Callem Guide 0707

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Callem Design Guidelines

WelcoOur brand identity is an important t

It has been developed with conside

involved in the Callem brand.

This publication has been put toget

building of the Callem brand. It wil

hopefully outline some clear princip

respect by all users. So please follow


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Callem Design Guidelines

001BASIC ELEMENTS

Logo

Usage

Clearspace / Cropping

Brandline

Colour

Photography

Typography

Grid

004ADVERTISEMENT

Advertisement, brand

Advertisement, salesBillboards

Flags

Van


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Logo

Usage

Clearspace / Cropping

Brandline

Colour

Photography

Typography

Grid


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Callem Design Guidelines Basic Elements

Our logoThe logo consists of two elements, the typography and circles. The circles are bubbly, yet still

carefully positioned. The typography is subtle and powerful - these two elements together

express the keywords for allem:

YoungColourfulPlayfulDynamic

Positive non-cropped logo Negative non-cropped logo


... its uThe logo can be used positive or rev

version is shown on the next page a

the height and full width of the for

more free, but never as a substitute

Usage guide:Advertisment: the negative cropped logo alwaysStationery items: the positive non-cropped logo ( sPromotional items: the logo usage is more free, us


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Clear /The clear space and cropping guide

for the cropping of the reversed log

Cropping guide

c

c


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Callem Design Guidelines Basic ElementsCallem Design Guidelines Basic Elements

Brand lineIn a world where there are so many brands, to attract attention we need to create a relationship

with our customers, colleagues and business associates that transcends our products andservices. For this reason our brand line is intouch. It, not only reflects an understanding of the

market and our customers, but also the way we do business.

Always make sure that thepositioning of the intouchbrandline is in a clear area.

Brand advert

Product advert


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Photog


ColoursGreen ( Primary colour )

Pantone 583 C

CMYK: C:00 M:50 Y:100 K:00RGB: R:00 G:50 B:100

Orange

Pantone Orange 021 C

C:00 M:50 Y:100 K:00R:248 G:127 B:17

Blue

Pantone 659 C

C:50 M:30 Y:00 K:00

R:116 G:142 B:185

Purple

Pantone 258 C

C:40 M:80 Y:00 K:00

R:91 G:35 B:93

Pink

Pantone Magenta C

C:00 M:100 Y:00 K:00

R:239 G:9 B:124

DynamYoung


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Callem Design Guidelines Basic ElementsCallem Design Guidelines Basic Elements

TypographyThe corporate typeface is Frutiger. The font is to be used in the following two variations;

Frutiger light ( 45 ) and bold ( 65 ), and should always be clear and precise. Do not fear usingcolour and the type large, as the typography is a strong part of the overall powerful look and

feel. Do not add other typefaces.

abc

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYabcdefghijklmnopqrstuvwxyz1234567890

Frutiger 45, Light

Frutiger 65, Bold


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GE SS, Light

GE SS, Medium


TypographyThe corporate typeface is GE SS. The font is to be used in the following two variations; GE SS

Light and Medium, and should always be clear and precise. Do not fear using colour and thetype large, as the typography is a strong part of the overall powerful look and feel. Do not add

other typefaces.


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The GrAll formats are divided into 10s. Al

more info on the specific sections. T


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Letterhead

Continuation sheetBusiness Card

Compliment slip

Envelopes

Fax

Forms

Media folder

Website


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Callem Design Guidelines Stationery

WritingThe stationery package consists of all paper items that are to be used for our communication.

This is the more corporate face of Callem. Therefore, it is also more formal than the advertisingand retail oriented elements. Use Frutiger 45 ( Light ) and GE SS ( Light ) for all communication.


Back of letterhead, A4

Notepad


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GreetingsThere are two different business cards, the corporate and the retail. The corporate is

a more personal card, from the head quarters, whereas the retail card is more shoporientated card. The retail business cards come with five different coloured backgrounds.

Compliment slip, 1/3 of A4

Invitation card

Corporate card back

Corporate card front

Retail card front - English

Retail card back - Arabic

Retail card back


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SendingAll envelopes are Callem green with the logo reversed out - a strong and powerful expression.


Envelope, C5

Envelo

Envelope, C6

Envelope, DL

Envelope, DL ( window )


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Forms + folder


Memorandum

Faxsheet

Folder, outside and with lettterhead i nserted


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The WebThe Callem website provides a full presentation of the callem brand, from the experience to

the products over shop guide. All communication is clear and precise.


It wasa requirement that the 3-Dimentionalexpression take the form of a mask and resultin a clear piece of visual communication.

Hoever, the idea of masking could be exploredquite freelygiving rise to experimentation withformsand materials.

Designfor all senses


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Brochure

PampletMagazine


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Callem Design Guidelines Publications

PublicationsThe publications bring everything together. This is where the brand comes to life. Have a look

at the following inspirational pages covering items such as brochure, magazines and pamphlet.


Inside pages, Brochure

Inside pages, Brochure


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Cover, Intouch magazine

Inside pages, Intouch magazine

Back, showing signature


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Inside pages, Pamphlet


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Advertisement, brand

Advertisement, sales

Billboards

Flags

Van


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Callem Design Guidelines Advertisement

AdvertisingCallem advertising is divided into two types; brand and sales advertising.

The brand advertising is focused on the brand, a new shop opening or launching a new,

single, product.

The advertising is based on the same grid as presented in section 001.


Brand

Brandline always to be

positioned in a clear space

Print Advertising, Brand Advert


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AdvertisingThe sales advertising is strictly focused on sales. As a quick guide, viewing the two styles,

brand advertsing will have more of a callem look and feel.

For both styles it is most important that they deliver a clear and presicse message.

The advertising is based on the same grid as presented in section 001.


Sales

Brandline always to bepositioned in a clear space

P

Print advertising, sales advert


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Billboards

Outdoor, billboard

Outdoor, billboard

Outdoor, billboard


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Vans


Flags

FlagsBanners


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Boxes

Gift wrap

Shopping bag

Invoice

Indoor banners


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YoungColou

Callem Design Guidelines RetailCallem Design Guidelines Retail

PackagingThe look and feel of the Callem packaging should be informal and playful. Try to use as many

of the dynamic colours from the Callem brand as possible. The more the better, so combine

them as creatively as you can.


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Callem Design Guidelines Retail

WrappingThe look and feel of the Callem packaging should be informal and playful. Try to use as many

of the dynamic colours from the Callem brand as possible. The more the better, so combine

them as creatively as you can.

Gift ribbon

Gift wrap

YoungColourfulPlayfulDynamic


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Callem Design Guidelines Retail

Before you go ...

Shopping bags

Invoice

Clear, precise andpersonal communication


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T-shirts

Caps

Bags

Pens

Pouches

C ll D i G id li P ti l ItC ll D i G id li P ti l It


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Callem Design Guidelines Promotional ItemsCallem Design Guidelines Promotional Items

ClothingCallem clothing should be contemporary and informal, the style being friendly and

approachable and still communicating the callem brand values.

The brand should be embroided onto the corporate cap and all bags / backpacks.

Where as all clothing items should be printed onto the fabric.

Backpack Hipbag

Corporate cap



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Corporate t-shirts ( long and short sleeved versions, O and V-necks )



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Callem Design Guidelines Promotional Items

Pens

Callem Design Guidelines Promotional Items

Pens + Pouches

Callem Guide 0707

Documents

Transcript of Callem Guide 0707