Page 1

Fl端ela

Corporate Identity Guidelines Book


Digital Camera When designing the Digital Camera

the rest of the box. It is found on all 4 of the

Box the text contrasts with the back

side pannels. Located on side pannel 1, is

ground with the white text. The blue

a smaller image of the camera, a circular

background has a subtle gradient as

swatch of the color of the camera, and the

the backdrop the transparent layered

logo and text information about the camera

hexagons frame the packaging a n d

along the left hand side. Side pannel 2 snd

d r a w s t h e viewers attention to differ-

4, contain the bar code information as well

ent parts of the package. The package

as the logos of the differnt companies

show cases the camera with a photo of

involved in producting the product. Side 3

the product placed through out the box.

contains a large version of the word mark

Fluela continued the hexagon pattern in

and the hexagonal pattern

18


FLUELA Corporate Identity

Guideline Book

Table of Contents Identity Standards

UV Filter When designing the UV filer the text contrasts with the background with the white text. The blue background has a subtle gradient as the back drop the transparent layered hexagons frame the packaging and draws the viewers attention to different parts of the package. When re creating the UV Filter be sure to place the

Concept Logo Incorrect Usage Color Specifications Typography

1 2 3 5 6

Stationery Letter Head Envelope Business Card Corporate Literature

9 9 9 11

white text “UV Filter” in the lower right hand corner. The signature “Fluela” is rotated and placed on a large scale vertically. The logo is located in white in the upper right corner. Create the shape to reflect the dimensions of the box. The from U shaped cover should be white. The back of the package should be black.

Packaging Memory Card Lens Cloth Lens Box UV Filter Digital Camera

15 15 15 17 18


Packaging Memory Card i.

When designing the memory card the text contrasts with

the background with the white text. The blue background has a subtle gradient as the back drop the transparent layered hexagons frame the packaging and draws the viewers attention to different parts of the package. The signature “Fluela” is rotated and placed on a large scale vertically. All of the important text is right aligned and found along the right side of the package. The logo is located in the right hand corner.

Lens Box ii.

Fluelas lens box for the SLR camera is in a hexagonal

shaped box to mirror the shape of the logo. It has six sides, it uses the dark blue background with the layered hexagonal patter. The top of the box has a white dominate version of the logo. The logo is located in the upper right hand of every other panel. The important text is located alogn the bottom of the box. The top of the box has two tabs that fold into the box.

Lens Cloth iii.

When designing the lens cloth the text contrasts with the

background with the white text. The blue background has a subtle gradient as the back drop the transparent layered hexagons frame the packaging and draws the viewers attention to different parts of the package. The signature “Fluela” is rotated and placed on a large scale vertically.


i. Memory Card To the right is the memory card. It has the logo in the upper right hand corner. As well as the signature along the left hand side.

ii. Lens Box To the left is the hexagonal lens box. I has the logo in the upper right hand corner on every other box side pannel.

ii. Lens Cloth To the left is the lens cloth. It has the logo in the upper right hand corner of the package.

Graphic Standards


Concept

Today Fluela is a fortune 500 Camera Company. Flüela got its name from a mountain pass in the Swiss Alps. It is found in the canton of Graubünden. When Steve David was younger his father gave him a film wind up camera. He loved that camera he took it every where with him. His favorite place to shoot was his own backyard. He followed his passion through out school. When it came time to go to college, Steve opted out and instead invested all of his life savings into starting his own camera company. His dream grew into a reality in 1990. This guide lines book outlines the standards for Fluela’s corporate identity. This guide line book will outline the correct identity standards for the logo, signature, literature, and packaging. It will give the reader an indepth idea of the break down of Fluelas corporate identity. Wi th sp ecific measurements and discriptions of how to correctly lay out each design. It outlines the pantone colors and font families applied through out the design. There are image throughout the book to show the viewer visual examples of the pieces.

Packaging 12


Logo

x

3x

5x

3x

x

x

3x

5x

3x

x

4x

4x

4x

4x

Flüela Flüela x

x

3x

3x

x

x

The concept for the logo was to create a mark that represented both the organic feel of nature and photography while still embracing the industrial aspects of the camera. Creating a new spin on the shutter of a camera through the new form of the hexagon. Showing the clean cut corporate

There are two correct ways

feel of the company. On the left is the

to configure the Fluela Logo.

black and white application of the logo.

One is the standard vertical

On the right is the classic application of

alignment created with the

the Fluela Signature on white background.

logo directly on top of the signature. Located above. The “l’s” are directly aligned

x

x

7x

1/2 x

x

1/2 x

x

under the bottom left and right points of the hexagon. The “F” and a suspend out

2x

2x

x

Flüela

below the hexagon. The hexagon is 4 times the height of the signature. The second variation of the logo emphasizes the signature instead of the logo. Located to the left. The logo is the same height as th e text. The logo is situated to the right of the “l” and directly above the “a”.

2


1 in

Incorrect Usage 1 in .5 in

.5 in

1 in

1.5 in

1 in

.8 in

1.6 in

1.6 in

There are only two correct ways to arrange the logo, there are many incorrect ways to configure the logo. These next two pages will outline the incorrect ways to display the logo. The logo is never allowed to be altered from its specific 2 in

outline. See pages 1 and 2 for specific correct horizontal and vertical alignment. This page out lines the incorrect layout of the logo dominant configurations. With the larger version of the logo on top of the signature. The type face must always be Helvetica Neue Bold. While the logo and text alignment and placing are correct the affects added to the logo are not acceptable in keeping with

Fluela

Grid System

A. This is incorrect because the

white shutter and center circle have an inner drop shadow.

Fluela’s corporate Identity. A.

Is not acceptable for two reasons. One: the logo must 3 in

be in tact. The logo in a has an inner drop shadow with in the white shutter and circle. It creates the illusion that the blue logo is a cut out with a shadow behind it. Two: the signature in Fluela is in the incorrect typeface. The typeface must always remain Helvetica Neue Bold. Logo A is in Century Gothic, no other san serif is acceptable to use within the signature. B. Does not work for two reasons. One: because it has an outer drop shadow. You can never alter the original logo By adding a drop shadow to the inner originally white areas

FlĂźela B. This is incorrect because the white shutter and center circle have a drop shadow on them.

of the logo you create the illusion that they are raised and floating above the hexagon. Two: because the inner color of the logo can not change. The inside shutter and lens must always

2 in

remain the color of the background. On a white background they must be white, on a darker background the reverse occurs and they must be dark. C. Is unacceptable again for two reasons. One: hexagon color can never change. The only to approved colors are white and blue. Two: the inner elements have a embossed bevel effect on them. The designer is never allowed to alter the inner elements in any way including beveling.

FlĂźela

1 in

C. This is incorrect because the white shutter and center circle have a bevel and edge applied.

.3 in

3 .7 in


is designed in keeping with the identity of Fluela. It uses the colors, supporting visual graphics and typeface that is carried out through out the brand identity. To the right is the grid system used through out the book. Everey piece of content in

D. This is incorrect because of the arrangment of the logo and signature vertically.

E. This is incorrect because of the arrangment of the logo and signature vertically.

F. This is incorrect because of the arrangment of the logo and signature vertically.

Flüela

corporate publication. This guide book

Flüela

Here are Fluelas specifications for there

F l u e l a

Flüela

Literature Specifics

G. This is incorrect because of the arrangment of the logo and signature vertically.

the book must follow one of the lines of the grid. The left margin is .5 inch. The top margin is 1 inch. The right margin is 1.6 inches and the bottom margin is 1 inch. All text must touch at least one or more grid line. The font size is 9pt. They type face is Helvetica Neue Regular. The letting is 15pts. The Kerning varies per type line. The colors used in this book are white, black, blue and various shades of grey. All text is left aligned and manually justified. Page numbers are located .3 of an inch below the bottom margin. They are directly following the left margin guide line.

D. Is wrong for two reasons. One: it is incorrectly aligned vertically. You can notcenter align the signature is a cascading downward fashion. Two: It is incorrect to configure the signature in a serif typeface in any way. E.

Is incorrect for two reasons. One: you can not rotate the

word mark and display it on its side with the logo placed on top. Two: You can not to distrort the proporions of the logo and compress it vertically or horizontaly. F. Is incorrect for two reasons. One: you can’t rotate the word mark and the logo. Two: You also can not compress the logo. G. Does not work because of two reasons. One: the logo and signature and not change size freely. Two: You can not change the colors of the gradient or add a drop shadow the either the logo or the signature of Fluelas Corporate Logo.

11

4


.6 in

4.7 in

.4 in

.9 in

Fl端ela

Color Specifications

2.3 in

.9 in 1.1 in

5.5 in

1.5 in

1.5 in

Pantone Color: Black C C= 100% M= 100%

Y= 100% K= 100%

Pantone Color: 2767 C C= 75% M= 68%

The colors of the Fluela image reflect the corporate, luxury feel of the brand. The shades of blue and transparence add depth to the packaging as well as the stationary. The 4 main colors of

Y= 67% K= 95%

6.5 in

Badenerstrasse 370, Halle 3 CH-8004 Z端rich Switzerland

Pantone Color: 2757 C C= 100% M= 58%

Fl端ela

Y= 0% K= 68%

Fluela are achieved through transparent layers of hexagons and colors. Of the 4 pantone colors 3 are blue and one is black. The shades of blue range from a lighter blue to gradually darker blues. All of the colors are achieved through layering levels of varying opacity on top of eachother. The bottom blues are used in a gradient to achieve the blue color found through out Fluelas Identity. By layering black hexagon of varying transparency

Pantone Color: 2787 C C= 100% M= 58%

Y= 0% K= 32%

youcreate the Fluela pattern. That pattern makes up Fluelas supporting graphics. It is found throughout all of Fluelas Camera packaging to create depth and layers like a photograph. All of

1.8 in

the text on the packagin is white to contrast the background.

5 .3 in

Badenerstrasse 370, Halle 3 CH-8004 Z端rich Switzerland

456-374-8934

fluelaco@gmail.com


Typography

Stationery System 1.3 in

Steven David 456-374-8934 Badenerstrasse 370, Halle 3 CH-8004 Z端rich Switzerland fluelaco@gmail.com

Fl端ela 2.6 in .2 in

.7 in .7 in

.2 in

.2 in .6 in

Fl端ela

.2 in

Steven David 456-374-8934 Badenerstrasse 370, Halle 3 CH-8004 Z端rich Switzerland fluelaco@gmail.com

.8 in

.7 in

1.4 in .2 in

Letter Head

Business Card

When Fluela developed its stationary system it wanted

The business card is a double sided card.

to continue over the idea of the layering and depth like

The back side alludes to the packaging with

within a photograph. When applied to the stationary

the blue background. The front keeps it plain

system they took a lighter touch and used a more

and simple with all of the text all aligned to

transparent hexagons. With the white background on

the left. With the logo in the upper right hand.

the envelope and the letter head the hexagons have a airery graceful feel while still being corporate and professional. The letter head continues the hexagonal

9

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

.2 in

1 in

Helvetica: Bold

Helvetica: Regular

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Helvetica: Light

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

patter in the upper right hand corner of the page.

Envelope

It fades to more transparent hexagons to completely

The envelope has the same qualities as the

transparent. The logo in the upper left is in black and

letter head, it again balances the hexagonal

white to make it pop off of the page. With the address

pattern on a transparent background. The

and contact information on the bottom. The typable

logo is to the left and the address is aligned

Because Fluela is based off of the Swiss and International

area box has standard 1.5 inch margins. It uses the

with the top of the Logo. With the hexagonal

Typographic Style Fluela uses the font family of Helvetia

default settings to add convience for the office staff

patter to the right of the address. The pattern

Neue. Fluela utilizes 3 main weights, bold, regular, and

and Fluela employees. In your signature at the end you

flows i n from t he right and frams in the

light. size, kerning and letting vary throughout Fluela.

must quote one of Fluelas company values.

address. The pattern draws your eye there.

6


Stationery System 8

Fluela  

Identity Guideline Book

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