Parker Branding Style Manual
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Contents Our branding
Page 3
Our logo
Page 4
Our secondary logo
Page 6
Logo clearspace
Page 8
Unacceptable use
Page 9
Colour variations
Page 10
Colour palette
Page11
Our typography
Page 12
Our photography
Page 14
Signage & display
Page 16
Use of icons
Page 18
Our Branding For some people, visiting an optometrist can be a daunting task, but at Parker & Co we think eye health shouldn’t be scary, infact it should be a glamourous experience. Put simply, we want our customer’s to view buying glasses and going to the optometrist as one of life’s pleasures. For us an eyewear collection has to be more than just a name, we want to know that the eyewear we choose for our customers is something special. Every year, our eyewear experts travels the globe to bring our customers the best collections of eyewear. The Parker & Co team prides ourselves on our caring, attentive and expert service that our customers cannot receive anywhere else. We are setting the standards of how a sophistcated eyewear boutique should be in New Zealand and we need our branding to express all these qaulities consistently.
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Our Logo Our logo is the welcoming doormat to our brand and one of our most valuable assets. The shining stars of our logo is the letters ‘C’ and ‘O’, made to replicate a simplistic pair of opticle lenses. It is then complimented by a soft and opague sky blue colour to stand out from the black text above it. All the proportions, colours, exact letter form, size and spacing of the letters are unalterable and should be dealt with care. The stacked logo should be used especially if the brand name is already displayed in plain text.
Stacked
This trademark helps our customers to identify Parker & Co’s store front, products, web presence, advertisements and other branding materials. However, if shape and length of the logo creates an issue, then the secondary logo can be used.
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Secondary Logo This is the horizontal version of our primary logo and you will notice that with this version, it does not have a square box outline around the text. Instead it is left bare, with the text displaying only. This is becuase we understand that scenerios can occur where a square and stacked logo may not compliment brand materials well, therefore there must be another alternative.
Horizontal
The horizontal composition is contructed to ďŹ t narrower branding materials and may be used in instances where spatial constraints is an issue and require a conďŹ guration of a more horizontal nature. However, the secondary logo should never be used directly next to the primary logo this will appear repetitive and is not an idealistic use of the brand elements.
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X
Logo Clearspace
X
It is important to let our logo breathe and allow space for it to stand out.
X
X
X
Both the primary and secondary logo must have a minimum amount of clearspace surrounding them to ensure that other competing graphic elements such as logos, images or body copy will not distract the attention of our logo and lessen the overall impact. This page outlines the speciďŹ c hangline, both vertical and horizontal, on which both logo variations should sit. This rule must be used as it best suits the design of these two logos.
X
X X
X
When our logo is used in a consistent manner across all branding materials, it will help to both establish and reinforce immediate recognition of the Parker & Co brand.
X
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A.
B.
Unacceptable Use
C.
Hello D.
E.
F.
Be weary when using our logo not to change, tweak or add any personal touches that can break the speciďŹ c rules set out in this style manual. By breaking these rules, it may distrubt the integrity of the logo and the Parker & Co brand. Here are a some examples you should avoid when using the logo: A. Do not rotate the logo B. Do not stretch or squash C. Do not place elements in the logo clear space D. Do not resize or rearrange any part
G.
E. Do not use logo variations next to the primary logo in the same design F. Do not use off-brand colours. Please refer to Colour Palette for guidelines G. Do not add dropshadows or other text styles
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Black CMYK: 91, 79, 62, 97 RGB: 0, 0, 0 Hex: #000000 Dark Grey CMYK: 47, 37, 37, 18 RGB: 134, 134, 134 Hex: #868686 Soft Grey CMYK: 18, 12, 14, 0 RGB: 217, 217, 217 Hex: #d9d9d9 White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hex: #ffffff Sky Blue CMYK: 47, 0, 5, 0 RGB: 140, 209, 237 Hex: #8cdled
Colour Palette Colour is a signiďŹ cant part of our brand identity. Consistent use of the colour palette will reinforce the cohesiveness of our brand and serves as a pshchological purpose by communicating certain emotions to our customers. We want our customers to feel comfortable in our environments (hence the Sky Blue colour), as well as a sense of simplisticity and sophistication in our style (hence the use of monochrome colours). The colours Dark Grey and White can be used for big copy, Black and Sky Blue should be used for headings only, and Soft grey (as well as white) should be used for borders (if any) and simple elements such as icons. These colours are never to be used as tints or shades. Only use the colours shown on the left in the exact mixes (CMYK or RGB, Hex) depending on your medium.
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Colour Variations The colour usage on the logo is kept to a bare minimal and will only use colours from the colour palette (discussed in the next page). The two logos will primary be in black and the ‘C’ and ‘O’ in the colour Sky Blue. On scenerios where the logo needs to be used on a dark background, white is allowed for the sqaure box (stacked logo), the ‘P’ or ‘Parker’ letters and ampersand symbol. Please note that the colour Sky Blue must be used on the ‘C’ and ‘O’ letters, it should not be altered into any other colours even from the colour palette provided.
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Avenir - Medium ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#!$% Avenir - Light ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#!$% Avenir Next - Ultra Light ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#!$%
Our Typography Our typography utilises three typefaces. The first one is Avenir Medium, which is a bolder typeface that is used for headings in print work or when you need to make a specific title stand out. It is also required that the last word of a title is coloured in Sky Blue if it is the main subject of the text. An example of this is above these texts, the heading used for this page has the second word in Avenir Medium, coloured in Sky Blue. The second typeface is Avenir Light, a slightly thinner version of the header. This typeface can be used next to the header typeface to help the header stand out but also lets you add in text that are less important. The final typeface is Avenir Next - Ultra Light, which is a softer version of the other two typefaces so far. This typeface is used for larger bodies of type, such as this paragraph but it can be scaled down for smaller bodies of type that are usually inferior in heirarchy.
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Applying Type When applying type on photography or images, it is essential that we do not over crowd these elements. Type should be used to accompany the image and used to promote information that customers may not be able to see from the image it self. The colour of the body copy should be dark grey or black and white if the scenerio arises, but the heading must be set out like this heading above.
Our Photography The photographic style of Parker & Co mirrors a minimalistic and sophitiscated aesthetic. When using photography for advertising and branding purposes, it is essential that the featured eyewear is the key focus, while stylised in a simple, yet fashionable manner. Our customer’s attention should be drawn to the featured eyewear at ďŹ rst glance, with no distractions around it.
These examples shows which type of imagery is allowed and which is not.
Models with minimal styling is allowed in the design of the imagery, and match the monochrome colour palette when being styled. Pops of colours are allowed, but nothing too dramatic should be added in. When displaying props into the photography, it should not show any other dominant branding apart from ours. The eyewear should always be the focus. Allow plenty of whitespace around the featured eyewear to create a minimalistic feel.
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Signage & Display When displaying our branding on different signages, consider the appropriate logo variations that will be best suited for the space and area. If there is a horizontal banner, it is ideal to display our secondary logo. Colours on the frontage should be kept to a minimal, the pops of Sky Blue colour is allowed only for the logo. Otherwise keep display and signages quite simiple. On the next page, you will see an example of how our stacked logo will be used on sqaure signages. We should always have the signage cut into the same sqaure shape as the logo.
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Use of Icons There are times where the use of icons can be utilised to replace type in print, packaging materials, and for our website.
Eyewear
Optometry
When using the icons, it should be used only to replace type, not used together. The icons on the left with the typeface above it, is used to explain what the icons are for you. Icons can be in White, Black, or Sky Blue colour. Some rules for creating new icons in the future: A. Ensure to keep the design of the icons as simple as possible
B. Only use colours in the colour palette approved in this style manual C. If the icon needs a letter or number within it, only use Avenir Light typeface D. Do not use gradients or drop shadows on the icons. Only at colours
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Copyright Š 2017 by Parker & Co. All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. Printed in New Zealand First Printing, 2017 ISBN 0-9000000-0-0 Parker & Co Printing 123 NufďŹ eld Street Auckland, 2016 www.parkerandco.nz