Brand

Manual
Rules and guides for the
design elements of our
brand
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TABLE OF CONTENT

03
Our Logo 10
Monochrome
Our signature is one of our most Monochrome and inverted usage.
visible and valuable assets.

04
Mission and Values 11
Does and Dont’s
What we do and how we do it is an How to properly use our logo brand.
intrical part of our company.

05
Letterhead 12
Brand Pattern
Featured logo on letterhead prints. Exportable brand logo pattern.

06
Photo Treatment 13
Font Pairing
signature blended colour photo Our brand fonts and hierarchy.
treatment creation method.

07
Mock up 14
Social sizes
The logo in the real world. Brand social sizes displays.

08
Logo rules 15
Glossary
instruction based on the master Corporate glossary.
artwork.

09
Colors
Our brand main and secondary
palette.

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1) The general Logo Main Logo

1
/2 x 1
/2 x

At all times you must keep all relationships

of sizes, distances and combinations of
colors within this Brand.

Designing a logo and a visual identity goes

way beyond the free form and artistic side
of what most people think. There is all the
rational part including proportions,
scaleability optical adjustments and
reproduction that has to be thought in
order to create an efficient and well design
logo. The visual design guidelines will
provide this information to ensure that the
brand is used correctly. Here we want to
illustrate the construction or guidelines of
our logo. 1X
1
/2 x 1
/2 x

LOGO CONTRUCTION
CLEARSPACE & COMPUTATION

Our signature is one of our most visible and

valuable assets. Respect it.

Always position the logo for maximum

impact and give it plenty of room to breathe.
This will help to ensure our logo’s visibility
and legibility.

Understanding the clear-space rule is

essential, as it is also the standard for logo
position and scale on most printed commu-
nications. In that regard, the clear space rule
should be maintained as the logo is propor-
tionately enlarged or reduced in size.

We’ve defined an exclusion zone that stops

other graphic elements interfering with the
logotype and make sure the logo is easy to
read.
Proportions, space and size relationships of
all blocks have been carefully developed and
must not be altered, redrawn, embellished
or recreated in any way. An important part of
maintaining a consistent presentation is
keeping a clear space around the logo from
other text, graphics or illustrations.
Crowding the logo detracts from its legibility
and impact.

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MISSION STATEMENT BRAND VALUES

The mission statement describes the Our brand values reflect our core
overall purpose of our organization. ideologies and drive the decisions we
It is about what we do, who we do it make. They act as a reality-check which
for, how and why we do it. helps us to ensure that design,
The mission statement is a clear and photographic and written
succinct representation of why an communications express the unique
organization exists, it sets boundaries character of our Brand. Every piece of
for current activities and serves as a work needs to encapsulate and express
starting point for developing strategic something of each value, and should
vision, defining how we will achieve the not contradict these values under any
vision. circumstances.
These values statements reflect what
we must live, breathe and reflect in all
our daily activities. They are the
guidelines for driving every associates’
day-to-day decision making and are
the tools to help bring the brand to life.

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15mm

15mm 60mm

LETTERHEAD
January 1, 2018
Paper:
Takumi Aikihabara
A4 110g / US (210mm x 297mm) 28 Shibuya Ave.
Tokyo, JP 32814

Font and lines spacing: Dear Mr. Aikihabara,

Montserrat Regular 11pt, Line Height Is reriorum none nist alibus minitis dolor sedicim suntenditae volorem
quundanda qui oditas autecto reperumquis dolorum re, ut aut lautem
16pt accusandi repelles di rem iumquodit quata consequi omnis asped eati nate vel
et et ratquib.

Colours: Pient plia voluptatem quiaspel incipsa ecatiusam, quaepro commo endiatum
lauda simusda simus accatem quatate voluptur sequae nullitium aruntis
Text in Light Grey / Graphics in Oak 15mm maximil lorpos solore, sequaest, te perupicto exero ius verion con restium es 15mm
29
nonsequi tempeli taquam alitatibus ipidunt, quatesciae et explaborem am rem
Buff eumquo consequis alique et re perum sum is sa niendigenit vendesci. Rum non
num lam idisseque la nusciis alitiaectum dolent plabor reribuscim inullique
modi nim eiureic itisquaest quam corem dem invelen ihiliqu aeperitatus eum
est eturem rerum voluptiis aut estiat mos et exeritconemol orruptiorios sequi
Watermark: ratusci undictati tem ium cor ra nectatendi omnihil labora nossit quam volor
4% opacity milloribus maionse sum dellibu sanietu reperisitat omnis dolestisque occusam
ilitatur? Quidebit autet facera.

Pient plia voluptatem quiaspel incipsa ecatiusam, quaepro commo endiatum

Distances: lauda simusda simus accatem quatate voluptur sequae nullitium aruntis
maximil lorpos solore, sequaest, te perupicto exero ius verion con restium es
15mm / 0.6 inches from all borders nonsequi tempeli taquam alitatibus ipidunt, quatesciae et explaborem am rem
eumquo consequis alique et re perum sum is sa niendigenit vendesci.

15mm 15mm

15mm

210mm

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PHOTO TREATMENT
The Blended colour photo treatment Colour Photo
creation method is described as a
generic one, that most of the graphical
software are supporting (i.e.
Photoshop, Illustrator).
- Convert the desired photo to
greyscale
and 50% opacity 1st layer:
- Create new layer above the greyscale Greyscale photo
50% opacity
photo, and set up a blending mode to 2nd layer:
Multiply/Darken. BG color layer
Sometimes the greyscale photo will Blending mode:
Multiply/Darken
require some retouching -
brightness/contrast.
After creating the image, always flatten
the layers before sending, as in some
cases like viewing a pdf file from a web
browser may not show the desired
results, or may appear corrupted.
The result is a
photo with
transparency look

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THE LOGO
3D EXAMPLE IMPLEMENTATION

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Company Logo.

Name, company logo, colours, typeface: these are the pillars of the identity
of the company.

Their characteristics ensure an individual and consistent image of the company

on the market.

The graphic of the definitive logo is very clean, square, linear, essential, strong
and emphasizes the values of the brand.

The logo is a graphic comprised of the wordmark (logotype) and figurative

mark (symbol).

The logo should be always produced from the master artwork.

The only time you should use the symbol alone is on the website or social media
channels where there are other elements to help the user recognise the brand.

The monocromatic version has been specifically designed to meet some specific
printing requirements.

They should not be used in other circumstances.

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THE PRIMARY
COLORS SYSTEM

USAGE :
Primary Colors System
PLEASE USE THIS EXACT COLOR CODES.
REDUCE OPACITY CAN ONLY BE APPLIED
IF APPROVED.

COLOR CODES : 0e2744 COLOR CODES : 0E2276

100% 100%

80% 80%

60% 60%

40% 40%

Brand Color Palette.

20% 20%

Our company colours are professional and modern, expressing who we are.
Alternative colours should not be introduced into the system, or they would reduce the impact of our colour palette.

Please select the most appropriate color for your communication and over time try to use them equally so we don’t
become associated with just one color. You should always try to use the positive (main) version of the logo. However,
when the background is the same colour as an element of the logo you can use the negative version.

The secondary color palette should be used in all communications to live up the brand image. Primary colors are refered
to bran logo identity and the secondary palette is the one apprlied for all supporting content such web, digital, media
and/or print.

THE SECONDARY
COLORS SYSTEM

COLOR CODES : FFFFFF COLOR CODES : 6FB2DF COLOR CODES : 1a2c41 COLOR CODES : cccccc

100% 100% 100% 100%

80% 80% 80% 80%

60% 60% 60% 60%

40% 40% 40% 40%

20% 20% 20% 20%

COLOR CODES : 569092 COLOR CODES : 8D4ABC COLOR CODES : dcd5b9 COLOR CODES : 666666

100% 100% 100% 100%

80% 80% 80% 80%

60% 60% 60% 60%

40% 40% 40% 40%

20% 20% 20% 20%

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INVERTED MONOCHROME
USAGE

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PROPER USE:
Our logo has been carefully designed and DO NOT:
should never be altered in any way. These
examples illustrate how NOT to use the logo,
but do not include all instances of misuse.

DO NOT:
ALTER THE MARKS IN ANY WAY.

REDESIGN, REDRAW, ANIMATE, MODIFY, DISTORT, OR

ALTER THE PROPORTIONS OF THE MARKS.

SURROUND THE MARKS WITH—OR PLACE IN THE

FOREGROUND OVER—A PATTERN OR DESIGN.

ROTATE OR RENDER THE MARKS THREE-DIMENSIONA

LLY.
-
ADD WORDS, IMAGES, OR ANY OTHER NEW ELEMENTS
TO THE MARKS.

REPLACE THE APPROVED TYPEFACE WITH ANY OTHER

TYPEFACE.

ENCLOSE THE MARKS IN A SHAPE OR COMBINE IT WITH

OTHER DESIGN ELEMENTS OR EFFECTS.

MODIFY THE SIZE OR POSITION RELATIONSHIP OF ANY

ELEMENT WITHIN THE MARKS.

ADD ADDITIONAL COPY TO THE MARKS.

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BRAND PATTERN

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FONT Pairing System

Logo Main Pairing : BR Firma Bold

ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890

FONT USAGE
Suggested Complimentary Font for Web and Social Use.

Typography & Font

Fonts Hierarchy

A BCDEF GHI JK L M HEADLINES

HEAD.H1
H1
–>
Font_01 :
Helvetica NOP Q RS T U V W X Y Z

HEAD.H2
H2

ABCDEFGHIJKLM
NOPQRST UVWXYZ HEAD.H3
H3

H4
HEAD.H4

H5
HEAD.H5
–> ABCDEFGHIJKLM
NOPQRSTUV WX YZ
Font_02 : H6 HEAD.H6
open sans

Copy Text Copy Copy Text

ABCDEFGHIJKLM
NOPQRSTUV WX YZ Caption Small Text

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SOCIAL ICONOGRAPHY
Icons are used to complement the visual identity of the brand as well as its written communication,
particularly paper-based and online properties.

SOCIAL BANNERS
Banner size/profile for social Media.

360 px

820 px 312 px

1500 px

500 px
396 px

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GLOSSARY
Corporate Identity the organization (a logotype or wordmark).
A corporate identity is the overall image of a Typeface/Font Family
corporation or firm or business in the minds of In typography, a typeface (also known as font
diverse publics, such as customers and investors family) is a set of one or more fonts each
and employees. It is a primary task of the company composed of glyphs that share common design
communications department to maintain and features. Each font of a typeface has a specific
build this identity to accord with and facilitate the weight, style, condensation, width, slant,
attainment of business objectives. italicization, ornamentation, and designer or
foundry.
Identity Manual
A formal reference document establishing Template
technical and creative standards for a visual A pre-developed page layout in electronic or paper
identity system. Typical standards include media used to make new pages with a similar
descriptions and specifications for reproducing design, pattern, or style.
the logo or logotype stationery system, common
print and web applications and examples of use on Brand
merchandise. Brand is the “name, term, design, symbol, or any
other feature that identifies one seller’s product
Logo distinct from those of other sellers.
A logo is a graphic mark or emblem commonly
used by commercial enterprises, organizations and Palette
even individuals to aid and promote instant public A given, finite set of colors for the management of
recognition. Logos are either purely graphic digital images.
(symbols/icons) or are composed of the name of

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