CHINA SAGE CONSULTANTS BRAND IDENTITY GUIDELINES
INTRODUCTION Welcome. Welcome to your Identity Guidelines for China Sage Consultants. This booklet will explain details of your brand architecture and to provide you with a better understanding of your new corporate identity. Using these guidelines to help you apply your brand in a consistent manner will ensure that your brand grows into a strong and effective identity that your clients will easily recognize and remember. These guidelines include all aspects of your brand including logo art, wordmark, typography, and color.
What is China Sage Consultants? China Sage Consultants provides a comprehensive cross-industry platform for American SMEâ€™s to sell and buildup their B2B businesses in China. Our support programs range from single sales objective, trial sales effort and Chinese distributor support to our truly unique China Sales Incubator, a full-service sales support program that prepares an SME for its own entity in China. China Sage consultants makes it easy to sell and do business in China. Our support programs are fast, cost-effective and virtually risk-free.
LOGO SPECIFICATIONS Anatomy. The original artwork used in the logo was specifically created for the China Sage Consultants brand. The “S” is made up of the initials C, S, C. It came to be this way because of the partnership aspect involved in the brand. America and China coming together to earn revenue. One cannot succeed without the help of the other. Also, the “S” faintly resembles an infinity sign to portray an everlasting relationship. And finally, it resembles the number “8” which in Chinese culture is considered to be a lucky number. The Wordmark is an important and intergral part of the brand. The font Century Gothic was not modified because of the straight nature 6
of the letters represent the rigid nature of business and sales. Other fonts were considered but this type was chosen because it was the softer of the bunch. This was important as the world of sales is a demanding arena and the brand wanted to offer a more friendly approach. The logo was specifically created so that once the brand is well established, the pictorial element can be separated from the wordmark. However, when using the pictorial element, it is important to have the wordmark readily visible on the document.
A CHINA SAGE CONSULTANTS 7
LOGO SPECIFICATIONS Variations. Your corporate identity should always be applied in a consistent manner to be effective and help clients recognize the brand instantly and without confusion. Following these specifications will help you make sure that your identity is always consistent, effective, and memorable. The logo must not be distorted in any way. This includes slanting, skewing, stretching, or warping.
The weight, size or font of the typeface used in the logo may not be substituted or altered.
The logo should never be reproduced with a transparency, screen, or tint. And should not be used on a busy background where legibility is compromised.
The logo should always have the appropriate white space around it as indicated on the next page.
Only use official China Sage Consultants colors when reproducing the logo. 8
In all instances, use discretion to make sure that logo application is always consistent with the brand and identity of China Sage Consultants.
CHINA SAGE CHINA SAGE CONSULTANTS
CHINA SAGE CONSULTANTS CHINA SAGE
The size of China Sage is equal to the white space required around the logo
CHINA SAGE CONSULTANTS Minimum sizes for logo with wordmark (1inch) and without (3/4inch)
Alternate color using Pantone 274c
Reversed logo on black
CHINA SAGE CONSULTANTS
CHINA SAGE CONSULTANTS
CHINA SAGE CONSULTANTS Although the logo can be separated, the wordmark cannot appear above the S
The font has been changed to a non-brand font
The colors have been changed to non-brand colors
Legibility has been compromised
TYPOGRAPHY Primary Font. The primary font for China Sage Consultants is Century Gothic used in only regular weight. This font was chosen for its rigid structure combined with a softness, giving a unique perspective in the world of sales. No alterations are made to the font.
Century Gothic - Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 ! @ # $ % ^ ^ &* ():;<>,./?
Aparajita - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l mn o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ ^ &*( ) [ ] : ; < > , . / ? Aparajita - Regular
Secondary Font. The secondary font is Aparajita and is used in all weights and styles. This was chosen to be used on any form that requires type as it conveys a clean and simplistic style of form. It is clear and prevents any confusion as to the subject matter that it connotates.
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l mn o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ ^ &*( ) [ ] : ; < > , . / ? Aparajita - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l mn o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ ^ &*( ) [ ] : ; < > , . / ? Aparajita - Italic Regular (also in Light and Bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l mn o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ ^ &*( ) [ ] : ; < > , . / ?
COLORS Pallete. The color pallete chosen for China Sage Consultants is indicated on the next page. The colors were chosen because they represent the colors of America and China. They also symbolize strength and action by use of the warm and muted red and yellow. The secondary colors are used sparingly and support the warm primary colors. All together, they provide a firm foundation for the brand.
Pantone 7622c is China Sageâ€™s dominant color and is used heavily in all instances of the logo. It is associated with both American and Chinese flag colors as well as good luck in chinese culture Pantone 459c was chosen to compliment the muted red. The combination of the two colors is a visual attractant for eyes.
Pantone 274c was chosen to offset the dominant primary colors It is used heavily as the font color due to the heavy use of the primary colors in logos and wordmarks. Pantone 424c is a neutral color that is also used to offset and compliment the other stronger colors.
PRINT MATERIALS Stationery Package. Your stationery package includes your business cards, your letterhead, and your envelopes, all custom designed to fit your brand. Please be sure to use your letterhead and envelopes when interacting with your customers.
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