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GRAPHIC STANDARDS GUIDE A Guide to Visual Identity


TABLE OF CONTENTS 1.0 INTRODUCTION 1 preface 2 brand philosophy 2.0 SIGNATURES 3 primary logo 4 logo variations 5 - 6 incorrect logo usage 3.0

COLOR PALETTES 7 primary color palette 8 secondary color palette

4.0 TYPOGRAPHY 9 - 10 typefaces & style sheet 11 - 12 applications 5.0

SUBSIDIARY BRANDS 13 - 14 kidlit childrens’ books

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CORPORATE EPHEMERA 15 - 16 applications

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SUPPORTING ELEMENTS 17 - 18 photography


Zerxes Graphic Standards Guide

PREFACE Zerxes is the international home to 250 editorially and creatively independent publishing imprints. Together, our mission is to foster a universal passion for reading by partnering with authors to help create stories and communicate ideas that inform, entertain, and inspire, and to connect them with readers everywhere. Books are a powerful tool, and at Zerxes we aim to ignite the part of humanity that will always thirst for new ideas, adventure, laughter and new experiences. Our brand embodies this idea. We appreciate your respect and collaboration to maintain our identity in a consistent and precise manner to truly capture Zerxes.

JACQUELYN SMITH

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1.0 Introduction

BRAND PHILOSOPHY Our publishing portfolio contains books for readers of all ages at every stage of life. We’re also proud to count more than 50 Nobel Prize laureates and hundreds of the world’s most widely read authors as part of the Zerxes family. Zerxes is committed to expanding our role as a cultural institution that serves society not only with the books we publish and investments we make in new ideas, creativity, and diverse voices, but also through our charitable donations and leadership of numerous campaigns and initiatives worldwide that promote literacy and reading culture, support freedom of expression, and reflect our belief in the power of books to connect and change lives.

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Zerxes Graphic Standards Guide

PRIMARY LOGO The Zerxes logo is at the heart of all communication aimed at the consumer. Our logo is designed in simple geometric infinite lemniscate, which represents both our writers and readers. It is the never ending flow of give and take between the creators and the consumers which we thrive on and work so hard to grow. The preferred way to use the Zerxes logo is either black or Zerxes yellow over a white/light background. Every attempt must be made to do this. Please observe the clear space around the logo to maximize visual effectiveness.

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2.0 Signatures

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LOGO VARIATIONS The Zerxes logo has only six approved logo variations. Aside from number four, these logo variations are reserved for communications targeting authors and internal audiences only. They are intended for more informal communications and merchandise imprints such as pens, T-shirts, and coffee mugs. The preferred way to use the Zerxes logo variations is either over a white or light background. Every attempt must be made to do this. Please observe the clear space around the logo to maximize visual effectiveness. 1. B+W primary 2. 2 color primary 3. special sizes

4. B+W inverted 5. 1 color inverted 6. 2 color inverted 4


Zerxes Graphic Standards Guide

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INCORRECT LOGO USAGE Above are a few examples of what not to do to the Zerxes logo. Each distortion dilutes the power of the graphic identity. 1. logo turned to side 2. office logos provided by HQ 3. logo put in any other shape

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4. logo stretched 5. logo taken out of box 6. counter of “R“ filled in


2.0 Signatures

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INCORRECT LOGO USAGE Above are a few examples of what not to do to the Zerxes logo. Each distortion dilutes the power of the graphic identity. 7. logo filled in with an image 8. elements of logo eliminated 9. drop shadow applied to logo

10. logo filled with pattern 11. logo outlined / incorrect color usage 12. logo made transparent / layered

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Zerxes Graphic Standards Guide

ZERXES GOLD PMS CMYK RGB HEX

110C 20, 40, 96, 2 204, 153, 80 #CC9933

DARK GOLD PMS CMYK RGB HEX

724C 32, 59, 91, 18 153, 102, 51 #996633

BRICK RED PMS CMYK RGB HEX

201C 34, 98, 96, 53 102, 0, 40 #660000

PRIMARY COLOR PALETTE The Zerxes customized color palette reflects the clarity and depth of our values. Consistent and appropriate use of these colors will create a strong and consistent visual presence for the brand. This established system of colors for brand communications ties all the offices, centers and units of our brand together. To ensure the consistency of our visual identity, specifications for each color are provided for both print and digital use. Pantone colors and CMYK values are provided for color printing applications.

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3.0 Color Palettes

LIGHT TAUPE PMS CMYK RGB HEX

110C 20, 20, 25, 0 204, 194, 184 #CCC228

STONE PMS CMYK RGB HEX

724C 40, 40, 50, 0 163, 147, 130 #A39382

BRONZE PMS CMYK RGB HEX

201C 38, 61, 86, 29 128, 87, 50 #996633

SECONDARY COLOR PALETTE The colors in this supporting palette were chosen to complement our primary palette of golds and red, providing additional range to the brand experience. These neutral tones were drawn from the physical environment surrounding our flagship office. To ensure the consistency of our visual identity, specifications for each color are provided for both print and digital use. Pantone colors and CMYK values are provided for color printing applications.

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Zerxes Graphic Standards Guide

TYPOGRAPHY The Zerxes brand utilizes three typefaces. The first is Gotham Bold, that is used for headings in print work, on posters, billboards, and also on web applications. This typeface is always used in all caps. The second Zerxes typeface is Gotham Book Light, a thinner version of the header. This typeface is used for larger bodies of type, such as on this paragraph. It can be used in larger scale and all caps, as well as small and in upper and lower case. The final Zerxes typeface is Gentium Regular, a italic romantic typeface romantic typeface used for notes and captions.

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4.0 Typography

GOTHAM BOLD - HEADINGS | 18/21 | CAPS ABCDEFGHIJKLMNOPQRSTUV WXYZ1234567890!?.,:’”

GOTHAM BOOK LIGHT - A BODY COPY | 11/15 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?.,:’”

GOTHAM BOOK LIGHT - B BODY COPY | 9/10

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?.,:’”

GENTIUM REGULAR - CALL OUTS | 9/11

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?.,:’”

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Zerxes Graphic Standards Guide

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4.0 Typography

TYPOGRAPHY APPLICATIONS One example of the Zerxes typography standards includes our business suite used for all corporate communications. It is required that all offices and departments use the standard stationary formats available through HQ. 1. letterhead 2. business card

3. crack-n-peel mailing label 8. #10 envelope

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Zerxes Graphic Standards Guide

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5.0 Subsidiary Brands

SUBSIDIARY LOGO The KidLit Childrens’ Books logo is at the heart of all group communication aimed at the consumer. Designed in the shape of a badge is the consumer-facing brand, which represents all of the print and online business. The preferred way to use the KidLit Childrens’ Books logo is either black or full color over a white/light background. Every attempt must be made to do this. Please observe the clear space around the logo to maximize visual effectiveness. For more information on the graphic standards for KidLit Childrens’ Books contact KidLit Creative Services.

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Zerxes Graphic Standards Guide

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6.0 Corporate Ephemera

APPLICATIONS To the left are a few example of the Zerxes graphic standards being applied, the list of corporate ephemera designs also include billboard advertisements, signage, employee uniforms etc. 1. bookmobile 2. book bag

3. employee id 8. hardback books

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Zerxes Graphic Standards Guide

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7.0 Design Elements

PHOTOGRAPHY Our photographs tell stories and represent the true essence of Zerxes. Stylistically we aim to contrast vibrant and dark tones, blurry and focused images, bright and low lit settings. Whether photos are posed or spontaneous, they resonate with the personality of the subjects, demonstrate and support the attributes of our brand, and let people know what Zerxes stands for.

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© ZERXES TM 2017. ALL RIGHTS RESERVED. Zerxes Headquarters 6500 Megills Court Zerxesland, VA 20124 info@zerxes.com 1800.458.0894 336.095.2591 zerxes.com

ZERXES  

Graphic Standards Guide

ZERXES  

Graphic Standards Guide

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