Brand Guidelines Book

Lashawn Assistant Dogs School Brand Guidelines

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Content Introduction of LADS.......................... 06 Vision & Mission, Tagline.................... 07 Logo Design Rationale........................ 08

Normativity................................. 09

- Logo Usage....................................... 10 - Logo Constructions.......................... 11-12 - Logo Grid.......................................... 13 - Logo Colour...................................... 14 - Logo Variations................................. 15-17 - Logo Clear Space.............................. 18 - Logo Minimum Size.......................... 19 - Appilacation on Background............. 20-21 - Logo Watermark............................... 22 - Incorrect Usage of Logo.................... 23

Identity....................................... 24

- The Coporate Typography................ 25-29 - The Coporate Colour Palette............. 30 - Pattern............................................. 31 - The Correct Logo Placement............. 32-40 - The Application................................ 41-44

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Introduction of LADS

Lashawn Assistant Dogs School or LADS an acronym. Guide dogs are still not legally approved to travel anywhere, for example, shopping malls, and public transport. It is because we are living in a Muslim-majority country where issues about ownership to guide

by Muslim may be sensitive. But, according to the Muslim Sharia Council UK, Assistance dogs like Guide Dogs and service dogs are expressly not haram as they necessarily serve their humans. The aim of LADS is to train dogs and also rabbits to be assistant dogs and comfort animals mainly for the disabled communities especially children and senior citizens. The goal also includes the legalization of the introduction and training of guide dogs, thus they can more easily available in Malaysia. Generally speaking, our target is to help more people in need regardless of race and religion. We hope that guide dogs can accept by the government and communities, and increase awareness of guide dogs.

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Vision & Mission Start the first guide dog school in Malaysia and you all can through these guide dogs, we can help a lot of young blind Malaysian to own a guide dog, they can help improve their life, help them live barrier-free.

Tagline Help the blind to see.

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Logo Rationale

The logo of Lashawn Assistant Dogs School are embodies the mission and vision of this school. The concept of the logo is guide dog can help, protect and change the visual impaired people life. The base form of the logo is in round shape to symbolise protect. The dog is represent Lashawn and Labrador Retriever Dog. That’s because only Golden Retriever, Labrador are most likely to be chosen by guide dog. We can see that the size of the dog is bigger than the blind, that’s because guide dog is stay in-front to protect the blind and lead them around obstacles. The colour used is Tan, is a pale tone of brown. It can represent warmth and security. The typeface I choose Mada Semi Bold. Mada is a modernist Arabic typeface inspired by road signage. Mada also with a mordernist and simplistic feeling. It is making it suitable for signage.

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Normativity Regulations, make explicit reference to everything that concerns the construction and implementation of the logo. We will define their sizes, proportions, distance between the elements that make up the identifier symbol, the construction grid, it main version, alternative versions, it uses and others.

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Logo Usage

We want to protect our logo, and we require that you follow these guidelines to ensure it always looks its best.

Please do not modify or distort our logo.

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Logo Constructions

Lashawn Assistant Dogs School logomark and brand name (Vertical composition) 1.5x 0.75x x-indicator

1.5x x-indicator

0.75x

Lashawn Assistant Dogs School logomark and brand name (Horizontal composition)

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Logo Constructions

1.5x

LADS x-indicator

Lashawn Assistant Dogs School logomark and brand name (Vertical composition)

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Lashawn Assistant Dogs School logomark and brand name (Horizontal composition)

Logo Grid

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Logo Colour

RGB 198 157 123 CMYK 04 28 43 20 HEX #c79f76 PMS 728 C

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Logo Variations Primary Logo The primary logo should be use most offen. It may not be modified in anyway.

Logo with full brand name (Vertical Composition)

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Logo Variations Alternate Logos Alternate logos are variations of your main logo. These should look and feel similar to the main logo but can be different in terms of layout. There will be situations where spacing is limited for your logo, so it’s great to have an alternative one on hand.

Logomark

Logo with full brand name (Horizontal Composition)

LADS Logo with acronyms (Vertical Composition)

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Logo with acronyms (Horizontal Composition)

Logo Variations

While our default logo is beige, use the black and white version on layouts that are black and white only. You also can use white version on dark background so its easy to see.

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Logo Clear Space X

Clearspace

X

X indicator

X

Clearspace

X

Whenever you use the Lashwn Assistant Dogs School (LADS) logo, it should be surrounded with clear space to ensure its visibility and impact. No any graphic elements of any kind should invade this zone. Clear space is developed from the height of the “LASHAWN” word in the logo and is shown as “x“.

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Logo Minimum Sizes To make sure the logo is always clear and legible, there is a minimum size requirement.

Screen Minimum Size (72dpi)

Print Minimum Size

40 pixels width

0.65 inches width (Shown at actual size) 33 pixels

0.54 inches 40 pixels

11 pixels height

0.65 inches

0.12 inches height (Shown at actual size) 11 pixels

0.17 inches 50 pixels

0.79 inches

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Application on Background

Black on White

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White on Black

Application on Background

White on Gold

Black on Silver

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Logo Watermark

Opacity 30%

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Opacity 50%

Incorrect Usages of Logo To ensure consistent use of the logo, here are some practices to avoid.

Don’t skew or bend the logo in anyway.

Don’t use drop shadow or other visual effects.

Don’t rearrange the elements of the logo.

Don’t add others elements to the logo.

Don’t strectch the logo.

Don’t outline the logo.

Don’t rotate the logo anyway.

Don’t use any colours other than those specified on this brand guideline.

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Identity What are those elements or resources that we have created to accompany the logo and thus obtain a powerful and visual powerful branding. Elements, for example: colours, with its technical description in percemtages and values, in the most used colour modes such as CMYK, RGB and pantone code, the typographic families, in which we will define what will be the main and secondary fonts. Also find additional resources such as the use of patterns, textures, use of photographs, all those elements that will accompany our brand.

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The Corporate Typography Primary Typeface Mada Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

Mada Semi Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

Mada Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

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The Corporate Typography Secondary Typeface Garamond Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

Garamond Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

Garamond Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

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The Corporate Typography Secondary Typeface Franklin Gothic Book Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

Franklin Gothic Book Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 . , / ? ! @ # ()

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The Corporate Typography

Text hierarchy Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy 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 the contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques.

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The Corporate Typography Text Hierarchy Headline

Mada Semibold 30pt/36pt Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! ?., / *+ - ()

Mada Semibold 24pt/28.8pt Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! ?., / *+ - ()

Content

Garamond Regular 14pt/16.8pt Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! ?., / *+ - ()

Caption

Garamond Regular 12pt/14.4pt Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! ?., / *+ - ()

Subtitle

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The Corporate Colour Palette Primary Colour The Lashawn Assistant Dogs has one primary color which is Tan. This colour have to become a recognisable identifier for the brand.

RGB 198 157 123 CMYK 04 28 43 20 HEX #c79f76 PMS 728 C

Secondary Colours

RGB 242 241 168 CMYK 06 0 43 0 HEX #F2F1A8 PMS 600C

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RGB 232 183 143 CMYK 04 28 43 03 HEX #E8B78F PMS 720C

RGB 145 213 222 CMYK 41 0 13 0 HEX #91D5DE PMS 636C

Pattern

These two patterns are hazard warning and directional. The purpose of hazard warning and directional is to give pedestrians who are visual impaired people warning and direction information to aid navigation of the urban enviroment.

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The Correct Logo Placement

Corporate Stationery Business Card The corporate business card is included in the LADS stationery templates. All texts are set in the corporate font, Mada. Name, title, and contact details can be modified from the template. Do not alter the color positioning, font sizes, or typefaces. The design should remain as they are shown template.

The business card size is 6.35 cm in diameter. All measurements are in centimeters.

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Front

Back

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Mada Bold (18pt) He l p t h e

Mada Semi Bold (8pt)

bli

Mada Semi Bold (11pt)

nd

to

see

Front

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Gill Sans Regular (4.5pt) LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Facebook/Dogs For Sight TEL: 03-2770 6380

Back

The Correct Logo Placement

Corporate Stationery Letterhead The corporate letterhead is included in the LADS stationery templates. All texts are set in the corporate font, Garamond. Name, title, and contact details can be modified from the template. Do not alter the color positioning, font sizes, or typefaces. The design should remain as they are shown template. The letterhead size is 21 cm x 29.7 cm. All measurements are in centimeters.

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The Correct Logo Placement

Corporate Stationery Envelope The corporate envelope is included in the LADS stationery templates. All texts are set in the corporate font, Garamond. Name, title, and contact details can be modified from the template. Do not alter color positioning, font sizes, or typefaces. The design should remain as they are shown template. The envelope size is 24.8 cm x 11.4 cm. All measurements are in centimeters.

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Help the blind to see.

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Mada Semi Bold (12pt)

The Stationery Set

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The Stationery Set

Letterhead

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Business Card

The Application - Dog Van

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The Application - Canvas Bag

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LG-05-06, The Weld Shopping Mall, No. 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Tel: 03-2770 6380 Facebook/Dogs for Sight