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.
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is a plan for arranging elements in such a way as best to accomplish a particular purpose. Charles Eames
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CONTENTS
COMPANY STATEMENT
5
THE PROCESS
6
ABOUT THE MARK
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COLOR
8
TYPOGRAPHY
11
STATIONERY
12
BUSINESS LETTER
13
SIZE & MARGINS
14
APPLICATION
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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
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