SILICON VALLEY
CONTENT Developing the Brand..............04 Brand Identity...........................06 Our Logo..................................07 Our Spacing Guidelines...........08 Web Page Guidelines...............10 Prohibited Spacing...................11 Examples..................................12 Typography...............................20 Main Typeface..........................21 Other Typefaces.......................22 Acceptable Sizes.....................23 Typeface Examples..................24
Photography.............................45 Introduction..............................46 Business Photography............47 Examples.................................48 Family Photography.................50 Examples.................................51 Student Photography...............53 Photography Tips & Guidelines................................56 Logo Placement on Photos.................................57 Putting it All Together................58 Company Name.......................59 Back Cover...............................60
colors.......................................26 main logo color........................28 Primary and Secondary Colors....................29 Gray Scale Colors...................30 Ugly Colors..............................31 Negative Logo.........................32 Prohibited Uses.......................34 Printing No’s............................35 Typography No’s......................38 Layering No’s...........................43 Photography No’s....................44 3
Developing the Brand
Developing the Brand
In this style manual, the following pages will discuss the how, what, and why of Silicon Valley’s new brand. First is the accumulated thought process that went into creating this new brand.
The city is continuously growing with its technological advances. Our goal is to reach out to young investors that will bring in new ideas in hopes that they will attract future generations to our state. The other goal of our brand is to make people think of Silicon Valley in a positive way.
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Brand Identity
Having created the spark and love for modern technology, this concept presents a strong visual presence of Silicon Valley’s growth in technology. Silicon Valley’s logo is contemporary, but also draws from their technological history.
Drawing from the idea that microchips are built from silicon materials, they have been used to create the limbs of the tree in this image.
Starting at the roots, the limbs flow upward to show how they have become one of the most innovative and productive high-tech regions in the world.
The paths they conduct between components within each layer of materials are used in every day appliances from cell phones to flash drives to cars.
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Our Logo
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Our Spacing Guildelines
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Safety Space
6in
Our average logo size is 6 inches x 6 inches. This should be used on baseball caps, regular t-shirts, folders, binders, etc.
6in
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Wep Page Safety Guidelines 1in
The smaller logo should only be used on web pages, business cards, letter heads, polo shirts, etc.
1in
The size of this logo is exactly 1 inch x 1 inch. The smaller logo should be placed in the upper right or bottom left corner when placed on the top of web pages, letters, and business cards.
The smaller logo placed in the top right corner.
The smaller logo placed in the bottom right corner.
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Prohibited Spacing
Silicon Valley
Silicon Valley
Silicon Valley
Silicon Valley Silicon Valley
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co i l i S
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Examples First M. Lastname
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SILICON VALLEY
5432 Any Street West Townsville, State 54321 555.543.5432 ph 555.543.5433 fax www.yourwebsitehere.com
www.yourwebsitehere.com
Buisness Card
5432 Any Street West, Townsville, State 54321 555.543.5432 ph 555.543.5433 fax www.yourwebsitehere.com
Letter Head: Upper
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Examples Silicon Valley: Stay Connected SILICON VALLEY
Network Systems Diagnostic Testing
INTERNET SECURITY
Justo odio dignissim qui blandit praesent
Sit amet, consec tetuer adipi-
luptatum zzril delenit augue duis dolore te
scing elit, sed diam nonummy
feugait lorem ipsum dolo.
nibh euismod tincidunt ut laoreet
Lorem ipsum dolorsit amet, conse ctetuer
dolore magna aliquam.
adipiscing elit, sed diam nonummy nibh euismod elit adispe.
NETWORK PROTECTION Ut wisi enim ad minim veniam,
Feugait nulla facilisi. Lorem ipsum dolorsit
quis nostrud exerci tation
amet, conse ctetuer laoreet dolore magna
ullamcorper.Et iusto odio dignis-
aliquam erat volutpat.
sim qui blandit praeseptatum
Magna aliquam erat volu isi enim ad
zzril delenit
minim veniam melo eratta dolore magnus.
augue duis dolore te feugait nulla adipiscing elit, sed diam nonummy nibh.
P E R S O N A L F I R E WA L L S
Lorem ipsum dolor sit amet, consec tetuer adipiscing
Nonummy nibh euismod tincidunt ut laoreet dolore
Tincidunt ut laoreet dolore
elit, sed diam nonummy nibh euismod tincidunt ut
magna aliquam erat volutpat. Ut wisi enim ad minim
magna aliquam erat volut pat. Ut
laoreet dolore magna aliquam erat volutpat. Ut wisi
veniam, quis nostrud exerci tation ullamcorper. Et iusto
wisi enim ad minim veniam, quis
enim ad minim veniam, quis nostrud exerci tation ulla-
odio dignissim qui blandit praesent luptatum zzril del-
exerci tation ullamcorper cipit
mcorper. Et iusto odio dignissim qui blandit praesent
enit augue duis dolore te feugait nisl ut aliquip ex ea
lobortis nisl ut aliquip ex.
luptatum zzril delenit augue duis dolore te feugait nulla
commodo.Et iusto odio dignissim qui blandit praesent
facilisi. Lorem ipsum dolor sit amet, conse ctetuer adipi-
luptatum zzril delenit augue duis dolore te feugait nulla
scing elit, sed diam nonummy nibh euismod tincidunt ut
facilisi. Lorem ipsum dolor sit amet, conse ctetuer adipi-
laoreet dolore magna aliquam erat
scing. Feugait nulla facilisi. Lorem ipsum dolor sit amet,
volutpat. Ut wisi enim ad minim veniam, quis exerci
conse ctetuer laoreet dolore magna aliquam erat volut-
tation ullamcorper suscipit lobortis nisl ut aliquip ex
pat. Ut wisi enim ad minim veniam, quis exerci tation
ea commodo. Lorem ipsum dolor sit amet, consectetuer
ullamcorper suscipit lobortis nisl ut aliquip
adipiscing elit elum corpes ipso mogno.
dolore te feugait nulla facilisi ex ea.
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Examples
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T-shirt colors are black, white, and blue. NEVER use red.
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Examples
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Examples
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SI
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Examples
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Examples
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Examples
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Examples
23pt
Typography
{
Typopgraphy = Style Art & Technique Voice
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Main Typeface
FUTURA A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Futura is the best bold font to use for the main logo branding. Use it whenever possible for headlines, web pages, and logo text.
a b c d e f g h i j k l m n o p q r s t u v w x y z
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Other Acceptable typefaces
IMPACT ABCDEFGHIJKLMNOPQRSTUVWXYZ
Impact and Helvetica fonts should be used when designing letters, business cards, binders, etc.
abcdefghijklmnopqrstuvwxyz 123456789!@#$%(_=+^&
Helvetica A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz 123456789!@#$%(_=+^&
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Acceptable Sizes
IMPACT
FUTURA HEADER 1 HEADER 2 HEADER 3
16pt
21pt
HEADER 4 14pt
36pt
HEADER 1 HEADER 2 HEADER 3
21pt
16pt
HEADER 4 14pt
HELVETICA 36pt
HEADER 1 HEADER 2 HEADER 3
HEADER 4
36pt
21pt
16pt
14pt
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Typeface Examples
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Typeface Examples
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Colors
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Color
Main Color The primary color will be a solid green. We suggest color #009344 as shown on the right. If you decide to experiment with different greens, be sure that they are not too bright or too dull because they could detract from the visual image and the logo impact.
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Main Logo Color
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Primary and Secondary Colors
Primary Colors Color Numbers 1) 4B8239 2) 3D6831 3) 2F4D21
Color Numbers 1) 517B5E 2) 3F6450
Secondary Colors
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Gray Scale Colors
Color Numbers 1) 808081 2) 6E6E6E 3) 2F302F
Color Numbers 1) 949493 2) BDBCBC 3) B0B1B0
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Ugly Colors Don’t place our logo on any yucky colors!
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Negative Version
There are two acceptable negative versions of the logo. The first utilizes green #009344 as the background with white for the text and color. This is the preferred version. Black may also be used for the background with white text and color. Other colors clash and do not represent our logo concept.
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Negative Version
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Prohibited Uses
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Do’s and Don’ts
01) Always leave space so that the logo can breath and not appear too cluttered.
02) Use black as the default color for mass printing.
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Do’s and Don’ts 02 ) Do not add drop shadows, bevel, emboss, inner glow, etc.
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Do’s and Don’ts 03 ) Do not add outlines to the logo.
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Do’s and Don’ts 04 ) Do not change the placement of the typography.
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Do’s and Don’ts
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Do’s and Don’ts 05) Do not rotate, stretch, or squash the logo.
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Do’s and Don’ts No GRADIENTS!!!
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Do’s and Don’ts 07) Do not change the placement of our typogarphy.
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Y E L L A V N O C SILICON VALLEY SILI
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Do’s and Don’ts 08) Do not layer, stack, or grid the logo.
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Do’s and Don’ts 09) Do not add photos behind a negative logo.
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Photography
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Photography
You’re welcome to use our vast collection of photos. Just be sure to give our photographers the proper credit they deserve. Our photos are for government agencies and businesses trying to attract families, students, and other commerce to the area.
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Photography
Businesses Communication and working together in a goal-oriented setting is vital for business success. Photography and logo designs are key aspects to marketing. By utilizing the logo, businesses can captialize on community identity. Photos need to illustrate the products or services in a variety of settings with a cross section of people from our community. Pictures need to show a positive atmosphere in the workplace. No one should appear stressed or overworked!
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Businesses
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Businesses
All photos borrowed for exapmle use are from shutter stock. 49
Photography
Families Seeking diversity, Silcon Valley wants to draw new families from various backgrounds. We want our family photos to be playful, enjoyable, and fun to look at. No sad images allowed!
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Families
All photos borrowed for exapmle use are from shutter stock.
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Families
All photos borrowed for exapmle use are from shutter stock. 52
Photography
Students Students come from all over the world to our community. When taking pictures for our student section be sure to reference pop culture settings. Student photos should be similar to family and business photos. They should appear to be having fun even in student environments.
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Students
All photos borrowed for exapmle use are from shutter stock.
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Students
All photos borrowed for exapmle use are from shutter stock.
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Photography
Tips for taking and selecting photos: 1) Does the photo feel natural and is it shot on location? Posed photos can make images feel too stiff. 2) Is the image in full color? Has it been altered in any way, shape, or form? Have layers, tones, or black and white effects been added? 3) Does the photo feature more than one person? 4) Is the photo in a unique setting? 5) Are the people in the photo approachable or engaging with one another?
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Photography When you place the logo on the final images, it should be placed in the bottom right corner. Use the 1 inch x 1 inch size logo with 9 pt text. The color for the logo should be black. Using the green logo can cause it to blend in with the photo. It is a risk not worth taking!
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Putting it All Together.
Silcon Valley’s new brand communicates our plans for future growth in technology. Integrating intriguing photos of people with our logo will entice new people and businesses to our community. We have given instructions and helpful hints to maximize the impact our logo will have.
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Beth Castleman
Design Mythology: Logo Booklet Spring 2015 Silicon Valley
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