Borghi&books brandbook

Brandbook October 2016

Brandbook October 2016

Brandbook October 2016 Graphic Design: Pedro de Sousa

INDEX brand 6 Concept 8 The Brand 10 Signatures

color 14 Primary Colors 16 Support Colors 18 Alien Colors 20 Black & White

specifications 24 Spacing 26 Shrinkage 28 Cuts 30 Prohibitions 32 Primary Font 34 System Font

products 38 Page Marker 40 Youtube Cover 41 Facebook Cover

brand

CONCEPT

L

iterature is still a great source of knowledge and entertainment around the world.

Many people see books as the only way to distance themselves from everyday life, discovering new places and new people. To them, the pages are like small windows to the limits of one’s imagination and creativity.

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The objective of the brand is to present the literary narrative as a breeze of fresh air in an everyday situation of comfort, even monotony.

The photo next page was chosen as a key image of the project, both because it is a reliable representation of the conceptual spirit and the color palette.

7

THE BRAND

T

he brand design was based upon literary tradition. On the other hand, it was also necessary for it to appeal the contemporary public.

THIS, a font designed by Corey Holms, proved to be ideal, since it sought inspiration from styles of Illuminist

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typographers (Didot, Bodoni) and, at the same time, it was a stencil font - a technique that, although prehistoric, denotes informality AND contemporaneity - bringing together the of literary classicism and the strippeddown tone of contemporary youth.

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SIGNATURES

S

ince it has to be adapted to as many situations as possible, the brand has three variations - horizontal, vertical and minimal - without hierarchical or stylistic distinction between them.

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In addition, all variants can be used in their positive or negative forms, to ensure better legibility and visual suitability on any viewing platform.

Positive

Negative

Horizontal

Vertical

Minimal

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12

color 13

PRIMARY COLORS

T

he color palette is of utmost importance in building a visual identity. It represents a vast role in the concept and humor that the brand is to present.

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In this way, the appropriate use of colors, with precise registration, as well as its correct proportions are of paramount importance for the project.

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SUPPORT COLORS

I

n some situations, the primary colors may not be enough to guarantee the brand’s prominence. In others, color repetition can make the appearance dull, impoverishing the user experience.

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For all cases, the support colors allows for good variation and visibility of the logo.

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ALIEN COLORS

A

lthough having a satisfactory variety of colors, the brand will eventually be applied over colors strange to the original design.

In these situations, the logo can be

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displayed in any of the primary or support colors.

It is worth mentioning that the identity must always be legible and, in this case, with only one color.

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BLACK & WHITE

W

hether for low-budget projects or just by stylistic choice, monochrome printing is quite recurrent.

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Therefore, it is essential to ensure control over the printing results.

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22

specifications 23

SPACING

I

n an imagery fraught world, a brand must be clear and visible, even in a context of great visual pollution.

Therefore, one of the most important values of the logo is its ability to stand out.

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The spacing zone - or protection zone is essential for maintaining visual and identity clearness.

25

SHRINKAGE

F

or smaller applications or discretion, a brand must occupy reduced space while maintaining legibility and reach.

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The minimum dimensions of the signatures ensure that it does not lose legibility, even when in tiny sizes.

Print

Digital

40mm

200px

20mm

100px

8mm

50px

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CUTS

T

he minimal version of the brand, although a typographic element, may behave as a symbol.

Therefore, it becomes possible for visual editions, either to suit specific publications or to guarantee greater

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stylistic value or variety to graphic pieces.

In this case, the mark admits partial cuts of its form, provided that the proportions and the presented grid are respected.

Left

Superior

Inferior

Right

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PROHIBITIONS

P

rompt recognition and visual consistency are very important factors for a brand.

As so, it is necessary to maintain certain visual patterns such as colors,

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proportions and elements arrangement.

In this way, the mark also presents some restrictions that must be respected in order to guarantee its integrity and its visual consistency.

Distort the logo

Alter proportions of its components

Create new signatures or alter the elements disposition

Use alien colors or alter the original pattern

Borghi&Books Change dispositions of the primary colors

Alter the brand font

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PRIMARY FONT

A

typographic font is an institutional element as much as the brand itself and must be used with care.

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The Font Eczar, designed by Rosetta, has traditional humanistic features, but with stripped-down and contemporary look.

Eczar Regular

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Medium

ExtraBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 33

SYSTEM FONT

I

n some situations, as in the case of a web platform or specific operating systems, portable or not, the primary font will be unavailable, .

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Times New Roman, with its transitional design, is present in most digital systems, and can be applied when the use of the primary font is impracticable.

Times New Roman Regular

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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36

products 37

Page marker –Positive version– (50mm X 200mm) Front 38

Back – variation 1

Back – variation 2

Page Marker –Negative version– (50mm X 200mm) Front

Back – variation 1

Back – variation 2 39

Visible Area

Cover –Youtube– (2560px X 1440px)

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Cover –Facebook– (3757px X 2114px)

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