• • • Logo Representation •
logo
The logo is the brands visual identity as a whole. Meaning that in addition to its visual/graphic form there's a literal/verbal identity adding to its interpretation. A combination that should always be used together, as one, avoiding singular usages of each componente that could therefor deconstruct the brand's visual identity. When applying the logo, the minimum size requirements for an intuitive interpretation and reading are:
symbol
Its the main element of the brand (logo) and is the only element of the logo that can be used alone. Its independent use is intended to reinforce brand recognition via a more composed iconic-graphic language. When applying the symbol, the minimum size requirements for an intuitive interpretation and reading are:
icon
A unique identity that results from the most minimalist expression of the symbol, and therefor the logo. It can also, sometimes, be a secondary icon when the symbol already results as one. Its used alone as a graphic detail in order to reinforce the brand's visual awareness, generally along communication elements. When applying the icon, the minimum size requirements for an intuitive interpretation and reading are:
• • • Color Palette •
• • • Color Behaviour •
• • • Typography •
font family
Times New Roman
H1
H1
size: 35px
weight: bold
transformation: normal
letter spacing: 25
H2
H2
size: 23px
weight: bold
transformation: lowercase
letter spacing: 25
H1
H1
size: 100px
weight: 600
transformation: normal
line-height: 1.5
letter spacing: -2
H2
H2
size: 80px
weight: 500
transformation: normal
line-height: 1.5
letter spacing: 0
H3
H3
size: 60px
weight: 600
transformation: normal
line-height: 1
letter spacing: 2.5
H4
H4
size: 40px
weight: 600
transformation: normal
line-height: 1.1
letter spacing: 10
H5
H5
size: 30px
weight: 500
transformation: normal
line-height: 1.1
letter spacing: 2.5
H6
H6
size: 23px
weight: 600
transformation: normal
line-height: 1.1
letter spacing: 2.5
font family
ITC Avant Gard
H3
H3
size: 23pt
weight: demi
transformation: uppercase
letter spacing: 275
H4 & Highlights
H4 & Highlights
size: 18pt
weight: demi
transformation: normal
letter spacing: 25
Body
Body
size: 9pt
weight: book
transformation: normal
letter spacing: 25
Signatures & foot notes
Signatures & Foot Notes
size: 7.5pt
weight: book
transformation: normal or italic
letter spacing: 275 or 75
Body
Body
size: 13.5px
weight: 300
transformation: normal
line-height: 1.25
letter spacing: 1
• • • UX/UI Behaviour •
• • • Graphic Behaviour •
This is a title
This is a simulation proposal representing a visual composition that underlines the functional and pratical specificities the main banding element (logo, symbol or icon) has within its own branding and marketing strategy, as a form to empower awareness on the relevance of pragmatic minimalistic approaches when using human-centered design to ensure direct cristal clear communication and connections overall.
This is a title
This is a simulation proposal representing a visual composition that underlines the functional and pratical specificities the main banding element (logo, symbol or icon) has within its own branding and marketing strategy, as a form to empower awareness on the relevance of pragmatic minimalistic approaches when using human-centered design to ensure direct cristal clear communication and connections overall.
This is a title
This is a simulation proposal representing a visual composition that underlines the functional and pratical specificities the main banding element (logo, symbol or icon) has within its own branding and marketing strategy, as a form to empower awareness on the relevance of pragmatic minimalistic approaches when using human-centered design to ensure direct cristal clear communication and connections overall.