2.0 The Logo Design (page 3) 2.1 The Logo Usage (page 6) 3.0 Colour Scheme (page 13) 4.0 Typography (page 16) 5.0 Contact Details (page 19) July 2012 Client: Contents: Date: Brand-identity Guidelines Introduction 1.0 Overview The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and ofine. Guidelines on the use of the logo are included. 1. 1.0 Introduction Brand-identity Guidelines - July 2012 Your new identity The conceptual background Your corporate identity is the face and personality presented to the global community. Its as important as the products and services you provide. Your identity is the total efect of your logos, products, brand names, trademarks, advertising, brochures, and presentations every- thing that represents you. Because the brand cannot be compromised, weve created this guide to provide all the pertinent specifcations you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world. 2. 1.0 Introduction Brand-identity Guidelines - July 2012 Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eleifend tellus nec tortor semper condimentum. Ut at ante sed enim aliquet tincidunt. In hac habitasse platea dictumst. Aenean eu ante nulla. Donec malesuada rutrum velit, aliquet eleifend eros scelerisque non. Quisque non lacus eu risus aliquet fringilla ac vel eros. Vestibulum nec interdum lorem. Etiam ac lectus sed metus auctor consequat id a diam. Nullam vitae mauris faucibus purus aliquet ullamcorper a eget arcu. Aliquam ultrices, mauris sed feugiat aliquet, tellus augue ultrices lorem, quis cursus mauris neque sodales diam. Vestibulum non massa a quam venenatis rhoncus. Vestibulum cursus aliquam tortor, quis gravida magna vulputate id. Nulla sagittis tempus turpis vitae faucibus. Etiam scelerisque risus metus, at tempor dui. Donec dapibus volutpat tortor, vel pretium augue consequat vel. Sed eget tellus quis tortor eleifend viverra at eget nulla. Donec fringilla porttitor hendrerit. Mauris pretium, dui et euismod pharetra, odio purus volutpat nibh, quis interdum sem mauris rhoncus lectus. Suspendisse ullamcorper eleifend porta. Curabitur nisl tellus, rutrum in pellentesque a, eleifend eu diam. Ut in arcu id orci placerat volutpat. Proin varius enim vitae nibh laoreet ut semper ipsum blandit. Suspendisse rhoncus dolor ut arcu blandit consectetur. Proin libero mi, condimentum sed mollis in, bibendum cursus lacus. Donec et odio at neque accumsan varius. P a g e
E d g e 5mm 2mm The Logo Design 2.0 The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding. 3. 2.0 The Logo Design Brand-identity Guidelines - July 2012 4. 2.0 The Logo Design Brand-identity Guidelines - July 2012 Primary logo - in colour 5. 2.0 The Logo Design Brand-identity Guidelines - July 2012 Primary logo - alternative colours The Logo Usage 2.1 Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic fles shall be used - logos should not be taken from this document. 6. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 7. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 Exclusion Zone Make sure that text or other design elements do not encroach upon the logo. The marked space should always be given to let the logo breathe, free from distraction. Minimum reproduction size In the primary logo format a minimum size must be adhered to so that legibilty is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility. x x x 7 mm 80 mm 8. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 Correct! The logos shape is consistent with the initial design, retaining balance and legibility. Wrong! The logo has become distorted from its designed aspect ratio, therefore stretching or squshing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to ft. Correct! The logo is clear and visible, set in primary colours onto a backdrop which shows contrast. Although the backdrop is not white, the colours have been adjusted accordingly to work with the design. 9. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 Wrong! The backdrop for the logos placement is too similar to the primary colour - it lacks visibilty and contrast. To fx this problem, you can either select a contrast- ing base colour, or switch to one of the secondary colours assigned to the logo. Correct! The logo has been used in the fashion it was designed. A consistency has been achieved in how it is seen. 10. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 Wrong! Important elements within the logo have been distorted, enlarged or shrunk, afecting the balance and design. A consistent layout is essential across all media, and by changing key elements it will introduce confusion into the brand. Correct! The logo is presented in its primary colours using the primary typeface that has been selected for the logotype. 11. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 Wrong! A colour outside of the selected brand colour scheme has been used. This is not recommended as it confuses the brand image. Replacing the font is a defnate no-no. The selected typeface should be used at all times with the presentation of the logo. Inkbot.Design 12. 2.1 The Logo Usage Brand-identity Guidelines - July 2012 In most cases, use of one company logo is all that is required. If an advertiment is made by your company then that logo is usually all that is required for recognition by your audience and/or customers. Content Content Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image. The Pantone colours should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme. Colour Scheme 3.0 13. 3.0 Colour Scheme Brand-identity Guidelines - July 2012 14. 3.0 Colour Scheme Brand-identity Guidelines - July 2012 Pantone 123 C Pantone 123 C Pantone 123 C Pantone 123 C Pantone 123 C Primary Brand Colour logo / main background / business cards Secondary Brand Colour logo text / secondary background / accent Third Brand Colour highlighting / second accent Text / Content Colour Background / Base Colour 100 / 100 / 100 / 100 100 / 100 / 100 / 100 100 / 100 / 100 / 100 100 / 100 / 100 / 100 100 / 100 / 100 / 100 100 / 100 / 100 100 / 100 / 100 100 / 100 / 100 100 / 100 / 100 100 / 100 / 100 #999999 #999999 #999999 #999999 Pantone 123 C Background / Base Colour Alt. 100 / 100 / 100 / 100 100 / 100 / 100 #999999 #999999 Pantone 123 C Base Colour 100 / 100 / 100 / 100 100 / 100 / 100 #999999 Pantone colour ref. CMYK RGB HEX Examples of how the primary logo deals with the alternative colour backgrounds from the suggested scheme. The only rules are that the colours do not clash and that there is a level of contrast (or diference) between logo, typography and its specifed backdrop. This also applies to the logos placement over a photographic background, pattern, visual graphics or other media. 15. 3.0 Colour Scheme Brand-identity Guidelines - July 2012 The primary typeface is [insert name here] with a secondary [insert name here] to complement the primary. These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances. Typography 4.0 16. 4.0 Typography Brand-identity Guidelines - July 2012 17. 4.0 Typography Brand-identity Guidelines - July 2012 Primary Typeface Avenir Next LT Pro (Regular) Main logotype text / Content abcdef ghi j kl mnopqr st uvwxyz ABCDEFGHI J KLMNOPQRSTUVWXYZ 1234567890 !@$%^&*( ) # - _=+{}[ ];: / \ , . ~ ^~ 18. 4.0 Typography Brand-identity Guidelines - July 2012 Secondary Typeface Avenir Next LT Pro (Demi) Tagline / Subheadings abcdef ghi j kl mnopqr st uvwxyz ABCDEFGHI J KLMNOPQRSTUVWXYZ 1234567890 !@$%^&*( ) # - _=+{}[ ];: / \ , . ~ ^~ Orange-Medical Nexhat Ramadani info@orange-medical.de www.orange-medical.de @orange-medical.de Company: Designer: Email: Web: Twitter/Skype: Contact Details 5.0 19. 5.0 Contact Details Brand-identity Guidelines - July 2012 anuary 2013 anuary 2013