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TABLE OF CONTENTSBEHINDTHE BRAND

RULES OF THE LOGO

DESIGN ELEMENTS

THE APPLIED DESIGNS

I. Overview 2II. Philosophy 3

VII. Logo Size 10VIII. Safe Area 10IX. Distortion 12

III. The Logo 4IV. Typeface 6V. Color 7VI. Pattern 8

X. Stationary 14XI. Merchandise 16

BEHIND THE BRANDBEHIND THE BRAND

I. OVERVIEW

Ellen Kolmar is an as-piring young illustrator from Indonesia. She is currently living in Jakar-ta, Indonesia.

Her interest whose pas-sion revolves around tattoos, psychological role-playing games, and the steampunk theme, particularly clockworks and machines.

Hint of electric rock and roll are usually found in her semi realistic fantasy illus-tration style. Through her personal brand, she collaborat-ed with various brands to channels her creativi-ty into products that she likes, such as hoodie, draw-ing book, laptop and many more.

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II. PHILOSOPHYEllen Kolmar has a great interest in psy-chological, technolo-gy, sci-fi, fantasy and last but not least, ste-ampunk.

She takes a great in-terest especially in steampunk and sci-fi, where her favorites are gear and clock with steampunk style. That is why we based her logo upon gear and clock which she like.

The logo looks like gear that point to the right describe a meaning to always moving within the time toward to the fu-

ture. The logo can also looks shaped like a key too which describe a meaning that there is always a way to go through in any prob-lems and struggle.

Her residence in Ja-karta, has expanded her interest into fanta-sy sci-fi game and psy-chological genre book further. That is why in her branding, we try to merge her interest in psychological and ste-ampunk topic with her hobbies to show both her sides.

DESIGN ELEMENTSDESIGN ELEMENTS

III. THE LOGOEllen Kolmar’s logo was created based on the shape of gear and clock handle.

To make it simple and clear, we use only one color for the logo.

Its initial colour is brown but if the background is too dark, you can use white, black or other co-lour for the logo.

However, we do encour-age to use the brown

colour, combined with white or patterned back-ground to enhance the steampunk image the brand aims to achieve.

The logo is divided into two parts, the logogram (the graphic), and the logotype (the text).

The logogram and logo-type cannot be divided by any means as both of them are connected with each other’s.

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Brown Logo on White Background

White Logo on Brown Background

Brown Logo on White Background

White Logo on Brown Background

IV. TYPEFACE

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 1 2 3 4 5 6 7 8 9 0

Use for title, subti-tle and emphasis.

ClarendonText Bold

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IV. COLOR

C: 0 M: 57 Y: 100 K: 60

R: 124 G: 65 B: 0

PANTONE P 26-16 C

C: 59 M: 0 Y: 9 K: 8

R: 76 G: 185 B: 210

PANTONE P 118-13 C

C: 0 M: 21 Y: 25 K: 0

R: 252 G: 208 B: 183

PANTONE P 37-2 C

C: 59 M: 0 Y: 9 K: 8

R: 77 G: 185 B: 210

PANTONE P 113-1 C

MAINCOLOR

SECONDARYCOLOR

Inspired by steampunk culture, each of the brand’s color combinations consisted of two colors. The main color combination that we use for the brand is a combination of brown and lighter shade of brown.

The other color combination serves as secondary color schemes and only to be used for the brand’s official product or promotional material.

IX. PATTERNJust like her logo, The Ellen brand pattern was also inspired by ste-ampunk culture.

The pattern basically consisted of random array of gear , clock and pipe.

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RULES OF THE LOGORULES OF THE LOGO

VII. LOGO SIZE

VIII. SAFE AREA

It is very important to take notice of the logo size, as the logotype needs to always be readable and legible.

The minimum size for the logo on prints should be at the very least 9 centimeters times 3 centimeters.

Please make sure that the logo you use is no less than the size speci-fied, as it could make the logo very hard to read and unrecognizable.

The safe area or the exclusion zone is established to create a “safe space” between the logo or other objects.

We wanted the logo to always be recognizable and not to be distract-ed by other company logos, texts, or any other design elements.

Please refer to the image on the right side for the calculation of the safe area

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MINIMUM SIZEX

X: Min. 9 cm Y: Min. 3cm

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SAFE AREA

a a a a

a

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IX. DISTORTIONEllen Kolmar logo should never be distort-ed or modified in any way. This includes the fixed rules of other de-sign element of the logo.

Logotype and logogram must always together in all circumstances as both of them are con-nected with each other.

Why are these wrong?

These examples show aterations of logo-type, false resizing of the logo and various violations on the brand color rule that distort the logo

Can we use pattern for the background?

Yes, you cand do that. However, please re-frain the usage of too complicated pattern.

Violation to these rules could lead into problems such as, unrecognizable logo to misconception of the brand.

On the right are samples of the distortion that you have to avoid when using the Ellen Kolmar logo.

Deleted Parts of the Logotype

Usage of the other color

Squashed Logo

Placement of Overly Complicated Pattern

Change of Logo Size and Composition

Usage of Black Logo not in White Background

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THE APPLIED DESIGNTHE APPLIED DESIGN

X. STATIONARYOn the right is the Ellen stationary set that we designed based on the main brand color and brand pattern.

We try to make the stationary design as simple as possible while combining the pattern as decoration.

Here, we can see the ex-ample of business card, letterhead, envelope

and mobile wallpaper with the printed ones embllished with brown logo.

These items follow the brand rules in which the logo is easily distin-guishable, while having the pattern as a back-ground

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XI. MERCHANDISE

Not only stationary, her interest on steampunk culture, game and design also leads her into creating 3ds case and designing her laptop, mouse and graphic tablet.

Moreover, she also established her own jipper and cap by combining the pat-tern and her logo.

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