1
ASID
BRAND
GUIDE
2 ASID BRAND GUIDE
INTRO
The ASID Brand What is Branding? Why Brand? Useful Approach
MESSAGING PLATFORM
Goals Mission Statement Vision Statements Aspirational Messages Position Differentiator Relationship Tone Key MessagesLOGO USAGE
Logo Speciications Fonts Chapter Lock-up ColorMember Category Lock-up Co-Branding Web Placement Incorrect Usage
DESIGN ELEMENTS
Color Palettes Typography Typeface (Fonts) Design Element: Angles Design Element: Gridlines Design Element: Typography Body Fonts (Ofline and Digital)MATERIALS
ASID Brand Central Chapter Reference/Templates
04
04 05 05 0607
07 08 09 10 11 12 13 13 1420
21 22 22 22 23 24 25 26 2728
29 30 30 31 32 33 3435
35 36 T ABLE OF CONTENTS3 ASID BRAND GUIDE
INTRO
ThE ASID BRAND
The ASID brand is much more than a logo or a set of colors. It is how we present the Society to members, key target audiences and the public through a uniied voice that supports the message and mission of the organization. It is relected in how we write, what we say and how our materials look—from the simplest note to the most elaborate brochure. This brand guide includes information on messaging, print and web design standards, and helpful reference materials. It is the responsibility of each and every one of us to comply with our brand guidelines and approved style when representing ASID, whether that be verbal, written or visual communication.
At any time, you can reach out to ASID Brand Ambassadors, or members of the ASID headquarters marketing team, for additional guidance when you have questions and cannot ind the answer within these pages.
INTRO
4 ASID BRAND GUIDE
WhAT IS BRANDING?
The process of creating a symbolic embodiment of an organization in the audience member’s mind, and increasing its worth or equity over time.
Why BRAND?
Creates value to audiences• Enhances satisfaction • Simpliies decision making • Reduces risk
Marketplace trends necessitate it
• Drives decision making • Consideration set • Drives loyalty • Price sensitivity
• Increases stakeholder value • Enhances marketing programs • Lower costs per customer • Platform for growth
• Protects against competitive inroads
INTRO
> WhA
5 ASID BRAND GUIDE
A USEfUl AppROAch
This is a tactical brand guide, as opposed to a philosophical one. The information included here is to-the-point and actionable for the beneit of the user.
The purpose of the messaging platform in this format is to function as a clear and easy-to-use resource when crafting messages for ASID audiences. Our research has informed the philosophy behind the platform; however, in order to maximize the usefulness of this resource, and provide an actionable tool, the focus is more tactical than philosophical.
INTRO
6 ASID BRAND GUIDE
MESSAGING
plATfORM
GOAlS
Ensure uniform, consistent and effective
communication that resonates with target
audience(s) and results in desired actions
Provide communicators with the tools
necessary to craft messages clearly
and easily
MESSAGING PLA
TFORM
7 ASID BRAND GUIDE
MISSION STATEMENT
A Mission Statement deines an organization’s purpose and primary objectives. Its primary function is internal – to deine the key measure or measures of the organization’s success – and its primary audience is the leadership team and key stakeholders.
ASID Mission Statement:
ASID advances the profession and communicates
the impact of interior design to enhance the
human experience.
MESSAGING PLA TFORM > MISSION ST A TEMENT8 ASID BRAND GUIDE
VISION STATEMENTS
Value or Vision Statements also deine an organization’s purpose, but this time they do so in terms of an organization’s values rather than bottom line measures (values are guiding beliefs about how things should be done.) Value statements communicate both the purpose and values of the organization.
For employees, it gives direction about how they are expected to behave and inspires them to give their best.
Value Statements are typically not used for marketing purposes, but should support Messaging Platform elements and inform communication with members and other audiences through key messages that shape the understanding of why and how those audiences can or should engage an organization.
Value Statements/Strategic Guideposts
•
ASID leads collaboration with those working to
promote the value of interior design.
•
ASID prepares its members to excel in a
dynamic and evolving profession competing in a
global marketplace.
•
ASID leads the profession through the
generation, collection and dissemination of
applied knowledge.
MESSAGING PLA TFORM > VISION ST A TEMENTS9 ASID BRAND GUIDE
ASpIRATIONAl MESSAGES
The platform elements and key messages outlined in the following pages relect the knowledge gained through interviews with key stakeholders, and communication audit indings.
Though there should be no distinction made when crafting communica-tion using the elements and key messages found in this platform, you will ind both current and aspirational messages throughout this document. Aspirational messages that the Society should strive to fulill now and in the future encourage growth and provide direction for the organization. The idea is that brand, and the messages that support that brand, can lead to organizational change in support of a clear strategic plan. Over time, as the Messaging Platform is used consistently in support of building brand equity, key messages can be reevaluated to include new aspirational messages that continue to relect the Society’s goals for the future.
Aspirational messages that the Society should
strive to fulill now and in the future encourage
growth and provide direction for the organization.
The idea is that brand, and the messages that
support that brand, can lead to organizational
change in support of a clear strategic plan.
MESSAGING PLA
TFORM
> ASPIRA
10 ASID BRAND GUIDE
ASID pOSITION > lEADER
(fIRST, lARGEST, BEST, AUThORITy)• Representing the best practices of interior design for more than 35 years
• 30,000 members, 48 chapters and more than 300
student chapters—ASID is the largest community of interior designers.
• Leading the profession as the largest interior design association in the world
• ASID represents the best practices of interior design and its impact on our psychological, physical and economic quality of life.
• ASID is committed to business practices and design principles that sustain our organization, our members and the planet.
• ASID provides the resources needed to excel in today’s marketplace.
• ASID is the thought leader on issues impacting the practice of interior design.
• ASID protects the right to practice while concurrently expanding the scope of the profession through legislation. • ASID initiates and provides resources for the
establishment of programs and partnerships to advance the profession. First Largest Best Authority MESSAGING PLA TFORM > POSITION
11 ASID BRAND GUIDE
ASID DIffERENTIATOR > ThE pOWER TO
fORGE cONNEcTIONS
ASID fulills its role as The leader through critical
relationships formed among and between important
groups and areas.
• Among colleagues and peers
• Architects, builders, code oficials, engineers, sub-contractors, etc.
• Manufacturers, vendors, suppliers, etc. • Potential and existing clients across industries
and design project types/specialties Profession Related Professions Industry Partners Customers MESSAGING PLA TFORM > DIFFERENTIA TOR
12 ASID BRAND GUIDE
RElATIONShIp:
ADVOcATE, EDUcATOR, EVAlUATOR, fAcIlITATORASID must communicate its relationship clearly to
each audience where relevant.
• Advocating for the profession and interior designers’ right to practice. • Educating inluencers (media, community leaders) and potential clients
about the capabilities, role and value of interior designers.
• Educating students about the profession and how ASID membership is key to professional development and career advancement. • Interacting with, and keeping abreast of, advancements in the
profession, including tools, techniques, technology, and new and emerging products to keep the Society and ASID designers on the cutting edge.
• Working with partner organizations to maximize the success of joint ventures in the profession’s name and providing forums for productive collaboration. Aiding in the formation of coalition to inluence
decision-makers.
As interior designers grow in their careers and in the society, they should feel themselves entering these roles as well—through leadership in the profession and the organization.
TONE
collaborative, with authority
While we want to forge connections within the profession and built community, our communication should show that ASID takes action and that all collaborative efforts are purposeful and ASID-driven.
MESSAGING PLA
TFORM
> RELA
13 ASID BRAND GUIDE
pERSONAlITy TRAITS
WITh AcTIONABlE kEy MESSAGES
Personality Traits:Imagine if ASID were a person. The traits that you would associate with that person can be used to help shape a consistent image in the minds of audience members. While they (or their synonyms) are sometimes used verbatim, more often they are relected in copy style and through examples that prove them true.
MESSAGING PLA TFORM > KEy MESSAGES
forward-thinking
professional
Strong
Inclusive
passionate
14 ASID BRAND GUIDE
fORWARD-ThINkING
key Messages:
• ASID asks questions, engages audiences, seeks input to analyze and provides information.
• ASID is committed to knowledge growth through research and thought leader initiatives.
• ASID is dedicated to sustainable design and design for aging.
• ASID members’ work impacts our psychological, physical and economic quality of life.
• ASID champions innovation.
We are: impactful, innovative, intelligent, curious, interested, constantly searching and learning
MESSAGING PLA TFORM > KEy MESSAGES > FOR W ARD-ThINKING
15 ASID BRAND GUIDE
pROfESSIONAl
key Messages:
• ASID members’ practice capabilities include residential, commercial, healthcare, hospitality, sustainable design and universal design principles.
• ASID membership is made up of highly accomplished, award-winning interior designers.
• ASID is the go-to resource for answers or, where answers don’t exist, ASID works to create new solutions.
• ASID provides resources to excel in today’s marketplace at every stage in the designer’s career (pre-graduate, job growth, accreditation, job transition, entrepreneurship).
We are: sophisticated, accomplished, educated, informed, helpful
MESSAGING PLA
TFORM
> KEy MESSAGES
16 ASID BRAND GUIDE
STRONG
key Messages:
• ASID is the oldest, largest and most inluential interior designer organization.
• ASID volunteers are committed and dedicated. • ASID’s strengths are our members’ strengths.
• ASID advocacy initiatives support interior designers’ right to practice and protects the health, safety and welfare of the public. We are: dedicated, powerful, committed, lasting
MESSAGING PLA
TFORM
> KEy MESSAGES
17 ASID BRAND GUIDE
INclUSIVE
key Messages:
• ASID celebrates the accomplishments of the interior design community as a whole.
• ASID celebrates and supports the interior designer’s valuable role and speciic contributions to the “built team”.
• ASID welcomes new members and provides them with support and
services that can connect them to key “built team” business partners. We are: interactional, friendly, approachable, trustworthy
MESSAGING PLA
TFORM
> KEy MESSAGES
18 ASID BRAND GUIDE
pASSIONATE
key Messages:
• ASID inspires pride in the profession.
• ASID works tirelessly on behalf of the profession.
• ASID supports and funds philanthropic and scholarship efforts to beneit the advancement of the interior design profession and individual interior designers (Foundation).
We are: intense, excited, energetic, enthusiastic
MESSAGING PLA TFORM > KEy MESSAGES > P ASSIONA TE
19 ASID BRAND GUIDE
lOGO
USAGE
A logo is a unique way of displaying a name, symbol, or mark that represents an organization and is designed for easy and deinite
recognition. The consistency of usage across all print and digital formats will ensure that the messaging remains cohesive to all audiences through all channels. The ASID logo consists of type and a mark. The following pages will provide basic guidelines for logo use.
LOGO USAGE
20 ASID BRAND GUIDE
lOGO
By positioning the name of the Society irst, we heighten its importance in the hierarchy of the composition in a very subtle way, and remove any ambiguity as it concerns how the acronym “ASID” is pronounced. The exposed angles are a bold visual element and exude an open, unrestrained feeling.
The logo is a refreshed and modernized aesthetic that alludes to the innovative and forward-thinking nature of the society. By positioning the type to the left of the mark, we intend to show that while we understand and respect traditional layouts that exist, we are not inhibited by what the status quo should be, but rather we have the ability to deviate from the norm with good reasons and sound judgment.
While “ASID” is still spelled out in uppercase letters, the revised arrangement is stacked in a manner that creates a more powerful and compact composition. It also allows for a vertical reinforcement of the ASID acronym as those letters lead off each line of this stack.
LOGO USAGE
21 ASID BRAND GUIDE
SpEcIfIcATIONS
When using the logo, it is important to retain the freespace standard that has been developed. The logo must always appear with both the type and the mark.
LOGO USAGE
> SPECIFICA
TIONS + FONTS + ChAPTER LOCK-UP
Minimal width = 1.4" Logo, protective area
X = Width measured between the name and the shape. 2X = Twice the measurement of X
(Example: If X=1 inch then 2X=2 inches, therefore the protective space around the logo is 2 inches on all four sides.) X 2X 2X 2X
chApTER lOck-Up
fONTS
Pill Gothic
TMThe typeface used for the new logo is called Pill. It is a clean, contempo-rary typeface that exudes modernism while possessing a timeless quality. This typeface is a large family with multiple widths and weights, which makes it very versatile and also helps maintain a uniied design idiom.
Pill GothicTM Sample
0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
22 ASID BRAND GUIDE
cOlOR
Our logo is made of 1 color, red. The following hex triplets should always be used for the logo in a web contex. Red is the color of power and leadership. It has a very physical and stimulating affect on the viewer. Red gains attention over other colors and means joy, celebration and passion.
ASID Red 0 92 92 6 224 55 42 c m y k r g b LOGO USAGE > COLOR Primary Preference ASID Red Secondary Preference Black Tertiary Preference Inverted as white PANTONE Black 0 0 0 100 0 0 0 c m y k r g b
23 ASID BRAND GUIDE
In accordance with ASID Policies & Procedures terms of usage, profes-sional and Industry Partner Members in good standing have the right to use their respective ASID member lock-ups.
Usage of ASID member lock-ups is governed by strict guidelines outlined in the terms of usage. Abbreviated usage guidelines appear below.
For complete information on these strictly enforced speciications, please visit asid.org or contact brand@asid.org.
LOGO USAGE
> MEMBER CA
TEGOR
y LOCK-UP
MEMBER cATEGORy lOck-Up
Professional Member lock-up Usage Guidelines:
• On the member’s personal business card
• On the member’s business letterhead, provided that the
member’s name and appellation appear on the letterhead
• On the member’s website where the member’s name and
appellation appear
Industry Partner Member lock-up Usage Guidelines:
• On the IP member’s electronic or print advertisement • On the IP member’s business letterhead
• On the IP member’s website
• On the IP representative’s business card
Minimal width = 0.7"
X
2X 2X 2X
Member Category lock-ups should be used only in black on any application and can be used at a minimum width of 0.7 inches. Member Category lock-up, protective area
X = Width measured between the name and the shape. 2X = Twice the measurement of X
(Example: If X=1 inch then 2X=2 inches, therefore the protective space around the lock-up is 2 inches on all four sides.)
24 ASID BRAND GUIDE
cO-BRANDING
In the event that the ASID logo appears with other organization logos, follow the guidelines established below. Percentages are based on the area measurement of the corresponding logos. Wherever possible, the ASID logo should always be the irst logo, and therefore, should be placed to the left of all other logos.
LOGO USAGE
> CO-BRANDING
If ASID is the MAIN SPONSOR, the ASID logo should appear 50% larger than any co-sponsoring logos.
A clear minimum space equal to 4 the size of the ASID logo should separate the ASID logo from any co-sponsors.
If ASID is a CO-SPONSOR, the logos should visually appear at equal size.
25 ASID BRAND GUIDE
WEB plAcEMENT
When the logo is used on a website the minimal pixel dimensions are 166 pixels wide by 78 pixels in height.
LOGO USAGE
> WEB PLACEMENT
165 pixels
26 ASID BRAND GUIDE
INcORREcT USAGE
Don't stretch logo Don't use logo on top of
photography Don't use unoficial colors Don't use photography
inside logo Don't stack elements
Don't rotate logo
LOGO USAGE
> INCORRECT USAGE
The logo must always appear with both the type and the mark
27 ASID BRAND GUIDE
DESIGN
ElEMENTS
The goal of the ASID Brand design is to enhance the
effect of ASID’s messaging through the use of visual
elements that convey leadership and strength, creating
a design that commands attention through interesting
spaces, strong typography and a bold use of color.
DESIGN ELEMENTS
28 ASID BRAND GUIDE
cOlOR pAlETTES
pRIMARy
ASID Red Black PANTONE 424SEcONDARy
PANTONE Process Cyan
PANTONE 109 DESIGN ELEMENTS > COLOR P ALETTES 0 92 92 6 224 55 42 c m y k r g b 0 0 0 100 0 0 0 c m y k r g b 0 0 0 61 126 128 131 c m y k r g b 100 0 0 0 0 174 239 c m y k r g b 0 10 100 0 255 221 0 c m y k r g b
29 ASID BRAND GUIDE
TypEfAcE (fONTS)
Trade GothicTM
Strikes a balance between youthful expression and a conservative modernist sans. To be used primarily for headings.
TRADE GOThIC SAMPLE: 0123456789
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ TRADE GOThIC BOLD NO.2 SAMPLE: 0123456789
abcdefghijklmnopqrstuvwxyz ABcDEfGhIJklMNOpQRSTUVWXyZ
MercuryTM
A classic style serif typeface that is used for contrast against Trade Gothic and for messaging where readability, not expression, is the priority. To be used for subheads and body copy.
MERCURy SAMPLE:
0123456789
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TypOGRAphy
As both a verbal and visual form of communication, typography plays an essential role for providing clear communication. Good typography must be clear, legible and inviting, enabling the reader to better understand and absorb the page content. It must be lexible enough to establish a visual hierarchy for blocks of text, such as headlines, subheads and captions.
DESIGN ELEMENTS
> TyPOGRAPhy + TyPEF
30 ASID BRAND GUIDE
DESIGN ElEMENT: ANGlES
Through the implementation of drastic angles we’ve created unique and interesting spaces, and an unconventional layout meant to convey innovation, and ASID’s members’ ability to bring interest, beauty and functionality to deined spaces.
Option 1 - One White Angle Option 2 - Two White Angles
Option 3 - One or Two Red Angles
DESIGN ELEMENTS
31 ASID BRAND GUIDE
GRIDlINES
The introduction of understated gridlines as a design element throughout the visual identity pieces suggests the methodical plan and process interior designers use to create an impactful space, and draw a subtle connection between the spaces that are created on the page. By revealing the grids, angles and positioning of typographic components that build the concept, we reveal the design as more than simply visually appealing.
Example
DESIGN ELEMENTS
32 ASID BRAND GUIDE
DESIGN ElEMENT: TypOGRAphy
Whether used on its own, or as an enhancement to other design elements, the ASID typographic design element, as featured below, offers both form and function in that it brings interest to the space, and creates a direct interaction with audiences through the repetition of the Society’s name, reinforcing the strength we aim to convey.
Example Example
DESIGN ELEMENTS
33 ASID BRAND GUIDE
BODy fONTS (OfflINE AND DIGITAl)
If you’re using this ofline ... ... use this online.
Trade Gothic 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Tahoma 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Mercury: 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Georgia: 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Trade Gothic Bold No.2:
0123456789 abcdefghijklmnopqrstuvwxyz ABcDEfGhIJklMNOpQRSTUVWXyZ Impact 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ DESIGN ELEMENTS
> BODy FONTS (OFFLINE AND DIGIT
ASID BRAND GUIDE 34
IMAGE
GUIDElINES
Imagery should be representative of the concept and
intent of the piece as well as the Society. It is of the
utmost importance to maintain balance and avoid bias
within speciic subgroups of the organization. This can
be accomplished by selecting imagery that is abstract
and conceptual, yet related to the profession without
being speciality or group speciic.
ASID BRAND GUIDE 35
DO
DON’T
phOTOGRAphy: pORTRAITS
Composition
Photographic portraiture can be implemented when personalization is necessary, but should always be representative of the professionalism of ASID. The tone of the portrait should always be powerful, human, smart and natural. Portraits should be composed with areas of clear space to allow room for copy and graphics. Vary the crop or scaling of an im-age to add interest and energy. (Make sure the resolution of the photo is suficient to allow enlarging and recropping.) When using portraits, allow the primary subject of the shot room to breathe. Keep the background simple to help the subject of the shot stand out.
Quality + Technical Speciications
The minimum acceptable image size is 100 x 300 pixels (300 dpi); the preferred size is 900 x 1100 pixels or larger (300 dpi,). High-resolution images are required for zoom and print capability. There is no maximum resolution. Digital images may be saved in a number of different ile formats. See the list below for acceptable image formats.
.ai .jpg .tif .eps .psd
PhOTOGRAPhy
> POR
TRAITS
When stock photography is used, the sub-ject should exist in a dynamic, open space so that emphasis relies on the environ-ment, not the individual. There should be little or no recognizability of the face. • Crop image dramatically to personalize provided portraiture.
(3/4 of face at most).
• Portraits can be cropped asymmetrically. • Constrain proportions when scaling.
• Match color saturation and levels when using multiple portraits within a document
• Match position of portraits within a frame to others within a docu-ment
• Don’t implement default positioning and cropping of provided portraits.
• Don’t crop images more than 3/4 of face in a provided portrait.
• Don’t forget to adjust saturation and levels at a similar grayscale to unify.
ASID BRAND GUIDE 36
phOTOGRAphy: DIREcT MAIl, ADS, ETc.
DO
DON’T
Composition
Our images of people should show them in a manner that seems candid and real. Try to portray the subject in his or her natural environment, doing something they would normally do. This makes the overall composition more authentic. Avoid using im-ages that are overly staged. Give more prominence to imim-ages that best represent and relect the brand. Choosing the right imagery reinforces the message that the copy attempts to convey and also helps to build and enhance brand identity.
The tone of the image should always be powerful, human, smart and natural. Images should be composed with areas of clear space to allow room for copy and graphics. Vary the crop or scaling of an image to add interest and energy. (Make sure the resolution of the photo is suficient to allow enlarging and recrop-ping.)
When using images, allow the primary subject of the shot room to breathe. Keep the background simple to help the subject of the shot stand out, and allow clear space for graphics if neces-sary.
Quality + Technical Speciications
The minimum acceptable image size is 100 x 300 pixels (300 dpi); the preferred size is 900 x 1100 pixels or larger (300 dpi,). High-resolution images are required for zoom and print capa-bility. There is no maximum resolution. Digital images may be saved in a number of different ile formats. See the list below for acceptable image formats.
.ai .jpg .tif .eps .psd
Content (Copy)
When writing copy for any campaign pieces, it is more effective to keep things simple and concise. Avoid being verbose as the key messages that you intend to convey may be lost on your au-dience. From an aesthetic standpoint, the strategic use of copy can make your composition more dynamic, providing hierarchy, structure and balance.
Logo usage
The ASID logo should be used in a manner that gives it promi-nence. This can be achieved by strategically placing it within the composition, scale and color (The ASID logo must be used in its preferred colors as speciied in the ASID Brand Guide).
Design Elements (eg. gridlines)
The subtle use of the design elements speciied in the ASID Brand Guide can add energy and interest to the composition when used appropriately. By using gridlines in this example, the primary subject of the image and the call to action contained in the copy is further emphasized. The gridline also provides struc-ture and balance to this composition.
Color
The use of color must be limited to the palette speciied in the ASID Brand Guide. By selectively using color, we can create fo-cal points and emphasize key portions of our message, making it easier for our intended audience to get the neccessary informa-tion we intend to convey.
Typefaces
The typefaces used must be limited to those speciied in the ASID Brand Guide. To create a meaningful hierarchy, we can vary the scale of the typeface to highlight primary portions of the copy or to de-emphasize copy that should play a supporting role.
american society of interiordesigners
american society of interior designers american society of interior designers
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american society of interior designers
DESIGN MARkET
JANUARy 4 - 7, 2011 NEW yORk, Ny
ShOp NOW.
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american society of interiordesigners
american society of interior designers american society of interior designers
american society of interior designers american society of interior designers
american society of interior american society of interior designers
american society of interior designers
DESIGN MARkET
january 4 - 7, 2011 new york, ny shop now.
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PhOTOGRAPhy
ASID BRAND GUIDE 37
phOTOGRAphy: DIREcT MAIl, ADS, ETc.
DO
DON’T
Don’t cut off or use more than two angles. Do use angles bleeding off page.
Achieve the highest quality and smartest solution with an ASID designer. Part creative consultant and part problem solver, an ASID interior designer knows to ask the right questions, analyze the answers, and create a solution that delivers long-term value and design quality - the first time.
Visit www.asid.org to find a qualified ASID designer for your next project.
Because Design
Matters.
Modern and Timeless Luxury
Alene Workman, FASID
Inspired by the classic Art Deco style of the 1920’s, this Palm Beach residence blends bold design elements with timeless sophistication to create a beautiful and comfortable home environment. As a beachfront property, natural light and inishes play a central role in the design. Architecturally, the spaces are open and dramatic yet subtle, allowing the natural light to capture the comfortable elegance and warmth of the interior space. Designed by alene workman interior design, the concept called for the repositioning of the entry walls to create low in the open loor plan. The foyer’s luxurious dark woods are cast against a light, white background accented with custom artwork and inishes that reveal a grand and inviting reception area. For ultimate effect, up-lighted decorative
mahogany columns paired with recessed cove lighting draw attention to the room’s distinctive loor pattern comprised of marble, stone and onyx that deines the area and surrounding rooms. Alene Workman, an ASID Fellow, is principal of her namesake award winning irm, alene workman interior design, and is recognized for a national portfolio of design projects in South Florida and throughout the United States. The full service irm offers design, project management and complete installation services as seen in the Robb Report Vacation Homes, Florida Architecture, Interior Design, Miami Home and Décor, and Florida Design.
Pictured: Palm Beach residence foyer Flooring Fabrication: Casale Marble Alene Workman Interior Design, Inc.
RESIDENTIAL. COMMERCIAL. INSTITUTIONAL.
Photo courtesy of: Sargent Photography
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MEETING
Note: Online stock photography is a resource for obtain-ing the legal rights to professional imagery without hirobtain-ing an independent photographer.
STOCK PhOTOGRAPhy ONLINE DATABASES: gettyimages.com
istockphoto.com veer.com
DO
DON’T
WHAT IS ASID?
A professional organization for qualified interior designers. Membership in ASID requires accredited education, rigorous examination and high standards of ethical practices. When you hire an ASID interior designer you get the benefit of an experienced professional who solves problems, helps you avoid costly mistakes and, most importantly, creates an at-tractive, affordable space designed specifically to meet your lifestyle needs.
The American Society of Interior Designers (ASID) is your reliable resource to find a professional residential or commercial interior designer.
To find an ASID interior designer, go to www.asidla.org.
SAVE TIME. SAVE MONEY.
HIRE AN ASID DESIGNER.
Do use industry related imagery.
Do use graphic elements that are brand compliant.
AMERICA’S NEXT
top designer
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Alicta estrum liam restiore non pratur adit aut fugiam volorum iusamen ihicaborem eium ant odi ressit quatem harum doluptur
Don’t brand events with non-industry related concepts. Don’t use clip art.
PhOTOGRAPhy
ASID BRAND GUIDE 38
phOTOGRAphy: DIREcT MAIl, ADS, ETc.
DO
DON’T
Do consider photography that won’t compete with copy. Don’t use busy photography as it is
distracting from messaging. IAM RESTIORE NON PRATUR ADIT AUT FUGIAM VOLORUM IUSAMEN IHICA-BOREM EIUM Lusquastilist nos, nosuperi ime ne mo ni is hocum nos cut dit, C. Ihi, Pat, con tessimis, ut red contiae consus ex senentem,Gia custiore pa alit, quiam endam quideliquo berrorrumquo vollaborpos non-sedisint accabo. Nam, santius, oficto odip-suntium sa sequiaspel mos explIntissendum eoremquam intrum simis fuem te que fatro co vilicia vid ine tandam, ussil hostam. Nit, satra, nos crunte vivis iam que avernihil
BUSINESS
cONfERENcE
DO
DON’T
PROFESSIONAL
PREVIEW
October 12 3-6 p.m.Please RSVP by September 30th at xxxxxx@xxxx.com
Don’t use gradients.
Don’t use circular cropping of images. Don’t use abstract illustrations.
AMERICAN SOCIETY OF INTERIOR DESIGNERS florida north March 9-10, 2012 Jacksonville, FL
paris lea market
T A G S A L E
Do use professional illustrations that are designed in our approved color pallette.
PhOTOGRAPhy
ASID BRAND GUIDE 39
DO
DON’T
MEET ThE DESIGNER
IAM RESTIORE NON PRATUR ADIT AUT FUGIAM VOLORUM IUSAMEN IHICABOREM EIUM Lusquastilist nos, nosuperi ime ne mo ni is hocum nos cut dit, C. Ihi, Pat, con tessimis, ut red contiae consus ex senentem,
Don’t over photoshop or overlap photographs
MEET ThE DESIGNER
IAM RESTIORE NON PRATUR ADIT AUT FUGIAM VOLORUM IUSAMEN IHICABOREM EIUM Lusquastilist nos, nosuperi ime ne mo ni is hocum nos cut dit, C. Ihi, Pat, con tessimis, ut red contiae consus ex senentem,
Do make sure you have the legal rights to use images for marketing purposes.
PhOTOGRAPhy
> DIRECT MAIL, ADS, ETC.
ASID BRAND GUIDE 40
phOTOGRAphy: SpAcES
DO
CompositionOur images that show spaces should help convey an abstract concept, tell a story or set a mood. These images should build a story about the type of people who might use the space and/or the things one might do in that particular space. Avoid using im-ages that are overly staged. Give more prominence to imim-ages that best represent and relect the brand. Choosing the right imagery reinforces the message that the copy attempts to convey and also helps to build and enhance brand identity.
Images that show spaces should have a dynamic composition or a unique point of view. The tone of the image should always be powerful, human, smart and natural. Images should be composed with areas of clear space to allow room for copy and graphics. Vary the crop or scaling of an image to add interest and energy. (Make sure the resolution of the photo is suficient to allow enlarging and recropping.)
When using images, allow the primary subject of the shot room to breathe. Avoid allowing the subject to ill more than half of the total image area. Also, keeping the background simple — either through depth of ield and selective focus, a solid color, etc. — will help the subject of the shot stand out, and allow clear space for graphics if necessary.
When using images that show spaces, make it clear who/what the hero of the shot will be: a chair or a lamp within a room can be more evocative than a more literal wide shot. Think about depth of ield as a way to isolate or highlight your subject.
Quality + Technical Speciications
The minimum acceptable image size is 100 x 300 pixels (300 dpi); the preferred size is 900 x 1100 pixels or larger (300 dpi,). High-resolution images are required for zoom and print capa-bility. There is no maximum resolution. Digital images may be saved in a number of different ile formats. See the list below for acceptable image formats.
.ai .jpg .tif .eps .psd
WWW.ASID.ORG
By Jane Doe, ASID
hOW IT AffEcTS yOU NOW AND IN ThE fUTURE.
WWW.ASID.ORG
INTERIOR
lIGhTING
TODAy.
Use imagery of spaces that are either:
• zoomed in with strong angles and tight cropping OR
• very wide and asymmetrical spacing within the frame
Use images of materials, tools, elements, or abstractions thereof related to the profession that do not rely on specialty-related settings.
Implement solid red or transparent red screens over photograhs for brand compliancy
PhOTOGRAPhy
> SP
ASID BRAND GUIDE 41
phOTOGRAphy: SpAcES
DON’T
WWW.ASID.ORG
By Jane Doe, ASID
hOW IT AffEcTS yOU NOW AND IN ThE fUTURE.
WWW.ASID.ORG
INTERIOR
lIGhTING
TODAy.
• Don’t use imagery that is specialty or site speciic.
• Don’t use imagery that is not visually engaging.
• Don’t screen angles other than red.
• Don’t screen an entire image
PhOTOGRAPhy
> SP
ASID BRAND GUIDE 42
phOTOGRAphy: SpAcES
DO
Muspioret; Catati, uterissedis, sesti-quod citiam mo inarevid diis, que tis horbis, nes videm ut it; hos in Etriorte cem is, consto mediena, caed mis. Mendiu simurei stilinum. Vala vis, crem prarbestra nostem in diusuli nampote cas nox nihilin sis. Evilicurs bon supimov eressul estroret, essenat, ne core mo cus. Rum di praes esulica essilneque nonsu vocaed is eo, cum estimora eti etimis auc tuide nore auctuam dincupplia num supimium atu ego crius ex se, nonsu consus la
re, nonl WWW.ASID.ORG
pRAcTIcAl
SOlUTIONS.
DON’T
Muspioret; Catati, uterissedis, sesti-quod citiam mo inarevid diis, que tis horbis, nes videm ut it; hos in Etriorte cem is, consto mediena, caed mis. Mendiu simurei stilinum. Vala vis, crem prarbestra nostem in diusuli nampote cas nox nihilin sis. Evilicurs bon supimov eressul estroret, essenat, ne core mo cus. Rum di praes esulica essilneque nonsu vocaed is eo, cum estimora eti etimis auc tuide nore auctuam dincupplia num supimium atu ego crius ex se, nonsu consus la
re, nonl WWW.ASID.ORG
pRAcTIcAl
SOlUTIONS.
PhOTOGRAPhy
> SP
ACES
• Utilize negative space when placing text on a photograph to ensure legibility
• Select a color for body copy that contrasts from the background
• Overlay body copy on a busy background image
• Use body copy that is similar in color to the background photography
ASID BRAND GUIDE 43
TypE AS IMAGE
DO
CompositionWhen using typography as the only “visual” component, three things are essential: hierarchy, “white space,” and a skillful manipulation of scale. We should always create a distinct struc-ture that clearly delineates the various parts of our copy/mes-sage (headings, sub-headings, body copy and other supporting information).
It is important to have areas of clear space to allow the composi-tion to breathe. Using too much copy to ill up the composicomposi-tion will engender a inal composition that may become busy and unsophisticated. By manipulating the scale of the copy used, we can create very bold and graphic compositions while reinforcing the hierarchy of the information we want to disseminate.
Quality + Technical Speciications
The minimum acceptable image size is 100 x 300 pixels (300 dpi); the preferred size is 900 x 1100 pixels or larger (300 dpi,). High-resolution images are required for zoom and print capa-bility. There is no maximum resolution. Digital images may be saved in a number of different ile formats. See the list below for acceptable image formats.
.ai .jpg .tif .eps .psd
Content (Copy)
When writing copy for any campaign pieces, it is more effective to keep things simple and concise. Avoid being verbose as the key messages that you intend to convey may be lost on your au-dience. From an aesthetic standpoint, the strategic use of copy can make your composition more dynamic, providing hierarchy, structure and balance.
Logo usage
The ASID logo should be used in a manner that gives it promi-nence. This can be achieved by strategically placing it within the composition, scale and color (The ASID logo must be used in its preferred colors as speciied in the ASID Brand Guide).
Color
The use of color must be limited to the palette speciied in the ASID Brand Guide. By selectively using color, we can create fo-cal points and emphasize key portions of our message, making it easier for our intended audience to get the neccessary informa-tion we intend to convey.
Typefaces
The typefaces used must be limited to those speciied in the ASID Brand Guide. To create a meaningful hierarchy, we can vary the scale of the typeface to highlight primary portions of the copy or to de-emphasize copy that should play a supporting role.
TyPE AS IMAGE
GO pRO.
Nyc
January 22 – 28, 2011The Westin Hotel New York, New York
www.asid.org
Sponsors
GO pRO.
Nyc
January 22 – 28, 2011The Westin Hotel New York, New York REGISTER TODAy @ WWW.ASID.ORG
Gia sed mod el id quunditi dolorior susam enducit audit, cum sus id expliquis et velibusam, sum harchit vel idi vent autem et hillant autatem rempor sitium venihil endictur, qui ute sed mi, simagniatus imaximo sandae estiundi con
SpONSOR
ASID BRAND GUIDE 44
TypE AS IMAGE
DON’T
TyPE AS IMAGEgo pro.
nyc
January 22 – 28, 2011The Westin Hotel New York, New York
www.asid.org
Sponsors
go pro.
nyc
January 22 – 28, 2011The Westin Hotel New York, New York
regisTer TodaY @ WWW.asid.org
Gia sed mod el id quunditi dolorior susam enducit audit, cum sus id expliquis et velibusam, sum harchit vel idi vent autem et hillant autatem rempor sitium venihil endictur, qui ute sed mi, simagniatus imaximo sandae estiundi con
eumende Ed quistibea pedis volupta
quun-daecae cus, untur sae omnimporibus dolum eum as etur? Quid ut adis dollaut voloressed ut re nonsed qui aliquod itiaecto ius eos senderionsed evelit pero dolenient facearcideri tem exerfer feruptaes
SpONSOR
lOGO SpONSORlOGO SpONSORlOGO
• Use colors that are not brand compliant
• Don’t use illustrative elements that are not in line with our brand’s graphic elements
• Use typefaces that are not found in our brand guide
ASID BRAND GUIDE 45
MATERIAlS
ASID BRAND cENTRAl
Designated ASID national and chapter leaders have access to ASID Brand Central. ASID Brand Central is an invaluable resource for national and chapter communication with target audiences. Templates that incorporate design elements which reinforce the ASID brand messaging are available, and can be easily customized and distributed.
The images of current brand materials shared here are examples of templates available to national and chapter leaders through ASID Brand Central to aid in brand compliance. The pieces clearly demonstrate consistency in look and feel in support of building brand equity. Chapter leaders should always utilize the templates available to them via ASID Brand Central prior to requesting customized materials from the national marketing team. Chapter leaders are empowered, and now have the tools to actively and consistently contribute to the success of the ASID brand.
MA
TERIALS
ASID BRAND GUIDE 46
chApTER REfERENcE/TEMplATES
Letterhead template Ad template Postcard template E-Blast template DESIGN ELEMENTS > ChAPTER REFERENCE/TEMPLA TESBusiness card template
ASID interior designers have the education, training and expertise to deliver exceptional results.
YOUR HOME YOUR BUSINESS
CAN YOU AFFORD TO TAKE A CHANCE? FIND THE RIGHT DESIGNER FOR YOUR PROJECT. WWW.ASIDNJ.ORG
american society of interiordesigners
american society of interior designers american society of interior designers
american society of interior designers american society of interior designers
american society of interior american society of interior designers
american society of interior designers
YOUR HOME YOUR BUSINESS
CAN YOU AFFORD TO TAKE A CHANCE?
FIND THE RIGHT DESIGNER FOR YOUR PROJECT. WWW.ASIDNJ.ORG
ASID interior designers have the education, training and expertise to deliver exceptional results.
Trade Gothic Light Trade Gothic Bold No. 2
ASID interior designers have the educa-tion, training and expertise to deliver exceptional results. FIND THE RIGHT DESIGNER FOR YOUR PROJECT. WWW.ASIDNJ.ORG
YOUR HOME YOUR BUSINESS
CAN YOU AFFORD TO TAKE A CHANCE?
CAN YOU AFFORD
YOUR HOME
YOUR BUSINESS
ASID interior designers have the education, training and expertise to deliver exceptional results.
FIND THE RIGHT DESIGNER FOR YOUR PROJECT. WWW.ASIDNJ.ORG
To Take a Chance?
Ad template Flyer template Poster template Direct Mail template
E-Blast header and footer template
Chapter Name, American Society of Interior Designers
Address 1 Address 2 City, State, Zip
T ###.###.####
W www.xxxxxx.org
F ###.###.####
ASID BRAND GUIDE 49
ThANk yOU
It is the responsibility of each and
every one of us to comply with our
brand guidelines and approved style.
for additional guidance, logo iles,
design element iles and all questions
regarding the ASID brand, please
contact brand@asid.org.
ASID
BRAND
GUIDE:
ASID BRAND GUIDE: STUDENTS 2
INTRO
Position Tone Personality Traits Key MessagingLOCK-UP USAGE
Lock-up Speciications Fonts Chapter Lock-up Color Co-Branding Web Placement Incorrect UsageDESIGN ELEMENTS
Color Palettes Typography Typeface (Fonts) Design Element: Angles Design Element: Gridlines Body Fonts (Ofline and Digital)03
03 04 04 0508
08 09 09 10 11 12 13 1314
15 16 16 17 18 19 T ABLE OF CONTENTSASID BRAND GUIDE 3
ASID pOSITION > lEADER
(fIRST, lARGEST, BEST, AUThORITy)• Representing the best practices of interior design for more than 35 years
• 30,000 members, 48 chapters and more than 300 student chapters—ASID is the largest community of interior designers.
• Leading the profession as the largest interior design association in the world
• ASID represents the best practices of interior design and its impact on our psychological, physical and economic quality of life.
• ASID is committed to business practices and design principles that sustain our organization, our members and the planet.
• ASID provides the resources needed to excel in today’s marketplace.
• ASID is the thought leader on issues impacting the practice of interior design.
• ASID protects the right to practice while concurrently expanding the scope of the profession through legislation.
• ASID initiates and provides resources for the
establishment of programs and partnerships to advance the profession. First Largest Best Authority MESSAGING PLA TFORM > POSITION
ASID BRAND GUIDE: STUDENTS 4
TONE
collaborative, Supportive, fun
Our communication should show that ASID is committed to supporting student success and that our organization is inclusive, purposeful and fun.
MESSAGING PLA
TFORM
> TONE + PERSONALITy TRAITS WITh KEy MESSAGES
pERSONAlITy TRAITS
WITh AcTIONABlE kEy MESSAGES
Personality Traits:
Imagine if ASID were a person. The traits that you would associate with that person can be used to help shape a consistent image in the minds of audience members. While they (or their synonyms) are sometimes used verbatim, more often they are relected in copy style and through examples that prove them true.
Active
Inclusive
Innovative
professional
passionate
5
AcTIVE
key Messages:
• ASID proactively engages the student community; seeks input and provides the resources and information to meet students’ needs
• ASID gives students a voice through programs such as the Student Advisory Council, student-generated member communications, and student representative voting rights
• ASID student members are active beyond the classroom; participating in ASID events and programs that expand their knowledge and provide leadership opportunities
We are: engaged, curious, proactive, involved
MESSAGING PLA
TFORM
> KEy MESSAGES
> ACTIVE + INCLUSIVE
ASID BRAND GUIDE: STUDENTS
INclUSIVE
key Messages:
• ASID is a close community that celebrates the diverse accomplishments of all interior design students, regardless of interest, specialty or school
• ASID involves new student members by connecting them with mentors, key employers and industry partners that can help them get a job
• ASID supports students’ individual goals and their contributions to the interior design community through programs that foster and recognize student leadership and design excellence
• In addition to student-speciic programs, ASID student members are a recognized part of the extensive ASID interior design network with opportunities to participate in industry-wide events and programs
ASID BRAND GUIDE: STUDENTS 6 MESSAGING PLA TFORM > KEy MESSAGES > INNOV A TIVE + PROFESSIONAL
INNOVATIVE
key Messages:
• ASID is committed to advancing the interior design industry through research, analysis and information
• ASID promotes sustainable and responsible design across the industry through collaborative, initiatives such as ReGreen, and key industry partnerships
• ASID develops and leads innovative educational programs to give students the information and tools they need to stay ahead of industry issues and trends
• ASID supports new and evolving communication methods to reach the student community
pROfESSIONAl
key Messages:
• ASID validates, strengthens and promotes the interior design profession
• ASID student members are conident professionals committed to their career development, expanding their practice capabilities and building their business relationships
• ASID is the leading resource for industry information needed to build business intelligence and develop leadership skills
We are: sophisticated, informed, reliable, accomplished, conident, em-powered
ASID BRAND GUIDE: STUDENTS 7 MESSAGING PLA TFORM > KEy MESSAGES > P ASSIONA TE
pASSIONATE
key Messages:
• ASID provides professional development and networking in a fun learning atmosphere
• ASID works tirelessly on behalf of student members
• ASID student members work hard as hands-on, active members of the interior design community
• ASID inspires pride in the profession
8
lOck-Up
USAGE
A lock-up is a unique way of displaying a name, symbol or mark that represents an organization and is designed for easy and deinite recognition. The consistency of usage across all print and digital formats will ensure that the messaging remains cohesive to all audiences through all channels. The ASID student lock-up consists of type and a mark. The following pages will provide basic guidelines for lock-up use.
LOCK-UP USAGE
> INTRO
ASID STUDENT lOck-Up
9 LOCK-UP USAGE > SPECIFICA TIONS X 2X 2X 2X2X
SpEcIfIcATIONS
When using the lock-up, it is important to retain the freespace standard that has been developed. The lock-up must always appear with both the type and the mark.
Lock-up, protective area
X = Width measured between the name and the shape. 2X = Twice the measurement of X
(Example: If X=1 inch then 2X=2 inches, therefore the protective space around the lock-up is 2 inches on all four sides.)
Minimal width = 2.75”
ASID BRAND GUIDE: STUDENTS
fONTS
Pill Gothic
TMThe typeface used for the new logo is called Pill. It is a clean, contempo-rary typeface that exudes modernism while possessing a timeless quality. This typeface is a large family with multiple widths and weights, which makes it very versatile and also helps maintain a uniied design idiom.
Pill GothicTM Sample
0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
10
LOGO USAGE
> SPECIFICA
TIONS + SChOOL ChAPTER LOGO
STUDENT chApTER lOck-Up
international academy of design and technology las vegas
international academy of design and technology las vegas
Preferred orientation
Stacked orientation
Minimal width = 1.4”
In the event that the ASID student chapter lock-up does it the format properly, a stacked option may be implemented. The national component of the student chapter lock-up can never be scaled less than 1.4” for either orientation.
11
LOGO USAGE
> COLOR
ASID BRAND GUIDE: STUDENTS
cOlOR
Our lock-up is made of 3 colors: red, black and green. The following hex triplets should always be used for the logo in a web contex.
ASID Red 0 92 92 6 224 55 42 c m y k r g b PANTONE Black 0 0 0 100 0 0 0 c m y k r g b 13 0 72 0 228 2311 109 c m y k r g b STUDENT Green Primary Preference
Three-color: red, green, black
Secondary Preference
Black
Tertiary Preference
12
cO-BRANDING
In the event that the ASID logo appears with other organization logos, follow the guidelines established below. Percentages are based on the area measurement of the corresponding logos. Wherever possible, the ASID logo should always be the i rst logo, and therefore, should be placed to the left of all other logos.
LOGO USAGE
> CO-BRANDING
If ASID is the MAIN SPONSOR, the ASID logo should appear 50% larger than any co-sponsoring logos.
If ASID is a CO-SPONSOR, the logos should visually appear at equal size.
A clear minimum space equal to
4 the size of the ASID logo should
separate the ASID logo from any co-sponsors.
13
WEB plAcEMENT
When the logo is used on a website the minimal pixel dimensions are 305 pixels wide by 105 pixels in height.
LOGO USAGE
> WEB PLACEMENT + INCORRECT USAGE
305 pixels
105 pixels
ASID BRAND GUIDE: STUDENTS
INcORREcT USAGE
Don't stretch logo
Don't use unoficial colors The lock up must always appear with both the type and the mark
14
DESIGN
ElEMENTS
The goal of the ASID Brand design is to enhance the
effect of ASID’s messaging through the use of visual
elements that convey leadership and strength, creating
a design that commands attention through interesting
spaces, strong typography and a bold use of color.
DESIGN ELEMENTS
> INTRO
15
cOlOR pAlETTES
pRIMARy
ASID Red Student GreenSEcONDARy
PANTONE Process Cyan
Black DESIGN ELEMENTS > COLOR P ALETTES 0 92 92 6 224 55 42 c m y k r g b 0 0 0 100 0 0 0 c m y k r g b 100 0 0 0 0 174 239 c m y k r g b 13 0 72 0 228 2311 109 c m y k r g b
16
TypEfAcE (fONTS)
Trade GothicTM
Strikes a balance between youthful expression and a conservative modernist sans. To be used primarily for headings.
TRADE GOThIC SAMPLE:
0123456789
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TRADE GOThIC BOLD NO.2 SAMPLE:
0123456789
abcdefghijklmnopqrstuvwxyz ABcDEfGhIJklMNOpQRSTUVWXyZ
MercuryTM
A classic style serif typeface that is used for contrast against Trade Gothic and for messaging where readability, not expression, is the priority.
To be used for subheads and body copy.
MERCURy SAMPLE: 0123456789
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TypOGRAphy
As both a verbal and visual form of communication, typography plays an essential role for providing clear communication. Good typography must be clear, legible and inviting, enabling the reader to better understand and absorb the page content. It must be lexible enough to establish a visual hierarchy for blocks of text, such as headlines, subheads and captions.
DESIGN ELEMENTS
> TyPOGRAPhy + TyPEF
ACE (FONTS)
If you don’t have access to our brand fonts, please see our section regarding online/digital fonts (p. 19) and implement our suggestions for online usage.
17
DESIGN ElEMENT: ANGlES
Through the implementation of drastic angles we’ve created unique and interesting spaces, and an unconventional layout meant to convey innovation, and ASID’s members’ ability to bring interest, beauty and functionality to deined spaces.
DESIGN ELEMENTS
> ANGLES
Option 1 - One White Angle Option 2 - Two Green Angles
Option 3 - One or Two White Angles Option 1 - Overlapping white and red angle
18
GRIDlINES + STROkE VARIATIONS
The introduction of understated gridlines as a design element throughout the visual identity pieces suggests the methodical plan and process interior designers use to create an impactful space, and draw a subtle connection between the spaces that are created on the page. By revealing the grids, angles and positioning of typographic components that build the concept, we reveal the design as more than simply visually appealing.
DESIGN ELEMENTS
> GRIDLINES
19
BODy fONTS (OfflINE AND DIGITAl)
If you’re using this ofline ... ... use this online or if you don’t have access to our brand fonts.
Trade Gothic 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Tahoma 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Mercury 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Georgia 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Trade Gothic Bold No.2
0123456789 abcdefghijklmnopqrstuvwxyz ABcDEfGhIJklMNOpQRSTUVWXyZ Impact 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ DESIGN ELEMENTS
> BODy FONTS (OFFLINE AND DIGIT
AL)