Brand Book
Thomas Elliott in the original Tell offices
T
homas Elliott served in the United Stated Navy during World War One. He returned home to Portland, Oregon with a newfound passion for geography and burgeoning ideas on the theories of place. He began an independent study in history and geography and delved into traditional mapmaking techniques. Elliott’s research led him to the conclusion that cartography is a subjective reflection on the sociopolitical atmosphere of the time in which it is created. One can learn a great deal about history merely by studying the maps of the time period in question. Elliott began amassing a great collection of historical maps and atlases for his personal collection. When the Multnomah County Library expressed interest in his collection, he decided to create a more formal collection and began binding the maps into organized books. Thus began the Tell Atlas Company. Currently, Tell has over 200 volumes in print, with more on the way. We’ve recently begun to publish a line of boxed sets, as well as volumes collected by theme rather than location, such as Rivers and Mountain Ranges. This year we’ll introduce the much anticipated Cities series.
Tradition
Tell atlases are still printed and bound in Portland, Oregon, just a few doors down from our original offices, using many the original methods.
Quality
We take pride in the craftsmanship of our volumes. We continue to publish works that follow the standards set by Thomas Elliott in 1924.
Education
Our atlases are intended to educate and inform readers. We strive to inspire curiosity and investigation into history and geography.
Relevance
Though most of our collections focus on antiquity, they remain relevant as reflections on history and may serve as a framework for contemporary thinkers.
01 Logo Mark
02 Logotype
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02
03 Lockup
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04 Black and White
05 Reversed
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06 Black and White
07 Reversed
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01 The first Tell logo from 1924 For use in historical documents only.
02 The Tell logo, redesigned in 1974 For use in historical documents only.
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01 Do not reverse the colors
02 Do not change the colors
03 Do not stretch the logo
04 Do not change the logo typeface
05 Do not alter the position of any of the elements
06 Do not use a drop shadow
Goudy Old Style is the primary typeface, for use in most body copy. The typeface has a classic feel that accurately represents the values and style of Tell.
Goudy Old Style ABCDEGHIJKILM NOPQRSTVWXYZ abcdefghijklm nopqrstuvwxyz 01234567989 (.,;:!$&*)
Tell Caps are used for book titles. The typeface draws from the handwritten script of ancient maps.
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Gill Sans is the secondary typeface, for use in some captions and sidebars. Often used in signage and wayfinding systems, this typeface perfectly suits the Tell mission.
Gill Sans ABCDEFGHIJKIL MNOPQRSTUV WXYZ abcdefghijklm nopqrstuvwxyz 01234567989 (.,;:!$&*) Gill Sans Light ABCDEFGHIJKIL MNOPQRSTUV WXYZ abcdefghijklm nopqrstuvwxyz 01234567989 (.,;:!$&*)
Earth:
Desert:
CMYK 29, 52, 70, 8 RGB 160, 123, 90 HEX #A07B5A
CMYK 2, 8, 24, 0 RGB 243, 230, 197 HEX #F3E6C5
INK Black: CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX #000000
Flora:
CMYK 38, 29, 68, 3 RGB 160, 157, 109 HEX #A09D60
Stone:
CMYK 48, 41, 45, 6 RGB 135, 133, 128 HEX #878580
01 Tell atlases are hardbound in black book cloth, using archival materials. Text and graphic elements are treated with gold leafing. Graphic elements not related to the identity of the Tell brand may use silver leafing in some cases. These elements may also extend to the back cover. 02 Titles use Tell Caps with Goudy Old Style. The front cover is divided into a 6x3 grid, with the title positioned in the upper third of the cover and aligned to the right as shown.
03 The spine title should be centered vertically and horizontally. It should remain 1/4 inch away from each edge, with 1/8 inch being the absolute minimum.
04 The logo mark should be centered horizontally approximately 1/4 inch from the bottom of the spine and the edges.
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