creative technology brand guidelines
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This publication accompanies the rebranding of CreativeTechnology, Inc. This project was conceived and designed in theCommunication Design 4: Identity Systems class at the ArtCenter College of Design. Designed & edited by: Christina KwangInstructor: Rudy ManningTypefaces: Replica, Akkurat © 2016 by Art Center College of Design, 1700 Lida Street,Pasadena, CA 91103 All rights reserved. All images are © the artists, reproducedwith the kind permission of the artists and/or theirrepresentatives. Every effort has been made to contact copyright holders
and to ensure that all the information presented is correct.Some of the facts in this volume may be subject to debate ordispute. If proper copyright acknowledgment has not beenmade, or for clarications and corrections, please contactthe publishers and we will correct the information in futurereprintings, if any. ISBN 978-0-9802055-1-0
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scratch beneaththe surface.
06 who we are
10 logo
16 typeface
20 color
22 pattern
24 photography
40 graphic language
There is more to us and our iden-tity than what you see. These areour brand guidelines that pinpointsour every single decision with ourbrand, from our promise to type-face and colors. We are more than
just a logo.
contents
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creative technology, inc. who we are
Creative is the worldwide leader in
digital entertainment products.
Founded in Singapore in 1981, Creative
started with the vision that multimedia
would revolutionise the way peopleinteract with their PCs.
Creative is now driving digital enter-
tainment with cutting-edge audio
solutions, premium wireless speakers,
high performance earphone products
and portable media devices. The
company's innovative hardware,
proprietary technology, applicationsand services enable consumers to
experience high-quality digital enter-
tainment - anytime, anywhere.
Since launching the phenomenally
successful sound cards and setting the
de-facto standard for PC audio in 1989,
Creative has been able to leverage on
its leading-edge audio technology, ahuge user base of about 400 million,
and strong brand identity to expand
into the exciting lifestyle Personal Digi-
tal Entertainment (PDE) market.
Creative is well recognised as a global
leader for product innovation in the
audio and PDE segments, offering
consumers a complete, high qualitydigital entertainment experience
through Creative's hardware, software
applications and services. Finding the
perfect balance between form a
function, Creative strives for eve
product to be a sensory feast fo
eyes and ears.
Creative's global corporate head
ters is located in Singapore, in t
heart of the Asia-Pacic region.
regional business units in the US
(Milpitas, California), Europe (Du
Ireland) and Asia (Singapore).
Creative is a public listed compa
the main board of the SingaporeExchange (SGX) since June 1994
We’ve come a long way in our suc-cess, but we will continue to stayhumble and never forget our roots.
our backstory.
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creative technology, inc. who we are
peace of mind.We strive to promote the spirit ofthe individual. Tuning out of yoursurroundings and nding personalhappiness is what we believe hopeyou achieve.
brand promise
Assuring andproviding individualswith the properequipment to reachand achieve their
personal nirvana.
Creative strives to provide quaaudio products that would helpconsumers feel calm and seren
put in use.
brand slogan
a sound decision.“a sound decision.” is a play onmeanings. One being that purcCreative products ensures secand promise from a trusted braThe second meaning is a take odenition of “sound”, considerCreative produces products thwith audio.
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creative technology, inc. logo
crown jewel.Our logo is our most prized posses-
sion. It must be used properly andrespectfully in order to communi-cate as intended.
The inspirations for this logo lies inthe ritualistic signicance anddenition of the black crystal andalso the vibrational phenomena ofcymatics.
The black crystal, or tourmaline, isknown for its ability of protection,security, and empowerment. Thisled to trying to nd a method thatexpresses these characteristicsinto Creative’s logo and also thebrand itself. Cymatics played a rolefor inspiration in creating the gen-eral look and appearance of the
logo mark. The visualization ofsound and vibration is simplyunusual and captivating, yet calm-ing in terms of its natural symmetryand geometry.
black crystal
diamond geometry
cymatics
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creative technology, inc. logo
This new logo is a more peacefuland calm approach to deningthe sound/audio corporate. Itdraws the attention away fromthe technical side of thecompany and focuses rather onthe personal aspects itsproducts provide for loyalCreative consumers.
Creative’s logo should ba minimal black and whretains the authenticitymark. The logo may be ito pure white on black tcommunicate well.
The symmetry and harmonyof this new logo reects andexpresses upon how usersshould feel at ease when usingCreative products.
This logo includes the bslogan “A sound decisioshould be used only foradvertisements and po
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handle with care.
01
03
05
02
04
06
creative technology, inc. logo
Respect our logo. It was designed
and produced to communicate in avery particular fashion and must betreated correctly. Any slight alter-ations may disconnect us with ourintended target audience. Samplelogo misuses are shown, but notlimited to.
01 Do not stretch.This distorts the logo and canmake it become illegible.
02 Do not rotate.Doing so suggests a loss incontrol and stability.
03 Do not apply stroke or anyother unneessary effect/color.We do not want to promote uglycolors and tacky effects.
04 Do not change proportions.Balance and structure are ofgreat importance and must betaken into consideration.
05 Do not change the font.Fonts speak a thousand words.
06 Do not alter the lockup.We have found the perfectharmony for the lockup. Alteringit in any way causes imbalance.
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our typeface.
creative technology, inc. typeface
ReplicaChosen for its unique corner-cutletterforms, Replica offers a uniqueand structured, yet delicate feel to thebrand’s identity as it goes in tangentwith the contours of the logomark.
Replica – BoldReplica also comes in bold. It is only tobe used for large titles/subheads.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!?@$%&
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!?@$%&
Aa
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creative technology, inc. typeface
AkkuratAkkurat is simplistic and easy on theeyes. It contrasts and compliments wellwith the jagged corners of Replica. It isto be used solely for copy and body text.
Akkurat – BoldAkkurat – Bold is used in subheads forbody text.
Akkurat – LightAkkurat – Light should be used in somebody text when contrast between lightand bold are necessary.
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!?@$%&
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVW
abcdefghijklmnopqrstuvwxyz
0123456789!?@$%&
ABCDEFGHIJKLMNOPQRSTUVWabcdefghijklmnopqrstuvwxyz
0123456789!?@$%&
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creative technology, inc. color
our voice.Our colors are what give us our
voice, personality, and tone. We arecalm, collected, and promising.
These are our most applied colors. These are our secondary colors.
These colors are to be used primarilyin photography treatment and textheaders and titles.
In order to keep consistent withthe calm and muted tonality, thesecolors are to be used only when thecombination of black and white are toobright and high in contrast.
CMYK: 22/25/22/0RGB: 198/184/183HEX #C6B8B7
CMYK: 52/11/28/0RGB: 123/185/185HEX #7BB9B9
CMYK: 5/4/4/0RGB: 238/238/238HEX #EEEEEE
CMYK: 78/55/57/38RGB: 53/76/78HEX #354C4E
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creative technology, inc. pattern
the fragments.Fragmented pieces of our logo
break down the brand by focusingon the minute details. Each andevery shard and particle holds apurposeful meaning.
cutting-edge technology. lightweight crisp, clear audio.
These symbols represent what we haveto offer to our customers through ourproducts. They are primarily used onour website and other areas whereexplanation and introduction into thebrand/products are needed.
These patterns of our fragmented logoare used primarily in image treatmentwhere their main purpose is simply avisual element. As part of our graphiclanguage, they can be implemented inposters, interior/exterior, etc. Pleaseuse sparingly.
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cr ea ti ve tec hnol ogy , i nc. ph otogra ph y
our image.Photography and image choice play
a huge role in accurately portray-ing our personality. These imagesshould capture peace and seren-ity. The individuals shown shouldalways appear in a natural state.The images must be treated with agradient overlay of our colors pinkand dark blue.
Consider the audience.
Images for Creative have two cate-gories: Individuals and Couples.
IndividualsIndividuals portrayed in our imagesmust be shown as if the photographwas taken candidly. They must depictthe individual caught up in the moment,like staring into a gorgeous scenery orwalking in an open eld. They should beacting naturally and appear focused on
their own tasks.
CouplesCouples should appear calm anThey should be enjoying each ocompany and basically just liviappreciating life as it goes.
CMYK: 78/55/57/38RGB: 53/76/78HEX #354C4E
CMYK: 22/25/22/0RGB: 198/184/183HEX #C6B8B7
The two-color gradient used in image treatment.
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creative technology, inc.
Indiv
photographycreative technology, inc.
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creative technology, inc.
Indiv
photographycreative technology, inc.
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creative technology, inc.
Indiv
photographycreative technology, inc.
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creative technology, inc.
Indiv
photographycreative technology, inc.
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35creative technology, inc.
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photographycreative technology, inc.
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creative technology, inc.
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cr ea ti ve tec hnol ogy , i nc. ph otogra ph y
C
photographycreative technology, inc.
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creat ive technology, inc. graphic language
our language.Implementing the rules and guide-
lines of our brand identity, here ishow we want to communicate andexpress who we are as a company.
mobile app
Log into your account to startpersonalizing your own audiosettings for your Creativedevices.
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creat ive technology, inc. graphic language
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creat ive technology, inc. graphic language
website
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creat ive technology, inc. graphic language
posters
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creat ive technology, inc. graphic language
stationery
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creat ive technology, inc. graphic language
products
Creative Technology, Inc.
creative.com
Joe SmithCEO
T 819.228.0802
F 819.282.8082
joesmith@creative.com
1901 McCarthy Boulevard,
Milpitas, CA 95035
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