These guidelines explain how to use the visual identity with confidence and clarity. To ensure consistency within our brand, adhering to these guidelines will help maintain our identity across all platforms.
Graphic Mark – the Arrowhead
The Executive Leadership Council (ELC) logo mark is the face of the organization. It is the most significant feature of the ELC brand and should be used on all forms of branded communications. Do not use any other mark or graphic when creating ELC communications material, either for internal or external use.
The logo mark is a visual snapshot of the organizations ideologies, intentions, and character. Keywords used during the identity creation process to visualize the forward thinking mentality of the ELC included: • Strength • Dynamism • Inclusiveness • Integrity • Aspirational • Progression
The arrowhead points upward in order to communicate a sense of dynamism, progression, and aspiring to a higher status. The light to dark (or bottom to top) blue color tints reinforce a sense of moving upward, while also giving a nod to the ELC community with the seemingly overlapping shapes visualizing the mentoring, educating, and nuturing qualities of the ELC.
The full ELC logo uses the name—The Executive Leadership Council, accompanied by the organizations tagline, “The Power of Inclusive Leadership”. The official tagline should only be used within the lock up shown below, and never by itself. The full color logo displayed here should be used whenever possible, using the Pantone colors listed – Pantone 7691 (blue) and Pantone 8383 (gold).
The ELC logo is an important asset to the organization and should serve as a foundation for all visual communications. To maintain a strong brand image, it is important that the logo is always applied consistently wherever it appears. It should never be manipulated or distorted. Its color, position, and size are all specified within this document. The arrowhead can be used as a measuring tool of clear space around the logo.
In order for the logo to remain legible at all times, below is the minimum height the logo can be set at – 0.5”. Below this measurement the tagline becomes illegible and the arrowhead begins to lose it’s inner details.
For web-based content, the logo should not be displayed smaller than 50 pixels in height at 72dpi.
Application Types: Primary Logo
Across all communications materials, every effort should be made to use the full color logo. However, in instances where only one color is available for printing, use the one-color options below.
Additionally, in extreme cases when production techniques do not allow the printing of the full-detail logo (for example when displaying the logo through a light gobos, or printing the logo on a pen), use the one-color solid option above.
Application & Contrast
When placing the logo on top of a background color, always place the proper color logo based on legibility. Using maximum contrast is the best option to display the ELC logomark. This also applies to the Arrowhead Icon.
Application: On Image Backgrounds
Only full-color, one-color white, and one-color black versions of the logo may be used when placing the logo on top of color textures or background imagery. When using on top of background imagery, ensure the background is not too busy and has sufficient contrast to the logo to preserve its presence and authority.
Modifications to avoid
How to use each of the logo variations has been documented in the preceding pages. Additionally, below are some things to avoid when usint the ELC logo.
PLEASE DO NOT...
ADD DROP SHADOW CROP ROTATE IN ANY DIRECTION
ALTER THE FONTS SKEW OR SQUEEZE
CHANGE THE COLOR APPLY A GRADIENT OUTLINE IN ANY COLOR
Application: On Image Backgrounds
Only full-color, one-color white, and one-color black versions of the logo may be used when placing the logo on top of color textures or background imagery. When using on top of background imagery, ensure the background is not too busy and has sufficient contrast to the logo to preserve its presence and authority.
Typography. Primary Typeface AaBbCcDd
HhIi0123456789 +;%@*
Gotham Headers | Subheaders | Body Text
This font can be used in Bold, Regular, and italic. Gotham has been chosen as the primary typeface for it’s visual strength at both large and small sizes. Gotham is also both official and inviting – two qualities of The ELC.
Typography.
Primary Typeface Weights
Regular.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Italic.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Bold.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Caption Text
Subtitle Text
Write Your Text Right Here
Typography.
Primary Typeface AaBbCcDd
Americane Headers | Subheaders | Body Text
This font can be used in Bold, Regular, and italic.
Typography.
Primary Typeface Weights
Regular.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Italic. Bold.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Context Text. and Headlines
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
This font can be used in Bold, Regular, and italic. Times has been chosen for it’s legibility. In addition, the selection of a sans-serif typeface (Gotham) and serif typeface (Times) creates a visual contrast and balance. This is important when defining a typographic hierarchy.
Typography.
Primary Typeface Weights
Regular.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Italic.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Bold.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Context Text. and Headlines
Caption Text
Subtitle Text
Write Your Text Right Here
The color palette chosen below is a contemporary update on the original ELC color scheme of blue, gold, and gray. Blue represents trust, strength, and dependance, and gold represents quality above all else.
Pantone 2955 C
Pantone 7691 C
Pantone 2955 C
C:100 M:63 Y:16 K:78
R:0 G:38 B:62
HTML: 00263E
Pantone 7691 C
C:100 M:43 Y:0 K:30
R:0 G:98 B:152
HTML: 006298
Pantone 8383 M
Pantone 8383 M
C:0 M:13 Y:44 K:38
R:157 G:137 B:88
HTML: 9f8958
Pantone Cool Gray 11 C
Pantone Cool Gray 11 C
C:44 M:34 Y:22 K:77
R:83 G:86 B:90
HTML: 53565A
Types of Photography
The images shown here focus upon the most important component of the ELC: it’s people. Photography for the ELC should celebrate it’s leaders, members, speakers, and event attendees, and they should be portrayed in a natural, candid manner.
Photography Tone:
• Inspiring
• Inclusiveness
• Professional
• Executive
• Natural
