ESS Brand Guide

ESS LOGO USAGE GUIDELINES

LOGO USAGE GUIDELINES

4-Color Photoshop Shield Logo: 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.

PRIMARY LOGO

LOGO USAGE GUIDELINES

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

LOGO USAGE GUIDELINES

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.

ALTERNATE LOGO

LOGO USAGE GUIDELINES

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.

CLEAR SPACE

LOGO USAGE GUIDELINES 2”

Logo Minimum Size Guide:

X X

2”

X X

1.25”

2”

1.25”

.5”

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)

.5”

1.25”

.5”

SIZE REQUIREMENTS

with taglines

colors

LOGO USAGE GUIDELINES

Logo Incorrect Usage: 1. Don’t strech

Don’t stretch

1. Don’t use mark with taglines

Don’t make the logo 3D

1. Don’t make the logo 3D

Don’t use logo without taglines

1. Don’t change stroke color

Don’t crop

1. Don’t use gradient inside letters

1. Don’t strech

1. Don’t rotate

1. Don’t make the logo 3D

1. Don’t apply drop shadow

1. Don’t rotate Don’t remove or relocate trademark

1. Don’t strech 1. Don’t use mark taglines 1.with Don’t use different

1. Don’t rotate 1. Don’t use different colors

colors 1. Don’t change stroke color 1. Don’t use mark Don’t change with taglines

1. Don’t use on different background colors 1. Don’t use different colors

1. Don’t make the logo 3D 1. 1.

Don’t useapply gradient Don’t inside letters

1. Don’t apply drop shadow 1. Don’t crop

stroke color

drop shadow

1. Don’t with ta

1. Don’ the lo

1. Don’t the log 1. Don’ color

1. Don’t make the logo 3D

1. Don’t apply drop shadow

1. Don’t change stroke color Don’t rotate 1. Don’t use logo without 1.

Don’t use on different taglines background colors1. Don’t strech 1. Don’t strech

1. Don’t use on different 1. Don’t background colors 1.color Don’ 1. Don’t remove trademark insid

1. Don’t change stroke 1.

Don’t use gradient color inside letters

1. Don’t use on different 1.

Don’t cropcolors background

1. Don’t crop 1. Don’t use gradient inside letters

1. Don’t use mark 1.with Don’t use mark taglines with taglines

1. Don’t crop

1. Don’t inside

1. Don’ 1. Don’t us 1.colors Don’t u taglin colors

1. Don’t remove trademark

1. Don’t make 1. Don’t remove trademark 1. Don’t make 1. Don’t use logo without taglines

1. Don’t ro 1. Don’t r

Don’t use different colors

1. Don’t use logo without taglines

1. Don’t use logo without taglines

1. Don’t 1. Don’ with

the logo 3D the logo 3D

1. Don’t tagline

INCORRECT USAGE1. Don’t ap

1.drop Don’t a sha drop s 1. Don’t remove trademark

LOGO USAGE GUIDELINES

HEADLINE FONT- ALL UPPER CASE AGENCY FB - BOLD 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.

SUB-HEADER - ALL UPPER CASE Eurostile LT - DEMI

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.

BODY - Sentence Case or as Capitals Needed Eurostile LT - MEDIUM

PART NUMBERS - ALL UPPER CASE Eurostile Condensed - REGULAR

FONTS

LOGO USAGE GUIDELINES

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

BACKGROUND PATTERN

LOGO USAGE GUIDELINES

Primary Colors:

Black

White Color Palette: 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.

Gray: 50% Black

Yellow: 0-C 17 - M 100 - Y 0-K Metallic Silver: Pantone 877C

COLORS

LOGO USAGE GUIDELINES

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.

TAGLINE