Using this Brand Guide

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2 Using this Brand Guide This brand and style guide is designed to illustrate the basic requirements for appropriate usage of Blue Highway s logo and design elements in a variety of mediums. All client acquisition and retention materials, marketing materials, publications, event collateral and electronic media should reflect the Blue Highway brand. This guide serves as an aid for third parties such as designers, agencies, printers, specialty companies and others producing communication materials for Blue Highway. 2

3 Logo Use Overview All print, online, marketing and collateral communications should clearly be identified as originating from Blue Highway through the use of the logo, typography, and colors. On brochures, post cards, direct mail, menus, coupons, gift cards, newsletters and other printed pieces, an official logo must appear on the outside of the piece, either front or back. Visual Elements The logo consists of three elements: 1)The Blue Highway symbol containing the wordmark and custom artwork 2) The submark, a pizzeria 3) The tagline, Eat well, live well The logo is a unique piece of artwork. The proportion and arrangement of the symbol and wordmark have been specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand s power. The logo may be used without the submark and tag line. The pizza and highway artwork behind the brand s name should never be used without the wordmark. Please refer to page 4 for the approved logo graphics. The Blue Highway logo should only be used at 100% opacity. 3

4 Logo Variations Full Color Version without submark 4 Spot Color Version without submark Grayscale Version without submark Black and White Version without submark Simplified Version for embroidery 4

5 Logo Variations Full Color Version with tagline Full Color Version with submark and tagline Full Color Version with submark 5

6 Minimum Size The Blue Highway logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is determined by the width of the logo, which should not be reproduced in a size smaller than.75 in height for the preferred logo as illustrated Color Palette The colors used in the logo as well as how those colors are combined with other design elements work together to create a unique and compelling brand expression. The more consistently we use color, the more powerful our brand will become. A consistent color palette allows for instant company identification. Consistent and correct use over time will enhance the impact of the brand identity and differentiate the brand from competitors. Pantone 7600 Black Pantone 7688 Pantone 123 C: 29 M: 84 Y: 93 K: 28 C: 0 M: 0 Y: 0 K: 100 C: 79 M: 38 Y: 14 K: 1 C: 1 M: 27 Y: 98 K: 0 HEX: 8f3a25 HEX: 231f20 HEX: 3184b1 HEX: fcbd18 6

7 What Not to Do The following examples show things you should NOT do with the logo. Do not change the colors of the logo Do not place the logo on a distracting background Never scale the logo disproportionately horizontally or vertically Never add effects to the logo Never crop the logo Never place the logo on a busy photograph Never place the logo on an angle 7

8 Typography Primary Font For print-based communications that will be reproduced by a professional printer, use only Gill Sans. It combines legibility with a clean, contemporary sans serif profile. The variety of weights of this typeface Regular, Italic, bold and black make it highly versatile and enable you to clearly differentiate different levels of information. Secondary Fonts Use only Arial for on-screen communications or printed items that will be reproduced on an office printer. Like Gill Sans it is a highly legible sans serif typeface. However, Arial is not suitable for professionally printed communications because it lacks the variety and versatility of Gill Sans. The use of the display typefaces Alleycat ICG and Sign Painter is also acceptable to support Gill Sans. These two typefaces are not complete families so they should only be used to complement the art such as headers, subheads and captions. Primary Typeface: GILL SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ Secondary Typefaces: Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Alleycat ICG ABCDEFGHIJKLMNOPQRSTUVWXYZ Sign Painter ABCDEFGHIJKLMNOPQRSTUVWXYZ

9 Clear Space The exclusion zone is the clear area around the logo, in which nothing else should appear. It helps to ensure clarity and maximize the impact of the logo. The clear space of the exclusion zone is proportional and is 0.25 of the height of the Blue Highway logo at which ever size the logo is reproduced x x 0.25 x x = height of logo, protected area = 0.25 x Electronic Files Blue Highway logo files can be accessed on the Blue Highway website at: 9

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