Chewbahat Identity Style Guide 2014

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A comprehensive guide of the Chewbahat's brand identity. Created by Gerald Holubowicz.

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Chewbahat Identity Style Guide 2014

  1. 1. 1 Design & conception by © Gerald Holubowicz - 2014 IDENTITY STYLE GUIDE 2014
  2. 2. 2 Design & conception by © Gerald Holubowicz - 2014 1 Introduction 1.1 The Guidelines 2 Printed guidelines 2.1.1 Visual Style 2.1.2 The logo 2.1.3 Logo size 2.1.4 Logo position 2.1.5 Isolation area 2.1.6 Colors & Variations 2.1.7 Typography 2.1.8 Chewba Font 2.1.9 Writting guide 2.2 ANNEXES IDENTITY STYLE GUIDE Visual identity guidelines | Summary
  3. 3. 3 Design & conception by © Gerald Holubowicz - 2014 1 Introduction Since the brand was created back in 2011, Chewbahat needed a strong identity to convey the philosophy that supports our actions. We strongly believed right away that by choosing the right identity, the right set of colors we could communi- cate more about our creative DNA than by writing a long page of text. The original logo though was still a bit con- fusing and slightly out of touch. We needed to conduct a rebranding effort to actually convey a clearer vision of who Chewbahat is made of. 1.1 The guidelines Whether it is seen on screen or in print, the logo is continuously changing. It can adapt its texture and colour to the surrounding environment. The new identity reflects Chewbahat. It is challenging, distinctive and innovative. However, the new identity can only make a positive impact if it is used consistently and correctly. The Identity Style Guide has been devel- oped to provide a comprehensive under- standing of the new Chewbahat identity. It shows how to correctly implement the new design elements on print and online Visual identity guidelines | Introduction
  4. 4. 4 Design & conception by © Gerald Holubowicz - 2014 2 Printed guidelines The term off air defines anything produced by Chewbahat that is not shown in a video or interactive format. The first section of the guidelines describes the broad principles of the printed identity . The subsequent sections of the guidelines – Print and poster advertising, Literature, Sub- brands, Programme support and Consumer products – describe in more detail how the brand is implemented in different off air areas. Visual identity guidelines | Using the brand
  5. 5. 5 Design & conception by © Gerald Holubowicz - 2014 2.1 Visual Style Since the brand was created back in 2011, The visual identity is the outward expression of Chewbahat. The logo is the primary element of that identity. However, other component parts play an important role in establishing the Chewbahat visual style. These elements are: Colour Typography Imagery Tone of voice Visual identity guidelines | Print & Online Imagery produced or commissioned by Chewbahat Headline (Avenir Next Bold Font) placed in front of a 70% transparent black box. Powerful and short copy Monochrom Visual Tag
  6. 6. 6 Design & conception by © Gerald Holubowicz - 2014
  7. 7. 7 Design & conception by © Gerald Holubowicz - 2014 Logo & website url Authors names & release date Title of the project in the headline font Imagery produced or commissioned by Chewbahat Colors are choosen from the color palette, fonts are the ap- propriate ones for the type of the copy. Logo has the right size and is placed above the url. Visual identity guidelines | Print & Online
  8. 8. 8 Design & conception by © Gerald Holubowicz - 2014 2.1.2 THE LOGO In print, the facia of the logo can be invisible, so that it integrates with its surroundings. We see its distinctive contour overlaying photographs, illustrations and textures. The logo always foregrounds the real stars of the lab – the productions. 2.1.3 LOGO SIZE The Chewbahat visual tag has been de- signed to reproduce at a minimum height of 10 mm. On the web the minimum size of the Horizontal logo is 30 pixels deep and 100 pixels for the vertical one. There is no maximum reproduction size of the logo. Page 43 of the Identity Style Guide will give you more information about sizing the logo in different formats. Visual identity guidelines | Print & Online Visual Tag Vertical Logo Horizontal Logo 10 mm
  9. 9. 9 Design & conception by © Gerald Holubowicz - 2014 2.1.4 Visual TAG position Many brands place their logos in the bottom right position of the page. However Chewbahat places its logo in a distinctive centre right position. This is unique to the Lab and is therefore instantly recognisable. Page 39 of the Identity Style Guide will give you more instruction about how to position the logo in many different formats and situ- ations. Visual identity guidelines | Print & Online
  10. 10. 10 Design & conception by © Gerald Holubowicz - 2014 2.1.5 Isolation area The Chewbahat identity should always be surrounded by a minimum area of space. The area of isolation ensures that head- lines, text or other visual elements do not encroach on the logo. The area is defined by using a third of the height of the logo which is referred to as x. A margin of clear space equivalent to 0.3x is drawn around the logo to create the invisible boundary of the area of isolation. Visual identity guidelines | Print & Online Isolation Area Isolation Area
  11. 11. 11 Design & conception by © Gerald Holubowicz - 2014 2.1.6 Variation of the logo (colors) Chewbahat uses a basic color palette to avoid using different versions of the same color. Percentage tints can be used in any of these colors. Other colors may be used where appropriate. Visual identity guidelines | Print & Online yellow Hexa : #F4C900 R: 247 G: 204 B: 14 C: 4% M: 17% Y: 99% K: 0% PANTONE : 116 C BLACK (Logo) Hexa : #2F2F2F R: 47 G: 47 B: 47 C: 70% M: 64% Y: 63% K: 62% PANTONE : Black C black (background) Hexa : #212121 R: 33 G: 33 B: 33 C: 72% M: 66% Y: 65% K: 73% PANTONE : Neutral black C
  12. 12. 12 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online
  13. 13. 13 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online
  14. 14. 14 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online
  15. 15. 15 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online
  16. 16. 16 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online Hexa : #7A71E8 R: 122 G: 113 B: 232 C: 62% M: 60% Y: 0% K: 0% PANTONE : 2725 C Hexa : #FFDA27 R: 255 G: 213 B: 39 C: 1% M: 14% Y: 93% K: 0% PANTONE : 115 C Hexa : #A3DE36 R: 163 G: 222 B: 54 C: 40% M: 0% Y: 97% K: 0% PANTONE : 375 C Hexa : #E9665C R: 233 G: 102 B: 92 C: 4% M: 75% Y: 62% K: 0% PANTONE : 7416 C
  17. 17. 17 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online Hexa : #FD9848 R: 253 G: 152 B: 72 C: 0% M: 48% Y: 79% K: 0% PANTONE : 7413C Hexa : #7169B4 R: 113 G: 105 B: 180 C: 63% M: 64% Y: 0% K: 0% PANTONE : 272 C Hexa : #9FD9B4 R: 159 G: 217 B: 180 C: 38% M: 0% Y: 37% K: 0% PANTONE : 344 C Hexa : #DBD3F8 R: 219 G: 211 B: 248 C: 12% M: 16% Y: 0% K: 0% PANTONE : 263 C
  18. 18. 18 Design & conception by © Gerald Holubowicz - 2014 2.1.7 typography Very early in Chewbahat’s history a bespoke typeface has been choosen to be used throughout the Lab. It is called Planer. Planer is supplied in the Open Type format and is supported by pc and mac. Planer is a clean, modern font. Another font completes the typography of the lab: Avenir Next, which is stronger font used for titles and to highlight certain part of the copy in the Chewbahat’s communication. Visual identity guidelines | Print & Online Planer Headline Regular Planer Guides (used to make text boxes) Planer Text Regular AvenirNext Headline Regular AvenirNext Guides (used to make text boxes) AvenirNext Text Regular AvenirNext Text Italic AvenirNext Medium AvenirNext Medium Italic AvenirNext Text Bold AvenirNext Text Italic
  19. 19. 19 Design & conception by © Gerald Holubowicz - 2014 2.1.8 Font This fonts have been choosen to create headlines in print. It is recommended for use with large titles and it should be used extensively when designing posters. AvenirNext Headline looks most effective when it is used at 14pt and above “All Caps”. In print it is the only type face that should be placed in a box. Type in boxes should al- ways be upper and lower case. Visual identity guidelines | Print & Online abcdefghijklmnopqrstuvwxyzßæoe•ABCD EFGHIJKLMNOPQRSTUVWXYZÆOE&012 3456789*#@+<=>’”÷±%‰⁄μ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_ abcdefghijklmnopqrstuvwxyzßæoe•ABCD EFGHIJKLMNOPQRSTUVWXYZÆOE&012 3456789*#@+<=>’”÷±%‰⁄μ£$€ƒ¥¢,.:;… “”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
  20. 20. 20 Design & conception by © Gerald Holubowicz - 2014 2.1.9 Writting guide Depending on the copy to write, there’s different styles to apply, different fonts, size, weight to use in order to state the message correctly. Here’s some of the rules. Visual identity guidelines | Print & Online CHEWBAHAT Brand name alone CHEWBAHAT storytelling lab Brand name full Alain Garywald Writting a full name (capital letters) Alain Garywald Writting a full name ( no capital letters) COPY Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eius- mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Regular copy is “Avenir Next” Regular, font 12-14pts, interlines 18pts, justified.
  21. 21. 21 Design & conception by © Gerald Holubowicz - 2014 STYLE MOCKUPS
  22. 22. 22 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online dark Glossy logo The vertical logo is crafted to appear in differ- ent color, on various type of texture with the ability to remain recognizable and readable by everyone that would see it. black Glossy logo on dark matte paper - 2013 © GH/chewbahat
  23. 23. 23 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online carved wood logo carved wood logo - 2013 © GH/chewbahat
  24. 24. 24 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online luxe logo gold plated logo on dark matte paper - 2014 © GH/chewbahat
  25. 25. 25 Design & conception by © Gerald Holubowicz - 2014 Visual identity guidelines | Print & Online pressed logo pressed cartboard logo on textured fine art paper - 2014 © GH/chewbahat
  26. 26. 26 Design & conception by © Gerald Holubowicz - 2014 OFFICIAL PORTRAITS
  27. 27. 27 Design & conception by © Gerald Holubowicz - 2014 Dark background barely lighted Use of heavy black glasses combined with a funny face Dark classy shirt of top Frontal LED panel light PHOTO SET UP The official portraits are shot with 50mm straight in front of the subject with a LED panel right above the optic axe.
  28. 28. 28 Design & conception by © Gerald Holubowicz - 2014 PRESENTATIONS TEMPLATES
  29. 29. 29 Design & conception by © Gerald Holubowicz - 2014 Front
  30. 30. 30 Design & conception by © Gerald Holubowicz - 2014 Front - textured
  31. 31. 31 Design & conception by © Gerald Holubowicz - 2014 inside
  32. 32. 32 Design & conception by © Gerald Holubowicz - 2014 inside - textured
  33. 33. 33 Design & conception by © Gerald Holubowicz - 2014 inside - Grey
  34. 34. 34 Design & conception by © Gerald Holubowicz - 2014 back - textured
  35. 35. 35 Design & conception by © Gerald Holubowicz - 2014 IDENTITY STYLE GUIDE 2014 Design & conception of the chewbahat identity © 2013-2014 Gerald Holubowicz Contact: chewbahat@gmail.com web: chewbah.at twitter: @chewbahat

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