Adrian Devara GSM

Visual Identity Guidelines

I

I. Intro 06 Introduction 08 Using This Book

II. Brand

III. Applications

10 Adrian Devara 12 Logo Construction 18 Safe Area 19 Minimum Logo Size 20 Logo Variation & Distortion 22 Typefaces 23 Color Scheme

26 Rules --- More Applications 37 About This Book

I. Int ro 06 Introduction 07 Using This Book

06 Introduction This whole book is dedicated to Adrian Devara, the client, also a friend in class Art and Design 2015. The goal of this project is to make a great impression identity of him. To understand the function and value his identity, it is important to recognize that every person has a specific identity and also very important to keep a brand as consistent as it is. Please remember to read and understand this guidelines completely before using the material elements of him.

Therefore, this is a guideline for audiences to help you create material that is stylish and consistent, Adrian Devara.

06

07 Using This Book One of the main concept from this brand is consistency. The user of this book is expected to be creative and professional when you are about to using this brand logo, brand business card, envelope and others. By reading this book, you are agree to use this brand and keep it as consistent as it is.

The purpose of this manual is to explain the components of Adrian Devara visual identity program, to define its graphic design standards, and to illustrate how these standards are applied. To manage the usage of this brand, it is very imporant to understand some identity rules. You will find some visual aspect that need to be fulfilled if you want to use this brand.

Please proceed to the Chapter 2 of this book.

07

II. Brand 10 Adrian Devara 12 Logo Construction 18 Safe Area 19 Minimum Logo Size 20 Logo Variation & Distortion 22 Typefaces 23 Color Scheme

10 Adrian Devara Adrian Devara is an Indonesian based soon-to-be Graphic Designer, Curator, Musician and Brand Consultant. I found himself as a very creative figure and beyond the limitation. He has a very high standard and taste in everyday life. We have been friends for more than 2 years or so, I would say that I might be quite understand a little more about his way of thinking, his character and ideas, compared to other people. I often see him doing projects and the result was always satisfying. Complicated, yet simple.

His dominant color is black, you might find this guy almost wearing black in a week. He has a huge interest with lines art, hand-lettering, sacred geometry, self-perceptions, photography, tattoos, design and music. He often use classic style in his work, such as serif typeface, symmetric diagram, simple and always neat. He is also interested in analog photography.

Three logograms above was the most ideal logo that really shown his true identity. However, the chosen one is the right one. The right logo represents life, concrete ideas, simplicity, consistency, perfection, creativity and a figure of a board-minded yet very precise.

10

11

12 Logo Construction The logo was inspired by one of the impossible geometry object called Penrose Triangle or Penrose Tribar. The object The tribar appears to be a solid object, made of three straight beams of square cross-section which meet pairwise at right angles at the vertices of the triangle they form.

The logo was inspired by this geometric shape because of it’s belief “the impossibilty in its purest form” could represent my client quite well, besides he likes it. However, the object was really popular until now, It was a challenge to convert this object into another different object without losing its aesthetics and definition.

I was playing around with this shape until I got the approved logogram for him. It is a combination of three straight beams.

Here, every single object from the beginning is symmetrical.

I constructed the object carefully to avoid tiny errors in its detail. The diagram on the right shows the steps to reach its final form.

08 12

The other important thing in this logo is the characteristic.

It’s necessary to get an original and unique logo which also represents something. In sacred geometry, there is a sacred flower called “Flower of Life”. The Flower of Life is a name for a geometrical figure composed of multiple evenly-spaced, overlapping circles. This figure, used as a decorative motif since ancient times, forms a flower-like pattern with the symmetrical structure of a hexagon. In New Age thought, even Leonardo da Vinci, the Flower of Life is considered to provide deep spiritual meaning and forms of enlightenment to those who have studied it as sacred geometry.

The construction of a single Flower of Life is by using multiple circles. This Flower of Life is the other aspect that complement to the Penrose Tribar. I noticed once when there is a ‘hidden’ hexagonal gap and I put the Flower of Life inside the gap.

Flower of Life appears in one of Adrian Devara’s tattoos.

09 13

Logo Construction

14

Final Logo.

16

Final Logo.

+

+

Pattern Making.

17

18 Safe Area It is important to get the best visual quality in every aspects and elements.

Here, the philosophy of a brand has to be treated equally the same with some criterias, in order to get the consistency and same level of quality.

Take a quick look at the image on the bottom. Please take note that you can pick a random measurement as long as the x variable is filled with the same exact number. Here, the x variable is the safe area. Therefore, the minimum size of variable x is should be 50 px

x

x variable should be at least 50 px.

x 18

19 Minimum Logo Size We are understand that the logo has to be converted into different visual element based on specific media. Sometimes, a company just need the logotype only in their applications, sometimes the other company just need the logogram only. Therefore, this logo is available in 3 different types that you may use, the first one is the main logo, logogram and then the logotype. Each logo has a different standard, make sure you understand this page before using it.

x

x

x

x

y2

y1 a z2 x

z1

x y3

z3

Main logo (Y1,Z1) Y1 : 200 px Z1 : 178 px a : 2/3 * X Logogram (Y2,Z2) Y2 : 173 px Z2 : 200 px Logotype (Y3,Z3) Y3 : 27 px Z3 : 200 px

19

20 Logo Variation & Distortion When on screen or printing in color, the logo should remain its original colors.

It’s also important to understand the color scheme that used by the original logo, we don’t want to get different color from computer to another computer.

Here are some of the variations :

no background & BW

other color

original background

Go to next page to see the Color Scheme.

20

1.

Never change the colors of Adrian Devara logo.

2.

Never distort the logo, redraw or change the proportions, and never change the logotype.

3.

Never change the background color of Adrian Devara logo.

4.

Never put the logo on colored background images unless it is a black and white background image.

Timeless

The quick brown fox jumps over the lazy dog 22 Typefaces

a b c d efg h ijk l m n o p q r s t u v w x y z A BC D E F G H I J K L M N O P Q R S T U V W X Y Z 12 3 45 678 9 0

Timeless is the most used typeface in his artworks. He has been using this typeface since 2010. This serif typeface is also has a similar characteristic with him. Classic but also modern.

Note : Timeless font preview above is using 50 Tracking and 23 Font Size, in Optical Kerning Mode.

22

23 Color Scheme Timeless is the most used typeface in his artworks. He has been using this typeface since 2010. This serif typeface is also has a similar characteristic with him. Classic but also modern.

For logo or texts on the dark background, use 40% of Black.

For logo pattern, use 60% - 80% of Black For logo or texts on paper, use 100% of Black.

Use 100% Yellow on white paper.

Use 40% - 80% Yellow on dark background.

Black (in web color)

Yellow

CMYK 69.63.62.58

CMYK 0.0.100.0

RGB 52.51.51

RGB 255.242.0

#323232

#FFF100

23

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

III. Applications 26 Rules --- More Applications 37 About This Book

26 Rules There are some important rules that readers need to understand before using this logo for any purposes. We want to maintain the stability and consistency in each application, to do that, here are some of the simple rules : 1. Logo should be appears in every retail activities / commercial works.

2. Logo should be clear based on its minimum size (go to page 19 for details).

3. Understand the entire Chapter II. 4. You can choose between three different logos that suit the application.

5. Only use black and white background image if you want to use image.

The following pages are some examples of the logo application.

26

Moleskine x Adrian Devara

27

28

Basic Stationery

29

Tee

30

Sleeve + Vinyl

31

Vans x Adrian Devara

32

Guitar Pick

33

Coffee Bean Packaging

34

Silver Pocket Watch

36

37 About This Book This book consist of 3 Chapters. The first one indicates the introduction of the client or simply put the first appearances of Adrian Devara. The second one depicts about the ‘inside’ of Adrian Devara, his life and also his thoughts. The third one could represent ‘his’ artworks. The three symbols of each chapter are taken from his original logo.

This book is designed by Tommy Wiratama. Most of the images did not own by him.

All use of Adrian Devara assets must be sent for approval to : tommywiraa@gmail.com / @tommywiraa

37

© 2013