Brand Standards 1 Manual
CATALYST COMMUNICATIONS
This brand standards guide is the primary visual DNA of Catalyst Communications branding. The assets enclosed describes, defines and presents examples of what your brand looks like and how elements should be used in various visual media.
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Brand Standards Manual
CREATIVE ASSETS
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CATALYST COMMUNICATIONS
Wordmark The word mark is built from Gotham Family typeface. The word mark may be used on its own on small items or where the primary mark can not fit.
Catalyst
COMMUNICATIONS
Primary Mark The 2 color version of the logo (horizontal or vertical) should be the first choice when developing a majority of marketing materials, collateral, and advertisements for Catalyst Communications.
1-COLOR
2-COLOR
INVERSED
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Brand Standards Manual
Tagline The tagline is to be used to give more context to Catalyst Communications. It doesn’t have to be used in every piece, but should be included when a quick description is needed. The tagline can be used alone or with the primary mark, please see example placements below.
AC C E L E R AT I N G Y O U R B U S I N E S S
AC C E L E R AT I N G YOUR BUSINESS
AC C E L E R AT I N G Y O U R B U S I N E S S
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CATALYST COMMUNICATIONS
Margin + Spacing It is important that the logo is given a comfortable margin to ensure that no other elements (logos, type, etc.) Interfere or distract from it. The doubled height of “Communication� is used to determine the appropriate margin and spacing.
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Brand Standards Manual
Minimum Size The vertical and horizontal logos each have a minimum size recommendation. Going smaller than this minimum size puts the logo in danger of being illegible. Please use the word mark if the logo is below the size recommendations below.
1.33�
1.00
0.44�
2.00�
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CATALYST COMMUNICATIONS
Typography PRINT USE
The Gotham Font Family celebrates the attractive and unassuming lettering of the city. These letters are straightforward and non-negotiable, yet possessed of great personality, and expertly made. This widely used geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000.
Gotham abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+?/<>
FONT WEIGHTS
Gotham Light
Gotham Bold
Gotham Light Italic
Gotham Bold Italic
Gotham Book
Gotham Black
Gotham Book Italic
Gotham Black Italic
Gotham is hosted on H&FJâ&#x20AC;&#x2122;s Cloud.typography Service, but the preferred alternative web-safe font is Proxima Nova.
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Brand Standards Manual
Icon Set All iconography should directly relate to themes of communication and business. Elements should be treated similarly in weight and overall presence. All icons should be used with in a circular shape. Below represents some iconography that can be used.
Geometric Shape The geometric shape below is to be used over top photography to incorporate additional text. The opacity is set at 90 percent.
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CATALYST COMMUNICATIONS
Color Palette The cool color palette has been established to show the life and energy that Catalyst Communication has to offer. Focusing on blue loyality and green growth. Secondary colors have been established one analogous color (purple) to flow well with the primary palette and one complementary color (yellow) for contrast. The tertiary palette exists for guidance in textures and photography and to be used in moderation where needed.
PRIMARY
SECONDARY
PANTONE 285C _ c 84 / m 40 / y 7 / k 0 r 13 / g 130 / b 187 #0781BA
PANTONE 2587C _ c 65 / m 65 / y 1 / k 0 r 109 / g 103 / b 173 #6D67AD
PANTONE 354C _ c 73 / m 5 / y 89 / k 0 r 70 / g 174 / b 88 #46AE58
PANTONE 1235C _ c 3 / m 31 / y 87 / k 0 r 244 / g 181 / b 61 #F4B53D
TERTIARY PANTONE 2728C
PANTONE 298C
PANTONE 367C
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PANTONE 449C
Brand Standards Manual
PHOTOGRAPHY
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CATALYST COMMUNICATIONS
Photography All of Catalyst Communications photography should showcase well thought out shots. The photos should represent one of the three categories list below...
PEOPLE People love seeing photos with people. A face can draw in your attention. Incorporate a people image(s) into all branded collateral. People photos encourages interaction and ultimately trust.
MOVEMENT Catalyst Communications has evolved as a company and has to keep the momentum to be competitive in the market. In addition, society and clients are always on the move in todayâ&#x20AC;&#x2122;s fast pace society. Movement should be used mostly with in textures. Yet having some movement with in the people images is also an alternate idea.
DETAILS Close ups allow the audience to see what Catalyst Communication has to offer with out getting hung up on too many other competing ideas. It allows more simplicity and focus than traditional images and off sets well with the other photography options.
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Brand Standards Manual
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CATALYST COMMUNICATIONS
ACTIVATION
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Brand Standards Manual
WE
MOCK E T I BS
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UP
CATALYST COMMUNICATIONS
Booklet cover, business card (front and back) and folder with letterhead.
“Lorem ipsum dolor sit amet, consectetur adipiscing elit.”
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Brand Standards Manual
Firstname Lastname
Title
Address 1
phone
Address 2
City, State Zip
website
Firstname Lastname Company Address1 City, State Zip
Dear John,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin ac purus eu ipsum finibus luctus. Cras consequat molestie dignissim. Ut nisl libero, imperdiet vitae mauris a, bibendum scelerisque lacus. Quisque ornare sagittis ex, ut tincidunt odio hendrerit in. Integer sodales lobortis nulla sed volutpat. Sed vehicula commodo tellus, sed elementum lorem tempor ac. Integer tortor lorem, gravida ac convallis eu, rhoncus id neque. Nunc suscipit eu tellus sed semper. In tincidunt et erat quis sollicitudin. Cras eget elit in nisl consectetur suscipit. Duis ex velit, tempus eu urna in, ultrices porta dolor. Nulla eget orci ex. Suspendisse lobortis lectus risus, suscipit varius metus eleifend in. Nunc vel erat nisi. Sed feugiat aliquam sapien a lobortis. Proin malesuada justo eros, nec mattis ante tristique sed.
Maecenas tincidunt lectus non suscipit cursus. Mauris placerat non augue vitae aliquet. Curabitur aliquet non arcu quis venenatis. Nullam id auctor lorem, non interdum enim. Pellentesque elementum posuere tincidunt. Maecenas ut facilisis elit, rhoncus vestibulum tellus. Sed vehicula eros ut sem cursus feugiat. Nullam posuere, purus vel commodo viverra, magna lorem vehicula sapien, vel efficitur quam sapien nec ipsum. Praesent fringilla at lacus vitae dignissim.
Sincerely.
ADDRESS1 CITY, STATE ZIP | TELEPHONE | WEBSITE
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Š 2017 Catalyst Communications. All Rights Reserved. Designed by Zeal40: The Creative Agency.
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