Nexhat Ramadani

1.0 Introduction (page 1)

2.0 The Logo Design (page 3)
2.1 The Logo Usage (page 6)
3.0 Colour Scheme (page 13)
4.0 Typography (page 16)
5.0 Contact Details (page 19)
July 2012
Client:
Contents:
Date:
Brand-identity Guidelines
Introduction
1.0
Overview
The purpose of these guidelines is to explain the use of the new 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 ofine. Guidelines on the use
of the logo are included.
1. 1.0 Introduction Brand-identity Guidelines - July 2012
Your new identity
The conceptual background
Your corporate identity is the face and personality presented to the global community. Its as
important as the products and services you provide. Your identity is the total efect of your
logos, products, brand names, trademarks, advertising, brochures, and presentations every-
thing that represents you.
Because the brand cannot be compromised, weve created this guide to provide all the
pertinent specifcations you need to maintain its integrity. 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.
2. 1.0 Introduction Brand-identity Guidelines - July 2012
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condimentum. Ut at ante sed enim aliquet tincidunt. In hac habitasse platea dictumst. Aenean
eu ante nulla. Donec malesuada rutrum velit, aliquet eleifend eros scelerisque non. Quisque non
lacus eu risus aliquet fringilla ac vel eros. Vestibulum nec interdum lorem. Etiam ac lectus sed
metus auctor consequat id a diam. Nullam vitae mauris faucibus purus aliquet ullamcorper a
eget arcu. Aliquam ultrices, mauris sed feugiat aliquet, tellus augue ultrices lorem, quis cursus
mauris neque sodales diam. Vestibulum non massa a quam venenatis rhoncus. Vestibulum
cursus aliquam tortor, quis gravida magna vulputate id. Nulla sagittis tempus turpis vitae
faucibus. Etiam scelerisque risus metus, at tempor dui.
Donec dapibus volutpat tortor, vel pretium augue consequat vel. Sed eget tellus quis tortor
eleifend viverra at eget nulla. Donec fringilla porttitor hendrerit. Mauris pretium, dui et euismod
pharetra, odio purus volutpat nibh, quis interdum sem mauris rhoncus lectus. Suspendisse
ullamcorper eleifend porta. Curabitur nisl tellus, rutrum in pellentesque a, eleifend eu diam. Ut
in arcu id orci placerat volutpat. Proin varius enim vitae nibh laoreet ut semper ipsum blandit.
Suspendisse rhoncus dolor ut arcu blandit consectetur. Proin libero mi, condimentum sed mollis
in, bibendum cursus lacus. Donec et odio at neque accumsan varius.
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The Logo Design
2.0
The company 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.
3. 2.0 The Logo Design Brand-identity Guidelines - July 2012
4. 2.0 The Logo Design Brand-identity Guidelines - July 2012
Primary logo - in colour
5. 2.0 The Logo Design Brand-identity Guidelines - July 2012
Primary logo - alternative colours
The Logo Usage
2.1
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, only the original high resolution or vector graphic fles
shall be used - logos should not be taken from this document.
6. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
7. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
Exclusion Zone
Make sure that text or other design elements do not
encroach upon the logo.
The marked space should always be given to let the
logo breathe, free from distraction.
Minimum reproduction size
In the primary logo format a minimum size must be
adhered to so that legibilty is retained.
In exceptional circumstances where space is below
the recommended size, adjustments may have to be
made to balance the shape and visibility.
x
x
x
7 mm
80 mm
8. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
Correct!
The logos shape is consistent with the initial design,
retaining balance and legibility.
Wrong!
The logo has become distorted from its 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 ft.
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.
9. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
Wrong!
The backdrop for the logos placement is too similar
to the primary colour - it lacks visibilty and contrast.
To fx this problem, you can either select a contrast-
ing base colour, or switch to one of the secondary
colours assigned to the logo.
Correct!
The logo has been used in the fashion it was
designed. A consistency has been achieved in how it
is seen.
10. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
Wrong!
Important elements within the logo have been
distorted, enlarged or shrunk, afecting the balance
and design.
A consistent layout is essential across all media, and
by changing key elements it will introduce confusion
into the brand.
Correct!
The logo is presented in its primary colours using the
primary typeface that has been selected for the
logotype.
11. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
Wrong!
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 defnate no-no. The selected
typeface should be used at all times with the
presentation of the logo.
Inkbot.Design
12. 2.1 The Logo Usage Brand-identity Guidelines - July 2012
In most cases, use of one company logo is all that is
required. If an advertiment is made by your company
then that logo is usually all that is required for
recognition by your audience and/or customers.
Content Content
Accurate reproduction of the brand colour scheme is essential in communicating a clear and
consistent message about the company image.
The Pantone colours should be used wherever possible, with CMYK / RGB being matched as
closely as possible depending on the materials and print process.
Black and white are acceptable as accent colours, in addition to the colours within the assigned
scheme.
Colour Scheme
3.0
13. 3.0 Colour Scheme Brand-identity Guidelines - July 2012
14. 3.0 Colour Scheme Brand-identity Guidelines - July 2012
Pantone 123 C
Pantone 123 C
Pantone 123 C
Pantone 123 C
Pantone 123 C
Primary Brand Colour
logo / main background / business cards
Secondary Brand Colour
logo text / secondary background / accent
Third Brand Colour
highlighting / second accent
Text / Content Colour
Background / Base Colour
100 / 100 / 100 / 100
100 / 100 / 100 / 100
100 / 100 / 100 / 100
100 / 100 / 100 / 100
100 / 100 / 100 / 100
100 / 100 / 100
100 / 100 / 100
100 / 100 / 100
100 / 100 / 100
100 / 100 / 100
#999999
#999999
#999999
#999999
Pantone 123 C
Background / Base Colour Alt.
100 / 100 / 100 / 100 100 / 100 / 100 #999999
#999999
Pantone 123 C
Base Colour
100 / 100 / 100 / 100 100 / 100 / 100 #999999
Pantone colour ref. CMYK RGB HEX
Examples of how the primary logo deals with the alternative colour
backgrounds from the suggested scheme.
The only rules are that the colours do not clash and that there is a level of
contrast (or diference) between logo, typography and its specifed
backdrop.
This also applies to the logos placement over a photographic background,
pattern, visual graphics or other media.
15. 3.0 Colour Scheme Brand-identity Guidelines - July 2012
The primary typeface is [insert name here] with a secondary [insert name here] to complement
the primary. These 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.
Typography
4.0
16. 4.0 Typography Brand-identity Guidelines - July 2012
17. 4.0 Typography Brand-identity Guidelines - July 2012
Primary Typeface
Avenir Next LT Pro (Regular) Main logotype text / Content
abcdef ghi j kl mnopqr st uvwxyz
ABCDEFGHI J KLMNOPQRSTUVWXYZ
1234567890
!@$%^&*( ) # - _=+{}[ ];: / \ , . ~
^~
18. 4.0 Typography Brand-identity Guidelines - July 2012
Secondary Typeface
Avenir Next LT Pro (Demi) Tagline / Subheadings
abcdef ghi j kl mnopqr st uvwxyz
ABCDEFGHI J KLMNOPQRSTUVWXYZ
1234567890
!@$%^&*( ) # - _=+{}[ ];: / \ , . ~
^~
Orange-Medical
Nexhat Ramadani
info@orange-medical.de
www.orange-medical.de
@orange-medical.de
Company:
Designer:
Email:
Web:
Twitter/Skype:
Contact Details
5.0
19. 5.0 Contact Details Brand-identity Guidelines - July 2012
anuary 2013 anuary 2013