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Elements Style Guide

Element of Style

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artunderpressuredc.com

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LOGO USAGE

Art Under Pressure Logo The Art Under Pressure logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Art Under Pressure brand. Logo Concept This logo shows a combination of a bomb and nuclear bomb with the fuse lit and close to exploding. This shows the under pressure aspect that all taggers experience on a regular basis when they are spray painting somewhere illegally. Also the graffiti style nuclear bomb relates to what the store is know for, their spray paint. The type emphasizes the word art because that is Art Under Pressures main theme, with their custom designed boards and art supplies. The Under Pressure is smaller to the right and is placed right under the arm of the T showing the pressure aspect once again. Servicemark Rules The Art Under Pressure logo, including its design elements, colors, and tag line, are servicemarks owned by Art Under Pressure. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Art Under Pressure are the only files that should be used.

Element of Style

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LOGO USAGE

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Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least two X-height units with the tagline and without (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “Art Under Pressure” letters in the brand logo.

30 mm

Minimum Acceptable Usage The minimum size of the Art Under Pressure logo with the tagline is 30 mm.

Element of Style

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LOGO USAGE

Color Applications for Logo Appropriate use of the logo is the most important part of maintaining the Art Under Pressure brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.

BLACK AND WHITE White background Solid black background

COLOR White background Solid grey background

Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used: BLACK AND WHITE: For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable. REVERSED WHITE: Reversed to white against a dark or bright background, where the primary version is unreadable. PMS: Use for one or two color print projects, see color chart. PRIMARY: CMYK mix, see color chart.

Element of Style

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artunderpressuredc.com

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LOGO USAGE

Unacceptable Logo Usage Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation.

Do not tilt logo.

Do not squish letters.

UNDER Do not change type to colors but black, white or 98% grey.

Do not change logo font.

Do not use strokes on the logo.

Do not rotate logo mark.

Element of Style

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artunderpressuredc.com

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COLOR PALETTE

PANTONE 7549 UC

PANTONE 7408 C

CMYK 0/35/100/0

RGB 252/175/23

Color Palette CMYK: To ensure correct color reproduction use for four color printing. PMS: Primarily for logo color matching and two color printing. PMS colors are standard colors with the majority of printers around the world. RGB/HEX: used for web and screen applications, this includes PowerPoint presentations. RGB/ HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX: values are standard on the web.

TINTS: Increments of 10% are an acceptable application of color.

Element of Style

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artunderpressuredc.com

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TYPEFACE USAGE

Typeface Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces. UNIVERSE 45 (LIGHT)

FUTURA BT (BOOK)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

UNIVERSE 55 (ROMAN)

FUTURA BT (BOOK)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

UNIVERS 75 (BLACK)

FUTURA BT (EXTRA BLACK)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Primary Typeface: The logo typeface compliments the roundness of the logo mark yet still has a geometric form. It works well with the logo because of the thick stocky form of the letters. (Type was reconstructed to relate more to the logo mark.) Web and PowerPoint Typeface: ARIAL For headers use Arial; body copy use Arial.

Element of Style

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artunderpressuredc.com

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COLOR OPTIONS

Complimentary Colors

PANTONE DS 174-1 C

CMYK 70/100/0/20

PANTONE DS 190-4 C

CMYK 60/55/0/15

RGB 93/30/121

HEX # 5E/1E/79

RGB 101/104/162

HEX # 65/68/A2

TINTS

40%

40%

70%

70%

100%

100% TINTS

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Art Under Pressure Logo Guidines