Brand guidelines
CONTENTS Introduction
page 4
The logo
page 6
Brand elements and imagery
page 12
INTRODUCTION Oldwick Saddlery’s brand identity conveys the business’s high quality of service and the strong values that keep loyal customers returning.
These brand guidelines should be used to ensure the brand identity and message remains consistent at all times. This consistency builds brand recognition and profile, helping secure repeat business from current customers and the acquisition of new, loyal followers.
4
THE LOGO • Logo configurations • Positioning and proportions • Unacceptable usage • Acceptable exceptions
6
LOGO CONFIGURATIONS
There are three key conďŹ gurations for the Oldwick Saddlery logo.
The square versions should be used in preference to the rectangular version whenever possible.
The strapline version should always be used when an overview of the breadth of products and services on oer is required. NB: This is provided the logo will be reproduced at a size that allows for the text to be legible.
The wide, rectangular version is for occasional use when needed to frame content below.
7
POSITIONING AND PROPORTIONS
When considering the space around your logo, more is always better.
Space draws the eye to your logo and helps ensure your brand continues to be perceived as high quality.
The minimum amount of ‘free space’ that should be left around the logo is the equivalent of the “O” from the Oldwick Saddlery logo.
Minimum size: • Strapline logo: Print - 50mm x 50mm Web - 200px x 200px | 72dpi • Logo without strapline: Print - 30mm x 30mm Web - 180px x 180px | 72dpi • Strapline logo without background: Print - 38mm x 36mm Web - 153px x 145px | 72dpi
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UNACCEPTABLE USAGE AND ACCEPTABLE EXCEPTIONS
To ensure consistency there are a number of restrictions on ways in which the Oldwick Saddlery logo can be used. Using the logo in any of these ‘unacceptable’ formats will result in a loss of brand recognition and will mean your brand identity becomes confusing.
Do not squash or stretch the logo in any way.
Do not use any iconography from the logo on its own.
Do not change the colours of the logo.
Do not tilt or shear the logo in any way.
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Do not place the logo on backgrounds that are lighter than the logo.
ACCEPTABLE EXCEPTIONS
You may use an inverted colour logo to place on a white background but only if it is not viable to use the standard logo on a Picazo Black background square.
You may place a logo on a Picazo Black background with the transparency turned down. The minimum amount to turn transparency down to is 60%, the optimum is 75%. This separates the logo from the image, yet still allows the image to be visible.
10
BRAND ELEMENTS AND IMAGERY • Colour palette • Fonts and typography • Text formatting • Image usage • Stitching elements
12
COLOUR PALETTE
The Oldwick Saddlery colours are a neutral, natural palette that takes inspiration from saddlery, horses, stables, hay and so on. While all the colours can be used as backgrounds, Palamino Yellow should be used sparingly in this context due to its strong visual dominance. Other colours should not be introduced to the palette as this will diminish the Oldwick Saddlery identity and confuse customers.
PICAZO BLACK CMYK: C71 M61 Y56 K67 RGB: R48 G48 B49 HEX: #303031
Pantone: 426C
PALAMINO YELLOW CMYK: C23 M29 Y44 K8 RGB: R194 G171 B143 HEX: #C2AB8F
Pantone: 480C
CREMELLOW YELLOW CMYK: C7 M6 Y11 K0 RGB: R241 G238 B231 HEX: #F1EEE7 Pantone: 454C at 35% Do not use at 100%
SABINO WHITE CMYK: C0 M0 Y0 K0 RGB: R255 G255 B255 HEX: #FFFFFF
Pantone: White
FONTS AND TYPOGRAPHY
CINZEL
The standard fonts for Oldwick saddlery are:
A B C DEFGH IJKLMNOP QRSTU VWX YZ • Cinzel for Titles and display font
0 1 23 4 5 6789
usage, such as large statements
Download at: http s: //fonts.google.com/specimen/Cinzel
• Open sans for paragraph text,
OPEN SANS
chosen for its easy ledgibility for all ages across multiple mediums.
A B C D EFG H IJ K L M N O P Q R S T U VW X YZ ab cd efg hi j kl m n o p q r s t u vw x y z 01234567 8 9 Download at: http s: //fonts.google.com/specimen/Open+Sans
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text formatting
WEB
H1
Website titles should always use the Cinzel font and be in capitals. As a rule you should not go smaller
OLDWICK
45px
2.8125rem
H2
OLDWICK
30px
1.875rem
H3
OLDWICK
20px
1.25rem
H4
OLDWICK
16px
1rem
H5
OLDWICK
10px
0.625rem
p
Lorem ipsum dolor sit amet, consectetur
16px
1rem
than 16px - the H5 tag is for the very rare occasions when this might be required. Paragraph text should always be in Open Sans font at 16px.
PRINT As a rule the minimum body text size should be 10pts and title fonts should be 12pts.
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18 22
IMAGE DO S
When choosing images for the Oldwick Saddlery brand do:
• Use artistic style photography • Use natural poses and shots • Use images associated with the industry and the English countryside culture • Use images that promote feelings of wholesomeness • Use close-ups of equestrian or outdoor elements or clothing
Free stock imagery can be found at:
• https://unsplash.com/ • https://pexels.com/
19
IMAGE DON’TS
When choosing images for the Oldwick Saddlery brand do not:
• Use flamboyant images that convey the wrong feeling • Use clearly staged photography • Use images unrelated to the industry • Use images clearly referencing another culture or country. • Use funny or humerous images that are not appropriate to the tone of the Oldwick Saddlery brand.
20
STITCHING ELEMENTS
The stitching element can be used for multiple purposes across the website and other branding material.
Stitching can be used as a line or an underline (provided there is enough white space to allow the elements to breathe).
The stitching can also be used over imagery, as long as the stitching element is kept to the same ratio as the image and is then oset over the edge of the image, usually in a diagonal position.
The stitching should always be in the Palamino Yellow.
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Oldwick Farm, West Stoke, Lavant, Nr Chichester, West Sussex P018 9AA 01243 527 415 sales@oldwicksaddlery.co.uk