Versa styleguide

VERSA CORPORATE STYLE GUIDE

A C O M P R E H E N S I V E LO O K AT T H E V E R S A LO G O, H OW TO USE AND NOT TO USE IT.

1

is a plan for arranging elements in such a way as best to accomplish a particular purpose.

Charles Eames

3

2

CONTENTS

COMPANY STATEMENT

5

THE PROCESS

6

ABOUT THE MARK

7

COLOR

8

TYPOGRAPHY

11

STATIONERY

12

BUSINESS LETTER

13

SIZE & MARGINS

14

APPLICATION

16

INAPPROPRIATE USES

20

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COMPANY STATEMENT

Just about 80% of the United

Our ethos is simple; make function

States residents live in what are

and versatile furniture, while

considered to be urban areas. In

respecting our beautiful mother

metropolitan areas, there is a

earth. All of our furniture is made

limited amount of space available,

form post consumer waste. Wither

so buildings are built vertically.

it is plastic, wood, or metal, it has

Architects take a city block, and

been used before.

work upwards, floor after floor,

until they have created a dwelling

Versa products are light in color,

for hundreds of residents. Even

allowing the room to feel open, and

though these apartments are so

light, we don’t bog down the space

fundamentally different from a

with heavy colors. Versa slider

home in the suburbs, they are

system makes attaching different

usually filled with the same types

pieces together easy. This modular

of furniture. Most of which utilize

design lets you change the dynamic

the horizontal plane. This is not an

of your space in a moments notice.

efficient way of handling small

Work in set increments, so every-

spaces, and we have set out to

thing will always line up.

change this.

We ask you to enjoy our products

Versa Furniture offers a solution to

and respect the enviroment.

those tight spaces by optimizing vertical space. A floor to ceiling approach has been implemented, opposed to the traditional wall-towall way of designing.

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THE PROCESS

ABOUT THE LOGO

SYMBOL

LOGOTYPE

VERSA

The Versa logo was designed to represent every aspect of the company. It is modular and modern, just like the furniture Versa makes. It can be viewed as an open box, or just stackable objects. It can also be adapted to work in many different mediums, which will be show cased in this style guide. A long process of many revisions lead to this final logo. There are correct ways to use it, and incorrect ways.

It is comprised of two parts, the symbol and the logotype. They can be use together or separately, depending on the situation. The symbol comes in different variations, as well as the logotype. How it is displayed on this page is the standard. Anything else is a version of this, and should only be used when

MODULAR CLEAN MODERN ADAPTABLE

necessary.

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COLOR PALETTE

SPOT

The primary version of the logo has

three

colors,

along

with

three shades of gray. This anala-

PANTONE 123 PC

C 0

Y M 23 98

K 0

R G B 255 198 17

The box has an alternative gray-

and vibrant, just like the company.

GRAYSCALE

PANTONE —

C 0

Y 0

M 0

K 20

R G B 209 210 212

# D1D2D4

PANTONE —

C 0

Y 0

M 0

K 40

R G B 167 169 171

# A7A9AB

# 86C441

PANTONE —

C 0

Y 0

M K 0 50

R G B 147 149 151

# 939597

C 0

Y 0

M 0

K 60

R G B 147 196 65

# 808284

# FFC611

gous color palette represents the modern attributes of Versa. Bright

COLOR PALETTE

scale version that can be applied when neccesary. It utilizes the three shades of gray that are in

PANTONE Orange 021 PC

C Y M 0 79 98

K 0

R G B 133 196 65

the color version, along with three # F15B24

more, making the logo even more adaptable.

PANTONE 382 PC

C Y 52 0

PANTONE Cool Gray 7 PC

C 0

Y M 21 88

K 0

R G B 128 129 132

# 808184

PANTONE —

PANTONE Cool Gray 8 PC

C 0

Y M K 68 100 0

R G B 109 112 113

# 6D7071

PANTONE —

C 0

Y M K 68 100 0

R G B 133 196 65

# 85C441

PANTONE Cool Gray 10 PC

C Y 28 0

R G B 66 66 66

# 424242

PANTONE —

C 0

Y 0

R 0

# 85C441

M K 99 0

M 92

K 0

R G B 134 196 65

M K 0 100

G 0

B WW0

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is the designers choice which suits the situaiton the best.

Monochromatic versions of the logo are made from tints of the spot colors. Please reference the

MONOCHROMATIC

TYPOGRAPHY

THE BASICS

OUTLINE

versions of the logo will suffice. It

PANTONE 123 PC

on a dark surface, any of these

PANTONE ORANGE 021 PC

If the logo is going to be applied

PANTONE 382PC

COLOR PALETTE

WHITE

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Typography is a fundamental part in designing for Versa. Body copy will be News Gothic MT set at

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 {!#$*?^}

9/14. All bodys of text should be fully justified, with a flush space added for any paragraph orpans.

All headlines should be set in Rockwell at 14pt.

pantone colors on page 7, and do not tint.â€

ROCKWELL

NEWS GOTHIC MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 {!#$*?^}

Color can be used for emphasis, as well as italics and bold. Where

The outlined black and white ver-

to use each of the options is in the

sions give designers more options

hands of the designer, but they

when designing for Versa. They

must use proper discretion. The

may work well stiched into fabric,

main issue is consistency, so keep

or on a small receipt.

that in mind.

WEB When designing on the web, News Gothic should be substituted by Geneva / Verdana.

NEWS GOTHIC MT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 {!#$*?^} NEWS GOTHIC MT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 {!#$*?^

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STATIONERY

BUSINESS LETTER

.25 INCHES

The stationery set will include

The business letter is an example

business cards, letterhead, and an

of how the logo, contact informa-

envelope. The logo is to be placed in the top left of each piece. The

VERSA

tion, and a letter will be formatted VERSA

and printed. A document will be sup-

VERSA

.25 INCHES

box will be one inch in height,

El i za b et h K elly

plied, which will set these margins

12/4/12

with a quarter inch margin on all

ekelly@versamodern.com

to default in Microsoft Word. If

290 Pioneer Drive Lansdale, PA 19446

sides. All type is left justified, and

8 0 2 . 4 9 1 . 5 5 3 0 ex . 2 802.491.5530

anything is to happen, please use

Dear Mr. Walsh,

is placed directly under the logo.

6 3 0 Nelson Way Bu rl i ng t on, VT 05401

this example to rectify any errors.

Pro ject Ma na ger

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus id leo velit. Duis nec enim orci, ac porttitor nunc. Etiam lectus nunc, aliquam sed sollicitudin nec, faucibus non mi. Curabitur mauris arcu, sagittis sit amet facilisis nec, condimentum sed sem. Ut rutrum, tellus non elementum scelerisque, odio eros dictum ligula, vitae tristique tortor magna ac velit.

Maecenas ornare neque congue risus euismod non consequat nunc gravida. In lobortis bibendum auctor.

PAPER Letterhead

Ut scelerisque interdum iaculis. In auctor sem sit amet est sollicitudin sodales. Duis gravida varius lorem. Suspendisse potenti. Donec congue feugiat massa, eu semper est tincidunt ac. Ut tempor velit vitae velit lacinia egestas. Sed malesuada, diam non hendrerit pellentesque, lectus neque rutrum diam, in aliquam mi purus non ante. Nunc dictum, erat id dignissim rhoncus, nibh lectus aliquet nulla, ut ornare augue erat ut odio.

Pellentesque sit amet nibh arcu. Sed consequat sodales libero et eleifend.

VERSA

20# text

2.75 INCHES

1.5 INCHES 6 3 0 N e l s o n Way B u rl i n g t o n , VT 05401

Fusce ullamcorper tincidunt malesuada. Aliquam id diam purus. Etiam porta turpis et lacus gravida convallis. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Maecenas dapibus feugiat mi non vehicula. Sed ut velit ligula. Aliquam porta risus sit amet nibh molestie facilisis. Fusce et felis eget mi malesuada hendrerit eget quis urna.

Envelope 24#

Sincerely, Elizabeth Kelly

Business cards 80# cover smooth 802.491.5530 ex .2 630 Nelson Way Bu rling t on,VT 05401

802. 491. 5530 ex . 2 630 Nelson Way Bu rl i ngton,VT 05401

2 INCHES

1.5 INCHES

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MARGINS

SIZE

The logo can be reduced down to a

When it is necessary for the logo

height of ¼ inch. At this size, the

to be scaled down under a ¼ inch,

margins must be an eighth of an

the symbol and logotype should

inch on all sides. This allows the

be seperated. In some situations it

logo some breathing room, and

will be up to the designer to make

prevents a cramped layout.

the decision of which to use. In others, it will be pre determined.

This ratio of ½ the height for the margins must be applied however

As seen in the applications on

large it goes. For example, if the

pages 16-19, the different variations

logo is being used at a height of

of size and color are used. Please

four inches, the margins much be

refer to that when making design

two inches.

decison of which to use.

VERSA

VERSA 1 inch

VERSA .75 inch

VERSA VERSA

.5 inch

.25 inch

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APPLICATION

WEB

APPLICATION

When designing on the web, there

Any of the logo options can be

are a few basic rules to follow. On

used in print design. It is up to the

the website, the logo must always

designer to make the judgement

be placed in the top left corner.

call based on design principles

On tablets and mobile devices,

and the medium being used.

the logo is to be centered, with all

PRINT

NOT YOUR GRANDMOTHER’S

NOT YOUR

TABLE.

GRANDMOTHER’S

content centered below it.

VERSA

ARMCHAIR.

NOT YOUR GRANDMOTHER’S WEBSITE

ARMOIRE.

VERSA

VERSA

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APPLICATION

OFFICE

APPLICATION

When applying the logo to different

The corporate headquarters will

objects, keep in mind that there

adorn the logotype on the front

are a variety of versions available.

facade of the building. The logo

On a small surface like a pen,

itself will be used interior on

just the logo type is ideal. When

various different mediums.

dealing with something larger like a t-shirt, the logo itself can stand on its own. In the case of the white mug, any number of the options could be used.

SHIRT

VERSA

MUG

VERSA VERSA

VERSA PENS

ENVIROMENTAL

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INAPPROPRIATE USES

These are some examples of things you can not do with the Versa logo. Please do not rotate, arch, skew, tint, alter colors, or place images over the logo. We can not show every example of what not to do, so these are just a select group.

VERSA DO NOT ROTATE THE LOGO

VERSA DO NOT ADD COLOR.

VERSA DO NOT SKEW THE LOGO

A

V If you have any questions on using the logo in the correct way, please email our advertising department.

At: advertising@versa.com

S ER

VERSA DO NOT APPLY TRANSPARENCY TO THE LOGO

VERSA DO NOT PUT THE TYPE OVER THE LOGO

DO NOT ALTER THE COLORS