A brand is an someones feeling about a company. It is the goal of the brand guidelines to build the brand by ensuring consistency and coherence in Roland Collectives visual identity in order to build trust and clearly communicate our message with our audience.
(Section 1)
The Brand
Overview
Roland Collective delivers tailored digital marketing solutions designed to meet the unique needs of each client. Our branding reflects the same level of consistency and professionalism that we bring to our services.
As an innovative and results-driven agency, we focus on providing seamless marketing solutions that help clients streamline their efforts and achieve a cohesive brand presence.
Key Values
These words represent the various aspects of Roland Collective’s creative process, services and values. The ideas that surround these words should be prioritized during copywriting and other forms of brand messaging in order to create a unique but cohesive presense from client to client.
Balance Clarity Impact
“We help elevate your brand with a clear, cohesive, and results-driven digital marketing approach.”
Key Message
Voice Engaging
Voice defines the tone in which marketing communication should be written in. Unifying the brands voice ensures that the written language that is used matches the visual language of the brand. This helps ensure that Roland Collective meets all expectations that may have been created through marketing.
Our tone is friendly and approachable, inviting conversation and fostering genuine connections. We aim to create a welcoming environment where clients feel comfortable sharing their needs and collaborating with us to find solutions.
Inspiring
We use a motivating tone that encourages clients to think bigger and take bold steps in their marketing. Our words should empower them to embrace new approaches. The goal is to convey the excitement of achieving great results together.
We speak with a focus on finding the right answers and providing effective solutions. Every message should emphasize how we can improve outcomes for our clients. Our tone conveys that we are always ready to take action and deliver results.
(Section 2)
The Logo
Logo Anatomy
The Roland Collective logo embodys the values and goals of Roland Collective. It was made to be a clear yet unique stamp of the brand that would be easily recognizable across the various marketing applications.
CONNECTION
The chain links show connection between RC and its clients
FLOW
the winding shape in the negative space show flow and continuation
ROLAND
the right side of the logo mark creates an R
COLLECTIVE
the left side of the logo mark creates a C
Primary Layout
The horizontal layout should be used whenever possible. This is the main logo for the brand and should become the most recognizable through its repeated use.
Vertical Layout
The vertical layout should be reserved only for instances where the horizontal format would be illegible or not compliant with the materials formatting.
White Logo Mark
White lines over a dark background appear thicker than dark lines over a white background. To combat this constraint, the white RC logo mark has been created thinner than its darker counterpart. Although it may appear the same when side by side, the two logos have been placed on top of one another to highlight this difference.
For this reason, the colored or black RC logo should not be turned white to use on a colored background. Instead, the white logo file should be used.the white logo
Dark Logo White Logo
Minimum Size
The primary horizontal variation should be used for all applications. The exceptions are when the height cannot exceed 25 pixels or .25in or the Roland Collective brand has already been firmly established.
The RC monogram can be used on its own for applications shorter than 25 pixels or .25in or when the Roland Collective brand has already been firmly established.
outlined or silhouetted variations of the logo can be used as a background at large sizes as long as a primary logo is also present.
Safe Space
The logo should have a margin of 1/2 its height on all sides to avoid any confusion of what the logo is.
For all printed material, do not place the logo within .25 inches of any edge to avoid it being cut off during the printing process.
Margin = 1/2 of logo height
(Section 3)
Color & Typography
Primary Colors
The blue color pallete is a visual signifyer of the brand that can become as strong as the logo itself.
Dark blue and soft blue can be used as a background color whereas Roland blue should be reserved as a highlight color.
Tints & Shades
Tints and shades of primary colors can be used when needed as long as text legibility is maintained.
Color & Typography In Use
Primary Typeface
Kanit is a humanistic, sans-serif typeface. It has personable, organic characteristic in its curves and unconventional features yet remains clean and proffesional as a sans-serif.
Kanit should be reserved for headers, titles and large applications, not for body text. All weights of this typeface can be used as long as consistancy is perserved between similar elements. For example: Kanit Semibold for all website headers.
It is ok to increase tracking on all caps Kanit headers.
AaBb
Kanit Regular Kanit Semibold
AaBbCcDdEeFfGg
HhIiJjKkLlMmNn
OoPpQqRrSsTt
UuVvWwXxYyZz
Secondary Typeface
Avenir is a geometric sans-serif typeface with optimal readability. This typeface works well across both print and digital applications. Avenirs geometry contrast Kanit’s while remaining extremely modern and proffesional.
Avenir should be used for all body text and some sub-headers when they will be contrasting Kanit headers. Avenir should also be used for all buttons.
AaBb
Avenir Roman Avenir Bold
Typography In Use
An example of various weights of each typeface being used together.
Case Study
COHESIVE BRANDING
EMG is an AC and heating maitenance company. Our goal was to increase their brand visibility by creating a website that spoke to their qualities.
READ MORE
Avenir Medium
KANIT MEDIUM
Avenir Medium Avenir Medium Avenir Medium Avenir Medium Avenir Medium Avenir Medium Avenir Medium Avenir Medium Avenir Medium Avenir Medium
