Schachfreunde Baesweiller Style Guide

Schachfreunde Baesweiller 1980e.V.

Style guide

ContentsIntroduction .....................................3Concept..........................................4Visual signature...............................6Symbol..........................................10Logotype.......................................11Typeface.......................................12Colors............................................13Logo versions................................16Maximum reduction.......................24Do’s...............................................25Don’ts............................................28File formats....................................30Final considerations......................31

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IntroductionThis style guide explains the development of the new visual identity program of Schachfreunde Baesweiler 1980e.V.. It also assists the members of the chess club in using the signature in various materials, such as prints, web and electronic presentations. This guide contains strict standards to reflect a clear and consistent image of Schachfreunde Baesweiler 1980e.V., which should be always followed.

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ConceptA chess club composed by friends who enjoy their time together, while playing the game.

modern friendly strong

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Visual signatureIt is composed by the symbol and the logotype. The logo must respect the safety areas to prevent intervention of other elements in the visual signature.

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symbol logotype

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X

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2X

safety areas

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SymbolThe symbol was designed to reflect the friendly environment of the club. The chess pieces represent the participants with different ages and sex. They were organized to have equal positions, forming one element, one friendly chess club.

The symbol is the only element that can be used separately from the logotype. It can be applied in the following formats: colored, yellow, blue, white and black. Be wise when using them, always respect the guidelines.

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LogotypeThe chess club name was written using the typeface Coolvetica. It is a redesign of Helvetica, a famous typeface, from when people were creating many variations of it. Coolvetica was chosen because it is stronger and funnier.

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TypefaceHelvetica is the typeface that must be used in all writings of Schachfreunde Baesweiler 1980e.V.. This has easy legibility and, is a versatile font for texts and headings. Helvetica is a sans serif font presented in Regular, Light, Bold and Italic.

AbAb

AbAb

AbAb

Helvetica RegularHelvetica Oblique

Helvetica LightHelvetica Light Oblique

Helvetica BoldHelvetica Bold Oblique

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ColorsAs the chess club is situated at Baesweiler municipality, the main colors are the same as its coat of arms, blue and yellow. Graphite and white are secondary colors due to their neutrality. All pieces must use a combination of those colors to keep the visual unity and strength.

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It must be avoided putting emphasis on either blue or yellow when designing posters or any other material to be shown on events if there are other participants with one of the main colors as theirs. In those cases, the white logo must be used.

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Pantone 2728CRGB 33|81|163CMYK 98|75|4|0

RGB 77|75|77CMYK 65|59|56|38

Pantone 2728CRGB 33|81|163CMYK 3|16|98|0

RGB 255|255|255CMYK 0|0|0|0

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Logo versionsSchachfreunde Baesweiler 1980e.V. main logo is for white background. This one must be applied in all situations when the club goes to an event where participants use yellow or blue as their main colors.

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The yellow and blue logos should be used for internal events. They are for materials using any of those colored background.

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The B&W logos must be used for B&W printed materials. Only these logos can be applied on photographs or on any other colored background that does not match the color scheme, always considering the contrast between logo and background.

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You must apply the CMYK logo on all printed matters. The Pantone logo is for onscreen environment and can be used on printed materials that the members want to have a color unity on materials due to its higher cost of production (ex.: t-shirts, mugs, posters, pencils).

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Maximum reductionThe maximum reduction has 2cm of height. You cannot reduce more than that to avoid bad legibility.

2 cm

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Do’sSome basic examples on how to combine the elements.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque faucibus feugiat dapibus. Cras et lobortis felis. Mauris erat purus, vehicula at egestas non, tincidunt vel elit. Suspendisse ac nisi vel ante pretium adipiscing laoreet vel metus. Suspendisse a pretium nibh. Duis pharetra pulvinar auctor. Ut quis purus sit amet metus interdum feugiat ut vel justo.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque faucibus feugiat dapibus. Cras et lobortis felis. Mauris erat purus, vehicula at egestas non, tincidunt vel elit. Suspendisse ac nisi vel ante pretium adipiscing laoreet vel metus. Suspendisse a pretium nibh. Duis pharetra pulvinar auctor. Ut quis purus sit amet metus interdum feugiat ut vel justo.

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Don’tsPlease, take care of your logo; do not do anything similar to these examples.

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Do not scale the logo unproportionally.

Do not change the colors of the logo. Do not apply the logo on backgrounds that doesn’t give proper contrast.

Do not apply the colored logos on colored background.

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File formatsYou are receiving two file formats together with this brand style guide. The EPS files are the preferred format for reproducing the signature in all uses. They are scalable and resolution-independent, making them the primary format for distributing the logo. For all forms of print applications, EPS files should always be used.

The PNG files formats should be used in all other simple applications, such as domestic printings. It is a file format similar to JPG, however with higher quality.

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Final considerationsPrints using Pantone colors are expensive; use it wisely.

It might happen that other chess clubs have one of the colors as well, for any event where it is expected to meet them, use the main logo.

Always use the main visual signature when it is going to be shown together with logos from other clubs.

Feel free to contact Camila in case of doubts, mila.lib@gmail.com.

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Following the guidelines will assist Schachfreunde Baesweiler 1980e.V. to construct a consistent branding, which is going to be reinforced in people’s mind over time. As a result, chess clubs that have similar visual identities might feel constrained to change it, since SFB’s branding is stronger than theirs.

Any part of this project cannot be reproduced without previous authorization.

Camila Ferreira designed this project. All rights preserved.

portfolio behance.net/camilalib e-mail mila.lib@gmail.com