AXCIENT BRAND GUIDELINES

Transcription

1 AXCIENT BRAND GUIDELINES 1

2 TABLE OF CONTENTS 01 Introduction 02 Axcient Wordmark 03 Clearspace 04 Colors 06 Wordmark Color Usage 08 Tagline 09 X Symbol 10 X Symbol Pattern 13 Cropping the X Symbol 14 Typography 16 Iconography 17 Photography 18 Logo on Photos 20 Incorrect Logo Usage 21 Billboard Examples 22 Promotional Products 24 Business Stationery 25 Signatures 26 Powerpoint Templates 2

3 Our visual identity is a carefully engineered system that represents the look and feel of our updated brand. This guide provides essential instructions to ensure that we are all working together to strengthen our brand through the consistent use of our wordmark, in addition to providing guidance on the use of color, photography styles and general layout. I m very excited about our updated look and I ask that you observe these guidelines and accept responsibility for the proper presentation of our new brand in all applications. By adhering to this style guide, we can ensure a powerful presentation of our brand and create tremendous value for our company. If you should need assistance with applying the visual identity, please contact marketing@axcient.com. Thank you for your personal commitment to our updated brand. Justin Moore CEO 1

4 AXCIENT WORDMARK The Axcient wordmark is to be used for all printed collateral and screen-based work. Make sure you are using the original files at all times when reproducing the wordmark. 2

5 AXCIENT WORDMARK CLEARSPACE The wordmark should be allowed enough breathing room to stand out. It should not be placed too closely to text or other graphics. Always be sure to at least use the minimum clear space around all sides of the wordmark equal to 1/2 the logo height. X X X X X = 1/2 HEIGHT OF THE LOGO The wordmark must always be kept a minimum distance away from any surrounding element. This space is equal to half the cap-height of the letters in the wordmark. You may always leave more than the minimum required distance but you may not leave less. The clear space requirement applies to all versions of the signature. 3

6 COLORS Three primary colors have been chosen for the Axcient brand along with five complementary color options. These are the three primary colors used for many of the brand applications including backgrounds, titles and headers. Dark Blue R 0 G 58 B 93 C 100 M 75 Y 40 K 32 Pantone 302 C #003a5d Medium Blue R 66 G 151 B 180 C 73 M 27 Y 20 K 3 Pantone 7459 C #3f97b5 Light Blue R 144 G 198 B 230 C 41 M 9 Y 2 K 0 Pantone 2905 C #90c6e5 4

7 These are the complementary color options for accent purposes such as icons and illustrations. Axcient Orange R 243 G 139 B 0 C 2 M 54 Y 100 K 0 Pantone 144 C #f18b21 Axcient Yellow R 248 G 208 B 61 C 34 M 12 Y 100 K 0 Pantone 390 C #f8d03d Axcient Go-Green R 65 G 173 B 73 C 75 M 5 Y 100 K 0 Pantone 7481 C #41ad49 Axcient Dark Grey R 95 G 96 B 98 C 0 M 0 Y 0 K 77 Pantone 425 C #5f6162 Axcient Light Grey R 209 G 211 B 212 C 0 M 0 Y 0 K 20 #d1d3d4 5

8 AXCIENT WORDMARK: SOLID COLOR ON WHITE Acceptable uses of the Axcient wordmark on white backgrounds. 6

9 AXCIENT WORDMARK: COLOR ON DARK BACKGROUND Acceptable uses of the Axcient wordmark on color backgrounds. 7

10 AXCIENT WORDMARK: TAGLINE OPTIONS There are certain applications where the Axcient wordmark will need a tagline. Reference this guide for the appropriate way to use the Axcient wordmark with its tagline. Tagline Flush Right Tagline Flush Left Tagline Centered 8

11 AXCIENT WORDMARK: TAGLINE COLOR OPTIONS Reference this guide for the appropriate colors and combinations to use with the Axcient wordmark and tagline. 9

12 AXCIENT X SYMBOL The Axcient X is for a simpler use of the Axcient logo. It can be used in places where less information is needed, less space is available or for special purposes. 10

13 AXCIENT X SYMBOL: COLOR The X symbol must be used with specific color combinations. Reference this guide for proper color usage. 11

14 AXCIENT X SYMBOL: PATTERN The pattern is constructed by interconnected forms of the X logo. The symbol must always be knocked out of a colored background. Pattern Usage The pattern should not be over used but used only on special applications wrapping or tissue paper for packages, ties, waterbottles, endsheets etc. 12

15 AXCIENT X SYMBOL: SPECIAL USE CROPS For special uses of the Axcient X, the symbol can be cropped in multiple ways. Below are the three approved ways that the X can be cropped. The ascender of the X can be cropped off the top of a page or compostion. The descender of the X can be cropped off the bottom of a page or compostion. The ascender and descender of the X can be cropped off the top and bottom of a page or compostion. 13

16 TYPOGRAPHY: PRINT Two typefaces have been carefully selected to compliment the Axcient brand. The typefaces to be used are Futura BT and ITC Century. Futura BT is to be used as the main typeface for titles, headlines, and body copy. Use this typeface to make larger and bolder statements. ITC Century is to be used as needed. FUTURA LIGHT FUTURA BOOK FUTURA MEDIUM FUTURA HEAVY FUTURA BOLD ITC CENTURY BOOK ITC CENTURY BOLD 14

17 TYPOGRAPHY: WEB AND MS OFFICE For web use, Futura PT and ITC Century have been selected. Futura PT is to be used as the main typeface for heads and subheads. This typeface was selected specifically for web use. For ALL MS OFFICE APPLICATIONS, please substitute ARIAL for Futura. FUTURA PT LIGHT FUTURA PT BOOK FUTURA PT MEDIUM FUTURA PT BOLD ARIAL ARIAL BOLD ITC Century is to be used as needed. ITC CENTURY BOOK ITC CENTURY BOLD 15

18 ICONOGRAPHY A bold and simple style of iconography has been chosen for the Axcient brand. Illustrations are meant to communicate an idea succinctly through use of strong iconography. See examples below. 16

19 PHOTOGRAPHY STYLES A specific style of photography should be used for all Axcient ephemera. The examples are showing bold imagery, preferably with a solid or simple dark or light background. Objects and people silhouetted on a background are the appropriate style. Avoid stock imagery. 17

20 AXCIENT WORDMARK: USAGE ON PHOTOS The Axcient wordmark is to be used on photographs in a specific way. Reference these examples for an idea of how to apply the wordmark. The photography should always have solid backgrounds, preferably light or white, with enough clear space for the logo to sit. The photographs are meant to have a strong impact, therefore they should be simple objects or people on a solid background. 18

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22 INCORRECT USAGE The Axcient wordmark and symbol must be used properly when representing the brand. Please reference the examples below for the incorrect uses of the Axcient brand. Beyond Ba ckup Beyond Ba ckup Beyond Ba ckup Do not alter the proportions of the logo by stretching or condensing. Do not replace any logo color with colors that are not specified as approved in these brand guidelines. Do not create a new lockup. Beyond Ba ckup Beyond Ba ckup Beyond Ba ckup Do not enclose the logo in a shape. Do not alter the horizontal orientation of the logo. Do not place the logo on a busy background. Do not create a pattern out of the Stylized X. Do not use the Stylized X with any other elements other than the logotype. Do not add any three-dimensional effects to the symbol or logotype. 20

23 BILLBOARD EXAMPLES Final Billboard templates will be updated periodically. #1 i n Secu rity 21

24 PRODUCT APPLICATION Promotional products may bear the Axcient Logo as long as the style guidelines are followed. 22

25 PRODUCT APPLICATION Y 23

26 BUSINESS STATIONERY Stationery Template Files (Word and InDesign files) are available on the server. Please ask Marketing for access San A ntonio Road Mountain V iew, C A San A ntonio Road Mountain V iew, C A Of fice Toll Free CHRISTINA ROBBINS DIRECTOR, MARKETING crobbins@axcient.com san antonio road, mountain view, ca

27 SIGNATURES From: Subject: Date: To: Latest Report Date: April 5, :56 PM PDT Sara Brown Hi Sara, Rum ut maximetur, expliquatis vendae rempore omnim non cum, optiaectia nobitat essed et, experferios autet abo. Ut verum idit, sequam restibu saniasi magnimodi sus, eaquos idebit quo et eum veruntiusdae dellecae pro volor aliqui quiam faccaborum il est, cus eatesci psunt. Bus exerem event officae perit quam ut il erro eum non coremperum. Sincerely, Joan Morales Director, Channel Marketing O M jmorales@axcient.com 25

28 POWERPOINT TEMPLATES Powerpoint Master Template Files are available on the server. Please ask Marketing for access. 26

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