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zaniac brand style guide

Version 2.0 August 2013


Contents

introduction...............................................................................................................................................................3 target market.............................................................................................................................................................4 logo..............................................................................................................................................................................5 logo & tagline............................................................................................................................................................6 vertical and horizontal logo...................................................................................................................................7 alternative logo.........................................................................................................................................................8 bw and monochromatic logo.................................................................................................................................9 logo usage..................................................................................................................................................................10 clear space requirements.......................................................................................................................................11 inappropriate logo usage........................................................................................................................................12 colors...........................................................................................................................................................................13 colors usage - backgrounds...................................................................................................................................14 colors usage - type print.........................................................................................................................................15 typography.................................................................................................................................................................16 typography treatments & elements.....................................................................................................................18 print grid system.......................................................................................................................................................19 print material examples..........................................................................................................................................20 website grid system.................................................................................................................................................21 website color & type usage....................................................................................................................................22 website examples.....................................................................................................................................................23 photography..............................................................................................................................................................24 file format usage.......................................................................................................................................................25 zaniac brand guidelines 2.0

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introduction brand promise

Zaniac delivers a math and technology experience that engages, excites and motivates K-8 kids, making parents feel proud to provide them with real academic advantage.

the idea that drives us

We exist to get kids engaged in math and technology, giving them the skills and motivation to create the future. We believe kids learn when they are having fun. Our objective is to create that fun experience with Zaniac.

what is zaniac?

Zaniac is like school at its best – an active, inspiring place that is filled with friends and friends to be, where real math and technology learning is fun.

our brand personality

All our communications have the same look and feel to them – an overall ‘style’. We have several principles to describe this ‘style.’ zaniac brand guidelines 2.0

bold

We want to stand out from the crowd. We want to make a statement and, most of all, an impact. That’s because we really believe in what we do—improving the lives of children. We want people to notice us, come to our centers and inspire millions to get involved.

approachable and imaginative spirit

Despite their boldness, our designs always have a human, playful and Imaginative spirit to them. Zaniac is for everyone.

fun and energetic

Our designs are lively and spirited, never static, rigid or institutional – they show that Zaniac has the drive and energy to improve lives.

clear

Our designs are always simple, easy to read and understand. We keep the number of elements (colors,fonts etc) to a minimum. Nothing is decorative, every element used is there for a reason. This makes sure that our important messages always stand out.

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target market our brand persona primary target

Hi, I’m Jennifer. I am 39 and married, with two kids and a big dog. I have a college degree. I worked for a big company in Chicago and was successful there. Now, my children’s success is my success. It makes me feel good when my friends notice me being a good parent. When considering an important decision, I use the web for basic research, but check with friends before deciding. I distrust people who I think are trying to sell me something Facebook and Pinterest are my guilty pleasures. I try to buy organic food and recycle. The brands I feel most connected to are Lululemon, Whole Foods, and Park City Mountain Resort. I’m a social liberal/fiscal conservative. I have an upscale, urban mindset, but I am here because I appreciate the outdoors. I often feel frazzled by the all the kid activities we have scheduled. I drive an Acura SUV. Hannah is losing ground in school, and I am worried.

zaniac brand guidelines 2.0

demographics at a glance 95% Caucasian Age 35-45 Some post-graduate education HH Income $100K - $200K 2-3 Children

secondary target

I’m Hannah. I’m almost 10. I go to Parley’s Park. Math in school is boring. I like One Direction and soccer. My friends’ opinions matter a lot to me. Don’t embarrass me!

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logo

Signature

Mark

Trademark Symbol

The Zaniac Logo Lockup must include the Zaniac logo, including the Zaniac mark, and the ™ mark. We use this valued asset to identify our company to the world, and as such it is protected by law. Consistent application of the Logo reinforces brand recognition and trust. For these reasons we always display the Logo as specified in this document—without modification. Use of the Zaniac Logo as part of any other logo is prohibited. The Logo must not be combined with any other graphic element, e.g. text, illustration, or logotype. It may not be used in headlines or embedded in text. Use of the Logo by any entity outside of Zaniac must be requested through Zane Prep, Inc., and requires prior written approval from the Zane Prep, Inc. Legal Department. Usage violations should be reported immediately to the Zane Prep, Inc. via email to info@ zaniaclearning.com.

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logo & tagline

ignite their imagination Tagline

The Zaniac Logo may be displayed with the Zaniac Tagline, “ignite their imagination.” This tagline conveys the key differentiator that sets Zaniac apart from other companies in our industry. The tagline conveys what’s “in it” for our parents—the feeling of immense pride in doing something great for their kids. Use of this brand element with the Zaniac Logo is preferred whenever there is sufficient space in the physical layout to ensure its readability. We always display the Logo with tagline as specified in this document—without modification. The tagline can not be typed in when associated with the Logo. The tagline can be type in when used on marketing material and when used with the verticial logo “Z.” If the tagline is used anywhere other then the associated with Logo use the Logo without the tagline. The tagline is always displayed in our Zaniac Blue color to match the “i” in the Logo.

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vertical and horizontal logo There are two versions of the Zaniac Logo—the Vertical Logo and the Horizontal Logo. The Horizontal is the strongly preferred.

Horizontal Logo

Vertical Logo

Choose the Logo that best fits the physical layout in which it will be used. It is important to always display these Logos, as shown in this guide, without modification. Use the Vertical Logo only when necessary. If the Z Vertical Logo is use, it must accompany somewhere on the page the primary Logo—never use the Z alone. It is inappropriate to use the two versions in close proximity to each other.

Minimum Size .25” (18px)

Minimum Size

.625” (45px)

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alternative logo The Alternative Logo is reserved for special occasions. Appropriate uses: 1. Party Invitations 2. Interior Design 3. Staff Shirts The multi colors option speak visually to all the Zaniacs at Zaniac gathering places.

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bw and monochromatic logo When it is necessary for the Zaniac Logo to appear reversed out of a solid color background on a white substrate use this version of the Logo. When using bw and monochromatic applications use the logo signature in full rich black and don’t screen back the “i.” If using monochromatic applications use Zaniac purple only. Please use discretion when placing the Logo over textured, toned, or photographic backgrounds. The Logo may reverse out to white providing sufficient contrast, or a tint of at least 60%. Only print a one-color Logo on a light background with values from 10% to 40%. For effective contrast with dark tone backgrounds 60% to 90% dark, use reverse white Logo.

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logo usage

1

2

3

zaniac brand guidelines 2.0

1. Full-color Logo with tagline. This is the preferred version displayed on a white background. 2. Alternative version without tagline. This Logo should be used when the tagline can not be used, or would be inappropriate to the usage. 3. Alternative Logo. Not used with tagline. This should be used sparingly, only when more color is required by the application. This Logo should be used for special occasions, centers and used in relation to places that Zaniacs gather.

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clear space requirements Please observe clear space around the Zaniac Logo Lockups to optimize its visual impact and to reinforce Zaniac trademark protection under the law. Clear space requirements apply to text, graphics, photos or any other elements with the exception of videos generated by the Zaniac Marketing Team. To calculate the clear space around Zaniac Logo at any size, identify the clear space for each by establishing the size of X. For the Logo Type the size of X is the height of the bowl of the “a.� For the Logo Mark the size of X is the height of the baseline stroke of the Z. See graphic for further detail.

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inappropriate logo usage Do not delete the rounds circles No font character baseline correction

No color substitution

No scaling or distortion

To protect the value of the Zaniac identity, it is important to use the Zaniac Logo as it is presented in these guidelines without modification and in full compliance. The Logos below have been purposefully altered to illustrate unauthorized usage. The Zaniac Logo is not a word. Do not use it in any unapproved lock-ups or link it with product names or modifiers. Do not use it in a sentence. Other incorrect renditions include condensing the Logo, or stretching the Logo. Any distortion to the signature design, however slight, will give the Logo a different appearance, hampering its legal protectability and underlying function within the Zaniac identity program. The Logo may not be captured from the website and used in printed material.

No use of knocked out logo on patterned backgournd

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colors Pantone 2746 U*

Pantone 305 U*

Pantone 380 U*

Zaniac colors help convey our brand personality, which is playfully dynamic yet approachable. Consistent use of these colors is vital to our brand identity. Please use only the color palette and the color formulas and percentages as specified in this document when displaying the Zaniac logo and designing other visual elements for Zaniac communications materials in print and electronic media. Keep these colors at full saturation to ensure brand consistency—no screens allowed. Screens are only allowed for the Cool Gray. See graphic to the left for more detail. Primary colors : Purple & Blue Secondary colors: Green Highlight color: Orange: *Used sparingly Primary Background: White Contrasting Compliment: Gray

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colors usage - backgrounds The Zaniac Brand includes a modular box system with white or colored typography placed on top of it. Below are examples of what is appropriate and what is not. The examples with a red X indicate the inappropriate uses.

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colors usage - type print headline example lorem ipsum dolor example header 1

Introduction copy example - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque hendrerit elementum dui sit amet facilisis. In pulvinar purus ut convallis egestas. Fusce tincidunt Body example copy - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque hendrerit elementum dui sit amet facilisis. In pulvinar purus ut convallis egestas. Fusce tincidunt

example header 2

Body example copy - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque hendrerit elementum dui sit amet facilisis. In pulvinar purus ut convallis egestas. Fusce tincidunt

zaniac brand guidelines 2.0

Headlines can be set in any color from the Zaniac color palette. When applying headline colors use one color as the primary color but highlight a few words in different colors. For more detail, regarding the application of colors refer to page 18 of this guide. Headers should be can be set in Gray, but can be set in any color where appropriate. Introduction Copy & Body Copy in most cases should be set is Zaniac Cool Gray. Modular color boxes included in the brand elements have different treats for colored backgrounds. See page 14 for more detail.

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typography caecilla caecilla lt std roman abcdefghijklmnopqrstuvwxyz 1234567890 £&@?!/+(.,:;) caecilla lt std Italics abcdefghijklmnopqrstuvwxyz 1234567890 £&@?!/+(.,:;) caecilla lt std heavy abcdefghijklmnopqrstuvwxyz 1234567890 £&@?!/+(.,:;)

Consistency of typographic treatments is crucial to the development of a strong brand. Reliance on a specific typeface will work to build recognizability, memorability and market differentiation. The approved brand font for headlines and headers for all printed and digital media is Caecilla LT Std. Clean, distinctive and legible that expresses both a humanistic approachableness yet rooted the rigor of classical typographic qualities. Caecilla Std Heavy is to be use exclusively for Headlines, Display Font, Headers and is ALWAYS displayed in lower case except for proper nouns, acronyms, and the letter I. It should be typeset using the below settings.

for print application:

Headlines - Size 35 pt | Leading 36 pt | Kerning -10pt Header 1 - Size 21 pt | Leading 22 pt | Kerning -10pt Header 2 - Size 17 pt | Leading 18 pt | Kerning -10pt

for screen applications:

Headlines - Size 75 pt | Leading 76 pt | Kerning -10pt Header 1 - Size 40 pt | Leading 41 pt | Kerning -10pt Header 2 - Size 24 pt | Leading 25 pt | Kerning -10pt Use the other two cuts for contrasting and italics applications and are to be used sparingly. To the left are examples of all recommended cuts.

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Whitney Book is the approved body copy font for all printed and digital media. It is also to be used for all business paper applications. A distinctive san-seirf work horse font with impeccable legibility that can handle a wide range of applications. It expresses both an approachableness with traditional typographic characteristics.

Whitney Whitney Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Whitney Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Whitney is to be use exclusively for body copy, the readable content of a document, and is colored in Zaniac Cool Gray. It should be typeset using the below settings.

Whitney Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Whitney SemiBold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Introduction Copy - Whitney Book Size 15 pt | Leading 19 pt | Kerning default Body Copy - Whitney Book Size 11 pt | Leading 15 pt | Kerning default

Whitney Italics abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

Whitney Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;) Whitney Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)

for print application:

for screen applications: Introduction Copy - Whitney Medium Size 25 pt | Leading 35 pt | Kerning default Body Copy - Whitney Book Size 16 pt | Leading 20 pt | Kerning default

Use the other cuts for contrasting and italics applications. To the left are examples of all recommended cuts. Other applications not mentioned here should be mindful of these brand consistencies and extend appropriately. When using a limited fonts use Arial or San Serif font to replace Whitney

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typography treatments & elements your kids are on vacation, but their brains don’t have to be.

enroll your child today.

Call 801-997-8580 or email info@zaniaclearning.com

zaniac programs meet for 1 1/2 hours, once per week for six weeks. New programs start daily! Zaniac is open 3pm–7pm, Monday–Friday

save $50 on a zane math program Offer expires September 30, 2013 Please mention code ZM0715

zaniac brand guidelines 2.0

Zaniac’s ‘ brand voice’ feels warm and approachable, but speaks with sincerity and authority. When things are written in Zaniac headlines they are lower case with color highlights through out the header. These are contrasting colors chosen from Zaniac approved color palette. When selecting words to colorize use digression and choose intelligent nouns and not too many. It should feel playful and energetic, yet purposeful. Elements to see on Zaniac Branded materials are color boxes with knocked out type, white is preferred, but see color usage - backgrounds for more info. See examples to the left. These should be modular and containing different promotional material, but including one subject at a time. The use of a thin rule, (.25 pt or 1px) is used to divide content in intelligently and set in Zaniac Cool Gray. White space is essential to the Zaniac Brand and content should feel roomy and not tightly spaced.

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print grid system The Grid System - 6 columns x .1667 gutters

.50” Top Margin

.50” Margin

The Zaniac print grid system maintains a consistent visual identity for the Zaniac brand. It is fundamental to the overall design scheme, creating a common link between the print produced for each art form. A grid system, sharing the same units of measurement, has been developed to cope with the breadth of Zaniac marketing material. Please use this grid for print material. If a variant of this grid is used please extend using these specifications. Margins: Top .50” (3p0 picas) Left .50” (3p0 picas) Right .50” (3p0 picas) Bottom .6667 (picas 4p002) Grid System: Columns: 6 Rows: 15 Gutters: .1667 in (1p0.002 picas)

.6667” Bottom Margin

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print material examples headlines kids are on vacation, but their brains don’t have to be Math & science enrichment programs enrolling now!

summertime is time for children to explore

Lorem ipsum dolor sit amet, consectetur adipiscing el it. Sed ornare lorem nunc. Suspendisse scelerisque in nulla vulputate convallis. Curabitur viverra leo a male xsuada malesuada Rndum auctor est vehicula id. Aenean tincidunt elit id libero ornare ferme ntum. Donec porta consectetur nunc, eget suscipit velit adipiscing at. Mor bi sit amet massa dolor. Vestibulum auctor bibendum orci, eu ullamcorper quam rhoncus sed. Inte ger malesuada lobortis tristique. Class aptent taciti sociosqu ad litora torq uent per conubia nostra, per inceptos himenaeos.

enroll your child today.

Call 801-997-8580 or email info@zaniaclearning.com

zaniac programs meet for 1 1/2 hours, once per week for six weeks. New programs start daily! Zaniac is open 3pm–7pm, Monday–Friday

save $50 on a zane math program 1045 East 2100 South, in Sugarhouse www.zaniaclearning.com

zaniac brand guidelines 2.0

Offer expires September 30, 2013 Please mention code ZM0715

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website grid system The Zaniac web grid system maintains a consistent visual identity for the Zaniac brand. It is fundamental to the overall design scheme, creating a common link between the website for each art form. A grid system, sharing the same units of measurement, has been developed to cope with the breadth of Zaniac website content. Please use this grid for the website. Specification: Base Grid 1218px wide (roomy grid) 16 columns at 48px (see pink layover) margin 50px padding 30px gutters 30px column widths (see purple layover) 1 - 1218px 2 - 594px 4 - 282px

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website color & type usage The Zaniac web color and type usage maintains a consistent visual identity for the Zaniac brand. It is fundamental to the overall design scheme, creating a common link site wide. Design Principals - Lots of White Space, roomy layout, mixed with modular color boxes and thin rules. The layout has a center orientated utilizing two and four columns. Menus - Whitney Medium font set in Zaniac Cool Gray with rollover states are set in Zaniac Orange. Inline Links - Whitney Book font decorated with 1 px underline, with a bottom padding of 3px, with underline only set in Zaniac Green. The rollover state for all links set both text and underline set in Zaniac Orange. Headline Copy over images should follow the typographic settings and treatments previously mentioned on page 16. To ensure legibility, a drop shadow should be applied to the type. (size 2px distance 2px) Type settings for specific content see page 16 and 17 of the style guide for more detail.

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website examples

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photography • Kids doing STEM related activities with a special focus on girls. • Show kids having the experience that our brand promises • Preferred: 8-10 year olds • Natural, observed, on location • Full color • No special effects • Inclusive – All backgrounds and heritages • Activities are limited to representative of what’s available at Zaniac

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file format usage file formats:

EPS (electronic files provided) EPS stands for Encapsulated PostScript. This is the preferred file format for reproducing the Zaniac Logo Lockup in all use cases. EPS files are scalable and resolution-independent, making them ideally suited for reproduction in Pantone (Spot), Process (CMYK), and onscreen (RGB) environments.

when should I use EPS?

EPS is the primary format for distributing the Logo Lockup artwork. For all forms of print applications, EPS files should always be used. For electronic media, the RGB version of the EPS logo may be used if the logo needs to be inserted into another graphic. An EPS file can be used to create a PNG file for other web or onscreen needs. NOTE: Please do not open any of the EPS files. These files are intended to be downloaded, placed and sized directly within a layout software application such as Adobe InDesign.

PNG

PNG stands for (Portable Network Graphics). PNG supports palette-based images (with

zaniac brand guidelines 2.0

palettes of 24-bit RGB or 32-bit RGBA colors), grayscale images (with or without alpha channel), and full-color non-palettebased RGB[A] images (with or without alpha channel). PNG was designed for transferring images on the Internet, not for professionalquality print graphics, and therefore does not support non-RGB color spaces such as CMYK. Use PNG ONLY for electronic media and NEVER for print.

when should I use PNG?

PNG is appropriate for online use of images that are composed primarily of lines and solid blocks of color utilizing transparencies. Use PNG for any onscreen applications of the logo. NOTE: If there is a need for the Zaniac Signature in any other file format, these files should always be created from the EPS files, using the appropriate colors and clear space, and at 100% of the final placed size. Color Formats: (provided in EPS format)

RGB

RGB (Red, Green, Blue) files should only be used when creating artwork for viewing onscreen. This can be for use within raster programs like Adobe Photoshop when

creating graphics for the web. Or for placement into page layout programs such as Adobe InDesign for creation of PDFs to be viewed onscreen, or into PowerPoint for presentation decks.

spot color

Used exclusively for print, the colors within Spot files have been separated into Pantone Purple 2746 U, Pantone Green 380 U, Pantone Blue 305 U, Orange 021 U and Cool Gray 010 U. These files are to be placed into page layout programs for output to lithographic printing using these specific spot ink colors.

CMYK

Used exclusively for print, the colors within CMYK files have been separated into Cyan, Magenta, Yellow and Black. These files are to be placed into page layout programs such as Adobe InDesign for output to process lithography or digital printing. Do not use these files for the creation of artwork that will be viewed onscreen.

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Zaniac brand style guide 2 0  
Zaniac brand style guide 2 0  
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