Visual Identity Guidelines

Transcription

1 Visual Identity Guidelines 2017

2 Building Our Brand The Nasdaq brand is one of our most important assets. It embodies who we are and what we value. Taken together, all the elements of our visual identity create a distinct and powerful presence. In this document, you will find basic tools and information that will enable you to present the Nasdaq brand clearly and consistently across all applications and media.

3 Table of Contents Color Primary Color Palette 5 Secondary Color Palette 6 Nasdaq Logo Nasdaq Primary Logo 8 Clear Space 9 Minimum Size 10 List of Logos 11 Primary Logos: Do s & Dont s 12 Secondary Logos: Do s & Dont s 13 Improper Signature Use 14 Using the N in Solidarity 15 The Nasdaq Angle 16 Typography Primary Typeface 18 Primary Digital Typeface 19

4 Color

5 Primary Color Palette The primary color palette is composed of colors used in the Performance Signature, as well as the background on which it is staged. The colors of our primary palette have been selected for their ability to convey our distinct attributes powerful, driven and skillful. Using the colors consistently in all communications will strengthen brand recognition and distinguish our products and services in the marketplace. These colors may not be substituted. Nasdaq Blue PMS 313 C C100 M18 Y16 K0 R0 G149 B197 #0095C5 Black C0 M0 Y0 K100 R0 G0 B0 # PMS Cool Gray 11 C0 M0 Y0 K90 R66 G66 B66 # PMS Cool Gray 10 C0 M0 Y0 K80 R89 G89 B89 # PMS Cool Gray 9 C0 M0 Y0 K70 R110 G110 B110 #6E6E6E PMS Cool Gray 8 C0 M0 Y0 K60 R121 G121 B121 # PMS Cool Gray 7 C0 M0 Y0 K50 R148 G148 B148 # PMS Cool Gray 6 C0 M0 Y0 K40 R168 G168 B168 #A8A8A8 PMS Cool Gray 4 C0 M0 Y0 K30 R188 G188 B188 #BCBCBC PMS Cool Gray 2 C0 M0 Y0 K20 R209 G209 B209 #D1D1D1 PMS Cool Gray 1 C0 M0 Y0 K10 R230 G230 B230 #E6E6E6 5

6 Secondary Color Palette The secondary color palette has been selected to complement the primary palette (Nasdaq Blue/Black/Grey). They can be used as accents to add interest, mood, and hierarchy to our communications. Shades of blue, helpful in creating patterns with Nasdaq Blue 313 PMS 3155 C100 M0 Y24 K38 R0 G120 B138 #00788A PMS 3115 C74 M0 Y17 K0 R0 G191 B214 #00BFD5 Preferred accents to be used with Nasdaq Blue/Black/Gray combinations PMS 2405 C34 M100 Y0 K0 R173 G32 B142 #AD208E PMS 159 C0 M66 Y100 K7 R227 G111 B30 #E36F1E PMS 130 C0 M30 Y100 K0 R253 G185 B19 #FDB913 PMS 369 C59 M0 Y100 K7 R108 G179 B63 #6CB33F PMS 242 C10 M100 Y0 K49 R133 G12 B112 #850C70 PMS 266 C79 M90 Y0 K0 R90 G64 B153 #5A4099 PMS 287 C100 M68 Y0 K12 R0 G83 B155 #00539B PMS 336 C100 M0 Y67 K47 R0 G106 B81 #006A51 6

7 Nasdaq Logo

8 Nasdaq Primary Logo The N The Nasdaq N Is based on the idea of a performance ribbon; a symbol of triumph and innovation simplified to reflect not only the ethose of those who have made Nasdaq the company it is today, but also the power, drive & skill of our people who will make tomorrow great. The Nasdaq Wordmark To complement the dynamism of the N, our name is presented in a simple, modern typeface that exudes confidence, strength and humanity. Only use approved artwork The Nasdaq Logo should never be redrawn, recolored or recreated in any way. The wordmark and N share a fixed proportional relationship. Never scale or reconfigure the individual elements. Only use approved electronic artwork. The N Wordmark Nasdaq Logo 8

9 Clear Space Minimum clear space ensures optimum staging and visual impact of the Nasdaq Logo. It is equal to 1/2 N (N being the height of the N in the Nasdaq symbol) around all sides of the wordmark. No other element (type, texture, pattern, etc.) is to appear within the clear space. 1/2 N 1/2 N Height N 1/2 N 1/2 N 9

10 Minimum Size Minimum size refers to the smallest dimension at which the Nasdaq Logo may be presented. The Nasdaq Logo is supplied in regular and small sizes. The default usage should be the regular-sized signature. For applications where the signature needed would be smaller than the regular minimum size (110 px), the Nasdaq Logo designated small should be used. Regular Size Use Regular size if logo is 110 px W or larger and less than or equal to 200 px W. Small Size Use Small Size if logo is smaller than 110 px W Use for Embroidery, engraving, etc. Maximum Maximum 80 px 1.1 in 200 px in Minimum Minimum 110 px in 72 px 1 in 10

11 List of Logos There are 5 different Nasdaq Logos. Below is a list of their names and appearances. The following pages describe how and when they should be utilized. Primary Logos Secondary Logos Primary BK Secondary Primary W Secondary 2 BK Secondary 3 W 11

12 Primary Logos: Do s & Dont s Primary BK Primary W Only use on 7% gray or less. If using on gray background, gray must be 90% tint or more. Do not use on PMS 313 or any tint of PMS 313. Do not use on PMS 313 or any tint of PMS 313. Do not use on Black or gray higher than a 7% tint. Do not use on any tint of Black below 90% Do not use on secondary colors or any sort of pattern. Do not use on secondary colors or any sort of pattern. 12

13 Secondary Logos: Do s & Don ts Use the Secondary Logos only when you cannot use Primary 1 or Primary 2. Secondary Secondary 2 BK Secondary 3 W Use on pure white background or 5-7% grey background. Use on pure white or near white background. Use on pure black, grey, or color background. May be used over a photo but contrast must be high for legibility and to promote the strong, bold brand image. It is acceptable to use the white logo on secondary colors that are being used as accent colors. Do not use any of the secondary logos when contrast is not high enough. 13

14 Improper Signature Use The examples on this page demonstrate some common mistakes made when applying and reproducing the performance signature. The mistakes can be applied to any of the logo variations (Primary and Secondary). Do not change the color of the Performance Signature Do not crop the Performance Signature Do not alter the position of elements of the performance signature Do not skew or stretch the performance signature Do not add effects to the performance signature Do not present the wordmark without the symbol Nasdaq Performance Do not replace the wordmark with a different typeface Do not place performance signature on complex patterns, images or backgrounds Do not add messages or elements to the performance signature 14

15 Using the N in Solidarity In rare instances, the N may be used by itself on large or small scale. Prior to using it in solidarity, approval must be given by the Head of Brand & Creative. Upon approval, the creative team will give you the proper file to use. *DO NOT USE N IN SOLIDARITY WITHOUT APPROVAL. Large Scale: Anything Larger Than Maximum Regular Size If using for a print or digital background, please request not only approval but also the artwork file as spacing within N will vary. Regular Size If using for print or digital not on a large scale, follow customary sizing. Small Size If using for print or digital not on a large scale, follow customary sizing. Maximum Maximum px in 27 px in Minimum Minimum 36.8 px in 24.4 px in 15

16 The Nasdaq Angle We often use angles as a distinct brand asset for Nasdaq. For any instance of using an angle in tilted shapes or diagonal lines, the angle must match that of the ribbon in the N. 20º 20º -20º 19º 30º Any degree besides 20º 65º 20º 65º -65º -20º 65º -20º 20º + any degree besides -20º 65º + -20º or any degree besides 20º 20º Angle Rotation angle on a shape must be -20º or 20º. 65º Angle The 20º and -20º angle rotated 90º and -90º derives a 65º and -65º angle. The same rules noted in regards to the 20º angles apply. 16

17 Typography

18 Primary Typeface A consistent use of typography is essential for creating a strong, memorable brand presence. The Clan Pro type family, which we use for all applications and media, consists of 12 fonts (below) that provide a broad range of expression. Never modify or distort the proportions of the font. Clan Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$, %&?<>+=- Clan Pro Thin Clan Pro Thin Italic Clan Pro Book Clan Pro Book Italic Clan Pro News Clan Pro News Italic Clan Pro Medium Clan Pro Medium Italic Clan Pro Bold Clan Pro Bold Italic Clan Pro Black Clan Pro Black Italic 18

19 Digital Typeface This typeface, Calibri, is to be used for business and internal applications like Microsoft PowerPoint. Calibri was selected for its clean, modern look, and for its availability across commonly used software platforms. Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&?<>+=- Calibri Regular Calibri Italic Calibri Bold Calibri Bold Italic 19

20 2017 Nasdaq, Inc. rev091817