BRAND STANDARDS GUIDE
B R A NDING GUIDE introduc tion This Branding Guide is a tool which helps ensure that design quality and standards are maintained. This will strengthen the foundation of the brand by bringing a sense of connection between the business and the logo. Upholding these design standards will bring recognizability to your brand. Visibility, legibility and consistency of use are key to the success of the TekTegrity brand identity.
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TABLE OF CONTENTS identit y Primary Logo.......................................... 3-4 Secondary Logo..................................... 5-6 color pale t te Color palette ......................................... 7-8 Black and white versions................... 9-10 de sig n elements Circles and Tag-line .......................... 11-12 Backgrounds ...................................... 13-14 logo usag e
Sizing for print and web....................15-16 Clear space..........................................17-18 Incorrect usages................................19-20
t yp og r aphy
Typefaces for print...........................21-22 Typefaces for web............................23-24
br and snap shot ............................ 25-26
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IDE N T I T Y the primary logo While maintaining its original concept, the TekTegrity logo has been refined through its color palette, and tagline typography.
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primary 2-color
primary 2-color reverse
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IDE N T I T Y the secondary logo The secondary logo is intended to be used at a scale small enough to impede the legibility of the tagline.
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secondary 2-color
secondary 2-color reverse
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COL OR PA L E T T E
main color pale t te The TekTegrity logo consists of neutral grays and a vibrant orange. The logo’s color palette is shown to the right in both PMS color (Pantone) and 4-color (CMYK) versions. It is important to note that the appropriate color palette should be used whenever possible. The PMS color version should be used when budget allows for the option to specify Pantone (PMS) ink. Otherwise, the 4-color (CMYK) version should be used.
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pantone = 723 c
pantone black 7 u
c myk = 0,48, 100, 0
cmyk = 0, 0, 15, 82
pantone = 723 c
50% black
30% black
c myk = 0,48, 100, 0
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COL OR PA L E T T E
bl ack & white logo When printing in black and white, the Primary logo may be used in 1-color black, ideally on a white or very light background. If the logo must appear on a non-solid background, the background must not be so busy as to impede on the clarity and legibility of the logo (please use your best judgement).
re ver se logo A 1-color Reverse logo is available to use when printing 1-color on a dark background.
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primary 1-color
reverse
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DE SIGN E L E ME N T S
circle s/ circul ar pat tern The concept behind the open circle motif originated from the TekTegrity logo. Open cirles can be used alone as a frame, or in a variety of combinations to form a pattern that mimics the dynamic lines of the logo.
additional tag line Whenever possible, the tagline should appear as it does to the right. The initials “IT” are set in all capitals in the type face “Ziggurat” while the rest of the tagline is all lower case “Collator”.
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IT should be.
the way
the way
IT should be.
circles/ circular pattern
be.
e.
IT should be.
the way
IT should be.
the way
IT should be.
additional tagline
the way
IT should be.
the way
IT should be.
the way
IT should be. the way
IT should be.
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DE SIGN E L E ME N T S
backg rounds A screened back circular pattern on colored background can be used for print materials. These may appear in any color from the color palate. Web materials can also include a textured black background.
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backgrounds
screened back circular pattern colored background
IT IT
the way the wayshould be. should be.
the way
the way IT should be. IT should be.
the way
IT should be.
the way
textured black background
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L OGO US AGE
minimum size The logo can be enlarged proportionally to any size, however for ideal legibility in print, the primary logo cannot shrink below 1.25 inches wide. The secondary logo cannot shrink smaller than .75 inch. For web usage, the primary logo cannot shrink below 118 pixels in width. The secondary logo cannot shrink below 65 pixels.
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print 300 dpi 1.25"
primary
.75"
secondary
web 72 dpi 119 px
65 px
primary
secondary
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L OGO US AGE
cle ar space It is essential to maintain the clear space around the logo in order to maximize clear recognition and visual impact. This area of isolation protects the logo from impeding imagery, graphics and page trim.
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x x
x
x
x
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L OGO US AGE
incorrec t use s 1. Do not place the full-color logo on a colored background. Use the one-color or knock out versions. 2. Do not use the logo in any other color except black and white or the full color version. 3. Do not stretch or condense. 4. Do not allow the background color that the logo is placed on be any smaller than the minimum white space that should surround it. 5. Do not alter elements within the logo individually or mix and match color combinations within the logo. 6. Do not replace the tagline with any other text.
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www.tektegrity.com
1.
2.
www.tektegrity.com
3.
5.
www.tektegrity.com
4.
6. www.tektegrity.com
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T Y POGR A PH Y
primary & secondary t ypeface s Collator should be used for all headlines primarily in sentence case. Whitney HTF should be used for all body copy. Use Whitney HTF small caps for all sub-headlines.
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Collator abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789
Whitney HTF abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 abcdefghijklmnopqrstuvwxyz 123456789
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T Y POGR A PH Y
web t ypeface s Collator should be used for all headlines primarily in sentance case. Open Sans substitues for Whitney HTF for sub-headlines. It should be used in all capitals. Gudea is used for body copy.
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Collator abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789
Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789
Gudea abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789
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B R A ND SN A PSHO T
the way
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IT should be.
http://upload.voler.com www.voler.com 1-800-488-6537 Send art to http://upload.voler.com www.voler.com 1-800-488-6537
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Produced by ( iii ) DESIGN, inc San Luis Obispo, California fresh@iiidesign.com
Copyright Š 2012 TekTegrity No part of this book may be reproduced in any form without the permission of author. All rights reserved. This book was created using the blurb creative publishing service. Blurb.com