; Part 1 Brand Identity Guidelines
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Part 1 Brand Identity Guidelines

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									Part 1: Brand Identity Guidelines
Section 1 : Core brand identity elements
1.1   Brand Personality           1.9    Scales (Minimum Size)
1.2   Brandmark                   1.10   Colour
1.3   Logotype                    1.11   Gradient Blue
1.4   W Icon                      1.12   Logotype Artwork Filing
1.5   Brandmark Relationship      1.13   W Icon Artwork Filing
1.6   Brandmark Relationship      1.14   W Icon - Mono & Flat
      (Formats)                          Colour Versions
1.7 Logotype Clearspace           1.15 Typography
1.8 W Icon Cropping               1.16 Unacceptable Brandmarks
1.1 Brand     Our brand identity consists of a set of personality traits that underpin how we engage and
Personality   operate on a day to day basis. Our brand personality is lively, passionate, colourful, family,
              real and honest. By embracing these guidelines we can create a truly unique brand full of life.
              The guidelines are divided into two parts. Part 1: Brand identity. This details
              the brandmark which consist’s of a logotype and W icon. Part 2: Brand identity
              applications. This show’s the brand identity in its key applications.




                  Brand personality:                                   lively
                                                                       passionate
                                                                       colourful
                                                                       family
                                                                       real
                                                                       honest
1.2 Brandmark   There’s a few simple rules for applying the new BIG W brandmark.
                Please take the time to read and understand how each of the elements
                work together in relation to create our brandmark. There are examples of
                applications to use as a guide. Always use the artwork files supplied.
                The BIG W brandmark consists of a logotype and W icon to create a truly
                fresh and flexible brand identity.




                                                                     W icon

                           logotype
1.3 Logotype        The BIG W logotype is unique, it has been designed especially for our new
                    brand identity. For this reason it is important to use the artwork supplied.
                    Never try to redraw or distort the artwork in any way.
                    Use the Spot colour/CMYK as the primary version. The 1 colour version is
                    for 1 colour applications only e.g shopping bags.




    CMYK
    Gradient Blue




    Mono Colour     Pantone® Process Blue
1.4 W Icon   Our 3D W icon is unique, it has been created especially for our new brand
             identity. There is no fixed relationship between the logotype and the icon,
             but there must always be a visual connection between the elements. This
             allows the W icon to be playful, dynamic and flexible.
             Visible relationship. Use a minimum 1/3 contrast between the size of the
             logotype and W icon.




              1/3 X
1.5 Brandmark   There is no fixed relationship between the logotype and the icon, but there
Relationship    must always be a visual connection between the elements. This allows the
                W icon to be playful, dynamic and flexible.
                Visible relationship. Use a minimum 1/3 contrast between the size of the
                logotype and W icon.




                Logotype



                                       W icon
1.6 Brandmark   There is no fixed relationship between the logotype and the icon, but there
Relationship    must always be a visual connection between the elements. This allows the
                W icon to be playful, dynamic and flexible.
(formats)       Visible relationship. Use a minimum 1/3 contrast between the size of the
                logotype and W icon.




                Use the visual brandmark relationships shown above in various formats as a guide when applying our brand identity.
1.7 Logotype   The clear space around the Big W logotype plays a key role in ensuring
Clear-space    that the brand identity is always clearly represented.
               Minimum clear space. No other elements may appear within this space.


                                              1/2 X

                                                        1/2 X


                              =X
                                      1/2 X

                                                        1/2 X




                                              BIG W logotype can be reversed out of a gradient blue backgound
                                              and mono colour specified in 1.11 colour section of these guidelines.
                                              Always use artwork files supplied.
1.8 W icon   Our W icon is playful, dynamic and flexible; for this reason we have
Cropping     allowed dynamic scaling. Cropping the W icon creates flexibility
             and playfulness.
             Visible relationship. Use a minimum 1/3 contrast between the size of
             the logotype and W icon. Until the brandmark has been established in
             the marketplace, the logotype must always be used in conjunction with
             the icon.




                         Using a side cropping               Using a side and top cropping
1.9 Scales       Whilst there is no fixed relationship between the logotype and the icon
                 there is a minimum size in which the gradient version of the brandmark
                 can be used. This allows the W icon to be read easily and will maintain
                 the integrity of the mark.
                 For 3D W icons less than 24mm use the solid outline variations.




(minimum size)
                  24mm




                 CMYK gradient       CMYK gradient        CMYK solid Outline   Mono solid Outline
1.10 Colour   Colour is a really important part of our identity. There is one main brand
              colour and 4 key support colours. All these colours play an important role
              in creating a vibrant and flexible look and feel for our brand.
              Blue is the primary brand colour, the other colours support this colour.
              White is integral to our brand.


              Spot Colour           Gradient Blue


                Pantone®
                Process Blue

               C 100 M 15 Y 0 K0
               R 0 G 138 B 201




                Pantone®              Pantone®            Pantone®              Pantone®
                375                   137                 158                   Rubine Red

               C 45 M 0 Y 100 K 0    C 0 M 35 Y 90 K 0    C 0 M 60 Y 100 K 0    C 5 M 100 Y 25 K 0
               R 153 G 202 B 60      R 252 G 176 B 52     R 245 G 130 B 32      R 226 G 17 B 115




              25% Black             50% Black            75% Black             100% Black
1.11 Gradient Blue   The vibrancy of our new BIG W blue colour has been created using a
                     gradient. The gradient has been designed to allow for ultimate clarity
                     on all materials when applied. It is essential that the gradient is used
                     accurately and consistently. Only the colours specified should be used.
                     Our gradient blue is lively & dynamic with a sense of openess and
                     freedom like the sky.




Blue References



                     In addition to our core colours, we recommend including this range of blue colours. Using the colour references (listed above) in
                     combination with our full colour palette will provide the brand with a fresh, lively and dynamic personality.
1.12 Logotype    The BIG W logotype and W icon have been designed to work together
Artwork filing   to form the overall brandmark. It must never be recreated or distorted
                 in any way. Always use the master artwork files to ensure accuracy
                 and consistency.




                 BIGW_                         BIGW_                       BIGW_
                 SPOT_                         MONO_                       SOLID_
                 GRADIENT                      GRADIENT                    SPOT




                 BIGW_                                                     BIGW_
                 CMYK_                                                     MONO_
                 GRADIENT                                                  SOLID




                 BIGW_
                 BOXED_                                                    BIGW_
                 SPOT_                                                     BOXED_
                 GRADIENT                                                  SOLID_
                                                                           SPOT




                                                                           BIGW_
                                                                           BOXED_
                                                                           SOLID_
                                                                           MONO
1.13 W icon      The BIG W logotype and W icon have been designed to work
Artwork filing   together to form the overall brandmark. It must never be recreated or
                 distorted in any way. Always use the master artwork file to ensure
                 accuracy and consistency.




                 BIGW_W_                   BIGW_W_                     BIGW_W_
                 CMYK_                     MONO_                       SOLID_
                 GRADIENT                  GRADIENT                    SPOT




                                                                       BIGW_W_
                                                                       MONO_
                 BIGW_W_                                               SOLID
                 CMYK_
                 GRADIENT




                                                                       BIGW_W_
                                                                       BOXED_
                                                                       SOLID_
                                                                       SPOT




                                                                       BIGW_W_
                                                                       BOXED_
                                                                       SOLID_
                                                                       MONO
1.14 W Icon                Some applications will require the use of a mono or flat colour version of
Mono colour                the W icon. This allows the W icon to be flexible across all applications.
                           Visible relationship. Use a 1/3 minimum contrast between the size of the
(gradient)                 logotype and W icon.




                           Gradient mono W icon                                    Black   Black reverse




flat colour
Use the flat mono colour
W icon only where CMYK
version cannot be used.

                           Pantone® Process Blue   Pantone® Process Blue reverse
1.15 Typography   BIG W has a confident, clear typographic style. In order to keep our brand
                  applications consistent, only use the specified typeface, Vag Rounded Thin,
                  Light, and Bold. Don’t italise the font, but if you want to emphasise a word
                  or heading, the rule of thumb is go lighter and bigger.
                  Vag Rounded has 4 weights and is available from www.linotype.com




Vag Rounded       VAG Rounded Light                                                         VAG Rounded Thin
                  ABCDEFGHIJKLMNOPQRSTUVWXYZ                                                ABCDEFGHIJKLMNOPQRSTUVWXYZ
                  abcdefghijklmnopqrstuvwxyz                                                abcdefghijklmnopqrstuvwxyz
                  01234567890 ! @ # $ %^>*+/ ? ® &                                          01234567890 ! @ # $ %^>*+/ ? ® &

                  Arial MT Light
                  ABCDEFGHIJKLMNOPQRSTUVWXYZ
                  abcdefghijklmnopqrstuvwxyz
                  01234567890 ! @ # $ %^>*+/ ? ® &

                  Arial is the the alternative typeface for BIG W. This is a sans serif typeface used primarily on documents, letters,
                  powerpoint presentations and all other correspondense created on a pc or MS Word formats.
1.16 Unacceptable   The BIG W logotype and W icon have been specially designed to work
Brandmarks          together to form the overall brandmark. It must never be recreated or
                    distorted in any way. The examples shown illustrate mistakes made
                    when using the brandmark. Always use master artwork file to avoid
                    mistakes and ensure consistency.




                     BIGW
                     Don’t make your own version   Don’t use variations of colour   Don’t create or adjust your own
                     of the logotype or W icon.    for the logotype or W icon.      version of the logotype or W icon.

								
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