BRAND EXPRESSION GUIDELINES 1 - Marvin Brand Guidelines_Logo.pdf MODERN PRINCIPLES. MARVIN INNOVATION

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  • BRAND EXPRESSION GUIDELINES 1.0

    MARCH 2019

  • The heart of our brand is possibility.

    PAUL MARVIN CEO

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCES

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 2

  • IDENTITY

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 8

  • We are one master brand.

    • We have retired the Marvin Windows and Doors and Integrity Windows and Doors brands. They are now combined under one brand: Marvin

    • Marvin should be referred to only as Marvin, not Marvin Windows and Doors or Marvin Family of Brands

    • We no longer use a tagline

    ONE MASTER

    BRAND

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 9

  • The Marvin logo is comprised of two elements: the wordmark and the rose. The wordmark is crafted from a customized typeface and must not be recreated using other typefaces. Similarly, the rose should not be altered or recreated in any way.

    LOGO

    THE LOCKUP

    The relationship between the wordmark and the rose has been carefully considered. Do not alter the supplied artwork.

    THE ROSE

    An evolution of the rose, our new symbol reflects our progressive, design-forward future and our heritage of optimism and hospitality.

    WORDMARK

    The update to a lighter typeface represents our drive to be a more human-centered design company while retaining the strength and reputation of our name.

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 10

  • 1/2X

    1/2X 1/2X

    1/2X

    The logo should always be surrounded by a clear space that is at least half of the size of the rose (1/2X with the rose = X). If available, more clear space is encouraged. To protect our identity, do not place other logos, type, imagery or other graphical elements within the boundaries of the minimum clear space.

    X

    MINIMUM

    CLEAR SPACE

    MINIMUM CLEAR SPACE = 1/2 X

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 11

  • SIZE

    For consistency across all hand-held collateral—larger than a business card, and up to tabloid size—the logo art should be placed

    at 100% and not scaled larger or smaller.

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 12

  • ACTUAL SIZE = 1.625" WIDE

    SIZE:

    CONTINUED

    The logo has been created to be used at 100% scale. This size was determined to be the optimal size for most hand-held applications. Do not scale the logo for any common applications up to 11" x 17". This will provide consistency across our collateral.

    BOOKLET 6" X 9"

    TRI-FOLD BROCHURE 3.5" X 8.5"

    TWO-PAGE AD 11" X 17"

    BROCHURE / SINGLE-PAGE AD 8.5" X 11"

    POSTCARD 4" X 6"

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 13

  • SMALLER

    APPLICATIONS

    Some smaller applications are intended to be viewed at close range. Scaling the logo to 75% is suitable for these instances.

    SIZE:

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 14

  • POSTERS

    SIZE:

    FOR POSTERS UP TO 24" X 36" THE MINIMUM LOGO SCALE IS 300%

    FOR POSTERS SIZED 11" X 17" THE MINIMUM LOGO SCALE IS 150%

    Applications intended to be viewed at farther distances require a larger logo. For large format applications, like posters, we’ve established these minimum-size parameters to be used across larger applications.

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 15

  • LARGE SCALE

    For larger-scale applications intended to be viewed at great distances, please consult the Marvin Marketing Graphic Design Services team for size guidance.

    SIZE:

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 16

    mailto:graphics%40marvin.com?subject= mailto:graphics%40marvin.com?subject=

  • The Marvin logo is an important design element and it should be thoughtfully considered when being placed in layout. Because the logo begins with type, it aligns well with copy aligned flush-left. This is our preferred alignment.

    ALIGNMENT:

    PREFERRED

    Introducing Marvin Modern.

    With Marvin Modern, we’ve considered every detail. The result is a line of windows and doors that pairs pure modern design with category-leading energy performance.

    Discover it at marvin.com/modern.

    ©2019 Marvin Lumber and Cedar Co., LLC. All rights reserved. ®Registered trademark of Marvin Lumber and Cedar Co., LLC.

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 17

  • In some cases it may be desired to place the logo on the right. This is an acceptable solution.

    ALIGNMENT:

    SECONDARY

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 18

  • CENTERED

    Though not preferred, in some cases it may be more appropriate for the Marvin logo to align in the center of a layout. Centered placements are ideal for applications that are formal, customarily centered, or when there’s a need to accommodate multiple elements. Centering the logo should be done only when necessary.

    AWARDSVIDEO CO-SPONSORSHIP

    ALIGNMENT:

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 19

  • MODERN PRINCIPLES. MARVIN INNOVATION.

    WITH OTHER

    ELEMENTS

    When aligning the logo beside other elements, like type or imagery, always align with the cap height or baseline of the Marvin wordmark.

    ALIGNMENT:

    Introducing Marvin Modern.

    With Marvin Modern, we’ve considered every detail. The result is a line of windows and doors that pairs pure modern design with category-leading energy performance.

    Discover it at marvin.com/modern.

    BASELINE ALIGNMENT CAP-HEIGHT ALIGNMENT

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 20

  • VERTICAL

    ORIENTATION

    The Marvin logo should always be displayed upright and preferably horizontal. In cases where a vertical orientation is necessary, the logo can be rotated 90° clockwise. It should display from top down, starting with the type, and ending with the rose.

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 21

  • PARTNER LOGO BESIDE MINIMUM CLEAR SPACE = 2X

    PARTNER LOGO BELOW MINIMUM CLEAR SPACE = 1X

    CO-BRANDING When using the Marvin logo in conjunction with other brands, special attention is required. Follow these rules when placing the Marvin logo in context with another logo.

    • The Marvin logo should always be displayed first, if possible

    • It should be visually equal in size and importance amongst any other logos

    • The full-color version is preferred, but one-color options are also acceptable

    • Utilize the minimum established clear space; 2X beside and 1X above/below

    • X = height of the rose

    X X

    X X

    2X

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 22

  • COLOR:

    POSITIVE 

    The Marvin logo has been thoughtfully created with specific colors in the rose to provide optimal reproduction. The logo in its positive form reproduces well over our light backgrounds and light-colored imagery.

    CREAM PMS 9043

    ELEVATE GRAY 30K

    LIGHT GRAY 5K

    LIGHT—COLORED IMAGERY

    CONTENTS BRAND OVERVIEW IDENTITY COLOR TYPOGRAPHY IMAGERY VOICE & TONE EXAMPLES RESOURCESIDENTITY

    MARVIN ® BRAND EXPRESSION GUIDELINES VERSION 1.0 MARCH 2019 23

  • COLOR:

    REVERSED

    The logo in it