Fluela

Flüela

Flüela

Flüela

Flüela

Flüela

FlüelaFlüe

laCorporate Identity

Guidelines Book

Digital Camera

the rest of the box. It is found on all 4 of the

side pannels. Located on side pannel 1, is

a smaller image of the camera, a circular

swatch of the color of the camera, and the

logo and text information about the camera

along the left hand side. Side pannel 2 snd

4, contain the bar code information as well

as the logos of the differnt companies

involved in producting the product. Side 3

contains a large version of the word mark

and the hexagonal pattern

18

When designing the Digital Camera

Box the text contrasts with the back

ground with the white text. The blue

background has a subt le gradient as

the backdrop the transparent layered

hexagons frame the packaging a n d

d r a w s t h e viewers attention to differ-

ent parts of the package. The package

show cases the camera with a photo of

the product placed through out the box.

Fluela continued the hexagon pattern in

UV Filter

When designing the UV filer the text contrasts with the

background with the white text. The blue background

has a subtle gradient as the back drop the transpar-

ent layered hexagons frame the packaging and draws

the viewers attention to different parts of the package.

When re creating the UV Filter be sure to place the

white text “UV Filter” in the lower right hand corner.

The signature “Fluela” is rotated and placed on a large

scale vertically. The logo is located in white in the up-

per right corner. Create the shape to reflect the dimen-

sions of the box. The from U shaped cover should be

white. The back of the package should be black.

FLUELA Corporate IdentityGuideline Book

Table of Contents

Identity Standards Concept 1

Logo 2

Incorrect Usage 3

Color Specifications 5

Typography 6

StationeryLetter Head 9

Envelope 9

Business Card 9

Corporate Literature 11

PackagingMemory Card 15

Lens Cloth 15

Lens Box 15

UV Filter 17

Digital Camera 18

Memory Card

Lens Cloth

i. When designing the memory card the text contrasts with

the background with the white text. The blue background has a

subtle gradient as the back drop the transparent layered hexa-

gons frame the packaging and draws the viewers attention to

different parts of the package. The signature “Fluela” is rotated

and placed on a large scale vertically. All of the important text is

right aligned and found along the right side of the package. The

logo is located in the right hand corner.

iii. When designing the lens cloth the text contrasts with the

background with the white text. The blue background has a

subtle gradient as the back drop the transparent layered hexa-

gons frame the packaging and draws the viewers attention to

different parts of the package. The signature “Fluela” is rotated

and placed on a large scale vertically.

Lens Box

ii. Fluelas lens box for the SLR camera is in a hexagonal

shaped box to mirror the shape of the logo. It has six sides,

it uses the dark blue background with the layered hexagonal

patter. The top of the box has a white dominate version of the

logo. The logo is located in the upper right hand of every other

panel. The important text is located alogn the bottom of the

box. The top of the box has two tabs that fold into the box.

Packaging

ii. Lens Box

To the left is the hexagonal

lens box. I has the logo in the

upper right hand corner on

every other box side pannel.

ii. Lens Cloth

To the left is the lens cloth. It

has the logo in the upper right

hand corner of the package.

i. Memory Card

To the right is the memory

card. It has the logo in the

upper right hand corner. As

well as the signature along

the left hand side.

Graphic Standards

Concept

Today Fluela is a fortune 500 Camera Company. Flüela

got its name from a mountain pass in the Swiss Alps. It

is found in the canton of Graubünden. When Steve David

was younger his father gave him a film wind up camera.

He loved that camera he took it every where with him. His

favorite place to shoot was his own backyard.

He followed his passion through out school. When it came

time to go to college, Steve opted out and instead invested

all of his life savings into starting his own camera company.

His dream grew into a reality in 1990. This guide lines book

outlines the standards for Fluela’s corporate identity.

This guide line book will outline the correct identity standards

for the logo, signature, literature, and packaging. It will

give the reader an indepth idea of the break down of Fluelas

corporate identity. With specif ic measurements and

discriptions of how to correctly lay out each design. It

outlines the pantone colors and font families applied

through out the design. There are image throughout the

book to show the viewer visual examples of the pieces.

12

Packaging

2

The concept for the logo was to create

a mark that represented both the organic

feel of nature and photography while still

embracing the industrial aspects of the

camera. Creating a new spin on the shutter

of a camera through the new form of the

hexagon. Showing the clean cut corporate

feel of the company. On the left is the

black and white application of the logo.

On the right is the classic application of

the Fluela Signature on white background.

Flüela

Flüela

There are two correct ways

to configure the Fluela Logo.

One is the standard vertical

alignment created with the

logo directly on top of the

signature. Located above.

The “l’s” are directly aligned

under the bottom left and

right points of the hexagon.

The “F” and a suspend out

below the hexagon.

The hexagon is 4 times the

height of the signature. The

second variation of the logo

emphasizes the signature

instead of the logo. Located

to the left. The logo is the

same height as the text.

The logo is situated to the

right of the “l” and directly

above the “a”.

Logo

Flüela

x 7 x 1/2 x x x

x

2 x

2 x

x1/2 x

x 3 x 3 x 5 x x x 3 x 3 x 5 x x

x

x

3 x

4 x

4 x

x

x

3 x

4 x

4 x

3

Incorrect Usage

Flüela

Flüela

There are only two correct ways to arrange the logo, there

are many incorrect ways to configure the logo. These next two

pages will outline the incorrect ways to display the logo.

The logo is never allowed to be altered from its specific

outline. See pages 1 and 2 for specific correct horizontal

and vertical alignment.

This page out lines the incorrect layout of the logo dominant

configurations. With the larger version of the logo on top of the

signature. The type face must always be Helvetica Neue Bold.

While the logo and text alignment and placing are correct the

affects added to the logo are not acceptable in keeping with

Fluela’s corporate Identity.

A. Is not acceptable for two reasons. One: the logo must

be in tact. The logo in a has an inner drop shadow with in

the white shutter and circle. It creates the illusion that the blue

logo is a cut out with a shadow behind it. Two: the signature in

Fluela is in the incorrect typeface. The typeface must always

remain Helvetica Neue Bold. Logo A is in Century Gothic,

no other san serif is acceptable to use within the signature.

B. Does not work for two reasons. One: because it has an

outer drop shadow. You can never alter the original logo

By adding a drop shadow to the inner originally white areas

of the logo you create the illusion that they are raised and

floating above the hexagon. Two: because the inner color of the

logo can not change. The inside shutter and lens must always

remain the color of the background. On a white background

they must be white, on a darker background the reverse occurs

and they must be dark.

C. Is unacceptable again for two reasons. One: hexagon color

can never change. The only to approved colors are white and

blue. Two: the inner elements have a embossed bevel

effect on them. The designer is never allowed to alter the inner

elements in any way including beveling.

A. This is incorrect because the

white shutter and center circle

have an inner drop shadow.

B. This is incorrect because the


have a drop shadow on them.

C. This is incorrect because the


have a bevel and edge applied.

Fluela Grid System

.5 in .5 in 1 in 1.5 in 1 in .8 in 1.6 in 1.6 in

1 in

1 in

2 in

3 in

2 in

1 in

.3 in

.7 in

11

Literature Specifics

Here are Fluelas specifications for there

corporate publication. This guide book

is designed in keeping with the identity of

Fluela. It uses the colors, supporting visual

graphics and typeface that is carried out

through out the brand identity.

To the right is the grid system used through

out the book. Everey piece of content in

the book must follow one of the lines of

the grid. The left margin is .5 inch. The top

margin is 1 inch. The right margin is 1.6

inches and the bottom margin is 1 inch. All

text must touch at least one or more grid

line. The font size is 9pt. They type face

is Helvetica Neue Regular. The letting is

15pts. The Kerning varies per type line.

The colors used in this book are white,

black, blue and various shades of grey. All

text is left aligned and manually justified.

Page numbers are located .3 of an inch

below the bottom margin. They are directly

following the left margin guide line.

4

F luela F

lüe

la

D. Is wrong for two reasons. One: it is incorrectly aligned

vertically. You can notcenter align the signature is a cascading

downward fashion. Two: It is incorrect to configure the

signature in a serif typeface in any way.

E. Is incorrect for two reasons. One: you can not rotate the

word mark and display it on its side with the logo placed on

top. Two: You can not to distrort the proporions of the logo and

compress it vertically or horizontaly.

F. Is incorrect for two reasons. One: you can’t rotate the word

mark and the logo. Two: You also can not compress the logo.

G. Does not work because of two reasons. One: the logo and

signature and not change size freely. Two: You can not change

the colors of the gradient or add a drop shadow the either the

logo or the signature of Fluelas Corporate Logo.

Flü

ela

Flü

ela

G.

This is incorrect because of

the arrangment of the logo

and signature vertically.

F.




E.




D.




5

Color Specifications

Pantone Color: Black C

C= 100% Y= 100%M= 100% K= 100%

The colors of the Fluela image reflect the corporate, luxury feel

of the brand. The shades of blue and transparence add depth

to the packaging as well as the stationary. The 4 main colors of

Fluela are achieved through transparent layers of hexagons and

colors. Of the 4 pantone colors 3 are blue and one is black. The

shades of blue range from a lighter blue to gradually darker blues.

All of the colors are achieved through layering levels of varying

opacity on top of eachother. The bottom blues are used in a

gradient to achieve the blue color found through out Fluelas

Identity. By layering black hexagon of varying transparency

youcreate the Fluela pattern. That pattern makes up Fluelas

supporting graphics. It is found throughout all of Fluelas Camera

packaging to create depth and layers like a photograph. All of

the text on the packagin is white to contrast the background.

Pantone Color: 2767 C

C= 75% Y= 67%M= 68% K= 95%


C= 100% Y= 0%M= 58% K= 68%


C= 100% Y= 0%M= 58% K= 32%

Flüela

Badenerstrasse 370, Halle 3 CH-8004 Zürich Switzerland 456-374-8934 [email protected]

Flüela

Badenerstrasse 370, Halle 3 CH-8004 Zürich Switzerland

.6 in 4.7 in

2.3 in.9 in

.4 in

.9 in

1.1 in

6.5 in

1.8 in

.3 in

1.5 in 1.5 in5.5 in

9

Business CardLetter Head

When Fluela developed its stationary system it wanted

to continue over the idea of the layering and depth like

within a photograph. When applied to the stationary

system they took a lighter touch and used a more

transparent hexagons. With the white background on

the envelope and the letter head the hexagons have

a airery graceful feel while still being corporate and

professional. The letter head continues the hexagonal

patter in the upper right hand corner of the page.

It fades to more transparent hexagons to completely

transparent. The logo in the upper left is in black and

white to make it pop off of the page. With the address

and contact information on the bottom. The typable

area box has standard 1.5 inch margins. It uses the

default settings to add convience for the office staff

and Fluela employees. In your signature at the end you

must quote one of Fluelas company values.

The business card is a double sided card.

The back side alludes to the packaging with

the blue background. The front keeps it plain

and simple with all of the text all aligned to

the left. With the logo in the upper right hand.

The envelope has the same qualities as the

letter head, it again balances the hexagonal

pattern on a transparent background. The

logo is to the left and the address is aligned

with the top of the Logo. With the hexagonal

patter to the right of the address. The pattern

flows in from the right and frams in the

address. The pattern draws your eye there.

Envelope

Steven David 456-374-8934Badenerstrasse 370, Halle 3 CH-8004 Zürich Switzerland [email protected]

Flüela

Steven David 456-374-8934Badenerstrasse 370, Halle 3 CH-8004 Zürich Switzerland [email protected]

Flüela

Stationery System

.7 in

2.6 in

.2 in

1.3 in

.7 in

.2 in

.2 in

.2 in

.2 in1 in

.2 in

.7 in.8 in

.6 in

1.4 in

6

Typography

Helvetica: BoldA B C D E F G H I J K L MN 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

Because Fluela is based off of the Swiss and International

Typographic Style Fluela uses the font family of Helvetia

Neue. Fluela utilizes 3 main weights, bold, regular, and

light. size, kerning and letting vary throughout Fluela.

Helvetica: RegularA B C D E F G H I J K L MN 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

Helvetica: LightA B C D E F G H I J K L MN 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

8

Stationery System

Fluela

Documents

Transcript of Fluela