BRAND GUIDE PREPARED BY LEAH ERICA CHUNG AUGUST 2012
BRAND INTRODUCTION In creating the brand of TOHL, or Tubing Operations for Humanitarian Logistics, several key words were taken into thorough consideration in order to shape TOHL’s identity: bold, revolutionary, global, professional, youthful, approachable, and simple. With both the non-profit and for-profit business segments represented under TOHL, maintaining a sense of versatility and universality was important. The following guide is meant to be used for all outgoing materials, whether in print or online. It is imperative that the guidelines are followed in order to ensure a consistent representation of TOHL’s values.
THE LOGO DESIGN
Primary Logo / Primary Orientation (Vertical / Aqua)
Logotype 0.5 inch cap height = X
The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the uppercase letters, known as the ‘cap-height.’)
Alternative Logo Version Logo in Solid Black
Logo in White (reversed)
Social Media Profile Images
USING THE SLOGAN The horizontal orientation of the logo already has the slogan embedded within the logo mark and logotype, so there should not be a repetition of it in any situation. ONLY for the vertical orientation logo should the slogan be used. The slogan should be placed at least double the Clear Space as defined by X below the logo. The logo should always be the dominant element of the two.
TYPEFACE Font(s) Used In The Logo TradeGothic LT
1234567890!@#$%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
COLOR PALETTE Primary color
R28 G198 B254 C62 M2 Y0 K0 #3AC2F1
R150 G150 B150 C0 M0 Y0 K41 #969696
R30 G20 B56 C91 M93 Y44 K56 #1E1438
R72 G72 B72 C0 M0 Y0 K48 #484848 R33 G33 B3 C0 M0 Y0 K87 #212121
DESIGN CONSTRAINTS Minimum Logo Width Exceptions to minimum size restrictions include name badges, business cards, or other small products. 0.8 inch
Vertical Orientation The vertical orientation logo may look distorted or it may lose any important visual details if it is any smaller than 0.8 inch in width.
Horizontal Orientation The horizontal orientation logo includes the slogan, which should be maintained as is, and should not be manipulated in any way.
WHAT NOT TO DO
Make sure the logo contrasts with background color.
Do not change the relative size of elements.
The name is of the company is
The logo should not be used as part of a sentence.
Do not change element position.
TOHL Do not stretch or distort your logo.
Do not change fonts or color.
USING THE LOGO
In most cases, use of one company logo is all that is required on an online or print advertisement. Please refer to previous pages of the guide to ensure that the company logo is not overlapped on complex backgrounds and that the minimum clearance space is maintained all around the logo.
Using With Another Logo
When the TOHL logo is used with another logo, both logos should be scaled to the same visual weight and the separation distance should be at least double the Clear Space defined by measurement X (refer to page 1).