PRATISTA

How we
look
BRAND
GUIDELINES
Version 1.0
PRATISTA
SIMPLICITY IS THE
ULTIMATE FORM OF
SOPHISTICATION
Leonardo da Vinci
2 | BRAND GUIDELINE
BRAND GUIDELINE | 3
THIS IS A GUIDE TO THE BASIC
ELEMENTS THAT MAKE UP
OUR BRAND. IT WILL LET YOU
GET TO KNOW US BETTER...
Contents
03
08
09
10
11
LOGO
COLOUR
TYPOGRAPHY
STYLE GUIDE
CHECKLIST
Rationale| Construction
Exclusion Zone| Minimum Size
Application| Family/Variations
Primary / Secondary Pallete | Application
Print| Online| Style
Brand Design Style| Support Graphics
Photographic Style| Website
What is a Brand Identity?
A brand Identity represents the values,
services, ideas and personality of an
organisation. It is designed to increase
recognition and build perceptions of the
organisation in its chosen marketplace.
This brand identity needs to be graphically
represented and usually includes elements
such as logos and supporting graphics, colour
pallete, typography and photography choices
and can, whitin its guidelines, use examples
to visualise how a brand should be depicted
across various dierent visual media.
Why use these guidelines
Our Company needs to manage how its
brand is represented across all visual
media in various dierent situations.
The corporate identity systems in this
document has been created to fulll this
purpose and the guidelines herein explain
how to correctly depict and embody our
brand ethos consistency across dierent
applications and in various makets to
maintain the integrity of Our Company
This document is available
to download at :
www.ahlidesain.com/contact
4 | BRAND GUIDELINE
OUR LOGO IS VERY PRECIOUS
TO US. WE TOOK OUR TIME
DEVELOPING OUR BRAND
SO PLEASE BE NICE TO IT.
Rational
Our logo was developed
to be modern and future-
proof, updating our public
persona and releasing the
design with new techniques.
It is a destictive mark
and brand that seeks to
present Our Company
as a forward-thinking,
professional organisation.
Construction
The graphic element
is constructed using
girl gure, rening
a strong, bold approach.
The typographic element is
designerd to complement
and enhance the logo
graphic. Existing in harmony,
it neither dominates or
become insignicant.
The supporting typeface
and collateral are clean
and minimalistic to reinforce
our identity as a quality,
professional organisation.
Colour Treatment
There is one pregerred full-
colour option for stacked and
landscape vatiations shown
here. These logos should be
used whenever possible.
THE LOGO, delightful am I not
PRATISTA
PRATISTA
01
02
01
02
This is the stacked version of the logo and is prefeerd version of
the logo for all printed collateral including all printed publications,
advertising, bilboards, poster, yers, and product packaging.
This is the landscape version of the logo and is the
preferred version when space is not at a premium in a
layout, for example, website graphics and banner.
PRATISTA
BRAND GUIDELINE | 5
Rational
The minimum exclusion
one margin for all our
company logos is based on
half of the dimension of the
logo text "PRATISTA". With all
logos, a clear space
using text logo must be
maintained on all sides.
When our corporate colour
is used behind the logo, it
must extend to a minimum
of the same dimension as
the half of the height of logo
text on all sides.
On all sides, the exclusion
zone should be measured for
the farthest edge
of the logo. No element,
other than our tagline, may
encroach on this space.
MINIMUM SIZE,
bigger is better.
Stacked logo must not be
reproduced at a size smaller
than 19mm in height.
Lanscape logos must not be
reproduced at a size smaller
than 15mm in height.
PRATISTA
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19mm min
15mm min
4 | BRAND GUIDELINE
WE WANT TO LOOK GOOD
ALL THE TIME. SO TAKE
TIME TO CONSIDER HOW
TO APPLY OUR LOG
We don't want to come
across all doom and
gloom, but there is a
right way and a wrong way
to present our logo.
01 Space around the logo
Always leave the logo some
space to breathe. Try to use
white or neutral backgrounds.
02 If you have to...
If it's unavoidable to sit the
logo on colour or a photo,
use the negative logo.
03 Not right
Do not rotate the logo
04 Colour clash
Do not place the logo on
the wrong colours.
05 Not good
Do not use the negative
logo on backgrounds that
are too light ir cluttered.
06 No thanks
Do not add embellisments like
drop-shadow, embossing etc
to the logo.
01
06
03
02 04
05
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Stacked Version landscape Version
SAY HELLO TO EVERYONE
IN THE FAMILY. IF YOU CANT
FIND IT HERE, WE DONT
WANT YOU TO USE IT.
BRAND GUIDELINE | 7
Our Company logo exists in both
stacked and a landscape version.
While the staked option is the
preferred logo, use of either the
stacked or landscape logos should be
determined according to their
suitability for the layout.
The use of the girl mark in isolation
should be carefully considered and
implemented, and be restricted to
supporting promotional materials. It
is not recommended that the girl
mark be used as default identier in
place of the complete logo.
There is on full-colour option of our
logo for each of the stacked and
landscape logos. There are also
options available for two colour and
single colour for reproduction on
both black and white backgrounds.
A social media version of the logo is
fully achievable, using the girl mark,
for when a square icon is needed for
online applications.
8 | BRAND GUIDELINE
OUR COLOURS DEFINE
OUR BRAND. WE'RE BOLD,
BRIGHT AND CONFIDENT.
SIMPLE AND TO THE POIN.
PRATISTA
The corporate colour pallete includes a dark brown and
pink theme with the supporting tones. Colour matching
standart Pantone references are included to ensure
accuracy when reproducting the pallete.
Also included are the reerences for CMYK, RGB, and HEX
Values for consistency across dierent media. Where
possible, the logo should be reproduced in the CMYK
colour process. Equivalent colours can be composed using
the RGB and HEX references include when the logo is to
used digitally.
Colout Pallete // Primary Colour Pallete // Secondary
These are corporate primary colours
four our logo, text and headers.
These are secondary colours four
background and supporting graphics.
pantone
cmyk
rgb
hexa
7642 C
42, 100, 51, 39
115, 46, 74
#732e4a
pantone
cmyk
rgb
hexa
225 C
9, 100, 0, 0
223, 25, 149
#df1995
pantone
cmyk
rgb
hexa
424 C
0, 0, 0, 70
40, 114, 79
#727376
pantone
cmyk
rgb
hexa
PANTONE Trans. White
0, 0, 0, 0
, ,
#FFFFFF
pantone
cmyk
rgb
hexa
7428 C
39, 99, 61, 49
106, 44, 62
#6a2c3e
pantone
cmyk
rgb
hexa
914 C
13, 60, 0, 0
245, 127, 224
#f57fe0
pantone
cmyk
rgb
hexa
9223 C
13, 16, 18, 0
221, 208, 200
#ddd0c8
pantone
cmyk
rgb
hexa
9223 C
0, 0, 0, 20
210, 211, 213
#d2d3d5
TYPOGRAPHY IS THE
BACKBONE OF DESIGN,
GETTING IT RIGHT
IS PARAMOUNT.
BRAND GUIDELINE | 9
Typeface. Print
Our corporate typeface is Accent Graphic.
This full font family comes in the weight
to suit a multitude of purpose. For
complement we user open sans, it was
optimised for printing, web, and mobile
interfaces, and has excellent legibility
charracteristic in it letterforms.
Typefaces. Online
Our corporate typeface is Accent Graphic.
This full font family comes in the weight
to suit a multitude of purpose. For
complement we user open sans, it was
optimised for printing, web, and mobile
interfaces, and has excellent legibility
charracteristic in it letterforms.
Typography. Sytle.
Our corporate typeface is Accent Graphic.
This full font family comes in the weight
to suit a multitude of purpose. For
complement we user open sans, it was
optimised for printing, web, and mobile
interfaces, and has excellent legibility
charracteristic in it letterforms.
Headline Fonts
Body Copy Fonts
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:;-*!?')
// Accent Graphic Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:;-*!?')
// Open Sans SemiBold
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:;-*!?')
// Open Sans Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (.,:;-*!?')
// Accent Graphic Bold
THAT'S JUST FOR
STARTERS... HERE IS
A FEW MORE THINGS
YOU SHOULD KNOW.
PRATISTA
Brand Design Style
Taking a direction fron the Swiss Stile (or
International Typographic Style) allows us to
emphasise and execute a clean, legible approach to
our extended media and brand situations. Features
include asymetric layours, strong grid-based
structure, sans serif typeface and unjustied body
text.
An understanding of the importance of white space is
also crucial in layouts, both in and around
text/images.
Black body text should normally be used unless
reversed out/white copy is more aesthetically
appropriate. Limiting colour use to our corporate
pallete will serve to strengthen our brand message.
Support Graphics
Graphic elements deriverd from the logo are valid for
use as stand-alone support graphics provided they
are not used in place of the complete logo.
We do not recommend the use of detailed
illustrations or clip art as support graphics but rather
simple geometric shapes so as not to direct from
other layout elements.
Large, distracting banners and graphics (such as
ribbons and arrows) should not be used as they only
serve to lessen the quality and values of our brand.
Photographic Style
As an overall theme for the photographic style of our
brand, we suggest that photography be medium
contrast black and white, so as to strenghten a
classic, emotive approach to supporting visuals. As an
alternative, a single colour can be used from within
the comporate pallete as a replacement for white
within the image, creating a understanded duotone
look.
All photography used must be of high wuality
regardless of whether they are blacl and white or
colour. Images need to be clean, crisp, in focus and
contain subject matter relevant to our organisation.
Artistic composition also needs to be considered to
avoid "snapshot" style imaginery.
Website
It is suggested that Our Company website use a dark
brown and white background, with light
pink/darkbrown supporting graphics, black text and
generous amounts of white space. Doing so will
ensure consitentcy across Our Company brand
online.
10 | BRAND GUIDELINE
BEST TO HAVE A
CHECKLIST. THEN YOU
KHOW THAT YOU HAVE
DONE EVERYTHING RIGHT.
BRAND GUIDELINE | 11
The Checklist...
01 The Logo
Only use that are complete and in an appropriate
version, created from original digital artwork. Please
check that you have respected the minimum size and
exclusion zone requirements.
02 Backgrounds
The logo should not appear on light or cluttered
images whithout being reversed out.
03 Graphics
Check that any supporting graphics or graphic
elements do not marginalise, obscure or overpower
Our Compnay logo.
04 Typography
Check that our corporate typeface have been used
appropriately where applicable.
05. Design
Be sure to provide these guideline to third parties or
collaborating partners.
A nal thought.
If in doubt, take a look back through this document,
all answers are there.
We don't ask for much, just a little love and respect
for our branding which is why we think we've create a
exible system that won's stie your creativity.
Give it your best shot...
THIS DOCUMENT MAY BE MADE AVAILABLE
IN ALTERNATEVE FORMATS ON REQUEST.
PLEASE CONTACT OUR MARKETING & PR
DEPARTMENT FOR FURTHER DETAILS.
Pratista Headquarter
Sukarno Hatta Street 05 Jakarta Selatan 653915
Telp 021 000000
021 000000 Fax
Email hello@pratista.com
pratista.com Web
PRATISTA
www.pratista.com
ahliDesain
.com
jasa desain branding dan digital marketing