Visual Identity Guidelines
Minds Inspired | Visual Identity Guidelines
Contents | 02
Contents 03
Introduction
04
Colour Palette
05
The Brandmark
06
Brandmark Formats
07
Exclusion Zone
08
Application Zone
09
Co-Brand Special Application
10
Ad Guides - Vertical
11
Ad Guides - Horizontal
12
Incorrect Use
13
Typography
14
Digital Artwork
Minds Inspired | Visual Identity Guidelines
Introduction | 03
Introduction These guidelines define the basic elements of the Minds Inspired visual identity. There are very few rules but please take the time to read and understand how they work, and how they can be used together to ensure a fresh and vital visual identity. Most of all, it’s crucial that the visual identity appears consistently in every communication.
Minds Inspired | Visual Identity Guidelines
Colour Palette | 04
Colour Palette Colour plays an important role in the MI visual identity and great effort should be taken to ensure consistent representation across all applications. The visual identity’s four principal colors are Sky and Yellow.
Sky
Yellow
Pantone 2995 C C80 M12 Y1 K0 R0 G168 B225 WebHex 00a8e1
Pantone Yellow C C2 M9 Y100 K0 R255 G221 B0 WebHex ffdd00
Rhodamine
Green
Orange
Pantone Rhodamine Red C5 M97 Y0 K0 R231 G0 B149 WebHex e70095
Pantone 7488 C C55 M0 Y93 K0 R114 G213 B74 WebHex 72d54a
Pantone 1495 C C0 M53 Y95 K0 R255 G144 B18 WebHex ff9012
The numbers indicated at right refer to the PANTONE® matching colors, CMYK conversions, RGB conversions and Web-safe conversions. PANTONE® Matching ColorSystems and PMS are Pantone, Inc.’s standard trademark for colour reproduction and colour reproduction materials.
Minds Inspired | Visual Identity Guidelines
The Brandmark | 05
The Brandmark
Minds Inspired | Visual Identity Guidelines
Brandmark Formats | 06
Brandmark Formats Generally, the MI Brandmark should be placed on either a white or approved colour background, as shown here. Where the Brandmark is placed on another colour or photographic background, that background should always provide contrast for legibility. As shown here, there are eight permitted Brandmark formats using full colour, one colour, greyscale and mono. Where only a single ink can be used (One Colour format), PantoneÂŽ 2995 C is the approved colour.
FULL COLOUR POSITIVE
FULL COLOUR REVERSED
ONE COLOUR POSITIVE
ONE COLOUR REVERSED
MONO POSITIVE
MONO REVERSED
Minds Inspired | Visual Identity Guidelines
Exclusion Zone | 07
Exclusion Zone For maximum impact and instant recognition, the MI Brandmark should not be crowded by other visual elements. Adequate space should be left around the brandmark so that its prominence isn’t compromised. The exception is where the Brandmark is bleeds off the bottom border of a page or boundary. The Exclusion Zone then applies to the sides and the top of the Brandmark. The illustration gives a visual guide for providing such white space. No graphic element may encroach within a distance equivalent to the height of the letter m. The same rules apply to reversed formats of the Brandmark.
EXCLUSION ZONE
Minds Inspired | Visual Identity Guidelines
Application Zone | 08
Application Zone For maximum impact and instant recognition, the MI Brandmark should not be crowded by other visual elements. Adequate space should be left around the brandmark so that its prominence isn’t compromised. The exception is where the Brandmark is bleeds off the bottom border of a page or boundary. The Exclusion Zone then applies to the sides and the top of the Brandmark.
APPLICATION ZONE
The illustration gives a visual guide for providing such white space. No graphic element may encroach within a distance equivalent to the height of the letter v. The same rules apply to reversed formats of the Brandmark.
EXCLUSION ZONE
Minds Inspired | Visual Identity Guidelines
Co-Brand Special Application | 09
Co-Brand Special Application There may be exceptional circumstances where only the Dart and Minds Inspired brands appear in an execution. These might include, for example, an advertising board at a sports event. In such cases, use the Co-brand Special Application lock-up. Similar exclusion zone principles that govern other MI brandmarks apply to this lock-up.
Minds Inspired | Visual Identity Guidelines
Ad Guides - Vertical Layout | 10
A Dart Brandmark
Always align the top left of the Dart Brandmark with a minimum of two ‘D’s from the left and top margins.
A
B Headline Copy
Gravur Condensed Bold & Black C Body Copy
Gravur Condensed Regular D Sub Copy
Gravur Condensed Regular E Website URL
Gravur Condensed Regular F MI Copy Triangle
MI Yellow, 95% opacity. Triangle base sits on its point at the bottom of the page. G Dot Pattern
White, 85% opacity. Must sit under key elements. Placement is whatever fits best.
F
45%
B
Today’s Ambassadors. Tomorrow’s Leaders.
C
Since 2007, Dart has been welcoming the next generation of leaders in Cayman and we are once again honoured to have such bright, young minds spend their summer with us. The diversity and range of industries and the dedication and commitment to our employees provides the ideal learning environment for work experience students to gain hands-on experience by getting involved in real and meaningful projects.
D
Left to right: First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name,
H Minds Inspired Brandmark
Aligned bottom right and should always stand out against the background.
G
H E
mindsinspired.ky
Minds Inspired | Visual Identity Guidelines
Ad Guides - Horizontal Layout | 11
A Dart Brandmark
Always align the top left of the Dart Brandmark with a minimum of two ‘D’s from the left and top margins.
A
B Headline Copy
Gravur Condensed Bold & Black C Body Copy
Gravur Condensed Regular F
D Sub Copy
Gravur Condensed Regular E Website URL
Gravur Condensed Regular
G
F MI Copy Triangle
B
Today’s y Ambassadors. Tomorrow’s Leaders.
C
Since 2007, Dart has been welcoming the next generation of leaders in Cayman and we are once again honoured to have such bright, young minds spend their summer with us. The diversity and range of industries and the dedication and commitment to our employees provides the ideal learning environment for work experience students to gain hands-on experience by getting involved in real and meaningful projects.
D
Left to right: First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name, First name Last Name,
MI Yellow, 95% opacity. G Dot Pattern
White, 85% opacity. Must sit under key elements. Placement is whatever fits best. H Minds Inspired Brandmark
Aligned bottom right and should always stand out against the background.
E
mindsinspired.ky
H
Minds Inspired | Visual Identity Guidelines
Incorrect Usage | 12
Incorrect Use With the huge variation in media channels - from print to electronic it’s vital to control how the MI Brandmark is applied. Always maintain consistency with its established configuration and the way in which it’s displayed.
DISTORTION
INCORRECT COLORS
These illustrations represent misuses that could occur. Above all, do not alter the brandmark in any manner, and always use the approved electronic artwork.
INCORRECT ORIENTATION
REMOVING ELEMENTS
CHANGING ELEMENTS
MOVING ELEMENTS
Minds Inspired | Visual Identity Guidelines
Typography | 13
Typography The MI marketing font is Gravur Condensed. These fonts should be used for all customer-facing materials generally those produced by graphics professionals.
Gravur Condensed Black
Gravur Condensed is a Google Font available in the cloud and is useable across many platforms including online as a web font.
Gravur Condensed Bold
In the event that Gravur cannot be used, Calibri - a default font available on most PCs - is the substitute of choice for email and electronic document applications.
Gravur Condensed Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Gravur Condensed Light
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Calibri
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Minds Inspired | Visual Identity Guidelines
Digital Artwork | 14
Digital Artwork For help using the Minds Inspired Visual Identity, or to get any associated digital assets please contact studio@dartrealestate.com.
Version One | March 2018