ESS Brand Guide

ESS LOGO USAGE GUIDELINES

This is the preferred version of the logo and should be used in layout when space is available, or when the printed medium can provide enough clarity to maintain it’s visual integrity.

This may not be suitable for newsprint, silk-screening or embroidery.

4-Color Photoshop Shield Logo:

2-Color Vector Shield Logo:

This version of the logo is to be used when a simplified format or vector file is required, or when the printed medium is less tolerant, such as in newsprint.

PRIMARY VECTOR LOGO

2-Color Vector “No-Shield” Logo:

At times the logo may need to be reduced to fit into small areas, or when the printed medium demands the most basic treatment, such as silk-screening or embroidery.

This simplified, no-shield version of the mark is to be used only in those occasions.

Clear Space:

Clear space is the area surrounding the logo mark that must be kept free of graphic elements.

This minimum required clear space is defined by the measurement of the distance between the shield icon and edge of first and last letters.

Logo Minimum Size Guide:

Primary “4-Color Photoshop Shield” Logo: This Preferred logo should not be smaller than 2 inches wide (i.e. > 600 pixels wide)

Secondary “2-Color Vector Shield” Logo: This Secondary logo should not be smaller than 1.25 inches wide (i.e. > 375 pixels wide)

Tertiary “2-Color Vector No-Shield” Logo: This 3rd-Priority logo should not be smaller than .5” (i.e. > 150 pixels wide)

Logo Incorrect Usage:

Don’t stretch

Don’t make the logo 3D

Don’t use logo without taglines

Don’t crop

Don’t use different colors

Don’t remove or relocate trademark

Don’t make the logo 3D

Don’t change stroke color

Don’t use on different background colors

Don’t rotate Don’t use different colors

Don’t crop

Don’t change stroke color

Don’t use logo without

Don’t change stroke color

Don’t use gradient inside letters

Don’t use logo without taglines

Don’t with

Don’t the logo 1. Don’t color 1. Don’t inside

Don’t taglines

Don’t strech 1. Don’t rotate

Don’t use colors

Don’t apply drop shadow

Don’t use mark with taglines

Don’t make the logo 3D

Don’t strech

Don’t

Don’t colors

Don’t drop shadow

Don’t use mark with taglines

Don’t make the logo 3D

Don’t strech

Don’t rotate

Don’t apply drop shadow

Don’t crop

Don’t remove trademark

1. Don’t use mark with taglines

1. Don’t make the logo 3D

1. Don’t change stroke color

1. Don’t use gradient inside letters

1. Don’t use logo without taglines

1. Don’t

1. Don’t with taglines

1. Don’t the logo

1. Don’t color

1. Don’t inside 1. Don’t taglines

ESS Fonts:

ESS uses specific set of fonts in order to portray a modern and tough feel for it’s collateral, advertisements and product copy.

It is critical to use only these fonts in the manner described when representing the ESS brand in print or digital media.

Use basic Sans Serif fonts in case fonts are unavailable.

HEADLINE FONT- ALL UPPER CASE

AGENCY FB -

BOLD

SUB-HEADER - ALL UPPER CASE

Eurostile LT - DEMI

BODY - Sentence Case or as Capitals Needed

Eurostile LT - MEDIUM

PART NUMBERS - ALL UPPER CASE

Eurostile Condensed - REGULAR

ESS Header and Footer Artwork:

A specific brushed aluminum background pattern is use in conjunction with an angled bevel layer to create a consistent border for all ESS digital print collateral.

These elements should not be stretched, scaled, recolored or otherwise altered when constructing a new document.

File Names: Brushed Metal.psd Brushed Metal 2.psd

ESS uses a specific array of colors to convey it’s brand identity.

The colors are primarily based on black and white contrast with a specific yellow to add highlights.

Color Palette:

Primary Colors: Black White

Metallic Silver: Pantone 877C

Tagline Usage:

BUILT FOR BATTLE. TOUGH FOR LIFE. TM

The ESS tagline has been incorporated into the primary ESS logos.

The ESS tagline is trademark protected in whole and in parts. The full tagline should be used whenever possible.

However, in certain cases, either half of the tagline may be used to achieve desired effect. Partial use of tagline must also include TM symbol.