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Visual Standards Guidelines


2 VISUAL STANDARDS GUIDELINES


Brand Standards

Intro Statement /04

Color application /18

Our New Logo /06

Color Palette /20

Logotype Anatomy /08

Unauthorized Uses /22

Clear Space /10

Typography/ 24

Minimum Size /12

Business System /28

Signatures /14

Other Applications /32

Metallic Color /16

CHARLIE

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Intro Statement The New focus of Charlie is to help women

VISUAL STANDARDS GUIDELINES

live happier, more fulfilled lives.

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CHARLIE

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Our New Logo The new logo represents Charlie’s brand image. It is positive, warm, lovely, but not too feminine. The connection of “a” and “r” represents a close connection between women in the Charlie community. The point on the letter “i”, I shaped it into a star, representing the

VISUAL STANDARDS GUIDELINES

sparkle of energy.

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LOGOTYPE

CHARLIE

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Logotype Anatomy The curves of the logo are mainly cut by three different sizes of curves, and the diameters of the three circles are measured by the unit “X”. The angle of the line between “a” and “r” is consistent with the construction of other letters, they all

VISUAL STANDARDS GUIDELINES

have some strokes with the same angle.

-The bottom curve of the logo slightly exceeds the baseline. 08


LOGOTYPE ANATOMY

2X

2X

2X

2X

2X

2X

23˚

23˚

2X

3X

4¼X

CHARLIE

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Clear Space Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. In order to adapt to different occasions, Charlie’s logo sometimes appears in combination with a tagline. The page shows in each situation, the standards of charlie’s logo clear space.

- This logo without tagline applies to the mobile website, social media ava-

To work out the clear space take the interior

tar, and products.

VISUAL STANDARDS GUIDELINES

width of the letter “h”.

- This logo with tagline applies to Charlie’s business system. It also applies to products packaging, magazine, and website of the desktop.

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FOR CHARLIE LOGOTYPE

W=The interior width of letter “h”

W

W

W

W

W

LOGO WITH TAGLINE

W

W

W

CHARLIE

W

W

½W

½W

W

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Minimum Size To ensure high quality, recognition, and legibility. Charlie logo needs to follow this minimum sizing

VISUAL STANDARDS GUIDELINES

system on different occasions and mediums.

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60×14 pixel

- Minimum size for webiste on mobile devices. 1.2×0.4 inch

- Minimun size for print materials.

112×26 pixel

- Minimum size for website on desktop or laptop devices.

16×5 inch

CHARLIE

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- Minimum size for Charlie’s women yoga studio signages.


Signatures This page shows the standard color logo on the white background and the logo after the reversal of color. Charlie’s primary logo colors are coral

VISUAL STANDARDS GUIDELINES

pink and dark bluish gray.

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PRIMARY LOGO

ALTERNATIVE COLOR FORM

CHARLIE

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Metallic Color The color texture changes based on different materials. This page shows the texture performance of the logo color under specific materials.

- For charlie yoga studio signatures, the pink of the logo will use rose gold

VISUAL STANDARDS GUIDELINES

metal materials.

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LOGO WITH METAL MATERIAL

CHARLIE

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Color Application These colors will not be directly applied to the logo but will appear in the brand visual system, as a background color to combine

VISUAL STANDARDS GUIDELINES

with the logo.

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- These colors are widely used in the brand vision system as background colors. Often applies as the background color of the body copy.

- These colors are also widely used in brand vision systems. They are also sometimes used as the background color for the gray label version of the logo.

CHARLIE

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Color Palette

PRIMARY COLORS

In order to have a consistent voice, please follow this color palette. The primary color of Charlie is coral pink and dark bluish gray, they arouse Charlie’s sophisticated, mild and calm vibe. The secondary colors are a series of neutral colors, they convey a power of inner peace. - CMYK: 65/55/50/20 - Pantone: 425C - RGB: 98/98/102 - HEX: 626266

- CMYK: 5/20/20/0

VISUAL STANDARDS GUIDELINES

- Pantone: 489C

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- RGB: 242/214/202 - HEX: f2d5c9

- CMYK: 0/35/35/0 - Pantone: 162C - RGB: 248/186/162 - HEX: f7baa2


SECONDARY COLORS

- CMYK: 5/5/5/0

- Pantone: Warm Gray 2 C

- Pantone: 7574C

- RGB: 223/215/213

- RGB: 244/242/242

- HEX: ded7d5

- HEX: f4f1f1

- CMYK: 30/10/15/0

- CMYK: 15/5/5/0

- Pantone: 552C

- Pantone: 649C

- RGB: 190/211/215

- RGB: 223/233/240

- HEX: bed2d7

- HEX: dfe9ef

- CMYK: 30/25/15/0

- CMYK: 15/10/5/0

- Pantone: 5305C

- Pantone: 7443C

- RGB: 190/187/201

- RGB: 223/225/235

- HEX: bebbc9

- HEX: dee0ea

CHARLIE

- CMYK: 15/15/15/0

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Unauthorized Uses The correct application of the logotype is essential. Always follow the standards. The examples on this page demonstrate some of the unacceptable uses of the Charlie logo.

[1]

VISUAL STANDARDS GUIDELINES

- Don’t drop shadow

[3] - Don’t rotate the logo

[5] - Don’t outline the logo

[7] - Don’t use wrong color

[2] - Don’t stretch or alter the logo

[4] - Don’t flip the color

[6] - Don’t use wrong tagline scale

[8] - Don’t use wrong backgroung color

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[9] - Don’t apply the logo to images

[ 10 ] - Don’t align the logo left or right


[2]

[3]

[4]

[5]

[6]

[7]

[8]

CHARLIE

[1]

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[9]

[ 10 ]


Typography/Fonts Fonts play an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all communications.

Confident & Sophisticated Noe Display

VISUAL STANDARDS GUIDELINES

- Noe display medium is for headline.

Lovely & Impressive 24

Isidora - Isidora semibold italic is for subheading And Isidora regular is for body copy. The logo’s subtitle uses Isidora medium.


[ Medium ]

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

[ Semibold Italic ]

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 [ Medium ]

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

a b c d e fg h i j kl m n o p q rst uvwxyz AB C D E FG H IJ KLM N O PQ R STUVWXYZ 1 2 3 4 5 6 7 8 9 0

CHARLIE

[ Regular ]

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Typography/Text Standard Text Standard is another crucial point of visual systems. It creates a sense of consistency. Here are some common standards for layouts. Caption for The Example: - Headline: 24 pt/ Tracking 50 - Author or subheading: 9 pt/ Tracking 40 - Body copy: 11 pt/ Tracking 35/ Leading 18

Rules & Standards - The headline has to keep as a title case.

VISUAL STANDARDS GUIDELINES

- Always keep the same proportion.

- Isidora Regular/ 6.5pt/ Tracking 40

- Isidora Regular/ 9pt - Tracking 35/ Leading 18

- Isidora Semibold Italic/ 9pt - Tracking 35/ Leading 18

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- Noe Display/ 20pt - Tracking 50/ Leading 24


HIERARCHY STANDARD ON WEBSITE

x

One Example of Headline 6x

By The Author It is an example of body copy. It shows the proportional relationship between the size of the article and the title. Articles on the website will be applied to such standard. When the body copy is displayed on the website platform, the minimum font size is not less than 11 pt.

Context Text and Inner Headlines

[ Caption Text ] By Charlie

[ Body Copy Text ]

By Charlie CHARLIE

[ Sub-headingline ]

By Charlie

[ Headline ]

By Charlie

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Business System The business collateral for Charlie is meant to be an introduction to the brand’s identity. The design

VISUAL STANDARDS GUIDELINES

is integrated with our brand visual.

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CHARLIE

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30 VISUAL STANDARDS GUIDELINES


CHARLIE

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Applications 1. Social media interface 2. Box packaging 3. Charlie‘s souvenir (mug, pouch...)

VISUAL STANDARDS GUIDELINES

4. Charlie yoga studio’s signage

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CHARLIE

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CHARLIE

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36 VISUAL STANDARDS GUIDELINES


CHARLIE

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Copyright © 2018 Jinyun Zhou All rights reserved

Copy & editing: Jinyun Zhou

CHARLIE

Designed & concept: JInyun Zhou

Typefaces: Noe Display/Isidora This book was created as part of a project for Academy of Art University, School of Graphic Design Class: Nature of Identity (Fall 2018) Instructor: Jeremy Stout

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VISUAL STANDARDS GUIDELINES

Charlie Visual Standards Guidelines  
Charlie Visual Standards Guidelines  
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