Brand-identity Guidelines
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1 Brand-identity Guidelines 1.0 Intro 2.0 Logo Design 2.1 Logo Usage 3.0 Typography 4.0 Contact November 2014
2 1.0 Intro Overview The purpose of these guidelines is to explain the use of the photo-basel brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. 1.0 Intro Brand-identity Guidelines - November 2014
3 photo basel identity The corporate identity is the face and personality presented to the community. It s as important as the products and services you provide. Your identity is the total effect of your logos, products, brand names, trademarks, advertising, brochures, and presentations everything that represents you. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world. 1.0 Intro Brand-identity Guidelines - November 2014
4 2.0 Logo Design The photo basel logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding. 2.0 Logo Design Brand-identity Guidelines - November 2014
5 Primary logo - in black 2.0 Logo Design Brand-identity Guidelines - November 2014
6 Primary logo - negative 2.0 Logo Design Brand-identity Guidelines - November 2014
7 2.1 Logo Usage Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, use the original high resolution or vector graphic files. 2.1 Logo Usage Brand-identity Guidelines - November
8 x /2 x x x Exclusion Zone Make sure that text or other design elements do not encroach upon the logo. x /2 The marked space should always be given to let the logo breathe, free from distraction. 30 mm Minimum reproduction size In the primary logo format a minimum size must be adhered to so that legibilty is retained. 5 mm In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility. 2.1 Logo Usage Brand-identity Guidelines - November
9 x /2 x x x Exclusion Zone Make sure that text or other design elements do not encroach upon the logo. x The marked space should always be given to let the logo breathe, free from distraction. 42 mm Minimum reproduction size In the primary logo format a minimum size must be adhered to so that legibilty is retained. 7 mm In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility. 2.1 Logo Usage Brand-identity Guidelines - November a.
10 Wrong! The logo has become distorted from it s designed aspect ratio, therefore stretching or squshing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit. Correct! The logo s shape is consistent with the initial design, retaining balance and legibility. 2.1 Logo Usage Brand-identity Guidelines - November
11 Wrong! The backdrop for the logo s placement is too similar to the primary colour - it lacks visibilty and contrast. To fix this problem, you can either select a contrasting base colour, or switch to the white logo. (see below) Correct! The logo is clear and visible, set in primary colours onto a backdrop which shows contrast. Although the backdrop is not white, the colours have been adjusted accordingly to work with the design. 2.1 Logo Usage Brand-identity Guidelines - November
12 Wrong! photo basel A colour outside of the selected brand colour scheme has been used. This is not recommended as it confuses the brand image. Replacing the font is a definate no-no. The selected typeface should be used at all times with the presentation of the logo. Correct! The logo is presented in it s primary colour using the primary typeface that has been selected for the logotype. 2.1 Logo Usage Brand-identity Guidelines - November 2014
13 Primary logo with date (Typeface Courier New Regular) 2.0 Logo Design Brand-identity Guidelines - November 2014
14 3.0 Typography The typefaces have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances. 3.0 Typography Brand-identity Guidelines - November 2014
15 Logo & Date Typeface Courier New (Regular) Main logotype and date abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%^&*() # ªº- _ =+{}[];:/\,.~ å ç ƒ ^ µ~øπœ ß Ω 3.0 Typography Brand-identity Guidelines - November 2014
16 Primary Typeface Univers 45 Light Text / Content abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@ $%^&*() # ªº- _=+{}[];:/\,.~ å ç ƒ ^ µ~øπœ ß Ω 3.0 Typography Brand-identity Guidelines - November 2014
17 4.0 Contact photo basel GmbH Im Davidsboden 12, CH-4056 Basel Contact Brand-identity Guidelines - November 2014
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