Creative Technology Brand Guidelines

8/17/2019 Creative Technology Brand Guidelines

1/27


2/27

This publication accompanies the rebranding of CreativeTechnology, Inc. This project was conceived and designed in theCommunication Design 4: Identity Systems class at the ArtCenter College of Design. Designed & edited by: Christina KwangInstructor: Rudy ManningTypefaces: Replica, Akkurat © 2016 by Art Center College of Design, 1700 Lida Street,Pasadena, CA 91103 All rights reserved. All images are © the artists, reproducedwith the kind permission of the artists and/or theirrepresentatives. Every effort has been made to contact copyright holders

and to ensure that all the information presented is correct.Some of the facts in this volume may be subject to debate ordispute. If proper copyright acknowledgment has not beenmade, or for clarications and corrections, please contactthe publishers and we will correct the information in futurereprintings, if any. ISBN 978-0-9802055-1-0


3/27

scratch beneaththe surface.

06 who we are

10 logo

16 typeface

20 color

22 pattern

24 photography

40 graphic language

There is more to us and our iden-tity than what you see. These areour brand guidelines that pinpointsour every single decision with ourbrand, from our promise to type-face and colors. We are more than

just a logo.

contents


4/27

creative technology, inc. who we are

Creative is the worldwide leader in

digital entertainment products.

Founded in Singapore in 1981, Creative

started with the vision that multimedia

would revolutionise the way peopleinteract with their PCs.

Creative is now driving digital enter-

tainment with cutting-edge audio

solutions, premium wireless speakers,

high performance earphone products

and portable media devices. The

company's innovative hardware,

proprietary technology, applicationsand services enable consumers to

experience high-quality digital enter-

tainment - anytime, anywhere.

Since launching the phenomenally

successful sound cards and setting the

de-facto standard for PC audio in 1989,

Creative has been able to leverage on

its leading-edge audio technology, ahuge user base of about 400 million,

and strong brand identity to expand

into the exciting lifestyle Personal Digi-

tal Entertainment (PDE) market.

Creative is well recognised as a global

leader for product innovation in the

audio and PDE segments, offering

consumers a complete, high qualitydigital entertainment experience

through Creative's hardware, software

applications and services. Finding the

perfect balance between form a

function, Creative strives for eve

product to be a sensory feast fo

eyes and ears.

Creative's global corporate head

ters is located in Singapore, in t

heart of the Asia-Pacic region.

regional business units in the US

(Milpitas, California), Europe (Du

Ireland) and Asia (Singapore).

Creative is a public listed compa

the main board of the SingaporeExchange (SGX) since June 1994

We’ve come a long way in our suc-cess, but we will continue to stayhumble and never forget our roots.

our backstory.


5/27

creative technology, inc. who we are

peace of mind.We strive to promote the spirit ofthe individual. Tuning out of yoursurroundings and nding personalhappiness is what we believe hopeyou achieve.

brand promise

Assuring andproviding individualswith the properequipment to reachand achieve their

personal nirvana.

Creative strives to provide quaaudio products that would helpconsumers feel calm and seren

put in use.

brand slogan

a sound decision.“a sound decision.” is a play onmeanings. One being that purcCreative products ensures secand promise from a trusted braThe second meaning is a take odenition of “sound”, considerCreative produces products thwith audio.


6/27

creative technology, inc. logo

crown jewel.Our logo is our most prized posses-

sion. It must be used properly andrespectfully in order to communi-cate as intended.

The inspirations for this logo lies inthe ritualistic signicance anddenition of the black crystal andalso the vibrational phenomena ofcymatics.

The black crystal, or tourmaline, isknown for its ability of protection,security, and empowerment. Thisled to trying to nd a method thatexpresses these characteristicsinto Creative’s logo and also thebrand itself. Cymatics played a rolefor inspiration in creating the gen-eral look and appearance of the

logo mark. The visualization ofsound and vibration is simplyunusual and captivating, yet calm-ing in terms of its natural symmetryand geometry.

black crystal

diamond geometry

cymatics


7/27


This new logo is a more peacefuland calm approach to deningthe sound/audio corporate. Itdraws the attention away fromthe technical side of thecompany and focuses rather onthe personal aspects itsproducts provide for loyalCreative consumers.

Creative’s logo should ba minimal black and whretains the authenticitymark. The logo may be ito pure white on black tcommunicate well.

The symmetry and harmonyof this new logo reects andexpresses upon how usersshould feel at ease when usingCreative products.

This logo includes the bslogan “A sound decisioshould be used only foradvertisements and po


8/27

handle with care.

01

03

05

02

04

06


Respect our logo. It was designed

and produced to communicate in avery particular fashion and must betreated correctly. Any slight alter-ations may disconnect us with ourintended target audience. Samplelogo misuses are shown, but notlimited to.

01 Do not stretch.This distorts the logo and canmake it become illegible.

02 Do not rotate.Doing so suggests a loss incontrol and stability.

03 Do not apply stroke or anyother unneessary effect/color.We do not want to promote uglycolors and tacky effects.

04 Do not change proportions.Balance and structure are ofgreat importance and must betaken into consideration.

05 Do not change the font.Fonts speak a thousand words.

06 Do not alter the lockup.We have found the perfectharmony for the lockup. Alteringit in any way causes imbalance.


9/27

our typeface.

creative technology, inc. typeface

ReplicaChosen for its unique corner-cutletterforms, Replica offers a uniqueand structured, yet delicate feel to thebrand’s identity as it goes in tangentwith the contours of the logomark.

Replica – BoldReplica also comes in bold. It is only tobe used for large titles/subheads.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!?@$%&

AaABCDEFGHIJKLMNOPQRSTUVWXYZ


0123456789!?@$%&

Aa


10/27

creative technology, inc. typeface

AkkuratAkkurat is simplistic and easy on theeyes. It contrasts and compliments wellwith the jagged corners of Replica. It isto be used solely for copy and body text.

Akkurat – BoldAkkurat – Bold is used in subheads forbody text.

Akkurat – LightAkkurat – Light should be used in somebody text when contrast between lightand bold are necessary.

AaABCDEFGHIJKLMNOPQRSTUVWXYZ


0123456789!?@$%&

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUVW


0123456789!?@$%&

ABCDEFGHIJKLMNOPQRSTUVWabcdefghijklmnopqrstuvwxyz

0123456789!?@$%&


11/27

creative technology, inc. color

our voice.Our colors are what give us our

voice, personality, and tone. We arecalm, collected, and promising.

These are our most applied colors. These are our secondary colors.

These colors are to be used primarilyin photography treatment and textheaders and titles.

In order to keep consistent withthe calm and muted tonality, thesecolors are to be used only when thecombination of black and white are toobright and high in contrast.

CMYK: 22/25/22/0RGB: 198/184/183HEX #C6B8B7

CMYK: 52/11/28/0RGB: 123/185/185HEX #7BB9B9

CMYK: 5/4/4/0RGB: 238/238/238HEX #EEEEEE

CMYK: 78/55/57/38RGB: 53/76/78HEX #354C4E


12/27

creative technology, inc. pattern

the fragments.Fragmented pieces of our logo

break down the brand by focusingon the minute details. Each andevery shard and particle holds apurposeful meaning.

cutting-edge technology. lightweight crisp, clear audio.

These symbols represent what we haveto offer to our customers through ourproducts. They are primarily used onour website and other areas whereexplanation and introduction into thebrand/products are needed.

These patterns of our fragmented logoare used primarily in image treatmentwhere their main purpose is simply avisual element. As part of our graphiclanguage, they can be implemented inposters, interior/exterior, etc. Pleaseuse sparingly.


13/27

cr ea ti ve tec hnol ogy , i nc. ph otogra ph y

our image.Photography and image choice play

a huge role in accurately portray-ing our personality. These imagesshould capture peace and seren-ity. The individuals shown shouldalways appear in a natural state.The images must be treated with agradient overlay of our colors pinkand dark blue.

Consider the audience.

Images for Creative have two cate-gories: Individuals and Couples.

IndividualsIndividuals portrayed in our imagesmust be shown as if the photographwas taken candidly. They must depictthe individual caught up in the moment,like staring into a gorgeous scenery orwalking in an open eld. They should beacting naturally and appear focused on

their own tasks.

CouplesCouples should appear calm anThey should be enjoying each ocompany and basically just liviappreciating life as it goes.

CMYK: 78/55/57/38RGB: 53/76/78HEX #354C4E

CMYK: 22/25/22/0RGB: 198/184/183HEX #C6B8B7

The two-color gradient used in image treatment.


14/27

creative technology, inc.

Indiv

photographycreative technology, inc.


15/27


Indiv



16/27


Indiv



17/27


Indiv



18/27

35creative technology, inc.

C



19/27


C



20/27

cr ea ti ve tec hnol ogy , i nc. ph otogra ph y

C



21/27

creat ive technology, inc. graphic language

our language.Implementing the rules and guide-

lines of our brand identity, here ishow we want to communicate andexpress who we are as a company.

mobile app

Log into your account to startpersonalizing your own audiosettings for your Creativedevices.


22/27



23/27


website


24/27


posters


25/27


stationery


26/27


products

Creative Technology, Inc.

creative.com

Joe SmithCEO

T 819.228.0802

F 819.282.8082

[email protected]

1901 McCarthy Boulevard,

Milpitas, CA 95035


27/27

Creative Technology Brand Guidelines

Documents

Transcript of Creative Technology Brand Guidelines