DESIGN AND BRAND GUIDELINES
InnovaT | Innovative Teaching Across Continents WHY BRANDING?!
A strong brand generates referrals. you…it doesn’t take long to be a long way from your original goals or People love to tell others about the brands they like. People wear brands, plans. A clear brand strategy helps you stay focused on your mission and eat brands, listen to brands, and they’re constantly telling others about vision as an organization. Your brand can help you be strategic and will the brands they love. On the flip side, you can’t tell someone about a guide your marketing efforts saving time and money. brand you can’t remember. Additionally, a strong brand website strategy, like backlinks, is critical to generating referrals or viral traffic. A strong brand provides your value. A strong brand will provide value to your organization well beyond your Branding promotes recognition. physical assets. Think about the brands that you purchase from (Co- People tend to do business with companies they are familiar with. If your ca-Cola, Wrangler, Apple, Ford, Chick-Fil-A, QuikTrip)… are these compa- branding is consistent and easy to recognize, it can help people feel nies really worth their equipment, their products, their warehouses, or more at ease purchasing your products or services. factories? No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical Your brand helps you create clarity and stay focused. value. It’s very easy to wander around from idea to idea with nothing to guide TABLE OF CONTENTS
Section 1 CORPORATE LOGO
Section 2 LOGO PLACEMENT
Section 3 TYPOGRAPHY
Section 4 COLOR SYSTEM
Section 5 SOCIAL MEDIA | WEB
Section 6 MOODBOARDS Section 1
CORPORATE 01 LOGO LOGO CONSTRUCTION
SIGNET
The SIGNET is a version of the LOGO without the small text elements. Sca- LOGO LIGHT VERSION LOGO DARK VERSION ling down with the SIG- NET is easier. Sometimes you don‘t need the full version of the LOGO – e.g. Footer, … LOGO CLEARSPACE
1/3 1/3 1
1/3 1/3 LOGO VARIATIONS SCALING ONLY THE SIGNET AND SCALING
ORIGINAL LOGO Scaling the LOGO to a smaller size is quite complexe. Here co- SMALLEST scaling of the LOGO: 3x3 cm mes the SIGNET – Logo version without thetext – in handy. You Font used in the LOGO: Myriad. just need the tree so that people notice the brand.
BLACK LOGO
WHITE LOGO
SMALLEST scaling of the SINGET with “InnovaT“: 1,5x1,5 cm Section 2
LOGO 02 PLACEMENT POSITIONING IN DOCUMENTS
COVER SHEET IN THE FOOTER IN THE HEADER
Placing the LOGO in the lower center of the cover The SIGNET should be used to be displayed in If a header is needed, placing the LOGO in the sheet. Text should be placed above the LOGO. the footer section. left upper corner is appropriate. cm 1,3
2,5 cm 3 cm
3 cm
6 cm 6 cm 7,5 cm 4,7 cm
1,5 cm 1,5 cm POSITIONING IN PRESENTATIONS 6 cm
FIRST PAGE
As a big element, the LOGO should be positioned left-centered. The 6 cm 3 cm text should be placed right next to it but it shouldn‘t be higher than the LOGO. 6 cm
SIMPLE SLIDE
Placing the Signet on a simple slide is sufficient to show the connec- tion between the brand and the slides.
3,6 cm
1,5 cm 3 cm
Section 3
TYPO- 03 GRAPHY CORPORATE FONT
THE FONT
Myriad is a humanist sans-serif typeface designed by Robert Slim- Myriad is probably best known for its usage by Apple Inc., replacing bach and Carol Twombly for Adobe Systems. Myriad was intended as Apple Garamond as Apple‘s corporate font from 2002 to around 2017. a neutral, general-purpose typeface that could fulfil a range of uses and have a form easily expandable by computer-aided design to a Myriad is easily distinguished from other sans-serif fonts due to its „y“ large range of weights and widths. descender (tail) and slanting „e“ cut.
THE DESIGNERS
Robert Slimbach Carol Twobly
Light Regular Semibold Bold Black Light Italic Italic Semibold Italic Bold Italic Black Italic MYRIAD GLYPHS ALPHABET NUMBERS 0 1 2 3 4 5 6 7 8 9 0 3 4 5 6 7 8 0 1 2 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % * ^ # $ £ € ¢ / ( ) [ ] { } . , ® © « » % * ^ # $ £ € ¢ / “ ” ‘ ’ ¿ ? ¡ ! & @ A B C D E F G H I J K L M N O P Q R S T U V W X Y Z W X V T U H I J K L M N O P Q R S A B C D E F G v w x y z h i j k l m n o p q r s t u a b c d e f g CORPORATE FONT CORPORATE MYRIAD ALTERNATIVE FONT
THE FONT THE DESIGNER
The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires Julieta Ulanovsky inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban de- velopment changes that place, it will never return to its original form and loses fore- Thin Medium Italic ver the designs that are so special and unique. The letters that inspired this project have work, dedication, care, color, contrast, light and life, day and night! These are Thin Italic Semibold the types that make the city look so beautiful. The Montserrat Project began with Extra Light Semibold Italic the idea to rescue what is in Montserrat and set it free under a libre license, the SIL Extra Light Italic Bold Open Font License. Light Bold Italic This is the normal family, and it has two sister families so far, Alternates and Subraya- Light Italic Extra Bold da. Many of the letterforms are special in the Alternates family, while ‚Subrayada‘ means ‚Underlined‘ in Spanish and celebrates a special style of underline that is Regular Extra Bold Italic integrated into the letterforms found in the Montserrat neighborhood. Italic Black
Medium Black Italic Before using the templates download the font is needed: https://fonts.google.com/ specimen/Montserrat MONTSERRAT ALTERNATIVE FONT MONTSERRAT
ALPHABET
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
NUMBERS 0 1 2 3 4 5 6 7 8 9 0 GLYPHS
‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.* DEFAULT FONT
THE FONT THE DESIGNER
Calibri (/kəˈliːbri/) is a sans-serif typeface family designed by Luc(as) de Groot in 2002–2004 Luc(as) de Groot and released to the general public in 2007, with Microsoft Office 2007 and Windows Vista. In Office 2007, it replaced Times New Roman as the default typeface in Word and replaced Ari- al as the default in PowerPoint, Excel, Outlook, and WordPad. De Groot described its subtly Light rounded design as having „a warm and soft character“. Light Italic Calibri is part of the ClearType Font Collection, a suite of fonts from various designers relea- sed with Windows Vista.All start with the letter C to reflect that they were designed to work Regular well with Microsoft‘s ClearType text rendering system, a text rendering engine designed to make text clearer to read on liquid-crystal display monitors. The other fonts in the same Italic group are Cambria, Candara, Consolas, Constantia and Corbel. Bold
Bold Italic CALIBRI DEFAULT FONT CALIBRI
ALPHABET A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
NUMBERS 0 1 2 3 4 5 6 7 8 9 0 GLYPHS ‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.* HEADLINE FONT
THE FONT THE DESIGNER
Playfair is a transitional design. In the European Enlightenment in the late 18th century, Claus Eggers Sørensen broad nib quills were replaced by pointed steel pens as the popular writing tool of the day. Together with developments in printing technology, ink, and paper making, it became to print letterforms of high contrast and delicate hairlines that were increasingly detached Regular from the written letterforms. This design lends itself to this period, and while it is not a revival of any particular design, it Italic takes influence from the designs of John Baskerville and from ‘Scotch Roman’ designs. Being a Display (large size) design in the transitional genre, functionally and stylistically it can ac- Bold company Georgia for body text. This is the main family, with a sibling Playfair Display SC small caps family. The main family Bold Italic downloaded font files include a full set of small caps, common ligatures, and discretionary Black ligatures. Updated November 2017 with many small improvements and additional language support. Black Italic
Before using the templates download the font is needed: https://fonts.google.com/specimen/ Playfair+Display PLAYFAIR GLYPHS ALPHABET NUMBERS 0 1 2 3 4 5 6 7 8 9 0 8 6 7 4 5 3 0 1 2 ‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.* A B C D E G F H I J K Z LY MX N W O Q P V R UT S z y x w v u t s l m n o p q r k h i j b c d e f g a HEADLINE FONT HEADLINE PLAYFAIR
Section 4
COLOR 04 SYSTEM PRIMARY COLORS
DARK GREENISH ORANGE BLUE
COLOR CODES COLOR CODES
CMYK 0 | 71 | 79 | 0 CMYK 83 | 30 | 49 | 17 RGB 242 | 102 | 56 RGB 23 | 120 | 120 Hex #f26638 Hex #177878 Pantone Orange 021 U Pantone 3155 U
COLOR TONES COLOR TONES
100% 80% 60% 40% 20% 100% 80% 60% 40% 20%
COLOR GRADIENT COLOR GRADIENT SECONDARY COLORS
COLOR CODES
CMYK 39 | 36 | 45 | 18 RGB 150 | 140 | 125
100% 80% 60% 40% 20% Hex #968c7d Pantone 405 U
CMYK 58 | 0 | 35 | 0 RGB 110 | 196 | 184
100% 80% 60% 40% 20% Hex #6ec4b8 Pantone P 126-4 C
CMYK 0 | 33 | 85 | 0 RGB 252 | 181 | 48
100% 80% 60% 40% 20% Hex #fcb530 Pantone P 14-8 C
CMYK 0 | 91 | 41 | 0 RGB 237 | 46 | 97
100% 80% 60% 40% 20% Hex #ed2e61 Pantone P Magenta C
Section 5
SOCIAL MEDIA 05 WEB FACEBOOK & 1200X1200 PX INSTAGRAM 1080X1080 PX LINKEDIN
Section 5
900X600 PX
Section 6
MOOD 06 BOARD COLOR FEEL WARM AND RED STUDENTS AND UNIVERSITY
Pictures of students, universities and professors in warmer colors and fee- lings should be used throughout the branding and design. These colors con- tribute to the harmony and calmness of the whole project. CONTACT
FH JOANNEUM Gesellschaft mbH Alte Poststraße 149 8020 Graz, AUSTRIA
Capacity Building project ‘INNOVAT’ Project number: 598758-EPP-1-2018-1-AT-EPPKA2-CBHE-JP
DESIGN AND BRAND GUIDELINE by Kevin Buch ([email protected])