LOGO
Identity guidelines Version 1.0
CONTENTS
Executive summary..................................................................3 Rules summary.........................................................................4 Introduction..............................................................................5 Logo
Elements........................................................................6
Clearance.......................................................................7
Minimum size.................................................................7
Colour ways...................................................................8
Non-colour.....................................................................9
Correct applications.............................................10 - 11
Do nots............................................................................12 - 14 Colours...................................................................................15 Stationary................................................................................16 Fonts.......................................................................................17 Tone of voice..........................................................................18
EXECUTIVE SUMMARY
HELLO. These guidelines communicate the core elements of the LOVE ALONE identity. The core elements include the LOVE ALONE logo, colour palette, and typography. These core elements form the foundation of our identity and the guidelines reiterate why they must always be followed.
3
RULES SUMMARY
LET’S GET IT OUT THE WAY. Don’t use the logo when it is hard to distinguish it from the background. Don’t add a keyline around the logo. Don’t distort any part of the logo. Don’t break up and separate elements of the logo. Don’t print the logo any smaller than the recommended minimum size. Don’t place other elements too close to the logo, please refer to the clearance area. Don’t crop the logo for advertising communications. Cropped logos are used only for branding and stationary. Don’t use other colours than those detailed in the colour ways section. Whenever possible, use the logo in 2 colour format. Only use 1 colour when restricted by application or cost.
4
INTRODUCTION
GET YOUR HEAD AROUND IT. The LOVE ALONE brand mark (logo) is a valuable part of our brand. It helps customers identify our services, make a connection and acts as a guarantee of quality and authenticity. Our identity isn’t just made up of our logo, it’s also how it’s applied, the bold way in which we use colour and the tone of voice we use. Our identity is recognisable because it’s unique, distinctive and consistently applied. We aim for the brand to be widely recognised within the retail market place. These guidelines are designed to help you apply the LOVE ALONE identity accurately and consistantly. Please take the time to ensure you have read and understood how they should be used. The thing to remember is... we want to be different.
5
LOGO elements The logo is made up of the name ‘LOVE ALONE’ along with 2 sqaures and a strapline ‘swimwear’. All of these elements must always remain as one mark.
6
LOGO clearance and minimum size So that the logo can stand out clearly, it should have as much space around it as possible. The minimum exclusion zone is defined by the red dotted line. This amount of clear space is designed to protect the logo from typography or other graphic elements appearing too close.
0.1 X
X
PRINT: The logo can not be printed any smaller than 15mm in height, keeping all proportions.
15mm
WEB / DIGITAL: The logo can not be published any smaller than 120 pixels in height, keeping all proportions.
120 pixels 7
LOGO colour ways Ideally, the logo should allows be seen in a 2 colour format. Below are examples when printed on black and on white. The first option is preferred.
8
LOGO non-colour When restricted by application or cost a one colour logo is available. This should only be used if a 2 colour version is not acceptable.
9
LOGO correct applications The logo has been designed for use on all external and customer-facing materials, such as: Advertising (print, web, and broadcast) Web sites, microsites and adverts Packaging Retail signage and POP communications Service vehicles Shopping bags
Drop by anytime. 122 High Street Chorlton Manchester 0161 745 9267
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam ac tellus felis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam vel arcu eu ante gravida venenatis. Praesent rutrum ullamcorper velit et iaculis. Suspendisse potenti. Sed congue, metus ac blandit pellentesque, erat arcu egestas orci, laoreet iaculis nisi turpis vel sem. Etiam nisl ante, adipiscing at luctus et, congue et urna. Cras pretium eleifend nunc, in dapibus dui cursus eu. Sed gravida leo at dolor elementum tempus. Vivamus bibendum gravida facilisis. Proin quis eros metus. Proin at pulvinar dui. Sed ornare, est vitae tincidunt dapibus, quam lacus aliquet lacus, ut ornare sem nibh id neque. Maecenas molestie luctus risus quis hendrerit. Curabitur ut turpis leo. Vivamus sit amet quam nibh, sit amet imperdiet eros. Ut dignissim lacinia pellentesque. Aliquam erat volutpat. Duis hendrerit blandit rhoncus. Curabitur tellus ante, rhoncus at porttitor vel, pretium ultricies nibh. Quisque et augue eget metus interdum scelerisque. Pellentesque eget nisi vel nunc cursus ultricies eu nec nunc. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aliquam sodales mollis mauris, ut auctor justo vulputate egestas. Sed vitae quam dolor. Aenean a ante at neque varius faucibus. Etiam tempor
10
LOGO correct applications
Drop by anytime. 122 High Street Chorlton Manchester 0161 745 9267 11
LOGO do nots
Do not place the logo on colours other than black or white. The only exception is when LOVE ALONE are a partner / sponsor and our brand is being added to an existing design.
Do not distort the logo in any way.
Do not break elements of the logo. All elements belong together.
12
LOGO do nots
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi ac ligula at mi ornare facilisis vel eu arcu. Vestibulum sed lacus tellus, quis semper erat. Morbi viverra, urna non iaculis placerat, neque purus congue mauris, quis vestibulum sapien libero eu enim. Integer semper fermentum nibh, at ultricies erat interdum sit amet. Morbi eget rhoncus ipsum. Sed porttitor gravida suscipit. Donec lobortis adipiscing arcu nec sodales. Nam vitae congue velit.
Never change the colours of the logo.
Never place the logo over a busy background. If this is the case use the black background logo version.
Never place other elements too close to the logo.
13
LOGO do nots
Never add a drop shadow to the logo.
Never blur the logo.
Never change the angle of the logo.
14
COLOURS
BLACK Pantone Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 Hexadecimal: #000000 NCS 9005-R80B black WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hexadecimal: #FFFFFF NCS 0000-N white
YELLOW Pantone Yellow CMYK: 0, 1, 100, 0 RGB: 255, 239, 0 Hexadecimal: #FCDD09 NCS: S 0580-Y
Pantone and CMYK is for printing only RGB and Hexadecimal is for web/digital application NCS is for interiors such as paint.
15
STATIONARY
Letter head
Call back card Price tag
Drop by by anytime. anytime. Drop 122 High High Street Street 122 Chorlton Chorlton Manchester Manchester 0161 745 745 9267 9267 0161
Compliment slip
With thanks... thanks... With
16
FONTS
Helvetica Neue Heavy 85
Helvetica Neue Heavy 85 should generally be used for large, single words.
Helvetica Neue Medium 65
Helvetica Neue Medium 65 should generally be used for headings.
Helvetica Neue Roman 55
Helvetica Neue Roman 55 should generally be used for body text.
17
TONE OF VOICE
The messages need to be friendly, quirky and most importantly, welcoming. We like to engage our customers, so using eye catching headlines and keeping body text to a minimum keeps interest. We aim to be different and quirky. We don’t want to bore customers, visual stimulation is key.
LESS IS MORE. 18
THANKS FOR RESPECTING OUR BRAND
CONTENTS
Executive summary..................................................................3 Rules summary.........................................................................4 Introduction..............................................................................5 Logo
Elements........................................................................6
Clearance.......................................................................7
Minimum size.................................................................7
Colour ways...................................................................8
Non-colour.....................................................................9
Correct applications.............................................10 - 11
Do nots............................................................................12 - 14 Colours...................................................................................15 Stationary................................................................................16 Fonts.......................................................................................17 Tone of voice..........................................................................18
EXECUTIVE SUMMARY
HELLO. These guidelines communicate the core elements of the LOVE ALONE identity. The core elements include the LOVE ALONE logo, colour palette, and typography. These core elements form the foundation of our identity and the guidelines reiterate why they must always be followed.
3
RULES SUMMARY
LET’S GET IT OUT THE WAY. Don’t use the logo when it is hard to distinguish it from the background. Don’t add a keyline around the logo. Don’t distort any part of the logo. Don’t break up and separate elements of the logo. Don’t print the logo any smaller than the recommended minimum size. Don’t place other elements too close to the logo, please refer to the clearance area. Don’t crop the logo for advertising communications. Cropped logos are used only for branding and stationary. Don’t use other colours than those detailed in the colour ways section. Whenever possible, use the logo in 2 colour format. Only use 1 colour when restricted by application or cost.
4
INTRODUCTION
GET YOUR HEAD AROUND IT. The LOVE ALONE brand mark (logo) is a valuable part of our brand. It helps customers identify our services, make a connection and acts as a guarantee of quality and authenticity. Our identity isn’t just made up of our logo, it’s also how it’s applied, the bold way in which we use colour and the tone of voice we use. Our identity is recognisable because it’s unique, distinctive and consistently applied. We aim for the brand to be widely recognised within the retail market place. These guidelines are designed to help you apply the LOVE ALONE identity accurately and consistantly. Please take the time to ensure you have read and understood how they should be used. The thing to remember is... we want to be different.
5
LOGO elements The logo is made up of the name ‘LOVE ALONE’ along with 2 sqaures and a strapline ‘swimwear’. All of these elements must always remain as one mark.
6
LOGO clearance and minimum size So that the logo can stand out clearly, it should have as much space around it as possible. The minimum exclusion zone is defined by the red dotted line. This amount of clear space is designed to protect the logo from typography or other graphic elements appearing too close.
0.1 X
X
PRINT: The logo can not be printed any smaller than 15mm in height, keeping all proportions.
15mm
WEB / DIGITAL: The logo can not be published any smaller than 120 pixels in height, keeping all proportions.
120 pixels 7
LOGO colour ways Ideally, the logo should allows be seen in a 2 colour format. Below are examples when printed on black and on white. The first option is preferred.
8
LOGO non-colour When restricted by application or cost a one colour logo is available. This should only be used if a 2 colour version is not acceptable.
9
LOGO correct applications The logo has been designed for use on all external and customer-facing materials, such as: Advertising (print, web, and broadcast) Web sites, microsites and adverts Packaging Retail signage and POP communications Service vehicles Shopping bags
Drop by anytime. 122 High Street Chorlton Manchester 0161 745 9267
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam ac tellus felis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam vel arcu eu ante gravida venenatis. Praesent rutrum ullamcorper velit et iaculis. Suspendisse potenti. Sed congue, metus ac blandit pellentesque, erat arcu egestas orci, laoreet iaculis nisi turpis vel sem. Etiam nisl ante, adipiscing at luctus et, congue et urna. Cras pretium eleifend nunc, in dapibus dui cursus eu. Sed gravida leo at dolor elementum tempus. Vivamus bibendum gravida facilisis. Proin quis eros metus. Proin at pulvinar dui. Sed ornare, est vitae tincidunt dapibus, quam lacus aliquet lacus, ut ornare sem nibh id neque. Maecenas molestie luctus risus quis hendrerit. Curabitur ut turpis leo. Vivamus sit amet quam nibh, sit amet imperdiet eros. Ut dignissim lacinia pellentesque. Aliquam erat volutpat. Duis hendrerit blandit rhoncus. Curabitur tellus ante, rhoncus at porttitor vel, pretium ultricies nibh. Quisque et augue eget metus interdum scelerisque. Pellentesque eget nisi vel nunc cursus ultricies eu nec nunc. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aliquam sodales mollis mauris, ut auctor justo vulputate egestas. Sed vitae quam dolor. Aenean a ante at neque varius faucibus. Etiam tempor
10
LOGO correct applications
Drop by anytime. 122 High Street Chorlton Manchester 0161 745 9267 11
LOGO do nots
Do not place the logo on colours other than black or white. The only exception is when LOVE ALONE are a partner / sponsor and our brand is being added to an existing design.
Do not distort the logo in any way.
Do not break elements of the logo. All elements belong together.
12
LOGO do nots
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi ac ligula at mi ornare facilisis vel eu arcu. Vestibulum sed lacus tellus, quis semper erat. Morbi viverra, urna non iaculis placerat, neque purus congue mauris, quis vestibulum sapien libero eu enim. Integer semper fermentum nibh, at ultricies erat interdum sit amet. Morbi eget rhoncus ipsum. Sed porttitor gravida suscipit. Donec lobortis adipiscing arcu nec sodales. Nam vitae congue velit.
Never change the colours of the logo.
Never place the logo over a busy background. If this is the case use the black background logo version.
Never place other elements too close to the logo.
13
LOGO do nots
Never add a drop shadow to the logo.
Never blur the logo.
Never change the angle of the logo.
14
COLOURS
BLACK Pantone Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 Hexadecimal: #000000 NCS 9005-R80B black WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Hexadecimal: #FFFFFF NCS 0000-N white
YELLOW Pantone Yellow CMYK: 0, 1, 100, 0 RGB: 255, 239, 0 Hexadecimal: #FCDD09 NCS: S 0580-Y
Pantone and CMYK is for printing only RGB and Hexadecimal is for web/digital application NCS is for interiors such as paint.
15
STATIONARY
Letter head
Call back card Price tag
Drop by by anytime. anytime. Drop 122 High High Street Street 122 Chorlton Chorlton Manchester Manchester 0161 745 745 9267 9267 0161
Compliment slip
With thanks... thanks... With
16
FONTS
Helvetica Neue Heavy 85
Helvetica Neue Heavy 85 should generally be used for large, single words.
Helvetica Neue Medium 65
Helvetica Neue Medium 65 should generally be used for headings.
Helvetica Neue Roman 55
Helvetica Neue Roman 55 should generally be used for body text.
17
TONE OF VOICE
The messages need to be friendly, quirky and most importantly, welcoming. We like to engage our customers, so using eye catching headlines and keeping body text to a minimum keeps interest. We aim to be different and quirky. We don’t want to bore customers, visual stimulation is key.
LESS IS MORE. 18
THANKS FOR RESPECTING OUR BRAND
