Ceramic Tool Brand Standards

CERAMIC TOOL Manufacturers and Distributors of Flooring Products

COMPANY

Brand Standards

GRAMMATICAL STYLE Oxford Commas

The Ceramic Tool Brand does not use Oxford commas in sentence structures.

IDENTITY Usage

The Ceramic Tool logo is always featured in its official version, shown to the right. However, this version of the logo is never featured prominently on any of Ceramic Tool’s pieces. This logo is simply reserved as a small logo treatment somewhere in a piece that may feature information such as contact or copyright information.

It is never used as the primary logo for any Ceramic Tool piece.

Official Ceramic Tool Logo

The Ceramic Tool unofficial logo is always used as the primary logo for all Ceramic Tool pieces. This logo is the most prominent and should always be featured first to introduce the brand in a piece.

Official Ceramic Tool Logo Reversed

CERAMIC TOOL Manufacturers and Distributors of Flooring Products

COMPANY Unofficial Ceramic Tool Logo

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Ceramic Tool Brand Standards

Blue Tan

COLORS CMYK

Blue: 67/43/19/2 Tan: 0/4/22/32

CMYK

RGB

RGB Blue: 96/129/165 Tan: 185/176/152

Web

Web Blue: #B9B098 Tan: #6081A5

Rich Black 75/67/67/90

Rich Black

Black

Black k=100

Gray

Gray k=83

White

White

0/0/0/0

Ceramic Tool Brand Standards

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TYPOGRAPHY Headlines

Optima (TT) Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

Subheads Optima Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

Bold/Italics Optima Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Optima Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Optima Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

Body Copy Optima Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

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Ceramic Tool Brand Standards

IMAGERY

Photo/Call-Out treatments Photos are treated with simple shaped frames such as the sample shown to the right. Circles, squares or rectangles are used in this manner as well.

Backgrounds Backgrounds are always either solid or contain very subtle colorized images within them. See sample to the right of a colorized background image.

Photo/Call-Out Sample

Strokes/Dividers Strokes are largely used as content dividers in designs for the Ceramic Tool brand. They always start solid and fade away through linear gradients. See the sample to the right.

OVERALL LOOK & FEEL Overall, Ceramic Tool’s look and feel can be best described as modern, clean and elegant. Keeping this feeling in mind while designing will almost always achieve the most desired feel of the brand.

Background Colorized Image Sample

800.236.5230 www.ceramictool.com Strokes/Dividers Sample

Ceramic Tool Brand Standards

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