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brand manual

building a brand is a daily task that requires attention from everyone. all employees, partners and suppliers are responsible for the correct use and application of the brand.
in the brand construction process, there are some key concepts that all must live by. the first one is consciousness. one must be conscious when using the brand and careful that details such as color,typography and position not be altered. the second key concept is coherence. the brand has a visual and verbal language introduced in the brand personality book that guides its whole style of communication. everything that is created needs to be aligned with the brand’s language so that its image is always consistent with its positioning. the third key concept is care. it is necessary to look afterthe integrity of the brand. even in-house materials, with restricted circulation, need to have the brand and its language applied in the correct manner. these three concepts form the basis for the construction of a strong brand – remember them every time you use the blah! brand.
note: the blah! marketing team must approve all prepared materials before their production.

contents

1. the brandlogo 2. proportion between the brand logo elements 3. the brand logo protection area 4. proportion between the blah! brand logo and other logo 5. coexistence with other logos 6. url 7. minimum size 8. ancillary typographies 9. blah! 10. the brand logo color versions 10.1. on a white color palette
pg 4 pg 5 pg 6 pg 8 pg 9 pg 10 pg 11 pg 12

pg 5

pg 7

background backgrounds

pg12

10.2.color blah! logo on colored backgrounds 10.4. use of blah! logo in one color
pg 15

pg 13

10.3. on different

pg 14

and white language
images
pg 22

pg 16

12. incorrect uses
pg 23

pg 17

11. the brand logo in black 13. use on images 14. visual
pg 18 pg 19

pg 19

14.1. blah! as a graphic element

14.2. blah! images

pg 21

14.3. treated

14.4. untreated imagespg 27

15. blah! merchandise

pg 25

16. checklist

for graphic follow up

4

1. the brand logo

main version — horizontal

secondary version — vertical

the blah! logo is formed by the word blah! written in an exclusive font, with the internal section of letters “b” and “a” filled in with one of the blah! colors that is different from that of the font. in this manual, youwill discover all of the different combination for using the blah! logo.

to allow the use of the blah! logo in different sizes and formatted spaces, two signature versions were created. whenever possible, use the horizontal version; in other situations, use the vertical version. do not use upper case letters in any text, not even at the beginning of chapters or sentences. all printed materialsmust be formatted in lower case letters. the only place where blah! may be used in upper case letters is in sms messages on cell phones. in this case, all of the letters of blah! will be in upper case. in all printed materials, the name blah! must be in boldface, highlighted against the rest of the text.

2. proportion between the brand logo elements
the relative proportions of the letters andthe exclamation mark of the blah! logo cannot be altered. use the grid below as a reference to check the positioning of the elements. do not try to reconstruct the logo. use only the logos supplied by blah!.

3. the brand logo protection area
this refers to a “protection zone” that should exist around both versions (horizontal and vertical) of the blah! logo to preserve its visual impact,legibility and integrity.

for graphic elements
when the blah! brand logo is used near graphic elements (color boxes, lines etc.), use a 2x circulation area.

for other logos
“x” is the width of the exclamation mark. when the blah! brand logo appears next to other logos, use the 4x protection area. this distance should also be used between the blah! logo and the edge of the graphic piece....