Brand Identity Guidelines
The Plaza visual identity emphasizes the uniqueness within various artistic styles and perspectives. It is bright, colorful, and visually engaging to encourage customers to interact with the products. When speaking or writing about the brand, the tone should be engaging, fresh, and expressive. The brand visuals are meant to appeal to artists of all types, from the passionate art student to the clever crafter to the master artisan.
Primary logo minimum width: .8 in
minimum width: .8 in
minimum width: 1.4
color When appearing in full color, always use the Plaza blue and pure white. When appearing in grayscale, convert the logo to a medium gray. Whenever possible the logo should appear in color, unless it interferes with necessary product or packaging colors.
PMS 7689 C C:87 M:44 Y:23 K:2 R:15 G:121 B:159 #0f799f
PMS 7540 C C:62 M:54 Y:53 K:26 R:93 G:93 B:93 #5d5d5d
Primary logo spacing The minimum clear space around the logo is 2x the width of the stroke of the “p.” The only exception is the letterhead, where the address appears underneath the type.
proportions In the vertical logo, the type is 80% of the circle’s diameter. In the horizontal logo, the type is 200% of the circle’s diameter. The space between icon and type should be 75% of the width of the stroke of the “p.” In both logos, the icon and type are centered. 100%
.75x
plaza art
80% 100% 200%
plaza art
.75x
Other logo iterations PMS 583 C C:34 M:21 Y:99 K:1 R:179 G:176 B:52 #b3b034
PMS 446 C C:66 M:58 Y:58 K:39 R:205 G:60 B:39 #494a49
PMS 1805 C:14 M:91 Y:100 K:3 R:205 G:60 B:39 #cd3c27
Approved usage 1. When on a white background, always use the standard logo colors. 2. When printing in grayscale, conver the logo to the proper gray value. 3. When on a colored background, use either the standard colors or replace the white elements with the background color. Background colors may vary, depending on the application. 4. Only place the logo on non-vibrating background colors. 5. Only place the logo on non-conflicting patterns and textures.
white background
grayscale
background color
background color
background color
background color
texture
photo
Unapproved usage 1. Don’t tilt the logo. 2. Don’t stretch or squeeze the logo to distort proportions. 3. Don’t bevel, emboss, or add a glow to the logo. 4. Don’t place the logo on a busy photograph or pattern. 5. Don’t change the logo to an unapproved color. 6. Don’t crop the logo. 7. Don’t present the logo on “vibrating” colored backgrounds. 8. Don’t present the logo on a same-colored background. 9. Don’t outline the logo. 10. Don’t put a white box around the logo when placed on a dark or busy background. 11. Don’t change the proportions of any parts of the logo.
tilt
stretch
squeeze
bevel
emboss
glow
busy pattern
unapproved color
unapproved color
crop
vibrating color
same color
outline
white box
proportions
Typefaces primary typeface avenir lt 65 medium bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&'()*+,-./:;<=>?@ Use this typeface for titles and headings.
secondary typefaces avenir lt 65 medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&'()*+,-./:;<=>?@ Use this typeface for subtitles, subheadings, and body text.
avenir lt 35 light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!"#$%&'()*+,-./:;<=>?@ Use this typeface as necessary for packaging design.