Corporate Identity Document
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Exclusion Zones The exclusion zone is the area surrounding the whole logo. This area must be kept clear of other graphic elements, type or images. The exclusion zone allows all of the elements of the logo to be seen as one visual object. Additional space should be given whenever possible. Standard Logo The minimum required clear space is defined by the measurement of the center dot inside the logo Orb shape, as shown. Stacked Logo The Stacked Logo uses the same center dot as a measurement of the clear space around the Standard Logo. The Stacked Logo is to be used where vertical treatments are needed. The Standard Logo should be used where ever possible. Page 4
Logo Alignment The relationship between the logo and any associated graphics, text and images should conform to the basic principles shown on this page. This will help ensure consistency in the appearance of the company s materials. The quick brown fox jumps over the lazy dog. All left aligned graphic elements, type and images should left align with either the Orb object or the namestyle as shown. Graphic elements and images align flush to the guides. Horizontal text is aligned to the bottom of the namestyle as shown. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. Logo Position The logo is to be places on the top left or bottom right of the page depending on the use. If the logo is part of a document (contains lots of body text) then the position of the logo is top left. Do not reproduce the guide lines as these are shown for demonstration purposes only. If the logo is part of a presentation or printed advertisement then the logo will appear on the bottom right. Page 5
Logo Misuse The logo must always be reproduced from a digital master reference. It must never be redrawn or modified. The relationship of the logo s elements must never be altered in any way. Do not alter the logo s proportions Do not rotate the logo less then 90 Do not change the position of the logotype Do not put the logo inside a containing shape Do not change the logotype typeface Help make the number one Beta Test company in the world Do not use the logo in conjunction with typography Page 6
Color Palette The logo contains four distinct colors. The warm colors, two reds and orange, reflect the energy and dynamic nature of the company and the beta testers themselves. The contrasting blue shows stability and clarity. Primary Colors Red C0, M85, Y85, K 6 R226, G73, B51 #E24933 Dark Red C0, M82, Y100, K42 R155, G53, B12 #9B350C Orange C0, M47, Y85, K 0 R245, G154, B62 #F89A3E Blue C56, M0, Y18, K 0 R99, G200, B211 #63C8D3 Secondary Colors Brown C0, M24 Y24, K73 R102, G80, B73 #665049 Mocca C0, M20, Y24, K14 R220, G184, B164 #DCB8A4 Peach C0, M17, Y33, K 0 R254, G212, B171 #FED4AB Powder Blue C26, M0, Y9, K 0 R183, G227, B232 #B7E3E8 Dark Blue C90, M53, Y22, K 3 R21, G109, B152 #156D98 Apple Green C57, M3, Y100, K0 R125, G188, B66 #7DBC42 These colors are to be used for graphic elements and type. They can be layered as solid blocks or faded from one to the other. Tints and shades of these colors can also be used as long as the logo or type has good contrast for maximum readability. Pink C0, M8, Y10, K 0 R254, G234, B224 #FEEBE0 Skin Tone C0, M5, Y10, K 0 R255, G241, B227 #FFF1E3 Light Blue C12, M0, Y2, K 0 R221, G242, B248 #DDF2F8 Ice Blue C5, M0, Y0, K 0 R240, G249, B251 #F0F9FB Placid Lake C68, M16, Y0, K 0 R57, G171, B255 #39ABE1 Sky Blue C40, M0, Y0, K 0 R140, G214, B247 #8CD6F7 Masking Tape C2, M10, Y42, K 0 R251, G226, B163 #FBE2A3 Sand C2, M0, Y19, K 0 R251, G249, B215 #FBF9D7 Pale Green C30, M0, Y66, K0 R187, G217, B126 #BBD97E Pastel Green C4, M0, Y9, K 0 R242, G248, B233 #F2F8E9 Monochrome Dark Grey C67, M67, Y67, K76 R34, G29, B26 #221D1A 89% Grey C58, M47, Y45, K13 R111, G114, B117 #6F7275 55% Grey C0, M0, Y0, K55 R115, G115, B115 #737373 21% Grey C0, M0, Y0, K21 R207, G208, B210 #CFD0D2 8% Grey C0, M0, Y0, K 8 R235, G236, B237 #EBECED Page 7
Logo Contrast Four color logos require unique solutions to color combinations. Both light and dark background allow for maximin readability. Two alternate monochrome versions of the logo have been created in for occasions where the color logo will not work. White Background The use of the logo on a white background is preferred. On faxes and photocopies use the monochrome logo / dark namestyle whenever possible. 4 Color logo on white background Monochrome logo / dark namestyle on light background Dark Background Ensure that maximum contrast is achieved when the logo is placed on a dark background. Use the monochrome logo / light namestyle where good contrast is not possible. 4 Color logo on black background Monochrome logo / light namestyle on dark background Image Background When an image covers an entire printed page, the logo must appear on a white faded background as shown. This helps to separate the logo from the background image achieving maximum logo recognition. The size of the white faded background is shown along with the exclusion zone. Fade from 0% to 100% alpha Fade is max 50% of page width Dot height Dot height Orb height + dot height Logo treatment on imagery Page 8
Typefaces Asenine - Regular is the typeface used for the logo s namestyle. Myriad Pro is the communication typeface. It has been chosen because of its clean, modern style. The san-serif typeface has a full compliment of characters and glyphs. Asenine has a nice set of lower case characters that were used for the logo s Myriad Pro should be used of all corporate documents such as client proposals, reports, electronic presentations, typed letters and memos. Font Size If the size of the logotype falls below 20pt then it will get a.5pt outline in the fill color. Asenine - Regular Myriad Pro - Regular Myriad Pro - Regular Italic Myriad Pro - Semibold Myriad Pro - Semibold Italic Logotype above 20pt: No outline Logotype below 20pt:.5pt outline in fill color.25 inch minimum logo height 12 pts minimum logotype size Website Substitute Arial or any other san-serif typeface for Myriad Pro on a website. Myriad Pro - Bold Myriad Pro - Bold Italic abcpage 9
Imagery Brand imagery refers to photography or illustrations that are unique to our branded marketing and communication materials. The brand promotional imagery needs to convey the following ideas: energy, action and interaction with technology. Cropping Images The impact of an image can be increased with cropping - this brings out the essence of the image. Focus of the Image The focus of the image should be on the activity. Choosing images that have a simple background are preferred. It is encouraged to isolate the action of the image by blurring the background slightly. Emotion Our imagery is always positive - it shows people succeeding using technology. Setting The setting for our imagery is always the interaction of people with or proximity to the technology. Page 10