Brand Identity Guide
CONTENTS
Introduction
3
The logo
4
Typefaces
9
Tone and style of imagery
10
Promotional products
11
Artwork
12
Frequently asked questions
13
INTRODUCTION
Think Brick
Brand Guidelines ensure that the visual design elements of Think Brick are applied correctly in every application in which the Think Brick logo is identified. Published guidelines are essential for providing consistency in all communications. These guidelines should be followed to give Think Brick a uniform identity, greater visibility and powerful marketing possibilities. The purpose of the guidelines is to create uniformity in the visual image of Think Brick. It is important that the standards are strictly followed, especially in regard to those concerning the Think Brick logo. If you would like to be supplied with brand artwork or have any questions regarding the Think Brick Brand Guidelines please direct them to the Marketing Department. Telephone: 01344 885651, Email:
[email protected].
THE LOGO
Building the Think Brick brand
Brands are icons of our society reflecting our personal preferences, values and lifestyles. A brand is not something tangible, such as a label, logo, style and feature; it does not consist of rational features and benefits. A brand is created in the hearts and minds of the consumer. Brands are an emotional connection – beyond rational reasoning and logic, product superiority, product attributes, or technical specifications alone. The importance of building Think Brick’s brand identity is vital to our success as an organisation. It reflects the mood and tone to be captured in whatever piece of communication – advertising, newsletters, brochures, signs, websites, etc. Branding captures the thought that every point of contact that an individual has with Think Brick should reflect the same tone. But, having the same tone doesn’t necessarily mean that every piece of communication must look the same.
THE LOGO
The logo
The Think Brick logo is a 3 colour identity. It can also appear in CMYK (using the breakdowns below), black, or reversed out of one of the primary colours that it is made up of. These 3 primary colours are:
The Think Brick logo is comprised of 4 main elements: 1. Horizontal type 2. Vertical type 3. The blocks 4. The strapline
PMS 1525
PMS 361
Black
C. 0 M. 58 Y. 100 K. 10
C. 69 M. 0 Y. 100 K. 0
C. 0 M. 0 Y. 0 K. 100
RGB: 223, 122, 28
RGB: 84, 185, 72
RGB: 0, 0, 0
HEX: DF71AC
HEX: 54B948
HEX: 000000
1
2
3
4
THE LOGO
Correct usage of the logo
The Think Brick logo has been specially designed as a unit and must not be recreated. These correct variations of the logos are supplied with the official brand aftwork. Consistent application of the logos will reinforce Think Brick as a brand.
THE LOGO
Clearance space and positioning of the logo
As shown here, the logo should always have a minimum of clearance space around it. This ensures clarity of communication and prevents the logo from becoming lost or crowded.
X
Preferably, the logo should always appear right-aligned but can be placed at any height on the page depending on application. The logo should be at least the X distance from the edge of the page or perceived border.
X
X
X
THE LOGO
Incorrect use of the logo
The correct variations of the logos are supplied with the official brand artwork. • Do not change the appearance, shape or size of any element element of the logo.
• Do not cut cut off any any part part of the logo. logo.
think • Do not use the elements elements of the logo logo independently from one another. another.
• Do not change change the proportions proportions of any part part of the logo in relation relation to the other parts.
TYPEFACES
Typefaces
For continuity and simplicity, we use only two typefaces in our communications.
For headlines:
For body copy:
DIN Schrift (Mittelschrift)
Frutiger Light
ABCDEFabcdef
ABCDEFabcdef
ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwzyz 0123456789
abcdefghijklmnopqrstuvwzyz abcdefghijklmnopqrstuvwzyz 0123456789
Where Frutiger is unavailable, Helvetica must be used, however it is preferable to use Frutiger Light as body copy in all commu communicatio nications. ns. This is a univers universally ally available typeface. This applies to business documents, correspondence, promotional materials, displays, product labels, signs, web pages and other media.
IMAGERY
Tone and style of imagery
Photographs and Illustrations make strong impressions on our audiences. They also play a significant role in conveying brick as the material of choice.
Images that show the benefits of brick should be used. Additionally, we should always be sensitive to our audiences and their cultures when selecting images for our communication communications. s.
PROMOTIONAL PROMOTIO NAL PRODUCTS
Promotionall products Promotiona
Promotional products may bear the Think Brick elements as long as the logo specifications are adhered to. Merchandise, clothing, awards and other promotional applications must adhere to the logo specifications.
Please contact the Marketing Department for approval. Telephone: 01344 885651, Email:
[email protected]
SUPPLIED FILES
Artwork
The Think Brick artwork files are available from the Telephone: ephone: 01344 885651, Marketing Department. Tel Email:
[email protected]. .eps The logo is also supplied in jpeg format for use in applications such as PowerPoint presentations and websites. EPS (Encapsulated Post Script) files are vector artwork and are the recommended format for printing because they are a very high resolution (800 dpi) and feature transparent background areas. These files have been saved as Adobe Illustrator EPS files compatible with version 5.0 to the most recent. They are both Macintosh and PC compatible. .jpg Jpeg vesions of the logos and all imagery are supplied as high resolution jpegs - these must be used as a second preference to the eps logos supplied.
FAQS
Frequently Freq uently asked questions
Q. What are Think Brick’s Pantone Matching System (PMS) Colours? A. Think Brick uses three main pantone colours, these are: PMS 1525, PMS 361 and Black.
Q. What is Think Brick’s Typeface? A. Frutiger Light should be used for all body copy, where this is not possible it should be replaced with Helvetica. DIN Schrift (Mittleshcrift) should be used for headines.
Q. When the background is more than 50% value, which logo should I use? A. The reverse (white) should be used.
Q. If printing in one-colour, can I print the Think Brick logo in that colour, even if it is not one of the acceptable colours? A. No, but you can print the reverse in a colour bar.
Q. Is there a standard placement for the Think Brick web address? A. Yes, it should be right aligned with the logo, but can appear anywhere underneath it on the page.
Q. Can I use the Think Brick logo in a headline? A. The logo must never be used as part of a headline or in body copy.
For more information regarding the Think Brick Brand Guidelines contact the Marketing Department. Telephone: 01344 885651 Email:
[email protected].
