mini ci guide april 2013
Ecology identity guidelines / primary identity
Ecology identity guidelines / primary identity / area of isolation
The logo is designed to be suitable for all situations and applications. The following explains the ways in which it may be used. The logo may only be placed a minimum of an “O” distance away from any other design element or page border. Using the ‘O’ from the icon as a measuring device will always ensure that the breathing space around the logo is in proportion to the size of the logo. A clear space or area of isolation has been devised to ensure prominence and protection of the identity. This area should always be clear of any information or imagery.
Minimum Size To ensure maximum legibility and high reproduction standards, the logo may not be reduced smaller than 40mm in width without the strapline.
40mm
Ecology identity guidelines / primary colours / divisional colour
Colour plays an important role in identifying our company, its products and services. The consistent and accurate use of these colours ensures that our brand remains recognisable and memorable. These colours should never be altered. Please note that all body text must be 60% black or solid black. Ecology Primary Colours :
PANTONE 157C c 0 m 0 y 0 k 100
PANTONE 159C c 0 m 0 y 0 k 0
PANTONE Cool Gray 8 C c 0 m 0 y 0 k 60
R G B
R G B
R G B
0 0 0
Hex 1c1c1b
255 255 255
Hex ffffff
128 130 132
Hex 808284
Ecology identity guidelines / full colour and reversal
Please note that the full colour identity on white is the primary application of the Ecology brand. The white reversal is the secondary application, only to be used as an exception to the rule.
Ecology identity guidelines / unacceptable logo usage
The logo must never be used over a busy background pattern or colour. Please refer to Logo Colours for the supporting colours range.
Examples of incorrect use of logos:
No background colour that is not one of the supporting colours
No background image or pattern
Ecology identity guidelines / unacceptable logo usage
Please note that the full colour identity on white is the primary application of the Ecology brand. The white reversal on the specific bubble background is the secondary application, only to be used as an exception to the rule.
Examples of incorrect use of logos:
Logo must always be scaled in proportion regardless of the format that it needs to fit into.
If the logo you have chosen does not fit, refer to another logo option using only the icon.
Logo must always have an “O� distance away from other logos, pictures or background elements
Ecology identity guidelines / corporate typography / print
The primary Ecology typeface for print collateral is HELVETICA NEUE. All versions of HELVETICA NEUE must be utilised on print collateral. Please note that all body text must be 65% black or solid black.
HELVETICA NEUE 45 LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
HELVETICA NEUE 55 ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
HELVETICA NEUE 75 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
HELVETICA NEUE 56 ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
Ecology identity guidelines / corporate typography / online
The primary Ecology typeface for online collateral is HELVETICA. All versions of HELVETICA must be utilised on print collateral. Please note that all body text must be 65% black or solid black.
HELVETICA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
HELVETICA REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
HELVETICA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
HELVETICA OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
Ecology identity guidelines / corporate typography / online & print
The secondary Ecology typeface for online or print collateral is OPEN SANS. Please note that all body text must be 65% black or solid black.
OPEN SANS LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
OPEN SANS REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
OPEN SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
OPEN SANS OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*(){}_+:;”,.’?
Ecology identity guidelines / unique backgrounds
These are the only backgrounds on which the logo may be used Please refer to Logo Colours for the supporting colours range.
More info? andrew@electrik.co.za
ecologystore.co.za