Seda Brand Standards Manual

Brand DNA

Verbal Identity

Brand Signatures

Visual Elements

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Visual Elements

Layout Guide

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Overview

Layout is one of the most visible touch points of the brand. Our guests will see it through print and digital ads, in-store signage, announcements, stationery etc. It plays a key role in communicating Seda’s brand values. This section will discuss the rules and guidelines in creating a layout that is effective and aligned to Seda’s visual identity.

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Fundamentals

To get started, here are the basic foundations of Seda’s layout system. When compositions are getting too complicated or cluttered, it’s always a good idea to return to these fundamentals to realign with the visual identity system.

White Space

White space is a design principle that refers to the empty space surrounding the elements in a design composition. Also called negative space, white space, when used intentionally can dramatically affect the mood of a composition. In Seda’s layout system, we use white space liberally to convey a sense of easiness and comfort. It represents lightness, peace of mind, and relaxation.

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To maximize the use of white space, it is recommended to implement the following:

Large/Full frame image blocks.

If using multiple photos, limit to 2 small photo blocks per page.

Small text blocks with tight columns.

Limited lines per paragraph (5 lines maximum).

Divide large text blocks to multiple pages.

Hero Image/Message

For effective communication, it is ideal to have a main focal point for the layout. In our system, that main focal point can either be a hero image or a hero message. Multiple elements competing for attention will dilute the composition’s impact and would make it look cluttered.

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In the example above the focal point is the image. All other elements are minimized so that they would not compete with the photo.

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In the example above the focal point is the headline: Independence sale-abration. The headline has the biggest font size and is placed close to the center of the layout.

Two-Side Rule

Once the designer has decided which element will be the main focal point, all the other elements in the composition should follow the two-side rule: All elements should be placed on any 2 sides of the the main focal point to frame the composition.

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In the example on the left, the focal point is the Independence day text. The logo and footer frames the subject from the top and bottom.

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In the example on the left, the focal point is the image. The headline and copy frames the subject on the top and right side.

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In the example on the left, we have a full frame photo with a woman as the subject. The headline and copy frames the subject on the left and bottom side.

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Applications

Text Only

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A text only layout is a basic composition in our arsenal but it can also get complicated and cluttered if we’re not careful. To approach this composition, we can implement our three fundamentals.

White Space

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Make sure the content is not too text heavy. Limit the paragraphs to 3 to 5 lines only. If the copy is too long, consider splitting the layout into multiple pages or posts. The text alignment can be left aligned or centered.

Hero Image/Message

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Establish a main focal point for the composition. In this case it’s a hero message. It can be placed anywhere in the composition but it should be the only design element that takes the most area.

Two-Side Rule

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The other elements should be placed on any 2 sides of the main focal point. In this example the logo and text blocks are placed above and below the hero message to frame the main subject.

Additional Notes

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For applications like packaging or stationery where design elements can be scarce, the two-side rule can be ignored as long as the hero message is well established.

The logo can be placed anywhere in the layout as the designer sees fit and as long as it satisfies the established clear space but by default, placement priority should be on the upper left or center top of a layout.

If there is a Hero message, the Seda logo should be the second biggest text in a layout. Otherwise it should be the biggest.

Logo on Image

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Logo on image is a very simple composition. Its visual impact is largely dictated by the juxtaposition of the logo and the chosen image. There is no text to read other than the logo so the burden of communicating the “look and feel” of the brand falls solely on the hero image. To help guide the designer on how to choose the right image please refer to the Photography Guide section of the standards manual.

Corner placement

Make sure the logo is placed on a clear area in the photo where there is no noise or clutter in the background.

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The logo can be placed on any of the four corners of the layout as long as it satisfies the established clear space. The ideal placement is opposite the densest area in the photo.

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Center Placement

The logo can be placed in the center of the layout. To fully utilize this composition, the logo should occupy at least 1/3 the width or height of the composition. Whichever is shorter. The logo should still follow the established clear space.

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Image and Text Blocks

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Composing a layout with image and text blocks is no different than composing a text only layout. To approach this layout we just need to implement our three fundamentals.

White Space

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Hero Image/Message

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Establish a main focal point for the composition. In this case it’s an image. It can be placed anywhere in the composition but it should be the only design element that takes the most area.

Two-Side Rule

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The other elements should be placed on any 2 sides of the main focal point. In this example the headline and text blocks are placed above and below the hero image to frame the main subject.

Multiple Image Blocks

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When composing with multiple photos, assign one image block as the main hero image.

The hero image should be the biggest image block in the layout. The rest of the photos should be about 1/4 the size of the hero image.

A single layout should only contain 2-3 image blocks.

The smaller image blocks should still follow the two-side rule. They should be placed adjacent to the other elements framing the hero image.

The smaller image blocks should be placed opposite the hero image. It should be placed diagonally above or below the hero image to maintain balance in the composition.

Text on Image

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Text on image is a very simple composition. Its principles are the same as the logo on text. Its visual impact is largely dictated by the juxtaposition of the text and the chosen image. To help guide the designer on how to choose the right image please refer to the Photography Guide section of the standards manual.

Top/Bottom Placement

Make sure the text blocks are placed on a clear area in the photo where there are no noise or clutter in the background. The text blocks can be placed at either the top or bottom of the layout.

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Corner Placement

Text blocks can also be placed on opposite corners of a layout if the background image permits.

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Center Placement

The text block can be placed in the center of the layout. To fully utilize this composition, the font size of the hero message should be as big as the margins permit or as the designer sees fit.

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Image and Text Blocks

Text on Image

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