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MindersKeepers Corporate Identity Guidelines. 01. Introduction 02. Typeface and application 03. Logo and exclusion zones 04. Colours 05. Usage on stationary and promotional items 06. Further Information

November 2012 Version.

01. An Introduction.

Consistency and simplicity are key when looking to apply the Minders Keepers brand mark. This brief guide will help in the general application of the Minders Keepers logo. Our brand aim’s to provide a reliable service for anybody who needs a house and pet sitter service. We all know how hectic life can be and relying on friends and family members is not always going to be the most viable option. Our companies values are to be safe, trustworthy, approachable and friendly.

02. Typeface and application.

Primary Logo Typeface: Our Minders Keepers logo uses Scene Light. This font should not be modified any larger than 50pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,”():; Scene

Stationary: Jeunesse was chosen for the information such as name, address, email and telephone numbers on our stationary for it’s eligibility at 8-10pt and also it’s relationship with our Logo typeface.

Body Copy: Helvetica Neue was chosen as our body copy text for official correspondence and other publications that require good eligibility at 8-10pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,”():; Jeunesse

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,”():; Helvetica Neue

Headings: Helvetica Neue Bold was chosen as our header text on publications to distinguish it from our body text.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£/.,”():; Helvetica Neue Bold

03. Logo and exclusion zones.

Our logo:

Alternate logo styles:

Our logo in no way should be edited from it’s original colours and style.

These are alternate versions of our main logo and should only be used in exceptional circumstances (for example when our main logo does not fit a particular item or becomes illegible).

Main Logo: This is our main logo used as our brands identity. This logo will appear on promotional products, magazines, and company stationary.

Black and White Logo: This logo should only be used for print where colour is not possible (e.g; newspaper print).

Logo with a background: The logo can be used with a contrasting background (on websites for example). In particular when using a blue colour avoid making it’s likeness too close to the logo.

04. Logo and exclusion zones. Exclusion Zone:

There should be no graphical elements within the blue box. Content can be placed in the greyed area which is 10mm from the logo.

04. Colours Our Colours: The colours of our brand have been chosen to reflect our brands values, therefore they should not be changed.

Print: Pantone 18-4043

Pantone 7411

CMYK: 71, 40, 0, 32

CMYK: 0, 35, 69, 0

Pantone 18-4043

Pantone 7411

RGB: 50, 103, 173 HEX: #3267ad

RGB: 251, 181, 0 HEX: #ffbf0d


05. Usage on stationary and promotional items.

Our stationary set: This is the official company stationary set that should be used in all correspondence to clients. This is our official letter head and should not be altered in any way.

05. Usage on stationary and promotional items.

Compliments Slip: A compliments slip should be sent with all company correspondence. Make sure there is 10mm of space between the corners of the compliments slip to the logo and type.

Business Card: Business cards should be used to promote the company and also sent out with correspondence. Make sure the spacing between the right corner of the business card is 5mm exactly while the left should be 10mm.

05. Usage on stationary and promotional items. Promotional Items: Promotional items are our companies other form of advertising. For example USB sticks, coffee cups, pet food and keyrings can be given to prospective clients at various events. As these are items people tend to use on a day to day basis it will be easier for clients to remember who we are.

06. Further Information.

These standards intend to outline basic principles and therefore cannot cover every application or eventuality. In case of difficulty or doubt as to the correctness in the application of these standards, please contact Minders Keepers Corporate Design. Telephone: (+44) 1912251549 Email: Address: Unit 64 Hylton Industrial Park Sunderland SR4 RNE All Minders Keepers corporate design standards are available from the Minders Keepers internet site.

Š Minders Keepers 2011-2012

Minders Keepers Corporate Identity Guidelines  

University project on Coporate Identity