Corporate Standards Logo Fonts Color Palette Revision

Transcription

1 Corporate Standards Logo Fonts Color Palette 2013 Revision

2 Corporate Logo Versions There are two versions of the Duke Realty corporate logo: Stacked version Horizontal version No variations should be made from the use of these logos other than those allowed in these standards. 2

3 Product-TYpe Logos Four product-type logos are available in two versions each: Construction Healthcare Office Industrial 3

4 Product-type logos communicate an area of expertise; therefore, these logos should only be used in cases where the communication on which they are placed is intended exclusively to convey Duke Realty s product-type expertise in a certain area. Usage of these logos should be infrequent. Examples of appropriate uses for a product-type logo include: A product-type brochure An employee manual describing policies, procedures or information specific to a certain product type The cover of a leasing, development or construction proposal For readability reasons, product-type logos should not be used on leasing signage. All general corporate communications will use the standard corporate logo or the Reliable. Answers. logo described below. These include: Personal communication (letters, s, faxes, memos) Interior way-finding signage Tenant handbooks Site plans, floor plans, renderings or other architectural drawings Rep projects, fact sheets and case studies (the product type is indicated in the header) Reliable. Answers. Logo A logo incorporating Duke Realty s tagline is also available in two versions: This is the preferred way to use the tagline on marketing collateral. 4

5 Logo Elements The Duke Realty logo is made up of the leaves symbol, Duke logotype, and the Realty logotype for both the stacked and horizontal versions. Leaves Symbol Duke Logotype Realty Logotype Logo Never alter or modify the logo. The relationship of all components of the logo (size of each element, alignment, and space between elements) has been carefully considered and should not be changed in any way. Logotype The logotype is in a customized font for Duke Realty. No attempts should be made to alter the font or to duplicate it for other uses. The logotype should never appear without the leaves symbol. Duke Realty 5

6 Symbol The leaves symbol should always appear with the logotype. Symbol Reproduction The logo should be reproduced only from digital files provided on disk. No attempts should be made to redraw, respace, or modify the logo. No arrangements of the logo other than those illustrated are acceptable. Never use a xeroxed logo or scan a logo from a printed piece. 6

7 Scaling & Sizing When sizing the logo, care should be taken to ensure it is scaled proportionately. For the stacked logo, the minimum size is 0.75 wide.75" For the horizontal logo, the minimum size is 1.5 wide. 1.5" 7

8 Spacing To prevent the identity from becoming visually crowded, clear space must surround the logo. At a minimum, this clear space should be the height of the three-leaf symbol. Backgrounds It is preferable that the logo be reproduced on a white background in full color. If the logo appears on any color other than white, the single-color version of the logo should be used in black or as a reverse. The logo should never be used as solid green. Avoid using the logo on background imagery or patterns that may appear busy, detract from the logo, or affect readability. Acceptable reverses Unacceptable reverse Unacceptable background 8

9 Logo Color Two standard colors have been selected for use with Duke Realty s logo: black and Duke Realty green (PMS 363). These approved colors should be given first consideration when applying the logo to various applications. Screen tints of these colors should never be used. Green Black Green Spot Color Whenever possible the logo should be reproduced in two spot colors. When printing using conventional, offset commercial printing methods, Black and Pantone PMS 363 Green should be used when printing on coated paper. When printing on uncoated paper, Black and Pantone PMS 369 should be used. Once dry, PMS 369 on the uncoated sheet will take on the appearance of PMS 363. Four-Color Process When PMS 363 is not available, the green may be reproduced from a four-color process build of 68% cyan, 0% magenta, 100% yellow, and 24% black. Electronic Applications All electronic uses (web, presentations, screen savers, files) of the Duke Realty identity should appear in full color. The RGB equivalents for Duke Realty colors are: black RGB 0/0/0 and PMS 363 green RGB 67/149/57. 9

10 Single Color When reproduced in only one color, the logo should be printed only in solid black or reversed out of a solid color background. Do not apply a screen tint to the leaves. Architectural Exception Additional considerations have been made for use of the logo in architectural installations which may deviate from the above color guidelines. Please consult the marketing team before using the logo in an architectural capacity. 10

11 Typography Type Definition Duke Realty s standard corporate typeface is Gotham. Gotham Book ~!? Gotham Narrow (light) ~!? Gotham Narrow (Medium) ~!? 11

12 If Gotham is unavailable, Arial may be substituted. Arial Arial Narrow Arial Bold ~!? ~!? ~!? 12

13 The Optima font can be used in headlines on HTMLs or collateral pieces such as the fronts of invitations and postcards. Optima is not to be used as body copy. Optima Regular ~!? 13

14 Type Usage Different sizes of Gotham or Arial are used for different applications. Below is an example of typographic hierarchy on an 8.5 x 11 page using the Gotham or Arial typeface. An example of using Optima is also below. Typographic hierarchy should be determined based on the size of the document or application. Headline Subheadline 1 Subheadline 2 Copytext Captions Gotham Book 14pt, all caps Gotham Narrow Medium 11pt Gotham Narrow Medium 10pt Gotham Narrow Light 10pt Gotham Narrow Light 7pt Here is the same hierarchy in Arial: Headline Subheadline 1 Subheadline 2 Copytext Captions Arial Regular 14pt, all caps Arial Bold 11pt Arial Bold 10pt Arial Narrow 10pt Arial Narrow 7pt Here is an example of Optima used as a headline only. This font is not to be used as body copy. Headline Optima Regular 14pt, all caps Copy text always appears in black or white on a colored background. Headlines always appear in black or in campaign key visual colors. 14

15 Color Palette Duke Realty Green 363 C Main Colors 452 C R 67 C 68% G 149 M 0% B 57 Y 100% web hex # K 24% R 197 C 24% G 193 M 18% B 157 Y 42% web hex #c5c19d K 0% Duke Realty Green* This color will only be used in the logo. It should not appear in any other part of the design, except in the case of leasing signage. *When printing on uncoated paper, Black and Pantone PMS 369 should be used. Once dry, PMS 369 on the uncoated sheet will take on the appearance of PMS C Warm Gray 4 C 5497 C R 115 C 43% G 175 M 0% B 182 Y 14% web hex #73afb6 K 21% R 201 C 0% G 193 M 4% B 184 Y 9% web hex #c9c1b8 K 24% R 145 C 17% G 165 M 0% B 165 Y 9% web hex #91a5a5 K 36% Main Colors These colors may be used in color blocks and color accents. No more than two main colors should be used per design. When used in conjunction with accent colors, use the following monochromatic pairings: Main Color Accent Color 452 C 4645 C or 874 C Warm Gray 4 C Warm Gray 9 C 5497 C 5487 C Note: 5493 C is always used independently. 15

16 Color Palette Continued Accent Colors These colors may be used as color accents and as additional color block options. See pages for element details and examples. Accent Colors R 89 C 35% R 32 C 55% 5487 C G 123 M 0% B 124 Y 16% 5477 C G 83 M 0% B 82 Y 27% web hex #597b7c K 54% web hex # K 73% R 154 C 0% R 87 C 0% Warm gray 9 C G 139 M 11% B 125 Y 20% 4625 C G 39 M 60% B 0 Y 100% web hex #9a8b7d K 47% web hex # K 79% R 190 C 0% R 82 C 65% 4645 C G 133 M 37% B 76 Y 68% 448 C G 79 M 58% B 38 Y 100% web hex #be854c K 28% web hex #524f26 K 35% R 188 C 0% 874 C (metallic) G 155 M 20% B 106 Y 50% web hex #bc9b6a K 30% 16