Green Ad Army Brand Guide V1.0

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Respond & JOIN INNOVATION

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CONTENT 4 Who We Are 6 Identity 8 Logo 10 Logo Area of Isolation 11 Logo Placement 12 Logo Colors 14 Logo Misuse 15 Attribution Logo 16 Typography 18 Typography for Copy 21 Typography for Logo 22 Visual Elements 24 Color Palette 25 Logo as Graphics 26 Design Examples

28 Stationery 30 Apparel Web Bike Vehicle Wrap

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WHO WE ARE

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Who We Are

ATTENTION! Welcome soldier! You have been selected to be part of new and innovative movement, which will change communities and the way the world sees advertising.

The Green AdArmy Brand is an elite advertising and it is important for any soldier of this movement to know how to respectfully use the Green AdArmy logo and its assets to create powerful design.

Our aim is to promote innovation and create response within ourselves and the community. Be proud, design with, wear and empower the Green AdArmy logo.

Good luck soldier!

Who We Are

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Identity

y it t n e Id Identity

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Logo

This is the Green AdArmy logo lock-up.

It is composed of a symbol (shield) that has 5 diagonal bands which divide the left half of the shield. The right side contains the right half of a stylized “G” which flows from the bands on the left.

The logo type is locked up on the right of the shield with “Green” above“AdArmy”, which is locked in a rectangular box.

The shield can be used with or without text giving it more design flexibility. This logo is meant to be worn to empower our soldiers and community.

GREEN AD ARMY

Symbol (Sheild)

Logo Type

Logo

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Identity

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Logo Area of Isolation

It is always important when using the Green AdArmy logo to give it some breathing space to allow it do its work while you do yours.

For the type lock-up, the space between the shield and the type lock-up is equal to the width of the vertical part of the top of the “G”. The top and bottom of the type lock-up are aligned with points between the top and bottom of the shield. The right sides of the “G” in “GREEN” and the “A” in “AD” are aligned. Lastly, the space relationship between “GREEN”, “ADARMY”, and the rectangular box are equal.

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GREEN G REEN

AD D ARMYY

As a general rule of thumb we give the whole lock-up a 100% space of the “AdArmy” block around (also with just the shield).

AD ARMY A

x x x

AD ARMY A

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Identity

Logo Placement GREEN

GREEN

AD ARMY

We enjoy placing our logo strategically and based on need.

There are not many places you are not allowed to place the logo, however we avoid placing the logo smack dab in the center of designs.

It is boring and generic, and Green AdArmy is definitely beyond that.

GREEN

AD ARMY

AD ARMY

GREEN

GREEN

AD ARMY

AD ARMY

GREEN

GREEN

AD ARMY

GREEN

AD ARMY

AD ARMY

GREEN

GREEN

GREEN

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Logo Colors

As a new company we enjoy flexibility to allow for better design. Therefore, we would love for our soldiers to experiment with a wide array of colors and “specific” masks to allow our brand to be more versatile to a range of audiences.

Presently contact our design department for final approval on color choices.

Please keep in mind that even though given this “color freedom” for our logo, responsibility is also required. We do not mind the use of masks for the logo, but please get approval from our design department. The current camouflage mask example was designed specifically to be used in unison with the logo.

GREEN

GREEN

GREEN

GREEN

GREEN

GREEN

AD ARM Y

AD ARM Y

AD ARM Y

AD ARM Y

AD ARM Y

AD ARM Y

We enjoy the use of masks for the logo.

As of now please get approval from the design dept.

We love contrast! When using a color background the logo should always be white to create a clean contrast. The same holds with monochromatic backgrounds.

For more information on color palette and usage refer to the “Color Palette” section on page 24.

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GREEN AD ARMY

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GREEN AD ARM Y

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Identity

GREEN AD ARM Y

Identity

GREEN

GREEN

AD ARM Y

AD ARM Y

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Monochromatic logos can be used from 10% to 100%. The logo or background can be the color.

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Logo Misuse

To maintain the integrity of the Green AdArmy logo and promote the consistency of it, we would appreciate that the logo is used accordingly. Always keep these guidelines in mind and nearby for reference. If you are ever unsure about a design decision and cannot make a decision based on the brand guide please contact the design department.

Shown here are some examples of possible misuses of the Green AdArmy logo.

GREEN AD ARMY

AD ARMY

GREEN AD ARM Y

JOIN THE MOVEMENT

X Do NOT add text, shapes or any other elements

GRE EN AD AR

MY

X Do NOT rearrange existing elements

X Do NOT scale, reproportion or stretch elements

AD ARMY

X Do NOT rotate

X Do NOT use gradient fills

X Do NOT create textures using the logo

X Do NOT outline

X Do NOT use drop shadows or filters

X Do NOT use unapproved texture masks

GREEN ADARMY

X Do NOT place logo on a background without sufficient contrast

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GREEN

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GREEN AD ARMY

X Do NOT mix colors

X Do NOT place on busy backgrounds

Identity

Attribution Logo Announcement! This is a Green AdArmy announcement...

GREEN ®

GREEN

GREEN ®

The badge is built from our logo with a re-proportioned logo type and an added moniker “Announcement” to indicate the role that Green AdArmy plays regarding our various properties and content creators.

GREEN ®

We have created this attribution badge to help create brand strength and equity.

This enables us to create a clear relationship between Green AdArmy and various sites we own, manage and generate content for. If used consistently and properly this badge should promote awareness through our network.

®

Placement example

Primary Placement - Left

Type

Secondary Placement - Center

Secondary Placement - Right

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Type

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Typography For Copy

Comfortaa is the typeface we chose to present our copy for print and web.

Green AdArmy uses all three weights of Comfortaa: light, regular and bold.

Typography is an important aspect of our brand. The style and form contributes to our design aesthetics. It promotes a feel and mood that enhances the personality of our brand. Thus we have chosen our typefaces carefully.

Be aware of the guidelines of how to use our chosen typefaces given certain situations to keep our brand consistent to our audience.

You can download the Comfortaa typeface from: http://www.1001fonts.com/comfortaa-font. html

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ROUNDED GEOMETRIC INNOVATIVE STRATEGIC CLEAN SIMPLE ELEGANT PRECISE 18

Type

ABCDEFGHIJKLMNOPQRSTUVWUXYZ 1234567890~!@#$%^&*+-=_()[]<>|/;:’”?,.

Bold

ABCDEFGHIJKLMNOPQRSTUVWUXYZ 1234567890~!@#$%^&*+-=_()[]<>|/;:’”?,.

Regular

ABCDEFGHIJKLMNOPQRSTUVWUXYZ 1234567890~!@#$%^&*+-=_()[]<>|/;:’”?,.

Light

9/10

11/13

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Editius, nobis et alic tem reptate mporro beaquam hit volora dolessim raecus magnime reria parchil lignimi, ab ipsamus aut essinum que ra sedi coreperum excesci enduciis ium que volectia ipsus.

1234567890

1234567890

15/17 Editius, nobis et alic tem reptate mporro beaquam hit volora dolessim raecus magnime reria parchil lignimi, ab ipsamus aut essinum que ra sedi coreperum excesci enduciis ium que volectia ipsus.

1234567890

Type

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Typography For Headers We have chosen two distinct typefaces for our headers and announcements to compliment our copy type and our brand!

Weaponeer is also a very geometric typeface which possess many angles. It is an aggressive and sleek typeface. http://www.1001freefonts.com/ weaponeer.font Stencil STD Bold is also geometric and has similar proportions to Weaponeer and Comfortaa.

Similar type is often used on military containers because it is easy to apply on what needs to be marked and it easily communicates.

These typefaces are meant to strongly and clearly communicate, while at the same time compliment other design aspects of the brand.

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Angular Aggressive Techy BOLD Military Communicate 20

Type

Typography For Logo

GREEN

Helvetica is our typeface for our logo as you can see in our logotype on page 8.

We use it in regular and bold in the logo.

We specifically chose this type for the logo for the clean, precise and legible appearance. The proportions of the typeface and shapes also compliment the shieldâ&#x20AC;&#x2122;s composition and its shapes.

Please note that the Helvetica typeface was chosen specifically for the logo, but can also be used as an alternative for type for letters and web use as well.

AD ARMY

Type

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Visual Elements

Visual Elements

Design Examples

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Color Palette

Green AdArmy’s specific colors have been chosen to evoke response and innovation. We have chosen a bright yellow-orange as the default color, but you will also see our secondary and tertiary colors, a bright green and black.

Although these specific colors were chosen when branding Green AdArmy our intentions are not to avoid other colors.

We are open to any color as long as it is used properly in context with the logo.

For on information on color choices and usage refer to “Logo Colors” on page 12.

Pantone 116 U C: 0 M: 34.17 Y: 95.99 K: 0 R: 255 G: 188 B: 2 Pantone P Process Black U C: 0 M: 0 Y: 0 K: 100

#FFB50

R: 35 G: 31 B: 32 #231F20

Pantone 802 U C: 69.21 M: 0 Y: 100 K: 0 R: 46 G: 208 B: 60 #2ED03B

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Design Examples

Logo As Graphics

Soldier! We love and appreciate every pixel and centimeter of our logo.

Every aspect was designed with attention to detail. The “5 band G” was created to visually uphold and represent our brand and we intend to use its full potential. This is why we love the idea of using this element as a graphical element in designs when appropriate.

When using the “5 band G” as a graphical element always make sure that it has been cropped in some way. It can be rotated at 45, 90, 135, 180, 225, 270 and 315 degrees. Make sure to be aware of the angles and lines relationships. And remember it is never supposed to be main focus of a composition. We prefer to see it used to boost a design composition.

Here are some examples. If ever in doubt about using the “5 Band G” please direct concerns to the the design department.

Design Examples

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Design Examples

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Stationery GREEN AD ARM Y

Stationery

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Design Examples

GREEN AD ARM Y

John Doe Marketing Specialist 408-123-4567 employeeGAA@greenadarmy.com

Design Examples

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Apparel

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Design Examples

Design Examples

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