Brand Guidelines
CONTENTS
Logo Avatar & Logotype
3
Safety Area
4
Color
5
Grayscale
6
Logo Usage
7
Incorrect Usage
8
Typography
9
Typographic Style
10
Web Web Typography
12
LOGO
3
AVATAR & LOGOTYPE There is one version of the Johnson Property Management logo. It is comprised of blue type & a brown, green, blue & teal house avatar.
Note: The logo should always include “LLC”
4
SAFETY AREA A safety are around the logo ensures visibility & impact. Linear version: The minimum safety zone measures exactly 2x the width of the space between the left side of the text & the right side of the avatar. Use of the safety zone between the logo & other graphic elements (images, type, other logos, etc.) will help Johnson Property Management retain a strong presence wherever the logo appears. This the a minimum safety area; where possible, more space can be allowed around the logo.
5
COLOR Pantone Brown: PMS 462 C Blue(Lt): PMS 646 C Blue(Dk): PMS 534 C Green(Lt): PMS 7490 C Green(Dk): PMS 364 C Teal: PMS 7474 C CMKY Brown: 50, 59, 83, 46 Blue(Lt): 72, 43, 16, 1 Blue(Dk): 94, 82, 32, 19 Green(Lt): 63, 23, 100, 6 Green(Dk): 77, 32, 100, 19 Teal: 99, 35, 42, 8 RGB Brown: 89, 69, 42 Blue(Lt): 83, 129, 172 Blue(Dk): 41, 62, 107 Green(Lt): 108, 149, 60 Green(Dk): 65, 118, 48 Teal: 0, 121, 135 Web Hex Brown: #59452A Blue(Lt): #5381AC Blue(Dk): #293E6B Green(Lt): #6C953C Green(Dk): #417630 Teal: #007987
6
GRAYSCALE Aside from strictly black & white print applications, the grayscale version of the logo can be used in situations where the logo needs to be secondary. Examples include, but are not limited to, when the logo is used as a broadcast “bug” or in print and/or web applications where the logo is places on every page. True Grayscale Black: 100% K Gray(Lt): 54% K Gray(Dk): 70% K Pantone Black: PMS Black C Gray(Lt): PMS Cool Grey 8 C Gray(Dk): PMS 424 C CMYK Black: 0, 0, 0, 100 Gray(Lt): 48, 39,38,3 Gray(Dk): 59, 48, 48, 15 RGB Black: 0, 0, 0 Gray(Lt): 140, 141, 142 Gray(Dk): 108, 111, 112 Web Hex Black: #000000 Gray(Lt): #8C8D8E Gray(Dk): #6C6F70
7
LOGO USAGE These are examples of correct logo usage on a variety of backgrounds. For optimal visibility, it is important to provide adequate contrast between the logo & the background. In general, the logo should be used over white backgrounds, or backgrounds that are predominantly white or light in tone. Only the approved colors (see Color (5)) should be used
8
INCORRECT USAGE Consistent use of the Johnson Property Management logo in all print, broadcasts & web applications is important to the integrity & impact of the branding package. The logo is a fundamental piece of the branding initiative & should never be compromised.
Do not use alternative typeface
Do not set the logotype below the avatar
Do not distort the logo
Do not adjust the size relationship of the avatar or logotype
Do not use unapproved colors in the avatar or logotype
9
TYPOGRAPHY The use of a consistent family of type & subsequent system of use will help to effectively establish the Johnson Property Management identity. With continued use & adherence, this visual reinforcement will aid in branding Johnson Property Management by increasing recognizability. The Optima font family should be used in all print, broadcast & web applications. In cases where Optima is not an available option, the Trebuchet MS font family should be used. In general, all headlines & list items should be set in Optima Bold. In general, all body copy should be set in Optima Regular.
Optima Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() For use with all major headers, body copy titles, list items and/or call outs.
Optima Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() For use with all body copy/secondary copy. Example text:
Headline
Body Copy
ABOUT TEXT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus condimentum, sem sed auctor rhoncus, turpis ligula pulvinar ligula, facilisis aliquam dui lorem at dui. Duis urna leo, pellentesque vitae ultricies non, interdum sagittis ipsum. Ut at lectus enim, id scelerisque diam.
10
TYPOGRAPHIC STYLE
All text should be left justified. Ascenders & decenters should never touch. In general, all text should be colored as follows: white over a colored background or a dark section of photograph/footage; text should be black when placed over a white or light background or lighter section of a photograph/footage. The Johnson Property Management colors (see Color (5)) can also be used in certain situations, when deemed appropriate. Language Style The default style for all language use is the Associated Press Stylebook. For all grammar, punctuation & language issues, please see the 2011 AP Stylebook. For more information, visit www.ap.org.
WEB
12
WEB TYPOGRAPHY
When possible, typography on the web should be made to match the typography in the print & broadcasting applications. In some cases, given discrepancies between browner & end-user platforms some work-arounds may be necessary. In general, in cases there Optima is unable to be used Trebuchet MS should be used throughout. Optima font is found on 91.16% of Mac based computers. Optima font is found on 2.33% of Windows based computers. Trebuchet MS is found on 95.58% of Mac based computers. Trebuchet MS is found on 99.43% of Windows based computers.
Web Usage (CSS) example: h1 { font-family: Optima, Trebuchet MS, Arial, Sans-Serif; font-weight: bold; font-size: ___; } h2 { font-family: Optima, Trebuchet MS, Arial, Sans-Serif; font-weight: bold; font-size: ___; } p{ font-family: Optima, Trebuchet MS, Arial, Sans-Serif; font-size: ___; }
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