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Updated: 21st February 2018

Our Brand
New Identity Pt.2

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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Effective brand strategy provides a central, unifying idea around which all behaviour, actions and communications are aligned. It works across products and services, and is effective over time. 

The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about, wether you are the CEO or an employee. — Wheeler 2013

STATIONARY
& BRANDING

Trademark Studio’s corporate identity set is the first official touchpoint of the brand.

First application tier include; Business card, Letterhead, Envelopes, Comp slip and Style Guide. Second application tier include; Brief, Proposal, Invoice, Brochure. Finally all marketing material and digital promotional elements. These three tiers have become a the standard recognisable identity set for Trademark Studio.

Business Card

Business cards are a commonly misunderstood touch point. Its purpose is not an index of contact information designed to persuade or promote business. It simply solves the problem of having to write contact information on a napkin.

Explination

The details included on the business card reflect how Trademark functions as a business. Social media links can be easily found online through the network, which frees up more space.

Usage

The information side of the card intentionally offers considerable white space on a non-laminate surface as many people use business cards to write relevant notes at business meetings.

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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

Letterhead

Information on letterheads should be easy to understand, it is not another opportunity to promote business. Making information easily assessable demonstrates an understanding of customer care even in the fine details such as a simple letter. 

Parameter

Corporate

Letterhead Design

Dimensions

297 x 210mm

DIN A4

Weight

120m/g

White Uncoated

Print

CMYK

Process

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Explaination

The letterhead design is based on the six column 12pt baseline grid on which all corporate identity elements are constructed on. Text in this instance is formatted to double lined space which increases readability and makes for a more pleasant experience.

Usage

The usage of this particular layout is intended for correspondence with clients and third party vendors. Extra space is allotted above the agent title for a personalised signature. Internal communication versions negate all external post information.

Invoice

A sales invoice is simply a statement list of services provided, the sum to each quantity and the balance or total amount due. Used primary to legally establish an obligation to the purchaser an amount owed, it serves to verify an agreement between the vendor and buyer.

Parameter

Corporate

Invoice design

Dimensions

297 x 210mm

DIN A4

Weight

120m/g

White Uncoated

Print

CMYK

Process

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Explaination

The fields included in the design of the invoice have been placed in accordance with the A4 six column 12pt baseline grid system. Each section is placed in a vertical 1/3rd of the page to avoid creasing important information when folding to a DL envelope.  

EQUIPTMENT
APPLICATION

Large Format Promo

Here are two large format canvas promotional prints for use at events such as trade shows, business meet-ups or demonstrations. The content provided is environment specific and should only highlight the USP accompanied with supporting information and contact details. 

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Roll-up Vertical Banner

The roll-up banner can be attached to a display tripod or a penguin pull-up banner system. The information here aims to sell  core concepts and create value for the viewer, representing the style of design  and the visual language that is on offer.

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Canvas Flag

The canvas flag design conveys the brand personality then applied as signage or way finding material. Viewer environment informs the content which considers visibility, legibility, durability, distance, speed and light. Defining the locations in the design process is paramount.

Vehicle Process

The vehicle is a large moving canvas which is most effective in creating brand exposure in urban rush hour traffic environments. Simplicity is key when applying company logos to moving objects. Designers need to consider legibility through size, color and contrast. 

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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
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

1.PLAN

— Audit vehicle types

— Revisit brand positioning

— Research fabrication methods

— Research installers

— Receive technical specs

— Get vehicle drawings

2.DESIGN

— Choose base color for vehicle

— Design placement of signature

— Determine other messages:

— Explore graphic elements

3.DETERMINE

— Fabrication methods

— Decal & Wrap

— Vinyl

— Magnetic

— Hand painted

4.EXAMINE

— Impact on insurance rates

— Life of the vehicle

— Life of sign type

— Cost and time

— Safety or other regulations

5.IMPLEMENT

— Create file to spec

— Prepare files for installer

— Examine output

— Test colors

— Manage installation 

SOCIAL MEDIA
BRAND KIT

Once the brand identity concept has been approved and applied to physical print material its time to translate the personality over to the web. Building websites are an expensive and lengthly process, so for many businesses social media is usually the first port of call for quickly creating brand exposure and engagement.

Facebook

The Facebook cover image is 820 x 310px and is adaptive across desktop, tablet and phone screens. Cover images on Facebook can be replaced with a full motion video. Profile 180 x 180px.

Profile

trademark-studio-primary-logo-design

Cover

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Twitter

Twitter’s cover images 1500 x 500px with a profile picture resolution of 400 x 400px which is displayed at 200 x 200px. 

Profile

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

Cover

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

Google+

The specification for the Google+ cover image is 1080 x 608px. This is large enough to offer responsive ratio variations for different screen sizes.

Profile

trademark-studio-primary-logo-design

Cover

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

Linkedin

Linkedin uses a letterbox format resolution is 1584 x 396px consumes the entire width of the page. At 396px in height it is not very sharp and should be considered in the design process.

Profile

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

Cover

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

YouTube

YouTube’s has the largest reach of all the social media platforms, including television. At 2560 x 1440px the cover image is optimised for the big screen.

Profile

trademark-studio-primary-logo-design

Cover

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PRINT DESIGN
GRID SYSTEM

Using grids in design helps to structure information and keep elements aligned which makes for a more pleasant experience.  Grids are perfect in editorial design and corporate identity  where consistency is very important and rhythm is king.

Margin

Margin is the space from the edge of the page to the text area. 

Column & Slug

Columns are determined by page size. Slug are the gaps in between.

Baseline Grid

The baseline grid are the horisontal lines upon where the text sit.

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Margin

The margin for top sides and bottom is 18.5mm

Column & Slug

Column width is 24.5mm 

Slug width is 3.5mm

Baseline Grid

It is standard practice to set the baseline grid every 14pt which is 2pt larger than the font size of 12pt.

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ONLINE
GRID SYSTEM

Using a grid in web design is not only valuable for aesthetics but also serves a practical function when designing responsive layouts. Grid measurements can change depending on what device you are viewing, this helps to create a balanced layout making navigation and readability easier. Simple, smart, confident design creates a more pleasurable experience, instilling trust in the user and ultimately value. 

Phone Column Structure

Trademark uses a two column grid for mobile browsers, this is informed by the 16px font size. Generally text is left aligned and spans the with of the screen. Images are centre aligned and also fill the width of the screen, all making for a more easier read. 

Tablet Column Structure

Much like phone screens mobile tablet screens have increased in resolution in recent years giving designers more flexability in creating more detailed experiences. 

Desktop Column Structure

The body copy type and paragraph styles are built The body copy type and paragraph styles are built The body copy type and paragraph styles are built

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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
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
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

PHOTOGRAPHIC
BLENDING MODE

Corporate Imagery is responsible for transferring the values of Trademark Studio to our potential clients. Trademark utilises various corporate advertising techniques to enhance its public image in order to improve desirability as a supplier, employer, customer, borrower, partner, etc. Similarly  all photographic processing should follow guidelines to sustain the visual trademarks of the brand.  

Original

All photographic imagery should be original and of very high-quality.

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Black & White

Reduce color saturation by 100% and the black point by 1/5th to reduce contrast.

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Multiply effect

A ‘multiply’ effect creates a high contrast glass plate transparency style to layers.

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Levels

A fine tuining of the levels adjustment brings desired contrast to the image.

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Information

The information contained here should only be white headline text.

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CORPORATE
ICONGRAPHY

Trademarks’s ‘Less is more’ corporate iconography sets work as way-finding signage that span across web and print. They help identify sections of the design structure, a gentle nod or prompt to action. Simplistic illustrative icons can be used to balance a design adding more dynamism and rhythm to the experience. 

100%

A minimum 8pt stroke  works best when placed beside text. 

trademark studio design icon

75%

The icon design will allow a safe reduction in size by 25% 

trademark studio design icon

50%

The icon design will allow a safe reduction in size by 50% 

trademark studio design icon

25%

Simplistic design ensures full functionality at such small sizes.

trademark studio design icon

Productive Icons

design icon
design icon
design icon
design icon
trademark studio design icon
trademark studio design icon
design icon
trademark studio design icon
design icon
design icon

Alignment Icons

trademark studio design icon
trademark studio design icon
design icon
design icon
design icon
design icon

Responsive Icons

trademark studio design icon
design icon
design icon
design icon
design icon

Network Icons

design icon
design icon
design icon
design icon
design icon

Interactive Icons

design icon
design icon
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BRAND STANDARDS
CHECKLIST

The Logo

•   Original design based on company values

•   Clear messaging that Embodies brand personality

•   Dynamic configuration package

•   Ensure correct usage from guidelines booklet

Typography

•   Font selection reflects brand tone and personality

•   Hierarchical type structure defined

•   Font licensing

•   Usage specification

Color System

•   Market research and color theory

•   Easy to produce & resilient 

•   Usage & Color codes

•   Signiture Color options

Application

•   Branding & Corporate Identity

•   Marketing & Advertising material

•   Signage & large format printing

•   Digital, web and social media

Imagery

•   Professional standard imagery

•   Official usage rights

•   Narrative & tone inline with brand values

•   Consistent effects processing

Iconography

•   Simple icon concepts

•   Illustrative design specifications

•   Color variations

•   Print & digital usage

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OUR BRAND
NEW IDENTITY PT.1

“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” — Wheeler 2013

MODERN
LIFE

“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” — Wheeler 2013

Location

Fumbally Exchange

Brick Lane

Viking Triangle

Waterford, Ireland

Contact

hello@trademarkstudio.ie

+353 51 348 343

+353 87 299 3535

©2018 — Trademark Studio™