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Rocketmill Branding Guidelines
 

Rocketmill Branding Guidelines

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RocketMill, the digital marketing agency, with their branding guidelines.

RocketMill, the digital marketing agency, with their branding guidelines.

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    Rocketmill Branding Guidelines Rocketmill Branding Guidelines Presentation Transcript

    • Our guide to consistency. Welcome to our branding guidelines. Nothing too rigid, but enough  to help lay the foundations for what we build.www.rocketmill.co.uk
    • We are the premium local d  igital team. We are the special s  ituations digital team. What we stand for: We are bold and brave - we take our own route. Clients get more than they expect. We treat clients and their teams as individuals. We are always learning. We are always verging beyond our comfort zone. We are human. We keep our feet on the ground and handle ourselves with integrity and are humble. We are not the client. Our team enjoy their work, our environment and culture. We put the cherry on top. Where we stand: We are a premium brand. Working at a local and national level. What is Logo Brand BrandRocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • What is Logo Brand BrandRocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • RocketMill logo on a light background: Gradient Grey 1: Grey 2: C:0 M:0 Y:0 K:50 C:0 M:0 Y:0 K:70 R:147 G:149 B:152 R:109 G:110 B:113 #939598 #6D6E71 Orange 1: Orange 2: C:0 M:35 Y:85 K:0 C:0 M:60 Y:100 K:0 R:251 G:176 B:54 R:245 G:130 B:32 #FBB040 #F58220 Flat Grey: Orange: C:0 M:0 Y:0 K:50 C:0 M:50 Y:100 K:0 R:147 G:149 B:152 R:247 G:148 B:30 #939598 #F7941E • Two lower case ‘o’ characters are used to determine the minimum Pantone margins of the logo. Grey: Orange: • Although the icon on top is preferred, it is possible to have it to the left of the Cool Grey 9C / PANTONE 144C type (separated by the width of a lower case ‘c’ character), providing their is PANTONE 8001C credible design reasoning. (Metallic) • This logo version works best on pure white, but can be used on any tint of grey less than or equal to C:0 M:0 Y: K:10. What is Logo Brand Brand RocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • RocketMill logo on a dark background: Gradient Grey 1: Grey 2: C:0 M:0 Y:0 K:30 C:0 M:0 Y:0 K:10 R:188 G:190 B:192 R:230 G:231 B:232 #BCBECO #E6E7E8 Orange 1: Orange 2: C:0 M:35 Y:85 K:0 C:0 M:60 Y:100 K:0 R: 251 G: 176 B: 54 R: 245 G: 130 B: 32 #FBB040 #F58220 Flat Grey: Orange: C:0 M:0 Y:0 K:20 C:0 M:50 Y:100 K:0 R:209 G:211 B:212 R:247 G:148 B:30 #D1D3D4 #F7941E • Using the logo on dark is a good way of associating ‘prestige’ with the brand, and Pantone can be used the same amount as the logo on a light background. Grey: Orange: • Like the previous, the icon on top is preferred, it is possible to have it to the left of Cool Grey 9C / PANTONE 144C the type (separated by the width of a lower case ‘c’ character), providing their is PANTONE 8001C credible design reasoning. (Metallic) • This logo version works best on 90% black, but can be used on any tint of grey greater than or equal to C:0 M:0 Y: K:70. Pure black is also allowed. What is Logo Brand Brand RocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • PANTONE 158C PANTONE 382C C:0 M:60 Y:100 K:0 C:30 M:0 Y:100 K:0 R:245 G:130 B:32 R:191 G:215 B:48 #F58220 #BFD730 90% • This chart shows RocketMill’s two RocketMill Orange: 80% primary house colours at the far left, PANTONE 144C 70% with their respective tints/associative C:0 M:50 Y:100 K:0 60% colours spawning off of them. R: 247 G: 148 B: 30 90% 50% 40% • The tints should be considered for #F7941E 90% 30% elements such as gradients - and 20% 80% should not be used in place (or without 70% PANTONE 144C 60% the presence) of the primary colours at 50% 40% C:0 M:50 Y:100 K:0 PANTONE 143C full tint. R:247 G:148 B:30 C:0 M:35 Y:85 K:0 #F7941E R:251 G:176 B:64 • The secondary colours (Lime Green 10% #FBB040 20% 30% and Deep Purple) are there if minimal 40% 50% 20% variation is a necessity. They should be 60% RocketMill Silver: 70% 30% used sparingly and with haste. 80% 40% • Ideally, there should only be one colour 90% 50%Cool Grey 9C / PANTONE 8001C 60% used alongside the black/grey palette. (Metallic) 70% However, two can be used if it is C:0 M:0 Y:0 K:50 80% more of a benefit to the context of R: 147 G: 149 B: 152 90% the design. #939598 PANTONE Black C PANTONE 274C C:20 M:20 Y:20 K:100 C:100 M:100 Y:35 K:35 R:19 G:12 B:14 R:32 G:28 B:80 #130C0E # 221F72 What is Logo Brand BrandRocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • Body Copy - Helvetica/Arial Bold, Regular & Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Title Heading - Museo Slab 500 abcdefghijklmnopqrstuvwxyz 1234567890!? ABCDEFGHIJKLMNOPQRSTUVWXYZ • Body Copy should ideally be a tint, unless this causes abcdefghijklmnopqrstuvwxyz legibility issues. 1234567890!? • For body copy in prose, the leading (line-height) and tracking (letter- spacing) of the type should be at least 140% of the font size e.g. 14pt will require a minimum of 20pt tracking and leading. Sub Heading - Asap • Type should always be left-aligned as priority, but center-aligned is ABCDEFGHIJKLMNOPQRSTUVWXYZ allowed if it brings benefit to the design in question. abcdefghijklmnopqrstuvwxyz • ‘Museo Slab’ works well in uppercase for maxium impact, but can be used in Title/Sentence case too if necessary. ‘Asap’ should only be 1234567890!? used in Title/Sentence case (sentence case is priority). • Smaller sizes for body copy is preferred. What is Logo Brand BrandRocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • “If it isn’t needed, there’s no need to include it.” The mentality to the minimal RocketMill design approach. Characteristic Typography Minimal, Detailed A prominent design Background tool, using emotive words Background space should with character and identity. This be readily available in will often be the focal point of order to let the design the layout. breathe. Backgound textures like noise and Heading One paper are also crucial, Lorem ipsum dolor sit amet, consectetur as they connote precision adipiscing elit. Quisque condimentum elit mi, Iconic Swirl vitae feugiat est. Vivamus nec velit convallis libero varius commodo. Integer ac enim ut and attention to detail. turpis pulvinar molestie. Taken from a part of the flame in Etiam erat lacus, sagittis ac pharetra in, ornare the logo, this tool can be used in est. Vestibulum eleifend imperdiet diam vel ultrices. Nulla commodo vestibulum semper. Circles alongside the typography to Another crucial design add prestige. We’re premium local. Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend tool - Used primarily forHeading One imperdiet diam vel ultrices. Nulla commodo vestibulum semper. box-outs and calls to action. Multiples can Simple Type also be used in a creative context. The tone of the type should be interesting, human, digestible Logo Positioning and to the point. N.B. RocketMill in prose should always be Bottom right should be a formatted as ‘RocketMll’. www.rocketmill.co.uk popular spot for print docs. Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend It should always match imperdiet diam vel ultrices. Nulla commodo vestibulum semper. the higher end when The Brand ‘Slice’ matched with the ‘slice’. A crucial element to the RocketMill brand, the cut is at 3.8° from horizontal and always ascends from left to right. What is Logo Brand Brand RocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • This textured slice is usually a prominent one. It works using a lot of precision and attention to detail. The engraved type (left) works perfectly with this concept, and a subtle black > white > black transparent gradient overlay can give it more depth. The textures used should convey prestige, and should be subtle. A shade of grey can also be used, usually in smaller doses than the textured slice (above). This slice should be smooth and not have any ‘picture’ texture. However, subtle vectored patterns (left) are a good way of breaking up the solid colour. side, as demo nstrated here: ll on the darker drop shadow should always fa Drop Sh adows: The slice What is Logo Brand BrandRocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • • Simple vectors (icons) are the main image tool for this stage of the RocketMill brand. • Lined patterns are also a prominent tool, using a repetitive ‘spirograph’ technique • Bold circles are a good tool to add splashes of colour. These however, should not be overdone. • RocketMill is a brand that embraces the importance of their staff, and portrays them as mini-celebrities. The images need to be casual, yet professional. • Images with little or no background are necessary, allowing them to fit in to the minimal surroundings. What is Logo Brand BrandRocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery
    • www.rocketmill.co.uk26 & 27 Basepoint Business, And Innovation Centre , Metcalf Way, Crawley, West Sussex, RH11 7XX