Design Standards

M

Alter Ego Creative is based around myself and my own personality. I had trouble widling myself into one thing that would describe me suitably. It is not one thing that makes me who I am, it is every tiny part of my identity that makes me who I am. No one part of my personality is more or less important than one another. All my alter egos make me who I am.

Logo (Hair & Glasses)

Color Bars

Wordmark

L o g o

C o l o r b a r s

w o r d m a r k

The mark is a illustration of my hair, my eye brows, and my glasses. The mark was just the hair, glasses, and eye brows but I didn’t think it showed my silly side of my personality as I wanted. After that I came up with the idea you used diffrent hats to show parts of my personality.

Primaryl o g o

The color bars are a companion to the glasses and hair mark. They have the same color as the hat in the specific mark. The hats are always going to be composed of one color. So all you do is take that color and put it in the the bar below the hair and glasses mark.

The wordmark is Bebas Neue and has two diffrent point sizes and tracking. The top is smaller and tracked out. While the lower is larger and the kerning is squeezed in. The wordmark is heavy and clean much like the logo itself. It shows a similar personality as well as to the logo.

S p a c i n g

guidelines

Alternatesl o g o

The logo does not need to multiple heads used together. If the use makes sense one head can be used by itself with the Alter Ego wordmark and a color bar. Also in the proper situation the wordmark can be used on it own as well. The “Creative” portion of the wordmark, the glasses, and the eyebrows must remain black. “Alter Ego” can change color. Different hats can be applied to the head to express varying personal traits. The hue of the bar will match the hue of the hat that is used.

M

The alternate logos using a modified spacing. With the main marks the space was based on a entire color bar where as with the alternate marks only half of the color bar. The spacing for the wordmark is the same as the logo. With in the logo though the space is to remain uniform. The amount of space between the glasses and the color bar is the same as the space between color bar and the wordmark.

Half a Color Bar

MAlternatesl o g o

The hats are a big part of the alternate logos are the hats. The hats show different parts of my personality. Each hat is colored with one color and the color is also in the “Alter Ego”. The hats are made to be specific to some sort of personality trait. For example the safari hat suggests that I am adventurous and the jester hat shows that I am a light hearted person who likes to make people laugh. So more hats can be created but it needs to have a purpose. As for the colors, they need to be bright diffrent from the other hats. The colors of two hats can be similar but not the same. The hair must also be change depending on the hat. This is to avoid making the hats look like they are just sitting over the glasses and hair logo.

The hats, “Alter Ego”, and color bar change in each individual mark. Where as the the glasses, eye brows, and “Creative” will always be the same.

PrimaryC o l o r s

The colors of the main logo a standard black and a red and a yellow. The colors are bright and saturated. The colors are based on the hats that are used in the main logo. Since the hats that are used in the main logo are devil horns and a halo it makes sense that the colors need to be a golden yellow and a bright red.

P a n t o n e 1 7 9 5 m

P a n t o n e 1 2 3 m

P a n t o n e b l a c k

SEcondary

ntone 1365M

ntone 1255M

ntone 3265M

P a n t o n e 1 3 6 5 m

P a n t o n e 1 2 5 5 m

P a n t o n e 3 6 5 m

P a n t o n e 3 2 6 5 m

P a n t o n e 2 7 9 m

The secondary colors come from the varying hats that are used with the logo. The colors need to be similar to the colors from the main logo. Also the colors have to be appropriate to the hat they are being used to for. The bright nature of the colors should be maintained to keep from making one of the marks a complete odd ball in the group.

a b c d e f g h i j k l m n o p q r s t uv w x y z t 1 2 3 4 5 6 7 8 9 0 ; : ‘ . ?

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz : ‘ . ?

Univers LT StdBody Copy

B e b a s N e u eLogotype

Typographyw o r d m a r k

The wordmark of Alter Ego Creative is all Bebas Neue. Bebas does not have lowercase letter so it is all caps. The only way to differentiate the larger bottom from the smaller top is extending the kerning on the small portion. The best way to understand the ration is with the E. The E from the smaller top fits into the larger E specifically like shown above. Once you get the right proportions you can figure out the correct kerning. The top is tracked out the length of the “Creative”. The “Creative” is slightly kerned in. As for the body copy is Univers LT that has only slightly tightened leading.