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BRAND GUIDELINE BOOK DRIVE YOUR WORKFLOW. DRIVE YOUR BUSINESS.

Customer Company here 7th Avenue, Manhattan 578 New York United States Email 1: Email 2: Website:

info@.design-inc.com custom@.design-inc.com www.design-inc.com

Your Company

7th Avenue, Manhattan 578 New York United States Email 1: Email 2: Website:

info@.design-inc.com custom@.design-inc.com www.design-inc.com


BRAND AND IDENTITY GUIDELINE BOOK

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The Company Brand Guideline Book Version: v1.12 // 2016


TABLE OF CONTENTS 04.

INTRODUCTION

06.

CORPORATE LOGO AND CONSTRUCTION

10.

CORPORATE TYPOGRAPHY

14.

CORPORATE COLOR SYSTEM

16.

CORPORATE STATIONERY

20.

GRID SYSTEMS

22.

IMAGES AND BLENDING MODES

25.

ICONOGRAPHY

26.

SUMMARY

27.

CONTACT AND IMPRESS


4

Brand Guideline Book

Your Company here

INTRODUCTION : WELCOME ABOARD THANK YOU BEING A PART OF OUR COMPANY. WELCOME ABOARD. Sed qui te eati cus, quatum laudandel ma none cus doluptas escillit laborep tatusaeste voluptates im es et lam lam volorrum viducient di lupta venimusam hitae pa simodi simenti sciatem laboriore volorum reicatus solestora quas conestr uptatincia voluptiatist et que volor sum andaectiis dolesequi sunto debisit ionetur? Sed qui te eati cus, quatum laudandel ma none c es et lam lam volorrum viducient di acipsandae seri delis accum rem ut qui ad ut eatia de .

WHAT WE DO Sed qui te eati cus, quatum laudandel ma none c es et lam lam volorrum vidu dae.


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5

01/1 LIQUATEM IUR? VELENES DE WELCOME INTRODUCTION OF OUR PRESIDENT: Sed qui te eati cus, quatum laudandel ma none cus doluptas escillit laborep tatusaeste di acipsanaruntiis alit, sit latibust, oditem di num soluptis quodis que la nobitatum ipis eario. Anda ideligeniant faceatiam et accum

PLAB IL VOLOREH ENISQUIS ET ARUNT VENIHITIN CUS ET RERO

harcimporem dolupta venimusam hitae pa simodi simenti sciatem laboriore volorum reicatus

BEVOLUPTA

solestora quas conestr uptatincia voluptiatist et que volor sum andaectiis dolesequi sunto.

JIM. W. BURNETT

Company President

TATATEM ACES VOLO OFFICIPSUNTO OMNIST OMMODI DOLUPTA DES.

Sed qui te eati cus, quatum laudandel ma none

Sed qui te eati cus, quatum laudandel ma none

c es et lam lam volorrum vidu dae.

c es et lam lam volorrum vidu dae.


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Brand Guideline Book

Your Company here

CORPORATE LOGOTYPE OUR LOGO IS THE KEY BUILDING BLOCK OF OUR IDENTITY, THE PRIMARY VISUAL ELEMENT THAT IDENTIFIES US. THE SIGNATURE IS A COMBINATION OF THE THE SYMBOL ITSELF AND OUR COMPANY NAME – THEY HAVE A FIXED RELATIONSHIP THAT SHOULD NEVER BE CHANGED IN ANY WAY.

The Arganos Agency Masterbrand or Corporate Logo

The corporate logo is presented through the use of

comprises two elements, the logo symbol and logo

colour as well as shape and form. The two corporate

type. The Logo Symbol is a powerful image evoking the

colours are Yellow and Grey. It is a fresh and appealing

culture of design services - the connection between the

blend of colours chosen for their strong combination -

strength of communication and the different points that

modern - classic - timeless.

influence. The Colours have been selected according to internatiIt has a particular relationship with the Agency name.

onal standards as shown below and are easily imple-

The Logo Type has been carefully chosen for its modern

mented.

and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Montserrat Bold and has also been chosen to compliment and balance perfectly with the logo symbol.


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Full Arganos Logo

FULL LOGOTYPE

Logo

Logotype

SINGLE LOGOTYPES

The Logo Symbol

The Logo Title

Consists of a powerful element evoking the culture of design services and a grey square backround.

Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters in gray tone of the chosen corporate color. The font that is used here is Montserrat Bold.

The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternatives following in this manual.

LOGO VERSIONS Logo Dark Version

Logo Light Version

will be used when the backround color ist light colored.

will be used when the backround color ist dark colored.

7


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Brand Guideline Book

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LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION IT IS IMPORTANT TO KEEP CORPORATE MARKS CLEAR OF ANY OTHER GRAPHIC ELEMENTS. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark.of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

x

x

x

x

x

x

x

x

x Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).


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Brand Guideline Book

x FULL LOGOTYPE

x 1x

x

x x

LOGO BACKGROUND

Please read carefully the Dos and Don’ts

LOGO DO´S AND DONT´S

Do not place the logo type on 2 lines Do not invert the logo symbol Do not alter the logo symbol Do not alter the logo type style Do not change the size relationship between the logo symbol and logo type. Never change the proportions of the logo vertically or horizontally or alter the appearance in any way

x

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Brand Guideline Book

Your Company here

CORPORATE TYPOGRAPHY THE CORPORATE FONTS AND TYPOGRAPHY Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Arganos communications. We have selected Fira Sans and Montserrat, which helps inject energy and enthusiasm into the entire Arganos communications, as the primary and secondary corporate typefaces.

01


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11

CORPORATE FONT 01 FIRA SANS PRO

PRIMARY FONT : FIRA SANS -

DESIGNER : CLAUS EGGERS SØRENSEN -

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Brand Guideline Book

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02

CORPORATE FONT 02 MONTSERRAT

PRIMARY FONT : MONTSERRAT -

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DESIGNER : JULIETA ULANOVSKY -

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Your Company here

Brand Guideline Book

TYPO AND TEXT HIERARCHY

HEADLINE 1

HEADLINE 2

HEADLINE HEADLINE

HEADLINE 3

HEADLINE

HEADLINE 4

SECTION HEADLINE

HEADLINE 5

HEADLINE OR SUBLINE

BODY TEXT

SMALL TEXT

Body Text of Lorem Ipsum

Body Text for small caption text

HIERARCHY DESCRIPTION Typographic hierarchy is another form of visual hierarchy, a subhierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Argan layouts.

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14

Brand Guideline Book

Your Company here

CORPORATE COLOR SYSTEM THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the Arganos

these colors will contribute to the cohesive

corporate identity program. The colors

and harmonious look of the Arganos brand

below are recommendations for various

identity across all relevant media. Check

media. A palette of primary colors has

with your designer or printer when using the

been developed, which comprise the “One

corporate colors that they will be always be

Voice” color scheme. Consistent use of

consistent.

PRIMARY COLOR AQUAMARINE

PRIMARY COLOR GREY

PRIMARY COLOR AQUAMARINE -

PRIMARY COLOR GREY -

COLOR CODES

COLOR CODES

CMYK

C000 M020 Y100 K000

CMYK

Pantone :

297C

Pantone :

297C

HKS :

02K

HKS :

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RGB

R000 G000 B000

RGB

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Web :

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Web :

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C000 M020 Y100 K000

#000000


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Brand Guideline Book

SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for Arganos company. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece.

Color Codes CMYK

:

Color Codes C020 M000 Y000 K080

CMYK

Pantone :

442C

Pantone :

442C

HKS :

98K

HKS :

98K

RGB

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RGB

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:

Web :

Color Codes CMYK

:

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:

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#000000

Color Codes C020 M000 Y000 K080

CMYK

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442C

Pantone :

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COLOR USAGE

Color Codes CMYK

:

#000000

Use them to accent and support the primary color palette.

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Brand Guideline Book

Your Company here

COMPANY LETTERHEAD THIS SHOWS THE APPROVED LAYOUTS WITH THE PRIMARY ELEMENTS OF THE ARGANOS AGENCY STATIONERY SYSTEM FOR THE FRONT- AND BACKSIDE OF THE LETTERHEADS.

PARAMETER ARGANOS Main Avenue, 7th New York, United States

Dimensions 210 x 297 mm

T. 01 23 4567 8901 F. 01 23 4567 8901 info@arganos.com www.arganos.com

Weight 90g/m Uncoated white

Print CMYK

Usage The letterheads will be used for all official contact and communication of Arganos

July, 2ne 2017 Dear Mr. Max Jefferson Creative Director London, GB

Color plays an important role in the Grey Agency´s corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Grey Agency´s brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent. Excero mo dit voluptatur, quunti ra dolupta sit quat archicatibus rae ni arum remque repel iliquo ipsaper atibusant mint quam fuga. Itate cus, ut eum estiam ium ipsametur, siminctus dolest arum consed quiberum nihici aut voluptaque consedi blanis a num eicto optassi nverumquis auda con peptate reperep udantiis sed uatiis mo ea verferes des essinctet parum quaspe solupta et et dolorum t. As et ut dolut voloritatium explige ndenditia dolum erci omni beariberia que dist off icabo. Icillabo. comnienis as accusda a niet autam, qui blaborem quibusdam, te pro ilignim iliciate enis restendae nonseditibus ent fugitatius alis ate ipsam quiam re volut que ea quist, occullabo. Ut et etur? Aditi comnimus ullacea tiant, se ne volupta dolut dit imodipsum esciur? Udio cus nest evella nest que aute nis eos eaquo quidusdae ea vel entoritae culloru ptatecab ident. Berst Regards

MAXWELL DOE DIRECTOR

company. Insert the message of Arganos into the letterhead and send your documents throughout the world. Take a slogan here △ Take a slogan here △ Take a slogan here


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BUSINESS CARDS THIS SHOWS THE APPROVED LAYOUTS WITH THE PRIMARY ELEMENTS OF THE ARGANOS AGENCY STATIONERY SYSTEM FOR BUSINESS CARDS.

PARAMETER Dimensions 85 x 55 mm W W W.ARGANOS.COM

Weight 400g/m Uncoated white

Business Card Frontside

Print CMYK

MR. MA X JEFFERSON CREATIVE DIRECTOR

Usage The business cards will be used for all official contact and communication of

ARGANOS MAIN AVENUE, 7TH NEW YORK, USA T. 01 23 4567 8901 F. 01 23 4567 8901

Arganos company. Place your data into the Arganos business cards and feel free to give them to your customers and partners.

Business Card Backside

INFO@ARGANOS.COM W W W. ARGANOS.COM

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Brand Guideline Book

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COMPANY ENVELOPE THIS SHOWS THE APPROVED LAYOUTS WITH THE PRIMARY ELEMENTS OF THE ARGANOS AGENCY STATIONERY SYSTEM FOR THE FRONT- AND BACKSIDE OF THE CORPORATE ENVELOPES.

PARAMETER Dimensions 210 x 105 mm

Weight 85g/m Uncoated white

Print

www.arganos.com

Envelope Frontside

CMYK

Usage The envelop will be used for all official contact and communication of Arganos company. Insert the Arganos letterhead and send your documents throughout the world.

www.arganos.com

Envelope Backside


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Brand Guideline Book

19

Email:

Mobile:

Phone:

Main Avenue, New York City, USA

info@arganos.com

+01 (0) 123 456 7890

+01 (0) 123 456 7890

CONTACT DATA

Address:

SHORT HEADLINE

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SHORT HEADLINE

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Metricss Presentation Folder

PRESENTATION FOLDER

PARAMETER Dimensions

Weight

Print

Usage

9 x 12 inch

400g/m

CMYK

-

Uncoated

The presentation folder will be used for all official contact and com-

white

munication of Arganos company. Insert the informational stuff what you will give away and do not forget to include a business card.


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Brand Guideline Book

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CORPORATE GRID SYSTEMS IN GRAPHIC DESIGN, A GRID IS A STRUCTURE MADE UP OF A SERIES OF INTERSECTING STRAIGHT (VERTICAL, HORIZONTAL, AND ANGULAR) OR CURVED GUIDE LINES USED TO STRUCTURE CONTENT.

GRID SYSTEM Explanation: The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.

Parameter Example Grid System for DIN A4 297 x 210mm


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A4 VERTICAL GRID SYSTEM EXAMPLES

Parameter Example Grid System for DIN A4 297 x 210mm

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Brand Guideline Book

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CORPORATE DARK IMAGE SYSTEM

01 DARK IMAGES The Arganos Agency Corporate Image : Description Corporate Images are responsible to transfer the values of Arganos to our customers or our potential customers. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. Arganos Agency use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.

The Arganos Agency Corporate Image : Dark Images Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike


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CORPORATE LIGHT IMAGE SYSTEM

02 LIGHT IMAGES

The Arganos Agency Corporate Image : Light Images Requirements: - desaturate colours - high contrast - sharp images - minimalistic look - modern and businesslike

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Brand Guideline Book

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IMAGES AND BLENDING MODES IMAGE EFFECTS AND BLENDING MODES RAISE THE CONCISION AND THE RECOGNIZABILITY OF A BRAND. ALSO THEY ARE ABLE TO DIVIDE CONTENT AND OTHER GRAPHICAL ELEMENTS THAT ARE USED IN LAYOUTS. IN THE SAME WAY THE SUPPORT STATEMENT OF THE USED IMAGES AND RAISE APPLICATION POSSIBILITIES.

BLENDING MODE EXAMPLE

HOW TO ADD THE BLENDING MODES HOW TO: How to create Blending modes 1) use it in image in black and white mode 2) use a placeholder with a corporate background 3) adjust the layer style to “multiply”


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CORPORATE ICONOGRAPHY THE CORPORATE ICONOGRAPHY OF ARGANOS AGENCY An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is a small picture or symbol serving as a quick, “intuitive” representation of a software tool, function or a data file.

THE ICONOGRAPHY PALETTE

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Brand Guideline Book

Your Company here

SUMMARY AND CONTACT

THANK YOU FOR YOUR ATTENTION TO THIS BRAND MANUAL GUIDE SUMMARY

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Brand Guideline Book

CONTACT AND IMPRESS

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CONTACT:

Company President Mark Anderson E: manderson@arganos.com P: +01.132.4567.890

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Vice President

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Dean Michaels

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E: dmichaels@arganos.com

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P: +01.132.4567.890

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Marketing Director Mark Anderson E: manderson@arganos.com P: +01.132.4567.890

27


WE LOVE THIS BRAND. MAKE YOUR BRAND TO A LOVELY ONE.

Your Company 7th Avenue, Manhattan 578 New York United States Email 1: Email 2: Website:

info@.design-inc.com custom@.design-inc.com www.design-inc.com


Brand Manual and Guideline Book