logo colour typography identity elements
LOGO LOGO VARIETIES The Cognasense logo consists of mostly typographic elements with a icon cleavery constructedin the g. The g icon is made up of three circles: orange, purple and green. The proportion and arrangement of the logo have been specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies that reduce the impact of the brand. PREFERRED LOGO To maintain consistent use and ensure the integrity of the logo, use only approved electronic art files. 2
LOGO LOGO FORMATS The Cognasense logo is made in to several different file formats for ease of use. The information below are guidelines, ideally request preferred formats. For use of the logo in PRINT use CMYK, SPOT, and Black & White formats: PREFERRED LOGO Cognasense logo master.indd Cognasense logo cmyk.pdf Cognasense logo cmyk.jpg Cognasense logo layercmyk.tif Cognasense logo bw.pdf Cognasense logo bw.jpg Cognasense logo layerbw.tif Cognasense logo spot.pdf For use of the logo on SCREEN/WEB use RGB formats of the logo: Cognasense logo rgb.pdf Cognasense logo rgb.jpg Cognasense logo layerrgb.tif Cognasense logo small.jpg SOCIAL MEDIA ICON For use of the logo on SOCIAL MEDIA ONLY use the logo social format: Cognasense logo social.jpg 3
LOGO LOGO SPACE To preserve the Cognasense logo s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum clear space for the Cognasense logo and the wordmark logo is defined as the height of the C in the wordmark. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size. PREFERRED LOGO 4
LOGO LOGO APPLICATION SIZES The Cognasense logo retains it s visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and it s impact is diminished. The minimum size of the logo for PRINT is determined by the width of the Cognasense logo, which should not be reproduced in a size smaller than 40mm in width. PRINT - 40mm wide The minimum size for on SCREEN/ WEB versions of the logo is no smaller than 200 pixels in width. The minimum size of the logo for EMBROIDERY on material (t-shirts, caps, etc..) is 40mm in width. It is recommended for only the Cognasense name (without the tagline). The letter height should be no smaller than 5mm as the quality of text degrades considerably when smaller than this height. WEB - 200 pixels wide EMBROIDERY - 52mm wide 5
LOGO LOGO BACKGROUND The Cognasense logo should be reproduced in color whenever possible. The logo is to ONLY be produced on a white background as it provides a clean, crisp contrast for the logo s colors and elements. If color reproduction is not available or is not a viable option, the logo should be reproduced in greyscale. COLOUR ON WHITE GREYSCALE ON WHITE 6
LOGO LOGO MISUSE Incorrect use of the Cognasense logo compromises its integrity and effectiveness. The examples of logo misuse are not comprehensive; they are only a small sample of possible misuses of the Cognasense logo. OTHER TEXT To ensure accurate, consistent reproduction of the Cognasense logo, NEVER alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from Inkfish Design Studio. DO NOT CHANGE THE WORDMARK FONT DO NOT COMBINE LOGO WITH OTHER TEXT DO NOT CHANGE THE WORDMARK COLOUR DO NOT STRETCH LOGO OUT OF PROPORTION DO NOT CHANGE THE ICON COLOURS DO NOT CHANGE LOGO PROPORTIONS 7
COLOURS COLOUR SCHEME PANTONE CMYK RGB HEX Primary Brand Colour logo / text / base colour 181 C 23 / 88 / 100 / 16 170 / 60 / 36 #aa3c24 Secondary Brand Colours logo / brand elements 669 C 75 / 84 / 36 / 25 79 / 57 / 96 #4f3960 574 C 68 / 41 / 79 / 28 79 / 102 / 69 #4f6645 Additional Colour text / base colour Pantone BLACK 0 / 0 / 0 / 100 0 / 0 / 0 #000000 8
COLOURS GREYSCALE COLOUR SCHEME PANTONE CMYK RGB HEX Primary Brand Colour logo / text / base colour Cool Grey 10 C 0 / 0 / 0 / 76 97 / 98 / 100 #616264 Secondary Brand Colours logo / brand elements 446 C 0 / 0 / 0 / 89 67 / 67 / 69 #434345 Cool Grey 10 C 0 / 0 / 0 / 77 95 / 96 / 98 #5f6062 Additional Colour text / base colour Pantone BLACK 0 / 0 / 0 / 100 0 / 0 / 0 #000000 9
TYPOGRAPHY FONTS To help provide a consistent, unified look in the Cognasense brand s use of typography, Muli is the primary font to be used on all communications for Cognasense products and services. In the case of Word documents or PowerPoint presentations, Arial is the secondary font which may be used ONLY if the Muli font is unavailable. The Open Sans font is to be used for all web related text, with the Muli font being used for all headings. PRIMARY FONT Muli light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Muli regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! 10
TYPOGRAPHY FONTS WEB FONT STANDARDISED FONT Open Sans light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Open Sans regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Arial regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Arial bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Open Sans semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! Open Sans bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! 11
TYPOGRAPHY TYPESETTING PRIMARY FONT WEB FONTS MAIN HEADER LOREM IPSUM DOLOR SIT AMET SUB HEADER LOREM IPSUM DOLOR SIT AMET, CONSECTETUER INTRO HEADER LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT BODY COPY Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, nonummy nibh euismod. CAPTION Lorem ipsum dolor sit amet, consectetuer adipiscing elit tincidunt ut. MAIN HEADER LOREM IPSUM DOLOR SIT AMET SUB HEADER LOREM IPSUM DOLOR SIT AMET, CONSECTETUER INTRO HEADER LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT BODY COPY Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy euismod tincidunt ut. CAPTION Lorem ipsum dolor sit amet, consectetuer adipiscing elit euismod tincidunt ut. 12
IDENTITY ELEMENTS BUSINESS CARDS BUSINESS CARD - FRONT 13
IDENTITY ELEMENTS LETTERHEAD 14
IDENTITY ELEMENTS E-MAIL SIGNATURES 15
IDENTITY ELEMENTS POWERPOINT PRESENTATION TEMPLATE POWERPOINT PRESENTATION - TITLE PAGE POWERPOINT PRESENTATION - SECONDARY PAGE 16
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