I. Main elements

4F / CI / Brandbook
I. Main elements
4F / CI / Brandbook / Main elements
The main logotype
Xxx
4F / CI / Brandbook / Main elements
Alternative logotype : for small usage
The empty spaces in the logotype are larger,
for better readability in small size
(Use only if < XX mm high)
4F / CI / Brandbook / Main elements
Do not
1
3
5
2
4
6
1. Do not scale the logo unproportionately.
3. Do not use mulltiple colors inside the logo.
5. Do not use a halo around the logo.
2. Do not move the internal elements of the logo.
4. Do not change logo’s orientation.
6. Do not put the main logo in too small size.
4F / CI / Brandbook / Main elements
The URL
.com.pl
The URL should be represented in this way in every
possible case.
4F / CI / Brandbook / Main elements
The URL / construction
H
Align here
.com.pl
.c
Align here
On the left : guides to give good size and placement
to the logotype in the URL.
.com.pl
In small sizes, use the small version
of the logotype.
On the right : small size version.
4F / CI / Brandbook
II. Logo use
4F / CI / Brandbook / Logo use
Logotype + text / placement & size
H
Align here
To use the logotype at the good proportions,
follow this guide using the height of a capital H of the
text next to it.
WYPRZEDAŻ
4F / CI / Brandbook / Logo use
Logotype + text / placement & size
SALE
Dry
Shoes
Apply the same system for any style of the font use.
4F / CI / Brandbook / Logo use
Logotype + text / distance settings
H
Use the logotype with proper size to apply the good
distance from logotype to text.
ZACZNIJ
WYTRWAJ
4F / CI / Brandbook / Logo use
Logotype + text / distance exceptions
H
S
O
A J
Classic distance for the letters :
Compensated distance for the letters :
BDEFHIKLMN
PRTUVWXYZ
ACGJOQS
For some letters, the distance with the logo has to be
compensated, in order to keep the same ammount of
empty surface in beetween as with the letter "H".
4F / CI / Brandbook / Logo use
Logotype + text / small size use
Align here
SALE
SALE
< 12 pt
Use the optimised version
of the logo for small size
For small size use (<12 pt), the logo is placed differently
and the proposrtions are bigger. Also, it is required
to use the small-size optimized version of the logotype.
4F / CI / Brandbook
III. Font use
4F / CI / Brandbook / Font use
The font : Swiss
Swiss 721 light
Swiss 721 medium
Swiss 721 heavy
Swiss 721 roman ext.
Swiss 721 bold ext.
Swiss 921 regular
Swiss 911 extra compressed
Swiss 911 ultra compressed
The family proposes various styles, some of them have
assigned usages. For non-described situations, the
style can be chosen to adapt best to the situation.
4F / CI / Brandbook / Font use
4 main types of communication
1. Claims
Printed ad
2. Product
Video
SM
Merch.
Packing
Technology
Hangtag
Packaging
On clothes
In shops
Hangtag
Packaging
On ads
Signage
Forms
Stationary
i
3. Departements
4. Formal / informative
4F / CI / Brandbook / Font use
Claims / structure
Proportions :
Use claim text
for ideal height
of body-copy
Xxx
H
H
H
ZACZNIJ.
WYTRWAJ.
NEW COLLECTION
COMING OUT THIS SPRING
IN STORES
Claim :
Swiss 921
Body copy :
Swiss 721 Heavy
4F / CI / Brandbook / Font use / Claims
Claim + body copy proportions
1
2
3
Font size : 40 pt
Interline space : 35 pt
Font size : 40 pt
Interline space : 35 pt
Font size : 40 pt
Interline space : 35 pt
SINCE
20 YEARS,
ZACZNIJ.
WYTRWAJ.
STORE
OPENING
Font size : 9 pt
Interline space : 9 pt
Font size : 12 pt
Interline space : 12 pt
Font size : 16 pt
Interline space : 16 pt
WE CREATE SED UT PERSPIC
UNDE OMNIS ISTE NATUS ERROR
SIT VOLUPT ACCUSANTIUM DOLOR
LAUDANTIUM NATUS ERROR.
The body-copy can have 3 different size proportions
(comparing to the claim).
They can be chosen depending on the context.
The standard version is 2.
NEW COLLECTION
COMING OUT THIS SPRING
IN STORES
1. For longer text quantity, and big size display/print
2. The standard layout, and ideal proportions.
(Can be used in all cases.)
FIRST FLOOR
3. For one-line informative body-copy, for example :
directions / date etc.
(Can also be used in small display/print.)
4F / CI / Brandbook / Font use
Claims / number of lines
ONE LINE
NEW COLLECTION
COMING OUT SOON
IN STORES
There aren't limitations on the number of lines for the
claim. But for ideal use, there should be 1 to 3 lines of
text maximum.
TWO
LINES
NEW COLLECTION
COMING OUT SOON
IN STORES
THREE
LINES
ALSO
NEW COLLECTION
COMING OUT SOON
IN STORES
4F / CI / Brandbook / Font use
Claims / do not
1
3
Zacznij.
Wytrwaj.
NEW COLLECTION
COMING OUT THIS
SPRING IN STORES
NEW COLLECTION
COMING OUT THIS SPRING
IN STORES
OPENING
4
Z
NAMI
ZACZNIJ.
WYTRWAJ.
ZACZNIJ.
WYTRWAJ.
new collection
coming out this spring
in stores
2
5
6
ZACZNIJ.
WYTRWAJ.
NEW COLLECTION COMING OUT THIS
SPRING IN STORES
ZACZNIJ.
WYTRWAJ.
NEWCOLLECTIONCOMINGOUTTHIS
SPRINGINSTORES
1. Do not use low case (capital letters only)
3. Do not change claim/body-copy proportions.
5. Do not change paragraph alignment.
2. When the claim words are too short, leave it on
one line instead.
4. Do not use too long body-copy text lines.
6. Do not change the kerning on text.
4F / CI / Brandbook / Font use
Claims / layout rules / horizontal
1
THREE
LINES
CLAIM
3
ONE LINE CLAIM
THIS IS THE BODY COPY,
IT SHOULD BE USED IN
CAPITAL LETTERS
2
4
ONE LINE
THIS IS THE BODY COPY,
IT SHOULD BE USED IN
CAPITAL LETTERS
ONE LINE
THIS IS THE BODY COPY,
IT SHOULD BE USED IN
CAPITAL LETTERS
1. The standard top layout : aligned on the top-left corner
3. Centered : 1-line option only, can not be used with body-copy
2. The standard bottom layout : aligned on the bottom-left corner
4. Alternative layout : only if the left part does not allow the standard layout.
(photo composition, etc,)
4F / CI / Brandbook / Font use
Claims / proportions on format
X
TWO
LINES
THIS IS THE BODY COPY,
IT SHOULD BE USED IN
CAPITAL LETTERS
When doing layout, be sure that the format allows
enough horizontal space to have good proportions.
(this rule is valid for any number of lines in claim)
Minimum space
on the right of claim
3X
TWO
LINES
THIS IS THE BODY COPY,
IT SHOULD BE USED IN
CAPITAL LETTERS
4F / CI / Brandbook
IV. Color use
4F / CI / Graphic systems / Color use
Logotype color on photos : adaptation
Product color
Tone on tone
Part of the pallette
Standing out
The main rule of color use is to make the logo stand
out and visible, by using contrasted color on the
background. The color choice is not restricted.
Prefered option : product color
Use the product color on logotype, if not visible, use
one of the other options above.
4F / CI / Graphic systems / Color use
Claim color (on photos)
THREE
LINES
CLAIM
THIS IS THE BODY COPY,
IT SHOULD BE USED IN
CAPITAL LETTERS
Standard use on photos :
- White claim + body-copy
4F / CI / Brandbook
V. General layout rules : cases
4F / CI / Brandbook / General layouts / Cases
Case : flyer (promotion)
CLAIM
Swiss 921
size 40 pt
interline 35 pt
WIELKIE
OTWARCIE
24.03.2016
Swiss 721 Light
PROMOTION
Swiss 721 Heavy
size 50 pt
-15%*
DATE
Swiss 721 Medium
size 16 pt
24 - 26.03.2016
ADRESS
Swiss 721 Heavy
size 9 pt
interline : 9pt
ADRESS
Swiss 721 Heavy
size 9 pt
interline : 9pt
Top margin: 7 mm
Sides margin: 5 mm
Bottom margin: 7 mm
GALERIA SŁOWIAŃSKA,
UL. JELENIOGÓRSKA 42,
59-900 ZGORZELEC
The verso has the same color used for the logotype.
GALERIA SŁOWIAŃSKA,
UL. JELENIOGÓRSKA 42,
59-900 ZGORZELEC
INFO
Swiss 721 Light
size 7 pt
* od cen pierwszych
4F / CI / Brandbook / Campaign
VI. Video use
4F / CI / Brandbook / Video
Logo animation
|
Zacznij.
Wytrwaj.
|
|
.com.pl
CLAIM ANIMATION / OPTION 1
Words write and erase themselves.
join us
com.pl
CLAIM ANIMATION / OPTION 2
Words replace each other (wheel system)
whats your excuse ?
#
whats your excuse
HASHTAG ANIMATION
Logo switches into a hashtag
Xxx
# whatsyourexcuse
4F / CI / Brandbook
To be continued...