Brand use guide – WindsorUrban

Setting brand standards that people will follow

WindsorUrban symbol and type logo greyscale iconThe brand use manual or corporate identity guide ensures the new WindsorUrban logo is applied correctly in every application where WindsorUrban is identified. The purpose of the brand manual is to enable and regulate a uniformity in the firm’s visual image. WindsorUrban aims to design and manufacture the “go to” product and service offering within their market niche, the brand that their customers think of first when they want urban furniture and street lighting. The guide’s basic job is to teach everyone who uses it, what the brand is and how to effectively implement it.

The things the WindsorUrban brand use guide includes:

  • An overview of the brand, including the history, personality and vision of the firm
  • Logo specifications and set of usage examples
  • The Typography / font palette
  • The colour palette, primary colour palette and secondary
  • Business stationery, letterhead and business card design specifications
  • Stationery specifications, Word document templates specifications
  • Image use specifications, including photography style
  • Apparel guidelines
  • Specifications for signage layouts for outdoor and indoor signage
  • Design layouts for product badging
  • Visual examples to support each rule (with examples of proper and improper use provided for clarity)

The combination of the logo symbol, visual system (typeface, colours, layout, imagery), and editorial tone has worked together on the catalogue website and in print publications to form a unique and cohesive message for the company.

MORE ABOUT THE WEBSITE PROJECT


Credits


Client: WindsorUrban: Lighting | Furniture
Category: Industrial engineering, Diversified industrial
Company renaming and rebranding: MagentaDot Brands
Logo Design: MagentaDot Brands
Disciplines: Brand and identity systems design, Digital illustration, Photography, Project management, Rename, Rebrand


©magentadot brands

Superior Hummer Limousines, A2 Poster art, display, Promotional design and advertising, digital illustration, photography

Hummer Limos poster: arrive in style

Superior Hummer Limousines letter replacement logo in two colours, black and dark grey on white. "Superior" is set in Javelin a joined-up slab serif italic font inspired 50s automobile badging, positioned above and left of Hummer which is set in all-caps. The first "M" in hummer is replaced by a line drawing of the front elevation of the Hummer. Hummer and Limousines words both set all caps in custom modified Antique Olive Nord font, horizontally extended consistent with Hummer branding. "Superior Hummer" are black, Limousines is dark grey, tucked in below Hummer, aligned right. Brands for New Zealand companies, Christchurch New Zealand.The “Wow!” factor of the stretch Hummer limo, the largest of its type in Christchurch, means that the vehicle is a real head-turner, literally its own best advertisment.

When waiting to pick-up or dropping off clients the unique Super-Stretch Black Hummer Limousine garners a lot of attention from passers-by. In addition to handing out the “Welcome aboard” brochure to prospective clients, the brochure artwork is designed to double as a pair of A2 promotional posters or advertisements. These display posters are used at trade shows and wedding shows, as well as mounted back-to-back on a display sandwich board information sign that is carried on board the stretch Hummer. At the chauffeur’s discretion these promotional poster advertisments are placed beside the vehicle. Handing prospective customers a business card and directing them to the signs saves the chauffeur from the ‘Groundhog Day’ experience of having to have the same conversation a dozen times a day with passers by.


Description


Project name: Superior Hummer Limousines promotional poster
Client (Industry):
 Superior Hummer Limousines (Travel & transportation)
Disciplines: Copywriting / Digital Illustration / Photography / Print production / Promotional design and advertising / Typographic design
Format: Poster / Corporate communication / Direct mail
Date: 2010


Riding in style, the brand communications strategy

In 2010, the Superior Hummer Limos black super-stretch Hummer was only the third to enter operation in Christchurch. Two established firms had stretch Hummers in operation for a year or so. SHL’s limo was the first black super-stretch Hummer to enter the Christchurch market. Entering the already well served market presented a unique brand communications challenge and opportunity. The two incumbent operators promotional material rested entirely on the obvious novelty value and “wow!” factor of the vehicle’s exterior, along with their established positions in the limousine hire, wedding car hire and corporate transport operators industry.

You only get one chance to make a first impression

The colours of the Canterbury region, Christchurch City, and The Crusaders rugby team are red and black. Art directing the colour story of the website, and printed matter to be red and black, the decision to photograph the stretch Hummer in picturesque signature Christchurch locations—this creative direction was the product of the marketing communications strategy developed for SHL. Thorough research into the stretch Hummer limo market niche worldwide informed the creation of a coordinated set of original, punchy positioning statements. Combining these ‘headline’ statements with the big, graphical images we shot made for entertaining and informative printed brand collateral, and a strong design alliance between print and web which strongly connects customers with our client and contributed much to the establishment and ongoing success of a great Christchurch brand.


Credits


Printer: Art Fetiche Signs
Design firm: MagentaDot Brands
Copywriter: Shaun Waugh
Creative director / designer / photographer: Shaun Waugh
Font credits: Antique Olive Nord, Javelin