BRAND GUIDELINES
LOGO The preferred way to use the 4moms logo is over a black or dark colored background. Every attempt must be made to do this. When used on any dark background, the logo should be PMS White
RECOMMENDED USE For the 4moms logo to exhibit a strong brand presence and familiarity, every effort must be made to use the white on black combination of the logo.
RETAIL SUPPORT
CATALOG COVER
APPAREL
CORPORATE MATERIALS
BLACK BAR Because the preferred way to use the logo is white on black, a standard design element in 4moms material is a black bar that is used as a top border. When a design allows, use a black bar that connects along the top three edges of the layout. The logo should be centered within the black bar. No other design elements should be placed within the black bar. The top of this page is an example of an ideal use of the black bar element.
1.5X X 1.5X Please note the required minimum amount of space for the logo within the black bar element.
RECOMMENDED USE To continue the brand consistency in more involved layouts, it is important to incorporate the black bar as a strong branding element.
WEBSITE
SIGNAGE
CORPORATE MATERIALS
IN-STORE DISPLAYS
ALTERNATE USE Although the preferred way to use the 4moms logo is over a black or dark colored background, this is not always possible. If a white or light colored background are necessary, the logo should be used in PMS Black
LOGO DON’Ts In order to maintain consistency in brand communications, there are several directions that must be avoided.
1.
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2.
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moms 3.
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7. 1. DO NOT use any color but white or black for the logo
5. DO NOT Use a black logo on a dark background.
2. DO NOT outline the logo
6. DO NOT add a dropshadow (or any other effect) to the logo.
3. DO NOT attempt to recreate the logo 4. DO NOT use the logo without the registered mark.
7. DO NOT fill in the 4 with a color different from the background color.
BLACK BAR DON’Ts
DO NOT use a black bar across the center of an image.
DO NOT use a black bar with the logo off center.
DO NOT use a black bar along the side of the piece.
DO NOT use a portion of a black bar. The black bar must be grounded to the top 3 sides.
PRODUCT LOGOS When referring to the 4moms products, the product names should be written in font = Century Gothic. The name should be in color = PMS Black, unless used on a dark background, where is should be in color = PMS white.
mamaRoo® should always be written in all lowercase letters except for the R which is always Capital. Always include the ®
origami® should always be written in lowercase letters and include the ® mark.
breeze® should always be written in lowercase letters and include the ® mark.
examples of how the product names are properly used on the 4moms® website.
rockaRoo™ should always be written in all lowercase letters except for the R which is always Capital. Always include the ™
WRITTEN OUT 4moms®
4Moms®
When written out, 4moms® should always be spelled with the number 4 and the word moms in all lower case letters. There should not be any spaces between 4 and moms. The registration mark must always be used in the first instance of the word.
4 moms®
4 MOMS®
OUTDATED LOGOS & IMAGES At 4moms we are consistently improving our look and feel. Because of this it is important to discontinue use of any outdated logos and product images.
This mamaRoo logo was used when the product first launched. Please discontinue any use of the green mamaRoo logo and move to the black Century Gothic text version.
The 4moms logo should not be used in any color other than black or white.
There are a lot of images of older versions and early prototypes of our products out in the world. All images that you use should be found at www.4moms.com/press/high_res_images We rely on our partners to put our best face forward, please double check all images used with those on our website.
TYPOGRAPHY 4moms utilizes sans serif type to support the clean, sophisticated aesthetic of our products and marketing pieces.
CENTURY GOTHIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
CENTURY GOTHIC is the foundation of the 4moms typography. It is used to create the logos for each product. It is also used as body type in all print goods including manuals, marketing hand outs, business cards, etc.
CENTURY GOTHIC BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
CENTURY GOTHIC BOLD is used in all CAPS as titles and headers in print and web documents.
COLOR Black and white are the primary colors used throughout 4moms branding. The clean palette accentuates the sophistication of our products and our brand. To highlight the bold innovative nature of our products, we use bright colored gradients that correspond with each of our products.
PMS=BLACK
PMS=WHITE
CMYK=0/0/0/20
A light grey can be used to clean up secondary elements of a design. See page 18.
GRADIENTS Each product is designated a bold jewel-toned gradient that will be used in marketing collateral corresponding to that product.
PRODUCT COLOR Each product is designated a color that is used throughout all materials of that product including packaging, signage and web assets.
PRIMARY GRADIENT The primary gradient is used to highlight the product in packaging, signage, and web assets where the product is the main image.
LIFESTYLE GRADIENT The lifestyle gradient is used in pieces that utilize photography that highlights the product in use.
ACCENT COLOR PMS=312C The mamaRoo is accented by a bold blue gradient.
The accent color is used to highlight key elements in text and illustrations.
PRODUCT COLOR Each product is designated a color that is used throughout all materials of that product including packaging, signage and web assets.
PRIMARY GRADIENT The primary gradient is used to highlight the product in packaging, signage, and web assets where the product is the main image.
LIFESTYLE GRADIENT The lifestyle gradient is used in pieces that utilize photography that highlights the product in use.
ACCENT COLOR PMS=583C The origami is accented by a bold green gradient.
The accent color is used to highlight key elements in text and illustrations.
PRODUCT COLOR Each product is designated a color that is used throughout all materials of that product including packaging, signage and web assets.
PRIMARY GRADIENT The primary gradient is used to highlight the product in packaging, signage, and web assets where the product is the main image.
LIFESTYLE GRADIENT The lifestyle gradient is used in pieces that utilize photography that highlights the product in use.
ACCENT COLOR PMS=7413C The breeze is accented by a bold orange gradient.
The accent color is used to highlight key elements in text and illustrations.
COLOR IN USE A few examples of how color can be used to effectively highlight each product.
COLLATERAL
SIGNAGE
WEBSITE
PACKAGING
USING GREY When a colored gradient is too strong for your design, a grey gradient can be used. In addition, a solid light grey background can be added to help clean up a busy layout.
Grey gradients used to accent the primary jewel-toned gradients.
Solid grey is used to clean up a busy layout.
Grey gradient used as a subtle backdrop.
A grey gradient is used as a backdrop for an instore display.
APPLICATION How to apply the 4moms guidelines to update a layout in the 4moms style.
INCORRECT
This layout is an inaccurate representation of the 4moms brand. Areas of concern: -blue logo with dropshadow -outdated image -outdated motion icons -solid blue background color - wavy type
CORRECT
This layout accurately represents the 4moms brand. How it was applied: -black logo bar across top -updated lifestyle image -correct lifestyle gradient -updated motion icons -all type Century Gothic