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1

ASID

BRAND

GUIDE

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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 Messages

LOGO USAGE

Logo Speciications Fonts Chapter Lock-up Color

Member 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 06

07

07 08 09 10 11 12 13 13 14

20

21 22 22 22 23 24 25 26 27

28

29 30 30 31 32 33 34

35

35 36 T ABLE OF CONTENTS

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3 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

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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

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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

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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

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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 TEMENT

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8 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 TEMENTS

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9 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

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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

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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

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12 ASID BRAND GUIDE

RElATIONShIp:

ADVOcATE, EDUcATOR, EVAlUATOR, fAcIlITATOR

ASID 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

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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

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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

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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

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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

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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

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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

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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

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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

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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

TM

The 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

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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

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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.)

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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.

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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

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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

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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

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28 ASID BRAND GUIDE

cOlOR pAlETTES

pRIMARy

ASID Red Black PANTONE 424

SEcONDARy

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

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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

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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

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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

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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

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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

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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.

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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.

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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

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DESIGN MARkET

JANUARy 4 - 7, 2011 NEW yORk, Ny

ShOp NOW.

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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.

Am et rem vent as sima vel id quas dolupta epudaeped qui tempos dolecum voluptatiam, inimod estiisimi, veliatiis atur? Quidel ipsant, sus endis et mosandipis dolecero is vollicim eum es eatibus cillorit volorum eatus ditemquatum ne asitatur, sus int is rehendam quossit, tempos est, id et anducitiam quidelest voluptur modit que consed quo tem volore is nis dolorem harcill itates mini debitionse nullace ptatem eosantus reium ullabor porio. Itatis quaessi millabo.

PhOTOGRAPhy

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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

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,

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

Hillam sint apelita vent, omnis id quam, odigeni mendipsus dis iumquis anducim nisin nonempor molenih iliatur magnam quid eatiatur?

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

(38)

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

(39)

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.

(40)

ASID BRAND GUIDE 40

phOTOGRAphy: SpAcES

DO

Composition

Our 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

(41)

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

(42)

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

(43)

ASID BRAND GUIDE 43

TypE AS IMAGE

DO

Composition

When 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, 2011

The Westin Hotel New York, New York

www.asid.org

Sponsors

GO pRO.

Nyc

January 22 – 28, 2011

The 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

(44)

ASID BRAND GUIDE 44

TypE AS IMAGE

DON’T

TyPE AS IMAGE

go pro.

nyc

January 22 – 28, 2011

The Westin Hotel New York, New York

www.asid.org

Sponsors

go pro.

nyc

January 22 – 28, 2011

The 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

(45)

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

(46)

ASID BRAND GUIDE 46

chApTER REfERENcE/TEMplATES

Letterhead template Ad template Postcard template E-Blast template DESIGN ELEMENTS > ChAPTER REFERENCE/TEMPLA TES

Business 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 ###.###.####

(47)

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.

(48)
(49)

ASID

BRAND

GUIDE:

(50)

ASID BRAND GUIDE: STUDENTS 2

INTRO

Position Tone Personality Traits Key Messaging

LOCK-UP USAGE

Lock-up Speciications Fonts Chapter Lock-up Color Co-Branding Web Placement Incorrect Usage

DESIGN ELEMENTS

Color Palettes Typography Typeface (Fonts) Design Element: Angles Design Element: Gridlines Body Fonts (Ofline and Digital)

03

03 04 04 05

08

08 09 09 10 11 12 13 13

14

15 16 16 17 18 19 T ABLE OF CONTENTS

(51)

ASID 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

(52)

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

(53)

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

(54)

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

(55)

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

(56)

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

(57)

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

TM

The 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

(58)

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.

(59)

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

(60)

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.

(61)

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

(62)

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

(63)

15

cOlOR pAlETTES

pRIMARy

ASID Red Student Green

SEcONDARy

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

(64)

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.

(65)

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

(66)

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

(67)

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)

(68)

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.

References

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