the brand book

car valetin g a n d detailing

themattfinishlogo use

This is a guide on the basic steps of creating a well presented theMattfinish piece of promotional material.

This handy little brand book covers:Our logoHow not to use our logo Our typefacesOur brand coloursOur secondary coloursOur imagery

Our logo is a very important part of our brand. It is so distinct due to being different from our competitors’ identities.

theMattfinish logo likes to sit in its own little bit of space, so overcrowd it and it will become shy and blend in with its surroundings.

There is no alternative, so logo placement needs to be thought of whilst designing.

car valetin g a n d detailing

colour use - logo colour use - typography

These are the three key colours that makes our identity successful.

Our self made brushed metal effect is a one off, so make sure this image is

always safe.

C=0 M=0 Y=0 K=100C=0 M=0 Y=0 K=0

C=0 M=0 Y=0 K=60

This grey scale is a major player. It makes up most of the type throughout all aspects of theMattfinish.

logo use - misuse

This is our logo. Our logo doesn’t like to be changed. It is happy just the way it is. We don’t like inverted logos, we wouldn’t like our logo to have colour in it and anything else you can think of.

1. Never get rid of the brushed metal effect finish.

2. Don’t change the colour of theMattfinish title.

3. The header needs to stay white.

4. The colour of the header band mustn’t change.

5. Don’t change the colour of the brushed metal.

6. theMattfinish must stay in one place and never move.

1

4

2

5

3

6

type use - body type use - headers

Futura

This font is simple, straight forward and easy to read. Futura

is used for every body of text, from invoices to our after care booklet.

Even this brand book.

american captain

Used as headings in everything type based, American Captain is the cousin of Futura for theMattfinish. This type also makes up the header in the logo.

Aaabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz(,.;:?!£$&*) 0123456789

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(,.;:?!£$&*) 0123456789

secondary colours secondary colour use

theMattfinishC=68 M=27 Y=0 K=0

theMattfinishC=44 M=42 Y=44 K=0

Our secondary colours can be used for almost everything, but only in moderation. They are secondary colours after all.

The two colours that we have here, blue and brown, are common shades that appear in our imagery. They also play off one another. The blue brings in a youthful and playful vibe which is contrasted by the brown that brings an element of class into the equation. Thus, in a way representing our company.

theMattfinish

theMattfinish

image use - the do’s image use - the don’ts

The sort of images that we love, are close ups and extreme close ups

of vehicle details, soap shots, reflections and anything else that is

really clean on a vehicle.

The images must have a lowered saturation and an enhanced contrast. There are no specific values as every

image is different so it is up to the artist what they think suits the feel

of the company.

On the other hand, the sort of vehicle images that we don’t want to see are dirty close ups, shots of whole vehicles, grubby wheels, defected paintwork and especially bird poo!

As you can tell by the rest of this brand book, we don’t like bright colours, so highly contrasted images where the colours become really bright and distorted are a no no for our company.

car valetin g a n d detailing

car valetin g a n d detailing

car valetin g a n d detailing

car valetin g a n d detailing