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Welcome
Our brand identity is an important tool for increasing the visibility and strength of Callem. It has been developed with consideration, and delivers a clear and precise message to all involved in the Callem brand. This publication has been put together as a starting point to help those involved in the building of the Callem brand. It will not answer all the questions you may come across, but will hopefully outline some clear principles. It is important that it is understood and followed with respect by all users. So please follow these guidelines.
Enjoy!
001
BASIC ELEMENTS Logo Usage Clearspace / Cropping Brandline Colour Photography Typography Grid
002
STATIONERY Letterhead Continuation sheet Business Card Compliment slip Envelopes Fax Forms Media folder Website
003
PUBLICATIONS Brochure Pamphlet Magazine
004
ADVERTISEMENT Advertisement, brand Advertisement, sales Billboards Flags Van
005
RETAIL Boxes Gift wrap Shopping bag Invoice Indoor banners
006
PROMOTIONAL ITEMS T-shirts Caps Bags Pens Badges
001
Basic Elements
Our logo
The logo consists of two elements, the typography and circles. The circles are bubbly, yet still carefully positioned. The typography is subtle and powerful - these two elements together express the keywords for allem:
YoungColourfulPlayfulDynamic
Clear / Crop
The clear space and cropping guides are illustrated below. The dotted guides are relevant for the cropping of the reversed logo. All other guides define the clear space.
Cropping guide
Cropping guides
c c
Brand line
In a world where there are so many brands, to attract attention we need to create a relationship with our customers, colleagues and business associates that transcends our products and services. For this reason our brand line is intouch. It, not only reflects an understanding of the market and our customers, but also the way we do business.
Always make sure that the positioning of the intouch brandline is in a clear area.
Product advert
Brand advert
Colours
Green ( Primary colour ) Pantone 583 C CMYK: C:00 M:50 Y:100 K:00 RGB: R:00 G:50 B:100 Orange Pantone Orange 021 C C:00 M:50 Y:100 K:00 R:248 G:127 B:17 Blue Pantone 659 C C:50 M:30 Y:00 K:00 R:116 G:142 B:185 Pink Pantone Magenta C C:00 M:100 Y:00 K:00 R:239 G:9 B:124 Purple Pantone 258 C C:40 M:80 Y:00 K:00 R:91 G:35 B:93
Photography
Young
Dynamic
Colourful
Playful
Typography
The corporate typeface is Frutiger. The font is to be used in the following two variations; Frutiger light ( 45 ) and bold ( 65 ), and should always be clear and precise. Do not fear using colour and the type large, as the typography is a strong part of the overall powerful look and feel. Do not add other typefaces.
ab
c
Typography
The corporate typeface is GE SS. The font is to be used in the following two variations; GE SS Light and Medium, and should always be clear and precise. Do not fear using colour and the type large, as the typography is a strong part of the overall powerful look and feel. Do not add other typefaces.
GE SS, Light
GE SS, Medium
The Grid
All formats are divided into 10s. All elements are postioned according to the grid. Please see more info on the specific sections. This actual page is also devided according to the grid rules.
10 y y x
10 x
10 y y
10 x
Letterhead Continuation sheet Business Card Compliment slip Envelopes Fax Forms Media folder Website
002
Stationery
Writing
The stationery package consists of all paper items that are to be used for our communication. This is the more corporate face of Callem. Therefore, it is also more formal than the advertising and retail oriented elements. Use Frutiger 45 ( Light ) and GE SS ( Light ) for all communication.
Notepad
Back of letterhead, A4
Letterhead, A4
Continuation sheet, A4
Greetings
There are two different business cards, the corporate and the retail. The corporate is a more personal card, from the head quarters, whereas the retail card is more shop orientated card. The retail business cards come with five different coloured backgrounds.
Retail card back
Envelope, C4
Sending
Envelope, C6
Envelope, C5
All envelopes are Callem green with the logo reversed out - a strong and powerful expression.
Envelope, DL
1752 225536
Envelope, DL ( window )
Forms + folder
Memorandum Faxsheet
The Web
The Callem website provides a full presentation of the callem brand, from the experience to the products over shop guide. All communication is clear and precise.
Website
003
Publications
Publications
The publications bring everything together. This is where the brand comes to life. Have a look at the following inspirational pages covering items such as brochure, magazines and pamphlet.
Inside pages, Brochure Cover, Brochure
004
Advertisement
Advertising
Callem advertising is divided into two types; brand and sales advertising. The brand advertising is focused on the brand, a new shop opening or launching a new, single, product. The advertising is based on the same grid as presented in section 001.
callem circles
Brand
Large type
callem area
Advertising
The sales advertising is strictly focused on sales. As a quick guide, viewing the two styles, brand advertsing will have more of a callem look and feel. For both styles it is most important that they deliver a clear and presicse message. The advertising is based on the same grid as presented in section 001.
Brandline always to be positioned in a clear space
Sales
callem area
Billboards
Outdoor, billboard
Outdoor, billboard
Outdoor, billboard
Flags
Vans
Advertising area
Banners
Flags
005
Retail
Packaging
The look and feel of the Callem packaging should be informal and playful. Try to use as many of the dynamic colours from the Callem brand as possible. The more the better, so combine them as creatively as you can.
YoungColourfulPlayfulDynamic
Wrapping
The look and feel of the Callem packaging should be informal and playful. Try to use as many of the dynamic colours from the Callem brand as possible. The more the better, so combine them as creatively as you can.
YoungColourfulPlayfulDynamic
Gift ribbon
Gift wrap
Interior graphics
The look and feel of the Callem interiors reflects our brand language. It is bold and engaging allowing for the flexibility of brand or product communication. Please see the examples below for inspiration.
Indoor banners
Callem_Guide.indd 62-63
5/7/07 14:15:15
006
Promotional Items
Clothing
Callem clothing should be contemporary and informal, the style being friendly and approachable and still communicating the callem brand values. The brand should be embroided onto the corporate cap and all bags / backpacks. Where as all clothing items should be printed onto the fabric.
Corporate cap
Backpack
Hipbag
Pens + Pouches
Pouches
Pens