brand identity (brand book)

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

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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,