Startup Nation Central Brand Guidelines

Layout Guidelines

Content

  • Introduction
  • Artwork Layers
  • Artwork Layer Breakdown: 1. Base Colour
  • Artwork Layer Breakdown: 2. Textures and Schematics
  • Artwork Layer Breakdown: 3. Typography
  • Artwork Layer Breakdown: 4. Photography
  • Artwork Layer Breakdown: 5. Notes and Annotations
  • Layout Construction — No Image
  • Layout Construction — With Image
  • Layout Construction a— Image with Bleed

Each piece of SNC communication comprises out of 5 layers. Each of these layers help to convey an element of the brand. Not only containing text and image content, but also providing unique character through textures, annotations and colour.

Artwork Layers

Each piece of SNC communication comprises out of 5 layers. Each of these layers help to convey an element of the brand.

Not only containing text and image content, but also providing unique character through textures, annotations and colour.

Each piece of collateral consists of the following elements:

1. Base Colour

2. Textures and schematics

3. Typography

4. Photography

5. Notes and Annotations

Artwork Layer Breakdown
1. Base Colour

Begin your design by selecting a background colour.

Don’t feel anxious about your selection. This colour can later be changed if needed.

Artwork Layer Breakdown
2. Textures and Schematics

After the background colour you can add the textures and schematics layer.

This layer is optional and can be completely omitted if desired. The opacity and contrast of this layer can be adjusted.

In this example the opacity is set to 20%.

This layer adds warmth and texture to the design, lending it energy and edge.

Artwork Layer Breakdown
3. Typography

Using the Typography and Layout guidelines set out in this document, place the text and logo content in your design.

Artwork Layer Breakdown
4. Photography

After this you can add the photography to you design. This gives richness to the design, and lends it a feeling of warmth and familiarity.

There are numerous was to apply the photography. They are outlined in the following “Layout Construction” section.

Artwork Layer Breakdown
5. Notes and Annotations

Finally we add the layer of notes and annotations to give the design energy and vibrancy. It also gives us an opportunity to include an additional layer of information and communication to the design.

 

NB. Layer 02 should always be used in relief and not a standalone graphic.

It is designed to be a complementary texture, such as it is used in a low ocpacity, typically less than 15% – design dependant.

Artwork Example

Layout Construction
— No Image

1. Create Margin

Each piece of collateral begins with an outer margin. The margin takes the proportions and size of the media into account and can be calculated with the following simple formula.

 

(Width + Height)/30 = Margin width

Layout Construction
— No Image

2. Create Grid

Secondly the media needs to be divided into a grid. This grid becomes the base on which to place all the elements in a layout. SNC males use of a proportional grid, meaning the shape of the cells reflect the shape of the media

How to create the grid:

  1. Divide width & height into equal parts. Starting the grid from within the margin.
  2. Designers should use their own discretion to determine the complexity of the grid. This is based on the complexity and amount of content to convey.

Layout Construction
— No Image

3. Place text and logos

Next we place all the text and branding elements on the grid. Always adhering to the type scales set out in the Typography section of this guide.

Place the text and branding:

  1. 1. Text can be top-aligned to the grid
  2. The baseline of the text can be used to align to the grid
  3. Text can rag to the left or to the right (Text can be left or right aligned in its paragraph setting)
  4. Content can be left or right aligned to the cells of the grid.
  5. Branding is also scale and placed on the grid
  6. See the “Logo placement guide” for further details.

Layout Construction
— No Image

4. Textures, Schematics & Diagrams

Add richness and interest to the layouts by including a layer of texture. texture layers comprise of photocopy scan textures as well as schematics and diagrams that has been placed through a filter.

Texture application guidelines:

  1. Textures can be added behind the text layer
  2. Textured diagrams & schematics can also be added, behind the text layer. See the section on schematics and Diagrams for more detail on this element.
  3. Textures and diagrams should be in black
  4. The opacity of the textures can be adjusted as needed.

Layout Construction
— No Image

5. Notes and Annotations

The final layer comprises of hand-drawn notes and annotations. These are typically made in a bright or contrasting colour and allows for the author to include another layer of communication, injecting humanism and wit to the brand, while communicating the idea of urgency and rapid prototyping.

Keep in mind:

  1. Written notes should relate to the content of the collateral
  2. Written notes can be irreverent but should remain positive and not deriding
  3. Annotations and notes should not obscure text to such a degree that it becomes unreadable
Layout Construction

— With Image

1. Create Margin

Each piece of collateral begins with an outer margin. The margin takes the proportions and size of the media into account and can be calculated with the following simple formula.

  1. (Media width + Media height)/30 = Margin width
Layout Construction

— With Image

2. Create Grid

Secondly the media needs to be divided into a grid. This grid becomes the base on which to place all the elements in a layout. SNC males use of a proportional grid, meaning the shape of the cells reflect the shape of the media

How to create the grid:

  1. Divide width & height into equal parts. Starting the grid from within the margin.
  2. Designers should use their own discretion to determine the complexity of the grid. This is based on the complexity and amount of content to convey.
Layout Construction

— With Image

3. Insert Image

The next step is to insert your photographic imagery.

Place the image by:

1. Images are placed on the proportional grid.

2. Images are placed within the margin

3. Internal margins (between images and other content) is equal to the outer margin.

Layout Construction

— With Image

4. Place text and logos

Next we place all the text and branding elements on the grid. Always adhering to the type scales set out in the Typography section of this guide.

Place the ext and branding

1. Text can be top-aligned to the grid

 

2. The baseline of the text can be used to align to the grid

3. Text can rag to the left or to the right (Text can be left or right aligned in its paragraph setting)

4. Content can be left or right aligned to the cells of the grid.

5. Branding is also scale and placed on the grid See the “Logo placement guide” for further details.

Layout Construction

— With Image

5. Textures, Schematics & Diagrams

Add richness and interest to the layouts by including a layer of texture. texture layers comprise of photocopy scan textures as well as schematics and diagrams that has been placed through a filter.

Texture application guidelines:

1. Textures can be added behind the text layer

2. Textured diagrams & schematics can also be added, behind the text layer. See the section on Diagrames and Schematics for more detail on this element.

3. Textures and diagrams should be in black

4. The opacity of the textures can be adjusted as needed.

Layout Construction

— With Image

6. Notes and Annotations

The final layer comprises of hand-drawn notes and annotations. These are typically made in a bright or contrasting colour and allows for the author to include another layer of communication, injecting humanism and wit to the brand, while communicating the idea of urgency and rapid prototyping.

Keep in mind:

1. Written notes should relate to the content of the collateral

2. Written notes can be irreverent but should remain positive and not deriding

3. Annotations and notes should not obscure text to such a degree that it becomes unreadable

Layout Construction
— Image with Bleed

1. Create Margin

Each piece of collateral begins with an outer margin. The margin takes the proportions and size of the media into account and can be calculated with the following simple formula.

1. (Media width + Media height)/30 = Margin width

Layout Construction
— Image with Bleed

2. Create Grid

Secondly the media needs to be divided into a grid. This grid becomes the base on which to place all the elements in a layout. SNC males use of a proportional grid, meaning the shape of the cells reflect the shape of the media

How to create the grid:

1. Divide width & height into equal parts. Starting the grid from within the margin.

2. Designers should use their own discretion to determine the complexity of the grid. This is based on the complexity and amount of content to convey

Layout Construction
— Image with Bleed

3. Insert Image & Film roll effect

The next step is to insert your photographic imagery.

Place the image by:

1. Images are placed on the proportional grid.

2. Internal margins (between images and other content) is equal to the outer margin.

3. Image can bleed off the edge of the media. Images can bleed on any number of the edges.

4. Images that bleed off the page can be doubled and then shifted to create a film role effect

Layout Construction
— Image with Bleed

Image cropping and Film Roll effect

Images that are cropped can remain static or you can apply the Film Roll effect. Using this effect allows you to create dynamic and visually interesting layouts by simply duplicating the image and shifting it within the crop.

Layout Construction
— Image with Bleed

4. Place text and logos

Next we place all the text and branding elements on the grid. Always adhering to the type scales set out in the Typography section of this guide.

Place the text and branding

  1. Text can be top-aligned to the grid
  2. The baseline of the text can be used to align to the grid
  3. Text can rag to the left or to the right (Text can be left or right aligned in its paragraph setting)
  4. Content can be left or right aligned to the cells of the grid.
  5. Branding is also scale and placed on the grid See the “Logo placement guide” for further details.

Layout Construction
— Image with Bleed

5. Textures, Schematics & Diagrams

layer of texture. texture layers comprise of photocopy scan textures as well as schematics and diagrams that has been placed through a filter.

Texture application guidelines:

  1. Textures can be added behind the text layer
  2. Textured diagrams & schematics can also be added, behind the text layer. See the section on schematics and Diagrams for more detail on this element.
  3. Textures and diagrams should be in black
  4. The opacity of the textures can be adjusted as needed.

Layout Construction
— Image with Bleed

6. Notes and Annotations

The final layer comprises of hand-drawn notes and annotations. These are typically made in a bright or contrasting colour and allows for the author to include another layer of communication, injecting humanism and wit to the brand, while communicating the idea of urgency and rapid prototyping.

Keep in mind:

  1. Written notes should relate to the content of the collateral
  2. 2. Written notes can be irreverent but should remain positive and not deriding
  3. Annotations and notes should not obscure text to such a degree that it becomes unreadable

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Layout Guidelines