Before And After Magazine 0604 UPS ...

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//-->Before&After®BAmagazine.comiUXUniformRepetitiveContinuedSimpleWe borrow a page from Brown’sbook to illustrate that consistencyis key to a successful look.ContinuedSimple, uniform, repetitive0604Before&After®BAmagazine.comiUXSimple, uniform, repetitiveA page from Brown’s book illustrates that consistency is key to a successful lookIIf you love to design—if you love toexplore the different ways that a mes-sage can be beautifully and creativelyexpressed—then the aspect of designyou’ll see here can be positively painful.Why? Because once you’ve settled ona logo and related imagery, what youmust forever after do isleave it alone.Don’t touch it. Repeat it exactly, overand over and over until you’re boredand beyond bored. The surprise isthat’s what makes it strong; the publicsees it, gets it, knows it, counts on it—if you change it, it never settles in. Toillustrate this simple (but hard to do)idea, we borrow a page from UPS’sexcellent Brand Guidelines . . .2of6Simple, uniform, repetitive0604Before&After®Simple, uniform, repetitive3of6BAmagazine.comiUXVisual standardsYour mark is unique. To protect its integrity and effectiveness, you need to set guidelines.They should regulate spacing, size, color and other key visual aspects of the design.xxx-heightTo most viewers, the logo is the shield, but it’sreally the shieldand the space around it.Noth-ing is allowed into this protected space, sothe shield can be seen without distraction orcompetition. The clear space also defines theminimum distance from the logo to the edge ofa printed piece. As a rule, this space should besomerationalmeasure derived from a majorvisual element in the image itself; in this caseit’s the x-height of the type.Small sizeToo small, and it’s nolonger a logo; it’s a speck. To ensurevisibility, specify a miminum size;for UPS it’s a half inch.xxMinimum size0.5” or 13mm3of6Simple, uniform, repetitive0604Before&After®Simple, uniform, repetitive4of6BAmagazine.comiUXBrandmarkDefine what can and cannot be done to your logo. Address rendering, color, orientation andso on. Your guidelines will ensure that the look and voice of your logo remains constant.A)Do not outline the brandmark inany color.B)Do not change the brandmarkcolors.C)Do not add new elements to thebrandmark.D)Do not change the brandmark’sorientation.E)Do not redraw any elementof the brandmark.F)Do not delete the brandmark’s“shield” background.G)Do not use the brandmark as amotif or graphic design element.H)Do not violate the brandmark’sclear space.I)Do not create a “read-through”header with the brandmark.J)Do not add other effects thebrandmark.K)Do not crop the brandmarkin any way.L)Do not place the one-color brand-mark on a photograph or pattern.IJKLEFGHABCD4of6Simple, uniform, repetitive0604Before&After®Simple, uniform, repetitive5of6BAmagazine.comiUXApplicationConsistent application in real life is the key; just treat your logo the same every time—same placement, same color, same importance—and your viewers will get to know it.Dropboxes, airplanes anddelivery vans are all diff-erent things in differentenvironments, whichmakes it easy to overlookthe sameness of the logo.That’s what you want—theviewer isn’t aware; he justgets it.Note that, strictlyspeaking, the “edge-of-the-page” rule is suspended onthe airplane’s tail, but withno nearby imagery, the eyemoves from the shield intolimitless space.Logos and images provided byUnited Parcel Service5of6Simple, uniform, repetitive0604 [ Pobierz całość w formacie PDF ]