Brand Guidelines, Vol. I
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Contents
6 Logo 14 Typography + Color 20 Applications
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connecting TEACHERS
connecting ADMINISTRATORS
connecting STUDENTS
connecting MENTORS
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Rocket is a social media site to connect classrooms and bring together local students, teachers, and professionals in the fight for better public education in Missouri. Students create their own profiles through their middle school and their classroom. By connecting to this network, they can: Complete classroom assignments and tasks
See what other students around the state
are learning
Join in discussions with others learning the
same material
Find help and resources from other
teachers in Missouri to provide real-life
applications
1. Logo
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The Rocket logo was carefuly constructed to relate to the identity of and establish a strong connection to the brand. It is set in a modified version of the typeface Nobel. The rounded serifs were added to resemble the nodes of a social network and the rounded connection between the “c” and the “k” was designed to denote the “taking off” of a rocket. Young and friendly, yet streamlined and sophisticated, this logo is the primary brand identifier. It can also be displayed with additional visual components, which will be outlined later.
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Minimum Size
Minimum Clear Space
The minimum size of the logo is 1 inch (72 pixels wide), as shown above.
The logo requires a certain amount of clear space in order to remain legible. The clear space on all sides of the logo is measured from the “o� in the Rocket logo.
Uses
Placement
The logo should be used on all publications
In brand publications the logo does not
associated with the brand.
need to be the most prominent element.
Only with the approval of the Director
Size
of Marketing and Trademark Licensing
When used in print, the size of the logo
should this logo be used on non-brand
should be large enough to preserve
publications or other pieces of collateral.
legibility and should be in a proper hierarchical relationship to the other typographic elements. When used on the web, the size of the logo should be no smaller than detailed above.
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Rocket-Network Lockup
Rocket Network
The Rocket-Network lockup was carefuly constructed to relate to the identity of and establish a strong connection to the brand. It uses the original Rocket logo set on top of an illustrated network, called the Rocket Network.
The Rocket Network was created to denote the social network component of Rocket and the way in which it connects individuals within the educational system. The Rocket Network adds to the visual vocabulary of the Rocket brand by emphasizing the network of support that exists around the students participating in Rocket’s programs.
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Do not distort, only re-scale Do not resize separately from the logo The network is horizontally centered on the original Rocket logo. Vertically, the lockup has two “o�’s from the original Rocket logo on both the top and bottom of the original Rocket logo The dots in the network are the same size as the dots used to create the serifs in the original Rocket logo.
Uses The Rocket logo can also be used with the Rocket Network. This should not be used to replace the original Rocket logo, but instead should be used as as supplementary element when the original Rocket logo is already being used. The Rocket Network can also be used separately from the Rocket logo. The Rocket Network should not be used if the original Rocket logo is not present.
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Logo Misuse
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7 1 Never make the Rocket logo a color that is not within the brand color palette 2 Never use the logo on top of an image that intereferes with its legibility 3 Never use the logo on top of a background that interferes with its legibility 4 Never reposition the elements in the logo 5 Never distort the logo 6 Never crop the logo 7 Misuses 1–6 apply to the RocketNetwork lockup as well
2. Typography + Color
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Typography Written components are a cruical part to Rocket’s brand identity. The Rocket website itself is the main part of the brand extension, and therefore the typography used on it is extremely important. The typeface Vista Slab OT was selected for the headers and subheaders. It’s smooth, slab-serif curves are friendly and are legible at various sizes. When displayed at large sizes, the subtleties of the slab-serifs create an elegant and inviting visual effect. The typeface Whitney was selected for the rest of the body text. It is sansserif and has a light weight, which creates enough contrast with the slab-serifs of Vista Slab OT while also remaining friendly and relatable.
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Header
Vista Slab OT, Bold ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Subheader
Vista Slab OT, Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Body Text
Whitney, Book Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
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Color Color is a key component to the Rocket brand identity. These four colors are the primary colors used in the brand identity. Since there are four main groups of people that Rocket engages, each of the colors is connected to one of these groups.
Teachers Pantone 144 C
Mentors Pantone 306 C
Administrators Pantone Red 032 C
Students Pantone 7488 C
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3. Applications
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This book was created by Alyssa Celentano of Washington University in St. Louis at its Sam Fox School of Design and Visual Arts in Fall 2013 for Visualizing Information. It uses the typeface Vista Sans Alt.