BRAND GUIDELINES 2017. All rights reserved.
LOGO :: INTRODUCTION The Live Purple Logo Mark the most recognizable visual brand element differentiates itself from similar cause based fundraisers. The mark above the typography: Rep: One day at a time, looking and preparing for the future, bright days ahead. The face represents youth, non label, non judgement, non gender and non race specific. Most importantly, the logo mark serves as a quick visual reminder of the brand promise. This webpage presents guidelines and specifications of the defining the brand, logo mark, design elements, arrangement, along with color and font use. DOWNLOAD THE VERTICAL MARK 2
LOGO :: SIZING Preferred size - 1.4 x 1.6 Smallest size -.75 x.875 The Live Purple Logo Mark is composed of five elements: 1. The mark looking into the future 2. The typography contrast treatment & font weight 3. The space and relationship between logo elements 4. The clear space surrounding the mark. 5. The distinct color branding. The relationship between these elements is fixed: no part should be re-typeset, pulled apart or changed in relative size. Preferred horizontal size - 2.75 x.75 The preferred logo size for print materials is 1.4 inches wide by 1.6 inches in height, though this can be altered to accommodate various applications. In no case should the logo be used smaller than 3/4 in width. The heavy weight of the type characters allow smaller sizes to be cleanly read, just be careful and always take production and paper stock in consideration. DOWNLOAD THE HORIZONTAL MARK Smallest size - 1.875 x.75 3
LOGO :: SPACING Clear space around the logo is an element of the logo itself. To ensure legibility and a consistent appearance, the following guidelines are recommended. On the left and right, clear space should be equal in relative size to the white-light mark in the sized logo itself. If the mark is used with other elements, such as other sponsor logos, type, etc., the clear space should remain consistent. INSERT ADDRESS INSERT ADDRESS URL PHONE NUMBER LOGO INSERT ADDRESS URL PHONE NUMBER INSERT ADDRESS URL PHONE NUMBER LOGO INSERT ADDRESS URL PHONE NUMBER Incorrect spacing Correct spacing Correct spacing 4
COLOR :: USEAGE THE LOGO COLOR SPECIFICATIONS The color palette represented on this page has been developed to compliment and balance the boldness of the Live Purple White, Purple and Black. The white, light purple and light gray provide dimension and energy to specific design elements throughout the brand in both physical and digital applications. Pantone 2593 c c56 m94 y0 k0 Pantone Black c40 m40 y40 k100 White c0 m0 y0 k0 The secondary colors are intended to add depth to the primary color palette. SECONDARY COLOR SPECIFICATIONS Pantone Cool Gray 11 (Matte Black) is only to be used for text. Pantone coated colors and CMYK specifications are preferred but can vary, so please take extra precautions when using CMYK and matching the Pantone colors. Pantone uncoated colors should be Pantone Cool Gray 11 c67 m60 y58 k42 For one color printing use c0 m0 y0 k80 Pantone 2593 c - 30% c11 m26 y0 k0 Pantone Cool Gray 2 c0 m0 y0 k20 avoided when possible. Depending on the stock and production needs. Tints of the secondary colors should be avoided. DOWNLOAD THE.ASE COLOR PALETTE 5
LOGO :: COLOR PRODUCTION USE FULL COLOR VERTICAL LOGO USE For one color applications, use the appropriate one-color logo layout. The 100% K version should be used only in specific and rare applications or for quality control like printing on news print paper which has high dot gain. FULL COLOR LOGO USE In instances where the one-color logo must knock-out of another color, use the reversed art version. DOWNLOAD VERTICAL WHITE LOGO ONE COLOR LOGO USE 100% K with knocked-out logo 100% K with white logo 6
LOGO :: COLOR PRODUCTION USE FULL COLOR HORIZONTAL LOGO USE For one color applications, use the appropriate one-color logo layout. The 100% K version should be used only in specific and rare applications or for quality control like printing on news print paper which has high dot gain. In instances where the one-color logo must knock-out of another color, use the reversed art version. DOWNLOAD HORIZONTAL WHITE LOGO ONE COLOR HORIZONTAL LOGO USE 7
LOGO :: DO S & DONT S LOGO TREATMENT DO NOT ADD DROP SHADOWS LIVEPURPLE DO NOT ALTER TYPOGRAPHY DO NOT ALTER COLOR TREATMENT DO NOT ENCLOSE LOGO IN TIGHT SPACES DO NOT USE LOGO MARK OVER COMPLICATED OR BUSY BACKGROUNDS DO NOT REARRANGE LOGO ELEMENTS DO NOT ROTATE LOGO MARK DO NOT STRETCH LOGO ELEMENTS 8
LOGO :: DO S & DONT S LOGO TREATMENT DO NOT ADD DROP SHADOWS DO NOT ALTER TYPOGRAPHY DO NOT ALTER COLOR TREATMENT DO NOT ENCLOSE LOGO IN TIGHT SPACES DO NOT USE LOGO MARK OVER COMPLICATED OR BUSY BACKGROUNDS DO NOT REARRANGE LOGO ELEMENTS DO NOT ROTATE LOGO MARK DO NOT STRETCH LOGO ELEMENTS 9
TYPOGRAPHY :: FONT USEAGE BANK GOTHIC - PURELY FOR THE MARK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() AVENIR LIGHT - BODY COPY - PRINT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() HEADER H1 Lorem ipsum dolor sit amet, euismod varius. Blandit libero mattis ipsum, sed ante at nunc, dictumst phasellus mattis vulputate auctor, accusantium at facilisi erat, laboris sit neque. Tristique urna fusce ut semper ornare, aptent pellentesque fringilla, in quisque adipiscing bibendum, et orci tellus magna. Felis velit nunc, at vitae consequat. Morbi vestibulum. Et curabitur eu turpis cubilia nam, erat wisi donec ut turpis sed. Maecenas urna suspendisse id, wisi mattis laoreet nulla per, pellentesque nec dui mauris at libero, at aliquam molestie massa nulla, tempus sem metus. Massa leo tortor massa mattis, nullam vehicula ligula libero, eleifend fringilla lectus amet eu ullamcorper nulla, consectetuer aliquam. Sem sapien habitant enim metus justo, consectetuer sed, sed velit sit commodo id sed, sociosqu lorem lorem ridiculus. Libero et quisque turpis vestibulum felis blandit, qui tincidunt leo integer neque neque nec, ac et, etiam hac dictum a ante, ipsum amet dictumst vulputate libero venenatis hendrerit. Sem sapien nulla tristique faucibus, eleifend nulla commodo, mollis at feugiat id orci a. Condimentum consectetuer, vel ante. Sed dignissim dictum suspendisse, ipsum ut consectetuer vel auctor etiam nulla, tellus sed blandit etiam. Bibendum rutrum primis sit magna nisl, montes sed at elit magna, mi laoreet. Laboris morbi lectus tellus nibh, eu odio nulla justo eget nulla. Donec ac, odio nunc purus mollis dapibus, praesent habitant venenatis, sociis sodales vestibulum posuere tempus tempor est. Praesent erat ipsam hac pede quis nullam, egestas dolor ante cras adipiscing, fusce quis congue, at nam non, lectus placerat dolor venenatis volutpat a. Varius magnis curabitur mauris eros, nullam leo quis orci donec praesent non. Non diam luctus est non. WEB FONT AVENIR - MEDIUM & LIGHT FOR HEADERS & BODY COPY https://www.myfonts.com/fonts/linotype/avenir/licensing.html ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() 10
TYPOGRAPHY :: FONT USEAGE Logo use only. DOWNLOAD FONT BANK GOTHIC All supporting typography DOWNLOAD FONT AVENIR 11
PHOTOGRAPHY :: IMAGE TREATMENT The Live Purple photo treatment is composed of 3 major elements needed for approval. 1. High impact image selection 2. Purple gradient effect 3. Secondary opaque grid elements at a 45 angle DOWNLOAD HIGH RESOLUTION PURPLE TINT DOWNLOAD OPAQUE GRID TREATMENT 12
SECONDARY GRAPHICS :: IMAGE TREATMENT The Live Purple secondary graphic treatment is composed of 3 elements: 1. High impact content/messaging 2. Pantone 2593c Flood or Grey 20% Flood 3. Grid lines at 45 angle (reference image to the left) DOWNLOAD SECONDARY GRAPHIC ELEMENTS 13
ICONOGRAPHY 14