Graphics Standard Manual
fables is an online book retailer which strives to provide users with the ease of an in-store experience through the convenience of an online interface. The following guide hopes to clarify any confusion and define our identity.
contents 1 Brand Identity & Rationale 2 Rules & Variations Buffer Zone Minimum Size Colour Palette 3 Misuse 4 Type Families 5 Type Usage 6 Graphic Elements 7 Imagery Style
1 | brand identity
The fables wordmark is simple and straightforward, just like the service we provide as an online book retailer. The framing top and bottom rulers convey the side profile of stacked books. Klinic Slab Medium complements our brand’s core message by representing the notions of being stable yet welcoming. Olive green is used to further convey our warm and welcoming nature. Overall, with the simplicity of the overall design in combination with strong graphic elements and a punch of green, fables is understated yet timeless.
fables | GRAPHIC STANDARDS MANUAL
2 | rules & variations buffer zone
colour variations 2-colour
1-colour
The minimum clear space for the Fables Logo is defined by the height of bottom rule.
1-colour
standard
The minimum space should be maintained as the logo is proportionally enlarged or reduced in size. greyscale
primary colour palette
black & white
minimum size The minimum size of the logo is 0.5”. It should not be reproduced in a smaller size than 0.5”. 0.5”
OLIVE
GREY
BLACK
C:50 M:11 Y:100 K:0 R:143 G:181 B:62 376 U #8FB53E
C:0 M:0 Y:0 K:80 R:147 G:142 B:152 446 U #58585B
C:0 M:0 Y:0 K:100 R:0 G:0 B:0 Neutral Black U #000000
secondary colour palette CORAL
BLUE
COOL GREY
LIME
C:0 M:53 Y:45 K:0 R:246 G:145 B:126 932 U #F5917E
C:57 M:0 Y:10 K:0 R:91 G:201 B:225 311 U #5BC8E0
C:0 M:0 Y:0 K:50 R:147 G:142 B:152 Cool Grey 8 $ U #C0C0C0
C:20 M:0 Y:100 K:0 R:215 G:223 B:35 387 U #D6DF23
fables | GRAPHIC STANDARDS MANUAL
3 | misuse The following alterations are not permitted when working with the fables word mark. Do not alter the logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Never attempt to create the logo yourself, change the font, or alter the size or proportions.
Do not separate/ leave out elements
Do not use any colour other than those specified
Do not stretch logo in any direction
Do not alter line weight
Do not overlay standard version on imagery
Do not place logo on an angle
fables Do not change proportions
Do not place pattern or gradient within logo
Do not typeset the word mark
fables | GRAPHIC STANDARDS MANUAL
4 | type families HEADINGS: KLINIC SLAB MEDIUM
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
There is no maximum limit for headline type size. All text is to be justified either ragged left or ragged right. Avoid using weights other than Klinic Slab Medium.
ALTERNATE FONTS FOR FONT STACKS: ROCKWELL, TIMES-NEW ROMAN, SERIF
BODY: HELVETICA LT STD ROMAN
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Type should never appear below 5pt. Body type should never exceed 10pt. All text is to be justified either ragged left or ragged right.
ALTERNATE FONTS FOR FONT STACKS: HELVETICA, ARIAL, SANS-SERIF
fables | GRAPHIC STANDARDS MANUAL
5 | type usage
heading 1 heading 2
heading 3 HEADING 4 Body copy. dolor sit amet, consectetur adipiscing elit. Integer posuere eget purus sit amet pretium. In facilisis neque libero, vel consequat quam accumsan in. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Maecenas nunc ex, dignissim eu feugiat a, tristique ut dui. Proin vestibulum non nisl vitae imperdiet. Morbi mollis tellus eu urna tincidunt, ut tempus felis tincidunt. Praesent vitae massa ornare, euismod nibh id, dapibus magna. Integer tempus molestie sem ut malesuada. Nulla pellentesque in massa vel tempus. Nulla facilisi. Suspendisse iaculis, lacus egestas cursus rhoncus, tellus justo pellentesque eros, non placerat justo ligula eu nulla. In dictum augue finibus urna ullamcorper porttitor. Fusce ultricies nisi accumsan elit viverra posuere. Phasellus non consectetur arcu. Vestibulum id erat non augue placerat tempus. Integer pellentesque ligula ac massa fringilla volutpat. Donec id dapibus ligula. Ut nisi tortor, commodo eu pharetra vel, maximus in.
Praesent molestie, mauris quis posuere auctor, enim sapien lobortis erat, a dapibus sapien est a quam. Pellentesque sit amet egestas ante.
Praesent quis tempor risus. Vivamus a feugiat neque. Vivamus eu condimentum metus, quis aliquam odio. Cras hendrerit vehicula laoreet. In condimentum porttitor magna eget rutrum. Fusce augue ex, pharetra vitae tempor at, aliquet sit amet augue. Suspendisse quam nisi, malesuada id velit vitae, bibendum convallis urna. Quisque volutpat venenatis leo, nec imperdiet lorem dapibus nec. Integer nisl mauris, consequat ac pretium at, posuere ac orci. Vestibulum consequat, nunc vitae volutpat blandit, sem lacus vulputate purus, posuere aliquet erat erat quis ex. Phasellus elementum turpis at neque aliquam iaculis.
fables | GRAPHIC STANDARDS MANUAL
6 | graphic elements abstract elements
icons
Sections of the logo can be cropped and used as a graphic element. The top and bottom rules may be used on their own as a graphic element.
2
fables | GRAPHIC STANDARDS MANUAL
7 | imagery style Product Photography
photos used should show people in the act of reading
is to be taken straight on with no shadow on a white background
Image Overlay 100% black
only the knocked out version should be used when overlaying on imagery
90% black
80% black 70% black 60% black 50% black 40% black 30% black
to improve on visibility an overlay of grey with an opacity of 50% is to be used on top of imagery
20% black 10% black A knockout overlay should only be done over an image with minimum 50% black
fables | GRAPHIC STANDARDS MANUAL