Black & Reversed Brand Logo 7 Etreme Landscape Brand Logo 8 Minimum Clear Space & Size 9 Incorrect Logo Usage 10 Use With Other Logos Brand Colours and Fonts 11 Brand Colours 12 Brand Fonts 13 Store Location Position 14 Tagline 15 Brand Pattern

3 Introduction 3 Capital Chemist Graphic Guidelines These guidelines have been produced to ensure consistent application of the Capital Chemist brand. The symbol and logotypes have been specially drawn and must not be traced, re-spaced, redrawn, typeset or modified in any form by either manual or electronic methods. This guide provides all versions of the Brand Logo and supporting elements (with guidelines) to ensure the correct format, patterns and colour is available to design collateral whilst maintaining the integrity of the Capital Chemist Brand. When using screen applications such as television, internet, multimedia and computer graphics, always use the RGB format which best suits the medium. All versions of the Brand Logo can be sourced from Capital Chemist Head Office Mortar and Pestle Symbol Logotype Tagline The Capital Chemist Brand Logo consists of a mortar and pestle symbol and logotype. The Brand Logo may be used with or without the tagline We know what matters.

4 Brand Logo 4 This preferred Brand Logo is the Coloured Portrait Brand Logo with Tagline (as shown here). Materials and collateral will vary greatly and may prevent the use of the preferred Coloured Portrait version, therefore other versions have been create to accommodate restricted spaces. The following pages provide these options. Each Brand Logo version is named according to a standard file coding system and is titled as shown on this page. CC _ P _ T _ Rev _ SPOT.eps CC - Capital Chemist L - Landscape P - Portrait S - Standard EL - Etreme Landscape T - Tagline R - Reversed SPOT CMYK RGB BLACK eps png jpg

5 Coloured Brand Logo 5 The Capital Chemist Brand Logo has been created in the following versions: > Landscape - with and without tagline > Portrait - with and without tagline > Standard - with and without tagline Colour Light Blue PMS Process Blue C Dark Blue PMS Refle Blue C Background Colour The Coloured version of the Brand Logo must only appear on a white colour background. If using the Brand Pattern, the Coloured Brand Logo must be placed within the white arc area. Brand Artwork Always use the electronic Brand artwork. The proportions, spacing and relative positioning of the logotype and symbol must remain consistent, and never change (see Minimum Clear Space and Size - page 8). File name: CC_L_CMYK.eps File name: CC_P_CMYK.eps File name: CC_L_T_CMYK.eps File name: CC_S_T_CMYK.eps File name: CC_S_CMYK.eps File name: CC_S_T_CMYK.eps

6 Black & Reversed Brand Logo 6 The Capital Chemist Black Brand Logo should be used on applications where only one colour is available. The Capital Chemist Reversed Brand Logo should be used on applications where a dark background is being used. The Mortar and Pestle, Logotype and Tagline all print 100% black, or reverse white out of a 100% black background. File name: CC_L_Black.eps File name: CC_L_R.eps File name: CC_L_T_Black.eps File name: CC_L_T_R.eps File name: CC_P_Black.eps File name: CC_P_T_Black.eps File name: CC_P_R.eps File name: CC_P_T_R.eps File name: CC_S_Black.eps File name: CC_S_T_Black.eps File name: CC_S_R.eps File name: CC_S_T_R.eps

7 Etreme Landscape Brand Logo 7 Restricted Heights In some instances such as shop front fascia the Landscape Brand Logo may still not meet the visual requirements. In this instance an Etreme Landscape version has been created to maintain the brand integrity. File name: CC_EL_CMYK.eps File name: CC_EL_Black.eps File name: CC_EL_R.eps

8 Minimum Clear Space & Size 8 Minimum Clear Space When using any of the Brand Logos, a minimum clear space of X surrounding the brand must be kept free from typography, illustrations, coloured backgrounds or any other graphic. X is equal to the width of the C in the logotype. Minimum Size The minimum recommended sizes of the Brand Logo is as follows: > Landscape 39mm wide > Portrait 16mm wide > Standard 27mm wide > Symbol 8mm wide Do not use Tagline when minimum size is required. 39mm 16mm 27mm 8mm Landscape Portrait Standard Symbol

9 Incorrect Logo Usage 9 Never: > Use poor resolution. > Alter the colours of the Brand Logo. > Contort the shape of the Symbol and logo type, for eample do not squash or stretch. > Tilt or use on an angle. > Crop into the logo. > Use a faded or tint of colour. > Substitute a typeface for the logotype. The logotype has been hand drawn and cannot be reproduced by substituting a typeface. > Change the positioning of the Logo Icon and Logo Type. > Place Logo over a photograph. > Use a Colour Brand Logo on a coloured background. Eample: Poor resolution Eample: Contorted Eample: Cropped Eample: Altered colours Eample: Tilted Eample: Faded Capital Chemist Eample: Logo icon with substituted font Eample: Logo icon position changed Eample: On top of a photograph Eample: On top of a dark background

10 Use With Other Logos 10 Clear Space When using any of the Brand Logos with another logo, a minimum clear space of X surrounding the brands must be kept free from typography, illustrations or any other graphic. X is equal to the width of the upper case letter C of the Capital Chemist logotype. Both logos should be spaced either side of a thin grey line, clear spaced by X. Logo Format When the Brand Logo appears with other logos keep formats consistent, for eample: Use a Capital Chemist Landscape Brand Logo with Landscape Brand Logo of the other brand, or Capital Chemist Portrait Brand Logo with Portrait Brand Logo of the other brand. Positioning If white arc opens on the left, the Capital Chemist logo should sit on the left and vise versa (see eample of use). Eample of clear space with another logo Eample of positioning with another logo

11 Brand Colours 11 Corporate Colours The Colour Brand Logo uses two corporate colours, these are: Light blue PMS Process Blue C Dark blue PMS Refle Blue C When any of the Brand Logos are used in electronic media such as the internet, television or electronic advertising ensure RGB colours are used. Corporate colours COLOUR CMYK RGB HTML C R - 0 M - 10 G Y - 0 B PMS Process Blue C K CE Support Colour The support colour compliments the corporate colours and is used in marketing material to highlight messages and announcements. PMS Refle Blue C C M - 73 Y - 0 K - 2 R - 38 G - 49 B c0

12 Brand Fonts 12 The support typefaces are Helvetica and Sign painter Helvetica 57 Condensed Arial Narrow To be used sparingly when etra emphasis is required in major headlines and signage. Helvetica 77 Bold Condensed Arial Narrow Bold To be used as headings for print, electronic and signage applications. Helvetica LT 45 Light To be used as sub headings, or on body copy that is reversed our of a background, on print and electronic applications. Helvetica LT 55 Roman Arial Narrow Bold To be used as a general body tet on print and electronic applications. Sign Painter-HouseScript To be used as a general body tet on print and electronic applications. NB: Helvetica is the corporate font for all print material. However Arial is a substitute when used on websites. It is very similar in shape (without the variances) but translates much more consistently across different web browsers. ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Helvetica 57 Condensed Arial Narrow ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Helvetica 77 Bold Condensed Arial Narrow Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Helvetica LT 45 Light ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Helvetica LT 55 Roman Arial Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Sign Painter - HouseScript

13 Store Location Position 13 The Capital Chemist Brand Logo may be accompanied with a store location. The store location font must be Helvetica LT 45 Light, set in sentence case and positioned as follows: > Landscape Logo position range right > Standard logo position range right > Centered Logo position centered Spacing and proportions between the Logotype, and store location must always remain consistent (see eamples on this page). Landscape Store Name Portrait Store Name Standard Store Name Store Name Etreme Landscape

14 Tagline 14 The Brand Tagline is an integral part of the brand identity and must be used in accordance with the guidelines provided. The wording We know what matters is supplied in various formats and must only be used in the colours stated. It must never be used in a different font. The Tagline may be used on any of the corporate colours or the Shaded Background of the Brand Pattern (see Brand Pattern guidelines - page 15). The Tagline can be used independently from the Brand Logo, provided the Brand Logo appears on some section of the material ie: back of business card. File name: CC_Tag_DBlue_CMYK.eps We know what matters File name: CC_Tag_LBlue_CMYK.eps File name: CC_Tag_Black.eps File name: CC_Tag_R.eps We know what matters File name: CC_Tag_BlueR_CMYK.eps

15 Brand Pattern 15 The Capital Chemist Brand Pattern has been developed to enhance the visual brand. The Brand Pattern is provided in a vector format allowing the designer to adjust the position of the shades and arc shape to suite individual layout and content. Brand Pattern Elements The Brand Pattern is made up of three main components: Shaded background, shaded double arc and white arc. Brand Pattern Usage The Brand Pattern can be flipped and positioned higher or lower, however it must never to be used vertically. White Arc Shaded Double Arc Shaded Background Colour The Brand Pattern is made up of CMYK gradients set in the Brand Pattern artwork. It must never be swapped for other colours. Brand Pattern Brand Pattern with White Arc Etreme Arc