CREATIVE FRAMEWORK

CWA 1168 – Style Guide

Good design is innovative. Good design must be useful. Good design is aesthetic design.

Good design makes a product understandable. Good design is honest. Good design is unobtrusive. Good design is long-lasting. Good design is consistent in every detail. Good design is environmentally friendly.

And last but not least, good design is as little design as possible.

Dieter Rams

01. 

Color palette

Color is important because the human mind is important. The spectrum of colors creates ideas, expresses messages, sparks interest, and generates just as vivid a spectrum of emotions, using the human mind and human cultures as a canvas.

We have taken colors directly from stunning photos that inspire the same feeling as your brand, researched the message those colors communicate to your target audience, and agonized over curating only those which present you in the best light to your best prospects.

This takes hours of work and lots of spirited discussion; but what you see on this page represents the best of our expertise in representing your brand’s essence in full, attractive, living color.

#B10606

#640000

#3C3C3C

#3c3c3c

#ffffff

#5C6F80

#FFFFFF

#444444

02. 

Text Styles

HEADER FONT: Oswald

SECONDARY FONT: Lato

Choosing a typeface as the basis for a brand is a convenient starting point; the font that you choose will communicate a message and position in the market to your audience, regardless of what you then cause the letters to say with your writing. We have looked at hundreds of typefaces in the pursuit of choosing these – looking for visual analogies, letter combinations, and to elicit ideas that the design of a letter or group of letters might inspire.

Personal preferences, prejudices, and stereotypes often dictate what a logo looks like, but it is needs, not wants, ideas, not type styles which determine what its form should be. You communicate what you are, and you are what you communicate.

Primary

Secondary

Tertiary

Headings

HEADER FONT: Oswald

Heading 1

Heading 2

Heading 3

Heading 4

Heading 1

Heading 2

Heading 3

Heading 4

Body

SECONDARY FONT: Lato

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut.

Labore et dolore magna aliqua

  • Ut enim ad minim veniam.
  • Quis nostrud exercitation ullamco.
  • Laboris nisi ut aliquip ex
  • Ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut.

Labore et dolore magna aliqua

  • Ut enim ad minim veniam.
  • Quis nostrud exercitation ullamco.
  • Laboris nisi ut aliquip ex
  • Ea commodo consequat.

03. 

Logo

Here, we have combined the colors and the typefaces to create the ultimate form of brand identification – your logo.

A logo only takes on meaning if, over a period of time, it comes to instantly represent in the minds of your prospects the message which you are hoping to communicate.

Typically, this is achieved through finding some meaningful device, some idea that reinforces the memorability of the company name and mission.

But practically, it must also lend itself well to large scale interpretations – signs, exhibits, printed matter, web & mobile instances, and more. The logo is the face & fingerprint of your company: instantly recognizable, standing in for its very identity in the mind of your prospect.

Generally, do not alter the logo – or you will break the symbol and imagery, and disrupt the identity. It’s like disfiguring your face until you are no longer recognizable. Do not change the colors, chop up the words, add styles or effects, or add other elements to the logo, unless you want to confuse, cheapen, and dilute the value of your message to your prospects.

04. 

Imagery

In support of the brand identity we’ve just enumerated, we come to imagery.

Just like your brand story, fonts, colors, and logotype, your images tell a story.

Your prospect is looking for images which tell their story. Our approach has been centered upon their psychology and identity all along, appealing to who they are and what drives them to show your brand as the only (logical, emotional, authoritative) choice.

Your images must tell the different beats of the story that is the success your brand exists to bring them. Whether those images are of you or them, who they are now or who they want to be, depends upon where you are in the story.

But they all must serve the story.

Image

05. 

Voice

  • Bold, but not domineering.
  • Simple, but not basic.
  • classic, but not outdated.
  • Knowledgeable, but not arrogant.

Visuals largely dictate the first impression – but the substance of the message will soon overtake it in importance – if what you are communicating and how is not carefully crafted, you will lose the attention of the very prospect you first drew in with your visuals.

The staying power of your brand, the success you anticipate in the future, and the degree to which you will create the impact you want in the world all rise and fall on your words.

This is why we work hardest on the message and the voice of your brand. Here presented are a series of statements affirming one stance and negating another. It’s just as important what you stand against as what you stand for.

06. 

Module Styles

Here, we come to web-specific applications.

Here, we have combined the traditional brand identity work with the best practices of good design on websites.

The goal for these modules on your website is to be highly useful and unobtrusive – if it doesn’t perform the role for which it was designed, it is not designed well. We’ve designed the following elements to communicate your brand, and to be utterly usable, with no confusion.

Primary

Secondary

Tertiary

Blurb

@

Title Of the Blurb

Text for the Blurb!

@

Title Of the Blurb

Text for the Blurb!

@

Title Of the Blurb

Text for the Blurb!

@

Title Of the Blurb

Text for the Blurb!

@

Title Of the Blurb

Text for the Blurb!

Image

Divider

Testimonial

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Name Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Name Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Name Goes Here

Accordion

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Your Title Goes Here

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

07. 

Website Design Default

Now, we are putting it all together.

We have taken your highly useful and unobtrusive modules, and purposefully arranged them in the context of a web page in order to most effectively convert – that is, to remove all obstacles between your prospect and the decision to choose you.

Everything that follows is a representation of a real section of your website. They’ve been designed specifically to be as usable as possible, while still reflecting the special quality that defines your brand.

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