Visual Identity Guidelines
Dart Scholar | Visual Identity Guidelines
Contents | 02
Contents 03
Introduction
04
Colour Palette
05
The Brandmark
06
Brandmark Formats
07
Exclusion Zone - Horizontal
08
Exclusion Zone - Stacked
09
Incorrect Use
10
Typography
11
Digital Artwork
Dart Scholar | Visual Identity Guidelines
Introduction | 02
Introduction These guidelines define the basic elements of the Dart Scholar visual identity. There are very few rules but please take the time to read and understand how they work, and how they can be used together to ensure a fresh and vital visual identity. Most of all, it’s crucial that the visual identity appears consistently in every communication.
Dart Scholar | Visual Identity Guidelines
Colour Palette | 04
Colour Palette Colour plays an important role in the Dart Scholar visual identity and great effort should be taken to ensure consistent representation across all applications.
Aqua Light
Aqua Dark
Pantone 320 C C80 M22 Y32 K0 R0 G156 B167 WebHex 009c9c
Pantone 322 C C88 M40 Y47 K13 R0 G112 B120 WebHex 007078
The visual identity’s two principal colors are Aqua Light and Aqua Dark. The numbers indicated at right refer to the PANTONE® matching colors, CMYK conversions, RGB conversions and Web-safe conversions. PANTONE® Matching ColorSystems and PMS are Pantone, Inc.’s standard trademark for colour reproduction and colour reproduction materials.
Aqua Bright Pantone 3245 C C46 M0 Y23 K0 R122 G222 B212 WebHex 5cf2e5
Dart Scholar | Visual Identity Guidelines
The Brandmark | 05
The Brandmark
Dart Scholar | Visual Identity Guidelines
Brandmark Formats | 06
Brandmark Formats Generally, the Dart Scholar Brandmark should be placed on either a white or approved colour background, as shown here. Where the Brandmark is placed on another colour or photographic background, that background should always provide contrast for legibility. As shown here, there are six permitted Brandmark formats using full colour, one colour, greyscale and mono. Where only a single ink can be used (One Colour format), PantoneÂŽ 320 C is the approved colour.
FULL COLOUR POSITIVE
FULL COLOUR REVERSED
ONE COLOUR POSITIVE
ONE COLOUR REVERSED
MONO POSITIVE
MONO REVERSED
Dart Scholar | Visual Identity Guidelines
Exclusion Zone | 07
Exclusion Zone - Horizontal For maximum impact and instant recognition, the Dart Scholar Brandmark should not be crowded by other visual elements. Adequate space should be left around the brandmark so that its prominence isn’t compromised. The exception is where the Brandmark is bleeds off the bottom border of a page or boundary. The Exclusion Zone then applies to the sides and the top of the Brandmark. The illustration gives a visual guide for providing such white space. No graphic element may encroach within a distance equivalent to the height of the letter D. The same rules apply to reversed formats of the Brandmark.
EXCLUSION ZONE
Dart Scholar | Visual Identity Guidelines
Exclusion Zone | 08
Exclusion Zone - Stacked For maximum impact and instant recognition, the Dart Scholar Brandmark should not be crowded by other visual elements. Adequate space should be left around the brandmark so that its prominence isn’t compromised. The exception is where the Brandmark is bleeds off the bottom border of a page or boundary. The Exclusion Zone then applies to the sides and the top of the Brandmark. The illustration gives a visual guide for providing such white space. No graphic element may encroach within a distance equivalent to the height of the letter D. The same rules apply to reversed formats of the Brandmark.
EXCLUSION ZONE
Dart Scholar | Visual Identity Guidelines
Incorrect Usage | 09
Incorrect Use With the huge variation in media channels - from print to electronic it’s vital to control how the Dart Scholar Brandmark is applied. Always maintain consistency with its established configuration and the way in which it’s displayed.
DISTORTION
INCORRECT COLORS
These illustrations represent misuses that could occur. Above all, do not alter the brandmark in any manner, and always use the approved electronic artwork.
INCORRECT ORIENTATION
REMOVING ELEMENTS
CHANGING ELEMENTS
MOVING ELEMENTS
Dart Scholar | Visual Identity Guidelines
Typography | 10
Typography The Dart Scholar marketing font is Avenir The font should be used for all customer-facing materials generally those produced by graphics professionals. In the event that Avenir cannot be used, Arial - a default font available on most PCs - is the substitute of choice for email and electronic document applications.
Avenir Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Avenir Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Avenir Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Dart Scholar | Visual Identity Guidelines
Digital Artwork | 11
Digital Artwork For help using the Darts Scholar Visual Identity, please contact: studio@dartrealestate.com
Version One | December 2017