VISUAL IDENTITY GUIDE
ABOUT THIS GUIDE JeffreyM’s personality and culture is reflected though the visual identity. This guide is to be used as referential information and will help guide you through the many aspects of the JeffreyM visual brand.
— REFERENCE MATERIAL
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VISUAL IDENTITY GUIDE
LOGO
COLOR
COLOR APPLICATION
1.0 — Introduction 1.1 — Minimum Clearspace 1.2 — Primary Colors 1.3 — Secondary Colors 1.4 — Variance & Usage 1.5 — Vertical Subtitle & Clearspace 1.6 — Primary Usage 1.7 — Logo Usage on Dark
2.0 — Introduction 2.1 — Palette 2.2 — Horizontal Subtitle & Clearspace 2.3 — Two Line Subtitle & Clearspace 2.4 — Colors on Dark 2.5 — Color Themes
3.0 — Introduction 3.1 — Sub-Branded Colors 3.2 — Horizontal Sub-Brand Logos 3.3 — Vertical Sub-Brands Logos 3.4 — Horizontal Sub-Brand Logos on Dark 3.5 — Vertical Sub-Brands Logos on Dark 3.6 — Logo on Color
TYPOGRAPHY
PHOTOGRAPHY
4.0 — Introduction 4.1 — Primary Typeface 4.2 — Secondary Typeface 4.3 — Type on Photo Examples
5.0 — Introduction 5.1 — Contrast and Color Filtering 5.2 — Tones, Shades, Saturation 5.5 — Logo on Photo 5.6— Typography on Photo
VISUAL IDENTITY GUIDE
1.0
LOGO The JeffreyM logo embodies the key qualities of the JeffreyM brand in a clean, adaptive wordmark and icon. It is comprised of a wordmark strategically paired with the hand-drawn “m” icon. Consistent use of the JeffreyM logo is essential for creating a consistent brand identity and experience. The logo should not be re-created or altered in any way; a logos are supplied for various uses and scenarios. — /identity/logo/…
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1.1
LOGO
WORDMARK
ICON
x
x
x
x
x
x
MINIMUM CLEARSPACE To maintain proper balance, a minimum clearspace for the JeffreyM logo is established by the horizontal width of the “e” in Jeffrey.
VISUAL IDENTITY GUIDE
x
1.2
LOGO
x
x
SUBTITLE
2x
x
x
— /identity/logo/horizontal/…
HORIZONTAL SUBTITLE INCLUSION
SUBTITLE CLEARSPACE
Subtitle inclusion involves the addition of a vertical rule. Spacing of the rule measured by ½ “x” from the edge of the “m”.
The subtitle is spaced with an equal measurement of ½ “x” from the vertical rule. Clearspace on the right edge of the subtitle is measured by 2x. Baseline of a single one-line subtitle is determined by midpoint of the JeffreyM.
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x
LOGO
x
1.3
2x
x
x
TWO-LINE SUBTITLE & CLEARSPACE Two-line subtitles follow the same clearspace guidelines as one-line subtitles. Placement of the subtitle is determined by the meanline of the second word.
VISUAL IDENTITY GUIDE
1.4
LOGO
A
VARIANCE & USAGE The JeffreyM brand consists of various primary logos, each with its own applicable instances. In most cases, the horizontal logo (A) and horizontal logo with subtitle (B) should be used. Vertical logo with subtitle (C) features a condensed layout, and should only be used if horizontal space is limited.
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B
C
1.5
LOGO
x
x
VERTICAL SUBTITLE INCLUSION x
Subtitle inclusion involves the addition of a horizontal rule. Spacing of the rule measured by ½ “x” from the decender line in Jeffrey.
— /identity/logo/vertical/… x
VERTICAL SUBTITLE CLEARSPACE Clearspace on the bottom of the subtitle is measured by 2x.
VISUAL IDENTITY GUIDE
2x
1.6
PRIMARY USAGE Two-color logo should be used when possible. The logo wordmark is rendered with JM Dark Gray; the icon is rendered in JM Orange.
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PRIMARY USAGE
1.7
ON DARK
LOGO USAGE ON DARK BACKGROUND Two-color logo should be used when possible. On dark, the logo wordmark is rendered with white; the icon is rendered in JM Orange.
VISUAL IDENTITY GUIDE
2.0
COLORS The color palette of JeffreyM is reminiscent of the brand; energetic, robust, experienced. Three colors act as brand primaries, while four colors act as secondaries; supporting roles for sub-branding and color themes.
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2.1
COLOR PALETTE
COLOR PALETTE Tints and shades of the colors may be used to enhance the palette, and provide additional color options.
VISUAL IDENTITY GUIDE
2.2
PRIMARY COLORS
JM ORANGE
JM DARK GRAY
JM GRAY
PANTONE 1645 C
PANTONE 446 C
PANTONE COOL GRAY 7 C
CMYK : 0, 73, 83, 0
CMYK : 70, 57, 61, 44
CMYK : 42, 35, 35, 1
RGB : 253, 106, 56
RGB : 61, 69, 66
RGB: 153, 152, 153
HEX : FD6A38
HEX : 3D4542
HEX: 999899
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2.3
VISUAL IDENTITY GUIDE
SECONDARY COLORS
JM YELLOW
JM GREEN
PANTONE YELLOW C
PANTONE 1645 C
CMYK : 2, 9, 100, 0
CMYK : 61, 0, 96, 0
RGB : 255, 221, 0
RGB : 108, 192, 73
HEX : FFDD00
HEX : 6CC049
JM VIOLET
JM BLUE
PANTONE 1645 C
PANTONE 3115 C
CMYK : 48, 94, 5, 0
CMYK : 74, 0, 17, 0
RGB : 148, 52, 140
RGB : 0, 191, 213
HEX : 94348C
HEX : 00BFD5
2.4
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COLORS ON DARK
2.5
COLOR THEMES
THEME PATTERNS Reoccuring color theme patterns are welcomed within the JeffreyM brand. Certain patterns are favored (shown left), but are not exclusive. Harmonius themes can be created in a multitude of ways, therefore, best judgement is left to the designer(s).
VISUAL IDENTITY GUIDE
3.0
APPLICATION Consistent color application is key to the JeffreyM brand. Colors and their usage can represent differentiating sub-brands, so proper application must be acknowledged at all times. — /identity/logo/…
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3.1
JM ORANGE CONSULTING
SUB-BRANDING COLORS
JM YELLOW DIGITAL
JM GREEN MARKETING
JM VIOLET CHANNEL
JM BLUE BUSINESS OPERATIONS
SUB-BRANDED COLORS Sub-brands are assigned designated colors for representation with the “consulting” sub-title acting as a primary logo.
VISUAL IDENTITY GUIDE
3.2
LOGO COLOR APPLICATION
digital
marketing
channel
business operations
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3.3
VISUAL IDENTITY GUIDE
LOGO COLOR APPLICATION
3.4
LOGO COLOR APPLICATION ON DARK
digital
marketing
channel
business operations
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3.5
VISUAL IDENTITY GUIDE
LOGO COLOR APPLICATION ON DARK
3.6
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LOGO ON COLOR
digital
LOGO ON COLOR On branded colors, the logo is displayed in all white. This includes the wordmark, rule, and subtitle.
marketing
channel
business operations
VISUAL IDENTITY GUIDE
4.0
TYPOGRAPHY Sed rhoncus, metus sodales elementum vestibulum, eros augue mollis enim, in suscipit lacus nisi nec nisi. Donec blandit purus in magna rutrum, tempus aliquam est efficitur. Vestibulum volutpat massa a odio tristique tempor. Nulla vehicula quis dolor sit amet dapibus. Praesent eget tellus laoreet, varius risus non, posuere sem. — /identity/fonts/…
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4.1
PRIMARY TYPEFACE
LATO Suspendisse potenti. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas bibendum quam libero
AaBbCc
VISUAL IDENTITY GUIDE
ABCDEFGHIJKL MNOPQRSTUV WXYZ 0123456789?!
Regular
Bold
AaBbCcDd0124&@
AaBbCcDd0124&@
4.2
LOGO TYPEFACE
VARELA ROUND Varela Round is used
abcde
abcdefghijkl mnopqrstuvw xyz 0123456789?! regular AaBbCcDd0124&@
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4.3
TYPE ON PHOTO EXAMPLES
A BCDEFGHIJKLMNOP QRS TU V W X Y Z Lato Light
Driven. Creative. Bold. Lato Light
5.0
PHOTOGRAPHY Consistent use of photography can be used to enhance brand moods and themes. Leveraged with clean typography, dynamic layouts can be achieved. — /identity/photography/…
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5.1
CONTRAST AND COLOR FILTERING Color overlay filters equalize brand photography regardless of the original source. Image contrast is welcomed as long as pure white nor black is the end of the spectrum.
5.2
TINTS, TONES, SHADES
SATURATION
Tints, tones, and shades can be utilized to emphasize a photo. Conversely, images can be played down by decreasing contrast.
Adjustment of tints, tones, and shades should not interfere with the overall saturation of brand colors.
Photos with more contrast allow the subjects to become more substantial while photos with a softer contrast will often play a background role to accompanied content (headlines, text, other photos, etc) .
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5.4
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5.5
LOGO ON PHOTO Logo rules on photos follow the same guidelines for logo on color (see 3.6 - 3.7) In special cases, the primary logo (orange “m” icon) may be used on JM Dark Gray photo.
VISUAL IDENTITY GUIDE
5.6
TYPOGRAPHY ON PHOTO For most applications, white type should be used on a lower contrast photo.
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VISUAL IDENTITY GUIDE