Double Strike Brand Identity Booklet

Introduction Spacing Guidelines 6 CONTENTS
Constructional Details Color Guidelines
Colors Motif Guidelines 8
Typography Pattern Guidelines
Brand Guidelines 12

Interior 14
Merchendises
16

18
20
21
25
27

29

Introduction

INTRODUCTION

Story

7

Constructional

Details

ONSTRUCTION
ETAILS

DD

10

ONSTRUCTION
ETAILS

11

Colors

13

Typography

Cocogoose Compressed 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
abcdefghijklmnopqrstuvwxyz

Cabin font is the primary font for
any paragraph for Double Strike.
With its wide range of variation,
bold, thin, italic, it can easily be
used for paragraphing. Cocogoose
Compress was added to the font
as the header font. It is bold and
has that playfulness to it.

Brand

Guidelines

SPACING GUIDELINES

The Spacing of the Logo is essential
to keep the appeal and add enough
emphasis on it especially when used
in outdoor signages or websites. The
‘D’ of the motive is used in every
circumstance to get the right amount of
space around the logo.

18

SPACING GUIDELINES

However, in the circumstance where the copy
is being used together with the logo, then the
‘D’ proved to be too excessive. Thus, the space
between the word ‘Double’ and ‘Strike’ is used
instead.

19

COLOR GUIDELINES

It is important to use the color appropriately.
The Grey is mean to be used as a background
only since when inverted, the orange is
overpowering. The Grey allow the logo to
appeal and catches attention.
In the case of a black background, orange
shouldn’t be used, since the brand will lose its
soft playful identity. Instead, the grey color is
to be used. Pure white can also be used if it is
to be printed.
In the eventuality of a black and white
printing, the logo can be represented in
pure black with a paper white background.
However, paper white cannot be used for the
logo nor the icon over the grey background,
since the logo will lose attention. It can
however be done in the eventuality that the
motif is being used as a graphic element.
On pure white, orange can still be used for
the logo, however the grey cannot be used
for the logo in case the background is white.
Grey is however allowed over white in case
the motif is being used as a graphic yet again.

MOTIF GUIDELINES

As a graphic element the motive can
be used as white over grey and vice
versa, since as a piece of graphic it isn’t
necessary to have too much attention
over the motif. However, it is important
to keep certain aspect of the motif so
that the identity of the brand is still
recognizable.
When aligned to the left, half of the
motif is allowed to be cropped. This
then give room to a variety of creative
application of the motif on an editorial
piece. It can also be applied on a
product, website, app or the Interior of
the shop, if used correctly.
When aligned to the right, at least a half
of the ‘D’ has to be kept. This will allow
the motif to be recognizable and also
leave room to use it creatively.
The whole ‘D’ can be cropped if the
circular remains of the motif is being
used as a simplistic frame. Only in this
eventuality, the motif can be reflected
vertically to be applied on the left or
right accordingly.

MOTIF GUIDELINES

The logo cannot be There are some

used as a graphic examples of the

element along with incorrect way of

the motif. Even if cropping the motif.

used in the correct It is either cropped

manner, adding too much whereby

the logo along the motif isn’t

with the motif recognizable or it

is still incorrect, is cropped in a way

since, despite the where the motif

identity preserved, doesn’t lose its

it adds too much mood.

complexity and

chaos to the

layout.

22

MOTIF GUIDELINES

As a graphic, the motif can be used at full Lorem ipsum dolor sit amet,
opacity as a graphic. It can also be used at consectetuer adipiscing elit, sed diam
50% and at 20% if the color of the motif nonummy nibh euismod tincidunt ut
is white. laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam,
Lorem ipsum dolor sit Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, At full opacity no text should overlap quis nostrud exerci tation ullamcorper
amet, consectetuer consectetuer adipiscing elit, consectetuer adipiscing elit, sed diam the graphic and even at 50% opacity suscipit lobortis nisl ut aliquip ex ea
adipiscing elit, sed sed diam nonummy nibh nonummy nibh euismod tincidunt ut no text should overlap the motif. The commodo consequat. Duis autem vel
diam nonummy nibh euismod tincidunt ut laoreet laoreet dolore magna aliquam erat reason is simple due to the readability of eum iriure dolor in hendrerit in vulputate
euismod tincidunt ut dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, the whole text. However, the text may velit esse molestie consequat, vel illum
laoreet dolore magna volutpat. Ut wisi enim ad quis nostrud exerci tation ullamcorper overlap the graphic if it is at 20% opacity dolore eu feugiat nulla facilisis at vero
aliquam erat volutpat. minim veniam, quis nostrud suscipit lobortis nisl ut aliquip ex ea in White. eros et accumsan et iusto odio dignissim
Ut wisi enim ad minim exerci tation ullamcorper commodo consequat. Duis autem vel qui blandit praesent luptatum zzril
veniam, quis nostrud suscipit lobortis nisl ut eum iriure dolor in hendrerit in vulputate delenit augue duis dolore te feugait
exerci tation aliquip ex ea commodo velit esse molestie consequat, vel illum nulla facilisi.
ullamcorper suscipit consequat. Duis autem vel dolore eu feugiat nulla facilisis at vero Lorem ipsum dolor sit amet, cons
lobortis nisl ut aliquip eum iriure dolor in hendrerit eros et accumsan et iusto odio dignissim ectetuer adipiscing elit, sed diam
in vulputate velit esse qui blandit praesent luptatum zzril nonummy nibh euismod tincidunt ut
molestie consequat, vel illum delenit augue duis dolore te feugait laoreet dolore magna aliquam erat
dolore eu feugiat nulla nulla facilisi. volutpat. Ut wisi enim ad minim veniam,
facilisis at vero eros et Lorem ipsum dolor sit amet, cons quis nostrud exerci tation ullamcorper
accumsan et iusto odio ectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet,
dignissim qui blandit nonummy nibh euismod tincidunt ut consectetuer adipiscing elit, sed diam
praesent luptatum zzril laoreet dolore magna aliquam erat nonummy nibh euismod tincidunt ut
delenit augue duis dolore te volutpat. Ut wisi enim ad minim veniam, laoreet dolore magna aliquam erat
quis nostrud exerci tation ullamcorper volutpat. Ut wisi enim ad minim veniam,
quis nostrud exerci tation ullamcorper 23
suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim
qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait
nulla facilisi.
Lorem ipsum dolor sit amet, cons
ectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam,
quis nostrud exerci tation ullamcorper

MOTIF GUIDELINES

Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam,
quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim
qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait
nulla facilisi.
Lorem ipsum dolor sit amet, cons
ectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam,
quis nostrud exerci tation ullamcorper

Lorem ipsum dolor sit Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, The motif can of course be used in black and white. Lorem ipsum dolor sit amet,
amet, consectetuer consectetuer adipiscing elit, consectetuer adipiscing elit, sed diam Same thing applies, it can be used with full opacity, consectetuer adipiscing elit, sed diam
adipiscing elit, sed sed diam nonummy nibh nonummy nibh euismod tincidunt ut 50% opacity however for the text with black it has nonummy nibh euismod tincidunt ut
diam nonummy nibh euismod tincidunt ut laoreet laoreet dolore magna aliquam erat to be at 5% opacity. Black is a stronger color, so laoreet dolore magna aliquam erat
euismod tincidunt ut dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, the opacity needs to be brough way down to allow volutpat. Ut wisi enim ad minim veniam,
laoreet dolore magna volutpat. Ut wisi enim ad quis nostrud exerci tation ullamcorper the text to be overlayed properly. The motif can be quis nostrud exerci tation ullamcorper
aliquam erat volutpat. minim veniam, quis nostrud suscipit lobortis nisl ut aliquip ex ea used fully as a background watermark in letter and suscipit lobortis nisl ut aliquip ex ea
Ut wisi enim ad minim exerci tation ullamcorper commodo consequat. Duis autem vel other written documents. It can also be use just to commodo consequat. Duis autem vel
veniam, quis nostrud suscipit lobortis nisl ut eum iriure dolor in hendrerit in vulputate add details in an editorial piece. eum iriure dolor in hendrerit in vulputate
exerci tation aliquip ex ea commodo velit esse molestie consequat, vel illum velit esse molestie consequat, vel illum
ullamcorper suscipit consequat. Duis autem vel dolore eu feugiat nulla facilisis at vero dolore eu feugiat nulla facilisis at vero
lobortis nisl ut aliquip eum iriure dolor in hendrerit eros et accumsan et iusto odio dignissim eros et accumsan et iusto odio dignissim
in vulputate velit esse qui blandit praesent luptatum zzril qui blandit praesent luptatum zzril
molestie consequat, vel illum delenit augue duis dolore te feugait delenit augue duis dolore te feugait 24
dolore eu feugiat nulla nulla facilisi. nulla facilisi.
facilisis at vero eros et Lorem ipsum dolor sit amet, cons Lorem ipsum dolor sit amet, cons
accumsan et iusto odio ectetuer adipiscing elit, sed diam ectetuer adipiscing elit, sed diam
dignissim qui blandit nonummy nibh euismod tincidunt ut nonummy nibh euismod tincidunt ut
praesent luptatum zzril laoreet dolore magna aliquam erat laoreet dolore magna aliquam erat
delenit augue duis dolore te volutpat. Ut wisi enim ad minim veniam, volutpat. Ut wisi enim ad minim veniam,
quis nostrud exerci tation ullamcorper quis nostrud exerci tation ullamcorper

PATTERN GUIDELINES

A pattern was also made out of the motif
to add more creative ways of exploring the
brand identity. The pattern can be used as
white or grey over an orange background and
vice versa. It can however only be used at
full opacity. To add more dynamic however
an opacity gradient effect is allowed with the
pattern.

PATTERN GUIDELINES

However, having the whole pattern at a lower opacity other than 100% 26
disrupts the energetic and playfulness of the identity. Thus, it isn’t the
right application of the graphic.

Interior



Merchandises