Standards book

Table of contents 1. Logo 1. Logo.................................................................................6 1.2 Logo variants..............................................................9 1.3 Logo sizing..................................................................11

2. Colors, fifth element & typography 2.1 Colors...........................................................................14 2.2 Fifth element.............................................................15 2.3 Typography...............................................................16

3. Business correspondence 3.1 Business correspondence.....................................18

4. Promotional material 4.1 Promotional material............................................26

5. Branding 5.1 Uniform......................................................................32 5.2 Vehicle branding....................................................33 5.3 Phisical space.........................................................34

1. Logo

1.1 Logo

Logo

The logo for Pinocchio symbolizes 3 main parts of the brand. The bolded line with the dot at the end represents both the nose for Pinocchio and the brush (emphasizing the art supplies) and the circular P for the first letter of the company. These 3 elements are bound by a circular form thus creating a balance in the logo

6

1.1 Logo construction

Logo construction Using the circular shapes that binds the logo, the creation of it would consist of three main parts: the brush pictogram, the circular P and the main black background circular shape. With this fusion we would get a complete symbol for the logo.

+

+

= 7

1.1 Logo

Exclusion Zone The 2x represents the hight of the lowercase letters on the logo. It is a field of view that we call a exclusion zone and it is extremely prohibited to use any aditional elements in this space.

8

1.2 Logo variants

3D version This version of the logo can be usualy used in places such as animations, exterior and interior spaces of the established businesses, promotional materials, signs.

9

1.2 Logo variants

1.

2.

3.

4.

5.

6.

Logo don’ts 1. Distortion of the logo is a big flaw and it musnt be used 2. Showing the logo upside down is prohibted 3. The use of shadow or simillar effects is ameteurish and it is not allowed 4. Outlining the logo in this case wouldn’t be acceptable 5. Cropping the logo is out of the question 6. Showing only the shape of the logo in this case wouldn’t be effective

10

1.3 Logo sizing

1. 15mm

Logo size

2. 30mm

1. 15mm size 2. 30mm size 3. 45mm size

3.

45mm

11

2. Colors, Typography and fifth element

White

2.1 Colors

Grey

#FFFFFF Black #E6E6E5

#231F20 14

2.2 Typography & Logotype

Fivo Sans Bold ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234546789?*#/&;:.-

Sofia Pro Light ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234546789?*#/&;:.-

Aa

Aa

15

2.3 Fifth element

1.

2.

3. 16

The aditonal elements of the brand more known as ‘’color splash’’ include: 1. The main splash and it is usually represented through a big shape 2. Smallest splash shape it is usally used on bigger formats and often excluded in smaller products such as pencils, erasesers etc. 3. The smaller splash, it is simillar to the smallest splash except that is more included and larger.

3. Business correspondence

3.1 Business correspondence

Poštovani, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

(Potpis)

47 Cityview Drive, Northampton, PA 18067 +1 610 438 9036 [email protected]

47 Cityview Drive, Northampton, PA 18067

pinocchio.com

+1 610 438 9036 [email protected]

www.pinocchio.com

Bea Miller art technician

47 Cityview Drive, Northampton, PA 18067 +1 610 438 9036 [email protected] pinocchio.com

47 Cityview Drive, Northampton, PA 18067 +1 610 438 9036 [email protected] pinocchio.com

18

3.1 Business Business 3.1 correspondence correspondence

210mm

Corporate memorandum

Poštovani,

297mm

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Memorandum is a documanted paper used for business corespondence, it holds the most important information and the brand logo to delude distraction from it’s contents

(Potpis)

47 Cityview Drive, Northampton, PA 18067 +1 610 438 9036 [email protected] pinocchio.com

19

3.13.1 Business Business correspondence correspondence

425mm

Corporate Folder

305mm

The corporate folder is used not only as documenation storage but also as presentation since it inculdes all the necessary elements of the brand.

47 Cityview Drive, Northampton, PA 18067 +1 610 438 9036 [email protected]

www.pinocchio.com

20

3.1 3.1 Business Business correspondence correspondence

220mm

Corporate Envelope 110mm

The corporate envelope, being the ‘’old fashioned’’ way of the information flow. It holds al the brand elements in it’s design: the logo and the ‘’color splash’’.

47 Cityview Drive, Northampton, PA 18067 +1 610 438 9036 [email protected] pinocchio.com

21

3.1 Business correspondence

49 mm

Bea Miller art technician

28 mm 47 Cityview Drive, Northampton, PA 18067

Business card The business card in this case is cut down to only neccesary and simple elements firmlyshowcasing the important information about the company and symbolizing the neutality of the brand

22

+1 610 438 9036 [email protected] pinocchio.com

3.1 Business 3.1 Business correspondence correspondence

46 mm

33 mm

Experimental business card Since this company manifactures art supplies it is safe to assume that experimenal card had to be in a shape of a coloring pallete hence having a customer glance at the busines card to know exactly what the brand is all about. And of course the the texture is added to give the card a further touch of realism.

23

4. Promotional material

4.1 Promotional material

Brushes

Brushes are one of many Pinocchio proudcts. They all have the grand elements of splash and the logo, but still keepi the simplicty to not oversaturate the small format.

26

4.1 Promotional material

Painting tubes

When it comes to the tubes the elements in design give a clear representation of the tube contents and what the product is for.

27

4.1 Promotional material

Pencils, erasers and sharpeners Something that everyone needs, being artists, office workers or children, the erasers, pencils and sharpeners have been around a long time and are still in use today even though everything is more and more digitalised. This one keeps the simplicity as in nothig more and nothing less simple splash on the carton and the pencils where on erasers and sharpeners the logo is the only element.

28

4.1 Promotional material

Painting pallete

Pallete has no additional elements excepet a logo in a corner, this is a case for print colors to not mendle with the acrilic colors and giva a painte/customer the full experience. On top is a wraping material containing the splash grey, white and black, it can also be used as a color testing paper on the back where it is blank.

29

5. Branding

5.1 Uniform

Uniform

Uniform importance is significant when it comes to employees and customers aswell. This design is set to a simplistic version going to just a plain black background symbolizing neutrality

32

5.2 Vehicle branding

Painting palette

Palette has no additional elements excepet a logo in a corner, this is a case for print colors to not mendle with the acrilic colors and give a paint/customer the full experience. On top is a wraping material containing the splash grey, white and black, it can also be used as a color testing paper on the back where it is blank.

33

5.3 Physical space

Exterior

The exterior is nothing too adding or hiding the big sign with a logo gives a clear message what it is and with white pillars gives contrast to the black sign. Honorable mention would be the big see through windows which is usfull to customers because it gives them a preview of what the store is about.

34

5.3 Physical space

Interior

The interior is build of wooden shelvs symbolizing the art supplies with a yellow lighting giving the customer a warm feeling. Logo can be both visible on the desk and behind the counter.

35

Author and designer: Nikola Jovanović 4958 January 2023