Brand Guide Line Ver. 1.0
Brand Guide Line Our visual brand identity is a design scheme that embraces “simplicity, essence and fun” presented with various key insights that create the most distinctive look and feel to RAWROW.
Scripting words for RAWROW — simplicity, discard, fun
0. Intro 1. Logo 2. Color 3.Typography 4. Grid 5. Imagery
SIMPLICITY ESSENCE
FUN
RIGHT
0. Intro
What is RAWROW?
Aims to promote a simpler yet better life from ‘Less but better’
COMPANY SLOGAN — ONLY BRINGS THE ESSENCE FOR SIMPLE LIFE. BRAND SLOGAN — BE RAW LOGO — BEST SIMPLIFIED BY HUMAN TO DEPEND ON YOUR IDEA RAW [adj] — Not treated or processed (of materials, products etc.); in a natural state, unrefined, unprocessed. [from 10th c.] New or inexperienced. [from 16th c.] Crude in quality; rough, uneven, unsophisticated. [from 16th c.] Of data, statistics etc: uncorrected, without analysis. [from 20th c.] ROW [noun] — A row of things or people is a number of them arranged in a line. RAW + ROW — A purpose of why we make RAWROW is that show the ‘essense’ in order.
1. Logo Scripting words for RAWROW — simplicity, discard, fun
1. Logo
Our visual brand identity is a design scheme that embraces “simplicity, essence and fun” presented with various key insights that create the most plain look and feel to RAWROW.
Scripting words for RAWROW — simplicity, discard, fun
1. Logo
Exclusion zone
To give a clear sense of legibility and visiblity, the symbol has an exclusion zone. It applies to most cases of print & screen based platforms.
Meaning of RAWROW logo — The human form is best simplified.
Minimum size of logo — 15mm
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1. Logo
Symbol variations
The symbol can shape itself versaltilely in diffrent ways for variety of purposes.
1. Main Logo — For most cases, strongly adviceed to use this symbol anytime. 2-1. Subsidiary Logo_Picto Type 2-2. Subsidiary Logo_Patch Type 2-3. Subsidiary Logo_Typo Type — For the case that it has to be appearing strongly when it is plcase on top of other objects / photography / stationery / print / etc. Typo type is more recommanded. 3. Embracing Logo — Other logos can be placed over the yellow line to emphasises cases, such as , collaborations with other brand, sub-brand.
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1. Logo
Embracing Logo
Other logos can be placed over the yellow line to emphasises caases, such as , collaborations with other brand, sub-brand.
How to make of embracing logo — (1) Thickness of yellow line is same as thickness of font type logo (2) Width of yellow line is same as more wide logo in two type of logo (3) Height of your logo is same as height of RAWROW logo (4) Gap, between logo and yellow line, is same (5) Color of logo should be R BLACK with white background
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1. Logo
Limits
To keep consistent visuals of symbol’s usage, there are a few limits that apply to most cases of using the logo.
1. DO NOT — differentiate colors of elements. — For most cases, strongly advised to use this symbol anytime.
2. DO NOT — change the shape of line — By changing the shape of outter circle strip, it will instantly start losing the visual identity of Present Plus
3. Caution — without line — When using PP logo itself without outter circle strip, it’s only possible to be used as a fabicon of website / avatar on blog, Twitter, Facebook, Tumblr / other websites.
4. Caution — gradient — It is strongly advised not to use gradient on the logo, except some cases
1. Logo
Korean font type
Our Korean logo identity is a design scheme that embraces korean unique emotion of‘情’[Jung] presented that create the most distinctive look and feel to RAWROW.
2. Color
R WHITE PANTONE WHITE
C:0 M:0 Y:0 K:0 R:25 G:25 B:25 #FFFFFF
R BLACK PANTONE BLACK 7U C:0 M:0 Y:10 K:80 R:84 G:83 B:74 #54534A
R YELLOW PANTONE 123U C:0 M:40 Y:100 K:0 R:250 G:166 B:26 #FAA61A
2. Color
Our color identity is a show that embraces “simplicity, essence and fun” presented with various key insights that create the most distinctive look and feel to RAWROW.
Scripting words for RAWROW — simplicity, discard, fun
3. Typography Simplicity driven by great typography — In this typography section, it will guide you to the world of simplicity, essence, and fun that are formed with great typographic treatments of RAWROW.
www.rawrow.com _
www.facebook.com/rawrow
_ contact@rawrow.com
_ +82.2.518.2891
asasdksdvs.adfsadmnf .sdmfasdfsadfasdfasdf sadf asdfsadfsadfsad fsadfsad fasdf
Main Title Goes Here The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply, ‘people with a complicated life’. As the inflow of information increases with the popularization of the smart phone, more brands and more products are released. And so a differentiation plan adds something to products and the brand.
Name Goes Here Position Title Contact information Contact information Contact information Contact information
3. Typography
Primary type face Secondary type face
Helvetica Neue 45Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ 0123456789!@€$+()/<> Main Title / Anotation — This typeface’s usage is mainly set to be used as main purposed listed above. Also it can be applied to important texts like this paragraph.
90% of all brand identity — For better consistent visual identity across the all visual assets, this logotype is initialy designed from Helvetica Neue 45Light typeface’s specimen. As reveals latter, this type face is the main font for Present Plus visual identity.
Helvetica Neue 75 Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ 0123456789!@€$+()/<> Logo / Body copy — This typeface’s usage is mainly set to be used as main purposed listed above. Also it can be applied to important texts like this paragraph.
Helvetica Neue 45 Light Helvetica Neue 45 Light
HELVETICA NEUE 45 LIGHT
Helvetica Neue 45 Light
The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply, â&#x20AC;&#x2DC;people with a complicated lifeâ&#x20AC;&#x2122;. As the inflow of information increases with the popularization of the smart phone, more brands and more products are released. And so a differentiation plan adds something to products and the brand.
3. Typography
Limits
To keep consistent typography, it is strongly advised to keep using only “45Light” weight.
1. DO NOT — differentiate font weight — The main type treatment for Present Plus’s typography is set to “45Light” weight.
2. DO NOT — keep all in capitals — Only it is possible when other brands’ names are in capitals to grant their brand identities and copyrights.
3. DO NOT italicise texts — Italicising is strongly NOT to be used for all cases of type usage.
4. Caution — small sized texts — For smaller texts sized under 15, it is visibly better to use secondary typeface, which is Helvetica Neue 75 Bold.
Title 108pt Supporting title 30pt Body text 20pt Caption / Credit 10pt
Title 72pt Supporting title 30pt Body text 20pt Caption / Credit 10pt
Title 30pt Supporting title 30pt Body text 20pt Caption / Credit 10pt
3. Typographic hierarchy Typographic
When a variety of type sizes and weights are used, the differences between them must be clearly recognisable. The contrast creates clear, strong and consistent designs.
â&#x20AC;&#x201D; The examples on the left are a guide only. Each job needs analysing individually.
Text
Line spacing
3. Typography
Arrangment of text
RAWROW typography is always ranged left. This provides the eye with a constant starting point for each line, making text easier to read.
Line spacing â&#x20AC;&#x201D; Line spacing has a major effect on legibility and influences the look of the final piece. It should be carefully considered and well executed to achieve a clean result. Line spacing (also called leading) refers to the spaces between lines of type. It is set in points and sometimes half points. If space is neither added nor deleted the type is said to be set solid.
4. Grid Grid system & lock ups â&#x20AC;&#x201D; In this grids section, it will guide you to how to achieve the efficient visibility by setting up effective grid systems. Mostly it is applied to when it comes to printing methods.
4. Grid
Grid introduction
The RAWROW grid system maintains a consistent visual identity for the RAWROW brand. It is fundamental to the overall design scheme, creating a common link between the print produced for each art form. A set of grids, sharing the same units of measurement, has been developed to cope with the breadth of RAWROW marketing material.
Grids bring order to the page â&#x20AC;&#x201D; They are the structural foundation for the consistent organisation of all graphic, text and photographic elements.
4. Grid
Grid sets and formats
The grid sets accommodate the logo, yellow line and lock-up information and provide a consistent design framework across all formats and applications.
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Yellow line — Yellow line should be located in point of 1/4, creating strong professional communications. Yellow line thickness — Yellow line should be took 1/6 thickness from logo box.
YELLOW LINE
Logo Box — The area of logo box should be took 1%~2% in whole media. and it should be locared in right upper side.
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4. Grid
Column grid
The column grid is the underlying grid divided into six columns. It creates the ideal framework for marketing literature.
5. Imagery Exemple of framework â&#x20AC;&#x201D; Within a consistent RAWROW design framework, each art form has its own distinctive identity. This helps our customers easily recognise and select the information that interests them most.
Main Title
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The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply, â&#x20AC;&#x2DC;people with a complicated lifeâ&#x20AC;&#x2122;.
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Main Title
The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply,
5. Image Imagery
1. Verticla Image â&#x20AC;&#x201D; All elements should be aligned, center, creating strong professional communications. 2. Horizontal Image â&#x20AC;&#x201D;
Main Title
The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply,
Main Title
The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply,
5. Vertical Image Imagery
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Main Title
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Main Title
Main Title
The beginning of the R Bag design came from the thought that a bag should not be a fashion item. When people ask us what kind of people should use the product, we reply,
5. Horizontal Image Imagery
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Main Title Y
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Do you have any query, please contact to RAWROW design team. kyuhyun@rawrow.com