IDENTITY & LOGO
USAGE GUIDELINES
Retail Merchants © 2016 | Brand guidelines
CONTENTS ABOUT RMA
Vision, Mission, Core Values Unique Selling Proposition (USP)
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RMA LOGO
RMA logo (preferred) 4 TSBL logo (preferred) 5 Black, white & greyscale 6 Logo spacing 7 Alterations 8 Logo sizes 9
COLOR SCHEME
Primary color palette Secondary color palette Supporting color
TYPOGRAPHY
Primary Font Secondary Font Paragraph styles and font sizes
BASIC FUNDAMENTAL GUIDELINES
Brand Identity Editorial Styles
ADDITIONAL
10 11
12 13 14
15
TSBL Logo Preferences 16 Imagery 17
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ABOUT RMA VISION We envision that every retailer is a member of Retail Merchants and sees value in their membership.
CORE VALUES • We are commited to
our members & the community.
• We are open, honest &
direct communicators.
• We are professional &
MISSION To serve as the ultimate resource for local retailers to thrive.
accountable.
• We are collaborators who
promote connectivity, change & creativity.
• We expect excellence in
ourselves and each other.
USP Retail Merchants (RMA) is a membership organization that does everything with retailers in mind. • Promote being loyal to local. • Use our voice to protect the rights of retailers. • Educate and inspire through events and programs.
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RMA LOGO A
B
A
RMA logotype
C
B
RMA mark
C
RMA tagline
The RMA logo combines three elements: the RMA mark, logotype, and tagline. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the RMA logo elements, are predetermined and should not be altered. Used consistently, they will reinforce public awareness of the company.
BELOW ARE THE TWO PREFERRED VERSIONS OF THIS LOGO:
PRIMARY RMA LOGO
This is the logo of choice, to be used whenever possible. For all print and digital marketing.
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ONE-COLOR RMA LOGO
A secondary version of the logo for all materials which need require a one-color logo.
TSBL LOGO A
B
A
RMA mark
B
TSBL logotype
The TSBL logo combines two elements: the RMA mark and the TSBL logotype (i.e., RMA logo tagline). These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the TSBL: logo elements, are predetermined and should not be altered. Used consistently, they will reinforce public awareness of the company.
BELOW ARE THE TWO PREFERRED VERSIONS OF THIS LOGO:
PRIMARY TSBL LOGO
This is the logo of choice, to be used whenever possible. For all print and digital marketing.
ONE-COLOR TSBL LOGO
A secondary version of the logo for all materials which need require a one-color logo.
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BLACK & WHITE AND GREYSCALE
PRIMARY RMA LOGO, BLACK
PRIMARY RMA LOGO, WHITE
PRIMARY TSBL LOGO, BLACK
PRIMARY TSBL LOGO, WHITE
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SPACING AROUND BOTH LOGOS The RMA logo requires seperation from the other elements around it. The space required on all sides is roughly eqivalent to the height of the ‘R’ in “Retail Merchants.” It never should be less than that.
X X
X
The TSBL logo requires seperation from the other elements around it. The space required on all sides is roughly eqivalent to the height of the ‘L’ in “Local.” It never should be less than that.
X
X
X
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DO NOT ALTER EITHER LOGO LOGOS CANNOT BE CHANGED. PLEASE SEE EXAMPLES BELOW:
Do NOT rotate the Logo
Do NOT use strokes or shadows
Do NOT change relationship between height and width
Do NOT alter colors or apply effects and/or gradients
Do NOT change the position of any logo elements
Do leave off any graphical elements
PLEASE NOTE: Although creativity is appreciated please do not alter the logo in anyway!
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RMA & TSBL LOGO SIZES MINIMUM SIZES FOR PRINT: The RMA logo can be reduced in printing to 2 inches wide & and the TSBL logo can be reduced in printing to 1 inch wide. Do not print the logos any smaller than the aforementioned sizes or they may become illegible. 2 in (width) RMA Primary Logo.png
1 in (width) TSBL with RMA 2 color.png
MINIMUM SIZES FOR WEB: Ideally, the RMA logo should not be reduced smaller than 115.5 pixels wide, be can be reduced to 87.5 pixels wide if needed. For standard web use, please try to use 350 pixels wide. The TSBL logo can be reduced to 50 pixels wide. Do not use the logos any smaller than the aforementioned sizes on the web or they may become illegible. 115.5 px (width) RMA Primary Logo.png
50 px (width) TSBL with RMA 2 color.png PLEASE NOTE: The numbers above may change over time with design use.
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COLOR SCHEME A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all RMA & TSBL communications.
PRIMARY COLOR PALETTE The palette below shows the primary logo colors. The lighter tints of these colors enriches the RMA & TSBL visual identities as a whole. Inclides: Specifications for Pantone colors (PMS) on coated stock (C), reproduced using the four-color process (CMYK), and when creating PowerPoint presentations (RGB).
PMS 534C | 2955U CMYK 95 / 74 / 7 / 44 RGB 27 / 54 / 93 Hex # 1B365D 100%
90%
50%
30%
10%
PMS 646C | 542U CMYK 72 / 31 / 3 / 12 RGB 94 / 138 / 180 Hex # 5E8AB4 100%
80%
50%
30%
90% opacity
100% opacity
10
10%
SECONDARY COLOR PALETTE The secondary color palette below was chosen to complement the primary color palette and provide additional range to the brands. These colors work well as neautral accents or subtle backgrounds.
PMS 425C | 426U CMYK 38 / 28 / 21 / 63 RGB 86 / 90 / 92 Hex # 565A5C
PMS 428C | 428U CMYK 12 / 6 / 5 / 12 RGB 195 / 200 / 200 Hex # C3C8C8 PMS Cool Gray 1C | U CMYK 3/2/4/5 RGB 224 / 225 / 221 Hex # E0E1DD
SUPPORTING COLOR This color should only be used as needed on special occassions. Please note that this is subject to change.
PMS 187C | 186U CMYK 5 / 100 / 71 / 22 RGB 167 / 25 / 48 Hex # A71930
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TYPOGRAPHY PRIMARY FONT The primary RMA typeface is MONTSERRAT published by Julieta Ulanovsky. This font is available in various weights and should be used in all RMA communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials. Please note: The RMA logo uses the font GOTHAM. The tagline is written in the regular weight. Montserrat Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890 Montserrat Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890 Montserrat Semi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890 Montserrat Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890
aA 12
light
aA
regular
aA
semi bold
aA
bold
TYPOGRAPHY SECONDARY FONT The secondary RMA typeface is OPEN SANS published by Steve Matteson. This font should be used in all RMA communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials. This sans serif font is available in various weights and should be used mainly for copy and body text. Open Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890 Open Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890 Open Sans Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890 Open Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234567890
aA
light
aA
regular
aA
semibold
aA
bold
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PARAGRAPH STYLES AND FONT SIZES HEADING 1
Montserrat semi bold 34pt MONTSERRAT REGULAR 28PT
HEADING 2
Montserrat semi bold 22pt (navy or black) MONTSERRAT REGULAR 22PT - UPPERCASE HEADING 3
Montserrat light, Montserrat regular, Montserrat semi bold, 14pt MONTSERRAT REGULAR 14PT - UPPERCASE INTRO TEXT
Open Sans regular, Open Sans italic, Open Sans semibold, or Open Sans bold, 12pt BASIC TEXT Open Sans regular, Open Sans italic, Open Sans semibold, or Open Sans bold, 10pt
PRINT & WEB USE As a general rule of thumb, Open Sans regular is used for body text and Montserrat bold or light is used for headings or sub-headings. Italic versions of both fonts can also be used. All text should always be set in either all uppcase or both upper and lower case. All text should be left justified wherever possible. Both fonts are also avaiable as web fonts! The font sizes on the web (to date) are as follows: (H1) Montserrat regular, 34 pt; (H2) Montserrat regular, 26 pt; (H3) Montserrat regular, 22 pt; (Intro text) Open Sans regular, 18 pt; and (Body text) Open Sans regular, 15 pt. PLEASE NOTE: These sizes are subject to change with continued design use.
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BASIC FUNDMENTAL GUIDELINES BRAND IDENTITY
• BRAND ESSENCE: Timeless, Open & Strong
• BRAND ARCHITECTURE • Organizational Structure:
(1) Retail Merchants Association (RMA) (2) Think. Shop. Buy. Local (TSBL)
• LOGO USE & DIFFERENTIATION
• RMA Logo: Use when talking to retailers, potential member or the business community. • TSBL Logo: Use when encouraging consumers to shop locally. • Standard Usage: Marks should be used in exclusivity whenever possible.
EDITORIAL STYLES
• RETAIL MERCHANTS (Use & Spelling)
• Legal Purposes: Retail Merchants Association • Press Releases: (1) Retail Merchants (2) RMA • Internal Use: (1) Retail Merchants (2) RMA
• BASIC WRITING PRINCIPLES • Phone Numbers: Include zip codes & separate numbers with periods.
(Ex.) 804.662.5500 • Times: Do NOT include periods & write AM and PM in lowercase letters. (Ex.) 9:00 am - 9:30 pm • Dates: Spell out each month & include the year. (Ex.) November 14, 2016 • Event Information: Separate event details with a vertical bar. (Ex.) November 14, 2016 | 9:00 am | RMA Offices • Capitalization: Do not capitalize member or non-member listed after a price. (Ex.) $25 member | $35 non-member
PLEASE NOTE: These items are subject to change and/or additions with continued design use.
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ADDITIONAL TSBL LOGO PREFERENCES Whenever used, the TSBL logo must have the RMA mark included. However, different color versions of the TSBL logo may be used depending on the design. RMA members should use the 2-color version. (1) Members can use the navy or white + navy background, if needed or preferred (2). The light blue and white + light blue background versions are for internal use only (3). In addition, the white and navy knockout versions are for internal use only at this time and may be used over photos (4). 1
2
{
TSBL 2-color logo
INTERNAL USE ONLY
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TSBL navy logo
TSBL white logo + navy background
TSBL light blue logo
TSBL white logo + light blue background
TSBL white knockout logo
TSBL navy knockout logo
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IMAGERY Please keep the following guidelines in mind when creating and using photography for RMA: 1. Use photography or illustration that is appropriate for the content, tone and production level. 2. Preferably use black & white or color images (no sepia tone, HDR, etc.). 3. Ensure use of clean and white balanced images with high contrast. 4. Use of imagery that demonstrates the unique local character of the product and/or location. 5. Do not use stock photography. 6. Ideally avoid images with multiple focal points.
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