Chewbahat Identity Style Guide 2014

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Design & conception by © Gerald Holubowicz - 2014
IDENTITY STYLE
GUIDE
2014

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1 Introduction
1.1 The Guidelines
2 Printed guidelines
2.1.1 Visual Style
2.1.2 The logo
2.1.3 Logo size
2.1.4 Logo position
2.1.5 Isolation area
2.1.6 Colors & Variations
2.1.7 Typography
2.1.8 Chewba Font
2.1.9 Writting guide
2.2 ANNEXES
IDENTITY STYLE
GUIDE
Visual identity guidelines | Summary

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1 Introduction
Since the brand was created back in 2011,
Chewbahat needed a strong identity to
convey the philosophy that supports our
actions. We strongly believed right away
that by choosing the right identity, the
right set of colors we could communi-
cate more about our creative DNA than by
writing a long page of text.
The original logo though was still a bit con-
fusing and slightly out of touch. We needed
to conduct a rebranding effort to actually
convey a clearer vision of who Chewbahat
is made of.
1.1 The guidelines
Whether it is seen on screen or in print, the
logo is continuously changing. It can
adapt its texture and colour to the
surrounding environment.
The new identity reflects Chewbahat. It is
challenging, distinctive and innovative.
However, the new identity can only make a
positive impact if it is used consistently and
correctly.
The Identity Style Guide has been devel-
oped to provide a comprehensive under-
standing of the new Chewbahat identity. It
shows how to correctly implement the new
design elements on print and online
Visual identity guidelines | Introduction

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2 Printed guidelines
The term off air defines anything produced
by Chewbahat that is not shown in a video
or interactive format. The first section of the
guidelines describes the broad principles
of the printed identity .
The subsequent sections of the guidelines –
Print and poster advertising, Literature, Sub-
brands, Programme support and Consumer
products – describe in more detail how the
brand is implemented in different
off air areas.
Visual identity guidelines | Using the brand

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2.1 Visual Style
Since the brand was created back in 2011,
The visual identity is the outward expression
of Chewbahat. The logo is the primary
element of that identity. However, other
component parts play an important role in
establishing the Chewbahat visual style.
These elements are:
Colour
Typography
Imagery
Tone of voice
Visual identity guidelines | Print & Online
Imagery produced or
commissioned by Chewbahat
Headline (Avenir Next Bold
Font) placed in front of a
70% transparent black box.
Powerful and short copy
Monochrom Visual Tag

6

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Logo & website url
Authors names & release
date
Title of the project in the
headline font
Imagery produced or
commissioned by Chewbahat
Colors are choosen from the
color palette, fonts are the ap-
propriate ones for the type of
the copy.
Logo has the right size and is
placed above the url.

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2.1.2 THE LOGO
In print, the facia of the logo can be invisible,
so that it integrates with its surroundings.
We see its distinctive contour overlaying
photographs, illustrations and textures.
The logo always foregrounds the real stars
of the lab – the productions.
2.1.3 LOGO SIZE
The Chewbahat visual tag has been de-
signed to reproduce at a minimum height of
10 mm. On the web the minimum size of the
Horizontal logo is 30 pixels deep and 100
pixels for the vertical one. There is no
maximum reproduction size of the logo.
Page 43 of the Identity Style Guide will give
you more information about sizing the
logo in different formats.
Visual Tag Vertical Logo Horizontal Logo
10 mm

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2.1.4 Visual TAG position
Many brands place their logos in the bottom
right position of the page. However
Chewbahat places its logo in a distinctive
centre right position. This is unique to the
Lab and is therefore instantly recognisable.
Page 39 of the Identity Style Guide will give
you more instruction about how to position
the logo in many different formats and situ-
ations.

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2.1.5 Isolation area
The Chewbahat identity should always be
surrounded by a minimum area of space.
The area of isolation ensures that head-
lines, text or other visual elements do not
encroach on the logo. The area is defined
by using a third of the height of the logo
which is referred to as x. A margin of clear
space equivalent to 0.3x is drawn around
the logo to create the invisible boundary of
the area of isolation.
Isolation Area
Isolation Area

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2.1.6 Variation of the logo
(colors)
Chewbahat uses a basic color palette to
avoid using different versions of the same
color. Percentage tints can be used in any
of these colors. Other colors may be used
where appropriate.
yellow
Hexa : #F4C900
R: 247
G: 204
B: 14
C: 4%
M: 17%
Y: 99%
K: 0%
PANTONE : 116 C
BLACK (Logo)
Hexa : #2F2F2F
R: 47
G: 47
B: 47
C: 70%
M: 64%
Y: 63%
K: 62%
PANTONE : Black C
black (background)
Hexa : #212121
R: 33
G: 33
B: 33
C: 72%
M: 66%
Y: 65%
K: 73%
PANTONE : Neutral black C

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Hexa : #7A71E8
R: 122
G: 113
B: 232
C: 62%
M: 60%
Y: 0%
K: 0%
PANTONE : 2725 C
Hexa : #FFDA27
R: 255
G: 213
B: 39
C: 1%
M: 14%
Y: 93%
K: 0%
PANTONE : 115 C
Hexa : #A3DE36
R: 163
G: 222
B: 54
C: 40%
M: 0%
Y: 97%
K: 0%
PANTONE : 375 C
Hexa : #E9665C
R: 233
G: 102
B: 92
C: 4%
M: 75%
Y: 62%
K: 0%
PANTONE : 7416 C

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Hexa : #FD9848
R: 253
G: 152
B: 72
C: 0%
M: 48%
Y: 79%
K: 0%
PANTONE : 7413C
Hexa : #7169B4
R: 113
G: 105
B: 180
C: 63%
M: 64%
Y: 0%
K: 0%
PANTONE : 272 C
Hexa : #9FD9B4
R: 159
G: 217
B: 180
C: 38%
M: 0%
Y: 37%
K: 0%
PANTONE : 344 C
Hexa : #DBD3F8
R: 219
G: 211
B: 248
C: 12%
M: 16%
Y: 0%
K: 0%
PANTONE : 263 C

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2.1.7 typography
Very early in Chewbahat’s history a bespoke
typeface has been choosen to be used
throughout the Lab. It is called Planer.
Planer is supplied in the Open Type format
and is supported by pc and mac.
Planer is a clean, modern font. Another font
completes the typography of the lab: Avenir
Next, which is stronger font used for titles
and to highlight certain part of the copy in
the Chewbahat’s communication.

Planer Headline Regular
Planer Guides (used to make text boxes)
Planer Text Regular
AvenirNext Headline Regular
AvenirNext Guides (used to make text boxes)
AvenirNext Text Regular
AvenirNext Text Italic
AvenirNext Medium
AvenirNext Medium Italic
AvenirNext Text Bold
AvenirNext Text Italic

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2.1.8 Font
This fonts have been choosen to create
headlines in print. It is recommended for
use with large titles and it should be used
extensively when designing posters.
AvenirNext Headline looks most effective
when it is used at 14pt and above “All Caps”.
In print it is the only type face that should
be placed in a box. Type in boxes should al-
ways be upper and lower case.
abcdefghijklmnopqrstuvwxyzßæoe•ABCD
EFGHIJKLMNOPQRSTUVWXYZÆOE&012
3456789*#@+<=>’”÷±%‰⁄μ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_
abcdefghijklmnopqrstuvwxyzßæoe•ABCD
EFGHIJKLMNOPQRSTUVWXYZÆOE&012
3456789*#@+<=>’”÷±%‰⁄μ£$€ƒ¥¢,.:;…
“”‘’«»‹›·‚„!?¿¡(/)[]{|}®©™ÄÅÂÁÃÀÇÉÊËÈÍÎÏÌÑ
ØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ
úùûüÿ†‡§ªº¬•¶ı°`~^ˆ˜¯˘˙ •-–—_

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2.1.9 Writting guide
Depending on the copy to write, there’s
different styles to apply, different fonts, size,
weight to use in order to state the message
correctly. Here’s some of the rules.
CHEWBAHAT
Brand name alone
CHEWBAHAT storytelling lab
Brand name full
Alain Garywald
Writting a full name (capital letters)
Alain Garywald
Writting a full name ( no capital letters)
COPY
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eius-
mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Regular copy is “Avenir Next” Regular, font 12-14pts, interlines 18pts, justified.

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STYLE
MOCKUPS

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dark Glossy logo
The vertical logo is crafted to appear in differ-
ent color, on various type of texture with the
ability to remain recognizable and readable by
everyone that would see it.
black Glossy logo on dark matte paper - 2013
© GH/chewbahat

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carved wood logo
carved wood logo - 2013 © GH/chewbahat

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luxe logo
gold plated logo on dark matte paper -
2014 © GH/chewbahat

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OFFICIAL
PORTRAITS

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Dark background barely
lighted
Use of heavy black glasses
combined with a funny face
Dark classy shirt of top
Frontal LED panel light
PHOTO SET UP
The official portraits are shot with 50mm straight in front of the subject with a LED panel right
above the optic axe.

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PRESENTATIONS
TEMPLATES

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Front

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Front - textured

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inside

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inside - textured

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inside - Grey

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back - textured

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IDENTITY STYLE
GUIDE
2014
Design & conception of the
chewbahat identity © 2013-2014
Gerald Holubowicz
Contact: chewbahat@gmail.com
web: chewbah.at
twitter: @chewbahat

Chewbahat Identity Style Guide 2014

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