Deadgood Branding Guidelines by Deadgoodltd

> BRAND GUIDELINES

This is >

ÂŠ Deadgood Trading Limited 2014

A guide to the basic elements that

COLLECTION

PRODUCT

PAGE

A DEADGOOD INTRO

WHO WE ARE

ASSETS

LOGO

IDENT

PHRASES

TYPEFACE

PALETTE

ILLUSTRATIONS

PHOTOGRAPHY

PARAGRAPHS

STATIONARY

PROMOTIONAL MATERIAL

PRODUCT BRANDING

PACKAGING

VINYL

THE RULES

make up the Deadgood brand. Have a read, it will help you get to know us a bit better.

HOW THEY GO TOGETHER

AND FINALLY

3 © Deadgood Trading Limited 2014

Everything we do is > Our vision is to develop one of the world’s leading furniture design brands. Our mission is to be the very best we can be in everything we do.

We are dedicated to supporting local communities and economies and use a highly skilled network of British manufacturers and craftspeople to produce our products. Every one of these partners adhere to our high standards and

Our approach is simple.

specifications and share our belief in limiting the impact the production of our

We aim to do things differently, challenge the status quo and align the values on

products have on the environment.

which our business is built with our personal philosophies and beliefs.

We are genuinely interested in making a difference. Over the last ten years we

The beating heart of our company ethos is the word ‘collaboration’. If it wasn’t for

have been fortunate enough to find an audience of people who share our beliefs,

the strength of the relationships with every one of our creative, operational and

a client base who have all played their part in helping us on this journey.

strategic partners then Deadgood would be nothing more than a bright idea on

These people are the ones who are helping us answer some extraordinary

the back of a beer mat.

questions of ourselves.

Our dedicated team includes a tight knit roster of unique individuals, working

We like being Deadgood and hope you do too.

both in house and beyond. We believe in nurturing the next generation of great British designers. Over the years our family has grown to feature a host of

Dan Ziglam & Elliot Brook, co-CEO’s, March 2015

exceptionally talented people of whom we are justifiably proud to be associated with.

4 © Deadgood Trading Limited 2014

> OUR CLIENTS

Amazon

The Core

Imperial Tobacco

Philips

ASK Restaurants

Clydebuilt Bar & Kitchen

JD Wetherspoon

Red Bull

BBC

Deutsche Bank

KPMG

Sage

Baltic

Drygate Brewery

Liverpool University

Starbucks

Benugo

Ernst & Young

Manchester Airport

Telephonica Digital

BMW

Falmouth University

Manchester University

Toffee Factory

Brewdog

Giraffe Restaurants

Marks and Spencer

Tyneside Cinema

British Council

Google

MusicSlashArt

Virgin Trains

Burrito Mama Restaurants

Gordons LLP

The National Gallery

Wahaca Restaurants

Building Schools for the Future

Holiday Inn

NHS

Watergate Bay Hotel

Butlins

Holland Park School

Northumbria University

We Work

Cathay Paciﬁc

HSBC

Nudo

Workspace Group

City & Islington College

Ibis Hotels

Owners Direct

Yo!Sushi

5 © Deadgood Trading Limited 2014

Say hello to our logo

Our logo is the foundation of our brand. Just like a precious stone, you must handle our logo with care and not abuse it! If it breaks, you pay for it. (Our lawyers say so!)

LOGO

This logo is used for all printed collateral including all printed publications, advertising, posters, flyers, vinyl and product packaging. It is also to be used for all screen work, including websites, banners and presentations. This logo is available in black, white or grey.

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> 7 ÂŠ Deadgood Trading Limited 2014

How to use it...

As a creative bunch of folks, we’re not here to set too many rules, but here’s a guide of what’s Deadgood and what’s not.

LOGO USE

Always leave enough padding around the logo. 99% of the time, use white or neutral backgrounds.

On other occasions, the Deadgood logo can also be placed on a colour or a photo.

Try not to sit the logo on nasty colours!

> >

> 8

Do not use the white logo on backgrounds that are too light or cluttered.

Do not rotate the logo.

> If you’re not 100% that it looks good. It probably doesn’t. Give it a miss!

Don’t add embelishments like drop-shadows, embossings etc. to the logo.

> > 9

Our identity Aside from our Deadgood logo, we also have other ways of showing our personality and heritage.

We want our brand to feel inviting and personable. Our mission is to put the customer experience at the heart of our operation and this symbol gives reference to the work that we do and the relationships we build along the way.

IDENT

This ident can be used in all printed collateral including all printed publications, advertising, posters, flyers, vinyl and product packaging where the main logo may not be appropriate. It is also to be used for all screen work, including websites, banners and presentations. It works well at the bottom of a page or at the back of a document. This ident is available in black or white or grey.

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DEADGOOD PHRASES

As part of our brand and personality, we often use statements involving the ‘Deadgood’ name. You can be as creative and playful with this within reason without being too cheesy! Favourites have included: “Hello, we are deadgood” “Something in this box is deadgood..” “Clerkenwell Design Week is deadgood”

11 © Deadgood Trading Limited 2014

Typeface PRINT

DEADGOOD

AKKURAT PRO

The Deadgood font is our primary font. It’s a softened and playful font, much

Akkurat Pro is our secondary font. It’s a nice, clean and easily legible serif

like ourselves.

font.

Great for use on headers and opening paragraphs.

To be used as the main font for use in headers, paragraphs and use on headers and opening paragraphs.

Aa Aa © Deadgood Trading Limited 2014

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,?!£$&@*) 0123456789

AKKURAT PRO BOLD

AKKURAT LIGHT PRO

Akkurat Pro also comes in bold.

Akkurat Light Pro is the skinny sister of Akkurat Pro. It’s crisp and lighter on

To be used for headers only.

the eye. Great for use in paragraphs and secondary paragraphs after an intro.

Aa Aa © Deadgood Trading Limited 2014

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,?!£$&@*) 0123456789

Typeface ONLINE

ARIAL BOLD

ARIAL

Copy (12px)

Navigation (12px)

HEX #000000

Headers (16px ) HEX #999999

Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,?!£$&@*) 0123456789

14 © Deadgood Trading Limited 2014

CALIBRI Emails (11pt) HEX #000000 [Black]

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,?!£$&@*) 0123456789

15 © Deadgood Trading Limited 2014

A > Palette

C0 M0 Y0 K0

C 0 M 0 Y 0 K 40

C 0 M 0 Y 0 K 100

C 0 M 100 Y 100 K 0

R 255 G 255 B 255

R 153 G 153 B 153

R0 G0 B0

R 204 G 51 B 0

#ffffff

#999999

#000000

#CC3300

Pantone

Pantone Cool Grey 7 U

Pantone 485 EC

Pantone Process Black

PALETTE

RAL 9001 Signal White

RAL 7004 Signal Grey

RAL 9003 Jet Black

RAL 3020 Traffic Red

Here’s our current palette of materials and colours.

Text and Illustrations

Text

Main body of text and illustrations

All combined majestically with a scale of Black Monochrome.

Text or illustrations that are on top of an image or ﬁll colour

Standard Red Working Girl Powder Coated Finish

Standard White Powder Coated Finish

Items of information that can sit in the background and not distract from the main information

Items of information that are not to be missed. Standard Black Powder Coated Finish

16 © Deadgood Trading Limited 2014

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Let me illustrate... For each product, we have a set of illustrations to show off their beauty and characteristics.

PRODUCT ILLUSTRATIONS

Illustrations are used for printed and digital collateral including catalogues, price lists, posters, flyers and vinyl etc. It is also to be used for screen work, including websites, banners and presentations. The illustrations are generally black or white, but can be changed to suit medium. EPS files should be saved in RGB format and set to the #000000.

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Photography All photography needs to be pre-approved prior to use.

CUT OUT

CASE STUDIES

Cut Out shots are used for press, print and online.

Case Study shots show our products being used in live projects. Images not

Lead images for products used online should always be cut out on white #ffffff

taken by Deadgood can only be used if we have the consent to do so. These

background with some light shadows.

images are great for use on internal documents and social media by crediting and tagging the correct persons.

CONTEXT

STYLED SHOOTS

Context shots are great for showing how our products look to scale in real life and

Studio product shots need to be consistant across the collection and should

are great for full spread use or as secondary product images online. These are

be shot on a white background, painted room set or with a colour backdrop.

also great to use on social media

Props can be used to bring the products to life and put them in context. These

These can be varied depending on the character of the product.

should be a reflection upon the product and our Deadgood personality.

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Photography IMAGE EDITING

SOCIAL MEDIA USE

Any images that are edited should be consistent across the collection and any

Representation of imagery on social media needs to be consistent in terms of

use of filters, levels, saturation etc needs to be noted and applied to related

colour, style and quality. Some ad hoc imagery should be used to give a behind

images

the scenes look at the company, personalities and products.

IMAGE SAVING FORMATS

USE OF TEXT

Original images should be saved in TIFF format then edited and saved in the

Text needs to be clear over an area of the image that isnâ&#x20AC;&#x2122;t busy or boxed out

following formats:

overlayed or next to the image.

Full size JPEG - 300dpi

Alignment depends on image and medium.

JPEG - 3000px max width/height - 300dpi For web use - 72dpi Full size square - 300dpi Square for web use - 1200px x 1200px

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How they go together... Here are a few hints and tips for consistent use of typography and alignment in paragraphs and other formats.

Some top things to look out for: Alignment, spacing, typography and asset placement. TITLE

Deadgood Typeface. Generally top left aligned and much larger than the rest of the copy.

DESCRIPTION

Where needed, a secondary header in a smaller font it used to give extra description

PARAGRAPH HEADER

Akkurat Pro Bold, usually in capital letters.

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This is a title OPENING PARAGRAPH This is a description

Akkurat Pro THIS IS A HEADER

SECONDARY PARAGRAPH/MAIN COPY Opening Paragraph Faccusant que molor aut eventiatquis repelique dolut est quis de solendita volore volore venim id

Akkurat Pro Light

excepud andempero cone ideles et am dolorro et anis dest qui.

Secondary Paragraph or Main CopyTeni ressitatur maio eate pligendae militaernam am, exerunt iatinvellaut odiscidit eossundae od ulpa quam dolorupta vendi dolestibea cuscid utem faccus nulpari busaper untiumet et accus quam que iur autenetus.

25 ÂŠ Deadgood Trading Limited 2014

Stationary The rules are farily loose for exact positioning , but some examples are overleaf.

Leave plenty of room for the elements to breathe and include a gutter for consistancy across mediums. Try to avoid widows within text and utilise tables for consistent alignment.

Example A - Pricelist (Print & Screen)

Example B - Sales Order (System Font)

Minimum Table Height: 6.7mm - Cell Text Position: 1.4²mm

Minimum Table Height: 6.7mm -Cell Text Position: 1.4²mm

Deadgood Logo: [R 167, G 169, B172] Size: 22pt

Header: [Black] Size: 22pt, Line Width: 26.4pt

Designer Name: [Black]7pt

Designer Name: 7pt

Main copy: Akkurat Pro, Bold & Light: [Black] Size 8pt, Line Width: 11pt

Line Weight: Black - 0.25pt - Printer Margin: 12.7mm

Gutter Width: 25mm - Header: 6mm

Gutter Width: 25mm -Header: 6mm

Illustration Right aligned

26 © Deadgood Trading Limited 2014

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Stationary Example A - Pricelist (Print & Screen)

Example B - Sales Order (System Font)

Stationary Working Girl Collection

BY DAVID IRWIN

Dimension

Low Stool

450mm (h) x 435mm (w) x 355mm (d)

Medium Stool

635mm (h) x 465mm (w) x 435mm (d)

High Stool

785mm (h) x 495mm (w) x 490mm (d)

Materials

Solid Oak with powder coated, clear lacquered or Chromium Steel frame

Additional Notes

Stackable in quantities of 10

Lead Time

6-8 Weeks

Place of Origin

Birmingham, United Kingdom

> Deadgood Trading Ltd 5th Floor Tru Knit House,

Tyne and Wear, NE1 6UF T +44 (0) 203 371 0214

12345 Page 1 of 1

Working Girl Low

Deadgood Order No. Order Date Purchase Order Ref. Account No. Delivery Date

12345 01/01/2015 ABCD12345 ABC001 01/01/2015

CUSTOMER

DELIVERY ADDRESS

John Smith 123 John Street Liverpool Merseyside L2 5BQ

John Smith 123 John Street Liverpool Merseyside L2 5BQ - 07813683697

Newcastle Upon Tyne

E info@deadgoodltd.co.uk

MINIMUM ORDER QUANTITY

This is not a VAT Invoice

9-11 Carliol Square

Ljubljana, Slovenia

PRODUCT

SALE CONFIRMATION

PRODUCT CODE

LIST PRICE (Ex VAT)

WG1S-

QTY

PRODUCT CODE

1.00

ABC-001-WH

WG1M-

123

Working Girl High

WG1L-

123

FRAME OPTIONS

FINISH CODE

Jet Black (RAL 9003)

01-

Signal White (RAL 9001)

02-

Trafﬁc Red (RAL 3020)

03-

Chrome

04-

Raw (Clear Lacquered)

05-

UNIT PRICE

NET

Working Girl Medium Cross

123.00

739.00

23,123.00

123.00

739.00

23,123.00

123.00

739.00

23,123.00

TOTAL NET AMOUNT

1,230,000.00

Solid Oak Seat - White Frame Floor reference: Ground Floor Zone 123

123

Working Girl Medium

DESCRIPTION

23.00

L5A

Loved Up - Band A Camira Blazer Oak Legs - Main Fabric: Camira Aquarius Aristotle

1.00

SURCHARGES

ABC-001-WH

Working Girl Medium Cross Solid Oak Seat - White Frame Floor reference: Ground Floor Zone 123

23.00

Bespoke RAL

10 units

L5A

Loved Up - Band A Oak Legs - Main Fabric: Zimmer & Rohde Saga 10386565 Floor reference: Ground Floor Zone 123

1.00

06-

ABC-001-WH

Working Girl Medium Cross Solid Oak Seat - White Frame

+10

Floor reference: Ground Floor Zone 123 SEAT OPTIONS

FINISH CODE

Oak

SURCHARGES

23.00

L5A

Loved Up - Band A Camira Blazer Floor reference: Ground Floor Zone 123

FSC Certiﬁed Oak

100 units

+10

Acacia

100 units

+10

Lacquered

100 units

+10

EXAMPLE CODE

WG1S-01-21

Deadgood Trading Ltd

Registered in England No. 06678822

Registered Ofﬁce: 5th Floor Tru Knit House,, 9-11 Carliol Square

VAT Registration No. 938 478 666

Newcastle Upon Tyne, Tyne and Wear, NE1 6UF

E: info@deadgoodltd.co.uk T:+44 (0) 191 261 1277

PAYMENT TERMS: STRICTLY 30 DAYS ON DELIVERY Bank: Royal Bank of Scotland, Branch:64 Fawcett Street, Sunderland SR1 1BB Account Name: Deadgood Trading Ltd Sort Code: 16-32-36 Account No: 10228333 BIC: RBOSGB2L IBAN: GB22RBOS16323610228333

CARRIAGE

50.00

TOTAL VAT

1,230,000.00

INVOICE TOTAL GBP

1,230,000.00

Deadgood Trading Ltd Registered Ofﬁce: 5th Floor Tru Knit House,, 9-11 Carliol Square

Registered in England No. 06678822

Newcastle Upon Tyne ,Tyne and Wear, NE1 6UF

VAT Registration No. 938 478 666

Letterhead Example

> Business Card Examples Deadgood Trading Ltd 5th Floor Tru Knit House 9-11 Carliol Square Newcastle Upon Tyne

My name is Elliot and I’m >

Tyne and Wear, NE1 6UF T +44 (0) 203 371 0214 E info@deadgoodltd.co.uk

Deadgood Trading Ltd Registered Ofﬁce 5th Floor Tru Knit House 9-11 Carliol Square Newcastle Upon Tyne Tyne and Wear, NE1 6UF Registered in England No. 06678822

Dan Ziglam

VAT Registration No. 938 478 666

Deadgood CEO

London & Newcastle, UK

T +44 (0)1234 567 890 E info@deadgoodltd.co.uk W www.deadgoodltd.co.uk

Promotional Material Some basic rules for positioning on stationary, print etc.

CATALOGUE / CASE STUDY / PRODUCT PDF

Any catalogues, case studies or product information PDFs should follow the format of the stationary. The content for these can be a mixture of Deadgood photography and product

Minimum Table Height: 6.7mm - Cell Text Position: 1.4Â˛mm Deadgood Logo: [R 167, G 169, B172], [Black] or [White] Size: 22pt Header: [Black] or [R 167, G 169, B172] Size: 22pt, Line Width: 26.4pt

illustrations. A few things to include: Main copy: Akkurat Pro, Bold & Light: [Black] or [R 167, G 169, B172] Size: 8pt, Title of product and designer name Lead page and context shot Detail shot Each variation or size of product - image, code and product illustration with

Line Width: 11pt Line Weight: Black - 0.25pt - Printer Margin: 12.7mm Gutter Width: 25mm - Header: 6mm Left Aligned - Mixed

dimensions Product Codes, Sizes, Material, List Price (Everything on the pricelist) Upholstery should contain a link to the fabric bands.

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Promotional Material NEWSLETTER

The newsletter is much more playful and loose in terms of alignment, positioning and content. This should have some reference to catalogues/ pdfs but this is not restrictive. This can be a mixture of product, case studies, social media, inspiration, behind the scenes and interviews etc. You can also use logos, symbols and illustrations. Feel free to push the boundaries on creative content and display.

Minimum Table Height: 6.7mm - Cell Text Position: 1.4Â˛mm Deadgood Logo: [R 167, G 169, B172], [Black] or [White] Size: 22pt Header: [Black] or [R 167, G 169, B172] Size: 22pt, Line Width: 26.4pt Main copy: Akkurat Pro, Bold & Light: [Black] or [R 167, G 169, B172] Size: 8pt, Line Width: 11pt Alignment - Mixed

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Promotional Material

34 ÂŠ Deadgood Trading Limited 2014

PRESENTATIONS

LANDSCAPE Minimum Table Height: 6.7mm -Cell Text Position: 1.4²mm Deadgood Logo: [R 167, G 169, B172] Size: 22pt Header: [Black] Size: 22pt, Line Width: 26.4pt Designer Name: 7pt Main copy: Akkurat Pro, Bold & Light: [Black] Size 8pt, Line Width: 11pt Line Weight: Black - 0.25pt - Printer Margin: 12.7mm Gutter Width: 25mm -Header: 6mm

Promotional Material HAND OUTS & ADVERTISING

> Content for handouts and advertising depends upon what is being advertised and the limitations of the media, whether this is size or print

colour. This can be photography, text or product illustrations. All advertising should include contact telephone number, email address and website as well as

relevant annotations to what is being advertised.

> [A5-A3 Handouts] Minimum Table Height: 6.7mm - Cell Text Position: 1.4Â˛mm

A4 Deadgood Logo: [R 167, G 169, B172], [Black] or [White] Size: 36pt Header: [Black] or [R 167, G 169, B172] Size: 22pt, Line Width: 26.4pt Main copy: Akkurat Pro, Bold & Light: [Black] or [R 167, G 169, B172] Size: 8pt, Line Width: 11pt

Alignment - Mixed

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Product Branding So that everyone knows exactly what products are Deadgood, wherever possible, branding should be applied discreetly to products. Exact positioning is entirely product dependant.

UPHOLSTERY LABELS

TBC

Black Woven Label with white logo, Standard: Size: 40mm x 15mm - Logo Size: 24pt Small: Size: 15mm x 15mm - Ident Size: 24pt

TIMBER BRANDING

Positioned to the underside of the product in most cases

Laser Etched - Subtle, not high intensity. Test against material. Stamped - [Black] Logo or Ident Size: 36pt

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39 ÂŠ Deadgood Trading Limited 2014

Packaging Use of logo and typeface with packaging.

BOXES

Boxes should be brown corrugated card/stock. The Deadgood Logo and Ident should always be used on these. Deadgood phrases are sometimes good to use with these, as well as care icons and product illustrations. Upto 200mm²

Deadgood Type: [Black] Size: 36pt Logo Only: [Black] Size: 110pt

Upto 500mm²

Deadgood Type: [Black] Size: 60pt Logo Only: [Black] Size: 180pt

500mm²+

Deadgood Type: [Black] Size: 120pt Logo Only: [Black] Size: 370pt

LABELS

50mm x 280mm - Black on Clear with 13 digit Barcode

DEADGOOD TAPE

Logo and/or Ident only. Black print on clear tape.

BOX INSTRUCTIONS

As per printed collatoral layout, with use of assembly drawings and product illustrations.

TOTE BAGS

Logo or Deadgood phrases

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Vinyl Some basic rules for size and positioning of exhibition vinyl.

INFO VINYL

HEADER VINYL

Product information can be top or bottom left or right aligned to suit medium.

Main header or phrasing should be slightly above head height and centred.

Upto 500mm² -

Akkurat Pro: Size: 28pt

Upto 1m width -

500mm²+ -

Akkurat Pro: Size: 45pt

1000mm²+ -

Akkurat Pro: Size: 150pt

Deadgood Type: Size: 36pt Logo Only: Size: 110pt

1m+ width-

Deadgood Type: Size: 60pt Logo Only: Size: 180pt Logo Only: Size: 120Opt

3m+ width -

Deadgood Type: Size: 120pt Logo Only: Size: 675pt Ident Only: Size: 1200pt

5m+

TBC

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And ﬁnally...

Tnis booklet is only a guideline to what weâ&#x20AC;&#x2122;ve done before to get us this far.

Deadgood is dedicated to being one of the leading furniture design brands in the world. Do your research! Without keeping up to date with trends and current movements, the brand cannot move forward and become even better.

Be creative and let your imagination run wild! With your help, we can keep the look and feel of the Deadgood branding fresh and relative.

Good luck and thanks for reading!

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