wonderworz style guide
DESCRIPTION
WonderWorz Style GuideTRANSCRIPT
WONDERWORZ
Corporate Style Guide 2012Version 1.0
1 Logo
2 Vertical Logo in Grid
3 Horizontal Logo in Grid
4 Minimum Size & Clear Space Specifications
5 Corporate Colours
6 Typography
7 Correct Logo Usage
8 Incorrect Logo Usage
9 Patterns 10 Name Card Specification 11 Stationary (Name Card)
12 Envelope Specification
13 Stationary (Envelope)
14 Letterhead Specification
15 Continuation Specification
16 Stationary (Letterhead)
17 Poster Specification
18 Poster
WonderWorz Pte Ltd is a major supplier of professional cleaning equipment and products. Professional cleaning includes housekeeping, washroom, catering, and hard floor maintenance. This corporate style guide is a visual representation of our branding. The following pages will explain the corporate identity system and the rules around using them effectively for the company to communicate with key audiences. Please follow the guidelines carefully. We have developed these guidelines to build and maintain consistency and a clear visual identity.
If you have question, contact:WonderWorz Brand Center Customer CareTel: 6798 4522Fax: 6798 9422Email: [email protected]
WonderWorz Corporate Style Guide 2012Contents, Introduction, Help
Contents Introduction
Help
Page 1WonderWorz Corporate Style Guide 2012Logo
Logo
WonderWorz logo has been created with a stylized ‘W’. The Letter ‘W’ is made up of 3 progressive bars with rounded tips and edgy ends, each representing our brand attributes of being versatile, reliable and efficient. VersatileDiverse area of cleaning: housekeeping, washroom, catering and hard floor maintenance. ReliableRegular maintenance of sold machines and prompt servicing. EfficientEfficiency achieved through the use of professional cleaning equipment and products.
Horizontal LogoVertical Logo
‘Uncover’ represents the act of cleaning off of dirt, which is the company’s specialty, and can also represent bringing back “life” from old to new.
‘Brilliance’ can be used to describe cleanliness and the resulting great brightness, and also signifies how the company outshines its competitors.
The circular shape holding it signifies a cohesive organization while the oval surrounding the stylized W symbolizes continuity.
The darker shade of blue signifies stability and reliability; the additional softer blue exudes a more approachable feel. The thick and thin weight of the type also suggests versatility of the company.
Page 2WonderWorz Corporate Style Guide 2012Vertical Logo in Grid
Vertical Logo in Grid
Units for measurements are as follows: 1 X is divided into 4 units. All elements are centred by using the symbol as the pivot.
Page 3WonderWorz Corporate Style Guide 2012Horizontal Logo in Grid
Horizontal Logo in Grid
Units for measurements are the same as the vertical logo. The pivot point of the symbol is crucial to establish the placement of the horizontal logo, as it is used to align with the baseline of WONDERWORZ.
To determine the position of the tagline, a quarter of space is then given between the baseline of WONDERWORZ and the mean line (orange dotted line) of the tagline.
Page 4WonderWorz Corporate Style Guide 2012Minimum Size & Clear Space Specifications
Minimum Size & Clear Space Specifications
To ensure that the WonderWorz brand is properly represented, always provide the logo with sufficient clear space. The minimum required clear space is defined by the measurement of X.
In order to assure effective reproduction and ease of recognition of the brand, a minimum size has been set for the different platforms.
Page 5WonderWorz Corporate Style Guide 2012Corporate Colours
Corporate Colours
Primary Colours
Secondary Colour
For best print quality reproduction and consistency, the colours should be printed as solid pantone colours. If pantone colour is not applicable, please following the appropriate conversation stated on this page.
Always maintain the visual integrity of our corporate colours.
Page 6WonderWorz Corporate Style Guide 2012Typography
Typography
We have designated Futura as the primary typeface. Futura has a clean and crisp appearance, and is derived from geometric forms, which complements the symbol of the WonderWorz logo. Palantino has been selected as a secondary typeface to complement Futura and also used to substitute as body copy.
Primary Typeface
Futura preferred for title and heading:
Palatino preferred for body copy:
Secondary Typeface
Page 7WonderWorz Corporate Style Guide 2012Correct Logo Usage
Correct Logo Usage
The WonderWorz logo should appear in full colour wherever possible. For coloured and black background, the entire logo has to be in reversed white. We will only allow the logo to be placed on the two primary corporate colours (Pantone 648 C/U & Pantone 633 C/U) of WonderWorz. As for monochromatic reproduction, the entire logo has to be in solid black.
Page 8WonderWorz Corporate Style Guide 2012Incorrect Logo Usage
Incorrect Logo Usage
Do not change the colour of the logo.
Do not reconfigure elements. Do not rotate the logo. Do not squash the logo. Do not place logo inside a shape.
Do not place logo on a pattern background.
Do use the logo as a layer mask.
Do not drop shadow. Do not extrude or display the logo as a 3D object.
Do not change the proportion of the logo.
Do not change the opacity of the logo.
Do not add other elements. Do not use wordmark and tagline without the symbol.
Do not put coloured logo on other background colour.
* All rules stated for the vertical logo applies to the horizontal logo as well.
Do not put logo on a gradient background.
Do not change the logo colour to gradient.
Do not add stroke to the logo. Do not use outline for logo.
Page 9WonderWorz Corporate Style Guide 2012Pattern
Patterns
These patterns are to help enhance extra details to various collaterals of WonderWorz and should be use with caution.Contact brand center for download link of patterns.
Suggested Application: Stickers, Page Dividers, Cloth
Page 10WonderWorz Corporate Style Guide 2012Name Card Specification
Name Card Specification
Paper Type: GCS Ivory Card330 GSM
Size: 85 mm x 55 mm
Die Cut:Round Corners
Logo Size:19 mm x 17.7 mm (fixed)
Name:Futura Bold, 8pts (uppercase)
Designation & Contact Field:Palatino Roman, 7pts
Contact Header:Futura Heavy, 8pts
Address:Palatino Medium, 7pts
Url: Futura Medium, 7pts (characters tracking 100)
Logo Size (Back):23 mm x 23 mm (centred)
No elements should exceed the 4 mm margin except for the holding shape of the url.
Page 11WonderWorz Corporate Style Guide 2012Stationary (Name Card)
Stationary (Name Card)
There are two type of colours for the name cards, staff are given the choice to pick between the two primary colours (Pantone 648 C/U & Pantone 633 C/U) of the company.
Page 12WonderWorz Corporate Style Guide 2012Envelope Specification
Envelope Specification
* for illustrating purpose, not actual size
Paper Type: Naturalis White250 GSM
Folded Size: 220 mm x 110 mm
Logo Size:30 mm x 28 mm (fixed)
Logo is 10 mm away from the top and 20 mm from the left.
The distance between the logo and A + B is 20 mm.
A Contact Header: Futura Heavy, 8pts. Contact Field: Palatino Roman, 8pts. B Address Field: Palatino Medium, 8pts.
The blue bar is 10 mm away from the bottom.
At the back of the envelope, the url (Palatino Medium, 14pts, tracking 100) is 15 mm away from the bottom.
Page 13WonderWorz Corporate Style Guide 2012Stationary (Envelope)
Stationary (Envelope)
Patterns were added to the inside of envelope for extra details. Other patterns could be used as well, refer to WonderWorz patterns library for alternative.
* for illustrating purpose, not actual size
Page 14WonderWorz Corporate Style Guide 2012Letterhead Specification
Letterhead Specification
Paper Type: Naturalis White135 GSM
Size: 210 mm x 297 mm
Logo Size:14.42 mm x 13.48 mm
Left & Right Margin:20 mm
Folding line must be followed closely to ensure visibility of contents. First Fold: 107 mm from the top of the paper Second Fold: at 202 mm from the top.
Logo is positioned at 12 mm from the top of the paper and 20 mm from the left.
The recipient’s name and address will start 55 mm from the top of the paper so that it will show in the window of the DL envelope.
All content may start 113 mm from the top of the paper.
The rest of the elements are position 12 mm from the top of the paper and 140 mm from the left.
Recommended (Body Copy): Palatino Roman, 10pts, Leading: 12pts
At the end of the content, leave a three line spacing to sign off. Name to be typed in Palatino Bold, 10pts.
* for illustrating purpose, not actual size
Page 15WonderWorz Corporate Style Guide 2012Continuation Specification
Continuation Specification
Measurements and requirements are almost similar to the letterhead.
Recipient’s name, address and date not required.
All content may start 55 mm from the top of the paper instead of 113 mm.
* for illustrating purpose, not actual size* for illustrating purpose, not actual size
Page 16WonderWorz Corporate Style Guide 2012Letterhead
Letterhead
* for illustrating purpose, not actual size* for illustrating purpose, not actual size
The WonderWorz letterhead should be used for official correspondence only.
Page 17WonderWorz Corporate Style Guide 2012Poster Specification
Poster Specification
* for illustrating purpose, not actual size
Size: A3
Left, Top Right Margins: 15 mm
Only horizontal logo is allowed to be used on poster.
All posters should have the holding shape (white & blue bar) on the bottom of the poster.
Height of the white bar is determined by the horizontal logo.
Height of the blue bar is 4 mm.
The width of the logo must be a fifth of the poster’s width.
Width of the url address with tracking of 100 is approximately twice the size of the logo width.
Page 18WonderWorz Corporate Style Guide 2012Poster
Poster
Posters will be one of the medium used to communicate with consumers. Being a new company, the first phase of advertising campaign is focused on marketing the brand name WonderWorz. We will be tapping into social networking platform such as Twitter to generate buzz for the company. The addition freebies will be able to further entice the consumers.
