- Version 01, Year 2020 -

BORYS BRAND GUIDELINE

A GUIDE TO A COMPREHENSIVE VISUAL SYSTEM

Updated: 22.12.20

CONTENTS
SECTION 01

INTRODUCTION
SECTION 02

A brand for a
company is like
a reputation for

LOGOS

SECTION 03

TYPOGRAPHY

03 - 07

09 - 21

23 - 29

a person. You
earn reputation
by trying to
do hard things
well.

-Jeff Bezos

SECTION 04

COLOR

SECTION 05

GRAPHIC ELEMENTS
SECTION 06

EXAMPLES

31 - 33

35 - 41

43 - 53

SECTION 01

INTRODUCTION

These guidelines book which make up

the brand standard. They are included
all rules to create any communications
materials. This will help company in
designing and producing designs with a
high degree of creative flexibility.

SECTION 01
INTRODUCTION

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

THE STORY

OUR CUSTO

ERS IS

OUR KING
Similar with every great business
story, ours company starts with the
customer. What they need and want is
the most important for our business.

Happy customers will buy more from our product and tell more people about
good experience. We want our customers buying more and telling more people
about us. We want happy customers. Brand Identity is most important to get
strong recognition from our customer. We convey our brand identity through
every form of communication and experience. Through the products we sell,
how we look, how we act, and what we say. Everything we do has a direct impact
on how the world perceives us.
Good brand is built for long time. And many years our company measure our
brands success by the alignment between the communications and experiences
people have with our brand.

SECTION 01
INTRODUCTION

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

PURPOSES OF OUR BRAND IDENTITY

Customer Service

Culture

Prices

Product Quality

Communication

Get complete alignment

of what customers
perceive from Our
products and services.
Public Relation

Easy

Knowledge

An brand identity
helps the company
develop strong
name recognition by
defining a good look
of branding materials.

Practical

Interaction

Brand identity developement associate

professional image to all audiences

the use of logos, typefaces and colors

even though communications are

to create a clearly markable image for

coming from hundreds of separate

a company. A brand identity policy is

units across our campuses. Following

important for company or istitution to

of this guide lines identifies unit

build and convey a clear identity for

as part of the company, increasing

its many target audiences. Through a

brand identity with audience and

consistent brand graphics campaign,

making corporate message will be

the brand project a strong, unified and

received obviously.

Strong Brand is
Important.
John Doe

SECTION 02

LOGOS

SECTION 02
LOGOS

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

PRIMARY LOGO

LOGOMARK MEANING

LOGO TEXT MEANING

TAGLINE MEANING

We Flash Up Your Business Profit.

Suspendisse potenti. Interdum et

Fusce nunc lacus, semper ac

Vestibulum ut ante ultricies,

malesuada fames ac ante ipsum

elementum luctus, ornare

adipiscing sem nec, viverra metus.

primis in faucibus. Donec ultrices

condimentum risus. Sed eget gravida

Sed fermentum vulputate tortor, at

nibh libero, nec fermentum ipsum

libero. Maecenas interdum rutrum

pharetra eros viverra vitae. Cras a

imperdiet ut. Suspendisse sit amet

purus nec gravida. Duis et faucibus

rutrum metus. Ut at pretium nulla.

adipiscing ligula, quis euismod.

nulla, quis gravida neque.

SECTION 02
LOGOS

CLEAR SPACE

Observe the clear space around

the logo to maximize visual
effectiveness. Nothing should
intrude into this specified clear
space.
The radius of the Clear Zone for the
Primary Signature must equal the
size of a letter O in logo text. This
is then used to measure the space
surrounding the mark: above, below
and to the side of two parallel lines.

FULL COLOR

The Primary logo in full color is

for applications where full color is
desired. The mark is available with
and without the tagline.

Please note that the background

shape is not part of the mark.

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

SECTION 02
LOGOS

BORYS
BRAND GUIDELINE POLICY

PRIMARY LOGO
GRAYSCALE

The Primary Mark in grayscale

is for applications where full
color is not available. The mark
is available with and without
the tagline.

SINGLE COLOR

The Primary Mark in black and

white is for applications where
full color, grayscale or two color
is not available or desired.
The mark is available with and
without the tagline.

Please note that the background

shape is not part of the mark.

MAY 2020
VERSION 01

10

SECTION 02
LOGOS

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

TAGLINE

TAGLINE OPTION

POSITION

to clarify a thought for dramatic

to describe our additional service

effect. Many tagline slogans are

and products. It used for our sub

reiterated phrases associated

core services:

TAGLINE

A small amount of text which serves

There are several tagline provided

Interesting Place to Share

with an individual, social group, or

product. We use a branding slogan,
taglines to describe corporate
values.

Interesting Place to Share

Building Human Life
Never Success Alone

Building Human Life

11

SECTION 02
LOGOS

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

12

UNACCEPTABLE USAGE

1. Do not alter colors

2. Do not alter proportions

3. Do not remove elements

4. Do not rotate the logo

5. Do not invade clear space

6. Do not add drop shadows

7. Do not blur the logo

8. Do not skew the logo

9. Do not alter fonts

10. Do not alter layout

11. Do not crop the logo

12. Do not add elements

SECTION 02
LOGOS

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

ONE LINE PRIMARY LOGO

The One Line
Primary Logo should
always be used with
a purpose, as a
result of a design
or composition
that absolutely
requires this as a
solution.
The one line primary logo is
unique. While the Primary Logo
remain the default choice for
most graphic applications of
the mark, there are certain

[I]
One Line Primary Logo in
Black on White Background

[II]
One Line Primary Logo in
Gray on White Background

[III]
One Line Primary Logo in
Grey on White Background

instances where an element

with a small height footprint
is required (vehicle signage,
billboards, etc).

[IV]
One Line Primary Logo in
Black on Red Background

[V]
One Line Primary Logo in
White on Red Background

13

Typography is the craft of

endowing human language with
a durable visual form.
Robert Bringhurst, The Elements of Typographic Style

SECTION 03

TYPOGRAPHY

SECTION 03
TYPEFACE/TYPOGRAPHY

BORYS
BRAND GUIDELINE POLICY

TYPOGRAPHY DESCRIPTION

Keep typography simple. Do not overcrowd layouts

and do not use too many type sizes. Use weight
to draw emphasis instead.
Typography is the art and technique of arranging type in order to make the
language it forms most appealing to transparent learning and recognition. The
arrangement of type involves the selection of typefaces, point size, line length,
leading (line spacing), adjusting the spaces between groups of letters (tracking)
and adjusting the space between pairs of letters.

MAY 2020
VERSION 01

16

SECTION 03
TYPEFACE/TYPOGRAPHY

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

MAIN TYPEFACE 1

Aa
TONE

Confident, Strong,
Progressive and Modern

BEST USED IN

Headlines, Subheading

AVAILABLE AT

LEKTON
REGULER

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

myfonts.com

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

17

SECTION 03
TYPEFACE/TYPOGRAPHY

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

MAIN TYPEFACE 2

Aa

OPEN SANS

TONE

REGULER

Contemporary, Modest,
Technical

BEST USED IN

Headlines, Body Copy

AVAILABLE AT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

google.com/fonts/

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

18

SECTION 03
TYPEFACE/TYPOGRAPHY

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

MAIN TYPEFACE 3

Aa

VOLLKORN

TONE

REGULER

Confident, Strong,
Progressive and Modern

BEST USED IN

Headlines, Subheading

AVAILABLE AT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

myfonts.com

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

19

I think it pisses God off if

you walk by the color purple
in a field somewhere and dont
notice it.
Alice Walker, The Color Purple

SECTION 04

COLOR

SECTION 04
COLOR

BORYS
BRAND GUIDELINE POLICY

22

MAY 2020
VERSION 01

PRIMARY COLOR PALLETE

Our primary colors are presented
in Pantone, CMYK, RGB and
hexadecimal values (web). These are
all the primary colors for use with
relevant applications.

RED

LIGHT RED

Regardless of color, it is important

that all marks and text are legible.

PANTONE

PMS 1797

PANTONE

PMS 1797

CMYK

0/100/99/4

CMYK

0/100/99/4

RGB

227/27/35

RGB

227/27/35

WEB

AD0000

WEB

AD0000

DARK GREY

WHITE

PANTONE

PMS 1797

PANTONE

PMS 1797

CMYK

0/100/99/4

CMYK

0/100/99/4

RGB

227/27/35

RGB

227/27/35

WEB

AD0000

WEB

AD0000

SECTION 04
COLOR

BORYS
BRAND GUIDELINE POLICY

23

MAY 2020
VERSION 01

SECONDARY COLOR PALLETE

These are all the secondary
colors for use only as accents in
relevant applications.

LIGHT GREEN

GREEN

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

PMS 1797
0/100/99/4
227/27/35
AD0000

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

LIGHT PURPLE

PURPLE

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

LIGHT PINK

PINK

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

LIGHT BLUE

BLUE

PANTONE
CMYK
RGB
WEB

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

LIME GREEN

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

BRIGHT BLUE

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

BRIGHT PINK

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

BRIGHT PURPLE

PANTONE
CMYK
RGB
WEB

PMS 1797
0/100/99/4
227/27/35
AD0000

Simplicity is about
subtracting the obvious and
adding the meaningful.
John Maeda, The Laws of Simplicity: Design, Technology, Business, Life

SECTION 05

GRAPHIC
ELEMENTS

SECTION 05
GRAPHIC ELEMENTS

CIRCLES
COLOR

Solid Red.
Solid Dark Gray.

BEST USED FOR

Put attention to a photo,

tittle and adding visual
weight to a design.

STRIPES
COLOR

Solid Red.
Solid Dark Gray.

BEST USED FOR

Put attention to a photo,

tittle and adding visual
weight to a design.

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

26

SECTION 05
GRAPHIC ELEMENTS

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

PHOTOGRAPHY STYLE
DESCRIPTION

You may choose only

professional people
Subject must be dressed
approrately in business wear.
Do not use photos with casual
dressed in T-shirt, sweats, etc.

PUT AN IMAGE HERE

PUT AN IMAGE HERE

PUT AN IMAGE HERE

PUT AN IMAGE HERE

The backgorund must be solid or

blurred.
Use the rule of thirds.

COLOR

Deep, rich colors.

No washed- out tones.
Correct white balancing.

TONE

Friendly.
Fresh.
inspiring.
Bold.
Confident.
Professional.

27

Design can be art. Design

can be aesthetics. Design is
so simple, that's why it is
so complicated.
Paul Rand

SECTION 06

EXAMPLE

SECTION 06
EXAMPLES

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

STATIONARY
DESCRIPTION

The letterhead and envelope

system was designed to
remain clean and reflective of

BORYS, INC.

the brand identity. Below, the

EMPIRE STATE BUILDING

letterhead and envelope are

NEW YORK CITY, USA

shown at a smaller percentage

of their actual size, but all
measurements apply to pieces
at 100% scale. All text should be

JL. KEBAIKAN RAYA NO.123

CONTACT
(123) 4567 8910 11
HELLO@MALEO.COM
WWW.MALEO.COM

set in grey.

SIZE

Letterhead size remain to A4

size or Letter size. It can use any
paper.
Envelope size is #10 equal with
9.5 x 4.125 inches.

WHERE TO PRINT?

Signage printing are available

to order through online print
services at: www.stationary.com.
BORYS, INC.
EMPIRE STATE BUILDING
JL. KEBAIKAN RAYA NO.123
NEW YORK CITY, USA
CONTACT
(123) 4567 8910 11
HELLO@MALEO.COM
WWW.MALEO.COM

30

SECTION 06
EXAMPLES

BORYS
BRAND GUIDELINE POLICY

MAY 2020
VERSION 01

31

BUSINESS CARD
DESCRIPTION

SIZE

QR CODE

pass information to potential

specifications for producing

Certain designs of business

customers and for professionals

standard business cards.

cards offer printing on the

networking. A business card is

The measurements for the

reverse side, with the option of

also an invitation for contact in

positioning of text and the

including a QR code. This allows

the future.

logotype are based on a card

those with smartphones to scan

measuring 90mm x 55mm.

contact info and have address

Business card are used to

Here we set out the

WHAT IS A QR CODE?

book details automatically

added to their phone.

JOHN DOE

MANAGING DIRECTOR

JOHN DOE

MANAGING DIRECTOR

BORYS, INC.
EMPIRE STATE BUILDING
JL. KEBAIKAN RAYA NO.123
NEW YORK CITY, USA
CONTACT
(123) 4567 8910 11
HELLO@MALEO.COM
WWW.MALEO.COM

WHERE TO PRINT?

Signage printing are available to order through online

print services at: www.businesscard.com

CONTACT

BORYS, INC.

HELLO@MALEO.COM

JL. KEBAIKAN RAYA NO.123

(123) 4567 8910 11

WWW.MALEO.COM

EMPIRE STATE BUILDING

NEW YORK CITY, USA

BORYS, INC.
EMPIRE STATE BUILDING
JL. KEBAIKAN RAYA NO.123
NEW YORK CITY, USA

CONTACT
(123) 4567 8910 11
HELLO@MALEO.COM
WWW.MALEO.COM