brandguidelines

table

01

of contentsGuideline Introduction

Corporate Logo

Logo Color Variation

Safe Area and Sizing

Incorrect Logo Usage

Basic Brand Color

Typography

Corporate Stationary

Promotional Materials

Paper Coffee Cup

Delivery Box

Cap and Apron

Digital Design

Imagery

02

03

04

05

06

07

09

11

15

19

20

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guideline

02

introductionThese guidelines describe the visual and verbal elements that represent the Lucky Fish corporate identity. This includes our name, logo and other elements such as color, type and graphics.

Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect the Lucky Fish com-mitment to quality, consitency and style.

The Lucky Fish brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Lucky Fish name and marks.

Corporate

03

LogoOur Logo is the key building block of our identity, the

primary visual element that identifies us. The signature is a combination of the the symbol itself and our company name – they have a fixed relationship that should never

be changed in any way.

04

Logo Color Variation

SizingMinimum Height

It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclu-sion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

x

1/2 x 1/2 x

1/2 x1/2 x

Safe areaFull Logo

DefinitionWhenever you use the logo, it should be surrounded with clear space to ensure its vis-ibility and impact. No graphic elements of any kind should invade this zone.

ComputationTo work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).

05

Incorrect Logo Usage

Dont’s1) Do not place the logo type on 2 lines

2) Do not invert the logo symbol

3) Do not alter the logo symbol

4) Do not alter the logo type style

5) Do not alter the logo circular shape

6) Do not change the size relationship between the logo symbol and logo type.

7) Do not remove “The” from the brand name

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basic

07

brand colorColor Using

Use them as the dominant color palette for all internal and external visual presentations of the company.

GR

EYB

RO

WN

CYA

N

FOR WEB USERed: 217 Green: 212 Blue: 199

FOR PRINTING USECyan: 14 Magenta: 12 Yellow: 20 Key: 00

HEX: d9d4c6

FOR WEB USERed: 201 Green: 139 Blue: 080

FOR PRINTING USECyan: 20 Magenta: 48 Yellow: 78 Key: 02

HEX: c98b50

FOR WEB USERed: 041 Green: 142 Blue: 156

FOR PRINTING USECyan: 78 Magenta: 28 Yellow: 33 Key: 01

HEX: 298e9c

08

Color Tones

typography

09

TypefaceTypography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures

clarity and harmony in all the Lucky Fish communications. We have selected Tw Cen MT and Coolvetica, which helps inject energy and enthusiasm into the

entire the Lucky Fish communications, as the primary and secondary corporate typefaces.

PRIMARY FONT

Tw Cen MTABCDEFGHIKLMNOPQRSTUVWXYZabcdefghiklmnopqrstuvwxyz01234567890!@$%

SECONDARY FONT

Coolvetica ABCDEFGHIKLMNOPQRSTUVWXYZabcdefghiklmnopqrstuvwxyz01234567890!@$%

10

HierachyTypographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hier-archy. Here are some of the most common techniques for the Lucky Fish layouts.

FONT SIZE 22 PT

TitleABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz.,“”’‘123456789£$?!<>{}[]#¢™®

FONT SIZE 16 PT

HeadlineABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz.,“”’‘123456789£$?!<>{}[]#¢™®

FONT SIZE 11 PTSubtitleABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz.,“”’‘123456789£$?!<>{}[]#¢™®

FONT SIZE 9 PTContentABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz.,“”’‘123456789£$?!<>{}[]#¢™®

Corporate

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stationeryBusiness Card

This shows the approved layouts with the primary elements ofthe Lucky Fish stationery system for business cards..

Usage:The business cards will be used for all official contact and

communication of the Lucky Fish company.

www.luckyfish.com

MICHAL JOHNSCreative director

+123 456 78 91 00info@luckyfish.comwww.luckyfish.comCountry, CityStreet adress

12

Letter HeadThis shows the approved layouts with the primary elements of the Lucky Fish stationery system for the front - and backside of the letterheads

Usage:The letterhead will be used for all official communication that isgoing out of the Lucky Fish company.

Dimensions 297 x 210mmDIN A4

Frontside

Backside

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EnvelopeExplanation:

This shows the approved layout with the primary elements of the Lucky Fishstationery system for envelopes inside and out

Dimensions 220 x 110 mm.

14

CorrectLogo PlacementExplanation: To place the Lucky Fish logo in the correct way please use one of the approved styles that are shown on the right. It is not allowed to place the Lucky Fish logo in any other way.

Example 297 x 210mmDIN A

promotional

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materialsT-Shirt

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Shopping Bag

17

Phone Case.

18

Promotional Cap

19

Paper coffee cup.

20

Delivery Box

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Cap and apron

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Stickers

Example: Screen Grid 16:9

23

Screen Horzontal Grid System Examples

Explanation: This shows an approved layout with a typography grid for a 16:9 Screen of the Lucky Fish. This will be used for Company presentations in Powerpoint or Keynote.

Example: Screen Grid 16:9

digital digital design

digital design

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Professional Personality

Corporate Images are responsible to transfer the values of the Lucky Fish to our customers or our potential customers. It is a composite psychological impression that continually changes

with the firm’s circumstances, media coverage, performance, pronouncements, etc. The Lucky Fish use various corporate

advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer,

borrower, partner, etc.

imagery

Thank you!