BRAND GUIDLINES 2020
Contents
3
Brand Mission
4 Logo 6
Colour Palette
8 Typography 10 Photography 12 Digital Assets 14 Social Media Branding 16 Website Style Tile
2
Brand Mission
*Drew Kxng is a Digital Media Content Producer with the goal of creating content that makes visions and ideas come to life along with being recognised and respected *Drew Kxng prides his ability to creatively solve problems and create content that means something to the client, to himself and to the audience
3
Logo
*The Drew Kxng logo is a combination of the initials D and K.
4
Logo Variations
Size *The logo has been designed with scalability in mind *It may be resized smaller, as long as it is still visible against the background
Colour *Use only the brand colours to colour the logo and background *It is acceptable to use the logo in black and white
Positioning *The logo should not be rotated in any direction
5
Colour Palette
#1B2645
Overview *The simple brand colour represent royalty and the quality of service provided by Drew Kxng.
#EBC66B5
6
#FFFFFF
Colour Palette How to Use *Either the blue or yellow can act as the primary or secondary colour * If blue acts as the primary colour, the yellow must be used as the secondary/ accent colour *If yellow acts as the primary colour, the blue must be used as the secondary/ accent colour *White may be used as type colour only against a primary colour background *The secondary colour may be used to highlight a piece of text
Text
Text
Do not
Do not
Highlight
Highlight
Do this
Do this
*Do not use any other colour combinations except brand colours
7
Typography
8
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?&#
Open Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?&#
Open Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?&#
Open Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?&#
Open Sans ExtraBold Italic
*Paragraphs *Minimum size 14pt
*Sub-Headings
*Headings
*Quotes *Ensure line spacing is consistent
Typography Pairings *Use only the font variations specified in this guide *Create contrast by using a bold and light variation together
How to Access *Open Sans is a Google font and can be downloaded here *Extract the files and install to your computer to use
9
Photography Digital Mock-ups *Any designs made under the services of Drew Kxng must be provided with digital mock-ups. *This is essential for print products to allow the client to see the finished product in practice *Recommended sites for mock-up files: - GraphicBurger - Mockup World - stock.adobe *Ensure that the chosen mock-up file represents the design used and the brand it is made for *Any other product photography must meet the high quality and professional standards of the mock-ups
10
*If the skills for product photography are not available, it is advised to stick to digital mock-ups to ensure the high quality
Photography Examples
11
Digital Assets Favicon *Minimum size 32x32px
*Favicons should be a minimum size of 32x32px *Size may differ from browser to browser
Recommended logos
* It is recommended to use a variation with a branded coloured background to ensure visibility *Variations of the logo may be used as long as it is consistent with the brand use on the site
Acceptable but not recommended
Not recommended
*Any background that is not a brand colour
12
*If you are not using a web developer that automatically creates a favicon, it is advised to research on how to properly do so. This is a good guide.
Digital Assets Instagram Highlight Icons *Images below show the current Instagram Highlight icons *The icons represent specific topics, services and work on the Instagram page (photograhy, design, q+a, Endless Love Creative, Doodle Clube and Doc Fest) *If changed: - colours should remain the same - try stick to a similar art style - the icons should be self-explanitary - thinner lines/a more minimal art style may be used - no text should be used unless relevent to a piece of work/brand
13
Social Media Branding Tone of Voice *The tone of voice used on social media should be professional but informal *Be genuine *Be mindul of the type of audience you are engaging with. E.g, using words such as ‘drop a line’ will create more engagment with younger people *Use a mix of first and second person depending on if work or the audience is been addressed
14
Social Media Branding Writing Captions *Captions on posts should follow the tone of voice guides *Depending on the content, the length of the caption may vary *General layout should be as follows: - What the post is about (i.e state what is shown) - Go indepth - talk about the process, the subject, give context - Give a call to action - e.g ‘drop a line’, ‘let me know in the comments..’, ‘DM me’, or any type of question that will get the audience engaging with the content - Hashtags relevent to content
15
Website Style Tile
16
Website Style Tile
*The website style tile is designed to display the overall feel of the website *As the website gets updated and modified, it should aim to stick to the style tile *The website should try to be as minimal as possible, with clear navigation and sticking to on font *There should be emphasis on a square design, e.g displaying work in a grid *Colours should not deviate from the brand colour palette *Textures include hover effects to gallery thumbnails, buttons and navigation bar *The brand colours may be used as a background colour to highlight keywords
17
drew@drewkxng.co.uk @drewkxng
www.drewkxng.co.uk
