ST AR
Chris Bawden
T
BRAND GUIDE
Brand Values
MODERN
PROFESSIONAL
CREATIVE
INNOVATIVE
Logo
Clearspace
Z-SPACE To find the minimum clearspace around the Zerply Logo just use the Z’s found withing the logomark. To find the horizontal spacing use the width of the Zerply “ ”. To find the vertical spacing use the “Z” from the name Zerply.
Color
COLOR USAGE Zerply Red is the primary color used throught the brand. In order to keep things simple use only black, greyscale and white with Zerply Red. It helps keeps the focuse on the brand’s main red color.
ZERPLY RED 0-100-100-0 237-28-36 P 199 C #ED1C24
BLACK
GREY
SILVER
WHITE
0-0-0-100 0-0-0
0-0-0-55 128-130-133
0-0-0-30 179-179-179
0-0-0-0 255-255-255
Typography
DIN PRO
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
DIN Pro is the font used for all head and subheadlines. Various weights are used within this family to callout certain information within these headlines.
DIN PRO- LIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk DIN PRO- REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk DIN PRO- MEDIUM
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk DIN PRO- BOLD
PROXIMA NOVA
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Proxima Nova- Light is the primary font used for bodycopy. This font should be used when displaying copy that is a paragraph or longer or when a paragraph is paired with a headline using DIN Pro. Semi-Bold and Bold may be used to callout certain information in the text.
PROXIMA NOVA- REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk PROXIMA NOVA- SEMI-BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk PROXIMA NOVA- BOLD
HIERARCHY The size relationship between subheads, bodycopy, and captions to the headline type are as follows: Subheads are approximately 50% the size of headline, bodycopy is approximately 45%, and captions are approximately 30% the size of headlines.
THIS IS A HEADLINE ~50%
THIS IS A SUBHEAD
~45%
This is a body paragraph. It is a paragraph of filler text to show as an example of what the size relationship should be between headlines, subheads, and body copy.
~30%
THIS IS A CAPTION FOR IMAGES AND CALLOUTS
DIN PRO- LIGHT DIN PRO- MEDIUM
PROXIMA NOVA- LIGHT DIN PRO- LIGHT (55% OPACITY)
Paterns/Texture
ANGLE & NOTCHED CORNER
EXAMPLE
The notched corner is a key element in the Zerply Brand. The angle of the corner imitates the angles found within the Zerply Z. Repeating this element will help bring a small part of the logo mark into the rest of the brand. Remember it is important to use the corner and angle with discretion. Over using it will overwhelm the minimalism of the brand.
COLOR OVERL AY IMAGE
The color overlay is a good way to add dimention to the various marketing and promotional pieces produced with in the Zerply brand. When using the color overlay it’s important to keep in mind the end result. The overlay is often used to display type over an image. The overlay should always be used with intent. Meaning something should always be designed on top of the overlay. It should never be used by itself. The overlay should also only be used over black & white images, never color.
OVERLAY DESIGN
EXAMPLE
Imagery
BL ACK & WHITE Using imagery in Zerply promotional designs is not done often within the Zerply brand. It takes focus away from the main reason Zerply exists— to help talent and businesses connect. To do that it’s important to keep the images (or visual focus) on the work the artist and designers showcase through Zerply. When imagery is used, within promotional materials, it’s important to keep it neutral in terms of subject matter. Possible subject matter would include designers working, city scapes, film production, or even screenshots of current work being showcased on the site. When using these images in materials, other than the site, the images should be black and white in order to keep the visual impact on the Zerply brand and color, and not the image itself.
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