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CONTENTS
SECTION 1
THE BRAND
PAGE 4
SECTION 2
RATIONALE
PAGE 5
SECTION 3
PRIMARY LOGO
PAGE 6
SECTION 4
CLEAR SPACE
PAGE 7
SECTION 5
COLOUR VARIATIONS
PAGE 8
SECTION 6
LOGO USAGE
PAGE 10
SECTION 7
TYPOGRAPHY
PAGE 12
SECTION 8
COLOUR-PALETTE
PAGE 13
SECTION 9
PICTORIAL REFERENCE
PAGE 14
THE BRAND This personal brand is based on a contemporary look, with a minimal style. The reason why the brand contains vibrant gradients is to keep with the 2020 graphic design trend. The high contrast between the colours in the brand tend to make it more recognizable and also eye-catching for the general public.
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R AT I O N A L E The icon of the logo represents my initials, which are DB. The logo symbolises myself as a person, as the style is quite minimal and simple, yet impactful. The reason why I chose vibrant colours for the logo is to make it more eyecatching and because bright colours resembles fun, joy and excitement. I want my brand to be as engaging and remarkable as possible.
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P R I M A RY LO G O
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C L E A R S PAC E The clear space helps to ensure a clear and clean logo presentation. The clear space has to be of at least 3D, where D is the vertical height of the word “Danica”. No text or other graphic elements should be placed inside the clear space.
D= “Danica” vertical height 3D= Minimum size of clear space
3D
D
D
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C O LO U R VA R I AT I O N S
RGB
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CMYK
Pantone
Grayscale
Monotone
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LO G O U S AG E Correct logo usage The standard colour version of the logo is always preferred, however there may be some cases where a reverse colour of the logo has to be used. With any bold solid colour or a bold gradient background, a white version of the logo can be used. The black logo version and the colour version logo can be used when it is placed over a pale/white background. The white version logo can be used over dull, black and white images.
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Incorrect logo usage The logo cannot be streched or compressed and the font cannot be changed. Any frames or borders are not adequate for this logo and no other elements can be implemented. The logo cannot be rotated and one must not remove elements or text. Furthermore, one cannot add any strokes or drops shadows to the logo. The logo cannot be changed to italics or change the font weight. The full logo cannot be resized to a very small scale as some words won’t be legible. Lastly, the ratio of the logo cannot change, as well as the spacing.
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TYPOGRAPHY The typeface used for my logo is Geometria. This is a clean sans serif font, and I used this font as it is legable even from a small scale. The font is used for the whole brand, and various font weights was used including geometria bold, geometria regular and geometria medium.
Geometria 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 Geometria 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 Geometria 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
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C O LO U R PA L E T T E The main colour used for the logo is the blue-purple gradient. This kind of colourscheme was used as the vibrant gradient make the brand more recognizable and visually pleasing. For the stationary pack of the brand, a dark grey is used for the text and titles. The charcoal grey compliments well with the colours of the gradient.
RGB
#00e8ff #7800ff
#2b2b2b R: 43 G: 43 B: 43
CMYK
#62cbe6 #6652a3
Pantone
#2b2c2b R: 43 G: 44 B: 43
Pantone 115-11 C Pantone 91-13 C
Pantone 179-15 C #333333
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Stationary
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Merchandise
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Signage
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FO R A N Y QU ER IES SEND AN EMAIL ON dani ca b org 9 9 @ g m a i l .com
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