The 2014 Certified B Corporation Brand Identity Guidelines B Lab, Inc.

Transcription

1 The 2014 Certified B Corporation Brand Identity Guidelines 2014 B Lab, Inc.

2 The Brand Identity Guidelines 1.0 Introduction: Building Collective Voice 2.0 The B Corporation Seal and its parts 2.1 Clear Space Restrictions 2.2 Minimum Size Requirements 3.0 Examples of Recommended Examples 3.1 Graphic Design Support 4.0 Seal Color Palette 5.0 Incorrect Usage 6.0 Which file type should I use? 6.1 Which file size should I use? 7.0 The Pending B Corporation Seal 8.0 Contact B Lab 1

3 1.0 Introduction: Building Collective Voice We need your help. The cumulative impact of thousands of B Corporations using the B Corporation Seal on all their corporate communication and promotional materials is the single most important element in our effort to build awareness of B Corporations. B Lab will create millions of dollars of promotional value through advertising and PR for B Corporations, but this will pale in comparison to the billions of dollars of collective market presence achieved through your consistent use of the B Corporation Seal. We encourage you to use the B Corporation Seal on all your corporate communications and promotional materials. The more each B Corporation uses the B Corporation seal, the stronger our collective voice and the more powerful our influence on individual and institutional purchasing, investment, and policy decisions. The B Corporation seal has been designed to represent what Inc. Magazine called the highest standard for socially responsible business. As the New York Times said, B Corp provides what is lacking elsewhere: proof that the company using it is a recognized leader. The design standards set in these guidelines apply to all packaging, advertising, print, internet, signage and promotional items. The B Corporation seal cannot be altered in any way. For applications not dealt with in these guidelines, please contact B Lab at thelab@bcorporation.net. The B Corporation Seal and Certified B Corporation can only be used by Certified B Corporations. See bcorporation.net for information on how to become a B Corporation. 2

4 2x 2x 2.0 The B Corporation Seal and its parts The B Corporation Seal consists of four elements: the complete word Certified, the Circle B, the word Corporation and the primary holding line. Neither the B Corporation Seal nor any of its parts may be altered in any way. 2.1 Clear Space Restrictions To maintain the integrity and clarity of the B Corporation Seal, a clear space has been developed which acts as a visual fence so that no graphic, text, or any other element encroaches this space. A value of x has been defined by the height of the lower case n. The value of 2 times x is the perimeter around the B Corporation Seal and is proportional to the height of the lower case regardless of the size of the logo. x 2x 2.2 Minimum Size Requirements To maintain optimum clarity in reproducing the B Corporation Seal at a small size, a minimum size of 11mm in width has been assigned for all printing applications. It cannot be reproduced any smaller than this. 11mm 2x 3

5 3.0 Examples of Recommended Examples 3.1A B Lab recommends integrating the B Corporation Seal into all of your corporate communications and promotional materials. 3.1B 3.1C 3.1A - Publication advertising/company catalogues and brochures 3.1B - Window display/sticker 3.1C - Packaging (i.e. box, bag, bottle, hangtag, etc) 3.1 D - Web site - banner/button 3.1E - Corporate communications - Due to sizing constraints and consistency we recommend the use of the The B Corporation Logo consisting of : the Circle B, the word Corporation, and the holding line on traditional business materials (i.e. letterhead, business cards, etc). 3.1 Graphic Design Support B Lab has a team of graphic design professionals ready, willing, and able to help you determine how best to integrate the B Corporation Seal into your corporate communications and promotional materials. For free graphic design support, contact us at thelab@bcorporation.net 3.1D 3.1E *not to scale. for placement reference only. 4

6 100% Black Background White Background 4.0 Seal Color Palette 50% Black Background 25% Black Background The B Corporation color palette is black and white. The B Corporation Seal is never to be used in any other color other than Black or White without prior clearance from B Lab at thelab@bcorporation.net. When the background is 50% of any color or greater, the logo is to be white (knocked out). When the background is less than 50% of any color, the logo is to be black. As legibility may change with various colors, these are recommended percentages please use your best judgment to ensure maximum readability. Dark Color or Image Background Light Color or Image Background 5

7 5.0 Incorrect Usage In order to build a strong visual identity for Certified B Corporations, it is paramount to use the B Corporation Seal consistently and correctly. Here are some examples of incorrect usage of the B Corporation Seal. Inconsistencies in the appearance of the B Corporation Seal will weaken its value. Only use the digital master artwork of the logo, which can be supplied by B Lab. Contact us at thelab@bcorporation.net 1. Do not change or alter the colors of either the Seal or the color palette. 2. Do not place the seal where it is half way between two areas Do not rotate or angle the seal. 4. Do not skew or distort the seal in any way. 5. Do not use drop shadows, bevels or graphic effects of any kind. 6. Do not change the scale or position of any part of the seal. 7. Do not use the seal in outline mode. (No key line around the type face) 8. Do not attempt to merge any letters of the seal Do not separate the elements of the seal. 6

8 A. B. C. 6.0 Which file type should I use? It is important to use the right file in the right situation. If you refer to the end of the file names you ll notice an extension, such as.eps or.jpg. So, which one to use, and when? EPS - If something is going to be printed on a printing press, the preferred high resolution file format in the printing industry is an EPS. JPG - Is the preferred format for files that will appear on web or applications. This format should not be used for print, as it is generally at a low resolution. However, it can be supplied upon request at a high resolution if required. D. E. PSD -To be used when you want to use white over a color on the web or photos. File is a Photoshop layer. There are 2 versions of all files in all three file types. - The files with NEG at the end are colored as follows: JPG - white on black background, EPS - white on a transparent background. PSD - white on transparent background. - The files with POS at the end are colored as follows: JPG - black on white background, EPS - black on a transparent background. 6.1 Which file size should I use? To ensure optimum clarity, please use the file with the size logo which most closely corresponds with the available usage space. All files are marked with a corresponding letter. For example A_ BCorp_logo_NEG, this letter signifies the size of the graphic. *logos shown at 100% For further information or other formats not specified, please contact B Lab at thelab@bcorporation.net. 7 A - 2 in x in B - 1 in x in C in x 1.25 in D in x in E - 11 mm x mm - official minimum size

9 7.0 The Pending B Corporation Seal The Pending B Corporation Seal consists of five elements: the complete word Certified, the Circle B, the words Corporation, the primary holding line and the word Pending. Neither the Pending B Corporation Seal nor any of its parts may be altered in any way. 7.1 Clear Space & Color Restrictions To maintain the integrity and clarity of the Pending B Corporation Seal, a clear space has been developed which acts as a visual fence so that no graphic, text, or any other element encroaches this space. Please refere to section 2.1 of this manual for a visual aide. The word Pending in this version of the B Corporation seal must remain red in color and may not be altered in any way. 7.2 Minimum Size Requirements To maintain optimum clarity in reproducing the Pending B Corporation Seal at a small size, a minimum size of 11mm in width has been assigned for all printing applications. It cannot be reproduced any smaller than this. 11mm 8

10 8.0 Contacting B Lab thelab@bcorporation.net Phone: Address: 155 East Lancaster Avenue 2nd floor Wayne, PA