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BRAND GUIDELINES


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WE ARE THE AUDIENCE YOU’RE TRYING TO REACH.


TABLE OF CONTENTS

04

INTRO / MANIFESTO / TONE

16

TYPOGRAPHY / OUR COLORS

06

LOGO DEFINITIONS

18

THE GRID

08

OUR LOGO

20

WOLF VARIATIONS

10

VARIATIONS / MINIMUM SIZE

22

STATIONARY SYSTEM

12

COLOR USAGE / CLEAR SPACE

24

PRODUCTS

14

DON’TS

26

WEBSITE / SOCIAL MEDIA


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INTRO Hello. Young & Hungry is an agency run by creatively hungry artists who live and breathe design. This book serves as a guide to understand how to use our logo and make design decisions for clients and projects. In the process, we want you to understand who we are as a brand. We take our work seriously and strive to produce the best work possible. We do not see challenges, only opportunities.


MANIFESTO WE WORK HARDER, DO MORE, STAY UP LATER. NOT BECAUSE WE HAVE TO BUT BECAUSE WE DON’T HAVE ANY QUIT IN US. WE FEEL THE NEED TO PROVE OVER AND OVER AGAIN THE GREAT IDEAS A DIVERSE GROUP OF CREATIVE MILLENNIALS CAN CREATE FOR A COMPANY. WE HAVE TO KNOCK IT OUT THE PARK EVERY TIME AT PLATE. WE HAVE CREATED A NEVER ENDING FRESH IDEA GENERATOR THAT WE CALL YOUNG AND HUNGRY.

TONE Young Fresh Concise Bold Actionable

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BRAND GUIDELINES / PRIMARY LOGO

PRIMARY LOGO Our logo was inspired by the Roman mythology of Romulus and Remus. We are the young artists who hunger for more creativity and our logo represents just that. It is strong and bold; like we are.


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BRAND GUIDELINES / LOGO DEFINITIONS

LOGO DEFINITIONS

ICON The wolf icon. Three versions: a) flat, b) isometric grid and c) crystal.

There are three different ways to use our logo: icon, type and lockup. These are used depending on the circumstances of the project when you can’t use the primary logo. These variations will help fit within different parameters.

TYPE The words “Young & Hungry” d) with subhead, e) without subhead, f) horizontal.

LOCK-UP The combinations of icon and type. g) is the main logo, h) is the secondary, i) is for horizontal use.


a)

b)

c)

d)

e)

f)

g)

h)

i)

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BRAND GUIDELINES / VARIATIONS/ MINIMUM SIZE

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VARIATIONS / MINIMUM SIZE Every variation of our logo has different minimum sizes in order to be legible and retain clarity. Follow these sizes in order to keep the integrity of the logo.


x

Minimum x size is .8 “ (20 mm, 77 px)

x

Minimum x size is .8 “ (20 mm, 77 px)

x

Minimum x size is .4 “ (10 mm, 38 px)

x

Minimum x size is 1 “ (25 mm, 96 px)

x

Minimum x size is .4 “ (10 mm, 38 px)

x

Minimum x size is 1 “ (25 mm, 96 px)

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COLOR USAGE

a) Three color b) Grayscale c) One color negative (red background) d) One color (red) e) One color (gray) f) One color negative (gray background)

BRAND GUIDELINES / COLOR USAGE / CLEAR SPACE

There are four different ways to use color with our logo. Full color, grayscale, two colors and one color.

a)

b)

c)

d)

e)

f)


3x

3x

CLEAR SPACE Our logo needs space to breathe. This clear space shows the parameters to keep in mind when placing a logo. Minimal spacing inside the logo is “x” which equally divides the icon from the type.

x

x

x

3x

3x

y

y

y

y

y

Similar to the example above, for our horizontal logo the minimal spacing is “y”, use it to create the invisible border.

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BRAND GUIDELINES / DONT’S

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a) b) c)

d) e) f)

g) h) i)


a) Don’t use other reds. Stick to our color palette. b) The crystal symbol is too complex to be used together with type. Avoid this. c) Don’t use full color on a dark background. d) Drop shadows, inner glows, strokes, etc are tacky, please avoid them. e) Don’t rotate the logo f) Don’t strech it either! g) Our wolf should be facing the west always.

DON’TS We have talked about how to handle the logo; these are ways not to use them. Respect the logo we have created. The overall look of the logo should not be compromised by tilting, pulling, or squashing. In order to be most effective make sure the logo is always legible and visible.

h) Do not alter the size or composition. i) Be careful using the white logo on a bright or complex background.

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BRAND GUIDELINES / TYPOGRAPHY / OUR COLORS

TYPOGRAPHY DIN CONDENSED BOLD This typeface is used for headlines.

DIN ALTERNATE BOLD/ REGULAR This typeface is used for headlines.

AVENIR HEAVY/ BOOK Avenir is used for body copy, most useful weights are these.

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop qrstuvwxyz1234567890


OUR COLORS CMYK: 16, 100, 97, 5 RGB: 197, 33, 41 HEX #: C52129

These colors reflect our association with Academy of Art University. The red is bold and attention grabbing, as we are. We pair it with neutral grays that complement the red. Make sure to use CMYK for print and RGB for web.

CMYK: 0, 0, 0, 89 RGB: 197, 33, 41 HEX #: C52129

CMYK: 55, 46, 46, 11 RGB: 119, 119, 19 HEX #: 777777

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BRAND GUIDELINES / THE GRID

THE GRID Our logo was designed on an isometric grid. It gives the wolf a strong structure but also the flexibility to be creative within the grid. There are endless possibilities on how to create interesting graphics for the logo.


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BRAND GUIDELINES / WOLF ICON VARIATIONS

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WOLF ICON VARIATIONS As we mentioned, the possibilities are endless. We are creative at Young & Hungry and love to express ourselves. These wolves are examples of how you can use the grid to express yourself through Young & Hungry. These types of wolves will only be used as icons and not in any lock-up.

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BRAND GUIDELINES / STATIONERY SYSTEM

STATIONERY SYSTEM Our stationery reflects the balance between creative and professional. We incorporate our signature colors to make it more identifiable between our brand and how we communicate with our clients.


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BRAND GUIDELINES / PRODUCTS

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PRODUCTS Logos on products must follow the guidelines provided previously. Our products are made to show support for our agency and be useful. They also must have a fresh and bold quality that our brand identifies with.

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BRAND GUIDELINES / WEBSITE

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WEBSITE Our personality is conveyed through our website and social media. It must maintain a level and professionalism to attract clients. The information posted must reflect our brand tone: young, fresh, concise, bold and actionable.

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SOCIAL MEDIA BRAND GUIDELINES / SOCIAL MEDIA

These are some examples of how the brand looks throught the different platforms. Our logo choice should stay the same throughout the different social media platforms while the cover photo can be expressed differently.


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A FINAL NOTE Now that you went through this document we hope that you have a clear idea of what the Young & Hungry brand is. We think this is a pretty flexible system that allows you to be creative so, start creating!



Young & Hungry | Brand Guidelines