LOGO
Defining our brand In which we outline the building blocks of Batch 82 brand, including what we stand for, what sets us apart, why we choose the words we choose, and how we have decided to show up in the world
Who we are Batch 82 is where work happens. It’s where people have the perfect conditions to connect, to align, to get context; so they can work toward shared goals, Together. Our mission is to make people’s working lives simpler, more pleasant and more productive. Our vision is a world where organizations can achieve agility easily, no matter their size. Please use “Batch 82” only as an adjective followed by a description of our services. “Batch 82” should not be used as a verb, plural, or possessive
How we describe the need for Batch 82 Challenge The fundamental challenge common to all organizations is one of coordination: the creation and maintenance of alignment over time; the ability to turn groups of individuals moving in many directions into teams moving in the same direction. Solution Batch 82 offers a new choice: a better way to work together. Result With Batch 82 we all have the power to do our best work: individuals, teams, organizations, and even software.
The octothorpe Why do they call it an octothorpe? The derivation as a traditional term from octo- (“eight”) and thorpe (“field, hamlet or small village”) lacks any evidence, but there is near universal agreement that the first element refers to the number eight. Eight is derived from the number of ends of the lines. Definition of octothorpe : the symbol #
Here’s what we are (and aren’t): ➢ Confident (never cocky) ➢ Witty (but never silly) ➢ Conversational (but always appropriate and respectful) ➢ Intelligent (and always treats our users as intelligent, too) ➢ Friendly (but not ingratiating), ➢ Helpful (never overbearing) ➢ Clear, concise and human
THE LOGO
Design inspiration elements THE LOGO SEAL OR BRAND SHIELD CHAIN SYMBOLIZING OF OUR PROTECTION OF OUR SYMBOLIZING OF OUR OWNERSHIP FAITH AS A GROUP FRIENDSHIP
My inspiration how I made my logo was through my friend who suggested that I create a design about us friends. Our friendship started when we were in secondary school in C.A.T . (Citizen Army Training) as officers. In our batch 1982, I was second in the ranking among my friends. Therefore, 8 represents as our circle of friends and 2 represents as my rank in the group. I decided 82 to be the logo of our organization.
➢ The Batch 82 Design I started making my logo by sketching on a paper and pencil then I scanned it to transfer to my computer desktop. I used ellipse shape in Adobe Illustrator and this has become my logo composition. += Sketching Shaping Combining the shapes
➢ The logo optical illusion + + ++ =
➢ The logo colors BURGUNDY WHITE BLACK
1st Color ➢ What does burgundy mean in business? Burgundy is a color associated with elegance, professionalism, establishment, and power. Law firms and nice restaurants often use burgundy for that reason. Burgundy is elegant, timeless and sophisticated. The color Is also often used as an indication of wealth and power. BURGUNDY # 800020
2nd Color ➢ The use of white color meaning in business? White is cleanliness and hygiene. It indicates calm, simplicity and organization. White space helps spark creativity since it can be perceived as an unaltered, clean slate. It may not be the best color for every business. But using white in marketing can be effective for a minimalist brand or approach. WHITE # FFFFFF
3rd Color ➢ Is black a good brand color? Black is versatile and timeless, so it can be a great choice for nearly any brand. If you choose black as your primary brand color, you will be able to easily incorporate other colors. When a company is in the black, it has positive earnings, is financially solvent, and not burdened by too much debt. Companies that are unprofitable and showing a loss are said to be in the red. BLACK # 000000
FONTS ➢ A frigate was a type of military spaceship. Recorded usage of the term varied extensively, but it typically denoted a capital ship designed to serve in a skirmishing role to protect larger ships, or more generally, a ship designed to serve in a support role. ➢ I chose “SPACE FRIGATE “ font because it gives a solid and tough look which represents us as CAT officers. It has simple look that it gives emphasis to the optical illusion logo
FONTS
FONTS “‘
➢ The logo clearance When you place our logo in a design, please make sure you give it room to breathe; we call this “clearspace.” Always leave a clearspace area is half of the size of the Logo artwork comes with the clearspace dimensions included in the art board size
➢ The Logo positioning Primary logo position Secondary logo positions Unique format ➢ Our logo can be placed in different positions across our communications, depending on the context and format of the piece. ➢ Primary and secondary positions Our preferred logo position is in the top left corner, to lead with our brand. Our secondary position is in the bottom left- hand corner, acting as a sign-off this can be used if your audience is more familiar with Pearson e.g., as a sign–off for a campaign where the campaign message is leading the communication, or an internal poster where it is clear that the communication is from Pearson because you are in a Pearson environment. Internal items e.g., internal newsletters that scroll should use the primary position to ensure that the logo is not missed if someone does not scroll through the full item. ➢ Unique formats For unique formats that are narrow, e.g., digital Web banners or trade show signage, the logo should be placed at the top center or left-hand side of your format to lead your communication. When placing the logo, try to adhere to clearspace requirements as much as possible within your restricted size.
The Logo size Horizontal format ➢ You can calculate our ideal logo 1 1/2 sizes from the diagonal width of your format. The logo height is equal to 1/12 of the diagonal. Here are some useful standard sizes for reference: Logo height = optimum allowed, taking into consideration clearspace Format size Logo heigh Format size Logo height Vertical format Logo height = 1/12 of the diagonal A1 86 mm A2 60 mm 1 1/2 Unique format A3 43 mm A4 30 mm Logo height = optimum allowed, A5 21 mm taking into consideration clearspace Format size (US) Logo height Tabloid 2 inch/42 mm Unique formats For unique formats Junior legal 0.78 inch/20 mm that are narrow (e.g. digital Web Legal 1.35 inch/34.5 mm banners or trade show signage) you Letter 1.18 inch/30 m should use your judgment to determine the logo size to achieve optimal brand presence. Try to keep to our clearspace rules as much as possible. Logo height = 1/12 of the diagonal
The logo minimum size 70px/ 25 mm Minimum size We want people to see our logo clearly across all our communications. To make sure it’s visible to everyone, we have a minimum size for print and digital formats. There will be occasional exceptions, such as merchandise and stationery, but please stick to the minimum sizes wherever possible. Digital: Minimum width 70 px. Print: Minimum width 25 mm.
➢ The logo illustration Our illustrations should always reflect the Batch 82 personality of human, approachable, smart and can be witty, but never silly.
➢ The logo color background Our logo comes in two different colorways to create consistency. The one you use will depend on your background image or color. For light-image backgrounds Use the logo with the black Batch 82 logotype. For dark-image backgrounds Use the logo with the white Batch 82 logotype. If it is not possible to achieve clear legibility of the logo on top of your image, you must use a holding device. Color backgrounds Place our logo against only the background colors shown here, as these have all passed accessibility testing. PearsonLogo_Primary_Blk.eps PearsonLogo_Primary_W.eps Logo background color combinations Chalk White Lime Green Ice Blue Midnight Blue Graphite Grey
LOGO ➢ Additional versions When the primary logos are not appropriate, 1 Batch 82 horizontal_Blk.eps you can use a different version of the logo. HALF OF THE 1.Horizontal logo LOGO Use this only when you are working with restricted sizes that may compromise the logo VERTICAL SIDE legibility e.g., narrow horizontal formats in signage and digital applications. A white HALF OF THE HALF OF THE version is also available for dark backgrounds. LOGO LOGO VERTICAL SIDE VERTICAL SIDE HALF OF THE LOGO VERTICAL SIDE 2. Digital logo Logo clearance= Half of the logo vertical side The horizontal logo is the preferred choice for 2 Website logo usage and posistion digital uses to ensure maximum standout in small areas. Our preferred position of the logo is in the top left-hand side, but when content, context, and usability of your digital touchpoint restricts this (e.g., mobile), use your best judgment to achieve logo standout. For more guidance on digital,
LOGO ➢ Additional versions 3. Favicon logo 4. Mono versions Batch 82 logo_Mono W.eps Use in the browser tab only. Use when a color production isn’t an option 3 Batch 82 logo_Fabicon.png 4 Batch 82 logo_Mono B.eps
Department For departments we lockup the department name with our logo mark. The departmental lockup is typeset in Hellix regular, optical kerning, with -10 tracking, out to the right of the octothorpe,separated by a distance equal to the octothorpe and divided by a vertical line halfway. pde social marketing
LOGO ➢ Third party There will be times when our logo needs to appear alongside other logos because Batch 82 is working in partnership with third-party companies. How our logo is applied will depend on who is leading on the collateral (writing the content). Shown here are examples of the different combinations. 1.Batch 82_led material We 2. The third-party brand material 3. Equally led material create the content and The other brand creates the Content is produced 50/50, so collateral in our visual identity content and is therefore the collateral has neutral branding and style. Our logo is most dominant brand. Use either the equal weighting for both logos. Use prominent, so you should use primary logo or horizontal logo either the primary logo or horizontal the primary logo. depending on space restrictions logo, depending on space, and determined by the other brand. make sure Batch 82 has the optimal presence possible in that space. Messaging, look, and feel to The other Champions of reflect the Batch 82 visual brand mark children’s identity education Messaging, look, and feel to reflect the other brand’s visual Neutral look, and feel to reflect the balance between identity Pearson and the other brand The other The other brand mark brand mark
LOGO ➢ Third party If you have further questions about how to apply the Pearson logo within third-party communications, contact [email protected]. If you need guidance on the appropriate descriptor to use, please check with the Batch 82 legal team responsible for the partnership agreement. Adding a descriptor To make Batch 82’s relationship with the third-party brand clear, you can add a descriptor. Descriptors must be used only with the horizontal Batch 82 logo, set in Open Sans semibold, and be positioned outside of the logo clearspace as shown. It should be the same color as the Batch 82 logotype and never be larger than the type in the word Batch 82. Supported by: Supported by: HALF OF THE LOGO VERTICAL SIDE HALF OF THE HALF OF THE LOGO LOGO VERTICAL SIDE VERTICAL SIDE HALF OF THE LOGO VERTICAL SIDE
LOGO ➢ Don’ts Our logo is central to our brand, so please take care when you use it. Here you’ll find some things to avoid. Don’t break up the thumbprint Don’t recreate the thumbprint BATCH 82 and interrobang icon. Don’t recreate the wordmark. Don’t use any other colors for Don’t rearrange the wordmark Don’t use any secondary the logo.g and/or icon. colors as a background for the logo. OTHER COMPANY Do not crop the logo Do not change the transparency of the logo LOGO Don’t lock in a company unit name.
➢ Brand value Empathy Playfulness Understanding. Appreciation. Generosity. Giving Open. Inviting. Receptive. Creative. Looking at the people the benefit of the doubt and the respect that world sideways, being curious, improvising. Playing is due to them. Being human and recognizing the well with others; being open for the pass. Providing humanity in others. Being understanding and delightful experiences to our customers. appreciative. Solidarity Courtesy Unity. Mutual Support. Cooperation. Taking the Kindness. Generosity. Thoughtfulness. Making an interests of all into account. Seeing ourselves as part effort to save others time (everyone’s time is of a team, rather than a collection of individuals. important, regardless of rank or title). Going the extra Seeking harmony and community. mile to make it easier for others; preparing in advance, anticipating needs. Being honest, humble Thriving and fair. Living fully. Flourishing. Taking this opportunity to do the best work of your life and supporting others in Craftmanship doing the same. Taking pleasure in the exercise of Respect for excellence. Mastery. Great care. your craft and playing with your whole heart. Attention to detail. Always learning to do it better. Engaging your responsibilities with drive, inspiration, Sweating the small stuff. Acting intentionally, mindfully and presence. and on purpose.
➢ Persona and personality We are: Creative, professional, Our culture turned inward creates our product; our thoughtful, respectful, purposeful and curious; We are smart, culture turned outward creates our brand. humble, hard-working, collaborative. Our brand is a reflection of who we are as a company and what we represent in the world of work. If nothing else, our outward-facing brand should represent the best of what we bring to work as colleagues at this company. Smart, humble, hardworking and collaborative. We are deliberately human — we aim to be an ideal colleague: One that works on the basis of respect and admiration for working people; someone who communicates in a way that is smart, humble, hardworking and collaborative. Who doesn’t dominate the conversation and never wastes your time; who knows the answer if you have a question — and the context, and shows you how to find it yourself in the future. We demonstrate our commitment to being customercentric by placing those humans at the center of every communication; not ourselves,
➢ Type specimen: Ideal stack Headline A better way to work Proxima Nova Bold 48 pt. Simpler, more pleasant and more productive Subtitle We believe that the advantages are so great that a shift to Proxima Nova Semi working on Batch 82, or something like it, is inevitable. Bold 30pt, After all, every organization needs a little Batch 82. Quote Proxima Nova Normal, 24 pt. Body Copy Proxima Nova Normal, 18 pt.
➢ Brand architecture In which we break down the difference between different uses of the logo and the mark, and where we use them. For anything that faces an eternal audience we use the full Bath 82 logo to build equity around our core brand. Swag included because it faces external audiences. For internal-facing programs we use the logo mark. This makes it clear these programs are still part of Batch 82 while allowing for some individuality. Adjacent brand logos are unique, but use the Batch 82 logo font and incorporate a speech bubble to create a link back to the Batch 82 logo.
➢ UI abstractions We use different levels of abstraction depending on the message we are trying to convey and the space we have for it. Use the full ui to refer back to our product, and isolated message panes to highlight a feature. Actual text can be used in combination with abstracted content in order to highlight a specific feature or function.
➢ Video Lower thirds. Design should be clean and clear. Names should be set in Larsseit bold, titles in Circular book and backgrounds set to 80% opacity. Ending slates. All videos should end with the Batch 82 logo, animated or still. Watermarked logos. Watermarked logos should be placed in the upper left at 50% opacity.
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