Monica Gonzales

2017 Brand book 02 Brand Book brand BRAND MANTRA………………….. 04 BRAND EXPERIENCE……………… 05 CORE LOGOS…...………………… 06 LOGO VARIATIONS...…...………... 07 LOGO USAGE……………………... 08 ACCEPTABLE BACKGROUNDS…. 10 COMMON MISTAKES..……………. 11 COLOR PALETTE…………………… 12 TYPOGRAPHY……………………… 14 advertising SOCIAL MEDIA…………………….. 18 Contents PHOTOGRAPHY…………………… 16 03 Brand Pattrn will provide everything you need for your business that can be considered as a creative pattern. We live by our mission of “simply processes that require selection, by providing a curated selection of patterns, templates, and swatches, allowing you to spend no time sourcing samples and more time developing your product”. Brand Mantra the Brand Mantra 04 Brand Experience Sourcing and developing samples is vital for any business but can also be time and effort consuming. Here at Pattrn, we help and support our clients by providing them with great ease on product development process. Working with Pattrn, we identify and solve problems, and offers take pride of our products that are top quality. Brand Experience lists providers to ease up their business. We also 05 Core Logos The logo merges two main elements – isometric triangles and the Pattrn wordmark set in Megrim regular at 88 tracking. The styling of the isometric triangles illustrates a creative take on the brand’s products of patterns and templates. The right triangle outline subtly reflects the brand’s product of stencils while the color scheme of different orange shades incorporates the brand’s product of swatches. The Megrim type gives an innovative and creative Overall, the logo gives a sleek and modern flair that can be set in bright yellow, white and cordovan brown backgrounds. Core Logos vibes to the sharp edges of the graphics 06 Logo Variations If minimal logo works best with your design and communication envelopes and pieces in-store such as graphics, letterheads, you can occasionally use either of two other variations – the word mark or the isometric icon. Both the variations are rendered available on the brand brown. Logo Variations colors of cautious yellow, white and cordovan 07 Logo Usage 2.69 “ MINIMUM SIZES .32 “ The Pattrn logo should be easy to read and identify. Maintain the dimensions proportionate to .98 “ the overall elements. Keep the minimum lengths of 3.72 “ the core logo and word mark to 1.40 inches. Should the isometric icon be used alone, the minimum length is .57 inches. These guidelines must 1.40 “ 1.40 “ .57 “ Logo Usage be applied across all core and logo variations. 08 X X Logo Usage MINIMUM CLEAR SPACE .50 “ The Pattrn logo should always be kept symmetrical X .50 “ and clean. Keep the logo from getting crowded X by maintaining at least half an inch space surrounding all sides. No other texts, characters, icons, or other elements should overlay within this space. This guideline must be applied across all .50 “ .50 “ Logo Usage core and logo variations regardless of size. 09 Cautious Yellow Acceptable Backgrounds All Pattrn logos contrasting solid must be placed backgrounds in either or over photography. For photography backgrounds, the Light logo should be placed in a way that it would not look cluttered. No matter any styling, it must preserve the brand’s imageries of modernity and and prominent from the background. Dark Adding shadows into the logo is acceptable so that the background will not overpower. Outer shadows should follow the format: 50% transparency | 100% size | 4 pt blur | 42º angle | 10 pt distance. Photography Acceptable Backgrounds sleekness while guaranteeing that it is distinctive 10 Common Mistakes WATCH THE DETAILS 2 1 3 Be careful not to make the following branding mistakes: 1. Don’t squish or skew the logo 2. Don’t use a low resolution version of the logo 3. Don’t resize the logo too small to be read 4 5 6 4. Don’t alter the background colors 5. Don’t shift the orientation of the isometric icon with the background 7. Don’t recolor or convert it to black & white 8. Don’t place the logo on an overpowering background 7 8 Common Mistakes 6. Don’t use a logo variation that has similar color 11 Color Palette FAVORITE COLORS CMYK 67, 66, 70, 78 RGB 33, 28, 23 HEX #211c17 PANTONE 419 C The primary brand colors are inspired from the most commonly used colors of art. Cautious yellow was chosen among the 3 primary colors of red, CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #ffffff PANTONE 7541 C blue and yellow because it gives a sense of vibrancy, creativity and liveliness. Together with the neutral color of white, it empowers the brand with innovation. Cordovan Brown was rendered instead of typical black to also reflect innovation. Color Palette CMYK 9, 0, 96, 0 RGB 244, 239, 13 HEX #f4ef0d PANTONE 395 C 12 CMYK 19, 72, 100, 7 RGB 194, 94, 0 HEX #c25e00 PANTONE 153 C Color Palette CMYK 0, 82, 100, 0 RGB 255, 82, 0 HEX #ff5200 PANTONE 1655 C SECONDARY COLORS The secondary brand colors are inspired from the CMYK 0, 65, 100, 0 RGB 255, 122, 0 HEX #ff7a00 PANTONE 151 C products it offers: swatches. Shades of orange were chosen because of its bright features that is CMYK 0, 36, 86, 0 RGB 255, 175, 59 HEX #ffaf3b PANTONE 143 C CMYK 4, 0, 59, 0 RGB 255, 255, 131 HEX #ffff83 PANTONE 3935 C similar to optimistic attitude and liveliness while maintaining a modern and sleek imagery. These colors can be used on subheadings and highlighted words or phrases only. Color Palette CMYK 0, 36, 100, 0 RGB 255, 174, 9 HEX #ffae09 PANTONE 1235 C 13 MEGRIM Megrim Regular MEGRIM UPPERCASE Typography Megrim Italic The primary brand font is Megrim. This was also Megrim Bold used as the typography for the logo’s word mark. Megrim Bold Italic Use Megrim for any headings. In addition, the standard font for the body of the content is Century Gothic Regular CENTURY GOTHIC UPPERCASE Century Gothic Italic Century Gothic Bold Century Gothic Italic Century Gothic. Use the font that works best with the design, and always be consistent with the format. Typography CENTURY GOTHIC 14 Marketing initiatives Our planned media presence overarches four main channels – video streaming, podcast, social media posts, and activations. advertising As a creative brand, we want to share our business process and products through animations and live streaming. We want to inspire our consumers by sharing designers stories and practices on podcast. We want to be transparent to our clients on what they need to know as a client using social media posts. Lastly, we want to be more involved with the market by activating accelerator, and networking events. pitching, Advertising the 15 Photography Photography is an enormous part of the brand. Pattrn uses different types of imageries that show art elements such as creative patterns, templates, stencils, swatches and even the work space. The brand’s imageries are an opportunity to connect and interact with its consumers to feel inspired, Photography hopeful, and motivated too. 16 17 Examples of Photography TWITTER Mention here how the brand would like to use Mention here how the brand would like to use Facebook channel into your marketing strategy. Twitter into your marketing strategy. What would What would be the voice that you would like to be the voice that you would like to portray using portray using Facebook. Is it for promotional Twitter. Is it for quick promotional content and content and awareness? consideration? Social Media Facebook 18 Instagram Youtube Mention here how the brand would like to use Mention here how the brand would like to use Instagram channel into your marketing strategy. Youtube into your marketing strategy. What would What would be the voice that you would like to be the voice that you would like to portray using portray using Instagram. Is it for storytelling and Youtube. Is it for engagement and DIY projects? Social Media engagement? 19 2017 If ever you have questions, just ask