AKE Innovation - Brand Guidelines by SONS OF SERIF

AKE

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Brand Guidelines for AKE INNOVATION

AKE INNOVATION Whakatāne, New Zealand Phone 027 551 6985 | email info@akeinnovation.co.nz | www.akeinnovation.co.nz

AKE INNOVATION

BRAND GUIDELINES

Good design is obvious Great design is transparent. (Joe Sparan, Graphic Designer)

Table of contents

BRAND GUIDELINES

01.

INTR ODUCTION

0 2.

THE LOGOS

03.

THE TY P OGR AP HY

0 4. OUR COLOURS

ABOUT THIS BRAND

4 Information about this brand

01. Introduction

AKE INNOVATION

BRAND GUIDELINES

About this brand A unified and consistent use of these guidelines is one of the key ways by which we will visibly distinguish and strengthen our brand. These guidelines are designed to help everybody involved in the production of our communications and they also play an important role in building our brand. Please take time to read and understand them: The design principles have been carefully considered and developed to ensure that our visual identity is always consistent.

BLACK, WHITE & GRAYSCALE

C O N ST R U C T I O N & C L E A R S PA C E

INCORRECT USES

MINIMUM SIZES

T H E TA P A T O R U

Our logos are the touchstone of our brand and one of the most valuable assets.

LO G O & U S A G E

02. The logos

AKE INNOVATION

BRAND GUIDELINES

Logo & usage - TAHI The AKE INNOVATION logos combines three elements:

AKE INNOVATION TAHI

The AKE INNOVATION wordmark, the tagline and the logo icon. AKE Innovation has three logos which will change out based on projects. Logo elements should never be changed. Position, size, and colour, along with the spatial and proportional relationships of the AKE INNOVATION logo elements, are predetermined and never alter. Logos are TAHI, RUA, TORU. Useage to be defined and directed by AKE INNOVATION.

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The primary colour option for our logo is intended to be used on lighter backgrounds

Another acceptable colour option is to reverse the logo out to dark blue

and images in order to maintain legibility.

or darker backgrounds.

BRAND GUIDELINES

Logo & usage - RUA AKE INNOVATION

The AKE INNOVATION logos combines three elements:

AKE INNOVATION RUA

AKE I N N O VAT I O N – creating sustainability -

The primary colour option for our logo is intended to be used on lighter backgrounds

Another acceptable colour option is to reverse the logo out to dark blue

and images in order to maintain legibility.

or darker backgrounds, do no place on images.

BRAND GUIDELINES

Logo & usage - TORU The AKE INNOVATION logos combines three elements:

AKE INNOVATION TORU

AKE

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AKE

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The primary colour option for our logo is intended to be used on lighter backgrounds

Another acceptable colour option is to reverse the logo out to dark blue

and images in order to maintain legibility.

or darker backgrounds, do no place on images.

BRAND GUIDELINES

AKE INNOVATION

Navy, black, white & grayscale Sometimes, only one colour of ink is available and so the Logo must be reproduced using only one colour. The logos must be used following the convention of using a light colour type on a dark background or in a dark colour type on a light background. The logotype and the symbol must be clearly distinguishable from the background colour by using the below logo with a .3pt white line on light backgrounds or black on dark backgrounds, around the triangles to show the sections. This is the ONLY time a line around the triangles is acceptable. You must honour the AKE INNOVATION Logos palette when possible, using navy, black, grey or white if necessary.

AKE

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100% navy

AKE

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100% black

AKE

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70% black

AKE

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100% white

BRAND GUIDELINES

Construction & clearspace All AKE INNOVATION logos requires seperation from the other elements around it. The space required on all sides is roughly

AKE

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eqivalent to the width of the logo icon. It never should be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand.

BRAND GUIDELINES

AKE INNOVATION

Incorrect uses Please note: The logo cannot be changed!

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DON’T use drop shadows

DON’T change the approved colours

AKE

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AKE

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N O I A T ility -

Vsustainab O N ating

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NEVER rotate the logo

AKE

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AKE

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BRAND GUIDELINES

Minimum sizes

The Tapatoru TAPATORU/TRIANGLE • regarded as the most balanced and structurally strongest design created by strength through unity

AKE

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The icon: Width 10 mm

T H E S E C O N D A R Y T Y P E FA C E

R A R A N GA PA T T E R N

Typography is 95% of design – it’s a driving force in all forms of communication art.

T H E P R I M A R Y T Y P E FA C E

03. Typography

AKE INNOVATION

BRAND GUIDELINES

The primary typeface PA R ALUC E NT L IG HT ABOUT THE FONT

Paralucent is a sanserif typeface family designed by English illustrator and typographer Rian Hughes.

ABCDEFGH IJKLM NOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890 !”§$%&/()=?+*#

Aa 15

BRAND GUIDELINES

AKE INNOVATION

The secondary typeface B O OST ER NEXT FY- R EGU LAR ABOUT THE FONT

BoosterNext is a sanserif typeface family designed by Black Foundry.

ABCDEFGH IJKLM NOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890 !”§$%&/()=?+*# 16

BRAND GUIDELINES

Raranga texture/pattern • represents the weaving together of many strands of information, insight and knowledge • evokes strong feelings of unity and togetherness; the weaving together of the people

BRAND GUIDELINES

• Loyalty, trust and integrity, tactful, reliability and responsibility, perseverance, caring and concern, idealistic and orderly, authority, devotion and contemplation, peaceful and calm • Aqua Blue is associated with meanings of refreshing, feminine, calming, sophisticated, energy, wisdom, serenity, wholeness, creativity, emotional balance, good luck, spiritual grounding, friendship, love, joy, tranquility, patience, intuition, and loyalty. • Aqua Blue inspires determination and ambition to achieve great things, a sense of purpose in striving for goals. • Navy Blue is the color of conservatism and responsibility. Dark blue is a serious colour representing knowledge, power, and integrity, and is used quite often in the corporate world. • Pale Blue inspires creativity.

LO G O C O LO U R PA L E T T E

U S E O F C O LO U R S

04. Our Colours

AKE INNOVATION

Ake Innovation colours are chosen for:

BRAND GUIDELINES

Logo colour palette The primary colours include a navy colour and aqua, that embody the dynamics of the company. The additional colours are gray and white to underline the seriousity of your business. Lighter tints of these colours are also allowed to support the brand - but the logo must never be changed in colour from full colour or solid colours.

AKE NAVY

AKE AQUA

C O LO U R C O D E S

CMKY - 97 / 83 / 44 / 52

CMKY - 84 / 11 / 31 / 0

RGB - 28 / 38 / 63

RGB - 0 / 158 / 176

HEX - #1d263f

HEX - #009EB1

Pantone - 533 C

Pantone - 7711 C

AKE INNOVATION

BRAND GUIDELINES

AKE Gradient

Use of colours

The AKE INNOVATION logo also uses a gradient this made up from the two primary colours. The degree of the gradient may be changed to suit applications.

A comprehensive colour palette has been developed to provide flexibility while creating a unified, recognisable appearance across all communications. The logo colour palette includes specifications for Pantone colours on coated stock. When reproduced using the four-colour process (CMYK), and when creating documents such as PowerPoint presentations (RGB). The palette allows the addition of secondary colours to enrich the AKE INNOVATION visual identity as a whole. Lighter tints (up to 20 %) of these colours are also allowed. These colours are complementary to our official colours, but are not recognisable identifiers for our company. CMYK - use primarily to produce print applications with images. Example - brochure, flyer, poster etc. RGB/HEX - RGB is used for all screen based applications. Example - websites, apps Pantone - use for print with only a few colours and no images. Example - letterhead, screenprinting etc.

BRAND GUIDELINES