CLIENT NAME HERE
Address Line 1,
Address Line 2,
Town,
County,
POXX-2XX
place the logo here
IDENTITY
USAGE GUIDE Use this framework to create your own guidelines.
CONTENTS
Story &Values 01
Vision, Mission & Customer 02
Logo Meaning & Construct 03
Application (Dos & Don’ts) 04
Typography 05
Colour Palette 06
Brand Style: Mood Board 07
Brand Voice 08
Supporting Graphics 09
End
STORY
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sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo conse-
Where you
are now
Where you came from
VALUES
These are your brand values. Briefly define each value so your team understands why it’s important.
BRIEFLY DEFINE
VALUE 1 VALUE 3 VALUE 5
BRIEFLY DEFINE
EACH VALUE EACH VALUE
BRIEFLY DEFINE
EACH VALUE
VALUE 2 BRIEFLY DEFINE
EACH VALUE
VALUE 4 BRIEFLY DEFINE
EACH VALUE
01
VISION
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MISSION
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CUSTOMER
Briefly define WHO your ideal customer is. Include bullet
points or photographs/avatars. Up to you and your client.
Don’t overcomplicate it.
Refer to my Customer Profile if you need help...
02
LOGO MEANING
Provide the story behind how and why it was created and what
the logo represents.
You can include sketches, icons and other visuals to make it clear and more FULL LOGO
interesting for the reader.
CONSTRUCT
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MARK LOGO & MARK TEXT-ONLY LOGO
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consectetuer adipiscing elit, adipiscing elit,
03
APPLICATION
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MEASUREMENT MEASUREMENT
MINIMUM SIZE ALLOWED PRINT MINIMUM SIZE ALLOWED DIGITAL
CLEARSPACE REQUIRED AROUND LOGO
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LIMITATIONS (DoN’t DO THIS WITH IT)
BACKGROUND COLOUR VARIATIONS
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ut laoreet dolore magna aliquam erat volutpat. Ut
04
TYPOGRAPHY
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PRIMARY FONT SECONDARY FONT/S
KANIT - REGULAR PERMANENT PARK ALT
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 123456789
KANIT - MEDIUM AMPERSAND
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
123456789 123456789
KANIT - EXTRABOLD
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ABCDEFGHIJKLMNOPQRSTUVWXYZ nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
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123456789
05
COLOUR PALETTE
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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
PRIMARY SYSTEM
Hex Code: #1e1e1e Hex Code: #2daae1
CMYK: 75 65 60 80 CMYK: 71 14 0 0
RGB: 30 30 30 RGB: 45 170 225
HSB: 0 0 12 HSB: 198 80 88
Colour Tones Colour Tones
100% 75% 50% 25% 100% 75% 50% 25%
Gradient Gradient
SECONDARY SYSTEM
Hex Code: #e47bc5 Hex Code: #Fee440 Hex Code: #9d9d9d
CMYK: 17 62 0 0 CMYK: 3 6 82 0 CMYK: 40 31 31 10
RGB: 228 122 197 RGB: 254 228 64 RGB: 157 157 157
HSB: 318 46 89 HSB: 50 74 99 HSB: 0 0 62
Colour Tones Colour Tones Colour Tones
100% 75% 50% 25% 100% 75% 50% 25% 100% 75% 50% 25%
Gradient Gradient Gradient
06
STYLE MOOD BOARD Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
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aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
07
VOICE
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enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
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“ Example of something
your brand might say...”
PERSONALITY TRAITS
TRAIT 1 TRAIT 2 TRAIT 3 TRAIT 4
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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
08
SUPPORTING GRAPHICS PATTERNS
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ICONOGRAPHY
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09
THANK YOU
