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BRAND BOOK


FLUXHAUS B TRYALNEDGBUOI D O EK S

WORK IN FLUX. FLUXHAUS IS NOT JUST A COWORKING SPACE. It’s a hub for creative minds to come together. A think tank for progress and innovation. An incubator for passion projects to evolve into more than just an outlet. An inspiring environment that pumps ambition-filled fuel into it’s members everyday.

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CONTENTS

INTRODUCTION

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FLUXHAUS BRAND

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LOGO

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TYPOGRAPHY

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COLOR

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APPLICATION

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FLUXHAUS

WORK IN FLUX.

B RAN D BOOK

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INTRODUCTION

WHY IS THIS GUIDE IMPORTANT? The Fluxhaus Style Guide is designed to give a holistic overview and understanding of the Fluxhaus brand. It is also intended to act as a tool for anyone delievering the brand across printed materials, environmental materials within the space, and on the web. The content in this guide is what supports the visual essence and personality of the Fluxhaus brand, as well as explains important communication strategies within. All components work together to reinforce the mission of Fluxhaus visually, but most importantly as a collective community. Following this guide emphasizes and expresses the collective vision of those that believe in ‘Working in Flux’.

SPACE+BRAND

WHY FLUX?

The Fluxhaus branding was developed simultaneously with the development of the spatial design, creating a cohesive and complimentary relationship between both aspects of the visual language.

FLUX (N): CONTIUNOUS CHANGE The concept of flux, in addition to the word’s usage in the brand name itself, relates to and has influenced the brand in many modes. The first being to reflect the evolving energy that is created within the space and those occupying it. The members of Fluxhaus are dynamic and diverse, which causes the vibe of the space to change upon each visit. It also abstractly represents the work/life merge that is happening today, due to the constantly connected modern workplace.

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FLUXHAUS B RAN D BOOK

THE FLUXHAUS BRAND

BRAND VISION A cutting edge and forward thinking coworking space that paves the way for both the future of coworking and the modern workplace itself. Targeted specifically to inspire and motivate progressive creative professionals in the city of Cincinnati.

BRAND VOICE The Fluxhaus voice aims to light a fire filled with ambition, inspiration and creativity within each of it’s members. It accepts the unconventional, embraces risk, and devotely supports those working within the Fluxhaus walls. This encouraging and action provoking tone of voice is aimed to be a voice of motivation and momentum when needed the most.

BRAND ATTRIBUTES Brand attributes embody and represent the image Fluxhaus aims to portray as well as it’s mission as a space and organization.

AMBITIOUS S TA B L E W E LC O M I N G E VO LV I N G T E C H - BAS E D C O L L A B O R AT I V E F LU X

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FLUXHAUS MOOD+PERSONALITY

Inspriational imagery that helped to set the look, tone and feel across all aesthetic modes including interior design and identity strategies.

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PRIMARY LOGOMARK Every aspect of the Fluxhaus logomark has been carefully considered to create clear communication strategies.

The Fluxhaus logomark is the core of the Fluxhaus identity. It reinforces the feeling of stability, technology, and collaboration, and its components become modular for different communication devices.

SECONDA RY BACKGROUND T RE AT MEN T S

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LOGOMARK CONSTRUCTION

A X-HEIGHT

Every aspect of the Fluxhaus logomark has been carefully considered to create clear communication strategies.

The x-height created by the captials of the wordmark for Fluxhaus set the and grid for the format for the rest of the components of the mark.

B HAUS ICON The haus icon was developed not only play into the brand name, but also add a level of recognizable warmth by harkening back to a symbol that resononates the feeling of stability across a wide audience of viewers.

C

A

D

B

E

C REPLICA TYPEFACE The typeface Replica was chosen for its classic and traditional inspired construction in relationship to it’s quirky, yet considered nuances. The contrast of the two weights adds a level of dimension to the logo, and empahsis on different components.

D CONSISTENT TIES The typeface Replica was chosen for its classic and traditional inspired construction in relationship to it’s quirky, yet considered nuances. The contrast of the two weights adds a level of dimension to the logo, and empahsis on different components.

E OCR B TYPEFACE The typeface Replica was chosen for its classic and traditional inspired construction in relationship to it’s quirky, yet considered nuances. The contrast of the two weights adds a level of dimension to the logo, and empahsis on different components.

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LOGOMARK CLEAR SPACE Logomark clear space dictates the amount of invisible cushion that should exist to give clear readabilty and breathing room.

0.5X

0.5X

0.5X

0.5X

X

0.5X 0.5X

ALTERNATE LOCKUPS The Fluxhaus logomark allows for using components as extractable and modular elements for different communication devices. F u l l Locku p

M od i f i ed

E xtractab l e Ident i ty E l ements

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MINIMUM SIZING There is no maximum size limit for the Fluxhaus logomark, or it’s extractable identity components. This is to accomodate the use the mark in context of environmental graphics within the Fluxhaus space.

0.5 in.

Minimum sizes are determined to be placed on printed materials as small as pamphlets, business cards, or stickers. Logo or extractable elements should not be scaled any smaller than shown. 0.3 in.

0.2 in.

0.3 in.

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TYPOGRAPHY Replica is used both in the Fluxhaus logo, as well as in all capitals to express bold statements and provide a header treatment across brand materials. Q U I R K Y, B O L D , S TA B L E

REPLICA BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ REPLICA LIGHT ABCDEFGHIJKLM NOPQRSTUVWXYZ

OCR B is to be used as a subheader treatment, or in isolation from other brand typefaces. T E C H Y, S Y S T E M AT I C , L E G I B L E

Berthold Akzindenz Grotesk is used in two different weights for all body copy that may span over the length of two sentences. CL A S SIC , R E A DA BL E , F P O T E X T

OCR B ABCDEFGHIJKLM NOPQRSTUVWXYZ

Berthold Akzidenz Grotesk Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Berthold Akzidenz Grotesk Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

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TYPOGRAPHY EXAMPLE+ COMPOSITION

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COLOR PALETTE

Black and White are the core colors of the Fluxhaus brand, with Flux Teal used as an accent color. Black and white were chosen to provide a modern/contemporary foundation, while allowing Flux Teal to give a warm and edgy touch.

BLACK

WHITE

FLUX TEAL

CMYK 0/0/0/100

CMYK 0/0/0/0

CMYK 45/0/24/0

RGB 0, 0, 0

RGB 255, 255, 255

RGB 140, 255, 194

COLOR DISTRIBUTION Graphic to the right illustrates accurate proportions in which the Fluxhaus brand colors should be used.

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ONE COLOR LOGOMARK

The Fluxhaus logomark may be used in a one color treatment if necessary, using only the brand colors black, white, or flux teal.

POSITIVE

NEG AT I V E

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APPLICATION

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