WINDFALL AUSTRALIA Brand Guideliness 2010

Transcription

1 WINDFALL AUSTRALIA Brand Guideliness 2010

2 Table of Contents Overview Logo Inspiration Toolkit Brand Mark Logo Variations Clear Space Usage on Backgrounds Secondary Graphics Photography Typography Colour Palette Applications Stationery Wallpapers Signature Powerpoint Template Downloads Help

3 Overview Bringing the Windfall brand identity to life These guidelines explain how to apply the Windfall brand identity in a consisten and inspiring way. Use them to stimulate new connections with customers and play your vital part in enhancing the brand.

4 Logo Inspiration & Brand Philosophy Logo Inspiration The Windfall logo is fundamentally influenced by two instances of classical art: the Roman Pantheon and the Greek pottery red-figure technique of Onesimos, the Brygos Painter and the Oedipus Painter.

5 Logo Inspiration & Brand Philosophy Red-Figure Pottery Between the beginning of the sixth and the end of the fourth centuries B.C., black- and red-figure techniques were used in Athens to decorate fine pottery while simpler, undecorated wares fulfilled everyday household purposes. The geometric ornaments used in decorating kylix (red figure cup) borders, reminiscent of the early pottery motifs used to illustrated the wealth of their owners, have been the inspiration behind the Windfall logo. The resulting symbol is a subtle memento of affluence and influence, as well as a nod to the mathematical precision and Pythagorean beauty of Greek art. At the very core of the Windfall philosophy one will indeed find a passion for measurable precision, respect for traditional values and a sophisticate simplicity of execution. Oedipus and the Sphinx, interior of an Attic cup, c BC from the socalled Oedipus Painter; currently in the Vatican Museum.

6 Logo Inspiration & Brand Philosophy The Pantheon, Rome The Pantheon is considered to be one of the greatest architectural structures of ancient times. The second dome ever to be built, it measures 43 meters in diameter and it does not use central pillars for support. It is entirelly a masterpiece of design and science, making use of a massive foundation, light construction materials, a coffered structure, hidden spaces to lighten the stress on the foundations and brick arches to direct the weight of the dome to the walls rather than the centre of the construction. Although the temple is dedicated to all Greek gods the scale and size of the temple emphasised the power and glory of the Roman empire. Originally built in 27 BC by emperor Agrippa, the Pantheon was destroyed in a fire in 80 AD. Rebuilt in 125 AD by Roman emperor Hadrian, the Pantheon is one of the oldest standing structures in Rome today. During the Renaissance, the Pantheon was used as a tomb for many members of the arts. Such artists as Annibale Carracci and Raphael were buried in the Pantheon.

7 Logo Inspiration & Brand Philosophy

8 Toolkit Toolkit 1. Brand Usage & Variations I. Brand Mark II. Variations III. Clear Space IV. Usage on Photography Backgrounds 2. Secondary Graphics 3. Photography 4. Typography 5. Brand Violations

9 Toolkit: The Brand Mark The Brand Mark The Windfall brand mark identifies the brand, displaying an image that is uniquely strong, credible, and relevant. Brand Mark Elements The brand mark combines two of the most important visual elements of our overall brand expression: the wordmark and the seal. The diagram, to the right, illustrates the recognisable graphic features that make the logo unique. Position, size, color, spatial relationship, and proportion of the logo elements are predetermined and should not be altered. Whenever possible, use the PANTONE MATCHING SYSTEM (PMS) version of the brand mark. The Pantone version consists of a 1-color configuration and is built with Windfall Black (PMS Process Black). The Windfall logo is flexible enough to appear on dark or light backgrounds. The preferred background colors are black or cream / offwhite.. Black will always be the background color in print advertising and cream will always be the background color on business papers (e.g., business card, letterhead, etc.).

10 Toolkit: Logo Variations Process Black PMS 7500 C Logo Variations Due to any number of constraints, challenges may arise when applying the Windfall brand mark. To provide the greatest degree of flexibility, a suite of logos has been created to satisfy a variety of reproduction methods. These versions are only to be used in the event that using the main logo is not an option. The colors used for the logo variations may only be as specified in this document. PMS 420 C

11 Toolkit: Clear Space Clear Space Clear space is the area around the brand mark that should be free of all other text and graphic elements. The clear space around the Windfall brand mark is determined by the distance, 2x, a unit of measurement surrounding each side of the logo. The measurement x equals the height of the wordmark as shown in the diagram to the left. 2x A minimum clear space requirement has been established to ensure the prominence and clarity of the Windfall brand mark. x 2x

12 Toolkit: Usage on Photography Backgrounds Photography Backgrounds When using the logo on top of a photograph make sure to apply a Windfall Black or a Windfall Cream background between the logo and the image. This will ensure maximum visibility for the brand.

13 Toolkit: Secondary Graphics Secondary Graphics In addition to the brand mark, color and typography, a secondary graphic element has been developed: The Seal is a graphic device that defines the layout of print ads and potentially web displays and print collateral. It can be used with or without the inner circle, as well as a watermark, as depicted above. The colour can be changed to suit the context.

14 Toolkit: Secondary Graphics Patterns The Pound element of the Windfall mark can be used to form a pattern, as depicted here. This pattern can be used in black only and primarily for slide backgrounds or spot UV effects. See the Advertising section for appropriate usage.

15 Toolkit: Photography - Backgrounds Photography Selection and Usage The photographs selected for the Windfall brand represend tradition, affluence or both. They are predominantly black & white or desaturated to various degrees. The style is abstract and creative cropping is encouraged.

16 Toolkit: Photography - Accent Download Brand Photographs All Windfall photographs are available for download from the Windfall Brand Portal: Please note you will require a login and password to access the downloads area.

17 Toolkit: Typography The Windfall typography The Windfall logotype is based on the writing on Trajan s Column (Italian: Colonna Traiana), a Roman triumphal column in Rome, Italy, which commemorates Roman emperor Trajan s victory in the Dacian Wars. It was probably constructed under the supervision of the architect Apollodorus of Damascus at the order of the Roman Senate. It is located in Trajan s Forum, built near the Quirinal Hill, north of the Roman Forum. The inscription at the base of the column in finest lettering reads: SENATVS POPVLVSQVE ROMANVS IMP CAESARI DIVI NERVAE F NERVAE TRAIANO AVG GERM DACICO PONTIF MAXIMO TRIB POT XVII IMP VI COS VI P P AD DECLARANDVM QVANTAE ALTITVDIN IS MONS ET LOCVS TANT<IS OPER>IBVS SIT E GESTVS Translated, the inscription reads: The Senate and people of Rome dedicate this to the emperor Caesar, son of the divine Nerva, Nerva Traianus Augustus Germanicus Dacicus, pontifex maximus, in his 17th year in the office of tribune, having been acclaimed 6 times as imperator, 6 times consul, pater patriae, to demonstrate of what great height the hill [was] and place [that] was removed for such great works. This inscription on the base of Trajan s Column is often regarded as one of the best models of the Imperial Roman alphabet. What was so special about the Roman s inscriptional lettering? The Romans who did not invent the idea of the alphabet were the first to put serifs on their letters. It is speculated that the serif s origin was a result of applying a brush to the stone before it was carved. Trajan s Column, and samples like it, would go on to influence the development of the Roman alphabet, and later typeface design, for the next 2,000 years. With such a history, the Windfall typography aims to conveys tradition, class and leadership.

18 Toolkit: Typography The Windfall Font Families The Windfall font families on this page are the primary typeface for all of the brand communications. Book Antiqua is to be used for print, web, signatures and presentations alike. NOTE: The word Windfall in the brand mark is artwork, and should not be replicated as text.ould not be typed as text. Logotype: Trajan Pro Regular abcdefghijklmnopqrstuvwxyz Headings: Book Antiqua abcdefghijklmnopqrstuvwxyz pt abcdefghijklmnopqrstuvwxyz pt Body Text: Book Antiqua abcdefghijklmnopqrstuvwxyz pt abcdefghijklmnopqrstuvwxyz pt

19 Toolkit: Colour Palette CMYK: RGB: PANTONE: Process Black CMYK: RGB: PANTONE: 7500 C CMYK: RGB: PANTONE: 201 C Primary Colour Palette The primary colors of the Windfall color palette are strong and straight forward. They represent the core of the brand using a minimum number of colors. The consistent representation of these core colors help reinforce the distinctiveness of the Windfall brand.

20 Toolkit: Colour Palette Expanded Palette CMYK: RGB: PANTONE: Process Black CMYK: RGB: PANTONE: Cool Gray 11 C CMYK: RGB: PANTONE: Cool Gray 3 C CMYK: RGB: PANTONE: 5415 C An expanded color palette is available to extend the Windfall brand personality beyond the cream and the black, and to allow flexibility in brand communications where either regional, cultural or product distinction is warranted. While the use of multiple values of one color is encouraged, the use of multiple colors is not. Use only one or two different colors per application, and make sure one color dominates, with the other color used as an accent color. CMYK: RGB: PANTONE: 7500 C CMYK: RGB: PANTONE: 402 C CMYK: RGB: PANTONE: 404 C CMYK: RGB: PANTONE: 534 C CMYK: RGB: PANTONE: 201 C CMYK: RGB: PANTONE: 199 C CMYK: RGB: PANTONE: 202 C CMYK: RGB: PANTONE: 550 C

21 Applications: Stationery Stationery The Windfall stationery features a centred logo and address block; the business cards also feature the name blind-stamped on back of the card. Office versions of the letterhead are available for download from Windfall s brand portal.not be typed as text. Darr en B eale Managing Director Windfall Australia Pty Limited M: db@windfallaustralia.com.au Level 29 Chifley Tower 2 Chifley Plaza Sydney NSW 2000 T: F: windfallaustralia.com.au

22 Applications: Wallpapers Wallpapers Windfall-branded computer and iphone wallpapers are available for download from the brand portal. There are versions available for most screen resolutions.

23 Applications: Signature Signatures HTML signatures can be downloaded from the brand portal. Please use only black in your signatures.

24 Applications: Powepoint template

25 Downloads The Brand Portal All Windfall logo files, document templates and photography are available for download from the Windfall Brand Portal. Please note you will require a login and password to access the downloads area.

26 Help For any enquiries regarding the Windfall brand and its applications please contact Limeshot Design: T: M: E: creative@limeshot.com Care for your brand. It s alive. A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures - Michael Eisner, CEO Disney