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BRAND GUIDELINES

version 1 May 2014


CONTENTS

INTRO About ASA company

IDENTITY Logo Logo Clear Space Logo Placement Logo Sizes Logo Colors Logo measurements

TYPOGRAPHY Print Typeface Web Typeface Typesetting Guides

GRAPHIC ELEMENTS Color Palette

DESIGN CHANGES please don’t. DESIGN MATTERS


WHAT ARE WE ABOUT

TARGET AUDIENCE

ASA LIMITED COMPANY is a very unique organisation. We are totally sector focussed with many years experience within Children and Young Adolescents care and the Criminal Justice System.

GENDER: female-male

WHAT DO WE PROVIDE We provide Supported Living, Offending Behaviour Programmes and Community Interventions to young people aged 16-18 years old. Helping young people make the most of their potential and assisting them to resettle back into local communities equipped for future success.

AGE: 16-25 GEOGRAPHIC LOCATION: London,UK OCCUPATION & INTERESTS: Youth center (Accommodation,behaviour programmes ,Community interventions.)


INTRODUCTION

The purpose of these guidelines is to explain the use of the brand style and to reinforce consistent application of the visual elements in all communications. this includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included.


The logo is made of 3 circles each circle has an icon that reprsents a main goal of the facility.


The “Home” Icon is what the facility provides which is safety and home like.

The”two men” holding each other represents the facility it self which is a friendly, caring and humane environment.

The open book represents “education” and how this facility educates these people and teaches them how to live the right way with love, care, friendship.


LOGO MEASUREMENTS Minimum size

W: 0.867 in, H: 0.3834 in, X:3.7535 in ,Y: 5.3986 in

The maximum size is unlimited.


TYPOGRAPHY The main typeface is “GILL SANS”. the typeface chosen was meant to be a specific representation of the circular and geometric shaped logo.

the letter “O” matches the circular shapes.

the horizontal and vertical lines of the letter “T” comes in half between the 2 bodies

the letter “M” matches “the open book” icon the triangle shape of the letter “A” matches the triangle in the “HOME”icon.


TYPOGRAPHY USAGE To HIGHLIGHT information use Gill Sans bold, for the body text use Gill Sans regular or light.

LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890


LOGO COLORS AND COLOR CHOICE


LOGO COLORS

pantone 246 U

pantone 246 U

C=29%, M=90%, Y=0%, K=0% R=207, G=218 ,B=32

pantone 381 U

C=20%, M=0%, Y=91%, K=0% R=161, G=39 ,B=135

pantone 381U

COLOR CHOICE The colors were chosen to match the targeted audience (people from 16-25) colorful,young and powerful, matching the environment as well.

C=14%, M=53%, Y=0%, K=0%

R=197, G=118,B=176

C=0%, M=45%, Y=91%, K=0%

R=242, G=137 ,B=29

C=84%, M=0%, Y=56%, K=0%

R=0, G=165 ,B=128

C=50%, M=0%, Y=100%, K=0% R=128, G=189 ,B=38


COLOR CHANGES APPROVED USAGE It’s preferred that you keep the logo colors as it is.

if you must change swap the 2 colors

DISAPPROVED USAGE


PLEASE DON’T Condense Spacing&measurements

arrangement of the icons Rotation

arranging vertically playing with the font

ASA LIMITED COMPANY

removing the type


DESIGN MATTERS


By reading these guidelines you have completely understood the terms of using the logo&brand. If you ever have additional questions about our visual identity and its application in design, don’t hesitate to contact abdelmalek.amar@hotmail.com Thank you.


Designer: Amar abdelmalek Project: Branding/Identity Program Instructor: Maha Aldoubiae Class: Graphic Design 2

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