Coeliac Society of Ireland. Brand Guidelines for Identity. design

Transcription

1 Coeliac Society of Ireland Brand Guidelines for Identity design

2 The Logo The new Coeliac Society of Ireland logo illustrates its meaning by enlarging and extending the C of Coeliac to create a friendly curved shape which simultaneously suggests the following: A green shoot from which wheat grows (the wheat being symbolised by three grains for the wheat, rye and barley oats being omitted). This shoot also protecting the rest of the Coeliac Society of Ireland text from the wheat. The logo colours are inspired by themes of nature and shelter, i.e. forest green, grass green, daffodil yellow and earth brown (more on this in Colours ). The mid-weight italic type gives the logo an overall Irish look, in the tradition of the Ireland.ie, Aer Lingus logos and so forth.

3 Helvetica should be used as a supporting typeface, e.g. for large amounts of body copy. In the absence of Helvetica, Arial may be used in particular for onscreen/browser text. Type The logo typeface is Omnes*. It is casual and friendly in appearance, with its rounded corners suggesting service and flexibility. For brand consistency across any websites or printed material, use type as follows: Omnes always where possible, for all headline / large text. Helvetica* should be used as the supporting typeface, for example typesetting large amounts of body copy (which might be difficult to read if set in Omnes). In the absence of Omnes and Helvetica, Arial may be substituted. - Arial should be used for website or onscreen text for example, as it is a system font available on most computers (whereas Omnes and Helvetica aren t). - However, remember that Omnes is always the preferred typeface. Some general points about text: Always use upper-and lowercase for an informal look, and avoid ALL-CAPS. Feel free to mix bold type with light, to create variety. *Omnes can be purchased from and Helvetica from

4 Core logo colours Extended logo colours Colours The logo uses three core colours, which can be expanded to two further complementary shades, to give some flexibility: Web: RGB: 13 / 103 / 38 Hexadecimal: #0D6726 RGB: 127 / 195 / 27 Hexadecimal: #7FC31B RGB: 255 / 194 / 17 Hexadecimal: #FFC211 RGB: 254 / 232 / 102 Hexadecimal: #FEE866 RGB: 64 / 58 / 12 Hexadecimal: #403A0C Pantone: PANTONE 356 C PANTONE 376 C PANTONE 123 C PANTONE 120 C PANTONE 449 C Four-colour process: 95% Cyan / 0% Magenta / 100% Yellow / 27% Black 50% Cyan / 0% Magenta / 100% Yellow / 0% Black 0% Cyan / 24% Magenta / 94% Yellow / 0% Black 0% Cyan / 9% Magenta / 58% Yellow / 0% Black 65% Cyan / 55% Magenta / 100% Yellow / 28% Black

5 Further extended logo colours The logo colours can be expanded further as per above. Note however that these colours should only be introduced when a wide spectrum of colour is needed, for example the multi-page Newsletter or website. The extended colours must be used with care, to avoid colour dilution / confusion of the core Coeliac brand. Web: RGB: 237 / 81 / 0 Hexadecimal: #ED5100 RGB: 7 / 103 / 169 Hexadecimal: #0767A9 RGB: 2 / 60 / 89 Hexadecimal: #023C59 Pantone: PANTONE 159 C PANTONE 3005 C PANTONE 302 C Four-colour process: 0% Cyan / 66% Magenta / 100% Yellow / 7% Black 100% Cyan / 34% Magenta / 0% Yellow / 2% Black 100% Cyan / 25% Magenta / 0% Yellow / 50% Black

6 1. Colour 2. Greyscale Greyscale Negative 3. Monochrome Monochrome Negative Colour Applications of the Logo Three versions of the logo are available depending on the area of application: 1 Colour The colour version is used onscreen (RGB colour), or wherever printing is in full colour, e.g. in all business materials and brochures (CMYK or PANTONE colour). 2 Greyscale The greyscale logo is used for black-and-white business materials. Greyscale negative This negative form is used against black backgrounds. 3 Monochrome The monochrome version of the logo is used when the file size is to be kept as small as possible or printing is to be especially economical. Monochrome negative This negative form is used against black backgrounds.

7 Logo Size + Brand Space (Protective Zone) The optimum logo size is determined by the type and area of the individual media applications, however here are a few guidelines: Logo Size: The minimum size of the logo is a width of 50 mm (print) or 140 pixels (onscreen). No smaller size is permitted, as it will become illegible. Brand Space: The brand space is the protective zone around the logo which prevents any visual competition from other design elements near by, such as other logos. The basic unit of the protective zone derives from the o of Coeliac. Its dimensions are determined as variables of the size of the letter o in a square format. This protective zone is mandatory, and should be regarded as a minimum. However the zone may be larger than this by all means.

8 Tagline + Tagline Placement The logo can be accompanied by the tagline Improving the quality of life for Coeliacs on an optional basis. With this in mind, the tagline has been included in each version of the logo. A few guidelines for use: The tagline should appear in proportion to the logo, e.g. the text size should ideally be the same as Society of Ireland (as per the example above). The tagline should not appear too close to the logo, as this will make everything look very text-heavy. - It should be separated by a minimum distance of the o of Coeliac (see above). - Alternatively, the tagline can be placed in another location altogether nearby.

9 Dont s! The logo must not be placed on any background colour other than white or a very pale tint of the dark Coeliac green (e.g. 25%) with the exception of the reversed-out version, which may appear on a plain black, Coeliac green or other brand colour background (see Colours for more info). The logo in any version must not be placed on pictures, photographs, illustrations or other backgrounds with varied colours. If combined with another image, the logo should be placed within its brand space. Within this space, no other texts, pictures or graphics can be placed (see Logo Size + Brand Space for more details on the dimensions of the brand space). The logo may not be changed. Any form of modification is unacceptable. The logo may not be scaled, distorted or rotated. The use of other typefaces is not permitted. No colour versions may be used apart from those defined here. The position of the logo elements may not be altered. The text of the logo may not be altered.

10 Thank you for reading these guidelines! design.ie