Mount Beacon Insurance
BRAND GUIDE
CONTENTS 1.0
Logo Design
1.1
Primary Logo
4
1.2
Alternative Logos
5
2.0
Typography
6
3
3.0 Color
8
3.1 Theory
9
3.2
Color Palette
10
4.0
Logo Usage
11
4.1
Minimum Clear Space
12
4.2
Minimum Size Requirements
13
4.3
Inappropriate Use
14
4.4
Explanation of Files Included
15
4.5
Inserting Logo into MS Word.
16
5.0 Contact
17
Mount Beacon Brand Guide
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1.0
LOGO DESIGN
PRIMARY LOGO
Mount Beacon Insurance
The Mount Beacon logo is the primary visual representation of the brand. Consistency in the use of the logo in corporate communications, product delivery and marketing collateral conveys the quality, consistency, and dependability for which the company is known. The simple, serif font that has been chosen alludes to the strength and safety provided by the way Mount Beacon does business. The logo is semi-all-cap to reinforce the stability of the business. The mountains form a silhouette of a lighthouse reinforcing the brand message of “higher ground.” Wherein “Mount” refers to “higher ground.” “Beacon” refers to the “guiding light to get you there.”
Approved digital files should be the only version of the logo used to graphically identify Mount Beacon.
1.1
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Mount Beacon Insurance
APPROVED COLOR ALTERNATES In applications where the original version of the logo is not possible due to the media or substance, the use of these two alternates of the logo is acceptable. We’ve provided an EPS (vector-based) and PNG (screen-based) of these alternatives.
Mount Beacon Insurance
Approved digital files should be the only version of the logo used to graphically identify Mount Beacon.
1.2
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2.0
TYPOGRAPHY
Custom Logo Based on Trajan Pro Regular
Recommended for all company communication from print to web.
Light
Regular
2.1
Mount Beacon Insurance SOURCE SANS PRO FONT FAMILY
TYPOGRAPHY
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!@#$%>&*()
Typography plays an important role in communicating the overall tone and quality of the Mount Beacon brand. Careful use of typography reinforces personality and ensures clarity and harmony in all Mount Beacon communications.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!@#$%>&*()
The Source Sans Pro font family is to be used for all promotional material in all formats.
Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!@#$%>&*()
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890!@#$%>&*()
Source Sans Pro treads the line between approachable and corporate. Being classic enough to be timeless but relevant enough to appeal to the target market, this sans-serif font differs from many popular sans-serifs, giving Mount Beacon a more unique look. Unlike other sans-serifs, Source Sans Pro is also a web font, allowing Mount Beacon to maintain brand from print to web.
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3.0
COLOR
Mount Beacon Blue #00AEEF Mount Beacon Green #D7DF23
Mount Beacon Insurance
Mount Beacon Slate #414846
COLOR The primary color palette has been developed to reinforce the brand values at Mount Beacon. When creating graphics for the organization, be sure to use only approved colors. Whenever possible, use the exact color number rather than attempting to match visual examples in this guide.
THEORY FOR COLORS The Mount Beacon slate color has been chosen to convey security, strength, and reliability. Two accent colors have been chosen to compliment the Mount Beacon slate color. Both accent colors have been chosen to reflect the culture of the target market. The primary accent color that should be used is Mount Beacon Blue. Blue represents the water surrounding the lives and culture of the target market. Blue is commonly used in the financial sector and represents Mount Beacon’s trustworthiness. Green represents the thriving clients of Mount Beacon. Green is a friendly color and exudes the personal and reliable way Mount Beacon does business.
3.1
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COLOR PALETTE Color Name
CMYK
RGB
HEX
PANTONE
Mount Beacon Slate
69 . 57 . 60 . 43
65 . 71 . 69
#414745
446
Mount Beacon Green
20 . 0 . 98 . 0
214 . 223 . 35
#D6DF23
381
Mount Beacon Blue
69 . 15 . 0 . 0
0 . 173 . 239
#00ADEF
P 115-14 C
Mount Beacon White
0.0.0.0
255 . 255 . 255
#FFFFFF
Primary Neutral Corporate Color
Primary Accent Color
Secondary Accent Color
Supporting Neutral Color
Proportion of Color Usage
3.2
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4.0
LOGO USAGE
MINIMUM CLEAR SPACE
Mount Beacon Insurance
Always try to maintain the minimum clear space around the Mount Beacon logo to preserve its integrity. To maintain visual clarity and to provide maximum impact, the logo must never appear to be linked to or a part of copy, integrated into photography or incorporated into other graphic elements. In cases where another graphic element must intrude into its clear space, the Mount Beacon logo should always stand perceptibly in the foreground and be clearly and instantly recognizable.
Approved digital files should be the only version of the logo used to graphically identify Mount Beacon.
4.1
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No smaller than 1 ½” wide x 1” tall
Mount Beacon Insurance
MINIMUM SIZE REQUIREMENTS To protect the integrity, legibility and impact of the Mount Beacon Logo, it should never be reproduced in a size smaller than shown on this page. Specific application and reproduction techniques should also be considered when maintaining minimum sizes. For example, on computer screens or newsprint, where resolution is relatively low compared with commercial offset printing, the size of the logo may need to be increased in order to maintain its legibility.
Approved digital files should be the only version of the logo used to graphically identify Mount Beacon.
4.2
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1
2
3
X mount beacon insurance
Mount Beacon X Insurance
on mount beainc surance
INAPPROPRIATE USE 1. Do not use fonts other than those on brand.
X
X mount beacon insurance
2. Do not mix or stray from the color palette. 3. Do not stretch, distort or tilt mark (note: always hold shift button down when resizing to maintain aspect ratio). 4. Do not use backgrounds without sufficient contrast. 5. Do not apply other design elements such as circles, boxes, lines, or borders to the logo without permission.
4
5
X mount beacon insurance
To protect the integrity, legibility and impact of the Mount Beacon logo, please follow the guidelines laid out thought this document. Specific application and reproduction techniques should also be considered when using the mark. Some examples of inappropriate use include but are not limited to the examples on the left.
X mount beacon insurance
Approved digital files should be the only version of the logo used to graphically identify Mount Beacon.
4.3
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FILES INCLUDED In order to properly understand the differences in the types of files we are supplying, you need to understand the difference between vector-based and pixel based files.
VECTOR BASED FILES
JPEG 300 DPI (High-res) for print, magazine ads, etc. Must be printed at size original file size or smaller. For Word, Pages, or other desktop applications. Has a white background.
Great for printing in WORD on colored background!
PNG 300 DPI (High-res) for print, magazine ads, etc. Must be printed at size original file size or smaller. For Word, Pages, or other desktop applications. Has a transparent background.
PIXEL-BASED FILES
EPS For anything in print, large signage, T-shirts, cups, pens, mugs, print collateral etc. First file you send to others creating work for you. SVG
web, video.
You can do almost anything you need with a vector-based file. An EPS or SVG are examples of these mathematical-based files. Each curve and angle has a relating algorithm that calculates each point. So whether the logo is 2 inches or 2 football fields, the arches and angles will have the same quality and integrity. If you are creating large banner graphics, T-shirts, pens, letterhead, please send the EPS. This is a sure-fire way to guarantee your logo’s integrity. In addition, SVG files are becoming more popular in web design because of their quality and extremely small files size.
Approved digital files should be the only version of the logo used to graphically identify Mount Beacon.
4.4
Great for printing in WORD on white background!
TIFF 300 DPI (high-res) for print, magazine ads, etc. Must be printed at size original file size or smaller. JPEG 72 DPI (low-res) for web and email. Has a white background. PNG 72 DPI (low-res) for web and email. Has a transparent background.
On the other hand, pixel-based files are made up of tiny boxes that combine to form the image or picture you see as a logo. These files tend to be very small file sizes. They are great to be used on the web and in business applications like Word, Pages, or PowerPoint. Pixel-based files are measured in dots per inch or DPI. The more dots, the better quality and more saturated the image. When it comes to printing, 300 DPI is industry standard (called HIGH RESOLUTION). But when it comes to the web, 72 DPI is plenty (called LOW RESOLUTION). You want to keep the download speed of these images as fast as possible. The more the DPI, the bigger file size. The bigger the file size, the longer it’ll take to load that image―and the more annoyed you and your viewer will be. What’s the difference between JPEGs and PNGs? Both are good for standard applications. Which do you use? PNGs are the only file type that will give you a transparent background. So if you want to place your logo on a colored background, you’ll need this type of file. But if you are placing your logo on a white-background, use the TIFF or JPEGs.
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TO INSERT LOGO INTO MS WORD 1. Click “INSERT” tab. 2. Highlight “PICTURE” on the drop-down menu. 3. Select “PICTURE FROM FILE” 4. Find the file to insert. (We would recommend the JPEG 300 DPI, or PNG 300 DPI) 5.
4.5
Word may lock the position of the logo so that you cannot move it. In order to move the logo, you may need to right click, and select “FORMAT PICTURE.” Then choose the “LAYOUT” tab and select either “IN FRONT OF TEXT” or “BEHIND TEXT.”
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5.0
CONTACT
CONTACT For clarifications and help in defining appropriate use for the Mount Beacon visual identity, contact: Intentional Marketing charles@intentionalseo.com intentionalmarketing.net
Š 2014 Mount Beacon Insurance. All rights reserved. Prepared and developed by the Creative Team at Intentional Marketing.
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