BRAND & FUNCTION // CORPORATE DESIGN GUIDELINES SHEFA STORE CORPORATE DESIGN MANUAL 01 : Corporate Identity 02 : Corporate Stationery 03 : Interactive Designs www.shefa-store.com
Corporate Identity 01 CORPORATE IDENTITY 2
Introduction INTRODUCTION The following pages outline the identity standards of Shefa Store The standards are a guide to the usage and presentation of the elements & characteristics of the company brand identity. These guidelines are an essential tool in establishing and maintaining an identity that will properly communicate the brand identity of Shefa Store They are designed to help you apply the company signature correctly. It is important to use the logo and logotype consistently and with consideration for the image the logo projects. It should be used to unify and strengthen all internal and external communications. The design of the logo and logotype has been carefully considered; its form is distinct and should not be altered in any way. It is the responsibility of each staff member to properly follow the standards in order to represent the company identity with maximum impact. Using the logotype incorrectly undermines Shefa Store image, therefore, it is very important that this manual be followed carefully. Any attempts to recreate this icon and logotype should be avoided. Always use the original, electronic files. 3
Coporate Identity Corporate Design Guidelines What Is Branding? Branding in plain terms is about fostering recognition of and respect for an Company. Once a brand has been firmly established in people s minds, seeing it instantly evokes certain feelings, beliefs and knowledge. Visual Identity Successful brands rely to a great extent on a powerful visual identity. That includes elements such as colour, layout, logo, When it is used consistently and correctly, Each time people see an Company visual identity, certain expectations arise in their minds. These expectations are deeply connected to an Company s brand and help to reinforce it. The stakes are clearly high. It s important that we protect aspects of the Tab visual identity. Who Should Use These Standards? These standards have been created for anyone who uses the Shefaلل Store corporate identity, both internal staff and external suppliers ( graphic designers, agencies, writers ). It establishes simple rules for applying our identity including the Shefa Store logo consistently and correctly. Electronic copies of these standards and logo files are available on staff intranets or can be requested by sending an email to info@shefastore.com 4
Logo Concept LOGO CONCEPT 5
Logo 13 CM 8.5 CM 11.5 CM 5.5 CM 6
Logo in Black & White 7
Logo in 1 Color Printing 8
Logo in 1 Color Background 9
Logo incorrect usage 10
Logo incorrect usage 11
Pantone Colors PANTONE COLORS 12
Primary Pantone Colors PRIMARY COLOR ONE PANTONE: 676 C CMYK: 006c I 100m I 000y I 022k RGB: 182r I 000g I 114b WEB: # B60072 PRIMARY COLOR TWO PANTONE: 3125 C CMYK: 083c I 000m I 021y I 000k RGB: 100r I 181g I 204b WEB: # 00B5CC 13
Secondary Pantone Colors SECONDARY COLOR ONE PANTONE: 2756 C CMYK: 0100c I 094m I 000y I 029k RGB: 036r I 036g I 108b WEB: # 24246C SECONDARY COLOR TWO PANTONE: Cool Gray 11 C CMYK: 000c I 000m I 000y I 065k RGB: 115r I 115g I 115b WEB: # 747373 14
FONTS & TYPOGRAPHY FONTS & TYPOGRAPHY 15
FONTS & TYPOGRAPHY CORPORATE TYPE FACESCORPORATE FONTS & TYPOGRAPHIC RULES. FONTS & TYPOGRAPHY Typography is a powerful tool in the development of a creative identity. Using a typeface consistently makes it recognisable. It pulls together communications and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand; clean, modern and stylish. WHEN TO USE? Our marketing materials will always use in english text Karbon for headings and Helvetica Neue for text. On the web, we will use Arial for text. Additional fonts may be used occasionally for specific uses, at the discretion of the Strategic Marketing & Communications Directorate. For arabic text Our marketing materials will always use DIN Next LT Arabic FONT for headings and Axt Manal for text in letters, the body of reports, minutes, faxes, memos and general correspondence, individual PC users On the web, we will use Arial for text. 16
Primary Headline Arabic Font DIN Next LT Arabic DIN Next LT Arabic ( Regular ) أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي DIN Next LT Arabic ( Bold ) أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي أ ب ت ث ج ح خ د 17
Secondary Arabic Font Axt Manal Axt Manal أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي Axt Manal ( Bold Italic ) أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي أ ب ت ث ج ح خ د 18
Primary Headline English Font Karbon Karbon ( Regular ) A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Karbon ( Bold ) A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z aa bb cc dd 19
Secondary English Font Helvetica Neue Helvetica Neue A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Helvetica Neue ( Bold Italic ) A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z aa bb cc dd 20
Corporate Stationary 02 CORPORATE STATIONERY 21
Business Card Dr. mostafa abdallah soliman General manager Master in physical therapy Diploma in clinical nutrition CORPORATE STATIONARY Shefa Stores Alamir St, Berket El-saba 01069671338 m.soliman@shefa-store.com www.shefa-store.com Dr. mostafa abdallah soliman General manager Master in physical therapy Diploma in clinical nutrition Shefa Stores Alamir St, Berket El-saba 01069671338 m.soliman@shefa-store.com www.shefa-store.com د. مصطفى عبدالله سليمان المدير العام شفا ستورز شارع الا مير بركة السبع 01069671338 m.soliman@shefa-store.com www.shefa-store.com 22
Letter Head CORPORATE STATIONARY Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi. Nam eget dui. Etiam rhoncus. Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, شارع الا مير بركة السبع Alamir St, Berket El-saba info@shefa-store.com www.shefa-store.com 23
DL Envlope CORPORATE STATIONARY شارع الا مير بركة السبع Alamir St, Berket El-saba info@shefa-store.com www.shefa-store.com www.shefa-store.com 24
A4 Envlope CORPORATE STATIONARY شارع الا مير بركة السبع Alamir St, Berket El-saba info@shefa-store.com www.shefa-store.com www.shefa-store.com 25
Memo CORPORATE STATIONARY 26
Bag CORPORATE STATIONARY 27
Interactive Designs CORPORATE STATIONARY INTERACTIVE DESIGNS 03 INTERACTIVE DESIGNS 28
Facebook Cover INTERACTIVE DESIGNS 29
Power point Slides INTERACTIVE DESIGNS 30
ID Card INTERACTIVE DESIGNS 31
www.shefa-store.com CORPORATE MANUAL DONE.