CORRLOC
DESIGN AND BRAND GUIDELINES 2018 REBRANDING
CONTACT Address
Online
Northbound Studio 401 Hall Street SW Unit 140B Grand Rapids, MI 49503
northboundstudiodesign.com jordan@northboundstudiodesign.com BRAND GUIDE
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THE BRAND INTRODUCTION THE DESIGN GUIDELINES These guidelines describe the visual and verbal elements that represent CorrLoc’s corporate identity. This includes the name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who CorrLoc is, is essential to presenting a strong, unified image of the brand.
These guidelines reflect CorrLoc’s commitment to quality, consitency and style. The CorrLoc brand, including the logo, name, colors and identifying elements, are valuable company assets.
CORRLOC
TABLE OF CONTENTS SECTION 1
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LOGO
SECTION 2
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TYPOGRAPHY
SECTION 3
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TEXT HIERARCHY
SECTION 4
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COLOR SYSTEM
SECTION 5
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STATIONERY
SECTION 6
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BRAND IMAGERY AND INSPIRATION
SECTION 10
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SUMMARY AND CONTACT
01
THE LOGO SIGNAGE The logo is the key building block of CorrLoc’s identity, the primary visual element that identifies the brand. The signature is a combination
The Logo Introduction The Logo Application The Logo Elements Clearspace and computation
of the the symbol itself and the company name – they have a fixed relationship that should never be changed in any way.
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THE FONTS AND TYPOGRAPHY THE FULL LOGOTYPE 1
The CorrLoc masterbrand or logo comprises two elements, the logo symbol and logo type. The logo symbol is a representation of the product. It has a particular relationship with the CorrLoc name. The logo type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Brandon Grotesque and has also been chosen to compliment and balance perfectly with the logo symbol. The logo is presented through the use of color as well as shape and form. The two corporate colors are Camp and Mint. It is a natural and appealing blend of colors chosen for their environmental implications and modern feel. The colors have been selected according to international standards as shown below and are easily implemented.
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1) The Logo Symbol Consists of a clean, simplified illustration of the product. 2) The Logo Title Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The font that is used here is Brandon Grotesque Regular.
1) The general Logo The main logo is the camp logo used on white or colored backround. For darker backrounds you will find an alternative below.
LOGO DARK VERSION
LOGO LIGHT VERSION
3) The Logo Dark Version will be used when the background color is light colored. 4) The Logo Light Version will be used when the background color is dark colored.
Recommended formats are: .eps | .ai | .png | .jpg | .tiff
3
4
Attention: Use of any stylized, animated, hand drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency.
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LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION
It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest
any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
0.5 x
0.5 x
x
1.5 x
0.5 x
CLEARSPACE
CLEARSPACE
Logo Symbol
Full Logo
1
/2 x
1
/2 x
x
1
Definition Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
1
Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).
/2 x
1
/2 x
/2 x
1
/2 x
x
/2 x
1
/2 x
1
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APPLICATION ON A BACKGROUND
LOGO A
Colored Version
LOGO B
LOGO C
Colored Version
LOGO D
Colored Version
Colored Version
MINIMUM LOGO SIZES
20 mm
5 mm
30 mm
10 mm
Logo Symbol Minimum Size: 5 mm x 5 mm
40 mm
15 mm
Full Logo Minimum Size: 20mm x 3.33 mm
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02
THE T YPOGRAPHY Typography is another visual representation of CorrLoc as a brand. The chosen font family will be used for a variety of media across the brand. Using only this font will help CorrLoc retain brand recognition and unite the vareity of media produced for the brand. Digital media
The Fonts Primary Font Secondary Font Font Hierachy
produced using this typeface will appear to convey the same messaging and representation as print media. Each font in this font family contributes to a variety of choices that can be used for headlines, body copy, captions, and more.
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THE FONTS AND TYPOGRAPHY THE FONT Brandon Grotesque is a sans serif type family of six weights plus matching italics. It was designed by Hannes von Döhren in 2009/10. Influenced by the geometric-style sans serif faces that were popular
during the 1920s and 30s, the fonts are based on geometric forms that have been optically corrected for better legibility. Brandon Grotesque has a functional look with a warm touch and distinctive elegance.
BRANDON GROTESQUE 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
PRIMARY FONT BRANDON GROTESQUE
Bold
DESIGNER : HANNES VON DÖHREN -
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
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
0 1 2 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
Figures
Special Characters
TYPE EXAMPLES BRANDON GROTESQUE
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THE FONTS AND TYPOGRAPHY
ALTERNATE FONTS BRANDON GROTESQUE DESIGNER : HANNES VON DÖHREN -
Black
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
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
Light
TYPE EXAMPLES BRANDON GROTESQUE
Thin
0 1 2 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
03
T YPOGRAPHY AND TEXT HIERARCHY Typographic hierarchy is another form of visual hierarchy, a subhierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information.
Font Hierachy
Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for CorrLoc layouts.
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CONTEXT TEXT AND INNER HEADLINES
Caption Text
CorrLoc Typo Brandon Grotesque Regular 6 pt Type / 9 pt Leading
Copy Text
Headlines Copytext
HEADLINES AND TYPOBREAKS
Sublines Sections
Big Headlines and Title
CorrLoc Typo Brandon Grotesque Regular 8 pt Type / 0 pt Leading
CORRLOC TYPO
Brandon Grotesque Bold - Capital Letters 10pt Type / 10pt Leading
CORRLOC TYPO
Brandon Grotesque Bold - Capital Letters 16pt Type / 10pt Leading
CORRLOC TYPO
Brandon Grotesque Bold - Capital Letters 34pt Type / 10 pt Leading
Sequencer and Title for Marketing
THE HEADER
Brandon Grotesque Bold - Capital Letters 48pt Type / 48 pt Leading
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04
THE COLOR SYSTEM THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the CorrLoc identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice� color scheme. Consistent use of these colors will contribute to the
The Colors Primary Color System Secondary Color System
cohesive and harmonious look of the Corrloc brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.
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PRIMARY COLOR SYSTEM Explanation: CorrLoc has two official colors: Camp and Charcoal. These colors will be a recognizable identifier for the brand.
PRIMARY COLOR CAMP
PRIMARY COLOR CHARCOAL
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-
COLOR CODES
CMYK Pantone RGB Web
100 %
80 %
60 %
Camp Gradient
40 %
20 %
Usage: Use them as the dominant color palette for all internal and external visual presentations of the brand.
COLOR CODES
: C90 M33 Y89 K25 : PANTONE P 141-15 U : R0 G107 B66 : #006b42
COLOR TONES
THE GRADIENT
CMYK Pantone RGB Web
100 %
80 %
60 %
Charcoal Gradient
40 %
20 %
: C0 M0 Y0 K90 : PANTONE P 179-14 U : R65 G64 B66 : #414042
COLOR TONES
THE GRADIENT
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SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to the official colors, but are not recognizable identifiers for the brand. Secondary colors should be used sparingly (less than 20 % of the palette in one piece.
Usage: Use them to accent and support the primary color palette.
MINT Tones
CMYK : C71 M7 Y65 K0 Pantone : PANTONE P 139-13 U
RGB Web
: R72 G174 B128 : #48ae80
RGB Web
: R230 G231 B232 : #e6e7e8
RGB Web
: R220 G219 B219 : #dcdbdb
RGB Web
: R128 G130 B133 : #808285
RGB Web
: R35 G31 B32 : #231f20
CLOUD Tones
CMYK : C0 M0 Y00 K010 Pantone : PANTONE P 169-1 U
STORM Tones
CMYK : C13 M10 Y10 K0 Pantone : PANTONE P 171-1 U
SLATE Tones
CMYK : C0 M0 Y00 K060 Pantone : PANTONE P 179-9 U
IRON Tones
CMYK : C20 M00 Y000 K100 Pantone : PANTONE P 179-9 U
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CAMP
CHARCOAL
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MINT
CLOUD STORM SLATE IRON
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05
BRAND STATIONERY INTERNATIONAL PAPER STATIONERY Stationery is a primary means of communication and it is essential that every application be a consistent reflection of the brand identity. There is only one approved design format for all brand stationery, although there are slight variations in size and content for different regions of the world. This section illustrates approved layouts for standard U.S.
Brand Letterhead Brand Business Cards Envelope
business stationery. It includes specifications for typography, color, printing method, paper stock and word processing stationery brand management guidelines do not include invoices, bills of lading, credit letters, business forms, checks, e-mail tags or other business processes.
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BRAND LETTERHEAD Explanation: This shows an example of an approved layout with the primary elements of the CorrLoc stationery system for the front and backside of the letterheads.
PARAMETER Dimensions 8.5” by 11” DIN A4 Weight 60 lb Uncoated white Print Offset CMYK
Usage: The approved layouts will be used for all official communication that is going out of CorrLoc.
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ENVELOPE Explanation: This shows the approved layout with the primary elements of the CorrLoc stationery system for envelopes.
Dimensions 4.125” by 9.5” DIN A4
Weight 60 lb Uncoated white
Print Offset CMYK
BRAND BUSINESS CARDS Explanation: This shows the approved layouts with the primary elements of the CorrLoc stationery system for business cards. Usage: The business cards will be used for all official contact and communication of CorrLoc company.
PARAMETER Dimensions 2” by 3.5”
Weight 120 lb Uncoated white
Print CMYK
06
BRAND IMAGERY AND INSPIRATION Mood Board Brand Imagery
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MOOD BOARD AND INSPIRATION Explanation: A collection of imagery that inspired the overall aesthetic of the CorrLoc brand. This includes photography, texture, and illustration.
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07
CLOUT BRAND ADDITION Logos Marks
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CLOUT BRAND MARKS AND LOGO VARIATIONS
LOGO A
Colored Version
LOGO B
LOGO C
Colored Version
LOGO D
Colored Version
Colored Version
MINIMUM LOGO SIZES 20 mm
5 mm
30 mm
10 mm
Logo Symbol Minimum Size: 5 mm x 5 mm
40 mm
15 mm
Full Logo Minimum Size: 20mm x 3.33 mm
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SUMMARY AND CONTACT Summary Contact
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CorrLoc Brand Collection
A SHORT SUMMARY CorrLoc is a modern, innovative brand that challenges the current technology and breaks boundries for their clients. The branding was developed to highlight these features, while remaining practical, unique, and relevant. CorrLoc is a brand that stands out among its competition, as its products stand out among thier competition. The color scheme, logo, and typography function together to create a whole brand that clients and staff will recognize and understand. The brand will serve to unite CorrLoc materials and communications under one system with cohesive messaging. This brand was developed by Northbound Studio in Grand Rapids, Michigan with great care and attention to detail. Northbound is proud to present the CorrLoc Brand Guide and is grateful for the opportunity to have created this brand.
CONTACT For further information please contact: Jordan Hiemstra Northbound Studio E: jordan@northboundstudiodesign.com P: 616-644-3768
COMPLETE MANUAL DOWNLOAD LINK
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CORRLOC.COM
INNOVATION GOES GREEN CorrLoc Brand Collection
CONTACT
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Address
Direct Link :
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