Acme Enterprises has created a style guide to explain their visual identity guidelines. Their restrictions and instructions include the usage of their logo, typography and color palette.
The logo, which should always appear in a specified and consistent manor, should never be typeset except in the body copy. The style guide specifies a ‘clear space’ that must surround the logo, the minimum size the logo can be and the three different forms of color the logo can take.
Such restrictions help to maintain the integrity of the company and is especially important in a corporate setting. The distortion of the logo is unacceptable in the style guide. Although this stifles the opportunity to create something visually unique and eye catching, the strength created by its uniformity is useful.
The typography is also consistent to ensure uniformity. Only three typefaces are used. Myriad is the primary fonts used in external design while Times and Ariel are used for internal communication. Specific guidelines concerning typography include not using justified text, no drop caps, ensuring strong contrasts when using coloured type, italics used sparingly and no extreme kerning and rotating. Similar to their usage of their logo, the uniformity creates a sense of stability sacrificing design uniqueness and creativity.
The color palette is created using three primary colours. The same three present in the logo. Once again, simplicity at the cost of soul.
No comments:
Post a Comment