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BRAND STYLE GUIDE
TABLE OF CONTENTS 01 03 05 OUR BRAND p2 02 OUR MARQUE p4 04 COLOUR PALETTE p11 06 IMAGERY USAGE p18 THE RULES p7 T YPEFACE SYSTEM p16 01
BRAND VISION 01 OUR BRAND 02
BRAND VISION Brand ID Key Message Tone CovIT is the intuitive hybrid between a digital magazine andcoffee table book that takes it s audience inside the world of fashion photography film and art The visually driven interactive content combines artistic tastes and fashion while providing a unique lifestyle shopping experience CovIT blurs the lines between fashion art and commerce It s where high fashion and modern art meet through digital innovation Elegant Clean Avant Garde Modern Complex 03
OUR MARQUE 02OUR MARQUE 04
OUR MARQUE Primary Logo The simple elegance of the brand shines through the thoughtfully crafted brand marque The thin lines and use of negative space create an intriguing minimalist design that exudes the je ne sais quoi the brand captures through their online and print publication The Primary Logo should be used the majority of the time especially when the surrounding elements call for an airy simple logo design 05
OUR MARQUE Secondary Logo The Secondary Logo continues to capture and communicate the simplistic essence of the brand but features a square frame to create a more rhythmic balance between the negative and postitive space The Secondary Logo should be used when the surrounding elements or lack there of calls for a more balanced logo design or a border to separate the background from the text and allows the logo to stand out 06
THE RULES 03 THE RULES 07
THE RULES Primary Logo Integrities The proper use of the logo requires a minimum clear area between the logo s edges and other elements to be maintained The height of the capital S of the Studio in the logo marque indicates the minimum amount of space between the logo and other elements on all sides of the logo It is also the space between CovIT and Studio The Primary CovIT Studio logo requires a boarder of clear space to ensure visibility when used with other elements Therefore it is important that this clear area remains free of any other elements The minimum size for the Primary Logo is 0 8125 in wide 08
THE RULES Secondary Logo Integrities The minimum size for the Secondary Logo is 0 8125 in wide The Secondary CovIT Studio logo incorporates a border as part of the design While for other brands this would means that no exterior additonal elements should cross into the logo graphic we have a a different take on the handling The CovIT Studio secondary logo is more fluid so it is more often than not acceptable for other elments to be inside the border The logo must still have nearly perfect legibility and comand attention The proper time to use of the secondary logo is when the design requires a more rhythmic logo 09
THE RULES Faux Pas The Don ts Our brand marque has been beautifully crafted and thought out Thus it is integral that designers and users retain the CovIT logo in its pure form staying within the guidelines in this book The ultimate CovIT faux pas would be to alter mutilate or take excessive creative liberties that break the rules of our guide book Read some of the ultimate CovIT Studio branding Don ts below 1 Do not warp or stretch the logo in any way 3 Do not rotate the logo for any reason in anyway 2 Do not add any special effects i e glow drop shadow bevel emboss for any reason Keep the logo pure 4 Do not alter the colour of the logo outside of the palette unless other wise agreed upo with the our design team 10
COLOUR PALETTE 04 COLOUR PALETTE 11
COLOUR PALETTE Print Digital Text CovIT Studio aims to show the beauty of the fashion arts and design industries through our creative lenses To keep this vision and to allow our work to shine we stick to our carefully curated palette using accents related to the content or not at all While the logo is renderd in black white or an embossed foil this palette is used for text and articles C 0 R 255 Pantone M 0 Y 0 G 255 Colour K 0 C 0 M 0 Y 0 B 255 R 141 N A Pantone Cool Gray 4C C 0 R 65 M 0 Y 0 G 64 G 141 K 60 B 142 K 90 C 0 B 66 R 0 Pantone Cool Gray 11C M 0 Pantone Y 0 G 0 Black K 100 B 0 6C 12
COLOUR PALETTE Embossing Foils For our custom printed stationary and paper based designs such as business cards and invitations we occasionally finish our logo with 18K gold foil or silver foil to exude the charm and luxury of our brand Rose Gold G o l d Foil 18K Rose gold foil leaf used for embossing the logo marque and or for the edges of thick stationary S i l v e r F o i l F o i l 18K Gold foil leaf used for embossing the logo marque and or for the edges of thick stationary 925 Silver foil leaf used for embossing the logo marque and or for the edges of thick stationary 13
COLOUR PALETTE Light Backgrounds Traditional To retain quality and visibility when the background is white a light colour or 49 grey or lighter use the traditonal black on white logo 50 Grey can use the traditional black type or the inversed white type 14
COLOUR PALETTE Dark Backgrounds Inverse To retain quality and visibility when the background is black a dark colour or 51 grey or darker use the traditonal black on white logo 50 Grey can use the traditional black type or the inversed white type 15
05 TYPEFACE SYSTEM TYPEFACE SYSTEM 16
TYPEFACE SYSTEM Typeface Font Type plays a big role in communications and final product here at CovIT Studio Although we us a vast variety of type when creating spreads and interactive posts we use 3 major type faces on our digital platform and in our communications such as letters invitations and business cards Italics are used with each typeface in a gramatical highlight capacity Avenir Neue Ultralight Helvetica Neue Thin A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Used for body text invitations letterhead and business cards A B C D E F G H I J K L M N O P Q R S T U V W X Y Z SD Georgia Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Used for body text invitations digital articles and photo product credits 1 2 3 4 5 6 7 8 9 0 Used for introductory paragraphs accent text and letters from the editor in print Occaisonally used for body text 17
06 IMAGE USE IMAGERY USAGE 18
IMAGE USE Imagery Usage The CovIT Studio logo has been meticulosy designed resulting in the simplistic elgant edgy brand marque that accurately reflects the brand s essence When using imagery with our logo it is easy to degrade this design through improper usage The simplicity and elegance of our logo should stand out and be the centre of attention when used with images By following the imagery dos and don ts you will avoid ineffective usage of the CovIT logo 19
IMAGE USE Imagery Usage Don ts Do not place the logo marque awkwardly over the image s subject as this decreases the legibility of the logo and image Do not increase the size of the logo until parts of it bleed off the page and disappear All features of the logo must be visible 20
IMAGE USE Imagery Usage Don ts Do not alter the image by stretching warping cropping skewing squishing or any other method of distortion Do not alter the colour of the image with filters colour balance levels curves or in any other way including using blur tools and mobile editing apps 21
IMAGE USE Imagery Usage Dos Do place the logo marque in a way that does not detract from the image or the logo while simultaneously retaining legibility Do keep the logo fully contained within the image placing it in a somewhat central location 22
IMAGE USE Imagery Usage Dos Do leave the image completely unaltered presenting it in its entirety and pure original configuration composition 23
