Above and Beyond brandguid

Above & Beyond Identity Guide

brandguide.indd 1 30/04/2010 11:40:51 PM

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Introduction

Above and Beyond is an online broadcasting channel that provides a platform for kids to learn about sustainability through cartoon and motion infographic. Above and Beyond is a self-taught environment for every child. This online channel, self conduct activities, and discussion forms helps children to understand the issue we are facing today with the environment. Through the three platforms we hope to educate the young generation about sustainability and evoke new ways of living.


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Table of Contents

IntroductionTable of Contents

Promis & Personality

Logo Logo Design

Logo Design: SymbolClear Space and Ratio

Basic Logo and Abbreviated Size

Incorrect Usage

Color LogoColor

Color: AlternativeNegative Logo

Incorrect Use of Color

TypographyPrimary Font

Secondary FontTag Line Font

PhotographyPhotography Color

Photography Content

ApplicationsApplication: Pattern

Application: StationeryApplication: Business Card

Lower Third for VideoAdvertising: Poster

Application: Toy & Gifts

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Promise and Personality

Unlike other children’s website, Above and Beyond promises to present the nature of the information in realistic photography. We do not want to hide the ugliness of the destruction human cause to earth. We want the children to realize the consequences through their eyes and be able to create a new sustainable way of life.

Through our saturated use of colors, we want to grab the attention of the youth in a fun and creative manner. We hope, by exposing our children to this matter, we will invent a new generation were technology and environment can co-exist.



Logo



Logo Design

The name Above and Beyond symbolize looking forward and reaching higher for the better future. The logo consists of the name and a symbol on top. The paper airplane represents the combination between technology and natural resource. The dash line implies a take off, and at the same time, draws a landscape of mountains.



Logo Design: Symbol

The symbol can standing alone and can be used with different dash lines. When standing alone, the airplane can fly in the image from any direction as long as the perspective is correct.



Clear Space and Ratio

X

7X

X

X

1/2 X

7X

7.25X

2X 27X 1.25X

X

X X

X

X

X

X X

6X 21X



Basic Logo & Abbreviated Version

X

X

1/2 X

7X

7.25X

2X 27X 1.25X

X X

X

X

1.5X

9X

Online Channel for Sustainability

Live for the futurePossible tagline or description for Above and Beyond can be added and the left hand corner of the space. The clearspace will be extended to 1/8X below.



Size

1 inch

7 3/4 inches

1 inch

When the logo is used for any print format, for clarity reason, it is suggested not to use the logo smaller than 1 inch in width. There is no maximum size for the loge,however, it is suggested not to use a logo size bigger than 2/3 of the page.

When using the symbol independently, for identification purpose, the height of the airplane should not be smaller than 1 inch, with the exception of business card.



Incorrect Usage

The airplane symbol should not fly from left to right.

The airplane symbol should not be underneath the logo.

The logo should always have dash line

The airplane should not be out of proportion in the logo.

The logo should not be on an angle.

The words should not be capitalized and should use ampersand instead of “and.”



Color Logo



Color

RGB CMYK

LABPanton

Web

RGB CMYK

LABPanton

Web

RGB CMYK

LABPanton

Web

RGB CMYK

LABPanton

Web

233 . 0 . 4 2 . 100 . 100 . 150 . 75 . 64Warm Red#e71e25

0 . 20 . 174 99 . 94 . 0 . 120 . 45 . -81810#283995

255 . 198 . 1 0 . 22 . 99 . 083 . 11 . 84810#ffc70b

4 . 128 . 42 88 . 25 . 100 . 1247 . -45 . 36356#0d8140

The color to represent Above and Beyond is the three primary colors and green. These four colors are has a history of representing the different categories of recycling. These four colors are also the element to create any possible color in the world.



Negative Logo

The negative logo can be used when the imagery is lacking one of the four brand colors. The negative logo should only be used with on more than one color. Brand color yellow should not be used for negative logo.



Incorrect Use of Color

Should not use all four color.

Should not use all four color.

Should not color the symbol different from the logo.

Should not only color the symbol when used in a logo form.

Should not only color the words of the logo.

Should not only color the airplane of the symbol.



Typography



Primary Font

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1234567890!@#$%^&*()-=_+{}[]\:;”<>,?’/.

Arial Rounded MT Bold

The primary font is used for headlines, names, and titles. The primary fonts should not be use as tag lines or any text that is allowed in the clear space. It is only for caption.



Secondary Font

The secondary font is used for any large body of text or contacts. Summary, address, instructions, and content should use the secondary font.



1234567890!@#$%^&*()-=_+{}[]\:;”<>,?’/.

Univers 55



Tag line Font

The tag line font is a character font for any slogan and taglines. This font should use with consideration, and not overly used.



1234567890!@#$%^&*()-=_+{}[]\:;”<>,?’/.

Ampersand



Photography



Photography Color

Example of four brand color used in one photography.

Example of one brand color used in photography.

The photography should consist of high contrast saturation images. The photography consists of two color choices. Photograph either includes all the four brand colors of red, blue, yellow, and green, or contains one dominate brand color.



Photography Content

Example of photography content with four brand colors.

Example of the photogra-phy content in on dominate brand color.

The photographic content must represent an environmental problem, evoke an evolutional thinking, or reflect a sustainable way of living. The image should record truthfully without any modification. It is important that the photography reflects the nature of the problem for the youth to understand.



Applications



Application: Pattern




Pattern design is based on origami steps of making a paper airplane. This pattern can be expended in to various alternative with other origami such as swan, flower, or car.




Pattern design is based on sustainability. Each design has three step life cycle. The alternative design can be created base on other cycle system. The dash line is 1pt weight, 2pt dash, and 2pt gap.



Application: Stationery

1 1/2’’

1/2’’

1 1/2’’

2 1/2’’1’’

3’’

1 1/2’’

Type: Univers 55 for body text and the address should not be smaller than 8pt.

Graphic: The illustration should be in 30% gray and the there should be at least 2 inches of space between the text body and graphic.



Application: Stationery

Color: CMYK

Graphic: The patter can be changed with the dash pattern. The color background behind the graphic should consists of the color range of rainbow, or the four brand color: red, blue, yellow, and green.



Application: Business Card

1/2’’

1/2’’

3/4’’

1/2’’1/8’’

1’’

Print: CMYK and Black

Type: Use the primary font for the name. The first name can be colored with red, blue, and yellow.

Use Secondary font for the e-mail address and phone number. Since Above and Beyond is a online website, we will not be posting address on the name card.

Graphic: The graphic can alternate with other dash patterns and the color on the back should be blue, red, and yellow.



Lower Third for Video

The longest possible title of the video @

The longest possible title of the video

The longest possible title of the video @

The lower third appears at the beginning of each video and only appears at the lower right hand side.



Advertising: Poster




Yo yo is one of the good example of give way for Above and Beyond. Yo yo is a toy that needs to con-tinue with the gesture of up and down, which is simi-lar to a cycle. The gift is interactive and describes the main idea of the brand.


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A sketch book gives children a platform for collecting ideas and finding. By giving a way the sketch book, Above and Beyond encourages children to learn and explore.


Above and Beyond brandguid

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