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Brand Guidelines
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Brand Guidelines
CONTENTS
06 08 08 10 12 16 22 24 30
Introduction Brand mission Brandmark Logo Usage Logo guidelines Color Typography Brand materials Environment
Introduction
FORMA is a Pop up shop curated and created by the UH Graphic Design Program’s Senior class. This pop up shop’s aim is not only to put out beautiful design goods but fundraise for the Senior exhibition that takes place each May.
Brand Guidelines
7
BRAND MISSION
Brand Guidelines
Mission
To those who appreciate the marriage of good form and thoughtful design, here’s to you.
Slogan Good process, form + design
09
LOGO
Brand Guidelines
The logo Forma is not only inspired by the 26 different styles, personalities and design aesthetics of UHGD 19. but Forma also finds inspiration in geometric shapes that come together to create something complex.
11
Clearance zone & size
The zone The clearance zone for placing the logo should be the height of “A�.
Size The smallest size possible for the logo to be readable in print is 1.5 inches.
Brand Guidelines
Smallest size
1.5 in
13
Logo Typesetting
Wordmark Forma is Size The smallest size possible for the logo to be readable in print is 1.5 inches.
85 px height
4 inches wide
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15
COLOR
Brand Guidelines
Why the colors? These colors were chosen based on color psychology. Orange represents creativity, Pink represents playfulness and Black represents strength.
Tangerine
Blush
Primary black
Transparent white
Pantone – 021 U CMYK – 0 25 1 0 RGB – 255 196 220 HEX – #FF6C2F
Pantone – Black 6 C CMYK – 0 0 0 100 RGB – 16 24 32 HEX – #101820
Pantone – 2036 U CMYK – 0 25 1 0 RGB – 255 196 220 HEX – #FFC4DC
CMYK – 0 0 0 0 RGB – 255 255 255 HEX – #FFFFFF
17
Color variations
Blush Blush is the primary identity and should be across all applications when possible Primary Black Primary black is a secondary color variation which can be used when blush suitable Tangerine Tangerine is a secondary color variation which can be used in environmental applications when blush and black are not suitable Transparent white Tangerine is a tertiary color variation which can be used on all collateral material when blush and black are not suitable
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To those who ap form and desig
Brand Guidelines
21
ppreciate good gn, heres to you!
TYPO GRAPHY
Brand Guidelines
23
Typography Typography is a powerful brand tool when used consistently. This typeface represents the bold, quirky and sharp nature of Forma. This typeface should be used across all print and web applications.
Adieu Sans Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Adieu Sans Light
abcdefghijklm nopqrstuvwxyz
Adieu Sans Regular slanted
ABCDEFGHIJKLM NOPQRSTUVWXYZ0123 abcdefghijklmnopqrstuvwxyz
BRAND MATERIALS
Brand Guidelines
Business cards Business cards will be available at the pop up shop locations
25
Product bags Paper product bags will be available at the pop up shop locations for patrons purchasing goods from Forma.
Brand Guidelines
Employee Uniform All employees working the pop up will wear an apron to indicate they are who patrons should go to for questions and purchases.
27
PRODUCT DESIGN
Product Forma will produce an infinity calendar that can be used for years to come!
ENVIRO NMENT
Pop up shop environment Forma's pop up shop environment will be housed under a 10 x 10ft white tent and include a foldable grid stand that can hang prints, store large format prints and t-shirts.
Tent panels Part of Forma's set up are the 3 vinyl panels that will hang from the frame of the tent structure. These panels are 36 x 48 in.
Brand Guidelines
7 ft
10 ft
33
Final comments If ever in doubt, just refer back to this guide or get in contact with Forma at formapopup@gmail.com