How Branding Document
BRAND BOOK April 2020
Version 1.0
How Branding Document
OUR BRAND IS A PROMISE TO OUR CUSTOMER MAINTAINING BRAND CONSISTENCE IS INTEGRITY. About This Guide This brand book is a guide that streamlines principles, benchmarks, ideas, and gives cadence to exactly how the “How” brand should be represented.
© 2020 How. All rights reserved.
Table of Contents
How Branding Document
April 2020
Contents Overview
.......... 03
Icons
.......... 28
Brand Logo
.......... 05
Imagery
.......... 30
Color Palette
.......... 16
Adverts
.......... 38
Typefaces
.......... 19
Website
.......... 43
Stationery
.......... 24
Promotion
.......... 47
How Branding Document
Section 1 Brand Overview
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Introduction
Section 1 Brand Overview
How Branding Document
April 2020
Brand Overview Our mission is to bring world-class event management to Philippines. We believe that nothing is unachievable, and imagination shouldn't be limited by practicality. Our business is premium but playful and with an element of reinvention about it. Our business might be planning a VIP wedding or party but also an opening ceremony on a world stage.
Positioning Very few agencies in the region will have the experience we have. We bring knowledge and expertise from Olympic standard events. We are a collection of people who believe in the human element of face to face communication. We purposely keep our full-time small, so we can afford to do the work we care about, rather than just to pay the overheads. We hand-pick our freelance teams that are right for the project, rather than fitting the project to the person.
We offer: - Strategy and creative - Stage production and build - Travel logistics and operations - Visitor services
Traits We are human, we put people first (our team, or clients, and our audiences). We believe in the power of events to have a positive impact on the world.
How Branding Document
Section 2 Brand Logo
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Logotype
Section 2 Brand Logo
How Branding Document
Logotype Having a strong brand is important and consistence is paramount to the success of any identity system. Consistent use of the logo with supporting elements helps in building brand quality and character.
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Section 2 Brand Logo
Tagline
How Branding Document
April 2020
Section 2 Brand Logo
How Branding Document
Primary Logo 1) "How" primary logo should be printed or displayed in one brand colors; PMS: black 6 C. This is the official brand logotype, and it shouldn’t be altered in anyway.
1) Black Version
2) The logo can also appear in white, printed or displayed on black or dark backgrounds .
2) White Version
April 2020
Section 2 Brand Logo
How Branding Document
Secondary Logo 1) "How" secondary logo should be printed or displayed in two brand colors; PMS: black 6 C, PMS: 2736 C. The logo should be used sparingly.
1) Black & Blue
2) The logo can also appear in white with the tagline color maintained., It should be printed or displayed on black or dark backgrounds .
2) White & Blue
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Section 2 Brand Logo
How Branding Document
April 2020
Clear Space The clear space has been established to ensure logo visibility and impact. Always maintain the clear space between the logo and other graphic elements such as type, images, other logos, etc.
The logo should be surrounded by clear space equal to half the height of the logotype (the SQUARE represents half (1/2) of the logo height in the illustrations).
1/2 1/2
1/2
1/2
Section 2 Brand Logo
April 2020
How Branding Document
Minimum Size Width: 70 mm
Width: 50 mm
Width: 60 mm
Width: 40 mm
Width: 30 mm
Section 2 Brand Logo
April 2020
How Branding Document
Minimum Size Width: 70 mm
Width: 50 mm
Width: 60 mm
Width: 40 mm
Section 2 Brand Logo
How Branding Document
April 2020
Misuse To maintain consistency throughout our identity application, it’s essential that the Brand Logo is never altered in any way. The Brand Logo should always be reproduced from the master artwork provided by "How" brand.
How Do not alter design
Do not use on busy backgrounds
Do not rotate
Do not filter
Do not stretch
Do not alter colors
Note: The usage described on the right also applies to the secondary “How” logo, in addition to maintaining the tagline position.
Do not compress
Section 2 Brand Logo
How Branding Document
Placement To place the "How" logo or icon in the correct way please use one of the approved styles as described.
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Section 2 Brand Logo
How Branding Document
April 2020
Co-Branding Co-branding lockup should be used where "How" is being presented alongside or in partnership with another entity.
Partner logo
When there is more than one logo supporting or collaborating with "How", consistency and clarity are the priority. Scale and position are based on the clear space guidelines. The brand-mark appears either far left or far right depending on the overall layout of the page or application.
Lock-Up Separator A vertical line set in gray is used as a visual frame to maintain the separation of the logos. This line should be set at 1pt and should align to the top and the bottom of the tallest logo in the set.
Square is 1/2 the height of the brand logo.
Example
MOTO HIREBUN
How Branding Document
Section 3 Brand Colors
03
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Color Palette
Section 3 Brand colors
How Branding Document
April 2020
Primary Colors Our corporate colors are a distinct and crucial part of our identity as they make our brand instantly recognizable. They enforce a dynamic, vibrant lifestyle to increase the overall user experience. When applied consistently, the our colors also provide a strong visual link across various materials and communications and set our company apart from the competition. The colors are used as a formula for corporate marketing, collateral trade show materials, web design and promotional items.
Black HEX RGB CMYK PMS
: : : :
#0000000 0, 0, 0 72, 68, 67, 88 Black 6 C
White
Blue HEX RGB CMYK PMS
: : : :
#35A7FF 53, 167, 255 79, 35, 0, 0 279 C
HEX RGB CMYK PMS
: #FFFFFF : 255, 255, 255 : 50, 0, 0, 0 : 663 C
Section 3 Brand colors
April 2020
How Branding Document
Complementary Colors Yellow HEX RGB CMYK PMS
: : : :
#FFE74C 255, 231, 76 0, 9, 70, 0 100 C
Pink HEX RGB CMYK PMS
: : : :
Red HEX RGB CMYK PMS
: : : :
#FF212F 255, 33, 47 0, 87, 82, 0 Warm Red C
Green #F43FA5 244, 63, 165 0, 74, 32, 4 806 C
HEX RGB CMYK PMS
: : : :
#6BF178 107, 241, 120 56, 0, 50, 5 7487 C
How Branding Document
Section 4 Font Types
04
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Typography
Section 4 Brand Fonts
How Branding Document
April 2020
Font Type
Helvetica Neue
Clear communication is an essential part of the "How" brand. When used consistently, font typefaces play a significant role to enforce the brand. The "How" brand should use “Helvetica Neue” and “Open Sans” typefaces, these should be used for all print materials, events, and copy set in online graphics.
Bold
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwxyz 0123456789/@[]#${}? Regular
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwxyz 0123456789/@[]#${}?
Section 4 Brand Fonts
How Branding Document
April 2020
Font Type Bold
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwxyz 0123456789/@[]#${}? SemiBold
Open Sans Open Sans Open Sans
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwxyz 0123456789/@[]#${}? Regular
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwxyz 0123456789/@[]#${}?
Section 4 Brand Fonts
How Branding Document
April 2020
Typography Typography is an important element of our brand. By controlling the type styles and alignment used, we further strengthen the visual distinctiveness of "How" brand.
Introducing the overall piece
Introducing section
Describing paragraph
TITLE/HEADING Helvetica Neue Regular, 40/50 pt Subhead, Open Sans - Bold, 24 pt Subhead, Helvetica Neue - Bold, 23 pt Small title,Helvetica Neue - Regular, 11 pt Body paragraph, Open Sans - Regular, 12/14 Pt
Section 4 Brand Fonts
How Branding Document
April 2020
Typography Bullets points to list items. Custom line spacing.
TYPO GRA PHY
• Bullet, Open Sans - Regular, 12/14 pt • Bullet, Open Sans - Regular, 12/14 pt The bullet points should be square not round, line height should be 1.5 to create space between bullets.
Highlighting the main idea
A call to action with a period at the end.
Callout, Helvetica Neue - Bold, 22 pt Callout, Open Sans - Bold, 22 pt Callout, Open Sans - SemiBold, 22 pt
This is a call to action, CTA. Helvetica Neue - Bold, 24 Pt
How Branding Document
Section 5 Brand Stationery
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Stationery
Section 5 Brand Logo
How Branding Document
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Business Card Business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid. Below is the proposed layout with the primary elements of our business card. Business cards will be used for official communication of “How� brand.
Dimension
Font Size
85mm x 55mm
Physical Address, Emails, Phone Numbers and Website: 7.5pt
Print Format CMYK
Section 5 Brand Logo
How Branding Document
Letterhead The letterhead is an official administration document. The layout is void of any brand language expression and is practical in nature, containing all pertinent information.
Dimension 216 x 279 mm
Print Format CMYK
Right is the proposed layout with the primary elements of our stationery system for the letterhead. It will be used for the effective communication that is going out of “How� brand.
Font Size Physical Address, Email and Website: 12pt
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Section 5 Brand Logo
How Branding Document
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Envelope The envelope or mailing label should be used for all mailed correspondence. Below is the proposed layout with the primary elements of “How� stationery system of the envelope.
Dimension
Print Format
Font Size
241.3 x 104.8 mm
CMYK
Physical Address, Email and Website: 12pt
How Branding Document
Section 6 Proposed Icon Set
06
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Iconography
Section 6 Brand Icons
How Branding Document
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Icon Set Icons visually break up content, making it less intimidating and easy to read. With icons you can quickly sum up what your text is about.
Interaction
Process
Networking
Engagement
Support
Target
Appointment
Growth
Review
Ideas
Diversify
Quality
Goal
Challenge
Strategy
Team
Sometimes, icons can even be enough to communicate content, which makes reading additional text unnecessary.
How Branding Document
Section 7 Mood Boards
07
April 2020
Imagery
Section 7 Brand Imagery
How Branding Document
Mood Board I An image can evoke many different feelings, consider what you are trying to say and use photography to reinforce this. Images should be authentically, depicting creative thinking in events management. It’s recommended that style of images chosen should be of high quality with a meaningful concept consistent with the brand message.
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Section 7 Brand Imagery
How Branding Document
Mood Board II
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Section 7 Brand Imagery
How Branding Document
Mood Board III
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Section 7 Brand Imagery
How Branding Document
Mood Board IV
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Section 7 Brand Imagery
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Mood Board V
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Section 7 Brand Imagery
How Branding Document
Mood Board VI
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Section 7 Brand Imagery
How Branding Document
Mood Board VII
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How Branding Document
Section 8 Advert Mock-ups
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Advertising
Section 8 Brand Adverts
How Branding Document
Advertising The logo should always be placed at the top/bottom left corner on every print advert.
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Section 7 Brand Imagery
How Branding Document
Leaflets The types of informative leaflets dealt with in this section are concise bits of imperative information about the services/products. The structure of information on the cover stay the same across the various leaflet types. The dynamic parts are the image and title.
Dimension A4, A5 and A6
Print Format CMYK
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Section 7 Brand Imagery
Poster Brand adverts rely strongly on the visual content. Poster design should have; (Brand Mark position and size, contact info, endorsement, grid layout) and dynamic (message and image) information.
Dimension A0, A1, A2, A3 or A4
Print Format CMYK
How Branding Document
April 2020
Section 7 Brand Imagery
How Branding Document
Billboard Billboard adverts need clear visual impact. The Brand Mark is dominant on a layout that maximizes the format. A simple qualification for the success of the layout is ‘immediate identification’. A multitude of graphics also add to the visual impact, thus another ‘impact’ tip would be to apply on as many applications as the budget would permit. Size and format is determined by availability.
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How Branding Document
Section 09 Brand Online
09
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Website Style
Section 9 Brand Online
How Branding Document
Website Style A web grid helps to establish a set of guidelines to how elements should be positioned within a web layout. Not only does an effective grid provide the rhythm for a design, but it also defines the meter. The proper position of the logo should be at the upper left hand corner.
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Section 9 Brand Online
How Branding Document
April 2020
Responsiveness In cases of smart device placement (medium and small size), the logo position is at the left based on proportional adjustment of the web pages to adapt various screen sizes. The minimum logo width for smart devices should be 11 mm or 33 px.
Section 9 Brand Online
How Branding Document
April 2020
Website Style A website in itself is probably the most dynamic platform of all channels of communication. 1. Web Font
3. Simplicity
How brand use Helvetica Neue and Open Sans fonts for all web applications. This maximizes visual brand identity recognition.
Users need to navigate with ease not be bombarded and confused with non essential details. Stylistically, the site’s typography should be very clear with effective visual impact from selected imagery.
2. Grid
Any healthy website should evolve with change in usage dynamics.
All content should adhere to 1200 or 960 grid structure.
4. Function Priority The site prioritizes the products’ information ‘corporate’, ‘news’ and anything related.
How Branding Document
Section 10 Promotional Items
10
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Promotion
Section 10 Brand Promotion
Pens The objective of brand merchandising is to take promotional of company’s brand and effectively place it on any material used by consumers. This is a form of general awareness to get brand recall and the choice of item is totally dependent on “How� and what they have to present.
How Branding Document
April 2020
Section 9 Brand Online
How Branding Document
Polo T-shirt
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Section 9 Brand Online
Mugs
How Branding Document
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How Branding Document
WE LOVE OUR BRAND BE MINDFUL WHEN APPLYING IT.
“How” brand including the logo, name, colors and identifying elements are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the “How” brand name and marks.
© 2020 How. All rights reserved.
How Branding Document Version 1.0/2020