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Brand Guideline Brand Guideline 1


Introduction The corporate brand manual ensures that the visual design elements of Don’t Use Me are applied correctly in every application where Don’t Use Me is identified. The purpose of brand manual is to create uniformity in the visual image of Don’t Use Me.


Contents

1. Building the brand . . . . . . . 3 1.1 Brand values . . . . . . . . . . . . . . . . . . . . . 3 1.2. Beliefs and personality . . . . . . . . . . . . . . .3 1.3. Slogan . . . . . . . . . . . . . . . . . . . . . . . . 3

2. The Logo . . . . . . . . . . . .

4

2.1. Introduction . . . . . . . . . . . . . . . . . . . . .4 2.2. Maximum reduction size. . . . . . . . . . . . . . 4 2.3. Logo clearance . . . . . . . . . . . . . . . . . . .4 2.4. Usage . . . . . . . . . . . . . . . . . . . . . . . . 5 2.5. Primary Colour palette . . . . . . . . . . . . . . 6 2.6. Secondary colour palette . . . . . . . . . . . . .7 2.7. What not to do . . . . . . . . . . . . . . . . . . . 8 2.8. Typography . . . . . . . . . . . . . . . . . . . . .9

3. Support elements . . . . . . . 10 3. Application . . . . . . . . . . . 11 3.1 Icons . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.2 Patters . . . . . . . . . . . . . . . . . . . . . . . 10

3.1 Business cards . . . . . . . . . . . . . . . . . . . 11 3.2. Letterheads . . . . . . . . . . . . . . . . . . . . 12 3.3. Envelope . . . . . . . . . . . . . . . . . . . . . . 13 3.4. Products . . . . . . . . . . . . . . . . . . . . . . 14

4. Media . . . . . . . . . . . . . . 17 4.1 Website . . . . . . . . . . . . . . . . . . . . . . . 17 4.1 Social Network . . . . . . . . . . . . . . . . . . . 23

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1. Building the brand

1.1 Brand values We are a young charity group that fight against plastic pollution in the environment. Our main effort is to change people behaves about the utilization of plastic and recycling. Our organisation has also an online store in which customers can purchase some products (tog bag, metal bottle, t-shirt, etc.) to help us raise funds for our work.

1.2. Beliefs and personality • Honest: We are rooted in social responsibility, sustainability and ethical values. • Current / Young: We use new technology and media to help to communicate our ideas and goals. • Hard worker: We work hard to help our planet and to educate people.

1.3. Slogan Plastic kills.

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2. The Logo

2.1. Introduction The Don’t Use Me logo is the most important element of our visual identity. Its was designed to communicate our ideas about the usage of plastic. The text plus the symbol of a plastic bottle communicates that the bottle is getting your attention by saying to not use it.

2.2. Maximum reduction size. The optimal logo size is determined for individual media, depending on the area of application and printing method. However, the logo can only be reduced on a size that is legible to see all characters in the word

4mm

The logo should never be too small to read. We’ve set a minimum size of 4mm.

2.3. Logo clearance The clearance area is the protection zone around the logo which area refers to a distance of “X”, as a unit of measure calculated as ralph height. For maximum impact the logo should always be prominent and legible. The clearance area gives the logo enough space to make this impact and not get compromised by other elements.

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2.4. Usage

a.

The logo only appears in the following combinations: The logo is available in two different variants. Its preferred though that the vertical on yellow version (d) are used whenever possible. The coloured logo is available in two print formats: spot colour and four-colour process. In any situations where colour cannot be used, the black or any other version in this manual can be used.

b.

a. Black horizontal Must be used whenever is possible when not have our yellow background. b. Black on yellow Should be used every time when the logo is applied upon the institutional yellow colour. c. Black vertical Must be used whenever is possible when not have our yellow background.

c.

d.

d. Black on yellow vertical Should be used every time when the logo is applied upon the institutional yellow colour.

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2.5. Primary Colour palette The colour palette is a statement about our organisation’s position. It is intended to ensure that a consistent colour scheme is maintained in all communication where Don’t Use Me is the sender. Our primary colour palette consists of Don’t Use Me official colours and the secondary colour palette is a series of colours to be used when the project requires additional colours (i.e. corporate design elements, PowerPoint presentation, Chart/ graphs, etc.)The mains palette colour is used in the logo, but can be used in other design elements.

Yellow

Black

Pantone 116C

Pantone 532C

CMYK

C0 M 20 Y 100 K0

C0 M0 Y0 K 100

RGB

R 255 G 204 B0

This manual shows the recommended breakdowns for single colour, four colour process and screen. It consists of yellow and Black. The combination of yellow and black communicate dangerous. With that we try to communicate how dangerous is plastic for our environment and life in the Earth.

WEB

R0 G0 B0

#FFCC00

#000000

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2.6. Secondary colour palette To complement to Don’t Use Me primary palette, a set of supportive colours may be used. These colours are most appropriate as accents in corporate design elements, charts and graphs, in lines and dots. The secondary palette colours are not to be substituted in the logo at any time or circumstance to preserve the corporate identity design.

Gray 1

Yellow 1

Blue 1

Pantone 616C

Pantone 116C

Pantone 278C

CMYK

C 0 M 0 Y 0 K 80

C 10 M 15 Y 60 K 70

C 0 M 20 Y 75 K 0

C 50 M 15 Y 0 K 0

RGB

R 87 G 87 B 86

R 212 G 202 B 105

R 253 G 194 B 66

R 135 G 187 B 230

WEB

# 575756

# D4CA73

# FECF52

Pantone 425C

Gray 2

# 87BBE6

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2.7. What not to do

1

2

As with any creative identity guidelines there will be elements that are open to interpretation. The Inklink logo operates around rules of common sense. If you feel what you have done doesn’t make sense, or looks strange then it is probably wrong. To help we have highlighted some things that should never be done to our logotype.

3

4

DON’T

Please do not...

USE ME!

1. Use the vertical logo in a horizontal way 2. Use the horizontal logo in a vertical way 3. Stretch or condense the logo 4. Replace the logo font

5

6

7

8

5. Remove any elements of the logo, or use parts in isolation 6. Place additional elements within the protected area 7. Place the logo on a backgrounds with insufficient contrast 8. Place the logo on photographic backgrounds with insufficient contrast and clear space.

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2.8. Typography Typography is a powerful tool in the development of a creative identity. Using a typeface consistently makes it recognisable. It pulls together communications and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand; clean, modern and powerful to get people attention. There are two main typeface as show above. However other version of Gotham (bold, black, oblique, etc.) can be used to make captions hierarchy. Gotham Black Usage: headlines and first captions.

Gotham Usage: body text

ABCDEFGHIJKLMO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789

ABCDEFGHIJKLMO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789 Brand Guideline

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3. Support elements

3.1 Icons Those icons were created in order to be placed as an element of support of our communication. It symbolises dead marine animals inside a plastic bag and plastic bottle. This is to emphasizes how dangerous plastic is for the life in the oceans.

3.2 Patters Pattern was created to be another support element. It will be applied in our store items like mugs, tote bags, t-shirt.

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3. Application 3.1 Business cards

Fellipe Barros

Director

+44 (0) 745 0047 848 http://www.dontuseme.org/

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3.2. Letterheads 308 Lister Court, Nightingate Avenue, Harrow, London, UK HA1 3TP +44 (0) 745 0047 848 http://www.dontuseme.org/ Ms Lorien 235 Regent St London, London, UK W1B 2EL

12 March 2013 Dear Ms Lorien, Lorem ipsum dolor sit amet, consectetur adipiscing elit. In non nulla metus. Nulla ullamcorper metus ut erat pretium a porta mauris vulputate. Ut pellentesque, nibh eu laoreet sagittis, mi nulla viverra magna, sit amet molestie nibh justo a massa. Nunc commodo feugiat imperdiet. Nullam feugiat volutpat fringilla. Donec id lacinia leo. Nulla felis enim, tempus non suscipit et, lacinia ac diam. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Aliquam erat volutpat. Integer gravida ornare lacinia. Curabitur vehicula augue et lorem vehicula eu hendrerit nulla sollicitudin. Mauris sollicitudin commodo posuere. In hac habitasse platea dictumst. Cras libero sem, porta a cursus pulvinar, volutpat at mi. Fusce gravida ipsum ut nibh tempor et lacinia lorem volutpat. Quisque quis leo a magna dapibus faucibus a in metus. Proin pretium tortor vel velit convallis non convallis elit volutpat. In hac habitasse platea dictumst. Sed adipiscing interdum magna et consequat. Phasellus tincidunt sodales mauris, porta lacinia sapien blandit ut. Mauris neque diam, pretium eget pellentesque hendrerit, consequat vel felis. Cras sit amet enim vel nibh varius fermentum nec ac enim. Aenean et tortor turpis, at vehicula mauris. Quisque tortor ipsum, vehicula sed suscipit quis, vulputate ac erat. Vestibulum iaculis dolor eu leo semper eu ultricies dolor egestas. Kindest Regards,

Fellipe Barros Director DON’T USE ME

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3.3. Envelope

DON’T USE ME 308 Lister Court, Nightingate Avenue, Harrow, London, UK HA1 3TP +44 (0) 745 0047 848 http://www.dontuseme.org/

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3.4. Products Tote bags

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T-shirt

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Metal bottle

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4. Media

4.1 Website Our website works as a blog. We post some news about our work and what is happening in our environment. There is a donation area and a shop that funds will help us to continue our work.

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PlaStic BaGS KillS! MillionS oF Marine aniMalS are BeinG Killed eVerY Year BY PlaStic diSPoSed in the ocean

aBout uS We are dedicated to protecting and improving the environment. through a wide range of activities we will educate, provide a resource base for study and research, campaign for improvements in legislation and policy, raise funds for the development of solutions and develop a worldwide integrated

S neW

social media network aimed at achieving the mission.

S

tu Bou

our Partners

a

G

PPin

Sho

n

atio don

t tac con

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PlaStic BaGS KillS! MillionS oF Marine aniMalS are BeinG Killed eVerY Year BY PlaStic diSPoSed in the ocean

ShoPPinG in this section you are going to find many itens that part of the fund will help with the campaing and to develope solutions.

S neW t uS

u aBo

G

Pin

P Sho

t-shirt pattern

t-shirt text

t-shirt bottle

n

atio n o d

t tac n o c

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PlaStic BaGS KillS! MillionS oF Marine aniMalS are BeinG Killed eVerY Year BY PlaStic diSPoSed in the ocean

ShoPPinG Yellow Patter tote Bag Size: 38cm (w) x 43cm (h) long handle to carry on sholder

S neW t uS

u aBo

G

Pin

P Sho

n

atio

don

t tac n o c

ÂŁ8 BuY noW

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PlaStic BaGS KillS! MillionS oF Marine aniMalS are BeinG Killed eVerY Year BY PlaStic diSPoSed in the ocean

donation help us to save millions of marine animals. You can donate as much as you want.

S neW

PaYPal

ut aBo

uS

card With ÂŁ5 per month in our 12 months subscription plan, youwill help millions of

inG

P

P Sho

marine animals. in addition, you will recive one ocean Fiendly kit.

SuBScriPtion

n

atio

don

t tac n o c

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PlaStic BaGS KillS! MillionS oF Marine aniMalS are BeinG Killed eVerY Year BY PlaStic diSPoSed in the ocean

contact Your e-mail: Message:

S neW t uS

u aBo

G

Pin

P Sho

n

atio

don

t tac n o c

Send MeSSaGe

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4.1 Social Network Social network is our main communication vehicle. People can get involved via Facebook and Tweeter.

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Brand Guidelines - Don't Use Me!  

The corporate brand manual ensures that the visual design elements of Don’t Use Me are applied correctly in every application where Don’t Us...

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