HUNTED HOUSE
HUNTED HOUSE STYLE GUIDE
TABLE OF CONTENTS 1
HUNTED HOUSE LOGO CONCEPT
3
SERVICE MARK RULES
4
CLEAR SPACE
5
COLOR APPLICATIONS FOR LOGO
7
UNACCEPTABLE USAGE
9
COLOR PALETTE
11
TYPEFACE
Hunted House Logo The Hunted House 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 Hunted House brand.
Logo Concept The Hunted House Logo is full of geometric shapes that are used to represent the architectural structure of Mid Century Modern furniture from that time period. The logo depicts a chair and the initials of the company name “Hunted House� in the negative space of the logo. The teal blues and light grey’s are used to evoke a very crisp clean modern feel.
1
2
Servicemark Rules
Clear Space
The Hunted House logo, including its design elements, colors, and tagline, are servicemarks owned by Hunted House. 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 The Hunted House are the only files that should be used.
Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one 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 “Hunted House” letters in the brand logo.
X
X
X
X
X
X
X
X
X
X
X
X
X
X HUNTED HOUSE X
X
X
X
X
X
X
X
X
X
Minimum Acceptable Usage The minimum size of the Hunted House logo with the tagline is Xmm or X”.
3
4
Color Applications for Logo Appropriate use of the logo is the most important part of maintaining the Hunted House brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used:
Grayscale/Black For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable.
HUNTED HOUSE
HUNTED HOUSE
HUNTED HOUSE
HUNTED HOUSE
HUNTED HOUSE
HUNTED HOUSE
HUNTED HOUSE
HUNTED HOUSE
Reversed White Reversed to white against a dark or bright background, where the primary version is unreadable.
PMS Use for one or two color print projects, see color chart.
Primary CMYK mix, see color chart.
5
6
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:
HUNTED HOUSE Do not add other elements to the logos.
HUNTED HOUSE Do not change any colors in the logo.
7
HUNTED HOUSE Do not move or reposition any logo elements.
HUNTED HOUSE Do not stretch or distort the logo in any way.
HUNTED HOUSE Do not use a different font in the logo.
HUNTED HOUSE Do not add effect or shadows to the logo.
HUN
HOU TED
SE
Do not rotate the logo.
HUNTED HOUSE Do not stretch or skew the logo.
HUNTED HOUSE Do not use other taglines with the logo.
8
Color Palette CMYK: To ensure correct color reproduction use for four color printing. PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world. RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
PMS 321
CMYK 80/0/25/8
CMYK 0/0/0/85
PMS 321
9
10
HUNTED HOUSE
11
Typeface
Primary Typeface
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.
Avenir
AVENIR (LIGHT) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
HELVETICA (REGULAR) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
AVENIR (OBLIQUE) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
HELVETICA ( OBLIQUE) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
AVENIR (HEAVY) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
HELVETICA (BOLD) ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
The typeface is an important element of the Hunted House brand appearance. The Avenir type family is used to complement the Hunted House logo, it sets a confident, contemporary tone. Avenir gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Avenir fonts for all professionally printed materials.
Web Typeface Helvetica Use for web and screen applications. For headers use [Typeface Name]; body copy use Helvetica.
PowerPoint Presentations Helvetica
12