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Logo Guidelines

Introduction 1.0

Logo Elements

1.2

Logo Elements

1.3

Colour Palette

1.4

Font

1.5

Font Usage

1.6

Logo Anatomy - Clearance

1.7

Logo Anatomy - Minimum Size

1.8

Alternate Versions

1.9

Unacceptable Usage

1.10 Design Pattern

Introduction This guide encloses the very foundation of Havelock City’s brand identity: a distinct and memorable visual personality built upon strong company values and an individuality that towers above the rest. Allow creativity to flourish within this outline to achieve consistency, no matter what your requirement may be. Following these brand guidelines will give Havelock City the tools to surge forward through today’s competitive landscape, and will help you maintain a cohesive flow throughout all your communications. Please note that for the purpose of visuals, elements should not be copied directly from this manual but should be taken from the accompanying CD.

1.1 Logo Elements

WORDMARK STRAPLINE GRAPHIC

Havelock City is represented by a strong logo rooted in a reliable and calming structure. The colour palette evokes a commanding richness, with navy blue juxtaposed with royal purple. The font of the wordmark, the steadfast Helvetica Neue, is kerned precisely, reflecting the modern architectural finesse of the city it represents. The strapline must always accompany the wordmark, as must the graphic, as it represents the base of this formidable symbolic representation of the brand. The logo must be shown in all communications because it, more than anything else, reinforces what the brand is all about.

1.2 Logo Elements

WORDMARK STRAPLINE GRAPHIC

The inverted logo is recommended when placing logo against a dark or black background. The opacity must remain at 100%.

1.3 Colour Palette PROCESS COLOUR (CMYK)

PROCESS COLOUR (CMYK)

C 100

C 80

M 97

M 100

Y 9

Y 0

K 0

PANTONE COLOUR

PANTONE 662 C

PANTONE 2597 C

The elegant tones used for the logo maintain its superior status. This colour palette should form the basis for all corresponding brand material, be it print advertising, online material, stationery or outdoor.

1.4 Font Helvetica Neue Light:

Helvetica Neue Light Italic:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Regular:

Helvetica Neue Regular Italic:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Though it has numerous variations, Havelock City’s guidelines require only the above variants of Helvetica Neue across its communications. This reduces visual clutter and lends more synergy to the brand’s material.

1.5 Font Usage DISPLAY AND SIGNAGE - Helvetica Neue Bold - Suggested Kerning -20% but for display type manually adjust lettering

Lorem ipsum dolor sit amet

HEADINGS - Helvetica Neue Light | Helvetica Neue Bold - Suggested Kerning -10 to -20%

Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet

SUB-HEADINGS - Helvetica Neue Light - Suggested Kerning -10% LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING BODY COPY - Helvetica Neue Regular | Helvetica Neue Italic (only to highlight specific words) - Suggested Kerning -10 to -20% Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Proin ut nisi. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Cras tristique. Etiam sed pede. Suspendisse est velit, vehicula condimentum, sodales sit amet, tempus a, enim. Fusce erat. Maecenas sit amet est quis nisl pellentesque iaculis. Aliquam erat volutpat. Integer at lorem.

Helvetica Neue is a versatile font with many variations, so it naturally lends itself to be used for all communications, be it signage, online or print. It is legible at both small and large sizes. However, please do not use the font at sizes smaller than 8pt for large amounts of text. Ensure that the fonts and respective weights for each font are consistently maintained.

1.6 Logo Anatomy - Clearance 1.5x

1.5x

When placing the logo, ensure it adheres to the proportions shown above. The white space around it allows the logo to breathe. When the logo is used with any other tagline a clear distance should be maintained between the two. This is to ensure the logo is not overwhelmed or infringed upon by other elements. This clearance should contain no images, or page edges etc.

1.7 Logo Anatomy - Clearance (Minimum Size)

65mm

The distinct shapes that comprise the logo give it a definite advantage when it comes to legibility. However, the minimum size shown above should be adhered to. Avoid going smaller than the specified size so as to ensure legibility.

1.8 Alternate Versions PROCESS COLOUR (Grey Color)

PROCESS COLOUR (Grey Color)

Y 0

K 80

K 40

BLACK C0 M0 Y 0 K 100

Whenever possible the logo should be shown in colour in order to bring out the vibrancy of the brand. If this is not possible use these alternate brand logos (recommended for faxes and other black and white publications).

1.9 Unacceptable Usage

NEVER ALTER OR REARRANGE ANY ELEMENTS (WORDMARK, STRAPLINE OR GRAPHIC) OF THE LOGO.

NEVER OUTLINE THE LOGO.

NEVER REPRODUCE THE LOGO AT AN ANGLE.

NEVER REPRODUCE THE LOGO IN A DIFFERENT COLOUR.

NEVER CREATE AN OUTLINE OR USE A DROP SHADOW AROUND THE LOGO.

NEVER ADD ELEMENTS ONTO THE LOGO.

Reproducing the logo in any of the above forms is strictly prohibited.

1.10 Design Pattern

PROCESS COLOUR (CMYK)

C 10

C 8.2

M 9.7

M 2.2

Y 0.9

Y 4

K 0

PANTONE COLOUR:

PANTONE 7443 C

PANTONE 7464 C (Opacity 26%)

The design element represents a solid structure built from the foundation of the letter ‘H’. It can be used as a background or a border, depending on the piece.