Chewbahat Identity Style Guide 2014
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Transcript of Chewbahat Identity Style Guide 2014
1Design & conception by © Gerald Holubowicz - 2014
IDENTITY STYLE GUIDE
2014
2Design & conception by © Gerald Holubowicz - 2014
1 Introduction
1.1 The Guidelines
2 Printed guidelines
2.1.1 Visual Style
2.1.2 The logo
2.1.3 Logo size
2.1.4 Logo position
2.1.5 Isolation area
2.1.6 Colors & Variations
2.1.7 Typography
2.1.8 Chewba Font
2.1.9 Writting guide
2.2 ANNEXES
IDENTITY STYLE GUIDE
Visual identity guidelines | Summary
3Design & conception by © Gerald Holubowicz - 2014
1 IntroDUctIon
Since the brand was created back in 2011,Chewbahat needed a strong identity to convey the philosophy that supports our actions. We strongly believed right away that by choosing the right identity, the right set of colors we could communi-cate more about our creative DNA than by writing a long page of text.
The original logo though was still a bit con-fusing and slightly out of touch. We needed to conduct a rebranding effort to actually convey a clearer vision of who Chewbahat is made of.
1.1 thE GUIDElInEs
Whether it is seen on screen or in print, the logo is continuously changing. It canadapt its texture and colour to the surrounding environment.
The new identity reflects Chewbahat. It is challenging, distinctive and innovative.However, the new identity can only make a positive impact if it is used consistently and correctly.
The Identity Style Guide has been devel-oped to provide a comprehensive under-standing of the new Chewbahat identity. It shows how to correctly implement the new design elements on print and online
Visual identity guidelines | Introduction
4Design & conception by © Gerald Holubowicz - 2014
2 PrIntED GUIDElInEs
The term off air defines anything produced by Chewbahat that is not shown in a video or interactive format. The first section of the guidelines describes the broad principles of the printed identity .
The subsequent sections of the guidelines – Print and poster advertising, Literature, Sub-brands, Programme support and Consumerproducts – describe in more detail how the brand is implemented in differentoff air areas.
Visual identity guidelines | Using the brand
5Design & conception by © Gerald Holubowicz - 2014
2.1 VIsUal stylE
Since the brand was created back in 2011, The visual identity is the outward expression of Chewbahat. The logo is the primaryelement of that identity. However, other component parts play an important role in establishing the Chewbahat visual style.
These elements are:
ColourTypographyImageryTone of voice
Visual identity guidelines | Print & Online
Imagery produced or commissioned by Chewbahat
Headline (Avenir Next Bold Font) placed in front of a 70% transparent black box.
Powerful and short copy
Monochrom Visual Tag
6Design & conception by © Gerald Holubowicz - 2014
7Design & conception by © Gerald Holubowicz - 2014
Logo & website url
Authors names & release date
Title of the project in the headline font
Imagery produced or commissioned by Chewbahat
Colors are choosen from the color palette, fonts are the ap-propriate ones for the type of the copy.Logo has the right size and is placed above the url.
Visual identity guidelines | Print & Online
8Design & conception by © Gerald Holubowicz - 2014
2.1.2 thE loGo
In print, the facia of the logo can be invisible, so that it integrates with its surroundings. We see its distinctive contour overlaying photographs, illustrations and textures. The logo always foregrounds the real stars of the lab – the productions.
2.1.3 loGo sIZE
The Chewbahat visual tag has been de-signed to reproduce at a minimum height of 10 mm. On the web the minimum size of the Horizontal logo is 30 pixels deep and 100 pixels for the vertical one. There is no maximum reproduction size of the logo.
Page 43 of the Identity Style Guide will give you more information about sizing thelogo in different formats.
Visual identity guidelines | Print & Online
Visual Tag Vertical Logo Horizontal Logo
10 mm
9Design & conception by © Gerald Holubowicz - 2014
2.1.4 VIsUal taG PosItIon
Many brands place their logos in the bottom right position of the page. However Chewbahat places its logo in a distinctivecentre right position. This is unique to the Lab and is therefore instantly recognisable.
Page 39 of the Identity Style Guide will give you more instruction about how to position the logo in many different formats and situ-ations.
Visual identity guidelines | Print & Online
10Design & conception by © Gerald Holubowicz - 2014
2.1.5 IsolatIon arEa
The Chewbahat identity should always be surrounded by a minimum area of space.The area of isolation ensures that head-lines, text or other visual elements do not encroach on the logo. The area is defined by using a third of the height of the logowhich is referred to as x. A margin of clear space equivalent to 0.3x is drawn around the logo to create the invisible boundary of the area of isolation.
Visual identity guidelines | Print & Online
Isolation Area
Isolation Area
11Design & conception by © Gerald Holubowicz - 2014
2.1.6 VarIatIon of thE loGo (colors)
Chewbahat uses a basic color palette to avoid using different versions of the samecolor. Percentage tints can be used in any of these colors. Other colors may be used where appropriate.
Visual identity guidelines | Print & Online
yEllow
hexa : #F4C900
r: 247G: 204B: 14
c: 4%M: 17%y: 99%K: 0%
PantonE : 116 C
BlacK (loGo)
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r: 47G: 47B: 47
c: 70%M: 64%y: 63%K: 62%
PantonE : BLACk C
BlacK (BacKGroUnD)
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r: 33G: 33B: 33
c: 72%M: 66%y: 65%K: 73%
PantonE : NEuTrAL BLACk C
12Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
13Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
14Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
15Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
16Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
hexa : #7A71E8
r: 122G: 113B: 232
c: 62%M: 60%
y: 0%K: 0%
PantonE : 2725 C
hexa : #FFDA27
r: 255G: 213
B: 39
c: 1%M: 14%y: 93%K: 0%
PantonE : 115 C
hexa : #A3DE36
r: 163G: 222B: 54
c: 40%M: 0%y: 97%K: 0%
PantonE : 375 C
hexa : #E9665C
r: 233G: 102B: 92
c: 4%M: 75%y: 62%K: 0%
PantonE : 7416 C
17Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
hexa : #FD9848
r: 253G: 152
B: 72
c: 0%M: 48%y: 79%K: 0%
PantonE : 7413C
hexa : #7169B4
r: 113G: 105B: 180
c: 63%M: 64%
y: 0%K: 0%
PantonE : 272 C
hexa : #9FD9B4
r: 159G: 217B: 180
c: 38%M: 0%y: 37%K: 0%
PantonE : 344 C
hexa : #DBD3F8
r: 219G: 211B: 248
c: 12%M: 16%y: 0%K: 0%
PantonE : 263 C
18Design & conception by © Gerald Holubowicz - 2014
2.1.7 tyPoGraPhy
Very early in Chewbahat’s history a bespoketypeface has been choosen to be used throughout the Lab. It is called Planer. Planer is supplied in the Open Type format and is supported by pc and mac.Planer is a clean, modern font. Another font completes the typography of the lab: Avenir Next, which is stronger font used for titles and to highlight certain part of the copy in the Chewbahat’s communication.
Visual identity guidelines | Print & Online
Planer Headline RegularPlaner Guides (used to make text boxes)Planer Text Regular
AvenirNext Headline Regular
avenirnext Guides (used to make text boxes)
AvenirNext Text regular
AvenirNext Text Italic
AvenirNext Medium
AvenirNext Medium Italic
AvenirNext Text Bold
AvenirNext Text Italic
19Design & conception by © Gerald Holubowicz - 2014
2.1.8 font
This fonts have been choosen to create headlines in print. It is recommended foruse with large titles and it should be used extensively when designing posters.AvenirNext Headline looks most effective when it is used at 14pt and above “All Caps”. In print it is the only type face that shouldbe placed in a box. Type in boxes should al-ways be upper and lower case.
Visual identity guidelines | Print & Online
abcdefghijklmnopqrstuvwxyzßæoe•ABCDEFGHIJKLMNOPQRSTUVWXYZÆOE&0123456789*#@+<=>’”÷±%‰⁄μ£$€ƒ¥¢,.:;…“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõúùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
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20Design & conception by © Gerald Holubowicz - 2014
2.1.9 wrIttInG GUIDE
Depending on the copy to write, there’s different styles to apply, different fonts, size, weight to use in order to state the message correctly. Here’s some of the rules.
Visual identity guidelines | Print & Online
CHEWBAhat Brand name alone
CHEWBAhat storytelling lab Brand name full
ALAIN GarywalD Writting a full name (capital letters)
Alain Garywald Writting a full name ( no capital letters)
coPyLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eius-mod tempor incididunt ut labore et dolore magna aliqua. ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Regular copy is “Avenir Next” Regular, font 12-14pts, interlines 18pts, justified.
21Design & conception by © Gerald Holubowicz - 2014
STYLE MocKUPs
22Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
DarK Glossy loGo
The vertical logo is crafted to appear in differ-ent color, on various type of texture with the ability to remain recognizable and readable by everyone that would see it.
black Glossy logo on dark matte paper - 2013 © GH/chewbahat
23Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
carVED wooD loGo
carved wood logo - 2013 © GH/chewbahat
24Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
lUxE loGo
gold plated logo on dark matte paper - 2014 © GH/chewbahat
25Design & conception by © Gerald Holubowicz - 2014
Visual identity guidelines | Print & Online
PrEssED loGo
pressed cartboard logo on textured fine art paper - 2014 © GH/chewbahat
26Design & conception by © Gerald Holubowicz - 2014
OFFICIAL PortraIts
27Design & conception by © Gerald Holubowicz - 2014
Dark background barely lighted
Use of heavy black glasses combined with a funny face
Dark classy shirt of top
Frontal LED panel light
Photo sEt UP
The official portraits are shot with 50mm straight in front of the subject with a LED panel right above the optic axe.
28Design & conception by © Gerald Holubowicz - 2014
PRESENTATIONS tEMPlatEs
29Design & conception by © Gerald Holubowicz - 2014
front
30Design & conception by © Gerald Holubowicz - 2014
front - tExtUrED
31Design & conception by © Gerald Holubowicz - 2014
InsIDE
32Design & conception by © Gerald Holubowicz - 2014
InsIDE - tExtUrED
33Design & conception by © Gerald Holubowicz - 2014
InsIDE - GrEy
34Design & conception by © Gerald Holubowicz - 2014
BacK - tExtUrED
35Design & conception by © Gerald Holubowicz - 2014
IDENTITY STYLE GUIDE
2014Design & conception of the chewbahat identity © 2013-2014 Gerald holubowicz
Contact: [email protected]: chewbah.attwitter: @chewbahat