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Ilka Perea Studio

BRAND BOOK S T U D I O

2018

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Brand Book 2018

TABLE OF CONTENTS Welcome............................................................3

Primary Logo: Symbol.....................................12

Reversed-Out Logo Version ..........................20

Social Media......................................................36

Identity...............................................................4

Primary Logo: Logotypes................................13

Colored Background........................................22

Video...................................................................37

Values and Personality....................................5

Primary Logo:

Black and White Versions .............................23

E-Mail Signature...............................................38

Afro-Colonial Culture......................................5

Symbol Versions...............................................14

Negative Versions............................................23

Powerpoint Templates....................................39

Ilka Name Meaning..........................................6

Primary Logo:

Primary Colors..................................................24

Applying the Brand: Artworks.......................40

Hobbies and Interests.....................................7

Disconnected Version ....................................15

Secondary Colors.............................................25

About My Projects...........................................42

Brand..................................................................8

Primary Logo:

Neutral Colors...................................................26

Brand Attributes...............................................9

The Fibonacci Sequence.................................16

Typography........................................................27

Brand Behavior.................................................9

Primary Logo: Clear Space ............................17

Logo Application..............................................28

Visual Identity...................................................10

Primary Logo: Minimum Size ........................17

Logo Use and Misuse Rules...........................29

Primary Logo:

Secondary Logo: Pseudonym........................18

Applying The Brand: Stationery....................32

Logotype + symbol..........................................11

Secondary Logo: Clear Space .......................19

Applying The Brand: Digital Media..............34

Logo Components............................................11

Secondary Logo: Minimum Size ...................19

Web.....................................................................35


WELCOME After using the same logo for more than 15 years as a freelance graphic designer, I decided that it was time to redesign it. I wanted to fix some limitations and mistakes in it. One of the most important was the incongruence between the old logo and my identity. On this occasion, I made an analysis of my own identity to build a stronger brand consistent with my core values and personality. The purpose of this book is to provide the reader with an overview of my own brand, Ilka Perea Studio. In this manual, you’ll find guidelines for using the logo, graphic elements, colors, and fonts, as well as instructions on using imagery.

This brand book is designed to be displayed on the screen, not printed. Be Eco-friendly. Reduce paper waste.

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IDENTITY The main ingredient of a brand book is the identity. Maps are useless if you don’t know where you are but you don’t know where you want to go to either. —Ilka Perea Hernandez

Huacachina Desert, Peru Photo Creds: @linda.alcaraz.10


IDENTITY VALUES AND PERSONALITY

AFRO-COLONIAL CULTURE

Some concepts and characteristics that people associate with my personality are:

My hometown, Colon City in Panama, has a rich Afro-descendant culture due to the convergence of the Afro-colonial, located in the coastal towns such as Portobelo, Nombre de Dios, and Isla Grande; and the Afro-Antilleans, West Indian immigrants from Trinidad, Barbados, Martinique and Jamaica, who came to the Isthmus of Panama for the construction of the Canal. They were concentrated in the Old Quarter of Colon City. Both groups contributed with their music, food, language and traditions to the local culture.

• Fun and Enthusiastic • Value-Oriented • Reliable • Self-Taught • Trustworthy • Approachable • Eco-Friendly

When I was a child, my mother used to send me there to spend my vacation playing in this town; they were the best summers of my life. I’m Afro-colonial and it shows in how I use colors and patterns. All this cultural heritage is also part of my identity.

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IDENTITY ILKA NAME MEANING

The meaning of Ilka has more than one etiology. It has the same meaning in some countries and languages and a different meaning in other countries and languages. Ilka is a Hungarian and Slavic variant transcription of Helen (English).

The different meanings of the name Ilka are: • Bright light (Greek meaning) • Torch (Hungarian meaning) • Hard-working (Slavonic meaning)


IDENTITY HOBBIES AND INTERESTS Since I was a child, I enjoyed drawing and painting. I had skills for plastic arts. This was one of the reasons why I decided to study graphic design. I’m delighted by the power of colors, especially by violet, which is like the signature of my personal brand. In general, I love visual arts and motion graphics. I enjoy going for a walk with my camera and taking pictures at sunset to make time-lapse videos later. I love watching movies at the cinema as well as going to art museums to appreciate paintings and sculptures. I like to learn new things. I consider myself a self-taught person. As a graphic design teacher, there are many things I learn every day. But everything I’ve learned, I share it with my students.

That same need to know new things inspires me to travel to unknown destinations, experience the local culture, and learn new languages. I enjoy traveling with my friends; although, most of the time, I have to do it alone. Being a solo traveler is not easy but it’s a great adventure providing lifelong learning experience!

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BRAND Your brand is what people say about you when you’re not in the room. —Jeff Bezos, Amazon Founder

Brand is a set of distinctive perceptions, ideas and feelings that people have about you. Basically, your brand is what your consumers think of you.

Branding: The active process of shaping the perceptions that consumers have about you. Brand Attributes: A specific set of characteristics that identify the visual, verbal and behavioral traits of the brand, much in the same manner that personality attributes define the people. Brand Behavior: The conduct and actions the brand follows toward the public, based on its personality and adding value and characteristics hard to copy by competitors.


BRAND BRAND ATTRIBUTES

BRAND BEHAVIOR

I want to build and communicate a powerful, bold and consistent brand. It must be different and competitive, generating values and meanings by itself; thereby complementing the characteristics of my personality with the meaning of my name, I would like to project:

The code of conduct associated with my brand will be:

• Color and warmth • Playful and versatile • Feminine and stylized • Approachable and friendly • Humble, respectful and confident • Empowering and motivating • Knowledge-sharing

Continuous Improvement A constant search for continuous improvement in every aspect of what I do, being adaptable to changes and overcoming my limitations. Sustainability Promote the reduction of waste and garbage generated by the graphic design activity, reinforcing the commitment to protect the environment. Meaningful Work Strive for communicating effectively with clients. Delivering something of value that affects my clients positively. Customer Experience The experience should delight the customers by providing exceptional services that exceed their expectations.

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VISUAL IDENTITY Design is the silent ambassador of your brand. —Paul Rand, Graphic Designer

Visual Identity is the face of your brand, a collection of tangible expressions of you, created by a system of standards including your logo, colors, typography, and photos. Visual Identity defines how your product or service will be visually presented to your audience.


Ilka Perea Studio

LOGO PRIMARY LOGO: LOGOTYPE + SYMBOL

LOGO COMPONENTS

This logo is made up of a symbol and a logotype. There are some instances when the symbol can be used separately from the logotype, also the symbol alone could replace the use of the logo.

Symbol

Always use the original files that I provide and never recreate the logo or modify it.

Logotype

S T U D I O

S T U D I O

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LOGO PRIMARY LOGO: SYMBOL The highlight of the logo is the symbol. This is an analogy of a torch where the letter “P� of my last name, Perea, is the base that holds the flame referring to the meaning of my first name, Ilka. The vivid colors allude to the light of the flame. The arrangement of colors evokes the luminosity of flame. Its circular and wavy shapes define my style of working: tidy and organized as well as ductile and versatile. Each color has a meaning. In some cases, the symbol can be used standalone, instead of the logo. Please see the Table of Logo Application to learn about of its usage.


LOGO PRIMARY LOGO: LOGOTYPES There are two versions of logotype: • Horizontal Version can be used with the symbol or separately (Disconnected Version). • Vertical Version is used separately from the symbol (Disconnected Version) or standalone. Vertical Version and the symbol should never be used together.

S T U D I O Primary Logo: Horizontal Version

S T U D I O

Primary Logo: Vertical Version

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LOGO PRIMARY LOGO: SYMBOL VERSIONS Whenever possible, the logo should appear in its full color with the smooth gradient. When the full-color version cannot be used, a solid color version is available.

Logo Symbol: Full Color

Logo Symbol: Solid Color


Ilka Perea Studio

LOGO PRIMARY LOGO: DISCONNECTED VERSION X The disconnected version of the primary logo allows more play when it is necessary, being more flexible in its use. The disconnection also allows you give more prominence to the symbol and create a greater identification of the brand meanings. The minimum proportion that the symbol must keep in relation to the logotype is 3X. The symbol must be larger than logotype when both are on the same surface, never smaller. To know where each one applies of the logo versions. Please see the Table of Logo Application in this brand book to know which usage of the logo applies.

S T U D I O

3X X

S T U D I O

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LOGO PRIMARY LOGO: THE FIBONACCI SEQUENCE This method is a succession that comes from the observation of nature. In the field of graphic arts, this method forms the basis for achieving balanced designs.

S T U D I O Logo Symbol

Primary Logo: Vertical Version


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X

LOGO PRIMARY LOGO: CLEAR SPACE Give space to the logo in order to preserve the integrity and visual impact of it. Always maintain adequate clear space around it, free of any text and graphical elements.

X

X

The minimum size of the clear space is the height of logotype ( X ), as shown here.

PRIMARY LOGO: MINIMUM SIZE

These specifications are applied for every version of the logo.

The minimum size shows the smallest allowed usage of the logo.

X S T U D I O

X

S T U D I O

1 in. 100 px

For print, the logo has been designed to reproduce at a minimum width of 1 inch. For digital media, the minimum size of the logo is 100 pixels wide.

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LOGO SECONDARY LOGO: PSEUDONYM Iperher is the pseudonym that I use to sign my illustrations or artistic works. It’s based on my full name: Ilka Perea Hernåndez. The usage of this logo is strictly limited to my illustrations and every communication related to artistic projects. To learn where to apply each logo version, please see the Table of Logo Application.

A R T W O R K S


Ilka Perea Studio

LOGO SECONDARY LOGO: CLEAR SPACE The secondary logo deserves a clearance space too. The minimum size of the clear space is the height of logotype ( X ), as shown here.

X X

SECONDARY LOGO: MINIMUM SIZE

X A R T W O R K S

X

X

The minimum size shows the smallest allowed usage of the logo. A R T W O R K S

0.8 in. 75 px

For print, the logo has been designed to reproduce at a minimum width of 0.8 inches. For digital media, the minimum size of the logo is 75 pixels wide.

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LOGO

REVERSED-OUT LOGO VERSION Just use the reversed-out logo exclusively against a violet background PANTONE 2665. Whenever possible, the logo should be shown in full color on the violet background.

S T U D I O

Primary Logo: Stand-alone Logotype

Primary Logo: Stand-alone Symbol


Ilka Perea Studio

LOGO

REVERSED-OUT LOGO VERSION

A R T W O R K S Secondary Logo: Pseudonym

S T U D I O Primary Logo: Symbol + Logotype

Always use the violet background and fullcolored logo whenever possible.

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LOGO COLORED BACKGROUND Here are some examples of how the symbol and logotype should be used with, for instance, different colored backgrounds. The symbol should never be used without its flame colors. The violet color must appear in every case. It is like a signature of my personal brand. Every logo version must preserve the violet color.

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O


LOGO BLACK AND WHITE VERSIONS For black and white publications, or when color is not an option, there is a one-color version of the logo available for use in black. Never use the symbol in B/W.

S T U D I O

S T U D I O

A R T W O R K S

S T U D I O

S T U D I O

A R T W O R K S

NEGATIVE VERSIONS The negative logo version is an exception. Its use is limited to those cases where it can only be printed in one color or if the background is dark or intricate, such as in photography. In this case, use the logotype like a watermark. Negative version is for the logotype. Never use the symbol in negative.

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LOGO

VIOLET

ORANGE

YELLOW

GREEN

PMS 319 C63 M0 Y40 K0 R79 G198 B175 #4FC6AF

RESPONSIBILITY

PMS 116 C0 M29 Y100 K0 R55 G187 B0 #FFBB00

ENTHUSIASM

PMS 1505 C3 M69 Y100 K0 R237 G111 B0 #ED6F00

SHARING

RED PMS 206 C2 M98 Y78 K0 R233 G38 B61 #E9263D

PASSION

PMS 2665 C51 M62 Y0 K0 R140 G111 B202 #8C6FCA

CREATIVITY

PRIMARY COLORS This color palette enhances and reflects the brand spirit – bold, enthusiastic, and inspiring. These colors are used extensively in various graphical elements, such as backgrounds, lines, texts, symbols and graphs.


Ilka Perea Studio

LOGO PMS 669 #3f2b56

SECONDARY COLORS PMS 235 #870f54 PMS 485 #e1251b

This set of secondary colors represents the darker version of primary colors. This set intensifies the brightness of the main color set and should be used sparingly. It supports the marketing materials whether print or digital.

PMS 151 #ff8300 PMS 7468 #007298

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LOGO

NEUTRAL COLORS Neutral colors support the primary colors. They don’t interfere with the global visual identity of my brand. Use medium gray (#666666) as the main text color on a white background instead of full black. The dark gray (#444444) and the lighter one (#cccccc) are good, for example, as backgrounds.

DARK GRAY

PMS COOL GRAY 11 #444444

MEDIUM GRAY

PMS COOL GRAY 7 #666666

LIGHT GRAY

PMS COOL GRAY 7 #CCCCCC


LOGO TYPOGRAPHY The primary font is Lato. This font is for commercial use and supports most languages. Also, it is a Google Fonts so it can be used for digital media such as website and videos. Lato means “Summer” in Polish. The semirounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. MS Office Applications Typeface In Microsoft Office applications, such as Microsoft Word and PowerPoint, the typography consists of the Calibri typeface. It should be used for digital files such as emails and PowerPoint presentations. Calibri fonts are the default typeface in MS Office 2010 and later versions.

Ilka Perea Studio

Lato

Calibri

ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuwxyz £!@#$%^&*()_+-=[]{};’\,./:”|<>?

ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuwxyz £!@#$%^&*()_+-=[]{};’\,./:”|<>?

àáâãäåæçèéêëìíîïðñòóôõö÷øùúûüýþÿ ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖ

àáâãäåæçèéêëìíîïðñòóôõö÷øùúûüýþÿ ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖ

Regular Semibold Italic Heavy

Regular AaBbCcDdEe123 Italic AaBbCcDdEe123 Bold AaBbCcDdEe123

AaBbCcDdEe123 AaBbCcDdEe123 AaBbCcDdEe123

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APPLICATION

LOGO

Official Documents Stationery Business Forms

LOGO APPLICATION

E-Mail Signature Presentation (PPT)

The table on this page shows the use of the different versions of the logo.

Presentation (PDF) Services Sales Sheets

LEVEL OF PREFERENCE

Social Media Profiles

First Option

Promotional Items

Second Option

Photography Watermark

Last Option N/A

Website Videos Gifts Illustration Watermark Artistic Projects

PRIMARY

DISCONNECTED

SECONDARY

NEGATIVE

BLACK / WHITE


Ilka Perea Studio

VISUAL IDENTITY LOGO USE AND MISUSE RULES Design is so simple. That’s why it’s so complicated. —Paul Rand, Graphic Designer

The following guidelines have been developed to increase awareness through consistency. Incorrect use of the logo compromises its integrity and effectiveness. Please adhere to the following rules and only use master artwork for all versions of the logo. Do not attempt to re-create the logo because it has been custom drawn.

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LOGO

1

DO

3

LOGO USE AND MISUSE RULES

S T U D I O

These samples demonstrate how the logo should and should not be used. 1. The logotype and symbol can be used separately as well as stand-alone. The symbol can be used with the horizontal logotype. Use the appropriate color version of the logo for the background selected. Use the logo with violet color PMS 2665, preferred in reversed-logo version. 2. Don’t change the color of the symbol or the logotypes, even to colors within the brand palette. 3. Don’t use the symbol and vertical logotype version together. Logotype should never be bigger than the symbol. 4. Never modify the shape or colors of the flame. Don’t use it separately form the “P”. Don’t use the logo as a pattern.

S T U D I O

DON’T

S T U D I O

S T U D I O

S T U D I O

S T U D I O

2

DON’T

4

S T U D I O

S T U D I O

S T U D I O

S T U D I O

DON’T

S T U D I O


LOGO

5

LOGO USE AND MISUSE RULES

DON’T

O I D U T S

Avoid the following graphic treatments when using the logo.

STUDIO

I O U D S T

DO

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

S T U D I O

IlkaPerea

5. Don’t stretch, rotate, flip, skew or distort the logo. Never change the typeface of T U D I the O logo with S T U D I O logotypes. Don’t Sembellish outlines, a drop shadow, gradation or other graphic effects. 6. The 1-color version can only be reproduced in the approved colors (PMS 2665), or black. Otherwise the logo must reverse to white out of a color from the approved violet color.

6

S T U D I O

5

DON’T

STUDIO

S T U D I O

7

DON’T

8

DO

7. Don’t place the symbol over busy background or photography. Only use the symbol on white, gray, 100% black or approved violet color backgrounds. 8. Use the negative version on photography or busy background. Choose the darker area of the image and place it.

S T U D I O

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VISUAL IDENTITY APPLYING THE BRAND: STATIONERY Beauty of style and harmony and grace and good rhythm depend on simplicity. —Plato, Philosopher

• Business Card • Letterhead • Envelope


STATIONERY

S T U D I O

BUSINESS CARD, LETTERHEAD AND ENVELOPE Format consistency is important. Letterhead should keep the same look and feel as the rest of the stationery.

S T U D I O

Only the information described here may be printed on general correspondence materials.

Ilka Perea Hernández S T U D I O

To communicate most effectively, business cards should contain only essential information.

contact@ilkaperea.com www.ilkaperea.com

contact@ilkaperea.com www.ilkaperea.com @iperher

They must be in standard sizes: • Business Card: 3.5” x 2” • Letterhead: 8.5” x 11” • Envelope: #10 Regular 4.25” x 9.5”

Designer

contact@ilkaperea.com www.ilkaperea.com @iperher

@iperher

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VISUAL IDENTITY APPLYING THE BRAND: DIGITAL MEDIA Digital design is like painting, except the paint never dries. —Neville Brody, Graphic Designer

• Web • Social Media • Video • E-mail Signature • Powerpoint Templates


DIGITAL MEDIA WEB The website is the most important tool I use to build my brand awareness. A website allows me to let people learn more about me, what I do, and how I do it. â&#x20AC;˘ Sharing knowledge By making the website content easy to share through social channels, I have the opportunity to share my experience. â&#x20AC;˘ Increase Brand Recognition People spend a lot of time online. By sharing content on social media, my brand gains more visibility.

Visit now www.ilkaperea.com

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DIGITAL MEDIA SOCIAL MEDIA Social media gives business the perfect opportunity to show brands off to all the right people. Social media allows me to connect with like-minded people and new customers for free using Facebook, Instagram, Behance, and many more. It lets me develop and strengthen relationships with followers and customers. Brand Awareness and Brand Perception Also, social media helps me to get more traffic to my website. In addition, it offers an opportunity to change how people think and feel about my brand and services.


DIGITAL MEDIA VIDEO Video is a powerful marketing tool. It’s important to define the kind of video properly according to the audience, for example: • How-To videos • Documentaries • Short videos • Promotional videos I’ve been working on entertaining short videos (Time-Lapse Videos) that are mobile-friendly. I share sneak peeks of videos on Instagram; however, the longer versions of them are stored on YouTube.

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DIGITAL MEDIA E-MAIL SIGNATURE E-mail signature is a great chance to reinforce brand strength. Its implementation should be consistent with the rest of digital media, using the palette colors, logo and text formatting described in this visual identity guideline to give a professional impression. Adding social media accounts to email signatures is a free way to get more fans or followers. It is possible to add social media links in email signatures, but adding official social network icons looks more professional. Disclaimers inform recipients about what they can and cannot do with the emails sent from you. In this case, I use an eco-friendly disclaimer to reduce the waste of paper. This means less trees have to be harvested.


MAIN TITLE S T U D I O

S T U D I O

S T U D I O

• Use the white background for text paragraph.

FOR PRESENTATION

• The bullet should be clean.

May 2018

• The font size for Title and Sub�tles are 48pts and 36pts. The size for paragraph is 24pts.

Chapter Slide

PRESENTATION | May 2018

Powerpoint templates should present information attractively and clearly. They are designed to reinforce the core visual identity and contain a number of master slides for different types of presentation slides. Both standard (4x3) and widescreen Powerpoint templates are available.

MAIN TITLE

FOR PRESENTATION

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod �ncidunt ut laoreet dolore magna aliquam erat volutpat.

PRESENTATION | May 2018

POWERPOINT TEMPLATES

• The typeface is Lato o Calibri.

PRESENTATION | May 2018

S T U D I O

DIGITAL MEDIA

Standard text slide

MAIN TITLE PRESENTATION

FOR PRESENTATION

Ilka Perea Studio

S T U D I O

MAIN TITLE

S T U D I O

FOR PRESENTATION

Ut wisi enim ad minim veniam, quis nostrud exerci ta�on ullamcorper suscipit lobor�s n.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod �ncidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis PRESENTATION | May 2018

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VISUAL IDENTITY APPLYING THE BRAND: ARTWORKS Where the spirit does not work with the hand there is no art. â&#x20AC;&#x201D;Leonardo da Vinci, Polymath


Ilka Perea Studio

ARTWORKS ILLUSTRATIONS AND ART PROJECTS Signing artwork is a must. The signature should be easy to read, easy to recognize and easy to remember. For this purpose, I used the second version of my logo that is an expression of me and my style. Considering the composition of the artwork, it should be placed in just the right spot and at just the right size. Itâ&#x20AC;&#x2122;s important that looks great, clear and consistent every time.

A R T W O R K S

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ABOUT MY PROJECTS

To know more about the works I do, please follow me at: Ilka Perea Studio

@iperher

Ilka Perea Hernรกndez

Ilka Perea Hernรกndez

Ilka Perea Studio

Ilka Perea Studio

Iperher

Iperher


Ilka Perea Studio

For further information about Ilka Perea Studiovisual identity, advice on how to apply the design guidelines and to request original files CD, please contact me at: contact@ilkaperea.com

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S T U D I O

www.ilkaperea.com

Ilka Perea Studio - Brand Book 2018 [English Version]  

The purpose of this book is to provide the reader with an overview of my own brand, Ilka Perea Studio. In this manual, you’ll find guideline...

Ilka Perea Studio - Brand Book 2018 [English Version]  

The purpose of this book is to provide the reader with an overview of my own brand, Ilka Perea Studio. In this manual, you’ll find guideline...

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