Silicon Valley Branding Standards

SILICON VALLEY BRANDING GUIDELINES 2015

TABLE OF CONTENTS

SECTION 1: SILICON VALLEY LOGO 1.1 LOGO 5 1.2 SYMBOLS 5 1.3 CONSTRUCTION 6

1.4 PROPORTION & MINIMUM SIZE 6 1.5 CORRECT USE 7 1.6 INCORRECT USE 8 SECTION 2: VISUAL IDENTITY 2.1 COLOR 2 2.1.1 COLOR PALETTE 2 2.1.2 COLOR SPECIFICATIONS 2 2.1.3 COLOR USAGE EXAMPLES 2 2.2 IMAGERY 2 2.2.1 IMAGERY: USE EXAMPLES 2 2.2.2 IMAGERY: PHOTOGRAPHY 2

2.2.3 IMAGERY: PHOTOGRAPHY EXAMPLES 2 2.3 TYPOGRAPHY 2 2.3.1 TYPEFACE 2 2.3.2 USAGE 2 2.3.3 SYMBOLS 2 2.3.4 USING OTHER FONTS 2 2.4 LOGOTYPES 2 2.4.1 USE EXAMPLES 2 2.4.2 BADGE USE AND EXAMPLES 2 SECTION 3: BRAND MERCHANDISE 3.1 OVERVIEW 3 3.2 EXAMPLES 3

3.3 CODE NAMES AND TEAM NAMES ON BRANDED MERCH. 3 SECTION 4: CORPORATE 4.1 TEMPLATES 4 4.2 E-MAIL SIGNATURE 4 4.3 PRESENTATION TEMPLATES 4 4.4 STATIONERY 4

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COMMUNICATION GOAL Silicon Valley is a place of innovation and forward thinking. Oles nesseni magnis magnis sit volut mint ut quassimi, ullit, explat ut volorem dionse latem et is rerferc hictur aut labor rende reic tem ide volorep tatur, cuptius truptatem aditias sim dolor sendaecature cullaboribus aliciat in cusa nimi, volupta escid molupta spedite mpore, que culparu ntiunde lecabo. Cid ut voluptiist quis aut inimpore

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SECTION ONE: LOGO

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1.1 SILICON VALLEY LOGO

The Silicon Valley identity mark is a visual signature of the state’s brand. It allows a unified, equal, positive and future focus of SIlicon Valley.

The following pages explain and detail the application of the logo and it’s various iterations of the Silicon Valley identity system, and the rules around usuing correctly to then create forward thinking, positive and equal brand.

B

Please follow these guidelines carefully. The developement of these guidelines are to help build and maintain a clear, consistent and professional visual identity.

A

1.2 LOGO SYMBOLS A. This S is a representation of the word Silicon. It is in Avenir Next Condensed Demi Bold type. The tail of the S has been trimmed so that it is parallel to the mint triangle.

B. The mint triangle is an abstraction to represent the word Valley. It is a slightly obtuse triangle that is tilted toward an apex where it meets the stripped triangle.

C. This stripped triangle is a representation of a shadow. It gives the logo something to sit on while also rounding out the angular shape of the logo.

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C

1.3 SILICON VALLEY LOGO CONSTRUCTION

The Silicon Valley logo was designed on an X template.

This was specifically chosen to subtly suggest a female attribute to the overall look and feel of the logo. X is the label for the female gender chromosome so it was only appropreiate to encourage this as it is the center of the communication goals of Silicon Valley.

1.4 PROPORTIONS:

The logo is 1.75 times taller than it is wide. When scaling the logo down, an adjustment to the lined triangle must be made. In the standard pro portions there should be 30 lines.

Once it is scaled down there should be no less than 15 lines.

When scaling up, keep withiin the proportions given.

1.75x

MINIMUM SIZE

1in

1x

.75in

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SILICON VALLEY LOGO: DO’S

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Standard Version

One Color Version

This version is to be used as the main logo unless otherwise determined in Section Two.

One color version are only allow to be use when a one color print is needed. Above are the only colors that can be used for a one color print. The color white is only to be used on black or gray backgrounds. Use black only on white backgrounds.

Dark Background’s

On darker backgrounds the logo can be in a two color combination or a white one color version. Above are two examples of dark backgrounds.

SILICON VALLEY LOGO: DONT’S

1. DO NOT make the logo one color that is not designated as a usable color.

2. DO NOT tilt the logo in any direction other than what is specified.

3. DO NOT adjust the line width of the shadow triangle.

4. DO NOT manipulate the angle of the mint triangle.

2.

1.

5.

6.

5. DO NOT mix colors.

6. DO NOT stretch the logo vertically.

7. DO NOT stretch the logo horizontally.

8. DO NOT make all elements a solid color.

3.

7.

4.

8.

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SECTION TWO: VISUAL IDENTITY

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2.1 SILICON VALLEY: COLOR

2.1.1 The color pallete for Silicon Valley was based off the idea that sterotypical female colors, such as pink and purple, could be reformulated so that they become gender neutral. The following colors are the only colors to be used in regards to the Silicon Valley brand.

COOL COLOR

2.1.2 The color pallete for Silicon Valley was based off the idea that sterotypical female colors, such as pink and purple, could be reformulated so that they become gender neutral. The following colors are the only colors to be used in regards to the Silicon Valley brand.

WARM COLOR

PRIMARY COLOR NEUTRALS

PRIMARY COLOR PALLETE SECONDARY COLOR PALLETE TETRITARY COLOR PALLETE

2.2 SILICON VALLEY: IMAGERY Imagery associated with the Silicon Valley brand should be consistent in color pallete. This means that there should be two neutrals for one color. In the samples below we have provided imagery that has colors from the approved color pallete.

2.2.1 The imagery should be simplistic in color palette. We recommend two neutrals for every one color. The color should be displayed in such a way that it becomes the focal point.

The content of the imagery should fit with Silicon Valley brand communication goal. It should be simplistic in composition and use a selective color pallete.

2.2.2 PHOTOGRAPHY Photography associated with the Silicon Valley brand should always be black and white photography. Photography should be concerned with content and composition rather than use of color.

The brand logo should be placed in the lower right hand coner and use the allowed color combinations to make it visable depending upon the background color of the area it is in.

2.2.3 PHOTOGRAPHY EXAMPLES A. ABSTRACT LIFESTYLE This type of photograph should display the lifestyle and culture of Silicon Valley but in a very simplistic, mildly abstract manor. Zoomed or cropped photography is encouraged but it must contain a focal point or subject matter that is identifiable.

B. ABSTRACT METAPHOR Photographs that fall within this category should be abstract to the point where the viewer isn’t 100% sure as to what the subject matter is. However, it needs to be visually pleasing as well as serve a purpose to the brand. It should represent the brand communication goal.

C. DOCUMENTATION Images should represent their exact subject matter. There should be no cropping or editing. This is typical journalistic style photography.

A

B

C

2.3 TYPOGRAPHY Below are the allowed typeface and varations.

DO NOT mix other fonts when using the brand font.

DO NOT use any other sub category of the font family.

DO NOT use all caps in body copy.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Avenir Next Condensed Ultra Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Avenir Next Condensed Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Avenir Next Condensed Demi Bold

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SECTION THREE: BRAND MERCHANDISE

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SECTION FOUR: CORPORATE

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