Visual Identity. Style Guide MINI VERSION:2 JAN 2016
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1 Visual Identity Style Guide MINI VERSION:2 JAN 2016
2 Carnegie Science Visual Identity Style Guide These guidelines represent the building blocks that define the Carnegie Science brand. We want to make our message and product consistent and clear, compelling and attractive while reflecting our Mission and expressing the truth about our enterprise. This style guide is designed not to stifle your creativity but to give you channels to express it. It should be used as a starting point and road map for developing communications that build a consistent, memorable and distinctive brand identity. The components that comprise the Brand Identity Assets are: Carnegie Science Logo Color Palettes Fonts & Typography Brand Applications
3 Logo Anatomy The Carnegie Science Logo is comprised of a logomark and wordmark. The wordmark continues to carry on the already established Carnegie Science brand. The logomark has been added to visually depict the expanse of our research which includes the universe, the oceans, the earth and as a whole, LIFE. Logomark Wordmark Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p3
4 Logo Variations The prefered use of the Carnege Science Logo is in full color on a clear white or light background with a clear zone allowed on all sides. Secondary uses are white on dark backgrounds or black on midtone to light backgrounds. Logo color combinations may not be altered except as described in these guidelines. LOGO V1 : Vertical (For light backgrounds) LOGO V1 : Horizontal (For light backgrounds) Please Note: The logomark has been created in two variations: The primary logo V1 (p4) with the fossil in outline and V2 (p5) with the fossil in a solid color. Solid versions are intended to be used when the logo is needed in a format too small for the shell line weight to hold. Please choose the version appropriate for your desgn needs. Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p4
5 LOGO V2 : Vertical (For light backgrounds) LOGO V2 : Horizontal (For light backgrounds) Please Note: The logomark has been created in two variations: The primary logo V1 (p4) with the fossil in outline and V2 (p5) with the fossil in a solid color. Solid versions are intended to be used when the logo is needed in a format too small for the shell line weight to hold. Please choose the version appropriate for your desgn needs. Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p5
6 LOGO V1 : Black Horizontal (For light backgrounds) LOGO V2 : White Horizontal (For dark backgrounds) LOGO V2 : White Vertical (For dark backgrounds) LOGO V1 : Black Vertical (For light backgrounds) Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p6
7 Exclusion Zone & Sizes EXCLUSION ZONE The exclusion zone refers to the area around the logo that must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the exclusion zone (X) is equal to that of 1/3 the height of the logo. MINIMUM SIZE The preferred minimum size for the logo is.75 wide. For special applications, a measurement of no less than.5 wide is acceptable x = exclusion zone 0.75 inch 0.5 inch Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p7
8 Logo Do s & Dont s NOT change the typeface of the wordmark. NOT change the colors of the logomark or the wordmark. NOT change the sizing relationship of the logomark to the wordmark. NOT italicize, skew or distort the logo. NOT elongate or distort the logo. NOT run logo in solid colors other than black or white. Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p8
9 NT Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p9
10 Color Palettes The color palette is divided into two categories, primary and secondary. The primary palette is recommended for use on all corporate materials. The secondary colors provide flexibility to the system and are used to complement the primary palette. All secondary colors may be screened as needed. Consistent usage of the color palette is vital to enhancing the visual presentation of the brand. PRIMARY COLOR PALETTE PMS 2757 PMS 7459 PMS 874 PMS 376 Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p10
11 PMS CMYK RGB PMS CMYK RGB PRIMARY / 85 / 15 / / 54 / 113 PRIMARY / 0 / 90 / / 202 / 79 Secondary PRIMARY Secondary /48 / 0 / 0 82 / 131 / / 69 / 4 / 0 59 / 93 / / 10 /15 / 0 94 / 182 / / 0 / 32 / 0 80 / 201 / / 26 / 56 / 6 47 / 139 / 125 Secondary PRIMARY Secondary Secondary / 31 / 88 / / 185 / / 36 / 93 / / 168 / / 40 / 65 / / 154 / / 68 / 95 / / 116 / / 71 / 100 / / 104 / / 100 / 100 / / 3 / / 99 / 9 / / 29 / / 86 / 3 / / 71 / 152 Secondary palette example use for website icons. Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p11
12 Fonts* Two typefaces have been selected for exclusive use in the design vocabulary, Roboto, a slab serif typeface, and lato, a san serif typeface. These typefaces complement each another and may be used together in application. These are the only typefaces authorized for the Carnegie Institution visual system. Roboto Slab Thin Roboto Slab Light Roboto Slab Regular Roboto Slab Bold Lato Light Lato Light Italic Lato Book Lato Book Italic Lato Bold *Complete font application samples to follow in Full Style Guideline. Lato Bold Italic Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p12
13 Logo Applications* *Complete brand application samples to follow in Full Style Guideline. Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p13
14 For more information on our Visual Identity Guidelines Carnegie Institution Publications Office Tina McDowell Carnegie Science Phone: Natasha Metzler Phone: Brand Resouce Downloads The Carnegie Institution Brand Resource Download Page can be accessed through the following link: TO COME
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