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Visual Identity


Logo General Guide Lines:

• Use personal judgment to determine if a horizontal or vertical logo is best for a given document. For example the business card uses a vertical format, where for a resume the horizontal logo is most effective. • The logo can be used in two separate parts. “Sarah Gage” can be used as a document element on secondary pages of a document once the full logo has been previously presented. BUT, the “Information Design” section of the logo is not to be used on its own. • Do NOT change any elements of the logo. This includes colour, layout or font.

Vertical Format • The full colour version of the logo can only be used on a neutral background. Examples of this would be, a white letterhead or business card printed on kraft recycled paper. • The one colour version of the logo can be used in similar situations as the full colour. It is up to the designer’s discretion as to what colour(s) and layout fits each design.

Full Colour Logo:

One Colour Logo:


Horizontal Format • The full colour version of the logo can only be used on a neutral background. Examples of this would be, a white letterhead or business card printed on kraft recycled paper. • The one colour version of the logo can be used in similar situations as the full colour. It is up to the designer’s discretion as to what colour(s) and layout fits each design.

Full Colour Logo:

One Colour Logo:


Colour • The logo is made of three primary PANTONE colours, PMS 3272, PMS 7434, and PMS 439. • Teal will always be used for “Sarah” within the logo. • Raspberry will be used for “gage”. • Charcoal will only be used for the box around “Information Designer” and dotted lines, OR for the entire logo. • Please note that there are NO excuses to change the order of the colour’s on this logo.

Teal

PMS 3272

Raspberry

Charcoal

PMS 7434

PMS 439

Process (CMYK)

C 100 M 3 Y 50 K 0

C 27 M 97 Y 45 K 7

C 63 M 67 Y 60 K 55

R 174 G 40 B 95

R 23 G5 B0

Web Colours (RGB)

R 0 G 161 B 155


Typography • The logo is made up of one font. Typoslabserif-Light. This is the only font deemed acceptable for logo usage. • For print documents two fonts will be used to reach consistancy. Typoslabserif-light will be used for headings. Avenir Heavy will be used for secondary headings. Avenir Book will be used for body copy only. These fonts are not to be changed or used in a different order.

Print

Web

The following typography will be used for print.

The following typography will be used for web.

TypoSlabserif-Light (Logo, Headings)

Open Sans Bold (Headings)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir Heavy (Secondary Headings)

Open Sans Semibold (Secondary Headings)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir Book (Body Copy) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Regular (Body Copy) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Business Cards Business Cards will be printed on 34pt Brown Kraft W1S. Front will be kraft brown and the back will be white leaving my contact information ledible. Business cards will also have raspberry coloured edges. Paper sample has been included.

403.652.0693 sgage010@gmail.com www.sarahgage.ca

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