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B E N E AT H T H E S U R FA C E ILFORD BRAND IDENTITY GUIDELINES


D N S A E R C B OI V Historical

Ilford was established in 1879 and developed a reputation for producing images of exceptional clarity.

Essence

Today in a world of surface color Ilford penetrates to the essential core of images and product design.

Simplicity

Structure

Black&White

Explore

Ilford discards the extraneous to uncover the purity of form.

Ilford celebrates the strength and beauty of fundamentals.

A passion for essential contrast and a unique perspective

Take the journey to new worlds of possibility and potential.


Jean–Auguste–Dominique Ingres, Neoclassical painter, 1780–1867

“ BETTER GRAY THAN GARISH.


CONTENTS 01 PAST 10

H I S T O RY O F I L F O RD

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T I ME L I N E

02 PRESENT 19

E X T R AC T ING T HE E S S E NC E

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PORT R AIT S

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PAS T V S PR E S E NT


03 IDENTITY

04 EXTENSIONS

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I D ENTI TY D E SCR IP TIO N

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A N A LY S I S

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ANATOMY OF TH E LO G O

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I L F O RD E D U C AT I O N C E N T E R

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ALTERNATI VE LO G O V ER SIO N S

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I N S PI RAT I O N C A RD S E T

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SI ZI NG

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I L F O RD I N T E RA C T I VE MU S E U M

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USE OF COLOR

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O N L I N E C O MMU N I T Y + VI RT U A L G A L L E RY

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COLOR S YS TE M

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T H E I L F O RD AWA RD S T O RE A L H E RO E S

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BACKGROUND

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I L F O RD S T O RE A N D G A L L E RY

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I NCORRECT U SE

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T H E C I N E MA O F RE VE L AT I O N

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I D ENTI TY TY P EFACE

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USE OF TYPE

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COLLATERAL


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C H A P T E R 1 PA S T

THE OLD ILFORD

FOUNDED IN 1879, ILFORD IS A LEADING PLAYER IN THE DEVELOPMENT AND MANUFACTURE OF PHOTO QUALITY MEDIA FOR BOTH INKJET PRINTING AND PHOTOGRAPHIC PROCESSES. A Tradition of Elegance and Excellence.

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Y R O T D S R I H FO L I

F O

ILFORD PHOTO has experienced a tumultuous history since its origins in 1879, with ownership of the company changing hands several times. The latest development was the acquisition in February 2005 of its black-and-white photographic business, premises and ILFORD PHOTO name from the receivers of the old ILFORD Imaging group by HARMAN technology Limited, a company created by former managers of the company and named after the founder of the ILFORD business, Alfred Harman. Since that time, ILFORD PHOTO has re-established its primary position in the global photographic market and has led the worldwide resurgence of black-and-white photography. It is now the only manufacturer that provides a full range of film, paper, photochemistry and ancillary products for this sector. HARMAN technology Limited is a pioneering professional imaging specialist based in Mobberley, Cheshire in the center of the United Kingdom. The company announced the launch of its pioneering HARMAN PHOTO inkjet media range, suitable for both color and monochrome photography, in August 2006; and the first products became available in the UK and USA in February 2007.


C H A P T E R 1 PA S T

THE OLD ILFORD

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TIMELINE from 1879 to 2011

1879

1924

1940

1952

1959

1973

Ilford Photographic company founded by Alfred Hugh Harman at Ilford in Essex, UK.

Ilford started to produce Universal films

first Multigrade paper using 3 filters introduced

Ilford HPS film introduced

Ilford HP4 film lauched

Ilfodpeed Paper introduced


C H A P T E R 1 PA S T

THE OLD ILFORD

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1983

1990

1998

2005

2006

2007

2011

Ilford HQ moves to Mobberley, Cheshire, UK.

Ilford HP4 Plus film introduced. First Ilford Delta 400 Professional film introduces based on core shell crystal technology.

Acquisition of company by Doughty Hanson. Ilford Delta 3200 Professional added to product range.

management buy out—HARMAN technology Limited trading as ILFORD PHOTO based at Mobberley, Cheshire, England.

Ilford Harman Selenium Toner introduced at Photokina 2006

Launch of Harman Photo Professional inkjet Media.

New Ilford was born.


ILFORD REVEALS THE REAL

YOU PHOTOGRAPH “ WHEN PEOPLE IN COLOUR YOU PHOTOGRAPH THEIR CLOTHES. BUT WHEN YOU PHOTOGRAPH PEOPLE IN B&W, YOU PHOTOGRAPH THEIR SOULS.

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Ted Grant, Political theorist, writer, activist, 1913-2006


C H A P T E R 1 PA S T

THE OLD ILFORD

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02


CHAPTER 2 PRESENT

THE NEW ILFORD

WHILE GLOSSY COLORS RESIDE ON THE SURFACE, BLACK AND WHITE DISPLAYS THE DIMENSIONS OF THE SOUL. Ilford’s aesthetic does not reduce the world, but reveals it in ways that inspire reflection and exploration.

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ILFORD REVEALS THE REAL

ILFORD REVEALS THE REAL.


CHAPTER 2 PRESENT

THE NEW ILFORD

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Extracting the Essence The Ilford brand is famous for illustrating the power and simplicity of its black and white imagery. In photography color covers the surface of its subject, but the black and white aesthetic goes deep to reveal character, as in the photographer Richard Avedon’s celebrity portraits. Also, because so much early documentary and photojournalism was done in black and white, we associate it with unadorned realism. Black and white brings a dignity and depth because of its ability to strip down it subject to essentials. Just as “The Soul of Wit is Brevity”, “The Soul of Elegance is Simplicity”. Formal wear such as tuxedoes and evening gowns are classic in black and white. Typography is a study of the subtle possibilities of black and white design. Film Noir is a classic film genre that relies on the suggestive power of black and white. Ilford will utilize the power and beauty of this aesthetic and extend it into an imaginative line of products that captures its essential elegance.

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PORTRAITS ROGER Occupation: Retiree Age: 60

• Traveled

extensively for business, now enjoys frequent leisure travel

Documents his journeys with photos

Reads books and magazines about his hobbies

Takes classes to stay informed and up-to-date

Active lifestyle

Upgrades his cell phone every year

Posts regularly on Facebook

Visits his grandchildren several times a year

JANE Occupation: Artist Age:32

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Always know what she wants

Documents her life with photos

Gets inspiration from everything around her

Enjoys the crafty feeling from films

Goes to exhibitions twice a month

Has solo exhibition once per year

Teaches in art school

Seldom uses digital cameras


CHAPTER 2 PRESENT

THE NEW ILFORD

JOHN Occupation: Blogger Age: 26

STACY Occupation: Professional Photographer Age: 28

Her first camera was a gift from her father

Travels frequently for business

Organized lifestyle

Part time college instructor

Posts photos regularly on Flickr

Subscribes to photography magazines

Likes outdoor activities

Likes to explore new photo styles

Upload photos every day on his blog

Surfs the Internet constantly

Stays home except for conducting blog research

Updates his computer very often

Interested in newest inventions

Reads and learns new skills from internet

Always has plenty of new ideas

Photography is a tool for him

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MORGAN

• Likes to hangout with friends

Occupation: Art school student Age: 23

• Holds a photography workshop with friends

• Documents her trip with photos • Collects old cameras • Likes sports • Camps two times a year • Takes classes to keep informed and up-to-date

DAVID Occupation: Novelist Age: 30

• Loves to observe people • Shops and visits café shops frequently • Very patient • Photography is one of his hobbies • New father • Reads books and magazines daily • Likes indoor activities • Likes puzzle games


CHAPTER 2 PRESENT

THE NEW ILFORD

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ILFORD REVEALS THE REAL

IN THE Where Ilford has been to...

PAST


CHAPTER 2 PRESENT

THE NEW ILFORD

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ILFORD REVEALS THE REAL

Where Ilford ahead to...


CHAPTER 2 PRESENT

THE NEW ILFORD

IN THE FUTURE

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ILFORD REVEALS THE REAL

Dirk Bogarde, actor and novelist, 1921–1999


CHAPTER 2 PRESENT

THE NEW ILFORD

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ILFORD REVEALS THE REAL

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CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

ILFORD’S BRAND IDENTITY IS BASED ON MOTIFS OF ELEGANCE AND SIMPLICITY. Ilford cuts away the clutter and superfluous to uncover the authentic beauty of its newest products and designs.

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IDENTITY DESCRIPTION In the past, Ilford was known primarily for its technical excellence. Our new design unveils a deeper dimension of the brand, which is its ability “To Reveal the Real.” Ilford cuts away the clutter and superfluous to uncover the authentic beauty of its newest products and designs.


CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

This is the design for the new ilford with fresh look and concept: reveals the real.

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ILFORD REVEALS THE REAL

Anatomy of the Logo CLEAR SPACE

The angle of the line represents a light which guides our audience to explore the essence of their lives. The “I” symbolizes simplicity and the slash is inspired by the shutter of a camera. 0.25X

The wordmark uses lower case typography which is in-

1.5X

formal and conveys a feeling of friendliness. The typeface Avenir, French for future, is an early san serif with a geometric design and expresses Ilford’s blending of the traditional and the experimental.

0.5X

The Ilford signature system is used to identify and unify all of the denomination’s communications efforts and ultimately to build and strengthen the brand identity. The are two components to the new Ilford logo:

5X

• The “i” symbol • The Ilford wordmark The minimum required clear space is 1.5 distances of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.)

0.5X

X 1.75X

4.25X


CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

Alternative LOGO versions There are three official formats for the Ilford logo. One primary format (a) with two secondary formats (b, c). Both the “i” logo with out “Ilford” (b) and the Ilford wordmark (c), can be used on letterhead, memos, envelopes and website. The primary logo, the “i” with “Ilford” (a) can be used for all other print materials. Any other application requiring an alternate size should be reviewed by corporate community.

This format may be used in long horizontal spaces such as signages, banners and web sites.

The primary format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the “Ilford” name.

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Sizing There are three standard sizes for the Ilford signature. Primary Logo: The Standard size logo (1), to be used on the face of high-level collateral (brochures and folders); and a

*Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width. Minimum sizes for each of the brandmark versions are showed on the graphics.

thumbnail version (2, 3), for use on smaller collateral such as a Business card or for use with an address line. Due to limitations of size or media, certain situations might prevent the use of the Ilford signature (1) entirely — in these situations, the Primary Logo always be used.

Ilford signature (a) Standard Size (100%)

Ilford signature (b, c) Thumbnail Size (100%)

H: 60mm

H: 35mm

H: 13mm

W: 35mm

W: 13mm

W: 30mm

H: 10mm

H: 4mm

H: 10mm

W: 17mm

W: 10mm

W: 4mm


CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

Use of color When reversed out of black, the signature must be white only. The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Ilford logo or a signature. The preferred form of the Ilford signatures is black color on a white background.

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Color system Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Ilford. There are two approved color palettes: a primary palette and a secondary palette. They are based on the Pantone Matching System®. If Pantone® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most

Pantone coated: Black 7 C

Pantone coated: 7541 C

recent version of the Pantone® color formula guide should

Pantone uncoated: Hexachrome Black U

Pantone uncoated: 7541 U

be used for matching Pantone® and CMYK color values.

Pantone matte: 426 M

Pantone matte: 7541 M

C: 0 M: 0 Y: 0 K: 95

C: 0 M: 0 Y: 0 K: 0

R: 13 G: 13 B: 13

R: 255 G: 255 B: 255

HEX: 0D0D0D

HEX: ffffff

Pantone coated: 607 C

Pantone coated: 452 C

Pantone coated: 319 C

Pantone coated: 7459 C

Pantone uncoated: 607 U

Pantone uncoated: 5855 U

Pantone uncoated: 319 U

Pantone uncoated: 633 U

Pantone matte: 608 M

Pantone matte: 452 M

Pantone matte: 319 M

Pantone matte: 7468 M

C: 0 M: 0 Y: 33 K: 5

C: 0 M: 5 Y: 33 K: 35

C: 70 M: 0 Y: 30 K: 0

C: 88 M: 33 Y: 22 K: 0

R: 245 G: 236 B: 185

R: 166 G: 157 B: 111

R: 26 G: 188 B: 189

R: 0 G: 138 B: 169

HEX: f5ecb9

HEX: b8b596

HEX: 1abcbd

HEX: 008aa9


CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

Background Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the signature and the preferred color application of the signature.

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Incorrect use An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Polaroid symbol, logotype and signature. STRETCH

2D

SHADOW

OUTLINE

ALTER THE PERSPECTIVE

FEATHER

CHANGE PROPORTION

USE OTHER COLOR

GRADIENT


CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

Identity typefaces Avenir 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

95 Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Walbaum Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988, and released by Linotype GmbH, now a subsidiary of Monotype Corporation. The name Avenir is French for “future,” and takes inspiration from early geometric sans-serif typefaces Erbar (1922) designed by Jakob Erbar, and Futura (1927) designed by Paul Renner. Frutiger intended Avenir to be a more organic, humanist interpretation of these highly geometric types. While similarities can be seen with Futura, the two-story lowercase a is more like Erbar, and also recalls Frutiger’s earlier namesake typeface Frutiger.

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Use of type Use of appropriate type styles and sizes is critical to readability and uniformity. As a general rule, a serif face (Walbaum, for example) is more readable in large blocks of text. A sans serif face (Avenir for example) is highly appro-

All body copy used in publications must be set in a minimum of 7 point type size. This will ensure that readers will be able to read materials with as little difficulty as possible. justified text settings are recommended for all Polaroid material to ensure normal word spacing.

priate for headlines, subheads and otherapplications that contrast with body copy. The minimum type size for body copy in publications is 7 point.

IDENTITY

24/24 Avenir 95Black as heading

Anatomy of the Logo

12/15 Walbaum Italic as sub-heading

The angle of the line represents a light which guides our

7/11 Walbaum Roman as body copy

audience to explore the essence of their lives. The “I” symbolizes simplicity and the slash is inspired by the shutter of a camera. The wordmark uses lower case typography which is informal and conveys a feeling of friendliness. The typeface Avenir, French for future, is an early san serif with a geometric design and expresses Ilford’s blending of the traditional and the experimental. The Ilford signature system is used to identify and unify all of the denomination’s communications efforts and ultimately to build and strengthen the brand identity. The are two components to the new Ilford logo: • The “i” symbol • The Ilford wordmark

6/9 Walbaum Roman as notes


CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

Collateral Common letterhead, envelopes, and business cards help to reinforce the visual identity of Ilford in day-to-day business transactions. Graphic designers may also access downloadable EPS templates in order to prepare their own sationery files.

ILFORD IMAGE CORPORATION TEL 415-613-6869 FAX 415-322-4901 660 Bush Street San Francisco, CA 94108

ILFORD IMAGE CORPORATION TEL 415-613-6869 FAX 415-322-4901 660 Bush Street San Francisco, CA 94108

GRAPHIC DESIGNER CHIN-CHEN CHUANG 415-613-6869 660 Bush Street San Francisco, CA 94108

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CHAPTER 3 IDENTITY

I L F O R D V I S U A L S TA N D A R D S

A GREAT GREAT PHOTOGRAPH PHOTOGRAPH IS IS A A A FULL EXPRESSION EXPRESSION OF OF WHAT WHAT ONE ONE FULL FEELS ABOUT ABOUT WHAT WHAT IS IS BEING BEING FEELS PHOTOGRAPHED IN IN THE THE DEEPEST DEEPEST PHOTOGRAPHED SENSE, AND AND IS, IS, THEREBY, THEREBY, A A TRUE TRUE SENSE, EXPRESSION OF OF WHAT WHAT ONE ONE FEELS FEELS EXPRESSION ABOUT LIFE LIFE IN IN ITS ITS ENTIRETY. ENTIRETY. ABOUT —ANSEL ADAMS

Ansel Adams, American photographer and environmentalist, 1902–1984

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CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

EXTENSIONS— SURPRISES BENEATH THE SURFACE Ilford goes beyond technical innovation to dramatic disclosure of structure and function.

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ILFORD EXTENSIONS beyond the photography


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

UNSEEN

SEEN

INTERNAL

EXTERNAL

Self / things build people’s minds

Outside / share with the world

Ilford Education Center

Online Community

App

Virtual Gallery

Ilford Interactive Museum

Inspiration Products

ILFORD STORE

Experience Sharing Events ex: art exhibition The Ilford Awards to Real Heros

ex: games, books The Cinema of Revelation

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Ilford Education Center The center provides instruction and information regarding the latest products for visual reproduction including photography, video, laser imagery and digital graphics. The center’s staff will demonstrate how to improve your existing techniques and learn new methods of visualizing and depicting your artistic visions utilizing Ilford revolutionary app’s and newest technology. Ilford is dedicated to helping our customers achieve their creative potential.

Some products which you could buy in the store. Pictures are showing the environment where people can do discussions and learn skills. Customers also could leace their books here for exchange activity.


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

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Inspiration card set A fifty card set that will help our fans and costumers to extend their perspectives and reframe their focus to enhance their creativity and generate new concepts in design.

IDEA1 inspiration card set

2012

Card’s front

Card’s back

On the back of these cards will shows some ideas about layout of great photos


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

Ilford Interactive Museum In the museum, we collect a lot of “games,” which are visual experiences (how you see things). The exhibition includes the introduction of history of photography, phantom principle, the experimental images, and interactive image games…and so on. The main idea of this museum is to increase the possibilities of people’s imagination and help audiences get some inspirations.

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CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

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ILFORD REVEALS THE REAL

Online Community + Virtual Gallery Ilford online community is a virtual community that exists online whose members enable its existence through taking part in membership ritual. Users may create a personal photo profile; add other users as friends and exchange messages and photos. To estab-

Our website could be link to our other services. Basically, it contains most information about our brand. In addition, it also provides a convience way to use our services. You could book the tickets, make appointments with our tutor and have online chat with them.

lish this community, Ilford needs to create the most engaging online photography space on the Internet. Virtual gallery is part of our online community. Our member could upload their photo and create their own pages for their photos. Every year we will hold a competition, and we also provide some rewards for the winners. The reward includes store coupon or prize, which can encourage people to share with others. visit: www.newilford.com

The background of main page is a slideshow, and it will keep loop while you are on the site. The “gallery� link could lead you to our gallery site immidiately.


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

News page will upload most recent news about exhibitions, upcoming events, new products or techniques... and so on.

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When you click the year button, the information will show up.


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

In our virtual gallery, the site will radomly show others’ works. You can’t use search here, because we hope you to explore the world by accidents. When you click the thumbnail, the brief information will show up. If you’re interested in the artworks, you could go to their profile page by click “check it out” button.

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2012 The Ilford Awards to Real Heros Ilford will honor contemporary heros who make outstanding contributions to our society, but who often go unrecognized for their achievements. Firefighters, policemen, teachers and ordinary citizens who work and sacrifice for the greater good but do not receive the attention they deserve. They are not sports stars, celebrities or public figures but they are the real heros who daily give of themselves to make this a better world and Ilford will reward them with a grant to support their efforts or will make a donation to the charity or non-profit of their choice.

Real Heros


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

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CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

Ilford Store and Gallery In addition to our product line, the Ilford store will offer artifacts and gift items from a variety of designers and artists whose work exemplifies our brand themes of discovery and revelation. We will also feature an exhibition of a selected artist such as Richard Avedon whose black and white portraits reveal the character and personalities of individuals ranging from criminals to celebrities.

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The Cinema of Revelation Ilford sponsors a yearly film festival that spotlights films which inspire viewers to examine and explore the deeper meanings, relationships and motivations in their lives. Our selections include Inception, The Matrix, The Truman Show, Eternal Sunshine of the Spotless Mind and Paprika. These and similar films provide unique perspectives on the dimensions of human experience.

Festival Pass

2012 SEP28 – OCT13

PASS 1 st Ilford film festival


CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

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Poster

2012

SEP28 – OCT13 London, UK

Film festival guidebook

SEP28–OCT13 FILM GUIDE INCEPTION • THE MATRIX • THE TRUMAN SHOW • ETERNAL SUNSHINE OF THE SPOTLESS MIND • PAPRIKA

INCEPTION • THE MATRIX • THE TRUMAN SHOW • ETERNAL SUNSHINE OF THE SPOTLESS MIND • PAPRIKA

newilford.com/realshow

1 ST ILFORD FILM FESTIVAL

2012


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Ticket: Front and back 1 st Ilford film festival

2012

SEP 31

7PM Real Theater, London, UK


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BEYOND THE PHOTOGRAPHY

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ILFORD REVEALS THE REAL

PHOTOGRAPHY THERE “ IN IS A REALITY SO SUBTLE THAT IT BECOMES MORE REAL THAN REALITY. Alfred Stieglitz, photographer,1864-1946

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CHAPTER 4 EXTENSION

BEYOND THE PHOTOGRAPHY

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Colophon flickr.com google.com ilfordphoto.com wikipedia.com designspiration.net convoy.tumblr.com ffffound.com Special thank to Yifei Gu yifeiimage.net Contact Academy of Art University Graphic Design School GR_604: The Nature Of Identity Chin-Chen Chuang 02730422 chuang102@hotmail.com


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B E N E AT H T H E S U R FA C E ILFORD BRAND IDENTITY GUIDELINES


Beneath the surface