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TABLE OF CONTENTS
03 04 05 06 07 08-09
about primary logo secondary logos color usage logo usage do & don’t
10 typography 11-12 color palette 13-14 graphic elements 15-16 brand application 17-18 photography 19 contact 02
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BRIGHT HAPPY CLEAN Thrive Expo is an event promoting a healthier lifestyle in collaboration with a healthier and more sustainable planet. Thrive aims to empower and inspire the act of caring for ourselves so that we, in turn, can care for the planet – so it is there to take care of us in the future. The shapes are bold, the lines are clean, and it is simple. The overall depiction is of happiness and flourishing: thriving.
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PRIMARY LOGO Thrive Expo’s primary logo is a simple, clean, and mostly typographical mark. It is composed of bold shapes, clean lines, and modern type. The type is friendly, with an organic character. The ‘v’ blossoms into a fresh bud. This is the primary logo and should be used in most cases for cohesion and consistency. When appropriate, other uses may be applicable, but the guidelines herein should always be followed.
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SECONDARY LOGOS
A. stacked logo
Thrive’s secondary logos can be used in place of the primary logo, but should never occur simultaneously. The stacked logo (A) should be used in cases where the logo needs to be displayed on a smaller scale or when a square format is more appropriate. The icon (B) may be used alone in cases where Thrive is already displayed in plain text, such as a profile picture for Twitter or Instagram.
B. icon
The logotype (C) may be used alone in cases where Thrive Expo has already been defined and doesn’t need the ‘tagline.’
C. logotype
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A.
B.
full color
single color
COLOR USAGE Color has been placed strategically and conceptually in Thrive’s logo, and therefore should never be altered. The grey-green of the type represents bark and the beginnings of growth, with the leaf being the eyecatching pop of color and sign of bright life flourishing.
A.
B.
solid black
solid white
Exceptions lie in instances where the logo needs to be printed in a single color, or needs contrast on busier backgrounds, by way of solid black and solid white options.
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LOGO USAGE The logo should always be displayed at appropriate sizes. Theses sizes vary according to which logo, primary or secondary, is being used. Maintain space around the logo to preserve legibility. Other text, such as headers or body text, shouldn’t infringe upon the free space around the logo.
MINIMUM SIZE
primary logo
PRIMARY LOGO The smallest size the primary logo should be displayed is 1” wide. SECONDARY LOGOS The smallest size the secondary logos should be displayed is 0.45” wide or tall in the case of the icon option.
CLEAR SPACE Preserve legibility by always maintaining an area of clear space around the logo. This area is defined by the v-leaf. Maintain this area, or more, as the logo is proportionally resized.
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secondary logos
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DO & DON’T These rules are provided to maintain the integrity of the Thrive Expo brand. Don’t compromise the look of the logo or the consistency of the brand by altering, embellishing, or distorting the logos in any way. The elements shouldn’t be separated except in the logo variations provided.
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A. Don’t rotate the logo.
B. Don’t stretch or squish the logo.
C.
A.
×
B.
×
C.
×
D.
×
E.
×
F.
×
G.
×
H.
×
I.
×
Don’t outline the logo.
D. Don’t change any logo colors or fonts.
E. Don’t alter the proportions of the logo.
F. Don’t create alternate configurations of the logo.
G. Don’t add new elements to the logo, such as additional shapes or lines.
H. Don’t add dropshadows or other text styles to the logo.
I. Don’t contain the logo in a box when placing it on a background or image.
DO feel free to use the logo on photographs, backgrounds, and other marketing materials, provided these rules are followed and legibility is maintained.
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TITLE. header 01 HEADER 02
TYPOGRAPHY
This is an example of some body copy, using Open Sans, Light weight.
For a simple, clean look, Thrive’s logo makes use of a sans-serif typeface, using two weights.
CAPTION
An accompanying typeface has been chosen to use along with the logo, in accompanying text such as graphics and stationery.
OPEN SANS LIGHT
SEMIBOLD
BOLD
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
0123456789
0123456789
0123456789
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PRIMARY PALETTE
COLOR PALETTE
BIRCH
SAGE
KEY LIME
PMS: P 177-2 C
PMS: P 158-12 C
PMS: P 157-7 C
CMYK: 36/25/33/0
CMYK: 23/0/48/18
CMYK: 41/0/85/0
Thrive’s color palette has been designed around fresh, bright colors. Flourishing greens are primarily used, with accents of brightness and life.
RGB: 168/174/166
RGB: 169/191/136
RGB: 161/206/87
HEX: #A8AEA6
HEX: #A9BF88
HEX: #A1CE57
Thrive has an expanded secondary color palette that may be used. Black and white, as well as tints, shades, and transparencies, are all permissable within the color palette.
×
SECONDARY PALETTE
RED OAK
SEA GLASS
PEAR
HYACINTH
OCEAN
MARIGOLD
PMS: P 170-4 C
PMS: P 132-10 C
PMS: P 2-6 C
PMS: P 91-6 C
PMS: P 106-6 C
PMS: P 7-7 C
CMYK: 41/38/38/0
CMYK: 40/0/24/24
CMYK: 0/0/70/19
CMYK: 48/75/0/0
CMYK: 72/38/0/0
CMYK: 0/15/81/0
RGB: 159/150/148
RGB: 120/171/164
RGB: 217/205/93
RGB: 145/92/166
RGB: 71/137/200
RGB: 255/213/76
HEX: #9F9694
HEX: #78ABA4
HEX: #D9CD5D
HEX: #915CA6
HEX: #4789C8
HEX: #FFD54C
×
× × 11
×
× COLOR PAIRINGS Certain colors in the palette work well with each other, so long as they don’t overlap. Refer to the diagram to see which of these colors can only be used together if no overlapping occurs.
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GRAPHIC ELEMENTS Thrive’s logo is comprised of clean, bold shapes that may be used as graphic elements in and of themselves. The leaf and stem of the ‘v’ are rearranged for a simple pattern or texutre. Indivdually, the shapes may be taken and used for simple graphic elements. The gesture of the sprouting bud or leaf of the ‘v’ stands as a textural element.
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A.
C.
leaves + v-stem pattern
gestural leaf texture/element
B. single leaf as element
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BRAND IN ACTION Thrive Expo’s branding aims to exemplify the flourishing growth and embody our ability to thrive. The identity is friendly, happy, and rounded and organic. All communications should exemplify the bright, friendly atmosphere and feel approachable.
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PHOTO STYLE The photographic style for Thrive is clean, with bright colors and dynamic cropping. In most cases, the logo to be used on photographs should be the single color or solid black/solid white options. The primary logo should be used if the contrast between the logo and photograph is strong enough. TIPS 01. Photos with shallow depths-of-field work the best. 02. Avoid images with busy backgrounds and too much detail. 03. A dark color layer overlayed on a photo improves contrast and legibiility.
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THRIVE EXPO 900 S 900 W 3rd Floor Salt Lake City, UT 84104