4. TABLE
OF
CONTENTS
BEHIND
THE BRAND
RULES OF
THE LOGO
DESIGN
ELEMENTS
THE APPLIED
DESIGNS
I. Overview 2
II. Philosophy 3
VII. Logo Size 10
VIII. Safe Area 10
IX. Distortion 12
III. The Logo 4
IV. Typeface 6
V. Color 7
VI. Pattern 8
X. Stationary 14
XI. Merchandise 16
5. BEHIND THE BRANDBEHIND THE BRAND
I. OVERVIEW
Ellen Kolmar is an as-
piring young illustrator
from Indonesia. She is
currently living in Jakar-
ta, Indonesia.
Her interest whose pas-
sion revolves around
tattoos, psychological
role-playing games, and
the steampunk theme,
particularly clockworks
and machines.
Hint of electric rock and
roll are usually found in her
semi realistic fantasy illus-
tration style.
Through her personal
brand, she collaborat-
ed with various brands
to channels her creativi-
ty into products that she
likes, such as hoodie, draw-
ing book, laptop and many
more.
2
6. II. PHILOSOPHY
Ellen Kolmar has a
great interest in psy-
chological, technolo-
gy, sci-fi, fantasy and
last but not least, ste-
ampunk.
She takes a great in-
terest especially in
steampunk and sci-fi,
where her favorites
are gear and clock
with steampunk style.
That is why we based
her logo upon gear
and clock which she
like.
The logo looks like
gear that point to
the right describe a
meaning to always
moving within the
time toward to the fu-
ture. The logo can also
looks shaped like a key
too which describe a
meaning that there
is always a way to go
through in any prob-
lems and struggle.
Her residence in Ja-
karta, has expanded
her interest into fanta-
sy sci-fi game and psy-
chological genre book
further. That is why in
her branding, we try to
merge her interest in
psychological and ste-
ampunk topic with her
hobbies to show both
her sides.
7. DESIGN ELEMENTSDESIGN ELEMENTS
III. THE LOGO
Ellen Kolmar’s logo was
created based on the
shape of gear and clock
handle.
To make it simple and
clear, we use only one
color for the logo.
Its initial colour is brown
but if the background
is too dark, you can use
white, black or other co-
lour for the logo.
However, we do encour-
age to use the brown
colour, combined with
white or patterned back-
ground to enhance the
steampunk image the
brand aims to achieve.
The logo is divided into
two parts, the logogram
(the graphic), and the
logotype (the text).
The logogram and logo-
type cannot be divided
by any means as both of
them are connected with
each other’s.
4
8. Brown Logo on
White Background
White Logo on
Brown Background
Brown Logo on
White Background
White Logo on
Brown Background
9. IV. TYPEFACE
A B C D E F G H I J K L M N
OPQRSTUVWXYZabc
d e f g h i j k l m n o p q r s t u
vwxyz1234567890
Use for title, subti-
tle and emphasis.
Clarendon
Text Bold
6
10. IV. COLOR
C: 0 M: 57 Y: 100 K: 60
R: 124 G: 65 B: 0
PANTONE P 26-16 C
C: 59 M: 0 Y: 9 K: 8
R: 76 G: 185 B: 210
PANTONE P 118-13 C
C: 0 M: 21 Y: 25 K: 0
R: 252 G: 208 B: 183
PANTONE P 37-2 C
C: 59 M: 0 Y: 9 K: 8
R: 77 G: 185 B: 210
PANTONE P 113-1 C
MAIN
COLOR
SECONDARY
COLOR
Inspired by steampunk culture, each of the brand’s color combinations consisted of two
colors. The main color combination that we use for the brand is a combination of brown
and lighter shade of brown.
The other color combination serves as secondary color schemes and only to be used for the
brand’s official product or promotional material.
11. IX. PATTERN
Just like her logo, The Ellen brand
pattern was also inspired by ste-
ampunk culture.
The pattern basically consisted of
random array of gear , clock and
pipe.
13. RULES OF THE LOGORULES OF THE LOGO
VII. LOGO SIZE
VIII. SAFE AREA
It is very important to take notice of the logo size, as the logotype
needs to always be readable and legible.
The minimum size for the logo on prints should be at the very least 9
centimeters times 3 centimeters.
Please make sure that the logo you use is no less than the size speci-
fied, as it could make the logo very hard to read and unrecognizable.
The safe area or the exclusion zone is established to create a “safe
space” between the logo or other objects.
We wanted the logo to always be recognizable and not to be distract-
ed by other company logos, texts, or any other design elements.
Please refer to the image on the right side for the calculation of the
safe area
10
15. IX. DISTORTION
Ellen Kolmar logo
should never be distort-
ed or modified in any
way. This includes the
fixed rules of other de-
sign element of the logo.
Logotype and logogram
must always together
in all circumstances as
both of them are con-
nected with each other.
Why are these wrong?
These examples show
aterations of logo-
type, false resizing of
the logo and various
violations on the brand
color rule that distort
the logo
Can we use pattern for
the background?
Yes, you cand do that.
However, please re-
frain the usage of too
complicated pattern.
Violation to these rules
could lead into problems
such as, unrecognizable
logo to misconception of
the brand.
On the right are samples of
the distortion that you have
to avoid when using the
Ellen Kolmar logo.
16. Deleted Parts of
the Logotype
Usage of the other color
Squashed Logo
Placement of Overly
Complicated Pattern
Change of Logo Size
and Composition
Usage of Black Logo not in
White Background
13
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17. THE APPLIED DESIGNTHE APPLIED DESIGN
X. STATIONARY
On the right is the Ellen
stationary set that we
designed based on the
main brand color and
brand pattern.
We try to make the
stationary design as
simple as possible while
combining the pattern
as decoration.
Here, we can see the ex-
ample of business card,
letterhead, envelope
and mobile wallpaper
with the printed ones
embllished with brown
logo.
These items follow the
brand rules in which
the logo is easily distin-
guishable, while having
the pattern as a back-
ground
14
18.
19. XI. MERCHANDISE
Not only stationary, her interest on
steampunk culture, game and design
also leads her into creating 3ds case
and designing her laptop, mouse and
graphic tablet.
Moreover, she also established her own
jipper and cap by combining the pat-
tern and her logo.
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