Eye-M Brand Identity Guide

BRAND IDENTITY GUIDE



Vision To empower everyone in expressing themselves through the language of colours and shapes.



Contents Brand Positioning 8 Brand Logo Our Logo 10 Logo Anatomy and Variation 11 Logo clear space and minimum size 12 Logo Colour Variation 13 Unacceptable logo usage 14 Brand Elements Colour Palette 17 Typography 18 Graphic Element 19

1.1 Brand Positioning Brand Essence Brand Positioning EyeM specialize in innovative sunglasses for all those who live an active lifestyle while staying trendy with EyeM’s high-quality glasses. We provide stylish frames, protective lenses, and perfect fits on our sunglasses, hitting equal parts on performance and fashion. At EyeM, we provide a vast collection of unique eyewear tailored to reflect the personalities of every individual. Using distinctive colours and shapes, EyeM prides itself in its one-of-a-kind, unique and stylish frame and protective lenses 6

Brand Logo 7

2.1 Brand Logo Our Logo The Eye- M logo reflects us in every step we take towards our strive in the future. It is a symbol of not only optimized quality that we at Eye-M, hold to utmost importance, but a vital part of our brand as It is a promise of quality and excellence that we have with our customers. Each stroke in the logo is intentionally marked to repre- sent the vibrancy and boldness of our company, being able adapt easily to suit the demands of consumers, as well as ensure Eye-M’s signature details on every pr0duct. The contrast of colours and blacks perfectly exemplifies self expression that we, here at Eye-M, cherish. 8

2.1 Logo Anatomy Brand Logo Do not alter any aspect of the logo, including- Position, size, color and typography. All elements included are essential characteristics of the design. Never alter the logo in any way. Only use approved artwork when reproducing the logo. Logo Variation These two logo variations can be interchangable, however the Primary logo (Left) must be used with caution due to the legebily of the typeface. 9

2.1 Logo Clear space and minimum size Brand Logo Secondary logo Primary Clear space logo The minimum spacings around the logo helps protect the integrity of the logo and maintains its visual impact in any environment. Do not place any text or graphic elements inside the recommended clear space. 8 mm 15 mm Minimum Size To maintain full legibility, never reproduce the logo at widths smaller than the given mesurements 10

2.2 Logo Variation and Colour Variation Brand Logo Colour Variation The Nouveau logo has been crafted to have remarkable versitility. To ensure its legibilioty throughout all forms of communication and medium. The logo comes in two variations: Black is used in the forms of official documents or any greyscaled printing. Gradient: Gradients are used to refelct the different series of products in Eye-M. Gradients must only include colours featured in the official logo. 11

2.1 Unacceptable Logo Usage Brand Logo Do not distort, rotate or Do not resize any elements Do not change the font of the transform the logo within the logo name: Eye-M Do not change the colours of Do not resize any elements Do not use the logo with the logo within the logo insufficient contrast 12

Mission To promote individuality through unique eyewear. 13

Brand Elements 14

3.1 Colour Palette Brand Element RGB 88 44 131 RGB 224 60 49 RGB 241 156 80 HEX/HTML 582C83 HEX/HTML E03C31 HEX/HTML F19C50 CMYK 75 98 0 0 CMYK 0 90 84 0 CMYK 0 40 86 0 Pantone PANTONE 268 C Pantone PANTONE 179 C Pantone PANTONE 4009 C RGB 92 170 127 RGB 76 159 200 HEX/HTML 5CAA7F HEX/HTML 4C9FC8 CMYK 75 0 75 0 CMYK 70 15 0 0 Pantone PANTONE 2249 C Pantone PANTONE 2389 C RGB 45 44 47 HEX/HTML 2D2C2F CMYK 60 40 40 100 Pantone PANTONE 19-0303 TCX 15

3.2 Typography Source Sans Pro Light Brand Element ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Source Sans Pro 1234567890!@#$& Extra Light Source Sans Pro Regular Extra Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Light abcdefghijklmnopqrstuvwxyz Light Italic 1234567890!@#$& Regular Italic Source Sans Pro Black Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ Semibold Italic abcdefghijklmnopqrstuvwxyz Bold 1234567890!@#$& Bold Italic Black Typography is a key factor to Black Italic good communication within, and outside of Eye-M. A consistent font 16 type helps reflect the values of this company. The primary font choices for the Eye-M brand are Source Sans Pro Regular and Source Sans Pro Black. However, the wide range of weightage in the Source Sans Pro family can be used in refelction of the company.

3.3 Graphic Elements Brand Element Patterns Coloured Swirl patterns are made to evoke the emotions the colours are associated with. These patterns will strictly be used on highly contrasted surfaces. Each colour coresponds with the respective product series. Purple: Mysterious & Charming Red : Passion & Power Yellow: Spontaneous & Positive Green: Harmonious & Hopeful Blue: Loyal & Sincere 17

3.3 Graphic Elements Brand Element Graphic Lines depict the flow of emotions that EyeM aims to depict in all its products. These lines will strictly be used on dark surfaces to create a subtle effect that further reflects Eye-M’s vision and mission. 18

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