Corporate Tagline

The tagline is typeset using Trade Gothic Bold No. 2 and should use the Arora blue or orange whenever it is possible.

Rethinking Infrastructure®

Please note that the “®” symbol is set as superscript and it is recommended that unless the type is very small (under 10pts) to set the “®” part of the tagline at 80% of the type size.

The Arora tagline exists independently from the logo, and using the tagline and logo as a joint mark is not recommended.

Always consider whether or not it’s necessary to include the tagline for each specific application – for example: you may not need a tagline on a golf ball or an embroidered shirt.

Corporate Color Palettes

Color Systems

There are four commonly used color systems and each system is used for a specific output process. In print, whenever possible, use the Pantone Matching System (PMS). The colors can also be reproduced through the four color process (CMYK).

Pantone Matching System (PMS) colors should be used for print items that do not include photography as it provides the most accurate and consistent color reproduction. Consider this option whenever is possible (e.g., you can run PMS colors as a 5th/6th color for full-color printing).

CMYK is the system used for full-color printing. The four colors that are used in CMYK printing (cyan, magenta, yellow and black) can be overlapped in different ways to create a reasonable representation of the visual spectrum.

RGB color is used for digital materials (e.g., Word docs, PPT, video) where a monitor will be the main viewing device.

HEX colors are used for web applications; HEX colors are easily recognized by the “#” sign preceding a 6-digit number, which could be all letters, all numbers or a combination of the two.

Pantone

RGB R0 G34 B105

HEX #012169

Pantone

CMYK coated C10 M50 Y100 K0 uncoated C10 M40 Y100 K0

RGB R225 G125 B0

CMYK coated C23 M16 Y13 K46 uncoated C20 M11 Y12 K32

RGB R136 G139 B141

HEX #888B8D

Substitute Cool Gray 6 for PMS 877 metallic when appropriate and use the color separations provided above (e.g., for CMYK or digital jobs).