Corporate Identity
brand manual cover.indd 1
Brand Guidelines
16-Aug-14 2:01:06 AM
The contents of our identity. About the brand
About the identity
2
Brand positioning
6
Our identity
3
3 key attributes
7
Secondary graphic
4
Tone of voice
8
Colour palette
5
How we behave
9
Typography
10
Layout
11
Imagery
Applications of identity 12
Website
13
Phone application
14
Letterheads
15
Namecards
16
Envelopes
Firebrand corporate identity and brand guidelines
1
The brand. 2
Brand positioning
3
3 key attributes
4
Tone of voice
5
How we behave
Firebrand Talent Search. Firebrand embodies the idea of networking people and companies together, passionate and dedicated to the building of relationships through the use of creativity and innovation.
We believe here at Firebrand that relationships are of the utmost importance, the mutual knowledge of each other is what allows us to fuel our passions and motivations. A passion for relation and pure creative talent.
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Firebrand corporate identity and brand guidelines
Three key attributes. Innovative We are always on the creative edge, innovatively pushing ourselves to come up with better solutions to weave the creative industry together. Passionate We are passionate about relationship building, we believe that through relationships, a better understanding between people are formed. Dedicated We are dedicated to the work we do here at Firebrand, and the service we provide. We will always put relationships infront of technicalities and formalities.
Firebrand corporate identity and brand guidelines
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Our tone of voice. Personal Like talking to a good friend, we forge great relationships and stay relevant in communication. With this, we can cater to their specific needs for the right moment.
Mature We look at situations with maturity and restraint. translating to the voice that looks through the lens of our clients and not the brand itself.
Confident With confidence, we can dare to be bold, going out of the way to reach greater lengths. We place our central focus on the desire to create greater relationships.
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Firebrand corporate identity and brand guidelines
Firebrand communicates. Examples “Knowledge to fuel your passion.” “Building relations from the top.” “All about creating networks worldwide.” “Where the network begins.”
Vocabulary Using the words, such as “dedication”, “passion”, “networks” and “relationships” help to emphasize and build a stronger presence in our communication with our clients through confident and bold words.
Firebrand corporate identity and brand guidelines
5
The identity. 7
Our identity
28
Secondary graphic
35
Colour palette
37
Typography
38
Layout
39
Imagery Imagery
Identity toolkit In this toolkit, there are all the elements neccessary for the visual identity of the brand and the guidlines to follow to keep the consistency of the brand.
Primary logotype
Brandmark
Wordmark
Secondary graphic
Colour palette
PANTONE 1795 CS R227 G66 B66 C5 M90 Y77 K0 HEX: #E34242
PANTONE 123 CS R253 G187 B59 C0 M29 Y88 K0 HEX: #FDBB3B
Typography
R51 G51 B51 C69 M63 Y62 K58 HEX: #333333
R234 G166 B76 C7 M38 Y80 K0 HEX: #EAA64C
R56 G56 B56 C69 M62 Y61 K54 HEX: #383838
R233 G175 B78 C8 M32 Y81 K0 HEX: #E9AF4E
R61 G61 B61 C68 M61 Y60 K49 HEX: #3D3D3D
R234 G181 B86 C8 M30 Y77 K0 HEX: #EAB556
Quicksand Light
Aa Bc Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Quicksand Regular
Aa Bc Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Quicksand Bold
Aa Bc Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Firebrand corporate identity and brand guidelines
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Iconic logotype This is the primary logotype for Firebrand Talent, this logo symbolizes the passion for interconnection between creative talent and the brand itself, thus the overlapping motifs and simplified symbol of fire seen.
Iconic logotype - Horizontal lockup
8
Firebrand corporate identity and brand guidelines
Clearspace In order to maintain the integrity of the iconic logotype, it is important that no other logos, type or graphical elements infringe on it’s space.
Clearspace
x
x
x
Minimum space
The minimum size of the iconic logotype that may be used for print applications is 5.82mm or 22 pixels high. 22px
53px
Firebrand corporate identity and brand guidelines
9
Colour Variations In order to maintain the integrity of the iconic logotype, please use the approved colour variations in which the logo can be used with.
Colour variations
Full colour variation
Full colour variation on grey background
Greyscale logo
Grey simplified on yellow background
One colour logo
Reversed one colour logo on black
10
Firebrand corporate identity and brand guidelines
Placement Placement of the logo is extremely vital to the visual identity of the brand, thus it is important that the logo is not placed in areas that infringe other graphical elements, this applies to brand elements such as advertisements.
Logo placement
The iconic logotype will always, on any medium be placed on the top left hand corner.
Firebrand corporate identity and brand guidelines
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Violations In order to maintain the integrity of the brand image and identity, never alter or use anything but the approved logo.
Logo violations
Do not change the colour of iconic logotype.
Do not distort or skew the iconic logotype.
Do not rotate the iconic logotype in an manner.
Do not add any effects to the iconic logotype.
Do not resize any aspect of the iconic logotype.
Do not reflect the iconic logotype in any manner.
Do not recreate the iconic logotype in any manner.
Do not place iconic logotype on imagery.
Do not use colour variations other than specified.
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Firebrand corporate identity and brand guidelines
Iconic logotype This is the primary logotype for Firebrand Talent, this logo symbolizes the passion for interconnection between creative talent and the brand itself, thus the overlapping motifs and simplified symbol of fire seen.
Iconic logotype - Vertical lockup
Firebrand corporate identity and brand guidelines
13
Clearspace In order to maintain the integrity of the iconic logotype, it is important that no other logos, type or graphical elements infringe on it’s space.
Clearspace
x
x
x
Minimum space
The minimum size of the iconic logotype that may be used for print applications is 12.7mm or 48 pixels high. 48px
28.6px
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Firebrand corporate identity and brand guidelines
Colour Variations In order to maintain the integrity of the iconic logotype, please use the approved colour variations in which the logo can be used with.
Colour variations
Full colour variation
Full colour variation on grey background
Greyscale logo
Grey simplified on yellow background
One colour logo
Reversed one colour logo on black
Firebrand corporate identity and brand guidelines
15
Placement Placement of the logo is extremely vital to the visual identity of the brand, thus it is important that the logo is not placed in areas that infringe other graphical elements, this applies to brand elements such as advertisements.
Logo placement
The iconic logotype will always, on any medium be placed in the centre of the page.
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Firebrand corporate identity and brand guidelines
Violations In order to maintain the integrity of the brand image and identity, never alter or use anything but the approved logo.
Logo violations
Do not change the colour of iconic logotype.
Do not distort or skew the iconic logotype.
Do not rotate the iconic logotype in an manner.
Do not add any effects to the iconic logotype.
Do not resize any aspect of the iconic logotype.
Do not reflect the iconic logotype in any manner.
Do not recreate the iconic logotype in any manner.
Do not place iconic logotype on imagery.
Do not use colour variations other than specified.
Firebrand corporate identity and brand guidelines
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Brandmark The brandmark is the strongest aspect of the visual identity of Firebrand Talent, it signifies the networking of the creative industry, both client and company, it also signifies the burning passion for relationships.
Brandmark
18
Firebrand corporate identity and brand guidelines
Clearspace In order to maintain the integrity of the brandmark, it is important that no other logos, type or graphical elements infringe on it’s space.
Clearspace
x
x
x
Minimum space
The minimum size of the brandmark that may be used for print applications is 9.4mm or 35.6 pixels high. 35.6px
28px
Firebrand corporate identity and brand guidelines
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Colour Variations In order to maintain the integrity of the brandmark, please use the approved colour variations in which the brandmark can be used with.
Colour variations
Full colour variation
Full colour variation on grey background
Greyscale logo
Grey simplified on yellow background
One colour logo
Reversed one colour logo on black
20
Firebrand corporate identity and brand guidelines
Violations In order to maintain the integrity of the brand image and identity, never alter or use anything but the approved brandmark.
Brandmark violations
Do not change the colour of brandmark.
Do not distort or skew the brandmark.
Do not rotate the brandmark in an manner.
Do not add any effects to the brandmark.
Do not move any aspect of the brandmark.
Do not reflect the brandmark in any manner.
Do not recreate the brandmark in any manner.
Do not place brandmark on imagery.
Do not use colour variations other than specified.
Firebrand corporate identity and brand guidelines
21
Wordmark The wordmark uses a rounded edge typeface to translate it’s personal and rather light hearted mood. It is used when the iconic logotype does not fit into the medium.
Wordmark
22
Firebrand corporate identity and brand guidelines
Clearspace In order to maintain the integrity of the wordmark, it is important that no other logos, type or graphical elements infringe on it’s space.
Clearspace
x x x
Minimum space
The minimum size of the wordmark that may be used for print applications is 4.5mm or 17.1 pixels high. 17.1px
49.4px
Firebrand corporate identity and brand guidelines
23
Colour Variations In order to maintain the integrity of the wordmark, please use the approved colour variations in which the wordmark can be used with.
Colour variations
Full colour variation
Full colour variation on grey background
Greyscale logo
Grey simplified on yellow background
One colour logo
Reversed one colour logo on black
24
Firebrand corporate identity and brand guidelines
Placement Placement of the wordmark is extremely vital to the visual identity of the brand, thus it is important that the wordmark is not placed in areas that infringe other graphical elements, this applies to brand elements such as advertisements.
Logo placement
The wordmark will always, on any medium be placed at the top or bottom left hand corner.
Firebrand corporate identity and brand guidelines
25
Violations In order to maintain the integrity of the brand image and identity, never alter or use anything but the approved wordmark.
Wordmark violations
Do not change the colour of wordmark.
Do not distort or skew the wordmark.
Do not rotate the wordmark in an manner.
Do not add any effects to the wordmark.
Do not change alignment of wordmark.
Do not move any aspect of the wordmark.
Do not remove any aspect of the wordmark.
Do not place wordmark on imagery.
Do not use colour variations other than specified.
26
Firebrand corporate identity and brand guidelines
Logo combinations Here are the combinations that have to be followed when using the different types of marks of the Firebrand Talent identity.
Logo combination
Firebrand corporate identity and brand guidelines
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The diamond The diamond is the secondary graphic of the Firebrand visual identity. Derived from the negative space of the brandmark, this graphic emphasizes the importance of relationship building in Firebrand Talent.
Secondary graphic
28
Firebrand corporate identity and brand guidelines
Construction Here is a step by step run through of how the secondary graphic was concived to allow a greater understanding behind it’s visual design.
Construction
1
Using the inner diamond of the brandmark.
2
A repititive diamond pattern is concieved.
3
Cropping a specific area of the pattern to concieve final graphic.
4
Final secondary graphic achieved.
Firebrand corporate identity and brand guidelines
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Colour variation In order to maintain the integrity of the secondary graphic, please use the approved colour variations in which the secondary graphic can be used with.
Colour variation
30
Full orange colour palette
Full black colour palette
Orange colour palette with a white majority.
Black colour palette with a white majority.
Orange colour palette with a black majority.
Black colour palette with a orange majority.
Firebrand corporate identity and brand guidelines
Usage of graphic In order to maintain the integrity of the secondary graphic, please use the approved placements and combination of the graphic in future layouts.
Vertical lock ups
V1. Use the full orange palette as a decorative form when placed as a vertical lock up, placing minimal text on it.
V2. Use the smaller scale graphic as a vertical lock up when needing to place large body copy on it. This is to ensure legibility.
Firebrand corporate identity and brand guidelines
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Usage of graphic In order to maintain the integrity of the secondary graphic, please use the approved placements and combination of the graphic in future layouts.
Horizontal lock ups
H1. Use the full orange palette when needing to use copies of text on a horizontal format.
H2. Use the white majority combination when copy is not of utmost importance and the usage of the full colour logo is necessary.
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Firebrand corporate identity and brand guidelines
Usage of graphic In order to maintain the integrity of the secondary graphic, please use the approved placements and combination of the graphic in future layouts.
Ratio and clearspace
x
2x
x
x
*This ratio and clearspace is only applicable and used on vertical lockups in the smaller scale graphic. Refer to V1 on page 31.
The clearspace above denotates the area in which graphical elements such as logos shoudl be placed, in which the space is 1/2 the x height of the entire graphic. This clearspace however does not restrict body copies of text.
Firebrand corporate identity and brand guidelines
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Violations In order to maintain the integrity of the brand image and identity, never alter or use anything but the approved secondary graphic.
Secondary graphic violations
Do not move the placement of secondary graphic
Do not distort or skew the secondary graphic.
Do not rotate the secondary graphic in an manner.
Do not infringe on clearspace of secondary graphic.
Do not change alignment of secondary graphic.
Do not remove any aspect of the secondary graphic.
Do not attempt to recreate the secondary graphic.
Do not place imagery in secondary graphic.
Do not use colour variations other than specified.
34
Firebrand corporate identity and brand guidelines
Colour palette Our hero colour is orange, due to its mellow and warming, yet bold overall feel. This is then guided by a dark grey and occasional red to create a unique visual identity.
Colour palette - primary
PANTONE 1255 C R174 G128 B62 C29 M48 Y88 K9 HEX: #AE803E
PANTONE 1805 C R186 G53 B54 C19 M93 Y84 K9 HEX: #BA3536
PANTONE 123 CS R253 G187 B59 C0 M29 Y88 K0 HEX: #FDBB3B
PANTONE 1795 CS R227 G66 B66 C5 M90 Y77 K0 HEX: #E34242
Colour palette - Secondary
R51 G51 B51 C69 M63 Y62 K58 HEX: #333333
R56 G56 B56 C69 M62 Y61 K54 HEX: #383838
R61 G61 B61 C68 M61 Y60 K49 HEX: #3D3D3D
PANTONE 131 C R234 G166 B76 C7 M38 Y80 K0 HEX: #EAA64C
PANTONE 143 C R233 G175 B78 C8 M32 Y81 K0 HEX: #E9AF4E
PANTONE 142 C R234 G181 B86 C8 M30 Y77 K0 HEX: #EAB556
Firebrand corporate identity and brand guidelines
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Colour ratio Please follow the ratio of colour that are given here to maintain the visual identity of Firebrand Talent.
Colour ratio
With a majority of orange, the ratio of grey should be half of the orange whilst having a proportional amount of white and a tint of red.
With a majority of grey, the ratio of orange should be half of the grey whilst having a proportional amount of white and a tint of red.
36
Firebrand corporate identity and brand guidelines
Typography We use Quicksand as our primary typeface for all text, headlines, subheads and bodycopy.
Typeface
Quicksand Bold
Quicksand Bold
Quicksand Bold is used as sub headers that often contain no more than 3 words.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ,.?! 123456789
Quicksand Regular
Quicksand Regular
Quicksand Regular is used as the primary body copy typeface.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ,.?! 123456789
Quicksand Light
Quicksand Light
Quicksand Light is used primarily for headers and large short copies.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ,.?! 123456789
Firebrand corporate identity and brand guidelines
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Typography We use Quicksand as our primary typeface for all text, headlines, subheads and bodycopy.
Layout and typography
Line length is 13 characters long.
Headers are fourty eight pt.
Line spacing set to 50 pt.
Sub headers are fifteen pt Body copies are set in 12pt with a line spacing of 16pt, with letter spacings of optical 0. The recommended line length is 48 characters long.
Headers
Sub headers
Body
Headers are set to 48pt with a 50pt line spacing and have a line length of 13 characters
Sub headers are set to 15pt and should be single lined with a line length of 23 characters.
Body copies are set in 12pt with a line spacing of 16pt, with letter spacings of optical 0. The recommended line length is 48 characters long.
Alignment
Case
The type set should always be left aligned to provide a professional overall feel.
Sentence case is preferred for all communications.
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Firebrand corporate identity and brand guidelines
Imagery To convey our brand identity beyond typography, the imagery used and selected has to fit with the brand image as well
Imagery
People centred
Communal
Light hearted
Imagery has to be people centred in which, imagery as usually candid, where real moments are captured.
A community and network is our brand focus, thus imagery has to contain a community or relate to the connection of people.
To create a warming atmosphere, imagery used are candid and light hearted in which true emotions of joy are captured.
Firebrand corporate identity and brand guidelines
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Applications. 41
Corporate identities
43
Website
45
Phone application
48
Miscellaneous
Corporate identity Here are corporate identities with the current brand identity implemented on to them, using the guidelines in this manual.
Corporate identity set
Firebrand corporate identity and brand guidelines
41
Corporate identity Here are corporate identities with the current brand identity implemented on to them, using the guidelines in this manual.
Corporate identity set
43
Firebrand corporate identity and brand guidelines
Website Here is the website with the brand guidelines implemented to create a more consistant look through the brand identity.
Main website
Firebrand corporate identity and brand guidelines
43
Website Here is the website with the brand guidelines implemented to create a more consistant look through the brand identity.
Main website
44
Firebrand corporate identity and brand guideline
Phone application Here is the phone application with the brand guidelines implemented to create a more consistant look through the brand identity.
Phone application
Firebrand corporate identity and brand guidelines
45
Phone application Here is the phone application with the brand guidelines implemented to create a more consistant look through the brand identity.
Phone application
46
Firebrand corporate identity and brand guidelines
Phone application Here is the phone application with the brand guidelines implemented to create a more consistant look through the brand identity.
Phone application
Firebrand corporate identity and brand guidelines
47
Miscellaneous Implementing the brand guidlines onto various mediums, different miscellanous items can be achieved that carries the brand identity through.
T-shirt
48
Firebrand corporate identity and brand guidelines