INTRODUCTION. Your brand guidelines detail exactly how to format all of your company s materials for every single person who works with your business.

Transcription

1 BRAND GUIDELINES

2 INTRODUCTION Your brand guidelines detail exactly how to format all of your company s materials for every single person who works with your business. Refer back to these guidelines whenever you or your team have questions about color, typography, layout, or how to use your logo. Keep your brand consistent and looking as shiny and new as the day it was born. 2 Introduction

3 CONTENTS 02 Introduction 03 Contents 04 Primary logo 05 Primary logo spacing 06 Alternative logos 07 Logo application 08 Logo misuse 09 Logo mockup 10 Typography 13 Primary colors 14 Secondary colors 3 Contents

4 PRIMARY LOGO This is your primary logo. That means you should use this version of your logo as often as possible. 4 Primary logo

5 PRIMARY LOGO SPACING Give your logo plenty of space so it s easily recognizable to your audience. It is strongly recommended to place the logo on a solid background. Recommended white space dimensions: - To determine how much whitespace you need around your logo, measure 1/2 on the height of the logo, and use that measurement to determine the whitespace needed on all sides. 1/2x x 1/2x 5 Primary logo spacing

6 ALTERNATIVE LOGOS Specific logo variations have been developed in order to ensure the best results for a wide range of scenarios. 6 Alternative logos

7 LOGO APPLICATION Consistency and visual contrast are critical to maintaining the recognizability of your logo and business. Don t use too little contrast or too many colors. Reference the examples to the right to get a sense of good and bad logo contrast and color. White logo on brand color Black logo on brand color Grey logo on brand color Grey logo on brand color White logo on brand color Black logo on brand color White logo on non brand color Black logo on non brand color *Grey logo not to be used on non brand colors 7 Logo application

8 LOGO MISUSE Do not use accent colors for the logo Do not use multiple colors for the logo Do not distort or stretch the logo Do not add special effects to the logo 8 Logo misuse Do not use outdated logos

9 LOGO MOCKUP You can use your logo on different materials including online platforms / shirts / t-shirts / cap / branding stationery and more. For swag, please see the SWAG Guidelines. 9 Logo mockup

10 TYPOGRAPHY Use your primary typeface for any large type, especially when your brand s message is being conveyed. Primary typeface examples: - Headlines - Subheadlines - Video titling - Advertisements Use your secondary typeface for any body copy in long form print or shorter body copy. Sentence case: Use all capitlized letters when creating titles for presentations, documents, or advertisements. Use sentence case for subheadlines and general body copy with the exception of referring to our brand name, TAIT, please use all capital letters. 10 Typography

11 TYPOGRAPHY This is your primary typeface: OSWALD BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ # $ % ^ & * ( )? { } ] [,. / + _ OSWALD REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ # $ % ^ & * ( )? { } ] [,. / + _ Oswald Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz # $ % ^ & * ( )? { } ] [,. / + _ This is your secondary typeface: Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz # $ % ^ & * ( )? { } ] [,. / + _ 11 Typography

12 TYPOGRAPHY SCALE Your type sizes should use relative scales to stay consistent and clean. Body Copy - 12 pt Subheadlines - 14 pt Medium Headlines - 22 pt Big Headline - 30 pt Big headline only used in presentations / advertisements / look books / video OSWALD BOLD OSWALD REGULAR OSWALD LIGHT ARIAL 30 PT. 22 PT. 14 PT. 12 PT. THIS IS A BIG HEADLINE THIS IS A MEDIUM HEADLINE This is a subheadline Body copy: Accus, apientinulpa im int lit landia dus, quibus. Omnihil ignatqui nem quo mo volor aut volut 12 Typography

13 PRIMARY COLORS Your color combinations have been selected using color theory to ensure visual harmony. For type: Use primary colors for headlines, ensuring that our brand typography remains consistent and legible. For print: Use PMS or CMYK values. PMS are Pantone ink colors, the standard and most reliable color system for print. CMYK values are a less expensive, but also a less accurate alternative to printing with Pantone colors. For screens: Use RGB and HEX values. RGB values have more color range, but not all browsers display them accurately. HEX values have less color range, but older browsers display them more consistently. PRIMARY COLORS HEX CODE: RGB: CMYK: RAL: RAL 9005 PANTONE: BLACK 6 C HEX CODE: FFFFFF RGB: CMYK: RAL: RAL 9016 PANTONE: N/A HEX CODE: 58585A RGB: CMYK: RAL: RAL 7015 PANTONE: 7540 C 13 Primary colors

14 SECONDARY COLORS Your color combinations have been selected using color theory to ensure visual harmony. For type: Secondary colors can be added for impact, structure or variation. Secondary colors can only be used for subheadlines not titles or headlines. For print: Use PMS or CMYK values. PMS are Pantone ink colors, the standard and most reliable color system for print. CMYK values are a less expensive, but also a less accurate alternative to printing with Pantone colors. For screens: Use RGB and HEX values. RGB values have more color range, but not all browsers display them accurately. SECONDARY COLORS HEX CODE: D2232A RGB: CMYK: RAL: RAL 7015 PANTONE: 1795 C *Red Accent Color Not to be used on TAIT Logo HEX values have less color range, but older browsers display them more consistently. HEX CODE: RGB: CMYK: RAL: RAL 7042 PANTONE: COOL GREY Secondary colors