Äppelkärnan brandbook · O2 03/ GOALS AND MISSION LOGOTYPE 04/ principal logotype 05/ secondary...

Äppelkärnan brandbook

O2

03/ GOALS AND MISSION

LOGOTYPE04/ principal logotype

05/ secondary logotype

06/ TYPOGRAPHYprincipal and secondary

COLOUR07/ CMYK,RGB, WEB

08/ colour version09-012/ colour negative version

013/ B&W negative version014/ B&W version

015/ photograpy version

016/ CONSTRUCTION

STATIONARY017/ personal card

018/ letter019/ american envelope

020/ DESIGNER REFLECTION

INDEX

O3

“When you eat an apple, you eat the fruit part of the apple, and then you throw away the core of the apple, with the apple seeds. But what happens if you put an apple seed

into the earth, giving it some water and keep the weeds away? Well, it will grow,

slowly slowly. First you just see a little green stick appearing in the earth, that it grows

more and more, and after a number of years, it has become a big tree, producing

its own apple.”

“Our history only goes back to the summer of 2015. We are all socially conscious peo-ple, mostly with a Christian confession (but also a Muslim), who have a positive view of

their fellowman, and want him/her to get established in the Swedish society with

language, work and personal connection.We would like to put these immigrants into

contact with serious employers, or to help them to create their own businesses.”

“Our goal is not – primarily – to make mo-ney. But we want other people to be able to

make money. ”

ÄPPELKÄRNANgoals and mission

- text extracted from the brief -

O4

LOGOTYPEprincipal logo

This is the principal logotype and it will be used for almost all the formats and surfaces. Except for some occasions specified in the following pages. The logotype is composed of figure and text.

O5

LOGOTYPEsecondary logo

The secondary logotype will be used when the logotype has to be reduced in a small scale, so in these cases, the baseline (Äppelkärnan diakonalt enterprenörskap ek för) can be removed from the principal logotype. Since the incorporation of these elements can disturb the visual overview

of the logo (bad 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 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

1 2 3 4 5 6 7 8 9 0

p r i n c i p a l

GEORGIA for ÄppelkärnanGeorgia - Regular

Georgia - Italic

Georgia - Bold

Georgia - Bold Italic

Verdana - Regular

Verdana - Italic

Verdana - Bold

Verdana - Bold Italic

s e c o n d a r y

Verdana for diakonalt entreprenörskap ekonomisk förening


1 2 3 4 5 6 7 8 9 0

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 1 2 3 4 5 6 7 8 9 0


1 2 3 4 5 6 7 8 9 0


1 2 3 4 5 6 7 8 9 0


1 2 3 4 5 6 7 8 9 0


1 2 3 4 5 6 7 8 9 0

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 1 2 3 4 5 6 7 8 9 0

O6

TIPOGRAPHYprincipal and secondary

Georgia is a serif typeface designed in 1993 by Mat-thew Carter. Georgia shows a number of traditional features of ‘rational’ serif typefaces from around the early 19th century, such as alternating thick and thin strokes, ball terminals, a vertical axis and an italic taking inspiration from calligraphy

Verdana is a humanist sans-serif typeface designed in 1996 by Thomas Rickner,Verdana has a large x-height with wider proportions and loose letter-spacing. The counters and apertures are wide, to keep strokes clearly separate from one another, and similarly-shaped letters are designed to appear clearly different to increase legibility for body text

COLOR GRADIENT

#983C21 +#A8B36C +#6E4D2B

#000000C0 M0 Y0 K100

R0 G0 B0

#983C21C24 M86 Y97 K18

R152 G60 B33

#A8B36CC44 M20 Y68 K4

R163 G173 B108

#6E4D2BC35 M63 Y85 K44

R110 G77 B43

#FFFFFFC0 M0 Y0 K0

R255 G255 B255

O7

COLOURWEB_CMYK_RGB

The colour gradient is the pri-mary colour in the figure on the logotype together with the text

represented in green. In this section, we can see the colours detailed in RGB code used for screen colours , CMYK for printed colours and Web

code (#) for websites.

Important: Pay special attention the colour code depending in which surface the logo will be

used. For example: if we are working on the website make sure the colour font is RGB. However, if we have to print some items use

CMYK.

Black will be used for the text.

O8

COLOURcolour version

O9

colour version

There are three different versions of the negative colour logo.

The version can be used depending on how dark or light the background is. Despite the structure change, the shapes, colours and typography are still the same so there will be no problem to iden-

tify Äppelkärnan organisation. The variations in the logo enhance the graphic code because it breaks the monotony, and beco-

mes a dynamic logo.

color negative versionCOLOUR

w

O10


w

O11



O12

w

B&W negative versionCOLOUR

The white version with black background will be used in prints without colour or with backgrounds

in black or grey tones.Less usual.

O13

O14

B&W version

The black version of the logo will be used to print documents in black and white; for example, press cards or letters. This version is used very of-ten due to it reduces the costs of printing.

COLOUR

O15

photography versionCOLOUR

Version of the logo used on a pho-tographic support. Important; the white circle must have a transparen-

cy of 90% or less.

O16

Logotype composition inside a grid. Used as a guide to place the different elements

(figure, text 1 and text 2)

principal and secondary logoCONSTRUCTION

real scale

50 m

m40

mm

6 m

m5

mm

90 mm

5 mm

20 m

m

73 mm

O17

STATIONARYpersonal card

221 mm

297

mm

60% reduced

O18

STATIONARYletter

10 m

m

10 mm

60% reduced

221 mm

110

mm

5 m

m

70 mm

O19

STATIONARYamerican envelope

The logo design come from the study of the or-ganisation and its needs. I wanted to design a logo able to express the values and the work ca-rried out by the organisation in order to transmit

a direct message to the target audience.The shape of the logo has been changing during the design proces always taking the sugestions from the Äppelkärnan teem into consideration. The logo symbolizes the birth and growth of a seed that has been sown with effort and hard

work.The colours help to emphasise the concept of organically growing. The gradually thick line to a thin line gives a more dynamic composition of the logo. The circle is an inclusive shape, re-presenting the world, which welcomes and takes care of those who are inside the circle, everyone.

DESIGNER REFLECTION

- Júlia Escriu Alberich -

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