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table of contents introduction 4 logo description 5 color applications 6 color versions 6 monochrome version 7 grayscale version 7 reverse versions 8 palettes 9 color palette 9 grayscale palette 9 logo placement 10 clear space 10 applications 11 business card (obverse) 11 business card (reverse) 11 envelope 12 stationery (obverse) 13 stationery (reverse) 14 postcards 15 signage 16 teaser adverts 17 full advert 18
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introduction Aloha and e‘ komo mai (welcome) to the graphic standards manual for the Wai‘aka Homestead brand logo. The following pages will review the various iterations of the brand logo, the various components thereof, and the applications of the brand logo. For using the brand logo as intended, all we can say is mahalo!
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logo description
The logo consists of the logotype and the brandmark (the paired leaves). The logotype is based on the Mercurius CT Std typeface, with modifications made to the height of all ascenders, to bring them down. The tittle from the miniscule i was also removed, and the height and kerning of the ‘okina was adjusted downward as well.
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color applications color versions
This is the full-color version. The text is set in a dusty violet color. The smaller leaf is in a dark green and the larger leaf in a bright green. Note that in advertising, you are free to change the color of the text to match predominant advertisement colors, but the colors of the leaves are to remain the same always. See the following example.
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monochrome version
This version was developed for potential uses in fax machines, etc.
grayscale version
This version was developed for potential uses in newsprint, etc.
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reverse versions
This version reverses the text into white on a dusty violet background. The leaves remain the same. There is a reverse monochrome version as well.
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palettes color palette
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grayscale palette
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logo placement clear space
To ensure that the brand logo has sufficient breathing room, space equivalent to at least two of the miniscule letter e’s on all sides must be allocated.
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applications business card (obverse)
business card (reverse)
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envelope
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stationery (obverse)
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stationery (reverse)
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postcards
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signage
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teaser adverts
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full advert
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