brand guidelines july 09
2
contents essence our vision............................................................................................................................................................ 3 our mission...................................................................................................................................................... 4 our values...........................................................................................................................................................5 our tone................................................................................................................................................................6 our clients..........................................................................................................................................................7 our promise.................................................................................................................................................... 8
elements logo – application.................................................................................................................................... 9 logo – exclusion zone........................................................................................................................ 10 texture....................................................................................................................................................................11 type – supporting typeface.........................................................................................................12 type – handmade fonts....................................................................................................................13 colour....................................................................................................................................................................14 paper.....................................................................................................................................................................15
legal..............................................................................................................................................................16
approvals use of the CURB brand should be approved by our creative team. please forward pdf artwork to brand@mindthecurb.com, explaining how the design will be used and the timings required for approval. thanks www.mindthecurb.com/ourbrand
essence I 3
our vision
WOW! it comes naturally
essence I 4
our mission
essence I 5
our values
aspirational grounded tactile vibrant ethical we are passionate, smart and savvy
we’re authentic, real and practical
we deliver solutions to explore and handle
we promote vitality, fun and positive energy
we encourage respect and sustainability
essence I 6
our tone
adaptable
spontaneous, sharing and flexible
inquisitive
enthusiastic
energetic, encouraging, supportive and alive
enlightened and genuinely knowledgeable
non-judgmental
unbiased, straight-talking and non-patronising
stimulating
evocative, positive and inspirational
entertaining compelling, enjoyable and cheeky
essence I 7
our clients
brand owners
wishing to explore new ways of reaching their customers, reflect their green credentials and demonstrate an alternative approach.
media partners
existing companies wishing to expand their product portfolio and offer their clients a comprehensive and totally integrated set of solutions.
agencies
advertising, design, creative, PR and online teams with suitable clients and the ability to craft natural media ideas which fit with their brands.
essence I 8
our promise
we’ll help you
grow your brand look cool and innovative boost your green credentials have fun with your communications change perceptions and be seen in new light work with nature to achieve your goals notice life and ‘smell the flowers’ feel positive about your brand get to know your friends
elements I 9
logo – application the CURB logo can be used in two ways: texture clipped inside logo:
logo reversed out of texture:
• don’t use a different texture for each letter or repeat the same patch of texture • don’t use different textures on consecutive pages of a document without good reason • a white logo is preferred when reversing out of a texture • use an inner shadow to emphasise the logo (approx. 122º, 7px distance and 5px size per 100px width of logo)
elements I 10
logo – exclusion zone
1/10X
X
• the exclusion zone must measure one tenth the width of the CURB logo • use ™ as far as possible, unless the medium in which the logo is being produced makes it illegible • in written text, CURB is always in uppercase
elements I 11
texture
• the CURB logo is designed so that it can be used as a stencil • It should be either white out or black on the backgound, natural texture or material • this texture can be man handled, but not toally man made
elements I 12
type – supporting typeface
A a B b C c
Chalet New York 1960
suggested usage: titles & headings
BCDEFGHIJKLMNOPQRSTUV WX YZ
bcdefghijklmnopqrstuvwxyz
A
a
Chalet London 1960
suggested usage: titles, headings & body text
CDEFGHIJKLMNOPQRSTUV WXYZ
cdefghijklmnopqrstuvwxyz
AB
ab
Chalet Paris 1960
suggested usage: body text
DEFGHIJKLMNOPQRSTUVWXYZ
defghijklmnopqrstuvwxyz
to compliment our CURB logotype we selected supporting typefaces from the Chalet family, Chalet is a clear, sans serif typeface and is easy to read. for online applications please default to Verdana
elements I 13
type – handmade fonts
these handmade fonts are used for special headings and titles and are available on request
elements I 14
colour
we love colour and use all the variations nature provides
elements I 15
paper
we try to keep it digital whenever possible, but for printed documents, we prefer our partners to use raw materials derived from sustainable sources; recycled, handmade and seeded papers are smiled upon
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legal The CURB name, the CURB logo, “the natural media company.” are trademarks of CURB Media Limited. All other trademarks and registered trademarks featured in our materials are the property of their respective owners. All advertising material and marketing communications that reference any of these CURB trademarks should carry the trademark line as set out below. Set in Chalet Paris 1960 and presented in smallprint large enough to be legible, it should appear along the bottom of advertisements and at the end of documents. “CURB”, the CURB logo, “the natural media company.” are trademarks of CURB Media Ltd. © 2009 CURB Media Ltd. All rights reserved.