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Updated: 21st February 2018

Our Brand
New Identity Pt.1

Keith Flynn is the author of this blog and Creative Director of Trademark Studio.

graphic design, graphic design Waterford, Waterford city, advertising, Trademark Studio, Trademark, Studio, Trade mark studio, brand design, creative design, identity design, brand identity, print, print design, website, web design, logo, logo design, flyer, poster, marketing, brochure, Institute of designers ireland, ireland, south east, IDI, design agency, brand asset management, trademark blog, design blog, business, design business, affordable design, visual design, film, motion graphics, film production, user interface, user experience, UI / UX, UI, UX, deals, start-up packages, start-up logo package, start-up identity package, company package, animation, design thinking
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The word ‘Trademark’ has positive connotations built-in to its meaning. It’s an expression of value that is based on the reputation of a trading company’s original distinguishing features.

These can take the form of the visual identity, quality of service or product design. The more differentiated a company’s identity is from its competitors, the easier it is to position itself within the market and build brand equity.

BRAND
BUILDING

Discovery

After the client meeting, we gain a firm understanding of the task at hand; now its time to get to work. After reviewing the information from the initial client meeting, work can begin in deciding how the identity relates to the project brief.

Simple is Smart

Every element that makes up the Trademark Studio identity has been carefully selected to communicate one style; Corporate professional. Every aspect of the process should be informed by this style and speak to the value of simplicity. 

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CORPORATE
LOGO DESIGN

The Trademark Studio logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the k™ symbol itself and our company name, both have a fixed relationship that should never be changed in anyway.

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graphic design, graphic design Waterford, Waterford city, advertising, Trademark Studio, Trademark, Studio, Trade mark studio, brand design, creative design, identity design, brand identity, print, print design, website, web design, logo, logo design, flyer, poster, marketing, brochure, Institute of designers ireland, ireland, south east, IDI, design agency, brand asset management, trademark blog, design blog, business, design business, affordable design, visual design, film, motion graphics, film production, user interface, user experience, UI / UX, UI, UX, deals, start-up packages, start-up logo package, start-up identity package, company package, animation, design thinking
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The Master Brandmark

Trademark Studio’s logo comprises two elements, the symbol k™ and logotype. We have removed the upper half stem of the k to create the Trademark symbol. This decision represents our design values and our style of visual culture. “Design is a process of removing what is not needed” It has a particular relationship with the Trademark name as it has been extracted directly from the logotype.

 

The Logotype has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by considered kerning techniques and  manipulation.

The corporate logo is presented through the use of colour as well as shape and form. The two corporate colours are Orange and Grey. It is a fresh and appealing blend of colours chosen for their strong combination – modern – classic – timeless. The Colours have been selected according to international standards as shown below and are easily implemented.

CONSTRUCTION
& CLEARSPACE

Construction

The Trademark Studio logotype has been designed from a modern sans serif font; VW Headline, Black. A lowercase format was chosen to give the logo a more definable shape which will increase recognition and originality.

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Clear space / Exclusion zone

It is important to keep the logo clear of any other graphic elements. To regulate this, an exclusion zone has been established around the logo. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the logo or the symbol itself. They have a fixed relationship that should never be changed in any way.

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APPLICATION
& STANDARDS

Configurations

Various configurations have been developed to ensure the logo will easily function in almost any design situation. Below are five versions, each of which have been carefully created to be easily recognisable in the right environment. A correct usage example would be to use Icon#3 as a favicon as it can be much easier to read in very small spaces in comparison to the primary Trademark™ configuration. 

 

Primary

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Secondary

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Icon #1

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Icon #2

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Icon #3

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Further usage

Under no circumstances should the logo configurations or any of its parts be forced into space where it may need to be Stretched, Squashed, Skewed, Rotated. 

It is similarly important that should the logo need to be reproduced that no visual effects or patterns should be used to fill or replace the brand color palette. 

 

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CORPORATE
TYPOGRAPHY

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all of Trademarks communications.

 

We have selected Montserrat and Source Sans Pro, which helps communicate trust and enthusiasm into Trademark’s communications, as the primary font choices to represent the corporate image.

Montserrat Bold Uppercase

Montserrat is a strong yet playful typeface that uses simple approachable letterforms. The bold style is one of an entire super family of faces spanning various classifications. Its versatile, dynamic and a reliable  display to body text alternative. 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

WEB

16px —Size

700 — Weight

7.2 — Spacing

PRINT

34pt —Size

Bold — Weight

95 em —Spacing

Montserrat Light

Montserrat Light is utilised in the Trademark Studio identity as sub-paragraph text heading font and as information text across particular print material. The style was chosen due to it being understated, modern, light and fresh. 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

WEB

37px —Size

200 — Weight

7.2 — Spacing

PRINT

25pt —Size

Light — Weight

95 em — Spacing

a b c d e f g h i j k l m n o p q r s t u v w x y z

WEB

37px —Size

200 — Weight

0 — Spacing

PRINT

12px —Size

Light — Weight

10em — Spacing

Source Sans Regular

This simplistic, modern font bring a great reading texture to body copy on screen and in print. Chosen for its corporate code style Source Sans is the primary body style used exclusively across screen, print and web. 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

WEB

17px —Size

300 — Weight

.5px —Spacing

PRINT

12px —Size

Regular — Weight

10em — Spacing

a b c d e f g h i j k l m n o p q r s t u v w x y z

WEB

17px —Size

300 — Weight

.5px — Spacing

PRINT

12px —Size

Regular — Weight

10em — Spacing

TYPOGRAPHIC
HIERARCHY

Typographic hierarchy is another visual tool used to separate and compartmentalise information in order or relevance or importance. Typographic hierarchy presents text content so that the most important words are displayed with the most impact so users can scan text for key information. This creates contrast between elements within the designs structure. 

HEADLINE TITLE

HEADLINE
TITLE

SUB-HEAD TITLE

SUB-HEAD
TITLE

PARAGRAPH TITLE

The paragraph title style is used to structure and separate various content matter such as text and imagery

PARAGRAPH SUB-TITLE

THE PARAGRAPH SUB-TITLE PARAGRAPH SUB-TITLE TEXT STYLE IS USED TO HIGHLIGHT & EMPHASISE

BODY COPY

The body copy type and paragraph styles are built from a  modern dynamic type family with easy readability across print, screen and web

CAPTION TEXT

Most colors have meaning attcached to the, red for excitment green for freshness the color white in this case represents negitive or empty space. The brand color pallet is simple functional and strong. The each represent an aspect of the brand personality.

COLOR
SYSTEM

The primary reason for creating a color system is to keep brand reputation consistent. The choice of color pallet should be simple and easy to reproduce. Equally important, it should be simple functional and strong. Each color swatch representing an aspect of the company’s personality.

Explaination

Each swatch has been chosen for its particular set of meaning. It is not expected that all of these words be communicated at once, but rather a single general sense, which combine to form a single message.

White Space

White or ‘white space’ is created from the absence of elements. It is the ‘negative space’ left over from when the design process is finished taking away information that is not needed.

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— Creative
— Innovative
— Exciting

HEX: #FF4800

R:255 G:072 B:000 A:000

C:000 M:086 Y:100 K:000

PMS:7417 C — P40 8C

PMS: Bright Red U — P40 8U

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— Decisive
— Assuring
— Commanding

HEX: #4D4E4E

R:077 G:078 B:078 A:000

C:065 M:057 Y:056 K:036

PMS: 7540C

PMS: Black 6U

graphic design, graphic design Waterford, Waterford city, advertising, Trademark Studio, Trademark, Studio, Trade mark studio, brand design, creative design, identity design, brand identity, print, print design, website, web design, logo, logo design, flyer, poster, marketing, brochure, Institute of designers ireland, ireland, south east, IDI, design agency, brand asset management, trademark blog, design blog, business, design business, affordable design, visual design, film, motion graphics, film production, user interface, user experience, UI / UX, UI, UX, deals, start-up packages, start-up logo package, start-up identity package, company package, animation, design thinking

— Trustworthy
— Intergal
— Official

HEX: #7A7A7A

R:122 G:122 B:122 A:000

C:053 M:044 Y:044 K:009

PMS: Cool Grey 9C

PMS: 425U

graphic design, graphic design Waterford, Waterford city, advertising, Trademark Studio, Trademark, Studio, Trade mark studio, brand design, creative design, identity design, brand identity, print, print design, website, web design, logo, logo design, flyer, poster, marketing, brochure, Institute of designers ireland, ireland, south east, IDI, design agency, brand asset management, trademark blog, design blog, business, design business, affordable design, visual design, film, motion graphics, film production, user interface, user experience, UI / UX, UI, UX, deals, start-up packages, start-up logo package, start-up identity package, company package, animation, design thinking

— Confidence
— Cleanliness
— Approchable

HEX: #FFFFFF

R:255 G:255 B:255 A:000

C:000 M:000 Y:000 K:000

PMS: NA

PMS: NA

graphic design, graphic design Waterford, Waterford city, advertising, Trademark Studio, Trademark, Studio, Trade mark studio, brand design, creative design, identity design, brand identity, print, print design, website, web design, logo, logo design, flyer, poster, marketing, brochure, Institute of designers ireland, ireland, south east, IDI, design agency, brand asset management, trademark blog, design blog, business, design business, affordable design, visual design, film, motion graphics, film production, user interface, user experience, UI / UX, UI, UX, deals, start-up packages, start-up logo package, start-up identity package, company package, animation, design thinking

OUR BRAND
NEW IDENTITY PT.2

“The best identity programs embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and become intrinsic to a companies culture, a consistent symbol of its core values and its heritage” — Designing Brand Identity

Location

Fumbally Exchange

Brick Lane

Viking Triangle

Waterford, Ireland

Contact

hello@trademarkstudio.ie

+353 51 348 343

+353 87 299 3535

©2018 — Trademark Studio™