Trust runs deep. Brand Communications Guidelines. Version 12.1,

Transcription

1 Trust runs deep Brand Communications Guidelines Version 12.1,

2 Flint & Walling logo lockup Flint & Walling logo script (includes the Zoeller Meatball) Flint & Walling logo name bar Flint & Walling tagline pairing Color: PMS 281 blue Color: PMS 193 red Typeface: Univers 75 Black Oblique Color: PMS 281 blue Typeface: Bree Serif SemiBold LOGO Preferred Usage The Flint & Walling logo should never be recreated. Contact the Marketing department for official logo files and any questions about its usage. The preferred Flint & Walling logo is American-flag blue (PMS 281) and red (PMS 193), however, the alternative versions shown here may be used as well. The Flint & Walling logo lockup consists of the logo script with meatball icon and descriptor line. Never alter the proportions of the logo lockup or any element and its parts. When the tagline is paired with the logo lockup, it may only appear in the color combinations shown here. One color PMS 281 blue Reversed WRITTEN FORM Black and white Grayscale 60% Black "Flint & Walling" is the official name of this company. It must always utilize an ampersand, not the word "and." Alternately, the company name may be shortened to "F&W" with no spaces between the lettering. 10

3 LOGO Secondary Usage When space is restricted, the Flint & Walling logo can be used without the Flint & Walling tagline. Reversed one color The Flint & Walling logo script may be used by itself only when the size limits legibility of the type in the descriptor, such as on promotional items like pens. In these cases it may only be printed in PMS 281 blue, black, or reversed to white. All PMS 281 blue Black & white Grayscale 60% black Logo script all PMS 281 blue Logo script reversed one color Logo script all black Grayscale 60% black 11

4 LOGO Tagline Usage Tagline PMS 281 blue (preferred) The Flint & Walling tagline may be used by itself, such as a closing line to the last paragraph of copy in an ad, or in an opposite corner from the logo lockup. When the tagline is NOT paired with the logo lockup, it may be reproduced in PMS 193 red (preferred), PMS 281 blue, black, or reversed white. Tagline PMS 193 red See page 10 for the color the tagline must appear when paired with the logo lockup. Tagline black Tagline reversed one color 12

5 Descriptor is centered under the typographic element Registration marks are in the bottom right, flush with the bottom of the W and the Meatball. Both registration marks are the same size. Center of the Meatball is flush with the top of the typographic element. GRAPHIC PROPORTIONS To maintain brand consistency, the Flint & Walling logo must never be altered from its original graphic proportions. It is only to be used in proportion with the typographic element and Meatball as indicated on the left. LOGO SAFE AREA Keeping other elements a comfortable distance away from the logo will give it the prominence it requires in any design. Other elements should always maintain a space equal in size to the Meatball around all sized of the logo art. 13

6 MINIMUM SIZE AND PLACEMENT Minimum Sizes 1.375" Minimum width = 1.375" Minimum width = 1.375" To maintain readibility and avoid print production limitations, the logo should never appear smaller than 1" (25mm) on any traditionally printed marketing materials. Exceptions may be made for certain promotional materials, such as pens, upon approval from the marketing department. While the logo can be located in various places within a design, it should never be placed less than 1/2" (13mm) away from the trim edge " 1.375" Minimum width = 1.375" Minimum Sizes The logos and logo elements should never be reproduced smaller than these minimum sizes. As the full logo lockup gets too small, switch to the other options to maintain legibility and reproduction quality. 14

7 COLORS Field of Blue Logo Blue American Flag Blue PMS 281 blue C:100 M:85 Y:5 K:36 R:0 G:32 B:91 HTML: 00205B Logo Red American Flag Red PMS 193 red C:2 M:100 Y:62 K:10 R:191 G:13 B:62 HTML: BF0D3E When the American flag blue is reproduced in a small area, it is so dark it can be mistaken for black, so PMS 281 is used as the logo blue to assure it is recognized as blue. The actual American flag blue is PMS 282. This color works best in large fields of color, and is recognized as dark blue, not black, when reproduced in this way. Using PMS 281, the logo blue, in large fields produces results that are too bright. Between these two uses, no dicernable difference should be noticed by the casual observer, providing for accurate representations of the patriotic blue of the American flag. Large-area blue is to be used when large fields of the American flag blue are wanted. Large-area blue American Flag Blue PMS 282 blue C:100 M:90 Y:13 K:68 R:4 G:30 B:66 HTML: 041E42 15

8 TYPEFACES Bree Serif Univers Univers Condensed Primary Fonts Bree Serif Light Bree Serif Light Italic Bree Serif Regular Bree Serif Italic Bree Serif SemiBold Bree Serif SemiBold Italic Bree Serif Bold Bree Serif Bold Italic Univers-Light Univers-Light Oblique Univers-Roman Univers-Oblique Univers-Bold Univers-Bold Oblique Univers-Black Univers-Black Oblique Univers-Extra Black Univers-Extra Black Oblique Univers-Light Condensed Univers-Light Condensed Oblique Univers-Condensed Univers-Condensed Oblique Univers-Bold Condensed Univers-Bold Condensed Oblique Univers Extended Univers-Extended Univers-Extended Oblique Univers-Bold Extended Univers-Bold Extended Oblique The success of the Flint & Walling brand identity program is also dependent on the consistency of the typefaces. Univers is a timeless sans serif font that always looks current. It comes in many weights, including regular, condensed and extended versions, which makes it very versatile. Univers should be used primarily for main headlines (in all caps), text and body copy Bree Serif is a slab serif font. Slab serif fonts look strong and durable. It is a historic font style which has a friendly, more rural character, much like Flint & Walling, yet Bree Serif is designed with a modern flair to look current and remain relevant over time. Bree Serif should be used sparingly, primarily for subheadlines and attention callouts. Univers-Black Extended Univers-Black Extended Oblique 16

9 TYPEFACES Arial Narrow Arial Narrow Arial Narrow Italic Arial Narrow Bold Arial Narrow Bold Italic Verdana Verdana Verdana Italic Verdana Bold Verdana Bold Italic Substitute Fonts In some situations regarding different platforms and software such as Word and PowerPoint, Metronic Slab Serif and Univers may not be available for use. For these situations, we have selected Arial Narrow as the acceptable replacement for all headline copy, and Verdana for all body copy. These technical constraints should be the ONLY reason to substitute for the primary fonts. 17

10 Address: Univers-Bold 6.5 / 7.5 pt. 60% black.5625" 2.125" 95 N Oak Street Kendalville, IN Phone: Fax: " STATIONERY Letterhead The Flint & Walling letterhead is reproduced in two colors; PMS 281 blue and PMS 193 red. 11" 1.325" Version: Univers-Roman 6 pt. 60% black 0.375" 8.5".5625" 18

11 STATIONERY Business Card The Flint & Walling business card is reproduced in two colors; PMS 281 blue and PMS 193 red. The business card should be printed on a paper stock that is uncoated on the back so that notes can be written if desired. Arial Bold 10 / 12 PMS 281 blue Arial Italic 6 / 9 PMS 281 blue Arial Regular a6 / 9 PMS 281 blue 2" John Doe Job Title jdoe@flintandwalling.com Trust runs deep ext fax cell Arial Narrow Italic PMS 281 blue Red line: PMS 193 red 1 pt Arial Narrow Bold Italic 7 / 8.4 reversed white Blue field: PMS 281 blue 95 North Oak Street Kendallville, IN USA flintandwalling.com 3.5" 19

12 STATIONERY #10 Envelope.4" 2.16" Envelope The Flint & Walling #10 envelope is reproduced in two colors; PMS 281 blue and PMS 193 red..18" Univers-Roman 6.5 / 7.8 pt. 60% black, centered on logo.25" 95 N Oak Street Kendalville, IN Phone: Fax:

13 APPAREL 4" Black T-shirt Flint & Walling logo on front left chest (red, white & blue) or (all white). Tagline on upper back centered blue, red or white. 3" Navy Red Light Gray 7" 24

14 APPAREL 4" Gray Polo Shirt Flint & Walling logo on front left chest (red, white & blue) or (all white). Tagline on left sleeve blue, red or white. 3" Navy Red White 3" 25

15 APPAREL White cap, navy blue bill, contrasting navy blue button Baseball Caps Navy blue cap, red bill, contrasting red button and vent-hole stitching Approx. 3" Trust runs deep Approx. 3" Flint & Walling logo on front of hat. Tagline embroidered on back. White hat with blue bill and contrasting blue button Red, white & blue logo Blue tagline Blue hat with red bill and contrasting red button and vent-hole stitching White reversed logo Red tagline Gray hat with blue bill and contrasting blue button Red, white & blue logo Blue tagline Gray cap, navy blue bill, contrasting navy blue button 26

16 APPAREL Camouflage Logo Flint & Walling logo on front of hat. Color: PMS 466 tan If PMS color specified here does not work with camouflage pattern used, select a shade lighter than any of the camouflage colors for the logo. Color: PMS 7497 taupe 27