Demand media brand guidelines by Christopher Corgiat

Brand Guidelines V1

ÂŠ Demand Media brand@demandmedia.com

BRAND GUIDELINES VERSION 1 JANUARY 2013

Brand Guidelines V1

ÂŠ Demand Media brand@demandmedia.com

CONTENTS INTRO

IDENTITY Logo 06 Logo Clear Space 07 Logo Placement 08 Logo Sizes 09 Logo Colors 10 Logo Misuses 12 Attribution logo 13 TYPOGRAPHY Print Typeface Web Typeface Typesetting Guides

17 19 20

GRAPHIC ELEMENTS Color Palette 22 Graphic Arrows 24 Photography 35 Icons 38 DESIGN EXAMPLES Business Communications Visual Examples

45 47

Brand Guidelines V1

WELCOME TO THE NEW DEMAND MEDIA BRAND GUIDELINES. THESE GUIDELINES EXIST TO MAKE US LOOK CONSISTENTLY AWESOME! FOLLOW THESE GUIDELINES AS YOU CREATE MARKETING MATERIALS, INTERNAL AND EXTERNAL COMMUNICATIONS. OUR DESIGN FOUNDATION Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as Demand Media. This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility. If unsure, just ask us at brand@demandmedia.com (We don’t bite).

Brand Guidelines V1

Introduction

WHAT WE’RE ABOUT Our new brand identity is all about demonstrating how Demand Media is a touchpoint in people’s real lives. We connect people to content that’s relevant to them. We connect businesses to the web. We connect brands with people and people with brands. Every second of every day people click, swipe, and tap into Content For Real Life on one of our sites. More than 100 million people come to us every month—that’s more than 1 in 3 Americans online. We’re there to help them navigate their lives, satisfy their cravings, explore their interests, and expand their horizons. We also give businesses the power to connect with their audience in more meaningful ways—through websites, through advertising solutions, and through social conversations. This is what our branding is all about—connecting, serving as a touchpoint, and meeting people where they are.

Identity

ÂŠ Demand Media brand@demandmedia.com

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Brand Guidelines V1

Identity

OUR LOGO Here it is again—our logo. Our logo is the most visible element of our identity—a universal signature across all Demand Media communications. It’s a guarantee of quality that unites our diverse products and services. We use the same version in print, on screen, and on the side of our buildings. It’s simple. Easy to understand. No drop shadows, no glossy reflections, no flashy graphic effects. Our logo is a bold, simple, graphic statement. It signifies a touchpoint, and a connection. The logo is made up of two elements: the symbol and the logotype. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.

Symbol

Logotype

Logo

Brand Guidelines V1

EVERYONE NEEDS A LITTLE PERSONAL SPACE

Identity

50% 25%

LOGO CLEAR SPACE To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space —free of type, graphics, and other elements that might cause visual clutter—to maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logotype or full name is used, a clear space of 50% the symbol’s height should be maintained. In special circumstances when a 50% clear zone isn’t available or possible, use the second option of 25% clear space.

Note: the logotype typography has been carefully spaced, and should not be changed, or re-typed. The ‘D’ and ‘M’ are vertically aligned, in addition to the ‘e’ and ‘a’.

50% Clear space

Brand Guidelines V1

EVERYTHING IN ITS RIGHT PLACE

Identity

Corner position.

LOGO CLEAR SPACE We like to avoid placing the logo smack dab in the middle of an area. On any given format—landscape or vertical—the preferred logo placement is in any corner position, or center aligned at the right or left.

Center position.

Centering the logo looks generic and predictable :(

Much better :)

Brand Guidelines V1

Identity

GOOD THINGS COME IN SMALL SIZES

Logo

Symbol

Favicon (ICO file)

Minimum size 0.8” / 100px

Minimum size 0.375” / 30 px

16 px

MINIMUM LOGO SIZE There are no predetermined sizes for the Demand Media logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo. In print the minimum size is 0.8”. For digital uses the minimum size for the standard logo is 100 pixels. 100 pixels is the smallest size apart from when using an ICO. There is a specific file for ICO’s which is a 16px tall file.

HELP US KEEP OUR LAWYERS HAPPY USING THE REGISTERED LOGO To protect our logo we use a Registered symbol alongside our logo. This is used in all major outward-facing brand communications, such as our website and advertising. For internal communications, and branded promotional items—such as notepads, T-shirts, water bottles—the standard logo can be used. The registered logo has been created in two sizes - large and small. The large scale version will cover most uses, and the small scale version is intended mainly for use on the web.

Large scale use

Small scale use

Scale width between: 1.2” – upward 150px – upward

Scale width between: 0.8 – 1.2” 100 – 150 px

Brand Guidelines V1

PICK A COLOR ANY COLOR

Identity

ÂŠ Demand Media brand@demandmedia.com

Color logo on white backgrounds

Our logo or background color may be any color within the Demand Media color palette. Contrast is importantâ&#x20AC;&#x201D;use a white logo on color backgrounds and a color logo on white backgrounds.

In certain instances, such as on the Demand Media website, a vibrant color logo may not be appropriate, and may potentially clash with other colors. In these instances, an all gray logo can be used.

See pages 21 & 22 for detailed color information and color values.

When using the logo on a white background, the logotype should always appear in gray, never in a vibrant color, and never in solid black.

Always us a gray logotype

White logo on color backgrounds

When using the logo on a color background, both the symbol and logotype should appear white. The logotype should never appear in gray.

Brand Guidelines V1

MONOCHROME LOGOS

Identity

75% Black logo on white background

White logo on 75% black background

The preferred color for our logo is in one of our vibrant colors. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a gray version (made as a 75% tint of black) or a one-color black or white logo.

Black logo on white background

White logo on black background

Two-tone version for black backgrounds.

White symbol, gray logotype

In special uses when the logo appears on a black background (for example T-shirts, Tote bags), a two-tone logo is preferred. In this logo, the symbol should appear in white, and the logotype should appear in the following gray color (depending on application for print or web): • Pantone Cool Gray 8 • 45% black • R163 G166 B168

BACKGROUND IMAGES

Light-colored, uncluttered imagery

Dark-colored, uncluttered imagery

Our logo may also be used on an image background with sufficient contrast. Use an all-gray logo for use on light colored backgrounds, and an all-white version for dark backgrounds. When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibillity and visibility. Do not use a color logo on a photographic image.

Brand Guidelines V1

Identity

PLEASE DON’T... To maintain the integrity of the Demand Media logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines.

CONTENT FOR REAL LIFE DON’T create a logo lockup with text

DON’T rearrange the logo elements.

DON’T change the proportions between the symbol and logotype

DON’T rotate the logo

DON’T stretch the logo

DON’T create a gradient logo

DON’T mix colors from the palette

DON’T use non-approved colors

DON’T outline the logo

DON’T add a drop shadow to the logo

DON’T add reflections or any other graphic filters to the logo

DON’T use the symbol as a holding shape for imagery or graphics

DON’T create a pattern with the logo

DON’T place the logo on a color without sufficient contrast

DON’T use gray or black on a color background

DON’T use over a busy image

The examples shown here illustrate possible misuses of the Demand Media logo that should be avoided.

Brand Guidelines V1

Identity

DRIVEN BY...

Attribution Logo

Logo Colors

ATTRIBUTION BADGE We have created these attribution badges to help strengthen and build equity in the masterbrand, and to create a clear relationship between Demand Media and the various sites we own, operate, and for which we generate content. Used consistently and accurately, this badge will build awareness for our brand across our entire network. Built from our primary logo, this badge includes the moniker “Driven by” as an indication of the role Demand Media plays regarding our various properties and content creators.

Attribution Logo Placement

Our logo color palette has been designed to adapt to a variety of applications. When using the attribution badge, choose the color logo that closest matches or compliments the website it appears on. For example, Livestrong.com features a yellow color palette, so a yellow attribution badge should be used. eHow.com features a green color palette so a green attribution badge should be used. Examples are shown on page 14.

Secondary Placement – Left

Primary Placement – Centre

Secondary Placement – Right

Brand Guidelines V1

Identity

Cracked.com – Dominant website color, Red > Red Demand Media Logo > Primary placement

eNom – Dominant website color, Blue > Blue Demand Media Logo > Secondary placement

eHow – Dominant website color, Green > Green Demand Media Logo > Secondary placement

IndieClick – Dominant website color, Yellow > Yellow Demand Media Logo > Secondary placement

Livestrong – Dominant website color, Yellow > Yellow Demand Media Logo > Primary placement

There may be instances where the background color of a website doesn’t sit comfortably with the Demand Media approved logo colors, or does not provide enough contrast to render the logo legible (examples below). In these cases and all white or all gray logo should be used.

Illegible

Use White logo

Color clashes

Use Gray logo

Brand Guidelines V1

Identity

FILE FORMATS Our signatures come in a variety of formats for use in a range of applications. On this page, each file is categorized using the naming key listed below. Use the PNG logos for all screen-based applications, such as PowerPoint and the web. For print applications, use the Illustrator artwork with the EPS extension.

Primary logo

Available in all logo colors

For Print:

For Screen:

1 color positive logo

Folder location: Print > Pantone_U Print > Pantone_C Print > CMYK_U Print > CMYK_C

Folder location: Screen > RGB

Folder location: Print > 1 color

Filename example: DM_Primary_RGB_Darkblue.eps (color name varies for each logo color)

Filename: DM_Primary_1col.eps

Filename example: DM_Primary_Pantone_C_ Darkblue.eps (color name varies for each logo color)

1 color reversed logo Folder location: Print_1 color Filename: DM_Primary_1col_Rev.eps

To obtain digital artwork, please contact brand@demandmedia.com. Registered logo (Reg)

File naming key DM

Demand Media

Primary Reg Small Attribution

Main logo (not registered) Registered logo Small scale use logo ‘Driven by Demand Media’ version

RGB CMYK Pantone_U Pantone_C

RGB color CMYK color Uncoated Paper application Coated Paper application

Darkblue LIghtblue Darkgreen Lightgreen Yellow Red Gray

The The The The The The The

1 color Rev

One color logo (black) Reversed logo (white)

darker blue logo lighter blue logo darker green logo lighter green logo yellow logo red logo gray logo

Large scale use

For Print:

For Screen:

Folder location: Print > Reg_Pantone_U Print > Reg_Pantone_C Print > Reg_CMYK_U Print > Reg_CMYK_C

Folder location: Screen > Reg_RGB

Filename example: DM_Reg_Pantone_C_Darkblue.eps (color name varies for each logo color)

Filename example: DM_Reg_RGB_Darkblue.png (color name varies for each logo color)

Registered logo (Reg) small scale use

Available in all logo colors

Folder location: Screen > RGB_Reg_ Small Scale Use

Available in all logo colors

Filename example: DM_Reg_Small_RGB_Darkblue.png (color name varies for each logo color)

Attribution logo

For Screen:

Reversed logos (for use on black websites)

Folder location:

Folder location: Screen > Attribution_RGB_Rev

Screen > Attribution_RGB

Filename: DM_attribution_RGB_Rev_Darkblue.png

Filename example: DM_attribution_RGB_Darkblue.png (color name varies for each logo color)

Available in all logo colors

Identity

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Brand Guidelines V1

A FRIENDLY FACE GOTHAM ROUNDED IS OUR TYPEFACE. WE USE IT IN TWO WEIGHTS— BOLD AND MEDIUM. Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent.

Identity

ROUNDED FRIENDLY SIMPLE CLEAR ELEGANT PRECISE GEOMETRIC

Brand Guidelines V1

Identity

OUR TYPEFACE: USE IN PRINT

GOTHAM ROUNDED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)

Gotham Rounded Bold is used for all headlines and titles.

Gotham Rounded Medium is used for the Demand Media logotype. It should also be used for all standard body-copy.

Gotham Rounded is designed and distributed by New York type foundry Hoefler & Frere-Jones. It can be purchased directly here.

GOTHAM ROUNDED MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)

Brand Guidelines V1

Identity

OUR TYPEFACE: USE FOR WEB Since Gotham Rounded is currently not available as a webfont, we have substituted it with a close alternative called Proxima Nova Soft. As with Gotham Rounded, we use the Bold weight for headlines, and Medium for body copy.

Proxima Nova Soft Medium and Bold can be purchased directly here.

SECONDARY TYPEFACE: USE FOR POWERPOINT In cases where a standard system font is required—such as sales presentation Powerpoint documents—Arial Regular and Bold should be used.

PROXIMA NOVA SOFT MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)

Arial / Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Brand Guidelines V1

Identity

TYPESETTING GUIDES:

DEMAND MEDIA, CONTENT FOR REAL LIFE 10/11.5

Typography is always ranged left. This provides the eye with a constant starting point for each line, making text easier to read. The only exceptions are when typesetting headlines with the Demand Media arrowheads (see page 25) When typesetting headlines, the leading should be 15% larger than the type size. To calculate, multiply the type size by .15 and add the result to the typesize. When setting body copy, the leading should be 25% larger than the type size. To calculate this, multiply the type size by .25 and add result to the typesize. All type should be be set to -20 tracking.

ÂŠ Demand Media brand@demandmedia.com

As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 10/12.5

DEMAND MEDIA, CONTENT FOR REAL LIFE 15/17.25 As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 15/18.75

Body column width should ideally be between 7-9 words long.

DEMAND MEDIA, CONTENT FOR REAL LIFE 20/23 As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 20/25

G IEDL RA EENM PH C IC T E O ITN G L YTS PH RA O IC O PH R P O TO I A C L N S GR A ET R A R TE PH O Y WS

Brand Guidelines V1 Identity ÂŠ Demand Media brand@demandmedia.com 21

Brand Guidelines V1

Identity

PICK A COLOR ANY COLOR OUR CORE COLORS ARE WHAT GIVE US OUR PERSONALITY. WE’RE BRIGHT, BOLD, AND COLORFUL. Up until this page, you’ve been seeing an all-gray logo. But an all gray logo would be a bit boring, right? The Demand Media logo can in fact appear in one of six vibrant colors. And there’s a dark gray color for our typography, and for instances where a color logo is not appropriate. As you can see, our colors are VIBRANT. When using the colors in print, it is important to always seek to use Solid Pantone inks. This way, all of our materials will be consistent, and our colors look vibrant. These same vibrant colors cannot be achieved using standard CMYK printing. Only use CMYK colors when absolutely necessary. Please note, when printing certain colors onto coated or uncoated paper, the Pantone color specified differs. Please refer to the color breakdowns on this page.

Coated Paper PANTONE 285 C

Coated Paper PANTONE 305 C

Coated Paper PANTONE WARM RED C

Coated Paper PANTONE 116 C

Uncoated Paper PANTONE 285 U

Uncoated Paper PANTONE 305 U

Uncoated Paper PANTONE WARM RED U

Uncoated Paper PANTONE 115 U

R 80 G 150 B 242 HEX #5096F2

R 70 G 212 B 230 HEX #3DD4E6

R 250 G 84 B 54 HEX #F95336

R 254 G 203 B0 HEX #FECB00

Coated C 90 M 48 Y0 K0

Coated C 60 M0 Y7 K0

Coated C0 M 86 Y 80 K0

Coated C0 M 12 Y 100 K0

Uncoated C 70 M 30 Y0 K0

Uncoated C 60 M0 Y 10 K0

Uncoated C0 M 70 Y 66 K0

Uncoated C0 M 12 Y 95 K0

Coated Paper PANTONE 7479 C

Coated Paper PANTONE 382 C

Coated Paper PANTONE COOL GRAY 10 C

Uncoated Paper PANTONE 7479 U

Uncoated Paper PANTONE 381 U

Uncoated Paper PANTONE COOL GRAY 10 U

R 50 G 209 B 126 HEX #32D17E

R 200 G 215 B0 HEX #C7D600

R 102 G 110 B 117 HEX #666E75

Coated C 80 M0 Y 65 K0

Coated C 28 M0 Y 92 K0

Coated C4 M0 Y0 K 75

Uncoated C 58 M0 Y 58 K0

Uncoated C 25 M0 Y 84 K0

Uncoated C4 M0 Y0 K 75

Brand Guidelines V1

Identity

SECONDARY COLORS Our color palette is bold, and in certain instances it can appear too bold. So we’ve created 6 additional pale colors that can be used to support the primary color palette. These secondary colors should only be used when absolutely necessary. Our preference is to only use primary color palette across most communications. Secondary palette—When to use: • Charts or infographics • More expressive graphic communications (such as posters) • Presentation slide backgrounds How to use them: • Only use neutral colors for presentation slide backgrounds. • Never use the secondary colors on their own. They should only be used to complement the core colors. Examples of our color palette in use can be seen on pages 31 and 32. Please note, when printing certain colors onto coated or uncoated paper, the Pantone color specified differs. Please refer to the color breakdowns on this page.

Coated Paper PANTONE 304 C

Coated Paper PANTONE 373 C

Coated Paper PANTONE 100 C

Coated Paper PANTONE 196 C

Uncoated Paper PANTONE 304 U

Uncoated Paper PANTONE 372 U

Uncoated Paper PANTONE 100 U

Uncoated Paper PANTONE 196 U

R 154 G 222 B 239 HEX #9AE0EF

R 212 G 229 B 138 HEX #D4E58A

R 252 G 232 B 112 HEX #FCE870

R 255 G 202 B 192 HEX #FFCAC0

Coated C 36 M0 Y6 K0

Coated C 20 M0 Y 42 K0

Coated C0 M0 Y 58 K0

Uncoated C 39 M0 Y 11 K0

Uncoated C 20 M0 Y 48 K0

Coated Paper PANTONE Cool Gray 1 C

Coated Paper WARM GRAY 4 C

Uncoated Paper PANTONE Cool Gray 1 U

Uncoated Paper WARM GRAY 3 U

R 236 G 242 B 243 HEX #ECF2F3

R 209 G 209 B 200 HEX #D1D1C8

Coated C3 M2 Y4 K5

Coated C9 M 11 Y 13 K 23

Uncoated C4 M3 Y7 K7

Uncoated C8 M9 Y 11 K 121

Uncoated C0 M0 Y 61 K0

Coated C0 M 23 Y5 K0

Uncoated C0 M 25 Y 10 K0

Brand Guidelines V1

FOLLOW THESE DIRECTIONS GRAPHIC ARROWHEADS Our graphic identity is more than just our logo, typeface, and colors. An important part of our graphic look and feel are the use of arrowheads. The arrows are derived from our logo, and signify connection and action. Used alongside our bold color palette and angled headline typography, the arrows provide a bold and engaging graphic look and feel to all our communications. The following pages explain how the arrowheads should be used with typography, color, and photography.

Identity

ÂŠ Demand Media brand@demandmedia.com

Brand Guidelines V1

Identity

Left aligned typography

Left aligned typography — non angled

L M OR A AD EM E M O C TU ET LO IPU IN R C R G AD O A IP NS RE E T OF

When typography interacts with the arrows, there are specific rules that apply.

Right aligned typography

U IP R M LO SE RE DO N IP LO A CO ADRET M T R A E U M T G A E IN C

GRAPHIC ARROWS: TYPE ALIGNMENT

LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET

The examples on this page show the various ways in which typography relates to the arrows. Typography blocks should always relate to the 90° right angle created by the arrows. Depending on the rotation of the arrowss, typography will vary from left aligned, to right aligned. Typography can also be rotated 45° clockwise, anticlockwise, or remain straight as shown in these examples.

L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T

Left and right aligned typography outside of arrows

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T

L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T

Left and right aligned typography within arrows

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T

The following pages provide some detailed guidelines.

Identity

GRAPHIC ARROWS: TYPE ALIGNMENT & ANGLES

When placing text within the arrows, the typography layout will vary depending on the orientation of the arrow, and the amount of text within the arrow. Please follow the guides below, and on the following pages.

LO IP R A SU EM D M O LO R

Left alignment

100%

12% Blue lines represent a clear space border. The width of the border is equal to 12% total width of the arrow.

LO M R A AD EM ET ME O I U T LO PU RI C P EN R

Brand Guidelines V1

LOREM IPU MADOLOR AMET CONSE ETURADIP RECING LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.

M RE UM R LO PS LO I O D A

I L O PU OR R M E ET AM A M U E D RI T P

Right alignment

LOREM IPU MADOL OR AMET CONSE ETU DIP RECING LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.

Brand Guidelines V1

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GRAPHIC ARROWS: TYPE SIZE & LINE COUNT

100%

12%

Right alignment 3 lines of type

LO M R A AD EM ET ME O I U T LO PU RI C P EN R

4 lines of type

M RE UM R LO PS LO I O D A

I L O PU OR R M E ET AM A M U E D RI T P

L M arg a w x e ith 3 Ty in lin pe sp es ac e

LO IP R A SU EM D M O LO R

Left alignment 3 lines of type

5 lines of type

6 lines of type (maximum)

LOREM IPU MADOLOR AMET CONSE ETURADIP RECING Small TypeMax 6 lines within space

5 lines of type

LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.

6 lines of type (maximum)

LOREM IPU MADOL OR AMET CONSE ETU DIP RECING LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.

Brand Guidelines V1

Identity

ÂŠ Demand Media brand@demandmedia.com

GRAPHIC ARROWS: OUTSIDE TYPE USAGE As well as inside the arrows, typography can be placed outside of the arrows. The typography alignment should always relate to the right angle created by the arrows.

Left alignment

L A M OR M A E E M ET T C DO IP U O LO U RE RA NS R C DI E IN P G

Right alignment

L M OR A AD EM E M O RE TU ET LO IPU C RA CO R IN D N G IP S E

N IC M T E EE O YO T U

Examples are shown here and on page 33.

N TO IC E M YO EE U T

Left alignment

Right alignment

Brand Guidelines V1

GRAPHIC ARROWS: USING CROPS AND ANGLES

Identity

The Demand Media logo, and individual graphic arrows can be cropped in different ways to create dynamic layouts. Some simple examples are shown here. The arrows can appear in a variety of layouts and directions to suit the needs of the layout. The arrows can be rotated 90° or 45°. The arrows can either be used as a pair (facing each other) or as standalone directional arrows. When using as a pair (examples 1, 3, 5 & 6) the distance between the arrows should always remain the same. Please do not move arrows closer together, or further apart.

LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T

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Filename: DM_arrow_crops.ai This file containds multiple editable layouts. These will give you a starting point for creating layouts.

U IP R M LO SE RE DO N IP LO A O D ET M T C RA AR E U M T G A E IN C

An Adobe Illustrator file containing various graphic arrow layouts can be found in the brand assets folder:

L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T

GRAPHIC ARROWS: USING ARROWS AND TYPOGRAPHY

Identity

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T

Brand Guidelines V1

Please note, you will need Adobe Illustrator to edit and create design layouts. Also note, you will need the font Gotham Rounded Bold installed to edit the text.

LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET

LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET

Identity

ÂŠ Demand Media brand@demandmedia.com

1. DO use our base colors with any white arrows

L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T

Some general rules when using color: When using our color palette, try to stick to using a core color + white. (see example 1) When using two colors together, pick a complimentary palette, such as two blue shades, or two green shades (see example 2) You can use secondry colors to complement core colors, but as outlined above, the colors should be complementary. (see example 2)

3. DO use colors that complement each other

U IP R M LO SE RE DO N IP LO A O D ET M T C RA AR E U M T G A E IN C

We have a vibrant color palette so we need to be careful when using it to avoid clashing colors.

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T

USING COLOR: DOs

2. DO use colors that complement each other

LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T

Brand Guidelines V1

Below are some approved color combinations. Please note, some of these utilize our secondary pale colors.

LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET

Please only use two colors together in addition to white. (see example 3) If in doubt, keep it simple.

Above: Any mix or core color + white is encouraged.

LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET

Above: When mixing core colors, stick to blue and green.

Above: Use secondary colors to complement the core palette.

Brand Guidelines V1

Identity

DON’T use clashing colors

DON’T use color combinations that are illegible

LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T

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DON’T use 3 varying colors for all graphic elements

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The examples on this page show how not to use our colors. In fact they are so garish you need sunglasses just to look at them.

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T

USING COLOR: DON’Ts

Avoid these color combinations – They clash and many are difficult to read

LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET

LOREM IPU MADOLOR AMET CONSE ETUR CING ARET

L M OR A E A E M DO M C TU ET LO IPU IN R C R G AD O A IP NS RE E T U IP R M LO SE RE DO N IP LO A CO ADRET M T R A E U M T G A E IN C

L M OR A AD EM E M O C TU ET LO IPU IN R C R G AD O A IP NS RE E T OF

Some hypothetical examples are shown on this page.

L M OR A AD EM M O ET L IP CO OR U N SE

When placing images within the arrows, please be mindful of composition. Do not crop out important parts of the image (such as faces) and ensure that the outline shape of the arrow is always clearly visible.

LO R D CO O EM N LO IP S R U RE D E E A M C IP TU ME A IN C R T A IN A RE G T

Photography can either be placed within the arrows, or can be used full bleed with the arrows on top of the image.

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L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T

GRAPHIC ARROWS: USING PHOTOGRAPHY

Identity

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T

Brand Guidelines V1

Identity

WHAT’S THAT YOU SAY? SPEECH BUBBLE GRAPHIC In addition to the core arrowhead shapes, there is a ‘speech bubble’ shape that can be used in graphic layouts. The speech bubble shape should always contain typography, and should never be used as a standalone shape. Please refer to the guidelines on this page that outline the correct distance relationship between the typography and the speech bubble. An Adobe Illustrator file containing the speech bubble can be found in the brand assets folder:

To calculate the correct distance relationship from the type block to the speech bubble, divide the height by 10%. This will give you the correct border width.

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L M OR A A E ET ME DO M I RE U T LO PU C RA CO R IN D N G IP S E

Height of Speech bubble = X

Please note, you will need the font Gotham Rounded Bold installed to edit the typography.

L M OR A A E ET ME DO M I RE U T LO PU C RA CO R IN D N G IP S E

Filename: DM_speechbubble.ai

Brand Guidelines V1

PRETTY PICTURES PHOTOGRAPHY USAGE Our photography captures a slice of everyday life. It’s never fake or frivolous. It should make you feel like you are right there in the room. It’s about telling stories through personalities, interactions, and experiences. So it feels real, honest and straightforward. OUR APPROACH TO PHOTOGRAPHY • natural and relaxed—not posed or artificial • everyday and honest—something we can all relate to in real life (with ‘warts and all’, our coffee cups are dirty, our boots have mud on them, our shirts wrinkled— this makes them more believable) • personal and engaging—capturing emotions and intimacy. • sometimes funny. Real life can be a little weird, goofy, and funny. We’re not afraid to celebrate that.

Identity

Brand Guidelines V1

PHOTOGRAPHY USAGE Further examples.

Identity

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Brand Guidelines V1

Identity

PHOTOGRAPHY DON’Ts

DON’T use images where people are posing, or are used as props like in a catalog

DON’T use interior design that is not lived-in, or is contrively staged

DON’T use flat, cold lighting

Brand Guidelines V1

THE MAKING OF AN ICON A number of icons have been designed to communicate the many different types of content we produce, and the many different audiences we reach. But please use the icons with restraint. Yes, they’re cute, but please don’t sprinkle them on every brand communication. They are there to support specific themes in marketing communications. The icons can appear in any of our primary colors. Please refer to the basic guidelines on page 42. All of these icons can be found in the file: DM_all_icons.ai

Identity

FOOD

HOME

Brand Guidelines V1

AUTO

Identity

PETS

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ENTERTAINMENT

Brand Guidelines V1

MEDIA

Identity

TECHNOLOGY

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FINANCE

Brand Guidelines V1

LIVESTRONG

Identity

HEALTH

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MOMS

Brand Guidelines V1

STYLE

Identity

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Brand Guidelines V1

Identity

PLEASE DON’T...

PLEASE DO...

Please follow the guides below to keep us looking our best.

Here are some examples of icons used in a thoughtful way.

DON’T squeeze text inside of the icons

DON’T place icons within other icons

DON’T overlap icons

DO group icons together into compositions, but please keep to 90° or 45° rotation of icons.

DO use them next to text or call-to-action.

LEARN MORE VIEW SLIDESHOW

DON’T add drop shadows

DON’T replace letters with icons

DON’T rotate icons unless 90° or 45° as part of a group (see right).

Design Examples

EX D A ES M I PL GN ES

ST W A IN EB TI TE S ON R ITE ER N Y A L PR IN T

Brand Guidelines V1

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Brand Guidelines V1

Design Examples

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Digital letterhead template. Filename: DM_letterhead.doc

STATIONERY 1333 2ND STREET STE 100 SANTA MONICA CA. 90402 WWW.DEMANDMEDIA.COM

P/ 310.123.4567 F/ 310.123.4567 E/ ACCOUNTS@DEMANDMEDIA.COM

Mr John Smith

Dear Name,

Company Title 340 Bryant Street San Francisco CA 94107 USA

Pudis ea coreper esequia estrunt isitam expliquiam autem rempostinis voluptatur, omnis imus rest, coribus re nis et di si dolentionse verior magnimos int eaturentur sitenti onsequam ut magnihit aut volum aut quiaspe libuscilique none volo optibus exernatis dusam quam fuga.

Date: 03.05.2011

Helvetica Regular 10pt on 13pt linespacing

Ita denda nonectem eum volo blatest ibeatibustis elis ra quae magnatur solore ni in corescipsant fugitibus, atur, omnis imil et quaturibus dolectatet moluptaquo beatas sed mi, sapid quia nobitis simusae cor aut evel estrum, aute voloreptas quis eturiam hitatur alique coritatur aciis eatiatur seque il ilibus cusam incia quiaectota sectur andigeni dit, ipsam am, oditatemped ullab il ipsapero exerciae sintus derum excestium veni dolest, quia ne ducilitatus duci num ant eum quas abo. Is modipid magnam, sitassincil elliatum que volesed ut fugitiam fugiatem qui restrum, solum et quo quia voluptatem restiunt fugiat andita conescius voluptate cus sum libusdae. Ut voles et perferspero eaquaestium as et moluptiunto evelia de min poreperumquo bea velit intintur, ullam nos nos res am, volendi sero voluptas enectur? Occae porem qui dem. Itas et autam faceat faccab ipiciam endebit atusae incid molupturibus re, occuptatis vitatem quo officiat voloribusam comnimagniam nullam ape simi, quia aut dolore por at quamet omnis magnimi, nem faceri tem arit haria sequianiste am res in core sitatemqui ut il incte nullani mporese quidisquis dundantis sim sequae quaerum que sapid unt ipictota dolest adit quia nobis unt quo veratiis et auta earum quo volest, simusapit, ius magnisitas eicabo.

Envelope

Et od eos nist aliqui qui tempeliatum nonse sum ea eaque cone comnimi, nestis et fuga. Iquiatquia sequidelest, alit fugit fugiaes diat. Regards, John Smith

Helvetica Regular 10pt on 13pt linespacing

Brand Guidelines V1

Design Examples

BUSINESS COMMUNICATIONS — DIGITAL

Email Signature

From: John Smith Subject: Brand Guidelines Date: May 25, 2011 10:14AM GMT Cc:

Dear Sir, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius faucibus ornare, ante metus eleifend dolor, ac porta nunc nisi elementum orci. Phasellus a ipsum eros. Donec mattis nunc et urna faucibus quis laoreet magna eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo faucibus accumsan. Best Regards, Nest

–––––––––––––––––––––––––––––––––– Peter Luttrell SVP Ad Solutions & Brand Management –––––––––––––––––––––––––––––––––– Demand Media 1333 2nd Street Ste 100 Santa Monica, CA. 90402 www.demandmedia.com peter.luttrell@demandmedia.com 310.917.6438 ––––––––––––––––––––––––––––––––––

Arial Regular and Bold 12px typesize 14px linespacing Color R 102 G 110 B 118

Horizontal lines: Repeated em-Dash (Option key plus –) Color R209 G211 B212 Horizontal lines should be at a length, depending on the staff name and title (longest line)

Brand Guidelines V1

WEBSITE

Design Examples

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Brand Guidelines V1

Design Examples

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INTERNAL PRINT Shown on the following pages are hypothetical examples, showing the brand identity applied across various materials.

Notebook: The arrow has been adapted to create a pencil

New Employee Handbook: Embossed arrows onto neutral kraft card

Annual Report cover:

Brand Guidelines V1

Design Examples

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INTERNAL WALL GRAPHICS

POSTER

TOTE BAG

Brand Guidelines V1

DESIGN MATTERS If you’ve just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our Demand Media communications will be stronger for it. If you ever have additional questions about our visual identity and its application in design, don’t hesitate to contact brand@demandmedia.com Thank you.