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Brand guidelines 2018
Design Guild Mark brand guidelines
Introduction
01
Design Guild Mark brand guidelines
The prestigious Design Guild Mark is awarded by The Furniture Makers’ Company, the furnishing industry’s charity, in order to drive excellence and raise the profile of British design and innovation.
The Mark recognises the highest standards in the design of furnishings for volume production, by the finest designers working in Britain, or British designers working abroad. The judges are renowned experts in their respective fields and bring a wealth of knowledge and experience to the process.
The new logo and supporting visual identity aims to modernise the brand and cement itself as the most prestigious modern design award and only volume production award within the British design industry.
Introduction Design Guild Mark brand guidelines 01
Design Guild Mark brand guidelines
Brand essence
02
Design Guild Mark brand guidelines
Our logo
We feel that the new logo is forward-thinking, distinctive and more reflective of the modern furniture design it represents. The logo is flexible enough to work at a variety of screen sizes and resolutions and is also capable of representing new design categories such as wall coverings, fabrics and lighting.
Brand essence / Our Logo 2.1
Design Guild Mark brand guidelines
Clear space height determined by the ‘D’ rotated to on it’s side.
Primary logo
Minimum print size 30mm wide. Minimum digital size 115px.
The brandmark
Minimum print size 10mm wide. Minimum digital size 60px.
Logo clear space
Our logo mark has a defined minimum area of clear space around it to ensure maximum standout and space to breathe. No other elements should enter the clear zone.
For both the primary logo and icon on it’s own, the margin of clear space is measured by the size of the letter ‘D’ rotated on its side.
As the size of the logo increases, the height of the ‘D’ always will increase in exact proportion to it, and the minimum area of isolation around it also will increase to the same proportion.
Minimum size
Our logo has a minimum size to ensure that it is always legible. If the logo is to be used on any printed material it should be high resolution.
Brand essence / Logo clear space 2.3
Design Guild Mark brand guidelines
Dual branding
When the Design Guild Mark is being used with The Furniture Makers’ Company logo, care must be taken to ensure the size relation is correct.
The logos should be aligned equally based on their width. There should be at least four ‘D’s’ space between the two logos when possible. This can be extended based on where they are being used, however they must always be aligned.
The logo width must be the same when applied side by side in a landscape footer.
Brand essence / Dual branding 2.4
Logo widthLogo width
The logo width proportion must remain the same when used in a logo footer.
Logo width
Design Guild Mark brand guidelines
Logo misuse
Here are some examples of how our logo should NOT be used. The logo mark should always be reproduced from the master artwork and should never be redrawn. It should always be scaled in proportion and never distorted.
1. Do not change the angle of the logo.
2. Do not outline the logo or add a stroke.
3. Do not add drop shadows or other effects to the logo.
4. Do not place the logo in a holding shape.
5. Do not use the logo without the required surrounding space.
6. Do not crop the logo, or bleed off a printed document.
7. Do not squash or stretch the logo. Do not change the logo’s proportion.
8. Do not crop the logo, or bleed off a printed document.
9. Do not place the logo on complicated backgrounds that reduce its legibility.
Brand essence / Logo misuse 2.5
Contact details
Furniture Makers’ Hall12 Austin FriarsLondonEC2N 2HE
T 020 7256 5558F 020 7256 5155
