1
Š2014 Amorphous Advertising Incorporated. All rights reserved. Amorphous, the Amorphous logo, or any variation thereof are registered trademarks of Amorphous Advertising Incorporated in the United States and/or other countries.
2
Inspiration Mission Statement Standards Manual Purpose Elements of Logo Logo Specifications Colors Logo Integrity Typeface Stationery Specifications Stationery Implementation Apparel Website Files and Formats For More Information
5 6 7 8 9 10 11 12 14 15 17 18 19 20
3
4
Amorphous solid Chemical structure
5
An amorphous substance is one that has no regular arrangement of atoms; it literally means without form. Amorphous Advertising is constantly transforming, its design can become anything. We understand there is no cookie cutter format for advertising, every client and project is different. We strive to adapt to any need in any type of media. Amorphous innovates and is always taking new form.
6
This standards manual defines and outlines how to use all identifying elements pertaining to Amorphous Advertising, including its logo, colors, fonts, and stationery. It is critical to follow these rules and use only the authorized document templates in order to convey the traits and personality of Amorphous as a brand, and do it consistently. Please treat this guide not only as the authority on what is and is not permissible, but as strictly proprietary and confidential information.
7
Stylized logo one. Must have logotype somewhere else on page. Can be used to add more style to a piece, but is not allowed if it will be distracting.
Stylized logo two. Must have logotype somewhere else on page. This more abstract version should be used when the are very few, if any, objects elsewhere on the page.
8
To standardize the use of the logo, there adhere to these guidelines regarding clear space and minimum size. Clear space is equal to half of the logo size. Clear space may be reduced when accompanied by logotype. The minimum size for the main logo is 1p6 X 1p6, the stylized logo may be no smaller than 3p0, and the second stylized logo must be at least 6p0.
.5x
.5x
.5x
.5x
1p6
3p0
6p0
9
The main color for Amorphous is Pantone 7428, but it is not restricted to it. However, the logo and all its variants cannot be any colors other than the four listed here. The exception to this rule is if the logo is printed in black and white.
Pantone 4975 C 49 M 82 Y 72 K 74
Pantone 7428 M 100 C 26 Y 100 K 29
Pantone 276 C 83 M 84 Y 49 K 60
Pantone 3145 C 85 M 35 Y 36 K 4
In the event the logo is 2-color, the reds (Pantone 4975 and 7428) and blues (Pantone 276 and 3145) may not be mixed.
10
In order to give Amorphous Advertising a consistent look, there are strict guidelines that must be followed.
1
1. Do not skew or rotate the logo.
2
2. Do not apply effects to the logo. 3. Do not change the opacity of the logo. 4. Do not change the logo’s color to something not in the official color swatch.
3
4
11
The secondary typeface for Amorphous is Gotham Book, which may be paired with Gotham Medium of headlines and other uses. Gotham is a clean and legible typeface, and may be used for anything other than the logotype. Reccomended sizes are shown below. Do not use Gotham any smaller than 8pt.
Head - Medium, 16pt Subhead - Book, 14pt Body - Book, 10pt Caption - Book, 8pt
12
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
13
1.75in Amorphous.com SmithJ@Amorph.com P 754-390-2876 F 754-390-2877
129 West 81st St. Suite 5A New York, NY 10012
1.25in 129 West 81st St. Suite 5A New York, NY 10012
12/10/14 Re: Need for New Memo Format I’ve noticed we don’t seem t o be a ble to c ommunicate i mportant changes, requirements and progress reports throughout the company as effectively as we should. I propose developing one consistent memo format, recognizable by all staff as the official means of communicating company directives. While I know this seems like a simple solution, I believe it will cut down on needless e-mail, i mprove universal communication and allow the staff to save necessary information for later referral. Please talk among yourselves to determine the proper points of memo writing and return the input to me by 12 p.m. on December 30. I will then send out a notice to the entire staff regarding the new memo format. Thank you for your prompt attention to this matter. I’ve noticed we don’t seem to be able to communicate important changes, requirements and progress reports throughout the company as effectively as we should. I propose developing one consistent memo format, recognizable by all staff as the official means of communicating company directives.
GrubGuy! Delivery Service Attn: Marketing Dept. 500 W Madison St. #302 Chicago, IL 60661
2.75in
2.25in
7.25in
7in
I propose developing one consistent memo format, recognizable by all staff as the official means of communicating company directives. I’ve noticed we don’t seem to be able to communicate important changes, requirements and progress reports throughout the company as effectively as we should.
1in
Regards, Joe Smith
2in 1.5in
2.25in
2.25in
14
5.5in
.75in
Amorphous.com SmithJ@Amorph.com P 754-390-2876 F 754-390-2877
1.5in
1in
.375in
129 West 81st St. Suite 5A New York, NY 10012
1.25in
.375in
1in
1in
Standard paper 24lb 96 brightness Matte finish Envelope 32lb 92 brightness Matte finish Business card 80lb 96 brightness Gloss finish
15
16
17
18
Logotype.pdf PrimaryLogo.pdf StylizedLogo.pdf StylizedLogo2.pdf CodePro.otf Gotham.otf ColorSwatch.ase Stationary.pdf Envelope.pdf BusinessCard.pdf
19
All of the assets detailed in this document are available for download upon the consent of Amorphous Advertising Incorporated. All use of Amorphous assets must be sent for approval to brandapproval@amorph.com For questions, please e-mail askbrand@amorph.com
20
21