windfall australia brand guideliness...

WINDFALL AUSTRALIABrand Guideliness 2010

Table of Contents

Overview

Logo Inspiration

Toolkit

Brand MarkLogo Variations

Clear SpaceUsage on Backgrounds

Secondary GraphicsPhotographyTypography

Colour Palette

Applications

StationeryWallpapers

Email SignaturePowerpoint Template

Downloads

Help

Bringing the Windfall brand identity to lifeThese guidelines explain how to apply the Windfall brand identity in a consisten and inspiring way. Use them to stimulate new connections with customers and play your vital part in enhancing the brand.

Overview

Logo InspirationThe Windfall logo is fundamentally influenced by two instances of classical art: the Roman Pantheon and the Greek pottery red-figure technique of Onesimos, the Brygos Painter and the Oedipus Painter.

Logo Inspiration & Brand Philosophy

Oedipus and the Sphinx, interior of an Attic cup, c. 470–430 BC from the so-called Oedipus Painter; currently in

the Vatican Museum.

Red-Figure PotteryBetween the beginning of the sixth and the end of the fourth centuries B.C., black- and red-figure techniques were used in Athens to decorate fine pottery while simpler, undecorated wares fulfilled everyday household purposes.

The geometric ornaments used in decorating kylix (red figure cup) borders, reminiscent of the early pottery motifs used to illustrated the wealth of their owners, have been the inspiration behind the Windfall logo.

The resulting symbol is a subtle memento of affluence and influence, as well as a nod to the mathematical precision and Pythagorean beauty of Greek art.

At the very core of the Windfall philosophy one will indeed find a passion for measurable precision, respect for traditional values and a sophisticate simplicity of execution .

Logo Inspiration & Brand Philosophy

The Pantheon, RomeThe Pantheon is considered to be one of the greatest architectural structures of ancient times.

The second dome ever to be built, it measures 43 meters in diameter and it does not use central pillars for support.

It is entirelly a masterpiece of design and science, making use of a massive foundation, light construction materials, a coffered structure, hidden spaces to lighten the stress on the foundations and brick arches to direct the weight of the dome to the walls rather than the centre of the construction.

Although the temple is dedicated to all Greek gods the scale and size of the temple emphasised the power and glory of the Roman empire.

Originally built in 27 BC by emperor Agrippa, the Pantheon was destroyed in a fire in 80 AD. Rebuilt in 125 AD by Roman emperor Hadrian, the Pantheon is one of the oldest standing structures in Rome today.

During the Renaissance, the Pantheon was used as a tomb for many members of the arts. Such artists as Annibale Carracci and Raphael were buried in the Pantheon.

Logo Inspiration & Brand Philosophy

Logo Inspiration & Brand Philosophy

Toolkit1. Brand Usage & Variations

I. Brand MarkII. VariationsIII. Clear SpaceIV. Usage on Photography Backgrounds

2. Secondary Graphics

3. Photography

4. Typography

5. Brand Violations

Toolkit

Toolkit: The Brand Mark

The Brand MarkThe Windfall brand mark identifies the brand, displaying an image that is uniquely strong, credible, and relevant.

Brand Mark Elements

The brand mark combines two of the most important visual elements of our overall brand expression: the “wordmark” and “the seal.” The diagram, to the right, illustrates the recognisable graphic features that make the logo unique.

Position, size, color, spatial relationship, and proportion of the logo elements are predetermined and should not be altered.

Whenever possible, use the PANTONE MATCHING SYSTEM® (PMS) version of the brand mark. The Pantone version consists of a 1-color configuration and is built with Windfall Black (PMS Process Black).

The Windfall logo is flexible enough to appear on dark or light backgrounds. The preferred background colors are black or cream / off-white..

Black will always be the background color in print advertising and cream will always be the background color on business papers (e.g., business card, letterhead, etc.).

Toolkit: Logo Variations

Logo VariationsDue to any number of constraints, challenges may arise when applying the Windfall brand mark. To provide the greatest degree of flexibility, a suite of logos has been created to satisfy a variety of reproduction methods.

These versions are only to be used in the event that using the main logo is not an option.

The colors used for the logo variations may only be as specified in this document.

PMS 420 C

Process Black PMS 7500 C

Clear SpaceClear space is the area around the brand mark that should be free of all other text and graphic elements.

The clear space around the Windfall brand mark is determined by the distance, “2x,” a unit of measurement surrounding each side of the logo. The measurement “x” equals the height of the wordmark as shown in the diagram to the left.

A minimum clear space requirement has been established to ensure the prominence and clarity of the Windfall brand mark.

x

2x

2x

Toolkit: Clear Space

Photography BackgroundsWhen using the logo on top of a photograph make sure to apply a Windfall Black or a Windfall Cream background between the logo and the image. This will ensure maximum visibility for the brand.

Toolkit: Usage on Photography Backgrounds

Secondary GraphicsIn addition to the brand mark, color and typography, a secondarygraphic element has been developed: “The Seal” is a graphic device that defines the layout of print ads and potentially web displays and print collateral. It can be used with or without the inner circle, as well as a watermark, as depicted above. The colour can be changed to suit the context.

Toolkit: Secondary Graphics

PatternsThe Pound element of the Windfall mark can be used to form a pattern, as depicted here. This pattern can be used in black only and primarily for slide backgrounds or spot UV effects.

See the Advertising section for appropriate usage.

Toolkit: Secondary Graphics

Toolkit: Photography - Backgrounds

Photography Selection and UsageThe photographs selected for the Windfall brand represend tradition, affluence or both. They are predominantly black & white or desaturated to various degrees. The style is abstract and creative cropping is encouraged.

Toolkit: Photography - Accent

Download Brand PhotographsAll Windfall photographs are available for download from the Windfall Brand Portal: http://design.limeshot.com/brands/windfallPlease note you will require a login and password to access the downloads area.

The Windfall typographyThe Windfall logotype is based on the writing on Trajan’s Column (Italian: Colonna Traiana), a Roman triumphal column in Rome, Italy, which commemorates Roman emperor Trajan’s victory in the Dacian Wars.

It was probably constructed under the supervision of the architect Apollodorus of Damascus at the order of the Roman Senate. It is

located in Trajan’s Forum, built near the Quirinal Hill, north of the Roman Forum. The inscription at the base of the column in finest lettering reads:

SENATVS·POPVLVSQVE·ROMANVSIMP·CAESARI·DIVI·NERVAE·F·NERVAETRAIANO·AVG·GERM·DACICO·PONTIFMAXIMO·TRIB·POT·XVII·IMP·VI·COS·VI·P·PAD·DECLARANDVM·QVANTAE·ALTITVDINISMONS·ET·LOCVS·TANT<IS·OPER>IBVS·SIT·EGESTVS

Toolkit: Typography

Translated, the inscription reads:

“The Senate and people of Rome dedicate this to the emperor Caesar, son of the divine Nerva, Nerva Traianus Augustus Germanicus Dacicus, pontifex maximus, in his 17th year in the office of tribune, having been acclaimed 6 times as imperator, 6 times consul, pater patriae, to demonstrate of what great height the hill [was] and place [that] was removed for such great works.”

This inscription on the base of Trajan’s Column is often regarded as one of the best models of the Imperial Roman alphabet.

What was so special about the Roman’s inscriptional lettering? The Romans—who did not invent the idea of the alphabet—were the first to put serifs on their letters. It is speculated that the serif’s origin was a result of applying a brush to the stone before it was carved.

Trajan’s Column, and samples like it, would go on to influence the development of the Roman alphabet, and later typeface design, for the next 2,000 years.

With such a history, the Windfall typography aims to conveys tradition, class and leadership.

Logotype: Trajan Pro Regularabcdefghijklmnopqrstuvwxyz0123456789

Headings: Book Antiquaabcdefghijklmnopqrstuvwxyz0123456789 - 22ptabcdefghijklmnopqrstuvwxyz0123456789 - 18pt

Body Text: Book Antiquaabcdefghijklmnopqrstuvwxyz0123456789 - 11ptabcdefghijklmnopqrstuvwxyz0123456789 - 10pt

The Windfall Font FamiliesThe Windfall font families on this page are the primary typeface for all of the brand communications. Book Antiqua is to be used for print, web, email signatures and presentations alike.NOTE: The word “Windfall” in the brand mark is artwork, and should not be replicated as text.ould not be typed as text.

Toolkit: Typography

Toolkit: Colour Palette

Primary Colour PaletteThe primary colors of the Windfallcolor palette are strong and straightforward. They represent the core ofthe brand using a minimumnumber of colors. The consistentrepresentation of these core colorshelp reinforce the distinctivenessof the Windfall brand.

CMYK: 60-50-40-100RGB: 30-30-30PANTONE: Process Black

CMYK: 1-5-23-3RGB: 255-216-183PANTONE: 7500 C

CMYK: 7-100-65-32RGB: 152-30-50PANTONE: 201 C

Toolkit: Colour Palette

Expanded PaletteAn expanded color palette is available to extend the Windfall brand personality beyond the cream and the black, and to allow flexibility in brand communications where either regional, cultural or product distinction is warranted.

While the use of multiple values of one color is encouraged, the use of multiple colors is not. Use only one or two different colors per application, and make sure one color dominates, withthe other color used as an accent color.

CMYK: 60-50-40-100RGB: 30-30-30PANTONE: Process Black

CMYK: 48-36-24-66RGB: 77-79-83PANTONE: Cool Gray 11 C

CMYK: 8-5-6-13RGB: 201-202-200PANTONE: Cool Gray 3 C

CMYK: 7-100-65-32RGB: 152-30-50PANTONE: 201 C

CMYK: 0-100-66-12RGB: 183-18-52PANTONE: 199 C

CMYK: 10-97-61-48RGB: 130-36-51PANTONE: 202 C

CMYK: 57-23-10-31RGB: 92-127-146PANTONE: 5415 C

CMYK:95-72-9-38RGB: 38-63-106PANTONE: 534 C

CMYK: 43-5-6-10RGB: 140-184-198PANTONE: 550 C

CMYK: 1-5-23-3RGB: 225-216-183PANTONE: 7500 C

CMYK: 10-13-16-29RGB: 169-163-155PANTONE: 402 C

CMYK: 18-23-27-55RGB: 119-111-101PANTONE: 404 C

StationeryThe Windfall stationery features a centred logo and address block; the business cards also feature the name blind-stamped on back of the card.

Office versions of the letterhead are available for download from Windfall’s brand portal.not be typed as text.

Applications: Stationery

Level 29 Chifley Tower | 2 Chifley Plaza | Sydney | NSW 2000 T: +61 2 9375 2254 | F: +61 2 8580 5286 | windfallaustralia.com.au

Darr en B eale Managing Director | Windfall Australia Pty Limited

M: +61 400 033 716 | db@windfallaustralia.com.au

WallpapersWindfall-branded computer and iPhone wallpapers are available for download from the brand portal. There are versions available for most screen resolutions.

Applications: Wallpapers

Email SignaturesHTML email signatures can be downloaded from the brand portal. Please use only black in your signatures.

Applications: Email Signature

Applications: Powepoint template

Downloads

The Brand PortalAll Windfall logo files, document templates and photography are available for download from the Windfall Brand Portal.

Please note you will require a login and password to access the downloads area.

http://design.limeshot.com/brands/windfall

HelpFor any enquiries regarding the

Windfall brand and its applications please contact Limeshot Design:

T: +61 2 8071 4323M: +61 416 92 93 92

E: creative@limeshot.comwww.limeshot.com

Care for your brand.

It’s alive.

“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures” - Michael Eisner, CEO Disney