slc 2014 visual identity package v.1 (1)

Visual Identity BrandingAugust 28, 2014 | Ashley Luk, [email protected] | Version 1.0

Concept

Wordmark

Usage of Wordmark

Wordmark Misuse

Typography

Colour Palette

Sample Brand Applications

SLC 2014 VISUAL IDENTITY AUGUST 2014 | VERSION 1.0 | PAGE 2

ConceptThe “The Next Step” theme was developed over the summer of 2014. The aim was not to create just a logo, but a visual identity that could articulate our theme’s purpose and meaning through the look and feel of assorted branding elements.

This year’s visual identity is designed to create a call to action among our conference delegates, making it unique from previous years. We have come up with a theme that not only inspires our delegates, but encourages them to take the next steps they need in their leadership experience. It focuses on motivating our delegates to take their future into their own hands.

No matter where you are in your leadership experience, another step always awaits you. The year’s visual identity promotes and recognizes different leadership styles, providing our delegates with the agency and freedom they need to take their next step.

This agency is reflected through the flexibility of our pegboard texture. With the pegboard style, delegates are able to chart their own path and map their next step(s). The bright colours and bold font also work to further empower our delegates to act.


WordmarkThe “The Next Step“ wordmark is a user-friendly and flexible element for creating assorted marketing and communications collateral. It is bold and clear in its design, emphasizing the words “Next Step”.

By drawing attention to the words “Next Step“, we aim to challenge delegates to think about what their next step is towards achieving their goal, whether it be a personal, professional, or educational one.

The wordmark is used in its original form for all applications. The type’s kerning has been adjusted in a specific way and cannot be recreated using its original type, making it unique to this year’s Student Leadership Conference (SLC) and its theme.

The wordmark can also be extended to include additional wording (secondary text) if necessary, such as the conference date or the SLC website. For the extended wordmark, the secondary text is demarcated by different typography that is aligned left, below the standard wordmark.

STA N DA R D WO R D M A R K

E XT E N D E D WO R D M A R K S


Usage of WordmarkThe wordmark is flexible, which is helpful when applying it in a variety of ways, such as on photographs or plain-coloured backgrounds.

Placement of the wordmark depends on the context it is being used in, and what other text is accompanying it. It is designed not to appear excessively large or too small, but rather at an appropriate size that would allow our audience to identify the theme name.

It is always implemented on promotional material with sufficient negative space (white space) around it. This ensures that the wordmark is clearly identifiable no matter where it is placed.

WO R D M A R K OV E R P H OTO G R A P H

WO R D M A R K AG A I N ST CO LO U R

Wordmark MisuseAltering the brand elements can reduce consistency and negatively impact the overall impression of the “The Next Step“ visual identity. It is important to ensure visual consistency by adhering to the correct wordmark specifications. The following adaptations are not permitted under any circumstance:


DON’T stretch or compress the logo from its original form.

DON’T rotate the logo.

DON’T insert graphics into the wordmark, or overlap any illustrations over the wordmark. Extraneous visuals distract from the wordmark itself.

DON’T try to recreate the logo on your own using the original font.

DON’T change any of the colours. Only work with this year’s colour pal-ette (which also includes black and white, as they can be used at all times.)

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Typography

The wordmark is comprised of two fonts: Pacifico and Roboto Slab (Bold). Pacifico is a bold and retro script font that provides contrast to the eye-catching core Roboto Slab (Bold) font. These two fonts are not for use, as they are only reserved for the wordmark.

PAC I F I CO R O B OTO S L A B ( B O L D)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


Q U I C K S A N D ( L I G H T )


H E LV E T I C A L I G H T


For secondary text and extended wordmarks, the rounded shapes of the Quicksand (Light) letters are simple and clean, complimenting the boldness of the wordmark fonts.

For body text, we use Helvetica Light. Like Quicksand (Light), it is simple and minimalistic, except it is more widely available, making it ideal for use on various computer platforms.


Colour Palette

The two main colours of this year’s theme are teal and orange. Teal and orange work together dynamically as complimentary colours, representing the blending of different leadership styles. When placed next to each other, these two vivid colours provide high contrast and reinforce each other’s brightness.

The charcoal grey in the colour palette helps to neutralize and balance the intensity of the teal and orange hues.

• The RGB colour mode is best for screen viewing, e.g., word, powerpoint, and web.

• The CMYK colour mode is best for print, e.g., posters, rave cards, and pamphlets.

O R A N G ECO LO U R

The pegboard texture acts as a fourth element to the colour palette. Its customizability and flexibility adds dimension and interaction to the visual identity, specificaly for promotional materials.

T E XT U R E

HEX #FF8A15RGB 255, 138, 21CMYK 0, 56, 99, 0

T E A L

HEX #4CD3CCRGB 76, 211, 204CMYK 59, 0, 27, 0

C H A R COA L G R E Y

HEX #6D606DRGB 109, 109, 109CMYK 58, 49, 49, 16

P E G B OA R D

Personalized pegboard texture that can be expanded and adapted for specific needs.


Colour Palette UseFor text or documents with a light (white) background, we use charcoal grey text rather than solid black text, as it is not as harsh as black yet still unifies the brighter colours.

The orange and teal colours are used for headers, much like how they are used in this document. This is so we can maintain a unified “look and feel” that properly conveys the intended emotional expression of this year’s visual identity.

CO LO U R E D T E XT O N W H I T E B AC KG R O U N D

ORANGE HEADER

BLUE HEADER

tex t tex t tex t

Alternatively, the orange and teal colours can be overlaid on a charcoal grey background. The vividly-hued theme colours contrast well with the dark background, allowing coloured text to be clearly visible.

On a dark background, we use white body text to make written content easier to read.

CO LO U R E D T E XT O N G R E Y B AC KG R O U N D

tex t tex t tex t

ORANGE HEADER

BLUE HEADER

tex t tex t tex t

tex t tex t tex t


Sample Brand Applications

These banners are primarily for promotional use. They are bright and visually stimulating, making them perfect for attracting people to our booth.

The banners utilize our primary theme colours, our wordmark, and a graphic pegboard piece. The SLC website and social media channels are also included in the design in order to direct delegates to places that contain more information on the conference.

Finally, the SLC wordmark is included at the bottom of the banner to indicate that the banner is part of this year’s Student Leadership Conference and its visual identity.

S TA N D U P B A N N E R

August 12, 2014

To Whom It May Concern,

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Sincerely,

Ashley LukCommunications Design CoordinatorUBC Student Leadership Conference


We have designed a set letterhead template for external communications.

The layout of the template is clean and contains key elements from our visual identity, such as the “The Next Step“ wordmark, the theme colours, and the pegboard texture. By incorporating these elements into the letterhead, we are able to clearly convey the overall look and feel of this year’s conference to external parties, key stakeholders, etc.

The body text is charcoal grey, Helevetica Light, size 11pt - keeping in line with our theme’s colour palette and typography. The text is justified to make the document look sophisticated, as well as to leave enough white space for the body text to stand out.

The letterhead and body text work together to create a professional and sophisticated appearance, while the placement of the SLC wordmark at the bottom helps to identify that this is a letter associated with the SLC.

L E T T E R H E A D S

slc 2014 visual identity package v.1 (1)

Documents

step wordmark

photograph wordmark

years visual identity

step theme

visual identity branding

conference delegates

leadership experience

slc website