style & guidelines
contents logo
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logotype
9
preferred identity
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logo don’ts
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color palette
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typography
13
flower graphic
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stationery system
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mission statement The vitality速 supplement is specially formulated for the unique daily needs of middle-aged women. It is a complete natural multivitamin to help support your energy, immunity, and metabolism so you can be the best YOU! Backed by decades of nutritional research, you can be sure vitality速 is always quality.
| style guide
construction The primary aspect of vitalityŽ’s visual identity is the logo. Instantly recognizable with a feminine flare, it signifies a radial burst of energy.
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| style guide
logotype lockup
user restrictions Adhere to the following guidelines pertaining to size and proportion to ensure that the vitalityÂŽ brand is conveyed consistently and successfully. Clear space isolates the logo and
minimum clear space
prevents graphic elements from interfering with it. The horizontal logo clear space is determined by the height of the letter “v� in the word vitality from the baseline to the cap height. This should be maintained around all four sides of the logo.
minimum size
0.5 in (12mm)
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| style guide
preferred identity
preferred
Our brand logo comes in four different approved versions. The Primary Lockup is most preferred and should be utilized without changes. Other alternate versions
primary lock-up
primary lock-up reversed
may be used if necessary but only if approved by vitalityŽ’s Marketing department.
alternates
vitality
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isolated symbol
isolated mark
The wordmark should only appear alone as a motif if the full symbol appears elsewhere on the page.
The wordmark should only appear alone if the symbol appear elsewhere on the page.
| style guide
a.
b.
vita
vitality
lity
logo don’ts
c.
The vitalityÂŽ logo is NOT to be used
vitality
orientation
opacity
repetition
The logo should be properly oriented at all times. The symbol alone may be an exception to this rule.
The wordmark should always appear at 100% opacity, with the exception of just the symbol alone.
The full color logo should only be utilized once in a single layout.
d.
e.
f.
vitality
vitality
in any way other than those provided in this guide unless specifically approved by vitality. At left is a sampling of several incorrect logo usage examples.
vitality
proportion
scale
contrast
The symbol and wordmark must appear together as indicated in the provided specifications.
The logo should never be awkwardly skewed horizontally or vertically.
When using the full color logo be cautious with low contrast color backgrounds, use the one color version if needed.
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| style guide
color palette
primary palette
The vitality速 logo features one core color with three tints. For anything printed, use the Pantone colors . If this is not possible, use the CMYK conversion formulas as shown. When
vitality fuchsia
fuchsia tint 1
fuchsia tint 2
fuchsia tint 3
working in electronic media use the
PMS 2415 C
PMS 2405 C
PMS 245 C
PMS 243 C
CMYK:
* 28/80/0/0
RGB:
* 183/86/160
RGB formulas. There are three additional accent colors available for use as part of the
* 35/100/0/0 * 171/33/142
CMYK:
* 21/60/0/0
CMYK:
* 14/40/0/0
RGB:
* 197/125/181
RGB:
* 212/164/203
identity. All colors other than those listed and shown are not to be used
secondary palette
with vitality速 graphics.
lime tint 1
lime tint 2
lime tint 3
PMS 390 C
PMS 381 C
PMS 379 C
CMYK:
* 24/0/100/0
RGB:
* 207/219/0
* 22/0/100/8 * 193/205/35
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CMYK:
* 14/0/74/0
CMYK:
RGB:
* 227/231/102
RGB:
CMYK: RGB:
| style guide
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
headline subtitle
brand typography We have selected Nobel to use as a typeface to reflect our energetic, approachable, and feminine personality. It is available in a few different weights to give emphasis to certain aspects. Follow the examples specified here when referring to vitality速
Nobel | Medium
typography. In most cases the typeface should be lower case to be consistent with the brand unless
Nobel | Book
deemed inappropriate in the specific situation.
pull quote
Nobel | Light
body copy
Nobel | Book
emphasis
Nobel | Bold 13
| style guide
the flower graphic Here are some examples of how to crop and enlarge the flower graphic and appropriately place it in your design for use as a motif.
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a.
b.
c.
d.
e.
f.
| style guide
stationery system specifications
Wendy Minksy Creative Director T 612.345.4645 | E bassuener@vitality.net 812 Lincoln Ave - Minneapolis, MN 54323
Use the dimensions and designs specified here when referring to the
Wendy Minksy Creative Director
stationery system unless you have
T 612.345.4645 | E bassuener@vitality.net 812 Lincoln Ave - Minneapolis, MN 54323
permission to do otherwise. business cards 3.5 in x 2 in horizontal
Wendy Minksy Creative Director T 612.345.4645 | E bassuener@vitality.net 812 Lincoln Ave - Minneapolis, MN 54323
812 Lincoln Ave South Minneapolis, MN 54323 T 612.345.4645 F 26612 42210 E info@vitality.net www.vitality.net
Wendy Minksy Creative Director T 612.345.4645 | E bassuener@vitality.net 812 Lincoln Ave - Minneapolis, MN 54323
Wendy Minksy 812 Lincoln Ave South Minneapolis, MN 54323
letterhead 8.5 in x ll in margins 0.25 in
envelope 9 in x 4 in horizontal
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