VISUAL IDENTITY GUIDELINES JUNE 2017

WELCOME.
This document defines in tangible details the visual identity of
the Yincool brand and provides the rules and tools needed to
bring the brand to life. Within these pages you will find the brand
identity for Yincool.

There are logo specifications, colour palettes, visual style

guidelines, rules for use of images and illustration, typographical
tips, and a range of examples.

"Home is where it is full of craftsmanship of the artisans and

artists, and your unique ideas coming from your heart." – we
are reminded with the peotic meaning of Yincool in Chinese. All
these tangible details are just the tip of the iceberg. That is to
say; they are the small visible part of a much larger whole. In
order to fully realise the potential of Yincool, the brand must
ultimately deliver on its promise. And this is achieved through
the day-to-day actions of everyone associated with the brand.
 4 PART 01: THE LOGO 16 PART 04: APPLICATION
Naming Business Cards
Graphic Logo Letterhead
Variations Folder
Don'ts Product
Presentation
12 PART 02: TYPEFACES Mobile Application
Web Page
Stationary Kit
14 PART 03: COLOR PALETTE
Color Specifications 21 PART 05: PURPOSE

part 01
THE LOGO
5 YinCool Visual Identity | June 2017

Logo

Logotype

The logo has two components - the symbol with a fancy shaped heart to
symbolize the company's love for unique ideas and customization; enclosed
in a rectangle to symbolize the product - the brand to which you can
customize your items with, and the logotype that symbolizes the company's
name.
6 YinCool Visual Identity | June 2017

NAMING
The logotype is composed of two
different languages - English and
Chinese; our target market are
celebrities who wants to share their
lifestyle through product customization.
English Version
The typefaces cannot be altered in
any way. The brand name in English, yincool, is using the Harabara Mais
Bold typeface.
7 YinCool Visual Identity | June 2017

NAMING

匠艺心居
Chinese Version

The brand name in Chinese, 匠艺心居, (Jiangyixinju in Pinyin)

is using the Hiragino Sans GB W6 typeface.
8 YinCool Visual Identity | June 2017

NAMING

Chinese Slogan

The brand slogan in Chinese, 生活风尚产品定制平台,

(Personalization of Lifestyle Products), is also using the
Hiragino Sans GB W6 typeface.

This brand name (EN/CN) + slogan symbolizes the poetic

meaning of: Home is where it is full of craftsmanship of the
artisans and artists, and your unique ideas coming from your
heart.
 9 YinCool Visual Identity | June 2017

The exclusion zone

The logotype must be reproduced

with a clear area around it which is
free from other graphic elements.
This area is known as the 'exclusion
zone'.
GRAPHIC
Let the logo breathe

White space

We respect the logo by giving it some

space. The minimum white space that Written style
must surround the logo is equivalent to
the height of half of the symbol. This In body text the logotype
area is also known as the 'exlusion zone'. should always appear in
the font Harabara Mais
Bold for Yincool, and
Registration marks Hiragino Sans GB for
the Chinese version and
slogan.
In marketing, registration marks on the
logo are no longer necessary.

Minimum size

The logo should always be

clearly legible.
10 YinCool Visual Identity | June 2017
Black on white
International version (out of CN)
With symbol (when small)
White on black
VARIATIONS
Use the Black Blue logo. Use this version on
light, white or blank backgrounds. The white
or White Chinchilla logo may be used on dark
color backgrounds, as well as dark areas within
Vertical version photographs.
1-color white, black,gray-scale or vertical version
of the logos are also available but on a limited use
only.
With symbol (when big)
11 YinCool Visual Identity | June 2017

Do not change the size Don't place the logo on Don't add effects like shadows,
relationship of the backgrounds that dimensions, and gradients to
symbol to the logotype. provide insufficient contrast. the logo.

LOGO affiliation
(DON'TS)

Don't create logo "lockups" by Don't stretch the logo. Don't compress the logo.
adding text in close proximity
to the logo.

shorpee

Do not attach text of any kind Don't alter the color Don't place the logo over busy
to the symbol. specifications within photographic backgrounds.
the symbol or the logotype.
 part 02
TYPEFACES
13 YinCool Visual Identity | June 2017

use Harabara Mais Bold
for the english logo branding,
For body copy use the Hiragino Sans GB family of fonts
in sentence case.
Use the complete range of
styles and weights available as needed, for example:

Hiragino Sans GB W3
Hiragino Sans GB W6

AND HIRAGINO SANS GB W6

Do not justify paragraphs, just align left
FOR THE CHINESE LOGO BRANDING (as this example shows).

匠艺心居
生活风尚产品定制平台

USE HIRAGINO SANS GB W6

FOR HEADINGS.
 part 03
COLOR PALETTE
The Yincool Black Blue and Warm
Chinchilla are the brand's primary
colors. An expanded color palette
of pastel colors may be used
when more colors are required for
promotional material.
15 YinCool Visual Identity | June 2017

COLOR SPECIFICATIONS
Use RGB and HEX formulas for on-screen and digital use. CMYK
builds and colors are for print applications. Please note that
each color has been optimized for on-screen (RGB) or print
reproduction. The specific RGB color formula, and CMYK color
formula are provided here and must be specified individually for
each color. Do not use the automated color conversion tools in
your software.

Primary colors

Yincool Black Blue Yincool Warm Chinchilla

C 76 M 67 Y 59 K 64 C4M3Y3K0
R 37 G 41 B 46 R 240 G 240 B 240
HEX #25292e HEX #f0f0f0

Additional colors (for promotional material)

Yincool Faded Pink Yincool Ice Blue Yincool Chalk Yincool Burlywood
C 2 M 25 Y 6 K 0 C 37 M 2 Y 4 K 0 C 1 M 6 Y 33 K 0 C 15 M 20 Y 22 K 0
R 242 G 199 B 209 R 153 G 224 B 69 R 255 G 235 B 181 R 217 G 199 B 189
HEX #f2c6d1 HEX #99d6ed HEX #ffeab5 HEX #d8c6bc

Yincool Mint Green

C 28 M 3 Y 26 K 0
R 183 G 216 B 196
HEX #b7d8c4
 part 04
APPLICATION
Showcase: some examples of
what's possible with our visual
identity system
17 YinCool Visual Identity | June 2017

BUSINESS CARD
The Yincool business card will serve as
the business bearers of information about
the company and its individuals. The back
comes in two versions, the green version
(on photo) and a white version.
18 YinCool Visual Identity | June 2017

PRODUCT
The implementation of Yincool's logo on
their products may be used in case of
branding issues - but Yincool will prioritize
the customer's design as a customization
experience for its users.
19 YinCool Visual Identity | June 2017

PRESENTATION
Yincool's brand will also be prominent on
its corporate presentation, visual aid, and
other visual presentations.
20 YinCool Visual Identity | June 2017

WEB PAGE
The webpage is the household of
Yincool's operations. Customers will log in,
customize, sell their products, and contact
their customers via the website.
 part 05
PURPOSE
22 YinCool Visual Identity | June 2017

YINCOOL BRANDMARK

The YinCool brandmark is the most fundamental element of our brand identity system. It
represents our company. It acts as a source brand in all communications.

YINCOOL BRANDMARK + SLOGAN

The YinCool brandmark + slogan is a marketing and tagline message; it embodies our purpose
and mission to bridge the gap of personalizing items.

THE SYMBOL

Yincool's symbol is our brand trademark; it symbolizes our passion and love for customizing
products and executing ideas.
Thank you.
If you've just read these guidelines, you have
our appreciation. It means you share our belief
in details and quality. We know applying these
principles takes time and effort, but the stories,
products, and customization we tell and make
at YinCool will be stronger for it.