Craftology 101 - Logo & Identity Guidelines

First Impressions are Everything.

IDENTITY GUIDELINES

VERSION 1.0

CRAFTOLOGY 101

A DESIGN IS NOT FINISHED UNTIL SOMEBODY IS USING IT.

2 | IDENTITY GUIDELINES

THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR IDENTITY. It will let you get to know us better.

CONTENTS

04 LOGO Rationale Construction Exclusion Zone Minimum Size Application Family/Variations

08 COLOR Primary/Secondary Palette Application

09 TYPOGRAPHY Print Online Style

10 STYLE GUIDE Design Style Support Graphics Photographic Style Website

11 CHECKLIST

WHAT IS BRANDING? A organization, service, or product with a personality that is shaped by the perceptions of the audience. One cannot make a brand - only the audience holds that power. A designer forms the foundation of the brand which is commonly called the identity.

A brand is a complicated concept of a corporate image. Everything a company does, everything it owns, and everything it produces should reflect the values and aims of the business as a whole. It is the consistency of this core idea that makes up the company; what drives it, the belief, what it stands for, and why they exist. It is not purely some colors, some typefaces, a logo and a slogan.

WHAT IS IDENTITY? Identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole to be recognizable. Your identity is held within anything visual that represents the business including signage, business cards, marketing collateral, logo, and messages and actions.

WHAT IS A LOGO? A logo is for identification. A logo does not sell the company nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around. They are meant to identify, not to explain.

BRAND - The perceived emotional corporate image as a whole.

IDENTITY - The visual aspects that form part of the overall brand.

LOGO - Identifies a business in its simplest form via the use of a mark or icon.

This document is available to download at:

craftology101.com/brand-guide.pdf

IDENTITY GUIDELINES | 3

CRAFTOLOGY 101

OUR LOGO IS VERY PRECIOUS TO US. We took our time developing our identity, so please be nice to it.

RATIONALE

THE LOGO delightful am I not?

Our logo was developed to be modern and futureproof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present our business as a forward-thinking, professional organization.

CONSTRUCTION

01

The script is a hand-drawn element meant to show the craftsmanship qualities it deserves. Please do not combine it with an other script typefaces.

The typographic element “101� is designed to complement and enhance the logo graphic.

Existing in harmony, it neither dominates or becomes insignificant.

The supporting typeface and collateral are clean and minimalist to reinforce our identity as a

02

quality, professional organization.

COLOR TREATMENT There is one preferred full-color option for stacked and landscape variations shown here.

01

These logos should be used whenever possible.

This is solid circle version of the logo and is preferred version of the logo for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.

02 This is the outlined circle version of the logo and is the secondary version when the outlined circle makes more sense with the intended design.

4 | IDENTITY GUIDELINES

EXCLUSION ZONE a little elbow room to help us stand out.

The minimum exclusion zone margin for all our company logos is based on half of the height of the “101� in the logo graphic. With all logos, a clear-space of the of one circle must be maintained on all sides. When any color is used behind the logo it must extend to a minimum of the same dimensions as one circle on all sides.

On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element may encroach on this space.

MINIMUM SIZE bigger is better.

20MM MIN.

The solid circle version of the logo must not be reproduced in anything less than 20mm in height.

The oultlined version of the logo is meant

15MM MIN.

for small applications if necessary.

IDENTITY GUIDELINES | 5

CRAFTOLOGY 101

WE WANT TO LOOK GOOD ALL THE TIME. So take time to consider how to apply our logo.

We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.

01

02

03

04

05

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01 SPACE AROUND THE LOGO Always leave the logo some space to breathe. Try to use white or neutral backgrounds.

02 IF YOU HAVE TO...

If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.

03 NOT RIGHT Do not rotate the logo.

04 COLOR CLASH Do not place the logo on the wrong colors.

05 NOT GOOD Do not use the negative logo on backgrounds that are too light or cluttered.

06 NO THANKS Do not add embellishments like drop-shadows, embossings etc. to the logo.

6 | IDENTITY GUIDELINES

SAY HELLO TO EVERYONE IN THE FAMILY. If you can’t find it here, we don’t want you to use it.

To download a particular color and size, click the appropriate link below or download the full

COMPLETE ZIP PACKAGE

package by clicking the button adjacent.

EPS

ALL SIZES

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MED

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An EPS is a file format for vector editing programs like Adobe Illustrator. All files are in a transparent PNG format which can be converted down to formats like JPG, BMP, GIF, etc. A plethora of free coverter tools can be found online by performing a quick search.

IDENTITY GUIDELINES | 7

CRAFTOLOGY 101

OUR COLORS DEFINE OUR BRAND. We’re bold, bright and confident. Simple and to the point.

We have designed the logo around an “Open Color Theory.” Although

Included are the references for Pantone, CMYK, RGB and HEX Values

any color can be used in combination with the logo, we prefer flat,

for consistency across different media.

pastel, bright colors over neutral earthy tones.

Where possible, the logo should be reproduced in the CMYK color When using the logo on top of a bright color, please use either the white

process. Equivalent colors can be composed using the RGB and HEX

or black versions of the logo. For some instances, we accept using a

references included when the logo is to used digitally.

dark or light tint of the same color at + or - 50% tint.

COLOR PALETTE // PRIMARY

COLOR PALETTE // OPEN COLOR THEORY

These are our corporate primary colors for our logo, text and headers.

These are secondary colors (suggestions) for using bright colors.

pantone 5473

pantone

15-3920 TCX

cmyk

95 : 20 : 45 : 45

cmyk

44 : 23 : 4 : 0

rgb

0 : 93 : 97

rgb

140 : 173 : 211

hex # 005D61

hex # 8CADD3

pantone 321

pantone

15-6114 TCX

cmyk

95 : 20 : 50 : 0

cmyk

43 : 9 : 44 : 0

rgb

0 : 139 : 138

rgb

150 : 193 : 160

hex # 008B8A

hex # 96C1A0

pantone 326

pantone

14-0852 TCX

cmyk

75 : 0 :35 : 0

cmyk

5 : 23 : 95 : 0

rgb

0 : 177 : 178

rgb

242 : 193 : 43

hex # 00B1B2

hex # F2C12B

pantone 324

pantone

17-1360 TCX

cmyk

50 : 0 : 20 : 0

cmyk

2 : 69 : 88 : 0

rgb

136 : 205 : 211

rgb

236 : 113 : 58

hex # B8CDD3

hex # EC713A

pantone 628

pantone

18-1651 TCX

cmyk

24 : 0 : 10 : 0

cmyk

7 : 87 : 66 : 0

rgb

205 : 232 : 234

rgb

224 : 73 : 81

hex # CDE8EA

8 | IDENTITY GUIDELINES

hex # E04951

TYPOGRAPHY IS THE BACKBONE OF DESIGN. Getting it right is paramount.

TYPEFACES. PRINT.

TYPEFACES. ONLINE.

TYPOGRAPHY. STYLE.

Our corporate typeface is Courier New

When technology allows for it, Courier

Text for correspondence and publications

or Courier. This full font family comes

New or Courier should be used in any web

should preferably be set in upper and

in a range of weights to suit a multitude of

applications. The default fall-back corporate

lower-case, and flush left with ragged right.

purposes. It was optimized for print, web, and

font is Arial which should be utilized to

Capitalization should never be used for body

mobile interfaces, and has excellent legibility

ensure acceptable degradation when Benton

text, but is acceptable for headings.

characteristics in its letterforms.

Sans is unavailable.

Aa

Aa

(.,:;?!£$&@*) 0123456789

(.,:;?!£$&@*) 0123456789

HEADLINE FONTS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz COURIER NEW // BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz COURIER NEW // REGULAR

BODY COPY FONTS

Aa

Aa

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

(.,:;?!£$&@*) 0123456789

(.,:;?!£$&@*) 0123456789

BENTON SANS // REGULAR

BENTON SANS // BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

IDENTITY GUIDELINES | 9

CRAFTOLOGY 101

THAT’S JUST FOR STARTERS...

Here is a few more things you should know.

PHOTOGRAPHIC STYLE

BRAND DESIGN STYLE

Photography tends to send a message of its own. As an overall theme for the

Our branding is very important to us. All uses of

photographic style of our brand, we suggest that photography be medium contrast

our logo for company use will be pre-approved

black and white, so as to strengthen a classic, emotive approach to supporting visuals.

before implementing in any manner. We use large

As an alternative, a single color can be used from within the corporate palette as a

amounts of white space, mainly for breathing room

replacement for white within the image, creating a understated duotone look. Color

and eye comfort. Taking a direction from the Swiss

images may be used with regard to the look and feel of its surrounding elements.

Style (or International Typographic Style) allows us to emphasise and execute a clean, legible approach

All photography used must be of high quality regardless of whether they are black

to our extended media and brand situations.

and white or color. Images need to be clean, crisp, in focus and contain subject matter

Features include asymmetric layouts, strong grid-

relevant to our organization. Artistic composition also needs to be considered to avoid

based structure, sans-serif typefaces and unjustified

‘snapshot’ style imagery.

body text.

All photography must be properly licensed for its intended use, including photography

An understanding of the importance of white space

and imagery under a Creative Commons License.

is also crucial in layouts, both in and around text/ images. Please avoid large blocks of color that take

Images that have effective PPI below the intended use will become “pixelated.”

up more than 50% of the space available.

Pixelated imagery only serves to degrade the message of our brand.

Black body text should normally be used unless reversed out/white copy is more aesthetically appropriate. Limiting color use to our corporate palette will serve to strengthen our brand message.

SUPPORT GRAPHICS Graphic elements derived from the logo are valid for use as stand-alone support graphics provided they are not used in place of the complete logo. We recommend using the same theme based on the company identity for any supporting graphics. We do not recommend the use of detailed illustrations or clip art as support graphics but rather simple geometric shapes so as not to detract from other layout elements. Large, distracting banners and graphics (such as ribbons and arrows) should not be used as they only serve to lessen the quality and values of our brand.

10 | IDENTITY GUIDELINES

BEST TO HAVE A CHECKLIST. Then you know that you have done everything right.

THE CHECKLIST...

The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.

Backgrounds The logo should not appear on light or cluttered images without being reversed out.

Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.

Typography Check that our corporate typefaces have been used appropriately where

TO REQUEST THIS DOCUMENT IN AN ALTERNATIVE FORMAT, PLEASE CONTACT US VIA TELEPHONE OR EMAIL.

applicable.

Design Be sure to provide these guidelines to third parties or collaborating partners.

A FINAL THOUGHT. If in doubt, take a look back through this document, all the answers are there.

We don't ask for much, just a little love and respect for our branding which is why we think we've created a flexible system that won't stifle your creativity.

Overflow Design Group, LLC 1936 Bruce B Downs Blvd.

Wesley Chapel, FL 33544 TELEPHONE: 813-501-7220 EMAIL: contact@overflowdesigngroup.com WEB: http://overflowdesigngroup.com

Give it your best shot...

IDENTITY GUIDELINES | 11

OVERFLOWDESIGNGROUP.COM