Logo Typography Colourways Mechanism Usage
Primary; Secondary; Silhouette; Favicon; Additional Notes; Where possible, use the logo with the striped mechanism behind. Only when it is required to be stripped back to a simpler form, do so. The white logo on dark background with should be used until the brand is established enough to remove this element. 2
Primary; Secondary; Silhouette; Favicon; 3
Primary; Secondary; Silhouette; Favicon; 4
Primary; Secondary; Silhouette; Favicon; 5
For a fashionable, formal and characterful font choice, Didot has been picked as the primary type. This is available in 3 styles, regular, italic and bold. Please avoid using this font at too small of a size due to it s high contrast nature. Didot Regular Italic Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890?! $% 6
A secondary sans serif font choice is Avenir. Avenir light has been used has been used as the typeface in the logo. It has been chosen due to a similar letter proportion, and a far less striking appearance in comparison to Didot- this balances their intentions of powerful titles and easily read copy. Avenir Light Medium Heavy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890?! $% 7
C_93 M_80 Y_46 K_54 R_32 G_39 B_61 C_100 M_88 Y_38 K_35 R_30 G_43 B_80 C_64 M_55 Y_51 K_52 R_72 G_70 B_72 C_4 M_3 Y_3 K_0 R_248 G_247 B_247 #20273D #1E2B50 #484648 #F8F7F7 Use only for large areas of fill. Within smaller areas the blue shade is not apparent and will come across as black. This is the replacement blue for small areas of fill. Do not use this colour in conjunction over the top of the darker blue. In black and white variations of the logo, this is to be used as the blue stripes while pip is rendered in black. This brand makes use of an off white colour to bring out the background of the logo and to soften the overall aesthetic. 8
X X Name Y 1/2 Line one Street Name Town Location City Location Postcode In regards to the mechanism, there are 3 different variations that can be used; The first is meant for title pages in presentation, letterheads that contain addresses or other information and other similar scenarios. Here, the stripes will abruptly end and the following content will be aligned tightly with the end point. The pip logo meanwhile is ranged to the right with the spacing as shown above. 9 Y
A A The second variation of the brand mechanism is the full width stripes. This will be a predominant usage whereby the lines span the entire width of the medium, allowing different pieces of branded material to have the graphic style flowing across them smoothly. The logo should be centred in these instances. 10
Finally there is the drop lines; here the square Pip logo will rise from the stripes to create a sense of depth and interaction with the rest of the page. It should be noted that the square should only ever rise from the stripes, and not drop from them. The placement should also be centred, and these stripes should never abruptly stop as per the first execution. 11
m t en uit cr re The logo must not be distorted via means such as stretching in any non-uniform dimension nor placed at an angle. The colours should all remain uniform and to the brand guidelines, the stripes should not be shortened behind the square, and the word pip should never stand alone. 12
The stripes must not be distorted via means such as stretching in any non-uniform dimension nor placed at an angle. The square element should not be removed and placed beyond the stripes, nor should more stripes be added. 1.5 lines should always remain above and below the centred square (the exception being mechanism variant 2, where only 1.5 lines will be below the square).