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Brand Guidelines


Table of Contents

Logo Concept

1

Clear Space and Minimum Usage

2

Color 5

Unacceptable Logo Usage

6

Typeface 8

Photography Usage

10


Cady’s Alley The Cady’s Alley logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo becomes a powerful tool for building and maintaining equity in the Cady’s Alley brand.

Concept The two rectangles generate a clean and sophisticated look which goes well with the approachable elegance of Cady’s Alley. As a whole they are reminiscent of the C as well as the A of the company name, connecting design and interaction with the company. The space between the rectangles represents the alley itself, while the rectangles simultaneously mimic the look of the brick walls that connect the shops. The shape is also reminiscent of an arrow, which establishes Cady’s Alley as a forward-thinking company that supplies its visitors with innovation and inspiration.

Logo Concept 1


Servicemark Rules The Cady’s Alley logo, including all of its design elements and colors are servicemarks owned by Cady’s Alley. The logo may only be used in accordance with this manual. Never alter the logo in any way. The electronic logo files available that are supplied by Cady’s Alley are the only files that should be used.

Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space that is equal to at least one X-height, which is the height of the capital A in the Cady’s Alley logotype (see illustration).

Minimum Acceptable Usage The minimum height of the Cady’s Alley logo is .3". This is the height specification for both print and digital publications.

2 Cady’s Alley Brand Guidelines


.3"

Clear Space and Minimum Usage 3


Color Applications for Logo

Color Palette

Appropriate use of the logo is the most important part of maintaining the Cady’s Alley brand. The consistency of its appearance is critical to communicating the core principles and overall strength of the brand itself.

CMYK: To ensure correct color reproduction, use CMYK for four color printing.

Color Variations Only the illustrated logo color combinations are permitted. Do not create your own variations. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used: Grayscale/Black: For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable. Reversed White: Reversed to white against a dark or bright background, where the primary version is unreadable. PMS: Use for one or two color print projects, see color chart. Primary: CMYK mix, see color chart.

4 Cady’s Alley Brand Guidelines

PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world. RGB: Used for web and screen applications, including PowerPoint presentations. RGB colors will not reproduce the correct colors if printed, and are not to be used for printed materials. Your screen may convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.


C68 M67 Y8 K0 PMS 268 U (C63 M74 Y17 K2) PMS 7676 C (C61 M67 Y9 K0) R105 G100 B163 HEX 6964a3

C57 M56 Y7 K0 PMS 7664 U (C58 M70 Y28 K7) PMS 667C (C57 M63 Y23 K3) R123 G118 B175 HEX 7b76af

C0 M0 Y0 K85 PMS Black 6 U (C68 M61 Y65 K54) PMS Black 7 C (C64 M62 Y51 K32) R77 G77 B79 HEX 4c4d4f

Color 5


Where style meets sense

6 Cady’s Alley Brand Guidelines

Do not add a tagline to the logo

Do not set the logo at an angle

Do not resize the logo disproportionately

Do not alter the layout of the logo

Do not add effects to the logo

Do not alter the logotype


Unacceptable Logo Usage The Cady’s Alley logo is a customdesigned artwork. With this in mind, the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. The following is a list of common mistakes to avoid in order not to misrepresent Cady’s Alley. Adding a tagline to the logo diminishes its strength, as it is designed to individually represent Cady’s Alley. Setting the logo on an angle violates the balance and strength of the logo. Resizing the logo disproportionately changes its meaning and makes it look unthoughtfully designed. Altering the layout of the logo by moving its elements devalues the Cady’s Alley brand and adds undesirable variation. Adding effects to the logo changes its meaning and disrupts its simplicity. Altering the typography in the logo disconnects it from the sophistication of the Cady’s Alley brand.

Unacceptable Logo Usage 7


Typeface Appropriate typography is important in the presentation of Cady’s Alley. The guidelines below explain which typefaces can be used in specific contexts. Do not vary from these specifications or introduce other typefaces. Primary Typeface: Roboto The Roboto type family is used to complement the Cady’s Alley logo, as it sets a clean and confident tone. Roboto gives users flexibility by offering a broad range of type weights and styles. Use Roboto for all professionally printed materials. Secondary Typeface: Roboto Slab Roboto Slab should be used for headlines and emphasis as it is the typeface of the logo and adds sophisticated variety. Web Typeface: Roboto Use for web and screen applications. Body text should be set in Roboto while headers should be set in Roboto Slab PowerPoint Typeface: Arial

8 Cady’s Alley Brand Guidelines


Roboto

Roboto Slab

Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?/&”*()[]%#-

Typeface 9


Photography Usage Choosing the right image for communication collateral is critical to the Cady’s Alley brand. The stylistic parameters of the images and how the images are treated through color and contrast reflect the brand style: sophisticated, approachable, and in the know. The content of the images (people, places, situations, and actions) should feel real, meaningful, and engaging, even in staged and studio-based photographs. The style (cropping, focus, light, and perspective) should feel natural and friendly but impactful. Color is used as a means of further connecting the imagery, and the different approaches to color will be illustrated in subsequent pages.

10 Cady’s Alley Brand Guidelines


Use sharp, bright photography of Cady’s Alley from different dynamic angles at eye level

Do not use photography of Cady’s Alley during precipitation or from perspectives above or below eye level

Photography Usage 11


Use clean showroom photography with natural light

Do not use poorly lit, cluttered or overly sterile showroom photography

12 Cady’s Alley Brand Guidelines


Use well-lit photography of well-dressed visitors who are engaging actively with their environment

Do not use photography of poorly dressed shoppers in non-specific situations, or crowded stores

Photography Usage 13


Use anonymous fashion detail photography of sharp and well-lit quality

Do not use fashion detail photography in which the highlighted detail is cropped

14 Cady’s Alley Brand Guidelines


Use photography with a light purple color wash of purple C68 M67 Y8 K0 Wash made in Photoshop with photographs and a “Photo Filter� with the main purple swatch at about 60-70%

Do not use too much purple

Photography Usage 15


Use black and white photography

Do not use black and white photography with extreme darks and/or lights

16 Cady’s Alley Brand Guidelines


Use desaturated photography that retains visible color detail

Do not use extremely desaturated photography

Logo 17


18 Cady’s Alley Brand Guidelines


Logo 19


Cady's Alley Brand Guidelines