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C O M M U N I C A T I O N S

BrandingGuidelines

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MOODBOARD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04

INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06

IDENTITY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .07

COLORS PALETTE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

DIGITAL ASSETS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

TYPOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

PHOTOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

FINAL COMMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28

Contents

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professionalreliabletrustworthy

Moodboard

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G O V E R N M E N T S A L E S

M O B I L E S T O R E


C O N S T R U C T I O N

C O M M U N I C A T I O N SC O M M U N I C A T I O N S

IQSTC’S IDENTITYIQSTC started out as a IQSTC Communications specializing in telecommunications and technology. As years passed, IQSTC has grown as a business, offering multiple services and resources.

IQSTC BRANCHES

PRIMARY LOGO

SMALLEST PRINT SIZE

WHEN USED IN COPYWhen used in copy, IQSTC should be written in all caps while the name of the branch, the first letter should be capital and the rest in lowercase. Here’s an example: IQSTC Communications.

The smallest size an IQSTC Logo will get printed is 1.25” wide. This applies to both logo with (A.)and without tagline (B.) as shown below.

NOTE: The Graphic Design Request should signal out what logo to use when creating the design/collateral.

A. B.

Introduction

Identity

S E R V I C E S

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LOGO & LOCKUPSThere are two versions of the logo as shown below. One with tagline (A) and one without (B) as shown below.

LOGO CLEARSPACEAlways make sure the shaded area around of IQSTC logo as shown below is clear of any graphics and text.




A) Full Color, with TaglineFull Color, with Tagline

B) Full Color, No TaglineFull Color, No Tagline

SMART FAST RELIABLE

SMART FAST RELIABLE

When to use: Front cover of a binder, first slide, video end card, video beginning card, Flags, Feather Banners. Basically anywhere where the logo will be on it’s own.

When to use: Promotional posters, pricing sheet and other materials that have a lot of copy and content.

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FULL COLOR VERSIONSThe color usage varies from white, grays and mostly staying with-in IQSTC’s color pallete. In general we want to use the full color version where possible and while ensuring the tagline’s readability. On the right you can see a few examples of the primary logo on the right side and the alternative with white tagline on the left with darker colors.

Avoid having the logo be placed agaisnt it’s own colors as it will not have enough contrast to stand out. This can be seen on the bottom left, in which we have avoided placing the 3 Flat color ver-sion and the Full color Version logo.

SOLID WHITE & SOLID BLACK VERSIONSWe want to use IQSTC’s full color version as much as possible when it comes to design however, sometimes that’s not feasible. It is okay to use the solid black or white version occasionally on print, electronic displays or video.

FLAT 3 COLOR LOGOWhen it comes to having t-shirts being made, items, pens, etc in which the color is limited, we will want to use IQSTC’s flat color version. This version uses three flat colors being Deep Black, Light Grey and Gem Blue. When a 3 color option is not possible, opt out for the solid white or solid black version of the logo.

IN CONCLUSIONUse your best judgment when using the logos.

C O M M U N I C A T I O N S C O M M U N I C A T I O N S








Full Color, White Tagline

Black Solid Version

Black Solid Version

3 Flat Color, Black Tagline

Full Color, Black Tagline

Full Color, Black Tagline

Solid White Version

Solid White Version

3 Flat Color, White Tagline

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PHOTO BACKGROUNDTry to use the logo with a light background as shown below in image A. Sometimes the image is dark and in this case, we want to make sure the words are visible. This is shown on image example B and C, using the alternative logo with white lettering instead of the usual black lettering solves the problem.

Avoid having busy photos or patterns as a background as shown in D and E. Try to either edit the image or choose another image. On page 22-23 we cover some simple tips on how to improve an image so that the logo best stands out.

D.A.

E.

B.

C.






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1. Don’t rotate the logo.

2. Don’t add gradients behind the logo

3. Don’t squash or stretch the logo

4. Don’t place elements in the logo clear space.

5. Don’t resize any part.

6. Don’t rearrange parts or create compositions that are not already provided.

7. Don’t use logo variations next to the primary logo in the same design.

8. Don’t use off-brand colors. Reference the Color Usage section.

9. Don’t add drop shadows or other text styles.

10. Don’t contain the logo in a box when used on a background.

UNACCEPTABLE USAGE

A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distort it in any way – that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.

1. 2.

3. 4.

5. 6.

7. 8.

9. 10.


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Color PaletteIQSTC’s Blue Color PaletteColor is an integral part of a brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience.

The blue, white and black combination comes from the original IQSTC logo which has been estab-lished with both consumers and businesses. Aside from that, the colors represent IQSTC’s mission and relationship with both consumers and business alike. Blue being perceived as trustworthy, dependable, fiscally responsible and secure.

SKYCMYK: 84, 44, 0, 0

RGB: 2, 124, 194

HEX: #027cc2

GEM BLUECMYK: 93, 69, 0, 0

RGB: 5, 92, 171

HEX: #0f5bab

NAVY

CMYK: 100, 84, 37, 27

RGB: 24, 54, 94

HEX: #16355d

CHARCOALCMYK:70, 63, 57, 47

RGB: 60,61, 65

HEX:

LIGHT GREYCMYK: 16, 12, 13, 0

RGB: 212, 212, 212

HEX: #d4d4d3

DEEP BLACKCMYK: 100, 100, 100, 100

RGB: 0, 0, 0

HEX: #000000

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Digital AssetsPATTERNS & SHAPESPatterns and shapes easily add interest or can balance out a composition. When used consistently, the pattern below can bring cohesiveness to IQSTC’s designs as shown through samples A through D .

A.

D.

B.

C.

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Typography

Avenir Light

Use for fine print.

Avenir Book

Use for body copy.

Sentence Case

Gotham BlackUse for Headlines

UPPERCASE or Title Case

Avenir

Book

A B C D E F G H J I J K L M N O P Q R S T U V W X Y Za b c d e f g h j i j k l m n o p q r s t u v w x y z

Gotham Black

Regular

A B C D E F G H J I J K L M N O P Q R S T U V W X Y Z

Avenir

Light

A B C D E F G H J I J K L M N O P Q R S T U V W X Y Za b c d e f g h j i j k l m n o p q r s t u v w x y z

INTRODUCTIONTypography is a powerful brand tool when used consistently. This set of typefaces best represent IQSTC’s modern and clean feel and should be used across all print & web applications.*

SAMPLE COPY

* This fine-print is information is in 9 pt. The paragraph is in size 12 pt.

This is a TitleThis is a Subtitle in Title CaseThis is a paragraph. The while the next paragraph uses “ipsum lorem” which is nonsensical, fake Latin used as placeholder text.*

Oditio ellantio. Ur magnimi, ullaborion none eost, omnihiliciis eaque con nullanis-sin reprae verferis remo velicat escitiis moleseque volorum di od ut odis re plabo-rias et ate non nonetur a volor alis ex experianimus eos sit aut aliament vendae sa qui blant harchilibus ad quatque offic te maximagnis ma volorum raecabor aut velessus sint volumquost quid et vento molupta epernam, anti dissum, am voloris minveraepre si vit doluptaes aceatur? Qui non estrupis eostem et porrum ipienis eum aspidelibus.

Ficid molorem fugit de veniet auta cum incipiet fugiam quos modipsam iduntest omnime omnihilibus quiamus aut excepreseque velenim vernam explabor as-pelit ibusae endebis moluptatet arumet optat elescidis voluptatum exped eaquia vendestem num aut dolecerum estrum voluptae. Et unt es andaectem facidic tet re aliquatur? Quid ut ressum que corae doluptas reptasp ientione et auda de prae et volupta sperio torio vendem. Tem illenda que re vid molore volor aspedi om-nihic tendand itecto voloribus atiam voluptas que pos aceseris pro consentium rentus.

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CUSTOMER FACING (B2C)For the customer we want to evoke trust, genuine, countability, family and a positive vibe.

Photography BUSINESS FACING (B2B)For the business side, we want to evoke the feeling of trust, reliability, cooperation, collaboration, professionalism.

MOOD AND SELECTIONIn general, when selecting images for your project, we want to choose images that has di-versity, shows genuine emotion, with neutral tones. We have three types of clients (business, consumer and military) but collectively they still resonate with the mood and feel cohesive as a whole.

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MILITARY CUSTOMERS FACING (B2C)For the customer we want to evoke trust, genuine, countability, family and a positive vibe.

HOW TO CHOOSE MILITARY PHOTOSWhen choosing military photos for collateral, it is always a good idea to keep a few rules in mind. This will minimize the back and forth editing requests and guarantee a faster approval rate. In general, a soldier must appear neat, well groomed and conservative in appearance. Avoid extreme, eccen-tric, or trendy looks that detract from the uniform.

Here’s a few examples of the uniform inside a building. Example D is perfect as the patches has been removed, soldier’s hair is nice and tidy and he is neatly shaved. Example E is not acceptable as he is wearing a hat indoors. Example F, her hairstyle length goes below the shoulder, her cuff rolled up, and the “U.S. Army” tag is visible and thus the image cannot be used.

Some alternative colors that can be used would be cotton like t-shirts with gray, dark gray, olive green or other neutral colors as shown on images H, J, L, M and O.

UNIFORMBelow are a few examples and descriptions as what to look out for.

The only acceptable pattern is shown on A-1. Pattern A-2 and A-3 is not accurate and there-fore not acceptable.

Any labels, branch names or patches must not be visible or removed with an image editing soft-ware. The only acceptable patch is the USA’s Flag.

D.

E. F.

A-1 A-2 A-3

B. C.

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MALEFor men, they should also have conservative, short and clean haircuts. Mustaches are permissible but must be well kept, clean and trimmed. They cannot have long hair, cornrows, braids, matted hair nor shaved designs. Examples K through N are acceptable while example O is not because of his long styled hair and the facial stubble.

FEMALEFemale should wear conservative hairstyles (ponytails, cornrows,neat buns are okay). They are al-lowed to wear barrettes, combs, pins, clips, etc, however, they must be clear, plain or close to sol-dier’s hair color. They are also allowed to wear light coverage and natural makeup as long as it does not detract from uniform as shown in example G, H, and I. In example J is not acceptable because of her colored lipstick and mascara.

G. H.

J.I.

K. L.

M. N. O.

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IMAGE TREATMENT AND MANIPULATIONThis section is just a few basic tips when it comes to working with an image and ways to improve it to fit IQSTC’s branding however remember that the sky’s not the limit!

Example AIn A1 we notice that’s it’s short. We can easily add length by using eyedropper to select some of the colors that already appear in the image and adding it with the brush tool. This will give more room to work with and avoiding a cramped feel.

Example BFor IQSTC’s images we want to use natural shots and in this case B-1 has a more of a stylized purple and blue tint to it. We can bring this effect down by adding back in the opposite colors, that being green and yellows to give the photo a more natural shot look.

B-1

A-1

B-2

A-2

Example CIn the image above we have lightened up the green portion of the image by using the brush with the hardness set to 0%, opacity to 10% and the color white selected. This will allow the text, logo or any other content to stand out more and avoid overly busy images.

Example DLastly, one of the best ways to incorporate busy images as a background is to use overlay colors! This will help bring the focus to the overall composition and add contrast. A good combination is by 1. darkening the image and 2. using an overlay effect as shown in D-2 through D-4. For the images above I used the following settings:

C-1

D-1

D-3 D-4

C-2

D-2



C O M M U N I C A T I O N S C O M M U N I C A T I O N S


D-2

D-3

D-4

Charcoal color with its transparency set at “multiply”

Charcoal color with its transparency set at “multiply” and another layer of the samecolor set at “color”

Charcoal color with it’s transparency set at “multiply”, & Navy’s transparency set at “Color”

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FINAL COMMENTSIf ever in doubt, just refer back to this guide. These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.

branding guidelines · moodboard 5. 6 7 communications government sales mobile store communications...

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