brand identity (brand book)

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Crown Holdings, Inc. is a leading manufacturer of packaging products for consumer marketing companies around the world. They make a wide range of metal packaging for food, beverage, household and personal care and industrial products and metal vacuum closures and caps.

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  • Crown Holdings, Inc.

    Identity Guidelines

  • Crown Holdings, Inc.

    Identity Guidelines

  • Shaping your brands future

    Introduction

    Identity mark

    Color usage

    Typography

    Voice usage

    photography

    Illustration

    Chart/diagram

    Grid/layout

    Stationery

    Work application

    Crowns way

    2

    4

    6

    8

    10

    12

    14

    20

    22

    24

    26

    30

    35

    Building elements

    Introduction

    Conclusion

    Applying details

    Displaying the look

    Table of Contents

  • SHApInG your BrAnDS fuTureWhen you face a new person, you would start to talk to him to know who he is. Before talking to him, however, you would first look at his appearance such as his clothing, his hair style and even his gesture while hes talking. This could be another way that you perceive his personality. Therefore, ones character can be determined by appearance. Crown is the company that builds other companies look and better appearance. We are a tailor making better and suitable clothes for other companies and their new brands.

  • Identity mark

    Color

    Typography

    Tone of voice

    Photography

    As a tailor, having a good and durable fabric is the most essential part for processing clothes. Then, what kind of fabric are we made of?

    BuILDInG eLeMenTS

  • Identity Mark

    The idea behind this mark is derived from water drop

    because what Crown does is very similar to the shape

    of water. Water normally doesnt take any shape and

    it easily changes its form based on its environment.

    Crown also should be flexible and changeable depends

    on their customers personality.

    Flexibility of water

    6 BuILDInG eLeMenTS

  • Acceptable usage

    Unacceptable usage

    The mark may be placed on the white background.

    The mark may be placed on the gray tone background which has lower value that doesnt distract the mark.

    When added a color, it should be colored in gray with gradient at the end tail of letter C.

    The mark may be placed on the blue background with gray the gradient symbol.

    The mark can not be cropped.

    The mark can not be streched in any direction.

    When coloring, do not change the color on the mark.

    Do not color them all solid color.

    Do not change the background with light or neon color.

    IDenTITy MArk 7

  • The color palette is comprised of variations of blues

    and grays. Blue is basically represents the color of

    water while gray is considered as the color of metal

    and aluminum. Those are dominant and yet significant

    colors for our strong industry and our highly

    innovative technology and invention.

    Harmony of nature and technology

    8 BuILDInG eLeMenTS

    Color usage

  • CMYK

    CMYK

    CMYK

    CMYK

    CMYK

    CMYK

    CMYK

    CMYK

    CMYK

    CMYK

    10090100

    000

    90

    000

    70

    000

    50

    000

    30

    000

    20

    10070100

    10050100

    10030100

    10010100

    Blues are more dominant than greys. Magenta can be vary on blues as long as others stay the same and black can be vary in numbers aon greys as far as oth-ers stay consistent.

    Additional colors such as white, green, and purple can be used as highlight colors. They are less dominant then blues and grays.

    Blues always dominant than grays. The amount of blues also takes larger part than grays.

    Highlight colors can be added but should always take small amount than others.

    Color palette

    Additional colors

    Color combination

    CoLor uSAGe 9

  • Simplicity and uniqueness

    Customers have their own different needs. In order to

    fulfill their needs, Crown should stand neutral and

    discover their uniqueness as well as their characters.

    Therefore, we should start with our simplicity and

    develop customers uniqueness.

    Typography

    10 BuILDInG eLeMenTS

  • Univers LT std

    Constantia

    Univers LT std 55 Roman

    Univers LT std 45 Light

    univers LT std 65 Bold

    Constantia regular

    Constantia italic

    Constantia Bold

    Constantia Bold italic

    Although there are lots of type families in Univers, we only use 55 Roman, 45 light, and 65 bold.

    All four different styles of Constan-tia can be used but italic maybe used more than others.

    Primary typeface

    Secondary typeface

    TypoGrApHy 11

  • Resonance of confidence

    We are the company that builds other companies

    brand and their images. This indicates that we are also

    a part of customers brand and striving for the same

    goal. We are responsible for their appearance.

    Therefore, our voice should contain confident,

    straighforward, and proud tones.

    12 BuILDInG eLeMenTS

    Voice usage

  • Projects a realistic, credible, attractive future for Crown Holdings

    Shows a clear sense of purpose, direction and desired future.

    Style of voice

    Confidence

    Inspiring

    Imaginative

    CaringRespects people and the diverse perspectives they bring.

    Fosters an inclusive culture.

    Demonstrates our commitment to social responsibility.

    Focuses on finding solutions and uncovering possibilities.

    Talks about familiar topics in new, creative ways.

    Keeps business jargon and acronyms to a minimum.

    Creates enthusiasm about what we can achieve together.

    Conveys excitement about ideas and possibilities.

    This is how we greet and treat our customers. The way of speaking to customers should contain all those four categories.

    VoICe uSAGe 13

  • Maintaing exiciting moments

    A dynamic motion will give you a confident feeling and reliable

    impression. when you wear clothes that you wanted to have,

    you would feel exicting and somehow want to show off your

    look to people around you. Pictures which express dynamic

    working environment, consumers who enjoy the products, and

    our people working at the place at work would appeal to our

    potential customers.

    14 BuILDInG eLeMenTS

    photography

  • Photos should appeal the idea of people with the dynamic motion on bright background. The angle and perspective of photo need to deliver interesting message.

    Photo usage

    pHoToGrApHy 15

  • Illustration

    Chart/Diagram

    Grid/Layout

    When the fabric is ready, the tailor would add some details and decorations to give better impression and appearance.

    This is one of the ways that distinctively expresses ourselves.

    AppLyInG DeTAILS

  • Process of ideation

    When you are on the process of making something,

    you would probably think of how you develop the

    ideas. We are always thinking about better apperance

    for your brand and identity. line work, and illustration

    include our process of thinking, and sketching.

    18 AppLyInG DeTAILS

    Illustration

  • Illustrations mostly are comprised of line works and our products are the ones that illustrated. The outermost line is thicker than inner lines which describe the details of the product we produce.

    Line works

    ILLuSTrATIon 19

  • Measuring trends

    Our diagrams and charts are based on the style of

    illustration. They should have contain the simple

    appearence by having hierarchy in emphasizing

    elements, such as numbers and words.

    20 AppLyInG DeTAILS

    Chart/Diagram

  • By applying hierarchy on our llustration, chart can be explained more effectively.

    Diagrams are comprised of illustration with line works. Hierarchy on scales and colors are included to show its effectiveness.

    Diagram usage

    Chart usage

    65%

    Specialty product62%

    35%

    bottle can tab17.3%

    Food and beverage

    28.5%

    CHArT/DIAGrAM 21

  • Treating with consistency

    Well-organized layout and grid is required to show our

    consistent and honest attitude toward our customers.

    An effective and fucntional communication can be

    delivered in consistent layout and grid system.

    22 AppLyInG DeTAILS

    Grid/Layout

  • Grid system

    layout system

    Grids in single page consists of a pair of horizontal thresholds and several lines of vertical thresholds.

    Two 9x 9 pages consist one spread and it follows similar format of single page. Most texts live in a right hand page on a spread.

    Layouts are flexible, and easier for viewer to follow by saparating two proportional size of page.

    GrID/LAyouT 23

    Single page (9x 9) Single spread (18x 9)

    Single spread (18x 9)

  • Stationery

    Work application

    There are several ways to display our brand image and look. An effective

    exhibition would appeal shoppers to be a part of our customers.

    DISpLAyInG THe Look

  • Spreading the message

    Business card, letterhead, and envelope are the way that express our business

    concept. In stationery, we are showing our potential to grow with our custom-

    ers and the reliable corporate partnership.

    26 DISpLAyInG THe Look

    Stationery

  • Stationerycomponents

    Letterhead

    STATIonery 27

    U.S. lettersize (8.5 x 11)Strathmore Writing 25% Cotton Wove, Ultimate, 28 lb.

    April 12, 2010

    Mr. Joseph TaylorChief Executive OfficerHagin Investment Management645 Madison Avenue9th floorNew York, NY 10022

    Dear Joseph,

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