Crane Agency. Brand Guidelines

Transcription

1 Crane Agency Brand Guidelines

2 Crane Agency Brand Crane Agency uses a visual style that is both professional with traditional roots and modern to represent their innovative and entrepreneurial attitude. Aesthetically, this style is very clean & simple with accents of bold color, graphics, and type. This document outlines the basic elements of the Crane Agency brand, including logos, color and typography. Crane Agency Brand 2

3 Section 1 Logos Crane Agency Brand 3

4 Primary Logo The logo is a very important element of Crane s brand. The full-color primary logo should be used whenever possible. It is also available in reverse (white), 1-color, and grayscale options. Full Color MINIMUM SIZE To ensure legibility, the logo should never be reproduced smaller than 1.5" wide in print or 133 pixels in web. CLEARSPACE The recommended clearspace equals the width of 2 dots from the Crane C. To properly resize the logo, click once on the image to select. While holding the Shift key down, position your cursor on any of the sizing boxes and size accordingly, up or down. Minimum Size = 1.5in / 133px Clearspace 1-Color Maroon 1-Color Black Reverse 45% 100% 30% 100% Crane Agency Brand 4

5 Primary Logo w/ Tagline The tagline is also an important element of Crane s brand. However, it is optional and can be used as needed. Full Color Alternate Full Color MINIMUM SIZE To ensure legibility, the primary logo should never be reproduced smaller than 2" wide in print or 174 pixels in web. The alternate logo should never be reproduced smaller than 1.5 wide in print or 133 pixels in web WHEN TO USE The tagline is used when communicating with external audiences. Forms of outreach such as web home page, business cards, signature, print, broadcast and outdoor. PLACEMENT & SIZE The tagline is set in Helvetica Neue LT Std 65 Medium. The two horizontal bars are the exact width of the logo. The tagline is inset one half dot of the Crane C. The vertical space between the primary logo and the tagline is the same height as one dot in the Crane C. It is one half dot for the alternate logo. Tagline Lockup Placement & Size Minimum Size = 2in / 174px Minimum Size = 1.5in / 133px Crane Agency Brand 6

6 Alternate Logo The logo is a very important element of Crane s brand. The full-color primary logo should be used whenever possible. It is also available in reverse (white), 1-color, and grayscale options. Full Color MINIMUM SIZE To ensure legibility, the logo should never be reproduced smaller than 1" wide in print or 92 pixels in web. To properly resize the logo, click once on the image to select. While holding the Shift key down, position your cursor on any of the sizing boxes and size accordingly, up or down. CLEARSPACE The recommended clearspace equals the width of 2 dots from the Crane C. Minimum Size = 1in / 92px Clearspace 1-Color Maroon 1-Color Black Reverse 45% 100% 30% 100% Crane Agency Brand 5

7 Section 2 Colors Crane Agency Brand 7

8 Color Palette Consistent color application is an important factor in establishing strong brand recognition. To ensure color consistency across all applications, follow the color guide provided. When working with color, the primary colors should always be central. The secondary color palette exists to complement the primary and should never overshadow it or be used within the logo itself. Primary Colors Crane Maroon PMS 492 C CMYK: 28/90/77/25 RGB: 147/50/53 # Crane Gray PMS Cool Gray 1 C CMYK: 13/11/12/0 RGB: 219/217/214 #dbd9d6 Secondary Colors Crane Blue PMS 7700 C CMYK: 92/62/32/13 RGB: 28/90/125 #1c5a7d Crane Green PMS 7765 C CMYK: 30/21/100/0 RGB: 188/178/31 #bcb21f Crane Dark Gray PMS 426 C CMYK: 73/66/62/67 RGB: 38/39/41 # Crane Agency Brand 8

9 Section 3 Typography Crane Agency Brand 9

10 Montserrat Sans-Serif Font Family The old posters and signs in the traditional neighborhood of Buenos Aires called Montserrat inspired me to design a typeface that rescues the beauty of urban typography from the first half of the twentieth century. The goal is to rescue what is in Montserrat and set it free. To draw the letters, I rely on examples of lettering in the urban space. Each selected example produces its own variants in length, width and height proportions, each adding to the Montserrat family. The old typographies and canopies are irretrievable when they are replaced. There are other revivals, but those do not stay close to the originals. The letters that inspired this project have work, dedication, care, color, contrast, light and life, day and night! These are the types that make the city look so beautiful. The font can be downloaded here: Arial and Calibri are acceptable typefaces as an alternate to Montserrat when using basic type processors like MS Word. Montserrat Light Montserrat Regular Montserrat Semi Bold Montserrat Regular Crane Agency Brand 10

11 Cardo Classical Serif Font Family Cardo is a large Unicode font specifically designed for the needs of classicists, Biblical scholars, medievalists, and linguists. It also works well for general typesetting in situations where a high-quality Old Style font is appropriate. Its large character set supports many modern languages as well as those needed by scholars. Cardo also contains features that are required for high-quality typography such as ligatures, text figures (also known as old style numerals), true small capitals and a variety of punctuation and space characters. The font can be downloaded here: Georgia is an acceptable typeface as an alternate to Cardo when using basic type processors like MS Word. Cardo Regular Cardo Italic Cardo Bold Crane Agency Brand 11