1/17. Logo Style Guide

Transcription

1 1/17 Logo Style Guide

2 Logo > The logo is the main element of Chesapeake s identity. It should never be changed or altered. The components of the logo should never be separated. > The logo should be used as depicted in the guidelines. It should never be decorated, altered, distorted or re-created in any way. > Refer to the logo colors and usage section to learn more about how to properly reproduce our logo. > The logo must be reproduced from an original electronic file. To protect the Chesapeake brand and ensure all uses of the company s logos are consistent with its style and standards, approval is required on all designs using this logo. The process is simple and no forms are required. the design and full details of your request to brandchk@chk.com.

3 Logo versions PRIMARY LOGO: 4-color process (CMYK) To build a consistent identity, it is important to reproduce the logo in this full-color design whenever possible. In situations where the colors cannot be reproduced accurately or when the surface or background on which it is applied does not provide sufficient contrast, alternate versions (below) may be used. C100 M58 Y9 K42 C50 Y100 K70 ALTERNATE LOGOS: 3 color (PMS/spot color) A solid-color version of the logo should be used when 4-color process printing is not an option. PMS 541 PMS 376 PMS COOL GRAY 9 4-color process (CMYK white) This full-color version of the logo can be used on dark backgrounds if 4-color process printing is an option and the green and gray are legible. Note: The gray is lighter than in the primary logo. WHITE C50 Y100 K40 3 color (PMS/spot color white) This solid-color version of the logo can be used on dark backgrounds if spot-color printing is an option and the green and gray are legible. Note: The gray is lighter than in the PMS/ spot color version. WHITE PMS 376 PMS COOL GRAY 5 1 color (black) A black version should be used when multi-colored printing is not an option or when the logo is printed on a colored background without sufficient contrast. 1 color (white) The white reversed version should be used only when the logo must reverse out of a dark background. This logo option should only be used when it is not possible to use the full-color or solid black logo.

4 Color palette PRIMARY COLORS SECONDARY COLORS C: 100 M: 58 Y: 9 K: 42 PMS Pantone 541 G: 66 B: C: 100 M: 60 G: 102 B: b2 C: 50 Y: 100 K: 70 PMS Pantone 376 PMS Cool Gray 9 R: 141 G: 198 B: 63 R: 109 G: 110 B: 113 8dc63f 6d6e71 C: 100 K: 30 C: 80 M: 8 C: 55 G: 132 B: 182 G: 173 B: 232 R: 91 G: 203 B: b5 00ade7 5acbf5 C: 90 Y: 80 K: 35 G: 125 B: c4d PMS colors PMS (Pantone Matching System), or spot colors, are provided to outside vendors for printing and specialty items. CMYK color values The CMYK values are used in process printing (four-color printing) where colors are made from screen percentages of cyan, magenta, yellow and black. C: 75 M: 9 Y: 100 K: 4 C: 35 Y: 100 R: 66 G: 161 B: 69 R: 178 G: 210 B: 53 41a145 b2d234 RGB color values RGB colors are for internal use in Microsoft Office programs. Use these color values for text and graphics in MS-Word, MS-Excel and MS-PowerPoint documents. Websafe color values The hexadecimal colors are used in web applications such as CSS stylesheets and html templates. K: 6 K: 40 K: 80 R: 239 G: 239 B: 240 R: 167 G: 169 B: 172 R: 88 G: 89 B: 91 eeeff0 A7A9AC 58585b

5 Clear space and minimum size CLEAR SPACE: For visibility, impact and overall integrity, it is important to retain a designated clear space around the logo. The minimum clear area around the logo should be equal to the height of an E in the logo. Clear space should never be intersected or intruded upon by other graphic objects or an edge. MINIMUM SIZE: The logo should never be used smaller than " high "

6 Background control The logo is designed to be used on a white or light background. When the logo is placed on a black or dark background, use the white reversed version. When the logo is placed on a photographic image, the background should always provide sufficient contrast to the logo. Textured backgrounds should never visually compete with the logo. white background (preferred) light background reversed on dark background reversed on an image Never place the logo on backgrounds that do not provide sufficient contrast.

7 Incorrect use Incorrect usage of the logo can jeopardize the trademark rights and create confusion in the marketplace. These examples show how the logo should NOT be used: > Do not use colors other than those specified by this guideline. > Do not outline the logo > Do not stretch or skew the logo. > Do not scale the logo disproportionately. > Don t change the proportions of the elements. > Do not place the logo within another shape. > Do not re-create the logo with an alternate typeface. > Do not create a screened-down version of the logo. > Do not flip the logo in reverse. > Do not change the appearance or shape of any elements in the logo. > Do not combine the logo with any other graphic elements. > Do not use any element of the logo as a substitute for the corporate identity or company brand name, such as in headlines, titles or text. > Do not split any element of the logo. > Do not use the logo as a design device or element, such as in a repetitive or 3-D manner.