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BRAND GUIDELINES


CONTENTS


BIRTH OF A BRAND

05

brand story brand mission core attribute BRAND IDENTITY 13

name & tagline signature exclusion zone minimum size correct usage incorrect usage VISUAL ELEMENTS 29

typography color palettes photography APPLICATIONS 41

stationeries event banners advertising website APPENDIX


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BIRTH OF A BRAND 7


brand story

8


In 1995, Manny Silvia and his family migrated to the United States in search of a new beginning. After arriving in the U.S., he and his family struggled to adapt to the new life. They felt lost and confused as they didn’t have anyone to help them with filling out paperworks, finding proper college, finding employments and has no access to transportation. After a few years of struggles, he and his family finally adjusted to their new life as they managed to fight through adversity. Using his own personal experience, he decided to create a non-profit organization where he is able to help other immigrants who are going through the same struggles that he had once endured. This organization provides new immigrants with the proper tools and information to help speed up the paperwork process with efficiency. They offer service such as transportation, translation, filling out paperwork, finding jobs and education placement.

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brand mission

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We are commited and motivated to reach out to immigrants and provide them with accurate and useful information. With integrity and trust, we hope to guide our customers to a successful and bright future.

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core attribute HOPE Hope is essential to our customers. Their hope is simple, to have a sense of security and comfort in a new country. By making their hope become our hope, we can give our customers a reason to look forward to a new beginning.

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13


14


BRAND IDENTITY 15


name & tagline

16


ELLIS

Follow Our Lead

When picking out the name of this brand, two most important factors are the instant recognizability and the relatability. The name Ellis, which originated from the Ellis Island, represents a historical place that many immigrants can relate and identify with.

The tagline “Follow Our Lead� represents Ellis’s dedication and motivation in leading our customers to the right path and settling them on the track to being self-sufficient in their new country.

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18


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signature The brand signature is consisted of the symbol and the logotype. The symbol is a representation of the Ellis Island, in which our customers can easily identify with. The signature mirrors the shape of a stamp which is one of the most important components for immigrants when filling out paperworks. The signture is Ellis’s main identifier and should appear on every communication application.

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21


exclusion zone 2x

2x

2x

2x

A minimum clear space has been created surrounding the logo to avoid it being crowded or overpowered by other graphics or texts.

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Clear space should always be equal or greater than the x-height as defined by the height of the logotype.


minimum size

To maintain maximum legibitlity, the logo must be at least .75� in height. Logo has been modified at this size to maintain legibility.

1� in height is the recommended size for A4 literature. Logo has been modified at this size to maintain legibility.

1.5� in height is the recommended size for A3 literature. 23


correct usage

To maintain the integrity and maximum clarity, the standard Ellis orange logo should be used on white background whenever possible.

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When used with black background, the Ellis orange version is preferred.


When reversed out, the signature must only be white.

When used with photography, the photography must be in light grayscale and only the standard Ellis orange should be used.

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incorrect usage

Signature cannot be distorted out of proportion or tilted at different angles.

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Signature cannot be used with warm color palettes as it will affect the legibility and clarity.

Signature should never be outlined or recolored to a non-approval color.

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28


VISUAL ELEMENTS 29


typography Rockwell was chosen as the primary typeface due to its strong and bold characteristics. The usage of this typeface is very restricted and minimal which goes well with the uniqueness of the brand’s symbol. Gotham is being used as the secondary typeface for its clean, modern and sophisticated characteristics. These characteristics resulted in high legibility that will serve well for body copy of literatures.

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ROCKWELL

ABCDEFGHIJKLM N O P Q R S T UVW XY Z 0123456789 abcdefghijklmnopqrstuvwxyz

0123456789

GOTHAM

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz

0123456789

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rockwell usage rockwell

Modification

ellis rockwell

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ROCKWELL BOLD Size: 18pt and up

HEADLINE EXAMPLE ROCKWELL REGULAR Size: 12-16pt

SUBHEADLINE EXAMPLE

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gotham usage GOTHAM LIGHT Size: 9-12pt Gotham light is mainly used for the body copy.

GOTHAM BOOK Size: 9pt and up Gotham Book is mainly used for web.

GOTHAM BOLD Size: 9-16pt Gotham bold is mainly used as call out or to emphasize important information.

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integration LOREM IPSUM WHAT IS LOREM IPSUM? Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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color palettes PRIMARY PALETTE Orange is the primary color of Ellis. The use of this color in other areas should be moderate and should not overpower the Ellis symbol. The vibrant and energetic color represents a light guiding our customer. It also helps position Ellis away from its competitors. Black and white can also be used for logo primary color when Ellis Orange is not being used.

ELLIS ORANGE

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ELLIS BLACK

C=0

R = 241

C = 100

R=0

M = 79

G = 93

M = 100

G=0

Y = 100

B = 34

Y = 100

B=0

K=0

HEX# F15D22

K = 100

HEX# 000000


SECONDARY PALETTE The secondary palette colors are designated to a specific type of service that Ellis provides. These colors should never be used as primary colors.

ELLIS GREEN

ELLIS BLUE

C = 59

R = 108

C = 100

R=0

M=0

G = 179

M =44

G = 121

Y = 100

B = 63

Y=0

B = 193

K=7

HEX# 6CB33F

K=0

HEX# 0079C1

ELLIS VIOLET

ELLIS PURPLE

C = 89

R = 73

C = 37

R = 133

M = 98

G = 47

M = 100

G = 12

Y=0

B = 146

Y=0

B = 112

K=0

HEX# 492F92

K=2

HEX# 850C70

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photography Photography is a powerful tool and an essential part of our brand. It helps communicate our brand values and serves as an inspiration for our customers. Ellis photography should always be in black-and-white as they evoke a stronger message. The images should convey positive emotions, a sense of hopefulness and be diversed.

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39


42


APPLICATIONS 43


event banners

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advertising

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APPENDIX


LOGO

ellis_original.ai ellis_minimum.ai ellis_a4.ai ellis_inverse.ai

PHOTOGRAPHY

statue_of_liberty.jpg mother_child.jpg african_man.jpg ellis_museum.jpg father_child.jpg diverse.jpg

elder_woman.jpg group.jpg child.jpg student.jpg rally.jpg

APPLICATIONS

stationeries.psd business_card.psd event_banners.ai event_banners.psd advertising.ai

advertising2.ai busstop_ads.psd website.ai website_ipad.psd

ellis_distorted.ai ellis_tilted.ai ellis_colored.ai


119 Bearfoot Road, Pomona, CA 01532 T 909.391.6823

F 909.391.6925

W http://ellis.com

Copyright Š 2012 Ellis. All rights reserved.


Ellis Brand Guidelines  

Brand Guidelines

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