Seraph Designs Branding Guidelines

BRAND GUIDELINES

CONTENTS
CONTENTS 2
Inspiration & Philosophy 4
LOGO 6
Logo Usage 8
White Space 10
Do’s and Don’t’s 11
BRAND COLOURS 12
Primary Colours 14
Secondary Colours 15
TYPOGRAPHY 16
Headings & Sub-Headings 18
Body text & Referencing 20
ICONOGRAPHY 22
General icons 24
Icon usage 25
STATIONERY 26
Application 28
2
3

THE INSPIRATION
The Seraph Design logo is inspired by the wings of angels. Specifically, the Seraphim, which are the highest
order of angels in Heaven.
This symbolism of the angel wings in the context of design is the strive for the highest quality in design.
The wings of the logo are also represetative of the priciples in design, which make up the wings
themselves.
The wings comes together to create 4 distinct diamonds which in themselves are representative of the
results when the priciples are used to their fullest. The diamonds represent - Innovation, usefulness,
aesthetics and understandability.
THE PHILOSOPHY
The Seraph Designs logo is based on angel wings, which signifies flying to the highest reaches.
Like Seraphs, the logo is made up of 3 pairs of wings, each signifying the design priciples in which
great design is built from. These priciples are;
1. Balance: the visual weight distribution of objects, colours and space in a design.
2. Contrast: the accentuation of the differences between elements such as rough vs
smooth in textures, large vs small in objects, and thick vs thin in lines.
3. Proximity: the relationship of how objects fit together in a composition
4. Repetition: the repeating of elements throughout a composition, creating consistency
and continuity.
5. White Space: also known as negative space, white space is the absence of text and graphics
between elements, which creates visual breathing room for the eye and
making the page feel less cramped.
6. Alignment: helps unify the elements on a page by creating a visual connection between
them, creating a sharper and well organised design.
4 5

LOGO
Its usage and application
6 7

LOGO
LOGO USAGE AGAISNT LIGHT & COLOUR BACKGROUNDS
Black version of the logo to be used against white and light
backgrounds. This includes when the logo is used agaisnt
imagery. Care should also be taken to make sure the logo is
never obstracted, and it is placed where it is clear with high
contrast agaisnt the background.
LOGO USAGE AGAISNT BLACK & DARK BACKGROUNDS
The Seraph design logo has 3 alternate logo colours, which
consist of white, red and gold. These versions of the logo are
only to be used agaisnt black or dark backgrounds, taking
into consideration its best application for the brief,
placement and usage.
8 9

LOGO
WHITE SPACE
DO’S AND DON’T’S
The diagram below illustrates the amount of negative space
ideally, which should be allowed surrounding the logo.
In order to calculate the amount of space needed, the logo
should be visually ‘divided’ into 3, with a 1/3 to be the space
which surrounds the logo.
Do not alter the logo in anyway.
The symbol should never be
displayed without the name.
Logo should never be obstracted and always
be displayed clearly. See previous page on
white space.
Never rotate the logo.
Logo may be displayed in other brand colours,
as long as contrast is high and logo
is displayed clearly.
Do not mix and match colours in the logo.
10 11

BRAND COLOURS
Primary & Secondary brand colours and
their values.
12 13

BRAND COLOURS
PRIMARY COLOURS
Primary colours for the brand is black and white.
These 2 colours coupled with the secondary colours
allows for flexibilty and choice. These 2 colours were
chosen to represent the foundation of simplicity and
style Seraphim Designs stands for.
SECONDARY COLOURS
The secondary colours for Seraphim Designs are Red and
Gold. These colours were chosen for their high contrast
agaisnt each other, but also agaisn’t the primary colours.
These 2 colours both represent passion, strength, quality,
and prestige.
14
CMYK: 0/0/0/0
RGB: 255/255/255
Hex: fffff
Pantone: -
CMYK: 0/0/0/100
RGB: 0/0/0
Hex: 000000
Pantone: -
CMYK: 0/100/100/0
RGB: 252/5/5
Hex: fc0505
Pantone: 2347 C
CMYK: 22/41/100/2
RGB: 200/148/3
Hex: C89403
Pantone: 10123 C
15

TYPOGRAPHY
Primary and Secondary fonts and
their uses.
16 17

TYPOGRAPHY
PRIMARY HEADING FONT
AGLET SANS
To be used for headings and sub-headings.
ALTERNATE HEADING FONT
PROXIMA NOVA
To be used for headings and sub-headings.
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
PAGE NUMERATION
• 6 mm space after for headings
• 3 mm space after for sub-headings
• 1.5 mm space after for paragraphs
• 3.5 mm gutter width
• 3 mm bleed for all printed materials
(to be adjusted to size requirements)
• 8 mm margin
18 19

TYPOGRAPHY
PRIMARY BODY FONT
ADELLE
To be used for body copy, footers, page numbering and referencing.
ALTERNATE BODY FONT
BASKERVILLE
To be used for body copy, footers and page numbering and referencing.
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
SEMI
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*()
20 21

ICONOGRAPHY
Style of icons, their usage and non-usage
22
23

ICONOGRAPHY
GENERAL ICONS
General icons need to conform to the overall styling
of Seraph Design’s branding. Icons need to be simple,
conservative and suggestive of the function they represent.
When creating new icons, there is 2 main styles which can
be used within the branding.
USAGE
Icons may be displayed within containers or without,
depending on the requirement of the design. Below are
some examples of how to and how not to use icons.
DUAL COLOUR
Dual colour icons, as the name suggests, consist of 2 colours
- black which makes up the outline of the icon, and either
red or gold mixed in to the design of the icon. This styling
should be used as the default option in most designs.
Icons should be clearly visible with
contrast emphasising the image.
SOLID COLOUR BLACK
Solid colour icons are made up of solid black, however
should still be consistent in the look and feel as the dual
colour icons. They are made up of a black outline with the
‘body’ of the icon made up of solid black.
Icon style should be consistent with
the current library. Icons should be
flat, simple and easy to understand.
24 25

STATIONERY
Look and feel of forms, letterheads and
other materials which are used within
the business
26 27

STATIONERY
APPLICATION
Stationery is simplistic and minimal in its design for
maximum clarity. Colour is used to highlight important
information such as total amounts on invoices and contact
information on business cards.
Invoice Letterheads Business
cards
I N V O I C E
ABN: 58 516 470 892
Invoice # : 0000000001
Date: 14/01/2021
Date
TO
Customer name
Company Name
Company Address
DESCRIPTION TIME PRICE
Graphic design services
including logo creation,
brand guidelines and
document layouts
20 hours $50 p/h
GRAND TOTAL:
TOTAL: $1000
GST: $100
$1100 AUD
To:
Customer name
Company Name
Company Address
Dear Valued Customer,
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Vel est, ut ut quatur, sim qui sit el expellupta secte doluptas di dolo occabo. Evenihi
liquis aperatinim ut hitem ad eatemol uptatur aut omniende que volupiet aut ut
laborio ssunt, et, odis ea del ima es perum etus expliatinis dolorum re dolut eici torporeperum
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laborio ssunt, et, odis ea del ima es perum etus expliatinis dolorum re dolut eici tor
Gerson Chevez
Graphic Designer
P: 0413 508 145
I: Seraph_Designs
E: gerson.chevez@gmail.com
Gerson Chevez
Graphic Designer
P: 0413 508 145
I: Seraph_Designs
E: gerson.chevez@gmail.com
PAYMENT OPTIONS:
Bank transfer:
Paypal:
BSB: 923100
email: gerson.chevez@gmail.com
ACC: 35980147 Ph: 0413 508 145
Regards,
TERMS AND CONDITIONS:
• Invoice to be paid within 7 days of receiving invoice
• Overdue fees may apply if invoice is not paid on time with no prior warning.
• If there is any error listed on this invoice or any issues you may have,
please contact 0413 508 145 to discuss.
Gerson Chevez
24/58 Meadow Crescent
Phone | 0413 508 145
24/58 Meadow Crescent
Phone | 0413 508 145
Meadowbank, 2114
Email | gerson.chevez@gmail.com
Meadowbank, 2114
Email | gerson.chevez@gmail.com
28 29

“Imagination is more important than knowledge.
For knowledge is limited, whereas imagination embraces the
entire world, stimulating progress, giving birth to evolution.”
- Albert Einstein
30 31