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BRAND STANDARDS 2012


CONTENTS brand statement 1. WHAT WE BELIEVE IN 2. WHY MiiR?

the design principles THIS IS A GUIDE THAT MAKE UP THE BASIC ELEMENTS OF MiiR. HAVE A READ, IT WILL HELP YOU GET TO KNOW US A LITTLE BETTER.

3. DESIGN LAWS 4. OUR TONE OF VOICE

logo branding 5. LOGOTYPE 6. USE WITH CAUTION 7. EXAMPLES 9. THE BREAKDOWN 10. one4one LOGO 10. DO’s & DONT’s

color scheme 12. THE PRIMARY’s 13. THE SECONDARY’s

type 14. MEET THE DIN FAMILY 15. WHAT THE HECK IS KLEVIKA


brand standards

BRAND STATEMENT


brand standards

WHAT WE BELIEVE IN

At MiiR, we believe in challenging the status quo. We believe in thinking differently about what we create and who it may impact. We do this by making our products highly functional, well designed while giving back to those in need. We decided to start by making great bottles with significant purpose behind them.

“In Africa, they don’t say that water is important to their lives; they say that water is life. It is absolutely the foundation upon which civilization and human life is built, and the best news is that we have the knowledge and the technology to provide it. All we lack is the will.” - Richard Stearns, President of World Vision. There is a harsh reality that almost one billion people in the world live without access to clean, safe water. We take this challenge to heart and are passionate about providing clean water for those in need through every single bottle purchased. We hope you join us in our effort to improve access to clean, safe water.


brand standards

WHY MiiR? Every drop makes a difference. Nearly a billion people struggle to survive everyday because they don’t have access to clean, safe drinking water. We are a company that doesn’t just talk about making a difference but put our thoughts into action. Our design and brand reflects this.

WE MUST TELL OUR STORY! graphic design is one of the crucial platforms to give our message a face and tell our story

1 year


brand standards

OUR DESIGN PRINCIPLES


brand standards

DESIGN LAWS

CLEAN

CREATIVE

SIMPLICITY

The best way to get from point A to point B is a strait line. The focus of our design is to first get our point across effectively, and secondly to challenge people’s thinking. We love creating work that might inspire people to think outside the box and bring change.


brand standards

DESIGN LAWS VIBRANT

ACTIVE

LIFESTYLE

You must know that not only do we like to have a good time, but our look, feel, and design reflect this. We are geared toward living life to the fullest and living every day as if it were... well...a gift. Our products ooze active, colorful, and exciting and so should our design. We think differently about what we create and who it impacts...from the billion people struggling without clean water to any customer who has a MiiR product.


brand standards

OUR TONE OF VOICE We are the future, and the only way we know how to address it is with open arms. We speak positively and optimistically. Our voice is one that will be heard, and is less about selling bottles and making money and more about making a difference in peoples lives. We are driven to make a difference and like to surprise you with our language. We love a good juxtaposition that makes you think differently about our world and every single person in it.


brand standards

LOGO BRANDING


brand standards

LOGOTYPE

Our logo is a valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms or feet so it cant fight back.

INSULATED BOTTLE

B O T T L E S


brand standards

USE WITH CAUTION a

e

b

f

c

g

PRETTY PLEASE DO NOT... a. use our text against an image without involving contrast. b. use our logo black/white against a color that does not let it pop out c. ever use backdrop on any logo or text of any kind. d. rotate our logo. MiiR just likes to be strait up. MiiR LOVES IT WHEN YOU... e. use our logo against our primary colors. black or white. f. place our black logo agaist a white backgroud. Love the contrast! g. place our white logo against a black background. if you can’t tell we love color, but love contrast even more. Our logo should always stand out.

d


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LOGOTYPE EXAMPLE


brand standards

LOGOTYPE EXAMPLE


brand standards

THE BREAKDOWN

1x 1x


brand standards

LOGOTYPE

GIVING CLEAN WATER

GIVING CLEAN WATER

ONE BOTTLE AT A TIME

ONE BOTTLE AT A TIME

We have found that our one4one logo works best when it is kept simple, as it is a simple typeface. This means no amazing textures, nifty design within the wording, or crazy colors. (Even as sweet as some of them might be)


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DO’s & DONT’s Ahhh like we just said. KEEP IT SIMPLE. So take a moment before using this precious logo on a color background and just think...simplicity.


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COLOR SCHEME


brand standards

THE PRIMARY’s our colors give us our personality. we are bright, bold, and exciting. if our colors could talk they would be sort of like a football coach yelling at his losing team at halftime...loud and clear!

CMYK: 0/0/0/0 RGB: 225/225/225 HEX:

CMYK: 0/0/0/0 RGB: 225/225/225 HEX:

CMYK: 70/0/0/0 RGB: 0/192/243 HEX:


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THE SECONDARY’s these colors are used frequently, but almost never within our logo.

CMYK: 0/70/100/0

CMYK:60/0/90/0

CMYK:70/0/0/0

CMYK:10/0/100/0

CMYK:0/100/100/0

CMYK:0/100/0/0


brand standards

TYPE


brand standards

TYPE... WHAT A BEAUTIFUL THING

LETS KEEP IT THAT WAY


brand standards

MEET THE DIN FAMILY

DIN BLACK

DIN ALT

DIN ALT

DIN MED

DIN REG

DIN LIGHT


brand standards

WHAT THE HECK IS KLAVIKA?

KLAVIKA BOLD

for us klavika is the font we use to mix up all the DIN. This is sort of our secondary font, and most of the time for web use.

KLAVIKA ITALIC


MiiR Brand Guide  

This is a guide that makes up the basic elements of MiiR.

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