Brand guidelines€¦ · Tone of voice 31 The AREA tone of voice 8.Contact us 33 Get in touch Brand...

Brand guidelines

1. Introduction 3

2. Brand Strategy 5 Brand Strategy Introduction Brand Strategy Principles Brand Essence

3. Logo 9 Logo Exclusion Zone Logo Exclusion Zone – On Imagery Logo Misuse Logo Sizes

4. Typography 16 Primary Typeface Secondary Typeface Leading – Under 20pt Leading – Between 20pt and 40pt Leading – Over 40pt Justification Settings

5. Colour 24 Colour Palette Colour – Proportions

6. Imagery 27 Imagery – Photography – Portraits Imagery – Photography – Places Imagery – Product

7. Tone of voice 31 The AREA tone of voice

8. Contact us 33 Get in touch

Brand guidelines contents

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No.1Introduction

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No.1 Introduction

Augmented Reality uses technology to superimpose information on to the real world. Taking element of the latest innovations in mobile technology, big data analytics and the internet to offer new performance improvements and increased efficiency for enterprises. Corporations of all sizes and in many industries can tap into the potential of these rapidly expanding and converging field to visualize data and instructions overlaying digital assets in the real world in real time.

The purpose of this document is to provide anyone needing to communicate the brand, either internally or externally, with help and guidance on how to successfully use the AREA assets to deliver a consistent experience to customers and members.

Please contact the brand and marketing team with any specific queries or for further guidance on implementation. The contact details are at the back of this document.

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No.2Brand strategy

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No.2 Brand Strategy Introduction

The brand strategy is the foundation for the way in which wecommunicate the AREA to audiences - in every area of the business.The strategy establishes a set principles that can be translated intoan appropriate set of:

These four sets of the AREA words are used to help define theBrand Essence – the golden thread that runs through everything.

AttributesThe words the AREA would like people to use to describe the brand.

BenefitsThe advantages for the AREA audiences – both internal and external.

ValuesWhat the AREA feel is important – what it believes in.

PersonalityThe characteristics of the AREA brand.

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No.2 Brand Strategy Principles

The following words define the AREA brand:

AttributesLeadersReliableForward thinkingInvaluablePerceptiveTransparent

BenefitsExcellenceListeningKnowledgeableClarityCommittedNeutral

ValuesAcademicOpenFocusedCollaborativePositive outcomeResearch

PersonalityTrustworthyFriendlyCuriousBrightGenuineThinks outside the box

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No.2 Brand Essence

Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality. Usually stated in a few words, a brand’s essence is the one constant across services and throughout any marketing or social interaction with the clients/cusotmers. When creating any form of marketing you should always work with the brand essense as your core message

This is the golden thread that runs through everything:

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No.3Logo

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No.3 Logo

The AREA has a single logo to help achieve consistency across all communications.

Guidance is given on the following pages for how the logo should be used.

The logo has been specifically drawn and can only be used from the master artwork, held by the AREA. The logo master artworks can be supplied as digital files in either a CMYK colour EPS (for print), or an RGB PNG (for web and screen).

Please note that though the logo is in Upper-case, ‘AREA’ should always be written in sentence case in any copy, headlines or when mentioned by any third-party.

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No.3 LogoPrimary colours

The AREA logo should be used in the 3 primary colours (please see page 25 for all colour codes and breakdowns) whenever possible.

The exceptions to this rule is:

– When reversed out of an image or background colour

– If used in a monochrome document (it should then appear in black or white, in accordance with the rules for legibility)

– In the relatively few instances it can appear in one of the highlight colours.

No.3 LogoExclusion Zone

The logo should ideally have as much space around it as possible, to help it stand out and ensure any secondary material does notundermine its authority.

The logo has a recommended area of clear space around it, based on its height (x), to prevent any secondary material inhibiting legibility. This area should be left clear of type, pictures, shapes and other logos.

Exclusion zones should be maintained each time the logo is used, including on photographic backgrounds, where an appropriate area of clarity within the image should be allowed for the logo.

Please note:All details shown in grey are guides only and should not be printed.

X

X

X

X

X

X

X X

X X

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No.3 Logo Exclusion Zone On Imagery

When placing the logo on an image please use common sense to ensure there is sufficient contrast between the logo colour and background image. If you can’t use the full colour version then a white version must be used instead.

Incorrect

Incorrect

Correct

Correct

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No.3 Logo Misuse

Ensuring the AREA logo is used inthe right way is critical.

Consistent application of the logo helps to build recognition. It must never be modified, warped, stretched, recoloured or used in any other form than that supplied by the AREA.

For the avoidance of doubt, the following examples illustrate correct and incorrect examples.

Correct

Incorrect - Rotated

Incorrect - Outlined

Incorrect - Streached

Incorrect - Substitute font

Incorrect - Added gradient

Incorrect - Altered proportions

Incorrect - Multiple colours

AREA

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No.3 Logo Sizes

When using the AREA logo on any of the following standard sizes, please use table shown to determine the minimum logo size.

Please do not use the logo any smaller than 3mm (height).

FORMAT FORMAT DIMENSIONS MARGIN SIZE LOGO HEIGHT

Label 65mm x 20mm - Landscape 4.5mm 3mm

Business card 85mm x 55mm - Landscape 6.5mm 4mm

A7 74mm x 105mm - Portrait 7mm 4mm





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No.4Typography

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No.4 Primary Typeface

The AREA has a primary typeface:Montserrat.

Montserrat is a san serif typeface, that reflects the AREA core values.

Montserrat should be featured on all the AREA branded materials (the only exception is open documents like Powerpoint presentations, that will need to be viewed and amended by third parties, and should use a system font.

Please try to avoid setting large blocks of type or long line lengths in order to optimise legibility.

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 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

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No.4 Primary Typeface

Montserrat is available intwo weights – among them Bold and Regular and is also available as a web font.

This is the AREA core font, and is used for headlines, titles, signage and any other applications that require more attention.

Please try to avoid using text sizes less than 9pt, or caption sizes less than 6pt, unless media executions at very small sizes dictate the use of content at smaller sizes than recommended.

Body text must be set ranged left, never justified or ranged right.



Regular

Bold

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No.4 Secondary Typeface

Lato is available in ten weights – among them Hairline, Light, Regular, Bold and Black. Lato is also available as a web font.

This is our secondary typeface, and is only used for body copy and captions – or elsewhere when legibility may be an issue.

Please try to avoid using text sizes less than 9pt, or caption sizes less than 6pt,unless media executions at very small sizes dictate the use of content at smaller sizes than recommended.

Body text must be set ranged left, never justified or ranged right.

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










Hairline Regular Italic

Hairline Italic Bold

Light Bold Italic

Light Italic Black

Regular Black Italic

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No.4 LeadingUnder 20pt

Please ensure that due care is takenwhen typesetting any copy using Lato. Always ensure that ascenders and descenders don’t crash into one another. Equally, the leading should be tight enough to create a nice even texture of grey on the page, rather than stripes of text.

As a rule of thumb, body copy leading can be defined by multiplying the type size by 1.2, then rounding to the nearest 0.5 pt.

Titles may need to be tightenedup to avoid an unwanted stripedtypographic effect.

8pt text / 9.5pt leading 12pt text / 14.5pt leading 18pt text / 21.5pt leading

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No.4 LeadingBetween 20pt & 40pt

The leading for copy in between20pt and 40pt in size can be calculated by multiplying the type size by 1.1, then rounding to the nearest 0.5 pt.

20pt text / 22pt leading



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No.4 LeadingOver 40pt

For copy and headlines over 40pt, leading must be defined on a case by case basis. Generally, the larger the size, the smaller the leading should be, proportional to the type size. However, please ensure that ascenders and descenders never crash, and that type at this size is perfectly spaced and kerned.Please also note that the tracking must be reduced as the type size is increased, to reduce the negative space between each character.


In plique essincte res aritium cus pre, quatur

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No.4 Justification Settings

Whenever designing print materials using Lato, specific settings for paragraph justification must be applied in Adobe InDesign.

The correct settings help to create a pleasing visual rhythm for reading.Equally, this avoids avoid the gaps between words becoming a distraction to the reader.

Word spacingMinimum: 75% Desired: 75% Maximum: 100%

Letter spacingMinimum: 0% Desired: 0% Maximum: 0%

Word spacingMinimum: 80% Desired: 100% Maximum: 130%

Letter spacingMinimum: 0% Desired: 0% Maximum: 0%

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IncorrectCorrect

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No.5Colours

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No.5 Colour Palette

The AREA corporate brand utilises a simple but flexible palette of colours. It is important to apply the colours intelligently and only use one highlight colour in any single piece of communication.

It is vital to ensure that the logo remains clear and legible. Avoid placing lighter coloured logos on light or white backgrounds, and darker coloured logos on dark or black backgrounds. Mid-tone logos wherever possible should be usedon white to maximise clarity and legibility.The three blues are the primary corporate colours. It is the predominant colours forbackgrounds, in body copy and within the AREA logotype itself.

The suite of highlight colours play a supporting role, mainly in titles, or in information or parts of any assets that require extra attention. Please see the following page for guidance of the proportional use of the colours.

C71 M7 Y0 K30

R51 G166 B178

HEX: 33A6B2

C10 M0 Y67 K10

R208 G230 B75

HEX: D0E64B

C78 M12 Y0 K55

R25 G102 B116

HEX: 196674

C23 M0 Y73 K22

R154 G200 B54

HEX: 9AC836

C86 M22 Y0 K71

R10 G58 B74

HEX: 0A3A4A

C0 M0 Y0 K60

R128 G130 B132

HEX: 808284

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No.5 Colour PaletteProportions

The AREA brand is predominantly white and blue, supported by either of the highlight colours.

The highlight colours should only be used one at the time, and in moderation. The chart on the right show the proportions of the colour usage in any given application.

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No.5 Colour PaletteExamples

These are basic concept ideas to show you how you should use the colours within different types of media.

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No.6Imagery

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No.6 ImageryPhotography – Portraits

The AREA photography is clear, friendly and genuine. It is important that the images show real people who are comfortable in their settings, and do not feel posed or contrived.

When art directing a shoot, or looking for stock imagery, please keep in mind the following:– Avoid people looking straight to camera – these images should feel like informal moments, as though the subject has been unaware of the photographer.– Choose settings with natural light– The images should feel bright, but avoid unnecessary light effects, such as light leaks or flares– Avoid images that are edited or retouched in a way that makes them feel unnatural or obviously doctored.– Avoid unnecessary images of objects without human interaction. If in doubt, please consider showing the benefit of the product, rather than the product itself.

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No.6 ImageryPhotography – Places

For images of places and locations, the same core principles apply. The places should feel at a human scale, and give a sense of personality and curiosity.

To ensure that the location and/or topic of the image is clear, consider focusing on details, such as people, architectural styles, transport vehicles or other contextual clues that is unique to the place in question.

Please avoid landmarks that feel overused or clichéd.

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No.6 ImageryPhotography – Product

The AREA product imagery should try and capture the AR technology and the way augmented reality works with the environment. The Imagery should try to show the device, the user and also if possible a representation of what the AR visual would look like to the client or consumer.

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No.7Tone of voice

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No.7 Tone of voice

There will be occasions where we can express the essence of the brand through copy writing. These opportunities will only arise in print, or permanent, long-term applications. Consequently, this will always need to be written by a copywriter to ensure the tone of voice is consistent. With that in mind, any application requiring copy writing should go through the design and marketing team for approval.

The AREA communication should always come across as clear, friendly and approachable, and a key asset to achieve this is the tone of voice.

The right tone of voice for the new the AREA brand should always be clear and helpful, while giving a friendly and approachable impression. If appropriate, talk directly to the recipient (saying ‘you’ rather than ‘the customer’ or ‘the employee’) and talk about the company in the first person, plural (saying ‘we’ and ‘our’ rather than ‘Area’ or ‘Area’s’). Also while creating a friendly impression also consider the following key attributes in the tone: academic, neutral, research.

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No.8Contact us

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No.8 Get in Touch

For more information about the identity, to seek permission for usage or obtain logo master artwork files, please contact:

Mark SageExecutive Director [email protected]

Rachel SutcliffeSocial Media [email protected]

Head Office:

AR for Enterprise Alliance (AREA)401 Edgewater Place, Suite 600Wakefield, MA 01880 USA

[email protected]

Website: www.thearea.org

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Brand guidelines€¦ · Tone of voice 31 The AREA tone of voice 8.Contact us 33 Get in touch Brand...

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