Brand Guidelines

/

Brand Guidelines

Updated: November 2021

At a glance The core elements of the Shaper/Caper identity makes our brand instantly recognisable. These elements are: • our logomark and logotype • our colour palette • our typefaces

Logomark:

Colour Palette:

Logotype:

Typography:

And Then It Ends: Century Gothic Futura Bold Futura

Using our logos Our Logomark should be used in places where our name is already established i.e. on our social media or where our logotype has already been used in the document.

It must not be produced in any other colours than the variations shown.

Logomark: Shown on a colour backdrop for visibility:

White & Yellow on transparent background

Black & Yellow on transparent background

White & Yellow on black square background

All White on transparent background

Grey & Yellow on transparent background

Using our logos Our Logotype should always be the preferred logo to use.

It comes in 3 variations: dark, light and a greyscale version.

It must not be produced in any other colours than the variations shown, without permission.

Logotype:

1: Dark version - shown on transparent background

2: Light version - shown on dark background for contrast

3: Greyscale version - shown on dark background for contrast

Using our logos The Shaper/Caper logo should be reproduced either dark (when on a light colour or image) or light (when on a dark colour or image).

There may be occasions where for practical reasons (such as the project being printed in a single colour), or aesthetic reasons (the logo looks better using another colour which is used predominantly in the design) that the logo needs to be produced in an alternative colour. On these occasions please discuss this with the Artistic Director first at thomas@shapercaper.com When using the logo on a photographic background, ensure it is positioned on an area which is free from tonal variation or image detail, and where it will be clearly visible.

In all situations, ensure that there is a significant contrast between the logo and the background.

Colour Palette Our colour palette is comprised of 2 colours plus black and white. They are described below in CMYK values for print, and RGB and Hex values for online and screen-based communications.

yellow

RGB: 249/201/55 CMYK: 2/20/89/0 Hex: #F9C937

grey

RGB: 112/114/113 CMYK: 57/47/48/14 Hex: #707271

black

RGB: 0/0/0 CMYK: 0/0/0/100 Hex: #000000

white

RGB: 255/255/255 CMYK: 0/0/0/0 Hex: #FFFFFF

1.

Use https://convertacolor.com to find codes of these colours with other colour charts when needed.

2.

Always check that colour combinations are fully accessible for the visually impaired here: https://webaim.org/resources/contrastchecker/

Typography Tracking/Character Spacing: Font:

Used for:

Futura Bold

This font is used for headings and titles

In Word:

In Photoshop & InDesign:

In Keynote:

To change: In menu, go to ‘Format’ and select ‘Font’ and then click ‘Advanced’

To change: In right sidebar, go to ‘Properties’ then in ‘Character’ section, look for ‘Tracking’ (just under font size).

To change: Click ‘Format’, go to ‘Text’ and select gear icon for ‘Advanced Options and then ’Character Spacing’

Set at Condensed 0.8pt

Set at -75

Set at -7

Century Gothic

This font is used for main body

Set at Normal

Set at 0

Set at 0

And Then It Ends

This font is used only in our logo

Do not use here

Do not use here

Do not use here

Futura

This font is used only on main body of our website

Do not use here

Do not use here

Do not use here