L O G O S T A N D A R D S

Transcription

1 LOGO STANDARDS

2 Apex Logo Standards Logo + Colors...-6 Logo Family Logo Usage Typefaces Logo Files: Applications & Use...21 Prepared by: 27 CENTRAL PARK BLVD. STE 204 DENVER, CO June 28, 2017 Apex Logo Standards: Table of Contents 2

3 Logo Colors: 2 1 Color Conversions: 1 2 Pantone Coated Pantone Uncoated PMS Cool Gray 10C PMS Cool Grey 10C PMS 67 C PMS 67 U PMS 2286 C PMS 2286 U CMYK Build C 62 M 52 Y 48 K 19 C 40 M 0 Y 81 K 0 C 58 M 0 Y 100 K 0 RGB Build R 98 G 100 B 105 R 164 G 21 B 95 R 117 G 202 B 0 Apex Logo Standards: Logo Colors + Conversions

4 Logo Colors: Color Conversions: Pantone Coated Pantone Uncoated PMS Cool Gray 10C PMS Cool Grey 10C PMS 67 C PMS 67 U PMS 2286 C PMS 2286 U CMYK Build C 62 M 52 Y 48 K 19 C 40 M 0 Y 81 K 0 C 58 M 0 Y 100 K 0 C 0 M 0 Y 0 K 0 RGB Build R 98 G 100 B 105 R 164 G 21 B 95 R 117 G 202 B 0 R 255 G 255 B 255 Apex Logo Standards: Logo Colors + Conversions 4

5 Logo Colors: Color Conversions: USED TO CREATE GRADIENT 1 5 Pantone Coated Pantone Uncoated PMS Cool Gray 10C PMS Cool Grey 10C PMS 2282 C PMS 2282 U PMS 2286 C PMS 2286 U CMYK Build C 62 M 52 Y 48 K 19 C 24 M 0 Y 5 K 0 C 58 M 0 Y 100 K 0 RGB Build R 98 G 100 B 105 R 198 G 22 B 149 R 117 G 202 B 0 (CORRECT GRADIENT DIALOGUE BOX) *NOTE: THESE COLORS ARE USED TO BUILD THE GRADIENT (COLOR 2 SHOULD BE AT THE 0% POSITION AND COLOR SHOULD BE AT 100% WITH THE MIDPOINT SET TO 50%. THE ANGLE OF THE GRADIENT ON THE LEFT HALF OF THE ICON MUST ALWAYS BE 0 WHILE THE RIGHT HALF IS ALWAYS AT 180 ). IF CREATING THE GRADIENT BY HAND, ALL OBJECTS RECEIVING THE GRADIENT COLOR TREATMENT SHOULD BE TURNED INTO A SINGLE COMPOUND PATH (CMD + 8). Apex Logo Standards: Logo Colors + Conversions 5

6 Alternative Brand Colors: When these Alternative colors appear in the logo, the Primary color is to be located in the large side of the icon while the secondary color must appear in the smaller section of the icon. Color Conversions: Primary: Secondary: Primary: Secondary: PMS: 2144C, 2144U CMYK: 97, 61, 0, 0 RGB: 0, 101, 178 PMS: 214C, 2142U CMYK: 50, 27, 0, 0 RGB: 126, 164, 214 PMS: 260C, 260U CMYK: 61, 91, 0, 0 RGB: 129, 49, 166 PMS: 258C, 258U CMYK: 45, 59, 1, 1 RGB: 148, 116, 160 Primary: Secondary: Primary: Secondary: PMS: 716C, 716U CMYK: 0, 71, 100, 0 RGB: 255, 107, 0 PMS: 714C, 714U CMYK: 0, 42, 75, 0 RGB: 249, 162, 8 PMS: 125C, 128U CMYK:, 2, 100, 0 RGB: 244, 178, 26 PMS: 1215C, 127U CMYK: 2, 19, 68, 0 RGB: 249, 205, 108 Primary: Secondary: PMS: 2200C, 2200U CMYK: 70, 14, 2, 0 RGB: 65, 169, 188 PMS: 66C, 66U CMYK:44, 0, 19, 0 RGB: 18, 209, 210 Apex Logo Standards: Alternative Brand Colors + Conversions 6

7 Full Color Logo with Tagline Full Color Logo Full Color Type Lockup with Tagline Full Color Type Lockup Full Color Horizontal Logo with Tagline Full Color Horizontal Logo Full Color Icon 7

8 These color logos to be used on dark backgrounds. Reversed logos to be used only if adequate contrast is maintained. Reversed Full Color Logo with Tagline Reversed Full Color Logo Reversed Full Color Type Lockup with Tagline Reversed Full Color Type Lockup Reversed Full Color Horizontal Logo with Tagline Reversed Full Color Horizontal Logo Reversed Full Color Icon 8

9 Color logos with background are to only be used on 0% Black and lighter backgrounds. Full Color Logo with Tagline on Background Full Color Logo on Background Full Color Type Lockup with Tagline on Background Full Color Type Lockup on Background Full Color Horizontal Type Lockup with Tagline on Background Full Color Icon on Background 9

10 B/W Logo with Tagline B/W Logo B/W Type Lockup with Tagline B/W Type Lockup B/W Horizontal Logo with Tagline B/W Horizontal Logo B/W Icon 10

11 Reversed logos to be used only if adequate contrast is maintained. Reversed B/W Logo with Tagline Reversed B/W Logo Reversed B/W Type Lockup with Tagline Reversed B/W B/W Type Lockup Reversed B/W Horizontal Logo with Tagline Reversed B/W Horizontal Logo Reversed B/W Icon 11

12 Logos with Tagline and Departments name must only be reproduced in the following orientation. 12

13 Logos with Tagline and Departments name must only be reproduced in the following orientation. 1

14 Logos with Tagline and Departments name must only be reproduced in the following orientation. 14

15 Logos with Tagline and Departments name must only be reproduced in the following orientation. Reversed logos to be used only if adequate contrast is maintained. 15

16 Logos with Tagline and Departments name must only be reproduced in the following orientation. Reversed logos to be used only if adequate contrast is maintained. 16

17 Logos with Tagline and Departments name must only be reproduced in the following orientation. Reversed logos to be used only if adequate contrast is maintained. 17

18 Logo Usage: The mountain icon may be shown without the type lockup. The logo lockup must not be redrawn or modified in any manner. The Apex type lockup may be shown without the icon. The logo proportions must not be distorted or warped in any way. The Apex tagline may never appear on its own. Adequate visual spacing must be maintained between the logo mark and the wordmark in order to avoid creating an unauthorized logo variation. Colored backgrounds are not encouraged. The logo must not be reproduced in unauthorized colors. Adequate visual contrast must be considered. The logo may not be replicated in substitute typefaces. Apex Logo Standards: Logo Usage 18

19 Adequate Clear Space: Adequate clear space should surround the logo in all applications. A helpful guideline for the area of non-interference is the overall height of the letter X in the word Apex. When the mountain icon is shown individually, the area of non-interference is the overall height of the mountain. This space is indicated by the X measurement. X X X X X X X X X Minimum Size: The Apex logo should never be reproduced at a size where the height of the tagline is shorter than.0625". If the logo is reproduced at a size smaller than this, the tagline should be removed. The Apex logo is never to be reproduced at a size where the height of the word Apex is shorter than.125". The the mountain icon (when used alone) should never be reproduced at a size less than.25" Apex Logo Standards: Logo Usage 19

20 Typefaces: Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold italic Black Black Italic BRANDON GROTESQUE SUPPORT TYPEFACE ABCDEFGHIJKtLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKtLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz TREBUCHET SECONDARY WEB TYPEFACE* Regular Italic Bold Bold Italic Apex Logo Standards: Typefaces 20

21 Logo Files - Applications & Use: The logo files that accompany this document have been prepared in anticipation of use for a variety of typical applications, reproductions and file type requirements. Please refer to the information below when determining which logo file type and color profile is most appropriate for your desired usage. Color Profiles: PMS CMYK RGB BW Best for guaranteeing exact Pantone matches when used in embroidery, paint colors etc. Best for general printing purposes like letterhead and other marketing collateral. Best for web or screen based applications. Best for any situation where color is not appropriate or necessary. File Types: EPS PNG Best for applications where designers or other users require an infinitely scalable vector format. Typically most appropriate for web or use in purely digital applications. This file type has a transparent background and can be used in place of a JPEG. Apex Logo Standards: How To Use Logo Files 21