BRAND GUIDELINES

Brand Guidelines
(also commonly referred to as “brand standards”,
“style guide” or “brand book”)
are a set of rules that explain how our brand works,
they take its heart and soul and translate it
into design by providing very specific instructions
about how tangible elements of our brand
should be used in all forms of communications.

We need these guidelines because

they make it possible for our brand to
move through the three primary steps of brand building:
consistency, persistence, and restraint.
 INTRODUCTION
1.1 ABOUT US 1

LOGO
2.1 OVERVIEW 2
2.2 VARIATION 3
2.3 ICON 4
2.4 BACKGROUNDS 5
2.5 CLEAR SPACE 6

TABLE OF CONTENTS
2.6 MINIMUM SIZE 7
2.7 POSITIONING 8
2.8 WRONG USAGE 9

COLORS
3.1 COLOR SYSTEM 10
3.2 COLOR CODES 11

TYPOGRAPHY
4.1 GUIDELINES 12
4.2 FONTS 13
1. INTRODUCTION
1.1 INTRODUCTION ABOUT US 1

This style guide is for my

final project that discusses
psychology, mental health,
mass media, and society.

Dina Merali Brand Guidelines

2. LOGO
2.1 LOGO OVERVIEW 2

Composition:
Our logo consists of the following elements:
Icon: DM initials 2.82mm
Wordmark: Dina Merali
3.18mm

- These elements can be put in different lockups as specified in this document.

- The logo presented here is our primary logo option. 6.7mm
3.88mm
Fonts: Bebas. 2.47mm
2.15mm

Colors: 4.23mm
Light Gray: #CCCCCC
Dark Gray: #4D4D4D
10.23mm

Dina Merali Brand Guidelines

2.2 LOGO VARIATION 3

Lockups:
• Stacked: as the primary lockup
• Horizontal: as the Secondary lockup

Color sets:
Primary Color Set:
Grayscale

Monochromatic Color sets:

- White
- Black

Most of the time, we will stick to our primary logo, but there
will be times when it makes more sense to use secondary
options for any variation of the ideal set of circumstances
required by the primary logo to be displayed properly. These
secondary logos still feel cohesive and at home with the rest
of our identity, but are used on more of an as-needed basis.

To maintain art integrity, it must be reproduced from original files.

Dina Merali Brand Guidelines

2.3 LOGO ICON 4

Due to the distinguishable appearance of our logo icon, we

occasionally use it separately from the other elements in
many applications, especially when we have a restricted
space to use.

Color sets:
- Grayscale
- White
- Black

Dina Merali Brand Guidelines

2.4 LOGO BACKGROUNDS 5

The following represents the ideal logo-background

matching. The main rule is that the logo must be clearely
readable, and the primary color set should be used
whenever possible, so the designer has the freedom of
choice with respect to these rules.
* This rule applies to all logo options of the same color set.

Dina Merali Brand Guidelines

2.5 LOGO CLEAR SPACE 6

STACKED LOCKUP

Whenever we use the logo, it should be surrounded with

clear space to ensure its visibility and impact. No graphic
elements of any kind should invade this zone.

The following is used as a scale to measure the space to

always leave from all sides of the logo as shown in the
scheme beside:

- Stacked lockup: X= 1/2 the logo’s width.

HORIZONTAL LOCKUP & ICON
- Horizontal lockup & Icon: Y= the height of the logo.

* This rule applies to all logo options of the same lockup.

Dina Merali Brand Guidelines

2.6 LOGO MINIMUM SIZE 7

To make sure our logo is always visible we've determined a STACKED LOCKUP
minimum display size for the digital usage (in pixels) and 50 px • 18 mm • 0.70”
printed material (in millimeters and inches).
The minimum sizes described are applicable for displays of
72 DPI. If the display screens have higher DPI (retina
display) minimum size should be adapted proportionally.

* This rule applies to all logo options of the same lockup. HORIZONTAL LOCKUP & ICON
20 px • 7 mm • 0.27”

Dina Merali Brand Guidelines

2.7 LOGO POSITIONING 8

BUILDING SIGNAGE PACKAGING TRADESHOW

Primary exterior Box Primary view
Documentation Secondary view

The following are the recommended positioning options

for the logo, which depend on where the logo appears.
The position is designed to maximize impact and leave a
lasting impression.

WEBSITES POWERPOINT BUSINESS CARD

Homepage Title page slides Front and back
Secondary pages Section dividers

ADVERTISING COLLATERAL
Single pages Cover vs. interior

Dina Merali Brand Guidelines

2.8 LOGO WRONG USAGE 9

1. 2.

3. 4.
1. Do not alter the colors of the logo
2. Do not add a shadow to the logo
3. Do not modify the logo
4. Do not rotate the logo
5. Do not add an outline to the logo
6. Do not stretch or condense the logo
7. Do not change the font of the logo
8. Do not use a background without enough contrast 5. 6.

7. 8.

Dina Merali Brand Guidelines

3. COLOR
3.1 COLOR COLOR SYSTEM 10

Color is one of the most important visual elements of our

identity system, it plays a fundamental role in how our
brand is perceived. To this end, we have carefully chosen
our palette so we can get a cohesive identity across all our
communications.

Our color system consists of:

• Primary colors: greyscale.
• Secondary colors: desaturated blues.

* All these colors codes are listed bellow

Dina Merali Brand Guidelines

3.2 COLOR COLOR CODES 11

PRIMARY COLORS

BLACK GRAY SHADES WHITE

HEX Hexadecimal color code is a way of specifying color using hexadecimal

values. The code itself is a hex triplet, which represents three separate values SECONDARY COLORS
that specify the levels of the component colors. The code starts with a pound
sign (#) and is followed by six hex values or three hex value pairs HEX 29344A
BLUE N°1 RGB 41 52 74
RGB (Red-Green-Blue) refers to a system for representing the colors to be used CMYK 86 75 46 43
on a computer display. Red, green, and blue can be combined in various
proportions to obtain any color in the visible spectrum. HEX 4C768C
BLUE N°2 RGB 76 118 140
CMYK (Cyan-Magenta-Yellow-Black) is a color model in which all colors are CMYK 75 45 33 7
described as a mixture of these four process colors. It is the standard color
model used in offset printing for full-color documents. HEX 8EC7D8
BLUE N°3 RGB 142 199 216
CMYK 43 7 12 0

HEX CAEBF2
BLUE N°4 RGB 202 235 242
CMYK 19 0 4 0

HEX 7C98B0
BLUE N°5 RGB 124 152 176
CMYK 55 33 21 0

Dina Merali Brand Guidelines

4. TYPOGRAPHY
4.1 TYPOGRAPHY GUIDELINES 12

TEXT SAMPLE

Main title of the text

Another big part of our visual identity is typography and
font selection, that when used properly, unifies messaging
and creates familiarity and consistency across all our
communication channels.
Fonts Hierarchy:
Headings font: Acumin Pro Semi-Condensed Semi-Bold
Subheadings font: Roboto Thin
Bodycopy font: Roboto Thin
- There are no set rules for choosing a font’s size or color, it
varies depending on the situtation.
- Other effects such as bolding, italics, underlining and
color can bring attention to specific areas of the main text,
these effects are used sparingly and for only a few words in
a sequence.
Subtitle
Lorem ipsum dolor sit amet, “reque urbanitas accommodare duo ea”. Usu
tamquam acc sata scriptorem eu. Possim cotidieque mei no, nullam
placerat sit ut. Vis tation oportererea, et eum imperdiet consetetur. Te
prima accusamus his. Mea ad maiestatis argumentum, no sit nihil
adversarium, no dico denique efficiendi qui. Cibo malorum invenire vel no,
nobis deterruisset his ex, pertinax senserit ne usu vis quaconsetetur
temporib dolor ad. Agam possit mea cumero tota prodesset cu pri. Mea
ea nisl sint dicta. Cum ut exerci laoreet. Delicata appellatur id vis, at eam
eruditi dolorum. Ad mucius tibique assueverit omitttd.
Causae maiestatis ut eum, no duo novum aperiri, falli labitur sententiae eu
mea.aperiri, falli labitur sente.Lorem ipsum dolor sit amet, “reque urbanitas
accommodare duo ea”. Usu tamquam acc sata scriptorem eu. Possim
cotidieque mei no, nullam placerat sit ut. Vis tation oportererea, et eum
imperdiet consetetur. Te prima accusamus his. Mea ad maiestatis
argumentum, no sit nihil adversarium, no dico denique efficiendi qui. Cibo
malorum invenire vel no, nobis deterruisset his ex, pertinax senserit ne
usu vis quaconsetetur temporib dolor ad.

Dina Merali Brand Guidelines

4.2 TYPOGRAPHY FONTS 13

ABC
ACUMIN PRO SEMI-CONDENSED ( Sans Serif )

DESCRIPTION
Designed by Robert Slimbach, Acumin Pro is a sans serif ABCDEFGHIJKLMNOPQRSTUVWXYZ
font family. This typeface has ninety styles and was
published by Adobe. This is the semi-condensed family. abcdefghijklmnopqrstuvwxyz
USAGE 1234567890 (!@#$%&.,?:;)
This font is considered to be our primary option for headings
Thin Black
DOWNLOAD LINK Thin Italic Black Italic
https://www.fontspring.com/fonts/adobe/acum-
in-pro/acumin-pro-semi-condensed Extra-Light Ultra Black
Extra-Light Italic Ultra Black italic
Light
Light Italic
Regular
Italic
Medium
Medium Italic
Semi-Bold
Semi-Bold Italic
Bold
Bold Italic
Dina Merali Brand Guidelines
4.2 TYPOGRAPHY FONTS 14

ABC
ROBOTO ( Sans Serif )

DESCRIPTION
Roboto is a neo-grotesque sans-serif typeface family ABCDEFGHIJKLMNOPQRSTUVWXYZ
developed by Google as the system font for its mobile
operating system Android, and released in 2011 for Android abcdefghijklmnopqrstuvwxyz
4.0 "Ice Cream Sandwich".Google developed the font to be
"modern, yet approachable" and "emotional". 1234567890 (!@#$%&.,?:;)
USAGE Thin
This font is used for body copy text and subheadings. Thin Italic
DOWNLOAD LINK Light
https://fonts.google.com/specimen/Roboto Light Italic
Regular
Italic
Medium
Medium Italic
Bold
Bold Italic
Black
Black Italic

Dina Merali Brand Guidelines

 +3902583361

CONTACT US dinamerali@ied.edu
ied.edu