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Corporate Design Manual

Corporate Design Guidelines CONTENTS 3 4 5 6 8 9 10 13 14

Introduction Primary Logo Color Variations Colors Typography Isolation Zones Positioning Rules Logo Dimensions Incorrect Usage


Introduction Puppetopia - The City of Dolls

Puppetopia is a fairly big city in the western part of the country. The residents are small creatures with strings attached - so called marionettes. Puppetopia has adapted quite well to the special needs of its inhabitants. A large infrastructure consisting of a railway system about 20 meters off the ground distincts the city's image. This unique track system allows the residents to move quickly around town.

In order to get from one place to another the citizen simply attaches his strings to the rails, and off he goes. The majority of the city is located in a valley surrounded by forests from one side and by a high mountain on the other side. On its top sits a big castle inhabited by the king himself. Located so high up it serves as the perfect observation platform with view over the king's subjects, and the happenings in the valley.


The overall atmosphere seems rather dark. The residents are bound to the city. The paths are predetermined. The freedom is restricted. Nevertheless everybody lives their own lives, goes to work, does their jobs and accepts their destiny which they were born for.

Primary Logo The primary logo of the city consists of an icon, and a typography. These two elements are inseparable, and must not be used without the other.

The icon is composed of a doll's head in the shape of the letter "P". This aspect as well as the dashed outline which remind the viewer of stitches, and therefore strings represent the residents of Puppetopia.


The logotype consists of the word "uppetopia". The typeface Hobo Std Medium has been selected for its good legibilty as well as for its playful character.

Color Variations

Positive - Negative

Whenever possible the primary logo should be used. However there are a few other versions, that can serve as substitutes.



Positive radial gradient first stop RGB: 10-65-74 CYMK: 93-60-55-43

# 0A414A

second stop

first stop RGB: 83-38-49 CYMK: 47-82-59-55

# 532631

second stop

first stop RGB: 65-64-66 CYMK: 0-0-0-90

# 414042

second stop


RGB: 71-153-166 CYMK: 72-24-32-1 # 4799A6 RGB: 5-41-46 CMYK: 90-64-61-65 # 05292E

RGB: 155-69-90 CYMK: 33-83-50-15 # 9B455A RGB: 56-26-33 CMYK: 55-79-62-70 # 381A21

RGB: 128-130-133 CYMK: 0-0-0-60 # 808285 RGB: 66-65-66 CMYK: 68-62-58-46 # 424142

RGB: 155-69-90 CMYK: 33-83-50-15 # 9B455A



RGB: 10-65-74 CYMK: 93-60-55-43 # 0A414A

radial gradient first stop RGB: 83-38-49 CYMK: 47-82-59-55

# 532631

second stop

RGB: 255-255-255 CYMK: 0-0-0-60 # FFFFFF RGB: 209-211-212 CMYK: 0-0-0-20 # D1D3D4

RGB: 65-64-66 CYMK: 0-0-0-90

RGB: 155-69-90 CMYK: 33-83-50-15

# 414042

# 9B455A


Typography The font family Amplitude has been selected as the working typeface mainly for its good legibility. If not available Myriad Pro or Arial can be used instead.


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz



ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 8

Isolation Zones The example below shows the isolation zones when positioning the logo.

When adding the name of the district certain positioning rules within the logo apply as shown below.

The "x" height changes proportionally according to the size of the logo.


EASTERN 2x 2x x x


Positioning Rules When positioning the logo on a poster or flyer it is always positioned as shown below, adhering to the isolation zone rules described on the previous page.



Positioning Rules

come see for yourself.

Example of a poster design 11

Positioning Rules

front folded

back folded

fold here

mario nette doll road 1 eastern puppetopia

front unfolded

back unfolded

Example of a business card


Logo Dimensions The optimal logo size is determined for individual media, depending on the area of application. However it is recommended to follow the guidelines below.

Small format When using the logo by itself its dimensions should not be smaller than 3 cm. When adding the name of the district it should not go below 4.5cm.

In order to maintain the readability it is permitted to slightly change the appearance of the icon when reducing the size of the logo. The features of the icon, such as the gradient, the dashed outline, as well as the texture may be altered or omited like shown on the right.


4.5 cm

without outline, gradient, and texture

without outline, gradient, and texture

without outline, and texture


Incorrect Usage Do not change the position of the typography.


Incorrect Usage Do not change the colors of the logo.


Š 2012 Hochschule Harz Semesterabgabe Corporate Design u27252 Christina Thomas


Corporate Design Manual  


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