BRAND GUIDELINES 2017

Transcription

1 BRAND GUIDELINES 2017

2 Working with Agtivation CONTENTS 01 - BRAND PLATFORM 03 - VISUAL SYSTEM Purpose Vision Brand Archetype Brand Platform Color Palette Primary Typography Secondary Typography Overview Photography Guidelines Graphic Elements 02 - BRANDMARK 04 - BRAND ACTIVATION Master Brandmark Minimum Space & Size Logo Placement Logo Misuse Business Cards Letterhead T-Shirt Tradeshow Banner Social Media Website

3 Working with Agtivation: Purpose Statement PURPOSE: We upgrade the online influence of agriculture businesses to make them stand out, attract more customers, and achieve the best possible ROI on the web. Page 1

4 Working with Agtivation: Vision Statement VISION: We strive to make people the world over respect agricultural business owners for the integral part of society that they are with world class web design, development and marketing. Page 2

5 Working with Agtivation: Brand Archetype Brand Archetype INNOCENT Wholesome and wide-eyed; brings renewal, faith and optimism to our lives. Removes everyday worries. Wholeness that comes from inner values and integrity. Page 3

6 Working with Agtivation: Brand Platform BRAND IDEA FORECAST: TRANSFORMA- BRAND VALUES (We value...) VISION KNOW-HOW GREATNESS BRAND ATTRIBUTES (And we are...) STRUCTURED WISE SPECIAL BRAND VOICE (We sound...) METHODICAL DOWN TO EARTH OPEN VALUE PROPOSITIONS (And we propose to...) EXECUTE YOUR PLANS AND DELIVER YOUR ROI. COMMUNICATE IN WAYS THAT ARE EASILY UNDERSTOOD AND VERY VALUABLE HELP YOU CREATE AN ONLINE PRESENCE THAT RIVALS YOUR OFFLINE PRESENCE Page 4

7 Working with Agtivation: Master Brandmark The Agtivation logo is the most visible element of the brand a universal signature across all Agtivation communications. It s a guarantee of vision, know-how & greatness. This is what the master brandmark for Agtivation looks like in full color. The master brandmark consists of two components, 1. symbol 2. wordmark. Below it are examples of other appropriate versions of the logo when the full color version is not available for use. It is intended to be used on lighter backgrounds and images in order to maintain it s legibility. Symbol Another acceptable color option is to reverse the logo out to white on darker backgrounds and images. The logo can appear in black only for black-and-white and grayscale scenarios. Wordmark Black & White Reverse Page 5

8 Working with Agtivation: Minimum Space & Size To ensure that the master brandmark is clearly visible in all applications, surround it with sufficient clearspace free of type, graphics and other elements that might cause visual clutter. The clearspace should be no less than the vertical height of the letter O in Agtivation in the wordmark (X). This distance should always be maintained in order to preserve its prominence. The minimum height of the brandmark is.5 inches, the master brandmark should not be smaller than.5 inches to preserve it s prominence. =X Minimum Height=.5 inches Page 6

9 Working with Agtivation: Placement How to Place the Logo on a Communication Regardless of communication size or dimension, the Logo can only ever be placed in seven locations. This keeps Logo placement simple and consistent, while allowing enough flexibility to accommodate our dynamic graphic system. Please keep in mind the Logo exclusion zone when placing the Logo in a corner. In no particular order, the placement options are: 1. Top left corner 2. Top center 3. Top right corner 4. Bottom left corner 5. Bottom right corner 6. Bottom Center 7. Center Page 7

10 Working with Agtivation: Logo Misuse To maintain the integrity of the Agtivation logo, and to promote the consistency of the brand, it is important to use the logo as described in the guidelines. The examples shown and stated below illustrate the possible misuses of the Agtivation logo that should be avoided at all times. Never stretch neither horizontally or vertically. Never use off-brand colors Do NOT place logo on similar colored or complicated backgrounds No Color Mixing Do NOT add drop shadows Do NOT add gradients Do NOT outline the wordmark Do Not Change Typeface Do NOT rotate the logo Page 8

11 Working with Agtivation: Color Palette Beyond the Agtivation logo, color is the most recognizable aspect of our brand identity. Colors were selected that reflect our down to earth, open and methodical brand voice. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive image or visual story. Note: When using color, always use the color values listed here. They were adjusted for the best reproduction in print and on screen. Green PMS 7729C R 0 G 87 B 68 C 94 M 40 Y 76 K 36 # Blue PMS 7466C R 0 G 173 B 187 C 76 M 9 Y 27 K 0 #00ADBB Yellow PMS 803C R 255 G 233 B 0 C 3 M 2 Y 98 K 0 #FFE900 Gray PMS 425C R 70 G 69 B 71 C 0 M 0 Y 0 K 88 #FFE900 Orange PMS 1505C R 255 G 107 B 0 C 0 M 72 Y 100 K 0 #FF6B00 Wine PMS 228C R 142 G 11 B 86 C 39 M 100 Y 40 K 18 #8E0B56 Page 9

12 Working with Agtivation: Primary Typography Typography is another means by which we establish consistency in branding. Whenever possible the signature typefaces should be used. The signature typeface for Agtivation is Futura, Futura has a broad family, so make use of the small caps, ligatures and other fine typographic elements to distinguish the brand message. Futura can be purchased here: Headlines (Title case, All caps) To provide emphasis in text. FUTURA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< FUTURA BOLD OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< Sub Head (Title case, All caps) FUTURA MEDIUM FUTURA MEDIUM ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< Body Copy (Sentence case, leading is +8 font size) FUTURA LIGHT FUTURA LIGHT OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< Page 10

13 Working with Agtivation: Secondary Typography Headlines (Title case, All caps) To provide emphasis in text. The secondary typeface for Agtivation is Montserrat. Montserrat is to be used when Futura is not available. Under no circumstances should any other typeface be used for Agtivation s digital communications. This is to ensure brand consistency across touchpoints and maximize brand recognition. Monsterrat is a free google font and can be downloaded here: MONTSERRAT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< Sub Head (Title case, All caps) MONTSERRAT REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< Body Copy (Sentence case, leading is +8 font size) MONTSERRAT ULTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*_+?>< Page 11

14 Working with Agtivation: Photography Overview OVERVIEW Photography is a key tool in the Agtivation brand, we use photography to visually depict our brand voice. Specifically, we emphasize a creative style that conveys our desire to express our openness, methodical, and down to earth voice. The Agtivation photography can be placed into four different categories: Portrait, photography with machinery, animal photography, and agricultural landscapes. Avoid the use of images that are strongly generic and impersonal. Instead, choose images that embody strong focus and personal view of the relevant objects and metaphors. Page 12

15 Working with Agtivation: Photography Guidelines PORTRAITS MACHINERY ANIMALS LANDSCAPES Portrait photography should show the ideal Agtivation client in their natural environment. Images should be vibrand, and have warm/gold tones. Photos should be natural and candid and NOT staged. Images of machinery should be bright and vibrant, and also have warm/ gold tones. Images on white backgrounds or images that are not in a rural environment are NOT welcome. Images of farm animals should be in an open and natural setting. Images of animals on white backgrounds or enclosed are examples of photos that we do NOT use in the Agtivation brand. Landscape photography is good to use with text or the Agtivation logo. When selcting images be sure to choose images with a lot of open space, and warm/gold tones. The ideal time of day for most photographs is morning, or afternoon. Never night photography, Agtivation does not allow for dark photography. Page 13

16 Working with Agtivation: Graphic Elements: Circuit Tree We have provided a variety of graphic tools that create a unique look and make us recognizable. These elements shouldn t be combined, but can be emphasized or played down individually to add visual interest and enhance our story telling. The first graphic element that can be used in the Agtivation visual system is the circuit tree. The Circuit tree was created to resemble a tree made out of circuits like a circuit board. This is a way to make a connection of digital technology and agriculture. The purpose of the circuit tree is to bring visual interest to a blank document, or white space. The circuit tree should never be overlayed an image. There are other graphic elements that are allowed to be placed on top of photography, please refer to the following page. For an example of the circuit tree in use, plese refer to the Activation: Letterhead page. Primary Graphic: Note: The value of the transperancy can be brought down to no lower than 10%. This is to allow type of copy to be placed over it and not compete with the type s legibility. Note: The placement of the tree can be in the following positions: center, left (crop tree in half), & right (crop tree in half). There should never be multiple circuit trees in one graphic. Page 14

17 Working with Agtivation: Graphic Elements: Circuit Leaf The second graphic element is the leaf that the Master Brandmark creates in the inside of the a. This graphic element can be used as an extra detail that one can use on a graphic. The top row demonstrates the graphic element that is available to use, the row below are examples of how the element can be used. The color of the graphic element can be changed to any of the colors in the Agtivation color palette. When pairing the graphic elements with photography, it is okay to set the blending mode to Multiply, no other blend modes are allowed on the Agtivation graphic elements. Primary Graphic: Secondary Graphic: Tertiary Graphic: YOU SET THE DEADLINE, WE LL MEET IT. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse YOU SET THE DEADLINE, WE LL MEET IT. Example Example Example Page 14

18 Working with Agtivation: Activation: Business Cards JOHN DOE CEO & FOUNDER T: E: Page 14

19 Working with Agtivation: Activation: Letterhead Page 15

20 Working with Agtivation: Activation: T-Shirt Page 16

21 Working with Agtivation: Activation: Tradeshow Page 16

22 Working with Agtivation: Activation: Social Media Page 17

23 Working with Agtivation: Activation: Social Media Page 18

24 If you are having trouble with anything in this guide, you are missing brand elements from the visual identity, or you are unsure if your communications best repreents the Agtivation brand, please contact

25 Working with Agtivation: Activation: Business Cards JOHN DOE CEO & FOUNDER T: E: Page 14

26 Working with Agtivation: Activation: Business Cards JOHN DOE CEO & FOUNDER T: E: Page 14