Corporate Manual

Corporate Manual

2

1. Concept 1.1 Attributes 4

2. Brand Identitiy 2.1 Brand logo 6 2.2 Construction guidelines 7 2.3 Exclusion zone 8 2.4 Colour palette 9 2.5 Typography 10 2.6 Support system 11 2.7 Alternate versions 13 2.8 Restrictions 14

3. Applications 3.1 Stationary 18 3.2 Store sectors 22 3.3 Other examples 24

Contents

1. Concept

4

1.1 Attributes

Joyfull

Reliable

PeacefulDiversity

Current

2. Brand Identitiy

6

2.1 Brand logo

Master logo

Alternate logo

7

2.2 Construction guidelines

Symbol

Proportions

x

x

x

8x

2x

x2x

Futura Round DemiFutura Round Bold

8

2.3 Exclusion zone

The exclusion zone is the area marked below. This area will protect the logo and act as clearspace for the brand, not allowing for text or imagery to encroach within this space.

2x

2x

2x

2x

x

9

2.4 Colour palette

C50 M40 Y40 K0R240 G170 B150Pantone® 487 c




10

2.5 Typography

For short texts and titles the typeface recommended is Futura, which is available in a wide range of weights and suits perfectly with the type used in the logo.

ABCDEFGHIJKLMNOPQRSTUVXYWZabcdefghijklmnopqrstuvxywz0123456789

Futura

For long texts the recommended typeface is Garamond, a serif font, which has a soft aspect in it and transmits peaceful and reliability, two attributes of the brand.

Garamond

ABCDEFGHIJKLMNOPQRSTUVXYWZabcdefghijklmnopqrstuvxywz0123456789

11

2.6 Support system

Pinwheel symbol

Pinwheel pattern

Using the basic shape of the logo, excluding the pram handle, a nice pinwheel can be created as shown below.

Rotate 45o

Using the symbol above, repeating it horizontally and vertically, a very nice pattern can be created, which will add a joyful aspect to the brand.

12

2.6 Support system

IconsUsing the basic shape of the symbol, a set of icons can be used to improve and enhance promotional materials and store signage.

Basic shape

13

2.7 Alternate versions

Monochromatic

To be used in a context for girls.

To be used in a context for boys.

To be used in a neutro context.

To be used when colors are not possible.

14

2.8 Restrictions

Backgrounds to apply the logo

The logo must be, preferably, applied in a white background, but it also can be used with a soft colour background.

If the background is in a shade of any of the colours of the logo, a white stamp (with no sharp edges) should be placed behind the logo in order to improve its readability. The same rule is applied for busy background pictures.

For backgrounds with light tones and almost no contrast, the logo can be applied directly.

15

2.8 Restrictions

Minimum sizeIn order to guarantee the legibily of the logo, the minimum sizes are provided below.

Master logo

20mm 25mm

Alternate logo

16

2.8 Restrictions

Logo dont’s

Don’t place the logo on an image with varying tones in background.

Don’t stretch or distort the logo.

Don’t use the symbol as the logo.x

Don’t reconfigure the type or rescale elements in the logo.

Don’t alter the colours in the logo artwork.x

x

x

x

3. Applications

18

3.1 Stationary

Business card (85x54mm)

5mm

5mm

30mm

34mm

44m

m

5mm

5mm

Futura Book, 10ptC60M65Y25K10

Pinwheel pattern

Futura Light, 8ptC60M65Y25K10

19

3.1 Stationary

Letterhead (A4)

20

3.1 Stationary

Compliment slip (210x99mm)

21

3.1 Stationary

Envelope (210x99mm)

22

3.2 Store sectors

23

3.2 Store sectors

24

3.3 Other examples

Uniform

25

Bag

3.3 Other examples

26

Baby clothes

3.3 Other examples

Documents

Corporate Manual