Brand+Standards+Manual+Issuu

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2012

Anderson University

Published by Emily Weiland

Pelta identity created by Emily Weiland


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CONTENTS

IDENTITY

SIGNATURE

CONSTRUCTION

CLEARSPACE

MINIMUM SIZE

COLOR

BACKGROUNDS

PHOTOGRAPHY

TYPOGRAPHY

APPLICATIONS

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6

12

22

26

32

36

40

42

46


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IDENTITYPeltas principal business activities are the

development, marketing, and distribution of

athletic-branded performance apparel, footwear,

and accessories for men, women, and children.

Their mission is to make al l athletes better

through passion, science and the relentless

pursuit of innovation.

Peltas identity communicates a strong correlation

b e tw e e n s up e r i o r a thl e t i c p e r f o r m a nc e a nd

superior athletic attire. The brand conveys the

mentality of power, protection, and strength while

simultaneously expressing agil ity and finesse

to compel people to be active and compet e.

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The Pelta signature consists of three components

that combine to create the primary identity for

Pelta. The signature consists of the brandmark,

logotype, and tagl ine. These components are

capable of being broken up to stand alone and

rearranged in the specific ways.

To ensure the consistency necessary to build a

recognizable identity, it is crucial to reproduce

the logo only using the artwork supplied with the

specific guidelines. The signature must also appear

clearly and in the specified colors.

SIGNATURE

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The Pelta signature can also be broken up and

rearranged in specific ways to al low flexibi l ity,

while providing consistency in application. Each

alternative is comprised of either one or more

components shown in the signature.

ALTERNATES

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AlternateLogotype & Tagline

AlternateBrandmark & Logotype


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AlternateBrandmark & Logotype

AlternateBrandmark

AlternateLogotype

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The resizing of the Pelta signature must be

precisely calculated in order to preserve the

intended execution and identity . In order to

resize properly, the signature must increase or

decrease linearly, so each component is directly

proportionate to the other.

The example to the left shows how each element

and space between the elements interact in order

to calculate the proper dimension. Th e tota l area

(width multipl ied by height) of the signature must

first be calculated. Then each elements area within

the signature must be calculated. Each area within

the signature undertakes a specific proportional

role. The signature must be scaled linearly in order

to maintain accuracy.

CONSTRUCTION

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A1

A2

A3

A4

A5

A6

A2+A3+A4+A5+A6= A1

A

F

B

L

T

S1

S2

B= 3.0

C= 1.65

D= 0.29

E= 0.65

F= 0.2

G= 0.2

A= 4.15

A1

A2

A3

A4

A5

A6

6.85+1.2+2.70+.83+.83= 12.45

AREA (W)(H)

FINAL SIGNATURE

BRANDMARK

LOGOTYPE

TAGLINE

SPACE BETWEEN B & L

SPACE BETWEEN L & T

FA= (A)(B)

BA= (A)(C)

S1A= (A)(D)

LA= (A)(E)

S2A= (A)(F)

TA= (A)(G)

(4.15)(3.0)= 12.45

(4.15)(1.65)= 6.85

(4.15)(0.29)= 1.2

(4.15)(0.65)= 2.70

(4.15)(0.2)= .83

(4.15)(0.2)= .83


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The alternates of the Pelta signature must also

be resized accordingly to preserve the intended

construction and identit y. To properly resize, the

alternates must increase or decrease linearly so

each component is directly proportionate to the

other. The example to the left shows how each

element and the space between the elements

interacts. The total area (width multipl ied by

height) of the alternates must be calculated. Then

each elements area within the alternates must

be calculated. Each area undertakes a specific

proportional role. The alternates must be scaled

linearly in order to keep the resizing accurate.

ALTERNATES

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A1

A2

A3

A4

A2+A3+A4= A1

A

F

B

L

S1

B= 2.59

C= 1.65

D= 0.29

E= 0.65

A= 4.15

A1

A2

A3

A4

6.85+1.2+2.70= 10.75

AREA (W)(H)

FINAL ALTERNATE

BRANDMARK

LOGOTYPE

SPACE BETWEEN B & L

FA= (A)(B)

BA= (A)(C)

S1A= (A)(D)

LA= (A)(E)

(4.15)(2.95)= 10.75

(4.15)(1.65)= 6.85

(4.15)(0.29)= 1.2

(4.15)(0.65)= 2.70


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A1

A2A3

A4

A2+A3+A4= A1

A

FL

T

S1

B= 1.05

C= 0.65

D= 0.2

E= 0.2

A= 4.15

A1

A2A3

A4

2.70+.83+.83= 4.36

AREA (W)(H)

FINAL ALTERNATE

LOGOTYPE

TAGLINE

SPACE BETWEEN L & T

FA= (A)(B)

LA= (A)(C)

S1A= (A)(D)

TA= (A)(E)

(4.15)(1.05)= 4.36

(4.15)(0.65)= 2.70(4.15)(0.2)= .83

(4.15)(0.2)= .83

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B= 4.16

A= 0.68

C= 0.78 D= 0.19 E= 3.19

A1

A2A3

A4

A2+A3+A4= A1

A

FB

L

S1

A1

A2A3

A4

.53+.13+2.17= 2.82

AREA (W)(H)

FINAL ALTERNATEBRANDMARK

LOGOTYPE

SPACE BETWEEN B & L

FA= (A)(B)

BA= (A)(C)S1A= (A)(D)

LA= (A)(E)

(0.68)(4.16)= 2.82

(0.68)(0.78)= .53

(0.68)(0.19)= .13

(0.68)(3.19)= 2.17


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Peltas signature should be kept clear of competing

text, images, and graphics to ensure its integrity

and v is ib i l i ty . In order to el iminate distracting

elements, the signature must be surrounded by an

adequate amount of clearspace. The clearspace

should be equal to the size of the cap height in the

signature shown in the example on the right.

CLEARSPACE

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The alternates of the Pelta signature should also

be kept clear of competing text, images, and

graphics to ensure their integrity and visibility.

Each of the alternates should be surrounded by

a specific amount of clearspace. The precise

amount of clearspace for each alternate can beviewed in the following examples.

ALTERNATES

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Clearspace X

X

X

X

XClearspace X


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In order to sustain the visibility and reliability of

the Pelta signature, it is critical to abide by the

minimum size requirements establ ished. The

signature can be scaled down to a minimum of 0.75

of an inch. The measurements extend vertically and

expand from the tip of the brandmark to th e bottomof the tagline as shown in th e example on the right.

MINIMUM SIZE

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Area of

Measurement

Minimum Size

0.75 of an Inch


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Like the signature, each of the alternates

have a specific minimum size requirement to

sustain visibility. The minimum size, along with

the measurement area, varies to facilitate the

individual needs of each alternate. The following

examples show the measurement area andminimum size for each alternate.

ALTERNATES

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Minimum Size

0.62 of an Inch

Minimum Size

0.25 of an Inch


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Minimum Size

0.16 of an Inch

Minimum Size

0.22 of an Inch

Minimum Size

0.25 of an Inch

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The coloration of the Pelta signature and the

alternates is an essential element established to

create a recognizable tone and look for the brand.

Consistency of color in application enhances the

strength of the Pe lta identity. The primary colors

used in the signature and alternates consist ofred-orange and warm grey. The red-orange is used

for the color of the brandmark, while the warm grey

is used in the logotype and tagline.

COLOR

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Warm GreyPANTONE 425 C

PANTONE 426 U

PANTONE DS 326-1C

CMYK 90/75/75/0

RGB 63/86/87

Red-OrangePANTONE 1797 C

PANTONE 1797 U

PANTONE DS 70-1 C

CMYK 10/90/100/0

RGB 220/65/40


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There may be certain applications in which the

principal colors are unable to be utilized. In these

circumstances, the Pelta signature and alternates

can be black, silver or reversed to whit e. Although

they will mostly be seen in black, silver, or white,

the signature and alternates can also be viewed ina variety of colors. In these situations, the color of

the logo must contrast the background to prevent

the loss of visibility and integrity.

ALTERNATES

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The Pelta signature and alternates are only

permitted be used in black and white when placed

on a photographic background. The variation of

photography alters which color version should be

placed on the image. It is important to maintain the

s i g na tur e a nd a l te r na te s v i s i b i l i ty b y c ho o s i nga color with strong contrast to the background. They

should also be placed in an area of the photograph

w i th the l e a s t a m o unt o f c ha o s a nd no i s e . T he

demonstration to the right shows which version of

the signature should be placed on dark background

and which sits better on light backgrounds.

PHOTOGRAPHY

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Pelta typography consists of one typeface, Forza

from the Hoefler & Frere-Jones Foundry. Forzas

large family of varying weights allows it to funct ion

as header along with text. The variety of weights

wil l also provide unity and variety in application.

It is crucial to stay committed to this typeface in

order to create a consistent and strong identity.

TYPOGRAPHY

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Forza

Forza Thin. Slender, Sexy, & Sophisticated

Forza Thin

Forza Light. A Convertible Sports Car

Forza Light

Forza Book. Your Daily Flintstones Vitamin

Forza Book

Forza Medium. The Brains of the Outfit

Forza Medium

Forza Bold. A Glass of Scotch Wiskey

Forza Bold

Forza Black. Meeting the DadForza Black

Forza Thin Italic. The Runway ModelForza Thin Italic

Forza Light Italic. Like a 100% Silk SheetForza Light Italic

Forza Book Italic. The First Kiss

Forza Book Italic

Forza Medium Italic. Seductively High Tech

Forza Medium Italic

Forza Bold Italic. The Black Tuxedo

Forza Bold Italic

Forza Black Italic. QuarterbackForza Black Italic


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Peltas visual identity will come to life in the wide

variety of applications executed by the company.

It is critical to continue the correct use of the

identity in order to apply th e brand successfully.

The following pages will include sample layouts

and mechanics of the stationary to illustrate how

the visual elements wil l come together to create

a distinct Pelta identity.

APPLICATIONS

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1.45"1.26"


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April 30, 2012

Nicolas L. Williams

Antrixal Corporation

316 Caterpiller Road

Orlando, FL 32801

Dear Nicolas L. Williams,

Scenester you probably havent heard of them freegan williamsburg. Fixie leggings narwhal,

sriracha labore mixtape selvage cliche butcher laboris consectetur elit biodiesel magnahlkr.

Brooklyn freegan salvia locavore, deserunt ex squid placeat nulla you probably havent dada

heard of them. Gastropub enim mustache incididunt fugiat. Beard tumblr mustache pinterest.

Est put a bird on it vinyl officia gluten-free. Veniam blog consectetur farm-to-table.Anim took

laborum aute VHS ullamco. Hoodie mcsweeneys cred eiusmod sustainable, dolor occaecatlp

pickled before they sold out.

Cray selvage chillwave odd future american apparel sed anim placeat, keffiyeh magnadelkrm.

Keytar kale chips aesthetic truffaut, nostrud Austin voluptate nulla delectus artisan was too.

Pinterest squid mcsweeneys sriracha, wayfarers readymade hella DIY gastropub occaecated

pickled direct trade vero lomo ad. Put a bird on it tattooed salvia, sed anim before they solde

out sunt mumblecore raw denim tumblr mustache. Mcsweeneys assumenda sriracha, pickledplaceat lomo cosby sweater. Dolore echo park seitan food truck, ea umami sapiente wes eatd

anderson. Tumblr dolor trust fund, cardigan banh mi jean shorts retro assumenda nulla irony

odio sustainable fanny pack. Sunt ullamco quinoa selvage, excepteur art party incididunt asp

mcsweeneys small batch beard freegan forage. Fixie duis iphone aesthetic, godard aliquipln

fanny pack minim.

Sincerely,

Kevin A. Richardson

Chairman, CEO & Presidnet

1020 Hullen Street

Baltimore MD, 21230

Phone: 874.385.9941

Fax: 486.115.3485

[email protected]

www.pelta.com

0.37"

3.73" 3.67"1.09"

0.8"

0.91"

0.83"

Format8.5" x 11"

Signature

1.09" x 0.8"

Return AddressForza Book 8/11.5 pt

Body Copy

Forza Book 8/11.5 pt


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Kevin A. Richardson

Chairman, CEO & President

102 0 Hullen Street Baltimore , M D 2 12 3 0

Phone: 874 .3 85.994 1 F ax: 874 .115.3 4 85

kric [email protected] pelta.c om

0.17"0.28"0.18" 0.59"

0.57"

0.24"

0.21"

0.67"

0.75"

0.58"

0.28"0.3" 2.93"

Format3.5" x 2"

Brandmark

0.29" x 0.24"

Heading

Forza Medium 6/8 pt

Contact Information

Forza Light 8/11.5 pt

Format3.5" x 2"

Logotype

Brandmark

2.93" x 0.75"

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Nicolas L. Williams

Antrixal Corporation

316 Caterpiller Road

Orlando, FL 32801

1020 Hullen Street

Baltimore MD, 21230

0.35"

0.36" 0.85" 1.85"

0.13"

0.13"

0.17"

0.58"

0.56"

0.41"

0.48"

3.24"3.24" 0.47"

FormatNumber 10

Logotype

1.18" x 0.18"

Return Address

Forza Book 8/10.75 pt

Brandmark

0.64" x 0.55"


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