JL Design Brand Guidelines

7/28/2019 JL Design Brand Guidelines

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BRAND GUIDELINES | 1

How welook.

BRAND GUIDELINES

VERSION 1.0

JL DESIGN


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2 | BRAND GUIDELINES

JOSEPH LEMONS DESIGNS

SIMPLICITY IS THEULTIMATE FORM OF

SOPHISTICATION.-Leonardo da Vinci


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THIS IS A GUIDE TO THE BASICELEMENTS THAT MAKE UP

JL DESIGN.IT WILL LET YOUGET TO KNOW US BETTER...

Contents

03

10

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09

08

LOGO

STYLE GUIDE

CHECKLIST

TYPOGRAPHY

COLOUR

What is a Brand Identity?

A brand identity represents the values,services, ideas and personality of anorganisation. It is designed to increaserecognition and build perceptions of theorganisation in its chosen marketplace.

This brand identity needs to be graphicallyrepresented and usually includes elementssuch as logos and supporting graphics, colourpalette, typography and photography choicesand can, within its guidelines, use examplesto visualise how a brand should be depictedacross various dierent visual media.

Why we use these guidelines

JL Design needs to manage how itsbrand is represented across all visualmedia in various dierent situations.

The corporate identity system in this

document has been created to full thispurpose and the guidelines herein explainhow to correctly depict and embody ourbrand ethos consistently across dierentapplications and in various markets tomaintain the integrity of JL Design.

This document is availableto download at:www.jlemonsdesign.com

Rationale | ConstructionExclusion Zone | Minimum SizeApplication | Family/Variations

Brand Design Style | Support GraphicsPhotographic Style | Website

Print | Online | Style

Primary/Secondary Palette | Application


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OUR LOGO IS VERY PRECIOUSTO US.WE TOOK OUR TIMEDEVELOPING OUR BRANDSO PLEASE BE NICE TO IT.

THE LOGO-Delightful am I not.

02This is the Minimal version of the logo and is thepreferred version when space is not at a premium in alayout, for example, website graphics and banners.

03This is the stationery version of the logo and is thepreferred version when printing any kind of stationery

01

02 03

01This is the Main version of the logo and is preferred version ofthe logo for all printed collateral including all printed publications,advertising, billboards, posters, yers and product packaging.

Rationale

Our logo was developed to bemodern and future-proof, updatingour public persona and realisingthe design with new techniques.It is a distinctive mark and brandthat seeks to present JL Designas a forward-thinking,professional organisation.

Construction

The graphic element is constructedusing a bold orange circle, reninga strong, bold approach.

The typographic element isdesigned to complement andenhance the logo graphic.The J and the L are integratedinto the circle existing inharmony, it neither dominatesor becomes insignicant.

The supporting typeface andcollateral are clean and minimalistto reinforce our identity as aquality, professional organisation.

Colour Treatment

There is a full-colour optionand a minimal variation shownhere. These logos should beused whenever possible.


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EXCLUSION ZONE, a little elbow room to help us stand out.

MINIMUM SIZE,bigger is better.

Main logos must not bereproduced at a size smallerthan 85 px in height.

Minimal logos must not bereproduced at a size smallerthan 85 px in height.

The minimum exclusionzone margin for all ourcompany logos is basedon the dimensions of thecircle in the logo graphic.With all logos, a clear-spaceof the of one circle mustbe maintained on all sides.When our corporate colouris used behind the logo itmust extend to a minimumof the same dimensionsas one circle on all sides.

On all sides, the exclusionzone should be measuredfrom the farthest edgeof the logo. No element,other than our tagline, mayencroach on this space.

85 Pixels

JOSEPH LEMONS

DESIGN


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WE WANT TO LOOK GOODALL THE TIME,SO TAKETIME TO CONSIDER HOWTO APPLY OUR LOGO.

We dont want to come acrossall doom and gloom,but thereis a right way and a wrongway to present our logo.

01 Space around the logo

Always leave the logo somespace to breathe. Try to usewhite or neutral backgrounds.

02If you have to...

If its unavoidable to sit thelogo on a color or a photo,use the negative logo.

03Not right

Do not rotate the logo.

04Color clash

Do not place the logo on

the wrong colours.

05Not good

Do not use the negativelogo on backgrounds thatare too light or cluttered.

06No thanks

Do not add embellishments likedrop-shadows, embossings etc.to the logo.

01 03

04

05

02


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SAY HELLO TO EVERYONEIN THE FAMILY. IF YOU CANTFIND IT HERE, WE DONTWANT YOU TO USE IT.

Our Company logo existsin both a full color anda minimal version.While the full color optionis the preferred logo, useof either the stacked orlandscape logos should bedetermined according totheir suitability for the layout.

The use of the circlegraphic should becarefully considered andimplemented, and berestricted to supportingpromotional materials. Itis not recommended thatthe circle graphic be usedas the default identier inplace of the complete logo.

There is one full-colouroption of our logo for themain and minimal logos.

There are also optionsavailable for reproductionvarious backgrounds

A stationery versionof the logo is alwaysavailable, for when youare printing stationery.

Full Color Version

Stationery Version

MinimalVersion


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OUR COLOURS DEFINEOUR BRAND.WERE BOLD,BRIGHT AND CONFIDENT.SIMPLE AND TO THE POINT.

Pantone: Warm Red CCMYK: 0.0000 : 0.6667 : 0.8514 : 0.0235RGB: 249,83,37Hex #: F95325

Pantone: 446 CCMYK: 0.1519 : 0.0633 : 0.0000 : 0.6902RGB: 67,74,79

Hex #: 434A4F

Colour Palette // Primary

These are our corporate primary coloursfor our logo, text and headers.

The corporate colour palette includes a bright orangecalled Screaming Orange and a dark grey Color. Colormatching standard Pantone references are includedto ensure accuracy when reproducing the palette.

Also included are the references for CMYK, RGB andHEX Values for consistency across dierent media.Where possible, the logo should be reproduced inthe CMYK colour process. Equivalent colours canbe composed using the RGB and HEX referencesincluded when the logo is to used digitally.


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TYPOGRAPHY IS THEBACKBONE OF DESIGN,GETTING IT RIGHTIS PARAMOUNT.

Typefaces. Print

Our corporate typeface isOpen Sans. This full font familycomes in a range of weights tosuit a multitude of purposes.It was optimised for print,web, and mobile interfaces,and has excellent legibility

Typefaces. Web/Logo

When technology allows for it,google webkit fonts should beused in any web applications.The default font which is used inthe main logo is called Prime.

Typography. Style.

Text for correspondence andpublications should preferablybe set in upper and lower-case,Capitalisation should neverbe used for body text, but isacceptable for headings.

Headline Fonts Logo Font

Body Copy Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!$&@*) 0123456789


Aa Aa// Bold // Bold


Aa// Regular


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Brand Design Style

Taking a direction from the Swiss Style (orInternational Typographic Style) allows usto emphasise and execute a clean, legibleapproach to our extended media and brandsituations. Features include asymmetriclayouts, strong grid-based structure, sansserif typefaces and unjustied body text.Limiting colour use to our corporate palettewill serve to strengthen our brand message.

Photographic Style

As an overall theme for the photographic styleof our brand, we suggest that photographybe medium contrast black and white, so asto strengthen a classic, emotive approach tosupporting visuals. As an alternative, a singlecolour can be used from within the corporatepalette as a replacement for white within theimage, creating a understated duotone look.

All photography used must be of high qualityregardless of whether they are black and whiteor colour. Images need to be clean, crisp, infocus and contain subject matter relevant to ourorganisation. Artistic composition also needs tobe considered to avoid snapshot style imagery.

Support Graphics

Graphic elements derived from the logo are validfor use as stand-alone support graphics providedthey are not used in place of the complete logo.

We do not recommend the use of detailedillustrations or clip art as support graphicsbut rather simple geometric shapes so as notto detract from other layout elements.

Large, distracting banners and graphics (such asribbons and arrows) should not be used as they onlyserve to lessen the quality and values of our brand.

Website

The JL Design website uses a dark grey orwhite background, with Orange /dark greysupporting graphics, black text, and generousamounts of white space. Doing so will ensureconsistency across Our Company brand online.

THATS JUST FORSTARTERS...HERE ISA FEW MORE THINGSYOU SHOULD KNOW.


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A fnal thought.

If in doubt, take a look back through thisdocument, all the answers are there.

We don't ask for much, just a littlelove and respect for our branding.

THIS DOCUMENT MAY BE MADEAVAILABLE IN ALTERNATIVE FORMATSON REQUEST. PLEASE CONTACT JOSEPHLEMONS FOR FURTHER DETAILS.

BEST TO HAVE ACHECKLIST.THEN YOUKNOW THAT YOU HAVEDONE EVERYTHING RIGHT.

JL Design4017 Ridgeway Drive, Harlan, IA 51537

Telephone:(712)-755-2914Mobile:579-4447Email:[email protected]:www.jlemonsdesign.com

The Checklist...

01The Logo

Only use logos that are completeand in an appropriate version,created from original digitalartwork. Please check that youhave respected the minimum sizeand exclusion zone requirements.

02Backgrounds

The logo should not appearon light or cluttered imageswithout being reversed out.

03Graphics

Check that any supportinggraphics or graphic elementsdo not marginalise, obscure oroverpower Our Company logo.

04Typography

Check that our corporatetypefaces have been usedappropriately where applicable.

05Design

Be sure to provide theseguidelines to third parties orcollaborating partners.


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www.jlemonsdesign.com

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JL Design Brand Guidelines