Alaric

📋 1 Guidelines

🔗 Connections

Sector

Consumer goods Design creative

Region

India

Guideline Year

2024

Language

English

Tags

Design

Official Websites

Brand Guidelines

2024

Brand Summary

Mission
  • Alaric is a gaming furniture manufacturer offering a one-stop solution to tech-savvy gaming enthusiasts to organize and store their setups while maintaining a relaxed experience of coming to something that’s their ground zero [^1].
Core Values
  • Global
  • Innovative
  • Inspiring
  • Futuristic
  • Aspirational
  • Dynamic
  • Community-first
  • Inclusive
  • Honest
  • Confident
  • Empowering
  • Bold
  • Sophisticated
  • Artistic
Target Audience
  • 20-45 years old high performance individuals looking to organize their gaming and work station; tech-savvy gaming enthusiasts and creative communities globally [^2].
Personality Traits
  • Champion
  • Futuristic
  • Stylish
  • Serious
  • Casual
  • Respectful
  • Witty
  • Matter of fact
  • Bold
  • Energetic
  • Empowering
  • Sophisticated
  • Inclusive
Visual Identity Overview
  • The visual identity is modern, minimalistic, and bold, featuring vibrant orange as the primary color, balanced with neutral shades. The logo is a stylized combination of arrows and geometric shapes, with clear guidelines for usage, typography (Neue Haas Grotesk Display Pro), and iconography. Layouts and compositions are structured, with graphic elements and icons supporting a high-tech, futuristic look [^3].

Categories

Brand Voice
  • Alaric creates products for a niche audience — customers who resonate with Alaric’s design and personality. Alaric’s exclusivity isn’t just about price; it’s about the vibe. At the same time, Alaric is inclusive and maintains a welcoming stance. It is a global brand with takers from gaming and creative communities all around the world.
  • Tone of voice metrics are parameters or characteristics used to measure, assess, and define the way a brand, organization, or individual communicates through written or spoken language. They help ensure consistency and alignment with the intended personality, values, and emotional impact of the communication.
  • 3 2 1 0 1 2 3 Serious • Witty Casual Formal Respectful Irreverent Enthusiastic • Matter of fact
  • We create sophisticated futuristic products with a focus on precision. Our designs are original and can be easily recognised.
  • Do’s • Be honest and confident • Embrace new tech • Sound secure • Stay informed
  • Don’ts • Bash and mock competitors. • Overpromise • Be cocky
  • Our products are more than ergonomic machinery - they are artistic style statements as well. This matters to the community of gamers and creators.
  • Do’s • Build a community. • Community-first approach. • Emphasize on artistic appeal just as much as the functional part.
  • Don’ts • Make generic statements • Underestimate audience intelligence
  • Our designs accommodate all rigs and consoles, along with all else that gamers need. It’s pumped, it’s loaded, it’s an allrounder.
  • Do’s • Be energetic • Be empowering • Be bold and sleek
  • Don’ts • Be lethargic • Ignore new technology
  • We create products for a global community of gamers and creatives and empower them to level up their game.
  • Do’s • Be inclusive • Sound sophisticated • Be witty
  • Don’ts • Be excessively ornate • Be silly • Overuse Jargon. • Exclude any demographic.
Brand Imagery
  • Please note that many of the photographic images used in these guidelines are not owned or licensed by Alaric, and are intended only to illustrate the brand mechanics. Under no circumstance should you use any photo or example in the guide for any kind of public facing communications.
  • Always ensure that you have the approval of the appropriate copyright owners before using a photographic image in a Alaric communication.
Color Palette
  • Only use color provided here.
  • The brand uses a young and vibrant shade of orange, that is Energetic, bold, and urgent. This color grabs attention and communicates excitement, passion that drives our primary target audience.
  • The Neutral shades helps in balancing the vibrancy of the orange making it versatile for dynamic yet professional designs.
  • #tf4002
  • R=255 G=64B=02
  • C=O M=90 M=100 k=O
  • Pantone 179 C
  • Pantone Bright Red U
  • #000000
  • R=OG=OB=O
  • C=60 M=40 M=40 k=100
  • Pantone Black
  • #tftftf
  • R=255 G=255 B=255
  • C=OM=OM=Ok=O
  • #aaaaaa
  • R=170 G=170 B=170
  • C=35 M=30 M=30 k=O
  • Pantone Cool Grey 6 C
  • Pantone 414 U
  • #E6E6E6
  • R=230 G=230B=230 C=10 M=10 M=10 k=O Pantone 663C
  • Pantone 649 U
  • Do not set the logo in colors outside the ones provided.
Typography
  • Alaric’s Brand system uses one typefaces to achieve distinct and considered layouts.
  • Neue Haas Grotesk Display Pro is our typeface used for all headline copy, secondary headlines and body copy.
  • This section will showcase the weights of the typeface, how it’s used, and how to properly set it so it feels balanced and consistent.
  • Helvetica, also known by its original name Neue Haas Grotesk, is a widely used sans-serif typeface developed in 1957 by Swiss typeface designer Max Miedinger and Eduard Hoffmann.
  • The Helvetica we see today in the digital world is not the same as the original, pre-digital Helvetica. Throughout the years, many small features of Helvetica have been lost in translation due to it being tweaked for various typesetting technologies. Neue Haas Grotesk was Helvetica’s original name and type designer Christian Schwartz has attempted to bring back the original Helvetica typeface and set history right.
  • Available on Adobe Fonts. https://fonts.adobe.com/
  • There are two weights that are used for all headlines, subheads and body copy: Bold and Medium.
  • Neue Haas Grotesk Display - Bold This is the primary weight to be used as Headlines for all applications in brand-led communications.
  • Neue Haas Grotesk Display - Roman This is the primary weight to be used as Body and captions for all applications in brand-led communications.
  • As an additional typeface intended entirely for display purposes, a font has been created as an extension to the Alaric symbol.
  • For use only as a pattern or as a translation below headings, in pi red from the scifi, alien tech world.
  • These letters can be combined to create basic words or phrases in communications, It is not to be used to create sentences or to recreate a new logo.
  • When combining a headline , body copy and captions, there are certain proportions to be followed.
  • Line spacing or leading should always be similar to the size of the heading, for example if heading is 60 pt the line spacing will also be 60pt
  • Mathematically the size can be nearly 1/4 the size of the heading or it can be optically matched with the length of the last 2-3 letters combined.1
  • Since the secondary typeface is meant to be used as a graphic element only, it should not take up unwanted attention and serve as a visual filler in layouts.
  • You can avoid using the secondary typeface if the heading spans to more than one line.
  • Line spacing or leading of a body copy should have a di°erence of at least 20 points.
  • For a 60 pt heading the body copy will be 40 pt.
  • As they server for secondary information we always write them in all caps in font size with a di°erence of at least 20pt to that of a body copy.
  • For a 40 pt body copy the CTA would be 20pt.
  • There are two ways to use the Al Rune Display Typeface 01. As a subtext below single lineheaders. 02. As a graphic element aligned to the sides of a layout.
  • Never use a single letter as a graphic element from this typeface.
  • Except, letter “O” since its forming a closed shape (refer “layouts” section).
Logo Usage
  • The symbol( 04.) can be used in isolation but the text alaric design cannot be used in isolation.
  • The Long logo( 03.) is created to be used mainly on large scale touchpoints like hoardings and exhibition booths and is not meant to be used in small sizes.
  • In order to maintain maximum legibility ensure a clear space of around 2 times the size of “X” around the logo.
  • Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application. Due to the higher resolution of printed materials versus digital (300dpi versus 72dpi respectively), this version of the logo can be used at small scale without any graphic deterioration.
  • The Alaric logo should never be reduced smaller than 15mm by width in any print communication.
  • To ensure legibility and impact, the logo should never be reduced smaller than 72 px by width in any digital communication.
  • We use two different ways to use the alarics logo along side other Brands.
  • Placing the logo above the product helps in clearly portraying alaric as the parent company of the respective product.
  • We use an arrow pointing towards the other brand’s logo projecting Alaric as an empowerer.
  • Only use color provided here.
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside the ones provided.
  • Do not use the text without the symbol
  • Do not Crop the logo.
  • Do not add gradients/masks to the logo.
  • Do not use element from symbol as icon.
  • Do not recreate the logo, only use the ones provided.
  • Do not add a drop shadow below the logo.
  • Do not alter the spacing between the logo.
Tone And Messaging
  • Alaric creates products for a niche audience — customers who resonate with Alaric’s design and personality. Alaric’s exclusivity isn’t just about price; it’s about the vibe. At the same time, Alaric is inclusive and maintains a welcoming stance. It is a global brand with takers from gaming and creative communities all around the world.
  • Tone of voice metrics are parameters or characteristics used to measure, assess, and define the way a brand, organization, or individual communicates through written or spoken language. They help ensure consistency and alignment with the intended personality, values, and emotional impact of the communication.
  • We create sophisticated futuristic products with a focus on precision. Our designs are original and can be easily recognised.
  • Do’s • Be honest and confident • Embrace new tech • Sound secure • Stay informed
  • Don’ts • Bash and mock competitors. • Overpromise • Be cocky
  • Our products are more than ergonomic machinery - they are artistic style statements as well. This matters to the community of gamers and creators.
  • Do’s • Build a community. • Community-first approach. • Emphasize on artistic appeal just as much as the functional part.
  • Don’ts • Make generic statements • Underestimate audience intelligence
  • Our designs accommodate all rigs and consoles, along with all else that gamers need. It’s pumped, it’s loaded, it’s an allrounder.
  • Do’s • Be energetic • Be empowering • Be bold and sleek
  • Don’ts • Be lethargic • Ignore new technology
  • We create products for a global community of gamers and creatives and empower them to level up their game.
  • Do’s • Be inclusive • Sound sophisticated • Be witty
  • Don’ts • Be excessively ornate • Be silly • Overuse Jargon. • Exclude any demographic.
Brand Values
  • Think Lewis Hamilton. Think Champion. Think Futuristic. Think Stylish. Think… Global Innovative Inspiring
  • Alaric creates products for a niche audience — customers who resonate with Alaric’s design and personality. Alaric’s exclusivity isn’t just about price; it’s about the vibe. At the same time, Alaric is inclusive and maintains a welcoming stance. It is a global brand with takers from gaming and creative communities all around the world.
  • Tone of voice metrics are parameters or characteristics used to measure, assess, and define the way a brand, organization, or individual communicates through written or spoken language. They help ensure consistency and alignment with the intended personality, values, and emotional impact of the communication.
  • We create sophisticated futuristic products with a focus on precision. Our designs are original and can be easily recognised.
  • • Be honest and confident • Embrace new tech • Sound secure • Stay informed
  • • Bash and mock competitors. • Overpromise • Be cocky
  • Our products are more than ergonomic machinery - they are artistic style statements as well. This matters to the community of gamers and creators.
  • • Build a community. • Community-first approach. • Emphasize on artistic appeal just as much as the functional part.
  • • Make generic statements • Underestimate audience intelligence
  • Our designs accommodate all rigs and consoles, along with all else that gamers need. It’s pumped, it’s loaded, it’s an allrounder.
  • • Be energetic • Be empowering • Be bold and sleek
  • • Be lethargic • Ignore new technology
  • We create products for a global community of gamers and creatives and empower them to level up their game.
  • • Be inclusive • Sound sophisticated • Be witty
  • • Be excessively ornate • Be silly • Overuse Jargon. • Exclude any demographic.
Visual Style
  • In order to maintain maximum legibility ensure a clear space of around 2 times the size of “X” around the logo.
  • The Alaric logo should never be reduced smaller than 15mm by width in any print communication.
  • To ensure legibility and impact, the logo should never be reduced smaller than 72 px by width in any digital communication.
  • Only use color provided here.
  • #tf4002
  • R=255 G=64B=02
  • C=O M=90 M=100 k=O
  • Pantone 179 C
  • Pantone Bright Red U
  • #000000
  • R=OG=OB=O
  • C=60 M=40 M=40 k=100
  • Pantone Black
  • #tftftf
  • R=255 G=255 B=255
  • C=OM=OM=Ok=O
  • #aaaaaa
  • R=170 G=170 B=170
  • C=35 M=30 M=30 k=O
  • Pantone Cool Grey 6 C
  • Pantone 414 U
  • #E6E6E6
  • R=230 G=230B=230
  • C=10 M=10 M=10 k=O Pantone 663C
  • Pantone 649 U
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside the ones provided.
  • Do not use the text without the symbol
  • Do not Crop the logo.
  • Do not add gradients/masks to the logo.
  • Do not use element from symbol as icon.
  • Do not recreate the logo, only use the ones provided.
  • Do not add a drop shadow below the logo.
  • Do not alter the spacing between the logo.
Iconography
  • Icons are a core part of our visual language they not just help user understant the features but also helps in enhancing the high tech, futuristic look and feel we are trying to achieve.
  • We won’t always have features to talk about, hence we also have a set of abstract icons to support our layouts.
  • Further these icons can be broken down or extended according to the needs when creating layouts.
Layout And Composition
  • In order to maintain maximum legibility ensure a clear space of around 2 times the size of “X” around the logo.
  • Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application. Due to the higher resolution of printed materials versus digital (300dpi versus 72dpi respectively), this version of the logo can be used at small scale without any graphic deterioration.
  • The Alaric logo should never be reduced smaller than 15mm by width in any print communication.
  • To ensure legibility and impact, the logo should never be reduced smaller than 72 px by width in any digital communication.
  • Do not scale the logo disproportionately.
  • Do not set the logo in colors outside the ones provided.
  • Do not use the text without the symbol
  • Do not Crop the logo.
  • Do not add gradients/masks to the logo.
  • Do not use element from symbol as icon.
  • Do not recreate the logo, only use the ones provided.
  • Do not add a drop shadow below the logo.
  • Do not alter the spacing between the logo.
  • Line spacing or leading should always be similar to the size of the heading, for example if heading is 60 pt the line spacing will also be 60pt
  • Mathematically the size can be nearly 1/4 the size of the heading or it can be optically matched with the length of the last 2-3 letters combined.1
  • Since the secondary typeface is meant to be used as a graphic element only, it should not take up unwanted attention and serve as a visual filler in layouts.
  • You can avoid using the secondary typeface if the heading spans to more than one line.
  • Line spacing or leading of a body copy should have a di°erence of at least 20 points.
  • For a 60 pt heading the body copy will be 40 pt.
  • As they server for secondary information we always write them in all caps in font size with a di°erence of at least 20pt to that of a body copy.
  • For a 40 pt body copy the CTA would be 20pt.
  • There are two ways to use the Al Rune Display Typeface 01. As a subtext below single lineheaders. 02. As a graphic element aligned to the sides of a layout.
  • Never use a single letter as a graphic element from this typeface.
  • Except, letter “O” since its forming a closed shape (refer “layouts” section).
  • Always limit the amount of words used to not more than 4.
  • Always ensure a line break when using more than 2 words with the second line having an indent at the start.
  • Floating text and caption should always be written in All caps.
  • Inspired primarily from the folds and cuts in scifi space ships. We have a consistent use of lines in most of our layouts to define areas and sections for images, text and illustrations.
  • To be primarily used for prints.
  • We derived a shape from the letter “O” of a secondary display typeface that can be extended according the the needs.
  • Considering that Alaric has a number of elements in the brand system, the chart to the right can be referred to while designing. There will be applications that are more simple, and some that are more complex depending on the number of elements used.
Digital Guidelines
  • To ensure legibility and impact, the logo should never be reduced smaller than 72 px by width in any digital communication.
  • In order to maintain maximum legibility ensure a clear space of around 2 times the size of “X” around the logo.
  • Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application. Due to the higher resolution of printed materials versus digital (300dpi versus 72dpi respectively), this version of the logo can be used at small scale without any graphic deterioration.
  • The Alaric logo should never be reduced smaller than 15mm by width in any print communication.
  • To ensure legibility and impact, the logo should never be reduced smaller than 72 px by width in any digital communication.
  • To be primarily used for prints.
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