Graphic Standards Manual
TABLE OF CONTENTS 3
Mission and Servicemark rules
5
Logo Concept
6
Clear Space
7
Minimum Acceptable Usage
9—10
Color Application
12
Background Application
13
Acceptable Typefaces
15—16
Logo Misuse
17—22
Imagery & Photography
TUGOOH TOYS LOGO The Tugooh Toys logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements become a powerful tool for building and maintaining equity in the Tugooh Toys brand.
SERVICEMARK RULES The Tugooh Toys logo, including its design elements, colors, and tagline, are servicemarks owned by Tugooh Toys. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Tugooh Toys are the only files that should be used.
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LOGO CONCEPT The Tugooh Toys logo is reflective upon the company’s product standard in promoting and selling higher quality toys that are educational and intended to build developmental skills in young children while sustaining a natural and creative quality. The logo embodies education and creativity in combing the classic pencil, reminiscent of old school learning, and the rocketship, a beloved and captivating toy. The pencil rocketship hybrid shows in it’s design a way for learning to be playful. Leaving a trail of diminishing dots in it’s wake, the logo makes it’s way from one “O” in “TUGOOH” to the following “O” in “TOYS,” embarking on a progressive and implicative journey that signifies a similar journey taken in the developmental learning of childhood. The logo is illustrated in clean sharp black lines, referencing a similar treatment of line in children’s coloring books, another imaginatively stimulating toy.
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CLEAR SPACE Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one and a half X-height units (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “Tugooh Toys� letters in the brand logo.
1.5 X 1.5 X
1.5 X
1.5 X
T
X
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MINIMUM ACCEPTABLE USAGE The minimum size of the Tugooh Toys logo is 35 mm or 1.37�.
35 mm minimum
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COLOR APPLICATION Appropriate use of the logo is the most important part of maintaining the Tugooh Toys brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand. CMYK: In order to ensure correct color reproduction use for four color printing . PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world. RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
Primary Colors
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Pantone 299 C C:100 M:0 Y:0 K:02 R:0 G:163 B:244
Pantone 143 C C:0 M:36 Y:100 K:0 R:241 G:180 B:52
Pantone 290 C C:45 M:0 Y:100 K:0 R:181 G:189 B:0
Pantone 2612 C C:73 M:100 Y:3 K:0 R:119 G:37 B:131
Pantone 7506 C C:1 M:6 Y:11 K:0 R:239 G:219 B:178
Pantone 1935 C C:0 M:98 Y:35 K:0 R:197 G:0 B:62
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ONE COLOR APPLICATION In special situations where the background color cannot be any of the primary department colors, the black and white logo must be used. The black and white logo option can be displayed in two versions, a positive expression and a reverse.
Positive
Reverse
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TYPEFACE Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Primary Typeface: Neutra Text The typeface is an important element of the Tugooh Toys brand appearance. The Neutra Tex type family is used to complement the Tugooh Toys logo, it sets a confident, contemporary tone. Neutra Text gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Web Typeface: Arial Use for web and screen applications. For headers use Arial; body copy use Arial. PowerPoint Presentations: Arial
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LOGO DO’S AND DONT’S Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:
Do not alter the relationship between the symbol and the wordmark
Do not recreate or alter the wordmark font
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Do not recreate or alter the wordmark font
Do not alter the font size independently from logo
Do not stretch
Do not rotate
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LOGO DO’S AND DONT’S Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:
Do not alter the relationship between the symbol and the wordmark
Do not recreate or alter the wordmark font
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Do not recreate or alter the wordmark font
Do not alter the font size independently from logo
Do not stretch
Do not rotate
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IMAGERY & PHOTOGRAPHY Choosing the right image for communication collateral is critical to the brand. The stylistic parameters of the images and how the images are treated, through color and contrast, reflect the brand style: creative, playful, and educational. The content of the images (people, places, situations, and actions) should feel like they are catching a moment while being energetic, natural, and fun. The style (cropping, focus, light, and perspective) should feel organic, clear & fresh with depth of field, and intimate.
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APPROVED IMAGERY All photography should try to cover a full spectrum of subject diversity including race, age groups, and activities. Photos should be colorful, energetic and natural with interesting crops and depth of field.
Do use children of varying races in photography.
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Do show children playing with traditional toys.
Do use photos that are energetic, bright, and have depth of field.
Do use photos that feel candid and are capturing a moment.
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DISAPPROVED IMAGERY Do not show children playing videogames.
Do not use photos with multiple adults that take the focus off the children.
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Do not use photos with white backgrounds.
Do not use photos in black and white.
Do not use photos that feel staged and unnatural.
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