MANUAL
Elements of corporate identity
Mark and logo
Combination type logo, contains a graphic image and typographic lettering of the name. It is allowed to use them separately, but if space allows, it is better to use a composite unit.
Descriptor
The descriptor is a textual short transcript of the company’s business scope. The indentation from the logo when applying the descriptor should be a quarter of its height. The descriptor can be placed either in the composition block with the logo or separately from it. The indentation of the typeface is one-quarter of its height.
Free zone
Conservation area – the space around the logo that is free of graphics and text. The free space helps to fix attention on the logo and break up the carrier space into zones. Depending on the type of media, the logo can be the centerpiece, or it can be an additional element. In the latter case, the logo’s job is to indicate authorship, not to center attention.
Minimum size
You should not use a logo in a size smaller than the brandbook specifies. It blurs the recognizability of the sign.
Logo placement
When the logo should be placed on a colored background, an example for which is not in the brandbook should choose the most contrasting shade.
Placement on company colors
Most often, the logo is placed on black, white, and against a background of company colors. For these cases, standards are prescribed in the brandbook.
On company colors and on black, the logo stays white, on white, the logo is reflected with company colors.
Corporate identity
Corporate colors
The signature color consists of a gradient. It’s built on 3 shades:
- moderate dark purple;
- bright crimson;
- bright yellow.
Animated strip
The stripe adds dynamics to the logo and helps outline the edges of the logo.
Corporate fonts
The branded font is Segoe UI. It refers to both the humanistic grotesque and the CA sign of the site, as it is used in many Microsoft products. People subconsciously trust recognizable images and symbols, and choosing Segoe UI is a plus for the site.
The font is sans serif, which makes it easier for visitors to understand the text and prolongs their time on the site.
Segoe UI
abcdefghijklmnopqrstuvwxyz
ABVGDEYOJZIJKLMNMNOPRSTUFHTSHCHTSHCHSCHYYYA
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abvgdeyojzijklmnmnoprstufhtshchtshchyyya
1234567890!@#$%^&*()
1234567890!@#$%^&*()
Segoe UI Bold
abcdefghijklmnopqrstuvwxyz
ABVGDEYOJZIJKLMNMNOPRSTUFHTSHCHTSHCHSCHYYYA
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abvgdeyojzijklmnmnoprstufhtshchtshchyyya
1234567890!@#$%^&*()
1234567890!@#$%^&*()
Standards for writing materials
Font: Segoe UI Bold, Segoe UI Regular
Typeface: body text – 20pt, headings – 60pt
Line spacing: 30pt
Letter spacing: 0
Pattern development
The basis of the corporate font is the crowned letter “O”. The crown is a reference to the positioning of COLORO, an agency that creates royal brands
Character creation
3D character KOLORO – Kolorombo. It’s the letter “O” come to life. Before we started modeling, our designers drew a couple dozen sketches with him to reflect different situations with the character.
Kolorombo is inquisitive and curious, he loves to learn new things and share his knowledge, on the site he is found in articles, services and on the homepage.
The character on the paraphernalia
We have created some character prints that are suitable for putting on t-shirts, mugs and stationery.
Slogan
The call “KOLOROnize” – inspires you to become part of the family of satisfied and successful KOLORO customers.
Corporate identity
Staff photo
All employee photos are taken on a black background and processed in a program that gives the image the look of an oil painting.
Animation of corporate identity elements
Logo animation
Dynamic identity can increase dwell time on the website and add more meaning to the corporate identity.
You can order the creation of a dynamic identity for your brand at KOLORO.
Character animation
The 3D modeling of the character makes it easy to animate him or her.
Design of company documentation
Business cards
The business card is as simple as possible with few elements. Each one features a photo of the manager, which works on a subliminal level, adding to the company’s humanity.
Commercial offer
We made two variants of the commercial proposal layout for paper and electronic version. The CP consists of:
- cover page;
- KOLORO benefits pages;
- list of services provided;
- final website with CTA contacts.
Presentation
A unified presentation consists of:
- cover page;
- KOLORO benefits pages;
- competency information;
- cases from the portfolio (slide + text or a set of slides);
- final website with CTA contacts.
Design of corporate letters
We needed to collate some templates for the emails.
- Letter for general mailing, sent once or twice a month.
- A letter of congratulations.
- KP letter.
- A template letter for business correspondence for account managers.
Conclusions
A brandbook with unified corporate identity elements helped speed up the company’s work and reduce time wasted on typical tasks.
You can order a brandbook and corporate identity development in the branding agency KOLORO. Make the most of your time, and trust the design to us.
