Page 1

Rationale A duke is a member of the nobility and historically the highest rank below the monarch. Duke was chosen to be a name for this luxury brand because it represents how royal and epicurean the paper is. I went with the typeface Edwardian Script for the logo on the left because it has fine cursive ends at the end that brings out elegance to the logo. The flag above the alphabet furthermore elaborates a typical royal family crest or look.


1.1

1.2

1.1

This is the negative greyscale logo to be used only when colour printing is restricted and background colour is black.

1.2

This is the positive greyscale logo to be used only when when colour printing is restricted and background is white or off white. 1.3

1.3

The main logo of the Duke paper brand name has be designed using an authentic typesetting that cannot be duplicated. This is the main primary logo in colour for the luxury paper brand.


2.1

Pantone 5115U C:75 M:100 Y: 70 K:15

2.2

Pantone 5125U C:65 M:86 Y:49 K:0

Pantone 5265U C:77 M:70 Y:0 K:40

2.3

Pantone 5285U C:31 M:27 Y:0 K:20

Pantone 448U C:65 M:58 Y:100 K:35

2.4

Pantone 483U C:0 M:91 Y:100 K:60

2.1

Pantone colours that are acceptable

2.2

Main logo in pantone 5115U

2.3

Secondary colour logo in pantone 5125U

2.4

Secondary colour logo in pantone 483U

2.5

Secondary colour logo in pantone 5265U 2.5

2.6

2.7

2.6

Secondary colour logo in pantone 5285U

2.7

Secondary colour logo in pantone 448U


3.1

3.1

3.2

e

e

This is the grid for the logo. The smallest grid should always be half the height the the alphabet e.

3.2

Minimum clear space: With the “e� representing the height of the symbol, the minimum clear space on all sides of the square encircling the logo is the height of e from the logo. This rule applies every logo.


4.1

4.2

4.1 4.3

4.4

Pantone 5115U is the preferred background colour. The background colour displays its signature logo colour.

4.2

Pantone 5125U is a tint of pantone 5115U. Purple is preferred.

4.3-4.6 4.5

4.6

Acceptable background colours. 4.3: Pantone 5265U 4.4: Pantone 5285U 4.5: Pantone 483U 4.6: Pantone 448U


Baskerville Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz 1234567890 Baskerville Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz 1234567890

Typography

Baskerville SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz 1234567890

Typography plays a major role in a corporate identification system. Together with other visual elements, typography can help establish a luxurious look and feel for the Duke paper.

Baskerville SemiBold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz 1234567890 Baskerville Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz 1234567890 Baskerville Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz 1234567890

Edwardian Script ITC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890

The Baskerville typeface, a san serif was chosen for its compatibility with its sleek and elegant look. Baskerville will be used generally, with Baskerville italic, semibold, semibold italic, bold and bold italic. Edwardian Script can also be used for decorative purpose. However, it should not be used in writing as it is not readible.


8mm 90mm 3mm

Namecards

11mm

Samantha Pang Yu Ting Sales Executive

55mm

Antalis (Singapore) Pte Ltd. 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 64172333 E-mail: info.sg@antalis_asiapacific.com

10mm

Koh Zhi Wei System Analyst

Antalis (Singapore) Pte Ltd. 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 64172333 E-mail: info.sg@antalis_asiapacific.com

Actual Size: 90x55mm Typeface used: Baskerville

Size of namecard should follow measurements on the left. 90x55mm


30mm

25mm

25mm

10mm 30mm 10mm

25mm

11November 2011 Mdm Samantha Pang, Sales Executive Antalis Singapore Pte Ltd 50 Kallang Avenue #04-01 Singapore339505

10mm

Dear Mdm Pang, This letter is to expressmy interest in bringing my years of expertise in sales and management to your firm.

Letterhead and envelope

My sales experience is extensive. I am currently employed as a sales assistant for a local company. I carry out sales descriptions of products for the company and maintain any new hire documentations such as the sales manual. This letter is to expressmy interest in bringing my years of expertise in sales and management to your firm.My sales experience is extensive. I am currently employed as a sales assistant for a local company. I carry out sales descriptions of products for the company and maintain any new hire documentations such as the sales manual.This letter is to expressmy interest in bringing my years of expertise in sales and management to your firm.My sales experience is extensive. I am currently employed as a sales assistant for a local company. I carry out sales descriptions of products for the company and maintain any new hire documentations such as the sales manual.

40mm

This letter is to expressmy interest in bringing my years of expertise in sales and management to your firm.

15mm

My sales experience is extensive. I am currently employed as a sales assistant for a local company. I carry out sales descriptions of products for the company and maintain any new hire documentations such as the sales manual. This letter is to expressmy interest in bringing my years of expertise in sales and management to your firm.

105mm

Measurements of the letterhead and envelope on the left should be followed at all times.

Yours sincerely, Jenny Tan

33mm

Antalis (Singapore) Pte Ltd. 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 64172333 E-mail: info.sg@antalis_asiapacific.com

Actual Size: 210 x 297 mm Typeface Used: Baskerville Regular 12 pt

The duke luxury paper logo has secondary graphics to enhace its image. The graphics are derived from crowns to depict dukes.

5mm

Antalis (Singapore) Pte Ltd. 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 64172333 E-mail: info.sg@antalis_asiapacific.com


5.1

5.2

Stationery 5.1 Paper with no lines. Measurements: 210x297mm 5.2 Lined paper Measurements: 210x297mm

5.3

5.3 Patterned paper Measurement: 210x297mm

Actual Size: 90x55mm


6.1 6.2

Application 6.1 Paper bag design 6.2 Notebook design 6.3 Pen design 6.4 Landyard

6.3

6.4


7.1

Application 7.1 This shows how the duke logo will appear in bus stop stands 7.2 This shows how the van, a mode of transport for the paper will look like.

7.2

Duke Brand Manual  

Brand Manual for a fictional paper brand, Duke.

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