Faldan Brand Guidelines 12/09/2019

Faldan

Brand Guidelines

Brand standards are a set of guidelines for the colors; photography and graphic elements; logo specs; fonts and messaging that comprise your brand. They’re the glue that holds your brand together and help to create and protect your firm’s brand identity.

Guidelines

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Logo Colors Typography Digital Other Faldan

Brand Guidelines

Header

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Brand standards are a set of guidelines for the colors; photography and graphic elements; logo specs; fonts and messaging that comprise your brand.

Faldan

Brand Guidelines

Logo

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Brand Guidelines

Lockup

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Faldan

This format is referred to as a “logo lockup�. In the process of designing the Logo Lockup is used as one unit. Below is an example of how the logotype combines with typographic elements to create the lockup.

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Brand Guidelines

Lockup

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Faldan

This format is referred to as a “logo lockup�. In the process of designing the Logo Lockup is used as one unit. Below is an example of how the logotype combines with typographic elements to create the lockup.

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Brand Guidelines

Minimum Size

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To preserve the readability of the logo it should never be sized below certain dimensions. The minimum height is 14.4pt when used in print or 14px in digital environments.

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F

A

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Faldan

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L

Brand Guidelines

L L

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D A

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36pt

24pt

14.4pt

Logomark

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A logo-mark is an identifying mark or symbol that doesn’t contain the business name. It should be used where the logotype is inappropriate. The logo-mark looks great in small spaces, for example as an avatar.

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X

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Brand Guidelines

X

X

Logo clear space. elements of any kind should invade this zone. Clear space is developed from the height of the owl in the logo and is shown as ‘x’.

Logo Position

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The logo should only be place in one of the four positions; flush against the left or right hand margins or aligned to either the top or bottom margins.

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Brand Guidelines

Typography

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Creator URW++

Weights Regular Bold

Nimbus Sans L is a version of Nimbus Sans using Adobe font sources. It was designed in 1987. A subset of Nimbus Sans L were released under the GPL. Although the characters are not exactly the same, Nimbus Sans L has metrics almost identical to Helvetica and Arial.

Nimbus Sans L a

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Brand Guidelines

Typography

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Creator Akira Kobayashi

Avenir Next (2004–2012) by Akira Kobayashi is the expansion of the original version of Avenir designed in 1988 by Adrian Fruitriger. The word avenir is French for ‘future’. As the name suggests, the family takes inspiration from the geometric style of sans-serif typeface developed in the 1920s. ‘Working on it, I always had human nature in mind.’ A. Fruitriger. The style does reflect the name in the sense that it feels modern and clean. The “humanization” makes it feel younger, and it is great for both body type and headlines to make a

Weights Regular Medium

Avenir Next a

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Brand Guidelines

Typography

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Creator Paul Renner

Weights Medium

Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927. It is based on geometric shapes, especially the circle, it has an appearance of efficiency and forwardness.

Renner believed that a modern typeface should express modern models, rather than be a revival of a previous design.

Futura Medium a

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Brand Guidelines

Hierarchy

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Differing levels of information should be separated by size and body weights. This helps distinguish and read information quickly and clearly. Larger sizes are used for headlines and smaller sizes are used for body copy and captions.

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Aa

Aa

Body

H4

Faldan

Aa H3

Brand Guidelines

Aa H2

Aa H1

Color

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Color is very important in branding and marketing because it is where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences.

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Primary

Charcarol

Black

Light grey

White

# b3122a

#39322d

#000000

# f9f9f9

#ffffff

C- 0 M- 100 Y- 75 K- 25

C- 61 M- 59 Y- 60 K- 69

C- 0 M- 0 Y- 0 K- 100

C- 0 M- 0 Y- 0 K- 5

C- 0 M- 0 Y- 0 K- 0

Primary

Faldan

Brand Guidelines

Color

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Color is very important in branding and marketing because it is where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences.

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01

02

03

04

05

Primary

Magenta

Deep Green

Light Almond

White

#b2172a

# a11650

# 002d19

# ede6

#ffffff

C- 0 M- 100 Y- 75 K- 25

C- 0 M- 100 Y- 0 K- 40

C- 100 M- 0 Y- 100 K- 85

C- 0 M- 5 Y- 8 K- 10

C- 0 M- 0 Y- 0 K- 0

Secondary Faldan

Brand Guidelines

Combining Colors

Not all colors will work together. For instance, using the primary color on black will appear agressive. In order to avoid too many variations there are only a few ways of combing the brand colors.

White Text

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Black Text

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Black text

White Text

Faldan

Imagery

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Overlay Faldan

Brand Guidelines

Color

#ede6dd

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Pantone 123

Tone

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The tone refers to the way in which the color palette of the images should match the brand colors.

Faldan

Brand Guidelines

Imagery

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(Above) Product packaging

Mood Faldan

Brand Guidelines

Brand mood are images used to depict the ideal look and feel for the brand. This might be just trying to tap into a specific emotion or theme, later this can get refined into specifics such a colors, typography, types of model

Stationery

Size 85 x 55mm

Paper TBC

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Finishes Red Matt / Letterpress

Cards Faldan

Brand Guidelines

Stationery

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55mm

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85mm

The logo on the front of the cards is set centered. The slogan and company name set at the corners. The company and personal details are set on the back of the card and split into columns. 2mm bleed is added to each card before print.

Faldan

Brand Guidelines

Stationery

Size 85 x 55mm

Paper TBC

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Finishes Blind Emboss

Letter

00.000.0000 info@faldan.com faldan.co.uk

Address Line One Address Line Two City, 000000

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Name CEO and Founder

Company No and Registration Information Faldan

Brand Guidelines

Stationery

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Size A4+

A Poster

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Poster Company No and Registration Information Faldan

Brand Guidelines

Stationery

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Size A4+

A Poster

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The poster utilizes the same 4 column grid system as the letterhead. The headline text is slightly overlaping the image. The footer information is aligned to the grid at the bottom of the page.

Company No and Registration Information Faldan

Brand Guidelines

Avatars

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In most cases social media avatars will either be in the form of a circle or a square. In instances where the avatar is reproduced in small sizes (sub 100px), the shorthand logo (logo-mark) should be used.

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Size Large 101px+

Size Small 0—101px

Faldan

Brand Guidelines

Avatars

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Below are some examples of color combinations. For further information see the color combination rules outlined in the color section.

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Size Large 101px+

Size Small 0—101px

Faldan

Brand Guidelines

Mobile I

Size 2436 x 1125px

Device All Smart Phone

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Featured Homepage

New In Spring/Summer View the Collection

Web Faldan

Brand Guidelines

Mobile II

Size 750 x 1334px

Device All Smart Phone

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Featured Homepage

On Trend FROM THE JOURNAL

The poster utilizes the same 4 column grid system as the letterhead. The headline text is slightly hidden by the hero image. The footer information is aligned to the grid at the bottom of the page.

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Brand Guidelines

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Mobile III

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Here is an example of how the website should look on a mobile tablet device (Ipad, Surface etc).

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New In Spring/Summer View the Collection Rum hitatur sit accat voluptio berciet perum solut lab imoluptaqui adi tota alit, ut quodisit alitatus alis velicimet et, vit, qui nonsenim eum as

Faldan

Brand Guidelines

Nimbus Sans L is a version of Nimbus Sans using Adobe font sources. It was designed in 1987. A subset of Nimbus Sans L were released under the GPL. Although the characters are not exactly the same, Nimbus Sans L has metrics almost identical to Helvetica and Arial.

Social Posts

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Images should be in the same palette as brand colors and typography should be in keeping with the design standards laid out

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Brand Guidelines

Values

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Brand messaging refers to every communication which makes a buyer relate to the brand by influencing them, motivating them and propelling them to buy the product. It’s the message that tells why your brand matters, what is its value proposition, and how it is different from the competitors. The Brand message is the core message around which other marketing ideas are implemented.

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Brand Messaging Faldan

Brand Guidelines

Values

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Faldan

Core values communicate what you believe as a company and how you are working together toward a shared vision. This concept is powerful. By articulating what you stand for as a brand, you can attract better employees and customers who share your beliefs.

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Ethical Powerful Stylish Brand Guidelines

Information

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Terms These guidelines are to be used on by Faldan and your associates. They are not to be re-published without prior consent.

Faldan

Brand Guidelines