LEXEND
Embedded Files
Body copy (large amounts of smaller pt size text)
Headlines
Subheadlines etc
(basically anything that isn't a brand logo) is all to be used in the font LEXEND for ease of legibility, especially for those with dyslexia.
Notes:
Lexend is used for all body copy and headings within a composition. For ease of use, all tracking is set to 0 for both headings and body copy.
Where possible, use the regular weight primarily, followed by light as a secondary.
Do not use this font for branded elements such as the logo, or sector names/logos.
POPPINS
The branding and subsequent logos should be in the brand font Poppins, as this is your distinguished/special brand font and will only be used for branded elements, which in general are 2-6 words max, and in general scaled larger, so are completely legible.
Notes:
Only for use in branded elements (logos and secondary logos).
For new off-shoots and “branded” segments within Manaiakalani, tracking is set to 20, and in regular. These rules also apply for our tag line.
The primary logo Manaiakalani is the only asset in a medium weight and set at -40 tracking, this heavier weight and tighter character spacing is to signify importance and prominance.
NB: Tracking, similar to kerning, involves using the spacing around letters as carefully as possible. Tracking adjusts the letter-spacing of a range of characters uniformly. Tracking in design is all about adjusting your font until it’s as easy to read as possible. You can easily see whether a set of words look too tightly placed or not.
COLOUR
The colour restrictions help to contain and maintain the brand. In most cases I would urge the use of mainly our primary colour Matariki, and Ako.
A good way to think of it is that the colours are there to support the brand (main logo/overall theme), and everything else is trying to be supportive of that (the other secondary elements/logos/sectors etc).
As in the brand doesn't bend to the needs of the later, the later (secondary elements) strive to support the brand.
As soon as you travel that path of adding more colours (or maybe changing the font to uppercase, or perhaps using a different illustration style), to support an off-shoot course or sector, you weaken the brand significantly.
Follow the rules made obvious in the icon folders. eg if you plan to use on a white background, then you will be looking at Ako -For use on Ako Background etc
The files that will be most useful are labeled "RGB-Screen" and then are the subsequent PNG files, as these have a transparent background.
A quick guide:
• RGB-Screen: Use for anything digital/on-screen.
• CMYK-Print: Use for anything you are printing in-house, or sending to local printers.
• PNG files: Mostly used for RGB-screen, however feel free to use the CMYK-print PNGs for print as well. They have transparent backgrounds, which means that any of the white graphics will show up when placed on top of a dark layer.
• PDF files, these are fantastic for your designers, or anyone who has access to Adobe Illustrator or Acrobat. They are vector, which means you can scale these up to a large format without pixelation occurring.
• JPG: Least useful but most commonly asked for. They are image files, which means that any background is flat and solid - and the backgrounds are white. For this reason, do not use a file which has white graphics in it, as they will look invisible/merge with the background. Only use these graphics on backgrounds that are already white.
I have also labeled the files that have multiple colours in one asset (For example the graphics and subsequent icon files), with instructions in the file name, for which backgrounds these look best on. This is for ease of use and to ensure you have every option possible, regardless of the background layer you will be pasting them onto.
Brand Guideline Do Nots 🚫.mp4Page updated
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