Brand Manual
Content 3 Introduction 4-5 Logo 6 Scale and Proportions 7 Use - Don’t use 8 - 9 Colour Palette 10 - 11 Typefaces 12 - 13 Typography Examples 14 - 15 Type Colour 16 -17 Images 18 - 19 Stationary Layout
Introduction These guidelines illustrate all the important elements, which make up the Ulterior brand. This manual includes all the necessary information regarding to create the brand itself. This manual will help anybody to design and produce any new design with the highest degree of creativity and professionalism.
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Different Logos The primary color for the Ulterior logo is having the grey color, but in some execution you can use the black version. The primary background color for the logo is 100% white, also in other cases the background color can become black, where the font color can maintain the same grey or a white color can be add for more effect. The values for these colors can be found on pages 8 and 9 of these guidelines.
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Scale and Proportions The Ulterior logo should always be surrounded by a minimum area of space. This area of isolation will ensure that headlines, text, or other visual elements do not encroach on the logo.
Digital
2 mm
5 px
This area it will depend on the visual format that you are preparing the file for. There are no predetermined sizes for the Ulterior logo. The scale and proportions should be determined by the available space, function and visibility. There is no maximum size for the logo, but there is a minimun size are they been shown right here.
Digital
3 mm
14 mm
6
8 px
40 px
Use - Don’t use When usign the Ulterior logo, there are some rules to be follow at all times. Distorted
Colour
The logo should never be manipuled, streched, distored or cropped.
The logo should never be have different colours than the original.
Photography
Visual Effects
The logo should never be placed over any images.
The logo should never have a drop shadow or any other graphic effect.
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Colour Palette The Ulterior brand has 8 colors, each of them is to be use as they come without any changes to the percentage of the tint.
R176 G176 B176
R194 G13 B25
R255 G236 B0
R40 G148 B72
C0 M0 Y0 K40
C0 M100 Y100 K0
C0 M0 Y100 K0
C100 M0 Y100 K0
CMYK HEX
b0b0b0
CMYK
CMYK
HEX
HEX
c20d19
ffec00
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CMYK HEX
289448
R0 G157 B224
R49 G43 B128
R196 G0 B122
R34 G34 B33
C100 M0 Y0 K0
C100 M100 Y0 K0
C0 M100 Y0 K0
C0 M0 Y0 K100
CMYK HEX
009de0
CMYK
CMYK
HEX
HEX
312b80
c4007a
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CMYK HEX
222221
Typeface Ulterior uses a simple typeface Tahoma that comes in two weights. Tahoma is supported by PC and Mac. And you should always use this font.
Tahoma Regular abcdefghijklmnopqrstuvwxy ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()_+-=[];’\,./{}:”|<>?§±
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Tahoma Bold abcdefghijklmnopqrstuvwxy ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()_+-=[];’\,./{}:”|<>?§±
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Print Size
Digital Size
Type should never appear below 7pt and should never go over 50 pt.
Type should never appear below 10 px and should never go over 50 px.
Tahoma Regular is most suitable at 8,10 and 12 pt for body copy.
Tahoma Regular is most suitable at 14 px for body copy. Tahoma Bold is most suitable at 18, 21 and 24 px for Small titles in body copy.
Tahoma Bold is most suitable at 14, 18, 21 and 24 pt for Small titles in body copy.
Tahoma Bold is most suitable at 50 px for any Headline.
Tahoma Bold is most suitable at 50 pt for any Headline.
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This is a title This is Tahoma Bold set at 24 point with 29 point leading. It is a large body text. This Tahoma Bold set at 24 point with 29 point leading. This is a Small Title
This is a Small Title This is body copy using Tahoma Regular. It is 10 point with 12 point leading.
This is body copy using Tahoma Regular. It is 12 point with 14 point leading.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer bibendum gravida turpis, sit amet tempus mi luctus.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Type Colour Colour needs to be used on type to help differentiate between types of information. The colours need to be chosen from page 8 and 9 of this manual.
Information regarding the company
Services and products
Any title needs to have the color blue from the color palette. Any other color used is not permited.
Any title needs to have the color red from the color palette. Any other color used is not permited.
Example:
Example:
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Information regarding the client Any title needs to have the color green from the color palette. Any other color used is not permited.
Example:
Any subtitle can have any color from the color palette. Any other color used is not permited.
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Images Ulterior is always using high quality photos. For any products that the company is going to use for selling the photos has to have a white background where the products sits perfectly in the centre. Below are some excellent examples of images to give you a better understanding of the types that we are looking for.
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For any other services that we are offering please provide simple and clean photographs, no special effects need just simple and creeps photos. Below are some excellent examples of images to give you a better understanding of the types that we are looking for.
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Stationary layout For any stationary we will like to position the logo in the top left corner with a 20 mm by 20 mm space from the margin. For business cards we just need to have the logo in the left corner without having to mesure the 20 mm.
20 mm
20 mm
Also you can decide on the size, but donâ&#x20AC;&#x2122;t forget to look up at page 6 for the minimum size allowed. We have even provided an example for a better understanding of the guidlines which we require.
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Elements We also provide other elements that can be used as a pattern or anything on those lines. We donâ&#x20AC;&#x2122;t require any particular size but just make sure the final design has the clean aesthetics.
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