Logo Style Guide. February 20, 2008
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1 Logo Style Guide February 20, 2008
2 Table of Contents Communicating the Plexera Brand. 1 The Plexera Logo. 2 Using the Plexera Logo. 3 Color Palette. 4 Logo Don ts. 5 Typefaces. 6 Product Naming Typography. 8 Array Graphic. 9 Examples. 10 Trademark Guide. 12
3 Communicating the Plexera Brand The Plexera core brand message and attributes are carried through all mediums of communications through the intelligent use of color, typography, photography, and other Plexera brand elements. Proper usage is important to ensure the quality of the experience of every Plexera customer and potential customer. The brand elements include: The Plexera logo, color fields and bars, typefaces, photography and line art.
4 The Plexera Logo The logos in this section are the primary graphic elements of the Plexera branding program. Every member has a responsibility to help preserve the integrity of the Plexera logo. Consistent usage of the logo in its exactness will define and reinforce the Plexera brand. When the logo is used properly with the other elements of the identification program, a unique and effective visual style can be established. These guidelines will assist you in helping Plexera establish an easily recognized brand with lasting recognition worldwide. Plexera Blue PlexBlue CMYK C:77 M:24 Y:6 K:0 RGB R:0 G:153 B:204 Lab L:59 a:-21 b:-36 Websafe #0099CC PMS 7461C Black CMYK C:0 M:0 Y:0 K:100 RGB R:0 G:0 B:0 Lab L:0 a:0 b:0 Websafe # The Plexera logo is a two color type treatment. Ideally, the logo will be used on a white background for maximum impact and clarity. The logo will have a minimum of 1 X- space around it. In order to maintain legibility of the Plexera logo, the minimum width is.6 inches, 1.5 cm, 3p6 picas, or 45 pt. Example: 2
5 Using the Plexera Logo Color The color version of the logo ideally is used on a white or light neutral backgrounds for greatest impact. Dark Backgrounds For use on darker backgrounds, please use the two color reverse version of the logo. Grayscale & Mono When color printing is not an option, use the grayscale or mono versions of the logo rather than allowing the output device to convert the colored version. Patterned Backgrounds If the logo must appear on a photo, then use the white or color version on a relatively clean space, if any exists. If the background is heavily patterned and no clean space exists, then place the logo in a box on white with X-space around all four sides. 3
6 Color Palette Primary Palette Plexera Blue ( PlexBlue ) CMYK C:77 M:24 Y:6 K:0 RGB R:0 G:153 B:204 Lab L:59 a:-21 b:-36 Websafe #0099CC PMS 7461C Graphite CMYK C:71 M:40 Y:18 K:32 RGB R:76 G:100 B:127 Lab L:40 a:-8 b:-21 Websafe none PMS tbd 4
7 Logo Don ts Don t outline the logo. Don t use a pixilated or low resolution version of the logo. Don t re-arrange the logo elements. Don t adorn the logo with additional graphics. Don t change the proportions of the logo. Don t place the logo on a color or patterned background that makes it illegible. Don t alter the colors in the logo. Um no. 5
8 Typefaces Helvetica Black Condensed Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Plexera Word Mark Based on Helvetica Black Condensed Oblique Myriad Pro SemiCondensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy Print: Average size 9-11 pt Myriad Pro Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Headline Copy Print: Average size pt Myriad Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Subhead Copy Print: Average size pt Bank Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ Alternate Font Print: Used primarily on business cards abcdefghijklmnopqrstuvwxyz
9 Typefaces (web) Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Headline Copy web: 3 em Lucida Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy web: 1 em The fonts in the stylesheet for plexera.com are defined in the order: Helvetica Neue, Helvetica, Arial, and Verdana for headlines and Lucida Grande, Lucida Sans, Helvetica Neue, Helvetica, Arial, and Verdana for body copy. 7
10 Product Naming Typography K X Array The K X in K X Array is always set in italic. The X in K X Array is uppercase and is set as subscript. It is also set using the next highest text weight in order to create a balanced optical weight. For instance, in this paragraph, set in Myriad Pro SemiCondensed, the X is set in Myriad Pro SemiBold SemiCondensed Italic. The X is also set with a vertical offset of 1.75 pt in body copy and the aesthetic equivalent in headlines. Also illustrated on this page are the TM trademark symbols. They are included with the first instance of the product name and omitted thereafter. As long as the full product names appear in the body of the paragraph, the TM symbols shall be omitted in headlines and subheads as well. Also note that the TM symbol is not italicized. Plexera s trademarks are further detailed on page 12. 8
11 Array Graphic The Plexera array graphic is used as a secondary or background graphic element. There are no restrictions on the minimum or maximum size of the array. The color of the array is Plexera Blue. The array is commonly bordered with a Graphite bar of color. (Please see Color Palette for more information on color.) 9
12 Examples 10
13 Examples 11
14 Trademark Guide The list below shows the proper marking for the first use of Plexera individual and compound trademarks in a publication. Please note in particular the compound wordings lists and the specific TM placements for these compound usages. THESE SPECIFIC TM PLACEMENTS ARE TO BE FOLLOWED EXACTLY. Once marked, subsequent references to word marks do not require repeated marking, but TM placements MUST ALWAYS BE USED WITH LOGOS AND LOGOTYPES (STYLIZED WORD MARKS). For specific Plexera logos or product signatures, please contact your Plexera representative for a copy of our camera-ready master art or an electronic file for reproduction of the logo or signature, along with accompanying guidelines regarding use. K X and is always set in italic. The X in K X is uppercase and set as subscript. Please note that the basic formula for attribution is: [ Plexera and the Plexera logo first, if used, followed by other Plexera marks used in alphabetical order] are either registered trademarks or trademarks of Plexera Bioscience, LLC. in the United States and/or other countries. Please follow compound usage TM placements exactly as shown above. If you have any questions or need additional information for a specific region or country, please submit your inquiry via to priorapproval@plexera.com or address a letter to: PLEXERA BIOSCIENCE, LLC. Attn: Marketing Department North Creek Parkway, Suite 100 Bothell, WA Tel Individual Marks Plexera K X Array ExpressTag Compound Usages K X Array Technology K X Array System Plexera K X Array Technology Plexera K X Array System 12
15 If you have any further questions regarding the Plexera Brand please contact the Marketing Department at or call Download logos and templates at Plexera Bioscience, LLC North Creek Parkway, Suite 100 Bothell, WA
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