merclain's brandbook
DESCRIPTION
One of the most important things about creating a brand is making sure everything is cohesive. Once a brand pinpoints their values and how they’d like to be perceived, they have to make sure all their touchpoints refer back to these values. What’s of extreme importance is the look of a brand. In order to make sure this stays fairly consistent, brands should have corporate identity guides or brand style guides. These typically go over the do’s and don’ts of using a logo and also shares the colors of the brand as well as other things. Why are these important? Think of a world where the Target bullseye is purple; you’d be very confused. What if McDonald’s Golden Arches were even just a pale yellow? Brand style guides help to maintain a consistent look so that consumers and employees understand the brand. These guides help create uniformity and take a business from being just a company, to becoming a brand. Today, Merclain created their brandbook to show you some identity guides from the past and present that really show how important it is to be precise and clear and in your brand’s look. Many of these go over more than just the visuals and include the values of the brand. This is important because you’ll notice how many of them relate their values back to their logo and colors. Identity guides are truly important when brand building.!TRANSCRIPT
MerclainBrandbook
Ind
ex
3. Logo Variants
4. Logo Spacing
6. Logo Usage
7. Color Palette
8. Font Usage
9. Incorrect Usages
Logo Variants
Merclain
Merclain
Merclain
Standard
Wide
Small
3
Minimum Padding
Logo Spacing
Merclain
x
x
Merclain4
5
Logo Spacing
Merclain
Wide Logo Spacing
Wide Logo Minimum Padding
Small Logo Minimum Padding
Merclain
MerclainAlways follow the exclusion zone rule when positioning the Merclain logo aroundthe edges of a page or when you are combining it with other graphic elements.The ‘exclusion zone’ refers to the area around the logo which must remain free fromother copy to ensure that the logo is not obscured.
Standard Inverse
Black & White
Logo Usage
MerclainMerclain
Merclain
Merclain
Merclain
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Merclain Merclain
6
Color Palette
Primary Color
Other Colors
Variation
#7f297a
#6f277b70% 98% 9% 1%
110 40 124
#933189
#9a3a8e
#a4539b
#973a8d
#b362a3
7
1
1
2
2
3
3
4
4
5
5
6
6
7
7
Logo Font
Print/Web Content Font
Uni Sans Heavy CAPS
Uni Sans Thin CAPS
AILERON FONT FAMILY
Variants:
UltraLight, Thin, Light, Regular, SemiBold,Bold, Heavy, Blackand italic version of each weight
Kerning: -5
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789.,!?%&()[]{}@:;’”_+/-=
Font Usage
MerclainSubtitle/Tagline
8
9
Incorrect Usages
M e r c l a i n Merclain Merclain
DO NOT change the typespacing of the logo
DO NOT overlap orchange the relative sizesof the logo elements
DO NOT place the logoon patterned background
Merclain
DO NOT distortthe logo elements
DO NOT changethe logo colours
DO NOT place a white logoon a pale background
MerclainMerclain
DO NOT changethe fonts of the logo
DO NOT invert thespecified logo colours
DO NOT place the logoon an angle
Merclain
Merclain
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