Safety Zone and Minimum Size (Vertical)

Transcription

1 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 14 and Minimum Size (Vertical) It is important that the logo never feels congested, and that it has a sense of openness. For that reason, we always keep clear space around the logo. No other elements, such as typography, pictures, partner logos, art or borders, can appear in the safety zone. Minimum Size The logo can never be smaller than 3/8 for print or 27 pixels for screen. This standard holds true for all vertical brandmark examples. The safety zone is equal to the width and height of the logo. This standard holds true for all vertical brandmark examples. Minimum 3/8 in width for print. Minimum 27 pixels in width for screen.

2 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 15 Second Option - Horizontal Brandmark We created a horizontal version of the brandmark for those occasions when you need a more compact shape for your layout, or space is at a premium. However, the vertical logo is the preferred configuration and should be used whenever possible. The examples presented on the following pages can be used when required. The local identifier, tagline or Web address can be added when needed. Here is an example of an English brandmark with Canada as local identifier, tagline and Web address. Logo PMS 485 The distance from logo to logotype is indicated by the letter U from the logotype. Logotype PMS 425 The local identifier and/or the addition of a tagline or Web address should not extend past the word United. The distance between the logotype and the local identifier is 2½ heads tall. The local identifier is rendered in Avenir Heavy 85 and is the only editable element in this example. Its height is determined by the height (x-height) of the letter n in the logotype. Local identifier Black Tagline PMS 485 Web address Black The distance between the local identifier and the tagline is 3 heads tall. The distance between the tagline and the Web address is 2 heads tall. The tagline is rendered in the font Avenir Black 95. Its x-height is determined by the head of the human figure, in this case, 2½ heads tall. The Web address is rendered in Avenir Roman 55. Its height (x-height) is determined by the height of the lowercase letter h in the tagline.

3 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 16 English, French and Bilingual Examples of the Horizontal Brandmark

4 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 17 English and Bilingual Examples of the Horizontal Brandmark with Tagline and Web Address

5 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 18 French and Bilingual Examples of the Horizontal Brandmark with Tagline and Web Address

6 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 19 and Minimum Size (Horizontal) The safety zone is equal to the width and height of the logo. This standard holds true for all horizontal brandmark examples. Minimum Size The logo can never be smaller than 3/8 for print or 27 pixels for screen. This standard holds true for all horizontal brandmark examples. Minimum 3/8 in width for print. Minimum 27 pixels in width for screen.

7 United Way Centraide Brand Starter Kit, April 2011 The Brandmark 20 Misuse of Brandmark Below are examples of misuse of the corporate brandmark. Do not move the location of the locator/identifier. Do not move or try to center the logo. Do not alter the logotype. Once you ve started using our new brandmark, do not use the previous version. Do not alter the tagline or its placement. Do not change any of the typefaces. Do not use an isolated element of the logo. Do not place other logos or elements within the safety zone. Do not alter the colour of the logotype. Do not use a focus area colour in the brandmark. Do not tint or screen the brandmark. Do not place brandmark on a busy background.