Uplands Brand Guidelines

BRAND G UID ELI NES

1.0

LOGO: FULL LOCKUP

horizontal logo

The core of the brand. It is the foundation for the Uplands graphic identity. The dark blue logo is primary and should be used on white or light colored backgrounds.

There will be instances where the logo will be reversed out of a solid color or a photograph.

If on a photo, the white version should always be used. If on dark blue or black, use the white version. And if on top of any other color that has a medium to dark tone, use the white version.

vertical logo

The orange logo version is secondary and may be used on white, light or natural colored backgrounds where there is ample contrast.

The black version is only to be used when printing something that is black and white.

dark blue

orange

black

white

1.1

LOGO: STAND-ALONE MARK stand-alone mark

The stand-alone mark (without the “UPLANDS� logo) can ONLY be used as a design element, never to solely identify the brand. The stand-alone mark is supportive, and the full lock-up logo should appear somewhere on the application as well.

In an artful context such as a wall mural, the stand-alone mark can be used. On traditional marketing materials such as banner ads, the full logo must be used.

The dark blue version should be used on a white or light colored background.

The white version should always be used on a photo, dark blue, black or any medium to dark toned backgrounds.

The orange logo version is secondary and may be used on white, light or natural colored backgrounds where there is ample contrast.

The black version is only to be used when custom colors are not available, such as printing in black and white.

dark blue

orange

black

white

1.2

LOGO: INCORRECT USES An incorrectly used logo can deminish the integrity of the brand. Accurate and appropriate use at all times is extremely important.

Do not rotate

Do not use colors other than dark blue, orange, black or white

Do not distort

UPLANDS Do not rearrange the logo

Do not retype or recreate

Do not apply any effects

Do not place full color logo on colors that are similar in tone (should always be on white or a very light tone)

Do not outline or stroke

Do not use multiple brand colors

1.3

LOGO: SAFE AREA For optimum impact, the Uplands logo should always have a safe area with no other art or copy nearby. As shown here, the minimum amount of space that surrounds the logo on all sides should be equal to the height of the “U.” For legibility purposes, “UPLANDS” should never be scaled down to less than one inch wide.

1”

1”

2.0

DESIGN ELEMENTS: COLOR PALETTE Uplands uses a primary and secondary color palette. The primary colors should always be the dominant colors in the design. Accent colors in the design should be taken from the secondary color palette. Body copy should be in the dark gray from the secondary palette.

PRIMARY COLOR PALETTE

DARK BLUE CMYK: 96/59/54/32 RGB: 34/65/86 HEX: 224156

ORANGE CMYK: 7/82/96/0 RGB:225/83/29 HEX: ff531d

WHITE CMYK: 0/0/0/0 RGB: 255/255/255 HEX:ffffff

SECONDARY COLOR PALETTE

DARK GREY CMYK: 0/0/0/75 RGB: 99/100/102 HEX: 636466

LIGHT BLUE CMYK: 44/20/16/0 RGB: 145/178/196 HEX: 91b2c4

LIGHT GREY CMYK: 6/5/7/0 RGB: 236/235/231 HEX: ecebe7

TAN CMYK: 25/51/100/7 RGB: 184/126/143 HEX: ff531d

OLIVE CMYK: 29/30/100/2 RGB: 186/162/48 HEX: baa230

2.1

DESIGN ELEMENTS: TYPOGRAPHY Interstate Bold is to be used in headlines.

Secondary headlines and subheads should be set in Lorimer No. 2 Condensed Semi Bold.

YRSA Light should be used for Body copy.

Activate Lorimer here: https://fonts.adobe.com/fonts/lorimer-no-2

HEADLINE: INTERSTATE BOLD

ABCDEFGHIJKLMN SECONDARY HEADLINE: LORIMER NO. 2 CONDENSED SEMI BOLD

abcdefghijklmn BODY COPY: YRSA LIGHT

abcdefghijklmnopqrstuvwxyz

2.2

DESIGN ELEMENTS: PATTERN STYLE Uplands patterns are built upon the brand colors and crafted with a touch of hand.

The style of patterns and color combinations bring the old and the new together. The patterns are complimentary and contrasting to help extend the metaphor of community and a non-continuous plan. It’s suggested that these patterns can be used together creating an interesting and creative tension.