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1
Brand book
Content
1. Intro / page 4
2. Sign / page 62.1 Sign and Logo usage / page 8
2.2 Unalowed use / page 10
2.3 Sign variations / page 11
3.Fonts / page 123.1 Serif / page 12
3.2 Sans serif / page 13
4. Grid / page 14
5. Color / page 165.1 Main color / page 16
5.2 Color palet / page 17
6. VIsual graphics / page 18
7. Mock ups / page 19
4 5AlsterCloud brand book
Clarity
truth
Esteem
Transparancy
Responsibility
AlsterCloud may be an IT company, but everything we do is deeply rooted in our life and company philosophy.
Creating Future – Living Dreams
Creating Future - Living Dreams
The path to this goal is paved with Alster-Cloud most charished values.The one we hold in the highest regard is the appreciation and love for human beings - our team, partners, customers, all of our friends and families and beyond.
Second is the truth that gives us and our customers peace, confidence and strength. Though it lies within us, it lives between us. If we succeed to communicate it clearly we have the foundation to look for solution.
Final choice may be customer’s responsibility, but it is ours to find the right solution, show all the paths to reach it and suggest the right one to take, even if it’s less traveled.
Here, the key is in clarity of our words as a reflection of our thoughts.
Once we understand one another, the solu-tion is at arm’s reach and transparency will empower us to obatin it together.
Proffessional / Fun / inovative / modern / Happy / Young / creative / safe / reliable / honest
Rules given in this book are there to help you use the logo, colors, typography and other parts of the AlsterCloud visual identity.
6 7AlsterCloud brand book
Cloud Water waves
The main idea came from the company name; AlsterCloud.
The design illustrates the main words that define us: clarity, truth, esteem, trans-parency, responsability and fun. It is our main representative.
Sign
Alster, a river in Hamburg Germany, gave us the waves reference. A wave is unstoppable, a force of nature that sweeps over everything in its path, it indicates strength and inevitability.With that it symbolizes the only constant in life - change.We are aiming to be that change.
Cloud is a symbol of eternal possibilities and ideas and is frequently associated with higher thought. Storm clouds may symbolize the lightning flash of inspiration, or the thunderclap of an unavoidable realization.
Cloud and waves are a symbols ofimagination, new fresh ideas and fun.
Made to serve us good, logo must behonored and respected. Here you can find a few rules to help you to do so.
8 9AlsterCloud brand book
Designed to be simple, you can use it for the web and for the print media without any changes or problems.Sign and logo color should always be the main identity color, white and black in black and white print.
Sign and LOGO Usage
The size of it must be proportionaly shrinked or enlarged if needed. It can be used as it is shown on this page.
Color: negative Positive: black and white
The frame around the sign must always be respected. These are the measurments of that frame.
The space between the main sign and the logo should always be in these numbers. It can change proportionaly with the logo and the sign if needed.
Color: negative
Positive: black and white
Negative: black and white
Negative: black and white
W: 26pxH: 28px
W: 9.172mmH: 9.878mm
2.982mm / 8.452px
10 11AlsterCloud brand book
Unalowed usePlease don’t torture our cloud.
Sign Variations
Power Crazy vibes
Great vibrations
Design team Work
Management teamThe Boss
Developers team
These are the variations of the main sign.
12 13AlsterCloud brand book
Fonts
Serif:
Bold Cond
RegularBold Cond Italic
Italic
Medium
BoldMedium Italic
Bold Italic
Minion Pro
ABCDEFGHIJKLMNOPRSTUVWXYZabcdefghijklmnoprstuvwxyz0123456789!@#$%^&*()_+<>?:;”{}.,[]
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum.
Sans serif:
Sans serif: BEBAS NEUE
Gotham Narrow
Thin
Extra Light
Thin Italic
Extra Light Italic
Light
Book
Medium
Bold
Light Italic
Book Italic
Medium Italic
Bold Italic
ABCDEFGHIJKLMNOPRSTUVWXYZabcdefghijklmnoprstuvwxyz0123456789!@#$%^&*()_+<>?:;”{}.,[]
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facili-si. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum.
Black
UltraBlack Italic
Ultra Italic
Gotham Narrow / It should be used for short text passages, titles. Black are allowed only on memorandums or other kind of black and white print. For other design uses only the official identity colors. This is applicable for any type of text.
Bebas neue / For big titles only. Minion Pro / It should be used for texts made for long reading. More for print.
14 15AlsterCloud brand book
Grid
Grid must be honored always, it is there to facilitate current and any design in the future.Columns give you endless possibilities and freedom to arrange text and photo-graphs depending on your need.All text must be aligned inside the grid with the exception: the photos and other identity elements could go outside that grid if needed.The grid has been done by the golden ratio.
A4 format
A3 formatGolden ratio
16 17AlsterCloud brand book
colorR:117 G:197 B:148C:54.72 M:0 Y:54.78 K:0
R:93 G:93 B:93C:61.98 M:53.84 Y:52.96 K:25.66
Main color
Text color
Main color and main text color can be used for any print or web made material.
This is official color pallet, please use it for any print or web made material. Black is allowed only on memorandums or other kind of black and white print.
R:146 G:205 B:207C:41.72 M:3.37 Y:19.06 K:0
R:0 G:169 B:142C:79.07 M:7.86 Y:56.16 K:0.11
R:161 G:236 B:221C:32.94 M:0 Y:18.99 K:0
R:217 G:185 B:235C:14.27 M:28.63 Y:0 K:0
R:175 G:177 B:180C:32.22 M:24.96 Y:23.84 K:0
R:211 G:204 B:195C:16.83 M:15.97 Y:20.57 K:0
R:179 G:198 B:213C:29.39 M:14.41 Y:9.96 K:0
R:136 G:138 B:140C:49.25 M:39.86 Y:38.95 K:3.81
R:153 G:153 B:148C:39.94 M:35.39 Y:38.9 K:1.24
R:255 G:255 B:255C:0 M:0 Y:0 K:0
18 19AlsterCloud brand book
visual graphics
Waves
Straight lines
Signvariations
Visual graphics are made from simple elements in order to fulfill AlsterCloud visual identity.
It shoud never block and make other elements like text or photos unclear.
Mock ups
These are the application examples of the AlsterCloud visual identity.
Bussiness cards
Memorandum and folder
20 21AlsterCloud brand book
Envelope
Usb driveNotebook
Ball pen
Cup coaster
Wallpapers /iphone and ipad mini
22 AlsterCloud brand book
Wallpaper /MacBook Pro
Property of AlsterCloudwww.alstercloud.de
+38111345678+38111345678
Španskih boraca 24v11000 Beograd
Creating Future - Living Dreams
24 AlsterCloud brand book
Version: 1.015. Februar 2014.