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6 am logo and corp style guide examples
- 1. Logo examples & corporate style guide
- 2. 2 LOGO BEFORE LOGO AFTER O F W I S C O N S I N M U N I C I PA L I T I E S 5
- 3. 3 LOGO BEFORE LOGO AFTER PREVIOUS NAME AND LOGO NEW NAME AND LOGO
- 4. 4 THE FOLLOWING IS A CASE STUDY OF A LOGO DESIGN AND VARIOUS APPLICATIONS.
- 5. 5 BREAKING A SWEAT TO RECONNECT IN A POWERFUL WAY SITUATION To be a great athlete, they say, consistency is the key to high performance. This is as true for a brand as it is a pro. Power Systems – a Fitness Company based out of Chattanooga TN, was lagging in their market, with great swings in performance year to year, trying to be everything to everybody. Then, the company was purchased by PlayCore Inc. and Power Systems was given a second chance. The very first thing PlayCore did was reassess and reposition the brand. It was time to return to the core of their business: Providing great fitness equipment direct to the market. Changes in the fitness industry have been dramatic, and with a new brand, Power Systems would be poised to capture the lead in that market again. SOLUTION Realign the brand across all their market segments to create one cohesive, focused approach. 6AM was sought out specifically to rebrand the company from head to toe. The process started with a strategic planning session, where we unearthed all the previous “baggage” of the old brand and drilled down to the key elements that made it into a one-time industry leader. With a clear strategic direction for the brand, we worked on creating a unique positioning statement and tagline. It was critical for the new brand to respect the company’s heritage, and to reposition the company to be future-forward. The third and final step was to focus on the brand’s key visual elements. As the company’s name was not changing, we focused on creating a new mark, logo, brand colors, fonts and new photography to capture the brand in motion. Once the brand was approved, we had the opportunity to bring it to their catalog and completely redesign it, from the inside out. There was no stopping them now. RESULTS The new brand was unleashed at one of the largest fitness expositions in the country, the Florida Fitness Expo. The brand, and the innovative booth design, created a big buzz among both their competitors and their peers. The brand was reenergized, external interest and inquiries increased across all vertical markets and internally, the rebrand pumped up employees, creating new excitement and purpose. And that’s how you get a great brand back into shape. HISTORY HISTORY CASE STUDY
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- 10. 10 10 performance realized balance realized potential realized champions realized performance realized balance realized potential realized champions realized WE DEVELOPED A COLOR SCHEME FROM THE LOGO TO REPRESENT VARIOUS TYPES OF PRODUCTS AND A SIMPLE WAY TO DESIGNATE DIFFERENT SECTIONS WITHIN THEIR CATALOG.
- 11. 11 THE FOLLOWING IS AN EXAMPLE OF A NEW NAME, LOGO AND A BRAND STANDARDS GUIDE WE DELIVER WITH ALL BRANDING OR REBRANDING PROJECTS.
- 12. 12 NAME AND LOGO BEFORE NAME AND LOGO AFTER
- 13. 13 CLIENT: HEALTH FIRST STYLE GUIDE EXAMPLE Brand Standard Guide
- 14. 14 From examinations to conversations, the caring, confidential staff at Healthfirst offers young women and men the resources and education they need to make smart choices about their health. While we hope to target men and women, our core target is single women between the ages of 12-26. We see men, Hmong, Hispanic and Black Wisconsinites as opportunities for future growth. brand positioning statement target Brand Architecture
- 15. 15 Logo Our logo is an expression of our personality and values. It is important it appears similarly across all mediums, demonstrating our professionalism and commitment to consistency. When possible, the logo should be used in four color, positive form with all elements included. Occasionally, a design application will call for the negative form for readability. The black and white and grayscale forms should be used only when color is not an option. The“h” in the circle—the“mark”—can be used as a freestanding graphic element.
- 18. 18 Logo do’s and don’ts X 1X To maintain our logo’s integrity, it should always be surrounded by at least the amount of open space indicated in the diagram. (That space being equal to the entire width of the capital“H” in“Healthfirst.”) In general, avoid crowding the logo with text or imagery to maintain its open, welcoming look. Always the same spacing between the word and the mark
- 19. 19 Logo corporate use The logo version that includes the word“Network” should be used for corporate applications only. For example, use this logo for legal purposes. In general, this should be considered a non-client facing logo.
- 20. 20 Typeface Futura Medium The logo is built with Optima Regular (“Healthfirst”) and Futura Medium (“Network”). The thick and thin lines in Optima—which mimic the thicks and thins created when we write by hand—balance perfectly with the more machined, open Futura to give the impression of a very welcoming, but very professional place. For print applications like brochures and letters, use Minion Pro for body copy. For specific applications, use Minion Pro Regular italic, semi-bold and bold.While this is at the designer’s discretion, we strongly recommend using Minion Pro Regular for all standard uses. For headlines and subheads, use Lato bold or Lato black.Again, this is at the designer’s discretion, as long as a clear hierarchy is established between headline, subhead and body copy. Combining Lato and Minion Pro creates a contrast that is pleasing to the eye and very legible. Optima Regular Optima Regular Body copy - Minon Pro This is Minon Pro Regular being used as an example This is Minon Pro semi-bold being used as an example This is Minon Pro bold being used as an example Headlines - Lato This is Lato Light being used as an example This is Lato Regular being used as an example This is Lato Bold being used as an example This is Lato Black being used as an example
- 21. 21 Colors Gray CMYK: 0, 0, 0, 75 RGB: 98, 99, 102 Hex: #71706e PMS 683 c CMYK: 44, 95, 42, 23 RGB: 127, 39, 84 Hex: #802754 One of the fastest ways people identify with a brand is through brand colors. Special care and attention should be taken to ensure that our colors appear consistently and vibrantly. Our logo is built with PMS 683 c (“Purple”) and 75% Black.Wherever the logo appears in color, use these two colors.
- 22. 22 Photography Our photography should always be aspirational, featuring uplifting lifestyle images focused on our target demographics. Images should also reflect our culture of positivity and inclusiveness, promoting care for everyone regardless of age, gender or race. Barring situations where color is not possible, photography should appear in full color.
- 23. 23 Signage Signage should reflect established brand standards for color and logo usage.Always ensure that the space behind the mounted sign will not negatively affect the signs legibility. exterior
- 24. 24 Clothing When placing the logo on clothing, follow all logo and brand guidelines for color, font, etc.Additionally, avoid placing the logo on“busy” fabrics, or materials that will negatively affect legibility.
- 26. 26 Web fonts Lato light Lato regular Lato bold Lato black For body copy and headlines, we recommend Lato. A versatile sans-serif, Lato’s rounded edges are warm and welcoming, appealing to men and women alike. The font’s structure is strong, staying legible in digital space in a variety of weights and sizes. We recommend regular for body copy and bold for subheads and headlines. Web colors Primary Hex: #802754 Secondary Hex: #72829f Bodycopy Hex: #71706e
- 27. 27 15 Website graphic elements Small concentric circles Reversed circles Slanted horizontal line to separate elements Use of tints, 80% of a color (white will be 90%) health services Font treatment Lato black for headlines Lato regular for bodycopy Website font
- 28. 28 Website Photography Web photography should be treated the same way as print photography. It should always be aspirational, featuring uplifting lifestyle images focused on our target demographics. Images should also reflect our culture of positivity and inclusiveness, promoting care for everyone regardless of age, gender or race. Except very special applications, web photography should appear in color. Below, you will see two styles of web photography. One has the background knocked out, featuring only people. The other style is“situational,” and attempts to show our targets living their lives. This functions as“background” photography.
- 29. 29 #802754 80% opacity #72829f 80% opacity #000000 90% opacity Background photography should be screened with one of the three provided colors. Combined with the overlaid, color photography, this provides a dynamic look to the overall layout. Website Photography tints
- 30. 30 Homepage graphic elements Logo Copy font and color Imagery with no backgrounds Use of tints Imagery in situation Slanted horizontal line to separate elements Graphic elements Imagery with no backgrounds The following is an example of page layout for the homepage.
- 31. 31 Secondary page elements Logo Title treatments Use of tints Slanted horizontal line to separate elements The following is an example of page layout for secondary pages.