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For this project I was given the chance to focus on a new company branding. I chose a sailing company in the Western Isles to work for. I had to think about the company and brand values that were important, which had to be shown throughout all the designs. The four brand values I worked with were friendly, professional, luxurious and modern. As part of the branding I had to produce company guidelines.
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Making Waves Branding Guidelines 20121.1 Overview
Making Waves ensures that its four key company branding values are dis-played throughout all visual communi-cations. Most importantly the logo. Our four key brand values are to be adventurous, safe, experienced and professional. We have designed and manipulated our imagery with these four key brand values in mind. We encourage that these brand values are kept in place when using our visual communications.
Making Waves Branding Guidelines 2012
1.2 Contents
1.3 - Our role1.4 - Logo: Elements1.5a - Logo: Elements of colour1.5b - Logo - Elements of colour cont.1.6 - Logo - Production sizes1.7 - Logo - Variations of form1.8 - Logo - Acceptable1.9 - Logo - Unacceptable2.0 - Typefaces2.1 - Corporate Stationery2.2a - Alternative uses2.2b - Alternative uses cont.2.2c - Alternative uses cont.
Making Waves Branding Guidelines 2012
1.3 Our role
We are to ensure that all of our customers are provided with a unique sailing experience in the Western Isles that is safe and adventurous. We peform under a high standard of rules and regulations that are consistantly established throughout the experienced with trustwor-thy and experienced company representitives.
This document has been developed to help Making Waves company to maintain a consistant clear style across all of its visual communications and that they are to be used accordingly.
Within this document you will find a variety of guidance instructions throughout a wide range of applications. If we have missed anything out then please contact us.
Making Waves Branding Guidelines 2012
1.4 Logo - Elements
A B
D
C
E
A: This is the left part of the sail.
B: This is the right part of the sail.
C: These are the ‘waves’ element that overlap the left and right side of the sails.
D: This is the handshaking element of the logo that is connected to the left and right side of the sails.
E: This is the Typography element of the logo which will be just as recognised as the im-agery.
This logo will appear on all visual commu-nications including printed media, screen based media, internet based media and all advertising forms. This logo has been thor-oughly checked and developed across a range of applications. The following pages
The Making Waves logo comes in five key distinctive elements.
Making Waves Branding Guidelines 2012
1.5a Logo - Elements of colour
A/C/D/E: PRINTPantone Coated - C: 27, a: -3, b: -7, K: 60 Pantone Uncoated - C: 30, a: -6, b: -8, K: 60
CMYK - C: 82%, M: 64%, Y: 57%, K: 54%
A/C/D/E: SCREENRGB - R: 50, G: 63, B: 72 WEB - 25 37 3C
Making Waves Branding Guidelines 2012
1.5b Logo - Elements of colour cont.
B: PRINTPantone Coated - C: 44, a: -3, b: -6, K: 22 Pantone Uncoated - C: 44, a: -3, b: -6, K: 22
CMYK - C: 69%, M: 44%, Y: 46%, K: 22%
B: SCREENRGB - R: 86, G: 104, B: 108 WEB - 57 68 6D
Making Waves Branding Guidelines 2012
1.6 Logo - Production sizes
Minimum size: 50mmAs a rule the original logo should never appear any smaller than 50mmx50mm when producing the board logo.
Mono size: 50mmIn some situations the logo may appear in mono form when dealing with laser etching on steel pens.
Clear zone size: 100mmThis is the clear zone size of the logo, which is the safest option when producing on media elements.
Making Waves Branding Guidelines 2012
1.7 Logo - Variations of formBelow are the different colour variations that have been designed for the logo, if a dif-ferent colour scheme is needed then please choose from the images below, no other possibility of colour is allowed so please stick with what is given.
Making Waves Branding Guidelines 2012
1.8 Logo - Acceptable
Please note that this example below is the only acceptable way of changing the logo, having the typography positioned to the right of the logo is acceptable, however all other unacceptable possibilities must not be used.
Making Waves Branding Guidelines 2012
1.9 Logo - Unacceptable
These examples below are given as a strong guideline of how not to use Making Waves logo. You must not in any way alter the size, shape or position as displayed below. Please stick to these guidelines when using our logo.
Making Waves Branding Guidelines 2012
2.0 Typefaces
Aller Regular:Primary Typeface
ABCDEFGH / 12345678Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi volutpat orci ut elit tincidunt malesuada. Class aptent taciti so-ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Morbi vitae ipsum vitae elit mattis feugiat non quis fe-lis. Donec mattis luctus tellus vel condimentum. Fusce ultricies metus at felis faucitudin non elit. Donec blandit consectetur malesuada. Cras sed dolor elit, a lobortis justo. Vestibulum cursus dictum pulvinar. Integer faucibus metus in est fermentu
Aller Bold:Secondary Typeface
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Making Waves Branding Guidelines 2012
2.1 Corporate Stationery
Making Waves Branding Guidelines 2012
2.2a Alternative uses
Making Waves Branding Guidelines 2012
2.2b Alternative uses
Making Waves Branding Guidelines 2012
2.2c Alternative uses
