Manual de estilo para la utilización de la marca Qustodian.

1. Qustodian Brand Guidelines
VERSION 1.1 (July 2010)

2. 1.00
Introduction to the Qustodian identity system

3. Introduction
1.01
Welcome to the Qustodian Brand Guidelines.
It’s purpose is a gentle introduction to our new identity
together with basic visual and tonal ‘guides’ that help show the
Qustodian brand in it’s best light.
Although there are certain rules that should be followed,
common sense and a sense of visual style must be used at all
times. The rules outlined in this manual are here to ‘guide’, not
to restrain.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

4. About our brand & identity
ELEMENTS
The Qustodian identity consists of several
elements: visual and tonal. Consistent use
of both of these elements will strengthen
the visual recognition and in turn, make us
stronger and more recognisable as a brand.
The brandmark & LOGOTYPE
The ‘Brandmark’ (the Q), is our most
recognisable asset. Our identity consists of
a recognisable Q (the brandmark) and the
Qustodian name (the logotype). Together they
make up our brandmark & logotype.
There are a variety of versions that should
accommodate most needs. However, if the
versions contained within these guidelines are
not sufficient, please contact the Qustodian
Marketing Department. Do not attempt to
amend the master files.
WHAT DOES IT MEAN?
The ‘Q’ is designed to intrigue the viewer. At
first glance, it may look like an abstract ‘Q’ but
on closer inspection, you will find that there is
more to it than at first sight.
The important thing to remember is not the
individual elements in isolation but that fact
that all of these elements combine to make the
Qustodian brandmark. On this point, you do
not have to see every single detail contained
within the brandmark - rather that you can see
that there is something and you are intrigued to
find out more.
On closer inspection, you will find that the
elements that make up the brandmark are not
a random selection of objects but are, in fact
related to the 12 categories of Qustodian.
1.02
WHY DO THE COLOURS CHANGE?
Qustodian is a ‘white brand’. In that sense, we
have no colour (white) or we are every colour hence the variety of colour versions available.
Qustodian will carry a lot of very well known
and recognisable brands and as such, it is
important that our brand does not conflict
with our partners’ visual identities. We do not
want to be known as ‘the lime green brand’
but want for our visual identity to be as flexible
as possible to be able to accommodate our
partners’ needs whenever possible.
IT ALL SEEMS A BIT ‘COMPLICATED’?
With all the media channels available to the
consumer nowadays, it is important for a
new brand to stand out amid all of the other
companies out there.
Whilst we know it would be easier to have a
green logo that always appeared in the bottom
right of every page, we also realise that is not
the best way of building brand recognition.
We are very proud of the new logotype and
brandmark and feel that it sets us apart. With
careful use, we feel that it can really help with
all of our communication needs.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

5. What we are and how we speak
1.03
PRINCIPLES
Our brand is not just about how we look, it is
about how we feel, talk, act and communicate
- both internally and externally. We are new
and will change as we learn and grow - both
as a brand and as a company. What might be
true today, may not be true tomorrow.
To that end, we have defined a few key words
and brand values that will help when talking
about the Qustodian brand.
We are:
Clear
Engaging
Trustworthy
Fun
Surprising
Useful
Intrusive
Static
Misleading
Frivolous
Dull
We are clear, simple and to the point.
We avoid technology and marketing jargon.
We are unpretentious and informal.
We like to laugh.
We are not:
We realise that the mobile is personal.
We respect that and will never send
unwelcome or intrusive communications.
We are passionate about what we do.
We take it very seriously.
Our communication is two-way.
It is interesting not dull.
We are honest and genuine.
We do not like hidden small print.
We like to do good things
that make you smile.
We are a benefit not a pain.
We want to become a part of people’s lives.
We are new and always looking to improve.
We should always look to do and be better.
We do not confuse with waffle or small print.
We should never be boring. Boredom and
dullness means people stop listening.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

6. 2.00
Brandmarks & logotypes
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

7. The brandmark & logotypes: At a glance
2.01
THE BRANDMARK & LOGOTYPE
These are the primary versions and should be
used wherever possible.
brandmark & logotype:
vertical MASTER
brandmark & logotype:
horizontal MASTER
brandmark & logotype:
CATEGORY MASTERS
THE BRANDMARK
These brandmark master versions should only
be used when the primary versions cannot be
used.
Brandmark: MASTER VERSION
Brandmark: ICON VERSION
Brandmark: APP BAR VERSION
logotype: MASTER VERSION
logotype: SECONDARY VERSION
The icon and App bar versions have
specifically designed to work at small sizes i.e
on mobile phones. They should not be used in
place of the master version of the brandmark.
The Logotype
These versions are rarely used on their own. If
they are to be used, they should be used as a
supporting element to the brandmark.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

8. The brandmark & logotype: vertical primary version
2.02
USAGE
Either this or the horizontal master version
should be used when presenting the
Qustodian brand.
Which version to use will often depend on the
format of the deliverable. For example, the
vertical version (shown here) would work best
on a ‘goalpost’ web banner. The horizontal
version would work best on a landscape web
banner. Common sense and optimum legibility
should dictate which version should be used.
CONSTRUCTION
The relationship between the logotype
(Qustodian) and the brandmark (the Q) is fixed
and should not be altered.
If you need to separate the elements, use the
individual versions. However, the elements
should be kept separate and not used to
create new configurations.
COLOUR VERSIONS
The colour version shown here is the preferred
version.
Each of the colour versions have been specially
designed to ensure optimum legibility across a
range of sizes. Only the colour versions shown
in this manual should be used. Do not attempt
to make your own colours.
TAGLINE
The ‘Keeper of Yoads’ tagline is preferred to be
used where possible. However, if the legibility
is compromised, it can be omitted.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

9. The brandmark & logotype: vertical secondary versions
2.03
USAGE
In addition to the primary versions, there are 4
additional colour versions. They are secondary
versions and should only be used when the
primary versions are not appropriate.
The black or white versions should only be
used when either of the primary versions are
not suitable i.e. where full-colour printing is not
cost-effective.
CONSTRUCTION
The relationship between the logotype
(Qustodian) and the brandmark (the Q) is fixed
and should not be altered.
If you need to separate the elements, use the
individual versions. However, the elements
should be kept separate and not used to
create new configurations.
COLOUR VERSIONS
There are 4 secondary colour versions:
magenta, green (shown here) cyan and
orange.
Each of the colour versions have been specially
designed to ensure optimum legibility across a
range of sizes. Only the colour versions shown
in this manual should be used. Do not attempt
to make your own colours.
TAGLINE
The ‘Keeper of Yoads’ tagline is preferred to be
used where possible. However, if the legibility
is compromised, it can be omitted.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

10. The brandmark & logotype: horizontal primary version
2.04
USAGE
Either this or the vertical master version should
be used when presenting the Qustodian brand.
Which version to use will often depend on the
format of the deliverable. For example, the
horizontal version (shown here) would work
best on a landscape web banner. The vertical
version would work best on a ‘goalpost’ web
banner. Common sense and optimum legibility
should dictate which version should be used.
CONSTRUCTION
The relationship between the logotype
(Qustodian) and the brandmark (the Q) is fixed
and should not be altered.
If you need to separate the elements, use the
individual versions. However, the elements
should be kept separate and not used to
create new configurations.
COLOUR VERSIONS
The colour version shown here is the preferred
version.
TAGLINE
The ‘Keeper of Yoads’ tagline is preferred to be
used where possible. However, if the legibility
is compromised, it can be omitted.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

11. The brandmark & logotype: horizontal secondary versions
2.05
USAGE
In addition to the primary versions, there are 4
additional colour versions. They are secondary
versions and should only be used when the
primary versions are not appropriate.
The black or white versions should only be
used when either of the primary versions are
not suitable i.e. where full-colour printing is not
cost-effective.
CONSTRUCTION
The relationship between the logotype
(Qustodian) and the brandmark (the Q) is fixed
and should not be altered.
If you need to separate the elements, use the
individual versions. However, the elements
should be kept separate and not used to
create new configurations.
COLOUR VERSIONS
Each of the colour versions have been specially
designed to ensure optimum legibility across a
range of sizes. Only the colour versions shown
in this manual should be used.
TAGLINE
The ‘Keeper of Yoads’ tagline is preferred to be
used where possible. However, if the legibility
is compromised, it can be omitted.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

12. The brandmark & logotype: category versions
2.06
USAGE
These versions are only used when referencing
the individual categories. They should not
be used in place of the master brandmark or
logotype.
CONSTRUCTION
The relationship between the logotype
(Qustodian) and the brandmark (the Q) is fixed
and should not be altered.
If you need to separate the elements, use the
individual versions. However, the elements
should be kept separate and not used to
create new configurations.
COLOUR VERSIONS
The colour versions shown here are not the
all of the colour versions available. There are
unique colour versions for each of the 12 brand
categories.
TAGLINE
The ‘Keeper of Yoads’ tagline is replaced by
the category identifier.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

13. The brandmark: primary version
2.07
USAGE
This version is used if the brandmark is used
in isolation or if the brandmark and logotype
need to be used as individual elements.
COLOUR VERSIONS
The colour version shown here is the preferred
version.
Each of the colour versions have been specially
designed to ensure optimum legibility across a
range of sizes. Only the colour versions shown
in this manual should be used. Do not attempt
to make your own colours.
As a colour alternative to the master version
shown here, there are the 4 secondary colour
versions available.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

14. The brandmark: icon versions
2.08
USAGE
These brandmark versions are used as the
icon on mobile devices.
CONSTRUCTION
The icons shown here are simplified versions of
the master brandmarks. They are specifically
designed to be legible at small sizes and
should only be used for this purpose. Do not
enlarge these icon brandmarks.
COLOUR VERSIONS
The colour versions shown here are the only
versions available. Do not attempt to recolour
the icon versions of the brandmark.
Photos
ICON USAGE 1.
The full colour icon version should be
used on high resolution devices such as
Smartphones.
Settings
Qustodian
ICON USAGE 2.
The single colour icon version should be
used on more basic mobile devices.
There is no pre-defined pixel size for
which each of the icons should be used.
Where possible, use the full-colour version
otherwise use the single colour version.
Common sense should be your guide.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

15. The brandmark & logotype: App bar versions
2.09
USAGE
These brandmark versions are used as the
icon on mobile devices.
CONSTRUCTION
The icons shown here are simplified versions
of the master brandmarks. They are specifcally
designed to be legible at small sizes and
should only be used for this purpose. Do not
enlarge these icon brandmarks.
COLOUR VERSIONS
The colour versions shown here are the only
versions available. Do not attempt to recolour
the icon versions of the brandmark.
APP BAR USAGE 1.
The full colour App bar version should be
used on high resolution devices such as
Smartphones.
Please note that the positioning
shown here are not to dictate where it
should be used on screen. They are to
show on what type of the devices they
should be used.
APP BAR USAGE 2.
The single colour App bar version should
be used on more basic mobile devices.
There is no pre-defined pixel size for which
each of the versions should be used.
Where possible, use the full-colour version
otherwise use the single colour version.
Common sense should be your guide.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

16. The logotype: individual versions
2.09
USAGE
This logotype should only be used when
the brandmark & logotype versions are not
suitable.
CONSTRUCTION
If you need to separate the elements, then you
should use this individual version. However,
the elements should be kept separate and not
used to create new configurations.
COLOUR VERSIONS
The colour version shown here is the preferred
version.
Each of the colour versions have been specially
designed to ensure optimum legibility across a
range of sizes. Only the colour versions shown
in this manual should be used. Do not attempt
to make your own colours.
TAGLINE
The ‘Keeper of Yoads’ tagline is preferred to be
used where possible. However, if the legibility
is compromised, it can be omitted.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

17. 3.00
Brandmark & logotype usage

18. The brandmark & logotype: exclusion zones
3.01
USAGE
To maintain a clear and consistent use of the
logotype and brandmark, there must remain a
clear area (exclusion zone) around them which
is not encroached on.
This exclusion zone is defined by the width of
the ‘Q’ or the height of the ‘n’ in Qustodian - as
shown by the tinted blue box. Nothing should
fall within this clear space, as it represents
the minimum distance between any adjoining
elements and the Qustodian brandmarks and
logotypes.
Please note that the exclusion zones shown
here are just as a guideline and are not
intended a substitute for good design form and
aesthetics.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

19. Correct brandmark & logotype usage
The Qustodian brand allows a certain amount
of freedom within some very flexible guidelines.
Unfortunately, this freedom of expression can
also be interpreted incorrectly.
3.02
1
2
3
4
5
6
A few examples of the Qustodian brandmark
& logotype being correctly implemented are
shown here:
1.
The brandmark & logotype are used on a
white / light background. The background
colours should either be neutral (white, black,
light tints of non-colours i.e grey) or from the
recommended colour palette (see 2).
2.
The Qustodian brandmarks contrast with
background colours from the recommended
palette. Care should be taken that the
brandmark and logotype remain legible.
3.
The brandmark is placed over an image.
Care should be taken so that the brandmark
remains legible.
Headings are set in 30 point
Helvetica Bold
4.
The secondary colour brandmark is used on
a neutral (white) background. The ‘Q’ is also • Body copy is 24pt Helvetica Regular.
seperate from the ‘Qustodian’ confusion etc. • They are colored 80% black.
• Headlines can be any colour from the Qustodian palette.
• The Qustodian logo changes colour through the pages.
5.
The secondary colour brandmark is used on a
recommended colour background.
6.
The brandmark as a decorative element. The
white version is used and cropped to highlight
the individual categories.
4
© Qustodian
18 June 2010
These are just a few examples of good usage
of the brandmark and logotype.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

20. Incorrect brandmark & logotype usage
The Qustodian brand allows a certain amount
of freedom within some very flexible guidelines.
Unfortunately, this freedom of expression can
also be interpreted incorrectly.
3.03
1
2
3
4
5
6
A few examples of the Qustodian brandmark
being incorrectly implemented are shown here:
1.
Do not mix your own colours on the brandmark
or logotype. Only the approved supplied colour
versions should be used.
2.
The brandmark, logotype and background
colours are not from the Qustodian colour
palette.
3.
The relationship between the brandmark and
the logotype is fixed and should not be altered.
4.
Do not substitute typefaces. The Qustodian
logotype has been specially created and
should not be altered.
5.
Do not distort (stretch or squash) the logotype
or brandmark.
6.
Ensure that the brandmark is always legible.
When using colours, only use the colours from
the Qustodian recommended palette.
Qustodian
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

21. 4.00
Qustodian supporting elements

22. Typefaces
4.01
Orial Bold
ABCDEFGHIJKLMNOPQRSTU}
VWXYZ
abcdefghijklmnopqrstuvwx}
yz0123456789
Headlines & large size text (above 18 pt).
Helvetica Neue
45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
This is the recommended weight for the
majority of Qustodian usage. i.e. main
body text, captions and headlines.
Helvetica Neue
75 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
Titles, sub-headings and for emphasis
text. Can also be used sparingly for
introductory paragraph text.
Please note that this typeface is very
limited in use as it is not a full character
set. What this means is that it does not
contain certain characters i.e the Euro
symbol.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

23. Colour palette
Health & Beauty
Ivory
Lifestyle
Yellow
Music & Entertainment
Orange
Sport
Red
Food & Drink
Wine Red
Fun & Recreation
Purple
Fashion
Violet
Automotive
Petrol Blue
Finance & Banking
Blue
Travel & Tourism
Turquoise
Information & Education
Green
Technology & Gadgets
Steel Grey
4.02
0:5:20:0
255:239:207
CMYK
RGB
15:50:50:10
194:130:111
0:10:100:0
255:221:0
0:75:100:0
242:101:34
0:60:100:0
245:130:32
20:100:100:0
201:37:44
0:100:100:0
237:28:36
0:100:100:60
121:0:0
30:100:100:20
153:31:35
60:100:100:50
76:17:19
40:100:0:0
163:35:142
70:100:20:60
55:0:62
80:100:0:0
92:45:145
90:100:0:75
17:0:56
100:65:35:15
0:84:118
100:100:70:25
40:37:64
100:50:0:0
0:114:188
100:100:0:50
28:8:87
100:0:40:0
0:170:173
100:40:40:40
0:83:98
50:0:100:0
141:198:63
100:30:100:0
0:133:74
40:40:0:40
104:101:137
CMYK
RGB
80:60:0:60
27:49:94
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

24. 5.00
Qustodian brandmark & logotype implementation

25. Business Cards
5.01
The business card design is designed to be
both stylish yet functional.
The white front contains all the essential
information with the name and title being the
most prominent.
The reverse show details of the 12 categories
- each with their associated colour vignette.
To add a bit of fun to the cards, they form
together to make a complete Qustodian ‘Q’.
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)

26. Powerpoint
The Powerpoint templates are a basic yet
essential part of communicating the Qustodian
brand. The Qustodian Powerpoint consists of:
5.02
1.
2.
Headings are set in 30 point
Helvetica Bold
1.
Title slides can either be with a simple white or
coloured background (from the recommended
colour palette).
• Body copy is 24pt Helvetica Regular.
• They are colored 80% black.
Title Slide (colour version)
2-3.
Standard text pages consist of a simple and
functional page with the Qustodian brandmark.
The brandmark can either be the master colour
or one of the 4 secondary colour versions.
• Headlines can be any colour from the Qustodian palette.
• The Qustodian logo changes colour through the pages.
Sub-heading here
4.
Divider slides consist of coloured backgrounds
from the recommended palette with large text.
4
© Qustodian
18 June 2010
Headings are set in 30 point
Helvetica Bold
• Body copy is 24pt Helvetica Regular.
This is a divider
slide which uses
oversized text
• They are colored 80% black.
• Headlines can be any colour from the Qustodian palette.
• The Qustodian logo changes colour through the pages.
3
3.
© Qustodian
6
18 June 2010
4.
© Qustodian
18 June 2010
QUSTODIAN BRAND GUIDELINES VERSION 1.1 (July 2010)