perspective brand identity guidelines

Brand Identity Guidelines

Core Messages

BRAND IDENTITY GUIDELINES 2012

Does the world need another gym food brand?

It is an interesting question, and it has only one answer. No. There enough brands creating protein bars, healthy wraps and food replacement shakes.

But we don’t just produce food. We need to stand out, be different and offer the consumer a genuine choice. A better product, yes, for sure. A better experience, definitely.

We offer a new life style.

Our products make the consumer’s lives easier and better.

B R A N D E S S E N C E


What do we offer?

Perspective offers people the chance to look modern and stylish while maintaining a healthy lifestyle.

We portray the man as a whole, in all aspects of his life. He is an athlete, but he also has an important job, and needs to look smart and sophisticated both at work and during leisure time.

T A R G E T A U D I E N C E


Brand Values

We also established a set of values that are distinctively Perspective, which reflect our strengths and future ambitions.

‘SIMPLICITY’ - We strive to ease and simplify the your life while satisfying your needs.

‘PERFECTION’ - It is possible. We want to fit perfectly in your life, and make it better.

‘SMART’ - Our products are designed around insight into your needs, spoken and not.

‘AMBITOUS’ - We look ahead (towards the future) to find innovative ways to improve our services/products and thus your life.

B R A N D A T T R I B U T E S


A new way to look at food.

A new way to look at well-being.

A new way to look at the world.


A new way to look at...

food...

We present food from a new perspective. The food is healthy, but all gym food is healthy. Our food tastes magnificent, but that is not enough. We believe that food must look stunning too!

well-being...

Today’s life style does not promote well-being. One has to make an effort to include physical exercise in his daily routine. But still that is not enough. It has to be supported by healthy food. Eating healthy leads to well-being.

the world...

There is a vast difference when you look at the world while maintaining a healthy lifesstyle. Just look at it from Perspective’s point of view and see a new side of life.


How do we communicate?

T O N E O F V O I C E

What is Tone of Voice?

Tone of voice means how we say what we say. The words we use send signals about us – they show our audience what we represent as a brand and helps them to understand what we stand for. The way we talk as a brand is as important as the way we look.

Why is it important?

The words we use reflect our personality, so the more consistently we use them the more coherent our brand will be.

How we use Words

Our tone of voice stems directly from our positioning and our values – they help guide us in what we write.

Our Tone of Voice style

DETERMINED, CONFIDENT and SINCERE

We have a sense of self belief; we are direct and accurate in what we say but we always display a sense of modesty. We don’t need to use excessive exclamations or gushing descriptions.

We are straightforward and authentic. We don’t use complicated jargon and abbreviations that no one understands. We give clear and decisive directions with what we describe, we are respectful of others – we try not to assume.

WE ARE NOT

Intimidating, Arrogant, Complicated and Cold


Contents

Visual Identity

— The Logo

— Logo - Variants

— Logo - Black and White Variants

— Logo - Application and Website Variant

— Logo - Negative Spacing

— Logo - FOR MAN

— Logo - Exclusion Area

— Logo - Positioning

— Logo - Misuse

— Colour Palette

— Typefaces – Title font

— Typefaces – Copy font

Applications

— Logo Applications

— Stationery

—


Visual Identity


Basic Elements - Overview

logo

headline font

Walkway

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Here is a snapshot of all the elements that make up our brand. Each element has a specific role and is related to the other elements.

colour palette

body font

DINABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@%&()”?


This is our logo. It has been specially created and is unique to PERSPECTIVE. It will appear on every piece of communication by our company.

To ensure it communicates to its best, the following pages outline the several guidelines to observe.

symbol

logotytpe

T H E L O G O

strap linebox


Logo - Variants

This is our main logo, and it is to be used on all our products, official merchandise and communication.

Only this version of the logo can be used by those who do not make up our company.

This version of our logo is created to be used when a white background is not effective to maximise the impact of our logo.It is mainly to be used on digital forms of media.

It is not be used by any others than official representatives of PERSPECTIVE.

In essence we have two logo variants.

They are used depending on the colour of the background they are paced on.

We have outlined in the following pages when and how to use the logo.

ColdBlack on a White background White on a ColdBlack background


Logo - Black and White VariantsWhen it is not possible to reproduce our logo in full quality colour, we have the one colour versions;

Black placed on a White background, and White placed on a black background.

We really like our full coloured logo, and it helps us to build a recognisable brand.

We only use one colour versions in exceptional circumstances, such as when colour print options limitations are in place.

This logo will be used in cheap printing, where a good colour quality cannot be reached such as in letterheads.

Where our ColdBlack colour cannot be used, such as when printing on cardboard, this White on Black version should be used.

Black on White White on Black


Logo - Application and Website Variant

This logo is to be used only on the mobile application and websiet only

It was created because the colour has a very nice contrast with the white screen bacground, and complements nicely the texture used for the digital applications.

It is not to be used on any other merchandise or print.

Grey on a White background


Logo - Negative Spacing

Our logo is mainly made up of negative space.

The black area around the rest of the logo is defined by the height X of the logotype, i.e. the height of the letter ‘E’.

X length above the symbol/mark, and below the logotype.

Twice the X lenth on each sides of the logotype.

The distance between the symbol/mark and the logotype should be of half X, i.e. ‘1/2 of the letter E’

The size of the logotype should be exactly as shown, i.e. formed by the lines extruded from the symbol.

These rules apply to all variants of the logo.


Logo - FOR MANThe strap line FOR MAN marks the separation from the Parent-brand and the other Sub-brand.

The distance between the strap line and the logotype should be of a quarter of X, i.e. ‘1/4 of the letter E’

The height of the strap line should also be a quarter of X.

The width of the box preceding the strap line should be the width of the letter ‘O’ of the word ‘FOR’.

The strap line together with the box should be positioned in line with the letters ‘I’ and ‘E’ of the logotype.


Logo - Exclusion AreaWe’ve defined an exclusion zone that stops other graphic elements interfering with the Perspective logo.

The previous rules are applied similarly for the ColdBlack on White logo. The height X of the logotype marks the minimum area of clear space surrounding the logo.

This area of separation is a minimum and should be increased uniformly whenever possible.

Minimum Size

The logotype should neverbe too small to read. We’veset a minimum size of 30mm.

30mm


Logo - PositioningHere are the details on how to place the logo on applications. The exclusion zone rules should always be followed when positioning the PERSPECTIVE logo around the edges of a page or when you are combining it with other graphic elements.

For print and advertising applications the logo can sit on either top or bottom right hand side.

For the mobile application, the logo should be positioned on the bottom right side.

For the website, the logo should always be positioned top left.


Logo - Misuse

change background colour change proportions seperate elements

apply gradient background

change colour change letter ‘E’ change font

apply special effects fill symbol place logo on texture or photo

Making sure the PERSPECTIVE logo is used in the right way is critical. It must never be modified in any manner.

The following examples illustrate several ways in which the logo is not used correctly.


T H E C O L O U R

Colour Palette

PERSPECTIVE’s corporate colours are ColdBlack, Grey, White and Black.

The colours are available in Pantone, CMYK and RGB depending on the required use or application.

SpotPantone® 426 C

CMYK78/68/65/84

RGB8/12/14

SpotPantone® 7554 EC

CMYK61/52/49/19

RGB101/102/104

Spot-

CMYK0/0/0/0/

RGB255/255/255

SpotPantone® Black

CMYK0/0/0/100

RGB0/0/0


Writing our Tag line

A new way to look at food.

A new way to look at well-being.

A new way to look at the world.

for the Tag line

Walkway Expand SemiBold, Hor Scale 75%

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@%&()”?

Our tag line should never be altered. Although one of the three sentences can be written on its own, words should never be added or removed.

The tag line can not be written in any colour. It should always have the same colour as that of the logotype.

If the logo is not present on the same page, the tag line should be written in any of the colours shown in our colour palatte, using the one with higher contrast to the background it is being written on.

eg. ‘White on a Black background’


Typefaces - Title font

for Headlines

Walkway Expand SemiBold, Hor Scale 75%

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@%&()”?

For the logo type we use an alternated version of Walkway.

Walkway Condensed, Tracking 20

The letter E is modified and should never appear in any other way.

T H E T Y P E F A C E


Typefaces - Body copy

primary weight for Body copy

DIN Light, Hor Scale 75%, Tracking 10 ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@%&()”?

Where Din is unavailable, Helvetica must be used,however it is preferable to use Din Light as body copy inall communications. This is a universally available typeface.

This applies to business documents, correspondence,promotional materials, displays, product labels, signs, webpages and other media.

secondary weight for Sub Headings

DIN Medium, Tracking 10 ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@%&()”?

For the strap line we use another version of DIN

DIN BoldAlternate, Tracking 25


Imagery Style and Tone

Photography is a key part of our brand since they make strong impressions on our audiences.

Our images should be thought-provoking and inspiring.

They should demonstrate a the essence and attributes of our company, not just displaying our products. We want to show a unique, unexpected and surprising angle of the world around us, as the brand name states.


Photography

Photographic Checklist

Is the image dramatic and inspirational?

Is the image thought-provoking?

Has photographic excellence been achieved? e.g. good colour contrast, engaging subject matter, interesting use of light and a strong composition?

Is the image clean and simple with a clear focal point? i.e. not busy, cluttered and complicated?

As a general rule, to achieve more of the effect that our brand wants to portray, most of our photography is shown in GRAYSCALE, BLACK AND WHITE or in a highly DESATURATED mode.

We have divided our photography library into 3 main sections: PRODUCTS, DETAIL and PEOPLE.

Products

Simple but interesting photos of our products, showing the design detail in an honest and real way.

Detail

Close ups on typical objects, materials which portray the lives of our target audience.

People

Shots from the everyday life our customers.


Photography

The following shows the DETAIL section of our photography.


Applications


T H E L O G O

Photography

The following are some example of our corporate identity in action. These images reflect the audience that our identity may appeal to.


T H E S T A T I O N E R Y

Stationery

Stationery is a primary means of communication and it is essential that is a consistent reflection of our corporate identity. There is only one approved design format for all corporate and business unit stationery, and it should not be altered under any condition.

This section illustrates approved layouts of PERSPECTIVE stationery with all the different variations.


Stationery - LetterheadsStandard Letterhead

The standard letterhead is for general communication purposes from ‘PERSPECTIVE for man’. The contact information is not specific to any department, office or individual.

There are also customised versions of the letter head, for specific communications.

It has the standard international A4 size.


Stationery - LetterheadsSecond Sheet

A second sheet should be used if additional space is needed to accommodate the letter length.

The logo keeps the same size of the front letter head page, but is centered.


Stationery - EnvelopesThis ColdBlack envelope is used for all communication purposes from our company.

The contact information is not specific to any department, office or individual.

It has the stard international 9.5 * 4.12 inches.


Stationery - Complimentary Slip

This complimentary slip is used in correspondence, or as an enclosure for other material from ‘PERSPECTIVE for man’.

The contact information is not specific to any department, office or individual.

It has the stard international 210 * 99 millimetres.


Stationery - Business CardsThe business card is used to give contact information of any individual related to our company.

It has a custimised size of 914 * 400 millimetres.


T H E W E B

Web Guidelines

Today the internet is the most important means of communication and it is vital that it reflects constantly our corporate identity.


Web - Email Signature

Email is probably the most frequently used means of communication. The signature is an important part of the email as any other.

It also includes the contact details so that customers can access the most important contact information instantly.

Thanks and regards,

Andre’ GrimaPERSPECTIVE

Office +356 2123 2425Mobile +356 9923 [email protected]

25, Rue D’ArgensGzira GZR 3002


Web - FacebookThe facebook page is an important communication tool with our clients and followers.

The ‘cover photo’ displays our logo together with our brand identity tag lines.

The ‘profile picture’ is used to complement the ‘cover photo’.

Profile Picture Cover Photo


Web - Twitter

Twitter is one of the fastest means of communication to reach

out to people, connect with our audience, write and listen to them.

The ‘profile image’ displays our logo in the ColdBlack on White versoin.

perspective brand identity guidelines

Documents

healthy food

gym food brand

new way

present food

new life style

new perspective

brand valueswe

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