BRANDSTANDARDS2012

CONTENTSbrand statement

the design principles

logo branding

color scheme

type

1. WHAT WE BELIEVE IN2. WHY MiiR?

3. DESIGN LAWS4. OUR TONE OF VOICE

5. LOGOTYPE6. USE WITH CAUTION7. EXAMPLES9. THE BREAKDOWN 10. one4one LOGO10. DO’s & DONT’s

THIS IS A GUIDE THAT MAKE UP THE BASIC ELEMENTS OF MiiR. HAVE A READ, IT WILL HELP YOU GET TO KNOW US A LITTLE BETTER.

12. THE PRIMARY’s13. THE SECONDARY’s

14. MEET THE DIN FAMILY15. WHAT THE HECK IS KLEVIKA

brand standards

BRAND STATEMENT

At MiiR, we believe in challenging the status quo. We believe in thinking differently about what we create and who it may impact. We do this by making our products highly functional, well designed while giving back to those in need. We decided to start by making great bottles with significant purpose behind them.

“In Africa, they don’t say that water is important to their lives; they say that water is life. It is absolutely the foundation upon which civilization and human life is built, and the best news is that we have the knowledge and the technology to provide it. All we lack is the will.”

- Richard Stearns, President of World Vision.

There is a harsh reality that almost one billion people in the world live without access to clean, safe water. We take this challenge to heart and are passionate about providing clean water for those in need through every single bottle purchased. We hope you join us in our effort to improve access to clean, safe water.

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WHAT WEBELIEVE IN

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Every drop makes a difference. Nearly a billion people struggle to survive everyday because they don’t have access to clean, safe drinking water. We are a company that doesn’t just talk about making a difference but put our thoughts into action. Our design and brand reflects this.

WHY MIIR?

1 year

WE MUST TELL OUR STORY! graphic design is one of the

crucial platforms to give our message a face and tell our

story

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OUR DESIGN PRINCIPLES

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DESIGN LAWS CLEAN CREATIVE SIMPLICITY

The best way to get from point A to point B is a strait line. The focus of our design is to first get our point across effectively, and secondly to challenge people’s thinking. We love creating work that might inspire people to think outside the box and bring change.

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DESIGN LAWS

VIBRANT ACTIVE LIFESTYLE

You must know that not only do we like to have a good time, but our look, feel, and design reflect this. We are geared toward living life to the fullest and living every day as if it were...well...a gift. Our products ooze active, colorful, and exciting and so should our design. We think differently about what we create and who it impacts...from the billion people struggling without clean water to any customer who has a MiiR product.

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OUR TONE OF VOICE

We are the future, and the only way we know how to address it is with open arms. We speak positively and optomistically. Our voice is one that will be heard, and is less about selling bottles and making money and more about making a difference in peoples lives. We are driven to make a difference and like to surprise you with our language. We love a good juxtaposition that makes you think differently about our world and evey single person in it.

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LOGO BRANDING

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LOGOTYPE

INSULATED BOTTLE

B O T T L E S

Our logo is a valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms or feet so it cant fight back.

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USE WITH CAUTION

a

b

c

d

e

f

g

a. use our text against an image without involving contrast.b. use our logo black/white against a color that does not let it pop outc. ever use backdrop on any logo or text of any kind.d. rotate our logo. MiiR just likes to be strait up.

PRETTY PLEASE DO NOT...

MiiR LOVES IT WHEN YOU...e. use our logo against our primary colors. black or white.f. place our black logo agaist a white backgroud. Love the contrast!g. place our white logo against a black backgroud. if you can’t tell we love color, but love contrast even more. Our logo should always stand out.

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LOGOTYPE EXAMPLE

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LOGOTYPE EXAMPLE

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THE BREAK-DOWN

1x

1x

GIVING CLEAN WATER ONE BOTTLE AT A TIME

GIVING CLEAN WATER ONE BOTTLE AT A TIME

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LOGOTYPEWe have found that our one4one logo works best when it is kept simple, as it is a simple typeface. This means no amazing textures, nifty design within the wording, or crazy colors. (Even as sweet as some of them might be)

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DO’s & DONT’s

Ahhh like we just said. KEEP IT SIMPLE. So take a moment before using this precious logo on a color background and just think...simplicity.

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COLOR SCHEME

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THE PRIMARY’sour colors give us our personality. we are bright, bold, and exciting. if our colors could talk they would be sort of like a football coach yelling at his losing team at halftime...loud and clear!

CMYK: 0/0/0/0RGB: 225/225/225 HEX:

CMYK: 0/0/0/0RGB: 225/225/225 HEX:

CMYK: 70/0/0/0RGB: 0/192/243 HEX:

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THE SECONDARY’sthese colors are used frequently, but almost never within our logo.

CMYK: 0/70/100/0

CMYK:60/0/90/0

CMYK:70/0/0/0

CMYK:10/0/100/0 CMYK:0/100/0/0

CMYK:0/100/100/0

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TYPE

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TYPE...WHAT A BEAUTIFUL THING

LETS KEEP IT THAT WAY

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MEET THE DIN FAMILY

DIN BLACK DIN ALT DIN ALT

DIN LIGHTDIN REGDIN MED

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WHAT THE HECK IS KLAVIKA?

KLAVIKA BOLD KLAVIKA ITALIC

for us klavika is the font we use to mix up all the DIN. This is sort of our secondary font, and most of the time for web use.