Before and After 0604

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Continued Simple, uniform, repetitive 0604

XiBAmagazine.com U

Simple

Uniform

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Simple, uniform, repetitiveA page from Browns book illustrates that consistency is key to a successful look

IIf you love to designif you love to

explore the different ways that a mes-

sage can be beautifully and creativelyexpressedthen the aspect of design

youll see here can be positively painful.

Why? Because once youve settled on

a logo and related imagery, what you

must forever after do is leave it alone.

Dont touch it. Repeat it exactly, over

and over and over until youre bored

and beyond bored. The surprise isthats what makes it strong; the public

sees it, gets it, knows it, counts on it

if you change it, it never settles in. To

illustrate this simple (but hard to do)

idea, we borrow a page from UPSs

excellent Brand Guidelines . . .


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Visual standards

Your mark is unique. To protect its integrity and effectiveness, you need to set guidelines.They should regulate spacing, size, color and other key visual aspects of the design.

To most viewers, the logo is the shield, but its

really the shieldand the space around it .Noth-ing is allowed into this protected space, sothe shield can be seen without distraction or

competition. The clear space also denes the

minimum distance from the logo to the edge of

a printed piece. As a rule, this space should be

somerationalmeasure derived from a majorvisual element in the image itself; in this case

its the x-height of the type.

Small size Too small, and its no

longer a logo; its a speck. To ensure

visibility, specify a miminum size;

for UPS its a half inch.

Minimum size

0.5 or 13mm

x x

x x

x-height


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A) Do not outline the brandmark in

any color.

B) Do not change the brandmark

colors.

C) Do not add new elements to the

brandmark.

D) Do not change the brandmarks

orientation.

E) Do not redraw any element

of the brandmark.

F) Do not delete the brandmarks

shield background.

G) Do not use the brandmark as a

motif or graphic design element.

H) Do not violate the brandmarks

clear space.

I) Do not create a read-through

header with the brandmark.

J) Do not add other effects the

brandmark.

K) Do not crop the brandmark

in any way.

L) Do not place the one-color brand-

mark on a photograph or pattern.

A B C D

E F G H

I J K L

Brandmark

Dene what can and cannot be done to your logo. Address rendering, color, orientation andso on. Your guidelines will ensure that the look and voice of your logo remains constant.


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Dropboxes, airplanes and

delivery vans are all diff-

erent things in different

environments, whichmakes it easy to overlook

the sameness of the logo.

Thats what you wantthe

viewer isnt aware; he just

gets it. Note that, strictly

speaking, the edge-of-the-

page rule is suspended on

the airplanes tail, but with

no nearby imagery, the eye

moves from the shield into

limitless space.

Logos and images provided by

United Parcel Service

Application

Consistent application in real life is the key; just treat your logo the same every timesame placement, same color, same importanceand your viewers will get to know it.


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6of6 | Printing formats

Simple, uniform, repetitive 0604


Before & After magazine

Before & After has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers of us all (ready or not), Before &

After is dedicated to making graphic design understand-

able, useful and even fun for everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Vincent Pascual Staff designer

Dexter Mark Abellera Staff designer

Editorial board Gwen Amos, Carl Winther

Before & After magazine

323 Lincoln Street, Roseville, CA 95678

Telephone 916-784-3880

Fax 916-784-3995

E-mail [email protected]

www http://www.bamagazine.com

Copyright 2005 Before & After magazine, ISSN

1049-0035. All rights reserved

You may pass this article around, but you may not alter

it, and you may not charge for it. You may quote brief

sections for review. If you do this, please credit Before

& After magazine, and let us know. To feature free

Before & After articles on your Web site, please contact

us. For permission to include all or part of this article in

another work, please contact us.

Subscribe to Before & After

Did you enjoy this article? Subscribe, and

become a more capable, condent designer

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E-mail this articleTo pass along a free copy of this article to

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Join our e-list

To be notied by e-mail of new articles as

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Back | Paper-saver format

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For paper-saver formatPrint: (Specify pages 810)

For presentation formatPrint: (Specify pages 16)

Before & After is made to t your binder

Before & After articles are intended for permanent reference. All are titled and numbered.

For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

suitable for one- or two-sided printing, is provided on the following pages.

Print

Format: Landscape

Page Size: Fit to Page

Save

Presentation format or

Paper-saver format


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amagazine.com

1of3

Simple,uniform,repetitive0604

0604Simple,uniform,repetitive

S

imple

Uniform

Repe

titiv

e

IIfyoulovetodesignifyouloveto

explorethedifferentwaysthatames-

sagecanbebeautifu

llyandcreatively

expressedthentheaspectofdesign

youllseeherecanb

epositivelypain-

ful.Why?Becauseonceyouvesettled

onalogoandrelatedimagery,what

youmustforeveraft

erdoisleaveit

alone.Donttouchit.Repeatitexactly,

overandoverandoveruntilyoure

boredandbeyondb

ored.Thesurprise

isthatswhatmakes

itstrong;thepub-

licseesit,getsit,knowsit,countson

itifyouchangeit,

itneversettlesin.

Toillustratethissim

ple(buthardto

do)idea,weborrow

apagefromUPSs

excellentBrandGuidelines...


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amagazine.com

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0604Simple,uniform

,repetitive

A)Donotoutlinethebrandmarkin

anycolor.

B)Donotchangethebrand

mark

colors.

C)Donotaddnewelement

stothe

brandmark.

D)Donotchangethebrand

marks

orientation.

E)Donotredrawanyelement

ofthebrandmark.

F)Donotdeletethebrandm

arks

shieldbackground.

G)Donotusethebrandmarkasa

motiforgraphicdesigne

lement.

H)Donotviolatethebrandmarks

clearspace.

I)Donotcreatearead-through

headerwiththebrandmark.

J)Donotaddothereffects

the

brandmark.

K)Donotcropthebrandma

rk

inanyway.

L)Donotplacetheone-colorbrand-

markonaphotographorpattern.

A

B

C

D

E

F

G

H

I

J

K

L

Brandmark

Denewhatcanandcannotbedonetoyo

urlogo.Addressrendering,color,orientationan

d

soon.Yourguidelineswillensurethatthelookandvoiceofyourlo

goremainsconstant.

Visualstandards

Yourmarkisuniqu

e.Toprotectitsintegrityandeffectiveness,you

needtosetguidelines.

Theyshouldregulatespacing,size,colorandotherkeyvisualaspe

ctsofthedesign.

Tomostviewers,thelogo

istheshield,butits

reallytheshieldand

the

space

around

it.Noth-

ingisallowedintothispr

otectedspace,so

theshieldcanbeseenwithoutdistractionor

competition.Theclearspacealsodenesthe

minimumdistancefromthelogototheedgeof

aprintedpiece.Asarule,

thisspaceshouldbe

somerationalmeasurede

rivedfromamajor

visualelementintheimageitself;inthiscase

itsthex-heightofthetyp

e.

SmallsizeToo

small,anditsno

longeralogo;itsaspeck.Toensure

visibility,specify

amiminumsize;

forUPSitsahalfinch.

Minimumsize

0.5or13mm

x

x

x

x

x-height


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0604Simple,uniform

,repetitive

Application

Consistentapplica

tioninreallifeisthekey;justtreatyourlogothesameeverytime

sameplacement,s

amecolor,sameimport

anceandyourviewerswillgettoknowit.

Dropboxes,airplanesan

d

deliveryvansarealldiff

-

erentthingsindifferent

environments,which

makesiteasytooverloo

k

thesamenessofthelogo.

Thatswhatyouwantt

he

viewerisntaware;heju

st

getsit.Notethat,strictl

y

speaking,theedge-of-the-

pageruleissuspended

on

theairplanestail,butw

ith

nonearbyimagery,thee

ye

movesfromtheshieldinto

limitlessspace.

Logosandimagesprovided

by

UnitedParcelService

Before&Aftermag

azine

Before&Afterhasbeensharingitspracticalapproach

tographicdesignsinc

e1990.Becauseourmodernwor

ld

hasmadedesignerso

fusall(readyornot),Before&

Afterisdedicatedtom

akinggraphicdesignunderstand

-

able,usefulandeven

funforeveryone.

JohnMcWadePublisherandcreativedirector

GayeMcWadeAssociatepublisher

VincentPascualSta

ffdesigner

DexterMarkAbelleraStaffdesigner

EditorialboardGwen

Amos,CarlWinther

Before&Aftermag

azine

323LincolnStreet,Ro

seville,CA95678

Telephone916-784-3

880

Fax916-784-3995

[email protected]

wwwhttp://www.bamagazine.com

Copyright2005Before&Aftermagazine,ISSN

1049-0035.Allright

sreserved

Youmaypassthisarticlearound,butyoumaynotalter

it,andyoumaynotchargeforit.Youmayquotebrief

sectionsforreview.If

youdothis,pleasecreditBefore

&Aftermagazine,and

letusknow.Tofeaturefree

Before&AfterarticlesonyourWebsite,pleasecontact

us.Forpermissionto

includeallorpartofthisarticlein

anotherwork,please

contactus.

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