BRAND GUIDELINES
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LOGO Primary logo Logo application
BRAND COLOURS Colour Palette
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TYPOGRAPHY Typefaces Letter spacing
APPLICATION Business cards Building Payment card
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LOGO Primary logo Logo application
PRIMARY The Imperatum logo is made up of paperclips that express flexibility. The idea came from the Greek pillars and eventually I ended up at paperclips.
APPLICATION You can look at the logo in various ways. The logo with a dark background or a light background. This way they are easy to use wherever possible.
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BRAND COLOURS Colour Palette
COLOUR PALETTE The Imperatum logo is made up of the colours blue, white and orange. Blue should express business, communication and composure. Orange stands for courtesy, being social and being curious.
# 24588d RGB: 36, 88, 141 CMYK: 90, 63, 20, 5 PMS: 2945 U
# feaf3f RGB: 254, 175, 73 CMYK: 0, 38, 80, 0 PMS: 129 U
# c6daf4 RGB: 198, 218, 244 CMYK: 26, 9, 0, 0 PMS: 2707
# ffffff RGB: 255, 255, 255 CMYK: 0, 0, 0, 0
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TYPOGRAPHY Typefaces Letter spacing
TYPEFACES OPEN SANS EXTRA BOLD The logo consists of only one font style. I find “Open Sans bold” a suitable font because it is sleek and corporate. I chose a bold font because the name needs to stand out and should be easily recognisable
“LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR IN REPREHENDERIT IN VOLUPTATE VELIT ESSE CILLUM DOLORE EU FUGIAT NULLA PARIATUR. EXCEPTEUR SINT OCCAECAT CUPIDATAT NON PROIDENT, SUNT IN CULPA QUI OFFICIA DESERUNT MOLLIT ANIM ID EST LABORUM.”
LETTER SPACING VA: -55 The letter spacing of the logo is quite small. I did this because it suited the font. I didn’t want too much space between the letters because it should be seen as a whole.
ABC ABC ABC
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APPLICATION Business cards Building Payment card
BUSINESS CARDS Imperatum has two kinds of business cards. This way both logo’s will be recognised and the colours will be highlighted. The business cards are sleek and clear.
BRITTA VAN DER LINDEN Manager
BRITTA VAN DER LINDEN Manager
BRITTA VAN DER LINDEN Manager
britta@imperatum.com
britta@imperatum.com
0906 - 00200 3908
0906 - 00200 3908
imperatum.com
imperatum.com
BUILDING & PAYMENT CARD
Just as you wished it.
BRITTA VAN DER LINDEN