MELLOWBAG

DESIGN AND
BRAND GUIDELINES
WE LOVE THAT BRAND.

CONTACT

Address Phone & Fax Online

Mellowbag Company Free Toll: + 1 020 7800 800 Email 1: info@.mellowbag.com

7th Avenue, Manhattan Phone: + 1 0800 123 123 Email 2: custom@.mellowbag.com
578 New York Mellowbag
United States Fax: + 1 0800 123 123 Website: www.mellowbag.com Brand Collection
The Mellowbag Corporate Brand Guidelines
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BRAND GUIDELINES
THE DESIGN GUIDELINES
These guidelines describe the visual and verbal elements that
represent Mellowbag´s corporate identity. This includes our
name, logo and other elements such as color, type and graphics.
Sending a consistent and controlled message of who we are is
essential to presenting a strong, unified image of our company.
These guidelines reflect Mellowbag´s commitment to quality,
consitency and style.
MELLOWBAG
TABLE OF CONTENTS
SECTION 1 | CORPORATE LOGO SECTION 6 | LOGO PLACEMENT
The Mellowbag brand, including the logo, name, colors and SECTION 2 | CORPORATE TYPOGRAPHY SECTION 7 | GRID SYSTEMS
identifying elements, are valuable company assets.
Each of us is responsible for protecting the company’s interests by
preventing unauthorized or incorrect use of the Mellowbag name SECTION 3 | TEXT HIERARCHY SECTION 8 | CORPORATE IMAGES
and marks.
SECTION 4 | CORPORATE COLOR SYSTEM SECTION 9 | ICONOGRAPHY
SECTION 5 | CORPORATE STATIONERY SECTION 10 | SUMMARY AND CONTACT

THE CORPORATE FONTS
AND TYPOGRAPHY
SECTION 1 THE FULL LOGOTYPE
The Mellowbag Masterbrand or Corporate Logo comprises two
01
elements, the logo symbol and logo type. The Logo Symbol is
CORPORATE
a powerful image evoking the culture of design services - the
connection between the strength of communication and the
LOGO SYSTEM different points that influence.
It has a particular relationship with the Mellowbag name.
The Logo Type has been carefully chosen for its modern and yet
Our Logo is the key building block of our identity, the primary the the symbol itself and our company name – they have a fixed refined, highly legible style, which has been further enhanced by
visual element that identifies us. The signature is a combination of relationship that should never be changed in any way. the use of upper case letters. The typeface is Montserrat Bold and
has also been chosen to compliment and balance perfectly with
the logo symbol.
The corporate logo is presented through the use of colour as well
THE LOGO INTRODUCTION as shape and form. The two corporate colours are Yellow and Grey.
It is a fresh and appealing blend of colours chosen for their strong
combination - modern - classic - timeless.
THE LOGO APPLICATION The Colours have been selected according to international
standards as shown below and are easily implemented.
THE LOGO ELEMENTS
CLEARSPACE AND COMPUTATION
INCORRECT LOGO APPLICATIONS
The Mellowbag Corporate Brand Guidelines
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1) The Logo Symbol
Consists of a powerful element evoking the culture
of design services and a grey square backround.
1 2
2) The Logo Title
Carefully chosen for its modern and yet refined,
highly legible style, which has been further
enhanced by the use of upper case letters in gray
tone of the chosen corporate color. The font that is
used here is Montserrat Bold.
1) The general Logo
The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an
alternative below.
3) The Logo Dark Version
will be used when the backround color ist light
LOGO DARK VERSION LOGO LIGHT VERSION colored.
4) The Logo Light Version
will be used when the backround color ist dark
colored.
Recommended formats are:
.eps | .ai | .png | .jpg | .tiff
Attention:
3 4
Use of any stylized, animated, hand drawn or
other versions of a inofficial logo is not permitted.
This undermines the logo system and brand
consistency. Please consult with Mellowbag
Trademark Licensing if you have any questions or
need further help.
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LOGO CONSTRUCTION, CLEARSPACE AND APPLICATION

COMPUTATION ON A BACKGROUND

It is important to keep corporate marks clear of any other graphic in relation to the mark.of the the symbol itself and our company
elements. To regulate this, an exclusion zone has been established name – they have a fixed relationship that should never be
around the corporate mark. This exclusion zone indicates the changed in any way.
closest any other graphic element or message can be positioned

0.5 x
LOGO A LOGO B LOGO C LOGO D
Colored Version Colored Version Colored Version Colored Version
0.5 x

x 1.5 x

0.5 x

CLEARSPACE CLEARSPACE Definition Computation MINIMUM LOGO SIZES

- -
Logo Symbol Full Logo Whenever you use the logo, it should be surrounded To work out the clearspace take the Full Logo
with clear space to ensure its visibility and impact. height of the logo and divide it in half. Minimum Size: 20mm x 3.33 mm
40 mm 30 mm 20 mm
No graphic elements of any kind should invade this (Clearspace = Height / 2).
zone.

1
/2 x 1
/2 x 1
/2 x 1
/2 x

Logo Symbol

15 mm

10 mm
Minimum Size: 5 mm x 5 mm

5 mm
x x

1
/2 x 1
/2 x 1
/2 x 1
/2 x
The Mellowbag Corporate Brand Guidelines
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SECTION 2

02 CORPORATE
TYPOGRAPHY SYSTEM
Typographic hierarchy is another form of visual hierarchy, a
sub-hierarchy per se in an overall design project. Typographic
hierarchy presents lettering so that the most important words
are displayed with the most impact so users can scan text for key
information. Typographic hierarchy creates contrast between
elements. There are a variety of ways you can create a sense of
hierarchy. Here are some of the most common techniques for
Mellowbag layouts.

THE CORPORATE FONTS

PRIMARY FONT

SECONDARY FONT

FONT HIERACHY
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LOGO CONSTRUCTION, CLEARSPACE AND THE CORPORATE FONTS

COMPUTATION AND TYPOGRAPHY

THE FONT THE FONT

The typeface is inspired by the forms of the American Type
The old posters and signs in the traditional neighborhood of the twentieth century. The goal is to rescue what is in Montserrat Source Sans Pro is a sans serif typeface created by Paul D. Hunt for Founders’ gothics by Morris Fuller Benton with both a larger
Buenos Aires called Montserrat inspired me to design a typeface and set it free, under a free, libre and open source license, the SIL Adobe Systems. It is the first open source font family from Adobe, x-height and character width. It is available in six weights in
that rescues the beauty of urban typography from the first half of Open Font License. distributed under the SIL Open Font License. upright and italic styles.

M O N T S E R R AT SOURCE SANS PRO

PRIMARY FONT PRIMARY FONT
MONTSERRAT MONTSERRAT

DESIGNER : DESIGNER :
JULIETA ULANOVSKY JULIETA ULANOVSKY

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Bold - - Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Regular Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z

01234567890 Figures TYPE EXAMPLES

MONTSERRAT
TYPE EXAMPLES
MONTSERRAT
Figures

01234567890
Special Characters Special Characters
! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘
« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
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CONTEXT TEXT Caption Text Mellowbag Typo

AND INNER HEADLINES -
Source Sans Pro Regular
6 pt Type / 9 pt Leading

SECTION 3
Copy Text Mellowbag Typo
-

03
Source Sans Pro Regular

TYPOGRAPHY AND TEXT 8 pt Type / 11 pt Leading

HIERARCHY SYSTEM Headlines

Copytext
MELLOWBAG TYPO
-
Montserrat Regular - Capital Letters
Typographic hierarchy is another form of visual hierarchy, a information. Typographic hierarchy creates contrast between 10pt Type / 10pt Leading
sub-hierarchy per se in an overall design project. Typographic elements. There are a variety of ways you can create a sense of
hierarchy presents lettering so that the most important words hierarchy. Here are some of the most common techniques for
are displayed with the most impact so users can scan text for key Mellowbag layouts. HEADLINES AND Sublines MELLOWBAG TYPO
TYPOBREAKS Sections -
Montserrat Bold - Capital Letters
16pt Type / 16pt Leading

FONT HIERACHY
MELLOWS TYPO
Big Headlines
and Title

-
Montserrat Bold - Capital Letters
34pt Type / 30 pt Leading

THE HEADER
Sequencer
and Title for
Marketing

-
Montserrat Bold - Capital Letters
48pt Type / 48 pt Leading
The Mellowbag Corporate Brand Guidelines
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SECTION 4

04 CORPORATE
COLOR SYSTEM
THE PRIMARY COLOR SYSTEM
AND COLOR CODES
Color plays an important role in the Mellowbag corporate identity colors will contribute to the cohesive and harmonious look of the
program. The colors below are recommendations for various Mellowbag brand identity across all relevant media. Check with
media. A palette of primary colors has been developed, which your designer or printer when using the corporate colors that they
comprise the “One Voice” color scheme. Consistent use of these will be always be consistent.

THE CORPORATE COLORS

PRIMARY COLOR SYSTEM

SECONDARY COLOR SYSTEM

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PRIMARY COLOR SYSTEM SECONDARY COLOR SYSTEM

- -
Explanation: Usage: Explanation: Usage:
The Mellowbag Company has three official colors: Use them as the dominant color The Secondary colors are complementary to our Use them to accent and support the
Yellow, Black and Gray. These colors have become a palette for all internal and external official colors, but are not recognizable identifiers primary color palette.
recognizable identifier for the company. visual presentations of the company. for our company. Secondary colors should be used
sparingly (less than 10 % of the palette in one piece.

PRIMARY COLOR PRIMARY COLOR COLOR CODES

YELLOW DARK GREY
Tones CMYK : C020 M000 Y000 K080 RGB : R000 G000 B000
- - Pantone : 442C Web : #000000
HKS : 98K
COLOR CODES COLOR CODES
CMYK : C000 M020 Y100 K000 CMYK : C020 M000 Y000 K080 COLOR CODES
Pantone : 297C Pantone : 442C
HKS : 02K HKS : 98K Tones CMYK : C020 M000 Y000 K080 RGB : R000 G000 B000
RGB : R000 G000 B000 RGB : R000 G000 B000 Pantone : 442C Web : #000000
Web : #000000 Web : #000000 HKS : 98K

COLOR CODES

Tones CMYK : C020 M000 Y000 K080 RGB : R000 G000 B000
Pantone : 442C Web : #000000
HKS : 98K

COLOR CODES
COLOR TONES COLOR TONES
100 % 80 % 60 % 40 % 20 % 100 % 80 % 60 % 40 % 20 %
Tones CMYK : C020 M000 Y000 K080 RGB : R000 G000 B000
Pantone : 442C Web : #000000
HKS : 98K

COLOR CODES
THE GRADIENT THE GRADIENT
Yellow Gradient Grey Gradient
Tones CMYK : C020 M000 Y000 K080 RGB : R000 G000 B000
Pantone : 442C Web : #000000
HKS : 98K
The Mellowbag Corporate Brand Guidelines
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SECTION 5

05 CORPORATE
STATIONERY
INTERNATIONAL PAPER
STATIONERY
Stationery is a primary means of communication and it is business stationery. It includes specifications for typography,
essential that every application be a consistent reflection of our color, printing method, paper stock and word processing
corporate identity. There is only one approved design format for Stationery brand management guidelines do not include invoices,
all corporate and business unit stationery, although there are bills of lading, credit letters, business forms, checks, e-mail tags
slight variations in size and content for different regions of the or other business processes
world. This section illustrates approved layouts for standard U.S.

THE COMPANY LETTERHEAD

THE COMPANY BUSINESS CARDS

THE ENVELOPE

LOGO PLACEMENT
The Mellowbag Corporate Brand Guidelines The Mellowbag Corporate Brand Guidelines
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THE COMPANY LETTERHEAD THE COMPANY ENVELOPE

- -
Explanation: Usage: Explanation:
This shows the approved layouts with the primary The letterhead will be used for all This shows the approved layout with the primary
elements of the Mellowbag stationery system for the official communication that is going elements of the Mellowbag stationery system for
front- and backside of the letterheads. out of Mellowbag company. envelopes.

Dimensions Weight
PARAMETER 297 x 210mm 120g/m Uncoated www.mellowbag.
DIN A4 white com

Dimensions
297 x 210mm MELLOWBAG MEDIA
Print
DIN A4 Main Avenue, 7th
New York, United States Offset
T. 01 23 4567 8901
F. 01 23 4567 8901
CMYK
Weight info@mellow.com

120g/m Uncoated
www.mellow.com

white July, 2ne 2017

Dear
Mr. Max Jefferson
THE COMPANY PARAMETER
Print Creative Director

BUSINESS CARDS
London, GB

Offset Dimensions Weight Print

CMYK Color plays an important role in the Grey Agency´s corporate identity program. The colors below 85 x 55 mm 400g/m Uncoated white CMYK
-
are recommendations for various media. A palette of primary colors has been developed, which
comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the
cohesive and harmonious look of the Grey Agency´s brand identity across all relevant media. Check
with your designer or printer when using the corporate colors that they will be always be consistent.

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remque repel iliquo ipsaper atibusant mint quam fuga. Itate cus, ut eum estiam ium
Explanation:
ipsametur, siminctus dolest arum consed quiberum nihici aut voluptaque consedi
blanis a num eicto optassi nverumquis auda con peptate reperep udantiis sed This shows the approved layouts with the primary
uatiis mo ea verferes des essinctet parum quaspe solupta et et dolorum t.
As et ut dolut voloritatium explige ndenditia dolum erci omni beariberia que dist off icabo. Icillabo. elements of the Mellowbag stationery system for
comnienis as accusda a niet autam, qui blaborem quibusdam, te pro ilignim iliciate enis restendae
nonseditibus ent fugitatius alis ate ipsam quiam re volut que ea quist, occullabo. Ut et etur? business cards.
Aditi comnimus ullacea tiant, se ne volupta dolut dit imodipsum esciur? Udio cus nest
evella nest que aute nis eos eaquo quidusdae ea vel entoritae culloru ptatecab ident.
MR. MA X JEFFERSON
Berst Regards
Usage: CREATIVE DIRECTOR
The business cards will be used for all official
MAXWELL DOE
DIRECTOR contact and communication of Mellowbag company.
Insert the Mellowbag letterhead and send your MELLOWBAG MEDIA
MAIN AVENUE, 7TH
documents throughout the world.
NEW YORK, USA

T. 01 23 4567 8901 INFO@MELLOWBAG.COM W W W.MELLOWBAG.COM

F. 01 23 4567 8901 W W W.MELLOWBAG.COM
Take a slogan here △ Take a slogan here △ Take a slogan here Take a slogan here △ Take a slogan here △ Take a slogan here
 The Mellowbag Corporate Brand Guidelines
23 // 40

CORRECT
LOGO PLACEMENT
SECTION 6 -
Explanation:
To place the Mellowbag logo in the correct way

06
please use one of the approved styles that are

THE CORRECT shown on the right. To place the Mellowbag logo in

other ways is not allowed.

LOGO PLACEMENT PARAMETER

Example
CORRECT LOGO PLACEMENT 297 x 210mm
DIN A4
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THE MELLOWBAG A4 VERTICAL GRID

SYSTEM EXAMPLES
CUSTOMIZED GRID
SYSTEMS
SECTION 7
-
In graphic design, a grid is a structure made up of a

07
series of intersecting straight (vertical, horizontal,

CORPORATE and angular) or curved guide lines used to structure

content. The grid serves as an armature on which

GRID SYSTEMS a designer can organize graphic elements (images,

glyphs, paragraphs) in a rational, easy to absorb
manner. A grid can be used to organize graphic
elements in relation to a page, to other graphic
elements on the page, or relation to other parts of
GRID SYSTEMS the same graphic element or shape.

VERTICAL GRID SYSTEMS A4

VERTICAL POSTER GRID SYSTEM A3

HORIZONTAL PRESENTATION GRID SYSTEM

VERTICAL GRID SYSTEM FOR TABLETS

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THE MELLOWBAG A3 VERTICAL GRID

SYSTEM EXAMPLES
CUSTOMIZED GRID
-
SYSTEMS
Explanation:
- This shows an approved layout with
a typography grid for a A3 Poster of
Mellowbag.

Example:
Poster A3

LOVE YOUR
BRAND.
The Mellowbag Corporate Brand Guidelines The Mellowbag Corporate Brand Guidelines
28 // 40 29 // 40

SCREEN HORZONTAL THE MELLOWBAG THE MELLOWBAG TABLET VERTICAL GRID

GRID SYSTEM EXAMPLES SYSTEM EXAMPLE
CUSTOMIZED GRID CUSTOMIZED GRID
- -
SYSTEMS SYSTEMS
Explanation: Explanation:
This shows an approved layout with - - This shows an approved layout with
a typography grid for a 16:9 Screen a typography grid for an iPad tablet
of Mellowbag. This will be used for Poster of Mellowbag.
Company presentations in Powerpoint
or Keynote.

Example:
Tablet

Examples:
Screen Grids
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THE MELLOWBAG EXAMPLES FOR

MELLOWBAG
CORPORATE IMAGE : CORPORATE
IMAGE SYSTEM
COLORED IMAGES
SECTION 8 -
Corporate Images are responsible to transfer the values of Requirements:

08
Mellowbag to our customers or our potential customers. It is a - desaturate colours

IMAGES AND composite psychological impression that continually changes

with the firm’s circumstances, media coverage, performance,
- high contrast
- sharp images

BLENDING MODES pronouncements, etc. Mellowbag use various corporate

advertising techniques to enhance their public image in order
to improve their desirability as a supplier, employer, customer,
- minimalistic look
- modern and businesslike

borrower, partner, etc.

CORPORATE IMAGE

CORPORATE IMAGE COLOR

CORPORATE IMAGE BLACK AND WHITE

BLENDING MODES AND OPTIONS

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THE MELLOWBAG THE MELLOWBAG EXAMPLES FOR

MELLOWBAG BLENDING MODES
CORPORATE IMAGE : BLENDING MODES -
BLACK & WHITE FOR IMAGES How to:

1) use it in black and white images colours

Image effects and blending modes raise the
concision and the recognizability of a brand. Also 2) use a placeholder with a yellow back
they are able to divide content and other graphical
elements that are used in layouts. In the same way 3) adjust the layer style to “multiplicate”
the support statement of the used images and raise
application possibilities.

EXAMPLES FOR
MELLOWBAG CORPORATE
IMAGE SYSTEM

-
Requirements:
- black and white colours
- high contrast
- sharp images
- minimalistic look
- modern and businesslike
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THE MELLOWBAG EXAMPLES FOR

MELLOWBAG CORPORATE
CORPORATE ICONOGRAPHY SYSTEM

ICONOGRAPHY -
SECTION 9
How to:
An icon is a pictogram displayed on a screen or - only use icon with a backround

09
print layout in order to help the user navigate - minimum stroke size: 0.5 pt

CORPORATE through the content in a easier way. The icon itself

is a small picture or symbol serving as a quick,
- upscale only proportional

ICONOGRAPHY “intuitive” representation of a software tool,

function or a data file.

CORPORATE ICONOGRAPHY

ICON APPLICATION

ICONONOGRAPHY Direct Link : http://www.mellowbag.com/iconography.zip

DOWNLOAD LINK
<– Scan for download iconography
 The Mellowbag Corporate Brand Guidelines
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SECTION 10

10 SUMMARY
AND CONTACT
Mellowbag
Brand Collection

A SHORT SUMMARY
SUMMARY
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alique quatem qui utemquia dolo erum soluptas alite conseque qui officab orruntota cus ium
CONTACT rempedi gendandus veniscidus erum as ut idebit, toremporias ea conet volo blantia plaborepel
is natqui officil magnihi.

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Dandunte voluptaqui nias re voluptate occust, tet id qui utempor esequis evelesc iaecabor re,
occabor itatem et fuga.

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Quas dolentiur? Et ut mo beate nobis autendenihil iducias adit quostrum accus et aut et rem
quidipsa quam recus.

CONTACT COMPLETE MANUAL Direct Link : http://www.mellowbag.com/fullmanual.zip

DOWNLOAD LINK
For further information please contact: <– Scan for download the manual

Mark Anderson
Marketing Mellowbag

E: info@mellowbag.com
P: +01.132.4567.890
 The Mellowbag Corporate Brand Guidelines
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SECTION 11

11 THANK YOU
FOR INTEREST
For further question do not hesitate to contact us.
WWW.MELLOWBAG.COM

WE LOVE
THAT BRAND.
Mellowbag
Brand Collection

CONTACT DOWNLOAD

Address Direct Link : http://www.mellowbag.com/cd/manual.zip

Mellowbag Company Scan for download the

7th Avenue, Manhattan complete Corporate Design Brand Manual
578 New York Mellowbag
United States Brand Collection