Urbaign Living
Identity Guidelines
Version 1.0
guidelines Version 1.0 contents
Page No.
Contents
3
Introduction
* 4-5 6 7 8 9 10 11 12
Identity Logos Isolation Area Scale Logo Construction Logo Usage Color Typeface Typography
guidelines Version 1.0 3 introduction
These guidelines outline the elements which make up the Urbaign Living brand. They include all rules to create on and off air communications. This will help you in designing and producin exciting designs with a high degree of creative flexibility.
identity Version 1.0 4 logo
The Urbaign Living logo
Urbaign living
identity Version 1.0 5 logoS
The primary background for the Urbaign Living logo is “baby blue�. It can also be used on white, breeze, or black. The logo may be used with or without text.
Urbaign living
identity ISOLATION AREA
The Urbaign Living identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. The area is defined by using the length of “u� from the logo which is referred to as x. A margin of clear space equivalent to x is drawn around the logo to create the invisible boundary of the area of isolation. This area of separation is a minimum and should be increased wherever possible. The same logo should be used on all communications except for the .ico file when the specific version should be used.
Version 1.0
6
U
x
x
U
U
x
urbaignliving x
U
identity Version 1.0 7 SCALE & PROPORTION
Digital
.ico file
Urbaign living
Urbaign living
20mm
55px
There are no predetermined sizes for the Urbaign Living logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the Urbaign Living logo. Minimum sizes are as shown here. There is a specific file for Icos which is 16px by 16px.
identity LOGO CONSTRUCTION
Version 1.0
8
The equation here shows how Urbaign living logo was constructed.
=
+ Housing, Living
U of I colors
identity Version 1.0 9 usage - don’ts
When using the Urbaign Living logo, the following rules should be adhered to at all times.
URBAIGN LIVING The logo typography should never be altered or replaced. The supplied logos should be used at all times.
Do not alter the color of the logo.
The logo should never be placed on a color not included in the accepted background colors.
The logotype should never obscure the focus of a picture.
The logotype should never be manipulated, stretched, distorted, flipped or cropped.
The logotype should never be specifically manipulated, like removing or adding certain pieces.
identity Version 1.0 10 color
The Urbaign Living color palette has 2 logo colors and 3 background colors. Percentage tints can be used of any of these colours. RGB 199/234/251
RGB 37/64/143
RGB 0/0/0
Hex C7EAFB
Hex 25408F
Hex 000000
CMYK 20/0/0/0
CMYK 100/90/10/0
CMYK 100/100/100/100
RGB 239/144/32
RGB 221/226/224
RGB 255/255/255
Hex EF9020
Hex DDE2E0
Hex FFFFFF
CMYK 1/34/69/0
CMYK 13/6/9/0
CMYK 0/0/0/0
identity Version 1.0 11 typeface
The Urbaign Living Ostrich Sans is supplied in the True Type format and is supported by PC and Mac. You should always use this version.
Ostrich sans black abcdefghijklmnopqrstuvwyz &0123456789*#@+=’”%?$ ,.:;...“”‘’!?(/)\|TMaoı`???? -–—_
Ostrich sans medium abcdefghijklmnopqrstuvwyz &0123456789*#@+=’”%?$ ,.:;...“”‘’!?(/)\|TMaoı`???? -–—_
identity Version 1.0 12 typography
Typographic design should be applied using the following parameters: Weight Urbaign Living communications use both weight of Ostrich Sans. Style Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must never be used. Spacing Type should be set at 100% word spacing and 0% letter spacing. In some circumstances it may be necessary to adjust the spacing between individual characters manually. Sizing The smallest size permitted is 8 point. This should only be for certain print uses such as credits. There is no upper size limit. Alignment Ostrich Sans should be generally ranged left. Range right is used in some instances on screen. Leading Leading should always be set to +16.6%. So leading on 24pt type would be 28pt. Above 32pt leading can be adjusted manually. The ascenders and descenders in the typeface should never touch. Color Type can be set in any color from the Urbaign Living brand color palette.
Urbaign Living Š 2015