BRAND IDENTITY guideline

BRAND IDENTITY guideline

Index
1. 2. Introduction About the Brand
2.1. 2.2. 2.3. What is LEA LEAs Essence LEA Experience

3.

Brand Indentity
3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. 3.8. 3.9. 3.10. Overview Brand Architecture Monogram Limited Space Position and Size Specific Market Tag Color Palette Typography Improper Use Tone of Voice

4.

Review

BRAND IDENTITY guideline

1. IntRoductIon
LEA is young and dynamic, and being a pioneer in the electronic appliance industry. By involving smart ideas in our products and service, we make people have a more joy-able life. The attributes and character of LEA are: SMARt MInIMAL ReLIABLe dYnAMIc tRuSted By creating and applying a suitable brand identity, we express our brand essence through visual and verbal, and clearly define and differ our brand to others. This document contain the outline of LEAs brand identity, and designed to make LEA easier for the world to understand.

BRAND IDENTITY guideline

2. ABout the BRAnd

LEA is a inventor / manufacturer / provider of electronic appliance focusing on small scale and personal product(s). LEA is stand for LIfe eSSentIAL AppLIAnce. Electronic appliances are, of course, an important and essential part of city-life in modern age. LEA is a company which providing these necessaries to people.

2.1. What is LeA?

2.2. LeAs essence

What our brand stand out to the others is our brand essence. While we have our promises, we have the core conception: SMARt MInIMAL ReLIABLe. all products and brand-related elements should: look smart, use smart, feel smart, but not over. Always think for user / customer, and smartly using the technology we got, but not just put all the most Hi-tech elements together. We use the most suitable technology in the most suitable ways, and no oVeR-technoLoGY.

2.3. LeA experience

LEAs product(s) are all aiming to giving the delighted using experience to all customers. For achieving the aim, we promises our product(s) have the followings: unIque: Giving a different, special yet joyful using experience, according to our brand essence. quALItY : Providing the highest quality possible in relatively to the product(s)s price. SeRVIce : We do not stop our service after our products sold, and we offer full supporting service to our customer after-sale.

BRAND IDENTITY guideline

3. BRAnd IdentItY
3.1. overview
We created a brand identity to ensure we always show our brands essence through all kind of visual and verbal. This section of the guidelines will help you to implement the LEA brand expression in all printing materials.

BRAND IDENTITY guideline

3.2. BRAnd ARchItectuRe

There are 3 levels of the LEA brand architecture and they may work together to communicate clearly the brand and offer. Level 1: Level 1 is the LEA brand itself. LEA must appear in every LEA branded application and communication. Level 2: Level 2 defines the specific market providing the communication or offer, and should be always placed following the LEA brand name. Level 3: Level 3, the Elements, defines the specific product, technology, or any other information. Use as many elements as necessary to convey your message Note: Level 2 and 3 are optional; however, level 3 may not replace level 2.

Level 1 Level 2

Level 3

Level 1

Level 3

BRAND IDENTITY guideline

3.3. Monogram:
The LEA monogram represents our brand. It appear consistently across all applications and reflects our brand essence which is SMARt, MInIMAL, ReLIABLe.

design concept:
Three Vortex: Each vortex represents one of our brand essence: SMARt, MInIMAL, And ReLIABLe. Vortex giving a dynamic impression. It also mean the depth of each of our brand essential points. Triangle structure: And triangle is the most minimum to for a polygon, and the most steady polygon structure. It is, besides the vortex, showing LEAs style, and reliable service and products. Non-regular elements: Although we are in Hi-tech industry, we serve human-beings. And humanity not hard-form or regular. We think for people, and we are smart.

BRAND IDENTITY guideline

3.4. Limited Space:

Sufficient clear space around the logo in all level 3 applications is a must. The minimum amount of clear space is shown in xxxxxx.

x x x x x
3.5. position and Size:
In most case, components of Level 1 and 2 must place in the upper left corner of the application. Exception may applied when working on extremely proportion or a logo-driven layout. The minimum width of the logo is 2cm. 2cm

3.6. Specific Market tag:

Specific market may be focused and we give them a sub-title under the monogram. The color of the sub-title should be always same as the monogram, and Position and size are shown below:

x x/2

BRAND IDENTITY guideline

3.7. color palette:

In most case, Level 1 and 2 components use the shown colors.

Pantone 543C

60C 20M 10K

Black

50K

White

3.8. typography:
Adobe Garamond Pro family is the typography of all brand components.

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz123456789

BRAND IDENTITY guideline

3.9.

Improper use:
a. b.

a. Dont use 3-D monogram. b. Dont change the proportion of the elements. c. Dont apply multiple colors to the monogram. d. Dont crop the monogram. e. Dont apply gradient color to the monogram. f. Dont rotate the monogram. g. Dont place similar texts near the monogram. h. Dont apply background-similar-color to the monogram. i. Dont superimpose the monogram over type. j. Dont rearrange the monogram elements. k. Dont apply outline the the monogram. l. Dont use negavite version of the monogram.

c.

d.

e.

f.

g.

h.

i.

j.

k.

l.

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BRAND IDENTITY guideline

3.10.tone of Voice:
Optimistic Using LEA products and service is a happy experience, and we should express the happiness through optimistic visual and verbal. This also representing one of our character: dYnAMIc. Precise Always use clear, specific language and imagery that are appropriate for the application to make audience easy to understand. This representing one of our nature and essence: tRuSted, ReLIABLe. Clean and Minimal Simplicity resulting impact impression. This representing one of our character: SMARt, MInIMAL.

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BRAND IDENTITY guideline

4. ReVIeW
Keep our brand promises and contribute impressive LEA experience for customers is always the most important thing to LEA. We created our brand identity as well as providing excellent services and products, giving customer unique and positive impression to the brand. The Key points of LEAs identity are: ouR eSSence: SMARt, MInIMAL, ReLIABLe SpeLL the BRAndS nAMe In eItheR LeA oR LIfe eSSentIAL AppLIAnce, And In fuLL. do not AppLY AnY otheR BRAnd ARchItectuRe coMponent WIth LeA BRAnd.

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