1
BRAND GUIDELINES THE GALAXY’S MOST AMAZING
V1.1
2
JUMP POINT S T R A P YO U RS E LV E S I N
Why We do It . . . . . . . . . . . . . . . . . . . . . . . .3
Type: Hierarchy . . . . . . . . . . . . . . . . . . . . .13
Logo: Construction . . . . . . . . . . . . . . . . . . .4
Type: Coloring . . . . . . . . . . . . . . . . . . . . . .14
Logo: Variations . . . . . . . . . . . . . . . . . . . . .5
Elements: Patterns . . . . . . . . . . . . . . . . . .15
Logo: Spacing . . . . . . . . . . . . . . . . . . . . . . .6
Elements: Pattern Restrictions. . . . . . . . .16
Logo: Restrictions . . . . . . . . . . . . . . . . . . . .7
Elements: Photography. . . . . . . . . . . . . . .17
Colors: Primary . . . . . . . . . . . . . . . . . . . . . .8
Elements: Photography Restrictions . . . .18
Colors: RGB/Digital . . . . . . . . . . . . . . . . . . .9
Elements: Illustrations . . . . . . . . . . . . . . .19
Colors: CMYK/Print . . . . . . . . . . . . . . . . . .10
Elements: Icons. . . . . . . . . . . . . . . . . . . . .20
Colors: Restrictions. . . . . . . . . . . . . . . . . .11
Closing Remarks . . . . . . . . . . . . . . . . . . . .21
Type: Typeface . . . . . . . . . . . . . . . . . . . . .12
3
WHY WE DO IT
THINK OF YOUR FAVORITE BRAND.
Ideally, any time someone sees something created by Vertex, they should recognize it as such. That
No matter which brand you’re thinking of, you
allows us to both, draw from and build on all of their
probably like it because they consistently exceed
past experience with our brand. Creating a strong
the competition in ways that you identify with. Nike’s
relationship with our brand and eventually facilitating
“Just Do It” attitude, Apple’s “Think Different” ideal,
the sales process.
or even Walmart’s guarantee to have “Everyday Low Prices” are all communicated in many different ways
To that end, it is important that Vertex as a company
through every interaction a potential consumer has
and a brand are presented in a consistent and
with their brand.
visually pleasing way.
Visual communication is just a small part of the whole
Think of the visual identity of the clothes the brand
brand package, but it is an important and inescapable
SJ :IVXI\ [IEVW % KSSH SYXƼX HSIWRƅX QEOI ]SY
piece that helps build a customer’s instinctive sense
a good person, and the same is true for brands.
of the things for which our brand stands.
Fortunately, Vertex is a good brand, and we want our appearance to show that.
Over time, as positive brand interactions occur between Vertex and its customers (or potential
With that in mind checkout the rest of this manual
customers) they will begin to form positive opinions
and stay on brand.
about our brand—know as brand equity.
4
LOGO
CONSTRUCTION Our logo is the face of our brand. It allows consumers to instantly recognize an interaction with Vertex on a visual level. Anything that wears this logo carries the Vertex stamp of approval. The white hexagon is evocative of a two dimensional representation of a three dimensional cube. It is drawn in isometric paying tribute to the history of 3D collaboration. The three chevrons are symbols of the three axes of rotation used in modern 3D collaboration and creation softwares.
5
LOGO
VARIATIONS
PRIMARY
STANDARD
REVERSE
Only use on light colored backgrounds
Only use on dark colored backgrounds
that provide optimal contrast
that provide optimal contrast.
When using the Vertex logo, only use it in the correctly spaced horizontal lock up or, if necessary, use the symbol on its own. (ITIRHMRK SR XLI GSPSV ĆźIPH the logo will be placed on use any of these approved color variations, favoring the Standard and Reversed variations.
SECONDARY
GRAY
WHITE
Only use on light colored backgrounds
Only use on dark colored backgrounds
that provide optimal contrast
that provide optimal contrast.
LOGO
SPACING
6
FULL LOGO
.5X
Properly spacing our logo allows
X
it to command the space it occupies and reduces visual
X
X
clutter that may make the logo appear altered or unfamiliar.
=X
X .5X
LOGO MARK
Ç”
X Ç”
=X Ç”
7
LOGO
RESTRICTIONS Do not use our logo in a manner that could hinder its visual readability or promote
Do not disproportionately size or rotate the logo
Do not add drop shadows, embossing, or other special effects to the logo
Do not alter the colors of the logo
Do not adjust elements of the logo individually
inconsistent brand interactions Please review examples of logo misuse and avoid these usages at all cost.
O Do not place the logo over busy textures, images, or any colors that hinder contrast or readability
Do not alter the text or symbol mark of the logo
Do not use the logo as a pattern or texture
Do not recreate the logo
10
COLORS CMYK/PRINT
These are the CYMK color codes for the Vertex palette. They are to
C: M: Y: K:
0 0 0 10
C: M: Y: K:
0 10 5 0
C: M: Y: K:
0 10 5 0
C: M: Y: K:
0 0 10 0
C: M: Y: K:
5 0 10 0
C: M: Y: K:
5 0 3 0
C: M: Y: K:
6 0 10 0
C: M: Y: K:
1 8 0 0
C: M: Y: K:
0 0 0 30
C: M: Y: K:
0 35 20 0
C: M: Y: K:
0 10 30 0
C: M: Y: K:
0 0 40 0
C: M: Y: K:
30 0 40 0
C: M: Y: K:
25 0 10 0
C: M: Y: K:
30 0 5 0
C: M: Y: K:
5 30 0 0
C: M: Y: K:
0 0 0 50
C: M: Y: K:
0 90 90 0
C: M: Y: K:
0 50 100 0
C: M: Y: K:
0 20 100 0
C: M: Y: K:
80 0 100 0
C: M: Y: K:
70 0 40 0
C: M: Y: K:
80 25 5 0
C: M: Y: K:
30 95 0 0
C: M: Y: K:
0 0 0 70
C: M: Y: K:
15 100 100 5
C: M: Y: K:
5 80 100 0
C: M: Y: K:
20 45 100 0
C: M: Y: K:
90 25 100 15
C: M: Y: K:
90 35 65 20
C: M: Y: K:
100 70 25 10
C: M: Y: K:
55 100 40 35
C: M: Y: K:
0 0 0 88
C: M: Y: K:
0 100 100 50
C: M: Y: K:
0 85 100 50
C: M: Y: K:
0 65 100 50
C: M: Y: K:
65 10 100 70
C: M: Y: K:
90 45 70 40
C: M: Y: K:
100 80 45 40
C: M: Y: K:
60 100 45 50
be used for any piece of design that is intended to be printed. For other fabrications such as embroidery please contact: marketing@vertexvis.com.
COLORS
9
N50
R50
O50
Y50
G50
T50
B50
P50
fafafa
fff7f7
fffcf7
fffef7
f7fdf7
f8 fd fc
f7 fc fd
fdf9 fc
N100
R100
O100
Y100
G100
T100
B100
P100
f5f5f5
ff ef ef
fff9ef
fffdef
effcef
f1fbfa
eff9fc
faf2f8
N200
R200
O200
Y200
G200
T200
B200
P200
eeeeee
ff e0e0
fff3e0
fffbe0
e0f9e0
e4f7f5
e0f3f9
f6e6f2
web-based. This extended
N300
R300
O300
Y300
G300
T300
B300
P300
palette is designed to not
e0e0e0
ffb3b3
ff e0b3
fff5b3
b3f0b3
bcece7
b3e0f0
e9c2e0
N400
R400
O400
Y400
G400
T400
B400
P400
bdbdbd
ff4d4d
ffb84d
ff ee6e
4ddb4d
62d2c7
4db8db
cb70b6
N500
R500
O500
Y500
G500
T500
B500
P500
9e9e9e
ff0000
ff9900
ff e600
00cc00
1fbeaf
0099cc
b43296
RGB/DIGITAL
Use the following Hexadecimal codes for all media intended to be viewed on a screen. These codes are valid for both PowerPoint presentations and
need supplementary colors ERH WLSYPH FI WYƾGMIRX
N600
R600
O600
Y600
G600
T600
B600
P600
757575
eb0000
ff8400
ff d300
00c000
17af9f
0086c0
a42683
N700
R700
O700
Y700
G700
T700
B700
P700
616161
d90000
ff7300
ff c500
00ad00
0a9986
006bad
8c1368
N800
R800
O800
Y800
G800
T800
B800
P800
444444
c40000
e05d00
cc8f00
008000
07705f
004f80
66124b
N900
R900
O900
Y900
G900
T900
B900
P900
212121
990000
993b00
995c00
004d00
054d43
002f4d
4d0b39
COLORS PRIMARY
Vertex’s primary color palette is visible in our logo and the GSPSVW MRƽYIRGI XLI VIWX SJ XLI
8
BRAND RGB R: 0 G: 47 B: 77
extended palette as well as the
CMYK C: 70 M: 0 Y: 40 K: 0
PMS 2768 C
RGB R: 31 G: 191 B: 176
CMYK C: 100 M: 80 Y: 45 K: 40
PMS 3265 U
rest of our visual identity. These colors should do most of the “Heavy Lifting” design-wise in
HEX: 1FBEAF
HEX: 002F4D
any Vertex branded materials.
COMPANY RGB R: 000 G: 153 B: 204
CMYK C: 80 M: 25 Y: 5 K: 0
PMS 2925 U
G: 153 B: 0
CMYK C: 0 M: 50 Y: 100 K: 0
HEX: FF9900
CMYK C: 80
G: 204
M: 0 Y: 100 K: 0
B: 0
PMS 802 U
HEX: 00CC00
HEX: 0099CC
RGB R: 255
RGB R: 0
PMS 137 U
RGB R: 68 G: 68 B: 68
CMYK C: 0 M: 0 Y: 0 K: 88
HEX: 444444
PMS NEUTRAL BLACK U
11
COLORS RESTRICTIONS
The Extended Vertex Palette is inclusive enough that the use of other colors should not be necessary. It is also important that the Vertex
Traditional 3D software is expensive, complicated and requires big machines to run. Do not use Vertex Orange
Do not use colors outside of the
with Call-to-Action’s
Vertex Extended Palette
Primary Palette is preferred in the color selection process and each color’s use cases are respected. Traditional 3D software is expensive, complicated and requires big machines to run. Do not use Vertex Green with
Avoid black and white when
cautionary or pain-point copy.
you can use Vertex Gray
Traditional 3D software is expensive,
Traditional 3D software is expensive,
complicated and requires big
complicated and requires big
machines to run.
machines to run.
Do not create low contrast color
Avoid color combinations that are similar in
pairings when readability is important.
brightness but contrasting in value.
TYPE
TYPEFACE
Our primary typeface is Roboto. Because Roboto is available in a number of different weights and styles, the use of other typefaces should be minimal to none. Some good rules of thumb for creating good looking type are: Skip a weight when using multiple font weights in the same document. Divide or multiply point sizes by two when using multiple point sizes in a document.
ROBOTO THIN
A B CDEFGHIJKL MNOP QRST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO THIN ITALIC
ABCDEFGHIJKLM NOPQ RSTU V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO LIGHT
A B CDEFGHIJK L MNO P Q RST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO LIGHT ITALIC
ABC DEFGH IJ KLM N O P Q RST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO REGULAR
A BC D E FG HI J K L M N O P QR S T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO ITALIC
A B C D EFG H IJ K LM N O P Q R ST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO MEDIUM
A BC D E FG H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO MEDIUM ITALIC
A BC D E FG H IJ K LM N O P Q R ST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
Use heavier weights to emphasize, not italics.
ROBOTO BOLD
A BC D E FG H IJ K L M N O P Q RS T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO BOLD ITALIC
A BC D E FG H IJ K LM N O PQ RSTU V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO BLACK
A BC D E FG H IJ K LM N O PQ RS T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
ROBOTO BLACK ITALIC
A BC D E FG H IJ K LM N O PQ RSTU V W X Y Zabcdefghijklmnopqrstuvwxyz123456789
12
TYPE
HEIARCHY
Good typography is created through good visual hierarchy. For Header 1 choose either Roboto Black in All Caps or Roboto Thin in All Caps and then use the other style for your H2. H3 should always
13
LARGE TITLES
ROBOTO ALL CAPS ROBOTO ALL CAPS Header 1 is ideally one and a half times larger (at least) then the font size of Header 2.
be Roboto Black in All Caps. When Roboto Black is used, tracking should be set to -20. Always use the Optical preset for kerning Sizing should be visually consistent to this example—50:20:10.
MID TITLES
ROBOTO ALL CAPS ROBOTO ALL CAPS
Header 2 is ideally double (at least) the font size of Header 3. (20 point font size is our standard)
SMALL TITLES ROBOTO BLACK ALL CAPS Header 3 is ideally set to the same font size as Paragraph 1.
BODY COPY Roboto Regular Leading is set at 16 points for 10 point font size (our standard body copy size). Line indents aren’t used, instead space before paragraph is set to optically differentiate paragraphs—.1875 inches for 10 point font.
14
TYPE COLOR
The important thing to remember when picking a color for your type is readability. Color of type is less important than its contrast with the background which is usually
BLACK ON WHITE OR LIGHT BACKGROUNDS
DARK GRAY ON WHITE OR LIGHT BACKGROUNDS
VERTEX GRAY ON WHITE OR LIGHT BACKGROUNDS
DARK BLUE ON WHITE OR LIGHT BACKGROUNDS
NAVY BLUE ON WHITE OR LIGHT BACKGROUNDS
VERTEX BLUE ON WHITE OR LIGHT BACKGROUNDS
WHITE ON BLACK OR LIGHT BACKGROUNDS
LIGHT GRAY ON WHITE OR LIGHT BACKGROUNDS
LIGHT BLUE ON WHITE OR LIGHT BACKGROUNDS
created through brightness. Pick light colors for dark backgrounds and vis versa.
ELEMENTS
19 SEMIFLAT / LIGHT DEPTH
ILLUSTRATIONS
Vertex uses a combination of illustration styles. User Interface illustrations are generally done MR E ƽEX SV WIQM ƽEX WX]PI [LMPI more detailed illustrations—in print advertising for example— are done in isometric view.
ISOMETRIC
CA
D/
3D
VIS
UA L
IZA TIO
N
DE
AL
ER
OR
SH
IGIN
IP, S
ER VIC
E,
AN
DM
AIN TE NA
NC
E
AL
EQ
UIP
ME
NT M
AN
UF AC TU RE
R SU PP
LIE
HO
ME
RS
ELEMENTS PHOTOGRAPHY RESTRICTIONS
Do not use these types of
18 COMMON CLIP ART Do not use illustrations that are unapproved by design, especially free images in programs like Word and PowerPoint
stock imagery in Vertex branded materials. WATERMARKED IMAGES Do not use stock images that contain watermarks or that require sourcing credits within documents.
LOW RESOLUTION Do not use illustrations that are unapproved by design, especially free images in programs like Word and PowerPoint
OFF BRAND STOCK Do not use stock images that do not show the Vertex brand in good light. That includes smoking, drinking and other unprofessional or unrelated activities.
ELEMENTS PHOTOGRAPHY
A few examples of the type of stock photography Vertex has used.
17
16
ELEMENTS PATTERN RESTRICTIONS
Do not use these patterns in Vertex branded materials. BUSY PATTERNS OR TEXTURES
PATTERNS THAT DONT EMULATE BRAND
TOO MANY GRADIENTS
SKEUOMORPHIC
15
ELEMENTS PATTERNS
A sample of textures being used in Vertex collateral. They can be YXMPM^IH XS MRGVIEWI FVERH ƼHIPMX] and add depth to designed pieces. All textures can be found in the Marketing Shared Drive in the 001 Brand Assets folder.
ISOMETRIC GRID
FREEFORM GRADIENT
HALFTONE
HEXAGON CONNECTION
ELEMENTS ICONS
A small sample of the icons being used in the Vertex UI which should be used as inspiration for icons used as illustrations.
20
21
CLOSING REMARKS Our brand guidelines are just that—guidelines. What is truly important is that Vertex’s brand continues to appear in a favorable and recognizable light. Most of the things in this QERYEP EVI RSX MRƽI\MFPI FYX rather should be viewed as best practices. Use them like defaults. If there is a better, more interesting or appropriate way to interpret and express Vertex’s visual identity, do that.
This manual is here to serve as a baseline. It is meant to capture the Vertex brand in as succinct a manner as possible. There are, of course, ways to misrepresent the brand while staying within these guidelines, just as there are situations where the brand is better represented by breaking the rules. More than reading this manual, you can become most familiar through creating things. See what
works and what doesn’t. Push the brand in constructive ways. Vertex’s brand, and product, are not static. The things in this manual will change so don’t get too caught up in trying to follow the brand guideline perfectly, but rather use it as a jumping off point for the creation of Vertex branded materials.
THANK
YOU Get in touch with the corporate design team at design@vertexvis.com with any questions.
