Callem Design Guidelines

Welcome
Our brand identity is an important tool for increasing the visibility and strength of Callem. It has been developed with consideration, and delivers a clear and precise message to all involved in the Callem brand. This publication has been put together as a starting point to help those involved in the building of the Callem brand. It will not answer all the questions you may come across, but will hopefully outline some clear principles. It is important that it is understood and followed with respect by all users. So please follow these guidelines.

Enjoy!

Callem Design Guidelines

001
BASIC ELEMENTS Logo Usage Clearspace / Cropping Brandline Colour Photography Typography Grid

002
STATIONERY Letterhead Continuation sheet Business Card Compliment slip Envelopes Fax Forms Media folder Website

003
PUBLICATIONS Brochure Pamphlet Magazine

004
ADVERTISEMENT Advertisement, brand Advertisement, sales Billboards Flags Van

005
RETAIL Boxes Gift wrap Shopping bag Invoice Indoor banners

006
PROMOTIONAL ITEMS T-shirts Caps Bags Pens Badges

Logo Usage Clearspace / Cropping Brandline Colour Photography Typography Grid

001

Basic Elements

Callem Design Guidelines Basic Elements

Callem Design Guidelines Basic Elements

Our logo
The logo consists of two elements, the typography and circles. The circles are bubbly, yet still carefully positioned. The typography is subtle and powerful - these two elements together express the keywords for allem:

... its usage

The logo can be used positive or reversed out of the green bar. Cropping of the reversed out version is shown on the next page and is always used in the green bar, which always is 1/10 of the height and full width of the format. The cirlces can be used on their own, cropping being more free, but never as a substitute to the logo.
Usage guide: Advertisment: the negative cropped logo always taking up 1/10 of the height and full width. Stationery items: the positive non-cropped logo ( see left ) Promotional items: the logo usage is more free, used either cropped/non-cropped and positive/negative.

YoungColourfulPlayfulDynamic

Positive non-cropped logo

Negative non-cropped logo

Callem Design Guidelines Basic Elements

Clear / Crop
The clear space and cropping guides are illustrated below. The dotted guides are relevant for the cropping of the reversed logo. All other guides define the clear space.
Cropping guide

Cropping guides

c c

Callem Design Guidelines Basic Elements

Callem Design Guidelines Basic Elements

Brand line
In a world where there are so many brands, to attract attention we need to create a relationship with our customers, colleagues and business associates that transcends our products and services. For this reason our brand line is intouch. It, not only reflects an understanding of the market and our customers, but also the way we do business.

Always make sure that the positioning of the intouch brandline is in a clear area.

Product advert

Brand advert

Callem Design Guidelines Basic Elements

Callem Design Guidelines Basic Elements

Colours
Green ( Primary colour ) Pantone 583 C CMYK: C:00 M:50 Y:100 K:00 RGB: R:00 G:50 B:100 Orange Pantone Orange 021 C C:00 M:50 Y:100 K:00 R:248 G:127 B:17 Blue Pantone 659 C C:50 M:30 Y:00 K:00 R:116 G:142 B:185 Pink Pantone Magenta C C:00 M:100 Y:00 K:00 R:239 G:9 B:124 Purple Pantone 258 C C:40 M:80 Y:00 K:00 R:91 G:35 B:93

Photography

Young

Dynamic

Colourful

Playful

Callem Design Guidelines Basic Elements

Callem Design Guidelines Basic Elements

Typography
The corporate typeface is Frutiger. The font is to be used in the following two variations; Frutiger light ( 45 ) and bold ( 65 ), and should always be clear and precise. Do not fear using colour and the type large, as the typography is a strong part of the overall powerful look and feel. Do not add other typefaces.

ab
c

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Frutiger 45, Light

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Frutiger 65, Bold

Callem Design Guidelines Basic Elements

Callem Design Guidelines Basic Elements

Typography
The corporate typeface is GE SS. The font is to be used in the following two variations; GE SS Light and Medium, and should always be clear and precise. Do not fear using colour and the type large, as the typography is a strong part of the overall powerful look and feel. Do not add other typefaces.

GE SS, Light

GE SS, Medium

Callem Design Guidelines Basic Elements

The Grid
All formats are divided into 10s. All elements are postioned according to the grid. Please see more info on the specific sections. This actual page is also devided according to the grid rules.
10 y y x

10 x

10 y y

10 x

Letterhead Continuation sheet Business Card Compliment slip Envelopes Fax Forms Media folder Website

002

Stationery

Callem Design Guidelines Stationery

Callem Design Guidelines Stationery

Writing
The stationery package consists of all paper items that are to be used for our communication. This is the more corporate face of Callem. Therefore, it is also more formal than the advertising and retail oriented elements. Use Frutiger 45 ( Light ) and GE SS ( Light ) for all communication.
Notepad

Back of letterhead, A4

Letterhead, A4

Continuation sheet, A4

Callem Design Guidelines Stationery

Greetings
There are two different business cards, the corporate and the retail. The corporate is a more personal card, from the head quarters, whereas the retail card is more shop orientated card. The retail business cards come with five different coloured backgrounds.
Retail card back

Retail card front - English

Retail card back - Arabic

Corporate card front

Corporate card back

Invitation card Compliment slip, 1/3 of A4

Callem Design Guidelines Stationery

Callem Design Guidelines Stationery

Envelope, C4

Sending
Envelope, C6

Envelope, C5

All envelopes are Callem green with the logo reversed out - a strong and powerful expression.

Envelope, DL

1752 225536

Callem LLC PO Box 225536 Riyadh 1752 Kingdom of Saudi Arabia

Envelope, DL ( window )

Callem Design Guidelines Stationery

Callem Design Guidelines Stationery

Forms + folder
Memorandum Faxsheet

Folder, outside and with lettterhead inserted

Callem Design Guidelines Stationery

Callem Design Guidelines Stationery

The Web
The Callem website provides a full presentation of the callem brand, from the experience to the products over shop guide. All communication is clear and precise.

Website

Website, showing drop menus

Design for all senses

It was a requirement that the 3-Dimentional expression take the form of a mask and result in a clear piece of visual communication. Hoever, the idea of masking could be explored quite freely giving rise to experimentation with forms and materials.

Website, showing product page

Website, main page

Brochure Pamplet Magazine

003

Publications

Callem Design Guidelines Publications

Callem Design Guidelines Publications

Publications
The publications bring everything together. This is where the brand comes to life. Have a look at the following inspirational pages covering items such as brochure, magazines and pamphlet.
Inside pages, Brochure Cover, Brochure

Inside pages, Brochure

Inside pages, Brochure

Callem Design Guidelines Publications

Back, showing signature

Cover, Intouch magazine

Inside pages, Intouch magazine

Callem Design Guidelines Publications

Back and front, Pamphlet

Inside pages, Pamphlet

Advertisement, brand Advertisement, sales Billboards Flags Van

004

Advertisement

Grid Callem Design Guidelines Advertisement Callem Design Guidelines Advertisement

Advertising
Callem advertising is divided into two types; brand and sales advertising. The brand advertising is focused on the brand, a new shop opening or launching a new, single, product. The advertising is based on the same grid as presented in section 001.

Brandline always to be positioned in a clear space

callem circles

Brand

Large type

Print Advertising, Brand Advert

callem area

Print Advertising, Brand Advert

Callem Design Guidelines Advertisement

Callem Design Guidelines Advertisement

Advertising
The sales advertising is strictly focused on sales. As a quick guide, viewing the two styles, brand advertsing will have more of a callem look and feel. For both styles it is most important that they deliver a clear and presicse message. The advertising is based on the same grid as presented in section 001.
Brandline always to be positioned in a clear space

Sales

Print advertising, sales advert

callem area

Print advertising, sales advert

Callem Design Guidelines Advertisement

Billboards
Outdoor, billboard

Outdoor, billboard

Outdoor, billboard

Callem Design Guidelines Advertisement

Callem Design Guidelines Advertisement

Flags

Vans
Advertising area

Banners

Flags

Boxes Gift wrap Shopping bag Invoice Indoor banners

005

Retail

Callem Design Guidelines Retail

Callem Design Guidelines Retail

Packaging
The look and feel of the Callem packaging should be informal and playful. Try to use as many of the dynamic colours from the Callem brand as possible. The more the better, so combine them as creatively as you can.

YoungColourfulPlayfulDynamic

Callem Design Guidelines Retail

Wrapping
The look and feel of the Callem packaging should be informal and playful. Try to use as many of the dynamic colours from the Callem brand as possible. The more the better, so combine them as creatively as you can.

YoungColourfulPlayfulDynamic
Gift ribbon

Gift wrap

Callem Design Guidelines Retail

Before you go ...

Clear, precise and personal communication

Invoice Shopping bags

Callem Design Guidelines Retail

Interior graphics
The look and feel of the Callem interiors reflects our brand language. It is bold and engaging allowing for the flexibility of brand or product communication. Please see the examples below for inspiration.

Indoor banners

Callem_Guide.indd 62-63

5/7/07 14:15:15

T-shirts Caps Bags Pens Pouches

006

Promotional Items

Callem Design Guidelines Promotional Items

Callem Design Guidelines Promotional Items

Clothing
Callem clothing should be contemporary and informal, the style being friendly and approachable and still communicating the callem brand values. The brand should be embroided onto the corporate cap and all bags / backpacks. Where as all clothing items should be printed onto the fabric.

Corporate cap

Backpack

Hipbag

Callem Design Guidelines Promotional Items

Callem Design Guidelines Promotional Items

Corporate t-shirts ( long and short sleeved versions, O and V-necks )

Corporate t-shirts ( long and short sleeved versions, O and V-necks )

Callem Design Guidelines Promotional Items

Callem Design Guidelines Promotional Items

Pens + Pouches
Pouches

Pens