Znips London Identity Manual

Znips London
75 Wilton Road, London SW1V 1DE
Telephone: +44 (0)20 7828 6688
Logo
Znips London Identity Manual

This identity manual outlines how to apply the Znips London

identity in the correct and originally intended way. It is
important that everyone involved with the company is familiar
with these guidelines and uses them consistently in every
aspect of communication.
Logo
Contents

Logo
1.1 Logo
1.2 Logo Sizes
1.3 Logo Colours
1.4 Logo Freezone
1.5 Logo Positioning 1
1.6 Logo Positioning 2
1.7 Logo Positioning Don’ts
1.8 Logo Patterns
1.9 Logo Don’ts

Typography
2.1 Authorised Typefaces
2.2 Typographic Basics

Stationery
3.1 Business Card
3.2 Letterhead
3.3 Compliment Slip
3.4 Fax Sheet

Retail
4.1 Signage
4.2 Window Vinyl
4.3 Aprons

Credits & Support

Logo
1.1 Logo
Logo 1.1 Logo

The Znips logo must be clearly visible wherever it is used.

It is essential that the logo is used correctly and consistently
in all media of communication. It must never be redrawn,
modified or enclosed in a box or frame.

The logo should be applied in the authorised colour palette,

in black and white or specified monochrome colours. It should
never be reproduced in any other colour.

When the name ‘Znips London’ is used in addition to the

logo, it should be written in lowercase with initial capitals,
ie: Znips London.

Variations in the use of the logo will undermine the impact

and consistency of the overall design.
1.2 Logo Sizes
Logo 1.2 Logo Sizes

The Znips logo comes in three main sizes. When the

logo is reproduced in small sizes, the lines and the spaces
between the lines could appear too tight. Also when the
logo is reproduced very large the lines will become too thick.
For these reasons three variations of the logo are available.

It is important that the correct logo is used at the correct size,

otherwise printing or display problems may occur.
Small: Used when the width is 40mm or less.

Medium: Used when the width is 40mm or more.

Large: Used when the width is 400mm or more. (Notice above

when printed too small it does not display correctly.)
1.3 Logo Colours
Logo 1.3 Logo Colours

Colour is an integral part of the Znips identity. The logo should Pantone 144
C:0 / M:48 / Y:100 / K:0
always appear in an authorised colour palette. Users must
R:242 / G:141 / B:47
identify which colour should be used for which application.
The palette presents a consistent and recognisable company
image across all media of communication.
Pantone 445
C:5 / M:0 / Y:10 / K:68
Text should be printed in Pantone 445 or black. For laser R:85 / G:90 / B:87
printers and fax sheets black is recommended. The
selected colours can also be used as a solid background,
for headlines and subheadings or as an accent colour
Pantone Cool Grey 5
to highlight important parts of a text. C:0 / M:0 / Y:0 / K:29
R:188 / G:191 / B:195
If it is not possible to print the logo in a 4 colour process
or as individual Pantone colours it is recommended to use
the logo in the specified monochrome colour. Black
C:0 / M:0 / Y:0 / K:100
R:0 / G:0 / B:0
1.3 Logo Colours 1.3 Logo Colours
1.4 Logo Freezone
Logo 1.4 Logo Freezone

Whenever the Znips logo is used close to text or images,

x x
a freezone (or area of isolation) should be kept around the
logo. A certain amount of space around the logo enhances
its appearance and visibility.

This freezone is a guide only and should be used at the

discretion of the designer, taking into account the size and
application of the item being designed.
=x

x Standard logo freezone x

1.5 ­– 1.7 Logo Positioning
Logo 1.5 Logo Positioning 1

Although the logo can be used very loosely, it is important

that some rules should be followed.

Depending on where the logo appears should determine

how the logo is used, for instance on a official document
the logo should be used in a more formal way. The following
pages show various applications of the logo.

it is important that if the logo is used bleeding off the page

that it still reads as 'Znips' and not for instance 'nips'.

Formal use of the logo adhering to the freezone.

1.6 Logo Positioning 2 1.7 Logo Positioning Don’ts

Cropping which does not interfere with the reading of the logo. The logo can be used bravely but do not crop whole letters from the logo.
1.8 Logo Patterns
Logo 1.8 Logo Patterns

The Znips logo can be used as a pattern for decoration.

There are no real rules as such, just overlap the logo elements
until happy with the composition.

Any of the colour combinations can be used but it should be

kept to two colours.
1.9 Logo Don’ts
Logo 1.9 Logo Don’ts

The Znips logo must be clearly visible wherever it is used.

It is essential that the logo is used correctly and consistently
in all media of communication. It must never be redrawn,
modified or enclosed in a box or frame.

Variations in the use of the logo will undermine the impact

and consistency of the identity.

Don’t add effects to the logo.

Don’t stretch or distort the logo.

Don’t rearrange the logo.

Logo

Typography
Logo
2.1 Authorised Typefaces
Logo 2.1 Authorised Typefaces

It is recommended to use the Helvetica Neue family for all

printed matter. Helvetica Neue is a functional and widely
ABCDEFGHIJKLMNOPQRSTUVWXYZ
available font. Within the Helvetica Neue family, two weights abcdefghijklmnopqrstuvwxyz
can be used: Helvetica Neue Light and Helvetica Neue Bold.
0123456789 (.,:?+!#)*”$£%”[\]&@</>
When Znips London appears in a text, it should be written in Helvetica Neue 45 Light 18pt
lowercase with initial capitals, for example: Znips London.

Small variations in the use of the typeface will undermine the

impact and consistency of the identity. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:?+!#)*”$£%”[\]&@</>
Helvetica Neue 45 Light Italic 18pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:?+!#)*”$£%”[\]&@</>
Helvetica Neue 75 Bold 18pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:?+!#)*”$£%”[\]&@</>
Helvetica Neue 75 Bold Italic 18pt
2.2 Typographic Basics
Logo 2.2 Typographic Basics

Always assess the information you are working with and

establish a clear and logical hierarchy. Shown is an example Main Heading
of how emphasis is given through the use of contrasting
weight, colour and / or typesize.
Support Heading
The number of type sizes and different weights used within Paragraph Heading
a document should be kept to a minimum. headings and Lorem ipsum dolor sit amet, consectetuer adipising elituque.
Pellen tesque eros. Suspendisse justo augue, iaculis id,
support headings should always have initial capitals in the
tristi que et, nonummy a, quam. Cras libero metus, rutrude
first word. quis, malesuada quis, euismod a, mi. Vivamus dapibus
erat a enim pulvinar tempus
For standard text use Helvetica Neue Light in 10 point size
and with a 12.5 point line spacing. Do not use indents and Paragraph Heading Two
Lorem ipsum dolor sit amet, consectetuer adipising elituque.
not more than 12 words per line.
Pellen tesque eros. Suspendisse justo augue, iaculis id,
tristi que et, nonummy a, quam. Cras libero metus, rutrude
On formats over DIN-A4 standard text can be set in Helvetica quis, malesuada quis, euismod a, mi. Vivamus dapibus
Light 14 point with a 17 point line spacing. For technical erat a enim pulvinar tempus.
information use Helvetica Neue Light in 7point size with an
8.5 point line spacing. Bullet Points
• Lorem ipsum dolor sit amet, consectetuer adipising aller.
• Elituque ellen tesque eros uspendisse justo augue iaculis
idque agus madra.
• Tristi que et, nonummy a, quam ras libero metupus rutr
ude quis, malesuada quis, euismod iva mus dapi busque
erat a enim pulvinar tempus
Logo

Stationery
Logo
3.1 – 3.4 Stationery
Logo 3.1 Business Card

It is important that the corporate identity is used consistently

across all stationery. There are some simple examples Znips London
shown on the next few pages. Where possible, please use
the templates provided. 75 Wilton Road, London SW1V 1DE
Telephone: +44 (0)20 7828 6688

Shown 100%
3.2 Letterhead Front 3.2 Letterhead Back

Address line one

Address line two
Address line three
Postcode

Dear Sir

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Pellentesque eros.
Suspendisse justo augue, iaculis id, tristique et, nonummy a, quam. Cras
libero metus, rutrum quis, malesuada quis, euismod a, mi.

Vivamus dapibus erat a enim pulvinar tempus. Morbi pellentesque mattis tellus.
Phasellus rhoncus massa ac erat. Aenean est. Nam dapibus pede ut diam. Fusce
rhoncus facilisis mauris. Nunc auctor hendrerit tellus. Morbi dignissim sapien
a erat. Suspendisse potenti. Donec euismod sem non eros. Praesent ut lorem at
urna adipiscing convallis. Nullam quis metus.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Pellentesque eros.
Suspendisse justo augue, iaculis id, tristique et, nonummy a, quam. Cras
libero metus, rutrum quis, malesuada quis, euismod a, mi. Vivamus dapibus
erat a enim pulvinar tempus. Morbi pellentesque mattis tellus. Phasellus
rhoncus massa ac erat. Aenean est. Nam dapibus pede ut diam. Fusce rhoncus
facilisis mauris. Nunc auctor hendrerit tellus. Morbi dignissim sapien a erat.
Suspendisse potenti. Donec euismod sem non eros. Praesent ut lorem at urna
adipiscing convallis. Nullam quis metus.

Vivamus dapibus erat a enim pulvinar tempus. Morbi pellentesque mattis tellus.
Phasellus rhoncus massa ac erat. Aenean est. Nam dapibus pede ut diam. Fusce
rhoncus facilisis mauris. Nunc auctor hendrerit tellus. Morbi dignissim sapien
a erat. Suspendisse potenti. Donec euismod sem non eros. Praesent ut lorem at
urna adipiscing convallis. Nullam quis metus.

Praesent ut lorem at urna adipiscing convallis. Nullam quis metus.

Lorem ipsum,
Name Surname

Znips London
75 Wilton Road, London SW1V 1DE
Telephone: +44 (0)20 7828 6688 Company Registration No: 6756055

Shown 50% Shown 50%

3.3 Compliment Slip 3.4 Fax Sheet

With Compliments

Address line one

Address line two
Address line three
Postcode

Znips London
75 Wilton Road, London SW1V 1DE
Telephone: +44 (0)20 7828 6688

Dear Sir

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Pellentesque eros.
Suspendisse justo augue, iaculis id, tristique et, nonummy a, quam. Cras
libero metus, rutrum quis, malesuada quis, euismod a, mi.

Vivamus dapibus erat a enim pulvinar tempus. Morbi pellentesque mattis tellus.
Phasellus rhoncus massa ac erat. Aenean est. Nam dapibus pede ut diam. Fusce
rhoncus facilisis mauris. Nunc auctor hendrerit tellus. Morbi dignissim sapien
a erat. Suspendisse potenti. Donec euismod sem non eros. Praesent ut lorem at
urna adipiscing convallis. Nullam quis metus.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Pellentesque eros.
Suspendisse justo augue, iaculis id, tristique et, nonummy a, quam. Cras
libero metus, rutrum quis, malesuada quis, euismod a, mi. Vivamus dapibus
erat a enim pulvinar tempus. Morbi pellentesque mattis tellus. Phasellus
rhoncus massa ac erat. Aenean est. Nam dapibus pede ut diam. Fusce rhoncus
facilisis mauris. Nunc auctor hendrerit tellus. Morbi dignissim sapien a erat.
Suspendisse potenti. Donec euismod sem non eros. Praesent ut lorem at urna
adipiscing convallis. Nullam quis metus.

Vivamus dapibus erat a enim pulvinar tempus. Morbi pellentesque mattis tellus.
Phasellus rhoncus massa ac erat. Aenean est. Nam dapibus pede ut diam. Fusce
rhoncus facilisis mauris. Nunc auctor hendrerit tellus. Morbi dignissim sapien
a erat. Suspendisse potenti. Donec euismod sem non eros. Praesent ut lorem at
urna adipiscing convallis. Nullam quis metus.

Shown 50% Praesent ut lorem at urna adipiscing convallis. Nullam quis metus.

Lorem ipsum,
Name Surname

Znips London
75 Wilton Road, London SW1V 1DE
Telephone: +44 (0)20 7828 6688 Company Registration No: 6756055

Shown 50%
Logo

Retail
Logo
4.1 Store
Logo 4.1 Signage

The Znips store environment is a vital piece of the Znips identity.

The following pages show some of the applications the
Znips logo. Please contact Mind Design if you have any queries
and for exact dimensions.

3D signage logo shape made from in metal and powder-coated grey/green.

Logo stripes are made in vinyl and placed onto the cut outer shape.

Znips logo in vinyl placed on a metal plate cut in the shape of the outer shape.
4.2 Window Vinyl 4.3 Aprons

Frosted vinyl pattern with orange vinyl opening times.

Credits & Support

For support and queries please contact Mind Design.

Mind Design
Unit 33a, Regent Studios
8 Andrews Road, London E8 4QN

Telephone: +44 (0)20 7254 2114

Email: [email protected]
www.minddesign.co.uk