BRAND IDENTITY GUIDELINES Revised 09.14.17
TABLE OF CONTENTS LOGO USAGE Overview Appropriate Usage Sizing and Positioning Inappropriate Usage Hang Tags Typography & Color Palettes Approved Typography Approved Color Palettes
OVERVIEW
The Elements by Alexander’s Uniforms logo is utilized for all Elements-related usage and any matters related to the brand. Proper usage is essential to maintain the brand’s identity and integrity. Any altering of the Elements by Alexander’s Uniforms logo is strictly prohibited.
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APPROPRIATE USAGE MAIN LOGO - Horizontal
The following logo should be used for all appropriate materials related to the Elements brand or apparel. The Horizontal Logo is the primary logo to use on all materials based on legibility and aesthetic.
SECONDARY LOGO
Should the main logo, including the BY ALEXANDERS UNIFORMS already exist on a material, the following logo with the removal of BY ALEXANDERS UNIFORMS shall be allowed.
VERTICAL LOGO
The use of the Vertical Logo is appropriate to use should the Horizontal Logo not have the best fit for the spacing and formatting.
ICON
The use of the icon alone is permitted under specific circumstances. Should the spacing be limited in relation to logo usage, the icon is allowed to take the place of the logo to maintain the brand’s identity. The removal of the icon from the logo is not permitted under any circumstance
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SINGLE COLOR LOGO
The Single Color logo should be used only on materials that require a Single Color logo. Black should be used on all light colored materials, where White should be used on all dark colored materials. Otherwise, the colored logo should be used in all other instances. Please follow the appropriate usage guidelines in regards to which logo shall be applicable.
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SPACING AND POSITIONING CLEAR SPACING
The clear spacing around the logo can be defined by taking a square from the within the logo icon and rotating it by o45 . This is considered the clear spacing guide. Regardless of the size of the logo, the clear spacing can be defined through this method. Absolutely nothing should be placed within this space when using the logo on any material.
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o
Clear Spacing Guide
SIZING
The main logo should not appear smaller than .5 inch on any material. Should the space required be smaller than .5 inch, the secondary logo should be used in place of the main logo. Should the secondary logo be used in place of the main logo, the secondary logo cannot be smaller than .25 inch.
.5 Inch Not permitted any smaller
.25 Inch Not permitted any smaller
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INAPPROPRIATE USAGE
The following applies to all variations of the Elements by Alexanders Uniforms logo.
DO NOT Reposition the icon
DO NOT Add any additional text or graphics to the logo
DO NOT Reposition any text
DO NOT Distort or disproportionally scale the logo
DO NOT Resize any part of the logo
DO NOT Alter the logo coloring
DO NOT Rotate the logo
DO NOT Change the logo typeface
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HANG TAGS
info info
info
65% Polyester 32% Rayon 3% Spandex Info Info Info STYLE
COLOR
SIZE
12345678901234 www.AlexandersUniforms.com
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APPROVED TYPOGRAPHY
The following typefaces are approved to be used for various communication and advertising purpose.
HELVETICA
CAVIAR DREAMS
This is the primary typeface to be used on any printed materials or communication in relation to the brand. Italics are approved.
This typeface is used solely for the purpose of headers and taglines and should not be used for any body copy.
Usage
Body Copy
Helvetica should only be used for body copy relating to the brand. There are various approved weights for the font, however Helvetica Light is the primary weight for body copy. HELVETICA LIGHT 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ HELVETICA REGULAR 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ HELVETICA BOLD 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Usage
Headers
There are a variety of approved weights for the font. For example, a header 1 should use a thicker weight than a header 2. All caps is preferred for the main header. If the different weights have already been exhausted, differentiate headers through font sizes. CAVIAR DREAMS REGULAR 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ CAVIAR DREAMS BOLD 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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APPROVED COLOR PALETTES
The following colors are approved to be used for various communication and advertising purposes. Pure White and Pure Black are approved.
C0 R 218 M 62 G 125 Y 100 B 45 K0
HEX DA7D2D
C 14 M 31 Y 66 K0
R 206 G 173 B 111
HEX CEAD6F
C 57 M 19 Y 83 K2
HEX 85A05D
C 59 M5 Y 9 K0
R 128 G 188 B 218
HEX 80BCDA
R 133 G 160 B 93
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