BRAND USAGE GUIDE
LOGO CONFIGURATION The Jaylor word mark is the most visible component of the overall brand identity. The primary lockup consists of two parts: the Jaylor word mark set in the type family of Helvetica and the black sphere. The tag line Because Nutrition Matters TM. shall only be alinged to the right hand size of the logo. Both the Jaylor logo and tag line can be used as separate elements.
CLEAR SPACE To preserve the integrity of the logo and ensure maximum impact where the logo appears with other elements, clear space must be maintained on all sides of the logo. The minimum clear space required is relative to the size in which the logo appears. The clear space around the Jaylor logo should always be equal to the size of the sphere. Clear space
LOGO COLOR SPECIFICATIONS The Jaylor logo utilizes two colors, Pantone 485 C and black. This full-color version is the preferred usage for all printed materials and promotional items where reproduction of a gradient is not viable. The tag line Because Nutrition Matters TM. is only to be used in black or white. BLACK Pantone Black C C:0 M:0 Y:0 K:100 R:7 G:0 B:4 HEX#- 070002 JAYLOR RED Pantone 485 C C:0 M:100 Y:91 K:0 R:237 G:28 B:36 HEX#- ED1C24
Minimum Size 1 inch or 75.309 px MINIMUM LOGO SIZE When the logo is reduced, there is a point at which it becomes ineffective. Establishing a minimum size for the logo ensures the logo is always prominent and readable. Therefore the Jaylor logo should never be reproduced smaller than one inch in width. WEBSITE URL FORMAT Jaylor has two versions of the website URL. The tag line Because Nutrition Matters TM. is only to be used when speaking to the nutrition aspect of the Jaylor story, while www.jaylor.com is the perfered format for all print and web materials and is set in Helvetica Black Condensed when used outside of body copy. Both URL s have to be used in either Black or White.
Monochromatic logo: Black MONOCHROMATIC LOGO COLOR SPECIFICATIONS When the Jaylor spot color or its 4-color equivalents are not an option on printed materials, a monochromatic grey scale version should be used with the sphere in the gradient. Black is the preferred option. REVERSED LOGO The logo must be reversed to white on any dark backgrounds for legibility. Reversed logo: White LOGO ON MIXERS Jaylor s wordmark should be used in white on the Jaylor RED and the sphere is to be in solid black. Mixer logo
LOGO USAGE IN ONLINE APPLICATIONS Gradation and outline is added to the standard Jaylor logo in web use. Web logos LOGO USAGE PRINT GRADATION APPLICATIONS Gradation and outline is added to the standard Jaylor logo in print use. Gradient print logo
BLACK Pantone Black C C:0 M:0 Y:0 K:100 R:7 G:0 B:4 HEX#- 070002 JAYLOR RED Pantone 485 C C:0 M:100 Y:91 K:0 R:237 G:28 B:36 HEX#- ED1C24 COLOR HIERARCHY The adjacent diagram illustrates the color hierarchy for the Jaylor brand. Jaylor red and black are the established primary logo palette and are preferred for use on all printed materials and promotional items. Our color system also includes a palette of secondary colors that compliment the core colors. Black at 80% saturation is to be used in body copy on white background. Jaylor Red is to be used in headlines and subheaders. White is to be used on dark backgrounds. BLACK 80% Pantone Black C 80% C:0 M:0 Y:0 K:80 R:88 G:89 B:91 HEX#- 58595B WHITE C:0 M:0 Y:0 K:0 R:255 G:255 B:255 HEX#- FFFFFF LOGO COLOR SPECIFICATIONS The Jaylor logo utilizes one main colour gradation in its palette, in addition to the black gradient. The Jaylor wordmark also uses the red gradient. JAYLOR RED C:0 M:100 Y:91 K:0 R:237 G:28 B:36 HEX#- ED1C24 Glow RED C:0 M:50 Y:49 K:0 R:246 G:150 B:121 HEX#- F69679 JAYLOR RED C:0 M:100 Y:91 K:0 R:237 G:28 B:36 HEX#- ED1C24 This full-colour gradient version is the preferred usage for all Web, printed materials, or promotional items.
ABCDEFGHIJKLMNOPQRSTUVWXYZ (Helvetica Black Condensed) ABCDEFGHIJKLMNOPQRSTUVWXYZ (Helvetica Light Condensed) ABCDEFGHIJKLMNOPQRSTUVWXYZ (Helvetica Medium Condensed) ABCDEFGHIJKLMNOPQRSTUVWXYZ (Helvetica Regular) ABCDEFGHIJKLNOPQRSTVWXYZ (Helvetica Bold Condensed) ABCDEFGHIJKLMNOPQRSTUVWXYZ (Helvetica 35 Thin) ABCDEFGHIJKLMNOPQRSTUVWXYZ (Helvetica Neue 57 Condensed) ABCDEFGHIJKLMNOPQRSTUVWXYZ (Arial Regular) JAYLOR TYPEFACES The Helvetica font families are the approved typeface for the Jaylor brand. Helvetica Black Condensed can be used for primary headlines online or in printed matter. It should never be used for large areas of body copy. Helvetica Bold Condensed can be used for secondary headlines online or in printed matter. It should never be used for large areas of body copy. Helvetica Light Condenced can be used for Subheaders online or in printed matter. It should never be used for large areas of body copy. Helvetica 35 Thin can be used for section headers for online or in printed matter. It should never be used for large areas of body copy. Helvetica Medium Condensed, Helvetica Neue 57 Condensed or Helvetica Regular should be used for body copy. It can also be used for subheads, captions, or whenever type must be set smaller than eight points. The Helvetica (Primary) and Arial (Secondary) families are to be used for San Serif live type on the Jaylor website. Use these font families as designed and when appropriate.
JAYLOR TRADEMARKS 2010 Currently JAY LOR holds the following trademarks: 1. putting the Total into TMR 2. TOTAL MIX 3. JAY LOR 4. Because Nutrition Matters TM The above trademarks must be used as they are shown above in all of our logos, advertising, marketing, and promotional materials. To enable consistency in emails, letters and other written materials, moving forward we will simply represent JAY LOR as Jaylor, omitting the dot and the registered trademark symbol in all written communication when used within the body copy. The signature on an email will continue to show our logo. Example: Every one at Jaylor would like to thank you for your co-operation. If you have questions, please contact: Linda Coletta Assistant to Jake Tamminga President Jaylor phone: 519-787-9353 x 232 fax: 519-787-7053 web: www.jaylor.com
STATIONERY: BUSINESS CARD The corporate colors are to be applied with proper usage of the Helvetica font family. Final card is designed at 2 X 3.5 2/0 Helvetica Medium Condensed Gerry Tamminga gtamminga@jaylor.com R.R. 2 Orton Ontario L0N 1N0 Canada Toll Free: 1.800.809.8224 Phone: 519.787.9353 Fax: 519.787.7053 www.jaylor.com Helvetica Black Condensed Business Card Front Helvetica Black Condensed Business Card Back
STATIONERY: LETTERHEAD The corporate colors are to be applied to the standard 8.5 x 11, uncoated, Brilliant White 80 text weight sheet. The letterhead is designed to be 2/0. Helvetica Medium Condensed R.R. 2 Orton Ontario L0N 1N0 Canada: 1.800.809.8224 519.787.9353 www.jaylor.com Letterhead (58% of actual size)
Helvetica Medium Condensed STATIONERY: ENVELOPE The corporate colors are to be applied to the standard, uncoated #10, envelope. The envelope is designed 2/0. R.R. 2 Orton Ontario L0N 1N0 Canada www.jaylor.com Envelope