BRAND IDENTITY GUIDELINES Revised 09.16.17
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 IMAGE by Alexander’s Uniforms logo is utilized for all IMAGE-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 IMAGE by Alexander’s Uniforms logo is strictly prohibited.
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APPROPRIATE USAGE
ON A DARK OR COLORED BACKGROUND The white typeface should be used at all times unless the typeface is obscured or made illegible by a light background, such as white.
MAIN LOGO - Horizontal
The following logo should be used for all appropriate materials related to the IMAGE 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 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 without consent.
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APPROPRIATE USAGE
ON A WHITE OR LIGHT BACKGROUND
The black typeface is only approriate to use on any light surface in which the white typeface is obscured or illegible.
MAIN LOGO - Horizontal
The following logo should be used for all appropriate materials related to the IMAGE 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 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 without consent.
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BLACK AND WHITE
The Black and White logo should be used only on materials that require a Black and White logo. Otherwise, the colored logo should be used in all other instances. Please follow the appropriate usage guidelines in regards to which logo should be applicable.
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, and 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 should be applicable.
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SPACING AND POSITIONING CLEAR SPACING
The clear spacing around the logo can be defined by taking the distance within the top white space on the E in IMAGE. 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.
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 IMAGE 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 disporportionally 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
The following hang tag is intended to print on a glossy white material or glossy black material. t
STYLE
info
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96% Polyester
96% Polyester
4% Spandex
4% Spandex
info
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COLOR
SIZE
STYLE
COLOR
SIZE
12345678901234
12345678901234
www.AlexandersUniforms.com
www.AlexandersUniforms.com
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APPROVED TYPOGRAPHY OVERVIEW
The following typefaces are approved to be used for various communication and advertising purposes.
FUTURA
CALIBRI
This is the primary typeface to be used on any printed materials or communication in relation to the brand. Italics are approved.
Should the primary typeface be unavailable, the use of Calibri is permitted. Italics are approved.
Usage
Usage
Headers
Headers
FUTURA LIGHT 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
CALIBRI LIGHT 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
FUTURA BOOK 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
CALIBRI REGULAR 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
FUTURA MEDIUM 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
CALIBRI BOLD 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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.
FUTURA BOLD 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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.
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APPROVED COLOR PALETTES OVERVIEW
The following colors are approved to be used for various communication and advertising purposes. Pure White and Pure Black are approved.
C0 M 85 Y 51 K 0
R 208 G 78 B 97
HEX D04E61
C 74 M0 Y 79 K 0
R 110 G 180 B 111
HEX 6EB46F
C0 M 49 Y 73 K 0
R 224 G 149 B 89
HEX E09559
C 69 M 19 Y 0 K 0
R 102 G 164 B 218
HEX 66A4DA
C3 M4 Y 84 K 0
R 244 G 228 B 86
HEX F4E456
C 50 M 75 Y 0 K 0
R 129 G 92 B 161
HEX 815CA1
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