Design
Guidelines The new brandbook for SUNFM 106.5
sunfm 106.5
he ra hou it’s a brand new day!
Brand guidelines for SUNFM 106.5
About
our brand
sunfm 106.5he ra hou it’s a brand new day!
This identity guideline is a tool designed to project the image, values, and aspirations behind our brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution’s brand.
IT’S ALWAYS DARKEST BEFORE THE DAWN - FLORENCE + THE MACHINE -
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Table
of contents
01 THE LOGO The Logo and its usage
6
Black + white
7
Logo construction and clearspace
8
Mininmum logo sizes and incorrect uses
9
02 TYPOGRAPHY Fonts
12
Typography and hierachy
14
03 COLOUR SYSTEM The Logo colour palette
18
Secondary colour palette
19
04 THE IMAGERY The moodboard - photography
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The moodboard - brand assets
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05 ADDITIONAL Corporate icons
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Brand guidelines for SUNFM 106.5
The
logo design
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01 Our logo is the touchstone of our brand and one of the most valuable assets. We must ensure its proper usage.
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Brand guidelines for SUNFM 106.5
primary
The logo
and usage
The general logo
sunfm 106.5he ra hou it’s a brand new day!
The corporate logo is presented through the use of colours, shapes and typography. The colours are a warm yellow, black and grey.
The SUNFM 106.5 logo combines three elements: the SUNFM 106.5 logotype, the tagline and the stroke as a graphical element. These elements should never be changed. Position, size, and colour, along with the spatial and proportional relationships of the SUNFM 106.5 logo elements, are predetermined and should not be altered.
Used consistently, they will reinforce public awareness of the company.
DARK VERSION
LIGHT VERSION
sunfm
sunfm
106.5he ra hou it’s a brand new day!
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106.5he ra hou it’s a brand new day!
A variant of use when the background is
A variant of use when the background is
light coloured.
dark coloured.
sunfm 106.5
he ra hou it’s a brand new day!
100% black
Black + WHITE Sometimes, only one colour of ink is available and so the Logo must be reproduced using only one colour. In this scenario, the logo, logotype, or symbol 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.
sunfm
You must honor the SUNFM 106.5 Logo palette when possible, using black or white if necessary.
106.5he ra hou it’s a brand new day!
100% white
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Brand guidelines for SUNFM 106.5
primary
Logo construction + clearspace
The SUNFM 106.5 logo requires seperation from the other elements around it. The space required on all sides is roughly eqivalent to the cap height of the logo type. 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.
Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.
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FULL LOGO
s sunfm 106.5 s he ra hou it’s a brand new day!
Whenever you use the logo, it should be surrounded with clearspace to ensure its visibility.
MINIMUM LOGO SIZES There are no predeterminded sizes for the SUNFM 106.5 logo. Scale and proportion should be determined by the available space, function and visibility. In print the minimum size is 34 mm width.
THE LOGO
sunfm 106.5he ra hou it’s a brand new day!
34 mm
LOGO: INCORRECT USE Please note: The logo cannot be changed! Although creativity is appreciated please do not alter the logo in anyway!
he ra hou
SUNFM 106.5
he ra hou it’s a brand new day!
DON’T change the font
sunfm 106.5
he ra hou it’s a brand new day!
Don’t use different colours
it’s a brand new day!
sunfm sunfm 106.5he ra hou it’s a brand new day!
DON’T add a drop shadow
sunfm sun fm 106.5
he ra hou it’s a brand new day!
DON’T outline the logo
106.5
DON’T rearrange elements
DON’T stretch the logo
sunfm sunfm 106.5he ra hou it’s a brand new day!
DON’T add gradients
106.5he ra hou it’s a brand new day!
DON’T use it over an image
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Brand guidelines for SUNFM 106.5
secondary
The logo
and usage
The secondary logo
sunfm oneosix.five
The corporate logo is presented through the use of colours, shapes and typography. The colours are a fresh yellow, black and grey.
Sometimes application doesn’t lend itself to use the primary logo with slogan. In such instances the secondary logo without the slogan may be used. All logo rules and application for the secondary logo are the same as for the primary logo.
Used consistently, they will reinforce public awareness of the company.
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DARK VERSION
LIGHT VERSION
sunfm oneosix.five
sunfm oneosix.five
A variant of use when the background is
A variant of use when the background is
light coloured.
dark coloured.
sunfm oneosix.five 100% black
Black and WHITE Sometimes, only one colour of ink is available and so the Logo must be reproduced using only one colour. In this scenario, the logo, logotype, or symbol 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.
You must honor the SUNFM 106.5 Logo palette when possible, using black or white if necessary.
sunfm oneosix.five 100% white
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Brand guidelines for SUNFM 106.5
The
typography
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02 Typography is 95% of design – it’s a driving force in all forms of communication art
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Brand guidelines for SUNFM 106.5
fonts
industry inc THIS FONT FAMILY HAS STRIKING AND DISTINCT VARIATIONS. USES HEADINGS, SUB-HEADINGS, PULL QUOTES, LYRIC QUOTES ETC This font should be used in all SUNFM 106.5 communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.
industry inc BASE INLINE INLINE STROKE STENCIL
Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
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Open Sans LIGHT REGULAR ITALIC BOLD BOLD ITALIC EXTRA BOLD
fonts
Open Sans USES BODY COPY This serif font is available in 10 weights. We use 3 of them. The regular, italic and bold versions.
Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_
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Brand guidelines for SUNFM 106.5
Typography
and hierachy
Main title: Industry Inc [Stencil]
Title header Heading 1: Industry Inc [Base]
Size is the simplest way to create contrast between different typographic elements in your design. With different levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in
Headline one
size as you move down the page. Heading 2: Industry Inc [Inline] Layout, for both print and screen, is one of the most important aspects of graphic design. Designs that extend across multiple pages or screens, whether containing large or small amounts of type, must be carefully controlled in a way that is enticing and is easy for all to access.
Here are some of the most common examples for the designs.
Headline two Heading 3: Industry Inc [Inline Stroke]
Headline three Heading 4: Open Sans
Headline three Heading 5: Open Sans
HEADLINE FOUR 16
Character & paragraph styles BASIC TEXT BOLD UPPERCASE
Basic text italic
Basic text regular
MĀUI DREAMED OF THE DAY THAT HE COULD GO
Māui dreamed of the day that he could go fishing with his
Māui dreamed of the day that he could go fishing with his
FISHING WITH HIS OLDER BROTHERS. EACH TIME HIS
older brothers. Each time his brothers returned from a fish-
older brothers. Each time his brothers returned from a
BROTHERS RETURNED FROM A FISHING TRIP MĀUI
ing trip Māui would ask, “Next time, can I come fishing with
fishing trip Māui would ask, “Next time, can I come fishing
WOULD ASK, “NEXT TIME, CAN I COME FISHING WITH
you?”. But Māui’s brothers would always make an excuse. “No
with you?”. But Māui’s brothers would always make an
YOU?”. BUT MĀUI’S BROTHERS WOULD ALWAYS
you’re much too young to come fishing with us. We need all
excuse. “No you’re much too young to come fishing with
MAKE AN EXCUSE. “NO YOU’RE MUCH TOO YOUNG TO
the room in our waka for the many fish that we catch.”
us. We need all the room in our waka for the many fish
COME FISHING WITH US.
Basic text white center Māui dreamed of the day that he could go fishing with his older brothers. Each time his brothers returned from a fishing trip Māui would ask, “Next time, can I come fishing with you?”. But Māui’s brothers would always make an excuse.
that we catch.”
List with bullets •
Māui dreamed of the day that he could go fishing with his older brothers.
•
Each time his brothers returned from a fishing trip Māui would ask, “Next time, can I come fishing with you?”.
•
But Māui’s brothers would always make an excuse.
•
“No you’re much too young to come fishing with us.
List with numbers
1 Māui dreamed of the day that he could go fishing with his older brothers.
2 Each time his brothers returned from a fishing trip Māui would ask, “Next time, can I come fishing with you?”.
3 But Māui’s brothers would always make an excuse.
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Brand guidelines for SUNFM 106.5
The
colour system
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03 With 93% of customers influenced by colours and visual appearance, the correct brand colours must be used at all times.
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Brand guidelines for SUNFM 106.5
100%
80%
The logo
PRIMARY COLOUR YELLOW
60%
COLOUR CODES CMYK
0 / 32 / 100 / 0
RGB
242 / 169 / 0
HEX
#F2A900
Pantone 130 C 40%
colour palette
20%
100%
USE OF COLOUR FOR THE PRINTED & DIGITAL LOGO. The following palette has been selected for use in SUNFM 106.5 communcations. Lighter tints of these colours are also allowed, but the Logotype + background may only be used with a 100% tint.
80%
PRIMARY COLOUR BLACK
60%
COLOUR CODES CMKY
0 / 0 / 0 / 100
RGB
0/0/0
HEX
#000000
Pantone Black 6
The primary colours include a Yellow, Black and Grey, that
40%
embodies the creativity and dynamics of the company. The colour palette is bold and striking.
20%
A comprehensive colour palette has been developed to provide flexibility while creating a unified, recognisable appearance across all communications.
100%
80%
PRIMARY COLOUR GREY
60%
40%
20
20%
COLOUR CODES CMKY
21 / 11 / 9 / 23
RGB
175 / 182 / 189
HEX
#aeb6bc
Pantone 429 C
VINYL ORACAL® 970 020 Golden Yellow
Secondary
colour palette 100%
80%
SECONDARY COLOUR METALLIC SILVER
Where possible to compliment the CMYK Primary colour print,
COLOUR CODES Pantone 10389
60%
the addition of Metallic Silver ink and Silver vinyl palette are encouraged to enrich the SUNFM 106.5 visual identity as a whole. Lighter tints of these colours are also allowed.
These colours are complementary to our official colours.
40%
20%
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Brand guidelines for SUNFM 106.5
The
imagery
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04 Brand image is the overall impression in consumers’ mind that is formed from all sources.
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Brand guidelines for SUNFM 106.5
Moodboard yellow
In our colour palette, use photos with our yellow in it, minimise all other colours where possible, keep the focus on yellow, the warm corporate yellow and not neon, fluorescent or pastel yellow. Black & White and Greyscale photography teamed up with solid blocks of yellow. Radio presenters, local scenery and events, mono and isolated radio gear and elements.
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photography Good imagery helps to reinforce our values and creativity. Any photography needs to be professional in its approach and engaging in its content. It is essential for our SUNFM 106.5 brand, as it creates emotion and has a distinct personality.
The uniqueness of each photo will help to reiterate the independent spirit of our brand.
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Brand guidelines for SUNFM 106.5
Moodboard yellow
Sometimes photos are not enough to convey a message. Strong geometric shapes and lines teamed up with solid blocks of our primary colour gives visual impact. Shapes and lines should be carefully selected to suit the voice of the SUNFM 106.5 brand.
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brand supporting assets
IT’S ALWAYS DARKEST BEFORE THE DAWN - FLORENCE + THE MACHINE -
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Brand guidelines for SUNFM 106.5
The
additional
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05 Our organisation, no matter how well designed, is only as good as the people who live and work in it.
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Brand guidelines for SUNFM 106.5
Corporate icons
The icons are pictograms displayed on the screen or print layout in order to help to navigate through the content. The icon itself is a comprehensible symbol of a software tool, function, or a data file, accessible on the system and is more like a traffic sign than a detailed illustration of the actual entity it represents.
ICONS FOR WHITE BACKGROUND
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MINIMUM ICON SIZE
The minimun size for the icon usable in web is 8,5 mm for print designs 14 mm
MAXIMUM ICON SIZE
ICONS FOR DARK BACKGROUND
The maximum size for the icon usable in web is 20 mm for print designs 55 mm
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sunfm 106.5he ra hou it’s a brand new day!
CLIENT SUNFM 106.5 and Tumeke FM 96.6 Ngati Awa House, 4-10 Louvain St, Whakatāne www.sunfm.co.nz | www.tumekefm.co.nz