CAPI POTTERY
BRAND STYLE GUIDE
Contents
Contents
2
Mission statement
4
Logo
6
Display rules
8
Typography
10
Color
12
Color variation
14
Incorrect logo usage
16
Stationary
18
Stationary
20
Applications
22
Mission Statement
Capi is a brand of pottery and crafts, dedicated to designing beautiful handmade products that honor technique and tradition. The safety and quality of products for customers are very important to us. With strict quality management process, the implementation of almost harsh choice of materials and manufacturing process standards. We offer goods that last. We believe in quality over quantity, only making and selling beautiful, well-made goods that stand the test of time. Capi are committed to this conviction in manufacturing outstanding quality products thatrepresent unique value of subtle products. In the interest of customers, Capi pottery try to improve the branding daily. Capi was flexible to adapt the external market, shifts and this continues to remain as the sustained strategy of being focused and aligned with market realities. We try to pre-empt the changing taste in various markets and proactively set new trends as per consumer demands. We want happy customers. Brand identity is most important to get strong recognition from our customer. We convey our brand identity through every form of communication.
Logo The Capi brand is consisted of a clay body on the potter's wheel and enclosed in a stylized representation of the "C" by the hand of Artist which represents for perfectly in the palm of the hand. This means customer get care and attention to detail in every product. The use imagery that conveys a abstract representation of our company and the first letter "C " in Capi.
Combined Logo
CAPI POTTERY
Word-only logo
CAPI POTTERY
Display rules
Exclusion zone
The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates:
2
2
CAPI POTTERY
2
2
Typography One of the most important thing in our identity is the typography. As a matter of fact "CAPI" is also a special character in typography. We use "Abraham Lincoln" font for brandname, and "Helvetica Neue LT Std" font for all text. The typography in the logos cannot be rearranged or modified in any way. These typefaces are the preferred choice for all headlines or subheads in digital or printed applications.
Abraham Lincoln abcdefghijklmn opurstuvwxyz ABCDEFGHIJKLMNO PURSTUVWXYZ 1234567890~!@#$%^&*(}|:”>?,
Helvetica Neue abcdefghijklmn opurstuvwxyz ABCDEFGHIJKLMN OPURSTUVWXYZ 1234567890~!@#$%^&*(}|:”>?,
Color The main colors of Capi logo are Clay and Black. These color define our brand. The Capi logo should always be displayed according to the following guidelines for print and digital applications.
Hex: #7F7C5D
RGB: 127, 124, 93
CMYK: 0, 0.024, 0.268, 0.502
HSV: 55, 27, 50
Hex: #000000
RGB: 0, 0, 0
CMYK: 0, 0, 0, 1
HSV: 0, 0, 0
Color Variation
Logo on white background
CAPI POTTERY
Logo on black background
CAPI POTTERY
Logo on color background
CAPI POTTERY
Incorrect Logo Usage In consistent use of a logo creates confusion among customers vendors and within the company. The following are examples of incorrect use of the Capi logo. Please follow the guidelines set forth in this manual for correct usage. The guidelines below also apply to all operational unit logos.
CAPI POTTERY
CAPI POTTERY
POTTERY
CAPI
CAPI
POTTERY
CAPI
POTTERY
CAPI
POTTERY
POTTERY
Stationary
210mm
Nguyen Thi My Duyen
Internship
Ho Chi Minh City, Vietnam tel: +84 967 899 902 fax: +84 967 899 902 info@capipottery.com www.capi.com
297mm
Business card Dimension 95 x 55 mm
POTTERY
Letterhead & envelope Dimension 297 x 210 mm A4
CAPI POTTERY
Recipiant Address Address Line 1 Address Line 2 POSTCODE Country
Address, City, POSTCODE Country tel: ...................... fax: ...................... info@domain.com www.domain.com
CAPI POTTERY
Address, City, POSTCODE Country tel: ................................... fax: .................................. info@domain.com www.domain.com
Nguyen Thi My Duyen
CAPI
POTTERY
Internship Ho Chi Minh City, Vietnam tel: +84 967 899 902 fax: +84 967 899 902 info@capipottery.com www.capi.com
POTTERY
CAPI
Address, City, POSTCODE Country tel: ...................... fax: ...................... info@domain.com www.domain.com
POTTERY
Recipiant Address Address Line 1 Address Line 2 POSTCODE Country
CAPIPOTTERY.COM.VN
Applications