NATIVE INSTRUMENTS STYLE GUIDE
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1 STYLE GUIDE Rebrand by Andrew Johnson aetherpoint.com Page 1
2 1. INTRODUCTION 2. IDENTITY 3. FOUNDATIONAL GRID 4. THE LOGO 5. LOGO CONTEXTS AND USE 6. ICONOGRAPHY 7. TYPOGRAPHY 8. THANKS Page 2
3 1. INTRODUCTION The Version 1 Native Instruments Brand Guidelines serve as a reference to ensure Native Instrument s Brand and Visual Identity are upheld consistantly across various forms of media, collateral, and products. Native Instruments is leader in audio software and hardware solutions and aims to push the boundaries of technology within its products for the professor and casual music artist / audio designer. Native Instruments strives to communicate and emphasize strong usability, integration, synergy and quality amongst its various cutting edge products and branding collateral. In order to maintain visual consistency for this visual, Native Instruments utilizes a universal grid system. Page 3
4 2. IDENTITY Native Instruments identifies with four main principles of its square. They are: USABILITY - Native Instrument products place an extremely usably tool in the hands of the musicians. In order for creativity flow, products need to be a natural extension of the user and allow of ease of expression. To this this, Native Instrument products inherently have a balance of organization and freedom for musical expression and motif generating. INTEGRATION - Native Instruments products continue to contain a high degree of integration between both hardware and software. In addition, Native Instruments software maintains a high degree of integration. SYNERGY - Native Instruments holds a unique position creating leading hardware and software products. These products work together to great a seamless workflow for any musician. QUALITY - Native Instruments is committed to creating quality hardware and software that lasts while providing precision control and professional sound. Page 4
5 3. FOUNDATIONAL GRID Native Instruments utilizes a very basic underlying grid structure throughout its collatoral and products. The basic square alludes to Native Instruments Integration between products as well as the solidarity of its products. Native Instruments utilizes a flexible modular grid system based around the Golden Ratio. The size of the grid is entirely scalable, while the proportional relationships are locked to the grid. Page 5
6 4. THE LOGO The Native Instruments Logo aims to project each of its four principles visually. A horizontal and vertical version exist to make the best use of space. USABILITY - The design is simple, accessible and distilled geometric form. It alludes to the touchable button of a drum pad or a solid box. INTEGRATION - The notch on the square alludes to connectivity and modularity of Native Instrument s many products. SYNERGY - The square form is reusable and plays a visual role in Native Instrument s individual product branding. The square can make up part of a whole. QUALITY - The stripped down, proportionate logo maintains visual order and precision. Page 6
7 4. THE LOGO: Proportions Both the logotype orientations rely on their foundational gridsystem of whole and continuing 1/2 proportions. Page 7
8 4. THE LOGO: Colors While the Native Instruments Logo is typically is color agnostic to maximize its universality, it has a set of brand colors that can be applied when beneficial to the brands specific context. #F7D72F C=60 M=0 Y=0 K=0 C=0 M=13 Y=100 K=0 C=71 M=66 Y=64 K=73 #7CC6F2 # #F1F1F2 C=0 M=0 Y=0 K=5 Page 8
9 5. LOGO CONTEXT AND USE In order to maximize it s impact, proper space must be given to the logotype. Leave proportionate negative space around the logotype to allow it to breathe. Native Instruments imagery should emphasize professional musical artists having fun but also crafting their sounds easily and creatively. Page 9
10 6. ICONOGRAPHY In order to maintain visual brand parity, Native Instruments utilizes a very specific type of iconography within and between its main and sub brand logotypes. When representing sub brands, the Native Instruments logo always takes a 2x propotional precidence over its sub brands. Page 10
11 6. ICONOGRAPHY Native Instruments has several sub brands which are also visually cohesive to the same grid system and proportions for the main Native Instruments logotype. MASSIVE MASCHINE KONTACT REAKTOR TRAKTOR KOMPLETE Page 11
12 6. ICONOGRAPHY The sub brands can also stand alone for use in their respective products. Both solid and outlined version are provided for various uses. Page 12
13 7. TYPOGRAPHY Native Instruments uses the family Geogrotesque for its type. The two font intermediate wieghts speak to Native Instrument s high degree of sophistication: Geogrotesque Semibold (12pt) Geogrotesque Light (12pt) Leading, while not specified for body copy, must remain consistant with the overall designs grid system. Headers also should utilize a proportionate scale and utilize Geogrotesque Semibold. Heading 1 (36pt) Heading 2 (24pt) Heading 3 (12pt) Native Instruments uses Geogrotesque light for the logo. Page 13
14 8. THANKS Professor Farrier Professor Bowden Professor Roberts Professor Currier Alain Montes Page 14
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