LADS Brand Guideline

Brand Guideline

Tablet of Content About 04 Vision & Mission 05 Logo & Usage 06 Logo Rationale 07 Tagline 08 Logo Construction 09 Logo Grid 11 Logo Colour 12 Logo Variations 13 Logo Clearspace 15 Logo Minimum Size 16 Logo Application 17 Logo Watermark 19 Incorrect Usage of Logo 21 Typography & Text Hierarchy 22 Colour Palette 26 The Pattern 28 Address Option 29 Corporate Stationery & Application 30

About Lashawn Assistant Dogs School (LADS) is a guide dog training school that will be located in Malaysia founded by Stevens Chan Kum Fai, and it will be the first guide dog training school in Malaysia. Lashawn Assistant Dogs School (LADS) vision and mission are to start the first guide dog training school in Malaysia and through having Guide dog to help the young blind Malaysian to own guide dog to improve their life and make their life barrier-free. LADS planned to have the first school located at Johor Bahru and corporate with Singapore to help blind in Singapore to live in barrier-free life also. LADS’ slogan is Dog of sight, helping the blind to see, it’s also related to the Dogs of Sight movement to start the Guide Dogs School and Service in Malaysia since year 2014 started by Stevens Chan.

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Vision & Mission Lashawn Assistant Dogs School (LADS) vision and mission are to start the first guide dog training school in Malaysia and through having Guide dog to help the young blind Malaysian to own guide dog to improve their life and make their life barrier-free.

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Logo & Usage We are very proud of our logo, and we require that you follow these guidelines to ensure it always its best.

Our logo is the combination of a simple and modern wordmark with the icon.

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Logo Rationale The logo concept and idea is the guide dog and the blind share the vision/eye. When they comes together, they form a heart shape just like the relationship between blinds and guide dog are full of love. The purple colour means royalty, wisdom and playful just like how the guide dog personality, they’re royal towards the owner, they’re so clever that can leads the blind and they’re also cute and playful. I choose rounded typeface to give the feeling of friendly and cute.

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Tagline Dog for Sight, Help the Blind to See

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Logo Construction

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Logo Construction

Lashawn Assistant Dogs School icon and wordmark (Vertical Stacked)

Lashawn Assistant Dogs School icon and acronyms (Vertical Stacked)

Lashawn Assistant Dogs School icon and wordmark (Horizontal Stacked)

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Logo Grid

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Logo Colour

Pantone PANTONE 2602 C CMYK 57 100 0 0 RGB 134 41 144 HEX #862990

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Logo Variations There are 4 version of Lashawn Assitant Dogs School logo. These element are fixed size and position relative to one another.

Primary Logo

Alternate Logo

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Logo Variations While our default logo is purple, use the black or white version on layouts that are black and white only.

You can also use the white version on dark backgrounds so its easy to see.

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Logo Clearspace To ensure Lashawn Assistant Dogs School logo has consistent, optimal legibility and prominence, the example here shows the minimum amount of space required.

No graphic elements of any kind should invade this zone. Clear space is develop from the height of the L in the logo.

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Logo Minimun Size To make sure the logo is always clear and legible, there is a minimum size requirement. The minimun size requirement is based on the height of the Lashawn Assistant Dogs School logo.

When printing a logo, the minumum size of the Lashawn Assistant Dogs School logo is 1.20cm. For screen use, the minimum is 49 pixels.

Screen Minimun Size

Do not use the logo any smaller than 49 pixels height at 72 dpi.

Print Minimun Size

Do not use the logo any smaller than 1.20cm height.

(Shown at actual size)

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Mono Application

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Silver & Gold Application

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Logo Watermark

Opacity : 55% 19

Logo Watermark

Opacity : 30% 20

Incorrect Usage of Logo

Don’t use the logo on busy background

Don’t rearrange the elements of the logo

Don’t add elements to the logo

Don’t rotate the logo

Don’t change the logo colour

Don’t place the logo in a container or shape

Don’t outline the logo

Don’t apply effect on the logo

Don’t stretch the logo

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Typography Primary Typeface Effra A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 (,./?!“;:)

Secondary Typeface Quicksand Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 (,./?!“;:) 22

Typography Quicksand Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 (,./?!“;:)

Quicksand Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 (,./?!“;:)

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Typography Elephant Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 (,./?!“;:)

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Text Hierarchy

Headline One Effra Regular

Headline Two Quicksand Medium 30/36

Sub-head

Quicksand Regular 24/29

Content Text

Quicksand Light 18/22

Quote

Elephant Regular

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Colour Palette Primary Colour Palette

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The color purple mean royalty, ambition, creativity and wisdom

The color yellow mean happiness, and optimism.

The color blue mean trust, confidence and intelligence.

The color red mean passion, love, and joy.

Colour Palette Secondary Colour Palette

The color purple is 10% of the purple in primary colour palette

The color yellow is 15% of the yellow in primary colour palette

The color blue is 10% of the blue in primary colour palette

The color red is 15% of the red in primary colour palette

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The Pattern These Pattern are combination of heart shape and circle that can find in logo.

The concept is like my logo divided into two-part, the blind means half of the heart shape, guide dog means half of the heart shape, so if they combinate then will have an eye

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

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Namecard Generic version business card The corporate business card is included in the LADS stationery templates.This is the Generic version business card. The colour should always remain it’s original colour, purple. Text is set in the corporate font, Effra font for the name, Quicksand font for the address, handphone number and Facebook. All text should always appear leftjustified. Do not alter the colour positioning, the type sizes or the typefaces. The design should remain as they are shown in the template. The illustration is 100% scale of 8.89 cm x 5.08 cm business card format. All measurements are in centimetres and actual size.

1.04 cm

2.40 cm

5.08cm

0.28 cm

0.96cm 0.70cm 1.20cm 0.30cm

2.15cm

0.73cm

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4.55 cm

3.30 cm

5.10cm

2.83cm

22.7 mm

Namecard

7.1 mm 10.8 mm 8.8 mm

21.6 mm

13.5 mm

Special version business card The corporate business card is included in the LADS stationery templates. This is the Special version business card. The colour should always remain it’s original colour, purple. Text is set in the corporate font, Effra font for the name, Quicksand font for the address, handphone number and Facebook. All text should always appear align centre. Do not alter the colour positioning, the type sizes or the typefaces.

The design should remain as they are shown in the template. The illustration is 100% scale of 71 mm x 53.5 mm business card format. All measurements are in millimeter and actual size.

16.4 mm

6.6 mm

17 mm

14 mm

43 mm

14 mm

21 mm

5.4 mm 2.2 mm 15 mm

9.9 mm

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Namecard

Stevens Chan Kum Fai Founder of LADS

Quicksand Medium 8/11 pt

Dog for Sight, Help the Blind to See

LG-05-06, The Weld Shopping Mall No 76, Jalan Raja Chulan 50200 Kuala Lumpur 012-2035410 FB @DogsForSight

Effra 10/8 pt Effra 8/8 pt Quicksand Medium 7.5/8 pt Quicksand Regular 7.5/8 pt

Quicksand Medium 8/9.6pt

Effra 11 pt Quicksand Medium 8/8 pt Quicksand Regular 8/8 pt

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3 cm

Letterhead The corporate letterhead is included in the LADS stationery templates. The colour should always remain it’s original colour, purple. Text is set in the corporate font Quicksand font. All text should always appear align center and start at the line as shown at the illustration. Do not alter the positioning or the typefaces. The design should remain as they are shown in the template. The illustration is reduced scale sizes. All measurements are in centimetres.

15 cm

3 cm 1.5 cm 2.5 cm 0.5 cm 1.1 cm 1.96 cm

20.65 cm

1.5 cm

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Letterhead

Quicksand Medium 9/10.8pt

Source Sans Variable 12/14 pt

Quicksand Regular 11 pt

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2 cm

Envelope

2.24 cm

1 cm

17.36 cm

3.2 cm

1 cm

The corporate envelope is included in the LADS stationery templates.

The colour should always remain it’s original colour, purple. Text is set in the corporate font Quicksand font.

Do not alter the colour positioning, the type sizes or the typefaces.

The design should remain as they are shown in the template. The illustration is reduced scale sizes. All measurements are in centimetres.

1.4 cm 1.4 cm

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Envelope

Quicksand Medium 9 pt Quicksand Regular 9 pt

Quicksand Regular 11 pt

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Poster

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Staff Shirt

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Website

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Stationery

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Stationery

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Stationery

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Stationery

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Stationery

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Stationery

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03-2770 6380 FB @DogsForSight LG-05-06, The Weld Shopping Mall No 76, Jalan Raja Chulan 50200 Kuala Lumpur