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BRAND BIBLE
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BRAND BIBLE
1CALM BRAND BIBLE / CONTENTS
03 / LOGO & USAGE11 / COLOUR PALETTE23 / LOCKUPS27 / PLACING THE LOGO ON A BACKGROUND31 / TYPEFACE & TYPOGRAPHY39 / WRITING CONSIDERATIONS41 / APPLICATIONS
2 3CALM BRAND BIBLE / LOGO & USAGE
CALM LOGO.This section is all about our logo and how you use it. We like it when we see it strong and proud. This will keep you on the straight and narrow and warn you away from mistakes you could innocently make.
The logo is the most visible element of our identity. It is vitally important that when people cast their eyes on our logo, they recognise it.
Apply it consistently, please.
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LOGO CLEAR SPACE.Please use the exclusion zone and ensure it always appears legibly with enough space to breathe as outlined here.
CALM BRAND BIBLE / LOGO & USAGE
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MINIMUM CALM LOGO SIZE. We realise that we sometimes have to squeeze ourselves into tight spots but do not decrease legibility of the logo by reducing it to less than 14mm wide.
14MM
CALM BRAND BIBLE / LOGO & USAGE
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X DO NOT APPLY TEXTURE X DO NOT OUTLINE X DO NOT DISTORT
X DO NOT ROTATE X DO NOT FILL WITH IMAGES
DO NOT. Do not apply texture to the logo.
Do not outline the logo.
Do not distort the logo.
Do not rotate the logo.
Do not fill the logo with images.
If you follow the above rules, you’ll keep the brand police happy.
CALM BRAND BIBLE / LOGO & USAGE
10 11CALM BRAND BIBLE / COLOUR PALETTE
COLOUR PALETTE.The colour palette is a key element to the visual identity. The colours we use and the way we use them will be key for our audience to build some familiarity and recognition.
Yes, we want fame and notoriety and colours are a great way of building this.
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CONTRASTING COLOURS. The logo is flexible, but clarity is always maintained through the use of contrasting colours.
These guidelines will help you ensure it is loud, proud and visually sound.
CALM BRAND BIBLE / COLOUR PALETTE
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CORE COLOURS
CMYK: C60 M40 Y0 K100
RGB: 0 0 0
PANTONE: BLACK 6 C
CMYK: C0 M0 Y0 K0
RGB: 225 225 225
CMYK: C100 M32 Y0 K28
RGB: 0 100 158
PANTONE: 3015 C
CMYK: C92 M0 Y10 K3
RGB: 0 161 210
PANTONE: 639 C
CORE COLOURS.These are our core colours and should be used as a base in most creative, especially when we need to be all corporate.
CALM BRAND BIBLE / COLOUR PALETTE
CMYK: C58 M0 Y13 K0
RGB: 105 198 221
PANTONE: 631 C
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SECONDARY COLOURS SECONDARY COLOURS.These are our secondary colours which can be used to inject some of our vibrant personality when we need to grab people’s attention.
CALM BRAND BIBLE / COLOUR PALETTE
CMYK: C6 M0 Y87 K0
RGB: 250 234 39
PANTONE: 395 C
CMYK: C0 M100 Y0 K0
RGB: 230 0 126
PANTONE: PROCESS MAGENTA C
CMYK: C0 M74 Y100 K0
RGB: 255 103 0
PANTONE: 165 C
CMYK: C100 M72 Y0 K50
RGB: 0 46 98
PANTONE: 295 C
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EXAMPLES OF GOOD PAIRINGS COLOUR PAIRINGS.Here are a few parings that we find pleasing on the eye, as well as some that are not.
CALM BRAND BIBLE / COLOUR PALETTE
EXAMPLES OF BAD PAIRINGS
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COLOUR BLINDNESS. 8% of the male population are colour blind. Astonishing, only 0.5% of the female population are.
Do not pair:
Green & red
Green & brown
Green & grey
Green & blue
Green & black
Yellow & light green
Blue & purple
Blue & grey
CALM BRAND BIBLE / COLOUR PALETTE
22 23CALM BRAND BIBLE / LOCKUPS
LOCKUPS.There are many versions to choose from and we’re sure you’ll choose the right one that suits your needs.
Just make sure placement is correct and the application is legible. We’ve got a lot to say so there are many versions...
24 25CALM BRAND BIBLE / LOCKUPS
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PLACING THE LOGO ON A BACKGROUND. There will be occasions when you will need to place our logo on a supporting image. This is fine, we just don’t like to fight, so please make sure that it is legible.
We’re not afraid of being different. For darker background images use our logo in white. For the lighter background images you have the option to use one of our core blues or black.
CALM BRAND BIBLE / PLACING THE LOGO ON A BACKGROUND
28 29CALM BRAND BIBLE / PLACING THE LOGO ON A BACKGROUND
30 31CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY
TYPEFACE.We use four fonts: Alternate Gothic No 2 for the main headlines and Swiss 721 Light for the body or non-headline copy.
If you do not have, or cannot install the above fonts, Helvetica can be used for headlines and Calibri for body copy or non-headline copy as these are default typefaces.
It is each vendor’s legal responsibility to purchase a licensed version of the fonts before producing final work.
32 33CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY
HEADLINE FONTALTERNATE GOTHIC NO 2
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789@#+?!/&£%:
PURCHASED AT:linotype.com/43162/alternate-gothic-family.htmltypekit.com/fonts/alternate-gothic-no-2-d
BODY COPY FONTSWISS 721 LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789@#+?!/&£%:
PURCHASED AT:linotype.com/1086487/swiss-721-family.html
34 35CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789@#+?!/&£%:
THIS FONT SHOULD BE PRE-INSTALLED ON ALL COMPUTERS.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789@#+?!/&£%:
HEADLINE FONTHELVETICA BOLD
BODY COPY FONTCALIBRI REGULAR
THIS FONT SHOULD BE PRE-INSTALLED ON ALL PCS.MAC USERS CAN PURCHASE AT: myfonts.com/fonts/ascender/calibri/
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LOREM IPSUM DOLOR SIT AMET
STYLECENTRED HEADLINE
TRACKING+20
LEADING1 POINT LARGER THAN FONT POINT SIZE
LOREM IPSUM DOLOR SIT AMET
STYLELEFT ALIGNED HEADLINE
TRACKING+20
LEADING1 POINT LARGER THAN FONT POINT SIZE
KERNINGMANUALIn headlines, some pairs of letters create awkward spaces, so the space between them needs adjusting.
TYPOGRAPHY.What’s our type? Strong, consistent and well arranged across all platforms, obviously.
Please consider line and letter spacing carefully, together with methods of emphasis and hierarchy.
CALM BRAND BIBLE / TYPEFACE & TYPOGRAPHY
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WRITING CONSIDERATIONS.In the rare case that our beautiful logo cannot be used and there is a need for CALM to be typed out then CALM should always be typed in upper case without any full stops, followed by Campaign Against Living Miserably all typed in title case.
CALM BRAND BIBLE / WRITING CONSIDERATIONS
CALM, Campaign Against Living Miserably.
CALM, Campaign Against Living Miserably.
CALM, Campaign Against Living Miserably.
UPPER CASECALM
UPPER CASECALM
TITLE CASECAMPAIGN AGAINST LIVING MISERABLY
TITLE CASECAMPAIGN AGAINST LIVING MISERABLY
UPPER CASECALM
TITLE CASECAMPAIGN AGAINST LIVING MISERABLY
FONTSALTERNATE GOTHIC 2 D
FONTSCALIBRI REGULAR
FONTSSWISS 721 LIGHT
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APPLICATIONS.Examples of the logo positioning on stationary, posters, merchandising and online.
CALM BRAND BIBLE / APPLICATIONS
42 43CALM BRAND BIBLE / APPLICATIONS
BUSINESS CARDS
COMPLIMENT SLIPS
LETTERHEAD
+44 (0) 123 456 7890+44 (0) 123 456 7890
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BACK OF POSTCARD
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FRONT OF LEAFLET
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BACK OF LEAFLET A4/A3 POSTER
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A4/A3 POSTER
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48 SHEET
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6 SHEET
56 57CALM BRAND BIBLE / APPLICATIONS
6 SHEET T-SHIRT EXAMPLES
BADGESPLECTRUMS
58 59CALM BRAND BIBLE / APPLICATIONS
CALMZINE YOUTUBE
60 61CALM BRAND BIBLE / APPLICATIONS
FACEBOOK TWITTER
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