BMD Creative Studio - Brandbook 2021

BMD Creative Studio Brand Book | 2021

Foreword We have created this brand manual to be able to stay true to our brand. It establishes brand guidelines, outlining every aspect of BMD - from visual identity to design language and communication. Following these guidelines will help our brand custodians to define the brand BMD and fortify the brand perception.

Content

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About the Brand

Verbal Identity

Visual Identity

Graphic Assets

Collaterals

Our Mission & Vision Our Beliefs Our Values Our Purpose Our Specific Goals Our Services Our Process

Overview Tone of Voice Communication Basics

Overview Logo Ideation Logo Variation Logo Sizes Logo Usage Primary Typeface Secondary Typeface Logo Typography Colour Palette

Overview Pattern Iconography

Stationary Corporate Presentation Deck Social-Media Templates

Pg 5 - 14

Pg 15 - 18

Pg 19 - 44

Pg 45 - 56

Pg 57 - 71

About the Brand

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Our Mission & Vision

To be a brand that empowers people and their services through human centricity and approachability and be able to foster creativity and collaboration while creating social awareness.

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Our Beliefs

- Be Human - Be empathetic and help others - Accountability & Responsibility - Simplicity - Functionality - Breaking boundaries and going an extra mile - Collaborate and recognise every small effort - Sincerity - Our belief in integrity - Inclusiveness & diversity - Achieving excellence by thinking global BMD Creative Studio | 6

Our Values

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Be Simple

Think Global

Collaborate

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Be Simple

Collaborate

Think Global

• Simplicity • Functionality • Excellence

• Empathy • Sincerity and Integrity • Accountability and Responsibility

• Inclusiveness and Diversity • Breaking boundaries and going the extra mile.

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Our Purpose

- Help people and their business to succeed - Embrace change and encourage innovation - Foster new entrepreneurs - Create new services and improve the performance of existing services - Problem focused strategies that meet the customers’ needs

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Our Specific Goals

- Be a global business and design consultancy - Help NGOs in achieving success - Supporting businesses to be more sustainable - TECH driven solutions - Cultivate a loyal following

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Our Services Business Innovation

Marketing & Strategy

Design & Visual Communication

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Business Innovation

Marketing & Strategy

Design & Visual Communication

We bring precision to the front end of innovation and help our clients think and act more strategically, by joining the dots between - scoping opportunities, strategy and action planning.

Our multidisciplinary-team is a specialist at setting and telling brand stories with the right tone and design to the right audience.

We practice a combination of different storytelling methods through graphic design to generate content. Our aim is to deliver information in an accurate, compelling way while portraying brands in a unique manner. We employ a variety of visual elements to develop a narrative in multiple formats to reach an audience.

We engage in agile consulting, product launch, in designing new BMs, and creating internal innovation cultures in a wide range of industries

We create strategies that contribute to the success of companies.

We identify the right audience, backed by the best marketing practices and support in determining how to tell stories for conversion.

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Our Process

Our process is iterative and feedback is our key. We make sure our client is involved in each of our stages so that we can deliver satisfactory results based on client needs.

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Verbal Identity

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Overview BMD intends to portray itself as a design studio that is a 3600 solution for all its customer needs.

BMD beams with young and driven energy. We are friendly, skilled and patient. Therefore our tone of verbal language is full of energy.

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Tone of Voice

- Friendly - Approachable yet informative - Uplifting, high energy, dynamic and exciting - Empowering, motivational and encouraging - It reflects professionalism, competence and sophistication - Is Unconventional and ambitious

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Communication Basics

Keep it short Use short sentences and paragraphs Be Clear Get to the point Key Information Where appropriate use headers and bullet and numbered lists to call out key information

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Visual Identity

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Overview The visual identity of BMD revolves around shapes and is inspired from the Bahaus Movement which is geometric and abstract. Our visual identity is more than just pictures or designs. It is what sets us apart from the crowd. It is what we believe in and what we stand for. It is the summary of our brand image.

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Logo Ideation

Our logo represents our services - business innovation, marketing and strategy and visual communciation and design strategy.

It signifies that foundation is key and anything is possible if we build the foundation right.

It’s based on Bauhaus which gives it a unique appearance so its memorable and stands out while aligning with concepts like simplicity, abstraction and minimalism.

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/ B for Business Innovation

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/ B for Marketing & Strategies

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/ D for Design & Visual Communciation

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Logo Proportions

2 :1 W:H

The BMD logo has been made in the proportion of 2 : 1 (W : H). To preserve the integrity of the BMD logo, a minimum clear space of around the BMD logo should always be maintained. This clear space insulates the logo from distracting elements aorund it like copy, illustration, photography or another logo.

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Logo Space

There should be an exclusion zone of 20 % area on all four sides of the logo. No other grpahic element must encroach in this area.

This will help the logo to stand out in any setting and make the design look cleaner.

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Logo Grid

The BMD logo is based on a square grid. Each of the shapes have been made to overlap with each other in equal proportions. Each alphabet has an overlap area of 4 squares, thus making the logo harmonious geometrically.

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Logo Construction

4

4 2 4

4

4 2 4

4

4

Each of these alphabets have a width of 4 squares to portray the area for overlayed shapes (eg. blue and black strips in B and D and the black triangle in M) and all of these alphabets have the space of 2 squares between them which makes the whole logo have a sequential order where each alphabet can be displayed as a multiple of 4.

The sequential order being 4424442444

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Logo Variations BMD logo has three variants so that it can be used on various mediums accordingly.

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Original | Coloured Variant

The Black on White Variant

The White on Black Variant

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Logo Sizes

When using the logo in different formats, please abide by the size regulations mentioned ahead to obtain the best possible placement and visinility of the logo in all formats

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Minimum size for print

Always maintain a minimum resolution of 72 dpi for digital usage of logo.

Minimum size for web

Always maintain a resolution of 300 dpi for usage of logo on print.

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Logo Usage

To ensure accurate, consitent use of the BMD logo never alter, add to or attempt to recreate it.

Always used the approved logo.

The examples of correct and incorrect usage has been shown in following pages.

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Correct Usage

Original | Coloured Variant

The black on white variant

The white on black variant

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Incorrect Usage

Changing the color palette of the current logo

Logo stretched disproportionately

Logo colored other than black or white variant

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Incorrect Usage

Using gradient in the current logo

Using shadows in the current logo

Using images or textures in the current logo

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Primary Typeface

The primary typeface for BMD is Proxima Nova.

It’s a modern san- serif typeface that is crisp and easy to read. We have used various weights of Proxima Nova to create contrast and heirarchy.

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Aa Aa Aa Proxima Nova Thin

Proxima Nova Bold

Proxima Nova Extrabold

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Headline Label 1 Proxima Nova Extrabold: 90 pt, -50 tracking

Subtitle Proxima Nova Bold: 48 pt, -10 tracking

Body Text 1 Proxima Nova Thin: 32 pt, -10 tracking Captions

Typesetting Permissiable usage of primary fonts are stated as shall be used as per the set rules. Use a range of weights to create a clear hierarchy. The hierarchy outlines is relative to the size of the application.

Proxima Nova Thin: 24 pt, -10 tracking

*Note - Other weights of Proxima Nova like italic variations and weights like regular, light, medium or black can also be used for BMD. The key is to be able to create contrast. So as far as their is a stark contrast between the headline and body, it shall work well.

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Secondary Typeface The secondary typeface for BMD is Nunito.

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Aa Nunito Regular

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Nunito is also san -serif typeface like Proxima Nova but its due to its rounded letterforms, it gives a more friendly and approachable feel to copy text. Nunito is easily available for website usage, which makes it a suitable choice for digital platforms.

Nunito shall only be used for body text on digital platform with reguar weight from size between 16 pts to 22 pts

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Logo Typography We created a display font explicitly for our logo. We can use this font for posters or creative design. Please note that this font is only suitable for headlines or any text that is above 48 pts.

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Colour Palette Color is the most recognisable and unifying elements in our visual identity. Our color palette include blue, green and black.

Green stands for productivity and creativity Hex : 52bc80 R : 82 G : 188 B : 128 C : 66 M : 0 Y : 67 K : 0 Pantone : Pantone 2256 C

Blue stands for insightful and trustworthy Hex : 2b3990 R : 43 G : 57 B : 144 C : 99 M : 93 Y : 6 K : 0 Pantone : Pantone 7687 C

Black stands for elegant and sophisticated Hex : 000000 R:0 G:0 B:0 C : 0 M : 0 Y : 0 K : 100 Pantone : Pantone Black 6 C BMD Creative Studio | 44

Graphic Assets BMD Creative Studio | 45

Overview At BMD, we have created customized graphic elements which are unique to the brand. These graphic elements enhance the visual appeal and add delight to the brand.

Both our visual elements, our pattern and icons can be converted back to our logo due to its unique geometric approach. They are all interlinked to each other which make it interesting.

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Pattern What makes BMD a cut above others is our unique thought process. While we were developing our own branding, we thought of adding some element of fun. And there you go, the logo deconstructing and forming this quirky pattern. Following is our signature pattern.

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/ Development of pattern from deconstruction of logo

Pattern Strip 1

Pattern Strip 2

Pattern Strip 3

Pattern block - 1

Pattern - seamless

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Iconography We wanted our iconography to stand out than what others are using so we built our own iconography which is abstract, geometric and aligns with our visual identity.

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Our Services

Business Innovation

Design and Visual Communication

Marketing & Strategy

Our Values

Be Simple

Collaborate

Think Global

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Our Process

Discover

Define

Develop

Deliver

Contact

Location

Website

Reach us at

Email

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Social Media Icons

Behance 1.0

Dribble 1.0

Facebook 1.0

Instagram 1.0

LinkedIn 1.0

Behance 2.0

Dribble 2.0

Facebook 2.0

Instagram 2.0

LinkedIn 2.0

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Other Icons

Chat popup

Company

Reliability

Projects

Loyalty

Services

Team

Efficiency

Project Timeline

To the top/ Arrow

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Collaterals BMD Creative Studio | 57

Stationery We wanted to make BMD corporate yet friendly in all formats. May it be web, print or media. The following are our print collaterals.

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Business Cards

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Letterhead, Invoice and Proposal

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Corporate Presentation Deck

We created a minimal corporate pitch deck for ourselves that reflects BMD.

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Social-Media Templates Our social media revolves around 3 kind of content. Educational, work samples and personal (motivational).

Following are the templates for our social media.

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Template for educational post opening

Template for educational post content

Template for educational post ending

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Template for quote

Template for book review

Template for quote

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Template for personalized visual posts

Template for visual break

Template for posting work-relate content

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Template for quote (that can be used for colourblocking

Template for quote (that can be used for colourblocking

Template for quote (that can be used for colourblocking

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