ASA Limited Company

BRAND GUIDELINESMarch 2014

CONTENTS

INTRO 04

IDENTITY LOGO 06

Logo 07 Logo Clear space 09Logo Placement 11Logo Sizes 13Logo Colors 15Color Palette 19

TYPOGRAPHY 23 Logo Typeface 24Print Typeface 25Typesetting Guides 26

WELCOME TO THE NEW ASA LIMITED COMPANY BRAND

These guidelines exist to make us look consistently awesome! Follow these guidelines as you create marketing materials, internal and external communications.Guidelines.

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WHAT WERE ABOUT

ASA Limited Company is an independent organisa-tion with specialist knowledge and expertise in re-lation to working with young adults and care leav-ers in London. Its provides accommodation and individually tailored and person centred supported living, offending behaviour programmes and community interventions to young people aged 16-18 years old.

We have an additional focus on Black, Asian, Mi-nority Ethnic background and Refugees (BAMER) and young female offenders. ASA Limited Compa-ny team are experienced professionals.

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IDENTITY THE LOGO

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Our logo is the most visible element of our identityIts expresses the simplicity, clarity and coherence. It combines between the logo and typography to cre-ate three linked people around each other, shows how coherence and harmony they are, also reflects secure. The goal is to deliver the sense of home and family and attract the target audience.

While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.

OUR LOGO

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Symbol Logotype

Logo

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LOGO CLEAR SPACE EVERYONE NEEDS A LITTLE PERSONAL SPACE

To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space free of type, graphics, and other elements that might cause visual clutter to maximize the recogni-tion and impact of our identity.To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected.When the logo is used, a clear space 0.8 in the symbols height should be maintained.In special circumstances when a 0.8 in clear zone isnt available or possible, use the sec-ond option of 0.326 in clear space.

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0.8 in Clear space

0.8 in

0.326 in

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LOGO PLACEMENT LOGO CLEAR SPACE

We like to avoid placing the logo smack dab in the middle of an area or center aligned at the right or left.On any given format landscape or vertical the preferred logo placement is in any corner position, or center alignment at the top.

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LOGO SIZES

MINIMUM LOGO SIZE

There are no predetermined sizes for the ASA Limited Company logo. Scale and proportion should be determined by the available space, aesthetics, func-tion and visibility. There is no preset maximum size for the logo. In print the minimum size is 1.1993 in.

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1.1993 in2.7475 in

Small scale useLarge scale use

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LOGO COLOR PICK A COLOR ANY COLOR

Our logo or background color may be any color within the ASA Limited Company color palette. Contrast is important use a white logo on color backgrounds and a color logo on white backgrounds.

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Color logo on white

White logo on color

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MONOCHROME LOGOS

The preferred color for our logo is in one of our vibrant colors. In some cases, a full color logo may not be practi-cal or possible due to limitations in printing. For these in-stances we may use a gray version (made as a 60% tint of black) or a one-color black or white logo.

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60% Black logo on white background

White logo on 60% black background

White logo on black background

Black logo on whitebackground

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COLOR PALETTE

Our core colorsare what give us our personality. were bright, bold, and colorful.

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C=0 M=100 Y=0 K=0R=236 G=0 B=140

PinkIs a hot color Gives energy and vitality

C=0 M=23 Y=100 K=0R=255 G=198

Yellow Is a hot color

color of happinessIts increasing the heart rate that helps to get rid of depression

C=35 M=0 Y=100 K=0R=178 G=210 B=53

Green Is a cool color

Gives hope and calms the nervous system

C=70 M=15 Y=0 K=0R=39 G=210 B=225

BlueIs a cool color

Helps to relax and tran-quility and retrieve vital missing

C=0 M=80 Y=100 K=0R=241 G=90 B=34

Orange Is a hot color

Gives delight and helps in stimulating the respiratory tract

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PLEASE DONT

To maintain the integrity of the ASA Limited Company logo, and to promote the consistency of the brand, it is important to use the logo as described in these guide-lines.The examples shown here illustrate possible misuses of the ASA Limited Company logo that should be avoid-ed.n22

IDENTITY TYPOGRAPHY

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OUR TYPOGRAPHIC STYLE CONTRIBUTES TO OUR DISTINCTIVE AESTHETIC.

Futura Light is used for the ASA Limited Company logotype.

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TYPOGRAPHY IS AN IMPORTANT ASPECT OF OUR BRAND IDENTITY

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OUR TYPEFACE USE IN PRINT AND WEB

Futura Bold is used for all headlines and titles.

Futura Medium is used for all standard body-copy.

Futura is designed by Paul Renner It can be purchased directly http://www.fontyukle.net/



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TYPESETTING GUIDES

Typography is always ranged left. This pro-vides the eye with a constant starting point for each line, making text easierto read.

When typesetting headlines, the leading should be 15% larger than the type size.

Body column width should ideally be be-tween 7-9 words long.

ASA Limited Company

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DESIGN MATTERS

If youve just read these guidelines, you have our ap-preciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our ASA Lim-ited Company communications will be stronger for it.If you ever have additional questions about our visual identity and its application in design, dont hesitate to contact [email protected] you.

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NOUF ALNAIM, BRANDING,IDENTITY PROGRAM, INSTRUCTOR: MAHA ALDOUBIAE, GRAPHIC DESIGN 2

ASA Limited Company

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