FISHBOWL CORPORATE STYLE GUIDE

Transcription

1 This corporate style guide has been prepared by the Fishbowl Marketing Team as a guide for employees, referrers, partners, media and others who need guidelines on the proper and approved use of our corporate logos and colors consistent use of these elements are important in maintaining and growing the Fishbowl brand. These guidelines should be followed not only internally but especially by those outside of Fishbowl who partner with or need to promote Fishbowl and/or its core products. Fishbowl trademark information and restrictions are also included (see p8). Please direct any questions you may have regarding use of logos, colors, etc. to Rick Weiss, Director of Marketing and Design (richard.weiss@fishbowlinventory.com) or Kirk Tanner, CMO (kirk.tanner@fishbowlinventory.com). THE FISHBOWL CORPORATE LOGOS Logo Structure and Terminology It will be helpful for you to have an understanding of the components that comprise a logo as we describe the official logos of Fishbowl. What we collectively call a logo often has two or more separate parts that together comprise the whole Logo. The two parts comprising the Fishbowl corporate logo and the Fishbowl product specific logos are the Mark and the Typographic Element. These are illustrated below. Mark Complete Logo Typographic Element The Mark is the graphic or visual, non-typographic part of the logo. Usually the mark is the most dominant part of the logo and is usually incorporated with the Typographic Element. The mark is often a different color than the typographic element (TE) so that it has more visual impact within the whole logo. The TE is most commonly the name of the company. The TE uses a font that visually works with the Mark and will often be altered by the designer to complement or interact with the visual shape of the mark the Fishbowl TE has been adjusted in subtle ways on a few of the letter forms. The mark is the main element of our corporate identity program and the main visual element we want associated with Fishbowl. As our brand continues to grow and gain more exposure, we anticipate a time when the orange mark will, by itself, be associated with Fishbowl. Think of companies like Nike, Puma, Apple, BMW and other prominent brands that can be identified now by just their marks or symbols. That level of brand recognition of just the mark did not happen immediately the early identities of those companies all had typographic elements associated with the marks. 1

2 The power of branding is when, with enough exposure and over time, the graphic symbol also becomes synonymous with the quality of the product, service and the culture of the company. By carefully branding Fishbowl, we aim to achieve association of our logo with the quality and integrity of our product, service, training, employees, and corporate culture. Horizontal and Stacked variations Often a logo will be designed to have both a Horizontal and a Stacked variation. This is common for marketing and branding purposes. Horizontal versions require less space and can be used in situations where space within a document is limited. Vertical or stacked versions usually are more symmetrical in overall visual impact and are used when space is not at a premium. There are horizontal and stacked versions of the Fishbowl corporate logo and the Fishbowl product specific logos. Horizontal and stacked versions of the Fishbowl corporate logo: Horizontal Stacked White Space Requirement for Our Logos One of the goals of our identity program is to maintain the integrity of our logos. Visually, this is accomplished by always having adequate white space around the logo. By surrounding our logo (either horizontal or stacked) with an appropriate amount of white space, we are saying that our logo is important and deserves respect. Below are the recommended requirements for minimum white space around our horizontal and vertical logos. Horizontal Logo The minimum white space around this logo is the space equivalent to the height of the lowercase l in the typographic element. This minimum space is illustrated below. That minimum space should go from the top, left and bottom of the mark and to the right of the as shown. Height of the lowercase l Red lines = the height of the lowercase l 2

3 Vertical Logo The minimum white space around this logo is the same as for the horizontal logo the space equivalent to the height of the lowercase l in the typographic element. This minimum space is illustrated below. That minimum space around the vertical logo should go from the top of the mark and to the left of the F, below the b and to the right of the in the typographic element as shown. Red lines = the height of the lowercase l Height of the lowercase l The white space around the horizontal and vertical logos illustrated above represents the minimum white space around our logos. It is always preferable to have more than the minimum, if possible. It is important to remember that when the logo is enlarged, the lowercase l becomes bigger and so does the required white space around the logo. Minimum Logo Size The minimum size to use for our logos is a function of readability of the typographic element Fishbowl. Please do not use either the horizontal or vertical logo in normal use when the name Fishbowl will be smaller than 0.75 as shown in the examples below. It is the integrity of our logo that we want to maintain. While the name Fishbowl may be readable when smaller, at sizes smaller than shown below the impact of the logo is very minimal. If the need exists to make the logo small, the preference is for the stacked version because the horizontal version has a smaller mark and the graphic element becomes less recognizable. Minimum width of typographic element is.75 Minimum width of typographic element is.75 Using the Fishbowl Logo with Images and Colors and General Logo Usage Generally, the logo should not be used on colored backgrounds, on top of an image or combined with an image where the minimum white space requirement is not met. Additionally, the logo, standing alone by itself, should not be warped or reshaped to any other form as this seriously compromises our corporate branding and devalues the impact of the logo. The logo may be superimposed on another object or within a photographic image when doing so implies a connection to Fishbowl an example 3

4 would be putting our logo on a computer monitor screen in an existing photo. We realize that certain partner websites may have colored backgrounds in which case the use of our logo on the background must be reviewed by Fishbowl and approved. Unapproved usage examples: The logo should never be used on a black background or very dark background where the typographic element is hard to read. The logo should never be used on brightly colored backgrounds especially if the color clashes with the colors in the logo. The logo should never be used on a background that has a color similar to the orange mark or blue typographic element. The logo should never be used directly over an image. While the logo is more readable in this example, it is still over another image where image colors minimize the readability of the logo. The logo should never be slanted or tilted. The standalone logo should never be warped or reshaped to another form. The standalone logo should never be stretched, compressed or modified in any way. Approved usage examples: In this example, (a webpage from a Fishbowl partner in the Partner Marketplace) the logo appears on a lightly colored background. While the background is a color, it is light enough that the Fishbowl logo is still easily readable. The color is neutral enough that it does not clash visually with the logo. Note also that the minimum white space is also met so that the logo is not crowded or competing with any elements near it. In this example, the logo is with an image but there is the minimum white space around the logo so that it is readable. The first iteration of this usage reviewed was not approved because there was not enough white space around the logo. After adequate white space was added, the combination of logo and image was approved. 4

5 Approved usage examples: The use of a very light, neutral color as shown in this example and the example to the right is approved. In this example, the logo appears on top of an image and is acceptable if the image is not complex visually (clouds shown here) and if the image is ghosted back so that mostly a white background appears through the image. Please have all such usages like this approved by Fishbowl s Marketing Department. THE FISHBOWL PRODUCT SPECIFIC LOGOS As a company Fishbowl has designed all of the product specific logos to have a similar look and feel in an effort to visually unify the Fishbowl product offerings so that they all look like they come from the same family of products. Below are all of the Fishbowl product specific logos. MOBILE White space requirements In a manner very similar to the white space requirements for the corporate logo, the minimum white space required aroung the Fishbowl product specific logos is equal to the total height of the typographic element of each logo. Only one example of a horizontal logo is shown here but the principal applies to all product logos whether horizontal or stacked. Total height of the typographic element of the logo Blue lines = the height of the typographic element 5

6 Minimum size requirements for product specific logos The minimum size to use for our product specific logos is also function of readability of the typographic element (both the Fishbowl name and the product name underneath Fishbowl). Please do not use either the horizontal or vertical logo in normal use when the combined typographic element is smaller than 1 as shown in the examples below. As with the corporate logo, It is the integrity of our product logos that we want to maintain. Minimum width of the combined typographic element is 1.0 Minimum width of the combined typographic element is 1.0 THE OFFICIAL FISHBOWL COLORS Fishbowl corporate colors These two main colors constitute the official colors for Fishbowl. The orange and blue are derived from the colors of the official logo. The main colors are given in four different formats for your reference. The derivitive colors are obtained using a color wheel to generate a table of analogous colors of light and dark variations. Derivitive colors are used to give color variety with in marketing documents. Please use only these colors when you need a color other than black or white in your Fishbowl documents, e.g., Word documents, Excel spreadsheets, PowerPoint presentations, etc. Fishbowl Corporate Orange Derivitive* Mid Orange Derivitive* Light Orange Derivitive* Dark Orange RGB CMYK Hex f4801a PMS Pantone716c RGB CMYK Hex f4963f RGB CMYK Hex f8b577 RGB CMYK Hex 682f0a Fishbowl Corporate Blue Derivitive* Light Blue Derivitive* Dark blue *These colors are scientifically determined using a color wheel to generate related colors as shown in the tables below. RGB CMYK Hex PMS 285 C RGB CMYK Hex 2271b6 RGB CMYK Hex 112e4f Using percentages of the main corporate colors It is acceptable to use percentages of these colors to fill table cells, put behind columns or rows, or for other applications where colors may be needed. Below are examples of the main colors shown as percentages of the main colors. It is recommended 6

7 that for percentages above 50% you reverse the type to white and for percentages below 50% use black type. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% As you can see, just using percentages of our three colors would give quite a variety of color options for use in your documents. THE OFFICIAL FISHBOWL PRODUCT SPECIFIC COLORS The orange and blue colors used in the product specific logo colors and for use in supporting collateral documents are both derived from the corporate orange and blue so that the product colors fit within the overall corporate color umbrella. Fishbowl Product Orange RGB CMYK Hex f69944 PMS Pantone 1375 C Fishbowl Product Blue RGB CMYK Hex 86b0d7 PMS Pantone 278 C Using percentages of the product specific colors IAs it is with the official corporate colors, t is acceptable to use percentages of the product specific colors to fill table cells, put behind columns or rows, or for other applications where colors may be needed. Below are examples of the main colors shown as percentages of the main colors. It is recommended that for percentages above 50% you reverse the type to white and for percentages below 50% use black type. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Again, using percentages of the product specific colors would give quite a variety of color options for use in your documents. 7

8 CORPORATE FONTS The Proxima Nova family is the official Fishbowl font designated for use in print, electronic and web applications. Due to strict licensing requirements this font is only available for use by select individuals on the Fishbowl marketing team. MS Trebuchet is the font that should be used on a daily basis in our s, Word documents, Excel files, and all other common documents. Trebuchet was chosen because it is a font that is commonly found on most PC s. While Trebuchet is a common font, it is well designed and the letter forms are very similar to those in the Proxima Nova family so that both fonts work well together. Trebuchet Regular Bold Italic Bold Italic The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog TREBUCHET REVERSED An example of how Trebuchet would look as white on orange. Bold Trebuchet reversed to white on Fishbowl Corp orange. You can see that using our colors as cell background colors can help brand your document and give it variety. FISHBOWL TRADEMARK INFORMATION AND RESTRICTIONS Fishbowl, Fishbowl Manufacturing, Fishbowl Warehouse, Fishbowl Mobile, Fishbowl Inventory, and other ExpressTech International, LLC ( Fishbowl ), brands are valuable assets of the company, and are legally protected in the United States and various jurisdictions around the world. This document provides general guidelines regarding the proper, permitted and prohibited use of Fishbowl s trademarks. This document does not constitute a license, legal opinion, or legal advice, and is subject to change without notice. Reservation of Rights ExpressTech International, LLC ( Fishbowl ), reserves all rights with respect to its trademarks, logos, trade names, and other indicia ( Marks ). Fishbowl does not routinely accept or review specific requests for guidance on the use of its Marks. Any unauthorized use of any Fishbowl-owned mark, or any use of a mark that is confusingly similar to, or likely to cause confusion with, a Fishbowl-owned mark, would constitute infringement of Fishbowl s exclusive trademark rights. This document does NOT constitute any form of license to use any Fishbowl-owned mark. No Fishbowl employee is authorized to provide guidance on the use of Fishbowl-owned marks, nor to give permission to use any Fishbowl-owned mark, except by formal written license agreement, or signed by an authorized director or vice president. Any promise, agreement, guidance or other representation by any Fishbowl employee (other than by a formal license as described herein) is invalid and cannot be relied upon. If you have questions about the laws surrounding the use of Fishbowl s marks, or any other parties marks, you should consult a qualified attorney. MORE 8

9 Referential Use Only You may make purely referential use of Fishbowl-owned marks as described in this section, but you should consult your own legal counsel on what does or does not constitute proper referential use of another company s marks, and what may constitute an unauthorized or infringing use. Use of Fishbowl Marks in commercial contexts may only be made for purposes like describing basic file format or data integration compatibility (in the case of software), ability to train others on the use of Fishbowl products (in the case of such services) or true, factual statements as to the nature of any relationship with Fishbowl, where one exists. Any use of Fishbowl Marks, or of statements that imply endorsement, affiliation, certification or other relationship - where none exists - are strictly prohibited. There may be situations where it would be appropriate for you to state in your marketing materials, or on packaging for your own offerings, that your product or service is for use with or is designed to work with or compatible with a Fishbowl product. Please consult a qualified attorney if you have questions about proper use of Fishbowl Marks. Use of Fishbowl s Marks within your companies product names, service names, company/trade names, DBA s, domain names or other indicia is strictly prohibited. Trademark Symbols and Legends Referential use of Fishbowl s marks should include the proper trademark symbol(s). Registered trademarks bear the symbol, whereas unregistered trademarks bear a symbol. Where possible, Fishbowl requests that those who make reference to Fishbowl, or its products, with their associated Marks also provide a short ownership attribution statement somewhere within those materials. Any attribution should be worded generally as shown in the following example: Fishbowl, the Fishbowl logo, Fishbowl Manufacturing, Fishbowl Warehouse, and other brands are trademarks of ExpressTech International, LLC ( Fishbowl ), registered in the United States and various jurisdictions around the world. Where an unregistered Mark is referenced, a sentence may be used which simply states that the mark is a trademark of Fishbowl, and which omits the registration portion of the statement. Examples of other attributions statements similar to Fishbowl s request: Apple Inc.: Apple, the Apple logo, itunes, ipad, iphone and ipod touch are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Google Inc.: Android is a trademark of Google Inc. Google Play is a trademark of Google Inc. MORE 9

10 Clarification questions concerning Fishbowl s Trademark Information and Restrictions can be submitted to Kirk Tanner CMO by kirk.tanner@fishbowlinventory.com. THANK YOU FOR COMPLYING Thank you for complying with these guidelines. We want our identity represented properly moving forward, and having readily available guidelines is one step in achieving that goal. Sign up for a personalized product overview by calling ext. 2 or visit our website at E Technology Ave Suite C2500 Orem, UT Phone Toll Free Fax Fishbowl. All rights reserved. Fishbowl, the Fishbowl logo, Fishbowl Manufacturing, Fishbowl Warehouse, and other brands are trademarks of ExpressTech International, LLC ( Fishbowl ). UPDATED: 06Dec