BRAND GUIDELINES Last modified: April 9, 2018

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1 BRAND GUIDELINES

2 CONTENTS Logos Logos on Dark and Light Secondary Logos Icon and Social Media Implementation Guidelines How not to use the logo Typography Typeface and Hierarchy Promotional Materials Suggestions on logo placement 2

3 LOGOS 3

4 This is the stacked logo for Lake Country Manufacturing Inc. The stacked logo contains specific elements which nonverbally communicates the heritage and future of the company. The circle has been enlarged and encases the entire logo and emulates the product shape the company first produced. The duck has been updated to capture the forward momentum and future growth of the company. A san serif typeface with an additional unique element provides modern appeal. LOGO ON BLACK AND WHITE 4

5 LOGO BLACK AND WHITE 5

6 This is the horizontal logo for Lake Country Manufacturing Inc. In certain instances the legibility of the stacked logo will be too small due to the logos overall height. When this occurs, use the horizontal logo. Examples of places where this horizontal logo should be used: When the Stacked logo is too small to be legible. Promotional materials that are wider than they are tall for example Tent Banners or Pens. Website header navigation. HORIZONTAL LOGO ON BLACK AND WHITE 6

7 HORIZONTAL LOGO BLACK AND WHITE 7

8 SECONDARY LOGOS 8

9 This is the ICON for Lake Country Manufacturing. The icon was developed to use the minimum elements needed to recognise the brand. Over time, it will evolve to be more interchangeable with the full logo. This logo should only be used for the following ways Social Media Profiles Promotional items where both the full logo and the icon can be used together. ICON ON BLACK AND WHITE 9

10 INSTAGRAM LINKEDIN TWITTER FACEBOOK SOCIAL MEDIA ONLY 10

11 IMPLEMENTATION GUIDELINES 11

G0 B0 HTML #0076CF HTML #FFFFFF HTML #97999B HTML #2C2A29 C98

12 Pantone 2195C Pantone Cool Grey 7C Pantone Cool Grey 7C Pantone Process Black C R0 G118 B207 R151 G153 B155 R255 G255 B255 R0 G0 B0 HTML #0076CF HTML #FFFFFF HTML #97999B HTML #2C2A29 C98 M40 Y0 K0 C20 M14 Y12 K40 C0 M0 Y0 K0 C0 M0 Y0 K100 BRAND COLORS 12

13 Stacked Horizontal The stacked and horizontal logo above are both the exact same height. To maintain a highly visible brand image, one logo might be better suited based on its placement. Each situation is different. Here are examples and answers to guide your decision I have a square space to place the logo. a. Use STACKED I have a very narrow space to place the logo. a. Use HORIZONTAL I am building the website header. a. Use HORIZONTAL I am creating a circular die-cut mailer. a. Use STACKED I am creating a document and will include the logo in the footer. a. Use HORIZONTAL WHICH LOGO DO I USE? 13

14 LOGO CLEARANCE 14

15 LOGO CLEARANCE STACKED AND ICON 15

16 makes great products DO NOT DO NOT DO NOT DO NOT DO NOT DO NOT DO NOT DO NOT Change color of any logotype element Add a gradient to the logo Change the size of any logotype element Add a drop shadow to any logo element Remove any elements of the logo Change the font of any logotype element Distort or disportionately scale any element of the logo element Use logo as part of a sentence AVOID 16

17 TYPOGRAPHY 17

18 Primary Avoid Lake Country Primary Lake country lake country LAKE Country lake COUNTRY LAKE COUNTRY Avoid LC Lc lc lc LCM LCm lcm lcm BRAND IN TYPE 18

Arial Primary TypefaceSpecifically for sales communications, pitches as a rule and wherever possible, use Arial. Its clean and easy to read at any size. Roboto- Use for Android products.

19 Arial Primary TypefaceSpecifically for sales communications, pitches as a rule and wherever possible, use Arial. Its clean and easy to read at any size. Roboto- Use for Android products. San Francisco- Used just for wearablesapple s San Francisco Font was designed specifically for legibility on their Apple Watch. Balboa Plus FillUsed to design logo. The font can be purchased from fonts.com for future needs. Note: the A has been altered to deter copycats. FONTS - CROSS PLATFORM - LOGO 19

Mobile Type Scale Web Type Scale General font sizes used across our mobile apps. These sizes are based on iphone ⅘ and are scaled up for larger phones.

20 Mobile Type Scale Web Type Scale General font sizes used across our mobile apps. These sizes are based on iphone ⅘ and are scaled up for larger phones. Android uses sp/dp. Web font sizes- simpler with a wider scale. Minimum size 13pt for descriptions and footers. Display is used in hero sections TYPOGRAPHIC SCALE 20

Text maintains a certain contrast ratio to ensure legibility and

21 Readability These are standard type colors for light, grey, and dark backgrounds. Text maintains a certain contrast ratio to ensure legibility and hierarchy. True Black text on a white background is too harsh on the eyes. Text Color on Dark Backgrounds HTML #0f0f0f TYPEFACE COLORS 21

22 PROMOTIONAL MATERIALS 22

23 SHIRTS White, Light Grey, Dark Grey, Black BEVERAGE HOLDERS Black, Blue (PMS 2195) Shirt is for logo placement only, not for style of shirt. PENS White, Black, Blue (PMS 2195) BRANDED PRODUCT PASSOUTS 23

24 QUESTIONS? CONTACT: Don Sura 24

GESTALT COMMUNITY SCHOOLS BRANDING AND DESIGN GUIDELINES

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