a quick reference logo guide January 2017
The Waterside logo is the pimary mark
PREFERRED LOGO
and visual representation of the company. The frequent use of the logo builds up an identity when it’s used in all aspects of the brand.
The Preferred Logo should be used first, in cases of dark backgrounds and when the logo is being used over imagery. There should be a 40% black-to-transparent gradient set to Multiply behind the logo when it’s being used over top of a photo. The gradient should cover as little of the Photo background with 40% Multiplied black gradient
image as possible while still allowing for legibility of the logo.
The Alternate Color Logo should be used when the background is white or other light color. When in doubt, use the Preferred Logo.
By applying these guidelines across all platforms and means of communications, we will create a powerful identity that reinforces all aspects of who we are, what we represent and our key values. The following pages are guidelines for these applications and should be strictly adhered to on all accounts.
ALTERNATE COLOR LOGO
The Waterside District colors are shown to
BRAND COLORS
the right in CMYK, PantoneÂŽ (PMS) colors, Hexachrome and RGB. PRIMARY
The primary colors shown here may be used as background and accent colors on marketing materials.
The secondary colors are to be used as accent colors in marketing materials and website buttons/calls to action.
C0 M62 Y95 K0
C75 M10 Y37 K6
PMS 158C
PMS 2234C
HEX e87722
HEX 4f9fa6
R232 G119 B34
R79 G159 B166
When using these colors, type in the corresponding color codes to maintain consistency. Do not sample the colors from this page.
SECONDARY
C100 M21 Y28 K76
C100 M2 Y46 K49
C0 M89 Y99 K0
C8 M92 Y100 K33
PMS 548C
PMS 2238C
PMS Bright Red
PMS 484C
HEX 003d4c
HEX 006975
HEX d73d20
HEX 952F22
R0 G61 B76
R0 G105 B117
R215 G61 B32
R149 G47 B34
The Waterside logo should have at a minimum
CLEAR SPACE
a margin of clear space on all sides around it equal to the cap-height of ‘District’ within the logo. No other elements (text, images, other logos, etc.) can appear inside this clear space.
The minimum size reduction of the preferred logo should never be smaller than 1” wide.
IGHT
CAP-HE
CAP-HEIGHT
CAP-HEIGHT
MINIMUM SIZE
1”
The logo may not be redrawn, altered or reflected
DO NOT stretch or distort
and should always appear clean, crisp and undistorted. The logo may not be boxed or enclosed with the exceptional use as a graphic icon, bullet, text end tag or favicon. A unique spacing configuration is necessary. The full-color logo is always preferred, but see the brand color section of this guide for alternate use. Always use provided artwork for the logo.
DO NOT change color
• Any scaling must retain the original logo proportions. • The logo may not be altered in any way. • No text may be added in a way that makes it appear to be part of the logo.
DO NOT add a ruled box or circle to the logo
DO NOT change the tilt of the logo
There are two fonts for the Waterside District brand. Brandon Printed Two is only to be used for headlines.
Gotham is the secondary font, to be used in
HEADLINE FONT
Brandon printed two
collateral and any other pieces that require large amounts of copy.
If someone intends to produce art using these fonts
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.
outside of Free Agents Marketing, the typefaces will have to be purchased separately.
Brandon Printed Two can br purchased here: https://www.myfonts.com/fonts/hvdfonts/ brandon-printed/two/
Gotham can be purchased here: http://www.typography.com/fonts/gotham/styles/ gothambundle
SECONDARY FONT
Gotham Book The quick brown fox jumps over the lazy dog. THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.
Montserrat is the web-safe font that should be used for boxy copy on the Waterside District website. WEB FONT
Montserrat The quick brown fox jumps over the lazy dog. THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.