Crayola Brand Guidelines
1-
Introduction 1.0 About the company - 3 Brand positioning - 3 Key adjectives - 3
2-
Signature 2.0 Primary signature - 4 2.1 Primary with tagline - 6 2.2 Signature variations - 8 2.3 Color variations - 10
3-
Specifications 3.0 Color Palette - 12 3.1 Typography - 13 3.2 Construction drawing / Clearspace - 14
4-
Usage 4.0 Minimum Size - 17 4.1 Corrent Usage - 18 4.2 Incorrect usage - 19
5-
Applications 5.0 Secondary graphics - 21 Merchandise - 23 Stationery system - 25
“Creativity is more than just being different. It is making the simple things awesome.�
1. 0
Introduction
About the Company Crayola is a brand of artists’ supplies, best known for its crayons. The company is based in Pennsylvania, since 1984 has been a wholly a subsidiary of the Hallmark Cards. It was originally an industrial pigment supply company, Crayola soon shifted its focus to art products for home and school use, beginning with chalk, then crayons, followed later by colored pencils, markers, paints, modeling clay, and other related goods. All Crayola-branded products are marketed as nontoxic and safe for use of children. Brand Positioning & Key Adjectives Crayola supports the freedom of expression through art.
Creative Friendly Vibrant Freedom Playful Colorful CRAYOLA
2. 0
Signature
Primary Signature The new Crayola logo is a graphic symbol approach of our
These guidelines for our signature have been created
brand that represents what we stand for, the freedom of
to help reproduce the Crayola’s signature with care,
creativity and to express ourselves through art. It is also
precision and consistency as we view our brand and
a representation of Crayola’s wide variety of high quality
signature as a unique piece of artwork.
products that comes together as one.
Crayola Primary signature in black and white
Crayola Primary signature in full color
CRAYOLA
SIGNATURE
4
Reverse on Black This shows how our primary signature looks reversed out in a black background which we prefer. 85% tint of black is the minimum shade of gray, and at least 50% tint of black is required on other colors (more on page 19). Grey text in the full color logo shifts from 50% grey to 35%.
Crayola Primary signature in black and white, reversed on black
Crayola Primary signature in full color, reversed on black
CRAYOLA
SIGNATURE
5
2. 1
Signature
Primary with Tagline The new Crayola logo signature also comes with a tagline from time to time when necessary in order to enforce our brand as it conveys the whole Crayola brand experience.
Crayola
Everything Imaginable
Primary signature with tagline in black and white
Crayola
Everything Imaginable
Primary signature with tagline in full color
CRAYOLA
SIGNATURE
6
Reverse on Black with Tagline This shows how our secondary signature looks reversed out in a black background. Grey text in the full color logo shifts from 50% grey to 35%.
Crayola
Everything Imaginable
Primary signature with tagline in black and white, reversed on black
Crayola
Everything Imaginable
Primary signature with tagline in full color, reversed on black
CRAYOLA
SIGNATURE
7
2. 2
Signature
Signature Variation While the primary signature should always be considered first, we also developed a secondary stacked version of our signature. This secondary signature should be used when the primary signature cannot be used due to horizontal space and limitations.
Crayola
Crayola
Vertical signature in black and white
Vertical signature in color
CRAYOLA
SIGNATURE
8
2. 2
Signature
Signature Variation While the primary signature should always be considered first, we also developed a secondary stacked version of our signature. This secondary signature should be used when the primary signature cannot be used due to horizontal space and limitations.
Crayola
Crayola
Vertical signature in black and white, reversed on black
Vertical signature in color, reversed on black
CRAYOLA
SIGNATURE
9
2. 3
Signature
Primary Signature The preferred version of the signature is the multi-colored version or the black and white signature. Although, a one color signature is also available and which ever main colors of
Crayola
our brand can be used in order to emphasize the playfulness of Crayola.
Crayola Crayola Crayola Crayola
CRAYOLA
SIGNATURE
10
“We are all born artists... Almost everything kids do is a piece of art!�
3. 0
Specifications
Color Palette We have a wide range of vibrant colors used in our signature. All the colors on the right are used in our graphic symbol’s gradient alongside 50% tint of black. These colors emphasizes brand positioning that is the freedom of expression through art.
C: 0% M: 100% Y: 100%
K: 0 %
R: 237 G: 28 B: 36 #ED1C24
C: 0% M: 0% Y: 0%
K: 100 %
C: 0% M: 40% Y: 85%
R: 35 G: 31 B: 32
R: 250 G: 167 B: 63
#231F20
#FAA73F
C: 0% M: 0% Y: 0%
K: 100 %
C: 50% M: 0% Y: 100%
R: 35 G: 31 B: 32
R: 141 G: 198 B: 63
#231F20
#8DCB3F
C: 0% M: 0% Y: 0%
K: 35 %
C: 100% M: 0% Y: 0%
R: 147 G: 149 B: 152
R: 0 G: 174 B: 239
#939598
#00AEEF
C: 0% M: 0% Y: 0%
K: 0 %
C: 60% M: 90% Y: 0%
R: 255 G: 255 B: 255
R: 127 G: 63 B: 152
#FFFFFF
#7F3F98
CRAYOLA
SPECIFICATION
K: 0 %
K: 0 %
K: 0 %
K: 0 %
12
3. 1
Specifications
Typography Crayola’s approved typeface are Futura Book for its wordmark and Trade Gothic Condensed for its tagline. Futura is simple, contemporary and clean where as Trade Gothic adds has an earthy naturalism to its appeal.
Futura Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Trade Gothic Condensed No. 18
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
CRAYOLA
SPECIFICATION
13
3. 2
Specifications
Signature Clear Space Construction Drawing / Clear Space
Clear space is the area surrounding the signature that must
Our signature is created out of proportions towards one
be kept free of other graphic elements. The minimum
element to another. We first started of basing our X as
required clear space is desgined by the measurement X,
the x-height of our lowercase. The graphic symbol’s and
as shown. This measurement is equal to the height of the
tagline’s distance from the wordmark is 0.5 of X
lowercase letters in our wordmark.
x
x
0.5 x
Crayola x
x
x
x
x
0.5 x
Crayola
x 0.5 x
Everything Imaginable x
x
CRAYOLA
INTRODUCTION
14
x
x
Crayola x
x
x
Crayola
x
x
0.5 x
Everything Imaginable
x x
CRAYOLA
x
SPECIFICATION
15
“Creativity is seeing things not for what they are, but for what it can be�
4. 0
Usage
Minimum Size In order to protect the legibility of the preferred corning signature below in full color and in black, the preferred signature with and without the tagline must be produced in sizes no smaller than shown below. The minimum size represent the smallest version in which the signature still remains legible.
Full Color Logo
Black and White logo
Crayola
Crayola Minimum size
15mm
Crayola
18mm
Crayola
Everything Imaginable
CRAYOLA
USAGE
17
4. 1
Usage
Correct Usage The Crayola logo is made to be used on plain or black background scenarios, although it a pastel background may be used when necessary. Using gray is rather tricky, it must be 85-99% black. Colors are also acceptable but the logo should be knocked out to entirely white. Last but not least, the use of darker background is also acceptable yet keep in mind that in darker scenarios, the full color logo has to use 35% grey in the type.
Crayola
Crayola
Crayola
Crayola
Crayola
CRAYOLA
USAGE
18
4. 1
Usage
Incorrect Usage All logos used must be approved before usage. Although there are several rules that should not be done to our logo. Changing the weight of text and logo is forbidden, as well as adding any sort of drop shadow. Logo must not be placed in a pattern or intricate graphic. Preferrably, do not use a grey background since it doesn’t work well with our text color. Primary colors used in the graphic symbol such as red is also not allowed.
Crayola
Crayola
Crayola
Crayola
Crayola
CRAYOLA
USAGE
19
“Life is a great big canvas, throw all the paint you can on it!”
5. 0
Application
Secondary Graphic The signature may be effectively used in a wide variety of applications, including business cards and stationery system, merchandises, etc. Always place the signature so that it has a strong vital presence.
Crayola
Everything Imaginable
CRAYOLA
APPLICATION
21
5. 0
Application
Merchandise
CRAYOLA
APPLICATION
22
CRAYOLA
APPLICATION
23
CRAYOLA
APPLICATION
24
CRAYOLA
APPLICATION
25
crayola.com