IDENTITY STYLE GUIDE GUIDELINES FOR PROPER USE. August 2012

Transcription

1 IDENTITY STYLE GUIDE GUIDELINES FOR PROPER USE August 2012

2 CONTENTS Welcome 03 The Mindjet Logo Story 04 The Mindjet Logotype 06 The Mindjet M Logo 11 The Mindjet Logo Lockups 17 Incorrect Logo Usage 24 The Mindjet Color Palette 28 The Mindjet Typography 31 A Final Note 37 MINDJET IDENTITY STYLE GUIDE 2 GUIDELINES FOR PROPER USE

3 WELCOME TO OUR NEW IDENTITY STYLE GUIDE. This guide is intended to provide a visual reference on how to correctly and consistently use the new Mindjet identity system in all applications. The Mindjet Brand Statement Mindjet lets people work smarter, faster, and better. Our powerful apps help you brainstorm, plan, and manage any project, anytime, anywhere. An interactive environment uses a visual framework to capture ideas and engage team collaboration to stay on point, on task and on time. Mindjet. Work Inspired. MINDJET IDENTITY STYLE GUIDE 3 GUIDELINES FOR PROPER USE

4 The Mindjet Logo Story We have evolved. And so has our logo. The current bubble mark has served us well for over 10 years. But its strongest attributes feel too rooted in the old Mindjet. We do, however, have equity built up with some its graphic elements. Mindjet red, for example, is a strong, bold color, and will always hold value for us. It is also fairly unique in our current competitive landscape. In addition, the font we use for our wordmark is clean and classic, and will be retained. Beyond that, however, we have now created additional and unique elements to graphically express the Mindjet mission. The new symbol is a stylized M that exudes a sense of strength and leadership. The red and light gray shapes to the left and right represent the two keys benefits our software promotes: ideas & actions.those two shapes intersect and overlap in a central triangular shape to create a subtle reference to a Venn diagram: a classic graphic business tool. This darker gray middle section represents the place where people collaborate. It is the engine that turns ideas into reality. This section has a secondary function as well. It is a graphic abstraction of the letter A, while the white, negative shape above it abstractly represents a V. These references to vision & action also help support the key pieces of our manifesto. MINDJET IDENTITY STYLE GUIDE 4 GUIDELINES FOR PROPER USE

5 The wordmark below the symbol is an evolution of our current one. Its style and tone are intended as a counterpoint to the strong, stable M above. The lowercase m and the circular (rather than square) dots above the i and j are more accessible and inviting graphic elements, and help promote the ideas of humanity and collaboration. As a complete visual package, it is a look and feel that is intriguing and pleasing to the eye. And we now have a logo that is forward facing and can serve as an intro to our core value proposition. MINDJET IDENTITY STYLE GUIDE 5 GUIDELINES FOR PROPER USE

6 THE MINDJET LOGOTYPE MINDJET IDENTITY STYLE GUIDE 6 GUIDELINES FOR PROPER USE

7 The Mindjet Logotype The wordmark has been mindfully designed to convey a simple, clean and accessible tone. Its role in bringing the humanity of our message to the world makes it an integral part of our mission to build and maintain equity in our brand. As such, its appearance must be uniform throughout all applications, and the graphic integrity of the logotype and identity elements be governed by the consistent use of established standards, observed in all communications with our vendors, affiliates, and the general public. Alterations to the logotype are prohibited. The Mindjet wordmark must be used exactly as it appears in this manual. It s relative size, orientation and spatial relationships have been precisely defined to create an integrated brand logo that is instantly recognizable and characterized by immediate visual impact. When placing and resizing the logotype, these exact proportions and spatial relationships must be maintained. MINDJET IDENTITY STYLE GUIDE 7 GUIDELINES FOR PROPER USE

8 Color Standards PMS Spot Color It is important to recognize established standards for acceptable use of the logotype and its palette under varying conditions of surrounding colors and printable colors. These approved logotype color applications should assist in identifying the most successful combination. PANTONE 1795 C PMS Spot Color to be used as first choice when available. It is the most consistent option. CMYK When PMS Spot Colors are not available, please match CMYK printing to PMS 1795 Spot Color. If printing only allows for greyscale, use a 45% screen of Process Black. C: 0 M: 94 Y: 100 K: 0 HEX and RGB are not for printing. Use this for digital or on-screen formats only. Greyscale Process Black 45% Screen K: 50% HEX & RGB HEX: EE3524 R:238 G:53 B:56 MINDJET IDENTITY STYLE GUIDE 8 GUIDELINES FOR PROPER USE

9 The Mindjet Logotype Reverse Color Although the standard color version of the Mindjet wordmark is always preferred, there may be limited applications and situations, such as the presentation of the logo over a non-contrasting background, that dictate the use of a reverse color logotype. When displaying it on a dark or non-contrasting background, please use the reverse color option that is most appropriate. When the option is available, a 90% Process Black background color is preferred. A PMS 1795 Red background is also a preferred choice. MINDJET IDENTITY STYLE GUIDE 9 GUIDELINES FOR PROPER USE

10 Clear Space Requirements Clear space around the wordmark amplifies its significance and enhances its appearance. To preserve our logotype s visual integrity and avoid diminishing its impact, it must never be crowded by extraneous elements such as text, photography, background patterns, or other symbols or logos. In all print applications, please surround the logotype with at least the minimum amount of clear space defined by this diagram. X X = Logotype X-Height X X Minimum Size Requirements.2 inches (5mm) For maximum legibility, please do not reproduce the logotype smaller than indicated in this diagram..77 inches (19.5 mm) For Print: No less than.77 inches (19.5mm) wide and.2 inches (5mm) high 15 pixels For Pixel: No less than 55 pixels wide and 15 pixels high 55 pixels MINDJET IDENTITY STYLE GUIDE 10 GUIDELINES FOR PROPER USE

11 THE MINDJET M LOGO MINDJET IDENTITY STYLE GUIDE 11 GUIDELINES FOR PROPER USE

12 The Mindjet M Logo As with our wordmark, the M logo must be uniform throughout all applications. The graphic integrity of the M, and identity elements, should be governed by the consistent use of established standards, observed in all communications with our vendors, affiliates, and the general public. Alterations to the M logo are prohibited. MINDJET IDENTITY STYLE GUIDE 12 GUIDELINES FOR PROPER USE

13 The Mindjet M Logo Color Palette 3 Spot Colors As with the wordmark, it is important to recognize established standards for acceptable use of the M logo and its color palette under varying conditions of surrounding colors and printable colors. PANTONE 1795 C PANTONE 7544 C PANTONE 7545 C PMS Spot Colors to be used as first choice when available. It is the most consistent option. CMYK When PMS Spot Colors are not available, please match CMYK printing to the 3 PMS Spot Colors. If printing only allows for greyscale, use the screens of Process Black called out here. C: 0 M: 94 Y: 100 K: 0 C: 50 M: 35 Y: 30 K: 0 C: 71 M: 54 Y: 43 K: 18 HEX and RGB are not for printing purposes. Use these colors fo digital or on-screen formats only. Greyscale Process Black Screen Percentages K: 60% K: 40% K: 75% HEX & RGB HEX: EE3524 R:238 G:53 B:56 HEX: 8A97A2 R:138 G:151 B:162 HEX: 51626F R:81 G:98 B:111 MINDJET IDENTITY STYLE GUIDE 13 GUIDELINES FOR PROPER USE

14 The Mindjet M Logo Reverse Color Options As with the reverse color logotype options, please use the reverse color option that is most appropriate. When the option is available, a 90% Process Black background color is preferred. A PMS 1795 Red background is also a preferred choice. K: 90% PANTONE 7544 C PANTONE 7545 C PANTONE 1795 C K: 90% K: 40% K: 75% K: 60% PANTONE 1795 C K: 20% K: 40% K: 0% MINDJET IDENTITY STYLE GUIDE 14 GUIDELINES FOR PROPER USE

15 Clear Space Requirements As with the wordmark, the M logo must never be crowded by extraneous elements such as photography, text, background patterns, or other symbols or logos. X X = 1/2 Logo Width X X MINDJET IDENTITY STYLE GUIDE 15 GUIDELINES FOR PROPER USE

16 Minimum Size Requirements For maximum legibility, please do not reproduce the logo smaller than indicated in this diagram. For Print: No less than.2 inches (5mm) wide and.2 inches (5mm) high.2 inches (5 mm).2 inches (5 mm) For Pixel: No less than 16 pixels wide and 16 pixels high 16 pixels 16 pixels Digital Color Requirements When the M logo will need to be displayed smaller than 16 pixels, please use this darker gray color palette modification for maximum legibility. PANTONE 7547 C K: 90% HEX: 1A2732 R:26 G:39 B:50 MINDJET IDENTITY STYLE GUIDE 16 GUIDELINES FOR PROPER USE

17 THE MINDJET LOGO LOCKUPS MINDJET IDENTITY STYLE GUIDE 17 GUIDELINES FOR PROPER USE

18 The Mindjet Logo Lockups Vertical Lockup As with the Mindjet wordmark and M logo, the Mindjet logo lockups must retain these exact proportions and spatial relationships for all usages. Alterations to the logo lockups are prohibited. Horizontal Lockup MINDJET IDENTITY STYLE GUIDE 18 GUIDELINES FOR PROPER USE

19 The Mindjet M Logo Reverse Color Options Vertical Lockup As with the reverse color logotype and M logo options, please use the reverse color option that is most appropriate. When the option is available, a 90% Process Black background color is preferred. A PMS 1795 Red background is also a preferred choice. K: 90% PANTONE 1795 C PANTONE 7544 C PANTONE 7545 C K: 90% PANTONE 7544 C PANTONE 7545 C K: 0% PANTONE 1795 C K: 90% K: 40% K: 75 % K: 0% K: 60% PANTONE 1795 C K: 20% K: 40% K: 0% MINDJET IDENTITY STYLE GUIDE 19 GUIDELINES FOR PROPER USE

20 The Mindjet M Logo Reverse Color Options Horizontal Lockup The horizontal lockup color breakouts match the exact combinations of the vertical lockup color breakouts. MINDJET IDENTITY STYLE GUIDE 20 GUIDELINES FOR PROPER USE

21 Clear Space Requirements As with the wordmark and M logo, please surround the vertical logo lockup with at least the minimum amount of clear space defined by this diagram. X X = 1/2 Logo Width X X X Minimum Size Requirements For maximum legibility, please do not reproduce the logo lockup smaller than indicated in this diagram..85 inches (21.5 mm) For Print: No less than.77 Inches (19.5mm) wide and.85 inches (21.5mm) high.77 inches (19.5 mm) For Pixel: No less than 55 pixels wide and 61 pixels high 61 pixels 55 pixels MINDJET IDENTITY STYLE GUIDE 21 GUIDELINES FOR PROPER USE

22 Clear Space Requirements As with the wordmark and M logo, please surround the horizontal logo lockup with at least the minimum amount of clear space defined by this diagram. X X X = x-height of logotype X Minimum Size Requirements: For maximum legibility, please do not reproduce the logo lockup smaller than indicated in this diagram. 1.1 inches.25 inches (6.5mm) For Print: No less than.77 inches (19.5mm) wide and.85 inches (21.5mm) high (28 mm) For Pixel: No less than 55 pixels wide and 61 pixels high 18 pixels 80 pixels MINDJET IDENTITY STYLE GUIDE 22 GUIDELINES FOR PROPER USE

23 Co-Branding Clear Space Requirements Please use this reference as a guide when placing other corporate identities near the Mindjet logotype. A 60/40 size ratio is preferred. X X = 1/2 Logo Width X X X MINDJET IDENTITY STYLE GUIDE 23 GUIDELINES FOR PROPER USE

24 INCORRECT LOGO USAGE MINDJET IDENTITY STYLE GUIDE 24 GUIDELINES FOR PROPER USE

25 Incorrect Logo Usage Well-meaning employees and vendors are capable of inventing an incredibly diverse number of unapproved logo variations. While we take great pride in the creativity of our workforce and vendor base, such variations from the established standards are contrary to the desired objective of consistency. And in some cases, may even compromise our logo s status as a legal trademark. Some of the more typical unacceptable logo variations are illustrated here. DO NOT USE LOGO AS A PATTERN OR DECORATIVE ELEMENT NOTE: This form of incorrect usage in particular can compromise the status of our logo as a legal trademark and is to be rigorously avoided. DO NOT ALTER the ratio or positioning OF the ELEMENTS DO NOT STRETCH THE LOGOTYPE MINDJET IDENTITY STYLE GUIDE 25 GUIDELINES FOR PROPER USE

26 Please Remember: DO NOT USE LOGO AT AN ANGLE The true strength of our logo lies in its power to instantly communicate our brand message throughout the global community. Therefore it is imperative that the integrity of our logo and the accompanying graphic identity elements be maintained in all communications and media. DO NOT USE LOGO ON AN UNAPPROVED FIELD OF COLOR DO NOT OVERLAP THE LOGO WITH OTHER GRAPHIC ELEMENTS THANK YOU FOR PURCHASING! DO NOT ALTER THE COLOR PALETTE OR USE UNAPPROVED COLORS DO NOT PLACE THE LOGO OVER COMPETING GRAPHIC OR PATTERN MINDJET IDENTITY STYLE GUIDE 26 GUIDELINES FOR PROPER USE

27 DO NOT PLACE THE SYMBOL AND WORDMARK TOGETHER IN SEPARATE SHAPES DO NOT MODIFY LOCKUPS DO NOT PLACE LOGO ON PHOTOGRAPHY DO NOT CREATE NEW LOCKUPS DO NOT PLACE LOGO ON GRADIENT BACKGROUNDS DO NOT CROP MINDJET IDENTITY STYLE GUIDE 27 GUIDELINES FOR PROPER USE

28 THE MINDJET COLOR PALETTE MINDJET IDENTITY STYLE GUIDE 28 GUIDELINES FOR PROPER USE

29 The Mindjet Primary Color Palette PANTONE GREYSCALE HEX & RGB This approved Mindjet identity color palette should assist in identifying the most successful combination for a variety of production processes, including Spot Color, Process Color, Greyscale, and Digital C C: 0 M: 94 Y: 100 K: 0 K: 50% EE3524 R: 238 G: 53 B: 56 PMS Spot Colors to be used as first choice when available. They are the most consistent option. When PMS Spot Colors are not available, please match CMYK printing to PMS Spot Colors C C: 50 M: 35 Y: 30 K: 0 K: 40% 8A97A2 R: 138 G: 151 B: 162 If printing only allows for greyscale, use the screens of Process Black called out here. HEX and RGB are not for printing. Digital or on-screen formats only C C: 71 M: 54 Y: 43 K: 18 K: 75% 51626F R: 81 G: 98 B: C C: 85 M: 71 Y: 55 K: 62 K: 90% 1A2732 R: 26 G: 39 B: C C: 9 M: 8 Y: 10 K: 0 K: 10% E5E2DD R: 229 G: 226 B: C C: 46 M: 34 Y: 15 K: 0 K: 35% 909BB8 R: 144 G: 155 B: 184 MINDJET IDENTITY STYLE GUIDE 29 GUIDELINES FOR PROPER USE

30 The Mindjet Secondary Color Palette PANTONE GREYSCALE HEX & RGB This approved Mindjet identity color palette should assist in identifying the most successful combination for a variety of production processes, including Spot Color, Process Color, Greyscale, and Digital. 158 C C: 3 M: 66 Y: 100 K: 0 K: 35% EC7623 R: 236 G: 118 B: 35 PMS Spot Colors to be used as first choice when available. They are the most consistent option. When PMS Spot Colors are not available, please match CMYK printing to PMS Spot Colors. 122 C C: 0 M: 18 Y: 86 K: 0 K: 15% FFD03D R: 255 G: 208 B: 61 If printing only allows for greyscale, use the screens of Process Black called out here. HEX and RGB are not for printing. Digital or on-screen formats only C C: 4 M: 3 Y: 16 K: 0 K: 6% F3EFD8 R: 243 G: 239 B: 216 MINDJET IDENTITY STYLE GUIDE 30 GUIDELINES FOR PROPER USE

31 THE MINDJET TYPOGRAPHY MINDJET IDENTITY STYLE GUIDE 31 GUIDELINES FOR PROPER USE

32 The Mindjet Typography Headline Typeface In addition to standards as they apply to the logo and wordmark, the Mindjet identity also includes a standard typeface system for use in all forms of brand communication. League Gothic, Trade Gothic, and Oswald were chosen for their sound design properties and readability. Headline Typeface: League Gothic For use in headlines and subheads. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? League Gothic 30pt Trade Gothic Medium No pt/15pt Sample Pairing HEADLINE Body copy lorem ipsum dolor sit amet, consectetur scing. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malea sem, eu iaculis enim facilisis non. In sollicitudin diam. MINDJET IDENTITY STYLE GUIDE 32 GUIDELINES FOR PROPER USE

33 The Mindjet Typography Body Copy Body Copy Typeface: Trade Gothic LT Std Bold Condensed No.20 Condensed No.18 For use in body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? Condensed No pt/15pt Body copy lorem ipsum dolor sit amet, consectetur scing. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam. MINDJET IDENTITY STYLE GUIDE 33 GUIDELINES FOR PROPER USE

34 The Mindjet Typography Digital Typeface Digital Typeface: Oswald Book Light For use in most digital formats. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? Sample Pairing Oswald Book 30pt Oswald Light 10pt/15pt HEADLINE Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam vel urna pretium eget. MINDJET IDENTITY STYLE GUIDE 34 GUIDELINES FOR PROPER USE

35 The Mindjet Typography HTML Body Copy Typeface Type Kit Typeface: Franklin Gothic URW Condensed Demi Medium Book For body copy use in HTML formats only. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? Franklin Gothic URW Condensed Book 12pt/14pt Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam vel urna pretium eget. MINDJET IDENTITY STYLE GUIDE 35 GUIDELINES FOR PROPER USE

36 The Mindjet Typography Default Typeface The Mindjet default typeface should ONLY be used when the League Gothic, Trade Gothic and Oswald typefaces are not available. Default Typeface: Arial Bold Regular For default use only. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &.,!? Sample Pairing Arial Bold 30pt Arial Regular 10pt/13pt HEADLINE Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam vel urna pretium eget. MINDJET IDENTITY STYLE GUIDE 36 GUIDELINES FOR PROPER USE

37 A FINAL NOTE. The Mindjet Identity will be applied to a very wide array of print and digital communications. In the case where the identity needs to be used in a way not covered in this guide, we ask you to use your best judgement and common sense. Thank you. MINDJET IDENTITY STYLE GUIDE 37 GUIDELINES FOR PROPER USE