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CADENCE

B R A N D S TA N DA R D S M A N U A L

ART 323 Graphic Design II | Professor Jane Dorn, Spring 2014 | Š Rebekah Rhoden, 2014


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WHO WE ARE Cadence is a top wireless provider specializing in cutting-edge technology paired with reliable service. At Cadence, we are committed to providing the highest quality wireless products to everyone from the young professional to the family of four. We seek to honor the importance of communication by making it simple and accessible for anyone.

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TABLE OF CONTENTS BRAND IDENTITY PURPOSE

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MISSION, VISION, & VALUES

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LOGO AND LOGO APPLICATION

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brandmark

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lockup options

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clearspace

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minimum size

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COLOR APPLICATION

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background colors

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background images

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incorrect usage

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TYPOGRAPHIC SYSTEM

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BRAND IDENTITY PACKAGE

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letterhead

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envelope

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business card

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TOUCHPOINTS

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CREDITS

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BRAND IDENTITY PURPOSE The purpose of this document is to help us work to establish consistent communications that build Cadences’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by email to the Cadence Corporate Office at marketing@cadence.com

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MISSION, VISION, & VALUES Our mission is to strive to remain at the forefront of technological advancement. Our services are highly customizable, which allows our customers to feel empowered and in control of their wireless plan. Our vision is to provide high quality technology with trusted and reliable service. We pride ourselves on our commitment to maintaining quality products while equally valuing our customers’ satisfaction. Our values allow us to be a respected member of communities around the country. In a culture obsessed with connectivity, we vaulue the importance and tradition of personal communication. We believe everyone should be free to express their own distinct “voice”, whether talking on the phone, writing a text, or talking face-to-face.

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LOGO & LOGO APPLICATIONS In order to achieve a unified and cohesive corporate identity, the Cadence logo, brandmark, and wordmark are only to be used in ways that strictly comply with the guidelines set in the brand standards manual. The following pages clearly demonstrate both correct and incorrect usages of the brand identity.

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BRANDMARK The Cadence brandmark must always be clearly visible, sized appropriately, and displayed in the proper colors. The signature is made of three distinct parts that can be used together or separately: the symbol, the logotype, and the tagline.

symbol

logotype

C DENCE stay in touch tagline

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BRANDMARK: brand architecture When specifying an individual sector of Cadence rather than the over-arching brand, the designated brand architecture brandmarks should be used. All three can be represented by the entire brandmark, the only the logotype, or just the symbol. It is very important to correctly distinguish the accent color when using these specified brandmarks.

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LOCK UP OPTIONS

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In order to allow for a wide range of uses, the Cadence brandmark may be broken down into three different options: the symbol, the logotype, or the logotype with the tagline. When only the symbol is used, the tagline must not appear with the symbol.

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C DENCE

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CLEARSPACE To keep the brandmark from being crowded by copy or other design elements, it is important to establish clearspace. Clearspace represents the minimum space necessary around the brandmark. More space is preferable if the design allows it. The following examples show the clearspace required for each lockup option. X

X

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1/3X

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C DENCE

= X

C DENCE

C DENCE

C DENCE stay in touch C DENCE stay in touch C DENCE stay in touch 7


CLEARSPACE: alternate

X

C DENCE

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stay in touch

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C DENCE

= X

C DENCE stay in touch C DENCE C DENCE

X

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C DENCE

When only the symbol is used, the value of X changes from the majuscule C to the height of the symbol itself.

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MINIMUM SIZE Cadence’s visual identity requires careful consideration to clarity and legibility in order to establish a recognizable brand presence. If these designated sizes are taken into consideration, the brandmark will retain legibility across all aspects of the brand identity.

0.3'' C DENCE stay in touch

C DENCE

0.3''

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C DENCE

0.5''

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LOGO COLOR & APPLICATION The coloration of the Cadence logo is an essential element in establishing brand recognition. The primary colors for the logo are Cadence grey and red. The secondary colors to distinguish the brand architecture are grey with orange, grey with green, and grey with blue. The Cadence brandmark may appear in its two color form, solid grey, solid white, or solid black.

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LOGO COLOR: greyscale There will be instances when the logo must be produced in greyscale. In these situations, use the following specified greyscale builds.

C DENCE C DENCE R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 100 PMS: BLACK HEX: FFFFF

R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 PMS: WHITE HEX: 000000

R: 149 G: 149 B: 149 C: 0 M: 0 Y: 0 K: 50 PMS: 423 C HEX: 959595

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BACKGROUND COLORS To allow for flexibility and versatility, the solid white Cadence brandmark can be placed on a field of one of the five designated Cadence colors. The color that corresponds with the specific company sector should be used.

C DENCE

C DENCE

C DENCE

C DENCE

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INCORRECT USAGE

Do not change any typeface selections.

In order to maintain brand unity, all aspects of the visual identity must be regulated. The following images depict examples of incorrect usages of the brandmark.

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Do not use effects on the logo.

C DENCE stay in touch

Do not stretch logo.

C DENCE

Do not reflect logo.

h c u o t n i ya t s

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C DENCE stay in touch C DENCE

Do not place symbol with tagline.

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ECNED C

Do not tilt brandmark.

C

Ech C N u DE in to sta

y

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Do not place logo on an unapproved color.

Do not place full color logo on an image.

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Do not place logo on a busy image.

Do not reduce opacity of logo.

Do not place logo on a high-key image.

Do not place logo over a face.

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TYPOGRAPHIC SYSTEM Cadence’s typographic system is designed to be clear, harmonious, and timeless. This system applies to all aspects of the brand identity including digital touchpoints, collateral materials, and the Cadence brandmark itself.

BRANDON GROTESQUE THIN

The typographic system is made up of two type families: Brandon Grotesque (always all majuscules) and Gotham. All weights and styles of these two families are part of Cadence’s brand standards, but note the following specifications:

BRANDON GROTESQUE REGULAR

Headers should be set in Brandon Grotesque regular (all majuscules).

BRANDON GROTESQUE BOLD

Copy should be set in Gotham book or medium.

BRANDON GROTESQUE BLACK

BRANDON GROTESQUE THIN ITALIC BRANDON GROTESQUE LIGHT BRANDON GROTESQUE LIGHT ITALIC BRANDON GROTESQUE REGULAR ITALIC BRANDON GROTESQUE MEDIUM BRANDON GROTESQUE MEDIUM ITALIC BRANDON GROTESQUE BOLD ITALIC BRANDON GROTESQUE BLACK ITALIC

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Gotham Light Condensed

Gotham Medium

Gotham Book Condensed

Gotham Medium Italic

Gotham Medium Condensed

Gotham Bold

Gotham Bold Condensed

Gotham Bold Italic

Gotham Thin

Gotham Black

Gotham Thin Italic

Gotham Black Italic

Gotham Xlight

Gotham Ultra

Gotham Xlight Italic

Gotham Ultra Italic

Gotham Light Gotham Light Italic Gotham Book Gotham Book Italic

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BRAND IDENTITY Cadence’s brand identity package reflects the essense of the company: clear and reliable communication. The brand identity package sets the tone of the company and creates a memorable experience for both customers and employees.

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0.5''

LETTERHEAD

1''

2.5''

Format: 8.5'' x 11'' 40% of actual size shown Paper Type: Epson Presentation | Matte | Bright White 24 lb.

0.6''

1.7''

Body Typeface: Gotham book 8/11 pt. 100% black

0.8''

Footer Color: PMS 7544 U

0.5''

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ENVELOPE

1.2''

0.2''

Format: 9.5''x4.125'' 40% of actual size shown Paper Type: Neenah | Classic Crest | Natural Gray 24 lb. Send Address Typeface: Gotham book 9/14 pt. 100% black

0.6'' 0.8''

3.7''

Return Address Color: PMS 7544 U 1.7''

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BUSINESS CARD 1.5''

Format: 3.5''x2'' 80% of actual size shown

1.15''

Paper Type: Epson Presentation | Matte | Bright White 100 lb. Front: Gotham book 11 pt. 100% white type on PMS 7544 U background Back: Name: Brandon Grotesque regular 7/10 pt. Title: Gotham Bold 7/10 pt. Info: Gotham Book 6.5/10 pt.

0.3''

2'' 0.4'' 0.2''

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TOUCHPOINTS Cadence’s visual identity will come to life on the materials we use to communicate. This includes signage, bags, phone graphics, uniforms, a website, and accessories.

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CREDITS

graphicriver.net graphicburger.com upsplash.com designerstoolbox.com psdmockups.com blugraphic.com psdboom.com

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Cadence brand standards manual  
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