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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