Before And After Magazine 0604 UPS Style Guide.pdf

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Before&After
®
BAmagazine.com
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Uniform
Repetitive
Continued
Simple
We borrow a page from Brown’s
book to illustrate that consistency
is key to a successful look.
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A page from Brown’s book illustrates that consistency is key to a successful look
I
If you love to design—if you love to
explore the different ways that a mes-
sage can be beautifully and creatively
expressed—then the aspect of design
you’ll see here can be positively painful.
Why? Because once you’ve settled on
a logo and related imagery, what you
must forever after do is
leave it alone.
Don’t touch it. Repeat it exactly, over
and over and over until you’re bored
and beyond bored. The surprise is
that’s what makes it strong; the public
sees it, gets it, knows it, counts on it—
if you change it, it never settles in. To
illustrate this simple (but hard to do)
idea, we borrow a page from UPS’s
excellent Brand Guidelines . . .
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Visual standards
Your mark is unique. To protect its integrity and effectiveness, you need to set guidelines.
They should regulate spacing, size, color and other key visual aspects of the design.
x
x
x-height
To most viewers, the logo is the shield, but it’s
really the shield
and the space around it.
Noth-
ing is allowed into this protected space, so
the shield can be seen without distraction or
competition. The clear space also defines the
minimum distance from the logo to the edge of
a printed piece. As a rule, this space should be
some
rational
measure derived from a major
visual element in the image itself; in this case
it’s the x-height of the type.
Small size
Too small, and it’s no
longer a logo; it’s a speck. To ensure
visibility, specify a miminum size;
for UPS it’s a half inch.
x
x
Minimum size
0.5” or 13mm
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Brandmark
Define what can and cannot be done to your logo. Address rendering, color, orientation and
so on. Your guidelines will ensure that the look and voice of your logo remains constant.
A)
Do not outline the brandmark in
any color.
B)
Do not change the brandmark
colors.
C)
Do not add new elements to the
brandmark.
D)
Do not change the brandmark’s
orientation.
E)
Do not redraw any element
of the brandmark.
F)
Do not delete the brandmark’s
“shield” background.
G)
Do not use the brandmark as a
motif or graphic design element.
H)
Do not violate the brandmark’s
clear space.
I)
Do not create a “read-through”
header with the brandmark.
J)
Do not add other effects the
brandmark.
K)
Do not crop the brandmark
in any way.
L)
Do not place the one-color brand-
mark on a photograph or pattern.
I
J
K
L
E
F
G
H
A
B
C
D
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Application
Consistent application in real life is the key; just treat your logo the same every time—
same placement, same color, same importance—and your viewers will get to know it.
Dropboxes, airplanes and
delivery vans are all diff-
erent things in different
environments, which
makes it easy to overlook
the sameness of the logo.
That’s what you want—the
viewer isn’t aware; he just
gets it.
Note that, strictly
speaking, the “edge-of-the-
page” rule is suspended on
the airplane’s tail, but with
no nearby imagery, the eye
moves from the shield into
limitless space.
Logos and images provided by
United Parcel Service
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