communicate, captivate, connect your brand guide 2016 LAWTON CONNECT BRAND GUIDELINES
CONTENTS 04 Our Story 05 Our Commitment 07 Visual Identity 08 09 10 11 12 13 14 16
Colors Type Logo Evolution Logotype Logomark Logo Clear Space Logo on Color Inappropriate Usage
19 Visual Application 20 21 22 23 24 25 26
Stationary Letterhead Envelope Notepads Folder Business Card Print Collateral
29 Graphic Elements 30 31 32 34 36
Icons Graphics / Patterns Environmentals Website Social Media
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OUR STORY Lawton Printers was founded in 1900 by J.B. Lawton and is one of the oldest printing companies in the United States. Today, the nation’s longest consecutively family-owned printing company–Lawton Connect–continues to evolve and thrive. Anticipating the future, adopting new technologies, and constantly innovations are the key to our success, while our tradition of building trust with every client connection continues to guide our culture.
WHO WE ARE We’re based in Orlando, Florida and serve clients
The Lawton Connect team is collectively innovative
throughout the United States through synergistic
and singularly efficient. We understand that passion,
services that include:
creativity,
and
artistic
interpretation
are
only
possible one job and one task at a time. Our One • Scratch-off printing
Customer policy demands that we be single-minded
• Direct mail
in purpose and focus. This ensures that our entire
• Variable data printing
team is empowered to earn your trust by providing
• Fulfillment
exceptional service and uncommon quality.
• Kit building and assembly • Web-to-print customized storefronts • Promotional items • And more
OUR COMMITMENT While cultural norms and business models evolve and change, there’s one thing we have learned throughout our 115+ year history which remains constant: Trust is hard to earn and easily broken. Across the nation and throughout our Central Florida home, it is trust that connects our team to your team, and it is our mission to protect it.
Core Values PARTNERSHIP
ACCOUNTABILITY
Fostering trusting relationships with customers, suppliers, our community, and each other to grow the greater good
Influencing others in positive and proactive ways by taking responsibility for our behaviors and actions
COLLABORATION
EFFICIENCY
Integrating our client’s goals to create customized communications that make dynamic and lasting impressions
Finding ways to fully leverage our resources and partnerships to create the most cost efficient solutions possible
RESOURCEFULNESS
COMMITMENT
Finding innovative and creative ways to meet customer requirements and expectations
Pursuing excellence in behaviors, actions, knowledge, and delivery
We know that our success is directly connected to our clients and we strive to always be their valued partner.
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visual identity 7
COLORS Our primary CMYK color palette is a statement of what kind of company Lawton Connect is, making it known that although we are innovative, our roots are print. The secondary RGB color palette can be seen in the logomark, but may only be used when confirmed and deemed appropriate by Lawton Connect. This is intended to ensure that our consistent color scheme is maintained on various platforms. These are the only colors that may be used to represent the Lawton Connect brand.
Primary
CMYK 100.0.0.0
CMYK 0.100.0.0
CMYK 0.0.100.0
CMYK 0.0.0.100
RGB 0.174.239
RGB 236.0.140
RGB 255.242.0
RGB 35.31.32
HEX# 00AEEF
HEX# EC008C
HEX# FFF200
HEX# 231F20
Secondary
CMYK 0.100.100.0
CMYK 100.0.100.0
CMYK 100.100.0.0
CMYK 0.0.0.50
CMYK 0.0.0.20
RGB 237.28.36
RGB 0.166.81
RGB 46.49.146
RGB 147.149.152
RGB 209.211.212
HEX# ED1C24
HEX# 00A651
HEX# 2E3192
HEX# 939598
HEX# D1D3D4
TYPE The Galano Classic font is to be used on all visual materials including logos, stationery, collateral materials, sign and advertising. There are a few rules to follow depending on the circumstance in which the type is used: • White body font on color must be Regular weight. • Yellow contact font on white must be Semibold weight. • Large singular title font (not to be confused with headers) must be Light weight. • Medium font weight may be used to create emphasis in appropriate settings. • ExtraLight font weight may be used (i.e. under a name as a job title, side information, etc.) in appropriate settings.
Galano Classic Font Family: Galano Classic Semibold - Header ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Galano Classic Light - Subhead & Body Copy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Galano Classic Regular - Contact Info ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Galano Classic ExtraLight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Galano Classic Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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LOGO EVOLUTION
LOGOTYPE Our new name reflects our ability to help our clients’ brands communicate, captivate, and connect with their unique audiences.
Galano Classic
Lawton Connect’s primary logo is made up by a custom Galano Classic font weight. The “E” in “Connect” is represented by our “&” icon. The preferred usage of the logo would be on a light colored background to maintain contrast and to make sure the logo is visible. The logo must never be altered, modified or recreated (more information on inappropriate usage on pages 16-17).
“&” Icon
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LOGOMARK Lawton Connect’s secondary logo contains the “&” icon combined with the a droplet shape. This signifies we are printers & more. This is also used as the profile image for our Instagram account. This icon represents how we don’t shy away from challenges. We run toward them with absolute determination, because when we connect our experience, technology, team, and immeasurable resources, the impossible suddenly becomes reality. In rare instances the ampersand can be used without the drop shape, but it must be approved before final printing. The logomark must never be altered, modified or recreated.
CMYK Color Blend
Ink Droplet
“&” Icon
LOGO CLEAR SPACE The Lawton Connect logo must always have a set spacing in between itself and other elements on the page. This is to ensure that the logo is not too crowded and has just enough room to breathe. A sure-fire way to know that there is enough clear space is to use the “O” in “LAWTON” at whatever respective size the logo will be used as. Since the “O” is completely rounded and well balanced it is the only acceptable way to make sure the clear space is even all around. This step ensures that the logo will be seen quickly and uncluttered by other logos, symbols, artwork, or text. There is no maximum size, but the minimum size allowed is 1”.
1”
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LOGO ON COLOR In the case that the logo is on a color background or needs to be no color, these are the proper variations to use. Cyan is one of the few colors that can be used to make the logo a solid color.
Full Color On White
If used on a darker color, photograph, or texture, it is best to knockout the type rather than make it another color.
One Color Positive
Full Color On Light (Gray)
Full Color On White
One Color Positive
One Color Negative
Full Color On Light
One Color Negative
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INAPPROPRIATE USAGE There are various ways to use the Lawton Connect logo, but here are a few ways it shouldn’t be used. These examples are given to guide the designer, in case they feel as though they’ve strayed from the brand. Please do not:
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2
1. Use a color different from the ones given in the color palette 2. Create outlines of the logo 3. Change the scaling 4. Place the logo on backgrounds with little contrast 5. Insert your own graphics 6. Change the typography 7. Tilt or misplace the logo 8. Give the logo a drop shadow or and other effects 9. Distort the logo in any way
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4
7
5
8
6
9
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visual application 19
STATIONERY The Lawton Connect stationary is used to reflect the brand whether it be used internally or externally. Our stationary is made up of: • • • • •
Letterhead - 8.5" x 11" Envelope - 9.5" x 4.125" Notepad - 5.5" x 8.5" Folder - 9" x 12" Business Card - 2" x 3.5"
Although there are templates for each of these assets, if the need arises here are the appropriate layouts to create new templates. The following pages contain detailed examples of how the pages should be layed out. All body copy fonts need to be Galano Classic Regular 10pt unless specified otherwise. These layouts may not be altered or modified in any way.
LETTERHEAD
0.5"
0.5" Must be center aligned and 8pt font
649 TRIUMPH COURT ORLANDO, FL 32805
407.260.0400
LAWTONCONNECT.COM
0.5”
21
ENVELOPE
0.25"
0.25" COMMUNICATE.
CAPTIVATE.
CONNECT.
0.25"
NOTEPAD
0.312"
0.125"
0.15"
0.185" 407.260.0400
LAWTONCONNECT.COM
407.260.0400
LAWTONCONNECT.COM
23
FOLDER Logo must be center aligned
4.12"
3.375"
1.42" communicate, captivate, connect your brand to your audience
0.94"
0.275"
0.815"
649 TRIUMPH COURT ORLANDO, FL 32805 407.260.0400 LAWTONCONNECT.COM
0.24"
BUSINESS CARD
0.84" Both the logomark and the logotype must be center-aligned. 2.5”
0.23"
0.52"
2.5”
JAN E DOE
6 49 T R I U M P H CO U RT O R L A N D O, F L 32805
O F F I C E 4 07.0 0 0.0 0 0 0 C ELL 4 07.0 0 0.0 0 01
JA N E@ L AW TO N CO N N ECT.CO M
2.5"
2.5”
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PRINT COLLATERAL • Postcards - 6.25" x 4.5" • General Newsletter - 8.5" x 11" • Quarterly Newsletter - 8.5" x 11" The postcards should never be manipulated in any other way. The fonts used are Galano Classic Semibold and Light. The postcard at the bottom right is the backside and will vary, if the logomark is used on the front, then the full logo should be used in it's place. Images must always be right-aligned in the general newsletter. While the general newsletter layout can be changed based on the content, the header and footer layouts must never be changed. The quarterly newsletter layout must never be changed except for the body copy, titles, and birthdays. The minimum size for the body copy is 8pt Galano Classic Regular.
COMMUNICATE.
COMMUNICATE.
CAPTIVATE.
TITLE HERE SUBTITLE
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OUR SUCCESS Lorem ipsum equidem contentiones no. Eu dico possit meliore mea, vis vivendo accusamus et. Sit id noluisse copiosae oportere, ei tale rebum has. No labores fierent sit, detraxit evertitur omittantur ex nec. Qui nulla dolores noluisse et, cibo veri voluptua et usu. Duo tale admodum ad. In animal lucilius reformidans eum, id feugait scripserit vim. Ei sit unum omnes definiebas. Pro odio recusabo at.
Customer Intimacy
Error sensibus pertinacia mea et, ex labitur luptatum signiferumque eos, sint audiam albucius eum ex. Ad melius detracto persecuti eam, mei eripuit docendi eu. Eu aeterno viderer mei, illum invidunt an has. Eu ullum simul regione mei, per eu saepe ceteros iudicabit, scripta philosophia vim ex. Prima atqui dolorum cu pri, eu aeque laboramus mel, diceret invenire vel ad.
Efficiency Gurus
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In nec veniam delicata neglegentur. Ut per magna necessitatibus, eu his eius soleat semper. Eos id veri eleifend reformidans. Legere noluisse consetetur ius ea, ad fuisset honestatis has mea et. Vocent corpora consequat at sea. Duo te homero septumi id verear vituperatoribus.
Strategic Development
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No graeci oporteat efficiantur vel sea ne graeci. Omnes tantas quaerendum no quo, elit omnes reprimique pri cu. Mel inermis euripidis percipitur an, mel aliquid perfecto pertinacia ut. Ignota detraxit te mel, nusquam appetere quo ea, pri timeam nostrud dignissim et. Tale exerci fastidii per ad, zril laboramus ne pri. Nonumy deserunt an est, ex verterem principes eum, per accusam persecuti maiestatis at. Summo theophrastus eum an. Ius omnis audiam voluptatum ne. Equidem tibique vel an, mei case tation democritum in. Ex munere senserit gloriatur per.
407.260.0400
Diversification
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LAWTONCONNECT.COM
CONNECT.
BE EXTRAORDINARY Embrace Technology
649 TRIUMPH COURT ORLANDO, FL 32805
CAPTIVATE.
CONNECT.
HELLO@LAWTONCONNECT.COM
A NOTE FOR YOU No graeci oporteat efficiantur vel. Omnes tantas quaerendum no quo, elit omnes reprimique pri cu. Ignota detraxit te mel, nusquam appetere quo ea, pri timeam nostrud dignissim et. Ut per magna necessitatibus, eu his eius soleat semper. Eos id veri eleifend reformidans. Legere noluisse consetetur ius ea, ad fuisset honestatis has. Vocent corpora consequat at sea. Mel inermis euripidis percipitur an, mel aliquid perfecto pertinacia ut. Duo te homero verear vituperatoribus. We appreciate you! Ty & Kimberly
BIRTHDAYS 1/3 John Doe 1/3 Alexa Fern 2/3 James Baxter 2/13 Sam Jones 2/29 Sarah Moore 3/10 Scott Johnson 3/19 Becca Turner
Quarterly Newsletter • 2016 Q1
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graphic elements 29
ICONS Due to the various services we provide, there is a way in which they are each represented properly. The first three icons: Printing, Distribution, and Promotional are the most commonly used icons and can be seen primarily on our website. While the other icons are not often used, there is a place for them in our branding. For example: Innovation, Customer Intimacy, and Efficiency were used on in-house newsletters. The icons may be used when deemed appropriate, can only be used in it’s distinct service and not for anything else. Colors and effects may not be manipulated in any way other than the versions shown.
Printing
Distribution
Promotional
Large Format
Political
Green Printing
Innovation
Customer Intimacy
Efficiency
Woman-Owned
Partnership
Diversification
GRAPHICS / PATTERNS There are a few graphics that are used continously throughout the Lawton brand, for projects ranging from environmentals to newsletters. Although the colors for each graphic are used typically as shown, there is some creative freedom with them. Placement and colors of these graphics may be changed as long as it meets our color palette standards and is approved before printing. New graphics may created, as long as they line up with the brand standards and must also be approved.
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ENVIRONMENTALS Our environmentals are assets often used to showcase the Lawton brand on a grander scale seperate from other promotional items, i.e. outdoor wall graphics, vehicle wraps, banners, etc. There are a few different ways environmentals can be used, for example on the front of the Lawton building or as a backdrop at a convention. Included in the environmentals are also warehouse banners that can be seen all throughout the interior of Lawton Connect (6 text-based banners, far right). Any new environmentals created must follow the brand guidelines and needs to be approved before final printing.
DON’T MAKE NOISE MAKE STATEMENTS
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WEBSITE Our website has a variety of elements to it that represent the Lawton Connect brand. As seen in the images, the header is always slightly opaque, making it so that the navigation is legible, but the video is still shown. While many of the video sliders and photographs have a cyan, magenta or yellow overlay, the home page (1) and gallery (3) however have a white and blue overlay. Other colors are acceptable as long as it is chosen from our color palette. The majority of our pages will have a video, except the "Our Team" page which will have a static image of all of the Lawton Connect crew and the Portfolio page of our collected works.
1
2
Pages with galleries, such as the history page (2) or the portfolio page will have a cyan overlay with a magnifying "+" symbol, with the exception of the home page gallery (3). Links such as those on our Solutions page (4) will have CMYK / RGB hover states and selected states and must never stray from our color palette. Longer pages like the home page (1) can never have two stacked color overlays and must break with a white background section.
3
4
The fonts used are Galano Classic: • Navigation - Semibold • Headers - ExtraLight • Body Copy - Regular
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SOCIAL MEDIA When it comes to social media we have a few requirements that need to be met: • All photos must be taken on a white background • Make it interesting (angled, video, multiple prints, etc.) • Colors need to be vibrant (no grayscale effects, sepia, etc.) • There must be fair contrast • Respective clients must be tagged with their product • Use proper hashtages (#print, #flipbook, #nss2016, etc.) • Post on all social media with same captions, unless limited by character count (Facebook, Twitter and Instagram) • Make sure all images posted are high-res • Match the Instagram feed as much as possible
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