Graphic Standards Manual
We’re going places.
Table of Contents Logo concept
6
Clear space and minimum usage
7
Color usage
8
Typography
9
Unaccceptable logo usage
12
Imagery and photography
14
Logo The Live it. Learn it. logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Live it Learn it brand
Logo Concept The logo represents the classroom and the local DC community. The directional arrows form the boundary of the nation’s capital while the geotag represents the varied locations that students visit to gain firsthand learning experiences beyond the classroom. Live It. Learn It. emphasis learning by doing, and what better place to do so than Washington, DC, with its mix of history, government, art and nature. The logo mark colors represent the ground and the sky, giving learning a fresh and exciting feel.
6
Servicemark Rules The Live it, Learn it logo, including its design elements, colors, and tagline, are servicemarks owned by Live it, Learn it. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Live it, Learn it are the only files that should be used.
Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one and a half X-height units with the tagline and without (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “Live it, Learn it� letters in the brand logo.
1.5x
1.5x
1.5x
x height
X 1.5x
Minimum Acceptable Usage The minimum size of the Live it, Learn it logo with the tagline is 16.93 mm or 0.66" wide and 8.46mm or 0.33" tall.
.06"
7
Color Appropriate use of the logo is the most important part of maintaining the Live it, Learn it brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Palette Our color choice for the logo mark and text symbolize being outside, the ground and the sky. Orange will also be used in the brand as well as an accent color. Grey will be used as body copy text.
8
C: 35 M: 0 Y: 100 K:0 PMS 390 C/U R: 151 G: 168 B: 34
C: 75 M: 0 Y: 7 K:0 PMS 306 C/U R: 151 G: 168 B: 34
C: 0 M: 64 Y: 100 K:0 PMS 166 C/U R: 151 G: 168 B: 34
C: 60 M: 45 Y: 45 K:0 PMS 444 C, 431 U R: 151 G: 168 B: 34
Color Variations Grayscale/Black: For black and white publications. If against a black background use reversed white. Reversed White: Reversed to white against a dark or bright background, where the primary version is unreadable. This will be used on the back of our business cards as well as our stationery package folder.
9
Typography Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.
Primary Typeface The primary typeface for Live it. Learn it. is Brandon in various weights. All headlines will be set in Brandon Bold at 15pt. All subheads will be in Brandon Medium at 10 pt. All body copy will be set in Brandon Regular at 9.5 pt.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
11
Unacceptable Logo Usage Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:
12
Do not alter the color.
Do not place the color logo against a dark background.
Do not move the type.
Do not add any rules around the logo.
Do not distort logo shape or size.
Do not turn the logo on any angle.
Do not remove the periods.
Do not invade the logo clear space.
13
Imagery and Photography Choosing the right image for communication collateral is critical to the brand. The stylistic parameters of the images and how the images are treated, through color and contrast, reflect the brand style: energetic, youthful, and active. 1. The content of the images (people, places, situations, and actions) should feel real, meaningful, and engaging. 2. The style (cropping, focus, light, and perspective) should feel natural, warm & connected, and impactful. 3. Color is used to connect the imagery and color blocks, use color blocks to compliment imagery.
14
Acceptable Photography
1. Use images with energetic colors. 2. Use close up images of activites and sites. 3. Use images that show kids “in the moment�. 4. Use photos of the environment (museum, parks) 5. Use images that show the students having fun.
15
Unacceptable Photography
1. Do not use images with dark/moody colors. 2. Do not use images that are too posed. 3. Do not use images showing a lot of tourists. 4. Do not use unrecognizable images. 5. Do not use images with children who are too young or old for the Live it Learn it programs.
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